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ABOUT THE CLASS This class will teach you how to develop a comprehensive marketing mix plan (including marketing, social media, etc.). Discuss what is truly newsworthy material and learn how to identify the appropriate communication channels and publications. Learn how to position your organization and then craft your company message, discuss finding your company voice and how to keep the message clear and concise. THE TAKEAWAYS To obtain a basic understanding of branding a new product or service to people who care and want to get involved. To establish a clear formula for building your marketing and PR foundation using best practices. (make sure to talk through price, promotion, product, and people) To understand the difference behind Marketing, Social Media and PR and to explain the role and importance of both. To highlight inexpensive marketing and PR tactics startups can leverage to grow brand awareness with limited resources and a tight budget. ABOUT THE INSTRUCTORS, Joanna Singleton & Missy Wyszynski Joanna Singleton is a Partner at Jackson Spalding, one of the largest independent communications firms in the Southeast, with offices in Atlanta, Athens and Dallas. Today, she oversees account work for a variety of Dallas-based clients, including Klyde Warren Park. Over the years she has compiled an impressive network of media contacts that have landed her clients in The New York Times, The Wall Street Journal and on CNN. Prior to joining Jackson Spalding in 2005, Joanna worked in Washington, DC for CBS News and a global PR firm where she became well-versed in public affairs and issues management. Missy Wyszynski is a leader in real-estate marketing working on the most high profile projects in Texas. Work includes comprehensive marketing solutions for residential, retail and mixed-use destinations including Uptown Dallas, StreetLights Residential, West Village and Victory Park. Prior to working with Jackson Spalding, Wyszynski was integral in starting the Gables Urban division for Gables Residential, working on mixed-use projects in Texas and Florida. Wyszynski spent eight years leading the marketing and public relations efforts for Hillwood's Victory Park project. In addition to retail marketing, she also led the marketing programs for W Dallas Residences and The House by Starck and Yoo. Wyszynski is a graduate of Texas Tech University and resides in Dallas with her husband and son. PRESENTED BY, The Dallas Entrepreneur Center The Dallas Entrepreneur Center (DEC) is an entrepreneurial support system dedicated to bringing together the resources, support and opportunities that Dallas-area entrepreneurs need to start, build and grow their businesses. Launched in 2013, the DEC believes investment in entrepreneurs is investment in the community. Learn more at thedec.co.
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MARKETING
COMMUNICATIONSSEPTEMBER 26, 2013
MARKETING + BRANDING
Building a Plan
Set goals
Personal
Business
Strategic
Tactical
ID your target audience
Demographics
Psychographics
Behaviors
Geographics
Research competitors
ID your differentiators
What is a brand?
PRODUCT / SERVICE
NAME
LOGO
TAGLINE
Branding – Everything Communicates
Elements of Branding
Mission/Vision/Values
Brand positioning statement
Brand personality
Name/Logo
Tagline
Brand style guide
Templates
Brand Positioning Exercise - Harley
WHAT The only motorcycle manufacturer
HOW that makes big, loud motorcycles
WHO for macho guys (and wannabes)
WHERE mostly in the United States
WHY who want to join a gang of cowboys
WHEN in an era of decreasing personal freedom
Marketing Kit
Identity Package
Business Cards, Letterhead,
Presentation Templates
Collateral
Brochures, Flyers
Video
Branded Promotional Items
Brand and Customer Experience
How is your brand carried through beyond
collateral
Exterior
Water and Coffee Display
Scents
Greeting
Flowers
Music
Attire
Website
DIY Templates
Best Practices
Home Page Content to include contact information and social media icons
Limit the layers of your navigation
More photos, less copy
Website
Trends
Flash
Parallax
Java, HTML 5
http://veevlife.com/vitafrute/
Lead Generation/Capture Plan
Start with a database management platform
Determine the best outreach channels
Existing Customers
Advertising
Direct mail
Events
Social Media + Blogs
Online
Media
Lead Generation/Capture Plan
All communications channels should
include a CALL TO ACTION
Sign up to for a chance to win
Register to learn more and receive xyz
Referral plan and gift
Develop a plan to stay top of mind
Blogs
Emails Newsletters
Customer Service Strategy
Customer List
Salesforce.com
Touchpoint/Engagement Plan
Personal Calls
Thank You Cards
Birthdays
SEO
SEO Basics
Choose a domain that makes sense
Create unique, accurate page titles
“Buy Rare Baseball Cards”
Use Keywords that will help your site get found
Make use of the “description” meta tag
“Brandon’s Baseball Cards provides large selection of vintage and modern baseball cards for sale.”
Use words in URLs
Baseballcards.com/rare-cards
Links to your website from blogs, social media services, email, forums, etc.
Events
Owned signature events
Target audience events
Industry events and conferences
Relationship-building event attendance
Awards
Research and create an award matrix
Pursue awards
Promote third party validation through media relations, social media,
website, e-marketing, etc.
Fun Trends
Quick Response Codes
Museums and galleries are using codes to
enhance the user experience
Fun Trends
Augmented reality
Live, view of a physical, real-world
environment whose elements are
augmented by computer generated
sensory input
Haagen Dazs
PUBLIC RELATIONS
Media Relations – What is News?
To cover
a beatTo meet
deadlines
To get
answers
To break
a story
Media Relations – The Media List
Media Relations – The Press Release
Newsworthy headline
Lede sentence should have the most important information
Avoid “fluff,” opting for facts
Quotes should convey key messages you hope to see in media coverage
Anticipate media questions, and answer them with facts in your press release
Post on your website, consider a wire service for important releases
Media Relations – The Pitch
Media Relations – The Interview
Research reporter
Coordinate time and place
Anticipate questions
Prepare key messages
Community Relations
Thought Leadership
Thought Leadership, as defined by RainToday.com… “centers on earning trust and
credibility.” Thought Leaders get noticed by offering something different—information,
insights, and ideas, for instance. Thought Leadership positions you and your company as
an industry authority and resource and trusted advisor by establishing your reputation
as a generous contributor to your industry.”
Community Relations
Special Events and Tie to the Community
Community Relations
Corporate Charity
SOCIAL MEDIA
Social Media Platforms
Social Media
Customer Service
Loyalty Offerings
Earn points with modern day punch cards
Crowdtwist
Reward for all engagements from purchases to checking in
Key Ring – No more cards on your key ring
Advertising
Purchase sponsored pins
Purchase ads based on geographic location, relationship
status, workplace and education, likes and interest
Promote tweets based on gender, location and interest
Tracking
Sprout Social
Blogs
Social Media – Common Mistakes
Ignoring social media altogether, because they don't have time to understand its impact.
Inconsistent branding on different social media sites.Talking about themselves too much.
Jumping in without thinking.
Jumping in but not staying in.
Trying to be active on every social media platform.
Thinking that simply having a Facebook page and a Twitter account means they're doing social-media marketing.
Thinking social media is free.
Forgetting the "social" part of social media.
Social Media – Practical Execution
Creating your Marketing Plan