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.
Text of The DEC Education: Marketing / PR
1. MARKETING COMMUNICATIONS SEPTEMBER 26, 2013
2. MARKETING + BRANDING 3. Building a Plan Set goals Personal Business Strategic Tactical ID your target audience Demographics Psychographics Behaviors Geographics Research competitors ID your differentiators 4. What is a brand? PRODUCT / SERVICE NAME LOGO TAGLINE 5. Branding Everything Communicates 6. Elements of Branding Mission/Vision/Values Brand positioning statement Brand personality Name/Logo Tagline Brand style guide Templates 7. 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 8. Marketing Kit Identity Package Business Cards, Letterhead, Presentation Templates Collateral Brochures, Flyers Video Branded Promotional Items 9. Brand and Customer Experience How is your brand carried through beyond collateral Exterior Water and Coffee Display Scents Greeting Flowers Music Attire 10. 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 11. Website Trends Flash Parallax Java, HTML 5 http://veevlife.com/vitafrute/ 12. 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 13. 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 14. Customer Service Strategy Customer List Salesforce.com Touchpoint/Engagement Plan Personal Calls Thank You Cards Birthdays 15. 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 Brandons 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. 16. Events Owned signature events Target audience events Industry events and conferences Relationship-building event attendance 17. Awards Research and create an award matrix Pursue awards Promote third party validation through media relations, social media, website, e-marketing, etc. 18. Fun Trends Quick Response Codes Museums and galleries are using codes to enhance the user experience 19. Fun Trends Augmented reality Live, view of a physical, real-world environment whose elements are augmented by computer generated sensory input Haagen Dazs 20. PUBLIC RELATIONS 21. Media Relations What is News? To cover a beat To meet deadlines To get answers To break a story 22. Media Relations The Media List 23. 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 24. Media Relations The Pitch 25. Media Relations The Interview Research reporter Coordinate time and place Anticipate questions Prepare key messages 26. Community Relations Thought Leadership Thought Leadership, as defined by RainToday.com centers on earning trust and credibility. Thought Leaders get noticed by offering something differentinformation, 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. 27. Community Relations Special Events and Tie to the Community 28. Community Relations Corporate Charity 29. SOCIAL MEDIA 30. Social Media Platforms 31. Social Media 32. 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 33. Advertising Pinterest Purchase sponsored pins Facebook Purchase ads based on geographic location, relationship status, workplace and education, likes and interest Twitter Promote tweets based on gender, location and interest Tracking Sprout Social 34. Blogs 35. 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. 36. Social Media Practical Execution 37. Creating your Marketing Plan