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MARKETING COMMUNICATIONS SEPTEMBER 26, 2013

The DEC Education: Marketing / PR

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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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Page 1: The DEC Education: Marketing / PR

MARKETING

COMMUNICATIONSSEPTEMBER 26, 2013

Page 2: The DEC Education: Marketing / PR

MARKETING + BRANDING

Page 3: The DEC Education: Marketing / PR

Building a Plan

Set goals

Personal

Business

Strategic

Tactical

ID your target audience

Demographics

Psychographics

Behaviors

Geographics

Research competitors

ID your differentiators

Page 4: The DEC Education: Marketing / PR

What is a brand?

PRODUCT / SERVICE

NAME

LOGO

TAGLINE

Page 5: The DEC Education: Marketing / PR

Branding – Everything Communicates

Page 6: The DEC Education: Marketing / PR

Elements of Branding

Mission/Vision/Values

Brand positioning statement

Brand personality

Name/Logo

Tagline

Brand style guide

Templates

Page 7: The DEC Education: Marketing / PR

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

Page 8: The DEC Education: Marketing / PR

Marketing Kit

Identity Package

Business Cards, Letterhead,

Presentation Templates

Collateral

Brochures, Flyers

Video

Branded Promotional Items

Page 9: The DEC Education: Marketing / PR

Brand and Customer Experience

How is your brand carried through beyond

collateral

Exterior

Water and Coffee Display

Scents

Greeting

Flowers

Music

Attire

Page 10: The DEC Education: Marketing / PR

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

Page 11: The DEC Education: Marketing / PR

Website

Trends

Flash

Parallax

Java, HTML 5

http://veevlife.com/vitafrute/

Page 12: The DEC Education: Marketing / PR

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

Page 13: The DEC Education: Marketing / PR

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

Page 14: The DEC Education: Marketing / PR

Customer Service Strategy

Customer List

Salesforce.com

Touchpoint/Engagement Plan

Personal Calls

Thank You Cards

Birthdays

Page 15: The DEC Education: Marketing / PR

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.

Page 16: The DEC Education: Marketing / PR

Events

Owned signature events

Target audience events

Industry events and conferences

Relationship-building event attendance

Page 17: The DEC Education: Marketing / PR

Awards

Research and create an award matrix

Pursue awards

Promote third party validation through media relations, social media,

website, e-marketing, etc.

Page 18: The DEC Education: Marketing / PR

Fun Trends

Quick Response Codes

Museums and galleries are using codes to

enhance the user experience

Page 19: The DEC Education: Marketing / PR

Fun Trends

Augmented reality

Live, view of a physical, real-world

environment whose elements are

augmented by computer generated

sensory input

Haagen Dazs

Page 20: The DEC Education: Marketing / PR

PUBLIC RELATIONS

Page 21: The DEC Education: Marketing / PR

Media Relations – What is News?

To cover

a beatTo meet

deadlines

To get

answers

To break

a story

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Media Relations – The Media List

Page 23: The DEC Education: Marketing / PR

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

Page 24: The DEC Education: Marketing / PR

Media Relations – The Pitch

Page 25: The DEC Education: Marketing / PR

Media Relations – The Interview

Research reporter

Coordinate time and place

Anticipate questions

Prepare key messages

Page 26: The DEC Education: Marketing / PR

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.”

Page 27: The DEC Education: Marketing / PR

Community Relations

Special Events and Tie to the Community

Page 28: The DEC Education: Marketing / PR

Community Relations

Corporate Charity

Page 29: The DEC Education: Marketing / PR

SOCIAL MEDIA

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Page 31: The DEC Education: Marketing / PR

Social Media Platforms

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Social Media

Page 33: The DEC Education: Marketing / PR

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

Page 34: The DEC Education: Marketing / PR

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

Page 35: The DEC Education: Marketing / PR

Blogs

Page 36: The DEC Education: Marketing / PR

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.

Page 37: The DEC Education: Marketing / PR

Social Media – Practical Execution

Page 38: The DEC Education: Marketing / PR

Creating your Marketing Plan