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AnalyzeBusiness + Needs = Strategies
Messages You Want To Communicate
Communication Tools
“What We Will Use toCommunicate the Messages”
Target Audience
“To Whom We WillCommunicate the Messages”
ExecuteWe Communicate the Messages
to the Target Audience
Using the Tools
Publicity Sales Promotions
Media Relations Crisis Management
Trade Show Support Reputation Management
Integrated Marketing Litigation Communications
MeasureThe Purpose
Measure Lion’s Performance
The Methods
Lion’s PerformanceAssessment Matrix
The Results
QuantitativeMeasurement
Measure theProgram’s
Effectiveness
Lion ClippingsEvaluation
OngoingRefinement
of theProgram
Message Communication
1 2 3 4 5
Vision Systems Design
Machine Design
Design News
Crain’s NY Business
Laser Focus World
Wall Street Journal
Photonic Spectra
PD&D
Lion Clippings Evaluation (sample)
Total Publications = 8 Total Circulation = 1,285,013 Total Value = 60,530.00
Message Communication Key:1. Industry Leader2. European/Global Capabilities3. Technical Innovator4. Driver for Change5. End-User Benefits
Quality Rating Key1. Very negative2. Poor3. Fair/Balanced4. Good5. Excellent
PUBLICATION
01/07
01/07
02/07
03/07
04/07
06/07
08/07
11/07
DATE SUBJECT
20,773
73,457
78, 908
141,029
67,052
781,238
69,334
53,222
CIRC. VALUE
11,750.00
760.00
950.00
17,650.00
12,000.00
3,400.00
13,000.00
1,020.00
QUALITY
3
5
3
4
5
3
4
5
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Feature Article
New Product
New Product
Exec Interview
Feature Article
Sales Goal
Feature Article
New Product
Lion Performance Assessment Matrix (sample)
Press Coverage Achieved
Success in Obtaining Coverage in
Corporate Target Titles
Success in Obtaining Coverage in
Sector-Specific Press
Quality of Internal Communications
Quality of Strategic Advice
Speed of Response
Administrative Support
Presentation Assistance
POOR EXCELLENT
Target in 2004 = 8 or more Range of Ratings Last Quarter This Quarter
1 8 109765432
