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Marketing and Communications: Delivering Creative Solutions from the Heart. Steve Erickson, CAE Chief Communications Officer Senior Vice President The American College of Cardiology. What We Do:. Face of the ACC Serve as ACC’s public interface with all stakeholders - PowerPoint PPT Presentation
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Marketing and Marketing and Communications:Communications:
Delivering Creative Solutions from the Heart
Steve Erickson, CAEChief Communications Officer
Senior Vice President
The American College of Cardiology
What We Do:
Face of the ACC
• Serve as ACC’s public interface with all stakeholders• Enhance the Brand: the World’s Premiere CV Organization• Communicate Mission of Transforming CV Care and
Improving Heart Health
Marketing Muscle Behind the Revenue
• Provide expert, efficient and cost-effective marketing and communication services to all parts of the College
Provide Expert, Efficient and Cost-Effective Marketing and Communications for All
Lifelong Learning
Membership
Business Development
Advocacy
Science and QualityLeadership
Human Resources
Digital Coordination
StakeholdersStakeholders
How We Do It: Key Groups Key Groups
Communications• Corporate Communications• Media Relations
Marketing • Marketing Communications• Branding and Creative• Market Intelligence
Corporate Communications
• Print and E-mail (Cardiology magazine, CardioSourceNews, The Advocate, CV News Digest, Quality First SmartBrief, etc.)
• Staff and Leadership Communications (talking points, writing, presentations, employee newsletters, etc.)
• Social Media (ACCinTouch Blog, Twitter, Facebook, LinkedIn, etc.)
• CardioSmart (Community events, social media, etc.)
• Member Communications
Media Relations• Responding to mainstream media articles on CV-related
features and news
• Promoting ACC partnerships, programs, research and health policy positions
• Promoting ACC leadership as spokespeople/experts on CV topics
• Coordinating ACC Annual Scientific Session Newsroom
• Promoting JACC abstracts
Marketing Communications
• Integrated marketing communication campaigns tied to organizational goals:o Engage and retain memberso Understanding and use of ACC productso Generate revenue and growth
• Via:o Direct mailo Targeted e-mailso Advertising (print/web)o Web site content/online messagingo Editorial and mediao Field marketing and exhibits
Branding and Creative
• Unifies and oversees all College branding
• Operates as a full-service in-house design agency
• Produces more than 2,500 projects per year
• Video coverage of news and events
Market Intelligence
• In-house market research team
• Quantitative and qualitative tools and abilities
• Manages 300+ person monthly CardioSurve panel of U.S. cardiologists
• Research includes:• Practice Census• Member Satisfaction Survey• Stakeholder Research• Member Loyalty Analysis• And much more!
2013 Key Initiatives and Focus:
• CardioSmart and patient-centered care communications
• News and information as it relates to the Digital Strategy
• Increased focus on social media
• Cardiology magazine moving to quarterly schedule
• Public reporting
• Continued communications around health policy and quality
• Lifelong Learning Portfolio
• Member value
Questions?Questions?