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This presentation  ,[object Object],[object Object],[object Object],[object Object]
Brief credentials  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Well known brands  ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
What in common? ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
The strategic process
Understand audience first
So who are your customers? ,[object Object],[object Object],[object Object],[object Object],[object Object]
But what are they really like?
They talked...bad service ,[object Object],[object Object],[object Object],[object Object],[object Object]
They talked...good service ,[object Object],[object Object],[object Object],[object Object],[object Object]
Messages and usp
Messages and usp
Other considerations  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Activity Action Timing (2010)  Audience Measurement  Communications Strategy  Agree, review and develop Ongoing at six monthly intervals  Internal – board members  Overall success of strategy incorporating all of below  Lyng CA Brand  Refresh  Refresh and agree April  Internal    Develop guidelines  May  Internal   Design and produce stationery, literature, display material, signage  June All  Impact on image and awareness of the Lyng estate and Lyng CA  Website  Develop design and content for key pages and publish May then ongoing development and updating  All Website views Direct response to website  Tenant involvement survey  Carry out  May/June Tenants  Level of tenant involvement  Stakeholder image survey  Carry out  May/June Stakeholders  Image of Lyng CA and estate  Lyng CA media relations programme Produce press releases Averaging one press release a month, intensifying around start on site  All Advertising value Key messages Lyng estate reputation management  Identify spokespeople Manage coverage of estate  Ongoing  All Quality of coverage – positive v negative Estate image surveys  Carry out media training and develop protocol  June Internal – board members/stakeholders Quality of coverage Community Newspaper  Write, design and print Launch – June then quarterly  Tenants, wider Lyng community and stakeholders  Readership  Response to newspaper
Company Contact Details  Source Value Enquiry Date Meeting Date Won/Lost
So who are your customers? ,[object Object]
Top 10 tactical tips  ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Top 10 tactical tips  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top 10 tactical tips  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Three Action Points  ,[object Object],[object Object],[object Object]
[object Object]

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Marketing your Services in changing times, CHS Conference, October 2011

  • 1.  
  • 2.
  • 3.
  • 4.
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.
  • 11.  
  • 14.
  • 15. But what are they really like?
  • 16.
  • 17.
  • 20.
  • 21. Activity Action Timing (2010) Audience Measurement Communications Strategy Agree, review and develop Ongoing at six monthly intervals Internal – board members Overall success of strategy incorporating all of below Lyng CA Brand Refresh Refresh and agree April Internal   Develop guidelines May Internal   Design and produce stationery, literature, display material, signage June All Impact on image and awareness of the Lyng estate and Lyng CA Website Develop design and content for key pages and publish May then ongoing development and updating All Website views Direct response to website Tenant involvement survey Carry out May/June Tenants Level of tenant involvement Stakeholder image survey Carry out May/June Stakeholders Image of Lyng CA and estate Lyng CA media relations programme Produce press releases Averaging one press release a month, intensifying around start on site All Advertising value Key messages Lyng estate reputation management Identify spokespeople Manage coverage of estate Ongoing All Quality of coverage – positive v negative Estate image surveys Carry out media training and develop protocol June Internal – board members/stakeholders Quality of coverage Community Newspaper Write, design and print Launch – June then quarterly Tenants, wider Lyng community and stakeholders Readership Response to newspaper
  • 22. Company Contact Details Source Value Enquiry Date Meeting Date Won/Lost
  • 23.
  • 24.
  • 25.  
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.

Editor's Notes

  1. Mine’s a marketing perspective Presentation broken down into two sections
  2. Mine’s a marketing perspective Presentation broken down into two sections
  3. Mine’s a marketing perspective Presentation broken down into two sections
  4. Mine’s a marketing perspective Presentation broken down into two sections
  5. Mine’s a marketing perspective Presentation broken down into two sections
  6. Mine’s a marketing perspective Presentation broken down into two sections
  7. Mine’s a marketing perspective Presentation broken down into two sections
  8. Mine’s a marketing perspective Presentation broken down into two sections
  9. Mine’s a marketing perspective Presentation broken down into two sections
  10. Mine’s a marketing perspective Presentation broken down into two sections
  11. Our slogan Will keep it short, shows I understand target audience The target audience is one of the first questions we ask
  12. Target audiences Segment