I Am The Summit DD


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This presentation describes the objectives, strategies and tactics of the "I am the Summit DD" marketing campaign

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I Am The Summit DD

  1. 1. The Situation <ul><li>Summit DD needs to raise name recognition, brand awareness and service awareness among the 500,000 citizens of Summit Co </li></ul>2009 Summit County Collaborative Poll “ A significant proportion of survey respondents, nearly half or 50.5%, had no opinion of [Summit DD] in 2009. “
  2. 2. The Situation <ul><li>“ More than two-thirds, 70.7%, of those respondents who indicated they were not aware of [Summit DD] services also had no opinion of the agency while only 21.0% of services-aware respondents reported they had no opinion of the agency. “ </li></ul>2009 Summit County Collaborative Poll
  3. 3. The Situation <ul><li>“… those with no opinion of [Summit DD] had not heard of the organization from any of the seven sources of information (radio, television, newspapers, mailings, billboards, e-mail or website and friends or family). </li></ul><ul><li>“ Of those with an opinion of [Summit DD] , most had a favorable perception. Those with a favorable perception … amounted to 97.0% of respondents with an opinion.” </li></ul>2009 Summit County Collaborative Poll
  4. 4. Objective <ul><li>External - Raise positive awareness of the Summit DD, its services and its name recognition. </li></ul><ul><li>Internal - Impact employee perception that “the organization values its employees.” </li></ul><ul><li>Measurement - Success to be measured annually by the Summit Poll and the Employee Satisfaction Survey and reported via operating plan metrics. </li></ul>
  5. 5. Strategies <ul><li>1. Conduct a PR and Marketing campaign during 2010-2011 designed to measurably raise brand awareness and name recognition in the Summit County market (including all stakeholders, taxpayers and voters) </li></ul><ul><li>2. Conduct an internal employee and program participant pride campaign designed to measurably increase employees’ recognition that the Summit DD values its people. </li></ul>
  6. 6. Tactics <ul><li>Newsprint & Magazine </li></ul><ul><li>Outdoor Billboards and Yard Signs </li></ul><ul><li>TV/Cable </li></ul><ul><li>Radio </li></ul><ul><li>Outreach NL & HR Connection </li></ul><ul><li>Misc Collateral (Tshirts, pens, pins) </li></ul><ul><li>Posters & Banners </li></ul><ul><li>Earned Media </li></ul><ul><li>Annual Calendar, OP Plan and Annual Report </li></ul><ul><li>Online Ads (Google Words, Facebook, WNIR.com, others) </li></ul><ul><li>Blogs </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr </li></ul>Legacy Media New Media
  7. 7. Print Ads – Akron Beacon Journal
  8. 8. Print Ads - Record Publishing
  9. 9. Print Ads – Reporter Newspaper
  10. 10. Outreach Newsletter
  11. 11. 2010 Calendar
  12. 12. 2009 HR Connection
  13. 13. I am the Summit DD :30 TV Spot
  14. 14. :30 Radio Spot
  15. 15. Web Site summitdd.org/stories
  16. 16. Billboards
  17. 17. Web Ads
  18. 18. Summit DD Advocacy T-shirt
  19. 19. I am the Summit DD Novelties
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