I Am The Summit DD
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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

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 I Am The Summit DD Presentation Transcript

  • The Situation
    • Summit DD needs to raise name recognition, brand awareness and service awareness among the 500,000 citizens of Summit Co
    2009 Summit County Collaborative Poll “ A significant proportion of survey respondents, nearly half or 50.5%, had no opinion of [Summit DD] in 2009. “
  • The Situation
    • “ 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. “
    2009 Summit County Collaborative Poll
  • The Situation
    • “… 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).
    • “ 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.”
    2009 Summit County Collaborative Poll
  • Objective
    • External - Raise positive awareness of the Summit DD, its services and its name recognition.
    • Internal - Impact employee perception that “the organization values its employees.”
    • Measurement - Success to be measured annually by the Summit Poll and the Employee Satisfaction Survey and reported via operating plan metrics.
  • Strategies
    • 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)
    • 2. Conduct an internal employee and program participant pride campaign designed to measurably increase employees’ recognition that the Summit DD values its people.
  • Tactics
    • Newsprint & Magazine
    • Outdoor Billboards and Yard Signs
    • TV/Cable
    • Radio
    • Outreach NL & HR Connection
    • Misc Collateral (Tshirts, pens, pins)
    • Posters & Banners
    • Earned Media
    • Annual Calendar, OP Plan and Annual Report
    • Online Ads (Google Words, Facebook, WNIR.com, others)
    • Blogs
    • YouTube
    • Facebook
    • Flickr
    Legacy Media New Media
  • Print Ads – Akron Beacon Journal
  • Print Ads - Record Publishing
  • Print Ads – Reporter Newspaper
  • Outreach Newsletter
  • 2010 Calendar
  • 2009 HR Connection
  • I am the Summit DD :30 TV Spot
  • :30 Radio Spot
  • Web Site summitdd.org/stories
  • Billboards
  • Web Ads
  • Summit DD Advocacy T-shirt
  • I am the Summit DD Novelties