Marketing &PR Planning<br />Clayton Kraby<br />
BENEFITS OF PLANNING<br />Well Defined Goals<br />Focused Resources<br />Targeted Audiences<br />Defined Strategies<br />M...
DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?<br />
DEFINE YOUR AUDIENCE<br />It’s NOT everybody<br />Having too many is as bad as having none<br />Focus on niche segments<br />
DEFINE YOUR AUDIENCE<br />You will usually have multiple target audiences<br />Each audience will need a uniquely crafted ...
DEFINE YOUR AUDIENCE<br />
DEFINE YOUR AUDIENCE<br />
DEFINE YOUR AUDIENCE<br />Once you focus on a specific audience, determine what you know about them<br />
DEFINE YOUR AUDIENCE<br />
DEFINE YOUR AUDIENCE<br />What concerns do they have?<br />What do they value in your offering?<br />How do they make thei...
DEFINE YOUR AUDIENCE<br />(For your assignment, you will create a 1 page analysis defining your audience and describing wh...
CRAFT YOUR MESSAGEMESSAGES THAT SELL<br />
MESSAGES THAT SELL<br />Easiest thing for any audience to say is <br />No, thank you.<br />
MESSAGES THAT SELL<br />Concept Description<br />Problem Statement<br />Overt Benefit <br />Reason to Believe<br />Call to...
CONCEPT DESCRIPTION<br />
Get their attention<br />CONCEPT DESCRIPTION<br />
Answers<br />‘What is it?’<br />CONCEPT DESCRIPTION<br />
Make Calls from your computer – Free to <br />other people <br />on Skype and <br />cheap to phones <br />and mobiles <br ...
With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than en...
Avoid Jargon<br />Speak to your Audience<br />Identify Benefits<br />CONCEPT DESCRIPTION<br />
PROBLEM STATEMENT<br />
What’s the<br />Problem?<br />Identify the customer’s <br />needs<br />People buy emotionally, not intellectually.Get to t...
Identify the benefit<br />What problem do you solve?<br />Address this ‘pain point’ <br />PROBLEM STATEMENT<br />
Your problem statement can show how your offering makes a meaningful difference in your customer’s life.<br />It can also ...
PROBLEM STATEMENT<br />
OVERT BENEFIT<br />
So What?<br />How do you solve their problem?<br />How do you do it better than their other options?<br />OVERT BENEFIT<br />
COMMON NEEDS OF ANY AUDIENCE<br />Here are a few of the most popular things buyers are looking for:<br />Security - Moneta...
COMMON NEEDS OF ANY AUDIENCE<br />Avoidance of Worry - Ease of mind, confidence.<br />Recognition From Others - Social sta...
WHAT NEEDIS SOLVED?<br />SecuritySelf-PreservationConvenienceAvoidance of Worry<br />Recognition From Others Self-Improvem...
The Overt Benefit should also describe your unique selling position. How do you it better than your competition?<br />OVER...
Remember, don’t compete only on price<br />OVERT BENEFIT<br />
OVERT BENEFIT<br />
REASON TO BELIEVE<br />
PROVE IT!<br />How does your audience know you can do what you say?<br />REASON TO BELIEVE<br />
Customer Testimonials<br />Awards<br />Statistics<br />Guarantees<br />Demonstrations<br />REASON TO BELIEVE<br />
Substantiate your claims"Lowest prices guaranteed!" <br />Or what, you'll apologize?“The best in the industry” <br />Why? ...
Avoid Jargon or Unclear Statements<br />“We use the synchro-static method”<br />REASON TO BELIEVE<br />
CALL TO ACTION<br />
[Don’t put the cart before the horse]<br />Your call to action should be after you’ve explained the problem, solution, and...
Tell Them <br />What To Do<br />Call    Buy    Register<br />Download   Subscribe  Donate<br />CALL TO ACTION<br />
Remind them again right before the call to action<br />
Incentivize It<br />
Determine the most appropriate call to action<br />
Use a sense of urgency<br />
MESSAGES THAT SELL<br />Concept Description<br />Problem Statement<br />Overt Benefit <br />Reason to Believe<br />Call to...
WRITTEN MARKETING & PR PLAN<br />
TABLE OF CONTENTSEXECUTIVE SUMMARY<br />SITUATIONAL ANALYSIS<br />ORGANIZATIONAL OBJECTIVE<br />STRATEGIES & TACTICS<br />...
TABLE OF CONTENTS<br />Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page<br />
EXECUTIVE SUMMARY<br />In one page, summarize the concerns, objectives, strategies, and tactics contained in your plan. Th...
SITUATIONAL ANALYSIS<br />Describe the current situation of the organization in relation to its goals. <br />For example, ...
SITUATIONAL ANALYSIS<br />What is your organizations current position?<br />This is an internal document, be direct<br />D...
SITUATIONAL ANALYSIS<br />S.W.O.T  ANALYSIS<br />STRENGTHS<br />WEAKNESSES<br />OPPORTUNITIES<br />THREATS<br />
ORGANIZATIONALOBJECTIVE<br />
ORGANIZATIONAL OBJECTIVE<br />What is the purpose of the plan?<br />What does the organization desire?<br />Example: Raise...
ORGANIZATIONAL OBJECTIVE<br />Measurable Outcome<br />Time Frame<br />Lasting Effect<br />
STRATEGIES & TACTICS<br />Strategy: The general things you will do to achieve your objective<br />Tactics: The specific ac...
STRATEGIES VS. TACTICS<br />Strategies<br />Broad Goals<br />General Ideas<br />“Increase awareness”<br />Tactics<br />Spe...
OBJECTIVE<br />STRATEGY 3<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br /...
TACTICS include:<br /><ul><li>Advertising
Public Relations
Promotions
Internal Structuring</li></li></ul><li>ObjectiveEstablish the long-term viability of company XYZ in the Midwest region of ...
PROGRAMS<br />Marketing & PR Programs are the specific, detailed plans for implementing tactics.<br />Programs are concern...
BUDGETING<br />Your budget is directly related to your ability to implement strategies, tactics, and programs<br />
OBJECTIVE<br />STRATEGY 3<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br /...
OBJECTIVE<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />
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Marketing Planning - Crafting your Message

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Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.

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  • Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade
  • Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade
  • Marketing Planning - Crafting your Message

    1. 1. Marketing &PR Planning<br />Clayton Kraby<br />
    2. 2. BENEFITS OF PLANNING<br />Well Defined Goals<br />Focused Resources<br />Targeted Audiences<br />Defined Strategies<br />Measurable Results<br />Accountability<br />
    3. 3. DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?<br />
    4. 4. DEFINE YOUR AUDIENCE<br />It’s NOT everybody<br />Having too many is as bad as having none<br />Focus on niche segments<br />
    5. 5. DEFINE YOUR AUDIENCE<br />You will usually have multiple target audiences<br />Each audience will need a uniquely crafted message<br />Audiences are reached in different ways<br />
    6. 6. DEFINE YOUR AUDIENCE<br />
    7. 7. DEFINE YOUR AUDIENCE<br />
    8. 8. DEFINE YOUR AUDIENCE<br />Once you focus on a specific audience, determine what you know about them<br />
    9. 9. DEFINE YOUR AUDIENCE<br />
    10. 10. DEFINE YOUR AUDIENCE<br />What concerns do they have?<br />What do they value in your offering?<br />How do they make their decisions?<br />What demographic information is there?<br />
    11. 11. DEFINE YOUR AUDIENCE<br />(For your assignment, you will create a 1 page analysis defining your audience and describing what you know about them)<br />
    12. 12. CRAFT YOUR MESSAGEMESSAGES THAT SELL<br />
    13. 13. MESSAGES THAT SELL<br />Easiest thing for any audience to say is <br />No, thank you.<br />
    14. 14. MESSAGES THAT SELL<br />Concept Description<br />Problem Statement<br />Overt Benefit <br />Reason to Believe<br />Call to action <br />
    15. 15. CONCEPT DESCRIPTION<br />
    16. 16. Get their attention<br />CONCEPT DESCRIPTION<br />
    17. 17. Answers<br />‘What is it?’<br />CONCEPT DESCRIPTION<br />
    18. 18. Make Calls from your computer – Free to <br />other people <br />on Skype and <br />cheap to phones <br />and mobiles <br />around the world<br />CONCEPT DESCRIPTION<br />
    19. 19. With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment.<br />CONCEPT DESCRIPTION<br />
    20. 20. Avoid Jargon<br />Speak to your Audience<br />Identify Benefits<br />CONCEPT DESCRIPTION<br />
    21. 21. PROBLEM STATEMENT<br />
    22. 22. What’s the<br />Problem?<br />Identify the customer’s <br />needs<br />People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.<br />PROBLEM STATEMENT<br />
    23. 23. Identify the benefit<br />What problem do you solve?<br />Address this ‘pain point’ <br />PROBLEM STATEMENT<br />
    24. 24. Your problem statement can show how your offering makes a meaningful difference in your customer’s life.<br />It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not<br />PROBLEM STATEMENT<br />
    25. 25. PROBLEM STATEMENT<br />
    26. 26.
    27. 27. OVERT BENEFIT<br />
    28. 28. So What?<br />How do you solve their problem?<br />How do you do it better than their other options?<br />OVERT BENEFIT<br />
    29. 29. COMMON NEEDS OF ANY AUDIENCE<br />Here are a few of the most popular things buyers are looking for:<br />Security - Monetary gain, freedom from financial worry.<br />Self-Preservation - Safety and health: for self and family.<br />Convenience - Comfort, more desirable use of time.<br />OVERT BENEFIT<br />
    30. 30. COMMON NEEDS OF ANY AUDIENCE<br />Avoidance of Worry - Ease of mind, confidence.<br />Recognition From Others - Social status, respectability, the wish to be admired.<br />Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation.<br />OVERT BENEFIT<br />
    31. 31. WHAT NEEDIS SOLVED?<br />SecuritySelf-PreservationConvenienceAvoidance of Worry<br />Recognition From Others Self-Improvement<br />
    32. 32. The Overt Benefit should also describe your unique selling position. How do you it better than your competition?<br />OVERT BENEFIT<br />
    33. 33.
    34. 34. Remember, don’t compete only on price<br />OVERT BENEFIT<br />
    35. 35. OVERT BENEFIT<br />
    36. 36. REASON TO BELIEVE<br />
    37. 37. PROVE IT!<br />How does your audience know you can do what you say?<br />REASON TO BELIEVE<br />
    38. 38. Customer Testimonials<br />Awards<br />Statistics<br />Guarantees<br />Demonstrations<br />REASON TO BELIEVE<br />
    39. 39. Substantiate your claims"Lowest prices guaranteed!" <br />Or what, you'll apologize?“The best in the industry” <br />Why? Says who?<br />REASON TO BELIEVE<br />
    40. 40. Avoid Jargon or Unclear Statements<br />“We use the synchro-static method”<br />REASON TO BELIEVE<br />
    41. 41. CALL TO ACTION<br />
    42. 42. [Don’t put the cart before the horse]<br />Your call to action should be after you’ve explained the problem, solution, and benefit<br />
    43. 43. Tell Them <br />What To Do<br />Call Buy Register<br />Download Subscribe Donate<br />CALL TO ACTION<br />
    44. 44. Remind them again right before the call to action<br />
    45. 45. Incentivize It<br />
    46. 46. Determine the most appropriate call to action<br />
    47. 47. Use a sense of urgency<br />
    48. 48. MESSAGES THAT SELL<br />Concept Description<br />Problem Statement<br />Overt Benefit <br />Reason to Believe<br />Call to action <br />
    49. 49. WRITTEN MARKETING & PR PLAN<br />
    50. 50.
    51. 51. TABLE OF CONTENTSEXECUTIVE SUMMARY<br />SITUATIONAL ANALYSIS<br />ORGANIZATIONAL OBJECTIVE<br />STRATEGIES & TACTICS<br />BUDGET<br />
    52. 52. TABLE OF CONTENTS<br />Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page<br />
    53. 53. EXECUTIVE SUMMARY<br />In one page, summarize the concerns, objectives, strategies, and tactics contained in your plan. This should be a brief description covering each heading, and is written in paragraph form<br />
    54. 54. SITUATIONAL ANALYSIS<br />Describe the current situation of the organization in relation to its goals. <br />For example, Company XYZ is currently experiencing a time of restructuring, and is seeking to further develop its customer base through new offerings<br />
    55. 55. SITUATIONAL ANALYSIS<br />What is your organizations current position?<br />This is an internal document, be direct<br />Describe the strengths and weaknesses<br />What outside forces affect this position?<br />Industry Environment; Forecasts<br />Customer’s Situation<br />Potential Threats<br />What competition is there?<br />Direct Competition<br />Indirect Competition<br />
    56. 56. SITUATIONAL ANALYSIS<br />S.W.O.T ANALYSIS<br />STRENGTHS<br />WEAKNESSES<br />OPPORTUNITIES<br />THREATS<br />
    57. 57. ORGANIZATIONALOBJECTIVE<br />
    58. 58. ORGANIZATIONAL OBJECTIVE<br />What is the purpose of the plan?<br />What does the organization desire?<br />Example: Raise $35,000 for scholarships during the fall donation drive<br />
    59. 59. ORGANIZATIONAL OBJECTIVE<br />Measurable Outcome<br />Time Frame<br />Lasting Effect<br />
    60. 60. STRATEGIES & TACTICS<br />Strategy: The general things you will do to achieve your objective<br />Tactics: The specific actions steps you will take to support the strategy<br />
    61. 61. STRATEGIES VS. TACTICS<br />Strategies<br />Broad Goals<br />General Ideas<br />“Increase awareness”<br />Tactics<br />Specific Details<br />Action Steps<br />“Develop brochures”<br />
    62. 62. OBJECTIVE<br />STRATEGY 3<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />
    63. 63. TACTICS include:<br /><ul><li>Advertising
    64. 64. Public Relations
    65. 65. Promotions
    66. 66. Internal Structuring</li></li></ul><li>ObjectiveEstablish the long-term viability of company XYZ in the Midwest region of the US.<br />StrategyIncrease customer retention by 15% in 2012<br />Tactics<br />- Establish a customer loyalty program<br />- Shift focus from opening new accounts to providing superior service to existing accounts<br />
    67. 67. PROGRAMS<br />Marketing & PR Programs are the specific, detailed plans for implementing tactics.<br />Programs are concerned with budgets, deadlines, resource allocation, manpower, etc.<br />
    68. 68. BUDGETING<br />Your budget is directly related to your ability to implement strategies, tactics, and programs<br />
    69. 69. OBJECTIVE<br />STRATEGY 3<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />TACTIC<br />
    70. 70. OBJECTIVE<br />STRATEGY 1<br />STRATEGY 2<br />TACTIC<br />TACTIC<br />TACTIC<br />
    71. 71. QUESTIONS?<br />
    72. 72. Marketing &PR Planning<br />Clayton Kraby<br />
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