Marketing and Web Communication Model Concept

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This bucketing concept was prepared by Shaun Holloway for The Ohio State University Fisher College of Business as a way to help understand the relationship between marketing and web strategies and how communications are handled between various audiences and through various channels.

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Marketing and Web Communication Model Concept

  1. 1. Web strategy <br />creates and supports channels<br />Marketing Strategy determines approach <br />Consistency <br />Brand application<br />Development framework<br />Tool and content integration<br />Guides usage<br />Innovation<br />Brand<br />Purpose/Goal<br />Audience<br />Timing/Frequency<br />Appropriateness<br />Response<br />Voice and Personality<br />Content<br />Identify audiences appropriate for content<br />Choose Communication Vehicles<br />Print <br />Collateral<br />or<br />Letter<br />Email<br />Campaign / blasts<br />Media – <br />Photo/video<br />Websites<br />Fisher<br />Website/<br />Feeds<br />Fisher<br />Newsletters<br />Facebook<br />pages<br />Blog posts/<br />Twitter<br />LinkedIn<br />Groups<br />News/media<br />release<br />based on audiences identified (sample buckets above)<br />Create key message and/or media<br />Customize/repurpose message for delivery in the chosen specific channel(s) <br />Monitor audience reaction and participation<br />Evaluation<br />Use social media centralization as a gateway and means to centralize marketing/communication functions<br />CONCEPT – Straw-man of a communication strategy/approach<br />- Needs done as wrapper of web strategy<br />

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