January 19, 2006 eWomenNetwork
The Role of Strategy in Marketing/Public Relations
<ul><li>Jump in </li></ul><ul><li>Get the word out </li></ul><ul><li>Any publicity is good publicity </li></ul>Typical app...
Stop yourself! Step back. What do you want to accomplish?
<ul><li>Aligning marketing/PR goals </li></ul><ul><li>Examine the overall business goal. </li></ul><ul><li>Set marketing/P...
<ul><li>Identify customers </li></ul><ul><li>Who is the buyer/consumer? </li></ul><ul><li>Who is the decision maker? </li>...
<ul><li>Prioritize customers </li></ul><ul><li>Lowest hanging fruit </li></ul><ul><li>80/20 rule </li></ul>
<ul><li>Create messages that resonate with each audience </li></ul><ul><li>What motivates them? </li></ul><ul><li>What wou...
<ul><li>Basic rules of branding </li></ul><ul><li>Hone in on a Dominant Selling Idea. </li></ul><ul><li>People tend to rec...
<ul><li>Branding examples </li></ul><ul><li>Duracell – The Long-Lasting Battery </li></ul><ul><li>ADP – The Payroll Compan...
<ul><li>Develop your strategy </li></ul><ul><li>How will you communicate these messages? </li></ul>Audience   Message   De...
<ul><li>Develop specific tactics that align with your budget and resources </li></ul>Audience  Message  Delivery   Tactics...
<ul><li>Measure! </li></ul>Audience  Delivery   Tactics   Budget Measure ROI profile Spreadsheet comparison Case studies S...
<ul><li>The role of strategy </li></ul><ul><li>More efficient </li></ul><ul><li>Better allocation of resources </li></ul><...
Upcoming SlideShare
Loading in...5
×

Role of Strategy in Marketing/Public Relations

455

Published on

Learn the role of strategy in Marketing/PR campaigns

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
455
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Role of Strategy in Marketing/Public Relations

  1. 1. January 19, 2006 eWomenNetwork
  2. 2. The Role of Strategy in Marketing/Public Relations
  3. 3. <ul><li>Jump in </li></ul><ul><li>Get the word out </li></ul><ul><li>Any publicity is good publicity </li></ul>Typical approach
  4. 4. Stop yourself! Step back. What do you want to accomplish?
  5. 5. <ul><li>Aligning marketing/PR goals </li></ul><ul><li>Examine the overall business goal. </li></ul><ul><li>Set marketing/PR objectives to help you get there . </li></ul>
  6. 6. <ul><li>Identify customers </li></ul><ul><li>Who is the buyer/consumer? </li></ul><ul><li>Who is the decision maker? </li></ul><ul><li>Who influences the decision maker? </li></ul>
  7. 7. <ul><li>Prioritize customers </li></ul><ul><li>Lowest hanging fruit </li></ul><ul><li>80/20 rule </li></ul>
  8. 8. <ul><li>Create messages that resonate with each audience </li></ul><ul><li>What motivates them? </li></ul><ul><li>What would keep them from buying from you? </li></ul>
  9. 9. <ul><li>Basic rules of branding </li></ul><ul><li>Hone in on a Dominant Selling Idea. </li></ul><ul><li>People tend to recall only one thing. </li></ul><ul><li>Choose a specialty to be #1 in. </li></ul><ul><li>Start with the name – the right name is your most powerful single tool. </li></ul><ul><li>Brand building reduces the noise. </li></ul>The Universal Paradox – in every aspect of branding, you say the most by saying the least. The simplest message wins.
  10. 10. <ul><li>Branding examples </li></ul><ul><li>Duracell – The Long-Lasting Battery </li></ul><ul><li>ADP – The Payroll Company </li></ul><ul><li>ESPN – The Sports Channel </li></ul><ul><li>Nationwide – On Your Side </li></ul><ul><li>The Dispatch – Ohio’s Greatest Home Newspaper </li></ul><ul><li>The Plain Dealer – Ohio’s Largest Newspaper </li></ul><ul><li>R.G. Barry – The Dearfoams Company </li></ul><ul><li>Nike – Just Do It </li></ul>
  11. 11. <ul><li>Develop your strategy </li></ul><ul><li>How will you communicate these messages? </li></ul>Audience Message Delivery Return on investment profile Save time, resources CIO Spreadsheet comparisons Save money CFO Case studies Alignment among departments CEO
  12. 12. <ul><li>Develop specific tactics that align with your budget and resources </li></ul>Audience Message Delivery Tactics Budget PR fee/time Business First ROI profile Save time, resources CIO Time/ sponsorship Educational seminar at industry meeting Spreadsheet comparison Save money CFO Advertorial cost CEO Magazine Case studies Alignment among departments CEO
  13. 13. <ul><li>Measure! </li></ul>Audience Delivery Tactics Budget Measure ROI profile Spreadsheet comparison Case studies Share of voice PR fee/time Business First CIO Participant analysis Time/ sponsorship Educational seminar at industry meeting CFO Clipping service Advertorial cost CEO Magazine CEO
  14. 14. <ul><li>The role of strategy </li></ul><ul><li>More efficient </li></ul><ul><li>Better allocation of resources </li></ul><ul><li>Improved value on money spent </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×