Role of Strategy in Marketing/Public Relations

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Learn the role of strategy in Marketing/PR campaigns

Learn the role of strategy in Marketing/PR campaigns

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