Marketing Army of One: epic win or epic fail?

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Are you a marketing department of one? I feel your pain. Check out this presentation. Maybe you'll find an idea that'll help you keep your spirits high, your work great, and your waist narrow.

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  • Left handed
    Meh soccer player
    Own an Elvis costume
    Over 100 friends
    It’s just me
  • This is how we feel when things are going right:
    Enrollment is up
    Awesome media coverage – newspaper runs an article about your new TV spots
    Community tell your boss about how awesome the college advertising is…
    You submit 3 entries to the Paragons and they all take gold
  • This is how it feels when everything goes wrong:
    Enrollment is way down. Like 17% down
    Crappy college stories languish in the press
    Your own radio station DJ’s haven’t heard your ads
    You submitted $350 in Medallions or Paragons entry fees and didn’t place in any category
  • Welcome to my world
  • You’re setting yourself up to fail.
    Doing good work takes precious resources.
    Your budget isn’t your most precious resource – it’s your time. Use it wisely.
  • Leave the multi-tasking for air traffic controllers and Verizon chat help desk reps.
    It’s a bunch of BS for creative types.
  • Make a list and start with the stuff that will make the most impact with the least amount of resources.
    You’ll be surprised by what you can accomplish.
  • Annual media buys and planning are a must.
    Stop the endless line of sales reps knocking on your door.
    Negotiate a regular schedule as a single media buy up front.
    You’ll benefit twice: you’re in a better position to bargain and you can practically eliminate knee-jerk decisions.
    Need more spots? They’ll take your money.
  • Create templates for everything you can: print, outdoor, fliers, brochures, scripts – whatever.
    Nothing is worse than staring at a blank page every time you start a new project.
    Consistency is key to building any campaign or brand.
  • BJ & the Bear. Watermark photo? WTF?
    Put your publications on a schedule.
    Get departments to sign off on their pieces, and print everything at once.
    Don’t date things to stretch useful life.
    Do you really need to design new folders every year? Can the printed catalog go on a two-year cycle. What about your viewbook?
  • Everybody thinks their need is the most important. Usually they’re wrong.
    If it doesn’t fit into your list of priorities or current projects, say so.
    Say "no" when you need to, not just when you can.  Share your reasoning with your boss so he or she can back you up.
  • Interns, print shop, agencies/freelancers
    My interns rise to the occasion – no coffee go-fers here
    Make friends with fellow mktg peeps in town (Chamber, etc) bounce off ideas/commisserate
  • Make more than one at a time – you’re already in the mode and have the stuff, gang run them through
  • Writing scraps – save all undeveloped ideas – they might come back around or you get inspired to rework them
  • Two most important tools of ANY marketer
    Pencil and paper
  • If your work is good, it’ll have an inherent shelf life of its own.
    Besides, it’s what you want to do anyway.
    Everybody knows this pic – more than Venus de Milo or Starry Night or the Pieta.
    Brilliant.
    Good work.
  • Love it!
  • http://nyan.cat/original.php
  • Try to use their solution to your problem.
    Put your spin on it.
  • “Dig yourself a hole.” Seth Godin
    Set yourself up in a place where you have few options and the stakes are high.
    Focused energy and serious intent will push you to do your best work.
    Nowhere to run. Nowhere to hide.
  • If you don’t make your case, NOBODY else will.
    What can/should you be doing?
    Ask fellow CC’s – department sizes, responsibilities, enrollments, and budgets
    Then determine where you’re lacking and make your case!
  • Space (“You can’t become playful, and therefore creative, if you’re under your usual pressures.”)
    Time (“It’s not enough to create space; you have to create your space for a specific period of time.”)
    Time (“Giving your mind as long as possible to come up with something original,” and learning to tolerate the discomfort of pondering time and indecision.)
    Confidence (“Nothing will stop you being creative so effectively as the fear of making a mistake.”)
    Humor (“The main evolutionary significance of humor is that it gets us from the closed mode to the open mode quicker than anything else.”)
  • Marketing Army of One: epic win or epic fail?

    1. 1. Marketing Army of One
    2. 2. Epic WIN...
    3. 3. … or Epic FAIL?
    4. 4. Look under your seat
    5. 5. Some of what makes me awesome • Mktg guy mug shot Left handed Meh soccer player Own an Elvis costume Over 100 friends It’s just me
    6. 6. GAG Want to beta-test email offer to promote Biz club’s bake sale. Only have four writers and three web coders.
    7. 7. ONE PERSON DEPARTMENT? DO ALL THE THINGS!
    8. 8. IF MULTI-TASKING IS A MYTH, HOW DO YOU AVOID DOING CRAPPY WORK?
    9. 9. NO SUPERHERO HAS EVERY POWER
    10. 10. How to Kick Ass How to
    11. 11. Pick it
    12. 12. Build door. Rip knob off.
    13. 13. Go for the long haul
    14. 14. Do you know Photoshop?
    15. 15. TWO MEATLOAVES ARE BETTER THAN ONE
    16. 16. SLOPPY SECONDS! CRAPPY IDEA LAST TIME = EPIC IDEA THIS TIME
    17. 17. My legal pad & pencil
    18. 18. Do good work
    19. 19. CREATIVITY IS JUST CONNECTING THINGS
    20. 20. Don’t try to be original…
    21. 21. … try to be good
    22. 22. Dig yourself a hole
    23. 23. Shun the non-believers! Shun the non-believers! Shunnnnnnnnnnnnnnnnnn!!! Shunnnnnnnnnnnn!!!
    24. 24. COLLEGE DOESN’T RECOGNIZE IMPORTANCE OF MARKETING MARKETING DIRECTOR FOREVER ALONE
    25. 25. Big Honkin’ List of Lynxzzz Higheredsolo.com www.higheredsolo.com Seth’s blog: sethgodin.typepad.com/ Copyblogger www.copyblogger.com/blog/ NCMPR www.ncmpr.org/ Eduniverse eduniverse.org/ Mashable mashable.com/ Before & After Magazine bamagazine.com/ Chuck Green www.ideabook.com/ Stamats Quick Takes www.stamats.com/ mStoner www.mstoner.com/blog/ ReadWriteWeb www.readwriteweb.com/ Bloghighed.org www.bloghighed.org/ Doteduguru doteduguru.com/ Educheckup educheckup.com/ Ogilve’s 10 tips: http://www.brainpickings.org/index.php /2012/02/07/david-ogilvy-on-writing/ Other cool college sites, fb, blogs, etc.
    26. 26. fin
    27. 27. John Cleese on creativity Space Time Time Confidence Humor

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