Chamber presentation, 5 14-19

2. Making a Winning Marketing Plan
• Introductions
• Make a Plan
• Craft Your Message, Make it Visual
• Relationships with Media and Influencers
• Own “Google” searches
• Leverage the Power of Social Media
• Document Successes and Opportunities

3. ABOUT JACKIE REAU
25 years of marketing/communications experience in health care,
sports/entertainment | adjunct professor at Xavier University and University of
Cincinnati | advocate for women’s causes and higher education

4. ABOUT GAME DAY
Game Day, a multi-media marketing firm, was founded in 2002 by former ESPN Anchor Betsy Ross
and veteran communicator Jackie Reau.
The award-winning firm offers the following capabilities:
• Media Relations Outreach & Management
• Crisis Communications
• Social Media Content Creation/Distribution and Community Management
• Event Marketing & Staffing
• Brand Design
• Videography & Photography

5. MAKE A PLAN
Create a one-page marketing plan to make impact all-year long:
Objective: Define four measurable objectives (revenue, awareness, events), etc.
Target Audiences: Current and prospective clients, media, government/civic leaders
Key Messages: What do target audiences need to hear to motivate a call-to-action (CTA)?
Initiatives: Media outreach, social media, event marketing, advocacy outreach, fund-raising/cause
Timeline: Think about a quarterly approach with a CTA them
Budget: Google Search, Paid Social Media, Event Marketing
Measure: Set metrics to measure against objectives

6. CRAFT YOUR MESSAGE, MAKE IT VISUAL
Example for a non-profit health care organization
Messaging Map (per quarter) & Ideas to Share Voice and Visuals
Advocacy
Name an ambassador family and plan a local media tour on morning TV with a strong CTA
Photo shoot with family and testimonial video for media b-roll
Event Fund-raising/PR
Use the fund-raiser as a CTA to drive ticket sales and awareness
Video b-roll from a previous year to show attendance, impact
Research Grant with an MD
Partner with a media-friendly MD to share your research impact and reason to give
Have the hospital or health care partner hold the media event
Fund-raising Cause
Use National Platforms such as Giving Tuesday to amplify your message
Go out early with your message as there is strong competition

7. DEVELOP RELATIONSHIPS WITH MEDIA & INFLUENCERS
Power of Six
Create an Influence Circle of Six
ABC Affiliate (on-air anchor/reporter)
CBS (on-air anchor/reporter)
FOX (on-air anchor/reporter)
NBC (on-air anchor/reporter)
Social media evangelist or local influencer

8. OWN THE GOOGLE
SEARCH
Search Engine Optimization
Own key search terms that your
target audiences would use to find
general information about cancer,
resources, events

9. LEVERAGE THE POWER OF SOCIAL MEDIA
Social Media is…
A customer service channel, especially when you “own” Google searches
Powerful and can provide a focused reach (geographically, demographic, interest, cause, etc.)
An on-going tool where you can’t go “dark.” Think about a weekly content schedule
Insightful. Review social media insights on a regular basis to improve engagement

10. DOCUMENT SUCCESSES AND OPPORTUNITIES
Create a quarterly scorecard that may include (share with your internal team)
$ Revenue by quarter
# of engagements (attendance at events, programs, community presentations)
# of earned media stories
* Summary of Google analytics (# of visitors to the donation page, etc.)
* Social Media insights (Facebook fans, engagements, etc.)

11. CONTACT
Jackie Reau
CEO, Game Day
(513) 708-5822, mobile
jreau@gamedaypr.com
GameDayPR.com