The document provides a strategic marketing plan for Seattle Wellness Forum. The long term goal is to be a well-known and trusted health resource in Seattle. The plan focuses on increasing brand awareness, establishing a positive brand image, and acquiring new leads through cost-efficient marketing tactics. It recommends positioning the brand as a prevention partner for diabetes prevention and management. Specific tactics proposed include email marketing, social media, affiliate marketing, and consistent branding and messaging focused on keywords related to health, wellness, nutrition, and diabetes prevention.
Trajectory branding and marketing agency: healthcare marketing case study for...Eric Brody
Orlando Health is one of Florida's most comprehensive private, not-for-profit healthcare networks. Following a national agency search, Trajectory was engaged by (what was named at the time) Orlando Regional HealthCare to rebrand and provide healthcare marketing the organization. Our goal was to align their nine hospitals and 13,000 team members to better compete in the organization's highly competitive and fast growing Central Florida trading areas.
Trajectory’s work included initial internal and external research, brand foundation, portfolio strategy and naming (beginning with name change to Orlando Health), update of all design and collateral elements (starting with new organization and hospital logos) and then transformational organization-wide relaunch. Following the re-branding, we developed multiple (award-winning) integrated health marketing campaigns to strengthen the connection of the Orlando Health family to those of Central Florida.
Trajectory branding and marketing agency: welcome to the new world orderEric Brody
The new normal for brand marketing is that there’s a new way forward for consumer marketers. It’s a world where technology leaves nothing to the imagination, consumers are connected, collaborating and creating, where organizations can no longer hide behind the curtain and where brands are expected to do more.
What hasn’t changed, however, is the need for brands to uniquely plant themselves in the hearts and minds of employees, prospects and customers; which allow organizations to use their brand to create new value and drive new growth. Here are seven traits of “new world order” brands, along with some best-in-class examples across a range of different industries:
– Brand-Led Culture, e.g. Lush Cosmetics
– Belief, e.g. Method Cleaning
– Behavior, e.g. Geek Squad
– Bonding, e.g. Axe
– Benevolence, e.g. TOMS
– Bold, e.g. Voxiva
– Badge, e.g. Pinterest
Trajectory branding and marketing agency: healthcare marketing case study for...Eric Brody
Orlando Health is one of Florida's most comprehensive private, not-for-profit healthcare networks. Following a national agency search, Trajectory was engaged by (what was named at the time) Orlando Regional HealthCare to rebrand and provide healthcare marketing the organization. Our goal was to align their nine hospitals and 13,000 team members to better compete in the organization's highly competitive and fast growing Central Florida trading areas.
Trajectory’s work included initial internal and external research, brand foundation, portfolio strategy and naming (beginning with name change to Orlando Health), update of all design and collateral elements (starting with new organization and hospital logos) and then transformational organization-wide relaunch. Following the re-branding, we developed multiple (award-winning) integrated health marketing campaigns to strengthen the connection of the Orlando Health family to those of Central Florida.
Trajectory branding and marketing agency: welcome to the new world orderEric Brody
The new normal for brand marketing is that there’s a new way forward for consumer marketers. It’s a world where technology leaves nothing to the imagination, consumers are connected, collaborating and creating, where organizations can no longer hide behind the curtain and where brands are expected to do more.
What hasn’t changed, however, is the need for brands to uniquely plant themselves in the hearts and minds of employees, prospects and customers; which allow organizations to use their brand to create new value and drive new growth. Here are seven traits of “new world order” brands, along with some best-in-class examples across a range of different industries:
– Brand-Led Culture, e.g. Lush Cosmetics
– Belief, e.g. Method Cleaning
– Behavior, e.g. Geek Squad
– Bonding, e.g. Axe
– Benevolence, e.g. TOMS
– Bold, e.g. Voxiva
– Badge, e.g. Pinterest
Wakefield is a market research consultancy specializing in
strategic and tactical research for corporate and political clients
throughout North America, Europe and Asia. Our staff—drawn
from the worlds of research, marketing and media—serve as
trusted advisors to heads of industry, marketing professionals
and elected officials. We have informed the marketing
and positioning of some of the most prominent brands
in the marketplace.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
THE ACT OF DESIGNING A COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MINDS OF THE TARGET MARKET.
-This was a Marketing Mangement Presentation.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand ...Simba Events
CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future!
2014全球企业社会责任领袖峰会组委会-上海辛巴商务咨询有限公司,致力于打造一个整合全球CSR体系资源力量,用360度的全视角审视及检测当前及未来的CSR发展议题,共同找到通往可持续发展的商业未来的最佳路径!
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
Wakefield is a market research consultancy specializing in
strategic and tactical research for corporate and political clients
throughout North America, Europe and Asia. Our staff—drawn
from the worlds of research, marketing and media—serve as
trusted advisors to heads of industry, marketing professionals
and elected officials. We have informed the marketing
and positioning of some of the most prominent brands
in the marketplace.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
THE ACT OF DESIGNING A COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MINDS OF THE TARGET MARKET.
-This was a Marketing Mangement Presentation.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand ...Simba Events
CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future!
2014全球企业社会责任领袖峰会组委会-上海辛巴商务咨询有限公司,致力于打造一个整合全球CSR体系资源力量,用360度的全视角审视及检测当前及未来的CSR发展议题,共同找到通往可持续发展的商业未来的最佳路径!
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
www.ExpandYourImpact.org-- Learn about marketing research. How to improve your marketing plan to achieve your goals, to achieve true change by using evidence-based marketing. How to improve your connection to target audiences and find your niche.
No matter the size of the organization, effective brand management provides the critical link
between ambitious business goals, employee behaviors, marketing communications and the
ability to deliver exceptional experiences.
Advertisement Class, Third session
Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition
(All photos/videos - copied from the internet, used only for educational purpose)
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
Sheet1No.Strengths (3)Weaknesses (2)Recommendations (2)Evidence (used once only)Theory1Functional orientation
- evidence
- tangible product adv (features, performances, benefits)Inconsistent Messages
(say, do, confirm)It is recommended that supermarket A is to include the term 'wsl' in adv so as to .. Result of implementing consequences theory (journals on this theory)Strength 12Symbolic/experiential orientation
- cartoons, facial expressions, colours, pictures, animations
- emotional
- price ('8' - lucky/prosperity, '9' - longevity)ConsequencesStrength 23Category-dominance orientation (strengths only)
- brand name/logo of adv (evidence)
- e.g. FairPrice advertisement, Rolex, key sponsorsTrustworthinessStrength 34TOMASymbolic/experiential orientationSymbolic/experiential orientationWeakness 15Hierarchy EffectFunctional orientationFunctional orientationWeakness 26CPMAttributes
- what attracts ann advertisement
- features, product image, design, benefitsAttributesAttributesLaddering ProcessConsequences
- adv/benefits of using advertised products/services
- must believe/buy/agree your benefits & advConsequencesConsequencesValues
- quality
- experience post-purchase
- warranties, (money-back) guarantees, 3rd party endorsement, testimonial evidences, awards won, year of history, reputationValues
- critical weakness is that it lacks of…. Deemed to be a signofocant weakness… failed to apply Value Theory (journals)
- if the whole industry does not offer ____, do not take it as a weakness
- no need for comparisonValuesUnique Selling Proposition (USP)
- Superiority
- Unique
- Distinctive
*trademarks, patents, awards wonBrand Image (Transformational Advertising)
- brand logo
- fashion, prestegious productsResonance
- reflect audience life experience
- testimonial evidences
- before & after imagesResonance
- celebrity not good, lacks worthinessResonance
- change endorser (Jack Neo/Tiger Woods)Emotional
- colours, pictures, images, font size, choice of words, testimonial evidencesEmotional Pre-emptive
- message of superiority
- 'No. 1 top seller brand', 'Voted by many'
- country of originCelebrity Endorser
- TEARS model (credibility & attractiveness)
- trustworthiness, Expertise
- physical attractiveness, respect, similarity (to target audience)
- Brian WongCelebrity Endorser
- Jack NeoCelebrity Endorser
- It is recommended that XXX should engage XXX to endorse in the brand to increase attraciveness, expertise… Celebrity Endorser Theory (journal)Typical-person EndorserTypical-person EndorserTypical-person Endorser
- in order to increase attractiveness, recommended that XXX should engage a typical-person endorser (journal)Humour
- cartoons, facial expressions, vocabHumour
- cartoons, facial expressions, vocab*page 197 - theories
10
100PLUS ACTIVE
Student’s Name
Institutional Affiliation
Date
100PLUS ACTIVE
1. Executive Summary
Within marketing, there is a need to conduct promotions of products through .
1 24736 Marketing Communications SPRING 2019 .docxShiraPrater50
1
24736 Marketing Communications
SPRING 2019
Subject Coordinator: Dr. Valeria Noguti
ASSIGNMENT #1 (INDIVIDUAL)
Analysis of a marketing campaign for a meat substitute product
Value 30%
Overview
The assignment requires you to analyse a marketing communications campaign
within a specific product category. In doing so, you will understand the
managerial decisions that were made with respect to a campaign and appreciate
the need to plan marketing communications in a comprehensive and integrated
manner.
Details
Select a communication piece (e.g., TV, digital, or print ad, or social media ad,
guerrilla marketing material, etc.) from a marketing campaign related to meat
substitute products.
The product should be designed to resemble meat (any animal meat, i.e., beef,
chicken, pork, fish, etc.), though it does not have to be intended to be so similar that
people may not detect that it is not real meat when they taste it. The piece has to
mention specifically that the product is targeted at replacing real meat. For
example, VBites Cheatin’ sells “Beef Style Slices” making prominent in their
packaging that it is “a delicious meat-free alternative”. At the same time, products
that are not similar to meat are not suitable options for this assignment. For
example, an ad for a veggie pattie cannot be chosen for this assignment, unless it
specifically mentions the product is designed to resemble meat. A veggie burger,
on the other hand, can be used in the assignment as the word ‘burger’ is
associated with the idea of real meat. Overall, any non-real-meat product that is
labelled with any word that denotes meat can be used for this assignment, e.g.,
burger, meat, beef, chicken, etc. Usually they appear with modifying words such as
in the example above “Beef Style”, and most will mention some related attribute
such as that they are “100% plant based”, or “Vegetarian product”, or “Vegan”, etc.
The piece can be from anywhere around the world but note that in case it is not in
English you are required to provide full translation in your submission. You cannot
choose Beyond Meat, Impossible Foods, or Nuggs, but any other brand adering to
the description above should be fine. Ask your workshop facilitator if in doubt.
2
You are required to develop a critique of elements of the communication piece
for the brand (i.e., discuss both positive and negative aspects) in terms of the
communications objectives, creative strategies and tactics used, as well as the
target customer and category positioning (mental partitioning) involved. In
particular, look at positioning (market needs) and customer persona(s).
Essentially you are required to apply many class concepts. Make sure to
conclude with a paragraph stating overall how successful you think the campaign
is in reaching the objectives you can infer they want to achieve, and, discussing
at least one change (specifically to the material you c ...
Importing, Exporting and SourcingWhat’s this chapter aboutMalikPinckney86
Importing, Exporting and Sourcing
What’s this chapter about?
Important aspects of importing, exporting and sourcing
Key influencers for import, export and sourcing decisions
Multinational vs. Global Strategy
Companies engaged in international business activities can approach the market using either a multinational or a global strategy.
Export selling vs. Export marketing
Multinational strategy
A strategy of adapting products and their marketing strategies in each national market to suit local preferences.
Global strategy
A strategy of offering the same products using the same marketing strategy in all national markets.
Benefits and Drawbacks
Multinational strategy
Benefits
Drawbacks
Global strategy
Benefits
Drawbacks
Monitor and respond quickly to changes in buyer preferences
Inability to exploit scale economies
Costs savings from scale economies
Knowledge sharing
Only simple modifications to product features can be implemented
The Exporter “Must Do” List
Gain in depth understanding of the target market.
Conduct marketing research and identify market potential.
Make strategic decisions concerning 4Ps (marketing mix).
Expanding the “Must Do” List
Logistics
Packaging, transportation, etc.
Legal Procedures
Contracts, customs procedures, tariffs, etc.
After-sales service
Product discontinuation, parts availability, product repair, etc.
Sales Promotions
Advertising
Foreign Market Intelligence
Competition
Government Influence on Trade
Governments have long intervened in the trade of goods and services for political, economic and cultural reasons.
Encouraging Exports
Subsidies, tax breaks, export financing, etc.
Discouraging Imports
Tariffs, quotas, embargo, local content requirements, etc.
Encouraging Exports (Example)
Encouraging Exports (Example)
Discouraging Imports
Can you think of examples?
Sourcing
What is sourcing?
What makes it so important?
In class discussion!
Factors that Affect Sourcing
Factory costs and conditions (land, labor, etc.)
Logistics
Infrastructure
Political risk
Exchange rates / currency convertibility
On Wednesday
Licensing, Investment, and Strategic Alliances (Part 1)
Segmenting, Targeting and Positioning
What’s this chapter about?
Important aspects of STP marketing
STP Marketing
Segmenting
Dividing a market based on demographics, lifestyles, behavioral measures etc.
Targeting
Selecting the most appropriate market(s)
Positioning
Target marketing messages using the 4Ps
Market Segmentation
Market segmentation is the division of consumer markets into meaningful and distinct groups.
Why is Market Segmentation important?
Marketers can better define consumer needs.
Decision makers can define objectives and allocate resources accurately.
Competitive advantage.
Segmentation Base …
is a group of characteristics that is used to assign segment members.
Demographics
Psychographics
Needs
Behavioral
Demographic ...
The CBB "ultimate healthy hydration" was finally decided upon. Our research indicated that the consumer market knew that hydration was important to have in an enhanced beverage, but is unsure of exactly how hydration works. We were going to be the functional beverage that could showcase and prove to hydrate better than tap water (a substantiated claim by researchers are OSU).
Core brand benefit brainstorming presentation from 2012. The startup changed often and quickly based on consumer responses and the very crowded beverage market. We had to find an available CBB quickly in order to stand out in the crowd.
The enhancement of Oxygen was not an option because the company didn't have a benefit of that attribute substantiated at that point.
White paper written by Kulin Marketing on the telehealth and mhealth space that is filled with startups.
Contact us at info@kulinmareting.com to purchase a printed version of this white paper.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Healthcare Marketing Consult
1. Seattle Wellness Forum (SWF)
Strategic Marketing Plan
By Elizabeth Kulin
www.KulinMarketing.com
2. Long Term Goal
To be a well known, trusted, health resource in Seattle
3. Wellness Forum Breakdown (Main brand)
Industry – Wellness
Category – Education
Segment – whole food nutrition
Brand identity – Trusted nutrition expert
Brand positioning – Prevention specialists for all health
and wellness issues
Brand personality –
expert, educated, knowledgeable, honest
4. SWF Strategy
Use cost efficient marketing tactics and branded messages
to increase brand equity (awareness + image) and acquire
new leads.
Promote the overall brand first and separate services
second (education classes & private coaching)
Establish strong brand equity for your name through a
differentiated and valuable positioning. Promote this
positioning using brand elements and marketing tactics.
5. SWF Positioning Strategy
(Main) A branch of the “The Wellness Forum”
Prevention specialist for all health and wellness issues
(SWF) Prevention partner in Seattle for what and/or
for who?
Choose a vertical to target.
Smaller audience to grow brand equity among – takes less effort and
budget
Messages can be more targeted
Less competition to compete against
It is better to be an expert in 1 area rather than all areas. It is more
manageable and more believable.
6. Vertical options
Wellness living for a demographic (age)
Statistic: There are ~7,000 in Seattle over 65
Competition (wellness, not specifically over 65): The Seattle foundation, vergreen Hospital Medical
Center, Washington wellness associates, Seattle wellness programs
Notes: Are people over 65 interested in changing their wellness systems?
Nutrition forums (food facts)
Statistic: There are 49 restaurants in Seattle, 65 in Portland, and 12 in Denver
Competition: Nutritionworkseattle, vegetarians of washington, beyondbroccoli
Notes: No statistics on size of group, and they might be difficult to reach
Weight management (diet regiment and exercise)
Statistic: Obesity rate in Seattle is 11,300
Competition: Ramey Nutrition, vergreen Hospital Medical Center, jenny craig, Swedish medical, The
King County Overweight Prevention Initiative
Notes: Large group, many interested in changing wellness, but big brand competition
Corporate groups
7. Vertical options
Diabetes
Statistic: There are over 233,500 living with diabetes in Seattle, may triple by 2050 in Seattle, 645,600 have pre-
diabetes
Competition: Swedish, Ramey Nutrition, Benaroya Diabetes Center, Pike Market Medical Clinic Diabetes
Education
Notes: very large group, actual real stable demand, reach through physicians, competition but might not fulfill all
groups needs. You could be the resource for people in Seattle who had diabetes and need support, as well as
information, about how to prevent recurrence.
HIV
Statistic: There is an estimated 10,000 people living with HIV in Seattle
Competition: Swedish medical, gay city, dunsheehouse, lifelongaidsalliance
Note: large group, real demand to change wellness, but competition is strong and based on community.
Also, based on King County epidemiology 2010 report, many HIV patients might not be able to afford wellness
education forums
Cancer
Statistic: second cause of death in king county. There is approximately ~150,000 cancer case since 2005 in the
Seattle/Puget Sound area.
Competition: cancerlifeline, seattle cancer center care alliance
Notes: Big competition, but big opportunity to educate cancer survivers that nutrition, exercise, and weight
management. You could be a resource for survivors to come and learn about the newest great diets and tips.
Maybe there is a specific type of cancer that is big in Seattle (top cancers in Seattle are
lung, colorectal, breast, prostate, and pancreas).
Heart disease
Statistic: first cause of death in king county. ~8,000 per year (via the doh.wa.gov report)
Competition: nwnaturalhealth, swedish, virginiamason, seattleintegrativemedicine
Notes:
8. Positioning Conclusion
Choosing a vertical
Choose a group that you can be an expert of, is
large, has a demand, a future demand (such as diabetes)
and low direct competition.
9. Brand Element Rules
One should be memorable, 1 should be
descriptive, and 1 should be likable.
Implement your brand
(industry, category, identity, positioning, and
personality) into your brand elements.
10. Brand Audit for SWF
memorable descriptive likable Notes
Name Portrays
Seattle Wellness X X location, categor
Forum y, and identity
Logo
Conveys
connection to
X X X
main corporate
brand.
Slogan Conveys
Research and connection to
Science, NOT X X main corporate
stories and brand and brand
advertising personality.
Tagline
Find out the real Change tagline
truth about these to portray your
X
and other important branches
health issues at the positioning
Wellness Forum
11. SWF Objectives & strategies
Grow brand awareness
To increase brand awareness: Use cost efficient
marketing tactics that can enable you to reach a specific
group that will most like be interested in health, and
prevention, services.
Establish a positive brand image
To build brand image: write consistent messaging in all
touch points to the target vertical that portrays your brand
positioning, identity, and personality.
Acquire new leads (students and trainees)
To acquire customers: write strong call to actions that
spark interest and motivate response.
12. Marketing Tactics Recommendations for
SWF
Email marketing
Rational: Brand awareness
Topics: coincide with campaign schedule
Tip: Include pictures, white space, short subject lines, call to action
buttons (“sign up now”)
2ndary brand associations
Rational: brand image
Example: top expert physicians well know to vertical target market
Brand ambassadors
Rational: equity and WOM
Example: past students that have large influence/networks
Affiliate marketing (offline)
Rational: Brand equity and acquisition
Example: physicians and insurance cos.
Tip: Online Affiliate marketing (bottom of the page or sidebar
advertisement) enables you to include a call to action and click through to
sign up sheet
13. Marketing Tactics (continued)
Social Media
Blogging
Rational: brand image
Tip: coincide with campaign schedule
Blog outreach
Rational: brand equity and acquisition
Tip: focus on blogs that are read by your vertical target market and read the “blog code of
ethics” before you start conducting blog outreach.
Social networking
Rational: brand equity and acquisition
Where: Wherever your vertical target market already is
Tip: post content that is interesting to your audience/followers. Include a call to action and
click through to your sign up sheet.
Facebook Connect
Rational: brand awareness
Tip: implement Facebook connect with your online sign up forms so that you can grow
brand equity among your audiences audience (people are likely to follow in their peers
footsteps)
Facebook Places, 4square, and Google places check in
Rational: brand awareness
Tips: You have to create a presence/account with these platforms in order for others to be
able to “check in” at your forum. Also, make sure to encourage your attendants to check in.
14. Messaging for SWF
Choose keywords related to your brand
category, identity, positioning, and personality, as well as
vertical target market throughout all of your marketing
tactics to create a consistent brand image among your
audience (as well as increase your SEO for these
keywords).
For example;
Keywords
Health, Wellness, prevention, education, vegetarian, diet, weigh
t, workout, expert, physicians, doctors, nutrition, food, healing
Call to action
The most affective call to actions are typically set in buttons
and say “sign up now”, “contact now”, “buy now”. Your call to
actions should all click through to your sign up sheet (webpage
where you collect at least a name and email address). Your
sign up sheet should be easy to read, easy and quick to
complete, and follow up with an automatic thank you email.
15. Campaign Calendar recommendations for
SWF
Promote that the Wellness Forum is in Seattle
What Seattle Wellness Forum is (your positioning)
What you offer (your services)
Promote your expertise and value propositions to
XYX (your target vertical)
16. Campaign
May Wellness Forum is in Seattle
June SWF focuses on XYZ (vertical Target Market)
July (famous doctor) supports the SWF
August SWF has helped over # already: testimonials
September SWF educational courses: what they are, who they are for, main VPs
October SWF 1-1 coaching services: what they are, who they are for, main VPs
November Stay healthy during the holidays with classes and coaching: tips for staying
healthy.
December Holiday sales promotion for a class on holiday health.
17. Activating Leads
New leads are great, but if the interest member does not show
up to your forum, you do not get paid. Therefore, you must
make it easy, convenient, and exciting for the member to take
that jump. Easy and convenient relate to time and location of
when and where the forum is held.
Here are some thoughts on to increase excitement:
Contest Incentives (“At tonight's forum, 1:10 members will
receive a free…”)
Email reminders (send day before and day of)
Facebook event and status update reminders
Teaser Incentives (“come to the forum to learn more about….”)
Association/Affiliate incentive (“Special guest…will be at the
forum, don’t miss out!”)