Marketing proposal for the City of Lynchburg, Virginia's Fifth Street Corridor Project. I was asked to create a communications plan incorporating social and traditional media within a budget of $20,000.
I researched the media outlets (TV, radio, outdoor, etc.) to determine availability and pricing and explored some unusual options such as movie theatre ads and gas pump ads. Although I had first thought magazine advertising would be a good option, the cost was too high and it was better to allocate the funds elsewhere. Radio is always a good option and there were several stations that were appropriate for this message.
I used several social media outlets as well, such as YouTube, Facebook, LinkedIn, Twitter. There are several good options, but none of them really matter unless you make an effort to keep up with them, test messages, and keep getting the word out.
An overview presentation about using social media and social networking for social causes that I gave for the Dallas Social Venture Partners on Feb. 5, 2010.
- Tag is a private location sharing app that allows users to discreetly check-in and share their location with friends to facilitate meetups.
- It has grown rapidly among students at Penn State, reaching 10,000 users, with high levels of daily and weekly return usage.
- The company aims to launch Tag at 100 additional college campuses in the fall to continue expanding the network.
This document discusses the use of social media in public administration. It provides an overview of various social media platforms like Facebook, YouTube, Twitter and blogs. It discusses how government agencies and public organizations are using these platforms to increase participation, transparency and collaboration. It also describes how social media can be used for economic development purposes, like marketing a region to target industries. Specific strategies are outlined, like developing a branded social media campaign and monitoring effectiveness.
Creating a Strategic Marketing Communications PlanDeborah Spector
Don't blink - you might miss something! This is how it feels to live in our nanosecond culture, where everything is changing at an accelerated pace. Our nanosecond culture has changed nonprofit marketing communications forever. The controllable flow of information through easily identified channels is disappearing. This makes your strategic marketing communications plan even more valuable to rise above the noise to put your organization in the spotlight!
Developing a Marketing Communications planAndy Forbes
A successful marketing plan involves integrating all company departments to communicate a consistent message to targeted audiences without them realizing it. This is called an integrated marketing and communications (MarCom) plan. Developing an effective MarCom plan requires defining goals and markets, analyzing strengths/weaknesses and competitors, and determining marketing strategies and tactics. Key steps include situational analysis, SWOT analysis, competitor research, defining the target market and positioning, and outlining advertising, pricing, distribution channels, and the marketing budget and timeline.
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Osprey Creative proposes a marketing campaign for JaxParks to raise awareness and community engagement. The campaign goals are to increase media traffic by 50%, utilization of parks services by 25%, and funding from local businesses by 10% by September 23, 2017. Tactics include social media contests, events like a kite festival and music festival, guerrilla marketing activities, and improved website and branding with a new logo and color scheme. The budget is estimated at $726.76 with earned media through press releases.
An overview presentation about using social media and social networking for social causes that I gave for the Dallas Social Venture Partners on Feb. 5, 2010.
- Tag is a private location sharing app that allows users to discreetly check-in and share their location with friends to facilitate meetups.
- It has grown rapidly among students at Penn State, reaching 10,000 users, with high levels of daily and weekly return usage.
- The company aims to launch Tag at 100 additional college campuses in the fall to continue expanding the network.
This document discusses the use of social media in public administration. It provides an overview of various social media platforms like Facebook, YouTube, Twitter and blogs. It discusses how government agencies and public organizations are using these platforms to increase participation, transparency and collaboration. It also describes how social media can be used for economic development purposes, like marketing a region to target industries. Specific strategies are outlined, like developing a branded social media campaign and monitoring effectiveness.
Creating a Strategic Marketing Communications PlanDeborah Spector
Don't blink - you might miss something! This is how it feels to live in our nanosecond culture, where everything is changing at an accelerated pace. Our nanosecond culture has changed nonprofit marketing communications forever. The controllable flow of information through easily identified channels is disappearing. This makes your strategic marketing communications plan even more valuable to rise above the noise to put your organization in the spotlight!
Developing a Marketing Communications planAndy Forbes
A successful marketing plan involves integrating all company departments to communicate a consistent message to targeted audiences without them realizing it. This is called an integrated marketing and communications (MarCom) plan. Developing an effective MarCom plan requires defining goals and markets, analyzing strengths/weaknesses and competitors, and determining marketing strategies and tactics. Key steps include situational analysis, SWOT analysis, competitor research, defining the target market and positioning, and outlining advertising, pricing, distribution channels, and the marketing budget and timeline.
Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.
Osprey Creative proposes a marketing campaign for JaxParks to raise awareness and community engagement. The campaign goals are to increase media traffic by 50%, utilization of parks services by 25%, and funding from local businesses by 10% by September 23, 2017. Tactics include social media contests, events like a kite festival and music festival, guerrilla marketing activities, and improved website and branding with a new logo and color scheme. The budget is estimated at $726.76 with earned media through press releases.
This document discusses emerging trends in public relations and communications related to technology, content, and audiences. It emphasizes the importance of mobile strategies, social media, personalized and on-demand content, and seamless experiences across devices. Professionals must lead by innovating with new technologies, understanding audiences, and producing content for multiple platforms. Personalization, hashtags, and archived content allow for on-demand access. A responsive and multi-platform approach is needed to engage audiences who access information from many "seamless screens". Mobile strategies like apps and responsive design are crucial for communications in today's digital age.
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...Kate Hamilton
This document summarizes a presentation about building engaging communities on a hyper-local scale through social media and technology. The presentation discusses how hyper-local journalism has emerged to fill voids left by mainstream media, using the example of LoganSquarist, a hyper-local news site serving Chicago's Logan Square neighborhood. It provides lessons on creating niche content, reimagining content formats, meeting audiences across channels, gaining feedback, hosting offline events, and leveraging partnerships to build community.
Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships.
LEARNING OBJECTIVES: 1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.
This document provides an overview of social media marketing and guidelines for businesses. It defines social media, discusses key statistics on social media usage, debunks common myths, and outlines 10 principles ("Commendments") for successful social media marketing. These include focusing on people over technology, building conversations rather than campaigns, using content to fuel discussions, and adding value to audiences' lives. The document also describes 8 steps for a strategic approach, such as defining objectives, monitoring conversations, understanding audiences, and continually testing and optimizing strategies.
Julia’s House; at the start of the Digital Destinations project at a stage with our social media where we needed to look at what development needed to be undertaken. The programme made us allocate time to evaluate what we were doing and to how to move forward. Also, it provided the platform to share experiences and to learn from organisations that were ahead of us in this field which was a very valuable opportunity for us as we often felt we were working in isolation. So, a key benefit of this programme for us was the opportunity to learn from others and to test our ideas with a broad group of people. It was nice also, as a small charity, to share what we have learned and to see if commercial enterprises have experienced similar.
Cat Town Social Media Plan 3.22.16 FINALAmani Sarary
This document is a social media marketing strategy proposal prepared by students in the Social Media Marketing Certificate Program at California State University, East Bay for Cat Town Rescue & Cafe. It includes defining the brand, identifying target audiences, analyzing comparable organizations, setting objectives, selecting appropriate social media channels, creating an editorial calendar, and strategies for monitoring and measuring results. The proposal recommends combining separate Facebook and Instagram accounts for the cafe and rescue under a single brand to better represent the organization's mission as a cat rescue with a cafe component.
The document outlines a presentation promoting entrepreneurship to at-risk teens and college students. It proposes creating a social media campaign called "Let's Move" to raise awareness. It also suggests partnering with community centers to establish mentorship programs and hosting events with successful entrepreneurs to provide inspiration and proof entrepreneurship is achievable. The goal is to motivate the target audiences by shifting their mindsets towards entrepreneurial goals to address issues like unemployment, poverty and crime.
This document discusses several topics related to social media and B2B marketing:
- It lists several major social media platforms including Facebook, YouTube, Twitter, and Instagram.
- It identifies 5 types of social media: social networks, video channels, photo sharing, online communities, and niche content.
- Finally, it provides several tips for maximizing opportunities through social media including developing a plan, managing content, and monitoring engagement.
Community Engagement for Complete CommunitiesRPO America
In our everyday lives, we interact with people who look, act, and think like us. In the course of our jobs as planners, we interact with the public—that entire collection of human variability that exists in communities. To engage effectively, we are required to get outside our comfort zone and reach out to the entire collection of residents that make a complete community. This workshop held at the National Regional Transportation Conference (June 2019, Columbus, OH) presented in an interactive format how a planner can develop a community engagement strategy based upon the five I’s of public involvement—Identify, Invite, Inform, Involve, and Improve. Workshop participants were briefed on the concepts of environmental justice, recent public involvement tools and strategies, and then interact in groups to develop a public participation plan for a community scenario.
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
Social Media Update - Tips and Tricks: Texas AgriLife Urban FCS 2013 updateAmy Hays
Some hints, tips, and tricks to increase presence and outreach specific to goals for Texas AgriLife Extension and other outreach and education organizations
Role of social media in heritage tourismAmbuj Saxena
How can social media be used to preserve, celebrate, share and educate communities about Heritage sites in their vicinity. This presentation also enlists steps on how social media can increase the number of tourists visiting heritage sites thus resulting in increased Heritage tourists. This presentation is apt for those who think social media is useless when it comes to encouraging Heritage tourism.
This document provides information about using social media to promote broadband connectivity initiatives in Devon and Somerset. It discusses:
- The Connecting Devon and Somerset partnership which aims to deliver improved and superfast broadband to rural areas of Devon and Somerset by 2016.
- Events and workshops being held to showcase new technologies and provide help to get residents and businesses up to speed with broadband usage.
- Ways for local groups and organizations to get involved by hosting sessions or distributing information.
- The use of social media as an effective tool to both listen to communities and engage in two-way conversations, as well as to create and share content to promote initiatives and gather feedback.
Essential Online Tools for Historical Societiesvtrural
Presentation to the 2013 League of Local Historical Societies & Museums Annual Meeting Building on a Strong Foundation - Friday, November 1, 2013 - Barre, Vermont
What online tools are must-haves for your local historical society? You are invited to attend a discussion on how local historical societies are using digital tools to spread history, recruit volunteers, document events, and archive their collections. Specific topics of discussion will include getting your historical society online, using social media (Facebook) for education, recruitment and research, and the importance of archiving your collection on the “cloud.
Presentation by: Rob Fish, Vermont Digital Economy Project and Adriene Katz, Shelburne Museum.
This document summarizes findings from a survey of 1,000 connected consumers conducted by Razorfish in 2009. Some key findings include:
- 65% of consumers report that a digital experience with a brand changed their opinion of that brand, and 97% say such an experience influenced a purchase.
- Consumers are actively engaging with brands online through searching for brands, watching commercials on YouTube, reading corporate blogs, and posting reviews.
- Contrary to conventional wisdom, consumers are open to brand advertising and engagement on social networks - 76% welcome ads on social networks, and 40% have friended a brand on Facebook or MySpace.
- While consumers follow brands online, they may not be as passionate
Bell tamara ignite slides (keynote) pdfYolanda Bell
The document outlines a presentation on promoting entrepreneurship to at-risk teens and college students. It proposes three main points: 1) Creating a social media campaign called "Let's Move" to raise awareness. 2) Partnering with local centers to establish a mentorship program for teens. 3) Hosting community events with successful entrepreneurs as examples. The goal is to encourage an entrepreneurial mindset to reduce issues like unemployment, dropouts, and crime by promoting motivation, determination and alternative career paths through positive role models.
This document provides guidance on creating a concept paper to propose an ICT project for social change. It explains that a concept paper is used to convince funders to support a project and should include an introduction, purpose, description, budget/support needs, and contact information. A sample concept paper is presented for a mobile education project called "Education on Wheels" that would bring literacy classes to underserved children. The document also outlines the typical process for an ICT project as planning, development, release/promotion, and maintenance. Finally, it discusses 12 common behaviors that people may exhibit on social media.
What are the Candidates Hiding in their Campaign Website Source CodeJeff Macharyas
A review of the source code behind the 2016 Presidential Candidates' campaign websites revealed some interesting text-art and bizarre messages. Hillary Clinton says: "Git out the vote." Rand Paul's team puts the others "to shame." Wow.
This document discusses emerging trends in public relations and communications related to technology, content, and audiences. It emphasizes the importance of mobile strategies, social media, personalized and on-demand content, and seamless experiences across devices. Professionals must lead by innovating with new technologies, understanding audiences, and producing content for multiple platforms. Personalization, hashtags, and archived content allow for on-demand access. A responsive and multi-platform approach is needed to engage audiences who access information from many "seamless screens". Mobile strategies like apps and responsive design are crucial for communications in today's digital age.
Building Engaging Communities on a Hyper-Local Scale: An Experiment in Commun...Kate Hamilton
This document summarizes a presentation about building engaging communities on a hyper-local scale through social media and technology. The presentation discusses how hyper-local journalism has emerged to fill voids left by mainstream media, using the example of LoganSquarist, a hyper-local news site serving Chicago's Logan Square neighborhood. It provides lessons on creating niche content, reimagining content formats, meeting audiences across channels, gaining feedback, hosting offline events, and leveraging partnerships to build community.
Dream. Build. Connect. How to use new and traditional media to build a strategic communications plan and campaign A front-page newspaper article about a cause you support is great. An engaged Facebook community can do wonders. But bridge those two communications together, sprinkle in the powerful story of your organization, and you have the potential to enact real change.
This daylong seminar is designed for organizational leaders and leads participants through lessons on how to develop your message, where to tell your story and how to pull it all together into a strategic communications plan and campaign. We’ll discuss how to build an annual communications strategy, how and when to layer in social media, mass media and strategic partnerships.
LEARNING OBJECTIVES: 1. Define strategic communications campaign. 2. Developing core brand messages. 3. Developing a strategic messaging calendar. 4. Developing campaigns to promote an organization throughout the year, to include various public relations and communications methods.
This document provides an overview of social media marketing and guidelines for businesses. It defines social media, discusses key statistics on social media usage, debunks common myths, and outlines 10 principles ("Commendments") for successful social media marketing. These include focusing on people over technology, building conversations rather than campaigns, using content to fuel discussions, and adding value to audiences' lives. The document also describes 8 steps for a strategic approach, such as defining objectives, monitoring conversations, understanding audiences, and continually testing and optimizing strategies.
Julia’s House; at the start of the Digital Destinations project at a stage with our social media where we needed to look at what development needed to be undertaken. The programme made us allocate time to evaluate what we were doing and to how to move forward. Also, it provided the platform to share experiences and to learn from organisations that were ahead of us in this field which was a very valuable opportunity for us as we often felt we were working in isolation. So, a key benefit of this programme for us was the opportunity to learn from others and to test our ideas with a broad group of people. It was nice also, as a small charity, to share what we have learned and to see if commercial enterprises have experienced similar.
Cat Town Social Media Plan 3.22.16 FINALAmani Sarary
This document is a social media marketing strategy proposal prepared by students in the Social Media Marketing Certificate Program at California State University, East Bay for Cat Town Rescue & Cafe. It includes defining the brand, identifying target audiences, analyzing comparable organizations, setting objectives, selecting appropriate social media channels, creating an editorial calendar, and strategies for monitoring and measuring results. The proposal recommends combining separate Facebook and Instagram accounts for the cafe and rescue under a single brand to better represent the organization's mission as a cat rescue with a cafe component.
The document outlines a presentation promoting entrepreneurship to at-risk teens and college students. It proposes creating a social media campaign called "Let's Move" to raise awareness. It also suggests partnering with community centers to establish mentorship programs and hosting events with successful entrepreneurs to provide inspiration and proof entrepreneurship is achievable. The goal is to motivate the target audiences by shifting their mindsets towards entrepreneurial goals to address issues like unemployment, poverty and crime.
This document discusses several topics related to social media and B2B marketing:
- It lists several major social media platforms including Facebook, YouTube, Twitter, and Instagram.
- It identifies 5 types of social media: social networks, video channels, photo sharing, online communities, and niche content.
- Finally, it provides several tips for maximizing opportunities through social media including developing a plan, managing content, and monitoring engagement.
Community Engagement for Complete CommunitiesRPO America
In our everyday lives, we interact with people who look, act, and think like us. In the course of our jobs as planners, we interact with the public—that entire collection of human variability that exists in communities. To engage effectively, we are required to get outside our comfort zone and reach out to the entire collection of residents that make a complete community. This workshop held at the National Regional Transportation Conference (June 2019, Columbus, OH) presented in an interactive format how a planner can develop a community engagement strategy based upon the five I’s of public involvement—Identify, Invite, Inform, Involve, and Improve. Workshop participants were briefed on the concepts of environmental justice, recent public involvement tools and strategies, and then interact in groups to develop a public participation plan for a community scenario.
Digital communications are changing rapidly as technologies converge. Marketers must use online and social media to engage with customers cost-effectively and build their brands through conversation. While not all channels suit every business, choosing the right platforms depends on where customers spend time and what formats they prefer. Maintaining open communication allows companies to respond quickly during crises. Success requires committing to an integrated strategy using valuable content to develop trust and grow communities over time.
Social Media Update - Tips and Tricks: Texas AgriLife Urban FCS 2013 updateAmy Hays
Some hints, tips, and tricks to increase presence and outreach specific to goals for Texas AgriLife Extension and other outreach and education organizations
Role of social media in heritage tourismAmbuj Saxena
How can social media be used to preserve, celebrate, share and educate communities about Heritage sites in their vicinity. This presentation also enlists steps on how social media can increase the number of tourists visiting heritage sites thus resulting in increased Heritage tourists. This presentation is apt for those who think social media is useless when it comes to encouraging Heritage tourism.
This document provides information about using social media to promote broadband connectivity initiatives in Devon and Somerset. It discusses:
- The Connecting Devon and Somerset partnership which aims to deliver improved and superfast broadband to rural areas of Devon and Somerset by 2016.
- Events and workshops being held to showcase new technologies and provide help to get residents and businesses up to speed with broadband usage.
- Ways for local groups and organizations to get involved by hosting sessions or distributing information.
- The use of social media as an effective tool to both listen to communities and engage in two-way conversations, as well as to create and share content to promote initiatives and gather feedback.
Essential Online Tools for Historical Societiesvtrural
Presentation to the 2013 League of Local Historical Societies & Museums Annual Meeting Building on a Strong Foundation - Friday, November 1, 2013 - Barre, Vermont
What online tools are must-haves for your local historical society? You are invited to attend a discussion on how local historical societies are using digital tools to spread history, recruit volunteers, document events, and archive their collections. Specific topics of discussion will include getting your historical society online, using social media (Facebook) for education, recruitment and research, and the importance of archiving your collection on the “cloud.
Presentation by: Rob Fish, Vermont Digital Economy Project and Adriene Katz, Shelburne Museum.
This document summarizes findings from a survey of 1,000 connected consumers conducted by Razorfish in 2009. Some key findings include:
- 65% of consumers report that a digital experience with a brand changed their opinion of that brand, and 97% say such an experience influenced a purchase.
- Consumers are actively engaging with brands online through searching for brands, watching commercials on YouTube, reading corporate blogs, and posting reviews.
- Contrary to conventional wisdom, consumers are open to brand advertising and engagement on social networks - 76% welcome ads on social networks, and 40% have friended a brand on Facebook or MySpace.
- While consumers follow brands online, they may not be as passionate
Bell tamara ignite slides (keynote) pdfYolanda Bell
The document outlines a presentation on promoting entrepreneurship to at-risk teens and college students. It proposes three main points: 1) Creating a social media campaign called "Let's Move" to raise awareness. 2) Partnering with local centers to establish a mentorship program for teens. 3) Hosting community events with successful entrepreneurs as examples. The goal is to encourage an entrepreneurial mindset to reduce issues like unemployment, dropouts, and crime by promoting motivation, determination and alternative career paths through positive role models.
This document provides guidance on creating a concept paper to propose an ICT project for social change. It explains that a concept paper is used to convince funders to support a project and should include an introduction, purpose, description, budget/support needs, and contact information. A sample concept paper is presented for a mobile education project called "Education on Wheels" that would bring literacy classes to underserved children. The document also outlines the typical process for an ICT project as planning, development, release/promotion, and maintenance. Finally, it discusses 12 common behaviors that people may exhibit on social media.
What are the Candidates Hiding in their Campaign Website Source CodeJeff Macharyas
A review of the source code behind the 2016 Presidential Candidates' campaign websites revealed some interesting text-art and bizarre messages. Hillary Clinton says: "Git out the vote." Rand Paul's team puts the others "to shame." Wow.
I completed my MS in Cybersecurity and Computer Forensics at Utica College. That may seem like a complete departure, but what it taught me was to be more analytical, more focused on the task and made me a much better researcher and writer. I tied the two industries together by writing my Capstone Thesis on "The Malicious and Forensic Uses of Adobe Software." I then converted my Word document into a 6x9 paperback book using that very same Adobe software. A complete and perfect circle.
I consider myself an expert in: Adobe InDesign, Photoshop, Illustrator, Acrobat, and Dreamweaver as well as Microsoft Word, Excel, and Powerpoint. I work on Macs, PCs, and even Linux. I am versatile and alway open to a challenge.
Find out more at: www.macharyas.com
Did You See the Website on that License Plate?Jeff Macharyas
Have you ever been stuck in traffic and stared at the car in front of you?
Have you noticed that there is a website on the license plate? No?
Well, now is your chance to see a review of 19 (and growing) official license plates with websites emblazoned right on them! You don’t even have to get in your car!
Some states (Arkansas) look great and get the message across elegantly. But, then, there’s Florida. And Maryland. And Georgia.
The Malicious and Forensic Uses of Adobe SoftwareJeff Macharyas
This document discusses the malicious and forensic uses of several Adobe software programs. It describes how Flash, Photoshop, PDFs and ColdFusion have been exploited criminally but also used for forensic investigations. Flash cookies and vulnerabilities in outdated Flash players have allowed hackers to install malware. Photoshop and PDFs have been used to alter documents and images for fraudulent purposes but leave metadata that can be analyzed forensically. Overall, the document examines how criminals misuse popular Adobe software while also exploring how law enforcement can leverage these programs and files for digital forensics.
Risk Assessment Cybersecurity Project at Utica CollegeJeff Macharyas
A Risk Assessment Research Paper written for the Cybersecurity Master's Program at Utica College. The organization in this study is fictitious and is not based on any one organization, but a composite of different types of recreational organizations across America. The name I chose for the sample organization is completely random and should not be construed to be connected with any other organizations that may bear a similar name, by coincidence. This report was not presented to any organization for review, but was simply an academic exercise in preparing a risk assessment report. I created the logo for "YVCA" solely as an example to support the report. Thank you.
Spruce Bluff Preserve is located in Port St. Lucie, Florida. An area not known for history, Spruce Bluff is a rare find that will intrigue history and nature buffs alike. On one side is the pioneer settlement of the 1980s and on the other the ancient history of the Ais Indians. Great for hiking, biking, and enjoying history.
I have been hiking this area for a while and decided to shoot some photos. I used my Samsung Galaxy S3 to snap a few pix. They came out pretty gwell, so I put them together into this photo-book with some historical and nature info I gathered. I did this project just for fun.
Expert in Adobe Creative Cloud—InDesign, Photoshop, Dreamweaver, Illustrator, Acrobat. Many years experience in publishing, graphics, advertising, marketing as a designer, production manager, circulation manager, writer and researcher. Currently finishing Master's Degree in Cybersecurity/Computer Forenics from Utica College. AccessData Certified Expert, HubSpot Certified Inbound Marketer, Certified Fencing Instructor, Social Media Marketing Grad. Cert. from Rutgers University and a BAS in Communications from Florida State University.
What Personality Colors are in Your Company?Jeff Macharyas
Color conveys feelings and emotions. A person's unique personality can be indicated by a single color. If a company were made up of "colors" who would they be and what would be their personality traits? What color are you?
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
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Communications and Marketing Plan
1. Fifth Street Corridor Project
Communications Plan
The City of Lynchburg, Virginia
P R E PA R E D BY J E F F M AC H A RYA S - J U LY 2 9 , 2 0 1 3
Reconnect • Rediscover • Rejoice!
2. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
2
5SCP: The Project Area
3. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
3
Executive Summary
M
any long‐time residents of Lynchburg have fond memories of Fifth Street as it was several
decades ago—a vibrant center of activity for the surrounding area and neighborhoods of College
Hill, Garland Hill and Tinbridge Hill. Residents shopped there, dined out, met friends, played,
and were seen out and about. Fifth Street’s black‐owned businesses flourished. At its height,
thirty black‐owned businesses lined Fifth Street from Federal Street to Park Avenue.
Sadly, Fifth Street has declined in activity and vibrancy. However, with commitment and dedication from the
residents, businesses, developers, and Lynchburg at large, Fifth Street can once again be a lively, safe, and enjoyable
area for locals and visitors.
With designation as a Historic Site by both the state and federal governments, residents and businesses may
qualify for some very favorable tax and grant programs. The Fifth Street Corridor has a rich history and that history
should be leveraged to promote the endurance and dedication of the area’s residents and businesses.
To drive resident involvement, interest in business development and to promote the area as safe, vibrant and
ready for greatness, several forms of “traditional” and social media communications will be implemented to
promote the vision of the Fifth Street Corridor Project (5SCP).
Of course, with any marketing efforts, each communications tool must monitored, measured and adapted to
achieve optimal results.
The communications goals of this plan are to:
• Keep residents, businesses and developers informed about redevelopment progress, service disruptions,
schedules, and provide easy-to-find channels of information
• Create awareness and excitement about the project for visitors, residents, existing businesses and future
business developers
• Solicit new development, business-ownership and provide information on economic incentives for residents
and businesses
• Inform people in, and outside of, Lynchburg that Fifth Street is the must-see area of Lynchburg
• Promote the true feeling, the vision and the “brand” of Fifth Street: Reconnect • Rediscover • Rejoice!
Lynchburg
Means Business
Lynchburg has been
ranked as the 28th best
place in America for
business and careers.
—Forbes.com - 2012
4. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
4
Social and Traditional Media: Working Together
Social Media Efforts
• Optimized website with WordPress blog (www.5thStreetLynchburg.com {this domain is available})
For search optimization, general information, “home base” and to provide the public with a method to comment, donate, or request further information
• Pitching Social Media Influencers (Bloggers)
e.g. guest blog on www.yesvirginia.org/BlogSpot. To create awareness, build reputation, expand reach
• Facebook Page
For interactivity and to attract new members, to create a sense of community, to share comments
• YouTube Channel
To provide video tours, increase awareness, create excitement, share comments, be visible
• Twitter
To provide updates, to get the word out, to offer information about the area, people, businesses and plans
• Flickr
Additional social media channel, good place to promote the plan with a mix of historical, current, and planned photos for the 5SCP
• LinkedIn
LinkedIn is a popular and growing forum for business people—the “Facebook for grown-ups”
• Pinterest
Additional social media channel, good place to promote the plan with a mix of historical, current, and planned photos for the 5SCP
• Google+
Provides another social media source for content, is an effective way to boost SEO—postings are “Google-friendly” like a blogpost
• eMail/eNewsletter Blasts
To provide information, solicit donations and involvement from a targeted audience
5. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
5
• iPhone/Android App
To provide updates, directions, directories and history of the 5SCP
• Wikipedia Article
To provide information, promote the development plan via unique social media channels, create an “authority” on the subject
Traditional Media Efforts
• Newspaper (News Advance)
To promote the project via advertising, articles and interviews
• TV/Radio (WSET-TV13, Sunny 93.5 radio, Vibe 100 radio)
To promote the project via advertising, bumpers and interviews
• Billboards (www.lamar.com)
Strategically located around the 5SCP—5thPierce, US29-no/river, Kemper12th
• Gas Pump Ads
Geo-target residents and developers at a place everyone goes to (Exxon-Timberlake, Quik-E Food-Lakeside, Chevron-Campbell)
• Movie Theatre Ads
To promote the 5SCP via a passive, low-cost method to a “captive audience”
• Colleges
Take advantage of any opportunity to partner with Lynchburg’s large college community (Lynchburg College, Randolph College, Liberty University,
and vocational, community colleges as well)
• Transit (Bus) Ads
Greater Lynchburg Transit Company (GLTC), interior and exterior messaging
6. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
6
S O C I A L M E D I A E F F O R T S
Optimized Website/WordPress Blog $600 - 3%*
The5SCPwebsite(www.5thStreetLynchburg.com)willworkinconjunctionwiththeassociatedWordPressblogasone
unit.Thewebsitewillbetheportaltopromotethe5SCP’spresenceontheWebandlinktotheothersocialmediaefforts
(seebelow).Thewebsiteisdesignedtogiveahometothesocialmediaeffortsandtoprovideasimple,easytonavigateplaceto
getbasicinformationabouttheproject,comment,requestmoreinformationordownloadmaps,factsheets,etc.Appropriate
keywordswillberesearchedandimplemented.Thewebsitewillreflectthesocialmediaeffortsandwillaidinpromotingthem,
byincludingembeddedvideosfromthe5SCPYouTubechannel,blogpostings,andeasytofindlinkstoTwitterandFacebook.
Each week, there will be at least three articles posted featuring a variety of topics: history, tax credits, business
development, lifestyle, etc. There will be a page dedicated for comments and complaints. This page will have a real person’s
name and phone/email, as well as a comment form. Complaints and comments will be addressed within 24 hours.
Each posting will be promoted by Twitter, posted on the 5SCP’s Facebook page and submitted to bookmarking sites
(e.g. StumbleUpon). Each posting will allow commenting and will be moderated. Readers will also have the ability
to share the postings via social media. Links will be placed in blog postings that will link back to the website.
By properly using Google Analytics, we will measure the effectiveness of the website and modify as needed.
And, as more people use their tablets and smartphones for web browsing, the website must be built using a
responsive layout so it will be easily readable across all platforms.
Pitch the Influencers Staff - 0%
The 5SCP can solicit the help of “influencers.” These are trusted online outlets that can carry the
message in an informative, positive fashion, such as www.yesvirginia.org/BlogSpot. It is important to
judge the bloggers being pitched to for appropriateness, followership, and timeliness.
Website/Blog
Google will only look
up to you once you have
gained everyone’s respect.
—Wendy Piersall,
ProBlogger
Influencers
She had clearly read my
blog, made every sentence
interesting and made me
WANT to work with her.
—Cat Davis,
Food Family Finds
*Based on a budget of $20,000, estimates are expressed in dollars allocated and percentages of total. For some items, it is understood that in-house staff will maintain that channel.
Figures are estimated based on market research and trends as of July 2013.
7. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
7
We will also solicit the help of “evangelists.” These are people who are associated with 5SCP and will use their
own social media outlets, such as personal Facebook pages or Twitter feeds, to promote and link to the 5SCP.
It will be important to instruct our evangelists on the proper message and social media methods to get the
word out. The more evangelists we can recruit, the more influence we will have, and the reputation of the
5SCP will grow and remain positive.
Facebook Campaign Staff - 0%
The 5SCP facebook campaign will be used to promote the project’s vision, history and awareness. Facebook
is also an ideal place to share information and resources with residents and developers and to also entice future
businesses. Facebook is also a great place to promote the 5SCP outside of the Lynchburg area. As awareness builds
and as people post and link to the 5SCP’s Facebook page, awareness will spread virally as people—especially younger
people—consider places to put down roots or embark on their own businesses.
The Facebook page will also integrate Twitter and blog postings to create more backlinks between the 5SCP’s
social media efforts and with other sources.
We will encourage people to share pictures and videos and also personal stories on the history and businesses of the area.
We will monitor these efforts closely to make sure that our message is being used properly, and will promptly
reply to any complaints or misinformation. Facebook currently holds the number one spot amongst internet
users with 51%.
YouTube Video Channel Staff - 0%
Youtube continues to be the go-to place for video. YouTube is a perfect venue for personal stories
from residents, historical slide shows, business showcases, man-in-the-street interviews or just feel-good
videos of positive activities around Fifth Street. Also, we must keep in mind our primary marketing message:
Facebook
Facebook has more than
1 billion members, which
by population makes it
the third largest country
in the world—somewhere
between India and the US.
Who’s sending missionaries
to that country?”
—Phil Cooke,
Author
8. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
8
Fifth Street is safe, vibrant, and open for business—and stress that in every video, no matter what the subject.
The goals of the YouTube Campaign are to:
• Entice new businesses by showing positive images of thriving businesses
• Deepen and develop relationships with current and future residents by highlighting personalized segments
across all age, race and gender lines
• Create awareness of the 5SCP’s existence, location, and vision
• Teach and inform residents and developers about the benefits of living, working and visiting Fifth Street.
It is important to keep the videos fresh. To achieve this, we will build a stockpile of videos that can be updated every
week. Studies have shown that YouTube videos have a lifespan of one week. Anything older loses all of its “recency.”
YouTube titles will consist of up to 100 characters, the description will consist of up to 5000 characters, and the tags will be
up to 120 characters. To improve SEO value, it is important not to scrimp on these efforts as the space is available to do so.
Interestingly, how-to videos rank third (behind humor and news), but is the fastest growing segment of YouTube
viewership, growing 22–38%. Therefore, it will be important to provide how-to information (less than 10 minutes)
but also add as much current news as we can (e.g. applications for tax credits and grants, deadlines). YouTube is the
third most popular social media site, according to a study by GlobalWebIndex and should be considered a social
media site, not simply a video collection. Videos should be shared and commented upon.
The YouTube videos that appear on the 5SCP’s YouTube Channel will be simulcasted on the 5SCP’s website/blog.
45% of videos are found directly on YouTube, but a close 44% are discovered on blogs, so it will be important to
take advantage of both venues.
We must also take advantage of analytical tools to gauge how well the efforts are progressing and to enhance
the videos accordingly. Since YouTube keywords are different than Google keywords, we will use the YouTube
Keyword Tool to keyword our videos. We will also use YouTube Insights to monitor the campaign. We will
judge the success of the YouTube efforts by how increased viewership turns into request for more information,
donations, new residents or new businesses.
YouTube
Look at YouTube, how
many talented people
there are. It’s a whole new
world of how to express
yourself. I don’t know
how to work that world,
but take advantage of it.
Penny Marshall,
actress
9. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
9
Twitter: 140 Characters to Tell the Story Staff - 0%
Twitter is a great support source for our social media efforts. The 5SCP’s Twitter account will be used
to build brand awareness, establish relationships with residents and developers, use it as an announce-
ment vehicle for events, deadlines, and other time-sensitive news, provide a source for inquiry responses, and
also provide an easy link to the website and the other social media marketing campaigns of the 5SCP.
We will find those in the area who are tweeting about activities, sports, family events, and the like and develop
relationships with them. By doing this, we will build a cohesive community and can work together to promote
the 5SCP as we promote other like-minded groups as they also promote the 5SCP.
We will also use an automated Twitter feed straight from the blog and integrate a Twitter widget on the website.
Flickr Photos Snap to Attention Staff - 0%
Flickr will also be integral part of the social media campaign. We will create a Flickr account for the
5SCP to build awareness and engage residents and developers with high-quality images showing the history,
current conditions and vision of Fifth Street. We will use the profile page to link back tot he website and to feed
into our Facebook page.
We will also encourage others via a Flickr group to upload their images and contribute to the conversation by
commenting on others’ images.
LinkedIn: Connecting People and Business Staff - 0%
Linkedin is a forum for businesspeople. This is a perfect way to get connected to business owners and
developers and to form a community that can be built upon to drive the message. LinkedIn is viewed as
Twitter
I know very little about
the viral, electronic world,
but I use Twitter to
communicate not only
information that I think
some of the fans want to
hear about but also ideas.
William Shatner,
actor
Flickr
Flickr is not just a
community of photos,
it is a community where
high quality photography
is appreciated.
—Rohit Bhargava,
Integrated Marketing
10. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
10
somewhat more serious than Facebook and could even be considered FaceBook for grown-ups. This is the
place to keep the message serious and to speak to the business community in their own language: return on
investment, awareness, sales, etc.
Picture-Perfect Pinterest Staff - 0%
Pinterest has now become the third most popular social media site (after Facebook and Twitter).
The benefit for 5SCP’s use of Pinterest is its visual focus. Pinterest is another great link-builder and awareness
tool and is a perfect place to present historical and business-positive images to enhance the image of Fifth Street as a
place to live, visit, work and play.
Google+ Adds Up Staff - 0%
Although a new social media channel (August 2011), G+ remains unknown to many, even though it is
the second most popular social media site worldwide, according to a study by GlobalWebIndex. Google+
provides another social media source for content, and is an effective way to boost SEO—postings are “Google-
friendly” like a blogpost. Google+ will act in a similar fashion to Facebook.
eMail/eNewsletters: You've Got Mail Staff - 0%
Although email marketing is not the best vehicle for the project, it should not be totally discounted.
Recent studies show that people respond to email marketing when they are offered a discount. This is not
something we can do. However, it is a good way to get the message out, build a community, and create back-links
to the website. It is imperative that the emails are smartphone-friendly. Half the people view emails first (or only)
on their smartphones. Emails must be HTML-based, without resorting to PDF or Word attachments that will be
spammed out or instantly deleted.
LinkedIn
I’m a big fan of LinkedIn.
—Jeff Macharyas,
creative marketer
Pinterest
Adecentblogwillhaveat
leastonepicture,soposting
thispicturealongwiththe
blogarticletitleandpinning
itonarelevantboardcan
be agreatwayofusing
Pinteresttopromotecontent.
—Shell Robshaw-Bryan,
blogger
Google+
The beauty of using
Google+ for your
business is the number
of tools available to
help promote and
grow your business.
—Jaana Nyström,
Finnish entrepreneur
11. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
11
There's an App for That Staff - 0%
Apps for iphones and android devices are getting easier (and cheaper) to develop and deploy. An app
for the 5SCP would include maps, directions, directories, history, and contact information to start with.
The app can then be supplemented and adapted as usage is evaluated.
Wikipedia Article Staff - 0%
Wikipedia is an easy place to present information about the project in an authoritative way. People
use Wikipedia to get the “facts” and do research. The Wikipedia article should be well though-out and
promote the history, the people, and the environment of the area in a positive light.
T R A D I T I O N A L M E D I A E F F O R T S
Newspaper: Print is Not Dead! $5,000 - 25%
The reports of my death have been greatly exaggerated,” Mark Twain said. This quote could also
be attributed to print media. People have been saying since the first AOL chatroom opened that “print is
dead.” No, it’s not. Consumers are being a bit more selective of where they consume print media. According to
Mashable’s Lauren Indvik, Vogue magazine and other Condé-Nast titles are seeing double-digit growth.
Newspaper ad revenue continues to decline, but circulation is keeping fairly steady (Pew Research study).
There is one area that is seeing some positive signs, and that’s the newspapers’ digital edition. Combining a
print and digital campaign will yield the best results and the digital ads that are seeing the best growth are
those that contain audio. An audio message should be constructed for this channel and can also be repur-
posed for YouTube, TV and radio. Advertising options in Lynchburg include: News Advance newspaper.
App
Yup.
There’s an app for that.
—Apple,
iCorporation
eMail
We use email, not just
as a way to keep in touch
with family who live in
other cities, but also as a
way to keep in touch with
staff and members
of the public.
—Tipper Gore,
former Second Lady
Wikipedia
A big part of what
motivates us is our
larger mission to affect the
world in a positive way.
—Jimmy Wales,
co-founder, Wikipedia
12. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
12
Frequency is more important than size. Therefore, ads should be 1/8 page in size over the course of six months
on alternating Sundays.
TV/Radio is On the Air $4,100 - 21%
Broadcast media is sometimes considered a dying breed along with print. However, a full 92%
of consumers—across all demographics—listen to radio at least once weekly. Additionally, 92% of
African-Americans, specifically, listen at least once weekly. A 2012 Millwood-Brown study showed that TV and
radio combined helped drive awareness to higher levels than simply TV alone—by 22%. Therefore, it would be
prudent to pair a TV campaign with a radio campaign. Additionally, radio is a great value. Often, proper nego-
tiations can yield bonus spots, preferential times, and reduced costs for mixing overnight and drivetime airings.
There are several broadcast media outlets available in Lynchburg, but there are three in particular that would be
appropriate for this campaign based on format: WSET-TV13, Sunny 93.5 radio, Vibe 100 radio. In addition to
advertising, these outlets should be approached with story ideas (including providing B-rolls), interview
opportunities, and supplied graphics and sound bites for on-air talent use when available. Additionally, the
radio and TV spots can be used on the 5SCP website, uploaded to the YouTube channel, and be included in the
app. Care must be taken not to advertise during election times as rates and availability cannot be guaranteed.
Billboards Drive Awareness $3,900 - 20%
Billboards are a good way to keep the message in front of people—especially if they’re stuck
in traffic! The billboards should be simple, colorful and promote the history, the people, and the
environment of the area in a positive light. The artwork should be easily recognizable with a short, bold
headline and an easy-to-read website. Strategic billboard location around the 5SCP: 5th Pierce,
US29-no/river, Kemper 12th. Billboards are provided by Lamar (www.lamar.com) on a monthly contract.
Efforts should be made to get price concessions.
Newspaper
Four hostile newspapers
are more to be feared than
a thousand bayonets.
—Napoleon Bonaparte,
despot
Broadcast Media
I can turn on the radio
right now and be inspired.
—Courtney Love,
singer
Billboards
I always thought
marketing was an
interesting kind of thing.
I always liked commercials
and billboards.
—Carrot Top,
comedian
13. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
13
Gas Pump Ads Fuel Participation $1,300 - 6%
Advertising at gas stations is a great way to get the message of the 5SCP to drivers in a captive
setting. Drivers are typically standing around for an average of 5–10 minutes pumping gas—during which
time they can see gas stations ads, such as ads on top of the gas pump. Gas pump toppers sit on top of gas
pumps, reaching drivers at eye level, thereby maximizing impact. Gas pump ads can be positioned just about
anywhere in the Lynchburg region, as people live and work all over, get in their cars and drive through and
around town. Toppers will run for six months.
Movie Theatre Ads Make the Scene $1,400 - 7%
Before the first tub of popcorn is consumed, moviegoers are sitting, staring at a screen, waiting for their movie
to start. This is a great way to promote the message of the 5SCP to people who are looking for something to look at.
According to a recent Nielsen study, cinema advertising is more effective than TV-only advertising, but when combined
with TV advertising yields much higher recall (+94%) and higher likability (+79%). Cinema ads should be uncluttered
and promote a positive view of the 5SCP with a bold headline, the website and a photo. The cinema advertising could be
very similar to the billboard art to create a consistent look and feel for the message. Cinema ads can be :30 spots and will
run on alternating weeks for six months. Spots will only be shown ahead of G, PG, and PG-13 movies.
Go to College $0 - 0%
Colleges are where the residents, developers and business-owners of tomorrow are.
Lynchburg is fortunate to have several colleges with a large college population. It is important to partner
with the colleges in any way possible. Strategic contacts will need to be made to investigate any avenues to
promote the project. These efforts shouldn’t cost anything additionally. Some examples of college marketing
would be: PSAs on the college radio station, direct mail pieces displayed in high-traffic areas, asking faculty,
students and administration to promote the project on their own social media outlets and become “evangelists.”
Gas Pumps
There are screens at the
gas station, there are screens
at the shopping mall.
And they all need content.
Mark Burnett,
television producer
Cinema
Cinema reflects culture
and there is no harm in
adapting technology,
but not at the cost of
losing your originality.
—Jackie Chan,
actor
Colleges
I’m going to college.
I don’t care if it ruins my
career. I’d rather be
smart than a movie star.
—Natalie Portman,
actress
14. Fifth Street Corridor Project • Communications Plan
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
14
Taking the Bus $2,400 - 12%
Transit advertising is a great way to display the message of the project to a diverse audience at a high
frequency. The Greater Lynchburg Transit Company (GLTC) offers several options on the outside and inside
of the buses. Interior posters offer a “captive audience” of bus riders, while the exterior wraps make attractive
rolling billboards for passing motorists and pedestrians. A QR-code should be implemented into this effort to
allow smartphone users to quickly capture the project’s website for a later visit. A king-size exterior wrap will run
for six months. Interior posters will run on 6 buses.
Guidebook/Mini-Magazine $1,300 - 6%
Aguidebook—or “mini-magazine” should be developed to promote the 5SCP. The guidebook would be
16 pages—1,000 copies and would consist of history, personal insights, maps, contact information,
economic incentive information, photos of the area: historical, present and future concepts, statistics,
demographics. This product would be available to business owners, developers, Realtors, hotels, and could
be distributed at Chamber and other civic organization meetings not only in the Lynchburg area, but also in
a larger, regional area to draw interest from out-of-town developers.
Bus
Lots of people want to
ride with you in the limo,
but what you want is
someone who will take
the bus with you when
the limo breaks down.
—Oprah Winfrey,
mogul
Guidebook
Tone can be as
important as text.
—Ed Koch,
former mayor,
New York City
15. Communications Plan • Fifth Street Corridor Project
PREPARED BY JEFF MACHARYAS • JULY 29, 2013
15
In Conclusion
A
n effective communications plan is not simply launched with great intentions and fanfare,
but maintained, nurtured, analyzed, and modified. Sometimes, assumptions are made that are proven
wrong. Demographics shift, media changes, the consumers’ moods change, economic or social
challenges interfere. The people charged with developing and maintaining the communications plan
must always be on the alert for shifts in all aspects of society. New social media platforms pop up
constantly (Instagram) and some just seem to fade away and then rise again like a phoenix (MySpace).
It is nearly impossible to be visible effectively on every social media platform or every traditional media chan-
nel. Therefore, it is important to judge which ones are appropriate to carry the message and which ones deliver the
best return on investment. These are metrics that need to be tracked. Once a channel stops delivering, changes need
to be made immediately. New channels discovered, evaluated and tested. With so many communications channels
available to people, each media buy is claiming but a smaller and smaller piece of the marketing pie. The goal is to
maximize that piece of the pie and leverage it for all it’s worth.
With any plan comes a budget. With a budget of $20,000, careful steps have been taken to evaluate which chan-
nels will yield the best return on investment for this plan. It is also understood, that for most of the social media
components, the work involved would be handled by in-house staff. For any services contracted with vendors:
prices, schedules and quantities should be aggressively negotiated. It is in the best interest of the local vendors that
this project thrive.
With this communications plan enacted, the Fifth Street Corridor Plan will see renewed interest from residents,
an invigorated sense of success for the area business owners, and inquiries from developers who want to build and
develop new venues for growth and prosperity for the 5SCP and the greater Lynchburg area. With a determined,
positive effort, we just can’t lose. Now, let’s get things done!
Keep Track
of the Details
There’s so many things
that can go wrong in the
execution of a project, so
many little elements, any
number of things, all the
way to marketing—
like they could market
it poorly and nobody
finds it and down it goes.
—Bryan Cranston,
actor
16. Jeff Macharyas
J P M @ M A C H A R Y A S . C O M | 5 4 0 . 4 2 4 . 0 2 1 1 | W W W . M A C H A R Y A S . C O M