Mar comm session #2.pptx
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This document discusses developing an effective communications strategy. It emphasizes establishing presence, relevance, awareness and engagement through branding, advertising, social sharing and content. Key elements of a strategy include vision, objectives, audience segmentation, channels, engagement and feedback. Content should have a strong narrative, be concise with visuals and authenticity. Samples are provided across different content types and channels. The assignment is to research inspiring content, define content categories and samples, build a marketing content table and channel/content matrix.
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Mar comm session #2.pptx
- 2. WHAT IS THE GOAL OF A COMMUNICATIONS STRATEGY?
- 3. establish presence . relevance . awareness . engagement Brand & Identity Advertising Social SharingConversations Online ReferralsContent
- 4. stakeholders message & content vision & objectives strategy & budget process timelines data analysis channels engagement feedback your strategy building blocks theme & brand
- 5. LIST YOUR: 1. VISION 2. OBJECTIVES 3. AUDIENCE SEGMENTATION 4. ONE AUDIENCE SEGMENT DETAIL
- 7. the content micro cycle shorter attention spans Hyper-connectivity Fragmentation of demand and supply Miniaturization of content, products, and services Hyper-transparency
- 8. messaging for the shrinking attention span • CRAFT a strong narrative and have it reverberate across social news streams.* • SHRINK • format • time • distribution • authority • ENGAGE
- 9. your message - content basics • personality! • visual • authenticity - in writing • relevance - to our audience • consistency - in delivery • collaborative - mentions • simplicity - in layout
- 10. Content Sample •Website •Promotional Video •Media Kit •Q&A •Social Media Posts •Grant Proposals •Investment Pitch •Google Ads •Wikipedia Entry •Training Material •Social Media Banners •Event Presentations & Marketing Posters
- 11. Marketing Content Table Channel Type Frequency Engagement Impact Responsibili ties HOME Twitter Vidoes Daily Spread the word, Donations and Endorsements Lama FB Videos and text Daily Spread the word, Donations and Endorsements Lama Instagram Videos Daily Spread the word, Donations and Endorsements Lama TV Host shows Monthly Spread the word, Donations and Endorsements Rama and Lama Radio Host shows Monthly Spread the word, Donations and Endorsements Rama Print Billboards Every 2 months Spread the word, Donations and Endorsements Lama Events Monthly Spread the word, Donations and Endorsements University Chapters
- 12. Marketing Content Table Channel Type Frequency Engagement Impact Responsibilities HOME Twitter FB Instagram TV Radio Print Events INPUT
- 13. Content Categories Category Type Sample Update INPUT
- 14. Content - Style Style Sample Casual Brief Engaging Excited Call to Action “I just got an A in my Marketing Exam! The 3rd this week! What’s exciting is that I loved the material and applied it at work! Please share my update with your network!” INPUT
- 15. RESEARCH THE WEB FOR CONTENT SAMPLES THAT INSPIRE YOU!
- 16. channels 4
- 18. Ripple effect - drive traffic back to your domain Ed Psych Site
- 19. Walter’s hierarchy of needs - the user experience
- 20. Walter’s hierarchy of needs - the user experience
- 21. include traditional communication channels +
- 22. eMail / Newsletter / Annual Report / Campaign growth
- 24. Channel Current (total) Target Content Facebook 100 1000 1 video per day 5 posts per day Twitter Linked-IN G+ Instagram Newsletters per group Media Mentions Website Channel Matrix – who and how often INPUT
- 25. ASSIGNMENT 1. Research the web for inspiring content samples 2. Create your content categories & samples for each type 3. Build your marketing content table 4. Build your channel/content matrix