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Marketing Communications Session #4

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Marketing Communications Session #4
WHAT IS THE GOAL OF A COMMUNICATIONS STRATEGY?
establish presence . relevance . awareness . engagement Brand & Identity Advertising Social SharingConversations Online ReferralsContent
stakeholders message & content vision & objectives strategy & budget process timelines data analysis channels engagement feedback your strategy building blocks theme & brand
LIST YOUR: 1. VISION 2. OBJECTIVES 3. AUDIENCE SEGMENTATION 4. ONE AUDIENCE SEGMENT DETAIL 5. CONTENT TYPES 6. CHANNEL FOCUS 7. YOUR BRAND & BRAND ATTRIBUTES 8. YOUR PROCESS
Entertain me! - Engagement Tools 7
engagement tools • Polls • Surveys • Sweepstakes • Coupons • User-Generated Photo, Essay, and Video Contests • Pick your Favorites • Quizzes • Trivia  • Group Deals • Blogs • Games
MIT SOLVE VOTING COMPETITION - Community votes for solutions - 10 day voting period
In numbers we trust 8
MARKETING MONITORING & REPORTING • Tools used to monitor and report Tool Use Owner INPUT
USER GROWTH TARGETS USER TOTAL REGION Q1 Q2 Q3 Q4 Universities 4 Levant 1 2 1 0 Students 219 Levant 21 43 64 91 Donors 21,900 GCC, Europe, USA 100 6,300 6,400 9,100 Scholarship Foundations 3 Jusoor ULYP 0 2 1 0
timelines 9
Q3 Timeline - Pitch Deck Communications workshop Strategy Outline Prioritize Stakeholder Examine exiting channels & create a channel / message matrix Draft Communications Strategy & budget Develop the brand and Launch Campaign Training program & Launch campaign assets 1st phase Feedback & Adjustment first report Project start Project End 12 months from initiation date Deliverables Client Review & Input Incorporate feedback brand outline detailed launch plan Implementation oversight, analysis & adjustments Q1 Q4 2016Q2 Sample
TIMELINE - BOARD & EXECUTIVE MANAGEMENT Launch Planning Stakeholder Requirements Message Definition Channel Definition Implementation Pre-Launch Launch Communications Strategy Definition & Launch Phase Phase I Phase II Phase III Communications Strategy Implementation Product Group I Product Group II Product Group III Sample
Sample
Sample
SHARE YOUR TIMELINES
ASSIGNMENT 1. Research the web for inspiring content samples 2. Create your content categories & samples for each type 3. Build your marketing content table

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Mar comm session #4.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 5. CONTENT TYPES 6. CHANNEL FOCUS 7. YOUR BRAND & BRAND ATTRIBUTES 8. YOUR PROCESS
  • 7. engagement tools • Polls • Surveys • Sweepstakes • Coupons • User-Generated Photo, Essay, and Video Contests • Pick your Favorites • Quizzes • Trivia  • Group Deals • Blogs • Games
  • 8.
  • 9. MIT SOLVE VOTING COMPETITION - Community votes for solutions - 10 day voting period
  • 10. In numbers we trust 8
  • 11. MARKETING MONITORING & REPORTING • Tools used to monitor and report Tool Use Owner INPUT
  • 12. USER GROWTH TARGETS USER TOTAL REGION Q1 Q2 Q3 Q4 Universities 4 Levant 1 2 1 0 Students 219 Levant 21 43 64 91 Donors 21,900 GCC, Europe, USA 100 6,300 6,400 9,100 Scholarship Foundations 3 Jusoor ULYP 0 2 1 0
  • 13.
  • 14.
  • 15.
  • 17.
  • 18. Q3 Timeline - Pitch Deck Communications workshop Strategy Outline Prioritize Stakeholder Examine exiting channels & create a channel / message matrix Draft Communications Strategy & budget Develop the brand and Launch Campaign Training program & Launch campaign assets 1st phase Feedback & Adjustment first report Project start Project End 12 months from initiation date Deliverables Client Review & Input Incorporate feedback brand outline detailed launch plan Implementation oversight, analysis & adjustments Q1 Q4 2016Q2 Sample
  • 19. TIMELINE - BOARD & EXECUTIVE MANAGEMENT Launch Planning Stakeholder Requirements Message Definition Channel Definition Implementation Pre-Launch Launch Communications Strategy Definition & Launch Phase Phase I Phase II Phase III Communications Strategy Implementation Product Group I Product Group II Product Group III Sample
  • 23. ASSIGNMENT 1. Research the web for inspiring content samples 2. Create your content categories & samples for each type 3. Build your marketing content table