Campaign Branding presentation by Emma Edmunds and Michael Jones of the University of Virginia at the CASE Campaign Communications Conference in San Francisco, May 21, 2008
An introduction to social media for business owners that shows how a comprehensive strategy involves four separate types of online communication. Includes the concept that social media advertising is like "dad in the basement"--still struggling to find its place in the conversation.
Brand Adoption connects brands with consumers through social media marketing and guerrilla marketing strategies. It focuses on encouraging consumers to adopt new products and services through digital campaigns, interactive programs, in-store promotions and events. Brand Adoption facilitates word-of-mouth referrals online and offline by recruiting college students as brand advocates through its urep program on over 300 campuses nationwide. These student brand ambassadors promote brands through their social media networks to create viral marketing effects.
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
Dominating Scale with Facebook Technology to Drive True ROI22squared
Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for many individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota's Julie Tullis will discuss how brands and marketers can best stay ahead of the ever-changing Facebook marketing environment to deliver true ROI. He will also share 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.
- Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared
- Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors
(From Chris and Julie's AllFacebook Marketing Conference EAST 2012 presentation: http://www.mediabistro.com/allfacebookmarketingconferencenyc/program_day2.asp#d2at945)
Generation Y is the largest and most marketing-savvy generation to date. This document discusses research into understanding Generation Y and what drives cool brands, places, and products for this demographic globally. An online community of 150 influential young adults from 15 global cities was created to discuss topics like fashion, entertainment, food, travel, and more. Key findings showed that while technology immerses Generation Y's social lives, it can also decrease attention spans and inhibit genuine interactions, showing both benefits and drawbacks of being the first "technology generation". The discussions also provided qualitative insights into the 5 dimensions of what makes brands cool for this demographic: Coolness, Realness, Uniqueness, Self-Identification, and Happiness.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
The document discusses various challenges that brands face throughout their lifecycle, from establishing an identity to building awareness, trial, and loyalty. It provides examples of how brands can overcome these challenges, including through effective messaging, culture-tailoring, use of mascots, and personification. Some potential drawbacks of personification are that any human or character representing a brand may age or die, potentially harming the brand's image or sales if not properly managed. Overall, the document offers insights into the diverse challenges brands face at different stages as well as strategies that have been successfully employed to meet those challenges.
An introduction to social media for business owners that shows how a comprehensive strategy involves four separate types of online communication. Includes the concept that social media advertising is like "dad in the basement"--still struggling to find its place in the conversation.
Brand Adoption connects brands with consumers through social media marketing and guerrilla marketing strategies. It focuses on encouraging consumers to adopt new products and services through digital campaigns, interactive programs, in-store promotions and events. Brand Adoption facilitates word-of-mouth referrals online and offline by recruiting college students as brand advocates through its urep program on over 300 campuses nationwide. These student brand ambassadors promote brands through their social media networks to create viral marketing effects.
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
Dominating Scale with Facebook Technology to Drive True ROI22squared
Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for many individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota's Julie Tullis will discuss how brands and marketers can best stay ahead of the ever-changing Facebook marketing environment to deliver true ROI. He will also share 10 sure-fire techniques for harnessing the power of data to take your Facebook marketing to the next level.
- Chris Tuff, SVP, Director of Earned and Emerging Media, 22squared
- Julie Tullis, Marketing Communications Manager, Southeast Toyota Distributors
(From Chris and Julie's AllFacebook Marketing Conference EAST 2012 presentation: http://www.mediabistro.com/allfacebookmarketingconferencenyc/program_day2.asp#d2at945)
Generation Y is the largest and most marketing-savvy generation to date. This document discusses research into understanding Generation Y and what drives cool brands, places, and products for this demographic globally. An online community of 150 influential young adults from 15 global cities was created to discuss topics like fashion, entertainment, food, travel, and more. Key findings showed that while technology immerses Generation Y's social lives, it can also decrease attention spans and inhibit genuine interactions, showing both benefits and drawbacks of being the first "technology generation". The discussions also provided qualitative insights into the 5 dimensions of what makes brands cool for this demographic: Coolness, Realness, Uniqueness, Self-Identification, and Happiness.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
The document discusses various challenges that brands face throughout their lifecycle, from establishing an identity to building awareness, trial, and loyalty. It provides examples of how brands can overcome these challenges, including through effective messaging, culture-tailoring, use of mascots, and personification. Some potential drawbacks of personification are that any human or character representing a brand may age or die, potentially harming the brand's image or sales if not properly managed. Overall, the document offers insights into the diverse challenges brands face at different stages as well as strategies that have been successfully employed to meet those challenges.
This document discusses strategies for public relations to help brands emerge from the crowded communication landscape. It provides the following key points:
1. PR can develop brand conversations for free by engaging product users, potential buyers, complainers, brand evangelists, and employees.
2. PR has more credibility than advertising and can educate customers directly through developing key messages and engineering media content.
3. PR helps brands educate consumers about their products, defend against issues and competitor attacks, develop stakeholder loyalty, and build brand communities.
4. The document outlines various PR tools and infrastructure needed for effective brand communication, such as cyber PR, media management, and message management.
5. The new strategic communication model
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
The document discusses how brands must evolve in the age of social media. It emphasizes that brands need to develop authentic and credible connections with consumers by understanding their expectations and having two-way conversations. Successful brands will employ principles like education, identifying their audience, providing communication tools, research, and listening. Brands also need to connect with consumers emotionally by delivering on the experiences and values that their brand represents.
A short presentation on emerging trends in social commerce, the fusion of e-commerce and social media, with a focus on moving beyond transactions and towards relationships.
Brands covered include Starbucks, Levi's Diesel, Apple, P&G, Disney, Kenmore, Domino's
Engage! Your Employer Brand Strategy via Social MediaTodd Nilson
Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
Ndu Senior Advertising Project | Reach Out MagazineNaja Faysal
This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.
The document provides an agency presentation for Energize Shanghai, a creative digital marketing agency. In 3 sentences: Energize is an international agency founded in 2005 with offices in Amsterdam and Shanghai, employing 30 staff to help brands grow through effective social media campaigns. They work with top brands across industries and are ranked the 4th best digital agency in the Netherlands. The presentation highlights Energize's services, case studies, and team to showcase their capabilities in developing social media strategies and campaigns.
Social Media Is Dead: Long Live Common Sense.David Armano
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media involves community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models, staffing, policies, processes, technology, training, culture, and leadership to adapt to social media and treat it as a sustainable effort across the business rather than just a marketing channel.
The document provides information about BrandAdVivid, a firm offering branding and digital marketing services. It emphasizes that the firm takes a customized, strategic approach to understanding each client's unique needs and competitive advantages rather than just providing pre-existing solutions. Biographies are included for the CEO and executive creative director, highlighting their experience in diverse sectors and disciplines. The firm invites the opportunity to help the client execute their brand strategy in an innovative way.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
The document discusses the history and current state of AIM (America Online Instant Messenger) and the social media landscape. It notes that 18-24 year-olds once preferred AIM for direct, personal communication but now spend more time passively engaging on social media rather than talking online. The document outlines a campaign developed by Virginia Advertising to position AIM's messaging and social media platforms as the most personal way to communicate online again in order to bring 18-24 year-olds back to using AIM.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
This document discusses sustainable marketing strategies and solutions for business growth. It argues that sustainability is no longer just a public relations element but a business necessity. The company provides strategic planning, marketing, communication, and sustainability consulting services to help clients promote their brands, discover value, implement green branding, and grow continuously in a sustainable way through innovative solutions and optimized resources. Services include strategic planning, partnership development, social media campaigns, media relations, and customized publications. The goal is to help clients add value, increase sales, and ensure long-term sustainable growth.
Net Promoter and Social Media - A Strategy for RetailersPaul Marsden
This document discusses using social media to build customer relationships and promote a retailer's products. It recommends (1) adding social media features to e-commerce platforms and vice versa to activate customer recommendations, (2) running loyalty campaigns in social media to retain high-value promoters with exclusive deals, and (3) leveraging referral programs in social media to encourage customer referrals. The goal is to use social media beyond transactions to develop long-term, profitable customer relationships.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
This document discusses strategies for public relations to help brands emerge from the crowded communication landscape. It provides the following key points:
1. PR can develop brand conversations for free by engaging product users, potential buyers, complainers, brand evangelists, and employees.
2. PR has more credibility than advertising and can educate customers directly through developing key messages and engineering media content.
3. PR helps brands educate consumers about their products, defend against issues and competitor attacks, develop stakeholder loyalty, and build brand communities.
4. The document outlines various PR tools and infrastructure needed for effective brand communication, such as cyber PR, media management, and message management.
5. The new strategic communication model
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
The document discusses how brands must evolve in the age of social media. It emphasizes that brands need to develop authentic and credible connections with consumers by understanding their expectations and having two-way conversations. Successful brands will employ principles like education, identifying their audience, providing communication tools, research, and listening. Brands also need to connect with consumers emotionally by delivering on the experiences and values that their brand represents.
A short presentation on emerging trends in social commerce, the fusion of e-commerce and social media, with a focus on moving beyond transactions and towards relationships.
Brands covered include Starbucks, Levi's Diesel, Apple, P&G, Disney, Kenmore, Domino's
Engage! Your Employer Brand Strategy via Social MediaTodd Nilson
Where has all the top talent gone? In the past, the people we wanted to hire for our companies were plentiful and easy to find. Lately, their skills are all wrong, and keeping the talent we already have is harder and harder as well. It may seem counterintuitive to look to social media marketing and branding for the answers, but at its heart, HR and social media are both about relationships. During this session, the managing director of social and talent strategies at an IT professional services firm will help you build a strategic framework for social media planning. You'll find out how to define your employer brand, ways to perform and employer brand audit on social media, what a social careers page can do to energize your company's reputation, and how to measure the success of your employer branding efforts to command the attention of your company's C-suite executives.
Ndu Senior Advertising Project | Reach Out MagazineNaja Faysal
This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.
The document provides an agency presentation for Energize Shanghai, a creative digital marketing agency. In 3 sentences: Energize is an international agency founded in 2005 with offices in Amsterdam and Shanghai, employing 30 staff to help brands grow through effective social media campaigns. They work with top brands across industries and are ranked the 4th best digital agency in the Netherlands. The presentation highlights Energize's services, case studies, and team to showcase their capabilities in developing social media strategies and campaigns.
Social Media Is Dead: Long Live Common Sense.David Armano
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media involves community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models for social planning, staffing, policies, processes, technology, training, culture and leadership to adapt to social media.
The document discusses how social media is more than just marketing and touches all areas of business like customer service, PR, IT, and HR. It argues that social media is about community, communication, localization, collaboration, integration, engagement, value, visibility, trust, and media. It states that organizations need new models, staffing, policies, processes, technology, training, culture, and leadership to adapt to social media and treat it as a sustainable effort across the business rather than just a marketing channel.
The document provides information about BrandAdVivid, a firm offering branding and digital marketing services. It emphasizes that the firm takes a customized, strategic approach to understanding each client's unique needs and competitive advantages rather than just providing pre-existing solutions. Biographies are included for the CEO and executive creative director, highlighting their experience in diverse sectors and disciplines. The firm invites the opportunity to help the client execute their brand strategy in an innovative way.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
The document discusses the history and current state of AIM (America Online Instant Messenger) and the social media landscape. It notes that 18-24 year-olds once preferred AIM for direct, personal communication but now spend more time passively engaging on social media rather than talking online. The document outlines a campaign developed by Virginia Advertising to position AIM's messaging and social media platforms as the most personal way to communicate online again in order to bring 18-24 year-olds back to using AIM.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
This document discusses sustainable marketing strategies and solutions for business growth. It argues that sustainability is no longer just a public relations element but a business necessity. The company provides strategic planning, marketing, communication, and sustainability consulting services to help clients promote their brands, discover value, implement green branding, and grow continuously in a sustainable way through innovative solutions and optimized resources. Services include strategic planning, partnership development, social media campaigns, media relations, and customized publications. The goal is to help clients add value, increase sales, and ensure long-term sustainable growth.
Net Promoter and Social Media - A Strategy for RetailersPaul Marsden
This document discusses using social media to build customer relationships and promote a retailer's products. It recommends (1) adding social media features to e-commerce platforms and vice versa to activate customer recommendations, (2) running loyalty campaigns in social media to retain high-value promoters with exclusive deals, and (3) leveraging referral programs in social media to encourage customer referrals. The goal is to use social media beyond transactions to develop long-term, profitable customer relationships.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
1. Campaign
1 Communications
More than a Slogan
Build a strong brand for your
campaign by doing your homework
Emma Edmunds, Michael Jones
University of Virginia
San Francisco, May 21, 2008
1
2. Campaign
2 Introduction Communications
A brand lives in your head.
It’s the promise linking your
product or service to the
consumer.
2
24. Campaign
24 Institutional, Campaign Brands Communications
Thomas Jefferson
distinguishes the
University from other
institutions of higher
learning. Arguably,
Jefferson is our brand.
24
25. Campaign
25 Institutional, Campaign Brands Communications
Planning for our $3
billion campaign started
almost as soon as the $1
billion campaign
concluded in 2000.
25
26. Campaign
26 Institutional, Campaign Brands Communications
How would we take the 19th century man, his
writings, the place he designed and employ
him as symbol of who we are and what we
aspire to be? How does the University use the
brand to create entity that reaches emotions,
people want to identify with?
Images?
Words?
26
27. Campaign
27 What’s in Place? Communications
• Assumptions
• Situational Analysis
• Institutional Strategic Plan
• Communications/Marketing Plan
• Campaign Plan
• Campaign Case (not the book)
• Campaign Communications Plan/
Strategy
27
28. Campaign
28 Ask Questions Communications
• Why this campaign?
• Why now?
“The purpose of this campaign is to create
a privately financed public university with
the means t chart its own course toward
global excellence.”
28
29. Campaign
29 Develop Your Brand Communications
quot;...the important truths, that knowledge is power, that
knowledge is safety, and that knowledge is happiness.quot; –
Thomas Jefferson
29
30. Campaign
30 Develop Your Brand Communications
30
31. Campaign
31 Brand Champion Communications
John T. Casteen III
With increasing competition from foreign
nations, the fortunes of our country
depend more than ever on our ability to
generate capable leaders.
Students must leave the U well-prepared
for effective engagement in public life —
in their jobs, in their communities, and
in this global society.
Provide the most powerful and
rewarding student experience on any
American campus
31
33. Campaign
Communications
Follow the Leader
No founding father
to fall back on?
How do you go about branding
your campaign?
33
34. Campaign
34 Follow the Leader Communications
Our key messages are aligned—
stressing ties to the City, to the World,
and to Discovery, as well as a
commitment to undergraduate
education.
It’s an umbrella people are happy to
step under instead of a BIG IDEA we’re
trying to sell.
Jerry Kisslinger, Columbia University
34
35. Campaign
35 Follow the Leader Communications
35
36. Campaign
36 Follow the Leader Communications
36
37. Campaign
37 Follow the Leader Communications
Boldly Brown: research was conducted on brand.
Boldly Brown fits with identity of university, and
defines where Brown wants to go. Incorporated into
graphics, images, text, testimonials. Feels specific,
integrated. Quotes from students, faculty, confirm,
give it authenticity.
“Going off the beaten track is not just allowed at
Brown. It is celebrated.”
“Brown is less traditional, less bureaucratic, with
fewer people who say ‘no.” than most institutions. If
you have a good idea, nobody stops you.”
37
38. Campaign
38 Follow the Leader Communications
Boldly Brown illustrates how an
institutional brand and its campaign
brand work together. Boldly Brown: Plan
for Academic Enrichment is “articulation
of direction and priorities over the next
decade.”
38
39. Campaign
39 Follow the Leader Communications
39
40. Campaign
40 Follow the Leader Communications
40
41. Campaign
41 Do Your Homework Communications
Research
• Existing Research
• Communications Inventory
• Primary Research
41
42. Campaign
42 Do Your Homework Communications
• Go it alone…in house research
• Outsource
• A little of both
• Test, test, test
42
43. Campaign
Communications
Test, Test, Test
“When Thomas Jefferson created the University of
Virginia, he envisioned a great public institution
of international scope and character—in his
words, the “bulwark of the human mind in this
hemisphere.” More than at any time in its history,
the University is within reach of this global
excellence, but it will only be achieved with
generous funding from private sources.”
“Like Jefferson, we understand that the greatest
hope for our future power, prosperity, and
happiness lies in the eradication of ignorance and
in the cultivation of the human mind—and in our
ability to harness the transformative power of
knowledge to serve the public good.”
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44. Campaign
44 Test, Test, Test Communications
Case Reviews: At U.Va. we held case reviews throughout the United
States as ell as online. These were luncheons and receptions. Case
sent in advance. President spoke, then asked for comments on the
case.
Case reviews provide not simply ideas, but ways to engage alumni,
to hear their views, and to make them part of the process.
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45. Campaign
45 Instilling the Brand Communications
Staying on Message
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