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PR Campaign Presentation
PR Campaign Presentation
• Global organization
• Ranges from students to senior executives
• An AMA membership provides access to the
latest publication articles, white papers,
podcasts, webcasts, case studies,
dictionaries, classes and discounts
• “No other organization provides more ways
for marketers and academics to connect with
the people and resources they need to be
successful.”
• Established in 2014, AMA Columbia strives to
be known as the premier organization in the
Midlands of South Carolina for promoting and
advancing the marketing discipline
• Barriers are low awareness, limited financial
resources and communicating overall value
• Membership fees and event sponsors help
fund local chapters
Mission:
To serve as the area resource for
marketers to learn, grow and
connect from opportunities that
promote education and marketing
excellence.
Membership Type Information Price
Professional and
Academic
Available to all individuals in communications field $250
+chapter dues
Group Available to four or more individuals in the same
organization or parent company.
$235 per member (4-
9 members)
$210 per member
(10+ members)
Young Professional Available for three years immediately following
completion of undergraduate degree.
$110+chapter dues
Doctoral For individuals currently enrolled in a doctoral
program. Limited to five years.
$110+chapter dues
Student For undergraduate students not currently enrolled
in a full time professional position. Limited to five
years.
$47+chapter dues
• Meetings on the third Tuesday of
every month at SOCO in the Vista.
• Free for members, $20 for
nonmembers and $5 for students
• Industry experts, diversified topics
Secondary
• Board and committee members
• AMA.org
• Google Analytics, Sprout Social
• Other professional organizations
Primary
• Questionnaire
• August 2015  700 average monthly
website visitors (amacolumbia.com)
Competitors:
1. The International Association of
Business Communicators
2. South Carolina Chapter of the Public
Relations Society of America
3. American Advertising Federation of
the Midlands
299 Twitter Followers
385 Facebook Fans
10 LinkedIn Followers
PR Campaign Presentation
• Increase member recruitment and retention
• Increase visibility of AMA Columbia
• Increase January 2016 event attendance
• Reach 100 members by Jan.1, 2016, maintain a 65 percent average retention rate
• Increase January 2016 event attendance by 25 percent
• Get the January 2016 event in at least three Columbia media calendars
• Have the January 2016 press release published by at least two media outlets
• Increase website traffic to 1,000 average monthly visitors by Jan. 1, 2016
• Increase Facebook, Twitter and LinkedIn impressions and engagement by five
percent by Dec. 1, 2015, and followers by five percent on each network.
Goals
Objectives
Tactics
• Press release
• Media calendars
• Informational flier
• Social media toolkit
• Eventbrite pages
• Social media posts
• Facebook events, cover images and sponsored posts
Media Distribution
Columbia Business Monthly
Cola Daily
Columbia Metro
Columbia Regional Business Report
Columbia Star
Free Times
MidlandsBiz
South Carolina Business Review Radio Show
The State
WIS-TV
WOLO
WACH-FOX
WLTX
Media Distribution
Columbia Business Monthly
Cola Daily
Columbia Metro
Columbia Regional Business Report
Columbia Star
Free Times
MidlandsBiz
South Carolina Business Review Radio Show
The State
WIS-TV
WOLO
WACH-FOX
WLTX
PR Campaign Presentation
PR Campaign Presentation
PR Campaign Presentation
PR Campaign Presentation
PR Campaign Presentation
PR Campaign Presentation
• Riggs Partners
• Chernoff Newman
• IT-oLogy
• Mad Monkey Productions
• SOCO
• Darla Moore School of Business
• School of Journalism and Mass
Communications
• Cyberwoven
• SCANA
• Blue Cross Blue Shield of South
Carolina
…and more!
Event Tickets
Ordered
Brand Building 51
Mentor 12
Blog Building 24
• August 2015 700 average monthly
website visitors
• November 2015 1,365 average
monthly visitors
299 Twitter Followers
= 14 percent growth
437 Facebook Fans
= 14 percent growth
13 LinkedIn Followers
= 30 percent growth
PR Campaign Presentation
PR Campaign Presentation
PR Campaign Presentation
• Will not be able to fully evaluate my campaign until after the
January 2016 event
• Media monitoring alerts, on track to achieve media objectives
• On track to meet event attendance and member recruitment and
retention objectives
• Post-campaign questionnaire
Limitations
• Social media sponsored post strategy shifted
• Flooding
PR Campaign Presentation
PR Campaign Presentation
JOIN THE AMA

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PR Campaign Presentation

  • 3. • Global organization • Ranges from students to senior executives • An AMA membership provides access to the latest publication articles, white papers, podcasts, webcasts, case studies, dictionaries, classes and discounts • “No other organization provides more ways for marketers and academics to connect with the people and resources they need to be successful.”
  • 4. • Established in 2014, AMA Columbia strives to be known as the premier organization in the Midlands of South Carolina for promoting and advancing the marketing discipline • Barriers are low awareness, limited financial resources and communicating overall value • Membership fees and event sponsors help fund local chapters Mission: To serve as the area resource for marketers to learn, grow and connect from opportunities that promote education and marketing excellence.
  • 5. Membership Type Information Price Professional and Academic Available to all individuals in communications field $250 +chapter dues Group Available to four or more individuals in the same organization or parent company. $235 per member (4- 9 members) $210 per member (10+ members) Young Professional Available for three years immediately following completion of undergraduate degree. $110+chapter dues Doctoral For individuals currently enrolled in a doctoral program. Limited to five years. $110+chapter dues Student For undergraduate students not currently enrolled in a full time professional position. Limited to five years. $47+chapter dues
  • 6. • Meetings on the third Tuesday of every month at SOCO in the Vista. • Free for members, $20 for nonmembers and $5 for students • Industry experts, diversified topics
  • 7. Secondary • Board and committee members • AMA.org • Google Analytics, Sprout Social • Other professional organizations Primary • Questionnaire
  • 8. • August 2015  700 average monthly website visitors (amacolumbia.com) Competitors: 1. The International Association of Business Communicators 2. South Carolina Chapter of the Public Relations Society of America 3. American Advertising Federation of the Midlands 299 Twitter Followers 385 Facebook Fans 10 LinkedIn Followers
  • 10. • Increase member recruitment and retention • Increase visibility of AMA Columbia • Increase January 2016 event attendance • Reach 100 members by Jan.1, 2016, maintain a 65 percent average retention rate • Increase January 2016 event attendance by 25 percent • Get the January 2016 event in at least three Columbia media calendars • Have the January 2016 press release published by at least two media outlets • Increase website traffic to 1,000 average monthly visitors by Jan. 1, 2016 • Increase Facebook, Twitter and LinkedIn impressions and engagement by five percent by Dec. 1, 2015, and followers by five percent on each network. Goals Objectives
  • 11. Tactics • Press release • Media calendars • Informational flier • Social media toolkit • Eventbrite pages • Social media posts • Facebook events, cover images and sponsored posts
  • 12. Media Distribution Columbia Business Monthly Cola Daily Columbia Metro Columbia Regional Business Report Columbia Star Free Times MidlandsBiz South Carolina Business Review Radio Show The State WIS-TV WOLO WACH-FOX WLTX
  • 13. Media Distribution Columbia Business Monthly Cola Daily Columbia Metro Columbia Regional Business Report Columbia Star Free Times MidlandsBiz South Carolina Business Review Radio Show The State WIS-TV WOLO WACH-FOX WLTX
  • 20. • Riggs Partners • Chernoff Newman • IT-oLogy • Mad Monkey Productions • SOCO • Darla Moore School of Business • School of Journalism and Mass Communications • Cyberwoven • SCANA • Blue Cross Blue Shield of South Carolina …and more!
  • 21. Event Tickets Ordered Brand Building 51 Mentor 12 Blog Building 24
  • 22. • August 2015 700 average monthly website visitors • November 2015 1,365 average monthly visitors 299 Twitter Followers = 14 percent growth 437 Facebook Fans = 14 percent growth 13 LinkedIn Followers = 30 percent growth
  • 26. • Will not be able to fully evaluate my campaign until after the January 2016 event • Media monitoring alerts, on track to achieve media objectives • On track to meet event attendance and member recruitment and retention objectives • Post-campaign questionnaire Limitations • Social media sponsored post strategy shifted • Flooding