This document provides guidance on developing a 7-sentence marketing plan that outlines goals, actions, target audience, niche, tools/tactics, business identity, and success metrics. Each of the 7 sentences is explained in detail. Sentence 1 defines marketing goals, while Sentence 2 describes how those goals will be achieved. Sentence 3 identifies the target market through personas. Sentence 4 establishes the business' niche and competitive advantage. Sentences 5-6 detail the tools/tactics and business identity. Finally, Sentence 7 specifies how success will be measured. The document emphasizes connecting all elements of the plan and ensuring they align with the target audience's wants and needs.
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Presented by Candace Godwin, Godwin Marketing Communications, at the 2012 Coeur d'Alene Association of Realtors Tech Camp. Basics of developing a social media strategy and using Pinterest and Twitter for Real Estate.
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
New to influence marketing? Start here! This eBook defines what influence marketing is and does, and how you can apply it to your own marketing efforts. It's also great for helping others in your organization to understand influence marketing - download and share it today!
Learn the essentials of building a documented content marketing strategy, from our Co-Founder and Chief Content Officer, Debbie Williams. Set goals and KPIs, develop buyer personas and an SEO plan, and map editorial content ideas to your buyer's journey. Filled with data, insights, and dozens of ideas for generating content ideas that will deliver results. www.sproutcontent.com
Presented by Candace Godwin, Godwin Marketing Communications, at the 2012 Coeur d'Alene Association of Realtors Tech Camp. Basics of developing a social media strategy and using Pinterest and Twitter for Real Estate.
CAURA 2014 Workshop: Marketing & Storytelling to Promote ResearchVisnja Milidragovic
Slide from a workshop I co-presented at CAURA Regional Conference 2014 in Vancouver, BC. Marketing & Storytelling to Promote Research, using various examples from my work at the Sauder School of Business.
New to influence marketing? Start here! This eBook defines what influence marketing is and does, and how you can apply it to your own marketing efforts. It's also great for helping others in your organization to understand influence marketing - download and share it today!
Arizona Book Publishing Association Offers Full-Day Conference
“Manuscript to Marketing: Publishing in the 21st Century”
Christine K. Bailey www.christinekbailey @theazadventurer and Kathleen O’Brien Thompson www.professionalpunch.com @profesionapunch
Christine and Kathleen will discuss the marketing strategy used to promote Christine’s latest edition of her Arizona travel planning guide (http://theazadventurer.com/). They will discuss how to write your book so that it’s easy to market, what your publisher can and will do, how to create a blended marketing plan that includes traditional marketing and social media, when to ask for help, and how to utilize different marketing channels to create additional book sales, writing and revenue opportunities.
Instagram is a big hit for many businesses! We are an official partner of Instagram and we have successfully integrate it into our Hootsuite platform. You can expect practical tips and creating a Instagram strategy plan for your business!
Social media coaches at Hootsuite have compiled Instagram strategic tips for businesses to apply to influence their Instagram success.
Download the Instagram Strategy Guide here: http://ow.ly/V0CUZ
and watch the recording on Youtube here: http://ow.ly/V0GY9
____________________________________________________________________
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Sign up today for a free 30 day trial and receive custom training from our team of product experts! https://hootsuite.com/plans/pro
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - http://owl.li/V5ypK
When people visit your company’s social media sites do they get a singular look and feel every time or do they find your social media branding confusing? Sites like Twitter have been going strong for 9 years, Facebook for 11 years and LinkedIn for 12! The verdict is, they aren’t going away soon and if you are on them, you need a unified look, feel and voice across your social platforms. Expert Holly Solomon will help you understand the current trends in social media today and discuss branding you and your company through social media. We will discuss the importance of consistency in your branding efforts and share tips and tricks in being successful in the most commonly used social platforms used today.
During this session you will learn some great tips on branding and using social media tools to allow your social launch to be successful:
-Understand why consistency in your brand/image is essential
-Tips in using Facebook and LinkedIn
-Examples of engaging content to use in your social posts
-How to monitor your network for valuable information
Getting to +1: A Social Approach to Winning Support for Search Marketing somisguided
How can Search Specialists help Marketing Generalists who are under pressure to understand and create a marketing strategy that addresses the growth of marketing channels (blogs, facebook, linkedin, twitter, pinterest, etc) and device choices (iPad, iPhone, Android, and other smartphones and tablets), on top of dealing with financial constraints.
What role can a Search Marketing Specialist play in a world where Generalists are required to have more and more specialized knowledge in each channel?
How can Search Marketing retain a place at the marketing table, secure the appropriate budget, and offer guidance on an integrated approach?
This presentation offers tips for Search Specialists looking to gain support from clients, managers, executives and other generalists.
Monday, January 14, 2012 presentation on 3 different data types (unstructured, structured and semi-structured) and how xml plays a role in content management systems, onix (bibliographic data sharing), RSS (real simple syndication) and xml-first publishing for ebooks.
Universal Analytics for Book Publishers: Knowing a Little Bit About Everythingsomisguided
A quick look at 5 Analytics reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and brining people back to your website using remarketing.
Understanding the 3 ways books are sold: positioning, author platform, and sales. Presented Sept 27 at WORD Vancouver by Monique Sherrett, Professor of Professional Practice at Simon Fraser University, Master of Publishing program.
Arizona Book Publishing Association Offers Full-Day Conference
“Manuscript to Marketing: Publishing in the 21st Century”
Christine K. Bailey www.christinekbailey @theazadventurer and Kathleen O’Brien Thompson www.professionalpunch.com @profesionapunch
Christine and Kathleen will discuss the marketing strategy used to promote Christine’s latest edition of her Arizona travel planning guide (http://theazadventurer.com/). They will discuss how to write your book so that it’s easy to market, what your publisher can and will do, how to create a blended marketing plan that includes traditional marketing and social media, when to ask for help, and how to utilize different marketing channels to create additional book sales, writing and revenue opportunities.
Instagram is a big hit for many businesses! We are an official partner of Instagram and we have successfully integrate it into our Hootsuite platform. You can expect practical tips and creating a Instagram strategy plan for your business!
Social media coaches at Hootsuite have compiled Instagram strategic tips for businesses to apply to influence their Instagram success.
Download the Instagram Strategy Guide here: http://ow.ly/V0CUZ
and watch the recording on Youtube here: http://ow.ly/V0GY9
____________________________________________________________________
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Sign up today for a free 30 day trial and receive custom training from our team of product experts! https://hootsuite.com/plans/pro
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - http://owl.li/V5ypK
When people visit your company’s social media sites do they get a singular look and feel every time or do they find your social media branding confusing? Sites like Twitter have been going strong for 9 years, Facebook for 11 years and LinkedIn for 12! The verdict is, they aren’t going away soon and if you are on them, you need a unified look, feel and voice across your social platforms. Expert Holly Solomon will help you understand the current trends in social media today and discuss branding you and your company through social media. We will discuss the importance of consistency in your branding efforts and share tips and tricks in being successful in the most commonly used social platforms used today.
During this session you will learn some great tips on branding and using social media tools to allow your social launch to be successful:
-Understand why consistency in your brand/image is essential
-Tips in using Facebook and LinkedIn
-Examples of engaging content to use in your social posts
-How to monitor your network for valuable information
Getting to +1: A Social Approach to Winning Support for Search Marketing somisguided
How can Search Specialists help Marketing Generalists who are under pressure to understand and create a marketing strategy that addresses the growth of marketing channels (blogs, facebook, linkedin, twitter, pinterest, etc) and device choices (iPad, iPhone, Android, and other smartphones and tablets), on top of dealing with financial constraints.
What role can a Search Marketing Specialist play in a world where Generalists are required to have more and more specialized knowledge in each channel?
How can Search Marketing retain a place at the marketing table, secure the appropriate budget, and offer guidance on an integrated approach?
This presentation offers tips for Search Specialists looking to gain support from clients, managers, executives and other generalists.
Monday, January 14, 2012 presentation on 3 different data types (unstructured, structured and semi-structured) and how xml plays a role in content management systems, onix (bibliographic data sharing), RSS (real simple syndication) and xml-first publishing for ebooks.
Universal Analytics for Book Publishers: Knowing a Little Bit About Everythingsomisguided
A quick look at 5 Analytics reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and brining people back to your website using remarketing.
Understanding the 3 ways books are sold: positioning, author platform, and sales. Presented Sept 27 at WORD Vancouver by Monique Sherrett, Professor of Professional Practice at Simon Fraser University, Master of Publishing program.
Creating Killer Social Media CampaignsWahine Media
Being a brand or business on social media can be tough. In constant competition with friends and family, how do you capture the attention of consumers? Campaigns are a great way to build awareness, become familiar with your story or products, engage with your brand, and ultimately convert fans into advocates and advocates into sales. Through case studies and demonstrations, learn some of the techniques that you can use to reach your fans through killer campaigns.
Gwen Woltz is co-founder of Wahine Media, a local social media agency that specializes in strategically building thriving and engaged online communities for businesses (wahinemedia.com). Gwen is a graduate of the University of Hawaii at Manoa, the past president of Social Media Club Hawaii (smchawaii.org), a finalist for Pacific Edge Magazine`s Young Professional of the Year, one of Hawaii`s Top 15 Social Media Influencers in 2012, and has over 7 years of digital media and marketing experience.
Social media marketing strategies: Introduction, defining social media marketing mix, social media marketing planning, social media marketing channels.
Presented before young community leaders during the breakout session of TechCamp Philippines on March 10, 2018 at Xavier University, Cagayan de Oro City.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Marketing Profs' Ann Handley and V3 Integrated Marketing's Shelly Kramer co-presented at the International Pizza Expo in Las Vegas in March 2014.Content Marketing in 15 Minutes a Day is focused on how restaurant industry professionals with businesses large and small can maximize their content marketing and social media efforts.
Topics covered included:
- How social media influences buying behavior
- Challenges for business owners related to content marketing and social media
- How to do your homework and figure out what kind of social media will work for you
- How to start with a competitive analysis
- How to develop a content marketing plan and a social media marketing plan
- Tricks for effective engagement across platforms
- Tools you can use to help maximize your social reach
- Mobile trends for restaurants and how to integrate mobile into your overall strategies
- How to look at your overall goals, your strategy and measure ROI
This session is about using personalization and automation to give them exactly what they need, when they need It.
If you want to meet someone and build a relationship, you need to provide consistent value to that person over time. When it comes to content, the exact same thing applies to a business, but here is the kicker: very few companies actually do this right. Imagine if you tried to pitch someone your products at a cocktail party or asked someone to marry you on the third date. It wouldn’t work, right? And you wouldn’t even try it. But this is what so many companies do every single day.
The answer? You need to nurture it! By personalizing the experience, providing content that they actually want and then using the magic and ease of automation, you can completely change the way you connect with both prospects and customers… and the way they connect with you.
As the Founder of a content marketing software company, Jon Wuebben, has first hand knowledge of what it takes to nurture with content. In fact, the biggest surprise he had during the product’s beta process was finding out just how much content…and what types of content…were necessary in order to get someone to sign up and ultimately buy. If you want to learn how to do the same exact thing for your business, this is for you.
This presentation was given at Information Development World on October 2, 2015.
GolinHarris Insights: Social Media Week ChicagoGolin
If you weren't able to make it out to Social Media Week in Chicago September 19-23, we have you covered. The GolinHarris team put together insights from the panels they attended to give you topline takeaways from the week.
The Prosumer Age is Here: How to Tap Into the Hidden Power of your Producer/C...Influitive
Jon Wuebben, CEO of Content Launch
Getting them to Advocate For Your Brand Now & Forever
In this session, Jon shows how user generated content can help other users through their purchasing decisions, on to adoption, and then to developing and sharing deep expertise. And then how that user or "Prosumer" generated content can be used effectively to reach new prospects and audiences. Make no mistake....this isn't a session about getting users to create content on your behalf, its about giving your Prosumer customers an actual seat at the table for your marketing planning and execution. As Jon explains in his new book, Future Marketing, we're on this verge of a new age in marketing and he will show how to tap into your "uber loyal" customer base like never before.
Presented during the Cagayan de Oro leg of TechCamp Philippines last March 2018.
This was for youth leaders supporting various organizations and causes.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Presented at the Fall 2010 National Restaurant Association Marketing Execuitives Group Conference. How can you increase the return on your social media investment?
The future: It is ours to create. We can build it in whatever way we want to. As you peer into the coming years and see the opportunities, the truth is clear: there has never been a better time to be a content marketer. The next fifteen years will unleash unprecedented improvements in social connection, efficiency and quality of life, for everyone, the world over.
Well-known content marketing industry leader, Jon Wuebben, draws on the latest research, data and predictions across multiple disciplines to show you:
• How cultural and technological shifts will impact the content marketing practice
• How content marketing and marketing technology will change
• How to transition from brand messages to multi-sensory “experiences”
• Why “platforms” will supplant brands for building an audience
• Why “Mega Trends” will serve as signposts for connecting with your audience
• What the world’s foremost futurists are predicting for the next 15 years
• Why the “Prosumer” will be the new customer
• What the marketing practice will look like in 2030
• Blockchain, NFTs and the MetaVerse….A whole new reality
Like everything else, marketing will change dramatically in the coming years. After attending the Future of Content Marketing, you’ll be able to navigate the exciting, upcoming terrain. So, take a seat, buckle up and get ready; the train to the future of content marketing is leaving the station!
Similar to Pub 355 Advancing The 7-Sentence Marketing Plan (20)
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. The 7-Sentence Marketing Plan
• Sentence 1: What is the purpose of your marketing?
• Sentence 2: How will you accomplish your purpose?
• Sentence 3: Who is your target market?
• Sentence 4: What is your niche in the marketplace?
• Sentence 5: What tools and tactics will you use to carry out your
marketing?
• Sentence 6: What is your business identity?
• Sentence 7: How will you measure success and allocate time and
budget?
Monique Trottier
@BoxcarMarketing
3. Sentence #1: What is the purpose of your
marketing?
• What are your goals? These need to be specific and measurable:
• Reach a new audience (#, %)
• Promote an event (#, $)
• Get sales (#, $)
• Identify the top 3 goals and tailor them to be specific to your client/project.
Be as specific as possible (i.e., drive # people to the FB page who will enter
the contest (est. 10% conversion rate))
Monique Trottier
@BoxcarMarketing
4. Example 1: Assignments
• Get 100 people to purchase tickets to event (ticket price would include copy
of book)
• Increase mentions of the book & event in news outlets/blogs by 25%
• Sell 25 extra books at the event
Monique Trottier
@BoxcarMarketing
5. Sentence #2: How will you achieve that
purpose?
• Sentence #1 must include specific, measurable goals. #2 provides more
detail.
• Lead Generation: acquiring customers or convincing prospective book
buyers to stay in touch via email newsletters, sign-up forms or other
offers.
• Revenue Generation: typically about increasing sales – what percentage
increase are you aiming for? What’s the desired average order value?
Number of orders? Lifetime value of the customer?
• Audience Engagement: If you’re trying to build community – how many
new members a month do you need? If you are generating buzz, what
volume increase are you expecting and estimating?
• Your goals need to be measurable so that you will know if you’ve met them
or not.
Monique Trottier
@BoxcarMarketing
6. Example 2: Assignments
• Reach New Audience - have a twitter retweet contest for free food voucher at
teriyaki chicken cart outside the venue
• Establish the Author - set up Facebook page for author, link to band page and
offer free download of novel to those who like the page
• Press coverage - outreach to social media sites, as well as print and radio
Monique Trottier
@BoxcarMarketing
7. Goals, Actions, Response, KPIs Grid
Actions that Desired
Goal will achieve Why Audience KPIs
goal Response
Facebook event, Need to get Register for event
Attract attendees Facebook ads, noticed by lots of Share event with Book 100% venue
to the event (200 Twitter people in order friends capacity
ppl) promotion, to ensure some Offer to
Blogger outreach people attend volunteer at event
Goals > Actions > Response > KPI
Goals (#1) > Actions (#2, 5, 6) > Response (#3, 4) > KPI (#7)
Monique Trottier
@BoxcarMarketing
8. Sentence #3: Finding Your Target Audience
• Who are the people you want to reach?
• Create personas for them:
• What kind of people are they?
• What characteristics do they share?
• What social media channels do they use?
• How do they engage online?
Monique Trottier
@BoxcarMarketing
9. Sentence #3: Example Persona
Name:
Title:
Basics: (Includes demographics and psychographics – age, gender,
location, family life, likes and dislikes, location in adoption curve [i.e.
innovator, early adopter, early majority, late majority)
Professional and personal background: (Includes job title, job history,
role, leisure activities)
Quote: (related to context of the marketing)
Favourite Sites: (What websites does this person visit with context to this
project?)
Goals: (What is this person’s goals when looking for the services/product
you’re offering?)
I need / I want: (What does this person need and or want in order to reach the
above goals? Remember to keep in mind all of the characteristics you
described above) Monique Trottier
@BoxcarMarketing
10. Sentence #3: Personas
• Developing personas. Personas are character sketches of individual audience
members that define who the content is for and you can use as sounding
boards.
• “Playing Barbies” or G.I. Joe
• Moves you away from what the project team wants and towards what the
persona wants.
• Ideally, a project will have both primary personas – common user types that are
important to the business success of the project – and secondary personas –
user types that are very different from primary users but whose needs still
need to be addressed for the success of the project. This helps to ensure that
all user needs are outlined.
• Make a better product that is more relevant to the audience.
Monique Trottier
@BoxcarMarketing
11. Sentence #3: Finding Your Target Audience
• If you can’t imagine the people represented in your personas, go
and search for them – investigate!
• What kinds of websites are similar?
• Who is commenting? Follow the clues and links.
• Find them online – profiles, Facebook, Twitter.
• Check your assumptions with the Forrester Social
Technographics ladder.
Monique Trottier
@BoxcarMarketing
13. Sentence #3: Finding Your Target Audience
• The Social Technographics Ladder from industry analyst firm Forrester
can inform you about typical web behaviours based on gender, age and
geographic location.
• Find what your target audience does online.
• For example, while a small percentage of website visitors comment on
blog posts, create content for contests and engage of Facebook pages,
the majority of people are Spectators – they’ll read blogs and “Like”
Facebook pages but they won’t actively engage with brands.
• Check your specific, measurable goals – are they realistic?
• Check your assumptions – will this campaign work with our particular
target audience?
Monique Trottier
@BoxcarMarketing
15. The 7 Sentences are Connected
• Sentence #1 and 2 establish the basic outline of the plan.
• Sentence #5 and #7 reinforce that plan.
• Sentence #3 (your client's target audience), #4 (your client's niche and
competitive advantage) and Sentence #6 (your client's business identity) all
need to work together.
Your client's niche, competitive advantage and business identity need to reflect
the wants and needs of the target audience. If your client's identity and
positioning don't address something that your audience wants or needs you
need to reexamine the audience that you're targeting or the product you are
offering.
Monique Trottier
@BoxcarMarketing
16. Sentence #4: What is Your Niche in the
Marketplace?
Be clear about why the audience cares about what you’re doing.
In order to attract your readership you need to answer:
• “What is this?”
• “Who is it for?”
• “Why should the reader care?”
What attracts your audience? Why do they return?
Who are your competitors? What sets you apart?
• Look at Amazon related titles
• How is this book better or different?
• Why should someone choose your title over another?
You need a strong elevator pitch:
• Make advertisers/vendors say “Why aren’t I advertising or sponsoring
that event?”
• Make customers say “I will go out of my way to get there because...”
Monique Trottier
@BoxcarMarketing
17. Sentence #4: S.P.H.E.R.E.
• So what: Why does Terroryaki or your event matter? What makes your event
different from its competitors? (list competitors – name, URL) Why do people
choose your event over someone else?
• Personality: What are the adjectives that describe your author’s brand, your
event’s brand?
• Hook: What’s your story angle? Use phrases that are easy to remember to
helps to spread your story via word of mouth.
• Ego: Who does your author/event need to engage with? Who can benefit
from promoting the brand amongst their friends? Why do people want to
engage with the brand?
• Relevancy: What is the relevancy between the audiences’ motivations and
what you are trying to do?
• Effort: What do you need to do in order to keep the audience engaged
throughout the campaign as well as after the campaign is finished.
Monique Trottier
@BoxcarMarketing
18. Hook
There are 9 themes that get people talking:
• aspirations and beliefs
• David vs. Goliath
• Avalanche about to roll
• Anxieties
• Contrarian/counterintuitive/challenging assumptions
• Personalities and personal stories
• How-to
• Glitz and glam
• Seasonal/event-related
Monique Trottier
@BoxcarMarketing
22. Sentence #4: Example S.P.H.E.R.E.
So What: What makes this mag special?
• Original content and access to underground and established artists
Personality: What are the adjectives that describe the brand?
• Relevant, reputable, underground, easily accessible, mobile
Hook: What’s the story angle?
• Underground and established. Local artists.
Ego: Who does the mag need to engage with?
• Artists who hold a high reputation within street culture
• Advertisers: exposure; interviews with stores and brands
• Artists: exposure in Van, TO, Montreal; exclusive feeds and original content
• Staff: own writers, videographers, photographers (high quality, professionalism)
Relevancy: What is the relevancy between the audiences’ motivations and what the mag is
trying to do?
• Easy access, mobile
• Original content, inspiring, motivating content
• Knowledge of the current hype: events, discounts, fashion, music, gossip
Effort: What does the mag need to do in order to keep the audience engaged throughout the
campaign as well as after the campaign is finished. Monique Trottier
• Weekly up-to-date content, contests and chances to win. @BoxcarMarketing
23. Sentence #4: Competitive Advantage
• Nothing else exists like this in the Canadian market
• No other magazine on urban street culture delivers more relevant content than justalilhype
• justalilhype stands out because of its ability to share new, hip, cutting edge taste with its
audience.
• justalilhype is a valuable player in trendsetting
• For advertisers, it’s exposure to a diverse, concentrated audience of 17-25 year olds focused
on street culture of Vancouver, Toronto and Montreal
• Gather data to prove position in the market:
Inbound traffic, PageRank, social media subscribers, etc.
Monique Trottier
@BoxcarMarketing
24. Sentence #4: Competitors and
Competitive Advantage
• Ion Magazine and Inventory have print versions of their magazine.
• Ion Magazine has also been around for more than 5 years.
• Inventory Magazine also has a physical retail store in which they sell various products
and brands that feature in their magazine.
• Our content is different because we only post original content.
• Justalilhype! has a crew of talented and skilled photographers and videographers to help
capture the essence of street culture for its readers, while many other media outlets
simply use photography provided by the interview subjects.
• The Modline magazine has more of a focus on mainstream news. Justalilhype! attracts
their audience by providing coverage of both mainstream and underground events.
For example, they attend both the prestigious Vancouver Fashion Week and
underground Hip-Hop Breakdancing Tournaments.
• Visiting Modline will bring you to coverage of mainstream events, but visiting
justalilhype! will allow you to see a glimpse of all angles of the city, both underground
and mainstream events.
Monique Trottier
@BoxcarMarketing
25. Sentence #6: What is Your Business Identity?
What is your brand’s personality?
• What adjectives describe it?
• What are the feelings you want to evoke?
• What brand attributes do you want to convey?
Go back and look at the brand attributes of OPEN companies from
the OPEN Brand book.
How do you align your identity with the identity of your customers?
Monique Trottier
@BoxcarMarketing
26. Sentence #6: Example
Feelings evoked by justalilhype! magazine include: youthful, friendly, con dent, open and
enthusiastic.
Brand attributes they want to convey include creative, underground, professional, and
trustworthy.
• Justalilhype is a leading online magazine in Canada focusing on mainstream and
underground culture.
• With its creative approach to documenting and representing street culture, justalilhype!
has garnered a large following among young adults who are encouraged to provide
feedback on articles, music, and videos through the website and social media channels.
(Justalilhype! generally receives an average of 5 of comments on blog posts.)
• Not only has justalilhype! allowed users to engage and interact with its brand, but also
encouraged users to be creators of content – they’re open.
• With such a variety of distributed content, justalilhype! attracts and caters to the likes of
different audiences, essentially “giving each user what they want.”
Monique Trottier
@BoxcarMarketing
27. Sentence #6: Example Proof
• Proof points: number of retweets, comments on blog posts, page views, unique
visitors.
• By encouraging feedback on articles, music and videos justalilhype! allowed users
to engage and interact
• Encouraged users to be creators of content.
• Different audiences gives each user what they want
• Creates sense of community and collaboration.
Monique Trottier
@BoxcarMarketing
28. Revising Sentences #4 & #6
• Sentence #3 (your target audience), #4 (your niche and competitive advantage)
and Sentence #6 (your client's business identity) all need to work together.
• Your niche, competitive advantage and business identity need to reflect the
wants and needs of the target audience.
• If your business identity and positioning don't address something that your
audience wants or needs you need to reexamine the audience that you're
targeting, or you need to make some cultural and product changes within the
business.
• Match what they want with what you’re offering.
Monique Trottier
@BoxcarMarketing
29. Sentence 7
• Do the KPIs relate to the stated goals in #1?
• Are they specific and measurable? Can they be used to
evaluate the campaign’s success?
• Are there estimated hours per channel or budgets?
Monique Trottier
@BoxcarMarketing
30. Next Steps
READINGS
•Steve Krug, “Chapter 2: How We Really Use the Web, ” Don’t Make Me Think, http://
www.sensible.com/chapter.html
•Kelly Mooney, Open Brand Part 3: Inside the Open Brand” and “Part 4: Getting to Open,” Open
Brand, p. 100 – 186.
•Darren Barefoot and Julie Szabo, “Chapter 2: Get Social Media Ready,” Friends w/ Bene ts, 22 –
46.
•Darren Barefoot and Julie Szabo, “Chapter 13: The Power of Crowds: Understanding and
Participating in Online Communities,” Friends With Bene ts, 239-260.
NEXT WEEK: Guest Speakers Crissy & Sean
http://bit.ly/7Sentence-Advanced
OCT 21 WEEK: Guest Speakers Crissy & Monica
Blogger outreach and pitch letters
Monique Trottier
@BoxcarMarketing
what is it: The 7-Sentence Marketing Plan is a systematic approach to developing and executing a marketing strategy. It was developed by Jay Conrad Levinson and first published in his book Guerilla Marketing in 1984. \n\nAt Boxcar Marketing, we like Levinson’s framework for marketing planning because he’s not thinking about marketing in a traditional sense, he’s thinking like a guerilla marketer--someone who has conventional goals that can be achieved through unconventional means. \n\nWhether the business needs to earn more money or grow a larger audience, his plan is about how you take your ideas for revenue generation and ultimately earn repeat and referral customers through investments in time, energy, imagination and information vs. dollars. \n\nNow, if you always had a million bucks to spend on marketing, you could do some exciting or lousy things and still make a sale. But most of you will work for companies who have limited funds, especially if they are publishers, which means your ability to invest time, energy, imagination and information into conversation, collaboration and community is what will make you successful. \n\nLast unit, I introduced the 7-sentence plan and you were asked to create a plan based on a specific scenario. This week we’re going to look at how to advance your answers for Sentences 1, 2 and 3. \n\n
1. The purpose of our marketing is:a. What are your goals? (Check those that apply OR add your own goals)\n•Reach a new audience\n•Promote an event\n•Build excitement prior to event\n•Get people to take a particular action (contest entries, voting, download file, buy, sign-up)\n•Draw traffic to a particular URL\n•Build your email list\n•Build a community around an event/topic\n•Get press coverage\n•Get sales\nb. Identify the top 3 goals. Tailor them to be specific to your client/project. Be as specific as possible (i.e, Drive people to FB page who will enter the contest and Like the page.)\n\n
Cecilie, Gemma, Beryl, Ariana, Meaghan\n\n
Top 3 goals tend to be Lead Generation, Audience Engagement and Revenue Generation (Sales)\n
Annamaija, Sindhu, Jennifer, Maggie\n\n
Dennis\nGoals > Actions > Response > KPI\nGoals: #1 what is the purpose of your marketing: to drive traffic, to generate revenue, to reach a particular target (specific, measurable, goal, give a #)\n\nActions: #2 how will you accomplish this goal? what are you going to do? \n#5 what tools are you going to use? \n#6 what is your biz identity, how are you going to position yourself?\n\nResponse: #3: who is your audience and what do you want them to do\n#4 SPHERE, why will they care about what you’re doing, what motivates them? \nWho do you need? What do you want them to do? \n\nKPI: #7. How are you going to measure success?\n
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Remember Steve\nTitle: Search marketing coordinator at a technology company\n\nBasics: (Includes demographics and psychographics – age, gender, location, family life, likes and dislikes, location in adoption curve [i.e. innovator, early adopter, early majority, late majority) \n\nSteve is 35 and lives in Vancouver with his family. He’s an early adopter when it comes to the web and is constantly learning and trying to keep his skills up to date. \n\nProfessional and personal background: (includes job title, job history, role, leisure activities, hobbies) \n\nHe’s done SEO and link building campaigns before but would like to improve his skills. \nHe is self-taught and looking for a program that offers a certificate or recognition of his understanding of the theory as well as his job experience. \nHe has a university degree\nHe’s passionate about the internet and social interactions on the web\n\nQuote: \nIf I could learn this stuff through osmosis, I would. There’s never enough time in the day to stay up to date. I need something that can fit in between my job duties and dad role. \n\nSites:\nSEMPO Canada events\nBoxcar Marketing blog\n6S Marketing blog\n\nGoal: \nI need a class that fits my schedule\nI need an expert teacher because I’m not a beginner, but I still have some basics to learn. \nI want something that fits my budget, but I’m not too concerned about costs as my job might cover the course. \n\n
if you can’t imagine these people, need to use some investigative techniques. \nEven if you can imagine them, good to check your assumptions\n
if you can’t imagine these people, need to use some investigative techniques. \nEven if you can imagine them, good to check your assumptions\n
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And now it’s time to look more closely at your niche in the marketplace.\n
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Let me introduce you to justalilhype! magazine. Justalilhype is an online magazine about street culture in Vancouver, Montreal and Toronto. The magazne reaches 5K+ unique visitors per month, 200+ FB subscribesrs and 650+ followers on twitter. \n\nThe general target audience is university students, high school students and young professionals within the age range of 17-25, who have a passion for music, creative arts and experiencing underground urban street culture. \n
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So What: What makes this mag special? \n * relevant, reputatable, orginal content\n * access to underground and established artists\n \n Why does your client’s product/service matter? What makes your client different from its competitors? (list competitors – name, URL) Why do consumers choose your client over someone else?\n \n Personality: What are the adjectives that describe your client’s brand? \n * Relevant, reputable, underground, easily accessible, mobile\n \n Hook: What’s your client’s story angle? Use phrases that are easy to remember to helps to spread your client’s story via word of mouth.\n \n Ego: Who does your client need to engage with? Who can benefit from promoting the brand amongst their friends? Why do people want to engage with the brand?\n Underground and established artists who hold a high reputation within street culture\n their fans\n \n * Advertisers' egos: exposure in Vancouver, Toronto and Montreal; interviews with stores and brands (are cool, if you're reported on by the cool kids)\n * Artists: exposure in Van, TO, Montreal; exclusive feeds and original content\n * Staff: own writers, videographers, photographers (appeal to their sense of high quality, professionalism), they are immessed in the culture\n \n \n Relevancy: What is the relevancy between the audiences’ motivations and what your client is trying to do?\n \n * easy access, mobile (understand their audience wants content on the go)\n * original content\n * inspiring, motivating content\n * knowledge of the current hype: events, discounts, fashion, music, gossip\n * weekly contests: chances to win\n \n Effort: What does your client need to do in order to keep the audience engaged throughout the campaign as well as after the campaign is finished.\n \n \n
There exists nothing else in the Canadian market that delivers a more relevant and on-point magazine to such a diverse and demanding audience than justalilhype!. Within the market, there are various small blogs, personal blogs, as well as many un-coordinated online magazines. However, justalilhype! stands out amongst its competitors because of its ability to share new, hip and cutting-edge tastes with its audience. Thus, making it a valuable player in trendsetting. By advertising with justalilhype!, your business and purpose are exposed to a diverse yet concentrated audience.\n\n\n
There exists nothing else in the Canadian market that delivers a more relevant and on-point magazine to such a diverse and demanding audience than justalilhype!. Within the market, there are various small blogs, personal blogs, as well as many un-coordinated online magazines. However, justalilhype! stands out amongst its competitors because of its ability to share new, hip and cutting-edge tastes with its audience. Thus, making it a valuable player in trendsetting. By advertising with justalilhype!, your business and purpose are exposed to a diverse yet concentrated audience.\n\n\n
There exists nothing else in the Canadian market that delivers a more relevant and on-point magazine to such a diverse and demanding audience than justalilhype!. Within the market, there are various small blogs, personal blogs, as well as many un-coordinated online magazines. However, justalilhype! stands out amongst its competitors because of its ability to share new, hip and cutting-edge tastes with its audience. Thus, making it a valuable player in trendsetting. By advertising with justalilhype!, your business and purpose are exposed to a diverse yet concentrated audience.\n\n\n
Feelings evoked by justalilhype! magazine include friendliness, cautious, confident and excitement. Brand attributes we want to convey include underground, professional- ism, simplicity and trustwor- thiness. \n\nJustalilhype is a leading online magazine in Canada focusing on mainstream and underground culture. With its creative approach to documenting and representing street culture, justalilhype! has garnered a large following among young adults, capturing over 6500 visits and 17500 page viewers per month. By encouraging feedback on articles, music, and videos through their website and social media channels, not only has justalilhype! allowed users to engage and interact with its brand, but also encouraged users to be creators of content. With such a variety of distributed content, justalilhype! attracts and caters to the likes of different audiences, essentially “giving each user what they want.” By advertising with justalilhype!, your brand will become more diversified, helping increase your brand awareness with the new audiences and the underground subcultures of today. Justalilhype! generally receives an average of 5 of comments on blog posts. \n
Justalilhype is a leading online magazine in Canada focusing on mainstream and underground culture. With its creative approach to documenting and representing street culture, justalilhype! has garnered a large following among young adults, capturing over 6500 visits and 17500 page viewers per month. By encouraging feedback on articles, music, and videos through their website and social media channels, not only has justalilhype! allowed users to engage and interact with its brand, but also encouraged users to be creators of content. With such a variety of distributed content, justalilhype! attracts and caters to the likes of different audiences, essentially “giving each user what they want.” By advertising with justalilhype!, your brand will become more diversified, helping increase your brand awareness with the new audiences and the underground subcultures of today. Justalilhype! generally receives an average of 5 of comments on blog posts. \n
Justalilhype is a leading online magazine in Canada focusing on mainstream and underground culture. With its creative approach to documenting and representing street culture, justalilhype! has garnered a large following among young adults, capturing over 6500 visits and 17500 page viewers per month. By encouraging feedback on articles, music, and videos through their website and social media channels, not only has justalilhype! allowed users to engage and interact with its brand, but also encouraged users to be creators of content. With such a variety of distributed content, justalilhype! attracts and caters to the likes of different audiences, essentially “giving each user what they want.” By advertising with justalilhype!, your brand will become more diversified, helping increase your brand awareness with the new audiences and the underground subcultures of today. Justalilhype! generally receives an average of 5 of comments on blog posts. \n
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\n\nOptional Reading\nForrester, “Social Technographics Defined 2010,” http://www.forrester.com/empowered/ladder2010\nBoxcar Marketing, “Defining Your Target Audience with Personas,” http://www.boxcarmarketing.com/blog/defining-your-target-audience-with-personas/\nVanity Fair, “New Gap Logo, Despised Symbol of Corporate Banality, Dead at One Week” http://www.vanityfair.com/online/daily/2010/10/new-gap-logo-despised-symbol-of-corporate-banality-dead-at-one-week.html\n