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The DEC Education: Marketing / PR
The document discusses comprehensive marketing communications strategies including goal setting, target audience identification, brand positioning, and customer engagement. It covers elements of branding such as mission, vision, and values, as well as lead generation tactics and customer service strategies. Additionally, it highlights the importance of media relations, community engagement, and effective use of social media in marketing efforts.
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The DEC Education: Marketing / PR
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- 3. Building a Plan Set goals Personal Business Strategic Tactical ID your target audience Demographics Psychographics Behaviors Geographics Research competitors ID your differentiators
- 4. What is abrand? PRODUCT / SERVICE NAME LOGO TAGLINE
- 5. Branding – EverythingCommunicates
- 6. Elements of Branding Mission/Vision/Values Brand positioning statement Brand personality Name/Logo Tagline Brand style guide Templates
- 7. Brand Positioning Exercise- Harley WHAT The only motorcycle manufacturer HOW that makes big, loud motorcycles WHO for macho guys (and wannabes) WHERE mostly in the United States WHY who want to join a gang of cowboys WHEN in an era of decreasing personal freedom
- 8. Marketing Kit IdentityPackage Business Cards, Letterhead, Presentation Templates Collateral Brochures, Flyers Video Branded Promotional Items
- 9. Brand and CustomerExperience How is your brand carried through beyond collateral Exterior Water and Coffee Display Scents Greeting Flowers Music Attire
- 10. Website DIY Templates Best Practices Home Page Content to include contact information and social media icons Limit the layers of your navigation More photos, less copy
- 11. Website Trends Flash Parallax Java, HTML 5 http://veevlife.com/vitafrute/
- 12. Lead Generation/Capture Plan Start with a database management platform Determine the best outreach channels Existing Customers Advertising Direct mail Events Social Media + Blogs Online Media
- 13. Lead Generation/Capture Plan All communications channels should include a CALL TO ACTION Sign up to for a chance to win Register to learn more and receive xyz Referral plan and gift Develop a plan to stay top of mind Blogs Emails Newsletters
- 14. Customer Service Strategy Customer List Salesforce.com Touchpoint/Engagement Plan Personal Calls Thank You Cards Birthdays
- 15. SEO SEO Basics Choose a domain that makes sense Create unique, accurate page titles “Buy Rare Baseball Cards” Use Keywords that will help your site get found Make use of the “description” meta tag “Brandon’s Baseball Cards provides large selection of vintage and modern baseball cards for sale.” Use words in URLs Baseballcards.com/rare-cards Links to your website from blogs, social media services, email, forums, etc.
- 16. Events Owned signatureevents Target audience events Industry events and conferences Relationship-building event attendance
- 17. Awards Research andcreate an award matrix Pursue awards Promote third party validation through media relations, social media, website, e-marketing, etc.
- 18. Fun Trends QuickResponse Codes Museums and galleries are using codes to enhance the user experience
- 19. Fun Trends Augmentedreality Live, view of a physical, real-world environment whose elements are augmented by computer generated sensory input Haagen Dazs
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- 21. Media Relations –What is News? To cover a beat To meet deadlines To get answers To break a story
- 22. Media Relations –The Media List
- 23. Media Relations –The Press Release Newsworthy headline Lede sentence should have the most important information Avoid “fluff,” opting for facts Quotes should convey key messages you hope to see in media coverage Anticipate media questions, and answer them with facts in your press release Post on your website, consider a wire service for important releases
- 24. Media Relations –The Pitch
- 25. Media Relations –The Interview Research reporter Coordinate time and place Anticipate questions Prepare key messages
- 26. Community Relations ThoughtLeadership Thought Leadership, as defined by RainToday.com… “centers on earning trust and credibility.” Thought Leaders get noticed by offering something different—information, insights, and ideas, for instance. Thought Leadership positions you and your company as an industry authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry.”
- 27. Community Relations SpecialEvents and Tie to the Community
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- 33. Customer Service LoyaltyOfferings Earn points with modern day punch cards Crowdtwist Reward for all engagements from purchases to checking in Key Ring – No more cards on your key ring
- 34. Advertising Pinterest Purchasesponsored pins Facebook Purchase ads based on geographic location, relationship status, workplace and education, likes and interest Twitter Promote tweets based on gender, location and interest Tracking Sprout Social
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- 36. Social Media –Common Mistakes Ignoring social media altogether, because they don't have time to understand its impact. Inconsistent branding on different social media sites. Talking about themselves too much. Jumping in without thinking. Jumping in but not staying in. Trying to be active on every social media platform. Thinking that simply having a Facebook page and a Twitter account means they're doing social-media marketing. Thinking social media is free. Forgetting the "social" part of social media.
- 37. Social Media –Practical Execution
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