Marketing Communications Session #3

1. Marketing Communications Session #3

2. WHAT IS THE GOAL OF A COMMUNICATIONS STRATEGY?

3. establish
presence . relevance . awareness . engagement
Brand & Identity
Advertising
Social SharingConversations
Online ReferralsContent

4. stakeholders
message &
content
vision &
objectives
strategy &
budget
process
timelines
data analysis
channels
engagement feedback
your strategy
building
blocks
theme &
brand

5. LIST YOUR:
1. VISION
2. OBJECTIVES
3. AUDIENCE SEGMENTATION
4. ONE AUDIENCE SEGMENT DETAIL
5. CONTENT TYPES
6. CHANNEL FOCUS

6. the brand
5

7. BRANDING OVERVIEW
• Brand for Your Audience’s Taste
Asset
Brand Strategy
Naming your site
Your startup brand attributes &
values
Sub-brands
Colors, fonts
Style
Tagline
Launch Campaign
Marketing Collateral
Brand Manual

8. IF YOUR BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE HIM/HER?

9. BRANDING RESEARCH
• Describe your brand attributes if it was a…
Animal Car Family
Elephant BMW Small
Sample

10. YOUR NAME
Your
audience
Your
competiti
on
Your
sponsors
Available
URLs
Budget
Your
name

14. Why edSeed and not indiegogo or other platforms …
Search Using Tags Customized Process
Fun ProcessOnline Personality
Challenges

15. BRAND ASSETS
• List your assets, where you’ll use them and their format
Asset Use Format
Logo Website, print, video psd
Social Media banners FacebookTwitter JPEG
Intro & outro Videos Mp3
Brand Manual Guidance pdf
Sample

16. BRAND ASSETS
• List your assets, where you’ll use them and their format
Asset Use Format
INPUT

18. MOOD BOARD

20. BRAND MANUAL SAMPLE
BIRHAKAYA

21. 6 fundamental emotions &
(over, under) stimulation.
• Emotion meter:
• happiness (joy, satisfaction)
• surprise (amazement, curiosity)
• anger (rage, annoyance)
• disgust (loathing, boarded)
• sadness (grief, pensive)
• fear (terror, worry)

24. the process - simplify!
6

25. 2.
train
3.
seed
1.
create
campaign
creation
first: listen
Sample

26. campaign
implementation
youth volunteers
partners
aspirational figures
MEDIA
social media manager
youth volunteers
5.
monitor
4.
launch
6.
expand
newsletters
fb campaigns
advertising
SEO
website
social media sites
newsletters
Social Media campaigns
advertising
SEO
social media manager
youth volunteers
Sample

27. MARKETING CAMPAIGN LAUNCH PROCESS
• List the steps to launching your campaign
Task Owner Timeframe / date
Invitation
Rama May 10
Printing
Lama May 15
Pitch Presentation
Rama May 1
Budget
Rama May 5
Social Media Banner Design
Halima May 5
Media Outreach
Lama May 1
Putting up posters
Lama May 17
Sample

28. MARKETING CAMPAIGN LAUNCH PROCESS
• List the steps to launching your campaign
Task Owner Timeframe / date
INPUT

29. ASSIGNMENT
1. Research the web for inspiring brands
2. Come up with the name of your business
3. List your brand assets
4. Personify your brand
5. Select Color Palette, Fonts
6. Create a Mood Board
7. List steps to launching your campaign