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Bridging the Space
Between the Message,
Metrics and the Masses
Stronger Results with Integrated Strategies
• Founder, Wax Marketing
• Background in marketing,
communications & IT
• Instructor, WVU Reed
College of Media
• PRSA Tra...
• Gain more influence.
• Grow the role of communications in your
organization
• Further your own personal career goals.
• ...
You have to PROVE you can contribute
to the bottom line.
If you want a seat
at the table…
5
POINTS OF INTEGRATION
• Areas of intersection between channels
• Measurements of synergy
• Use common tools across diffe...
6
POINT OF INTEGRATION
The backbone of integration is alignment.
•Message
•Method
•Measurement
Align the message first.
9
CORE Strategy STATEMENT
Pragmatic statement from which campaign messages
must be derived and aligned.
- Sales
- Digital ...
Vail Place provides services,
housing and skill-building to
reduce isolation and improve the
quality of lives of adults wi...
PERSONA
a semi-fictitious representative of your
ideal customer.
the digital marketers best friend
POINT OF INTEGRATION
Align the method next.
Align with sales.
15
demand gen
▫ Think leads, not impressions
▫ Incorporate calls to action
▫ Listen to them for key messages
POINT OF INTE...
Align with digital marketing.
17
achieve engagement that
matters
▫ Call to Action
▫ Remarketing
▫ Align Calendars
Point of IntegrationPOINTS OF INTEGRAT...
We’re KPI
Krazy
Measurements That DON’T Matter:
• Opens
• Likes
• Impressions
• Rankings
Measurements that DO Matter
• Referral Traffic
• Share of Voice
• Keyword Rank
• PR-driven conversions
• Buying cycle infl...
Are you moving people further
and faster through the
customer experience?
@waxmarketing
Bonnie Harris
WaxMarketing.com
waxmarketing@gmail.com
612-801-0912
@waxmarketing
Thank You!
Bridging the Space Between the Message, the Metrics and the Masses
Bridging the Space Between the Message, the Metrics and the Masses
Bridging the Space Between the Message, the Metrics and the Masses
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Ways communications professionals to use integrated marketing to boost results and gain more influence and relevance.

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Bridging the Space Between the Message, the Metrics and the Masses

  1. 1. Bridging the Space Between the Message, Metrics and the Masses Stronger Results with Integrated Strategies
  2. 2. • Founder, Wax Marketing • Background in marketing, communications & IT • Instructor, WVU Reed College of Media • PRSA Trainer, IMC @waxmarketing @waxgirl333
  3. 3. • Gain more influence. • Grow the role of communications in your organization • Further your own personal career goals. • Become an integrated marketer.
  4. 4. You have to PROVE you can contribute to the bottom line. If you want a seat at the table…
  5. 5. 5 POINTS OF INTEGRATION • Areas of intersection between channels • Measurements of synergy • Use common tools across different media
  6. 6. 6 POINT OF INTEGRATION
  7. 7. The backbone of integration is alignment. •Message •Method •Measurement
  8. 8. Align the message first.
  9. 9. 9 CORE Strategy STATEMENT Pragmatic statement from which campaign messages must be derived and aligned. - Sales - Digital Marketers - Communications Point of IntegrationPOINT OF INTEGRATION
  10. 10. Vail Place provides services, housing and skill-building to reduce isolation and improve the quality of lives of adults with serious and persistent mental illness.
  11. 11. PERSONA a semi-fictitious representative of your ideal customer. the digital marketers best friend POINT OF INTEGRATION
  12. 12. Align the method next.
  13. 13. Align with sales.
  14. 14. 15 demand gen ▫ Think leads, not impressions ▫ Incorporate calls to action ▫ Listen to them for key messages POINT OF INTEGRATION
  15. 15. Align with digital marketing.
  16. 16. 17 achieve engagement that matters ▫ Call to Action ▫ Remarketing ▫ Align Calendars Point of IntegrationPOINTS OF INTEGRATION
  17. 17. We’re KPI Krazy
  18. 18. Measurements That DON’T Matter: • Opens • Likes • Impressions • Rankings
  19. 19. Measurements that DO Matter • Referral Traffic • Share of Voice • Keyword Rank • PR-driven conversions • Buying cycle influence
  20. 20. Are you moving people further and faster through the customer experience? @waxmarketing
  21. 21. Bonnie Harris WaxMarketing.com waxmarketing@gmail.com 612-801-0912 @waxmarketing Thank You!

Ways communications professionals to use integrated marketing to boost results and gain more influence and relevance.

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