Scott Loj Career Day

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A presentation to 8th graders in Lake Oswego

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  • DISCUSSION:
  • DISCUSSION: Go back to the first slide to point out these elements
  • WHAT DO ACCOUNTANTS DO? VISUAL Annual Report Tax guide Debt Book
  • VISUAL: logo guide color chart brand booklet BP style sheet
  • VISUALS: GT post cards Envelope Petroleum Capital pop-up book Hyster forklift
  • VISUALS: IIA magazine Business Journal CFO of year PBJ Accounting section Oregonian front page
  • VISUAL: Fred Meyer ad T-shirts imprinted items
  • Scott Loj Career Day

    1. 1. Is this Marketing?
    2. 3. Is this marketing? <ul><li>Message (expertise) </li></ul><ul><li>Image (memorable picture) </li></ul><ul><li>Brand (logo, typestyle, color) </li></ul><ul><li>It’s not a product. </li></ul>
    3. 4. How do I market professional services? (What do accountants do anyway?) <ul><li>Services are not a thing </li></ul><ul><li>Not like selling a car </li></ul><ul><li>Introductions </li></ul><ul><li>Helping to make a buying decision </li></ul><ul><li>How do I know I’m successful? </li></ul>
    4. 5. Key skills <ul><li>Using creativity </li></ul><ul><li>Differentiating </li></ul><ul><li>Converting dry topics </li></ul><ul><li>Measuring results </li></ul>
    5. 6. What kinds of people/skills are in marketing? <ul><li>Writers (newspaper articles, email) </li></ul><ul><li>Graphic designs (mailers, flyers, advertising) </li></ul><ul><li>Event planners (tradeshows) </li></ul><ul><li>Specialists— </li></ul><ul><ul><li>Photographers </li></ul></ul><ul><ul><li>Video/radio production (commercials) </li></ul></ul>
    6. 7. Q: How many brands can you see in this room?
    7. 8. Q: How many brands can you see in this room? (don’t forget the guy in front)
    8. 9. What is a brand? <ul><li>A name </li></ul><ul><li>Visuals—logos, colors </li></ul><ul><li>Description—slogan </li></ul><ul><li>Publication or ad layout </li></ul><ul><li>Over up to 5000 brand images—or more—a day! </li></ul><ul><li>When promoting a service—it’s the person </li></ul>
    9. 10. Q: What company is represented by three parallel stripes?
    10. 11. Q: What company is represented by three parallel stripes?
    11. 12. Example: Direct Response <ul><li>Yes, I still print and mail things </li></ul><ul><li>Email </li></ul>
    12. 13. Example: How does public relations work? <ul><li>Articles in the newspaper/stories on TV or radio </li></ul><ul><li>Interviews </li></ul><ul><li>Placements </li></ul><ul><li>Crisis control </li></ul><ul><li>Good PR </li></ul><ul><li>Bad PR </li></ul>
    13. 14. Example: How does public relations work? <ul><li>Articles in the newspaper </li></ul><ul><li>Interviews </li></ul><ul><li>Placements </li></ul><ul><li>Crisis control </li></ul><ul><li>Good PR > > > > > </li></ul><ul><li>Bad PR </li></ul>
    14. 15. Q: What car company has had problems with its brakes and gas pedals?
    15. 16. If they had only asked the marketing department! Crisis control: Bad PR
    16. 17. Example: How are print ads created? <ul><li>Design (the brand in all we do!) </li></ul><ul><li>Copy </li></ul><ul><li>Photography </li></ul><ul><li>Where does advertising go? </li></ul><ul><li>Print </li></ul><ul><li>Internet (banners, Flash) </li></ul><ul><li>Phones (iPhone apps) </li></ul><ul><li>Stuff </li></ul>
    17. 18. How did I get here? <ul><li>Publication classes in high school </li></ul><ul><li>Journalism classes in college—college newspaper editor-in-chief </li></ul><ul><li>History degree—huh? </li></ul><ul><li>Newspapers </li></ul><ul><li>Fred Meyer </li></ul><ul><li>Corporations: PacifiCorp, AT&T, HP, BP, Grant Thornton </li></ul>

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