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Marketing Ourselves
Skills & Strategies to Tell Our StoryHow to Handle Agenda-Driven
Groups
2013 Annual Professional Development Conference
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Marketing to a Tough Crowd
Members, Partners, Opponents, Challengers and the Usual
Suspects.
2013 Annual Professional Development Conference
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Set Your TimersO30 min: Marketing Like a ProO25 min: Marketing to the Tough CrowdsO20 min: The Crowd Turns Tough (Q&A)
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Who is Allison Development
Group?
o Full Service Marketing Firm
o Small Businesso Brand Specialistso Digital & Traditional
Playerso Strategic
Communicators
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Who is Erica Allison?
o Business Ownero Momo Marketing Proo Foodie + Craft
Beer Enthusiasto Communicatoro Runner
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Who cares?O ClientsO CommunityO PartnersO CompetitionO DetractorsO VendorsO LendersO FamilyO Friends
They are ALL the
same.
And they ALL care.
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Marketing Begins With…
Smart
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Understanding
OWho you are and what you do…BEST.
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Understanding
OWhat matters MOST to the people you serve.
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Understanding
OGoals DifferOResults Matter
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Marketing IncludesSmarter
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Research &Data
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Research & Data: Self Search
Your Name Here…
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Research & Data: Secure Search
https://encrypted.google.com/
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Your Name Here…
Research & Data: Google Alerts
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Research & Data: Cross Channel Communication
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1. Pick up phone.2. Grab a coffee.
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Marketing MeansUsing the Data to Drive
Marketing
Even
Smarter
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Using and Understanding
Data:
Google Analytics
Key Words
Traffic Sources
Visitor Location
Landing Pages
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What just happened?
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What do you do with the data?
OChange your tuneOAdjust your messageOReflect changes across all
platforms
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Solidify Your Brand
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Hit the Message Up Front
This Council is about Economic Development!
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Move Quickly & Boldly
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The Marketing R&D Hot ListSelf Reflection: Opportunities &
Challenges
Outside Evaluation:
Opportunities & Challenges
O Google Yourself - routinely
O Google Alerts O Google AnalyticsO Cross Channel
CommO Surveys, Emails,
Social Media
O Google Others – routinely
O Google AlertsO Coffee TalkO Show Up
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Rinse & Repeat
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Marketing to the Tough Crowds
A Case Study: GroWNC
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Project OverviewWhat:
O HUD Sustainable Communities Grant (2010)O Economic prosperity, quality growth, and sustainable
development How:O Existing plans and strategies
O Extensive public involvement >> Solutions Who:
O Land of SkyO Consortium to guide and facilitate + Community to lead
Where:
O Western NC: Buncombe, Haywood, Henderson, Madison & Transylvania counties
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Timing is Everything
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Who are we talking to here?
What are we saying?!?
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What’s in a Brand ?
Were we on target?
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Or, even on the board?
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Logo & Message Evaluatio
n
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STAY ON POINT.COVER YOUR BASES. Don’t ignore the elephants.
When you pivot…
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Brand Integrity• Messaging &
Talking Points• Frequently
Asked Questions• Meeting
Protocols• Communication
Tools• Templates• Graphic
Standards
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minding the elephants…
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Cross Channel Communication
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Brand Management: Message Reinforcement
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Not Just A-21 or Tea Party
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Fence Jumping
O Understand their motivations
O Understand their language – use it
O Show upO Help build a new
fenceO Invite them over for
coffee
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Put Successes Results Up Front
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And Remember…O We ALL want to do business or work
with people we trust and know – get to know them.
O While the Goals + Motivations may differ…
O The desire for Results still remains.
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The Crowd Turns
Results!
Challenges