January 19, 2006

eWomenNetwork

The Role of Strategy in Marketing/Public Relations

•Jump in

•Get the word out

•Any publicity is good publicity

Typical approach

Stop yourself!

Step back.

What do you want to accomplish?

Aligning marketing/PR goals

•Examine the overall business goal.

•Set marketing/PR objectives to help you get there.

Identify customers

•Who is the buyer/consumer?

•Who is the decision maker?

•Who influences the decision maker?

Prioritize customers

•Lowest hanging fruit

•80/20 rule

Create messages that resonate with each audience

•What motivates them?

•What would keep them from buying from you?

Basic rules of branding

• Hone in on a Dominant Selling Idea.• People tend to recall only one thing.• Choose a specialty to be #1 in. • Start with the name – the right name

is your most powerful single tool.• Brand building reduces the noise.

The Universal Paradox – in every aspect of branding, you say the most by saying the least. The simplest message wins.

Branding examples• Duracell – The Long-Lasting Battery• ADP – The Payroll Company• ESPN – The Sports Channel• Nationwide – On Your Side• The Dispatch – Ohio’s Greatest

Home Newspaper• The Plain Dealer – Ohio’s Largest

Newspaper• R.G. Barry – The Dearfoams

Company• Nike – Just Do It

Develop your strategy

•How will you communicate these messages?

CEO Alignment among departments

Case studies

CFO Save money Spreadsheet comparisons

CIO Save time, resources Return on investment profile

Audience Message Delivery

Develop specific tactics that align with your budget and resources

CEO Alignment among departments

Case studies CEO Magazine

Advertorial cost

CFO Save money Spreadsheet comparison

Educational seminar at industry meeting

Time/sponsorship

CIO Save time, resources

ROI profile Business First

PR fee/time

Audience Message Delivery Tactics Budget

Measure!

CEO Case studies CEO Magazine Advertorial cost

Clipping service

CFO Spreadsheet comparison

Educational seminar at industry meeting

Time/sponsorship

Participant analysis

CIO ROI profile Business First PR fee/time Share of voice

Audience Delivery Tactics BudgetMeasure

The role of strategy

•More efficient

•Better allocation of resources

•Improved value on money spent