strategy at a million miles a minute
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Strategy at a Million Miles a Minute. Katie Mayes, director of marketing services Ashley Martin, client manager. Where do I start?. Who has time for an audit?. That doesn’t sound like fun. . **Plus, isn ’ t marketing supposed to be fun !**. When do I need to do an audit?. - PowerPoint PPT PresentationTRANSCRIPT
Strategy at a Million Miles a Minute
Katie Mayes, director of marketing servicesAshley Martin, client manager
Where do I start?
Who has time for an audit?That doesn’t sound like fun.
**Plus, isn’t marketing supposed to be fun!**
When do I need to do an audit?
Goals versus Objectives
You mean they aren’t the same thing? Oy!
Goal: to raise awareness about my program
Objective: (measurable)to increase inquiries
25 percent over the next six months
What are you trying to accomplish?
Publicizing an event? Filling a new program’s roster?
Developing a year-round branding campaign?
Who am I talking to?
Things to consider: age, race, gender, interests, likes/dislikes, media habits
psychographicdemographicgeographic
DemographicsFemale
18-22
Single
Less than $20,000 annual income
PsychographicsEnglish major who loves
Shakespeare (Juliet, anyone?)
Online spending of $300/month at
ModCloth.com (vintage clothing website)
Tweets all day, every day
Posts weekly to GoodReads
How do you find out what your audience likes and/or responds to?
The step skipped by most:
Measurement = Control
Being able to prove what works allows us to manage our
workload and, ideally, stop doing
what doesn’t work.
Strategy: Targeting• Prioritize audiences• Consider communication pathways and
touchpoints• Develop media mix
Strategy: Positioning
• Answer:• Why go to your event over another?• Why choose your program over another?• Why care?
Strategy: Messaging
• Creative solution to positioning• Prioritize facts and figures• Fuel your objectives with words and
visuals
Now we do stuff!Visual, virtual, verbal, video, venue
Owning the processWe work together
