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

Questions? Katie Mayes, kmayes@k-state.edu

Ashley Martin, ashley07@k-state.edu785-532-2535