Persona Marketing Strategy - Plymouth College of Art March 2015
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Transcript of Persona Marketing Strategy - Plymouth College of Art March 2015
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Plymouth College of Arts
RECOMMENDEDUNTIL AUG 201
AWARD WINNER
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@deanbreyley/in/deanbreyley
DEAN BREYLEYMarketing Manager
Professional EOS Implemeneter
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Why marketing is
like Supermarket
Shopping &
Ordering Take-AwayPeople take the path of least resistance
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the 8 Questions
we market to sell.we sell to receive a benefit.
• Core Values
• Core Focus
• 10 Year Target
• Marketing Strategy
• 3 Year Picture
• 1 Year Plan
• Rocks
• Issues
Productise yourself (commodity / value)
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Future Date:
Revenue:
Profit:
Measurables:
What Does It Look Like?
•••••••••••
3-YEAR PICTURE™
THE VISION/TRACTION ORGANIZERTM
1.2.3.4.5.
Purpose/Cause/Passion:
Our Niche:
Target Market/”The List”:
Three Uniques:
Proven Process:
Guarantee:
1.2.3.
CORE VALUES
CORE FOCUS™
10-YEAR TARGET™
MARKETINGSTRATEGY
www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.
ORGANIZATION NAME:
VISION
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ISSUES LIST1-YEAR PLAN ROCKS
THE VISION/TRACTION ORGANIZERTM
Future date:
Revenue:
Profit:
Measurables:
Goals for the Year
1.
2.
3.
4.
5.
6.
7.
www.eosworldwide.com © 2003–2012 EOS. All Rights Reserved.
ORGANIZATION NAME:
TRACTION
• Focus/Theme
• Roles and Responsibilities
• Cash Flow Analysis/Budget
• Departmental Plans
Future date:
Revenue:
Profit:
Measurables:
Rocks for the Quarter Who
1.
2.
3.
4.
5.
6.
7.
Prioritize
• Identify
• Discuss
• Solve
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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Top of Mind = Tip of Tongue
Find Triggers
Be Visible
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Use the 5 STEPPSto keep you ‘top of mind’
S ocial Currency (do they look good sharing content)
T riggers (top of mind is tip of tongue)
E motion (Funny, Moving, Awe, Anger - not sad)
P ublic (built to show is built to grow)
P ractical Value (News you can use)
S tories (Include a narrative - make a trojan horse)
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Determining your channels
Where is your audience?
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Networking
- Help 1st - Never go to sell- Add value
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Cover the basicsLay out your stall- Business Cards
- CV - stand out / not cookie cutter
-- Bespoke Pain Letters
- Portfolio - shows experience
- Digital Presence & Networks
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Human Voiced CV- Create Your Basic Career History - use later- Be specific – appeal to the reader, “I can do everything!” not believable message- Write a Human-Voiced Summary describes you & the pain you solve- Frame Your Past Jobs- Share Your Dragon-Slaying Stories - Keep Storytelling in Mind - Get The Jargon Out- Add Your Education- Wait, Read, Wait and Read Again
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Pain LetterA Pain Letter is short and to the point.
• The hook (congratulations on something specific)
• The Pain Hypothesis
• The Dragon-Slaying Story.
• The Closing.
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prepping for the interview
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[1]
put yourself in the driving seat
YOU are interviewing them.
will they be good enough to get you and your talent ?
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[2]
RESEARCH ... x10
make the best of tech & STALK.
- match your dress - ask beforehand- get all the facts- pitch like an agency
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[3]
make yourself stand out
experience tops theory.
- build up your freelance portfolio- (or) make up ‘real world’ projects- show practical experience- CPD - have a PDP
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[4]
be commercially aware
understand the business.
- time is money (to most)
- show a commercial - understanding
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[5]
people work with people
employ character, teach skill
- be human & ‘you’- it matters more than - anything else
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finding your right fit
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find the right fit
this guides the next few years of your life at least
- right culture & team match- right people / right seats- go to the vision, do you want to be there?- do you fit the core values?
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it’s not you,it’s me.
employers willlie just as much asyou in an interview
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look beyond the vision, behind theglossy pictures, behind the missionstatements.
look for the REAL facts.
dig
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“ I leave the interview wondering: Who are you? - which is a shame,as you will never get the job & I will never know. ”
David ReeseHarvard Business Review Article
when the interviewer can’t get a handle on what makes you tick;
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Marketing
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Keep it real
Marketing
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Q&A time...
Plymouth College of Arts
RECOMMENDEDUNTIL AUG 201
AWARD WINNER
DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE
email [email protected] linkedin e-Strategy Ltdtwitter @estrategyltd dog&bone 01803 20 33 11
The Byre. Berry Pomeroy. Devon. TQ9 6LH