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Strategic Communications and Marketing: Understanding Institutions and Roles

Dhavan Shah Maier-Bascom Professor

+ The Era of Choice

n Dominant factor affecting strategic communicators: Choice n More consumer options n More media options

n Different forces drive this trend n Changes in Demographics and Lifestyles n Technological Development

+ Big Changes

n Changes in Household Composition

n Growth of Ethnic Populations

n “Graying” of America

n Shifts in Women in the Workforce

n Polarization into Rich and Poor

Changing Household Composition

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+ Aging of the Baby Boomers

+ Income Polarization n Wealth among a few is increasing

n Middle class shrinking and many remain poor n  Wealth concentrated among top 10%

+ The Take Away

n Americans are… n More Diverse n In Their Family Structure n Ethnically and Racially n In terms of Income and Age n With more Working Women

n There is no “mass market” anymore n Makes strategic communication more complex and challenging

+ Options for Demassified Audience

n More options are giving Viewers/listeners more control over what/when/where they watch/listen to n  Podcasts n  DVR n  VOD n  Laptops n  Smartphones

+ Driven by Broadband Internet

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+ And so…

n  Choice Creates Challenges

n  Diminished Effectiveness n Hard to Find Consumers n Hard to Get Noticed n Hard to Hold Attention n Hard to Encourage Response

+ Response…

n Strategic communicators need to become less reliant on traditional marketing tactics and pursue a new generation of tools/techniques

n Traditional marketing is not going away n Must be complemented by emerging

strategic communication techniques

+ Integrated Marketing Communications

n Need to coordinate strategic communications approaches n Advertising, Public Relations, Promotions, Direct Response, Interactive, and more

n Mutual reinforcement of core themes n Creates synergy and memorability

+ Segmentation and Targeting

n  Need to define multiple audiences

n  Defined by usage, lifestyle, behavior

n  Speak to targets based on their individual needs and wants

+ Positioning and Branding

n  Strategies must Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity

n  Differentiates your brand from competitors with messages that are relevant, original and impactful = ROI

+ Relationship Marketing

n Develop a long-term interactive communication process between a defined segment and the brand

n Use a full array of communication messages and channels to build ties

n Digital, social, and mobile media are key to building relationships

+ Big Data for Digital

n Technology allows narrowcasting and micro-marketing to individuals

n Grounded in synthesis of purchasing and media consumption behaviors n Detailed data on individual consumers

n All the opportunities of the Internet n Google, Amazon, Yahoo!

+ Pull Together into a Communication Plan

n Right strategy

n Right messages

n Right audiences

n Right media outlets

n Right events

n Right promotions

+ Stages of Planning

n  Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities

n  Campaign Strategy - Utilize research to determine target, desired position, and branding strategies

n  Creative Plan - Build message elements off of the creative brief that distills core messaging elements

n  Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement

n  Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added