Strategy at a Million Miles a Minute
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Transcript of Strategy at a Million Miles a Minute
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Strategy at a Million Miles a Minute
Katie Mayes, director of marketing servicesAshley Martin, client manager
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Where do I start?
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Who has time for an audit?That doesn’t sound like fun.
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**Plus, isn’t marketing supposed to be fun!**
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When do I need to do an audit?
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Goals versus Objectives
You mean they aren’t the same thing? Oy!
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Goal: to raise awareness about my program
Objective: (measurable)to increase inquiries
25 percent over the next six months
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What are you trying to accomplish?
Publicizing an event? Filling a new program’s roster?
Developing a year-round branding campaign?
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Who am I talking to?
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Things to consider: age, race, gender, interests, likes/dislikes, media habits
psychographicdemographicgeographic
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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
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How do you find out what your audience likes and/or responds to?
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The step skipped by most:
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Measurement = Control
Being able to prove what works allows us to manage our
workload and, ideally, stop doing
what doesn’t work.
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Strategy: Targeting• Prioritize audiences• Consider communication pathways and
touchpoints• Develop media mix
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Strategy: Positioning
• Answer:• Why go to your event over another?• Why choose your program over another?• Why care?
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Strategy: Messaging
• Creative solution to positioning• Prioritize facts and figures• Fuel your objectives with words and
visuals
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Now we do stuff!Visual, virtual, verbal, video, venue
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Owning the processWe work together