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Are we there yet?Creating a road map
for your marketing needs
1.12.11
Agenda
• Introduction to the account planning strategy brief
• Application
Avoiding the “Clark Griswold”
• http://www.youtube.com/watch?v=iAgX6qlJEMc
The Account Planning Strategy Brief
What it is
• Your road map to solve a marketing problem
• User-friendly
• Outlines all elements of a marketing plan
What it isn’t
• A comprehensive marketing plan
• A creative brief
• Actual marketing copy/graphic design
Elements of the Brief
Elements of the Brief
• Defines goals
• Assesses current landscape
• Defines who we want to reach
Elements of the Brief
• SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Elements of the Brief
• Key Insights
• Revisit Marketing Objectives
• Marketing Strategies
• Tactics
• Key Messages
• Metrics
Putting It Into Practice
Case Study: The Internal Awareness Campaign
• Goals– Organizational:
• Advance UNMC faculty and staff engagement and understanding of the branding initiative through coordination between Human Resources and Public Relations. (strategic plan item)
Case Study: The Internal Awareness Campaign
• Goals– Marketing:
• Advance engagement and understanding of brand• Inspire continued and stronger advocacy and
support with internal audience.
Case Study: The Internal Awareness Campaign
• Where are we now?– Market/external trends
• Other AHCs embarking on brand campaigns• Budget issues looming• TNMC/UNMCP/University-system
Case Study: The Internal Awareness Campaign
• Where are we now?– Internal assessment
• Launched brand in summer of 2009• Focus on graphic identity up to this point• At a basic “awareness” level right now.
Case Study: The Internal Awareness Campaign
• Who do we want to reach?– Faculty– Staff – Students– Alumni
Case Study: The Internal Awareness Campaign
• SWOT (below chart not inclusive of full analysis)
Strengths Weaknesses
Strong connection to the word VitalVital taps into sense of pride
Staff very focused on conformity to brand guidelines
Opportunities Threats
Students have deeper understanding of brand value than staff/faculty
Competing messages among UNMC/TNMC/UNMCP
Case Study: The Internal Awareness Campaign
• Key Insights– Must leverage pride– Able to “map” brand awareness– Identified gaps in understanding– Preferred communication channels– Key messaging – particularities in response to
vital vs. vitality; I am Vital vs. You are Vital.
Case Study: The Internal Awareness Campaign
• Revisit Marketing Objectives– Move faculty/staff/students from unexposed to
devoted advocates of the UNMC brand.
• Marketing Strategies– Ensure understanding of brand– Inspire/promote ongoing engagement & pride– Empower marketing/communications staff to
use UNMC brand guidelines and messages
Case Study: The Internal Awareness Campaign
• Key Messages– You are Vital.
*Notes• Research found it is more impactful to say “You
are Vital” than “I am Vital.”• Difference between “vital” and “vitality.”
Case Study: The Internal Awareness Campaign
• Tactical Mix– Engagement/Pride
• Spirit Week• Poster system• HR recruitment campaign• Employee Campaign• Brand video• Vital website• Memorable signage
Case Study: The Internal Awareness Campaign
• Tactical Mix– Educate
• UNMC Today stories• Presentations • New Employee Orientation• NU Values program • Employee Development Programs• Student activities fair
Case Study: The Internal Awareness Campaign
• Tactical Mix– Integrate
• Internalization of brand messages – meaning is the key to acceptance and support.
• Enhance campus communicator training opportunities
• Create “virtual community” for campus communicators
Case Study: The Internal Awareness Campaign
• Metrics to track progress– Survey Monkey– HR employee satisfaction survey– Brand identity audit– Vital website stats
Jill CarsonMarketing [email protected]
