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Thriving in a Challenging Economy:
Strategies and Best Practices
Renée T. WalkerAssociate Vice President, Public Relations & Marketing
Central Michigan University
Copyright 2009 Central Michigan University. All rights reserved.
Agenda
• Challenging Landscape• Myths and Misconceptions• Brand and Positioning• Consumer Behavior and Marketing• Strategies and Best Practices
Changing Landscape• Changing demographics• Consumer-driven• Marketing personalization• Interactive and rich media• Social media and Blogs• Mobile technology
Myths and Misconceptio
ns
Myths and Misconceptions
Brand and Positioning
• Lives in the minds of its many stakeholders – the sum total of their direct and indirect encounters with the organization
• Becomes the promise the organization makes to its audiences on a daily basis - the essence of what the organization believes it is accomplishing
• Conveys a simple, easy-to-understand concept that encompasses both current and aspirational identities
Strengthening Brand and Positioning
• Deliver the brand positioning via interactions with other influencers and interested audiences
• Serves as the foundation for all communications to the organization’s key audiences
Strengthening Brand and Positioning
Consumer Behavior & Marketing
Consumer Behavior and Marketing
Primary focus of most marketing efforts
Lost opportunities due to fragmented approach
Continuously plays in the background
Endless opportunities to attract and retain customers and clients
SOURCE: HAWKINS-BEST-CONEY
Consumer Behavior and Marketing
SOURCE: HAWKINS-BEST-CONEY
Strategies and Best Practices
=
Newsletter ArticlesPublic RelationsPublic Relations
PR OpportunitiesPR Opportunities
Marketing
MediaPlacements
Presentation & Panel Participation
PR Toolkit• Bylined Articles and Expert Advice
– Provide articles, lessons learned, tips • Networking
– Present yourself as an expert, actively participate in the organization or serve on program committees
• Special Events– Partner with other vendors or organizations to
host informational events
• Trade Shows– Actively pursue presentation opportunities,
including workshops and panel participation
• Leverage local association memberships– Present white papers, case studies or
presentations
Marketing Toolkit• Sharpen your marketing focus
– Target niche markets with e-mail marketing tools and social networking sites
• Focus on your Web presence– Usability, content, SEO and links
• Create referral programs– Reward current customers for providing
new prospects
• Team up with partners – Find products/services that compliment
yours
• Measure Results– ROI, lead generation and Web traffic
If we do not change our direction, we are likely to end up where we are headed.
Chinese proverb
Questions?