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BREAKING)THROUGH)THE)NOISE:)REACHING)AND)ENGAGING)YOUR)TEAM)THROUGH)INTERNAL)MARKETING
Presented(by(Elizabeth(Kester,(MSN,(RN@eakester
Disclosures
The$presenter$for$this$presentation$has$disclosed$no$conflict$of$interest$related$to$this$topic.
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Understand)the)importance)of)clear,)concise)and)sometimes)creative)email)communication
Understand)the)unique)challenges)to)reaching)deskless employees
Learn)several)marketing)tips)to)introduce)new)ideas)or)information
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Objectives
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2.7$billion$(80%)$of$global$workforce$doesn’t$sit$at$a$desk.$
148$million$of$them$work$in$healthcare.
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Deskless workforce
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We#have#a#problem
Survey'says…
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Marketing
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The$members$of$your$team$are$the$consumers$of$your$product
Marketing
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! Personalization,and,emotional,connection,are,key
! Be,innovative
! Be,human;,share,a,story
! Create,value;,quality,and,relevance,vs,quantity
! Visual,content,vs,1000,words
! Inform,and,educate,the,‘behind,the,scenes’,(velvet,rope)
MarketingSuccessful(marketing(campaigns(make(you(feel something
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• An#opening#snipet “preview”
• No#more#than#~230#words
• Subject#line#that#catches#attention
They*can’t*unsubscribe,*but*they*can*ignore*you
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29/10/2019
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10
EmailHannaford,will,get,opened
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EmailKeep)it)simple
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The(one(place(no(creativity(is(needed
MarketingKeep,them,awake
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• Make%it%relevant%
• Make%it%personal%and%exclusive
• Make%it%interesting%
• Make%it%brief%
• Make%it%easy
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If#you#do#nothing#else
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Thank&you!
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10#email#marketing#do’s#and#don’ts.#(2019,#July).#Retrieved#from#https://www.campaignmonitor.com/resources/infographics/10DemailD
marketingDdosDandDdonts/#
The#rise#of#the#deskless workforce.#(2018).#Retrieved#from#http://desklessworkforce2018.com/
Busting#email#marketing#myths.#Retrieved#from#https://downloads.digitalmarketingdepot.com/rs/727DZQED44/images/BRO_1907_BstngMyths.pdf?mkt_tok=eyJpIjoiTVROaVlXWmtPR1l3WVRBeiIsInQiOiI0K1lZMk05N2ZGYTFkNGRwcVcyVWMzXC80aVNk
M1lcL2d0TnZLTzhSTUVySEhxcHpsbjNkemJJazFVVDFrZmhqdUhXeUdUT2Fmcmh0UHlXZURTXC9IVG5SMTg0V0dudFptMkdYclprK0s4ZVVOSEFLcjMyV2JwM1E4WUZuQ0xEYVpVRyJ9
Brandell,#N.#(2019,#April#25).#Gen#Z#doesn't#need#your#brand:#5#steps#to#win#them#over#[Webinar].#Retrieved#from#
https://event.webcasts.com/starthere.jsp?ei=1239569&tp_key=ffcebffd1a
Smith,#B.#(2018).#15#visual#content#marketing#statistics#that’ll#blow#your#mind.#Retrieved#from#https://www.jeffbullas.com/visualDcontentDmarketingDstatistics/
Personal#communication#with#Alex#MacAaron,#Creative#Director,#B#Direct#Marketing#Communications#(July#23,#2019)
Personal#communication#with#Marcia#Emerson,#Director,#Internal#Communications,#Beth#Israel#Deaconess#Medical#Center#(August#8,#2019)
Great#article#on#the#best#infographic#creation#sites:#https://buffer.com/library/infographicDmakers
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References
15
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