Duets: Brand Communication Inside and Out

2

When the ashes clear from the economic Armageddon, the only organizations left standing will be the ones that actually stand for something. Without a purpose that improves people’s lives,

and contributes to the greater good, organizations will struggle.

“

Purpose-Driven Messaging

---- Roy M. Spence Jr.Author of It’s Not What You Sell, It’s What You

Stand For

““

The brands that will thrive in the coming years are the ones that have a

purpose beyond profit.

-- Richard Branson

“ “

Purpose-Driven Messaging

Story Development & Sharing Process

Executive discovery

Purpose-driven creative brief

1

External interviews

Research & review

2

3

4

Creative concepting

Evaluate results

5

Integrated plan & tactics

Execute plan

6

7

8

What is Content Marketing?

Distributing Content with a Purpose

Story

Earned Media

Paid Media

Owned Media

• Website• Blog• SEO• Social Media• Case Studies

• Traditional PR/Media Relations• Social Media Engagement (likes, comments, shares, re-tweets, etc.)

• SEM / Digital / Display• Retargeting• Social Paid Ads• Traditional Paid Ads

8

Story Marketing

Purpose Message

Development

VisualIdentity

CreativeConcepting

PaidAdvertising

MediaRelations

SearchEngine

Marketing

SearchEngine

Optimization

Trade Show

Promotion

Social Media

CommunityManagement

ContentDevelopment

SalesSupport

DigitalDevelopment

InternalCommunications

Video Writing & DevelopmentE-mail

Campaign Development & Execution

Event Creation & Execution

“Many brands have three audiences—B2B, B2C and B2E, which is employees and everyone else.

But there needs to be one story that comes through and resonates across all your audiences.”

-- Chief Marketer

Lincoln Financial

§ Research-based approach: "Every step of the way we researched all of our target audiences and studied competitors to ensure we thoroughly understood the attitudes of Americans post 2008 and expectations for their financial services partner, as well as how to meaningfully differentiate a financial services brand from the competition."

§ Emotion first: Appeal to emotions as well as reason. Finance is a highly emotional and very personal topic. "We weren’t afraid to approach it that way with our creative and then provide tools and education after the emotional appeal."

§ Integrated campaign: Public Relations and internal brand communications are asimportant as advertising.

§ Media partnerships: Entered into targeted, vertically integrated media partnerships thatextended reach while trying new media channels.

§ Inside out: "Internal branding started first and our November 2011 launch was designed|as an employee launch to get employees across the country engaged with the new campaign and become brand ambassadors for Lincoln."

11

12

Final Thoughts

& Thank You!