As your company grows, there comes a time where creating and implementing a suite of public relation programs becomes essential. As you begin to attract attention, seek name recognition and look to establish brand loyalty you need to work with creative professionals that can identify your particular audiences and the effective media resources to deliver your message. Operating in partnership with your investor relations enterprise, a targeted and comprehensive public relations campaign exposes the world to your products and services, your unique business model and most importantly your name!
Getting a handle on all the myriad of ways your company is communicating with its variety of target audiences is often an overlooked quality assurance measure. It's easy to become so busy in the day-to-day running of a business, including all the marketing activity and any customer service or fulfillment activities that it doesn't occur to businesses to step back and take a birds-eye view of what they're doing in terms of our communications. This is an opportunity to identify potential "wear out" of your audience; it's also a great way to find efficiencies by minimizing duplication; and it can be a chance to find new ways of communicating that are more effective. An audit is also the only way to check for consistency in messaging and branding because the process looks at the communications all at once. You'll be able to see whether branding guidelines are being followed or, if there aren't any guidelines then you'll see how people/departments are communicating the brand. The deliverable is a written analysis and summary of findings, including recommendations around streamlining and maximizing existing or new communication tools.
Brand Value Offering
Whether a company is seeking ways to enhance their brand experience or is exploring its current brand value and equity in the marketplace the Brand Value offering can be customized to meet your business objective(s). This is an engagement that looks at the big picture and takes a sweeping view of your company's interactions, both existing and potential, with its target audience(s), also referred to as customer touchpoints, and then delivers a research-based written plan outlining recommendations on how to improve and sustain the brand experience and includes key considerations for implementation.
Marketing Strategy Development
Understanding your target audience(s), whether it's the end customer or another business, is a major key to success when your company is looking to expand into new markets/audience segments or seeking to maximize its growth potential in existing markets. Strategy development would also include looking at co-branding opportunities and cause marketing partnerships, if that is an area of interest, from a customer-oriented perspective. This development process analyzes the product, price, and place as much as the promotion side of marketing. The deliverable is a research-based written plan including a customer insight analysis and recommendations, and a PowerPoint presentation that highlights key points from the plan. If your company hasn't conducted a SWOT analysis then this could be included as part of the planning process.
Integrated Marketing Communications Planning
Should your company be blogging or using LinkedIn? Should you sponsor a sporting event or nonprofit event? Are my customers using email or Twitter for customer service related issues? What does over-communication look like and are we doing it to our customer? These and other related questions can be effectively addressed in the planning process which includes an assessment of your current communication streams with your target audience(s). Whether you're interested in a corporate marketing communications plan or looking for just the right marketing mix for a particular product, service or line of business you want to be sure it meets your business objectives, aligns with your brand, fits within your budget, and has a respectable ROI. The comprehensive written plan will include a customer insight analysis, be results-oriented, measurable wherever possible, and include tactics that are based upon industry best practices and/or are on strategy. Depending on your company's objectives, this plan could include recommendations for internal audiences (sales force, for example) or even channel or vertical audience segments.
Public relations Itinerary
- Define your objectives and identify audiences
- Uncover challenges and opportunites
- Develop brand image and personality
- Create marketing communication initiatives and innovative strategies
- Activate and execute the program with evaluation and refinement
Building & Maintaining an Effective Public Relations Platform:
- Media outreach, press conferences, news writing, multi-media press releases
- Media planning, buying and placement
- Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
- Trade shows/special events
- Broadcast, print, out-of-home & online advertising
- Interactive web strategy, design & development, rich media
- Social Media including Facebook, Twitter, YouTube, blogger relations & support
- Sales materials, brochures, annual reports, signage
- Google AdWords, Google Analytics, banner ads, landing pages
- In-house TV and video production
- Planning and managing creative promotional programs
- Offline/online direct marketing
- Media training, preparing interviews, developing the message, performance reviews
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