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Strategy at a Million Miles a Minute

Strategy at a Million Miles a Minute. Katie Mayes, director of marketing services Ashley Martin, client manager. Where do I start?. Who has time for an audit?. That doesn’t sound like fun. . **Plus, isn ’ t marketing supposed to be fun !**. When do I need to do an audit?.

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Strategy at a Million Miles a Minute

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  1. Strategy at a Million Miles a Minute Katie Mayes, director of marketing services Ashley Martin, client manager

  2. Where do I start?

  3. Who has time for an audit? That doesn’t sound like fun. 

  4. **Plus, isn’t marketing supposed to be fun!**

  5. When do I need to do an audit?

  6. Goals versus Objectives You mean they aren’t the same thing? Oy!

  7. Goal: to raise awareness about my programObjective: (measurable)to increase inquiries 25 percent over the next six months

  8. What are you trying to accomplish? Publicizing an event? Filling a new program’s roster? Developing a year-round branding campaign?

  9. Who am I talking to?

  10. Things to consider: age, race, gender, interests, likes/dislikes, media habitspsychographicdemographicgeographic

  11. Psychographics English major who loves Shakespeare (Juliet, anyone?) Online spending of $300/month at ModCloth.com (vintage clothing website) Tweets all day, every day Posts weekly to GoodReads Demographics Female 18-22 Single Less than $20,000 annual income

  12. How do you find out what your audience likes and/or responds to?

  13. The step skipped by most:

  14. Measurement = Control Being able to prove what works allows us to manage our workload and, ideally, stop doing what doesn’t work.

  15. Strategy: Targeting Prioritize audiences Consider communication pathways and touchpoints Develop media mix

  16. Strategy: Positioning Answer: Why go to your event over another? Why choose your program over another? Why care?

  17. Strategy: Messaging Creative solution to positioning Prioritize facts and figures Fuel your objectives with words and visuals

  18. Now we do stuff!Visual, virtual, verbal, video, venue

  19. Owning the process We work together 

  20. Questions? Katie Mayes, kmayes@k-state.edu Ashley Martin, ashley07@k-state.edu 785-532-2535

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