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JANET(UK) Marketing. Russell Nelson. This is not…. A text book approach It is my personal view of some things that work and others that do not. NREN Marketing Evolution Structure Path. Stage1) One person doing it all Stage 2) Team doing it all
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JANET(UK) Marketing Russell Nelson
This is not…. • A text book approach It is my personal view of • some things that work • and others that do not
NREN Marketing Evolution Structure Path Stage1) One person doing it all Stage 2) Team doing it all Stage 3) Everyone does it – team facilitates/coordinates
NREN Marketing EvolutionSales Path Stage 1) Information Stage 2) Persuasion
Embedded Marketing Get: • Buy in • Budget
What works well? Internal: • Brand Guidelines • Editorial Control • Website External: • PR Agency • Awards
Brand Guidelines Identity • Logos • Colour • Font • Images • Publications • Presentations • Events and Exhibitions Policy • Publications • Media & PR • Online Policy • 3rd Party • Contacts
Editorial Control • Ensure appropriateness: • Political • Technical • Grammatical • Stylistic • but for the web……
PR Agency • Monthly retainer • + special projects
Awards • Major network upgrade • Procurement • Shared Service
What does not work well? Internal Balance?
Next Steps • Market Research • Web 2.0
In Summary • Embed your marketing • Chimp or champ?