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Marketing and Communications: Delivering Creative Solutions from the Heart

Marketing and Communications: Delivering Creative Solutions from the Heart. Steve Erickson, CAE Chief Communications Officer Senior Vice President The American College of Cardiology. What We Do:. Face of the ACC Serve as ACC’s public interface with all stakeholders

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Marketing and Communications: Delivering Creative Solutions from the Heart

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  1. Marketing and Communications:Delivering Creative Solutions from the Heart Steve Erickson, CAE Chief Communications Officer Senior Vice President The American College of Cardiology

  2. What We Do: • Face of the ACC • Serve as ACC’s public interface with all stakeholders • Enhance the Brand: the World’s Premiere CV Organization • Communicate Mission of Transforming CV Care and Improving Heart Health • Marketing Muscle Behind the Revenue • Provide expert, efficient and cost-effective marketing and communication services to all parts of the College

  3. Provide Expert, Efficient and Cost-Effective Marketing and Communications for All Leadership Science and Quality Lifelong Learning Advocacy Business Development Membership Human Resources Digital Coordination

  4. Stakeholders

  5. How We Do It: Key Groups • Communications • Corporate Communications • Media Relations • Marketing • Marketing Communications • Branding and Creative • Market Intelligence

  6. Corporate Communications • Print and E-mail (Cardiology magazine, CardioSourceNews, The Advocate, CV News Digest, Quality First SmartBrief, etc.) • Staff and Leadership Communications (talking points, writing, presentations, employee newsletters, etc.) • Social Media (ACCinTouch Blog, Twitter, Facebook, LinkedIn, etc.) • CardioSmart (Community events, social media, etc.) • Member Communications

  7. Media Relations • Responding to mainstream media articles on CV-related features and news • Promoting ACC partnerships, programs, research and health policy positions • Promoting ACC leadership as spokespeople/experts on CV topics • Coordinating ACC Annual Scientific Session Newsroom • Promoting JACC abstracts

  8. Marketing Communications • Integrated marketing communication campaigns tied to organizational goals: • Engage and retain members • Understanding and use of ACC products • Generate revenue and growth • Via: • Direct mail • Targeted e-mails • Advertising (print/web) • Web site content/online messaging • Editorial and media • Field marketing and exhibits

  9. Branding and Creative • Unifies and oversees all College branding • Operates as a full-service in-house design agency • Produces more than 2,500 projects per year • Video coverage of news and events

  10. Market Intelligence • In-house market research team • Quantitative and qualitative tools and abilities • Manages 300+ person monthly CardioSurve panel of U.S. cardiologists • Research includes: • Practice Census • Member Satisfaction Survey • Stakeholder Research • Member Loyalty Analysis • And much more!

  11. 2013 Key Initiatives and Focus: • CardioSmart and patient-centered care communications • News and information as it relates to the Digital Strategy • Increased focus on social media • Cardiology magazine moving to quarterly schedule • Public reporting • Continued communications around health policy and quality • Lifelong Learning Portfolio • Member value

  12. Questions?

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