Developing a simple marketing communication strategy by Mel Kettle
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These slides provide an overview of how to create a simple marketing and communication strategy - looking at online and offline communication, including social media.
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Developing a simple marketing communication strategy by Mel Kettle
- 1. Developing a simple marke0ng communica0on strategy 21 June 2018 | Mel Kettle
- 2. If you fail to plan, you are planning to fail - Benjamin Franklin
- 3. Research • Environmental trends • Demographic trends • Market trends • Competitors • Customer • Internal challenges Look at: • Sensis Social Media report 2017 • Census data • Industry reports Image: Shutterstock
- 4. Goals and objec9ves Specific Measurable Agreed upon Realistic Time-based Image: Shutterstock
- 5. Target audience Who are they? • demographics - age, gender • geographic - where? • buying preferences - online vs brick • psychographic - attitude, value, lifestyle • where do they hang out on social?? Also look at other stakeholders • Staff, Board, Executive Management Image: Shutterstock
- 6. Key considera9ons • Strategic plan • Approval process • Resourcing - time, budget, people • Stakeholders Image: Shutterstock
- 7. Communica9on channels Offline • Mass media advertising - TV, radio, print • Outdoor - billboards, cars • Brochures • Presentations, events Online • websites and ecommerce • social media • email marketing • Adwords, Facebook ads Image: Shutterstock
- 8. Iden9fy the right channels for your audience • Who is your audience? • Where do they hang out? • How do they like to receive information? words, video, audio • What is your message?
- 10. Social media channels • Facebook, twitter, LinkedIn etc • Ads - Facebook, Instagram etc • Scheduling - SmarterQueue, Buffer, Hootsuite Image: Shutterstock
- 11. Time management
- 12. Editorial calendar January 1 New Years Day 26 Australia Day February 14 Valentines Day March April May June July August September October November December
- 13. Content calendar Topic/Title Content/details Keywords Target audience Offer/Call to Action Monday Author - Due date - Publish Date Tuesday Wednesday Thursday
- 14. Resource mangement • Money • Time • People • Look at what can be outsourced - internally AND externally Image: Shutterstock
- 16. Measurement & metrics • Sales • Customers • Share of market / share of wallet • Social media • volume, reach, engagement, share of voice, influence Don’t forget to review and refine! Image: Shutterstock
- 17. Risk • Failure to engage • Confidential information posted on social media • Unauthorised use of photos • Operational risks - the risk of loss resulting from: • inadequate or failed internal processes • people and systems • external events. • Reputation risks Image: Shutterstock
- 18. July Workshops How to become a social association • Melbourne - 5 July • Sydney - 10 July • Brisbane - 12 July • Wellington - 26 July https://www.melkettle.com/events/ Book by Friday for a 10% discount - use the code: WEBINAR
- 19. My book A signed hard copy - melkettle.com Unsigned - Amazon, Barnes & Noble ebook - Amazon, iBooks, Kobo
- 20. Want more? Pop your email in the chat box •Workshops •Coaching •Training •Mentoring •Keynotes Image: Shutterstock
- 22. Image: Shutterstock Mel KeIle 0404 600 889 melkettle.com mel@melkettle.com