HROFFICE USER CONFERENCE 2005 Marketing 101 Deanna Fulton Marketing & Business Development Image Ink Studio

HROFFICE USER CONFERENCE 2005 Dr. Suess Green Eggs and Ham:

HROFFICE USER CONFERENCE 2005 An Introduction to Marketing Vision Mission Brand Statement Look Measurable Results

HROFFICE USER CONFERENCE 2005 Who Has What? Vision/Mission Strategy Defined Target Demographics Competitive Intel Brand Company Name They Like

HROFFICE USER CONFERENCE 2005 Marcom Vehicles - Brand HROFFICE USER CONFERENCE 2005

Marcom Vehicles - Website HROFFICE USER CONFERENCE 2005

Marcom Vehicles - Brochures HROFFICE USER CONFERENCE 2005

Marcom Vehicles - Advertising HROFFICE USER CONFERENCE 2005

Marcom Vehicles - Promotions HROFFICE USER CONFERENCE 2005

Marcom Vehicles - Events HROFFICE USER CONFERENCE 2005

A, B, C’s of Marketing A. Do You Know What Marketing Is? B. Do You Need Marketing? C. Are You Ready to Start Marketing? D. Are You Committed to Following Through? E. Do You Know Your Audience?

HROFFICE USER CONFERENCE 2005 “Sam-I-AM” Know the Company / Product or Service Evolving from Vision to Deliverable Going to Market Promoting it to the Target Audience

HROFFICE USER CONFERENCE 2005 What is Marketing? Two Basic Components of Marketing Product Marketing Marketing Communication

HROFFICE USER CONFERENCE 2005 Start Defining Strategy A common marketing faux pas is starting with answers, rather than asking strategic questions

HROFFICE USER CONFERENCE 2005 Strategy Variables Startup Versus Established Company Positioning for Public or Private Investors Cash Burn Timeline Who Should Oversee the Effort?

HROFFICE USER CONFERENCE 2005 Cue It Up Business Objectives Needs Assessment Strategy Budget Human Resources Skill Assessment

HROFFICE USER CONFERENCE 2005 Development Marketing Can Get Very Expensive!!! Be strategic with the order you implement the marketing program Try not to jump directly to sales promotion Establish brand basics Start small with targeted programs

HROFFICE USER CONFERENCE 2005 All in a Days Work - Staffing First: Executive type decision maker in charge Later: Marketing staff with direct communication with leadership

HROFFICE USER CONFERENCE 2005 Try It On! Try on Your Marketing Style First Consultants Outside Vendors Focus to Start: Overall brand programs with single product or service “I do not like it in a box. I do not like it with a fox…”

HROFFICE USER CONFERENCE 2005 Marketing Campaign Wisdom Sit With the Concepts Talk Through Your Audience Perception If Possible, Talk With Your Audience Follow Your Gut “Sam, if you will let me be, I will try them. You will see.”

HROFFICE USER CONFERENCE 2005 Be a 3 Year Old Question It All!! The Premise The Differentiators The Timing

HROFFICE USER CONFERENCE 2005 What’s In a Story Strategically Create the Brand Experience Story: Brand Statement, Messaging, Vision, Mission Statements Look: Name, Logo, Color Palette Standards: Brand & Graphic

HROFFICE USER CONFERENCE 2005 Action Brand Plan Let the Story Unfold Competitive Research & Analysis Marketing Plan Elevator Speech, Tagline Tactical Roadmap

HROFFICE USER CONFERENCE 2005 Now You Are Getting Brand Equity Buy-in to your brand comes through the brand story, consistency and persistence, pepper this with creativity and you have it “Ok, I will try your Green Eggs & Ham, but I know I won’t like them Sam I AM”

HROFFICE USER CONFERENCE 2005 Important Factors of Brand Equity Consistency Trackable Results & ROI Business Objectives Aligned with Programs Keep it Fresh and Flexible Leverage What Works, Drop What Doesn’t

HROFFICE USER CONFERENCE 2005 Where is Your Money Going? The most expensive aspects of marketing are research and outward facing programs Leverage Your Brand Create Targeted Campaigns Keep the Programs Vibrant and Content Fresh (Especially Websites)

HROFFICE USER CONFERENCE 2005 Q & A Deanna Fulton Marketing & Business Development Image Ink Studio