Are we there yet? Creating a road map for your marketing needs

Agenda Introduction to the account planning strategy brief Application

Avoiding the “Clark Griswold” Mc

The Account Planning Strategy Brief

What it is Your road map to solve a marketing problem User-friendly Outlines all elements of a marketing plan

What it isn’t A comprehensive marketing plan A creative brief Actual marketing copy/graphic design

Elements of the Brief

Defines goals Assesses current landscape Defines who we want to reach

Elements of the Brief SWOT Analysis StrengthsWeaknesses OpportunitiesThreats

Elements of the Brief Key Insights Revisit Marketing Objectives Marketing Strategies Tactics Key Messages Metrics

Putting It Into Practice

Case Study: The Internal Awareness Campaign Goals –Organizational: Advance UNMC faculty and staff engagement and understanding of the branding initiative through coordination between Human Resources and Public Relations. (strategic plan item)

Case Study: The Internal Awareness Campaign Goals –Marketing: Advance engagement and understanding of brand Inspire continued and stronger advocacy and support with internal audience.

Case Study: The Internal Awareness Campaign Where are we now? –Market/external trends Other AHCs embarking on brand campaigns Budget issues looming TNMC/UNMCP/University-system

Case Study: The Internal Awareness Campaign Where are we now? –Internal assessment Launched brand in summer of 2009 Focus on graphic identity up to this point At a basic “awareness” level right now.

Case Study: The Internal Awareness Campaign Who do we want to reach? –Faculty –Staff –Students –Alumni

Case Study: The Internal Awareness Campaign SWOT (below chart not inclusive of full analysis) StrengthsWeaknesses Strong connection to the word Vital Vital taps into sense of pride Staff very focused on conformity to brand guidelines OpportunitiesThreats Students have deeper understanding of brand value than staff/faculty Competing messages among UNMC/TNMC/UNMCP

Case Study: The Internal Awareness Campaign Key Insights –Must leverage pride –Able to “map” brand awareness –Identified gaps in understanding –Preferred communication channels –Key messaging – particularities in response to vital vs. vitality; I am Vital vs. You are Vital.

Case Study: The Internal Awareness Campaign Revisit Marketing Objectives –Move faculty/staff/students from unexposed to devoted advocates of the UNMC brand. Marketing Strategies –Ensure understanding of brand –Inspire/promote ongoing engagement & pride –Empower marketing/communications staff to use UNMC brand guidelines and messages

Case Study: The Internal Awareness Campaign Key Messages –You are Vital. *Notes Research found it is more impactful to say “You are Vital” than “I am Vital.” Difference between “vital” and “vitality.”

Case Study: The Internal Awareness Campaign Tactical Mix –Engagement/Pride Spirit Week Poster system HR recruitment campaign Employee Campaign Brand video Vital website Memorable signage

Case Study: The Internal Awareness Campaign Tactical Mix –Educate UNMC Today stories Presentations New Employee Orientation NU Values program Employee Development Programs Student activities fair

Case Study: The Internal Awareness Campaign Tactical Mix –Integrate Internalization of brand messages – meaning is the key to acceptance and support. Enhance campus communicator training opportunities Create “virtual community” for campus communicators

Case Study: The Internal Awareness Campaign Metrics to track progress –Survey Monkey –HR employee satisfaction survey –Brand identity audit –Vital website stats

Jill Carson Marketing Specialist