1. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. The Marketing Foundation…Messaging Phil Morabito, CEO Pierpont Communications, Inc.

2. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved.

3. What are key messages? Product/Service Possible Key Messages Phase I

4. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. What are key messages?  Facts about your company, product or service you want target audiences to know l Key messages can be: Historical Descriptive Informational Differentiating Promotional

5. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. The Value of Messaging  Messaging should: l Educate your target audiences about your company, product or service l Position your company in the marketplace l Connect your product or service with audiences’ pain points or interests l Differentiate you from competitors l Sell your product or service l Appear consistently and repetitively across all communications

6. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Identify Target Audiences Conduct needs assessment for each audience Ensure that messaging speaks to audience needs Leverage marketplace trends to tweak messaging

7. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Identify Target Audiences  Know who you are targeting with your messages  Prospects, customers, employees, potential employees, partners, investors, the media, the general public, elected officials, business leaders, industry officials, peers, etc.  Conduct needs assessments for each audience  Ensure messaging speaks to audience needs  Leverage trends in marketplace to tweak messaging

8. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Build Internal Consensus Possible Key Messages Phase II Build Internal Consensus on Company Messages

9. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Build Internal Consensus on Company Messages  Hold a “messaging” session with management team  Detail important features/benefits of product or service  Develop list of potential messages  Write them down  Categorize as company, product, etc. if necessary  Evaluate, prioritize, refine  Agree  Create an “elevator pitch”  Practice communicating messages

10. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Align Messaging Final Key Messages Align Messaging with Communications and Company Identity

11. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Align Messaging with Communications and Company Identity  Ensure that company identity (logo, letterhead, etc.) complement messaging, and vice versa  Identify appropriate, most effective communication methods to reach target audiences  Brochure, Web site, events, meetings, email newsletters, direct mail, sales materials, promotional items, trade show booths, presentations, media outlets, etc.  Adjust messages accordingly  Be consistent

12. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Test and Evaluate Test messages/ Evaluate Effectiveness

13. Public Relations, Investor Relations, Marketing and Interactive Copyright 2004 by Pierpont Communications, Inc. All rights reserved. Test Messages/Evaluate Effectiveness  Survey audiences  Host focus groups  Track Web site traffic  Conduct perception audits  Review media coverage  Evaluate message pull-through  Refine and adjust messaging as necessary