1. Strategy at a Million Miles a Minute Katie Mayes, director of marketing services Ashley Martin, client manager

2. Where do I start?

4. Who has time for an audit? That doesn’t sound like fun. 

6. **Plus, isn’t marketing supposed to be fun!**

8. When do I need to do an audit?

9. OLD Engineering pieces from Michael

10. NEW Engineering pieces from Michael

11. Goals versus Objectives You mean they aren’t the same thing? Oy!

12. Goal: to raise awareness about my program Objective: to increase inquiries 25 percent over the next six months

13. What are you trying to accomplish? Publicizing an event? Filling a new program’s roster? Developing a year-round branding campaign?

14. Who am I talking to?

16. Things to consider: age, race, gender, interests, likes/dislikes, media habits psychographic demographic geographic

18. Demographics Male 60+ Married $60,000+ annual income Psychographics Golfer Moderate Republican Lifetime member of the NRA Ice fisherman

20. Demographics Female 18-22 Single Less than $20,000 annual income Psychographics English major who loves Shakespeare (Juliet, anyone?) Spends online $300/month at ModCloth.com (vintage clothing website) Tweets all day, every day Posts often to GoodReadS

21. How do you find out what your audience likes and/or responds to?

22. The step skipped by most:

23. Measurement = Control Being able to prove what works allows us to manage our workload and, ideally, stop doing what doesn’t work.

25. Strategy: Targeting Prioritize audiences Consider communication pathways and touchpoints Develop media mix

26. Strategy: Positioning Answer: Why go to your event over another? Why choose your program over another? Why care?

27. Strategy: Messaging Creative solution to positioning Prioritize facts and figures Fuel your objectives with words and visuals

28. Visual – the look and feel Virtual – online presence Verbal – not just words Video – not effective for all audiences Venue – getting out into the world

29. Owning the process We work together

30. Questions ? Katie Mayes, kmayes@k-state.edukmayes@k-state.edu Ashley Martin, ashley07@k-state.eduashley07@k-state.edu 785-532-2535