a gigawatt worth of marketing - florida …publicpower.com/library/presentations/ac...
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A GIGAWATT WORTH OF MARKETING
EFFECTIVE COMMUNICATION TOOLSI. Building The Grid: The Marketing PlanII. Plug In: An Industry OverviewIII. Flip The Switch: Making Contact With
CustomersIV. Keeping The Lights On: Staying Connected
BUILD THE GRID
BUILD THE GRID
Integrated Marketing
Plan
Goals, Objectives, Strategy & Positioning
Branding, Messaging and Creative
Geography Target Audience Timing Budget
Tactics
Advertising Promotions and Events Web Social
Media PR
5 C’S OF BRANDING
1. Commitment• From the top down• At all stages of the
process2. Clarity
• Research• Brand Discovery Session
Who are you?3. Connections
• City, services, staff• Integrated marketing• Ongoing communications
4. Consistency• Maintain control• Simplicity
5. Capital• Deliver on the promise• Resources• Invest in the future
SUCCESSFUL BRANDING
• Always project a positive image
• Communicate in a clear and concise manner the
mission or goals
• Reflect the direction and attitude of the organization
• Establish customer/target audience confidence
• Improve communications with employees, partners
and customers
PLUG IN
MARKETING INDUSTRY
Television Still Dominates Ad Spending in 2011
More U.S. Adults Own a Smartphone Than Have a Degree
Online Ad Spending Set to Hit $50B in 2015
25% of Social Media Users Connect with Companies
45% of Americans see video ads online, for a total of more than 1.7 billion minutes in Jan alone
*Source: Mashable.com
THE MARKETING MERGE
• Peanut Butter & Jelly• Beer & Pretzels• Simon & Garfunkel• Mary-Kate & Ashley• Bert & Ernie• Ice Cream and Pickles
BENEFITS & LIMITATIONS
Traditional• Age• Geography• Message• Brand• Budget• Measurement• Timing
Digital• Age• Geography• Message• Brand• Budget• Measurement• Timing
FLIP THE SWITCH
CORPORATE COMMUNICATIONS• Printed Newsletters and
Emails: Monthly Conservation Tips and Educational Information
• Bill Inserts• Office and New
Customer Hand Outs• In Lobby Videos• Banners• Annual Report
ADVERTISING
Strategy: • Reach, Frequency,
Target Audience• Creative and MessageMedia:• Traditional: TV, Radio,
Outdoor, Print• Online: Banner, Search
Social Media
ADVERTISING
ADVERTISING
ADVERTISING
PROMOTIONS AND EVENTS
Offline• Direct Mail Postcards• Community Events• Contests• Promotional Items
Online• Social Media Awareness• Online Invites
PUBLIC RELATIONS
• Crisis Communications1. Prepare2. Response 3. Maintain4. Rebuild
• The New News Releases• Media Pitching• Partnerships• Content Development• Social Media• Monitoring
WEBSITE
• Organization• Functionality• Update Often• Content & Resources• Email Collection• Social Media• SEO• Video
SOCIAL MEDIA
ToolsFacebook, Twitter, Flickr, YouTube, Vimeo, Blogs FourSquare, LinkedIn
Strategy• Consistent Branding• Communicate• Build Friends and
Followers• Show & Tell
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
Tips• Social media is a tool• Chose the right platforms• Know the influencers• Monitor constantly• Communicate regularly• Respond appropriately• Be proactive• Provide resources• Take it offline• Create a policy• Maintain the brand
SOCIAL MEDIA
Insights• Demographics• Trends• Interaction• Traffic
NEW TRENDS
• QR Codes• Smart Phone Apps• Google +• Online Entertainment
KEEPING THE LIGHTS ON
REMEMBER
•Always build the brand•Commit to the plan and budget•Use your tools and integrate•Constantly communicate•Evaluate and adjust•Be innovative
Jerry Kidd, [email protected]
Patricia Rodriguez, Agency [email protected]
Follow [email protected]/kiddgroup
CONTACT US