alternative strategies for marketing drdc and moving forward derek a. stertz city of centennial
TRANSCRIPT
![Page 1: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/1.jpg)
DRDC Alternative Strategies for Marketing DRDC
and Moving Forward
Derek A. StertzCity of Centennial
![Page 2: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/2.jpg)
Table of ContentsMarketing 101
4 P’s of Marketing4 C’s of MarketingPositioning and Targeting
DRDC ContextDRDC’s P’sDRDC’s C’sAlternative Strategies
Open Discussion to Move Forward
![Page 3: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/3.jpg)
The 4 P’s of Marketing (product oriented)
Product Place Price Promotion
![Page 4: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/4.jpg)
The 4 C’s of Marketing (customer oriented)
Customer Value Cost to the Customer
Convenience for the Buyer
Communication
![Page 5: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/5.jpg)
Positioning and TargetingPosition:
What makes us different from our competition?What do we offer over our competition?
What do we do?Target:
Who wants our product?Know your audience!
![Page 6: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/6.jpg)
Where we’ve been and the idea of DRDCThe vacuum of a central data storeThe incredible need for dataStandards DevelopmentAuthoritativeRegional CollaborativeCost effective
The ONE MAJOR Problem….
![Page 7: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/7.jpg)
DRDC’s P’s of Marketing (product oriented)Product - Authoritative Spatial
Data
Place - One Stop Shop at DRCOG
Price - Is Right
Promotion - Workshops at REI, CHM, DRDC
![Page 8: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/8.jpg)
DRDC C’s of Marketing (customer oriented)
Customer Value - Authentic and Standard
Cost to the Customer - Prohibitive
Convenience for the Buyer - Very convenient if created
Communication - Focused on Us
![Page 9: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/9.jpg)
Alternative StrategiesEssential Problem is US!
Our audience isn’t understoodLosing the message… i.e. the details. We haven’t calculated the intangibles as a groupWe don’t do PR\Marketing and shouldn’t tryJesus couldn’t preach in NazarethOnly Nixon could go to China
![Page 10: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/10.jpg)
Alternative StrategiesOur audience is our boards and commissions…not us
The message is that we can save money
Intangibles can be measured, but who will do it and how
We should not speak for ourselves. We need to have others speak for us
We need a new committee based less on finding money and pitching ideas
![Page 11: Alternative Strategies for Marketing DRDC and Moving Forward Derek A. Stertz City of Centennial](https://reader035.vdocuments.mx/reader035/viewer/2022081908/56649f225503460f94c3afb5/html5/thumbnails/11.jpg)
Open Discussion on Moving Forward: