Thriving in a Challenging Economy:

Strategies and Best Practices

Renée T. WalkerAssociate Vice President, Public Relations & Marketing

Central Michigan University

Copyright 2009 Central Michigan University. All rights reserved.

Agenda

• Challenging Landscape• Myths and Misconceptions• Brand and Positioning• Consumer Behavior and Marketing• Strategies and Best Practices

Changing Landscape• Changing demographics• Consumer-driven• Marketing personalization• Interactive and rich media• Social media and Blogs• Mobile technology

Myths and Misconceptio

ns

Myths and Misconceptions

Brand and Positioning

• Lives in the minds of its many stakeholders – the sum total of their direct and indirect encounters with the organization

• Becomes the promise the organization makes to its audiences on a daily basis - the essence of what the organization believes it is accomplishing

• Conveys a simple, easy-to-understand concept that encompasses both current and aspirational identities

Strengthening Brand and Positioning

• Deliver the brand positioning via interactions with other influencers and interested audiences

• Serves as the foundation for all communications to the organization’s key audiences

Strengthening Brand and Positioning

Consumer Behavior & Marketing

Consumer Behavior and Marketing

Primary focus of most marketing efforts

Lost opportunities due to fragmented approach

Continuously plays in the background

Endless opportunities to attract and retain customers and clients

SOURCE: HAWKINS-BEST-CONEY

Consumer Behavior and Marketing

SOURCE: HAWKINS-BEST-CONEY

Strategies and Best Practices

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Newsletter ArticlesPublic RelationsPublic Relations

PR OpportunitiesPR Opportunities

Marketing

MediaPlacements

Presentation & Panel Participation

PR Toolkit• Bylined Articles and Expert Advice

– Provide articles, lessons learned, tips • Networking

– Present yourself as an expert, actively participate in the organization or serve on program committees

• Special Events– Partner with other vendors or organizations to

host informational events

• Trade Shows– Actively pursue presentation opportunities,

including workshops and panel participation

• Leverage local association memberships– Present white papers, case studies or

presentations

Marketing Toolkit• Sharpen your marketing focus

– Target niche markets with e-mail marketing tools and social networking sites

• Focus on your Web presence– Usability, content, SEO and links

• Create referral programs– Reward current customers for providing

new prospects

• Team up with partners – Find products/services that compliment

yours

• Measure Results– ROI, lead generation and Web traffic

If we do not change our direction, we are likely to end up where we are headed.

Chinese proverb

Questions?