An integrated communications marketing plan is necessary to sustain a competitive position in today's markets. Creating strategies for marketing, branding, public relations, design, SEO, and PPC are essential to meet company objectives, and increase growth within the business. View this slideshare presentation to learn about these factors, and questions you should be asking yourself about your business, to reach your goals. Visit Royall Advertising at http://royalladv.com

1. Wednesday, September 11, 13

2. Building an Effective Marketing Plan
Strategic, ROI-focused and covers these four core activities:
• Brand Identity
•
Much more than a logo
The Power of the Public
Press relations, public relations & social media
Differs from paid ads
• Effective Web Marketing
Site development
SEO strategies
eCommerce
• Promotions that Produce
Engage
Cut through
Wednesday, September 11, 13

3. Marketing Communications Planning:
What are you selling?
•
•
Features, advantages and benefits, right?
Classic example: UltraVision
Company leader in ultra wide-band technology
Product one: found people in trapped buildings, under
avalanches, mudslides etc.
Product two: perimeter protection for extremely highvalue business targets
Product three: protection for
municipal officers
Problem was . . .that’s NOT what they were selling
Wednesday, September 11, 13

4. Marketing Communications Plan:
You’re selling the solutions!
• UltraVision was selling:
The emotions of saving a life
The confidence of a businessman
whose assets are protected
A policeman who who knows his
fellow officer AND his tech “have
his back”
• Under the umbrella of a leader in the
future of motion detection
technologies
Wednesday, September 11, 13

5. Can You Name These Brands?
Wednesday, September 11, 13

6. Can You Name These Brands?
Wednesday, September 11, 13

7. Can You Name These Brands?
Wednesday, September 11, 13

8. A Brand Is Much More Than A Logo
• When
you
think
brand,
think…
o Logo
o Color
pallet
o Tone
(verbal
/
wri<en)
o Company
personality
o Company
culture
o Mascots
or
representaBves
o What
you
do
best
for
your
customers
o Events
you
put
on
o What
differenBates
you
Other
things
you’re
known
for
(How
someone
would
describe
you)
Wednesday, September 11, 13

9. A Brand Is Much More Than A Logo
•
Keys
to
Branding
Longterm
then
are
to…
o Commit
to
the
direcBon
o PosiBon
against
the
compeBBon
o Remain
consistent
across
all
touch-­‐points
o Use
exact
color
pallets
(PMS,
CMYK,
RGB
values)
o Create
branding
guidelines
for
all
your
vendors
Wednesday, September 11, 13

10. Public relations, what is it?
• The power of the “objective”
endorsement
• Inform about features, advantages, and
benefits
In-context of understandable story
Educate the media and,
subsequently, your public
• Requires careful consideration of strategy
and timing
• “Free” but not without cost
Three key vehicles: traditional press, social media
and community/corporate relations
Wednesday, September 11, 13

11. Public relations: Traditional Press
• PRESS: best friend/worst enemy, know it
• Critical to bring them news, not product
promotions
Respect their time
Know their profile and interests
• Three times more likely to be read, seen
and believed than an ad
17 secs of a news story is worth more
than a 60-second ad
• Don’t hesitate to be creative
Wednesday, September 11, 13

12. Public Relations: Social Media
• Your blog
Content management is king
Engage, don’t pander
•
•
Offer help, ask for help
Create interaction
• Bloggers
All bloggers are writers, not all
bloggers are journalists
• Social media:
it’s all about trending
Endorsements from those driving
trends is key
Think outside the box
Wednesday, September 11, 13

13. Public Relations: Corporate Social
Responsibility (CSR)
• Don’t “act” good, be good
• Two examples
Walmart
AXIS
Wednesday, September 11, 13

14. Web Design
• Planning:
What's the purpose?
What's the goal?
Anticipated result?
• Process:
Concept art
Wire frames
Programming
Testing
Launch
Wednesday, September 11, 13

15. User Interface
• Planning:
Who will see it?
What mood will be created?
What do you want them to do?
What is a successful visit?
How long will the site exist?
• Process:
Research
• Trends
• Demographics
Anticipate user needs
Plan user flow
Design concept art
Wednesday, September 11, 13

16. Search Engine Optimization (SEO)
The process of increasing traffic to your site using a
search engine’s natural (unpaid or organic) listings.
•
The best way to get organic traffic from SEO is to follow these 3
steps:
Technical
Onsite SEO
Offsite SEO
Wednesday, September 11, 13

17. Pay-Per-Click (PPC)
DEFINITION: Internet ads where you pay each time a user clicks
through to your site from the ad.
• PPC Fundamentals
Choose the right keywords
Write and test strong ad copy
Create strong landing pages
Audit your keyword bids
Wednesday, September 11, 13

18. eCommerce
eCommerce is the art & science behind selling online
eCommerce is the 2nd fastest growing industry in the world
• Answer these questions before selling online
What are you selling?
Who is you audience?
Is there demand for the product online?
Wednesday, September 11, 13

19. Promotions That Produce
• Engage in Neuro-Disruptive promotions
Be the purple elephant, flying pig, or red
rocket
EXAMPLE: The AFLAC “problem” and the
fix
• Top Secret Neuro-Disruptive example!
Commercial parts online resource
Target audience: male, at least 80% or more
A start-up, so missed major trade show
on-floor opportunity
SOLUTION: Guerrilla marketing campaign
• EMOTION: Amusement
• ENGAGEMENT: contest, photos,
“be in the know”
Wednesday, September 11, 13

20. Building a Marketing Communications Plan:
The takeaways
You’re always selling the solution
•
BRAND: Your brand is your face in the public eye
•
PR: Connect to the FABs you are selling and
engage your audience
•
WEB AND DIGITAL MEDIA: An attractive and well planned website
creates credibility
•
PROMOTIONS: There is no box – disrupt peoples
neuro-transmissions and engage
Wednesday, September 11, 13