Carl Baumann is a certified mentor with SCORE specializing in writing business and marketing plans, business financial management, strategic planning & objective setting, organization & process improvement (process mapping) and general business management. Erin Smith is a senior account supervisor with MMI, a full-service communications firm that provides strategy-led, integrated campaigns to Fortune 500, middle-market, and emerging-growth companies. She specializes in event planning and management, media relations, brand strategy and advertising campaign development. Erin leads integrated communications campaigns for some of MMI’s largest clients. Scott Scaggs is a Creative Director and VP Partner with CLEAN DESIGN, a brand & design agency that creates competitive advantages for their clients by developing a unique brand voice and differentiated design, bringing these to life across every touch point. Scott believes in encouraging and shaping good ideas rather than just tearing down the ones that don’t work. His 20+ years in the business have refined his ability to quickly interpret strategic input into meaningful creative.

1. BOOST YOUR MARKETING
STRATEGY
August 6, 2014

2. Marketing
“Marketing is about creating top-line growth, inspiring
the organization to persuade people to buy more and
pay more.”
Mark Sherrington
“Marketing encompasses the entire business as seen
from the customer’s point of view.”
Peter Drucker
2

3. 3
3
Detailed Products &
Services Description
Customer
Profiles
Competitive
Analysis
Brand Description
Marketing Message
Marketing Communications Plan Sales Plan
Marketing Plan Process
Operations Plan
Values/Mission/Vision

4. Defining Your Brand
• Brands are promises that customers start to believe in
over time
• Brands are a mark of pride
• Brands are a simplifier of choice
• Brands are differentiated
• A brand is a promise that links a product or a service
to a consumer
4

5. 5
Marketing Message
“Your marketing message is a coordinated promotional
message delivered through one or more channels (such as
print, radio, television, direct mail, networking and personal
selling) to influence your target customer to see the value in
your product/service and to purchase your product/service
at a price that reflects that value”.

6. 6
Marketing Message
Your marketing message :
• grabs your target market’s attention
• tells them how you can solve their problem
• why they should trust you
• why they should choose to do business with you over and
above any and all other choices they might have.
• is stated in such a way that it is direct and clear
• is understandable to your target market
• triggers an emotional reaction in your potential customers

7. 7
Brand & Marketing Message
• Without a strong brand and subsequent marketing message
you will not be able to sustain or grow your business.
• Stay focused on developing and enhancing your brand, staying
true to your brand by consistently delivering on your brand
promise.
• Ensure that your marketing message communicates your
brand promise to your target customer in a clear,
understandable, compelling way.

8. 8
Marketing Communications Plan
• Describes the tactics and vehicles you will use to deliver your
marketing message to your target customers.
• Should be simple and easy to execute as well as measurable.
• Should use activities and vehicles that intersect and resonate
with your target customers.
• Moves your target customers through the brand funnel (next
slide).
• Typically over one year of activity.

9. 9
Brand Funnel
Awareness
Consider/Trial/Sampling
Main
Shop
Use
Occasionally

10. 10
Marketing Communications Plan
Brand
Marketing Message
Tag Line Elevator Pitch
Marketing Communications Plan
Your Business Image Events
Website Newsletter
Customer Service Direct Mail
Pricing White Papers/
Public Relations Case Studies/
Networking Reports
Promotions Videos/Podcasts
Advertising Photos & Slide Decks
Advertising Media Telemarketing
Internet Marketing/Social Media Texting
Packaging & Distribution Personal Visits
Business Operations Word-of-Mouth
Strategic Partnerships Sponsorships
Triple Bottom Line Philosophy
“Social” & “Green” Operating & Marketing

11. SCORE Contact Information
SCORE Chapel Hill is available to assist you with free and
confidential business counseling
Sign up tonight for a mentoring session with 2 SCORE mentors.
We will contact you to schedule an appointment.
You can also contact us through our website:
http://chapelhill.score.org
or by calling our office at 919-968-6894.
A volunteer will contact you within two days
11

12. Your brand already exists.
How are you going to influence it?

27. • Understand your brand’s role
• Stay true to your strategy
• Be consistent in execution

28. Public Relations:
The Basics
Presented By: Erin Smith, MMI

29. What Is Public Relations?
• What do you think of when you hear PR?
• "Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics."

30. Why PR?
• Why include PR as part of your marketing
strategy?
– It’s cost-effective
– Provides third party endorsements
– Can help SEO
– The Secret Ingredient

31. The Message
• Know what message you want to
communicate and to whom.
• KISS
• Be an good writer

32. Know Your Audience
• Who uses your products/services?
• How do they receive information?
• Does your audience know you?

33. Reporter Relations
• Remember – it’s a mutually beneficial
relationship.
• You HAVE to tie your news to something
current.
• Know your reporter

34. For more information and
free confidential business counseling,
please contact us at:
www.chapelhillscore.org