Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.

1. Marketing &PR Planning Clayton Kraby

2. BENEFITS OF PLANNING Well Defined Goals Focused Resources Targeted Audiences Defined Strategies Measurable Results Accountability

3. DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?

4. DEFINE YOUR AUDIENCE It’s NOT everybody Having too many is as bad as having none Focus on niche segments

5. DEFINE YOUR AUDIENCE You will usually have multiple target audiences Each audience will need a uniquely crafted message Audiences are reached in different ways

6. DEFINE YOUR AUDIENCE

7. DEFINE YOUR AUDIENCE

8. DEFINE YOUR AUDIENCE Once you focus on a specific audience, determine what you know about them

9. DEFINE YOUR AUDIENCE

10. DEFINE YOUR AUDIENCE What concerns do they have? What do they value in your offering? How do they make their decisions? What demographic information is there?

11. DEFINE YOUR AUDIENCE (For your assignment, you will create a 1 page analysis defining your audience and describing what you know about them)

12. CRAFT YOUR MESSAGEMESSAGES THAT SELL

13. MESSAGES THAT SELL Easiest thing for any audience to say is No, thank you.

14. MESSAGES THAT SELL Concept Description Problem Statement Overt Benefit Reason to Believe Call to action

15. CONCEPT DESCRIPTION

16. Get their attention CONCEPT DESCRIPTION

17. Answers ‘What is it?’ CONCEPT DESCRIPTION

18. Make Calls from your computer – Free to other people on Skype and cheap to phones and mobiles around the world CONCEPT DESCRIPTION

19. With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment. CONCEPT DESCRIPTION

20. Avoid Jargon Speak to your Audience Identify Benefits CONCEPT DESCRIPTION

21. PROBLEM STATEMENT

22. What’s the Problem? Identify the customer’s needs People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always. PROBLEM STATEMENT

23. Identify the benefit What problem do you solve? Address this ‘pain point’ PROBLEM STATEMENT

24. Your problem statement can show how your offering makes a meaningful difference in your customer’s life. It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not PROBLEM STATEMENT

25. PROBLEM STATEMENT

27. OVERT BENEFIT

28. So What? How do you solve their problem? How do you do it better than their other options? OVERT BENEFIT

29. COMMON NEEDS OF ANY AUDIENCE Here are a few of the most popular things buyers are looking for: Security - Monetary gain, freedom from financial worry. Self-Preservation - Safety and health: for self and family. Convenience - Comfort, more desirable use of time. OVERT BENEFIT

30. COMMON NEEDS OF ANY AUDIENCE Avoidance of Worry - Ease of mind, confidence. Recognition From Others - Social status, respectability, the wish to be admired. Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation. OVERT BENEFIT

31. WHAT NEEDIS SOLVED? SecuritySelf-PreservationConvenienceAvoidance of Worry Recognition From Others Self-Improvement

32. The Overt Benefit should also describe your unique selling position. How do you it better than your competition? OVERT BENEFIT

34. Remember, don’t compete only on price OVERT BENEFIT

35. OVERT BENEFIT

36. REASON TO BELIEVE

37. PROVE IT! How does your audience know you can do what you say? REASON TO BELIEVE

38. Customer Testimonials Awards Statistics Guarantees Demonstrations REASON TO BELIEVE

39. Substantiate your claims"Lowest prices guaranteed!" Or what, you'll apologize?“The best in the industry” Why? Says who? REASON TO BELIEVE

40. Avoid Jargon or Unclear Statements “We use the synchro-static method” REASON TO BELIEVE

41. CALL TO ACTION

42. [Don’t put the cart before the horse] Your call to action should be after you’ve explained the problem, solution, and benefit

43. Tell Them What To Do Call Buy Register Download Subscribe Donate CALL TO ACTION

44. Remind them again right before the call to action

45. Incentivize It

46. Determine the most appropriate call to action

47. Use a sense of urgency

48. MESSAGES THAT SELL Concept Description Problem Statement Overt Benefit Reason to Believe Call to action

49. WRITTEN MARKETING & PR PLAN

51. TABLE OF CONTENTSEXECUTIVE SUMMARY SITUATIONAL ANALYSIS ORGANIZATIONAL OBJECTIVE STRATEGIES & TACTICS BUDGET

52. TABLE OF CONTENTS Heading of Each Section ……………………………... PageSubheading if Needed…………………………………… Page

53. EXECUTIVE SUMMARY In one page, summarize the concerns, objectives, strategies, and tactics contained in your plan. This should be a brief description covering each heading, and is written in paragraph form

54. SITUATIONAL ANALYSIS Describe the current situation of the organization in relation to its goals. For example, Company XYZ is currently experiencing a time of restructuring, and is seeking to further develop its customer base through new offerings

55. SITUATIONAL ANALYSIS What is your organizations current position? This is an internal document, be direct Describe the strengths and weaknesses What outside forces affect this position? Industry Environment; Forecasts Customer’s Situation Potential Threats What competition is there? Direct Competition Indirect Competition

56. SITUATIONAL ANALYSIS S.W.O.T ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

57. ORGANIZATIONALOBJECTIVE

58. ORGANIZATIONAL OBJECTIVE What is the purpose of the plan? What does the organization desire? Example: Raise $35,000 for scholarships during the fall donation drive

59. ORGANIZATIONAL OBJECTIVE Measurable Outcome Time Frame Lasting Effect

60. STRATEGIES & TACTICS Strategy: The general things you will do to achieve your objective Tactics: The specific actions steps you will take to support the strategy

61. STRATEGIES VS. TACTICS Strategies Broad Goals General Ideas “Increase awareness” Tactics Specific Details Action Steps “Develop brochures”

62. OBJECTIVE STRATEGY 3 STRATEGY 1 STRATEGY 2 TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC

64. Public Relations

65. Promotions

67. PROGRAMS Marketing & PR Programs are the specific, detailed plans for implementing tactics. Programs are concerned with budgets, deadlines, resource allocation, manpower, etc.

68. BUDGETING Your budget is directly related to your ability to implement strategies, tactics, and programs

69. OBJECTIVE STRATEGY 3 STRATEGY 1 STRATEGY 2 TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC

70. OBJECTIVE STRATEGY 1 STRATEGY 2 TACTIC TACTIC TACTIC

71. QUESTIONS?

72. Marketing &PR Planning Clayton Kraby