Strategy at a Million Miles a Minute Katie Mayes, director of marketing services Ashley Martin, client manager Where do I start? Who has time for an audit? That doesnt sound like fun. **Plus, isnt marketing supposed to be fun!** When do I need to do an audit? OLD Engineering pieces from Michael NEW Engineering pieces from Michael Goals versus Objectives You mean they arent the same thing? Oy! Goal: to raise awareness about my program Objective: to increase inquiries 25 percent over the next six months What are you trying to accomplish? Publicizing an event? Filling a new programs roster? Developing a year-round branding campaign? Who am I talking to? Things to consider: age, race, gender, interests, likes/dislikes, media habits psychographic demographic geographic Demographics Male 60+ Married $60,000+ annual income Psychographics Golfer Moderate Republican Lifetime member of the NRA Ice fisherman Demographics Female Single Less than $20,000 annual income Psychographics English major who loves Shakespeare (Juliet, anyone?) Spends online $300/month at ModCloth.com (vintage clothing website) Tweets all day, every day Posts often to GoodReadS How do you find out what your audience likes and/or responds to? The step skipped by most: Measurement = Control Being able to prove what works allows us to manage our workload and, ideally, stop doing what doesnt work. Strategy: Targeting Prioritize audiences Consider communication pathways and touchpoints Develop media mix Strategy: Positioning Answer: Why go to your event over another? Why choose your program over another? Why care? Strategy: Messaging Creative solution to positioning Prioritize facts and figures Fuel your objectives with words and visuals Visual the look and feel Virtual online presence Verbal not just words Video not effective for all audiences Venue getting out into the world Owning the process We work together Questions ? Katie Mayes, Ashley Martin,