Learn how to research your marketing communication needs, craft a message that resonates with your audience, and figure out a marketing plan that works for your team.
Overview
Syllabus
Introduction
- Exploring key skills for high-impact marketing communications
- Draft a brand positioning statement
- Research to uncover market intelligence
- Identify your buyer personas
- Audit your marketing communication channels
- Create a competitive edge in your marketing strategy
- Evaluate key inputs in building your communications program
- Set goals: Leverage SMART objectives prelaunch
- Develop marketing messages that resonate
- Reach your audience: Optimizing your marketing channel mix
- Use an integrated marketing approach
- Create a measurement plan
- Build an advertising strategy
- Use PR in your marketing program
- Build your email marketing strategy
- Launch social media campaigns to drive engagement
- Enhance your SEO in your marketing communications
- Consider a phased marketing approach
- Monitor your marketing programs
- Deliver campaign metrics and report ROI
- Motivate your employee brand champions
- Get your brand ambassadors on board
- Continuing to hone your marketing communications strategy
Taught by
Deirdre Breakenridge