Posted in Creativity, Higher Education, MKTG 2350: Integrated Marketing Communications, Video, tagged college visibility, differentiation, standing out in the crowd, Start your story at Nebraska, translating goals into ideas on April 1, 2013 | Leave a Comment »
Developing creative strategies is my students’ most difficult assignment in Integrated Marketing Communications. Learning that tactics are not strategies is much harder than finding an audacious or at least original idea.
We begin with goals and translate them into ideas and strategies. Sometimes we simply play with taglines and work backwards to see what they have in common. Invariably, we examine what other people are doing to map the process and see the difference between strategies and tactics.
Marketing Goal: Get more customers
Communications Goals: Differentiate this business from its competitors
“Integrated Marketing Communications?–What does that mean?” The easiest way to explain this to first year students is to show them first and then present the theory and terminology. Last fall I introduced class with (Re)Think, a Canadian breast cancer charity. The group’s work impressed me, but my students–the target market–were underwhelmed. Recently I chatted with my friend Melissa Berggren about (Re)Think videos. I think we both agree that they convey an important message, but now I’m curious about their segmentation strategies.
Does this campaign miss the target market (young women under 40)?
What does “young” mean? I’m over 40 and inured to pink ribbons and races for the cure, so I like (Re)Think’s approach.
Reblogged from the (private) class blog for Integrated Marketing Communications at St. Catherine University
The problem: Women (and men) get breast cancer. Everyone should check their breasts regularly–but they don’t.
We are the young women’s breast cancer movement.
Launched in 2001, Rethink is the first-ever, Canadian breast cancer charity to bring bold, relevant awareness to the under-40 crowd; foster a new generation of young and influential breast cancer supporters; infuse sass and style into the cause; and, most importantly, respond to the unique needs of young (or youngish) women going through it.
No pink ribbons required.
Adios fear-based campaigns and blanket support programs. We think young people deserve their own breast cancer movement.
Website : rethinkbreastcancer.com
This infographic perfectly explains blogging’s role in higher education.
I’m curious if it still matters in business.
Or do we need redefine what we mean by blogging? Aren’t pinning, tumbling, and tweeting blogging, as well?
This final installment in this series offers guidance on using your Twitter account to join live conversations and monitor ongoing professional events. After setting up and learning to manage your account, a good next step is to join active groups and discussions that use hashtags to set their conversations apart from the rest.
What Is a Hashtag?