Transcript Slide 1

THE
QUIETT
GROUP
Messaging, Media, Money &
Your Ministry
FABC Entrepreneur’s Ministry
April 28, 2012
ENTREPRENEUR:
BENJAMIN FRANKLIN
"Seest thou a man diligent in his calling, he
shall stand before kings, he shall not stand
before mean men,"
THE
QUIETT
GROUP
THE
QUIETT
GROUP
What’s the
Difference?
Public Relations
Marketing
Advertising
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
Public Relations
Marketing
Communications
Advertising
Social Media
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
Public Relations
Strategic management of
two-way relationships
between organization/business
and its publics. (Grunig)
Key Elements:
Publics (Stakeholders)
Management
Relationships
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
Marketing
The activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large (AMA)
The action or business of promoting and
selling products or services, including
market research and advertising.
Key elements:
Targets
Exchange
Customer
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
Advertising
The act or practice of calling public
attention to one's product, service,
need, etc., especially by paid
announcements in newspapers and
magazines, over radio or television, on
billboards, etc
Key elements:
Design
Product
Paid announcements
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
Social Media
A group of Internet-based applications
that build on the ideological and
technological foundations of Web 2.0,
and that allow the creation and
exchange of user-generated
content."[1] Social media is ubiquitously
accessible, and enabled by scalable
communication techniques.
Key Elements:
Social network platforms
Technology driven
Community/Sharing
THE
QUIETT
GROUP
Why Do You Need To Know?
Identify Needs
•organization/business goals
•stakeholders/customers
Revenue/Budget Projections
•revenue goals/projections
•source of funding
Effective Usage
•earned vs. traditional media buys
•-social media ‘exposure’ and ROI
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
THE
QUIETT
GROUP
BUSINESS IQ
Mission/Vision
Stakeholders
Customers
Budget Goals
Business IQ
THE
QUIETT
GROUP
WHAT CAN PREVENT/HINDER YOUR BUSINESS
OPERATIONS?
THE
QUIETT
GROUP
Media Buying
Procurement of media
real estate at optimal
placement and price.
The main task of media
buying lies within the
negotiation of price and
placement to ensure
the best possible value
can be secured.
THE
QUIETT
GROUP
Credit Card Payment
Advertiser
should
complete this form and
return to the Hearst
Television
Charlotte
office via email to
HTV_CLT_CCARD@hear
st.com or fax to 704-3763926.
Please do not
submit this form to your
sales contact …..
Broadcast
Frequency
Program Rating/Share
Time
Driver: National Ads,
Market Size
Example:
NOLA: 24 spots, $3600.00
Houston: 6 spots, $2200.00
THE
QUIETT
GROUP
Print
Frequency
Sections
Daily/Weekly/Monthly
Cost Per Inch
Driver: Content,
Advertising
THE
QUIETT
GROUP
Skybox Run Dates (3.25" x 1.5" includes full
color)
Section: Growth & Business Feb. 18th & 25th
Mar. 3rd, 10th, 17th, 24th, 31st
Section: Sports Feb. 14th, 21st, 28th Mar.
6th, 13th, 20th, 27th
Cost $840.00 Scheduled
70,000 impression 160x600 Skyscraper (will
start when I get the ad)
Cost $840.00 Scheduled and started
2 cols (3.25") x 6" Sunday print ad (will let me
know if you want to run) (Deadline on Weds.)
Scheduled for Feb. 19th, 26th & March
4th $579.84 (per ad)
Cost $1739.52
RADIO
Frequency
Program
Drive Time
Example:
NOLA
AM, AM Drive $45
PM, AM Drive
$110.00
THE
QUIETT
GROUP
SOCIAL MEDIA
Frequency
Impressions
Views
Flat Rate
Options:
Group On
Blogs
Constant Contact
THE
QUIETT
GROUP
What is Your Message?
Public Relations:
Messaging, Positioning
(crisis, issue)
Forms: Press Releases,
Brochures
Earned media: no cost
THE
QUIETT
GROUP
What is Your Message?
Marketing, Advertising:
Brand –personality, logo,
promise, integrity…
Forms: advertisements,
packaging, photos,
billboards…
THE
QUIETT
GROUP
THE
QUIETT
GROUP
Practice Cases
Lonnie’s Landscaping
History:
•Grass Cutting Service 30 years
•Good infrastructure and Reliable
Employees
Communications Need:
•New Business-Sculpture Gardens
Business IQ
Mission/Vision, Customers,
Stakeholders, Budget
Determine Communications
Strategy
THE
QUIETT
GROUP
Helpful Hands Home Health
Service
History:
•Owner is a former Sr. VP, Home
Health Co., RN, MD, MPH
•First time owning business
Communications Need:
•Secure customer base
Business IQ
Mission/Vision, Customers,
Stakeholders, Budget
Determine Communications Strategy
THE
QUIETT
GROUP
The ‘Top That’ Hat Shop
History:
•25 years in business
•Loyal customers, innovative staff
Communications Need:
•Diversifying Business – 501c3
Business IQ
Mission/Vision, Customers,
Stakeholders, Budget
Determine Communications Strategy
THE
QUIETT
GROUP
•Deliberate
•Integrate
•Learning Power
THE
QUIETT
GROUP
THE
QUIETT
GROUP
The Sense To Be Subtle
The Courage To Be Heard !
THANK YOU!