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Station-wide Marketing Strategies: Unwrapped How to Create a Marketing Plan Julie Irby Marketing and Outreach Director Arkansas Educational Television Network Station-wide Marketing Strategies: Unwrapped The Value of having a Marketing Plan • Forces you to identify WHO you are and what you NEED to promote • Provides a timeline for the year • Allows you to budget for your projects • You now have a document to share with leadership and decision makers for buy-in, partnership, inclusion • You can now carry out marketing campaigns that are consistent , coordinated and truly further your brand Station-wide Marketing Strategies: Unwrapped A Marketing Plan has two purposes 1. To guide marketing strategies that promote your OVERALL brand (the big stuff YOU want to push) 2. To guide marketing strategies that promote SPECIFIC needs of your ‘clients’ (the support required for what your CLIENTS want to push) Station-wide Marketing Strategies: Unwrapped Planning process: planning your plan • Determine station-wide needs for the FY with management (target audiences, niche to push, what’s new to promote) • Determine what National programs to support • Determine with ‘clients’ what their goals are for the year (review their strategic plans) Station-wide Marketing Strategies: Unwrapped How to organize your plan • By campaign (What YOU want to push) • By marketing method (helpful for Marketing Staff to see their responsibilities) • By client (Production/programming, Education, Development) and then create mini-plans for each client’s major project. Station-wide Marketing Strategies: Unwrapped Pieces of a Marketing Plan • State the top 3 or 4 Marketing objectives (what every part of your plan should be based on) • Clearly list the Marketing Team who will carry out the plan and what they are accountable for • Strategies/tactics for each campaign, project (using the multi-platform method) Station-wide Marketing Strategies: Unwrapped Pieces of a Marketing Plan (continued) • Include messaging, boilerplates • State the goal of your Marketing Division • Calendar and timeline • Budget • Sign-off by management • Create any mini-plans for large campaigns, projects (see Parks Initiative mini-plan, place to have tactics) Station-wide Marketing Strategies: Unwrapped Challenges • Clients don’t have a plan, therefore hard for you to plan how to support them • Clients can’t support what YOU want to push • Clients don’t include you in their planning or try to do their own Marketing • Other pieces of marketing/support need to be in place: 1. Standard Operating Procedures (SOP) 2. Graphic Standards/style sheets for projects/Branding 3. Station-wide Strategic Plan Station-wide Marketing Strategies: Unwrapped Review AETN plan (see handout) • Method: Review multi-platform strategy (see handout/next slide). Next plan will be organized by multi-platform method – by project, then fill in mp methods • Mini-plan: Review Parks plan (see handout) QUESTIONS? Multiplatform Strategy: Sample Activities IN THE COMMUNITY IN THE PRESS ON THE AIR -Screening & discussion events with community partners (a short series of 3 to 5 events planned in “underserved” areas) -Pitch feature stories on work with local communitybased orgs -Feature community-based partners in My Sourcebranded on-air spots, and leverage for trade (web / newsletter placements, etc) -Enhance partnerships with community-based organizations around My Source branded sponsorships -Teach-Ins (station professionals teach basics of video production, pod casting, journalism, etc.)— putting resources in the hands of the community -Community events with ambassadors that showcase pubcasting and solicit testimonials from attendees at “camera stations” -Community contest for best “homemade” My Source testimonial -Letters to the editor -Print Advertising (paid or trade) -Wire Releases: MarketWire or other to garner broad visibility among journalists and public including embedded video and live Web links -Pitch feature stories on tangible contributions station makes in the community -Editorial Board Meetings (station management / board / ambassadors) -Op-Ed Piece in daily paper -Pitch stories to business / technology / media writers about online initiatives -Paid or trade radio ads or PSAs featuring ambassadors and community members -Leverage local programming to include segments on public broadcasters (interviews with management / board or ambassadors) -Recruit locally-based ambassadors (community leaders, celebrities, etc.) to appear in My Source testimonials -Feature best UGC My Source spots on-air, as prize for contest winners KEY: COMMUNITY ENGAGEMENT PAID MEDIA / TRADITIONAL MARKETING STATION-LED PUBLIC EDUCATION AND INFLUENCE AMBASSADOR-LED PUBLIC INFORMATION AND INFLUENCE NEW MEDIA/ONLINE MARKETING ONLINE IN PERSON -Place My Source spots on websites of community partners or others outside pubcasting system -Enlist local community partners to speak with station reps at government, media, and local events -Include prominent My Source messaging on all pages of station websites -Station management / board / ambassadors appear and speak at City Council meetings -Online chats, interviews, and other content featuring My Source ambassadors and station management / board to explain pubcasting’s value -Station management / board / ambassadors speak at luncheons and community events around town -UGC My Source Testimonials available on station website (contest idea) -Online marketing campaign includes enhanced content on station homepage coupled with external promotional drivers to increase traffic -Station Management / board / ambassadors undertake higher-profile visits to state capitol / county seat -Enlist local My Source ambassadors to speak at government, media, and local events -Enlist winners of UGC testimonial contest to speak as “authentic local voice” at government, community, and media events