Transcript Lion Assessment

Analyze
Business + Needs = Strategies
Messages You Want To Communicate
Communication Tools
Target Audience
“What We Will Use to
Communicate the Messages”
“To Whom We Will
Communicate the Messages”
Execute
We Communicate the Messages
to the Target Audience
Using the Tools

Publicity

Sales Promotions

Media Relations

Crisis Management

Trade Show Support

Reputation Management

Integrated Marketing

Litigation Communications
Measure
The Purpose
The Methods
The Results
Measure Lion’s
Performance
Lion’s Performance
Assessment Matrix
Quantitative
Measurement



Measure the
Program’s
Effectiveness
Lion Clippings
Evaluation
Ongoing
Refinement
of the
Program
Lion Clippings Evaluation (sample)
Message Communication
PUBLICATION
DATE
SUBJECT
CIRC.
QUALITY
VALUE
1
Vision Systems
Design
01/07
Feature Article
20,773
3
01/07
New Product
73,457
5
02/07
New Product
78, 908
03/07
Exec Interview
141,029
Laser Focus World
04/07
Feature Article
67,052
Wall Street Journal
06/07
Sales Goal
Photonic Spectra
08/07
Feature Article
69,334
PD&D
11/07
New Product
53,222
Machine Design
Design News
Crain’s NY Business
Total Publications = 8
781,238
X
2
X
X
3
3
4
X
X
X
11,750.00
X
760.00
X
X
950.00
4
X
X
X
5
X
X
X
3
5
X
X
17,650.00
X
12,000.00
X
3,400.00
4
X
5
X
X
X
13,000.00
X
1,020.00
Total Circulation = 1,285,013 Total Value = 60,530.00
Message Communication Key:
1.
Industry Leader
2.
European/Global Capabilities
3.
Technical Innovator
4.
Driver for Change
5.
End-User Benefits
Quality Rating Key
1.
Very negative
2.
Poor
3.
Fair/Balanced
4.
Good
5.
Excellent
Lion Performance Assessment Matrix (sample)
POOR
1
2
EXCELLENT
3
4
5
6
7
9
10

Press Coverage Achieved
Success in Obtaining Coverage in
Corporate Target Titles

Success in Obtaining Coverage in SectorSpecific Press

Quality of Internal Communications

Quality of Strategic Advice




Speed of Response

Administrative Support

Presentation Assistance
Target in 2004 = 8 or more
8
Range of Ratings
 Last Quarter

 This Quarter