entrepreneurial marketing communication in the city · entrepreneurial marketing, communication in...
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![Page 1: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/1.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Entrepreneurial MarketingCommunication In the City
![Page 2: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/2.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Today’s Agenda
What You Will Learn• Awareness – entrepreneurial marketing context • Knowledge – marketing and communication competencies as you represent yourself and Extension
in the City• Ability – engage in the flow of communications with internal and external audiences
• Action Project & ePortfolio• You: Google Self• Your Organization: Image Audit, Resources, Ignite/TED Talk
• Collaborative Learning: Discussion, Shared Resources • Options for You, Your Team & Your Organization
![Page 3: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/3.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
CommunicationIn the City
Why is this a Big Deal in the City?• Noise – more media channels and influence• Competition – public and private
organizations have specialists• Capacity– “we teach programs”
Just-in-Time Learning Series
![Page 4: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/4.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Entrepreneurial Marketing
Entrepreneurial Theory
Urban Extension Practice
![Page 5: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/5.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Marketing is …Transactions – Relationships – Viral…
… everything - Jay Conrad Levinson
… tactics, strategy, cultureTactics: advertising, public relations, …Strategy: to position and compete based on what’s happening in the marketCulture: everyone in the organization values the customer and operates based on buy-in to strategies
… process (Simerly, 1989) / functionArt (Creative, Emotional, Bond with customers)Science (Hypotheses, Test, Evaluate)
![Page 6: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/6.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Marketing Combination
Marketing is not only much broader than selling, it is the whole business seen from the customer’s point of view.Peter Drucker
Environment
![Page 7: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/7.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Selling & Marketing
OrganizationExistingprograms
Selling andpromotion
Successthrough
participation
Targetmarket
Integratedmarketing
Success through
satisfactionCustomer
needs
Startingpoint Focus Means Ends
(b) The marketing concept – Marketing culture
(a) The selling concept Kotler, Philip. (2000) Marketing Management
![Page 8: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/8.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Communication in the City
Marketing Competencies• Market Research (informal and formal)
(community/needs assessment, issue/opportunity ID)• Relationship Marketing & Customer/Market Orientation• Messaging & Story Telling (in good times & bad)• Working with Media• Partnership Marketing• Brands - Yours, Extension, University, Programs• Listening (including data) – Marketing Plan & Management
![Page 9: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/9.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Marketing Competencies
www.ama.org
www.cim.co.uk
![Page 10: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/10.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
CommunityInformal and Formal Issue ID
People (internal & external)ParticipantsContributorsInfluencers
You & Your Organization
DemoPsycho
Relationship
What’s happening
Market Research Resources in the
Wiki
Advocate
Supporter
Client
Customer
Prospect
![Page 11: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/11.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Program, Packaging, Place(Innovation)
• Protection against damage• Assist in marketing
Education, Brand, Affiliations• Standards• Cost Effective• Electronic – accessibility• Green, QR Codes
![Page 12: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/12.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Signage in the City
• Simple, clear message• Tough to read ALL CAPS, Fancy Fonts• Size of Letters & Color Combinations• Color Psychology ... Consistency• Appropriate Materials (Permanent/Temp)• Background
Resources: www.signresearch.org/research; www.oaaa.org
![Page 13: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/13.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Promotion (Messages: benefits & recall)
• Basic Print & Electronic Communications• Market Partner Communications• Owned, Earned, Paid• Campaigns• Selling• Customer Service
![Page 14: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/14.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series Problem-Opportunity
Search / Memory
Evaluate Alternatives/Trialcomplexity, compatibility,
risk, relative advantage
Purchase Decisionwhether, what, when, where, how
Purchase Act / Transactioncompletely, partially, not planned
Post-purchase EvaluationSatisfaction / Expectations
Consumer BehaviorInfluence
You
Competitors
Demo/Psycho
PEST TrendsPolitical
Econ/EnvironSocial
Technology Envi
ronm
ent
![Page 15: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/15.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Communication in the City
The Flow of Communications • Internal Audiences
• Who• External Audiences
• Who
Awareness FanTrial Customer Friend
![Page 16: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/16.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Know the audience and sell to themThe Perfect Offer Overcome human inertia
Attention, urgency, involvement, appeal to greedBring the product/program to life
Benefits, testimonials, demonstrationCreate effective format for mediumCreate excitement, interactionMake it a pleasure – comfortable, convenient, reassuring (simple decision making)Answer quite concerns (reduce perceived risk)
Sales (Competitive Advantage)
![Page 17: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/17.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Communication in the City
• Action Assignment for You•How do people know you? •How can you be authentic and intentional?
google name & name of university•Your Social Identity (self-perception)•Your F2F & Social Media Identity (self-projection)•Affiliation and Reputation
![Page 18: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/18.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Communication in the City
With Your Team & Organization (Options)• Image Audit – New and Various “Customers”
• Your Marketing & Communication Processes and Resources (ePortfolio)
• Ignite or TED Talk•Audience (what do you know?)/ Message (Connection)•Reaction (not just “know”)/ Call to Action
![Page 19: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/19.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
• Journal• Marketing Experience
• Mentor & Coach•Mentor – Elevator Pitch•Coach – Marketing Goals & Competencies
• Self-paced Independent Study• AMA + Market Research, Messaging, Media, Sales & Negotiations
• Team Collaboration• A Just-In-Time Learning Module, is available on Entrepreneurial Marketing and Communication in the City• Work together to develop Elevator Pitches• Develop a Campaign to reach a new audience or a comprehensive Marketing Plan• Identify current or potential options for incorporating user-generated content in your marketing
You, Your Team, Your Organization
![Page 20: Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in the City cityextension.osu.edu/learn This series is offered through Ohio State University](https://reader033.vdocuments.us/reader033/viewer/2022050209/5f5b9b8515d2e819052ce606/html5/thumbnails/20.jpg)
Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn
This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]
Just-in-Time Learning Series
Julie Fox, [email protected]/learn