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How to create demand in the public sector – a marketing roadmap

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INSPIRE WITH

Content

buzz HELLO!

FAMILY

TEETH

Inspiring content

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Agile content creation

4 DNA of a really good content piece

1.  Logical story/argument

2.  High impact, scannable visuals which make the story clearer

3.  Man bites dog (something new that speaks to a real challenge)

4.   Tight connection to the proposition/solution

92 downloads / 10 proposals from the initial campaign - Fewer downloads BUT many more qualified leads and opportunities as the title is a self-qualifier

194 downloads / 3 proposals from the initial campaign - On downloads alone, this would appear to the be more successful campaign – but it sparked intellectual curiosity not opportunities

VS

The title is everything

Content Supercontent

Content Infographic

Content The gift of public sector policy

Government will use Agile delivery: •  in half of major ICT-

enabled change programmes by April 2013; and

•  to reduce the average delivery time in these programmes by 20 per cent by 2014.

buzz

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2. How competitive?

1. How popular?

3. How directly connected to your offer?

keywords

Own the space on LinkedIn

What else should you own?

What gets in the press? Two things…

Case studies

•  Ride on a clients’ reputation

•  Take a clear story •  Sizzle, not just sausage •  You might not be

mentioned…

Thought/opinion leadership

•  Critique of a policy •  Opinion data •  Thought leadership…

something ‘completely’ new

•  ‘How to’

Where is the press?

Lead generation

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2. Go OUT and get people

1. MAGNETISE the people exploring your space

1. MAGNETISE the people exploring your space

Getting the destination site right

The 1:1 campaign •  Simple, personal email •  Not-the-usual – “Is there a useful

conversation?” •  Systematically and in volume

(persistent but not insistent) •  Best for: markets with obvious senior

decision makers who are hard to reach any other way.

2. Go OUT and get people

The results

The event •  Information sharing event •  Free, or low cost – but not a gift •  Speakers from the public sector

willing to share warts and all •  Best for: new challenges, new

requirements/directives imposed on IT

The event

family

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family: create a home Purveying fine content

family: individual attention Feedly is your saviour!!

“Hello good people of Talking Talent, I saw this today and thought of you…”

Carrie

It’s up!

teeth

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teeth Pickles

Known/planned triggers

Unknown/unplanned triggers

Internal triggers

Calendar Financial Year Bid calendar Programme for procurement Merger or restructure

New appointments

Crises •  Partner relationship breakdown •  Budget overspend •  Political crisis •  Non-compliance

External triggers

Specific known events “The Budget” Legislation

Unknown events Crisis in similar organisation prompting tightening up across the board

teeth The annual conference

teeth The Big Question

•  Can you drop me a line to let me know your position?

•  Do you think we should be working together?

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