messaging, media, money & your ministry fabc entrepreneur’s ministry april 28, 2012
DESCRIPTION
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," . What’s the Difference? Public Relations Marketing - PowerPoint PPT PresentationTRANSCRIPT
THEQUIETTGROUP
Messaging, Media, Money & Your Ministry
FABC Entrepreneur’s MinistryApril 28, 2012
THEQUIETTGROUP
ENTREPRENEUR: BENJAMIN FRANKLIN
"Seest thou a man diligent in his calling, he shall stand before kings, he shall not stand before mean men,"
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
What’s the Difference?
Public RelationsMarketingAdvertising
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
Public Relations Marketing
Advertising Social Media
Communications
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
Public Relations
Strategic management oftwo-way relationshipsbetween organization/businessand its publics. (Grunig)
Key Elements:Publics (Stakeholders)Management Relationships
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
MarketingThe 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:TargetsExchangeCustomer
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP
AdvertisingThe 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:DesignProductPaid announcements
THEQUIETTGROUP
Social MediaA 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 platformsTechnology drivenCommunity/Sharing
THEQUIETTGROUP
2010 CONFIDENTIAL & PROPRIETARY TO 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
THEQUIETTGROUP
BUSINESS IQ
Mission/Vision
Stakeholders
Customers
Budget Goals
THEQUIETTGROUP
Business IQ
WHAT CAN PREVENT/HINDER YOUR BUSINESS OPERATIONS?
THEQUIETTGROUP
THEQUIETTGROUP
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.
Media Buying
Credit Card PaymentAdvertiser should complete this form and return to the Hearst Television Charlotte office via email to [email protected] or fax to 704-376-3926. Please do not submit this form to your sales contact …..
THEQUIETTGROUP
Broadcast
FrequencyProgram Rating/ShareTimeDriver: National Ads, Market Size
Example:NOLA: 24 spots, $3600.00Houston: 6 spots, $2200.00
THEQUIETTGROUP
FrequencySectionsDaily/Weekly/MonthlyCost Per InchDriver: Content, Advertising
Skybox Run Dates (3.25" x 1.5" includes full color)Section: Growth & Business Feb. 18th & 25th Mar. 3rd, 10th, 17th, 24th, 31stSection: Sports Feb. 14th, 21st, 28th Mar. 6th, 13th, 20th, 27thCost $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
THEQUIETTGROUP
RADIO
FrequencyProgram Drive Time
Example:NOLAAM, AM Drive $45PM, AM Drive $110.00
THEQUIETTGROUP
SOCIAL MEDIA
FrequencyImpressionsViewsFlat Rate
Options:Group OnBlogsConstant Contact
THEQUIETTGROUP
Public Relations: Messaging, Positioning (crisis, issue)
Forms: Press Releases, Brochures
Earned media: no cost
What is Your Message?
THEQUIETTGROUP
Marketing, Advertising: Brand –personality, logo, promise, integrity…
Forms: advertisements, packaging, photos, billboards…
What is Your Message?
THEQUIETTGROUP
History:• Grass Cutting Service 30 years• Good infrastructure and Reliable
Employees
Communications Need:• New Business-Sculpture Gardens
Business IQMission/Vision, Customers, Stakeholders, Budget
Determine Communications Strategy
Lonnie’s Landscaping
THEQUIETTGROUP
History:• Owner is a former Sr. VP, Home
Health Co., RN, MD, MPH• First time owning business
Communications Need:• Secure customer base
Business IQMission/Vision, Customers, Stakeholders, Budget
Determine Communications Strategy
Helpful Hands Home Health Service
THEQUIETTGROUP
The ‘Top That’ Hat Shop
History:• 25 years in business• Loyal customers, innovative staff
Communications Need:• Diversifying Business – 501c3
Business IQMission/Vision, Customers, Stakeholders, Budget
Determine Communications Strategy
THEQUIETTGROUP
• Deliberate • Integrate
• Learning Power
THEQUIETTGROUP
The Sense To Be Subtle
The Courage To Be Heard !
THANK YOU!