planning a successful marketing & pr campaign
DESCRIPTION
PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGNTRANSCRIPT
Planning a Success Marketing and PR Campaign
By Brand Now Pacharee Pantoomano & Kittima Sethi
Table of Content
Creating your planMarketing
FrameworkCampaign sheetMind mapping
ideasGantt chart for
rolloutMeasuring your
success
Establishing credibilityHow to work with the
mediaBuilding media
relations skillsTypes of releases
o Generalo New Product Launcho Executive or staff announcemento Expert Positioningo Evento Calendaro Photo
Start With The End In Mind
Create a master plan
What to put in a master plan?
MarketingFramework
Know yourself
Know your
customers
Ensure you win
customers
Keep scores
Refine the plan
Profile your
customers
Mind Mapping Ideas
Creating a timeline(Gantt chart)
Measuring the effectiveness of
a marketing campaignMedia clipping/valueROIShare of VoiceSurvey, product recallSocial media and website
analyticsLead generation, tracking
(coupons, vouchers)Customer conversionIncreased sales
Building CredibilityUnderstanding How Media Works
Kittima Sethi
Building media relations skillsKnow and understand each media (print and broadcast)
Create media list Research type of stories
each media covers Know the reporter and
style How to pitch to increase
chance of media coverage (email, phone, face-to-face, faxes, by hand)
• Relevant• Unique• Easy to work with
Timing of publication and deadlines
Materials should be bilingual
Be prepared for media to switch gears if a compelling story arise
Do not alienate press and act professional
Define stories you want to tell, talking points and key messages
Brainstorm on various PR angles
Identify and prepare spokesperson
Be careful with exclusivity
Maximizing Media Opportunities
Scan media daily to see how you can tie your product or service to media
Build relationships with journalists by offering comment on article, blogs or editorial (HARO)
Prepare all relevant materials
Be responsive
Maximizing Media Opportunities
Exa
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edia
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Exa
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edia
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Types of ReleasesGeneral News ReleaseLaunch Press ReleaseProduct ReleaseExecutive or Staff
Announcement News Release
Expert Positioning Press Release (focus on
company report / statistics)Event Press Release Survey Results ReleaseCalendar News Photo Release
Title
Main info
Details: 5 W's
Boiler Plate
Contact
Gen
eral
Pre
ss R
elea
se
New
pro
du
ct o
r L
aun
ch P
ress
Rel
ease
Exe
cuti
ve o
r st
aff
ann
ou
nce
men
t re
leas
e
Exp
ert
Po
siti
on
ing
P
ress
Rel
ease
Eve
nt
Pre
ss R
elea
se
Cal
end
ar N
ews
Ph
oto
New
s R
elea
se