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Messaging, Media, Money & Your Ministry FABC Entrepreneur’s Ministry April 28, 2012

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

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Messaging, Media, Money & Your Ministry FABC Entrepreneur’s Ministry April 28, 2012

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  1. Messaging, Media, Money & Your Ministry FABC Entrepreneur’s Ministry April 28, 2012

  2. ENTREPRENEUR: BENJAMIN FRANKLIN "Seest thou a man diligent in his calling, he shall stand before kings, he shall not stand before mean men,"

  3. What’s the Difference? Public Relations Marketing Advertising 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  4. Public Relations Marketing Communications Advertising Social Media 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  5. Public Relations Strategic management of two-way relationships between organization/business and its publics. (Grunig) Key Elements: Publics (Stakeholders) Management Relationships 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  6. Marketing • The 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: • Targets • Exchange • Customer 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  7. Advertising The 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: Design Product Paid announcements 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  8. Social Media Agroup 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 platforms Technology driven Community/Sharing

  9. 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 2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

  10. BUSINESS IQ Mission/Vision Customers Stakeholders Budget Goals

  11. Business IQ WHAT CAN PREVENT/HINDER YOUR BUSINESS OPERATIONS?

  12. Media Buying 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. CreditCard Payment Advertisershould complete this form and return to the Hearst Television Charlotte office via email to HTV_CLT_CCARD@hearst.com or fax to 704-376-3926. Please do not submit this form to your sales contact …..

  13. Broadcast Frequency Program Rating/Share Time Driver: National Ads, Market Size Example: NOLA: 24 spots, $3600.00 Houston: 6 spots, $2200.00

  14. Print Skybox Run Dates (3.25" x 1.5" includes full color) Section: Growth & Business Feb. 18th & 25th Mar. 3rd, 10th, 17th, 24th, 31st Section: Sports  Feb. 14th, 21st, 28th  Mar. 6th, 13th, 20th, 27th Cost  $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 Frequency Sections Daily/Weekly/Monthly Cost Per Inch Driver: Content, Advertising

  15. RADIO Frequency Program Drive Time Example: NOLA AM, AM Drive $45 PM, AM Drive $110.00

  16. SOCIAL MEDIA Frequency Impressions Views Flat Rate Options: Group On Blogs Constant Contact

  17. What is Your Message? Public Relations: Messaging, Positioning (crisis, issue) Forms: Press Releases, Brochures Earned media: no cost

  18. What is Your Message? Marketing, Advertising: Brand –personality, logo, promise, integrity… Forms: advertisements, packaging, photos, billboards…

  19. Practice Cases

  20. Lonnie’s Landscaping • History: • Grass Cutting Service 30 years • Good infrastructure and Reliable Employees • Communications Need: • New Business-Sculpture Gardens • Business IQ • Mission/Vision, Customers, Stakeholders, Budget • Determine Communications Strategy

  21. Helpful Hands Home Health Service • History: • Owner is a former Sr. VP, Home Health Co., RN, MD, MPH • First time owning business • Communications Need: • Secure customer base • Business IQ • Mission/Vision, Customers, Stakeholders, Budget • Determine Communications Strategy

  22. The ‘Top That’ Hat Shop • History: • 25 years in business • Loyal customers, innovative staff • Communications Need: • Diversifying Business – 501c3 • Business IQ • Mission/Vision, Customers, Stakeholders, Budget • Determine Communications Strategy

  23. Deliberate • Integrate • Learning Power

  24. The Sense To Be Subtle The Courage To Be Heard ! THANK YOU!

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