Master the Essentials of B2B and B2G Marketing Communications
Professional Development Training Course
Marketing Communications - Marketing Plans That Work
Has your team ever produced beautiful materials that didn’t improve your market position? Known your messaging was out of alignment but not known what to do about it? Wondered whether to budget more to advertising or public relations in support of a major procurement? Been unsure whether your organization should jump on the Web 2.0 bandwagon?
Effective communication plans express everything about an organization that market stakeholders need to know to position it strongly in the market, reinforcing the value of its offerings and the promise of its brand. When an effective marketing communications strategy is in place, improvements in brand awareness, sales productivity and customer loyalty all provide a boost to stakeholder confidence. However, successful marketing communications is much more than well-produced materials; the most effective communications campaigns execute against a multidimensional messaging architecture, integrated across multiple media. This one-day course looks at communications planning from a refreshingly pragmatic perspective, providing marketing communications professionals in the B2B and B2G marketplaces strategic frameworks for communications planning and practical tools for implementing them. By attending this course your staff will:
- Master the essentials of marketing communications planning to position your organization in the B2B or B2G marketplace, and during major procurements.
- Learn straightforward techniques for building and maintaining your integrated marketing communications plan, including a guiding messaging architecture and planning approaches for public relations, promotions, collateral/Web 1.0 and engagement/Web 2.0.
- Have fun acquiring the skills and utilizing the planning tools you need to execute your communications plan and become a valued resource in the knowledge economy.
How Attendees Will Benefit
Attendees will master the following concepts through a combination of lively peer-to-peer discussions, experiential exercises, and dynamic presentations:
- The business payoffs for investing in marketing communications in B2B and B2G markets.
- Marketing Communications and the Marketing Mix (Branding + the 6 P’s of Marketing).
- How to build an effective messaging architecture to support the brand, individual lines of business and products across multiple media channels.
- How to build an Integrated Marketing Communications Plan, including public relations, media and collateral planning as well as engagement strategies for Web 2.0 social media technologies.
- How to work effectively with outside agencies and creative teams.
Class alums will receive training and access to the following proprietary tools and templates that will enable you to become more strategic and efficient in your work environment. Each template and tool includes instructions on how to use it once you are back in your office.
- Messaging Architecture Template
- Integrated Marketing Communications Plan Template
- Media Plan
- Collateral/Web 1.0 Plan
- Stakeholder Engagement/Web 2.0 Plan
- Communications Calendar Template
- Creative Brief Template
SAMPLE AGENDA
Marketing Communications - Marketing Plans That Work
8:30 Registration & Coffee
9:00 Laying the Foundation - Strategic Concepts and Vocabulary
- Branding, Messaging and Communications
- Marketing Communications and the Marketing Mix – The 6 P’s
- New Media vs. Old Media
- Public Relations vs. Promotion
9:30 Marketing Communications to Increase Shareholder Value
- Awareness
- Sales Productivity
- Customer Loyalty
- Stakeholder Confidence
- Case Studies
10:00 Developing the B2B or B2G Messaging Architecture
- Target Market, Positioning and Key Messages
- Factoring in multiple business units or products
- Features vs. Benefits
- Visual vs. Verbal Messaging
- Messaging in a Web 2.0 world
10:30 Break
10:45 Team Exercise 1: Developing a B2B or B2G Messaging Architecture
(Attendees may choose one)
- Corporate Brand
- New Product
- Newly Acquired Company
- Partnership
- Subsidiary
11:30 Introducing the Integrated Marketing Communications Plan
- Plan Goals, Audiences and Outline
- Inputs: Brand Strategy, Target Market Analysis, Product Plans, and Sales Plans
- The Role of Outside Agencies
12:00 Lunch
- Buffet and Learning from Your Peers
- Team Presentations – Messaging Architectures (lessons learned)
1:00 Integrated Marketing Communications Plan
- Public Relations Planning
- Advertising and Media Planning
- Collateral and Web Site Planning (i.e., Web 1.0)
- Stakeholder Engagement Planning (i.e., Web 2.0)
- The Communications Calendar
- Measuring Success
2:00 Team Excercise 2: Hands-on Planning
(Attendees may choose one)
- Public Relations Plan
- Media Plan
- Collateral/Web 1.0 Plan
- Stakeholder Engagement/Web 2.0 Plan
2:45 Break
3:00 Team Excercise 2: Hands-on Planning Presentations
(lessons learned)
3:30 Managing Outside Agencies and Creative Teams
- Their Role vs. Yours
- Creative Briefs and Requirements
- Contract Management for Creative People
4:15 Closing and Evaluation