Education...Discovery...Innovation...Achievement

The Year in ReviewJune 2001 – May 2002

Growing Brand Identity and Global Recognition for the CPMT Society

Potomac Communications Group, Inc.1 June 2002 – San Diego, California USA

Board of Governors Presentation

Connie Swager - Strategic Marketing Director

State of the Program … This Time Last Year

Challenges identified by volunteer leadership• Competitive environment• Global reach versus USA focus• Internal audiences – establish value, benefits• External audiences – expand recognition, respect • Brand identity – positioning, messages, materials • Media attention – become go-to resource, get ink• Society activities – promote participation, recruit

volunteers

State of the Program … M&C “Baseline”

Branding/Materials

Media

Member Outreach

Chapter Development

Other Marketing

• 50th Anniversary• Membership brochure• Merchandise (coffee mugs, etc)

• No detectable coverage in prior 18 months (trade or general press)

• Newsletter (print and online)

• Leadership visits

• Exhibit (ECTC, etc.)• Conferences, co-sponsorships• Web site (Intranet focus)

Expanding the Baseline … Strategic Priorities

BRAND

MEDIAPROMO OUTREACH

Year 1 Accomplishments … Branding

• Value Proposition – message “summit”• Brand Identity – theme, tagline, images, design, core

messages, logo art• Standardized Positioning Statement• Identity Style Guide• Identity Materials

– Presentation folder– Fact sheets (5) – print and PDF formats– Awards certificates

• Templates – logo art, powerpoint presentations, etc• Animated Slide Shows (2)

EQUITY

RECOGNITION

AWARENESS

IDENTITY

Image Strategy

• audiences?

• current knowledge?

• desired perceptions?

• communications – how?

• communications – how should?

• ongoing brand mgmt?

Year 1 Accomplishments … Media

• Media list (151 outlets)

– Trade press 37%; mainstream press 63%

– USA 71%; international 29%

• Media “ambassadors” training and training guide

• Press kit development and distribution

• Story angles and pitch strategies

• Press releases (4)

• Placements (13) – circulation ~ 844,376+

EE Times … EP&P … Advanced Packaging (2x) … Workcircuit.com SMT (6x) …

Electronic Design … Semiconductor International

Top 10 Targets

Advanced Packaging

SMT

EE Times

IEEE Spectrum

EP&P

Circuits Assembly

PC Fab

MicroMagazine

High Density Interconnect

Electronics Cooling Magazine

Year 1 Accomplishments … More Media

• Interviews Arranged (6)– Oregonian, Portland Tribune, EP&P, EE Times, San Diego Business

Journal, Advanced Packaging• Upcoming (3)

– Advanced Packaging, EP&P, Chip Scale Review• Press Inquiries about CPMT (11)

– USA Today, Newark Star Ledger, New York Times, Wall Street Journal, CNN, Financial Times, Boston Herald, Philadelphia Daily News, Toronto Star, Columbus Dispatch, Winston Salem Journal

• Press Room on CPMT Web Site – architecture, design, content development, regular updates

• Relationship building with key reporters and editors• Bylined article development• Conference coverage – ECTC, IEMT/Semicon West

Year 1 Accomplishments … Promo Outreach

• Expanded “non-member” mailing list• Outlook (2 issues, second after ECTC)• CPMT Luncheon at ECTC – theme, script, remarks, program,

decorations, photo shoot of award winners• Web site support – with Paul Wesling• Events calendar• Exhibit design – for IEMT/Semicon West • Response to requests for support from CPMT leadership

Year 1 Accomplishments … Membership and Chapter Support*• Membership “welcome” kit materials

– Membership card– Luggage tags– Membership booklet (pre-press)

• Member recruitment/positioning advertisements• Membership recognition “tools”

– Membership pins– Membership shirt– Business cards

• Chapter web site development – architecture, design, content development

• Local chapters web site template – architecture, design, sample content

Next Steps in 2002

• Media … media … media• Clear products in pipeline

– Identity brochure– Exhibit– Fact sheets on Education and Distinguished Lecturers

• Leverage and expanded use of existing M&C resources

• “Internal” marketing – IEEE TAB presentation