Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in...

Entrepreneurial Marketing, Communication in the Citycityextension.osu.edu/learn

This series is offered through Ohio State University Extension. Julie M. Fox, Ph.D. [email protected]

Just-in-Time Learning Series

Entrepreneurial MarketingCommunication In the City




Today’s Agenda

What You Will Learn• Awareness – entrepreneurial marketing context • Knowledge – marketing and communication competencies as you represent yourself and Extension

in the City• Ability – engage in the flow of communications with internal and external audiences

• Action Project & ePortfolio• You: Google Self• Your Organization: Image Audit, Resources, Ignite/TED Talk

• Collaborative Learning: Discussion, Shared Resources • Options for You, Your Team & Your Organization




CommunicationIn the City

Why is this a Big Deal in the City?• Noise – more media channels and influence• Competition – public and private

organizations have specialists• Capacity– “we teach programs”





Entrepreneurial Marketing

Entrepreneurial Theory

Urban Extension Practice




Marketing is …Transactions – Relationships – Viral…

… everything - Jay Conrad Levinson

… tactics, strategy, cultureTactics: advertising, public relations, …Strategy: to position and compete based on what’s happening in the marketCulture: everyone in the organization values the customer and operates based on buy-in to strategies

… process (Simerly, 1989) / functionArt (Creative, Emotional, Bond with customers)Science (Hypotheses, Test, Evaluate)




Marketing Combination

Marketing is not only much broader than selling, it is the whole business seen from the customer’s point of view.Peter Drucker

Environment




Selling & Marketing

OrganizationExistingprograms

Selling andpromotion

Successthrough

participation

Targetmarket

Integratedmarketing

Success through

satisfactionCustomer

needs

Startingpoint Focus Means Ends

(b) The marketing concept – Marketing culture

(a) The selling concept Kotler, Philip. (2000) Marketing Management




Communication in the City

Marketing Competencies• Market Research (informal and formal)

(community/needs assessment, issue/opportunity ID)• Relationship Marketing & Customer/Market Orientation• Messaging & Story Telling (in good times & bad)• Working with Media• Partnership Marketing• Brands - Yours, Extension, University, Programs• Listening (including data) – Marketing Plan & Management




Marketing Competencies

www.ama.org

www.cim.co.uk




CommunityInformal and Formal Issue ID

People (internal & external)ParticipantsContributorsInfluencers

You & Your Organization

DemoPsycho

Relationship

What’s happening

Market Research Resources in the

Wiki

Advocate

Supporter

Client

Customer

Prospect




Program, Packaging, Place(Innovation)

• Protection against damage• Assist in marketing

Education, Brand, Affiliations• Standards• Cost Effective• Electronic – accessibility• Green, QR Codes




Signage in the City

• Simple, clear message• Tough to read ALL CAPS, Fancy Fonts• Size of Letters & Color Combinations• Color Psychology ... Consistency• Appropriate Materials (Permanent/Temp)• Background

Resources: www.signresearch.org/research; www.oaaa.org

http://www.signresearch.org/research

http://www.oaaa.org/




Promotion (Messages: benefits & recall)

• Basic Print & Electronic Communications• Market Partner Communications• Owned, Earned, Paid• Campaigns• Selling• Customer Service



Just-in-Time Learning Series Problem-Opportunity

Search / Memory

Evaluate Alternatives/Trialcomplexity, compatibility,

risk, relative advantage

Purchase Decisionwhether, what, when, where, how

Purchase Act / Transactioncompletely, partially, not planned

Post-purchase EvaluationSatisfaction / Expectations

Consumer BehaviorInfluence

You

Competitors

Demo/Psycho

PEST TrendsPolitical

Econ/EnvironSocial

Technology Envi

ronm

ent





The Flow of Communications • Internal Audiences

• Who• External Audiences

• Who

Awareness FanTrial Customer Friend




Know the audience and sell to themThe Perfect Offer Overcome human inertia

Attention, urgency, involvement, appeal to greedBring the product/program to life

Benefits, testimonials, demonstrationCreate effective format for mediumCreate excitement, interactionMake it a pleasure – comfortable, convenient, reassuring (simple decision making)Answer quite concerns (reduce perceived risk)

Sales (Competitive Advantage)





• Action Assignment for You•How do people know you? •How can you be authentic and intentional?

google name & name of university•Your Social Identity (self-perception)•Your F2F & Social Media Identity (self-projection)•Affiliation and Reputation





With Your Team & Organization (Options)• Image Audit – New and Various “Customers”

• Your Marketing & Communication Processes and Resources (ePortfolio)

• Ignite or TED Talk•Audience (what do you know?)/ Message (Connection)•Reaction (not just “know”)/ Call to Action




• Journal• Marketing Experience

• Mentor & Coach•Mentor – Elevator Pitch•Coach – Marketing Goals & Competencies

• Self-paced Independent Study• AMA + Market Research, Messaging, Media, Sales & Negotiations

• Team Collaboration• A Just-In-Time Learning Module, is available on Entrepreneurial Marketing and Communication in the City• Work together to develop Elevator Pitches• Develop a Campaign to reach a new audience or a comprehensive Marketing Plan• Identify current or potential options for incorporating user-generated content in your marketing

You, Your Team, Your Organization

https://cityextension.osu.edu/learn/entrepreneurial-marketing-and-communication

https://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-include/#16e6c1535038




Julie Fox, [email protected]/learn

Entrepreneurial Marketing Communication In the City · Entrepreneurial Marketing, Communication in...

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