PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN

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Planning a Success Marketing and PR Campaign By Brand Now Pacharee Pantoomano & Kittima Sethi

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PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN

Transcript of PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN

Page 1: PLANNING A SUCCESSFUL MARKETING & PR CAMPAIGN

Planning a Success Marketing and PR Campaign

By Brand Now Pacharee Pantoomano & Kittima Sethi

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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

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Start With The End In Mind

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Create a master plan

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What to put in a master plan?

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MarketingFramework

Know yourself

Know your

customers

Ensure you win

customers

Keep scores

Refine the plan

Profile your

customers

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Mind Mapping Ideas

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Creating a timeline(Gantt chart)

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Measuring the effectiveness of

a marketing campaignMedia clipping/valueROIShare of VoiceSurvey, product recallSocial media and website

analyticsLead generation, tracking

(coupons, vouchers)Customer conversionIncreased sales

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Building CredibilityUnderstanding How Media Works

Kittima Sethi

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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

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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

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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

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Exa

mp

le o

f m

edia

cli

pp

ing

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Exa

mp

le o

f m

edia

cli

pp

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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

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Title

Main info

Details: 5 W's

Boiler Plate

Contact

Gen

eral

Pre

ss R

elea

se

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New

pro

du

ct o

r L

aun

ch P

ress

Rel

ease

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Exe

cuti

ve o

r st

aff

ann

ou

nce

men

t re

leas

e

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Exp

ert

Po

siti

on

ing

P

ress

Rel

ease

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Eve

nt

Pre

ss R

elea

se

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Cal

end

ar N

ews

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Ph

oto

New

s R

elea

se

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