Transcript
refer a friend
start Nurture room
generating ideas
the shop window have a cup o’ tea
How to create demand in the public sector – a marketing roadmap
refer a friend
start Nurture room
generating ideas
the shop window have a cup o’ tea
INSPIRE WITH
Content
buzz HELLO!
FAMILY
TEETH
4 DNA of a really good content piece
1. Logical story/argument
2. High impact, scannable visuals which make the story clearer
3. Man bites dog (something new that speaks to a real challenge)
4. Tight connection to the proposition/solution
92 downloads / 10 proposals from the initial campaign - Fewer downloads BUT many more qualified leads and opportunities as the title is a self-qualifier
194 downloads / 3 proposals from the initial campaign - On downloads alone, this would appear to the be more successful campaign – but it sparked intellectual curiosity not opportunities
VS
The title is everything
Content The gift of public sector policy
Government will use Agile delivery: • in half of major ICT-
enabled change programmes by April 2013; and
• to reduce the average delivery time in these programmes by 20 per cent by 2014.
What gets in the press? Two things…
Case studies
• Ride on a clients’ reputation
• Take a clear story • Sizzle, not just sausage • You might not be
mentioned…
Thought/opinion leadership
• Critique of a policy • Opinion data • Thought leadership…
something ‘completely’ new
• ‘How to’
The 1:1 campaign • Simple, personal email • Not-the-usual – “Is there a useful
conversation?” • Systematically and in volume
(persistent but not insistent) • Best for: markets with obvious senior
decision makers who are hard to reach any other way.
2. Go OUT and get people
The event • Information sharing event • Free, or low cost – but not a gift • Speakers from the public sector
willing to share warts and all • Best for: new challenges, new
requirements/directives imposed on IT
teeth Pickles
Known/planned triggers
Unknown/unplanned triggers
Internal triggers
Calendar Financial Year Bid calendar Programme for procurement Merger or restructure
New appointments
Crises • Partner relationship breakdown • Budget overspend • Political crisis • Non-compliance
External triggers
Specific known events “The Budget” Legislation
Unknown events Crisis in similar organisation prompting tightening up across the board
teeth The Big Question
• Can you drop me a line to let me know your position?
• Do you think we should be working together?
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