Digital Marketing 101: Creating a Communications Strategy and Plan in the Digital Age Emily V Kittrell, Director of Marketing and Communications [email protected]Laura K McGrew, Communications Manager [email protected]Workshop Packet 1. PowerPoint Presentation Slides 2. 5 Steps to Building Your Strategy Question Worksheets 3. Communications Resources Packet 4. “Best Times To Post” Social Media Graphics
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Digital Marketing 101: Creating a Communications Strategy ...€¦ · Digital Marketing 101: Creating a Communications Strategy and Plan in the Digital Age Emily V Kittrell, Director
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Digital Marketing 101:
Creating a Communications Strategy and Plan in the Digital Age
Emily V Kittrell, Director of Marketing and Communications [email protected]
1. PowerPoint Presentation Slides 2. 5 Steps to Building Your Strategy Question Worksheets 3. Communications Resources Packet 4. “Best Times To Post” Social Media Graphics
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DEFINE TERMSMarketing Strategy: Outlines approaches that prompt people to take action. Focuses on big picture.
Communication Plan: Outlines the tactics by which to create the big picture. Complementary and subservient to marketing strategy.
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DEFINE TERMSCommunication Medium: General platform of communication to share information
Communication Channel: Specific account through which a message is communicated to an intended audience
DEFINE TERMSMarketing Strategy: Outlines approaches that prompt people to take action. Focuses on big picture.
Communication Plan: Outlines the tactics by which to create the big picture. Complementary and subservient to marketing strategy.
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DEFINE TERMSDigital Marketing / Communications: Transmission of data and information through digital mediums
Print Collateral: Transmission of data and information through print mediums
5 STEPS TO BUILDING YOUR STRATEGY1. Conduct an Audit2. Build Audience
Personas3. Create Mission
Statements
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5 STEPS TO BUILDING YOUR STRATEGY4. Find Inspiration5. Make a Plan &
Editorial Calendar
CONDUCT AN AUDITQ. Which communication mediums do you currently use?Q. What is working and not working?Q. Who do we think / know is connecting with us on our channels?Q. Which channels does our audience use?Q. How do we compare to our peers?
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BUILD AUDIENCE PERSONASAudience Personas are models that describes your typical / target customer or user, including age, life-stage, language, job, income, interests, etc.
BUILD AUDIENCE PERSONASQ. What is a realistic description of a person representing our target audience?Q. What are the pain points / goals related to what we offer? How does what we offer help them?
CREATE MISSION STATEMENTSMission Statements are a one sentence declarations to help focus on specific goal for each communication medium.
Q: How will each communication channel be used and for what purpose?
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FIND INSPIRATIONQ. Which other churches, nonprofits, businesses, etc. are exceptional at communications?Q. Who do you enjoy receiving communications from?Q. What do they do that compels you to engage?
MAKE A PLAN & EDITORIAL CALENDAR• Content Management System• Posting Schedule and Content Mix• Editorial Process
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BASECAMP
HOOTSUITE
CONSTANT CONTACT
MARKETING STRATEGY GRID WORKSHOP: DIGITAL MARKETING 101 COUNCIL 2020