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COMMUNICATIONS GUIDE . MEDIA PLANNING AND STRATEGY Communications Guide Group 1: Doug Dillard, Dustin Mask, Caroline Westhall Miller, Yvonne Pierre CTU Online MKT460 Phase 3 Small Group Instructor Richard J. Cali August 2, 2009. OVERVIEW. Woodland Foundation’s Brand

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COMMUNICATIONS GUIDE

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Communications guide

COMMUNICATIONS GUIDE

  • MEDIA PLANNING AND STRATEGY

  • Communications Guide

  • Group 1: Doug Dillard, Dustin Mask, Caroline Westhall Miller, Yvonne Pierre

  • CTU Online

    MKT460 Phase 3 Small Group

  • Instructor Richard J. Cali

    August 2, 2009


Overview

OVERVIEW

  • Woodland Foundation’s Brand

  • Brand Logo, Color Palette, &Typeface(s) To Use In All Media

  • Photography Library & Clipart

  • Guidelines For Radio & TV Ads

  • Guidelines For Sales Promotion Items

  • Guidelines For Call Center Automatic Answer & Staff Answer

  • Guidelines For Press Releases


Woodland foundation s brand

WOODLAND FOUNDATION’S BRAND

  • Woodland Nature Center (WNC) is the Woodland Foundation brand

  • Our brand focus is to be a premier conservation center

  • Ethical, family-friendly, community focused brand

  • Slogan:

    “LAND! Learning. Adventure. Nature. Development.”

Group 1 Consensus | Woodland Foundation Brand


Brand logo color palette typeface s to use in all media

BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA

  • Logo

    • Displayed on all marketing materials and company documents (the logo image with Woodland Nature Center underneath)  

    • The slogan should always accompany the logo

    • Must be authorized by management to use

    • Full Color or Shades of Gray

  • Color schemes for graphs should always be earth tone colors such as various shades of greens, blue, and browns.

  • Company documents and marketing materials Woodland Nature Center (WNC)

    • Should either, be italics or bold.  

  • Font

    • “Franklin Gothic Book” or “Verdana.” 

  • Font size

    • Woodland Nature Center should be in 20 pts

    • Slogan 12 pts

Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media


Brand logo color palette typeface s to use in all media1

CONTINUE

BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA

BUSINESS CARDS

SIGNITURE LINE

YOUR NAME

Job Title

2500 West Nature Street

Marietta, GA 30067

Email Address

Direct Office #, Extension

Cell Phone #

Sincerely,

YOUR NAME, title

Woodland Nature Center

“LAND! Learning. Adventure. Nature. Development.”

Email Address

Direct Office #, Extension

Cell Phone #

1-800-Woodland

www.Woodland.org

LETTERHEAD

2500 West Nature Street | Marietta, GA 30067 | 1-800-Woodland | www.Woodland.org

Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media


Photography library clipart

PHOTOGRAPHY LIBRARY & CLIPART

  • Photos of the exterior and interior of the Woodland Nature Center building (i.e. meeting, lobby, conference rooms), surrounding land (i.e. hiking trails), previous events, wildlife, etc.

    • Marketing Material (press/media kit, commercial use)

    • Promotional Use

    • Fundraiser Materials

    • Authorized by a member of management

  • Clipart (Microsoft Office Clipart Library)

    • Wildlife, Nature, People

    • Newsletters

    • Email

    • Website

Group 1 Consensus | Photography Library and Clipart


Guidelines for radio tv ads

GUIDELINES FOR RADIO & TV ADS

  • TELEVISION MEDIA ADVERTISING

    • Budget: 25%

    • Local target market

    • Length: 5 min (Flexible Format)

    • Presented by our PR department, or Volunteering celebrities

  • Introduction (Welcoming)

    • Logo w/ Woodland Foundation background Slogan

    • Name of event; i.e. “L.A.N.D. carnival”

  • Body

    • Description of event

      • Activities/ Sponsors/ Price/ Reason for Event/ Time and Date

    • Pictures of attractions and highlights

  • Conclusion

    • Contact Information

    • Show time and date

    • Show logo of company

Dustin Mask | Guidelines For Radio and TV Ads


Guidelines for radio tv ads1

CONTINUE

GUIDELINES FOR RADIO & TV ADS

  • RADIO MEDIA ADVERTISING

    • Budget: 10%

    • Length: 60 sec (Standardized Format)

    • Presented by our PR department

  • Introduction

    • Slogan

    • Name of event; i.e. “L.A.N.D. carnival”

  • Body

    • Description of event

      • Activities/ Sponsors/ Price/ Reason for Event/ Time and Date

  • Conclusion

    • Contact Information

    • Repeat time and date

  • K-I-S-S Rule (Keep It Short and Simple)

Dustin Mask | Guidelines For Radio and TV Ads


Guidelines for sales promotion items

GUIDELINES FOR SALES PROMOTION ITEMS

  • What is promotion?

    • Something such as an advertising campaign that is designed to promote A product, cause, or organization

    • Brand recognition

    • Brand awareness

    • Brand connectivity

    • Brand do

  • Marketing is the act and process of making A product, cause, or organization more widely known and more successful

Caroline Westhall Miller | Guidelines For Sales Promotion Items


Guidelines for sales promotion items1

CONTINUE

GUIDELINES FOR SALES PROMOTION ITEMS

  • FOR THE GENERAL PUBLIC

    • T-shirts With Pictures Of Local Wildlife

    • Travel Mugs

    • Calendars

    • Refrigerator Magnets

    • Discount Coupons For Souvenir Shop

Caroline Westhall Miller | Guidelines For Sales Promotion Items


Guidelines for sales promotion items2

CONTINUE

GUIDELINES FOR SALES PROMOTION ITEMS

  • FOR CHILDREN

    • Cartoon Character Wildlife T-Shirts With

    • Coloring Books

    • Nature Badges

    • Wildlife Animal Figures In Character

      • Action Figures

      • Plush Figures, Pillows

    • Nature Posters

    • Lunch Boxes

OLLIE

OWL

Caroline Westhall Miller | Guidelines For Sales Promotion Items


Guidelines for sales promotion items3

CONTINUE

GUIDELINES FOR SALES PROMOTION ITEMS

  • FOR COMMERCIAL BUSINESSES

    • Pens

    • Convention/Meeting Stationary

    • Coupons for Distribution

    • Desk Organizers

    • Coffee Mugs

    • On Plastic “Take-home” Cups

Caroline Westhall Miller | Guidelines For Sales Promotion Items


Guidelines for call center automatic answer staff answer

GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER & STAFF ANSWER

  • Automatic Answer

    • Manage incoming calls 24 hours per day, 7 days per week

    • Forward priority calls to Woodland Foundation Management

    • Reduce call abandonments

    • Use of call scripts to deliver same response

    • Maintain schedule of reservations and appointments

(Answer First, 2009)

Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer


Guidelines for call center automatic answer staff answer1

GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER &STAFF ANSWER

  • Staff Answer

    • Be prepared to answer the phone at any time

    • Know who’s responsible for the phone and when

    • Answer telephone with a pleasant greeting

    • Identify Woodland Foundations during greeting

    • Offer assistance

    • Forward phone to call center if no one is available at the center

(Management, n.d.)

Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer


Guidelines for press releases

GUIDELINES FOR PRESS RELEASES

  • Representing WF and WNC in press

    • Preauthorized Personnel

    • Personnel Specialist

    • Department Heads

    • Management

  • Distribution Recommendations

    • Local News Outlets

    • Specialty Publications

    • Blogs, Online Mediums

  • Use of company name and logo

    • Only press that pertains to Woodland Foundation or Woodland Nature Center

    • MUST be preauthorized through the Marketing Department

  • ALL Press Releases MUST be accompanied with company background and contact information

    • “Woodland Nature Center (WNC) is a premier conservation center… founded by Woodland Foundation 50 years ago,,, For more information about visit, www.woodland.org.“

(Harris, 1998)

Yvonne Pierre | Guidelines for Press Releases


Guidelines for press releases1

CONTINUE

GUIDELINES FOR PRESS RELEASES

  • Types of Press Releases

    • Announcements

      • Improvements (i.e. new building, hiking paths, new programs)

      • Company Information (i.e. new hires, increase in membership)

    • Campaigns (business and consumers)

      • Membership Drives

      • Sponsorship

      • Upcoming or previous Event

    • Educational Press

      • Statistics

      • Conservational Tips

      • Information about wildlife

  • Photos to accompany press releases

    • Photos must be preauthorized

    • Refer back to “Photography Library and Clipart”

(Harris, 1998)

Yvonne Pierre | Guidelines for Press Releases


Additional information

ADDITIONAL INFORMATION

  • Image

  • Marketing

  • Attitude

  • Professionalism

  • Customer Service

Yvonne Pierre | Additional Information


Key points

KEY POINTS

  • Branding is about the totality of a customer's experience

  • Presentation is everything

  • Be consistent

Membership, Public Image, Brand Awareness


Conclusion

CONCLUSION

  • Questions and/or comments?

  • Thank You!


References

REFERENCES

Answer First (2009). Answering, messaging, virtual office & call centers. Retrieved August 4, 2009, from Answer First Communications Inc Web site: http://www.answerfirst.com/

Cali, R. (Thomson Corporation.). (c. 2007). Sirgy, Chapter 12 [PowerPoint Presentation]. Colorado Springs, CO: CTU Online. Retrieved August 4, 2009, from CTU Online, Virtual Campus, MKT460-0903A-01 : Integrated Marketing Strategies  https://campus.ctuonline.edu

Davis G. (2008), Televisionadvertising.com, retrieved on Aug 05, 2009 from: http://televisionadvertising.com/faq.htm

Ferell R. (2008), Writing effective radio ad copy, retrieved on Aug 05, 2009 from: http://radio-advertising.suite101.com/article.cfm/writing_effective_radio_ad_copy#ixzz0NRhxXcQU

Harris, T. L. (1998). Value-added public relations: the secret weapon of integrated marketing. New York, NY: McGraw-Hill.

Management, (n.d.). Enhancing telephone communication in the dental office. Retrieved August 4, 2009, from Management Web site: http://www.thejcdp.com/issue001/jensen/techjen.htm

Microsoft Corporation (2009). MSN Encarta Sales Promotion. Retrieved August 4, 2009, from http://encarta.msn.com/encyclopedia_761573514/Sales_Promotion.html?partner=orp


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