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Messaging, Media, Money & Your Ministry FABC Entrepreneur’s Ministry April 28, 2012 . ENTREPRENEUR: BENJAMIN FRANKLIN. " Seest thou a man diligent in his calling, he shall stand before kings, he shall not stand before mean men," . What’s the Difference? Public Relations Marketing

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slide1

Messaging, Media, Money & Your Ministry

FABC Entrepreneur’s Ministry

April 28, 2012

entrepreneur benjamin franklin
ENTREPRENEUR: BENJAMIN FRANKLIN

"Seest thou a man diligent in his calling, he shall stand before kings, he shall not stand before mean men,"

slide3

What’s the Difference?

Public Relations

Marketing

Advertising

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide4

Public Relations

Marketing

Communications

Advertising

Social Media

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide5

Public Relations

Strategic management of

two-way relationships

between organization/business

and its publics. (Grunig)

Key Elements:

Publics (Stakeholders)

Management

Relationships

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide6

Marketing

  • The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA)
  • The action or business of promoting and selling products or services, including market research and advertising.
  • Key elements:
  • Targets
  • Exchange
  • Customer

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide7

Advertising

The act or practice of calling public attention to one\'s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc

Key elements:

Design

Product

Paid announcements

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide8

Social Media

Agroup of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media is ubiquitously accessible, and enabled by scalable communication techniques.

Key Elements:

Social network platforms

Technology driven

Community/Sharing

slide9

Why Do You Need To Know?

  • Identify Needs
  • organization/business goals
  • stakeholders/customers
  • Revenue/Budget Projections
  • revenue goals/projections
  • source of funding
  • Effective Usage
  • earned vs. traditional media buys
  • -social media ‘exposure’ and ROI

2010 CONFIDENTIAL & PROPRIETARY TO THE QUIETT GROUP

slide10

BUSINESS IQ

Mission/Vision

Customers

Stakeholders

Budget Goals

slide11

Business IQ

WHAT CAN PREVENT/HINDER YOUR BUSINESS OPERATIONS?

slide13

Media Buying

Procurement of media real estate at optimal placement and price.

The main task of media buying lies within the negotiation of price and placement to ensure the best possible value can be secured.

CreditCard Payment

Advertisershould complete this form and return to the Hearst Television Charlotte office via email to [email protected] or fax to 704-376-3926. Please do not submit this form to your sales contact …..

broadcast
Broadcast

Frequency

Program Rating/Share

Time

Driver: National Ads,

Market Size

Example:

NOLA: 24 spots, $3600.00

Houston: 6 spots, $2200.00

print
Print

Skybox Run Dates (3.25" x 1.5" includes full color)

Section: Growth & Business Feb. 18th & 25th Mar. 3rd, 10th, 17th, 24th, 31st

Section: Sports  Feb. 14th, 21st, 28th  Mar. 6th, 13th, 20th, 27th

Cost  $840.00 Scheduled

70,000 impression 160x600 Skyscraper (will start when I get the ad)

Cost $840.00  Scheduled and started

 2 cols (3.25") x 6" Sunday print ad (will let me know if you want to run) (Deadline on Weds.)

Scheduled for Feb. 19th, 26th & March 4th  $579.84  (per ad)

Cost $1739.52

Frequency

Sections

Daily/Weekly/Monthly

Cost Per Inch

Driver: Content, Advertising

radio
RADIO

Frequency

Program

Drive Time

Example:

NOLA

AM, AM Drive $45

PM, AM Drive $110.00

social media
SOCIAL MEDIA

Frequency

Impressions

Views

Flat Rate

Options:

Group On

Blogs

Constant Contact

slide18

What is Your Message?

Public Relations: Messaging, Positioning (crisis, issue)

Forms: Press Releases, Brochures

Earned media: no cost

slide19

What is Your Message?

Marketing, Advertising: Brand –personality, logo, promise, integrity…

Forms: advertisements, packaging, photos, billboards…

slide21

Lonnie’s Landscaping

  • History:
  • Grass Cutting Service 30 years
  • Good infrastructure and Reliable Employees
  • Communications Need:
  • New Business-Sculpture Gardens
  • Business IQ
  • Mission/Vision, Customers, Stakeholders, Budget
  • Determine Communications Strategy
slide22

Helpful Hands Home Health Service

  • History:
  • Owner is a former Sr. VP, Home Health Co., RN, MD, MPH
  • First time owning business
  • Communications Need:
  • Secure customer base
  • Business IQ
  • Mission/Vision, Customers, Stakeholders, Budget
  • Determine Communications Strategy
slide23

The ‘Top That’ Hat Shop

  • History:
  • 25 years in business
  • Loyal customers, innovative staff
  • Communications Need:
  • Diversifying Business – 501c3
  • Business IQ
  • Mission/Vision, Customers, Stakeholders, Budget
  • Determine Communications Strategy
slide24

Deliberate

  • Integrate
  • Learning Power
slide25

The Sense To Be Subtle

The Courage To Be Heard !

THANK YOU!

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