The Year in Review
This presentation is the property of its rightful owner.
Sponsored Links
1 / 10

Potomac Communications Group, Inc. 1 June 2002 – San Diego, California USA PowerPoint PPT Presentation


  • 61 Views
  • Uploaded on
  • Presentation posted in: General

The Year in Review June 2001 – May 2002 Growing Brand Identity and Global Recognition for the CPMT Society. Connie Swager - Strategic Marketing Director. Potomac Communications Group, Inc. 1 June 2002 – San Diego, California USA Board of Governors Presentation.

Download Presentation

Potomac Communications Group, Inc. 1 June 2002 – San Diego, California USA

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Potomac communications group inc 1 june 2002 san diego california usa

The Year in ReviewJune 2001 – May 2002Growing Brand Identity and Global Recognition for the CPMT Society

Connie Swager - Strategic Marketing Director

Potomac Communications Group, Inc.

1 June 2002 – San Diego, California USA

Board of Governors Presentation

Education...Discovery...Innovation...Achievement


State of the program this time last year

State of the Program … This Time Last Year

Challenges identified by volunteer leadership

  • Competitive environment

  • Global reach versus USA focus

  • Internal audiences – establish value, benefits

  • External audiences – expand recognition, respect

  • Brand identity – positioning, messages, materials

  • Media attention – become go-to resource, get ink

  • Society activities – promote participation, recruit volunteers


State of the program m c baseline

Branding/Materials

Media

Member Outreach

Chapter Development

Other Marketing

50th Anniversary

Membership brochure

Merchandise (coffee mugs, etc)

No detectable coverage in prior 18 months (trade or general press)

Newsletter (print and online)

Leadership visits

Exhibit (ECTC, etc.)

Conferences, co-sponsorships

Web site (Intranet focus)

State of the Program … M&C “Baseline”


Expanding the baseline strategic priorities

Expanding the Baseline … Strategic Priorities


Year 1 accomplishments branding

Value Proposition – message “summit”

Brand Identity – theme, tagline, images, design, core messages, logo art

Standardized Positioning Statement

Identity Style Guide

Identity Materials

Presentation folder

Fact sheets (5) – print and PDF formats

Awards certificates

Templates – logo art, powerpoint presentations, etc

Animated Slide Shows (2)

Year 1 Accomplishments … Branding

  • Image Strategy

  • audiences?

  • current knowledge?

  • desired perceptions?

  • communications – how?

  • communications – how should?

  • ongoing brand mgmt?


Year 1 accomplishments media

Year 1 Accomplishments … Media

  • Media list (151 outlets)

    • Trade press 37%; mainstream press 63%

    • USA 71%; international 29%

  • Media “ambassadors” training and training guide

  • Press kit development and distribution

  • Story angles and pitch strategies

  • Press releases (4)

  • Placements (13) – circulation ~ 844,376+

    EE Times … EP&P … Advanced Packaging (2x) … Workcircuit.com SMT (6x) … Electronic Design … Semiconductor International

Top 10 Targets

Advanced Packaging

SMT

EE Times

IEEE Spectrum

EP&P

Circuits Assembly

PC Fab

MicroMagazine

High Density Interconnect

Electronics Cooling Magazine


Year 1 accomplishments more media

Year 1 Accomplishments … More Media

  • Interviews Arranged (6)

    • Oregonian, Portland Tribune, EP&P, EE Times, San Diego Business Journal, Advanced Packaging

  • Upcoming (3)

    • Advanced Packaging, EP&P, Chip Scale Review

  • Press Inquiries about CPMT (11)

    • USA Today, Newark Star Ledger, New York Times, Wall Street Journal, CNN, Financial Times, Boston Herald, Philadelphia Daily News, Toronto Star, Columbus Dispatch, Winston Salem Journal

  • Press Room on CPMT Web Site – architecture, design, content development, regular updates

  • Relationship building with key reporters and editors

  • Bylined article development

  • Conference coverage – ECTC, IEMT/Semicon West


Year 1 accomplishments promo outreach

Year 1 Accomplishments … Promo Outreach

  • Expanded “non-member” mailing list

  • Outlook (2 issues, second after ECTC)

  • CPMT Luncheon at ECTC – theme, script, remarks, program, decorations, photo shoot of award winners

  • Web site support – with Paul Wesling

  • Events calendar

  • Exhibit design – for IEMT/Semicon West

  • Response to requests for support from CPMT leadership


Year 1 accomplishments membership and chapter support

Year 1 Accomplishments … Membership and Chapter Support*

  • Membership “welcome” kit materials

    • Membership card

    • Luggage tags

    • Membership booklet (pre-press)

  • Member recruitment/positioning advertisements

  • Membership recognition “tools”

    • Membership pins

    • Membership shirt

    • Business cards

  • Chapter web site development – architecture, design, content development

  • Local chapters web site template – architecture, design, sample content


Next steps in 2002

Next Steps in 2002

  • Media … media … media

  • Clear products in pipeline

    • Identity brochure

    • Exhibit

    • Fact sheets on Education and Distinguished Lecturers

  • Leverage and expanded use of existing M&C resources

  • “Internal” marketing – IEEE TAB presentation


  • Login