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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.

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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”
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
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