How To: Developing and Implementing a Visibility Campaign
This session is a step-by-step tutorial on crafting a visibility plan that is strategic and right-sized for any organization to engage, attract and retain.
Location and Cost:
1250 22nd Street NW
AMADC Members: $35
Student Members: $15
Lunch is included with registration!
Onsite Registration available at an additional $10 fee.
About the Program:
Thought leadership positions your company as an authority, resource and trusted advisor by engaging influencers. Whether launching a new visibility program or upgrading an existing one, a large budget and an endless supply of resources are not necessary. The key is to leverage already existing resources to establish yourself as a source in your industry. By asking the right questions and taking inventory of your staff, you may find you already have the right “tools” to launch a successful program. Learn to approach each prospect with this question: What is the most return that the company can receive from this opportunity?
Participants will leave this session with a deep understanding of how to craft a thoughtful and creative communications plan that is strategic and right-sized for any organization.
This session will show you how to identify and build the key components of your visibility plan including:
I. PUBLIC RELATIONS
Traditionally, public relations tactics focus primarily on reputation, media attention and awareness-building. However, trends have shown that PR and marketing disciplines are more married than ever. Building a successful PR program means moving beyond press releases and media pitches.
We’ll provide you with an “integrated communications” toolkit that ties all aspects of marketing communications to maximize your outreach. We’ll specifically focus on:
A. Social Media
- How to use this vehicle to drive your PR campaigns
- Think beyond traditional media buys. Explore advertorials crafted in a non-marketing style
- Leverage existing media-buy contracts/commitments
- Speaking engagements should not be viewed as merely solitary presentations, but as integrated marketing opportunities
II. STRATEGIC ALLIANCES
What is the most return that the company can potentially receive from this opportunity?
- We’ll show you how to investigate and pursue budget friendly opportunities (conferences, industry events, professional forums and academic institutions) to maximize visibility for your organization.
- Partnerships are one of the best visibility tools out there. For low to no cost, you are essentially enlisting other individuals, organizations and businesses to help promote your company. The ability to reach your ideal client increases exponentially.
Awards received will be widely promoted via digital channels, traditional media outreach and partner/alliance channels.
About the Speaker:Christina Johnson, Senior Manager, Marketing and Communications, Global Impact
Christina Johnson, Senior Manager of Marketing and Communications joined Global Impact in June 2010. Prior experience includes leadership positions in marketing with the United Way and the University of Dallas. She graduated with honors with a BS degree in Marketing and Spanish from Hampton University and received an MBA degree from the University of Dallas.