Transcription
NAD Marketing –Creating Online AwarenessCampaign Strategies in Times ofCovid-19
Content1. Recap1. NAD Key Objectives2. Overview NAD Marketing3. PESTLE and SWOT Analyses2. Rethinking Online Marketing1. Social Marketing2. Marketing in the Future3. Awareness Campaign Strategies: NAD Online3. Key Highlights1. Marketing Without a Budget2. How to Present Online1.How to Create a Good Slide Deck4. Sources and ReferencesMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 2
Rethinking Online Awareness StrategiesKey Objectives of the NAD We All REMEMBER this project is a SPECIAL NEEDS PROJECT so NAD fullyconnected to this please!!! NAD – OVERALL FOCUS on information and discussion onDECIDE Special Needs project with focus on objectives,activities, ongoing outcomes/milestones plus the situation anddevelopments on Special Needs in your home country active student participation of Universities, National and Public Libraries, StudentUnions, Teacher unions with the support of the Education Ministries, National andPublic Libraries, NGO’s and other special needs groups/individuals etc. participation of all pertinent primary, secondary, and university educational institutes Strategic Aim: target society on project and issue of special needs as a whole in eachof the three countries.Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 3
Overview NAD MarketingSTEP 3: IDENTIFY yourorganization’sSTEP 1: ANALYZE PESTLE (environmentalor country analysis) SWOT (organizationanalysis) Vision (where are you going?) Culture (internal) Identity (local, national, international)STEP 2: DEFINE yourorganization’s Competences AttractivenessMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 4
Step 1: PESTLE and SWOTFactorOften Comprised OfPoliticalTaxation policy, political support, employment laws,environmental regulations, trade restrictions, tariffs, politicalstabilityEconomicoverall economic situation, economic growth, strength ofspending, interest rates, inflation rate, exchange rates,unemploymentSocialcultural norms and expectations, social mobility, lifestylepatterns and changes, health consciousness, populationgrowth rate, age distribution, career attitudes, emphasis onsafetyTechnologicalrelevant current and future technology innovations, R&Dactivity, automation, technology incentives, rate oftechnological changeLegalexisting legislation and likely future changes in the law –examples include employment, competition, health & safetyand European law.Environmentalthe level of pollution, recycling considerations, and attitudesto the environment –linked in with political and sociologicalfactorsMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 5
PESTLE ProcessDefine thesubjectIdentifyappropriatesources ofinformationGatherinformationAnalyze findingsIdentify mostimportant issuesand strategicoptionsWrite a reportDisseminate thefindingsDecide whichtrends should bemonitored on anongoing basisMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 6
PESTLE v. SWOTMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 7
SWOT Analysis1. NAD Marketing Strategy Objective Analysis of the external business environment(the OT of SWOT, sometimes called PESTLEanalysis). Include Market Research. Identification and analysis of Target Groups. Goal in terms of area reach (and revenue?). The Marketing Budget with breakdown. Elements of the Marketing Mix especially Productpositives (for flyers etc), and event date. USP? Events planned, media channels & SWOT of NAD2. Run the NAD, do your NAD Report and thenSWOT ANALYSE!3. Prepare Conclusions and decide Action Planas a follow up!Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 8
Rethinking Online Marketing“Marketingrefers to activities undertaken by a company to promote thebuying or selling of a product or service. Marketing includes advertising,selling, and delivering products to consumers or other businesses.”Definition Marketing. (2019, June 25). Retrieved July 8, 2019, .aspMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 9
Rethinking Online Marketing: Social Marketing Social marketing - advertising and public relations Application: programmes aimed at raising awareness and promoting sustainablebehaviour Objective: predict and even form consumers’ needs Aims: Educating people Preventing the adoption of negative behaviour Questioning the utility of negative habits for personal health and happiness Spreading awareness of societal issues and problems like Recyclable packaging,initiatives like low energy usage or low car usage Communicating company's values to build consumer trust and loyalty Directing portions of profits toward charitable groups or efforts are examples ofsocial responsibility marketing strategiesMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 10
Rethinking Online Marketing: Marketing in the Future Transitional era Digital world is evolving very fast Forget about the ting-look-like-in10-years/Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 11
Rethinking Online Marketing:Online Awareness Campaign StrategiesEngagement How to engagewith your targetgroup?Promotion How to promotean Online NADon low to nobudget?Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Execution How to presentonlineeffectively?Slide 12
Promotion: Marketing Without a BudgetHow can a university/NGO with a low or non-existingmarketing budget engage in promotion activities?Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 13
Promotion: Marketing Without a BudgetWhy Marketing Strategy Matters in Higher ntent/agfortbildung/90605 zanger.pdfMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 14
Promotion: Marketing Without a BudgetAims of Promotional ActivitiesMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 15
Promotion: Marketing Without a BudgetExamples for promotional activities with a low budgetWebsite/Search EngineOptimization Educational fairs Translations Corporate design Merchandising Social media Image videos Newsletter Office materials Brochures Strategic alliances Articles in printed mediaMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 16
How to Present OnlineGeneral thoughts to consider during a presentationTwo main AspectsProfessionalAspectsMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19PersonalAspectsSlide 17
General thoughts to consider during a presentationProfessional /Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 18
General thoughts to consider during a presentationPersonal Aspects.Voice /5notfall-tipps-rede-halten/Body andard-for-room-attendantsMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 19
Holding a remote g – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 20
TechnologyMake a test runBack upPrime audienceUse your toolsMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 21
EnvironmentCheck your backgroundNoiseLightning and videoDress to impressMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 22
Attention of your audiencePresentationVisibilityBody positionPauseMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 23
How to create a good slide deck Avoid text-heavy slidesMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 24
Text-heavy slideMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 25
How to create a good slide deck Avoid text-heavy slides Consistency Outstanding title slide Avoid clutterMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 26
Bad example of a cluttered slideMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 27
How to create a good slide deck Avoid text-heavy slides Consistency Outstanding title slide Avoid clutter Tell a story Use interaction Keep it simpleMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 28
How not to keep it relatively simpleMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 29
ACTION PLANCreate appropriate SWOT (by end of September)(Create NAD agenda programmeAfterwards write up report on NAD using a SWOT approach and state what wentwell and what could be improved for next NADMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 30
More Sources https://www.youtube.com/watch?v 9iArNac6JRU&t 219s ng-effective-virtual-presentations e-presentation/https://www.youtube.com/watch?v dEDcc0aCjaA est-practices-for-making-awesomepowerpoint-slides sentations tips-creating-engaginginteractive-presentations/ ntation/ esentation-mistakes/ -tips.htmlMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 31
Sources on PESTLE and SWOT ysisfreetemplate.htm nalysis-tool.html Marketing e PEST.htm Marketing ting-plan/pestle-analysis.html es/Renewal Pestle Analysis.pdfMarketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 32
Sources on Social Marketing and Online Marketing Matt Lawson, M. L. (2019, January 15). 4 guidelines for the future of marketing -Think with Google. Retrieved July 8,2019, o-moments/ 9 Thoughts About the Future of Marketing Brand24 Blog. (2016, April 25). Retrieved July 8, rketing/ Jason Hall, J. H. (2019, April 10). What Will Digital Marketing Look Like in 10. Retrieved July 8, l-marketing-look-like-in-10-years/ Thom Gruhler, T. G. (2018, April 18). Five Trends Shaping The Future Of Marketing. Retrieved July 8, of-marketing/ The Future of Marketing: Six Visionaries Speak. (n.d.-f). Retrieved July 8, re-of-marketing-six-visionaries-speak/ Definition Marketing. (2019, June 25). Retrieved July 8, eting.asp Ranchhod, A., & Gurau, C. (2007). Marketing strategies: A contemporary approach. Harlow: Financial TimesPrentice Hall. O’Riordan, f. & Lehninger, D. (2002) Business 21.(1st Edition). Oldenbourg Verlag The five evolution eras of marketing (2017, August) Retrieved July 8, 2019, form eting/Marketing – Introduction to Theory and PracticeCreating Online Awareness Campaign Strategies in Times of Covid-19Slide 33
Marketing – Introduction to Theory and Practice Creating Online Awareness Campaign Strategies in Times ofCovid-19 Slide 3 Rethinking Online Awareness Strategies
