Upload
fresh-ground-communications
View
323
Download
3
Embed Size (px)
DESCRIPTION
Delivered at the ACS conference in Boston by Margery Stegman, Michelle Linn and Chuck Tanowitz
Citation preview
Agenda
Integrated Marketing for Small, Science-Focused BusinessesSuccessful Public Relations and Marketing Communications PlanningMichelle Linn, Linnden Communications
What Can Graphic Design Do for Your Business?Margery Stegman, Schenkel/Stegman Communications Design
Integrating Social Media into Your Marketing MixChuck Tanowitz, Fresh Ground
15 Minute BreakBreakout Session
Communications for Small, Science-Focused
Businesses
August 2010
Michelle Linn
Attributes of Communications Program
Annual plan with updated messages
Clear understanding of objectives
Build around validating events
Set expectations, then deliver
Audit results quarterly
Elements of Integrated Program
Website
Media/Investor relations
Conferences/Trade shows
Marketing collateral/Direct outreach
Social Media/Online marketing
Advertising
Communicating for Science-based Businesses
Unique challenges
– Complicated technology/science
– Value in the technology
Multiple audiences
– Technical
– Lay person
Government
FDA/EPA, etc.
Policymakers
Payors
Industry
Collaborators
Scientists
Medical community
Financial Analysts Investors Brokers Partners
Public
Customers
Community
Advocacy groups
MEDIA
Employees
Audience
Conduct audit of communications program – Media coverage
– Materials
– Prior programs
– Investor base
Identify objectivesConsider peer universeReview upcoming milestones
Plan: Evaluate Situation
Accurately convey the strategic plan Explains to target audiences:
– Who you are– What you do– Why you’re better than others– Where you’re going
Could be delivered in brief elevator ride
Plan: Positioning
Plan: Messages
Effective messages are:– Credible– Consistent– Relevant– Memorable
Use in all materials and communications
Update regularly
Plan around important, validating milestones:– Business– Scientific– Financial– Personnel
Keep momentum going
Plan: Upcoming Events
Press Releases Publications/ Pres Meetings
Aug -Mezzanine Round
-XXX data available
-Collaboration
Submit Ph1 Publication
-XXX data published at YYY
-EASL
-ACS
Sept - XXX Product launch
-Study initiated
-New manufacturing facility
-Submit abstract to xxx
-XXX presentation
-EFMC-ISMC
Oct -New customer agreement
-New VP Research
-BIO Investor Forum
-UBS
Plan: Upcoming Events
Don’t bury the news Avoid technical jargon Use quotes to highlight relevance Include concise, compelling boilerplate
Writing Releases
Press releases Pitch feature stories
– Emerging company profiles– Trendy “angle”
Informational/background interviews Proactive-follow current news Media training
Media Outreach
Choose wire service Use SEO features EurekAlert for science news Send target media personal emails Monitor coverage
Gaining Visibility for Releases
Situation Undifferentiated company / crowded space Minimal communications focus - Largely unknown Need for visibility among investors Key data to be presented at ASCO
Strategy Repositioned as emerging cancer diagnostic company Revised messaging to differentiate company Leveraged expertise and relationship with Dana Farber Proactive outreach around news announcements and
trends
Case Study: Source MDx
Results: Source MDx ASCO News
MEDICAL DEVICE DAILY™
Test may reduce false-positives in prostate cancer screening
Situation Lead product received unfavorable data in two
indications Remainder of pipeline not well known or valued Difficult market conditions
Media Strategy Increased focus around second product (depression) Repositioned “lead” product around other indications Highlighted scientific and clinical achievements Leveraged collaborations
Case Study: Targacept
Company received recognition for favorable depression and ADHD clinical results
Media placements with national trade and business outlets
Stock price increased from $2 to $25 Growing visibility of CEO as key industry
spokesperson and media resource
Results: Targacept
How to Choose a Firm
Relevant experience– Science– Small company
Senior-level attention Flexible Cost-effective
Communications for Small, Science-Focused
Businesses
August 2010
Michelle Linn
what good design can do for your businessand how to go about getting it
“Design is art that people use.” Ellen Lupton, graphic designer, writer,
curator, and educator
Design is not ornament.
What is the value of good design to you?
Agenda
What design can do for your business
Tools in your arsenalExamples good and badChoosing and working with a
designerHow to think about budget
How can good design help meet business goals?
Your visual identity^
integrated
Visual tools starter packagelogostationery package (print,
electronic)web sitepresentation templatefactsheet
Visual tools growth packagemarketing and sales materialslanding pagesblog designfacebook and twitter pagestrade show booth graphicsadvertisingvideo template
Examples^
good and bad
The foundation of an identity and brand
LOGOSsymbolic/pictorial
typographic
Logos
Logos
They may come, but will they stay?
75%
83%
79%WEB SITES
They may come, but will they stay?
0.005 second
Web Sites
Web Sites
Worth a thousand words
IMAGESmessage appropriate
high-quality
What’s wrong with this picture?
What makes this better?
Engage them, or put them to sleep
focus on the audience
one idea per slide
picture superiorityPRESENTATIONS
Answer one key question for your audience, “What’s in it for me?”
Only one clear idea per slide
Move the text off the screen
text text text• bullets • bullets
Presentations
Simplify your visuals
Keep it simple
build your brand
save money
INTEGRATED VISUAL TOOLS
Integrated visual tools
Choosing a designer^
and working with
Work with your designer as a business partner.
Be clear about your project goals.
Communicate the problem, not the solution.
Be upfront about your budget.
Visual tools that take your business to the next level™
Margery Stegmanmargery@schenkelstegman.com781.721.0172schenkelstegman.comlinkedin.com/in/margerystegmantwitter.com/margery_s
Fresh Ground, Inc.Fresh Ground, Inc.
The New Reality ofBusiness Communications
WHAT WE BELIEVE
Then, Now and the Future
Todd Van Hoosear@vanhoosear
Chuck [email protected]@itsfreshground.comFresh Ground, Inc.
www.itsfreshground.com
Fresh Ground, Inc.Fresh Ground, Inc.
The Social Organization
Fresh Ground, Inc.Fresh Ground, Inc.
The Old Model
MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA
THEN
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Reality
The Social OrganizationNOW
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
Fresh Ground, Inc.Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.Fresh Ground, Inc.
The Problem
Social Media Overload
Fresh Ground, Inc.Fresh Ground, Inc.
The Solution
Fresh Ground, Inc.Fresh Ground, Inc.
Data Collection
So Much More
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The ProcessIdentifying Your Audiences
Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.
The Process
Tag Information Distribution
Tag Information Distribution
Add Commentary and intelligence on
context, need, etc.
Add Commentary and intelligence on
context, need, etc.
Putting Structure to Information
Fresh Ground, Inc.Fresh Ground, Inc.
The Solution
Fresh Ground, Inc.Fresh Ground, Inc.
Tools
• Google Reader: www.google.com/reader
• TweetDeck: Tweetdeck.com
• HootSuite: Hootsuite.com
• News Alerts: news.google.com
• Social Mention: www.socialmention.com
• BoardTracker: www.boardtracker.com
Fresh Ground, Inc.Fresh Ground, Inc.
THANK YOU!
Chuck [email protected]@itsfreshground.com
Fresh Ground, Inc.www.itsfreshground.com