PR and digital marketing routes to engage audiences
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This document provides information about developing PR and digital marketing strategies. It discusses understanding your audience by learning who they are, what they care about, where they hang out online, and what your brand offers them. It also discusses evaluating different types of marketing activities like paid, earned, shared and owned media using a framework called PESO. The document proposes developing a customized strategy in a one-day session for £50 deposit and £400 payment, providing brands with guidance on their PR and digital activities.
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PR and digital marketing routes to engage audiences
- 1. PR and digital marketing Routes to engage audiences
- 2. ABOUT ME • Laura Sutherland • Chartered PR practitioner • Over 15 years’ experience • Run Aura, founded #PRFest • L.K. Bennett, Paul Smith, Patek Phillipe, Laing the Jeweller, Lotus Cars, Aston Martin, Morgan…
- 3. ABOUT YOU • Where are you at? • What’s your story? • What are your goals? • What do you want out of this workshop?
- 5. Who is your audience?
- 6. What do they care about?
- 7. What do they talk about?
- 8. Wheredo they hang out?
- 9. What does your brandoffer them?
- 10. PESO
- 11. Insights • Facebook – insights and ad planner • Twitter • Instagram • Google Analytics/website • Google keyword planner • Listening tools
- 12. • Platform • Message • Type of content • Delivery • Timing
- 13. We know who, what and where,now how? CAMPAIGN PAID EARNED SHARED OWNED TIMING
- 14. Types ofactivity for fashion – fleshingout your strategy • Website • Influencer relations • Media relations • Paid Facebook/Insta posts/ads • Email marketing • Video • SEO • Exhibitions and events • Sponorship • Awards
- 15. Budgets • Be realistic • Use your insights • Test before committing the full amount • Always measure
- 16. Test andmeasure
- 17. Evaluate • Against your goals and KPIs • How has your activity impacted the business? • Reputation increase? • Turnover increase? • Successful launch? • How will you evaluate?
- 18. If Imay…? • Aura helps brands grow by developing informed strategies – not always delivering the strategy, but always advising • Aura works on projects and on retainers • Aura can support with strategy development, events, content creation, video, email marketing, media relations, influencer relations… • Aura provides one-to-one training
- 19. Offer for Fashioned in Glasgow brands… A one-time offer to develop a PR and digital marketing strategy which will give you the time to develop your brand and designs It’ll give you clear guidance on what to do and when to do it, timed with your brand developments It’ll be unique to you and your brand! One day one-to-one session going through everything!
- 20. £50 deposit £400 paid the week before your session Your own brand PR and digital marketing strategy with clear guidance on what to do and when to do it. An investment in your brand worth making!