Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Bridging the Space Between the Message, the Metrics and the Masses
1. Bridging the Space
Between the Message,
Metrics and the Masses
Stronger Results with Integrated Strategies
2. • Founder, Wax Marketing
• Background in marketing,
communications & IT
• Instructor, WVU Reed
College of Media
• PRSA Trainer, IMC
@waxmarketing
@waxgirl333
3. • Gain more influence.
• Grow the role of communications in your
organization
• Further your own personal career goals.
• Become an integrated marketer.
4. You have to PROVE you can contribute
to the bottom line.
If you want a seat
at the table…
5. 5
POINTS OF INTEGRATION
• Areas of intersection between channels
• Measurements of synergy
• Use common tools across different media
9. 9
CORE Strategy STATEMENT
Pragmatic statement from which campaign messages
must be derived and aligned.
- Sales
- Digital Marketers
- Communications
Point of IntegrationPOINT OF INTEGRATION
10. Vail Place provides services,
housing and skill-building to
reduce isolation and improve the
quality of lives of adults with
serious and persistent mental
illness.
Integrated marketer
Brought in by PRSA to train integrated marketing
Online courses IMC and ICC
Relationship between WVU and PRSA
New Event in Sand Diego this coming
Why do you need to understand integration.
Gain more influence
AS PR is surging again (owned too cluttered, paid taking a back seat – who’s watching:
Integrated marketing…silos disappearing.
Remarketing camapigns using PR contacts and the content from banners.
In next 10 years massive tool sets
How many are working with GA?
Understand these channels and more importantly how these channels work together
We’re not talking the same language
We’re not using the right measurements
Show how communications is increasing sales, traffic, and awareness in a quantifyable way.
Because if you set goals, you might not reach them.
Adding linkedin as a linked tactic to emails
Adding linkedin as a linked tactic to emails
Some things might not be a good idea in yoru departmnet
Navy federal hates personas
Add little bits at a time
We don’t measure the contribution to channels outside of communications unless it’s GA
In other words, they’re based on non-integrated measurements
Or they’re baselines for things like:
- impressions
- pickup
- weighted score
but what's underneath all of that now?
Do you have a journey map?
Do you know the customer experience
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