In this course we explore the basic elements of building a full yet simple communication plan that includes your marketing objectives, goals, audience, strategy, tactics, and measurement. We then create a simple audience messaging chart, which helps you build messaging that can take your audience from “awareness” to “understanding” to “taking action”.
Once you have these two documents completed, you go through the process of building individual creative briefs that help you create the different communication pieces you need such as a video, social media post, or white paper. These three elements of communication are crucial if you want to reach your audience with your communications.
Review Questions: Marketing Basics
Final Exam: Marketing Basics
Illumeo, incorporated in 2009, is revolutionizing the hide-bound world of corporate learning. Illumeo works with corporate professionals and organizations of all sizes to build the skills and capabilities that help everyone be an expert at their job.
Based in Silicon Valley, CA, Illumeo serves thousands of corporations and corporate professionals across Finance, Accounting, Human Resources, Sales and Marketing. The platform offers assessments, industry-benchmarked competency analyses, hundreds of expert-developed courses, collaborative tools, and the ability for companies to self-publish internal courses that promote institutional knowledge retention and dissemination.
Illumeo is the place for expertise management and we are dedicated to the proposition that everyone can be an expert at their job.
As SVP of Digital Innovations for Dairy Management Inc., I'm helping transform the dairy industry (farmers, staff, and industry professionals) with the latest digital communications strategy and tools.
My responsibilities range from implementing Salesforce CRM and connecting it to all of our digital platforms like Sitecore, Sharepoint and our email marketing system, Exact Target. We've also implemented a social business community using Salesforce Chatter and constructed a creative newsroom to help us, our business partners and farmers understand the conversations online and help us engage in them. We've also added an Amplification Center from Dynamic Signal.
I've also built a training department to teach our farmers and industry professional how to use social media to connect directly with our dairy-loving customers. We've taught over 10,000 people in the past 3 years.
And I love that my position because it keeps me on the cutting edge of technology but I’m always trying to figure out how these new technologies can benefit our communications and make us better leaders in the agriculture industry.
My past positions have helped out quite a bit as I used to manage University Communications at the University of Notre Dame as well as lead digital strategy and creative direction at digital marketing agency, MediaSauce.
But maybe you're interested more in my personal history. I've got some good stories.
Would you like to hear some good ones about my life on a submarine? Yep, I joined the service right out of high school and poked holes in the Atlantic Ocean for four years.
I've also got some crazy tales about slinging drinks in bars as I put myself through Mizzou and Notre Dame running various bars.
Right now, the stories I tell the most are about my family and one of my favorite after work activities, riding my Harley.