Corporate communication

management & consulting

Prof. Valerio Mancini
 Brand Positioning Chart

Company A

Our Brand The service is slow and the product doesn’t work well
even though this brand has been around for so long.

Company A
Company B

The biggest draw for customers is that their products

are cheap and accessible. Otherwise their quality is
Company B
subpar.

Company C

Company C Their product does the job. But it’s so expensive that
it’s totally out of the budget for most consumers.
Quality

Our Brand

We made it so simple. The quality is amazing and the price

Value is only a fraction of some other brands & more useful!
 Year AI Video Chatbots Voice Search Content Omni Channel AR Moments Push Notif

Current Year 45465 23147 58679 24567 85669 27121 754214 27846 23684

Next Year 21546 56216 21454 27231 27667 58955 54461 31651 14515

Trend Analysis In Two Years 54812 14815 44551 38624 27824 25665 78521 21542 27521

Content driven marketing will continue to

grow and dominate as the most accessible
Current Year Next Year In Two Years
and well embraced marketing trend in the
foreseeable years with new ways to 40
experiment.
30

20

10

0
AI Video Chatbots Voice Content Omni AR Moments Push Notif
Search Channel
 IMC helps the customer
move through the various
stages of the buying
IMC can create a process by encouraging
competitive advantage them with a concise
through increased sales, message
profit and market share
from successful
communication

Integrated Marketing
Communications

Carefully linked messages Consistent messages

help the buyer by through various
providing them with timely communication
reminders, updated channels can increase
information & special perceived credibility
offers on products.
 Advertising Roadmap
Placement in the Media
Post-Test

Objectives & target group

Pre-Test

End of Campaign
Pre-Test
Pre-
Test
Concept Development

Strategic Advertising Research

Creative Execution

Advertising Strategy
 Advertising Optimization
Conditions: Fuel prices

Consumer Confidence

Season

Direct mail

Direct
Radio mail
Consumer Response
Online
Native display
content
Actions: Online Search, online chatter
display Attribution Optimization Allocation
Store visits, purchasing

Pricing
Public
Cinema Mobile relations
apps

Business Outcomes
Tv ad

Pricing Unit sales, revenues,

Margins, market share,
Promotions
Customer lifetime value
Competitio Competitor
Advertising
n:
 Quarter 1 Quarter 2 Quarter 3 Quarter 4

Audit SEO Review Q1 SEO results Refine Meta titles Review Q3 SEO results
SE
O
Keyword Research Keyword rich blog post Review Q2 SEO results Define goals for FY

Audit Adword account Test conversating tags Test landing pages Review Fy19 Budget
Paid
Digital Search Review Q1 paid search
Set up conv. tracking Test Ad copy Define goals for FY
rslt

Marketing
Build Facebook Ads Optimize paid Ads Refresh LinkedIn creative Review Q3 Social Results
Social
Roadmap Media
Set up LinkedIn Ads Review Q1 Social results Optimize paid Ads Define goals for FY

Map out campaign Launch coupon Offer Launch coupon offer #2 Map out Content FY
Email
Marketing
Create brand email Test Churn email temp. Test Drip campaign Define goals for FY
 Pre Vs. Post Campaign Evaluation

▲ 20% ▼ 10% ▲ 3.5% ▼ 2.6% ▲ 15% ▲ 20%

-----

Brand Awareness Ad Awareness Engagement Rate Abandoned Cart Campaign Awareness Brand Rating

Post Campaign Pre Campaign

 Goal is to win

Marketing
strategy and Use methods developed for marketing
branded products (e.g. Coca-cola
political song-Yes we can/Forza Italia-Ferrero)
campaigns
Historical transition from product
orientation to sales orientation to
marketing orientation
 Image/positioning

• Limited by prior performance of candidate

Market research

• Polling

Marketing Targeting

strategy - 1 • “Two campaigns”

• Likely voters
• Persuadable groups

Communication channels

• Interpersonal
• Mediated
• New media
 Message

• “Product attributes”
• Critique of opposition (far more prevalent in political
campaigns)

Fundraising

Marketing PR

strategy - 2 • ‘Earned media’

• Press relations

Development of organization

• Pre-existing organization in traditional marketing campaigns

TV
 Primaries v. general election

Voters v. non-voters
• Talking to those who vote
• Convincing those who are supportive to go to the polls
Demographics
Targeting Persuasibility

Accessibility

Popular vote v. electoral college

• In 2016 Clinton's popular vote win was also the largest
ever margin by a candidate who lost the electoral college.
In 2000 also Gore won the popular vote