Marketing With the End in Mind

Presented by

Linda Pophal, Owner/CEO of Strategic Communications

About this talk

Marketing is not advertising. Marketing is not “a brochure.” Marketing is a strategic process designed to connect a specific, target audience with a specific, desired product or service. The marketing process begins long before a copywriter ever creates a headline, long before a designer ever designs an ad, and – in fact – may never even require an ad! This 60-minute session will provide a step-by-step process for evaluating and responding to marketing requests: from the identification of goals and objectives, to an in-depth view of target audience traits and characteristics, to the creation of key messages and tactics. Participants will learn how to steer clients (internal or external) away from tactical requests to more strategic – and demonstrably effective – alternatives.

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