Reaching multiple audiences, across multiple channels

This page encapsulates the type of marketing campaign work I do across any product launch, event, or awards program in my current position. I typically manage multiple campaigns at once, while also maintaining the associated brand marketing.

The Audience
In B2B publishing and events programs there are typically two audiences; the reader/attendee and the advertiser/sponsor. When launching any campaign I start by thinking about each of these audiences and what their needs are. The marketing will be segmented to reach two separate audiences but the content style will remain consistent for branding purposes.

The Concept
In my current environment, while each program may be associated with a specific brand or event, the promotion happens over many channels and always involves development of a creative concept. I manage the creative concept and seek inputs from the sales team, editorial team, conference management, and publishers. Once a concept has been established it is my job to develop this across multiple marketing channels.  

The Channels

• Website: The site design concept is developed in conjunction with a creative team. Technical program development is provided by editorial staff. I develop all the messaging and web marketing content by working with product management, conference management, editorial staff, the sales team, and publisher input. Awards programs have the additional complexity of online submission development, a judges portal, and an eCommerce shopping cart function. I develop the process, questions and pricing with editorial, sales, and the publisher. I then setup the backend with the submission form, entry rules, auto-responders, discounting rules, and pricing.
• Digital Advertising: Appropriate web banners are developed for placement on in-house sites, media trades, and media buys. Depending on the budget and timing, these  banners are either made by a creative team under my direction or I develop them myself in Adobe Photoshop based upon a previously established style. Multiple ads sizes are necessary to fulfill placement on social media and programmatic advertising.
• Email Campaign: The creative team at Endeavor Business Media has developed a responsive HTML email template that marketers can edit in their platform of choice. I typically edit in Adobe Dreamweaver with a split screen so that I can make direct edits to the HTML if necessary. Given that there is typically more than one audience most programs have multiple email campaigns. For an event there will typically be both an attendee campaign and a sponsor/exhibitor campaign. For an awards program there is a call for submissions campaign, a finalists promotional opportunities campaign, and an awards ceremony campaign. All campaigns are further segmented and personalized based on factors such as geography, product interest, behaviors, and retargeting analytics. I develop all of my messaging, subject line, and content based on these factors for each campaign.
• Content Marketing: Many of the programs will also include some sort of content marketing. In the past I have developed items such as infographics, videos, and brochures based upon need and audience.
• Print Ad: First and foremost PennWell is a B2B publishing company. This affords me access to variety of in-house magazines as well as the ability to establish media trades with outside groups. I develop print ads with content and messaging consistent with the style and tone developed in the concepting phase. I develop one or two styles in both half-page and full-page sizes to have at my disposal as I develop media partnerships for specific programs.
• Honoree Portal: For every awards program I develop a microsite called the Honoree Portal. Those who will be included in the awards ceremony are notified via email and given access to the Honoree Portal. The portal includes press release information, downloadable awards logos for honorees to use in their marketing collateral, forms for them to verify how their information should appear on the trophy, promotional opportunities specific to honorees, and a chance to order additional awards.
• Presentation: Every program has some sort of presentation. With the awards program there is a presentation of the winners. I develop the presentation based upon the creative concept and work with editorial to determine which content from our honorees is required for inclusion. For an event the content is typically coming from a subject matter expert, but we need them to present in a style consistent with our program and include the event copyright. I develop a template for all presenters and include instructions for how they should utilize the template. Often I need to work with presenters regarding which content can be published by Endeavor Business Media as the client may have restrictions which prevent them from being able to distribute slides. In this case I typically have them provide me with two sets of slides; one for the live presentation and another for distribution.