Category Archives for Integreated Marketing Communication

How to Overcome Audience Fragmentation

The influential media ecologist Marshall McLuhan categorized media as either hot or cold. Hot media demand viewers’ attention while requiring little interaction from them. Most conventional advertising uses hot media, such as radio and print. The advertisers pay a lot of money for every minute of your attention and spoon-feed you information. However, this advertising only rents your attention for a short time and limits the choices of the viewer.

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The Power of SMART Marketing Goals

According to Heidi Cohen there are 72 definitions of marketing. Heidi further asserts that “marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.”

For the purposes of this article I like Miriam-Webster’s definition: “The process or technique of promoting, selling and distributing a product or service.”

Companies who are successful in business and create revenue for themselves almost always start with a marketing plan.

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Some Insights on Marketing to Millennials in Colorado

Millennials, also known as the Millennial Generation or Generation Y, are the demographic following Generation X, which is the generation born after the World War II baby boomer generation.

There are no precise dates when the Millennial Generation starts and ends; however, it is generally accepted that the birth years range from early 1980’s to the early 2000’s.

Millennials are sometimes called Echo Boomers, which is a term meant to describe this generation’s size relative to the Baby Boomer Generation.

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Retaining Donors–Why It’s Important

Donor retention is one of the hottest topics in the nonprofit sector right now. Why? Because you’re best donor prospect is someone who has already given to your institution—which is why building relationships with your donors is so important.

In a previous blog post we mentioned a statistic from the 2014 Giving USA Report, 72% of charitable giving in the USA comes from small individual donors, yet in a study published by Target Analytics in March of 2013, overall retention rates for small first year individual donors stands at 27.3% Put another way, 72.7% of first time donors only donate once.

To examine donor retention in another perspective, imagine you have 1,500 individual donors in your first year of business and you have a donor retention rate of 30%. That means in year two you now have 450 individual donors. After five years only four of your original donors will be supporting your organization.

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How to use the psychology of color in your marketing

Writing quality content is the core of successful marketing, but making that content visually appealing is also paramount. Whether it is your product, website, or an email newsletter, presenting your brand in an aesthetically pleasing way is crucial. One of the most important visual choices to make is color. The color scheme you use can drastically effect the buying habits of your customers and prospects.

Some statistics on the significance of color:

Ads in color are read up to 42% more often than the same ads in black and white. (Source)

60% of the decision to buy a product is based on color. (Source)

People make a sub-conscious judgment about an environment or product within 90 seconds of initial viewing. Between 62% and 90%
of that assessment is based on color alone. (Source)

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Blogging for Colleges and Universities: Getting Started

Writing quality content is the core of successful marketing, but making that content visually appealing is also paramount. Whether it is your product, website, or an email newsletter, presenting your brand in an aesthetically pleasing way is crucial. One of the most important visual choices to make is color. The color scheme you use can drastically effect the buying habits of your customers and prospects.

Some statistics on the significance of color:

Ads in color are read up to 42% more often than the same ads in black and white. (Source)
60% of the decision to buy a product is based on color. (Source)
People make a sub-conscious judgment about an environment or product within 90 seconds of initial viewing. Between 62% and 90% of that assessment is based on color alone. (Source)

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Why You Should Invest In an Online Collateral Management Program

If you’ve ever placed an order for marketing materials or other corporate identity pieces, you know that it can often be a much more time-consuming process than you had originally planned.

Even if you have your artwork and information ready when you place your order, you still wait a day or two for a design proof. Usually, some minor text or design changes will be required and that means another proof. If additional changes are required, the cycle continues.

At this point, you’ve spent a fair amount of time waiting for revisions and the idea of a fast fulfillment for the order has become a distant memory.

We don’t think simple orders should be that difficult. That’s why we are introducing a state-of-the-art Online Marketing Resource Center with customer portals.

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Alumni Research: Best Communication Practices

The importance of donor research also applies to higher education marketers for alumni fundraising. Differently from many nonprofit organizations, however, colleges and universities already have basic information about alumni. This includes degree earned and extracurricular activities they were involved in while students, and oftentimes they also have information on job, industry, location, etc. Thus, the research focus shifts to examining their communication channels in order to engage them most effectively.

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The Implications Of Giving Trends for College Alumni

There are many reasons why alumni give financial support to their alma mater. Some of those reasons include: to show appreciation for the education they received, to stay connected to the college community, and to provide others following in their footsteps with an experience that was just like theirs.

Not only does revenue from alumni fundraising help increase financial support for colleges, but it also tells a particular college if it is supported by its graduates. The percentage of alumni who donate to a college can also serve as an indication of alumni satisfaction with the direction the college has mapped out for the future.

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Integrated Marketing Communications

According to Wikipedia, “integrated marketing communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers.”

Specifically, Integrated Marketing Communications is defined as a process using two or more different communication channels simultaneously to reach and interact with consumers. Communication channels include, but are not limited to the following:

Direct Personal Communications, such as direct mail, email, and sms text messaging. This messaging can leverage important unique data about that person.

Social media, such as Facebook, LinkedIn and Twitter.

Blog Posts

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