Morning Session 3: Take Action Marketing
Sponsored by Suffolk University
How should you spend your marketing dollars? In honor of its centennial, Suffolk University marketing and communication experts will discuss marketing plans, advertising, Web, and public relations strategies for start-up, growing, and mature businesses. You’ll also hear about the marketing efforts of three Cape Cod organizations: The Cape Cod Young Professionals, Late July Organic Snacks, and the British Beer Company.
Preview of the November 17th Session
Reports of the death of classic marketing may be premature. So if you think Web advertising trumps print or that cable television leaves networks in the dust, you may have to take another look. “Print Ads Still Work” and “What is the Payback on Web Advertising?” are emerging themes in business publications. Is this wishful thinking on the part of marketers with business interests in classic tools and techniques? Or is there evidence that the jump to new media and markets just isn’t working? Perhaps we’re asking the wrong questions.
No matter how hard marketers and academics strive to measure the efficacy of marketing expenditures, the data fall short of providing a definitive answer to every business owner’s core question, “How exactly should I spend my marketing dollars?”
A panel of expert faculty and adjunct faculty at Suffolk University Cape Cod will present a look at marketing today.
The Presenters
* Alicia Blaisdell-Bannon, Managing Editor Features, Cape Cod Times; Suffolk University Cape Cod Adjunct Professor
* Gloria Boone, Ph.D., Professor, Suffolk University Boston; Advertising and Web Use Expert
* James W. Kershner, Culver Tilden Chair in Writing and Rhetoric, Cape Cod Community College; Suffolk University Cape Cod Adjunct Professor; Journalist; and Author, "The Elements ts of Newswriting"
* Angela King, News Director, WQRC; Suffolk University Cape Cod Adjunct Professor
* Joseph C. Nahil, APR Principal, Nahil Communications Group; Suffolk University Boston and Cape Cod Adjunct Professor
* Jane Secci, Ph.D., Director Suffolk University Cape Cod; Suffolk University Boston and Cape Cod Associate Professor; Integrated Marketing and Public Relations Expert; Business Writer; and Author
Presenting Organizations
British Beer Company
Late July Organic Snacks
Cape Cod Young Professionals
Workshop Content
This practical, solution-centered workshop will begin with short presentations from three Cape Businesses. Representatives from each group will tell their marketing success stories and reveal the issues they face in positioning and promoting their products and services.
Using these issues as a base, marketing and communication experts will offer tips and techniques to help you decide on your next marketing steps. They will help you examine the following issues in today’s complex marketing climate:
* Are you ready to market? What does your market analysis tell you about the appeal of your product or service?
* How do you evaluate your company’s current marketing strategy?
* What are the components of an effective marketing plan?
* Does advertising really work? What are the advantages and disadvantages of placing print, electronic, or Web ads?
* Which public relations tactics will make your company or brand more visible? How do you meet the press and get positive business coverage?
After the workshop, you can elect to join a round table on the marketing topic of your choice to further explore your marketing needs. You will meet with additional marketing experts and spend time with other businesses that face similar issues.
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