Education...Discovery...Innovation...Achievement The Year in Review June 2001 – May 2002 Growing Brand Identity and Global Recognition for the CPMT Society.

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Presentation transcript:

Education...Discovery...Innovation...Achievement The Year in Review June 2001 – May 2002 Growing Brand Identity and Global Recognition for the CPMT Society Potomac Communications Group, Inc. 1 June 2002 – San Diego, California USA Board of Governors Presentation Connie Swager - Strategic Marketing Director

State of the Program … This Time Last Year Challenges identified by volunteer leadership Competitive environment Global reach versus USA focus Internal audiences – establish value, benefits External audiences – expand recognition, respect Brand identity – positioning, messages, materials Media attention – become go-to resource, get ink Society activities – promote participation, recruit volunteers

State of the Program … M&C “Baseline” Branding/Materials Media Member Outreach Chapter Development Other Marketing 50 th Anniversary Membership brochure Merchandise (coffee mugs, etc) No detectable coverage in prior 18 months (trade or general press) Newsletter (print and online) Leadership visits Exhibit (ECTC, etc.) Conferences, co-sponsorships Web site (Intranet focus)

Expanding the Baseline … Strategic Priorities BRAND MEDIA PROMO OUTREACH

Year 1 Accomplishments … Branding Value Proposition – message “summit” Brand Identity – theme, tagline, images, design, core messages, logo art Standardized Positioning Statement Identity Style Guide Identity Materials – Presentation folder – Fact sheets (5) – print and PDF formats – Awards certificates Templates – logo art, powerpoint presentations, etc Animated Slide Shows (2) EQUITY RECOGNITION AWARENESS IDENTITY Image Strategy audiences? current knowledge? desired perceptions? communications – how? communications – how should? ongoing brand mgmt?

Year 1 Accomplishments … Media Media list (151 outlets) – Trade press 37%; mainstream press 63% – USA 71%; international 29% Media “ambassadors” training and training guide Press kit development and distribution Story angles and pitch strategies Press releases (4) Placements (13) – circulation ~ 844,376+ EE Times … EP&P … Advanced Packaging (2x) … Workcircuit.com SMT (6x) … Electronic Design … Semiconductor International Top 10 Targets Advanced Packaging SMT EE Times IEEE Spectrum EP&P Circuits Assembly PC Fab MicroMagazine High Density Interconnect Electronics Cooling Magazine

Year 1 Accomplishments … More Media Interviews Arranged (6) – Oregonian, Portland Tribune, EP&P, EE Times, San Diego Business Journal, Advanced Packaging Upcoming (3) – Advanced Packaging, EP&P, Chip Scale Review Press Inquiries about CPMT (11) – USA Today, Newark Star Ledger, New York Times, Wall Street Journal, CNN, Financial Times, Boston Herald, Philadelphia Daily News, Toronto Star, Columbus Dispatch, Winston Salem Journal Press Room on CPMT Web Site – architecture, design, content development, regular updates Relationship building with key reporters and editors Bylined article development Conference coverage – ECTC, IEMT/Semicon West

Year 1 Accomplishments … Promo Outreach Expanded “non-member” mailing list Outlook ( 2 issues, second after ECTC) CPMT Luncheon at ECTC – theme, script, remarks, program, decorations, photo shoot of award winners Web site support – with Paul Wesling Events calendar Exhibit design – for IEMT/Semicon West Response to requests for support from CPMT leadership

Year 1 Accomplishments … Membership and Chapter Support* Membership “welcome” kit materials – Membership card – Luggage tags – Membership booklet (pre-press) Member recruitment/positioning advertisements Membership recognition “tools” – Membership pins – Membership shirt – Business cards Chapter web site development – architecture, design, content development Local chapters web site template – architecture, design, sample content

Next Steps in 2002 Media … media … media Clear products in pipeline – Identity brochure – Exhibit – Fact sheets on Education and Distinguished Lecturers Leverage and expanded use of existing M&C resources “Internal” marketing – IEEE TAB presentation