1. Planning the Brand Story – Communications Strategy MKT 3865 Dr. Don Roy

2. Brand Communications Channels Direct Marketing Sponsorship Sales Promotion PR/ Publicity Advertising BRAND Identity Image Promise Relationship Personal Selling Customer Service Email Digital/ Social Media

3. Creating Impact Exposure Connecting with audience; early stages of relation- ship development Engagement Further relationship using persuasive communications vs.

4. Hierarchy Model for Sports Brands Awareness Trial AttitudePreference Associations Purchase Thinking Feeling Doing Knowledge Affinity Action Loyalty

5. Tools for Achieving Exposure Sponsorships Media Advertising Direct marketing (mail/email) Websites Podcasts

6. Exposure via Outdoor Advertising

7. Tools for Achieving Engagement SponsorshipsInteractive Advertising Permission Email Social Media Blogs Podcasts Personal Selling Customer Relations

8. Empowering Engagement Social NetworksOnline Communities

9. Groupon: Blessing or Curse? 1.Assume you are Director of Ticket Sales for the Nashville Sounds. Prepare a list of reasons to present to the team President why the Sounds should use Groupon to sell tickets. 2.Assume you researched this opportunity as Director of Ticket Sales for the Nashville Sounds and concluded it was not a good strategy for the team. Prepare a list of reasons to present to the team President why you should pass on doing a Groupon promotion.