WVU Marketing Communications Today
The Yin and Yang of Positioning and Branding

The Yin and Yang of Positioning and Branding

April 5, 2020

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It’s no secret, to succeed as a business you need to build a brand. But building a brand is no easy task, and most companies don’t get it right the first time. Great brands are built on solid positioning. It’s a yin and yang; positioning is yin (rational) and branding is yang (emotional). They’re two sides of the same coin, and you need both. A new logo or color scheme can’t define a brand. Branding expresses a company’s unique role and relevance, its position, in an authentic and differentiated way. To build a sticky and successful brand, you need to know your company’s position in the market. And to identify your position, you need to start with your Corporate DNA. In this podcast, we’ll sit down with marketing expert and best selling author, Andy Cunningham, to discuss the process of identifying your corporate DNA, establishing an authentic position and building a brand that sticks.

 


WVU Marketing Communications Today is hosted by Whitney Drake from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Big Data, Big Tech, Big Measurement - How the complexity of measuring media balances art and science.

Big Data, Big Tech, Big Measurement - How the complexity of measuring media balances art and science.

March 28, 2020

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The media landscape has increased in complexity and the ability to reach consumers in a variety of different ways. In this podcast, we will look at the different approaches that exist in the industry, the balance of art and science in these approaches and how a blend of these methods can help an advertiser get a clearer picture of how consumers are engaging with your brand.


WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

The New Normal: Advocacy Communications in the Midst of a Global Pandemic

The New Normal: Advocacy Communications in the Midst of a Global Pandemic

March 26, 2020

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In just a few weeks, the global pandemic has had immeasurable impacts on healthcare, economic and communications. Social distancing to flatten the curve of infected people needing testing and care has led to across-the-board cancellations and postponements of in-person meetings and events communicators and advocates rely on heavily. The coronavirus has also spurred wholesale remote work environments and a refresh of planned message platforms on all communications channels.

The future scope and length of the healthcare and economic crisis is uncertain, forcing us all to be flexible, patient and innovative in conducting and meeting our communications and advocacy goals.

Today’s session will focus on virtual advocacy communications while incorporating key elements of integrated marketing communications to help amplify our activities. 

Mike Fulton

Mike Fulton directs the Washington, D.C., office of Asher Agency and teaches public affairs in the West Virginia University Reed College of Media’s Integrated Marketing Communications program. Mike worked on Capitol Hill for 10 years and focuses on advocacy communications strategy, relationship development, coalition building, earned media placements, and events.

Joshua Habursky

Joshua Habursky is the Head of Federal Affairs at the Premium Cigar Association and Adjunct Professor at George Washington University’s Graduate School of Political Management. He has also taught strategic social media at WVU.  Josh’s experience is in digital and grassroots advocacy, as he founded the national non-profit Grassroots Professional Network, but his past two positions have broadened his government relations to state capitals as well as federal government relations.


WVU Marketing Communications Today is hosted by Karen Freberg from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Are data departments the modern-day renaissance capability?

Are data departments the modern-day renaissance capability?

March 20, 2020

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As data become easier to access, manage, and analyze, the responsibilities of data professionals have changed. Once the wild west of specialization where few companies were really investing in “data” people, today companies are a lot better at democratizing insights and closing the data literacy gap. This shift has resulted in an evolution of the data professional where pivot table gunslingers are a thing of the past and now communication skills are coveted above all else. In this podcast, we will learn what’s expected of data professionals today, what this means for people coming into the industry, and why data departments are the modern-day renaissance capability.

About Matthew's Guest:

Tradd Salvo is a Data Strategy Director at Droga5 in New York. In this role, he works with clients like Harley-Davidson, Under Armour, and HBO to integrate rich insights into every stage of their marketing campaigns.

Some of his responsibilities include measurement, business strategy, consumer insights, and data systems and tool automation.

Before Droga5, Tradd worked for several agencies including Digitas, FCB, Y&R, and W20 Group for clients such as Samsung, the FDA, Warner Bros, and Verizon.

Tradd grew up near Baltimore Maryland and currently resides in New York City. He received a B.S. in advertising from West Virginia University as well as a master’s degree in advertising from the University of Texas at Austin.

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WVU Marketing Communications Today is hosted by Matthew Cummings from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

Amplifying Executive Voices with Social Media

Amplifying Executive Voices with Social Media

March 13, 2020

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Consumers today expect businesses and executives to take a stand. It has never been more important for the C-suite to have a voice and a platform on which to share it.

Many companies dedicate time and energy to their brand’s social media presence but don’t feel that it’s the right channel for executive communications, or that it’s already too late in the game to get started from scratch. In this podcast, we’ll talk about the shifting expectations for CEOs, how social media can help with positioning, and ways for organizations to build or enhance a successful digital executive communications program.

About Nathan's guest:

Lindsey Neary brings over a decade of client and project management experience to her work as a Vice President on Edelman’s corporate team.

In her current role, Lindsey focuses on digital corporate and executive communications strategy and implementation for clients across a variety of sectors, including e-commerce, technology, finance, and healthcare. She works with integrated teams to reach target audiences with strategic and creative content through owned, paid, and earned media.

Prior to joining Edelman, Lindsey managed multiple client relationships at iostudio, a full-service advertising agency. A highlight of her work there was overseeing the launch of a digital application that has helped 25,000+ military veterans brand their skills in a traditional resume format and connect with potential employers. She also previously worked at IXI Digital, an Equifax company, across corporate marketing, sales, and product development. Lindsey partnered with financial services firms to better understand their target audiences and measure digital campaign effectiveness using proprietary data products.

Lindsey graduated from the University of Maryland with a bachelor’s degree in marketing and minor in Spanish. She also holds a master’s degree in Integrated Marketing Communications from West Virginia University.

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WVU Marketing Communications Today is hosted by Nathan Pierratt from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

How to Use Data to Better Align Sales and Marketing?

How to Use Data to Better Align Sales and Marketing?

March 6, 2020

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Sales and marketing go hand-in-hand and when you can use data from one to inform the other, you’re in a better position to come up with strategies (and tweaks to those strategies) to give your consumers what they want.  But that’s easier said than done. Tessa Burg, the vice president of user experience and technology strategy at Tenlo, has been doing just that for more than 15 years. She shares tips on how marketers can get started, what works and doesn’t work, and how data-backed marketing has evolved over time. She also explores which digital marketing strategies work best for specific channels.

Tessa Burg is vice president of user experience and technology strategy at Tenlo, a pipeline marketing company that focuses on engaging high-value prospects with relevant buyer experiences that get results. Tessa has been leading data-driven marketing and technology product teams for 15 years and has successfully executed the Rapid Testing process across hundreds of experiments, new product launches, and omnichannel campaigns.