Laying the Ground Work for a Successful Marketing Campaign 5/25/10

Title: Laying the Ground Work for a Successful Marketing Campaign Presented by Bill Duerden with Cox Marketing Services.

Date: Tuesday, May 25,2010

Time: 11:30-1:30

Fee: $20

Location: University Tower, 2nd floor large conference room #211, 12201 Research Parkway, Orlando, FL., 32826

RSVP: Renee Ayala at 407-882-0202 or rayala@mail.ucf.edu

What happens when you go to the grocery store without a list? You spend too much, you buy things that look good at the time and you may not even get what you need and have to go back again later. The same thing will happen with your marketing if you don't take the time to make a plan! Having a solid strategy will enable you to execute a well-targeted, cost-effective marketing campaign for your business. It's all about identifying your Significant, Unique and Credible difference.

The Marketing Strategy Model

Step 1: Target
Who is your business's heavy user?

Step 2: Benefits Sought
What does the heavy user want?

Step 3: Competitive Analysis
Who are your closest competitors? How does your business compare?

Step 4: Positioning
What's your brand position?

Step 5: Marketing & Promotion Tactics
In what ways might you tactically support and enhance your brand position with marketing and promotion?

Bill Duerden is a Graduate of Florida State University with a Bachelor of Science in Mass Communications. He spent over 10 years as an ad agency executive in South Florida and served as a member of local chapters of the American Marketing Association in West Palm Beach and Orlando. Bill has been with Cox Media Group since 1991, as a sales executive for the six radio stations in Orlando. He helped launch STAR 94.5, in 1996, as a "Rhythmic Adult Contemporary" format. Bill also developed a local campaign for Subway in the 90's titled, "Eat Healthy". This became the precursor to the national campaign that launched Jared as the spokesman. Bill serves as Vice Chair for the Central Florida STEM Education Council. This is an organization devoted to promoting science and math education to students, parents and educators. Currently, he is Director of Strategic Partnerships for Cox Media Group/Orlando, developing marketing campaigns and initiatives for corporations, communities and professional associations.