My first brush with a trademark marketing issue arose years ago when I was launching a hospital’s physician referral service. I utilized a planned one-time use oversized postcard with an illustration that creatively mimicked a Campbell’s soup can. The card ...
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Whether you work in products, services, or the fundraising arena, the start of a new year is a great time to reflect on what worked or didn’t work for the previous year in your strategic marketing growth. Time for a ...
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Your advertising activities should be an important component of a carefully thought-out strategic marketing plan. Organizations typically budget no more than 1-3 percent of their operating budget towards their important advertising/communications mix. So, with available dollars limited and constantly emerging ...
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After years of redevelopment challenges, South Baltimore’s 235-acre Port Covington site is on its way to becoming a major economic center. News of a branded “Cyber Town USA” was announced in mid-October, with some high-profile companies immediately joining the start-up ...
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Want to stay aware of general marketing trends? You can almost always predict the important marketing and public relations topics du jour by reviewing the scheduled fall program and event topics from relevant professional organizations. This fall there are ...
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On the same day in late summer that I started on this column, The Washington Post covered the topic in a great article. Great minds think alike? No, The Post took a political perspective — no surprise there — whereas ...
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Thanks to technology, internal communications for organizations has seemingly become easier. Yet somehow, it’s also become more complicated. In this competitive environment for finding and keeping good staff, it is essential for leadership to communicate effectively with its different employee ...
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If you conduct a quick Google search of “customer touchpoint mapping” you’ll be gobsmacked with a large array of colorful graphics regarding customer points of engagement analysis. Every organization, either for-profit or nonprofit, large or sole proprietor, can benefit from ...
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The name research itself was an interesting and important undertaking — there was not an identifiable individual associated with the selected name. In order to fix on Stevenson, I worked from a list of 80 suggested names posted by stakeholders ...
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What do in-house counsel seek from outside law firms? The answers to this are relevant to both lawyers and to other professional service providers. As background, the Legal Marketing Association recently held its well-attended annual meeting in New Orleans. The ...
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