23
Oct

Setting the Foundation for Your Annual Marketing Plan: It’s as easy as packing a suitcase

Posted by: WendyLane in: Digital/Social - Media Relations -

Writing an annual marketing plan can be intimidating. But it doesn’t have to be.  It can be as easy as packing a suitcase. 

If you’re like me, you travel a lot for business. You know that every suitcase starts out empty, just as every marketing plan starts with a blank page.  

The process of filling both begins with the same question:  

Where are you going?  

You can’t start packing before you know your destination.  The more information you have, the better choices you’ll make when you fill your bag. 

So…where are you headed 

If you haven’t already, align with your executive team and get consensus on what’s important and why. What are your overall goals for the coming year? Revenue growth? Breaking into a new market? Increasing market share?  Then, what are the strengths and weakness of your company to meet those challenges?  Be sure you understand what could get in the way of achieving these goals, including current events, economic trends, competitive developments, etc. It’s important to build marketing strategies that play to your strengths as well as counter potential challenges. 

Think of it like this:  Knowing the forecast increases the likelihood that you’ll have what you need when you get to your destination.  

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29
Aug

A BLUEPRINT FOR CORPORATE REPUTATION

Posted by: Ryan Barr in: Financial Services - Media Relations -

Warren Buffett famously said, “It takes 20 years to build a reputa­tion and five minutes to ruin it?” Who am I to disagree with Mr. Buffett? According to the Reputation Institute, in­tangible value-including corporate rep­utation-makes up 81 percent of  market value. This means a one-point increase in reputation yields a 2.6 percent increase in market cap, which translates into an aver­age of $1 billion.

However, corporate and financial com­municators know that if a company is going to market now, it doesn’t have 20 years to build its reputation. With 24/7 media, glob­ally connected social networks and online marketplaces, investors, influencers, cus­tomers and employees can alter the percep­tion of a corporate brand in the blink of an eye.

As corporate reputation impacts valua­tion, communicators must close the gap between the reality of a company’s current operational status and the  perceptions of key external stakeholders. And, the vast ar­ray of external influences can interfere with a company’s ability to control its narrative. Given this, it’s more important than ever for a company to use all the tools at its dis­posal. Where to begin?

It starts with storytelling. Financial and corporate communicators need to  build compelling narratives rooted in data that show an obtainable goal, all to be measured by a roadmap that tracks a company’s prog­ress. For all companies, financials are the obvious-and sometimes most critical ­gauge of success. It’s fairly straightforward: tell  your stakeholders what you’re going to do: increase sales, control expenses and grow the bottom line; execute your plan; and then report back. Unfortunately, finan­cials are only one metric used to measure a company’s success and not all companies are at the same moment in their lifecycle.

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11
Dec

First-ever Index Scores and Ranks Companies According to the Public’s Perception of their Impact on Society

Posted by: jillw in: Media Relations -

Finn Partners, in partnership with Harris Poll, has unveiled the Societal Return on Investment (SROI) Index, a new proprietary index and diagnostic tool that can measure a company’s corporate reputation for social good and unlock opportunities to align — or realign — efforts for maximum impact.

More than ever before, companies are investing in corporate reputation and CSR activities because they realize the tremendous influence public perception has on business outcomes. SROI provides business leaders with a holistic assessment tool to measure the impact of their social good activities and inform their business strategies in a meaningful and measurable way.

As part of the inaugural 2018 Societal ROI Index, Harris Poll and Finn Partners released the list of the top 20 companies and the top social issues that Americans believe companies should be addressing. Privacy of data and access to healthcare top the list.

Learn more at SocietalROI.com

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