Monthly Archives: April 2012
Why Content is the Secret Sauce in Your Marketing Mix
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When developing a marketing mix for a new campaign, not only do we need to ensure that each channel's tactics complements the others, but they also need to stand on their own to move the prospect forward to the next step in the process.
Our marketing mix should include every available channel that makes sense for the product. We can choose from: direct marketing (including email, phone, print), search marketing, social media marketing, advertising, public relations and mobile marketing.
Different products require a different marketing mix, but no matter what channels we use, each should lead the prospect to the product website which is "brand central." It's there that we get to tell our story in detail and prove our authentic intention to help customers solve their problems. Continue reading
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The Thing that Binds us to Each Other in the K-12 Industry
Everyone in the education industry has experienced it. Those who leave the industry eventually come back because they miss it. Competitors sit on panels together and share what they know because of it. Most associations depend on it to stir their memberships into active engagement, and every school has teachers and administrators that live and breathe it every day.
No matter where we work inside the industry – educator, vendor, policy makers or advocates, we share a passion for learning that propels us to make a difference for today’s students.
Although there are certainly people and companies that become wealthy in the K-12 world, accumulating wealth is not the driving force that brings us together nor keeps our interest over the course of a career. Continue reading
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