WVU Marketing Communications Today
177 episodes - English - Latest episode: 11 months ago - ★★★★★ - 6 ratingsMarketing Horizons, a sub-series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Hosted by Cyndi Greenglass and Ruth Stevens, Horizons is a podcast dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
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Episodes
Why is it so hard to talk about food?
January 31, 2020 18:15 - 22 minutes - 41.3 MBFood is one of the few universal concepts that connects every living thing—we all eat. So why is the discussion about food, including how it’s produced, how it’s accessed and purchased, and how it’s consumed such a contentious debate? From genetically modified organisms to farm subsidies to local foods to food stamps, there is no shortage of hotly-contested subject matter in the food space. In this podcast, we’ll discuss where sticking points remain, what common ground exists, and where bot...
I said what I said. The art of internal and executive communications.
January 24, 2020 18:25 - 23 minutes - 21.7 MBInternal communications are critical to building an informed and connected workplace. What happens when what you intend to communicate doesn’t have the outcome you desired? This is what happens when you don’t listen and frame messaging the wrong way. ----more---- Today, we live in a world where every internal communication can easily become external and trending on Twitter. As communicators, we have to understand this and navigate the environment to write for outcomes. The graveyard is li...
Using Data to Make a Difference
January 17, 2020 17:48 - 22 minutes - 21 MBMeasuring the return on investment for communications and marketing initiatives is essential across all industries today but how does data-driven decision making differ for non-profits, especially for those operating in the public policy arena? ----more---- Today’s guest on WVU Marketing Communications Today is Ann DeFabio Doyle, Vice President of Communications for The Pew Charitable Trusts, a non-partisan, global research and public policy organization. Ann and host Susan Jones will dis...
A 20/20 Vision for Your Personal Brand
January 10, 2020 22:37 - 20 minutes - 18.7 MBThe start of 2020 is the perfect time to clarify and sharpen the vision for your personal brand. Too often we take for granted first impressions and how others perceive us. However, such perceptions frequently form the basis for personal and professional success. And today, many first impressions are made online through search engines and social networks. Your personal brand is bound to exist, especially in an online environment -- whether you explicitly create it, or whether it is implici...
Will Non-Profit Cause-Marketing Disappear if They Don't Go Digital?
January 04, 2020 05:54 - 22 minutes - 20.4 MBToday’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach. ----more---- About our guest: Kelly Ann Collins is a WVU alumnus and has also comp...
One Man’s Wonderful Creative Journey to Being a Creative Director and Agency Owner
December 30, 2019 18:33 - 15 minutes - 21.3 MBWVU Marketing Communications Today’s guest is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works. He and host, Michael Lynch, dive into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan National Airport branding, WVU logotype brand development and the ...
What You Lose by Not SEOing Your Web Site
December 12, 2019 16:56 - 25 minutes - 35.1 MBIf Google can’t find you, you lose low-hanging fruit; you lose the easier conversions. Marketing expenses are too high, salespeople can’t make quota and the sales forecast fails to predict the future. And all of this is a result of a website that fails in its mission of finding marketing qualified leads. ----more---- Today’s guest on WVU Marketing Communications Today is Laurie Beasley, co-founder, and president of Beasley Direct and Online Marketing, Inc. She and host, Cyndi Greenglass,...
How to Manage Corporate Crises - Author Melissa Agnes
December 04, 2019 22:18 - 23 minutes - 32.2 MBWith the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that marketing needs. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critical skillset. Her immensely popular book, Crisis Ready is ava...
Showing Gratitude Toward Your Clients
December 02, 2019 19:00 - 31 minutes - 42.8 MBThanksgiving is a perfect time to reflect on how we show gratitude toward clients and consumers. Bonnie Harris, founder of Wax Marketing, and host Michael Lynch will explore the ways you can authentically express thanks. ----more---- Many companies confuse gratitude with a rewards program, but they are quite different. In this session, we’ll discuss how gratitude benefits an overall brand, its contribution to the customer experience, and companies that are outstanding at demonstrating an ...
B2B Demand Generation: What Really Works in Digital Advertising?
November 23, 2019 17:43 - 20 minutes - 28.7 MBDigital advertising has greatly evolved since the turn of the century. Search engine advertising is still around, but campaigns are more complicated than ever before. Social media as we know it didn’t begin for a couple more years. Flash forward to 2019. Not only have Google and LinkedIn become behemoths in the B2B digital marketing space, but we also have more targeting options than ever before. In this podcast, you will learn how B2B advertisers can leverage the latest digital advertising...
Are the Teachings of Trout and Ries Relevant in 2019?
November 16, 2019 17:36 - 25 minutes - 23.3 MBFor decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning. In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that: ----more---- Consumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes. The consensus number-one brand is the “defender.” Their job is to stay on top and never even ...
How do you drive integrated marketing communications in large matrixed organizations?
November 10, 2019 17:10 - 25 minutes - 23.5 MBIn a small organization, communications and marketing might be the same person or team. As a company grows marketing and advertising might reside under one leader, while communications reside under another leader. Communications might prioritize public policy, issue management, earned media and brand reputation. Marketing and advertising might be focused on brand awareness, sales revenue, customer relationship management, and conquest sales. How do you stay integrated when you’re matrixed d...
How To Write Effective Creative Briefs. And Why It's Important.
October 30, 2019 09:00 - 20 minutes - 27.6 MBThe Creative Brief is the blueprint of a marketing communications effort. It provides guidance and vision for all the disciplines required to construct a successful integrated campaign—Research, Strategy, Account Management, Creative, Media, Production, PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted, overly long and often ignored. An effective brief, by contrast, inspires collaborative excellence among all involved in the process. In an era when brands b...
Staying Social on Social Media with Really Good Content
October 22, 2019 22:16 - 22 minutes - 20.6 MBYou need to market your products or services, so go start a Facebook page, right? It’s quick, it’s easy and more importantly, it’s free. But, it isn’t a good strategy. First, we must take a step back and understand the benefit really good content has in building your brand. Then we can identify new ways to efficiently distributing your content, which yes, will include social media. Social media changes daily. In order to keep up, you must understand which social channel is right for you to ...
The Future of Work in Social Media
October 13, 2019 19:10 - 21 minutes - 29.4 MBThe social media industry is constantly changing along with the expectations for work. However, experience is one element to the equation to becoming successful in the workplace and industry, but there are some essential skills, best practices, and tips students and young professionals need to grasp in order to be marketable. Dennis Yu will discuss these new expectations, what are the best practices to market yourself using social media, and the future of work in social media. ____________...
Building crisis readiness into the skillsets of students
October 07, 2019 16:05 - 25 minutes - 32.2 MBWith the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that students need to bring into the workforce with them. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critical skillset. Her immensel...
Be the real deal: Audacious Authenticity in an age of contrived reality
September 24, 2019 14:56 - 26 minutes - 35.9 MBHow do we build sustainable relationships with customers today? We communicate genuine value and an enduring message of dependability. This often sounds nice and improbable these days. Authenticity is hardly intuitive, and it is easily missed as we multitask and try to get ahead of the curve. Authenticity is also critically important to breed deep-rooted trust, loyalty, respect and integrity. Being audacious means being intentional and rigorous to the craft of being authentic in how any org...
Public Affairs tactics add government resources to your arsenal
September 18, 2019 15:18 - 23 minutes - 31.9 MBIn our roles as communicators, we seek to help our clients and organizations solve problems or enhance their image with purpose. That can include seeking funding, increasing positive visibility and motivating key audiences to act. IMC and DMC professionals might be surprised to know the multiple benefits of working with government. This podcast will explore recent real-world case studies and the many benefits organizations have achieved by tapping government resources and opportunities. Res...
How UX Design can be the Link Between Old and New Technologies
September 14, 2019 17:19 - 22 minutes - 31.3 MBMost of the discussion about user experience (UX) design is focused on new products, but UX design is actually the link between old and new technology. In this episode of Marketing Communications Today, Molly Gilmore, the owner of Blue Genes Media, talks about challenges she faces as a UX designer and the technologies associated with it. She’ll discuss the latest UX research and design techniques and what she sees for the future of UX. ___________________________________________ WVU Ma...
How UX Design Can be the Link Between Old and New Technologies
September 14, 2019 16:19 - 22 minutes - 31.3 MBMost of the discussion about user experience (UX) design is focused on new products, but UX design is actually the link between old and new technology. In this episode of Marketing Communications Today, Molly Gilmore, the owner of Blue Genes Media, talks about challenges she faces as a UX designer and the technologies associated with it. She’ll discuss the latest UX research and design techniques and what she sees for the future of UX. ___________________________________________ WVU Ma...
Using Personas for Integrated Marketing Communications
September 06, 2019 15:07 - 27 minutes - 33.6 MBWhat are “personas” and how are they used in Integrated Marketing Communications? ----more---- In this episode of WVU’s Marketing Communications Today, Bonnie Harris, the founder of Wax Marketing, Inc. in St. Paul, Minnesota, talks about how personas can influence the behavior of your target audiences. She’ll discuss how to create effective personas quickly and how they can be adapted for different channels (public relations, social media, etc) or different audiences (B2B vs. B2C). ____...
How to Monetize Your Personal Brand – Hugo Pérez Podcast
August 26, 2019 21:25 - 24 minutes - 33.7 MBThe business world is adjusting to a new and growing distinguishing factor… the rise of the personal brand. Access to global audiences via social media has enabled individuals to market themselves like never before. But do I even have a story to tell? Yes, you do! ----more---- Everyone has a story to tell. But developing an impactful personal brand platform requires an understanding of the meaningful touch-points that can provide value to others. In this podcast, we will discuss what cons...
You Can Be Fined By the FTC
August 20, 2019 22:09 - 24 minutes - 34.2 MBWell before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for-profits, and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.” ----more---- In his travels, he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commiss...
How Direct Marketing is Redefining Itself as a Digital Force – Susan Jones
August 15, 2019 07:31 - 28 minutes - 39 MBThe host is Cyndi Greenglass and the guest is author, professor, and consultant Susan Jones. There is a continued move toward the integration of direct and digital marketing and the balance of online and offline media. In this episode, we'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns. ----more---- Talking points include...
B2B Marketing in 2019
August 12, 2019 15:59 - 24 minutes - 31.1 MBEveryone is advertising, so how do you cut through the clutter in the B2B space? In this podcast, Bill Jones will discuss challenges B2B marketers face and offer tactics to solve those challenges. He’ll also touch on key lead generation tools as well as strategies to measure the ROI of direct marketing strategies.
Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)
July 31, 2019 23:54 - 23 minutes - 31.9 MBIntegrated Marketing Communications is a field that requires us to succeed in conceptual thinking and strategy development. How does that lead us into campaign development in IMC615? ----more---- The Digital Space: With all the varied media selections, outlets, platforms, and emerging messaging and communications avenues, how are we to create marketing campaigns that will have an impact on the target audience? Integrated Marketing Communications (IMC) What are we learning about the bas...
Why Programmatic Media Use Takes Out Advertising Waste
July 25, 2019 00:12 - 22 minutes - 30.6 MBWhy Tzeitel Haviland Makes Sense "Tzeitel Haviland dives deep into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy." ----more---- Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeitel Haviland dives deeper into the workings of programmati...
Digital Technology and Ethical Uncertainties in Strategic Marketing
July 17, 2019 09:57 - 26 minutes - 36.5 MBDigital technologies have transformed the media landscape and are integral to virtually every industry and field, and marketing is no exception. Today, marketers must integrate both the creative aspects of the discipline with more technical aspects. Data-driven marketing strategies have become fundamental to the new marketing model. Emerging technologies have accelerated the speed, reach, and relevancy of marketing campaigns and inadvertently opened a virtual pandora’s box of ethical uncert...
Want Content Marketing to Work? Know Your Customers.
July 09, 2019 18:51 - 17 minutes - 24.3 MBContent Marketing has become a trending household name in the world of marketers but really what does it take to make content marketing work for your organization. The bottom line is customers. Understanding your brands distinct demographic is the only way to create the best content for them which leads to ROI for you. ----more---- About Michael's guest: Kristin Meeks, Owner of WV Social Media Consultants Teaches at West Virginia University IMC 639 – Content Marketing Kristin Meeks is ...
Protecting the brand: The role of brand standards in IMC
June 24, 2019 18:13 - 25 minutes - 34.5 MBIt is difficult enough for a brand to build trust among consumers these days. Having a consistent appearance and tone throughout a brand’s integrated marketing communications is critical to that mission, but it can be difficult to maintain. With large marketing departments and multiple sources producing content, it’s essential to have standards and oversight to ensure a brand speaks with one voice. In this podcast, we will learn how a governing set of brand guidelines can help to protect th...
Why Most SEO Initiatives Fail and How to Get Marketing and Web Dev Teams on the Same Page
June 19, 2019 20:27 - 28 minutes - 35.1 MBToday’s guest on WVU Marketing Communications Today is Laurie Beasley, co-founder, and president of Beasley Direct and Online Marketing, Inc. She and host, Cyndi Greenglass, will be discussing search engine optimization (SEO) best practices and challenges, including what prompts an SEO audit. After the break, they will dive deeper into Google rankings and what web development teams need to know to get it right, as well as the new requirement for newly registered domains to have mobile-first...
Social Media for Social Change
June 11, 2019 19:24 - 24 minutes - 30.5 MBToday’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach. ----more---- About our guest: Kelly Ann Collins is a WVU alumnus and has also comp...
The Heart. The Craft. The Journey.
June 05, 2019 21:35 - 17 minutes - 21.3 MBToday’s guest on WVU Marketing Communications Today is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works. He and host, Michael Lynch, will be diving into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan National Airport branding, WVU logotype brand dev...
Public relations, with journalists, supports the First Amendment
May 29, 2019 15:19 - 23 minutes - 32.8 MBToday’s guest on WVU Marketing Communications Today is Frank Marra. He and host, Matthew Cummings will be discussing the current state of the public relations field and the biggest challenges practitioners are facing, including ethics, legal issues, and crisis management. After the break, they will dive deeper into diversity in public relations, as well as how practitioners are now receiving the strategy and business expertise they need to be successful in the changing industry. ----more--...
Marketing & Issue Advocacy: Leveraging Your Stakeholders on Policy Issues
May 22, 2019 15:20 - 25 minutes - 35.5 MBToday's guest on WVU Marketing Comm Today is Chazz Clevinger. He and host, Matthew Cummings will be discussing public policy issues and risks when involving company stakeholders, as well as the challenges when you involve stakeholders in public policy related marketing campaigns. After the break, they'll dive deeper into how marketing professionals work with their colleagues in public affairs or government relations to execute campaigns that achieve measurable impact in terms of customer ...
PR and Data: How to Use Data to Define and Refine Your Strategy
May 15, 2019 18:15 - 20 minutes - 27.9 MBThere is a saying amongst PR practitioners that all coverage is good coverage. That may have been true when media outlets could be counted on one’s two hands but today, if you aren’t reaching the right audience with the right message at the right time, you might as well be yelling into the Grand Canyon. ----more---- Data is out there but it can be overwhelming and a surprising number of communications departments aren’t using it to define, execute and measure the efficacy of their effort...
LinkedIn In Higher Education
May 07, 2019 22:09 - 27 minutes - 37.6 MBWhen it comes to social media strategy, LinkedIn is an afterthought at many colleges and universities because of its limited relevance with traditional college prospects. This is unfortunate because LinkedIn has tremendous potential to help institutions reach traditional prospect families, non-traditional and graduate school prospects, alumni, employer-partners, and others, while also strengthening the brand. One challenge is that the platform isn’t always intuitive and institutions need to...
Learn Modern Branding Strategies Using Data
May 02, 2019 00:42 - 25 minutes - 34.4 MBListeners will take away practical guidance on cultivating a unique brand identity in the modern landscape. Dan Hill, CEO of Hill Impact, emphasizes the importance of being a brand "leader" instead of a manager. He offers valuable tips for modern branding strategies using data-driven insights without losing sight of organizational value. ----more---- About our guest: Dan Hill, CEO Hill Impact Trusted by world leaders, CEO's and celebrities to build, defend and repair brands. America's mo...
Why Leadership Isn’t a Skill, it’s a Process says Bryan Bennett
April 23, 2019 02:10 - 26 minutes - 36.4 MBThe one-size-fits-all approach to leadership development offered by other programs doesn’t consider an individual’s personality and capabilities. You can’t learn ‘skill x’ one day and expect to be a better leader the next. True leadership growth requires ongoing development and feedback. ----more---- What is billed as leadership development today is usually focused on leadership as a skill. It actually is a process that must be prescribed and practiced every day using the same approach tak...
How to Maximize Your Ability to Persuade
April 16, 2019 17:33 - 23 minutes - 32.5 MBThere isn’t a single complete scientific model of persuasion. Most people, therefore, believe that persuasion is more an art than a science. In addition, most of our attempts to persuade are doomed to fail because the brains of your audience are wired to automatically reject messages that disrupt their attention. ----more---- In this podcast, we will learn that Persuasion can all be linked to brain science and that the Primal Brain of your audience (the most primitive section of their bra...
How do sports and autism play the right roles together?
April 10, 2019 22:36 - 27 minutes - 38.1 MBIn the years since the autism diagnosis rate has skyrocketed to breathtaking heights, the worlds of sports and autism have bonded for a strong, symbiotic relationship. ----more---- In this program, Keith Green, who founded the Autism MVP Foundation talks about his story as sports marketer, whose sports companies supported autism fundraising and also as a father with a child in the autism spectrum. Keith said in SportsMD.com: “Sports… is a near-universal bond. Couple those factors with ...
How to Embrace Heresy Marketing - Jaffe and Pieratt Podcast
April 03, 2019 16:29 - 25 minutes - 35.5 MBOur host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include: ----more---- What is Survival Planning? Why do you believe everyone is in the survival business? 4 reasons why companies are “Built to Suck.” Can you list and describe them? Why do companies struggle so much with the concept of “failure”? A real interesting...
CAN YOU SEE ME NOW? — Defining the Unique Attributes that Make Up Your Personal BRAND
March 27, 2019 15:20 - 24 minutes - 33.7 MBThe business world is adjusting to a new and growing distinguishing factor… the rise of the personal brand. Access to global audiences via social media has enabled individuals to market themselves like never before. But do I even have a story to tell? Yes you do! ----more---- Everyone has a story to tell. But developing an impactful personal brand platform requires an understanding of the meaningful touch-points that can provide value to others. In this podcast we will discuss what con...
Data-driven marketing strategies to support community engagement
March 13, 2019 16:34 - 27 minutes - 38.4 MBA solid community marketing plan is an important tool for any marketer. It allows you to create a network of consumers that want to engage with your product and it organically exposes your brand in a way that feels authentic. ----more---- If you are moving to a data-driven marketing strategy for your brand, how do define success with community engagement? The challenge for marketers is to focus on the data that matters while demonstrating the bottom-line results for the brand. In this pod...
IMC or ICM?
February 25, 2019 23:40 - 25 minutes - 34.5 MBTwenty years ago, communications was a sub-category in PR. In the 1980s and 1990s, PR professionals spent their working hours on crisis communications, employee communications, shareholder communications, marketing communications, etc. These were targeted, specialized forms of PR. ----more---- Today the profession has evolved to the point that communications/PR is now part of integrated marketing communications. Or is it integrated communications marketing? This episode is hosted by Matth...
Moneyball for Brands Meet eSports – You Have Met Your Match
February 13, 2019 16:43 - 26 minutes - 36.4 MBIf you thought you understood consumer branding, think again. If you thought that gaming was for kids, think again. If you want to understand how to harness the buying power of the next generation of consumers, listen in and fasten your seat belt. ----more---- First there was CPG marketing. Brands like P&G and Kroger developed deep data insights into consumer behavior through database marketing which led to personalized communications based on predictive consumer behavior. In sports the...
The Professional Leadership Difference
January 30, 2019 20:57 - 26 minutes - 36.4 MBWhat is billed as leadership development today is usually focused on leadership as a skill. It actually is a process that must be prescribed and practiced every day using the same approach taken by professional athletes worldwide for decades. ----more---- The one-size-fits-all approach to leadership development offered by other programs doesn’t consider an individual’s personality and capabilities. You can’t learn ‘skill x’ one day and expect to be a better leader the next. True leadershi...
Turning Statistics Into a Story
January 23, 2019 17:11 - 28 minutes - 35.6 MBEveryone has a story. You just need to know where to look to find a good one. Today the news viewer is inundated with click-bait, push alerts, infographics, and snappy headlines. The challenge for journalists today is to engage viewers to watch, read, or listen to a story where they can spend more than 30-seconds digesting the information. In this podcast, we will hear how data gathering is used specifically with WBNS 10TV’s CrimeTracker 10 franchise. Our guest is morning news anchor, Ange...
How A Crime Reporter Uses Data to Reveal the Truth
January 23, 2019 16:26 - 25 minutes - 35.6 MBOhio Crime Tracker journalist, Angela An, reveals how data exposes real, and sometimes very different stories. Everyone has a story. You just need to know where to look to find a good one. Today the news viewer is inundated with click-bait, push alerts, infographics, and snappy headlines. The challenge for journalists today is to engage viewers to watch, read, or listen to a story where they can spend more than 30-seconds digesting the information. ----more---- In this podcast, we will...
Marketing in an Age of Disruption
January 02, 2019 18:42 - 25 minutes - 35.5 MBOur host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include: What is Survival Planning? Why do you believe everyone is in the survival business? You mention 4 reasons why companies are “Built to Suck.” Can you list and describe them? Why do companies struggle so much with the concept of “failure”? A real interesting ...