ID 34013 Lecture Notes - Lecture 6: Wok, Direct Marketing, Jargon

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13 Mar 2018
Department
Course
Professor
2/19/18: Marketing and Branding and the Informational Interview
Marketing: the research and pursuit of work available in the marketplace
Types of Marketing
Create awareness marketing
o Website, blog, social media
o Project signage
o Charities
o Professional organizations
o Referral network
o Public relations
o Client maintenance
Direct marketing
o Mailers, postcards, newsletter, email blast
o Regular email updates
o Holiday mailer
o Social media updates
o Business cards
Promotion marketing
o Photography, scouting, completed work
o Submissions
o Email project - completion assessment
o Internal office display
o Media outreach
Target Marketing
o Portfolio packages
o RFQ - Request for Qualification
o RFP - Request for Proposal
o Speculative Work
Interview Process Marketing
o Project portfolios
o Final photography
o Firm profile
o Relevant project history
When is the best time to market?
When you are the busiest!
how?....How do we handle more work when we are already swamped?
Who should market?
Everyone!
Why?
o Company pride resonates with prospective clients
o You never know who your next client will be or where you will meet them
o You want to keep your company business busy...you need wok too!
How do you connect?
Public speaking (lecture, panel, teaching)
Getting involved
Charities
Other community activities
Networking
Branding
The promotion of a particular product or company by means of advertising and
distinctive design
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