Marketing Communications. Ryan Gerds, APR, CPRC Director, Marketing Communications RTI Surgical

Transcription

1 Marketing Communications Ryan Gerds, APR, CPRC Director, Marketing Communications RTI Surgical

2 Marketing Communications What is Marketing Communications How can it benefit an organization The Evolution of MarComm Keys to Success Challenges Key Takeaways

3 What is Marketing Communications? Marketing Communications The integration and coordination of a company s multiple communications channels to deliver a clear, consistent and compelling message about the organization and its products. Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more

4 Benefits of MarComm Protects the Company s Brand Controls Company s Messaging / Talking Points Reduced Costs Increased Productivity and Throughput Ease of Access and Availability to Internal and External Stakeholders Able to react quickly

5 Benefits of MarComm Conflicting messages from different sources or promotional approaches can confuse company or brand images. The problem is particularly prevalent when specialists handle business units of marketing communications independently without oversight or collaboration.

6 Why Some Oppose MarComm Tradition of separation communication tools Managerial power Fear of budget cutbacks or loss of budget Loss of power, authority and autonomy Resistance of outside suppliers to reduce their functions Fear of losing revenue or contracts completely

7 The Evolution of MarComm

8 The Year 2000 Marketing Concept Developed C-Suite Approval Finalize Materials Ad Agency Creates Campaign / Design $$$$ Marketing Approves Launch Marketing Review Ad Agency Updates $$$$ Involve Public Relations (When Necessary)

9 The Year 2000 Communication to Key Specific Stakeholders Communication to Key Specific Stakeholders Communication to Key Specific Stakeholders Marketing Team / Ad Agency #1 Marketing Team / Ad Agency #2 Marketing Team / Ad Agency #3 Involve Public Relations (When Necessary) Business Unit #1 Business Unit #2 Company Business Unit #3

10 Today Marketing Business Unit Develops Concept Regulatory, Quality, Legal Approval C-Suite Approval Marketing Consults MarComm Marketing Approves Finalize Materials MarComm creates production timeline. Review Budget MarComm develops messaging / design Launch

11 Today Launch Launch Launch MarComm Business Unit 1 Business Unit 2 Business Unit 3 Company

12 Keys to Success and Challenges

13 Keys to Success - Structure Build YOUR team as you envision YOUR department. Work in collaboration with each business unit, as well as with your entire Communications division (Corp Comm, Events, OUS)

14 Keys to Success Find Solid Partners Should you outsource to ad agencies or bring in-house for design work? Every situation is different Perform a cost analysis If you hire an ad agency explore fixed costs for projects instead of hourly Helps protect the budget and improve forecasting

15 Keys to Success - Structure Establish solid SOPs At RTI we have 4 SOPs 1. Content Development and Management Includes a Production Timeline and Work Flow checklist 2. Advertising and Promotional Review 3. Clinical and Scientific Review 4. Training and Support Review

16 Production Timeline

17 Keys to Success Over Communicate We are communicators Stick to the timelines and established rules. If you bend them once, you will be asked to bend them again. Hold weekly calls with business units. Don t just serve as a conduit of information between stakeholders and business units Be a consultant to your business units. You are not in a functional staff support role for them

18 Other Keys to Success It s ok to say no. Have REALLY thick skin Be willing to role up your sleeves Have your CEO s support Keep them in the loop Embrace the challenge

19 Challenges - Budget Budget Who owns the budget for marketing communications? Marketing? Or, MarComm? MarComm owns it

20 Challenges Messaging Resistance Messaging Resistance Can we truly have just one branded message across the entire company. But we want this amazing new design / message / promotional piece Can t we think outside the box and be different Yes, we can but within the brand standards of the company

21 Challenges Marketing Support Show them an integrated approach has value It s the company s products / business unit Stronger as one voice, one message

22 Takeaways from Today

23 Key Takeaways One Company, One Voice Build it in House Saves money and time Gives the company control Establish a Solid Structure Be a Consultant for Your Company