Strategic Marketing

Strategic Marketing for Educational Institutions

Recently, Playbook Public Relations, LLC’s (PBPR) client the Center for Neurosomatic Studies (CSN), an educational institute that provides an 18-month curriculum in Neurosomatic Therapy (NST) asked us to create a strategic marketing plan (aka a playbook) to ensure a successful launch of their inaugural class.

CNS needed a marketing and public relations (PR) strategy to attract qualified students for the fall semester 2012.  CNS has a unique value proposition.  While their patients testimonials are inspirational and newsworthy, unless you have gone to the St. John-Clark Pain Treatment Center for treatments then you have probably never heard of Neurosomatic Therapy.

Neurosomatic Therapy (NST) is no ordinary massage. Physicians, patients, and therapists agree that Neurosomatic Therapy (NST) succeeds where traditional forms of therapeutic pain management fail.  NST treats pain through manual therapy, not by prescribing pills. There has been an increasing demand for training in areas of manual therapy that require an advanced knowledge of human physiology and kinesiology in order to address specific imbalances often presenting as chronic pain. In response to this increasing demand and due to the lack of qualified therapists to treat patients, Randall Clark and Kevin Wade established the Center for Neurosomatic Studies (CNS).

Playbook Public Relations, LLC’s challenge:  To market an educational institution that that teaches a skill that the general population has no knowledge of.    Give our love of competition, we embraced the endeavor, rolled up our sleeves and got to work.  Task one, reinvent the marketing message, Randy and Kevin’s technical knowledge is mind blowing.  We had to chisel down their knowledge to four main bullets points.  We had to tailor the message to attract qualified students.  Task two; carry the message and the brand to the Tampa Bay community.  While CNS and Playbook Public Relations envision eventually attracting students from all over the country, there is tremendous talent in the Tampa Bay area and we want to capitalize on the local talent pool.  We arranged for Randy and Kevin to appear on CSB’s Studio 10 morning show.  Click here to watch the video: www.youtube.com/CNStudies.com.  This segment gave Randy and Kevin seven minutes to educate and brand CNS.  Task three; create a social media strategy for CNS.  Social media is a complete waste of time for businesses unless there is a strategy.  We revamped their Facebook page, created a Twitter account, a Pintrest account, a Google + and YouTube account.  Task four, grass root efforts.  Roxanne and I hit the pavement and targeted yoga studios throughout the bay area to attract potential students.   We held information sessions at the school and packed the classroom.  We called Rotary Clubs to schedule Randy and Kevin as guest speakers.  The result?  From zero applicants a month ago to an inaugural class for CNS will starting on Monday September 10th.

Good luck to all the students at CNS.  We admire the courage and dedication that change requires.  I know from first hand experience that Neurosomatic Therapists help patients live pain free lives.

At Playbook Public Relations, LLC we only win when our clients are successful.  We are here to serve our clients needs and provide solutions to their problems.  We are honored to earn the trust of our clients.  Call Playbook Public Relations, LLC and allow us to create a custom “Playbook” for your business.

Goal Setting Solutions

Goal Setting SolutionsGoal Setting Solutions

What you get by achieving your goals is not as important as what you become by achieving your goals. ~ Henry David Thoreau

It is scientifically proven that goal setting has a direct correlation with productivity. Goal setting can be energizing and motivating to yourself and your employees ensuring long-term success and loyalty. But many companies, especially small businesses, set clear goals in the start-up phase of their company only to lose their goal setting time as the day-to-day operational needs consume their day.

Hiring a marketing company can be a great way to help you set clear company goals to meet long-term strategies. Marketing companies are experts at looking at businesses and evaluating how to create potential growth strategies.

Ask Yourself the Important Goal Setting Questions

  • How has my year been?

  • Where do I want my business to go?

  • Do I have specific goals for the upcoming year?

  • What is my game plan (PLAYBOOK) to get me to where I want to go?

Sometimes it’s difficult to answer these questions and manage a business and employees. It’s amazing what a difference an objective perspective from a third-party can bring. At Playbook, we study our clients businesses and help provide an external perspective. We help quantify the brand value from a target market perspective and then create and implement a comprehensive marketing and PR plan.

Our strategic alliances within the media and digital communities, ensure our clients get the best possible bang for their buck.  We stay current on all the latest trends, so our clients can focus on running their businesses and doing what they do well.  We ensure that their marketing and public relations strategy helps them meet company goals. The best companies have very well laid out business goals that align with all aspects of design, marketing and brand image.

Playbook is grateful that our team of creatives love their work.  This passion translates into beautifully designed marketing collateral pieces. Never underestimate the correlation of quality design and revenue. The best agencies will help you define your business goals and ensure that the marketing and PR strategy will help you achieve them.

If you are “winging it” or know there is more that your company can accomplish in the upcoming year, then consider outsourcing some or ALL of your marketing and PR in 2015. In all likelihood, your time is probably better spent on doing what you do well. Let us help you take your business to the next level.

Lastly, there is the another upside of hiring a marketing firm, we help you stay accountable for hitting goals and objectives. Playbook’s business depends on keeping our client relationship strong and growing their businesses. The more goal achieving clients we have, the more Playbook grows and profits.

The Power of a Friendly Brand

The Power of a Friendly Brand

In the past an authoritative voice had the power to drive sales. Those of us above 35 all remember  “4 out of 5 dentists recommend Trident for patients that chew gum.” The advent and popularization of social media sites like Facebook, Twitter, YouTube, and Instagram have changed the way companies communicate their brand message. Now, the most successful brands are the ones who get “friendly” with their audience. Consumers want to see photos of the faces behind the brands, they want stories that inspire, and they want brands that give back. If you aren’t communicating in this way, you are probably losing out on a large part of your market share.  Here are 5 tips on how to get friendlier with your customers and future customers:

1.  Have a plan

You need to devise a comprehensive marketing and public relations strategy. Plan out your goals, how you want the company voice to feel and sound, and who are the faces of the brand.

2.  Use social media

There are so many social media avenues available to reach customers in a seemingly one-on-one manner. Decide on which ones best suit your company needs and then go for them full-force. Don’t spread yourself too thin and then not monitor or interact on those avenues or you will lose the value of your efforts.

3.  Encourage earned media

Studies show that people value “earned media” as much as paid media and see this as real. Have people like your message, share, post, rate, etc.

4.  Form mutually beneficial partnerships

Align yourself with strategic business alliances. These alliances can help you get your product in front of new audiences and will help you look like you are a community friendly company.

5.  Keep interacting

This is an on-going relationship with your audience. While you might revise the marketing plan to keep it fresh, consistency is the key. We suggest having an in-house staff member dedicated to interactions and public relations or hire it out (often the more cost-effective option). But make sure, you have eyes and ears out there daily.

Make your brand’s PR and marketing goal for the year very clear: Get real and get friendly. If you consciously make your company’s brand approachable, the viral impact will be well worth the effort it takes.

Let up create a Playbook for your Business!

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