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.

Social Media Tip- #SharetheGood

Social Media Tip #SharetheGood

#SharetheGood

Social Media Tip – #SharetheGood

Social media can get a bad rap. We blame social media for the declining social skills of our children, for keeping people plugged into their computers for hours of their free time and a whole slew of other problems that could be caused by the advent of social media.

But it can also be a tool for a whole range of positive things. Within minutes, people can connect to their family and friends that are continents away to share photos and stories of their lives. People share their favorite experiences, their favorite quotes, their accomplishments and their dreams.

This sharing of the “good” has given rise to what BlogSpot terms, Human to Human Marketing. Companies that use Human to Human Marketing make their messaging and images personal, conversational, and inspiring. This approach often creates consumers that feel more brand loyalty and “closer” to these brands.

Can a brand be your “friend”? On social media, it can. Your brand message can show up in their timeline right next to their best friend getting married and photos of their cousin’s new baby. Making sure your images and photos have the Human approach ensures that you get noticed and remembered.

Consider adding this approach to your marketing strategy this year, especially the social media plan. You can still sell your products with adding in a call-to-action in these posts. The call-to-action could be growing your email list, a targeted offer or direction to your website for increased traffic.

If you are ready to create a Human to Human Marketing plan, we can help, contact us today!

Client News: Playbook creates flyer for Joyful Dating

Joyful Dating

Starting your own business is hard work. Partner with us and we can help you with branding, positioning, SEO, PR and marketing materials. We created this flyer for the relationship coaching service, Joyful Dating. It has helped to attract new clients in search of help in their dating experiences.

Rev Up Business with New YEAR Passion

Why is the start of the New Year one of the most important times of the year for a business? Here’s a hint, it’s because of the way your employees feel. They feel excited for the year ahead and ready to accomplish goals and quotas. The New Year is a universal period to foster and initiate changes.

Your employees probably have spent the last two weeks of December getting off their routines. By the time January 1st rolls around, they are tired of partying with friends and family, of eating foods that make them feel sluggish, and of being away from home with travels. They crave routine and a sense of accomplishment. They are EAGER and EXCITED for the possibilities that the New Year brings.

They are ready to hit the reset button. So learning about your employees’ goals and align your culture to foster engagement and support because your employees personal goals will ultimately bring rewards to your bottom line. We all know that support and teamwork make achieving goals easier. For example, most people want to lose weight and get healthier in the New Year. So offering a yoga class or nutritional class once a week during lunch hour will help your employees feel supported in that goal. What’s your reward? Healthier and happier employees who miss less work and are happy and engaged while they are at work! Ultimately, you will attract and retain a better talent pool!

My golf coach always said, “Energy plus motivation equals PASSION.” When your employees feel passionate about where they work, loyalty rises and they become product champions. A loyal employee creates a loyal customer. They are most likely to be talking to their friends and spreading the word about how great your company is. And according to a Nielsen survey, word-of-mouth recommendations from friends and family are still the most influential in influencing buyers.

Studies also show that happy employees are 12% more productive than the average worker. If you ride the wave of energy that they already feel with the New Year, you will have employees that are giving it their all at the workplace.

Schedule a brainstorming session with key employees this month and be open to new ideas. Maybe there are some interesting projects you can assign or an employee incentive program that would encourage and reward your employees. Create product champions now and spur commitment and growth within your corporate culture. The rewards will be worth the effort.

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