integrated marketing for small science-focused businessess

Agenda

Integrated Marketing for Small, Science-Focused BusinessesSuccessful Public Relations and Marketing Communications PlanningMichelle Linn, Linnden Communications

What Can Graphic Design Do for Your Business?Margery Stegman, Schenkel/Stegman Communications Design

Integrating Social Media into Your Marketing MixChuck Tanowitz, Fresh Ground

15 Minute BreakBreakout Session

Communications for Small, Science-Focused

Businesses

August 2010

Michelle Linn

Attributes of Communications Program

Annual plan with updated messages

Clear understanding of objectives

Build around validating events

Set expectations, then deliver

Audit results quarterly

Elements of Integrated Program

Website

Media/Investor relations

Conferences/Trade shows

Marketing collateral/Direct outreach

Social Media/Online marketing

Advertising

Communicating for Science-based Businesses

Unique challenges

– Complicated technology/science

– Value in the technology

Multiple audiences

– Technical

– Lay person

Government

FDA/EPA, etc.

Policymakers

Payors

Industry

Collaborators

Scientists

Medical community

Financial Analysts Investors Brokers Partners

Public

Customers

Community

Advocacy groups

MEDIA

Employees

Audience

Conduct audit of communications program – Media coverage

– Materials

– Prior programs

– Investor base

Identify objectivesConsider peer universeReview upcoming milestones

Plan: Evaluate Situation

Accurately convey the strategic plan Explains to target audiences:

– Who you are– What you do– Why you’re better than others– Where you’re going

Could be delivered in brief elevator ride

Plan: Positioning

Plan: Messages

Effective messages are:– Credible– Consistent– Relevant– Memorable

Use in all materials and communications

Update regularly

Plan around important, validating milestones:– Business– Scientific– Financial– Personnel

Keep momentum going

Plan: Upcoming Events

Press Releases Publications/ Pres Meetings

Aug -Mezzanine Round

-XXX data available

-Collaboration

Submit Ph1 Publication

-XXX data published at YYY

-EASL

-ACS

Sept - XXX Product launch

-Study initiated

-New manufacturing facility

-Submit abstract to xxx

-XXX presentation

-EFMC-ISMC

Oct -New customer agreement

-New VP Research

-BIO Investor Forum

-UBS

Plan: Upcoming Events

Don’t bury the news Avoid technical jargon Use quotes to highlight relevance Include concise, compelling boilerplate

Writing Releases

Press releases Pitch feature stories

– Emerging company profiles– Trendy “angle”

Informational/background interviews Proactive-follow current news Media training

Media Outreach

Choose wire service Use SEO features EurekAlert for science news Send target media personal emails Monitor coverage

Gaining Visibility for Releases

Situation Undifferentiated company / crowded space Minimal communications focus - Largely unknown Need for visibility among investors Key data to be presented at ASCO

Strategy Repositioned as emerging cancer diagnostic company Revised messaging to differentiate company Leveraged expertise and relationship with Dana Farber Proactive outreach around news announcements and

trends

Case Study: Source MDx

Results: Source MDx ASCO News

MEDICAL DEVICE DAILY™

Test may reduce false-positives in prostate cancer screening

Situation Lead product received unfavorable data in two

indications Remainder of pipeline not well known or valued Difficult market conditions

Media Strategy Increased focus around second product (depression) Repositioned “lead” product around other indications Highlighted scientific and clinical achievements Leveraged collaborations

Case Study: Targacept

Company received recognition for favorable depression and ADHD clinical results

Media placements with national trade and business outlets

Stock price increased from $2 to $25 Growing visibility of CEO as key industry

spokesperson and media resource

Results: Targacept

How to Choose a Firm

Relevant experience– Science– Small company

Senior-level attention Flexible Cost-effective

Communications for Small, Science-Focused

Businesses

August 2010

Michelle Linn

what good design can do for your businessand how to go about getting it

“Design is art that people use.” Ellen Lupton, graphic designer, writer,

curator, and educator

Design is not ornament.

What is the value of good design to you?

Agenda

What design can do for your business

Tools in your arsenalExamples good and badChoosing and working with a

designerHow to think about budget

How can good design help meet business goals?

Your visual identity^

integrated

Visual tools starter packagelogostationery package (print,

electronic)web sitepresentation templatefactsheet

Visual tools growth packagemarketing and sales materialslanding pagesblog designfacebook and twitter pagestrade show booth graphicsadvertisingvideo template

Examples^

good and bad

The foundation of an identity and brand

LOGOSsymbolic/pictorial

typographic

They may come, but will they stay?

75%

83%

79%WEB SITES

They may come, but will they stay?

0.005 second

Web Sites

Worth a thousand words

IMAGESmessage appropriate

high-quality

What’s wrong with this picture?

What makes this better?

Engage them, or put them to sleep

focus on the audience

one idea per slide

picture superiorityPRESENTATIONS

Answer one key question for your audience, “What’s in it for me?”

Only one clear idea per slide

Move the text off the screen

text text text• bullets • bullets

Presentations

Simplify your visuals

Keep it simple

build your brand

save money

INTEGRATED VISUAL TOOLS

Integrated visual tools

Choosing a designer^

and working with

Work with your designer as a business partner.

Be clear about your project goals.

Communicate the problem, not the solution.

Be upfront about your budget.

Visual tools that take your business to the next level™

Margery Stegmanmargery@schenkelstegman.com781.721.0172schenkelstegman.comlinkedin.com/in/margerystegmantwitter.com/margery_s

Fresh Ground, Inc.Fresh Ground, Inc.

The New Reality ofBusiness Communications

WHAT WE BELIEVE

Then, Now and the Future

Todd Van Hoosear@vanhoosear

[email protected]

Chuck [email protected]@itsfreshground.comFresh Ground, Inc.

www.itsfreshground.com


The Social Organization


The Old Model

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

THEN

Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.Fresh Ground, Inc.

The Reality

The Social OrganizationNOW


The Social OrganizationThe Reality



The Problem

Social Media Overload


The Solution


Data Collection

So Much More


The ProcessIdentifying Your Audiences


The Process

Tag Information Distribution

Tag Information Distribution

Add Commentary and intelligence on

context, need, etc.

Add Commentary and intelligence on

context, need, etc.

Putting Structure to Information


The Solution


Tools

• Google Reader: www.google.com/reader

• TweetDeck: Tweetdeck.com

• HootSuite: Hootsuite.com

• News Alerts: news.google.com

• Social Mention: www.socialmention.com

• BoardTracker: www.boardtracker.com


THANK YOU!

Chuck [email protected]@itsfreshground.com

Fresh Ground, Inc.www.itsfreshground.com