n.a.v. adfo live: agile scrum learnings t.b.v. marcom strategie
TRANSCRIPT
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© Copyright - Port of Rotterdam
Titelpagina
MAKE IT HAPPEN.
Manager Marketing CommunicationsThea de Vries
SAMEN IMPACT
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© Copyright - Port of Rotterdam
Planningsproces Voor maximale impact en bijdrage aan bedrijfsdoelstellingen
Ondernemingstrategie Commerciele strategie
• Op keten/segment niveau
Marketing strategie
• Marketing doelstellingen, • Marketing doelgroepen • Specifieke behoefte / customer insights
• Waardepropositie
Communicatiestrategie
• Communicatiedoelstellingen • Communicatiedoelgroep • Boodschap • Contactstrategie, middeleninzet en budget
Implementatie
• Opstellen meetplan • Productie en uitvoering crossmediaal
Monitoring en evaluatie
• Meten • Evalueren • Bijsturen
input output outcome
CO-CREATIE COMMERCIE / MARCOM
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Tekst
Where do we play?
How do we win?
CORE: Product &
Marketing Strategy
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Product Market Combination�
�
Competition: �What are the competitive forces in the market?�
���
Market: �What does the market look like? (size, geography etc.) �
Ambition: �What it our current position in this market and what is our desired position?�
Marketing & �Communications �
Tactics: �How will we most
effectively engage our audience?�
�
Product / Service�
Target-Segment �
Goals: �What do we need to achieve or change?�
Story: �What single most
important message do we need to drive
home? What reasons to believe do we offer?�
Gain �Creators �
Pain�Relievers�
Their �Gains �
Their �Pains �
Their �Jobs�
Product /�Service�Specs �
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© Copyright - Port of Rotterdam
Product Market Combination�
�
Competition: �What are the competitive forces in the market?�
���
Market: �What does the market look like? (size, geography etc.) �
Ambition: �What it our current position in this market and what is our desired position?�
Marketing & �Communications �
Tactics: �How will we most
effectively engage our audience?�
�
Product / Service�
Target-Segment �
Goals: �What do we need to achieve or change?�
Story: �What single most
important message do we need to drive
home? What reasons to believe do we offer?�
Gain �Creators �
Pain�Relievers�
Their �Gains �
Their �Pains �
Their �Jobs�
Product /�Service�Specs �
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© Copyright - Port of Rotterdam
Who is the owner? (experts / team) Who is our primary target group?
Who else is involved? (external / internal) • Partners: Stadshavens, Gemeente Rotterdam, makelaars • HbR intern: Port Development, CBL, MARCOM
What is our specific goal? (s.m.a.r.t) What activity do we employ? (explain how)? What our major marcom milestones? (planning)
What is most critical to success? Marketing: Marcom:
How does it reinforce other elements of our strategy? -
Why is this important to us (business value)?
Why is this important to them (client value / benefits)?
UITWERKING IN EPIC Relatie ondernemingstrategie
Relatie commercielestrategie
…..