FPRA Meeting Recap – Oct. 13

1) Welcome & Attendance

2) Introduction of Executive Board

3) Announcements

a)    Forms and Dues – Past Due ($55)

1. Announcement changes

b)    Capital Chapter Announcements

c)    Logo Contest – Revote!

d)    Networking Database

e)    Trip Hotel Price Estimate ~ $50 due 10/27

f)      Social Committee Announcements

1. Mentor/Mentee Social – 10/26 7 p.m. in Union 314

g)    FPRA’s Blog: FPRAstudent.wordpress.com

1. Featured Member: Jarryd Boyd

h)    Sponsorship

i)      Fall Semester Meetings – Wednesdays 7 p.m. in HCB 215

1. 10/27, 11/10, 12/1, 12/8 (social), 11/17-19 (trip dates)

4) Guest Speaker

a)    Sharon Goldmacher

1. President & CEO of c21 Communications (Atlanta, GA)
2. “Integrated Marketing Communications”
   1. Three options in the early days: magazines, newspaper, radio
   2. TV in early ‘50s
      1. CNN came in the ‘80s and started the first 24-hour news channel
      2. Schramm’s Model of Communication – original model
         1. Today it’s a different story: Blogs, e-mail marketing, mobile marketing (apps, coupons, shopping), social media (Facebook, Twitter, YouTube, Flickr), Web TV
         2. If a company asks you if they should create a Facebook, make sure its target audience is on the Internet
         3. Integrated Marketing Communication: a management concept that is designed to make all aspects of marketing communications such as:
            1. Advertising
            2. Sales promotion
            3. Public relations
            4. Marketing
            5. IMC Today
               1. Organizations must try to speak as one, must recognize consumers have a strong voice (speaking on behalf of the product, organization, service and more)
               2. Word of mouth is not just face-to-face
                  1. Conversation Prism: over 200 social media applications available for use
               3. Consumers who actively engage with social media are more positive about their connections with brands
                  1. Book, “The Rise of Public Relations and the Fall of Advertising”
               4. Social Media Use
                  1. 22% of the ’09 Fortune 500 have a public corporate blog
                  2. 86% of these blogs link directly to a corporate Twitter account, a 300% increase over the 2008 study
               5. IMC Plan
                  1. Define goal
                     1. Clearly outlined goal
                  2. Identify target audiences/understand motivations
                  3. Declare measurable objectives
                     1. Must have number associated
                  4. Create behavioral strategies
                     1. Strategies are the behavioral actions you want your audiences to take
                  5. List tactics
                     1. Actual steps to accomplish strategies
                     2. Define responsibilities and time frames
                  6. Evaluate and measure constantly
                  7. Establish budget

10. Case Studies – outlined challenges, solutions and results

1. Henry Moore
   1. Atlanta Botanical Gardens – used “Social Media Measurement” – Alterian software
   2. I.O. Metro

11. Sharon Goldmacher – sgoldmacher@c21pr.com

a. www.c21pr.com, http://cwordblog.wordpress.com/, www.facebook.com/c21pr, www.twitter.com/c21pr, 404.814.1330

 

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