Strategy at a
Million Miles a Minute
Katie Mayes, director of marketing services
Ashley Martin, client manager
Where do I start?
Who has time for an audit?
That doesn’t sound like fun. 
**Plus, isn’t marketing supposed
to be fun!**
When do I need to do an audit?
Goals versus Objectives
You mean they aren’t the same
thing? Oy!
Goal: to raise awareness about my
program
Objective: (measurable)
to increase inquiries
25 percent over
the next six months
What are you trying to
accomplish?
Publicizing an event?
Filling a new program’s roster?
Developing a year-round branding campaign?
Who am I talking to?
Things to consider: age, race,
gender, interests, likes/dislikes,
media habits
psychographic
demographic
geographic
Demographics
Female
18-22
Single
Less than $20,000
annual income
Psychographics
English major who loves
Shakespeare (Juliet,
anyone?)
Online spending of
$300/month at
ModCloth.com (vintage
clothing website)
Tweets all day, every day
Posts weekly to
GoodReads
How do you find out what your
audience likes and/or responds to?
The step skipped by most:
Measurement = Control
Being able to prove
what works allows
us to manage our
workload and,
ideally, stop doing
what doesn’t work.
Strategy: Targeting
• Prioritize audiences
• Consider communication pathways and
touchpoints
• Develop media mix
Strategy: Positioning
• Answer:
•
•
•
Why go to your event over another?
Why choose your program over
another?
Why care?
Strategy: Messaging
• Creative solution to positioning
• Prioritize facts and figures
• Fuel your objectives with words and
visuals
Now we do stuff!
Visual, virtual, verbal, video, venue
Owning the process
We work together 
Questions?
Katie Mayes, kmayes@k-state.edu
Ashley Martin, ashley07@k-state.edu
785-532-2535