WVU Marketing Communications Today
How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

April 11, 2020

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Happy Easter everyone! It’s just not Easter without PEEPS®! The PEEPS® Brand has been around since 1953 and is a must-have for the Easter basket. The yellow chick is the icon that everyone knows however, the classic pastel-colored marshmallows covered in sugar are certainly polarizing. Consumers either love them or hate them. If they love PEEPS®, don’t mess with them. If they hate PEEPS®, there is no way they would ever eat any PEEPS® product. How does a brand stay true to its heritage while evolving to appeal to a larger audience? In this podcast, we will learn how brands can grow through innovation with their core consumers while attracting new users to the franchise.

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A 20/20 Vision for Your Personal Brand

A 20/20 Vision for Your Personal Brand

January 10, 2020

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The start of 2020 is the perfect time to clarify and sharpen the vision for your personal brand. Too often we take for granted first impressions and how others perceive us.  However, such perceptions frequently form the basis for personal and professional success. And today, many first impressions are made online through search engines and social networks. Your personal brand is bound to exist, especially in an online environment -- whether you explicitly create it, or whether it is implicitly created for you.

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B2B Demand Generation: What Really Works in Digital Advertising?

B2B Demand Generation: What Really Works in Digital Advertising?

November 23, 2019

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Digital advertising has greatly evolved since the turn of the century. Search engine advertising is still around, but campaigns are more complicated than ever before. Social media as we know it didn’t begin for a couple more years. Flash forward to 2019. Not only have Google and LinkedIn become behemoths in the B2B digital marketing space, but we also have more targeting options than ever before. In this podcast, you will learn how B2B advertisers can leverage the latest digital advertising tools to build and scale profitable lead generation programs.

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WVU Marketing Communications Today is broadcast from West Virginia University which is a program on the Funnel Radio Channel

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How do you drive integrated marketing communications in large matrixed organizations?

How do you drive integrated marketing communications in large matrixed organizations?

November 10, 2019

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In a small organization, communications and marketing might be the same person or team. As a company grows marketing and advertising might reside under one leader, while communications reside under another leader. Communications might prioritize public policy, issue management, earned media and brand reputation. Marketing and advertising might be focused on brand awareness, sales revenue, customer relationship management, and conquest sales. How do you stay integrated when you’re matrixed differently and reside in different locations?

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Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)

Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)

July 31, 2019

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Integrated Marketing Communications is a field that requires us to succeed in conceptual thinking and
strategy development. How does that lead us into campaign development in IMC615?

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Protecting the brand: The role of brand standards in IMC

Protecting the brand: The role of brand standards in IMC

June 24, 2019

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It is difficult enough for a brand to build trust among consumers these days. Having a consistent appearance and tone throughout a brand’s integrated marketing communications is critical to that mission, but it can be difficult to maintain. With large marketing departments and multiple sources producing content, it’s essential to have standards and oversight to ensure a brand speaks with one voice. In this podcast, we will learn how a governing set of brand guidelines can help to protect the brand, preserve uniformity, and ultimately build trust.

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