WVU Marketing Communications Today

WVU Marketing Communications Today

West Virginia University's WVUMCToday is the intersection of data-driven decision making and marketing practice.... Show More

Episodes

March 13, 2020 22 min
Consumers today expect businesses and executives to take a stand. It has never been more important for the C-suite to have a voice and a platform on which to share it.
Many companies dedicate time and energy to their brand’s social media presence but don’t feel that it’s the right channel for executive communications, or that it’s already too late in the game to get started from scratch. In this podcast, we’ll talk about the shiftin...
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Sales and marketing go hand-in-hand and when you can use data from one to inform the other, you’re in a better position to come up with strategies (and tweaks to those strategies) to give your consumers what they want.  But that’s easier said than done. Tessa Burg, the vice president of user experience and technology strategy at Tenlo, has been doing just that for more than 15 years. She shares tips on how marketers can get started...
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February 29, 2020 24 min
Content marketing can be a powerful tool when you really know your audience and can provide information and insights they need and want. Gennifer Chenault, a content marketing strategist for SOC Telemed, walks us through her creative process and how to use data to measure your successes (and failures). She’ll help you determine if content marketing is right for your organization and, if so, how you can find the subject matter exper...
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February 21, 2020 23 min
Technology has created new ways to help customers discover, share and discuss their favorite products. In fact, most of our marketing is occurring without us. Today, the customers are the marketing department. We can’t buy our way into these conversations, We have to earn our way in with a new business approach that appeals to constant human truths. The businesses of the past were built on advertising impressions. Today, they are b...
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Here’s a provocative statement or maybe it’s just a statement of fact: Brands as we knew them are dead. OK, here’s something a little more palatable: the way brands have been built up until now, will be very different from the way they will need to be built in the future. The world has changed. The consumer has changed. So why hasn’t marketing? What hasn’t branding? Why haven’t we adapted and evolved to make sure our innovation eff...
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February 7, 2020 23 min
30 years ago the marketing landscape looked much different than it does today. The internet wasn’t around, there were limited media options and data took a while to compile, analyze and act upon. Today, marketing moves at the speed of light. There are thousands of ways to reach your audience. Data is readily available, decisions happen instantly, changes to campaigns can be made immediately. That’s the beauty of marketing, it is al...
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January 31, 2020 22 min
Food is one of the few universal concepts that connects every living thing—we all eat. So why is the discussion about food, including how it’s produced, how it’s accessed and purchased, and how it’s consumed such a contentious debate? From genetically modified organisms to farm subsidies to local foods to food stamps, there is no shortage of hotly-contested subject matter in the food space. In this podcast, we’ll discuss where stic...
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Internal communications are critical to building an informed and connected workplace. What happens what you intend to communicate doesn’t have the outcome you desired? This is what happens when you don’t listen and frame messaging the wrong way.
Today, we live in a world where every internal communication can easily become external and trending on Twitter. As communicators, we have to understand this and navigate the environment to ...
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January 17, 2020 22 min
Measuring the return on investment for communications and marketing initiatives is essential across all industries today but how does data-driven decision making differ for non-profits, especially for those operating in the public policy arena? Today’s guest on WVU Marketing Communications Today is Ann DeFabio Doyle, Vice President of Communications for The Pew Charitable Trusts, a non-partisan, global research and public policy or...
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January 10, 2020 20 min
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 -...
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Today’s guest on WVU Marketing Communications Today is Kelly Ann Collins, CEO, and founder of Vult Lab, a digital marketing agency that focuses on social media management for companies, orgs and thought leaders -- and campaigns for social good. She and host, Michael Lynch, will be diving into cause marketing for corporations, the issues nonprofits currently face, and how to use influencers to expand reach.
About our guest:
Kelly Ann ...
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WVU Marketing Communications Today’s guest is John Auge, creative director and co-owner of Auge+Gray+Drake Collective Works. 
He and host, Michael Lynch, dive into the creative industry, discussing the changes to the profession, the creative approach, as well as the exciting opportunities for people in the industry. Auge will share his insights and experiences on key projects he has worked on including the Dulles and Reagan ...
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December 12, 2019 25 min
If Google can’t find you, you lose low-hanging fruit; you lose the easier conversions.  Marketing expenses are too high, salespeople can’t make quota and the sales forecast fails to predict the future.  And all of this is a result of a website that fails in its mission of finding marketing qualified leads. 
Today’s guest on WVU Marketing Communications Today is Laurie Beasley, co-founder, and president of Beasley Direct and Online M...
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With the ease in which a negative event can go viral these days, effective crisis management is a valuable skillset that marketing needs. In this session, Melissa Agnes, a globally recognized and leading expert in crisis management, shares some of her experience in working in the field as well as how she helps professors bring crisis management best practices into their classrooms to help their students build and hone this critica...
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December 2, 2019 31 min
Thanksgiving is a perfect time to reflect on how we show gratitude toward clients and consumers. Bonnie Harris, founder of Wax Marketing, and host Michael Lynch will explore the ways you can authentically express thanks.
Many companies confuse gratitude with a rewards program, but they are quite different. In this session, we’ll discuss how gratitude benefits an overall brand, its contribution to the customer experience, and compani...
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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...
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For decades, marketers have considered the wisdom of Al Ries and Jack Trout to be the gospel of positioning.  In their two books, “Positioning: The Battle for Your Mind,” and “Marketing Warfare,” Trout and Ries explained their concept that:
Consumers only have space in their brains for a handful of brands in any one category – say fast food, soft drinks, airlines, or athletic shoes.
The consensus number-one brand is the “defender.” T...
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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 conqu...
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November 2, 2019 31 min
Thanksgiving is a perfect time to reflect on how we show gratitude toward clients and consumers. Bonnie Harris, founder of Wax Marketing, and host Michael Lynch will explore the ways you can authentically express thanks.
Many companies confuse gratitude with a rewards program, but they are quite different. In this session, we’ll discuss how gratitude benefits an overall brand, its contribution to the customer experience, and compani...
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The Creative Brief is the blueprint of a marketing communications effort. It provides guidance and vision for all the disciplines required to construct a successful integrated campaign—Research, Strategy, Account Management, Creative, Media, Production, PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted, overly long and often ignored. An effective brief, by contrast, inspires collaborative excellenc...
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