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Marketing Communications

Throughout my career, marketing communications techniques have underscored every business pursuit from television news broadcasting to establishing a thriving travel consulting business to working as a nonprofit development director as well as my own clients. Whether it has been a writer, business owner, or corporation, the basics are the same:

  • Identify the target audience.
  • Determine techniques available such as branding, graphic design, social media access and online marketing capabilities.
  • Develop a strategic marketing plan to effectively reach target market.
  • Implement the plan.

Marketing communications is the strategy used by a company or individual to reach a target market through various types of communication. Marketing communications techniques include advertising, branding, direct marketing, graphic design, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotions and online marketing. All of these different areas have one thing in common: To use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization – a consistent “look & feel”.

In my work, I leverage the basic principles of marketing communications with three, well-used components that are the source of my success for nearly 40 years:

  • Imagination Formula: Imagination + Knowledge = Creative Ideas
  • STOP—See The Other Possibilities
  • Ask these questions to open up new ideas, new potential, or possibilities:
    • What if?
    • What would it be like?
    • Who wrote that rule?
    • Why do we have to think outside the box? Maybe the box has the answers.

These are the tools of my trade. I give a gold star to my college alma mater, California State Polytechnic University, Pomona for its tremendous hands-on approach to learning.