Marketing Communications Today is a resource for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Fueled by the academic innovation coming out of WVU’s own Integrated Marketing
Communications, Data Marketing Communications and Digital Marketing Communications
programs, these articles will provide both aspiring learners and seasoned
marketing professionals with better insights into what’s now and what’s
next in marketing and communications.
Marketers are often faced with the task of being the innovation drivers for their
organization, brand or clients. As the lead researchers, marketers are responsible
for being experts in the industry, its key players and trends. This means when
challenges arise, or changes need to be made to a brand or strategy, marketers
must lead the charge.
While there are many unique approaches to problem solving, being creative with collaboration
and brainstorming is key to unlocking effective insights.
“Design Thinking” is a creative methodology that uses a human-centric approach to problem solving
and innovation.
This October marks 10 years since the launch of
Instagram, the popular photo and video sharing platform that is now owned by
Facebook. As of July 2020, the platform reports to have around one billion
monthly active users, making it a key platform in social media marketing strategies
for many brands and organizations. Understanding how to use Instagram, and specialized
platform features such as Stories, is critical for reaching target audiences and
catching consumers attention in an oversaturated social media landscape.
One creative way to utilize Instagram and the platform's Stories feature is by producing
an
Instagram Takeover.
Katie Gilstrap is the founder of The Barre Boutique, a studio fitness center (recently
sold to the Richmond Ballet), is a faculty member at Virginia Commonwealth University
and serves as an adjunct instructor at the University of Richmond at the undergraduate,
graduate and executive levels as well as at The College of William and Mary in
the Online MBA program. Her teaching areas include marketing principles, marketing
strategy, marketing research, services marketing, retailing and communications;
and she regularly advises MBA thesis projects aimed at solving strategic dilemmas
for locally headquartered companies.
In this episode of the Marketing Communications Today podcast, Katie shares
insights about how the COVID-19 pandemic has permanently impacted the world of
marketing.
Amy Teller: How has the marketing world in particular been impacted by the pandemic?
Advocacy is best played as a team sport, and policymakers love it when there are
multiple winners on a bill, regulation, project or appropriations request. Knowing
this, I have learned to be open-minded regarding working with like-minded partners,
strategic alliances, coalitions or caucuses to convey key messages and garner support
for our causes.
There are times when one must go it alone, but my first strategy is to consider partnering
with others who are interested in achieving a common goal. This path offers more
resources, new and multi-faceted arguments for action and diverse relationships
that can help maximize chances for success.
The alternative — and I have been there — is to have our policy or communications
pitches rejected due to lack of funding, industry infighting, partisan bickering,
unwillingness to collaborate or confusing, uncoordinated messaging and outreach.
Lindsay Tjepkema is a 2016 alum of the WVU IMC master's program and has spent nearly
twenty years in B2B marketing. In 2018, as the VP of Brand and Content at a global
enterprise SaaS company, she launched a podcast as part of the brand's integrated
marketing strategy. That podcast would not only make a big impact on the brand,
but would forever change the trajectory of Lindsay's career.
In launching that podcast, Lindsay saw both a shocking gap in the market and a massive
opportunity for brands, which led her to start a software company, Casted, that
would empower marketers to harness podcasts - and the conversations within them
- as foundational parts of their integrated marketing strategies.
In this podcast, Lindsay will talk about the transition from marketing leader to
CEO of a venture-backed tech company. She'll also dig into the important role podcasts
play in the next generation of brand strategy.
Each semester the WVU Marketing Communications program is excited to welcome a new
group of individuals into the MCNetwork. The WVU Marketing Communications graduate
student population consistently varies in their levels of experience and expertise,
with some just completing their undergraduate studies to those holding senior-leadership
positions at the worlds most elite agencies and brands. Each students brings unique
style and perspective to the program.
Meet some of the students who will be joining the WVU Marketing Communications
Network in the early fall semester:
Due to the current global health crisis and concerns around the spread of COVID-19,
events, both large and small have been canceled across the United States. Where
does the industry go from here? How has event planning changed and adapted? In
this podcast, Deidre West, director of special events and celebrity relations at
the Children’s Health Fund, will discuss her experience navigating this new reality.
Michael Lynch: Could you tell us a little bit about Children's Health Fund and your role?
With security concerns about the popular short-form video application TikTok trending,
the Facebook owned social platform Instagram has created a new short-form video
feature called “Instagram Reels.” The feature was released in the U.S. last week
and could potential become the “new TikTok” with government officials questioning
banning TikTok unless it is acquired by a U.S. based company.
Here is what you need to know about the new feature:
The suspension of sports has disappointed fans all over the world. As the sporting
industry looks to relaunch games, how do the marketing pros keep their fans hyped
in a potentially virtual realm? Join special guests Kelsey Berg, Manager, Digital
Media Content Creation for NHL and Matthew Perl, Director of Marketing & Broadcasting
for the Oakland Athletics to learn about the marketing strategies around a COVID
impacted sports industry.
How has COVID-19 impacted sports marketing tactics:
Marketing communications spans across all industries, meaning there are a vast number
of career opportunities for those with expertise in the field. With so many options,
it can be difficult to choose what type of position is the best fit for an individual
job seeker. Learn from some of the WVU Marketing Communications alumni the functions
of their career and how their graduate degree support their professional development.
