EFFECTIVE MARKETING COMMUNICATIONS FROM PROSPECT TO CLIENT
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Science Marketing Clinic Participants in the new Innova seminar room at Universidad Politecnica de Valencia |
Marketing Clinic Focuses on Better Project Management, New Digital Marketing Tactics to Meet Stakeholders’ Fast-Changing Needs
Together with partners, Calibre Communications, RedOTRI, and ProTon Europe, TII offered another of its popular one-day knowledge transfer specialists’ Science Marketing Clinics to a capacity audience on 23 April in Valencia.
This year’s clinic, Effective Marketing Communications from Prospect to Client: A Project Management Approach, drew 22 participants to Valencia on the day before TII’s annual conference to review new evidence, consider new ideas, and to exchange their own experiences about how to meet the fast-changing information needs and increasing demands for input and interaction of clients and other stakeholders.
The clinic facilitator, Judith Marcure, drew attention to how some innovative knowledge organizations are using new digital marketing tactics. Despite the high reliance on digital media, websites and email, many knowledge organizations are not actively using interactive tactics like search term optimisation, blogs, wikis, podcasts, permission and viral marketing, among others, as part of their communications toolkits. The clinic used a six-stage approach to project managing website (re-) development to illustrate how to develop genuinely strategic, audience-driven communications projects and campaigns.
How valuable was the clinic? All participants enjoyed the casual climate and fruitful discussions; most felt that what they learned was very important to critical for their jobs. One participant commented after the workshop, “I see we need to review our stakeholders ’interests and needs and create a new strategic marketing plan!’ Another commented, “Our website could be much more strategic and interactive!”
For nearly a decade, TII has regularly co-hosted science marketing clinics with Calibre Communications that are tailored especially to the needs of knowledge professionals. Each clinic offers the opportunity for participants focus intensively on a topic that addresses the special marketing needs, opportunities and constraints of knowledge organizations. For more information or to suggest potential topics for future Science Marketing Clinics, please contact the TII Secretariat at tii@tii.org. For information on Calibre Communications’ inhouse courses, useful workbooks and other publications, visit the website at www.calibrecommunications.biz.
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