I can remember the marketing principles my college textbooks emphasized. The suggestion was to target large segments of the population using mass marketing. Marketing should focus on a product or service's features and benefits.
Times have changed. And so has my thinking.
Marketing has become a bridge between stakeholders that sets a course to mutually beneficial relationships. Supporting that bridge should be a solid foundation made up of some key communication principles. Those principles are: a commitment to communication; a genuine and reliable voice; an emphasis on quality and consistency; a focus on educating and informing; and an approach that is visually engaging.
While these five principles are key, the why – or purpose – behind what an organization does is also important. A purpose-driven organization can stand apart from its competitors and be successful in an environment where markets are highly segmented, niche dominates and soft-sell rules.
As Carolyn Tate says in her book Conscious Marketing, "This is all about building something so fundamentally good and compelling right into the heart of your business, products and services that everyone wants to join your tribe and spread the word." That is today's marketing.
As a certified Communication Management Professional (CMP), I draw on my diverse work experience to offer experienced communication counsel. I specialize in corporate communication and business development. I often fill the role of translator; putting complex concepts into language a layman can understand. I thrive on executing communication and marketing plans. I am proficient with the Adobe Creative Suite (InDesign, Photoshop and Illustrator), Microsoft Office (Word, PowerPoint and Excel), Twitter, Facebook, WordPress, Constant Contact and Linkedin. By staying focused on project details and using my trained eye for proofreading, I consistently deliver projects that are well managed, free of errors, within budget and delivered on time.