PILLAR TWO
STRATEGY
BUILD BRANDING, MARKETING & PUBLIC RELATIONS PROGRAMS WITH TRANSPARENCY
These programs today are not what they were just a few years ago and they may be in just a few years. And no longer are they something “corporate” behind the curtain. They are shared with frequency, with a common sense of purpose, and with transparency. Almost every business operation or enterprise today, from a small home-based business to a Fortune 500 company, will have a media presence that includes social media and influencers, e.g.: marketing specialists. These specialists will have a clear strategy, the first principled objective based on the needs of the operation that not only speaks to the market but the staff and investors of the enterprise.
A city, such as Laguna Beach, should be no exception as it offers a variety of services to the residents, local businesses/commerce, and the many varied social interests. Managing the narrative with honest transparency and honorable objectives is imperative to accomplish an identified and prescribed outcome the community wishes to have.
A social media/marketing team should be a coalition of the several somewhat disconnected components that presently exist in Laguna Beach. From KXFM Community Radio; the marketing arm for the community Visit Laguna; the City Media Management services, the Chamber of Commerce, and the many non-profit local organizations that are a strong part of the community.
Working together to be exponentially more powerful in getting the image/message out. A concise and clear message that speaks to the strategy and action plans that are part of Pillar One and Three. Pillar Two should be regarded as a required component for the success of this 5-year plan.
Collaborative Messsaging
With the overall strategy of the 5-year plan, cohesive messages need to be crafted to support the objective. For specific events and visibility opportunities, messages need to be crafted that support the overall objectives, of the Five Year Plan.
Social Channel Management and Presence
An in-depth and honest working understanding of the nascent disciplines of "Social Media" is required. Understanding and utilizing “The World is Flat” and the far-reaching dynamics of the new social media, local and global, are prerequisites.
Analytics and Reporting
Analytics should be used to identify the success of all social media and marketing programs to ensure that messaging is on target and that it strategically supports the Five Year Plan. New opportunities must quickly be identified and timely micro-strategy responses designed and implemented to further maximize media value. All reciprocal media and paid media programs must also support the strategy of The Five Year Plan.
