stayinging relevantrel Effectively communicatatinging yyour department’s worth Getting thee Cart before the Horse Stayinging RelevantRe
Everythingng I lealearned about marketinarketing I learned from an Apple & the Circus Let’s talklk aboutabo Apple Let’s Talkalk aboabout Apple
1976 - Steve Wozniak designs new computeruter (Apple(A I) & 21 year old Steve Jobs convinces him to take it commercial
1977 - Apple II becomes instant success
1980 - Apple sales soar to $1 million-a-yearear & ccompany goes public
1983 - John Sculley recruited to help buildld compcompany
1984 - Big Brother Superbowl ad
1985 - Jobs ousted by Sculley and board
1991 - Alliances with IBM and Motorola
1993 - Sculley ousted after handheld Newtonwton prproject fails 1984 SuperbSuperbowl Ad
QuickTime™Time™ and a decompresompressor are needed to see ththis picture. Let’s Talkalk aboabout Apple
1976 - Steve Wozniak designs new computer (Apple 1) & 21 year old Steve Jobs convinces him to tak it commercial
1977 - Apple II becomes instant success
1980 - Apple sales soar to $1 million-a-year & compacompany goes public
1983 - John Sculley recruited to help build companypany
1984 - Big Brother Superbowl ad
1985 - Jobs ousted by Sculley and board
1991 - Alliances with IBM and Motorola
1993 - Sculley ousted after handheld Newton project fails
1996 - Apple acquires NeXT Software And then 1997 hhappened...
QuickTime™Time™ and a decompreompressor are needed to see ththis picture. Communicatingicating the value Thinknk DifferentDiffe
Marketing is about valulueses. This is a very complicated world. It's's a ververy noisy world. We' re not going to get a chanancece fofor people to remember a lot about us. No compapanyny isis. So we have to be really clear about whatat we wwant them to know about us. Our customersers wawant to know what we stand for. What we're about is not making boxes for people to get their jobsbs dondone. Although we do that very well. Apple is abououtt momore than that. We believe that people withith paspassion can change the world for the better. That'shat's whatw we believe. Think Differenterent - 3 Lessons for communicaunicating value
Marketing is about valulueses
People with passionn cacann cchange the world for the better
Be really clear about wwhathat wwe want them to know about us
Our customers want to know what we stand for A little bitit of backgroundba City of Mesa Office of Publiclic InformationInfo & Communications January 2007 - $2 millionon budbudget, 14 FTEs January 2009 - $1 millionon budbudget, 7 FTEs Economy plunging New mayor/council New direction - Reinventing/retoolingng hhowow we operate (Reinvent) More transparency throthroughug communications (Transparency) Organizatio Focus on strengths (Strengths)(Stren Strategie Create a sense of comommunitymu (Community) Marketingg is ababout values City of Mesa Office of Publiclic InformationInfo & Communications
Passionate aboutbout wwhat we do Innovate, innovate,ovate, innovate Align with organizatanizational strategies Be clear about wwho we are City of Mesa Office of Publiclic InformationInfo & Communications
We are communicatiunications and marketing professionaessionals We are creativee & inninnovative We deliver...andd then some What doo we stands for City of Mesa Office of Publiclic InformationInfo & Communications
Accurate and timely iinformation Honesty and integrityntegrity Loyal and committedmitted Now whatt abouabout the circus Lessons from P.P.T. Barnum
He believed in using skkyrocketsyrocke
He believed in giving peeopleople more than their money's worth
He fearlessly believed in the power of "printer's ink" So whatat did we do? Cross-trained team membemembers (Reinvent & Efficiency)
BroadcastBroadcastdcastdcast SocialSocial MediaMedia MediaMedia
TraditioTraditioraditionalraditional MediaMedia So whatat did we do? Developed sponsorshiphip proprogram (Reinvent & Efficiency) So whatat did we do? Began citywide mediaia bbriefingrie (Reinvent & Transparency) Be enthusenthusiastic Magazine: We were warned about you: Before thiss IntervInterview began, someone said we wewere “about to be snowed by the best.” Steve Jobs[Smiling]:iling]: “We’re just enthusiastic aboutout whwhat we do.” So whatat did we do?
Launched H.E.A.T. InitInitiativeiativ (Strengths) So whatat did we do? Created Arizona Celebbrationratio of Freedom (Community) So whatat did we do?
Launched the iMesa ininitiativeitiativ (Community)
QuickTime™Time™ and a decompresompressor are needed to see ththis picture. Innovate, innovainnovate, innovate
“The cure for Appleple is nnot cost-cutting. The cure for Applele is to innovate its way out of its currentrrent ppredicament.”r Apple Confidential:tial: The Real Story of Apple Computer Inc., MMay 1999] So whatat did we do?
Created Mayor’s Twittetterr TowTownhall (Transparency) So whatat did we do?
Launched e-newsroomm (Rei(Reinvent & Transparency) So whatat did we do? Enhanced Mesa 11 proogramminggramm (Efficiency & Transparency) It’s nott about money
“Innovation hasas nothnothing to do with how many R&D dollarsllars yyou have. When Apple came upp with the Mac, IBM was spending at leastast 10100 times more on R&D. It’s not about mmoney. It’s about the people youu havehave, how you’re led, and how muchh you gget it.” Steve Jobs [Fortune, Nov.. 9, 1991998] So whatat did we do? Provide opportunities foforr the bosses to shine (Strengths) So whatat did we do? Delivered quality eventntss witwith maximum media coverage (All) So whatat did we do? Delivered quality eventntss witwith maximum media coverage (All) Staying Relevantlevant - The Bottom Line
The way to stayy relevrelevant is first and foremost to deliverliver wiwith passion products and serviceservices that align with, and communicateate effeffectively, your organization’s goals aand values. Thankhank YouY
Steven Wright [email protected]
(480) 644-2069