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Effectively Communicating Y Ating Your Department's Worth

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Effectively Communicating Y Ating Your Department's Worth stayinging relrelevant Effectively communicatatinging yyour department’s worth Getting thee Cart before the Horse Stayinging ReRelevant Everythingng I lealearned about marketinarketing I learned from an Apple & the Circus Let’s talklk aboabout Apple Let’s Talkalk aboabout Apple 1976 - Steve Wozniak designs new computeruter (A(Apple 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 DiffeDifferent 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 babackground City of Mesa Office of Publiclic InfoInformation & 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 (St(Strengths)ren Strategie Create a sense of comommunitymu (Community) Marketingg is ababout values City of Mesa Office of Publiclic InfoInformation & 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 InfoInformation & Communications We are communicatiunications and marketing professionaessionals We are creativee & inninnovative We deliver...andd then some What doo we sstand for City of Mesa Office of Publiclic InfoInformation & 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) BBrrooaaddcacaststddcacaststSSoociciaall MMeeddiiaa MMeeddiiaa TTrraaddiittiioorraaddiittiioonnaall MMeeddiiaa 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 YYou Steven Wright [email protected] (480) 644-2069.
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