IABC/Richmond Program - January 2012 Speaker: Jesson Zafar Part One of Two

1. Corporate Marketing Integration:
Merging Traditional And Digital Media
January 5 2012

2. First, definitions
• Traditional Media

3. First, definitions
• Digital Media

4. Inception.

5. Turning A Barge

6. Must-Haves
• Top down support
• Team buy-in
• Understanding
• Expertise
• Process

7. Must-Haves – Southern States
• Top down support: CEO/CMO
• Team buy-in: Suck it up
• Understanding: Research
• Expertise: Internal/external
• Process: Framework

8. So, what are we doing

9. So, what are we doing
• Radio
• TV
• Print
• Billboard
• Circulars
• Direct Mail
• In-store

10. So, what are we doing
• E-Blasts
• Search
• Social
• Display
• Mobile
• Video

12. Results
• Organic rankings increased
• Cost Per Acquisition reduced
• Social engagement
• In-store buzz
• Ongoing market studies…

13. Adaptation & Evolution.

14. Lessons Learned & Tips
• Top down buy-in
• All about the customer
• Open mind
• Start today
• Have support
• Do it right

15. Questions?
• Contact:
– Jesson Zafar
• jesson.zafar@sscoop.com (Southern States)
– 804-281-1179
• jessonezafar@gmail.com (Business/Personal)
– 804-201-7596
• Twitter: @jessonzafar
• LinkedIn