Appendix Terms

TnT – Marketing Enablement Platforms

Social media management applications help people schedule, send and reply to social messages over one or more networks. Additionally it can help track and measure effectiveness of social media-based marketing campaigns.

Survey management software applications help people design online questionnaires, deliver them to the target audience, then collect, analyze and report on the responses.

Applications that allow people to design and edit graphics, images and photos.

An online library of stock photos, icons, graphic designs available for use in marketing materials.

Services, expertise and support to launch, optimize and train company to use CMS.

Services, expertise and support to launch, optimize and train company to use CRM.

Services, expertise and support for data cleansing and optimization.

Services, expertise and support to launch, optimize and train company to use email marketing.

Services, expertise and support to launch, optimize and train company to use Lead Gen applications.

Services, expertise and support to launch, optimize and train company to use MAS.

Services, expertise and support to launch, optimize and train company to use reporting and analytics.

TnT – Creative Execution

The strategy development and purchase of advertising in online media channels including social media and search. Also includes measurement of effectiveness.

The design, development and delivery of traditional direct mail. Includes list creation, management and the measurement of effectiveness.

The strategy development of public relations, event speaking and blogs as well as the writing of press releases and blog posts.

The strategy development, keyword and phrase identification and incorporation on all digital properties such as the website. Also includes measurement of effectiveness through analytics and reporting structures.

The strategy development, identification, selection, purchase and management of sponsorship opportunities. Also includes measurement of effectiveness.

The strategy and purchase of advertising in traditional media outlets including TV, radio, print and outdoor channels. Also includes measurement of effectiveness.

The design, development and production of printed materials for a wide range of materials including paper, engraving, banners and vehicles, etc.

Freebies, tchotchkies and promotional items refers to free items given to clients or prospects at events such as tradeshows, conferences or conventions. Vendors provide a selection of products that can be customized with logos, messages or images.

Promise

Price is an important element in framing the financial aspects of value delivered. It must be simple to explain, easy to understand and execute, plus re-enforce your position in the market.

This area of expertise provides concise descriptions of what your product/service/program does and how it solves problems. It includes a thorough understanding of target customers, their issues and product positioning that explains it all. It is in-sync with the corporate branding and positioning.

A Brand Promise is what makes your company special, your product unique. It is how you describe the company, what product you deliver and why it is important. Critical elements include Mission (what does your company brings to the market), Promise (what happens when chosen and how your approach is better), Core Values (what drives you and why it is important), Story/culture (what your history and how you’ve evolved), and People (how your people deliver what is promised).

Strategy

In this area, a company develops a strategy related to public policy making and politics to help influence reforms and promote the industry’s agenda.

Strategy is a clear set of key imperatives that bridge the gap from daily tasks to future growth aspirations and enable all team members to prioritize initiatives appropriately. A clearly articulated strategy enables talented team members understand where the company is going and how to contribute to corporate growth.

Team

This area focuses on optimizing the process of the sales cycle. The sales process should map to the customers buying cycle and equip sales with tools, tactics and content to accelerate buyers through the buying cycle. It is important to understand what prospects need and when. Some sales engagements transpire entirely online through portals while others require interactive discussion with sale and technical experts.

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