Michael R. Wood is a Business Process Improvement & IT Strategist Independent Consultant. He is creator of the business process-improvement methodology called HELIX and founder of The Natural Intelligence Group, a strategy, process improvement and technology consulting company. He is also a CPA, has served as an Adjunct Professor in Pepperdine's Management MBA program, an Associate Professor at California Lutheran University, and on the boards of numerous professional organizations. Mr. Wood is a sought after presenter of HELIX workshops and seminars in both the U.S. and Europe.
Why do some projects need a marketing campaign and what’s involved in the effort?
To answer this question we first need to understand some basics about what marketing is all about, what a marketing campaign is designed to accomplish--and what role marketing can play in contributing to project success.
First, not all projects warrant a full-blown marketing campaign effort. Projects that have sweeping organizational impact, require large capital investments, tend to be politically sensitive and span more than a year are typical candidates for a formal marketing approach.
As Wikipedia puts it: Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others.
Some projects may even benefit from a branding effort that captures the essence of the project in its name or slogan. Again, turning to Wikipedia, the following definition of a brand can be found: A brand is a name, term, design, symbol or other feature that distinguishes products and services from competitive offerings. A brand represents the consumers’ experience with an organization, product or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture.