Greta Anglin is a rock star.

Every company needs a crisis communications plan, because, like companies themselves, a crisis can come in any shape or size, in any industry sector, any geographic location, on any day at any time of year.

Cahill’s Artwork One Of 50 Selected for Society6 Publication

Many organizations find it difficult to set a marketing budget. It’s hard to know just how much you’ll need for a year’s worth of marketing efforts, especially if you’re new to the position or organization. But beyond the total amount, it’s harder still to breakdown your budget by tactics. Where do you start?

Do you relate to one of these scenarios?

1. I’m not receiving as much brand awareness, leads or sales from my website as preferred.
         
2. I have no idea why users are not filling out our request-a-quote form.
         
3. I’m going crazy over not being able to understand how visitors utilize my website.

Branding Microseconds
What comes to mind when you think of the iPhone? Sleek, hi-tech, expensive, security blanket, camera, friends, access…? Whatever it is, that’s what you associate with Apple. People go through the same mental process with your company’s brand too. It’s called brand association. And it’s either making you money or costing you some each and every day.

After the financial crisis in 2008, consumer trust in financial institutions took a hit. Banks and Credit Unions had to reevaluate and explore a new method of gaining trust. They turned their focus to the consumer experience, wondering how they could improve the mostly stagnant customer journey.

It was never easy, but public relations is much more complex today than it ever has been. Social media platforms, content marketing, influencer engagement, etc. have led PR to be involved in enhanced orchestration, big ideas, communication skills and strategic planning.

I am intrigued by movies set in the 1800’s that always seem to have the obligatory Magic Tonic salesman drawing a crowd while he exclaims the many benefits of his potion. No matter the movie, the character is always enthusiastic and selling their product as the key to your future happiness.  In other words, they make a big deal out of it. And in the movies, like real life, people buy it.

Whether you’re seeing a steep, sudden decline in results or a gradual dip over time, even the most hard-working marketing plans flatline over time.
It could mean you’re in need of a complete overhaul of your current practices, or maybe it's a matter of simply adjusting a piece of creative. While I can’t diagnose the problem in 500 words, here are a few tips to help you get your marketing back on track:

That line from Field of Dreams was full of crap. You just built an expensive mobile app and no one has downloaded it.

Your business likely gets approached by dozens – if not hundreds – of media outlets, community organizations and nonprofits every year.