What is marketing, and what makes good marketing?

Overview

Nearly all of the plays in this playbook are dependent on successful marketing. You must proactively generate awareness of the events that you are hosting and clearly communicate the value for students. On top of this, even if you offer valuable events, without advertisement and promotion none of your target students will know about them. Additionally, without effective marketing techniques, it will be impossible to get the word out about DAQRI products and career opportunities. Good marketing is key to being successful as a DAQRI representative.

What makes good marketing?

Good marketing is characterized by a few important features.

1. It encourages action. Whether it takes the form of attendance numbers at events, click-throughs to DAQRI’s website, or applications to open positions at DAQRI, good marketing has actionable purpose.

2. It is memorable. Marketing also serves the purpose of increasing brand awareness and presence on campus. College students are constantly bombarded with marketing “noise” from other student organizations, companies, etc. Thus, strong marketing finds a way to cut through the noise and obtain mindshare.

3. It is strategic. Certain events may cater towards a specific subset of students (for example, engineers). It is vital to keep this subset in mind when marketing. In addition, things like placement and timing of flyers can have a big effect on the efficiency of a marketing initiative.

Resources From DAQRI

Your contact at DAQRI will provide you with some combination of the items below. You may need to print out some of these items yourself. Examples of these resources can be found here.

• Flyers

  • Career opportunities at DAQRI (see example)

    • Must contain position type (full-time/part-time/internship), position title, description of the position and responsibilities, and rippable tabs with links to the DAQRI website

  • Event-specific promotion (see example)

    • Must contain event name, time, date, and location.

• Social media assets

  • Facebook group cover photo (see example)

  • DAQRI profile picture overlay (see example)

Marketing Scenarios

For a DAQRI representative, marketing will often fall into one of the following scenarios:

• Marketing an event (ex: info session)

• Marketing a career opportunity (ex: software engineering internship)

• Marketing a platform (ex: social media group)

For each of these contexts, marketing consists of a combination of flyering and social media posts. However, everything contained within this section is just a guideline to get you started – feel free to improvise and add on as you see fit!