Episode 55: The 5-Step Systematic Marketing Process to Transform Your Brand, with Kelly Manderfield

Kelly Manderfield is the Chief Marketing Officer for Cleveland Metroparks and leads all marketing initiatives across its 18 park reservations, eight golf courses, dining, retail, and a nationally acclaimed zoo. Manderfield is a critical member of the team that earned Cleveland Metroparks Best in Nation Gold Medal Award for excellence in Park and Recreation Management.

Under her leadership, Cleveland Metroparks has developed and executed several transformative brand campaigns, including Cleveland Metroparks Come Out and Play and 100 Year centennial campaigns as well as the rebrand of Cleveland Metroparks Zoo bringing wildlife conservation to the forefront.

As CMO, Manderfield has created a culture of strategic data-driven decision making to support the agency’s goals and initiatives as well as drive revenue. She manages overall marketing from end-to-end, including: communications, advertising, research, special events, event rentals, corporate partnerships, retail and visual communications.

Manderfield has developed and fostered strong, mutually beneficial hometown partnerships, including KeyBanks revival of ZooKeys and sponsorship of the Centennial Fireworks Celebration that attracted more than 30,000 people to Edgewater Beach. Additionally, she helped secure Cuyahoga Community Colleges sponsorship and involvement with the popular Edgewater LIVE concert series.

Prior to her joining Cleveland Metroparks, Manderfield was most recently Vice President, Senior Marketing and Strategist at KeyCorp where she oversaw national marketing programs, advertising and public relations campaigns.

Manderfield received a Masters of Applied Communication Theory and Methodology from Cleveland State University and a Bachelor of Arts in Communication from Bowling Green State University. She currently sits on the board of Burning River Foundation, which is dedicated to improving, maintaining and celebrating the vitality of our regional freshwater resources.

What you’ll learn about in this episode:

• The five step systematic marketing process: insight, concept, design, launch, and review
• Using a brand equity study to assess brand awareness and see what organization challenges need to be solved for
• Bringing a brand with built-in equity to life
• Creating different campaigns and pitting them against each other to find the strategy that will bring the highest ROI
• Taking a campaign across all mediums so it resonates with the most people
• Preparing your staff to execute the campaign successfully (and why they need complete buy-in)
• Assessing the success of a campaign to learn what worked, what didn’t, and how the next version can be better
• How qualitative research can help inform quantitative research
• Using study data to figure out what’s important to your visitors (or customers) and planning work based on the data
• Why every problem that you’ll find from the brand equity study won’t be a marketing problem
• Figuring out your market position: something that really differentiates you
• When launching a new marketing initiative, how much gets unveiled on launch day and how much gets rolled out later?
• Involving your staff in the research phase so you know what they will be excited to market
• Eliminating bias from your research

Ways to contact Lauren:

• Website: www.voxable.io
• Twitter: @voxable
• Twitter: @LaurenGolem

A transcript of this episode is available here: http://systemexecution.com/5-step-systematic-marketing-process/