Craig Pladson and Allison Janney presented to the Ad Fed / PRSSA groups at the University of St. Thomas on November 3, 2011. Presentation includes their backgrounds, an overview of Colle+McVoy, perspectives on modern marketing and how to stand out as a graduate looking for their first job in marketing.

1. S T T HO M A S: A D F ED / P R SSA
NO VE MBE R 3, 2011
© COLLE+MCVOY 2011

2. AGENDA
Introductions
Colle+McVoy / Exponent Overview
Modern Marketing: A Perspective
How To Stand Out
Question + Answer

3. HELLO, NICE TO MEET YOU.

4. @ C R AIG P LAD S ON

5. @ A L LIS ONJA NNEY

6. AGENCY OVERVIEW
+ D I G I T A L L Y D R I V E N , INTEGRATED AGENCY
+ FOUNDED IN 1935, REINCARNATED IN 2006
+ 180 PASSIONATE THINKERS + DOERS
+ NATIONALLY-AWARDED BEST PLACE TO WORK
© COLLE+MCVOY 2011
6

7. AGENCY OVERVIEW
+ D I G I T A L L Y D R I V E N , INTEGRATED AGENCY
+ FOUNDED IN 1935, REINCARNATED IN 2006
+ 180 PASSIONATE THINKERS + DOERS
+ NATIONALLY-AWARDED BEST PLACE TO WORK
© COLLE+MCVOY 2011
6

8. STAND OUT.
It’s amazing how these two simple words produce serious results for our clients.
Every day we challenge ourselves as an agency, as teams, as individuals, to be
enemies of the ordinary and adversaries of the usual. The outcome is a dynamic
culture fueled by doing what is right rather than by doing what is easy.
When you work with Colle+McVoy, you get unharnessed enthusiasm for your
business, a refreshingly honest opinion and ideas that flat-out work harder.
Because we’ve found that when the work stands out, the results do, too.

9. FI V E Y EAR S OF CONS EC UTIV E GROWTH
$198
$175 million
$165 million
million
$150
million
$130
million
42%
40%
30%
16%
24%
2006 2007 2008 2009 2010
Capitalized Billings Interactive Work Product

11. • Primary Research (qualitative and • Customer Segmentation/
quantitative methods) Targeting
STRATEGY • Secondary Research (Forrester, • Brand
Simmons, PSFK, eMarketer, etc.) • Interactive/Social Media/Mobile
• Consumer Insights • Marketing Innovation
RT
ADVE ISING • Print • Nontraditional
ADVERTISING • Radio • OOH
• Broadcast • Retail (POP/POS)
DE
• Brand Identity • Package Design
PR
DESIGN • Brand Visual Design Standards • Corporate Communications
SIGN
• Logo Creation/Evolution • Collateral
STRATEGY
• Planning + strategy • Search engine optimization
• User experience design • Design + copywriting
INTERACTIVE • Information architecture • Front + back end development
VE
• Content strategy • Analytics (web, social, media)
ED
TI
M
IA R AC • Creative Tactics • Connection Planning
I NTE MEDIA • Media Planning • SEM
• Negotiation/Buying • Audit/Analytics
• Media Relations • Influencer Strategy
• Earned Media • Media Training
PUBLIC RELATIONS • Blogger Outreach • Social Media
• Crisis Management

12. CREATING BELIEF
PRACTICES
FOOD + NUTRITION
WELLNESS
AGRIBUSINESS
BELIEF-BUILDING TOOLS
MEDIA RELATIONS
SOCIAL MEDIA
CAUSE MARKETING
CRISIS MANAGEMENT

13. MODERN MARKETING: A PERSPECTIVE

14. ad●ver●tis●ing
The activity or profession of
producing advertisements for
commercial products or services.

15. pub●lic re●la●tions
The professional maintenance of a
favorable public image by a company or
other organization or famous person.

16. in●ter●ac●tive
(Of two people or things)
influencing or having an effect on
each other.

17. in●ter●ac●tive
(Of a computer or other electronic
device) allowing a two-way flow of
information between it and a user,
responding to the user’s input.

18. DIGITAL

19. DIGITAL

20. #WTF

21. #WTF
IS MODERN MARKETING?

22. #FTW
MODERN MARKETING

23. EARNED

24. RELATIONS

25. RELATIONS HIPS

26. CONTENT

27. EXPERIENCE

28. IDEAS THAT SPEAD WIN.
~ SETH GODIN

29. STANDING OUT

30. 5
WAYS TO STAND OUT

31. 5
WAYS TO STAND OUT
1 FIND YOUR PASSION

32. 5
WAYS TO STAND OUT
1 FIND YOUR PASSION
2 ESTABLISH YOUR BRAND

33. 5
WAYS TO STAND OUT
1 FIND YOUR PASSION
2 ESTABLISH YOUR BRAND
3 CONNECT MEANINGFULLY

34. 5
WAYS TO STAND OUT
1 FIND YOUR PASSION
2 ESTABLISH YOUR BRAND
3 CONNECT MEANINGFULLY
4 MASTER THE BASICS

35. 5
WAYS TO STAND OUT
1 FIND YOUR PASSION
2 ESTABLISH YOUR BRAND
3 CONNECT MEANINGFULLY
4 MASTER THE BASICS
5 TRY, AND TRY AGAIN

36. SOURCES OF INSPIRATION

37. @ C R AIG P LAD S ON

38. @ A L LIS ONJA NNEY
Work Hard.
Have Fun.
Be Kind.

39. THANK YOU.
CRAIG PLADSON ALLISON JANNEY
DIRECTOR, INTERACTIVE INNOVATION PUBLIC RELATIONS ASSOCIATE
COLLE+MCVOY EXPONENT PR
CRAIG.PLADSON@COLLEMCVOY.COM ALLISON.JANNEY@EXPONENTPR.COM
@CRAIGPLADSON @ALLISONJANNEY
CRAIGPLADSON.POSTEROUS.COM