Project Name: Version: Goal: Target Audience: (Check All Boxes That Apply) Geographic. Doesn t Apply

Transcription

1 Project Name: Version: Goal: Target Audience: (Check All Boxes That Apply) Geographic International North America United States Multi-State Regional Canada Mexico Doesn t Apply Statewide Regional within the State Multi-City Select Neighborhoods Single City Select Neighborhoods

2 -2- Verticals (Check all that apply) Business-to-Business Audience Business-to-Consumer Audience -to-business/professional Audience Professional-to-Professional Audience Professional-to-Consumer Audience -to-consumer Audience Business/Professional Audience Specifics: Fortune 500 Companies Inc Companies Businesses/Offices with 100 or more employees Businesses/Offices with 50 or more employees Businesses/Offices with 10 or more employees Businesses/Offices with fewer than 10 employees Entrepreneurs, Inventors and Self-Employed Individuals Everyone at the Business/Office Owner/Partner Only Key Executives/Administrators Only Based on Specific Job Responsibilities Based on Other Criteria Consumer or Business/Professional Audience Specifics: Based on Salary/Income Minimum Annual Salary: $ Based on Net Worth Minimum Net Worth: $ Gender Specific Male Only Female Only Age Specific (Describe the target ages) Social Status Married/Committed Divorced Engaged Single Student Nearing Retirement Parent Grandparent Retired

3 -3- Education Level College Graduate Graduate School Ph.D. (Or Equivalent) Relevant Characteristics (Detail Specifics Below As Appropriate) Religious Affiliation Race/Ethnicity Political Leanings Military Service Current Health Homeowner/Other Large Asset Specific Hobby/Sport Sexual Orientation Description:

4 -4- Media Gatekeepers: Rank each of these media outlets on what you know or think is their importance to validating your reputation and helping you to achieve your goal. (Dean Rotbart can offer his suggestions if you d like a second opinion.) 5 = Most Valuable. I need only one or two of these to really turbocharge my results 4 = Very Valuable. These are not easy to come by, but almost always helpful 3 = Valuable. I have benefited from these in the past, although not consistently 2 = So-So. Helpful, but isn t likely to be worth an ongoing investment of time and effort 1 = Lowest Priority. Based on experience and/or instinct, this isn t likely to help NA = Not Applicable. Not relevant or I don t have enough experience to know Outlets National General Interest Print Coverage (Newspapers, Magazines, Newswires) National Financial/Business Print Coverage (Newspapers, Magazines, Newswires) National Industry/Trade Print Coverage (Including trade newsletters) Local or Regional General Interest Print Coverage Local or Regional Business/Financial Print Coverage National General Interest Broadcast Coverage (Broadcast TV, Cable TV, Radio) National Financial/Business Broadcast Coverage (Broadcast TV, Cable TV, Radio) Specialty Broadcast (Broadcast TV, Cable TV, Radio) Local or Regional General Interest Broadcast Coverage Local or Regional Financial/Business Broadcast Coverage General Interest Blogs and Websites Business/Financial Blogs and Websites Specialty Niche Blogs and Websites Other:

5 -5- Media Specifics Based on your highest-ranked answers above, name specific individuals (and their affiliations/titles) that you already have a relationship with or would like to cultivate. If you don t know specific names, list their affiliations. If you don t know either, leave the lines blank. 1. Name I Already Know This Individual Yes Affiliation Title 2. Name I Already Know This Individual Yes Affiliation Title 3. Name I Already Know This Individual Yes Affiliation Title 4. Name I Already Know This Individual Yes Affiliation Title 5. Name I Already Know This Individual Yes Affiliation Title 6. Name I Already Know This Individual Yes Affiliation Title Other Gatekeepers: Rank each of these other gatekeepers on their importance to validating your reputation and helping you to achieve your goal. (The faculty can offer their suggestions if you d like a second opinion.) 5 = Most Valuable 4 = Very Valuable 3 = Valuable 2 = So-So 1 = Lowest Priority NA = Not Applicable Social Media Influencers (Facebook, Twitter, LinkedIn, etc.) Review Sites (Yelp, Yahoo! Local, Angie s List, Citysearch, Amazon, etc.) Social Media Reviews (Google+ Local, LinkedIn, Facebook, etc.) Industry Groups (Better Business Bureau, Chamber of Commerce, etc.)

6 -6- Professional, Merchant and Trade Associations Civic Clubs (Rotary, Kiwanis, Lions, Optimists, Toastmasters, etc.) Churches, Synagogues, and Other Religious Groups Neighborhood Associations Alumni/University Groups Military and Veterans Groups Charitable Groups Elected Officials Government Workers Business Influencers (C-Suite Executives, Owners, Entrepreneurs, Inventors, etc.) Other: Specifics Based on your highest-ranked answers above, list specific individuals or groups that you already have a relationship with or would like to cultivate. 1. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes 2. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes 3. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes 4. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes 5. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes 6. Individual or Group Name I Already Have a Relationship with This Individual or Group Yes

7 -7- Time Frame: Check the box or boxes that apply to your reputational needs and expectations. How soon do you need to cut the ribbon on your new reputation? In order to commit to the project, I will have to reach my goal within 90 days. In order to commit to the project, I will have to show demonstrable progress toward my goal within 90 days. There is no urgency to show any demonstrable results within 90 days so long as I have a quality reputational plan and am in the process of executing it. If I can t dramatically influence my reputation/visibility within one year, I may lose my (job, business, viability, credibility, etc.) I can wait a year or 18 months to realize the full impact of my reputational strategy, but I really need to show some tangible results before then. I can wait a year or 18 months to see tangible results, so long as the ultimate payoff is impressive. I have a long-term perspective when it comes to reputation. I would like to steadily build and improve my reputation, but I m in no rush. I m willing to invest however much time it takes to do it spectacularly. Budget: Assuming that your reputational project will be a success and deliver impressive results in a suitable time frame, what level of funding is available to you and how many hours a week can you and your colleagues allocate to the implementation of your plan? (Check the appropriate boxes and fill in the blanks.) Financial Resources Creativity alone will have to do. I have no monetary budget to speak of. For a plan that I believe will deliver results, I can budget roughly: <$1,000 $1,000-$2,500 $2,500-$5,000 $5,000 - $10,000 $10,000 - $25,000 $25,000 - $50,000 > $50,000 If I can justify the investment, I can budget whatever it takes The reputational budget decision is not mine (or mine alone) to make I likely will be able to invest more than what I indicated above once I can demonstrate some positive early results I may be able to raise some or the entire budget by using co-sponsors and/or participants

8 -8- I can execute my plan using existing in-house personnel and resources. I won t need a dedicated budget. Time Availability I will be the only one available to work on the Reputation Blueprint I will be available to work on the plan roughly: 10% of my week or less 25% of my week 50% of my week Almost fulltime I, myself, will not be available to work on the plan (or am not the right individual to do so.) One or more of my colleagues will be available at least part-time to work with me. I can assemble and harness an in-house team to help me execute the plan I will use outside vendors/contractors to help me execute the plan Inventory: Which of these project-specific accounts do you already have? A dedicated website. URL: Alexa.com ranking: A dedicated page on a general website. URL: SOCIAL NETWORKING ACCOUNTS: (Enter # of followers, fans, or connections after accounts you use.) Facebook Twitter LinkedIn Pinterest Google+ Snapchat Twitter Vine Meetup /s VIDEO ACCOUNTS: YouTube

9 -9- Vimeo Metacafe Veoh Daily Motion /s PHOTO SHARING ACCOUNTS: Instagram Flickr Imgur /s AUDIO/PODCAST ACCOUNTS: itunes Blog Talk Radio SoundCloud Podbean Spreaker /s THIRD-PARTY CONTENT ACCOUNTS: Huffington Post Examiner Hub Pages About.com ehow Demand Studios Suite101 Squidoo Textbroker /s ONLINE EDUCATOR ACCOUNTS: Udemy Lynda

10 -10- Thinkful.com The Education Engine /s What other reputational assets do you already own or produce? Publish A Paid Content Newsletter Published a Book/s Sponsor a Consumer Competition Partner with Charities in Visible Campaigns Offer In-Person Workshops or Conferences Publish a Free Content Newsletter Host an Online Community Sponsor an Honors/Awards Program Host or Participate in Public Events Offer Online Education Project: Which of the 5 Pillars does your project use? Explain. Audacious Charity Coalition Henry Ford Thinking

11 -11- Vanity Annuities Obstacles: What else about your project will contribute to its success? (Check all that apply) We have the in-house know-how to fully execute it We already have vendors that can help us execute it Beyond its reputational value, it will create other benefits for us New strategic alliances Good for employee morale General goodwill with the public and constituents Help attract quality employment applicants It fits well within our available budget It could turn into an independent profit center I m enthusiastic about working on this and seeing it move from the drawing board to reality. Which hurdles do you anticipate facing in the execution of your project? (Don t fear these, plan for them.) Finding the time to add this to my responsibilities Getting the buy-in of colleagues Insufficient budget Lack of required in-house expertise Not confident the concept will deliver the desired results

12 -12- If your project doesn t deliver, what are the biggest associated risks that you foresee? Tools: Which reputational tools do you plan to include in your tool chest in order to execute your Reputation Blueprint? List them in order of priority.

13 -13- Define Success: Write three different versions of how you will define your reputational success. If possible, use specific numerical goals or other measurements. 1. What are you hoping for? 2. What would you be satisfied with? 3. What would make you ecstatic?

14 -14- Notes: