What challenges does Ogden Publications face in presenting a unified brand identity?

  

LP3.1 Assignment: Ogden Publications Strategy
Integrated Marketing Communications at Ogden Publications
Integrated marketing communications is all about
consistency. For some companies, thats pretty simpleslap your logo on the
press kit and youre good to go. For Ogden Publications of Tulsa, Oklahoma,
its a little more complicated. The small publishing house has 13 titles,
ranging from Mother Earth News and Natural Home to Cappers, a magazine about traditional American values and rural
lifestyles, and everything from Motorcycle
Classics to Utne Reader, a
collection of articles about art, politics, and everything in between. In
addition to its magazines, the company also offers merchandise and electronic
companions to its titles.
It has been difficult to present an Ogden
Publications look, although brand manager Brandy Ernzen and Cherilyn Olmsted,
Ogdens circulation and marketing director, consider this one of their many
priorities as they take marketing at the company to the next level. Each of
the titles is so unique that they have their own brand identity, says Ernzen,
but the common thread throughout all of Ogdens offerings is that we tell
people how to do really cool things. For Ernzen and Olmsted, the focus is on
raising the bar on promotions, events, and ad sales as well as driving traffic
to their Web properties and increasing circulation and awareness for each
magazine.
As brand manager, Ernzen leads the charge to
help maintain the integrity of all the public relations and marketing efforts
at Ogden. It has actually become a pretty big job in recent years. The
do-it-yourself trend started about ten years ago and has been energized by the
increasing interest in environmentally and socially conscious consumerism and
green living. These trends have sparked tons of interest with the companys
core audiences as well as a new, more mainstream, demographic, but Ernzen is
cautious.
I work really closely with all the different
editorial staffs as well as advertising and the media, she says. Youre
making sure everyone on the different [marketing] teams is aware of whats
going on. She is constantly running between the circulation department at Herb Companion and to the book warehouse
to ask about a new cookbook or gardening guide to identify opportunities for
tie-ins. She might then look for a green event or seminar on exotic heirloom
tomatoes to raise awareness for their magazines, books, and products. That
triggers a press release and, before you know it, you can really maximize what
youre doing to get the most results, says Ernzen. There are higher newsstand
sales and people are buying that product because it is a full campaign.
Communicating with consumers is really only one
part of Ernzens job. Internal communications is also a big part that a lot of
people dont think about, she says. The company recently developed an
electronic newsletter to let people know whats going on in the company. That
way, everybodys on the same page. Ogden is not publicly traded, yet, like
publicly traded companies listed on the stock market, it must extend the same
consistency in communications and messaging to investors and the regulatory
agencies watching over the market.
As Ogden continues to develop each magazines
website, a whole new series of challenges await. The websites are really
another product rather than a Web version of the print counterpart, and finding
an appropriate mix of content, editorial voice, and design style consistent
with the branding of the print magazine can be challenging. Were trying to
have fairly loose standards, right now, says Ernzen. Start small and evolve.
The first plan of attack is to nail down the design standards, including
colors, fonts, and use of buttons, icons, and layout. A larger Ogden style
manual and training session is in the works for the ad sales department,
production, the rest of the marketing, and PR team so everyone will be working
from the same standard. Right now, Im that person, says Ernzen, who takes
care of everything and makes sure everything is lined up like it should be in
terms of what logos were using and colors and the whole nine yards.
From BOONE/KURTZ. Contemporary Marketing, 14E.
2010 South-Western, a part of Cengage Learning, Inc. Reproduced by permission. www.cengage.com/permissions
What are some
of the key customer touch points for Ogden Publications?
How does
Ogden Publications use integrated marketing communications to provide a
consistent message across these customer touch points?
How does
Ogden Publications benefit from using integrated marketing communications
to respond to the actions of their competitors?
The paper must be researched using at least two scholarly
orprofessionalmarketing resources, as well as the textbook.
The references must be cited and properly placed on the reference page using
APA formatting.
Please send me the references links as well.

Introduction:

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Integrated marketing communication (IMC) is a critical aspect of consistency in marketing. While some companies can achieve this effortlessly, for Ogden Publications, a small publishing house in Tulsa, Oklahoma, it is a bit more challenging. With 13 unique magazine titles, merchandise, and electronic content, Ogden Publications is struggling to create a consistent look and feel across all its offerings. The company’s brand manager and circulation and marketing director are working hard to achieve IMC and take the company’s marketing efforts to new heights.

Description:

Ogden Publications is a small publishing house with 13 magazine titles covering topics from rural lifestyle to art, politics, and environment. The company’s brand manager and circulation and marketing director are working hard to achieve integrated marketing communication by raising the bar on promotions, events, driving traffic to their web properties, and increasing circulation and awareness for each magazine. The brand manager leads the charge on maintaining public relations and marketing efforts while working closely with editorial, advertising, and media teams. Internal communications also form a critical part of the job, ensuring everyone is on the same page. Ogden’s unique publications cater to a specific niche audience interested in green living and do-it-yourself trends, with an increasing interest from a mainstream demographic. The company’s focus on IMC is driving higher newsstand sales, broadening its audience, and simultaneously maintaining its integrity.

LP3.1 Assignment: Objectives and Learning Outcomes
Content: Integrated Marketing Communications at Ogden Publications

Objectives:
1. To understand the importance of consistency in integrated marketing communications for a publishing company.
2. To identify the challenges faced by Ogden Publications in developing a consistent brand identity.
3. To explore the strategies used by Ogden Publications to increase circulation and awareness for each magazine and raise the bar on promotions, events, and ad sales.
4. To analyze the impact of environmental and socially conscious consumerism on the publishing industry.
5. To recognize the significance of internal communications in achieving successful integrated marketing communications.

Learning Outcomes:
1. The learner will be able to define integrated marketing communications and its significance in maintaining consistency for a publishing company.
2. The learner will be able to identify the challenges faced by Ogden Publications in developing a consistent brand identity due to its diverse range of magazines and products.
3. The learner will be able to evaluate the strategies used by Ogden Publications to increase circulation and awareness for each magazine, including tie-ins with events and seminars, and the impact on newsstand sales.
4. The learner will be able to analyze the impact of environmental and socially conscious consumerism on the publishing industry, including increased interest from core and mainstream audiences.
5. The learner will be able to recognize the significance of internal communications in achieving successful integrated marketing communications, including the importance of electronic newsletters to ensure all teams are on the same page.

Solution 1: Developing a Cohesive Brand Identity

One possible solution for Ogden Publications to create a consistent look and feel for all its titles is to develop a cohesive brand identity. This can be achieved by identifying the common threads that run through all of Ogden’s offerings and creating a brand message that reflects those core principles. Once the brand message is established, it can be communicated across all marketing efforts, including promotions, events, and ad sales. This will help to raise awareness of all Ogden’s titles, increase circulation, and drive traffic to its web properties. Developing a cohesive brand identity will also make it easier for consumers to understand the unique value proposition of each title while also identifying them as belonging to the same family of publications.

Solution 2: Leveraging Internal Communications

Another possible solution for Ogden Publications to improve its marketing efforts is to leverage internal communications. By creating an electronic newsletter, the company can keep everyone on the same page about what’s going on in the company. This will help to build a sense of unity among the different marketing teams and ensure that everyone is aware of any upcoming promotions, events, or tie-ins. By improving internal communication, the company can also ensure that its different editorial staffs, advertising teams, and circulations department are aware of what’s going on and can collaborate effectively. This will help to eliminate silos, avoid duplication of efforts, and maximize efficiency. Ultimately, leveraging internal communication will help to improve Ogden’s marketing efforts, increase awareness for its publications, and drive traffic to its web properties.

Suggested Resources/Books:

1. “Integrated Marketing Communications: Advertising, Public Relations, and More” by Richard J. Semenik and Tom J. Burns.
2. “The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly” by David Meerman Scott
3. “Marketing Communications: A Brand Narrative Approach” by Micael Dahlen and Fredrik Lange
4. “The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand” by Ekaterina Walter and Jessica Gioglio

Similar asked questions:

1. What is integrated marketing communications?
2. How does a company maintain consistency in its marketing efforts when it has multiple brands?
3. What are the challenges of marketing a company that offers a wide range of products and services?
4. How can a brand manager ensure that public relations and marketing efforts are aligned with editorial and advertising teams?
5. What strategies can a company use to increase circulation and awareness for its magazines and other offerings?LP3.1 Assignment: Ogden Publications Strategy
Integrated Marketing Communications at Ogden Publications
Integrated marketing communications is all about
consistency. For some companies, thats pretty simpleslap your logo on the
press kit and youre good to go. For Ogden Publications of Tulsa, Oklahoma,
its a little more complicated. The small publishing house has 13 titles,
ranging from Mother Earth News and Natural Home to Cappers, a magazine about traditional American values and rural
lifestyles, and everything from Motorcycle
Classics to Utne Reader, a
collection of articles about art, politics, and everything in between. In
addition to its magazines, the company also offers merchandise and electronic
companions to its titles.
It has been difficult to present an Ogden
Publications look, although brand manager Brandy Ernzen and Cherilyn Olmsted,
Ogdens circulation and marketing director, consider this one of their many
priorities as they take marketing at the company to the next level. Each of
the titles is so unique that they have their own brand identity, says Ernzen,
but the common thread throughout all of Ogdens offerings is that we tell
people how to do really cool things. For Ernzen and Olmsted, the focus is on
raising the bar on promotions, events, and ad sales as well as driving traffic
to their Web properties and increasing circulation and awareness for each
magazine.
As brand manager, Ernzen leads the charge to
help maintain the integrity of all the public relations and marketing efforts
at Ogden. It has actually become a pretty big job in recent years. The
do-it-yourself trend started about ten years ago and has been energized by the
increasing interest in environmentally and socially conscious consumerism and
green living. These trends have sparked tons of interest with the companys
core audiences as well as a new, more mainstream, demographic, but Ernzen is
cautious.
I work really closely with all the different
editorial staffs as well as advertising and the media, she says. Youre
making sure everyone on the different [marketing] teams is aware of whats
going on. She is constantly running between the circulation department at Herb Companion and to the book warehouse
to ask about a new cookbook or gardening guide to identify opportunities for
tie-ins. She might then look for a green event or seminar on exotic heirloom
tomatoes to raise awareness for their magazines, books, and products. That
triggers a press release and, before you know it, you can really maximize what
youre doing to get the most results, says Ernzen. There are higher newsstand
sales and people are buying that product because it is a full campaign.
Communicating with consumers is really only one
part of Ernzens job. Internal communications is also a big part that a lot of
people dont think about, she says. The company recently developed an
electronic newsletter to let people know whats going on in the company. That
way, everybodys on the same page. Ogden is not publicly traded, yet, like
publicly traded companies listed on the stock market, it must extend the same
consistency in communications and messaging to investors and the regulatory
agencies watching over the market.
As Ogden continues to develop each magazines
website, a whole new series of challenges await. The websites are really
another product rather than a Web version of the print counterpart, and finding
an appropriate mix of content, editorial voice, and design style consistent
with the branding of the print magazine can be challenging. Were trying to
have fairly loose standards, right now, says Ernzen. Start small and evolve.
The first plan of attack is to nail down the design standards, including
colors, fonts, and use of buttons, icons, and layout. A larger Ogden style
manual and training session is in the works for the ad sales department,
production, the rest of the marketing, and PR team so everyone will be working
from the same standard. Right now, Im that person, says Ernzen, who takes
care of everything and makes sure everything is lined up like it should be in
terms of what logos were using and colors and the whole nine yards.
From BOONE/KURTZ. Contemporary Marketing, 14E.
2010 South-Western, a part of Cengage Learning, Inc. Reproduced by permission. www.cengage.com/permissions
What are some
of the key customer touch points for Ogden Publications?
How does
Ogden Publications use integrated marketing communications to provide a
consistent message across these customer touch points?
How does
Ogden Publications benefit from using integrated marketing communications
to respond to the actions of their competitors?
The paper must be researched using at least two scholarly
orprofessionalmarketing resources, as well as the textbook.
The references must be cited and properly placed on the reference page using
APA formatting.
Please send me the references links as well.

Introduction:

Integrated marketing communication (IMC) is a critical aspect of consistency in marketing. While some companies can achieve this effortlessly, for Ogden Publications, a small publishing house in Tulsa, Oklahoma, it is a bit more challenging. With 13 unique magazine titles, merchandise, and electronic content, Ogden Publications is struggling to create a consistent look and feel across all its offerings. The company’s brand manager and circulation and marketing director are working hard to achieve IMC and take the company’s marketing efforts to new heights.

Description:

Ogden Publications is a small publishing house with 13 magazine titles covering topics from rural lifestyle to art, politics, and environment. The company’s brand manager and circulation and marketing director are working hard to achieve integrated marketing communication by raising the bar on promotions, events, driving traffic to their web properties, and increasing circulation and awareness for each magazine. The brand manager leads the charge on maintaining public relations and marketing efforts while working closely with editorial, advertising, and media teams. Internal communications also form a critical part of the job, ensuring everyone is on the same page. Ogden’s unique publications cater to a specific niche audience interested in green living and do-it-yourself trends, with an increasing interest from a mainstream demographic. The company’s focus on IMC is driving higher newsstand sales, broadening its audience, and simultaneously maintaining its integrity.

LP3.1 Assignment: Objectives and Learning Outcomes
Content: Integrated Marketing Communications at Ogden Publications

Objectives:
1. To understand the importance of consistency in integrated marketing communications for a publishing company.
2. To identify the challenges faced by Ogden Publications in developing a consistent brand identity.
3. To explore the strategies used by Ogden Publications to increase circulation and awareness for each magazine and raise the bar on promotions, events, and ad sales.
4. To analyze the impact of environmental and socially conscious consumerism on the publishing industry.
5. To recognize the significance of internal communications in achieving successful integrated marketing communications.

Learning Outcomes:
1. The learner will be able to define integrated marketing communications and its significance in maintaining consistency for a publishing company.
2. The learner will be able to identify the challenges faced by Ogden Publications in developing a consistent brand identity due to its diverse range of magazines and products.
3. The learner will be able to evaluate the strategies used by Ogden Publications to increase circulation and awareness for each magazine, including tie-ins with events and seminars, and the impact on newsstand sales.
4. The learner will be able to analyze the impact of environmental and socially conscious consumerism on the publishing industry, including increased interest from core and mainstream audiences.
5. The learner will be able to recognize the significance of internal communications in achieving successful integrated marketing communications, including the importance of electronic newsletters to ensure all teams are on the same page.

Solution 1: Developing a Cohesive Brand Identity

One possible solution for Ogden Publications to create a consistent look and feel for all its titles is to develop a cohesive brand identity. This can be achieved by identifying the common threads that run through all of Ogden’s offerings and creating a brand message that reflects those core principles. Once the brand message is established, it can be communicated across all marketing efforts, including promotions, events, and ad sales. This will help to raise awareness of all Ogden’s titles, increase circulation, and drive traffic to its web properties. Developing a cohesive brand identity will also make it easier for consumers to understand the unique value proposition of each title while also identifying them as belonging to the same family of publications.

Solution 2: Leveraging Internal Communications

Another possible solution for Ogden Publications to improve its marketing efforts is to leverage internal communications. By creating an electronic newsletter, the company can keep everyone on the same page about what’s going on in the company. This will help to build a sense of unity among the different marketing teams and ensure that everyone is aware of any upcoming promotions, events, or tie-ins. By improving internal communication, the company can also ensure that its different editorial staffs, advertising teams, and circulations department are aware of what’s going on and can collaborate effectively. This will help to eliminate silos, avoid duplication of efforts, and maximize efficiency. Ultimately, leveraging internal communication will help to improve Ogden’s marketing efforts, increase awareness for its publications, and drive traffic to its web properties.

Suggested Resources/Books:

1. “Integrated Marketing Communications: Advertising, Public Relations, and More” by Richard J. Semenik and Tom J. Burns.
2. “The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly” by David Meerman Scott
3. “Marketing Communications: A Brand Narrative Approach” by Micael Dahlen and Fredrik Lange
4. “The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand” by Ekaterina Walter and Jessica Gioglio

Similar asked questions:

1. What is integrated marketing communications?
2. How does a company maintain consistency in its marketing efforts when it has multiple brands?
3. What are the challenges of marketing a company that offers a wide range of products and services?
4. How can a brand manager ensure that public relations and marketing efforts are aligned with editorial and advertising teams?
5. What strategies can a company use to increase circulation and awareness for its magazines and other offerings?

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