MARKETING - PART 2
How To Rebrand Your Professional Image:
Tracking Constancy In Marketing 'Klout'
December 16, 2015
Note: Earlier this year, voice over pro Debbie Irwin (pictured here) wanted a fresh approach to her voice over marketing. Here's Part 2 of the step-by-step process of how that was accomplished.
See Part 1: The Three C's Of Branding
By Moises Morales
Marketing Communications Specialist
We are now in the 'Constancy' of marketing stage - the third C of Branding - showcasing the new Debbie Irwin Voiceovers to the world, and working toward her goals and objectives.
As an authority in the voice over industry, Debbie begins daily "relevant” social media posts (across the platforms I felt would be most effective for her, the others were deactivated), and weekly blog posts.
Better still, we created a #VOnow blog series (based on her branded hashtag: #VOnow), where she gathers her thoughts about the voice over industry.
Combing through the content, we go back and forth with edits and then I present a final version for approval before it goes live. This alone has increased engagement across her social media profiles.
She’s been able to use it to inform those interested in, or curious about, being a voice over artist; and direct these resources to people who ask for advice on being a voice over artist.
NOW WITH 'KLOUT'
Another goal was to increase business. Her "Klout Score” has jumped 25% since the rebranding, going from 42 to 55 in three short months.
(Want to check yours? Go to www.Klout.com and sign up.)
Klout is a website and mobile app that uses social media analytics to rank its users according to online social influence via the "Klout Score," which is a numerical value between 1 and 100.
The increase in her "Klout Score” clearly demonstrates an increase in Debbie's exposure, as we send out monthly email newsletters to keep the voice over industry, as a whole, informed of Debbie’s recent work and availability.
In short, with Debbie’s rebranding now public (and periodically assessed), my role is to manage Debbie Irwin’s online presence to ensure one look, one feel, and one tone to the company’s brand messaging across both traditional and non-traditional marketing channels.
Debbie Irwin brings a background in theatre, a Semiotics degree from Brown University, a stint in the International museum world, a career on Wall Street, and the experience of raising a family to the microphone. Her background is art and business. Now her art is her business. Originally from Chicago, she's lived in Rome, Mexico City, Providence and for many years now, the Big Apple. Starting as a theatre actress, then managing events at The Guggenheim Museum, she later worked as a stockbroker on Wall Street, then switched to ‘Sesame Street' when she decided to stay home and raise three kids. Over a decade ago she found a new outlet for an old passion - acting.She took her stage skills and transformed them into studio skills, traveling the world from her recording booth in NYC; hired to voice projects for clients like Baxter, eBay, Marsh & McLennan, Oracle, Citibank, HSBC, J&J, MasterCard, Novartis, Revlon, The Smithsonian and The Metropolitan Museum of Art, to name a few. Her sound is intelligent and elegant, charismatic and compelling. She's responsive, client-focused and plays well with others.
Moises Morales is an Integrated Marketing Communications student with over 10 years of real world experience in web and traditional entertainment advertising, promotions, events, and campaigns. He spearheaded integrated campaigns for L.E.S.G.O. ENT. artists that resulted in domestic and international tours, as well as mainstream radio airplay. He also leads marketing and is head personal trainer for CAPITALize with Exercise, a private personal training company whose area of expertise is in-home personal training. In this role, he focuses on B2C marketing and sales. He is currently pursuing a B.A. from Baruch College and has an Associate in Applied Science from Queensborough Community College.
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