TAKING YOUR MARKETING TO THE

NEXT LEVELFor voluntary and community sector organisations

September 2018

Please introduce yourself

Communications and Involvement Officer, for Voluntary Action

Rotherham, the lead body for supporting, developing and promoting the voluntary and community sector in

the Rotherham borough.

Image is everything. Make sure people know who you are and what

project you are representing.

Reputation is a measurement of how much the community trusts you; educating your target audience about what your project does is essential for building a reputation.

• As you earn good reputation, you will earn more privileges.

• Poor reputation will lead to vice versa and failure.

Trust Cost Reputation

One way to build reputation is by posting good questions and useful answers, however

… in the public domain reputation

can quickly become dist

orted and misun

derstood

Whether you realise it or not distinguishing factors about your project will build a picture in the eyes of clients and others.

Ensure these factors don’t send any mixed messages.

Brand

Trust

Logo

Concept

Adaption

Marketing

Advertising

Identity

Design

Value

Strategy

A major change in positioning to a brand/service. The aim is usually to change a target markets understanding of a product or service.

Example:

The product / service could be emergency first response.

Perhaps the brand is image slow and bureaucratic, when actually the brand needed to fit with strategic plans is to be fast and effective. Rebranding style with key messages and images, while keeping the public informed with meetings and roadshows will bring the exercise to life, especially if the strategy is fun, interesting and relevant.

• Integrating the organisation

• Increase public trust and confidence

• Reduce fundraising costs

• Increase staff loyalty

• Greater income

Researcher Philippa Hankinson, of the University of Surrey, said:

“Fundraising managers who regard their organisations as brands and perceive branding as beneficial to the charity generate more voluntary income than low brand-orientated fundraisers."

Positive Caring Community People

Respectful Safe Protective Helping

What key words describe your organisation? Would you want to change them? Why?

“The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:

• (1) identification, selection and development of a product,

• (2) determination of its price,

• (3) selection of a distribution channel to reach the customer's place, and

• (4) development and implementation of a promotional strategy.”

Marketing is less to do with getting clients to pay for your service and more to do with developing the demand for client needs.

Consider:

• The service or product

• Cost

• Location

• Audience

• Evidence of need

• Processes

• Platform for promotion – Advertising, social media, leaflets, press etc

Fill the need

• Corporate

• Plan

• Target

• Consistent

• Clear

• Integrate

• Be responsive

• Keep a media log

• Be personable and approachable

Using the media

When doing a press release or media call consider:

• Timing – for reach and engaging

• Significance – clear information people will relate to / be intrigued by

• Proximity – area of concern

• Prominence – status

• Communities of interest – intended audience

• Is their potential for conflict / bad news

• Know your journalist and how they work

Benefits

- Engage more people with increased reach

- Build relationships with stakeholders

- Access multiple channels

- Cheaper than traditional marketing

Ease of interaction

- Call to action … Click here

- Triggers … “Your subscription is expiring”

Types

- Display

- Pay per click

- Email

- Social media

- Content

- Affiliate

Use

Search Engine Optimisation

Tools

- Key word planner

- Analytic Software

- Scheduling

- Search Engine Optimisation

-A / B testing tools

• You can refer to the Voluntary Action Rotherham Website for a bitesize resource: So you think you want to use Social Media?’ for tips on using social media.

Online Reputation

Mainstream media

Social Media

Search

Have you seen this

comment on Facebook

Resources are available here:

http://www.smallcharities.org.uk/resources-marketing-general/