Taking your marketing to the next level · TAKING YOUR MARKETING TO THE NEXT LEVEL For voluntary...
Transcript of Taking your marketing to the next level · TAKING YOUR MARKETING TO THE NEXT LEVEL For voluntary...
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
- 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/