Here’s the choice – market or die. That said, if your services are over subscribed it’s easy to think “why bother?” In that case government, sponsors, members, prospective employees and volunteers won’t get to know you, the way they should.
Marketing is much more than a logo though that’s a part of it. Marketing is about making sure your organisation stands for something; that you have a position, a point of difference. You can’t just get that sorted with a paid advertisement in the weekend paper because marketing is much than advertising though that’s part of it too.
Good marketing ensures that you express your point of difference in all the ways you market and communicate from your printed publications, to the message people listen to when you put them on hold.
This workshop introduces participants from non profits and community groups to marketing more effectively. Smaller business may also have much to gain. Marketing Savvy 101 gives participants specific, practical ways to improve their marketing immediately. It also provides food for thought to change culture over the longer term.
Curriculum:
Attitudes of the marketing savvy: it’s all about the culture folks. Let’s get your boss and board thinking a little more marketingly.
Shaking up the marketing mix: investigating the many and varied marketing options available from paid advertising, to billboards, brochures, websites, editorial coverage and events to lobbying.
KPIs for marketing options. Should you still be marketing the way you’ve always been marketing? Is there a more effective way to market? With limited resources you need to coldly compare and evaluate the various options and stick with the marketing methods that deliver results.
You and your brand. So what values do you want your brand to have? What personality do you want? How do you want people to think of you? How do we then embed those values and personality traits into your marketing.
Understanding your audiences: do more than list your key audiences – get to know their perceptions about you and your issues. Identify the specific perceptions you need to tackle and how.
Communications Commandments: five rules to market by.
No & low-cost marketing: some simple and affordable ways to add some mojo to your marketing.
How the other half markets: lessons to learn from the well-heeled private and government sector.
Key marketing channel #1: create, devise, package and pitch media stories.
Key marketing channel #2: get more from your online presence – websites, Facebook and e-newsletters.
