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Marketing Workshop delivered by BC SVP Partner Sandra Wear.
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Marketing Workshop
Sandra WearBC SVP Partner
Before we start…• Context• What this isn’t• What this is
Agenda• Marketing Overview• Marketing Fundamentals• Best Practices• Common Issues & Techniques to Resolve• Q&A
MARKETING OVERVIEW
Marketing Defined• Multiple definitions:
– “The achievement of corporate goals through meeting and exceeding customer needs better than the competition”
– “The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”
• Understanding your audience & providing a means to satisfy their wants and needs in a UNIQUE way.
Why Market?• Need donors & funders?• Need board members?• Need staff?• Need volunteers?• Need partners?
Why Market? (cont.)
• Marketing & sales are closely tied, you can’t do one without the other.
• Marketing answers the questions:– Who are you selling to?– What are you selling?– Why are you selling it?– Why should I buy it?– How can I buy it?– Where can I buy it?
Marketing• The first to go, the last to arrive…
MARKETING FUNDAMENTALS
Brands• What’s a brand?
– Represents organization’s values and mission.– Logo encapsulates it.– Brand equity is built with consistency, time and
concerted effort.
• Key messages/audience that support brand• Control your brand or someone else will• Non-profit brands: some of the most trusted
brands in the world
Top 10 - brands• YMCA of the USA • The Salvation Army• United Way of America • American Red Cross
– The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.
• Goodwill Industries International • Catholic Charities USA • Habitat for Humanity International • American Cancer Society • The Arc of the United States
• Boys & Girls Clubs of America
Brand Control• Define values & mission of organization• Define culture of organization• Develop a tight tagline • Use tagline for building 3 key messages• Branding “rules”• Everyone becomes brand steward
– Receptionist– Board member– Partners
Positioning Statement• What you do for whom in a UNIQUE way
to solve a need (the value your organization delivers); includes:– Who are you? – What business are you in?– For whom (what people do you serve)?– What's needed by the market you serve?– What's different about how you do your work?– What unique benefit is derived from your
programs, services and/or products?
Marketing Mix• Product – Solution• Price – Value • Place – Access • Promotion – Information, Messaging
Marketing Tactics
BEST PRACTICES
Marketing Process
Marketing Process
Competitive Analysis• List your competitors
– Needs & wants you are competing to meet?
• How are you different?• What do you do better?• What do you offer that they don’t?• How are you the same?
• Consider 4Ps in the comparison
Simple Stuff• Do outbound marketing• SWOT• Values, Mission• UVP
– How you can be heard above the noise
• Key messages for each audience– Market segmentation– Consistency across organization
Simple Stuff (cont.)
• Use technology– Software to communicate, analyze– Phones, fax, bulk emails, etc.
• Segment your audience, targets• Decrease costs, re-channel to marketing• Define goals• Define metrics for success• Ask everyone how they hear about you• Analyze what leading brands have done
Some Ideas• Consider CRM• Huddle & build a plan• Communicate the plan• Post goals & mandate
– Any decision links back to this
• Focus• Signature event
Specific Strengths• Most trusted brands are non-profits• Emotional connection to individuals• Strengths can work against you because
reputation so much more important.– Slow to build, fast to break
Specific Challenges• Broad array of stakeholders• More decentralized• Less hierarchy• Updating, changing, implementing brand
met with more resistance.• Use weaknesses as strengths:
– E.g. Doctors without Borders
Specific Opportunities• Growing importance of CRM (cause-
related marketing)– Align brand (mission, values) with for-profit
• Trend towards advocacy & policy making– Become an ambassador for a particular
problem locally– Strengthen brand message & equity
Simple Stuff (cont.)
• Think like a business!
COMMON CHALLENGES, ISSUES & TECHNIQUES TO RESOLVE
Challenges (marketing)
• Limited resources • Marketing & sales is not a priority • When, who, how to target (includes new
generations, "Me", "Y", "Millennials")• Limited experience/knowledge (marketing &
space) • Diverse product/service offering; diverse client
base • How to use social networking
Issues (organization)
• Donor diversity • Sustainability • Increase sales • Standardize (across all aspects of business,
financial reporting, operations, etc.) • Culture transition (charity to business) • Integrated campaigns: donors, volunteers &
clients• Capitalize opportunities
Q&A