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An insight in to Third Sector marketing for those with better things to do with their money May 25, 2010
Better Marketing for the Third Sector
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Better brand marketing for the Third Sector
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- 1. An insight in to Third Sector marketing for those with
better things to do with their money May 25, 2010
- 2. Paul Weinstein
- A classically trained marketing and communications man
- Planning & executing brand building campaigns with
impactful, incisive, insightful creative work
- Traditional & digital media. On-line, in print and
broadcast media
- 25 years+ experience in a range of communications
disciplines
- 3. The purpose of today?
- To bring you some insights & incisiveness for marketing
your organisation
-
- discover routes to capturing all thats good about your
organisation
-
- identify some essential steps for better marketing your
brand
-
- explore the 4 Es of brand development & brand
communications for the Third Sector
-
- How to stretch your brand further
-
- and your budget that much more
- 4. Passionate & Purposeful Pledge
- First exposure to NFP/ Charity sectors was The Arts
- Very evident being earnest was not enough to gain or retain
major or minor support
- With the Cancer Research Campaign, Sportsmans Aid Society,
Variety Club, Royal Albert Hall and more, it certainly wasnt enough
to put bums on seats
- 5. Les Miserables!
- It would be like Waiting for Godot
-
- Unable to rely on current sponsors
-
- Major donors become minor or fade away
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- Current commitments become all absorbing
-
- Future planning - the stuff of dreams!
- 6. The marketing conundrum
- As a charity or NFP you will have built a degree of latent
warmth for your brand
-
- But how do you avoid throwing baby out with the bath
water?
-
- How do you become dynamic without losing your caring
character?
-
- That latent warmth could turn to hot air or worse a smoke
screen!
- 7. Brain Training
- Not the Nintendo kind but in gaining & retaining brand
champions
-
- When youre asking someone to become an active advocate, it
takes messages of substance to assuage them
-
- Whether Health, Wealth, Trade or The Arts , your brand must be
strong
-
- You must be steadfast in presenting your values and
consistent
- 8. A worthwhile organisation worthy of support
- Being single-minded in your brand communications will...
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- Establish a memorable identity
-
- Deliver a more appealing proposition
-
- Present strong, credible values
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- Retain integrity of your brand
-
- Secure greater affinity & empathy
-
- Provide motivation for others to engage with you
repeatedly
- 9. Wake-up the public consciousness
- If theres charity fatigue out there you need to wake-up the
public to your cause
-
- But constant calls to arms will not be heard for long
-
- Establish a tone of voice that is non-patronising, commensurate
with the message, the cause and is cognisant of an intelligent
public
-
- Carrying through with a consistency in message, content,
appearance and tone are key to gaining credence
- 10. Credibility = Clarity + Character + Continuity and you can
still expect the unexpected!
- 11. 3 pillars of wisdom for marketing in The Third Sector
- To widen appeal, focus on three core tenets to change audience
behaviour and start the conversation
- 12. Think differently Feel differently Uncomfortable? Shocked?
Moved to take action?
- 13. Act differently Engage Enlighten Encourage
- 14. For greater resonance - interrupt the hubbub of daily
life
- 15. Or disrupt it?
- 16. But how FAR should you go? F ocused? A pposite? R
elevant?
- 17. Unlock the value in your brand
- Lock your brand in to the minds of likely supporters
- Deliver emotive, yet rational arguments by being LOUD
-
- Listen to what the public say about you and your sector
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- Observe their beliefs and actions
-
- Understand their frames of reference
-
- Deliver the motivation that will gain their support
- 18. Define your brand
- Build a hierarchy of credible messages
- Substantiate with facts & values
- Identify current brand footprint
- Create a shorthand for communicating your values, personality
and appeal
- And therell be no doubting the source of the message, the
values that accompany it, the feeling following receipt and the
required action
- 19. Develop your brand character
- Create a construct for your message thatll find supporters,
major donors, volunteers and personnel, all receptive
- Adopt the right tone of voice thatll get you heard and not
position you as part of the herd
- 20. Create affinity and/or empathy
- With a more compelling & targeted brand message
-
- your audiences will know and understand more of your services
and values
-
- be motivated to talk about you to their peers
- 21. Carry the weight without being weighed down
- Enabling you to engage in dialogue
-
- express the right sentiments in the right setting
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- conduct conversations of substance
-
- open up lines of productive communication between you and your
supporters
- 22. Even if you are competing for similar territory Highlight
points of difference to emphasise the needs you meet with
distinction
- 23. Deliver the brand the 4Es!
- Elicit a strong call to action
- 24. A strong call to action?
- To be truly effective a strong call to action is as required as
a strong message
-
- Yes, I want to find out more
-
- Yes, I want to do something
- 25. Invite all to become stakeholders
- 26. Segment your audience Man Enough? Perceived wisdom?
- 27. Build your brand by association No doubting source of
message, the brands values or the halo effect desired
- 28. Keep the brand appealing & refreshed
- Dont dilute its impact by multiplying its objectives
- Ensure the media environment fits the brand
- 29. A greater share of voice for your brand
- 189,061 charities in the UK
- fierce competition for funds as well as share of voice in a
recession hit marketplace
- greater blurring of boundaries between activities and segments
within the third sector
- widening gap between large and small
- increased pressure on organisations to differentiate and
demonstrate the difference they make
- you need to stand out from the crowd of good causes
- 30. Cutting through the noise
-
- A successful brand will cut through an abundance of noise to
get to a buying decision supporters are comfortable with time and
again
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- where there is confusion you can provide clarity
- where there is reticence, you can reinvigorate the moral
good
- where there is silence your message can resonate with
supporters old and new
- 31. Consciously better. Consciously different
- 32. Better Brand Marketing
-
- A robust brand will provide you with
-
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- a more connected supporter
- And a more connected supporter is a more frequent donor of time
and/or money
- 33. Your free brand health check
- A days immersion in your organisation
- In-depth discussions with your staff
- Getting under the skin of your brand
- Free when you commission a PAW Communications Platform
-
-
- addresses tactical & strategic issues
-
-
- provides direction for the brand & future
communications
-
-
- enables you to be proactive & take advantage of
opportunities
Worth 850!
- 34.