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Turning Peoples Passion into Change
MEETING MARKETING CHALLENGES THROUGH BRAND DEVELOPMENT
Regional Conference – Claregalway Hotel – 27th April 2009
Definition of Marketing
American Marketing Association (October 2007)
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Marketing in the C & V Sector
Carmichael Centre Definition of Marketing
“Marketing is the process that enables an organisation to identify, communicate and deliver the changes needed for its community”
Branding in the C & V sector
The relationships between an organisation and its stakeholders forms the bedrock upon which changes are achieved
AND
Brand development is the marketing process that enables successful relationships to be created and maintained over time
Brand Development 1
Profiling your Market and Funding Opportunities
Understanding Value
“Price is what you pay. Value is what you get”
Warren Buffet
Value: principle, standard or quality considered worthwhile or desirable
Brand Values of the British Red Cross:
Trustworthy, Caring, Lifesaving, Impartial, Universal, Independent, Voluntary Service
Brand Management Model
Brand
Organisation Delivers Value
Stakeholder Perceives Value
Beliefs
Relationship
Access
Functionality
Messages
Service Delivery
Identity
Service Reach
Affected by:
Societal Factors
Economics
Competing Agencies
Affected By:
Economics
Societal Trends
Organisational Culture
Mission
History & Values
Competing Agencies
Scope of Operations
Value for Money
• Outputs and Outcomes are not a list of activities
• Stakeholders perceive Value for Money differently:
- Statutory agencies providing core funding
- Corporate sponsors
- Contributions from the general public
Attracting Corporate Sponsors
Three questions need to be answered:
- Why do you need the corporate donation?
- Why do you need the donation at this time?
- Why can your charity be trusted to spend the donation wisely?
Attracting Support from General Public
You need to communicate a simple persuasive fundraising idea:
Example: RNIB (UK) Every day 100 people start to lose their sight.
We need your support to help rebuild lives devastated by sight loss.
= (NEED) (SOLUTION) (NOW)
Brand Development 2
Choosing a brand communication model that’s right for you!
Where would stakeholders position your charity?
Total Set
Awareness Set
Consideration Set
Choice Set
Decision
Communication Issues
• Communication is more likely to be effective if the source is perceived to have expertise or is likeable
• The communication process starts with a clear concept of organisational identity
• Charities must consider not alone how stakeholders are to be reached but how stakeholders can reach the charity
• Employees, directors and volunteers must be aligned around the brand
Brand Communication Model:6 Steps
1. Identify the stakeholders with whom you want to build relationships
2. Create an organisational identity that reflects your values and one that is consistent across all points of contact i.e. logo, literature, services, visuals
Brand Communication Model
3. Define the Brand Positioning Statement to encourage active commitment.
Examples:“The computer for the rest of us”“The world’s information in one click”“Personal video broadcasting network”
• What is your Brand Positioning Statement?
Brand Communication Model
4. Create your brand message
- who are you speaking to?
- what stories will you tell?
- what message do you want to
convey?
What are you promising your stakeholders?
Brand Communication Model
5. Select the methods by which you will communicate:
- Word-of-mouth- Public Relations- Direct Mailings- Sponsorship- Advertising- Social Media - Exhibitions & Seminars- Merchandising- Selling- Collaborative promotions- Web site & eCommunications
Brand Communication Model
6. Evaluate the effectiveness of your
brand communications!
What “brand personality” or values have you conveyed?
