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  • Marketing: Strategies for Connecting with the World Around You

  • Why focus on marketing?

    A successful marketing plan helps create greater understanding and awareness of the programming and services available to military families, youth and partner organizations.

    This is achieved, in part, through

    generating buyer/customer personas.

    Handout: Marketing Strategy Template Meerman-Scott

  • Objectives

    Following completion of this training you will be able to:

    Define marketing Identify the steps in the marketing process Identify the 7 Ps of marketing Identify potential strategies for

    strengthening current marketing processes

  • Marketing Defined

    Marketing is defined simply as: a set of processes for creating,

    communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

    The American Marketing Assoc.

    Customer Service is a large component of marketing

  • Types of Marketing Handout: Suggested Marketing Strategies

    Marketing comes in a variety of forms: Online (websites, emails) Social Media (Facebook, Instagram, Pinterest,

    Twitter, Flickr, Youtube, blogs, Vines, etc.) Print (flyers, brochures) Media (radio, television) Publications (magazines, journals) Word of Mouth

    To be successful, you must step into your customers shoes and determine what works best for/appeals to them

  • Existing Resources Before we go too far, lets identify those marketing

    resources/avenues already available to us: Department of Education: build databases of contacts retrieved

    from their website(s) (http://www.schev.edu/highered/stateeducationagencies.asp)

    State School Library Assoc: contact your state/territory POC and work to utilize their distros

    FAC/FAS, FRSAs, Chaplains, MLFCs, MOS, YRRP and other programs with state/territory-wide contacts

    FRG Leaders: work with your FRSAs to build a FRG Leader email database

    Teen Councils/Panels: utilize them in the development and distro of information

    Current Partnerships: provide them with regularly updated info for distro to their contacts



  • Becoming a Strategic Marketer NOTE: Marketing plans should never be set in stone,

    they should constantly evolve with your customers needs

    1. Analyze the situation:

    What are the current challenges faced by customers? What opportunities currently exist? What are your current strengths? What are your areas needing improvement? What has been done in the past? Degree of success?

    Before jumping into developing marketing materials, take time to look at your current situation


    What are we doing well?

    WEAKNESSES What needs to be


    OPPORTUNITIES What resources are

    available to us?

    THREATS What roadblocks might we


    SWOT Analysis

    A SWOT Analysis can help you build on strengths, minimize/correct weaknesses and take advantage of potential opportunities, all while working to proactively identify threats before they happen

  • Becoming a Strategic Marketer 2. Define your marketing goals and objectives:

    What do we hope to achieve through marketing? Increased numbers of youth at events Greater awareness of available resources Need for partner organization involvement/engagement

    Start small with your goals and objectives RememberRome wasnt built overnight! Trying to achieve too much too quickly may result in feeling defeated, overwhelmed, exhausted and frustrated

  • Becoming a Strategic Marketer 3. Identify your target market:

    Start with a universal picture of your audience/customer (Service Members, youth, teens, teen council/panel, educators, partners, etc.)

    Next, begin subdividing these groups: Educators (early childhood, elementary, high school) Service Members (pre-deployment, during, reintegration) Partners (geographic location in the state/territory,

    profit/non-profit, etc.) If time and resources are limited, identify one or two target groups and focus attention on those groups initially

  • Becoming a Strategic Marketer 4. Develop and implement a marketing plan:

    Review your goals and objectives Identify your target audience Set a start and targeted end date for marketing Assign specific responsibilities to individuals Identify your marketing strategy (i.e. print, social media, etc.) Execute marketing action Reflect and evaluate effectiveness

    Marketing plans do not need to be cumbersome; keeping things simplistic, especially in the beginning, will allow you to fine-tune approaches later

    Source: http://www.ncwd-youth.info/assets/guides/mentoring/Mentoring-Chapter_7.pdf


  • Features and Benefits When marketing your program, being able to identify the

    following can be helpful for those receiving your information:

    Know how to translate C&YP features into customer benefits:

    Example Feature: Geographically dispersed access to services Example Benefit: Families can receive support with no/minimal travel involved

    Example Feature: No-cost educator outreach support Example Benefit: Free resources for educators help reduce academic stress/improve academic success in military youth

  • 7 Ps of Marketing


    Find out what the customer needs/wants and develop accordingly

    What you are providing must be of value to your customer


    The value of your product to the customer will determine their utilization

    Everything you produce must meet customer expectations


    Where are your greatest customer needs

    Also applies to how you display/showcase your product/services

    Source: www.cim.co.uk/marketingresources


  • 7 Ps of Marketing


    The way you communicate to customers what you do and services you offer

    Good promotion is a two-way street; paves the way for customer communication


    Many customers cannot separate product/service from staff remember customer service

    Service after the sale adds value/credibility to your product


    Monitor the delivery of services to customer; continual self-reflection

    Customers do not care about the how they care about needs being met


    Help customers see what they are gaining through utilization of your services

    Always appear polished, professional, organized and relaxed

  • Branding Branding is the use of a name, term, symbol or design

    to give a product a unique identity in the marketplace.

    HEARST Newspapers 2014

    Strategies to make your BRAND stick: Be consistent: this applies to logos, layouts, color schemes,

    distribution and marketing calendars Connect emotionally: paint a picture to help you customers

    connect deeply; build personal connections with what they read/see

    Reward customers: be sure to say/send thank yous; this builds loyalty and increases likelihood of return

    Be flexible: if what you are doing is not resonating with customers, change it up and try a new approach

    Monitor competitors: basically, how are other programs marketing their services; can you work to replicate/innovate what they are doing

    Source: HubSpot 2014

  • Promoting Products/Services How you promote your product/services can take on

    many appearances:




  • Best Approach

    REACH Posters Informational Displays Targeted Emails

    INFORM Websites Newsletters Videos

    ENGAGE Social Media Targeted Events

    If your goal is to

    Source: UCL Marketing Toolkit

  • Social Media Regulations If using social media, remember guidance provided by

    the Army: DTM (Directive-Type Memorandum) 09-026 requires all

    official social media presences to be registered with DoD (www.army.mil/socialmedia)

    Each social media presence must have a terms of use statement that informs the visitors of what is authorized when interacting on the platform (Example: https://www.facebook.com/#!/USarmy/info)

    Presence must be designated it as the official Review the US Army Social Media Handbook:


    Source: The United States Army Social Media Handbook v. 3.1 JAN 2013


  • Using Social Media Word of Mouse Handouts: Social Media Tips & Blog Writing Tips

    NOTE: The use of social media will be greatly determined by your state/territorys SFPD and PAO. Consult with them prior to implementing any new social media services.

    Design your e-approach to appeal to customers needs BLOGS: These can be used to quickly disseminate

    information; consider having teens write articles for posting; include pictures/graphics

    SOCIAL NETWORKS: Great for promoting

    and connecting; must be updated regularly with acknowledgement of users

  • Using Social Media SOCIAL MULTIMEDIA SITES: YouTube, Flickr and

    Pinterest are great as they allow you to promote to specific communities; great way to showcase your Program in action

    MICROBLOGS: Twitter is the most common; allows for

    short bursts of information quickly WIKIS: Easily created by users; great for

    sharing valuable, reliable content; appear in online searches; easily updated

    Be mindful of keywords when writing

    Source: UCL Social Media Guide

  • Using Social Media QR Codes (Quick Response): At the precise moment a

    customer has a vested interest in your program/service, he/she can obtain information immediately; QR Codes allow for transition from off-line marketing to valuable sites

    Source: The New Rules of Marketing and PR

    www.qrcode.kaywa.com This site is free Must register prior to

    receiving code(s) Many other options

    are available just search

    QR Code for CYSS Website


  • Using Social Media YouTube/Vines: Videos engage the viewer/customer;

    use videos to showcase exciting programming being offered; if a picture is worth 1,000 wordsimagine the power of a video

    Google Alerts: Use this site

    (or a similar site) to maintain a pulse on searches and what information is readily available to customers

    Source: The New Rules of Marketing and PR

  • Print Material Tips Printed materials can be expensive, so it is important to

    ensure they look professional and engaging. Here are some tips for designing effective print materials:

    LAYOUT: The eye follows a z pattern; moving across the top,

    scanning to the lower left, and finishing in the lower right

    Place important components in this format

    ALIGNMENT: Ensure everything on the page aligns

    with something else; orient text to the left

  • Print Material Tips RULE OF THIRDS: Divide pages into thirds both vertically and

    horizontally Each section should appear balanced this applies

    to text, photos and other graphics

    ONE STRONG VISUAL: Pair one strong image/visual with a large

    headline and some explanatory text this is a classic arrangement

    Customers like seeing images of people, so include a high-quality picture of a person that ties into the text

  • Print Material Tips COLOR: Maintain consistency with colors; avoid using too

    many colors, as it distracts from content Consider emotional responses to color:

    Red: excitement, strength, power, passion Yellow: happiness and energy Green: growth, freshness, safety, (ARNG) Blue: stability, calmness, (ANG) White: light, goodness, purity Black: power, elegance, mystery, evil Purple: joint, support

    Consider matching colors to the tone of the topic at-hand

  • Print Material Tips Handout: Top 10 Tips for Great Pictures

    TYPEFACE: Avoid using typefaces with elaborate detailing People read lowercase letters 13% faster than upper

    case; do not use upper case for blocks of text Dark letters on a light background are easier to read

    than the reverse Mix-matched fonts on a single document can appear

    unprofessional IMAGES: Pictures tell a story; do not convey mixed

    messages Pictures/images should be of high-

    quality, crisp, clear and detailed

    Source: CISA Marketing 101 Manual

  • Print Material Good Example

    Follows z layout design Title draws attention Text is easy to read Image, while not a picture,

    conveys a cohesive message Colors elicit a calming but

    engaging/supportive reaction Final statements appear to

    state a call-to-action of sorts

  • Print Material Good Example

    Follows z layout design Title draws attention Text is visible (maybe a

    little small) Images are engaging Colors elicit a vibrant,

    action-packed feel Visually last element is

    important contact information

  • Print Material Poor Example

    Overuse of color is distracting Fonts are inconsistent Text is small and hard to read Lack of a focal point Use of individual objects

    conveys a disjointed feeling Most important information is

    lost at the bottom of the page There is no hierarchy of

    the information

  • Take Aways Your marketing process is a continually evolving

    process, not set in stone Start small and build from there Identify the marketing strategy that best supports

    what you hope to achieve Always remember customers want authenticity Customers need to seem themselves reflected in

    what you are doing/helping achieve Follow some basic rules of design when laying out

    print material Do not get discouragedit takes time for

    awareness and momentum to build

  • Dont be afraid to get creative!

  • Give them something to think about work to fuel their curiosity

  • As evidence of completion of this course, you will need to complete the short assessment tool provided. To access the assessment, please click on the link below: Click here to being your assessment: http://www.classmarker.com/online-test/start/?quiz=a97533d83ba17dd3

    Please Note: Following completion of the assessment, please print out the results and write the name of the course next to

    your score. Then, scan the document and email the results page to your RAPM.

    This will serve as your documentation of completion.


  • You have now completed the Child and Youth Program Marketing module.


    Marketing:Strategies for Connecting with the World Around YouWhy focus on marketing?ObjectivesMarketing DefinedTypes of MarketingHandout: Suggested Marketing StrategiesExisting ResourcesBecoming a Strategic MarketerSWOT it outBecomin...