Marketing Plan - Working Skills Centre

SummaryThe following document outlines WSC’s marketing approach for 2013/14.

After review of the organization and its properties, resources and budget – WSC needs to focus on:

o Creating maximum awareness of the organization to its defined audiences Be realistic about resources, staff and time – focus on the most critical

areas Leverage digital properties in an efficient manner Set goals for marketing, create a process with clear roles defined within

the team o Focus on communications of the 35th anniversary galao Measure goals weekly and monthly – if something is not working,

change it upo Focus on consistency across all properties

The organization is undergoing a massive shift – it is critical for WSC’s marketing in 2013/14 to be on-point, cost-effective and leveraging as many existing properties as possible. I would recommend that the organization share press mentions, success stories, content in as many channels as possible.

WSC should not make costly changes such as: rebrand, website overhaul, etc – the centre needs to be nimble at this critical point and focus on content marketing and awareness.

WSC AudiencesClients SupportersCurrent ClientsPotential ClientsAlumni

Individual SupportersCorporate SupportersGovernment Agencies/Other Funding Employers

It’s important to define an audience for each marketing initiative: Who are we speaking to? What is the tone? Are there multiple audiences for this initiative? How do we know we have reached the audience we want to reach?

Recommendations for WSC’s website

The existing WSC website is in great shape and is powered by WordPress. A WordPress expert to be sourced to make improvements to the website and can also:

Create a manual on how to update the website within the WP account

Google Setup Create Google+ Company page with gmail and connect with Google Pages account Google Places – working to reclaim the listing to be under the WSC gmail Account Google Analytics: Work on segmenting and recommendations for weekly and monthly

reporting Google Webmaster Tools has already been created and is in good shape. To access,

log in with WSC Gmail account.

SEO (Initial Steps) Needs SEO Widget installed on WordPress (Yoast is recommended) with testing. Keyword master list needs to be researched. Page title and meta description developed for each page based on research through

Google keywords tool. Homepage CarouselPromo for success stories and other graphics that promote programs, etc.

NAV ChangesDropdowns are too lengthy and in some areas, could be more intuitive for the target audiences.

Top NAVChange: Contact Us / What’s Happening / Get Involved / SM linksTo: Request Info / News / Support WSC / Donate / SM links

News link to: http://workingskillscentre.com/category/news/Support WSC link to: http://workingskillscentre.com/get-involved/Donate link to: http://www.canadahelps.org/CharityProfilePage.aspx?CharityID=s12520Contact link to: http://workingskillscentre.com/contact-us/

NAVTake out home (logo is linked to home)*The final changes for the NAV to be determined by the WSC team

About Us (take out second About Us and link first About Us to main About Us page)     Programs     Director's Message (move from Skills Training)     Board of Directors     WSC Team

Suggestions:1. Link Annual Reports and

Strategic Directions from the About Us page and leave off main NAV

2. Remove Information Session from the NAV, and instead, create a side widget that sits on every page of the site and links to the page: http://workingskillscentre.com/about-us/information-session/

Settle-mentServices

Skills Training (take out second Skills Training and link first Skills Training to main Skills Training page)   About A.C.E.S.     Diploma Programs     Individual Courses (take out Certificate Programs from NAV, too long)     Fees and Schedules     Scholarships and Bursaries Success Stories (see earlier mention of this)

Career Pack-ages

Job Place-ment (take out second Job Placement link and link first Job Placement to Job Placement page)    Job Seekers    Graduation Services     Employers

Contact

 General:Put the site widgets on the right side of each page instead of left side. Ability to create landing pages for Google AdWords campaigns with forms

Blog function for Success Stories (will be renamed)A blog can be implemented onto the WSC WordPress site. This is a helpful promotion tool to promote the centre’s successful graduates.

People can subscribe to the blog through:RSS FeedSubscribe to a monthly email of blog postingsCan be categorized by date, topic, etc.

Social Media Recommendations

Facebook PageImmediate goal: increase likes

Target audience: Clients, Potential Clients, Individual Supporters Add a different landscape graphic (a nice photo of graduates from the latest grad

ceremony.

Increase LikesRight now, the WSC page only has 82 likes – WSC should have 1,000+ likes in order for page posts to be seen regularly in people’s newsfeeds. Right now, a bare minimum audience will see posts. To increase exposure on FB, I would suggest:

Promoting the FB page in any print advertising that WSB does Add a link at the bottom of staff email signatures Spend $5 day promoting page on FB to increase followers – go to

https://www.facebook.com/business/connect and see “Get More Page Likes” Ask teachers to encourage students to follow FB page for latest updates

Photos: Of WSC and A.C.E.S. Centre with descriptions Of smiling staff with descriptions Of graduation ceremonies with descriptions Of success stories and add a description of the success story Of Achilles Walk days with descriptions

Under About Page: Add more info about services offered Write about weekly information sessions and how to register Request info link to: http://workingskillscentre.com/contact-us/ Support WSC link to: http://workingskillscentre.com/get-involved/ Donate link to: http://www.canadahelps.org/CharityProfilePage.aspx?CharityID=s12520 Contact link to: http://workingskillscentre.com/contact-us/

Postings When posting a link, photo or video, add a short description Always include some sort of visual when posting Post 3-4 times per week, make sure the content is engaging Ask followers questions, initiate conversation Determine the page’s main audience? Is it existing students? Is it supporters? Write

posts that are specific to a certain audience

Ask people to write recommendations Write posts about the current job market in Canada and link to an article Write more about courses programs Promote weekly information session Promote free citizenship preparation program

Linkedin Company PageImmediate goal: attract more followersAudience: Individual Supporters, Corporate Partners, Alumni, Employers

Focus on posts that are targeted to the business community (press mentions, updates on fundraising campaigns, 35th anniversary gala, link to success stories on website

Encourage supporters/corporate/sponsors to follow page to increase exposure Focus on posting to the page so that it shows up on followers newsfeeds

YouTube Ideally it should be associated with the WSC gmail account Optimize channel Add icon and link to WSC website Add videos to graduation Develop and add testimonial videos

Google AdWordsAn application to Google Grants was submitted to Google on Saturday, May 25, 2013. WSC has been accepted into the program, and if our AdWords campaigns are approved, we will receive $10,000 per month in Google text advertising in AdWords. The activation process is underway.

Next Steps1. A Google AdWords account has been created2. Campaigns need to be setup.3. Once setup, the campaigns must be submitted to Google Grants again for review. 4. Will be notified by Google if any changes need to be made.5. Once we are given the green light by Google, will provide recommendations on

allocation train WSC staff to maintain account.

Initial Campaign Ideas for AdWords:1. Weekly Settlement Information Sessions2. SAP Experience3. Career Exploration4. Canadian Certification5. Newcomer Orientation6. Job Seekers7. Work Experience in Canada

Integrated Marketing IdeasBased on what has been covered, here are a few preliminary ideas on how to promote WSC based on resources/time

35th Anniversary GalaWebsiteA website will be set up to promote the eventA promotion on the homepage of WSC website

A widget from WSC on each page linking to the event website

AdWordsA phased Google AdWords campaign will begin as soon as the gala website is ready and tickets can be ordered with different segmented campaigns:

Campaign 1 – geared to supporting a good causeCampaign 2 – Corporate sponsorshipsCampaign 3 – WSC awareness

FacebookA Facebook event setup from the WSC face book pageA weekly post (including some sort of visual) about the event that could be:Targeted towards people buying tickets to the event and sharing with their friends

Encouraging alumni to come and support the centrePromoting the activities around the eventPromoting the speakers at the eventPromoting the theme, what sort of food is going to be served

LinkedInPost information about the event from the WSC LinkedIn pageAlways link to the WSC event siteFocus on sponsoring event, buying tickets to support a good cause

TwitterPost information at least once a week about the eventUse a hash tag #WSC35 (or something else) and encourage others to also use itFocus on how the event impacts the communityEncourage people to buy tickets and always link to WSC website or to event website

The main goal in promoting the event is to make the promotion on social media engaging and compelling to keep people’s attention. One idea would be to post a link to the graduation video and show how WSC has a vital impact on Toronto, and how the 35th gala is a place for everyone to celebrate.

Parked Items:

Download Xenu Link Checker o Create sitemap for website and submit to Webmaster toolso Schedule a monthly broken link check report

AdvertisingWhat sort of print advertising is being done at the moment?What is the budget?Is it effective?

Email MarketingWhat is currently being done in regards to email communications/marketing?What program is being used?Are emails compliant with anti-spam guidelines?What is the frequency?Does WSC have an email list segmented by audience?

Are emails being measured? LinkedIn Alumni GroupSet up an Alumni Group on LinkedIn to stay in contact with graduates of WSC, others who have used WSC services in one way or another

Twitter: Immediate goal: Encourage more interaction

Target audience: Individual Supporters, Corporate Partners, AlumniGoal: increase followers to 1,000 by December 2013

Recommendation: The Twitter account focuses on A.C.E.S. right now – would be more impactful to switch it to WSC so that a bigger variety of content can be shared

Add background graphicAdd hashtags to description

Ways to increase following: Change to WSC so we can tweet to a larger audience. Encourage interaction – ask questions Use hashtags in tweets so more people can discover you: #Toronto #Torontojobs #jobs Create a WSC hashtag #WSC and use with tweets as much as possible and encourage

others to do so Follow others RT others – relevant to WSC, training, job search, etc Share articles that would be helpful Share links to WSC site Promote upcoming events Create hashtag for 35th gala event #WSC35 Create lists: New to Canada, Working in Toronto, etc that follow relevant twitter accounts

Discuss how to promote WSC’s programs and: Achilles Walk Weekly Information Event about WSC A.C.E.S Programs Success Stories

WSC – Branding Aspect (Tagline)

- Creation of an effective tagline for WSC is imperative for our overall corporate and marketing strategy and most importantly for fundraising and special events.

- The tagline helps build awareness and create value and target firmly in audiences’ hearts, minds and wallets.  

- A strong tagline can provide a significant impact at little or no cost. - A crucial point is that 3 aspects should be aligned effectively to get the best fit that is

“The Tagline, Mission Statement and Implementation”. Our tagline should match and illustrate accordingly with our Mission Statement.

- The implementation process is the final stage after a tagline is finalized.

WSC – Tagline Options1) A Skill is a terrible thing to waste2) She did it. So can you3) Empowering immigrants since 19784) Creating Skills. Saving Talent5) Enhancing Skills, Creating Talent6) Diversifying Skills, Enhancing Talent7) Recognizing Talent, Embracing Diversity8) Designing Skills. Inventing Talent9) Advancing immigrant talent10) Connecting immigrants to careers11) We prepare people for work 12) Serving immigrants since 1978 13) Your career our objective14) Overcoming barriers to employment 15) Creating solutions for overcoming barriers to employment 16) Developing a skilled workforce for Toronto17) From underemployed to success18) Enhancing skills for a new workforce19) Where skills are crafted.....goals are reached20) Bridging the gap between immigrants and employers21) Opportunities through empowerment and expertise