1. An insight in to Third Sector marketing for those with better things to do with their money May 25, 2010

2. Paul Weinstein

• Who?

• What?

• Where?

• Why?

• When?

• How?

• 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

• Whenever youre ready

• The purpose of today!

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

• • 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...

• • Establish a memorable identity

• • Deliver a more appealing proposition

• • Present strong, credible values

• • Retain integrity of your brand

• • Attain greater awareness

• • Achieve wider appeal

• • 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

• • Think differently

• • Feel differently

• • Act differently

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

• • 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

• • Who; What; Where

• 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

• • 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!

• Engage

• Enlighten

• Encourage

• 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, Im moved

• • Yes, I want to find out more

• • Yes, I want to do something

• But how?

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 drown the message

• 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

• • 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

• • • a strong identity

• • • key points of difference

• • • a single-minded message

• • • a more connected supporter

• • • greater brand loyalty

• 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

• • • communication objectives

• • • positioning statements

• • • your key message

• • • tone of voice

• • • brand personality

• • • addresses tactical & strategic issues

• • • provides direction for the brand & future communications

• • • enables you to be proactive & take advantage of opportunities

Worth 850!

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