Marketing on a Beer Budget…with Champagne Results!

Presented by Gay DouglasMay 15, 2018

Do you have marketing envy?

Administrator, manager, leader, teacher or marketer?

Quick pollHow much formal post-secondary training in marketing do you have?

• A workshop or 2• A course in college• A course in university• A diploma in marketing• A degree in marketing• Other

What we’ll cover• Marketing 101

• Target market, YOUR market segments and strategies• Key messages• Types of marketing – traditional & non-traditional • The 4 Ps of marketing

• Branding – what’s YOUR brand? Your promise?• Brand losers, winners and makeovers• It’s all about Outcomes• Tips for cost-effective marketing

It’s not about how much money you spend –It’s about how much time you spend - building your brand - understanding your target market and - planning your strategies.

Marketing 101: The BasicsMarketing is about communicating the value of a product, service or brand to customers/clients for the purpose of promoting or selling that product, service, or brand.

The Target Market is a group of people toward which an organization has decided to aim its marketing efforts and ultimately its products, services or brand.

Who is YOUR target market?

Target Market• Segments of your Target Market:▫ Employment Ontario▫ Community Partners▫ Government▫ Volunteers Tutors, Board members, office volunteers

▫ Clients Potential learners, family members, friends Volunteers – board, office, tutors

• Others?• Do you use the same strategies to reach all

segments? Should you?

Types of MarketingTRADITIONAL NON-TRADITIONAL

• Word–of–Mouth• Print▫ Flyers, brochures, posters

• Media▫ TV, radio, newspaper

• Tradeshows• Events

(social/fundraising/media)• Website• Promotional products

• Social Media▫ Facebook, Twitter,

Instagram, Pinterest, Snapchat, others?

• Videos▫ YouTube

• Networking• Emails and E-blasts• Workshops & Webinars• Others?

Quick pollDoes your agency use

• Mostly traditional marketing methods• Mostly non-traditional marketing methods• A mix of both• Not sure

The 4 Ps

But there are 2 more…Pain + Problem

• What pain does your Target Market feel?• What problem do they have that you might solve ?• How do you know?• How can you tailor your marketing to tap into

their problems or pain?• What advantages do you offer? What results can

you influence?

BrandA brand is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others.

It’s your promise.

Brands are used in all sectors and for all products and services.

Brand promise“A brand promise is a value or experience an organization’s customers (learners, stakeholders, audiences) can expect to receive every single time they interact with them.

“The more they can deliver on that promise, the stronger the brand value in the mind of customers and employees. It’s the ‘emotional aftertaste’ that comes after an experience with your organization.”

- Ze Frank

Name that Brand

• Which Brand is this? • What’s the brand promise?

Know your Brand

When people think of your organization, what 3 words come to mind?

How do you know?

What’s your brand promise?

• Unique• Compelling• Memorable• Consistent• Measurable• Values-based• Outcomes-based

e.g. “Flexible learning” – how do you deliver on the promise?

Marketing is all about outcomes“Benefits or changes for the better during or after involvement with our services”• End results of our efforts• What your target audience didn’t have when

they started• Outcomes are experienced in 3 levels

3 Levels of outcomesShort Term: Learning

Awareness, knowledge, attitudes, opinion, motivation

↓Mid-term: Action

Behaviour, practice, skill↓

Long-term: ConditionsSocial, environmental, civic, economic

Possible outcomes for a Community partner• Find the services your client needs• Help your client succeed• Locate new resources• Improve the outcomes for your client• Information that can make your job easier• Others?

Possible outcomes for a Volunteer• Learn new skills• Become more aware of an important issue• Use your experience and knowledge• Meet new people• Make a difference• Be part of a team• Others?

Possible outcomes for a Learner• Learn new skills• Be better prepared for work or more learning• Meet others like you• Learn more about yourself• Understand yourself• Be better prepared for work and life• Manage your money• Be more confident…Others?

Quick pollDo you consider and use the desired outcomes of each segment of your target market in your marketing?

• Yes, always• Yes, to some extent• No• Not sure

Key messages• Keep it simple • Maximum of 3• Specific to Target Market segments

e.g. Learner• We care.• We treat you like an adult.• We offer a flexible schedule.

Target market segmentationGroceries Personal Shopping Gifts

Brand & logo makeover #1

Brand & logo makeover #2

Traditional marketing materials• Answer the 5 Ws▫ Who What Where When Why (& How)

• Focus on:▫ Benefits small classes, boutique offerings, safe environment

▫ Solutions upgrading, career prep, self-awareness, independence

▫ Results certificates, new skills, set & reach goals

• Avoid “feature puke”

Marketing materials• Use clear writing & design• Casual, inviting tone – like a conversation• Be consistent ▫ Logo placement, colour, font, etc.

• Do NOT use acronyms• Spell check and proof read!• Have someone else review

Examples: Good, bad or ugly?

Examples: Good, bad or ugly?

Eye-catching

Clear message & simple layout

Provides a solution

Photos add interest

Clear, easy to read

Answers the 5 Ws

States benefits

Speaks to the audience

Examples: Good, bad or ugly?

Examples: Good, bad or ugly?

What is this company?

Where are they located?

How do you act?

Background is too busy

Too many fonts

Hard to find information

Then there is the “L” word…Instead, use terms like:

10 top tips 1. Develop a marketing plano Template to follow

2. Strengthen your Brand o What is your promise? What makes you unique?

3. Use social media o Your students do

4. Utilize your learnerso Focus groups, tech resources, advice

10 top tips 5. Create free Yelp and Google listingso Make it easy for people to find you

6. Networko Appoint a passionate ambassador

7. Create (and use!) eye-catching business cardso Generate interest and move beyond silos

8. Invest in staff training and resourceso In-house marketing is cheaper than paying for it

10 top tips9. Use Vistaprint.ca or Moo.como If you want to shop local, negotiate

10. Hire an experto Not in your budget?o Check with your local community foundation or

United Wayo Find a marketing or graphic design studento www.99designs.ca o Other ideas?

Moving Forward Checklist• Develop a clear, consistent brand▫ What do you want your brand to be? To promise?▫ Survey your past and current

clients/stakeholders/staff/community partners ▫ What does your brand represent to them?▫ Does that match your ideal brand and promise?

Moving Forward Checklist• Develop a marketing plan▫ Who is your target market?▫ What do you know about them?▫ What are their desired outcomes?▫ What should be your key messages to each market?▫ What are you doing now? ▫ How different are your marketing efforts for each

market? What do you want to try?▫ …Then look at what you’re doing now

Questions and answers

Resources• CLO’s Social Media Marketing module “Marketing 101”

http://www.communityliteracyofontario.ca/wp/wp-content/uploads/smm/Marketing-101.pdf

• CLO’s Marketing Ourselves book http://www.communityliteracyofontario.ca/wp/wp-content/uploads/2013/08/marketing.pdf

• The Basics of Nonprofit Marketing http://www.guidestar.org/rxa/news/articles/2004/not-just-for-madison-avenue-the-basics-of-nonprofit-marketing.aspx

• 10 Marketing Lessons for All Nonprofits• http://www.classy.org/blog/10-marketing-lessons-for-all-

nonprofits

Thanks for joining us!Good luck with your marketing efforts.