TAKING YOUR MARKETING TO THE NEXT LEVEL For

TAKING YOUR MARKETING TO THE NEXT LEVEL For voluntary and community sector organisations October 2019

Please introduce yourself

Who you are Image is everything. Make sure people know who you are and what project you are representing. Mar t Trus in Doe tee, Sh Rot herh iloh, am Communications and Involvement Officer, for Voluntary Action Rotherham, the lead body for supporting, developing and promoting the voluntary and community sector in the Rotherham borough. PR Manager In-house, South Yorkshire Police

Establish a dialogue Reputation is a measurement of how much the community trusts you; educating your target audience about what your project does is essential for building a reputation. • As you earn good reputation, you will earn more privileges. • Poor reputation will lead to vice versa and failure. Trust Cost Reputation

Build trust

Reputation is built over time One way to build reputation is by posting good questions and useful answers, however … in the public domain reputation can quickly become dist orted and misun derstood

Organisations are building a brand Whether you realise it or not distinguishing factors about your project will build a picture in the eyes of clients and others. Ensure these factors don’t send any mixed messages. Is it two or three

Building a brand Trust Strategy Logo Value Concept Brand Design Adaption Marketin g Identity Advertisi ng

What is brand repositioning? A major change in positioning to a brand/service. The aim is usually to change a target markets understanding of a product or service. Example: The product / service could be emergency first response. Perhaps the brand image is slow and bureaucratic, when actually the brand needed to fit with strategic plans is to be fast and effective. Rebranding style with key messages and images, while keeping the public informed with meetings and roadshows will bring the exercise to life, especially if the strategy is fun, interesting and relevant.

Repositioning your brand

Rewards of successful rebranding • Integrating the organisation • Increase public trust and confidence • Reduce fundraising costs • Increase staff loyalty • Greater income Researcher Philippa Hankinson, of the University of Surrey, said: “Fundraising managers who regard their organisations as brands and perceive branding as beneficial to the charity generate more voluntary income than low brand-orientated fundraisers. "

So how do I market my organisation? What key words describe your organisation? Would you want to change them? Why? Positive Caring Community People Respectful Safe Protective Helping

What is marketing? “The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: • (1) identification, selection and development of a product, • (2) determination of its price, • (3) selection of a distribution channel to reach the customer's place, and • (4) development and implementation of a promotional strategy. ”

Key considerations when marketing Marketing is less to do with getting clients to pay for your service and more to do with developing the demand for client needs. Consider: • The service or product • Cost • Location • Audience • Evidence of need • Processes • Platform for promotion – Advertising, social media, leaflets, press etc Fill the need

Use principles • Corporate • Plan • Target • Consistent • Clear • Integrate • Be responsive • Keep a media log • Be personable and approachable

Using the media When doing a press release or media call consider: • Timing – for reach and engaging • Significance – clear information people will relate to / be intrigued by • Proximity – area of concern • Prominence – status • Communities of interest – intended audience • Is their potential for conflict / bad news • Know your journalist and how they work

You may consider digital marketing Benefits - Engage more people with increased reach - Build relationships with stakeholders - Access multiple channels - Cheaper than traditional marketing Ease of interaction - Call to action … Click here - Triggers … “Your subscription is expiring”

Using digital marketing Types - Display - Pay per click - Email - Social media - Content - Affiliate Use

Making digital marketing work for you Tools - Key word planner - Analytic Software - Scheduling - Search Engine Optimisation -A / B testing tools Search Engine Optimisation

Using social media Have you seen this comment on Facebook Social Media Mainstream media Search Online Reputation You can refer to the Voluntary Action Rotherham Website for a bitesize resource: So you think you want to use Social Media? ’ for tips on using social media. •

Questions? Resources are available here: http: //www. smallcharities. org. uk/resources-marketing-general/