Transcript Marketing CCE - Cornell University

T.G.I.F.
Marketing CCE
OCTOBER 24, 2014
FINGER LAKES REGION STAFFAPALOOZA 2014
Carla Dawejko
CCE-Steuben
Goals for Today’s Session
• Creating an elevator speech
• Showing impact to the community
• Marketing tools
• Creating a marketing plan
• Best use of flyers; using power words
• Marketing to the generations
• Recruiting for program enrollment
“In the end, it all comes down to marketing. That‘s a broad and overly
simplified definition, but truer than you might think. Marketing does
not create needs, it fulfills them. It does not generate needless sales; it
uncovers hidden wants and seeks to be the first to satisfy them.
Marketing learns all it can about its current and prospective audiences
and creates equity among those audiences members by exposing their
similarities and characterizing common needs through the promotion
of products and services designed to meet those needs.”
– Michael Muckian, One Day MBA in Marketing
Marketing is
breaking
through
the clutter
of all the
messages you see...
You have to
stop people
COL
D
with your
message.
Broadcasting CCE to the world…
• The Message
• Positioning Statement
• Elevator Speech
• Making the message persuasive
• The Audience
The Message
Communication
Channels
• Research methods
• Personas
• Generations
• Communication Channels
• Sending the message
• Supportive materials
• Strategic Planning
• Communication Plan
• Editorial Calendar
• Policies
The Audience
Strategic
Planning
You need to create
consistent communication
in order to build trust.
• People need to hear information 3-5 times in order to believe messages.
• Only 2-4% of all consumers will buy what you are selling today.
The
Message
Get everyone involved…
The
Message
Developing the Pitch
The
Message
Positioning Statement





What do you do?
Whom do you serve?
How are you different?
What is your impact?
What is the unique benefit people get from your work?
EXAMPLE
4-H is a positive youth development organization that
empowers young people to reach their full potential. A vast
community of more than 6 million youth and adults working
together for positive change, 4-H enables American’s youth
to emerge as leaders through hands-on learning, researchbased 4-H youth programs, and adult mentorships, in order
to give back to their local communities.
The
Message
Elevator Speech-1
 Problem & Solution
1. The Problem
2. Why It Matters
3. How you are fixing it
Everyone understands that small businesses need loans. Well, so do non
profits, but they often can’t get loans from banks. And in this terrible
economy, nonprofits are being swamped with requests for help and they
need to expand quickly. Forward Community Investments is a statewide
loan fund for these nonprofits, allowing them to expand to meet those
community needs.
The
Message
Elevator Speech-2
 Tell what sets you apart
1. What’s so special
2. An example/statistic
3. Endorsement/Testimonial
RISE is a national non-profit organization working to keep effective teachers in low income
schools. We know that effective teachers are key to student learning, but as many as 70% leave
low income schools within the first five years of teaching. We facilitate a working condition
survey at partner schools twice annually, giving schools valuable insight into what is currently
driving teachers to leave. We also make the survey results available to a pool of pre-screened
teachers who have experience working in low income communities so that when vacancies do
arise, teachers can make an informed decision about the school that’s the right fit for them,
resulting in a hire that’s more likely to last. This creates a marketplace where schools have a
The
powerful incentive to improve, and teachers are empowered to find schools where they can
Message
build a sustainable career. Over time, schools build stronger faculties of committed educators,
and students benefit form a stable and productive learning environment.
Elevator Speech-3
 Use the competition
1. Refer to a well known organization
2. Tell how you are the same/different
3. Tell a memorable fact about you
We work with the Nature Conservancy, but they are an international group
focuses mostly on saving land for rare plants and animals. We are a local
group, based here in Smithtown, and we work directly with local
landowners to help them conserve their property, including farmland. We
usually don’t buy the land, but instead help landowners find creative ways
to protect their property from development.
The
Message
Elevator Speech-4
 Use a metaphor
1. We are like…
2. The actions you take
3. Memorable Fact/Testimonial
Working Dogs for Conservation is like CSI for wildlife around the world. We
train our dogs to sniff out specific wildlife scats, live animals and plants.
Then scientists can extract DNA and verify species, sex, and sometimes
population size, range and kinship. And many of our dogs are rescued from
shelters – we save them and they help save wildlife and wild places.
The
Message
Elevator Speech-5
 Tell a specific story about
one person
I’m Ashley Parker with Community Support Services. We help people with
autism, like Ryan (insert a brief before/after description). We serve nearly
200 people like Ryan in Montgomery County, helping them live productive,
independent lives in our community.
The
Message
Making Your Message Persuasive
 Avoid jargon
 Tell them what they will get out of it, not how the organization benefits
 Keep it personal – tell stories – use video
 Use words to describe the heart and soul of your work
 Avoid weak words

Instead of “we believe…”, use “we are confident…”
 Always have a call to action

Sign up for a class

Can be as simple as directing them to your website
The
Message
Where is your message going?
There is no such thing as a general audience
The
Audience
Audience Research
• Surveys
• Focus Group
• Interviews
• Google Analytics
The
Audience
Audience Research
• Creating personas
Watches cable TV
The
Audience
What would Charlie Extension do?
Reaching out to different generations
The
Audience
Reaching out to different generations
The
Audience
Reaching out to different generations
The
Audience
Carrying the message to the target audience
• Informal
•
One on one meetings
• Formal
•
Presentations, workshops
• Low Tech
•
Business card, magnet, email signature, handouts
• High Tech
•
Website, social media, mobile apps, electronic news, video
Communication
Channels
Choose from activities and materials
CHANNELS
ACTIVITIES
MATERIALS
Television
Radio
Newspaper
Websites
Community centers
Street festivals
Laundromats
City Government Officials
Mail
Parks
Schools, colleges, training centers
Libraries
Rec Centers
Non Profit offices
Transportation Depots
Supermarkets
Fast food restaurants
Literature Racks
News conferences
Editorial board meetings at newspapers
Radio talk or call-in shows
Benefit race
Parades
Web links
Conferences
One-on-one meetings
Open houses
Speeches
Hotlines
Listservs
Information Fair
News releases
Flyers and brochures
Opinion editorials
Letters to the editor
Posters
Public service announcements
Bookmarks
Video presentations
Web pages
Social media
A float in a parade
Button, pins, ribbons
Promotional giveaways
Communication
Channels
Social Media
• Treat it like a business, not like your personal page
• Identify categories of posts and batch the writing process
• Schedule the posts
• Use a content calendar
• Share both relevant activities and content that captures the culture of the
organization
• Posts on Saturday and Sunday receive 69% higher interaction
Communication
Channels
Digital Messages
• Communicate to a non-technical audience
• Content should be simple and easy to skim
• Web users only read 28% of a page
• Keep it concise, use sub headings to break up long articles
Communication
Channels
Communication Plan
• Plan 1-3 years out, but check it every 6 months
• Work left to right: Mission, Goal, Strategy, Tactic and Measure of Success
Strategic
Planning
Increase
membership
levels.
Mission: To
improve the quality
of life in the
Southern Tier by
increasing our
member agencies
capacity for success.
Serve as a model
to regional
nonprofits for
good
communication
strategies
Motivate
community
members to
utilize our
services.
Communicate
regularly with
members
Educate
members about
our services and
their value
Maintain a
compelling and
consistent brand
Become proficient
in major
communications
tactics
Raise visibility of
our programs
Generate regular
media coverage
Develop professional
materials
Website
Site Traffic
Email Newsletter
Open Rates
Member Meetings
Event Attendance
Open Houses
Social
Networking sites
Mobile Technology
Academic
conferences
Develop program
specific
communication
plans
Material Audit
Twitter Followers
Mobile downloads
# of presentations
Programs using plan
Materials collected
Editorial Calendar
• 12-month grid for plotting all messages going out
•
Save the dates – invitations – newsletters – folo ups
• Can divvy up for the different audiences
Strategic
Planning
Policies
• Style Guide
• Email Guidelines
• Language Guide
• Media Guidelines
Strategic
Planning
Questions?
Carla Dawejko
Public Affairs Coordinator
3 Pulteney Square East, Bath, NY 14810
PutKnowledgeToWork.org
607-583-3224
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