Transcript what is a key message

MARKETING & PUBLICITY
MARKETING PLAN
WHAT IS IT?
A statement of what you want to say. It should include:
• Target audience
• Key messages
• Marketing methods used
MARKETING & PUBLICITY
TARGETED MARKETING
WHO IS YOUR TARGET AUDIENCE?
It is who you want to communicate with.
• Specific demographic
• All students
• Staff
• External companies
MARKETING & PUBLICITY
TARGETED MARKETING
TARGETED MARKETING:
Target marketing is a differentiation in messages, marketing
mix and ultimately the execution of your marketing to
different demographics.
MARKETING & PUBLICITY
TARGETED MARKETING
TARGETED MARKETING:
Remember, The University has over 14,000 students:
• 62.3% of these students are female.
• 53.4% of students are over the age of 21 when they start
• 12.8% of students are International Students
• 28.7% of students study part time
• 9.4% of students study at neither Avenue or Park
Campus, but at one of our Partner Colleges.
• 6.8% have a known disability
MARKETING & PUBLICITY
TARGETED MARKETING
RESEARCH:
• Ask students what they want
• Investigate similar events/activities in the area
• Investigate similar organisations at other Students’
Unions
MARKETING & PUBLICITY
KEY MESSAGES
WHAT IS A KEY MESSAGE:
A Key Message is what you want your audience to
remember after reading your marketing. They’re your most
important take-aways, as the name would suggest, the key
information within your advertising.
MARKETING & PUBLICITY
KEY MESSAGES
CREATING A KEY MESSAGE:
You should also ensure that your key messages are:
• Believable
• Understood
• Drive your agenda
• Avoid negativity
• Enhance positivity
MARKETING & PUBLICITY
KEY MESSAGES
TARGETED MESSAGES:
Your target audience will influence and impact your key
messaging. We’ve identified that we have a varied student
population and that they need and want different things.
Bearing this in mind it naturally follows that your key
messaging to these student groups will be different.
MARKETING & PUBLICITY
METHODS
MARKETING METHODS:
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Posters
Flyers
Face to face promotion
The Union Website
Email Marketing
Facebook
Twitter
Plasma Screens in the Union
Press Releases or event invitations
MARKETING & PUBLICITY
METHODS
PRINTED MATERIAL:
Printed posters and flyers can be a great way to target
students in high footfall areas, but it is a method won
predominantly on the law of averages i.e. 1 in every 20
may read your poster or 1 in every 10 students flyered may
look up more information.
MARKETING & PUBLICITY
METHODS
PRINTED MATERIAL:
Keep posters simple. Stick to your key messages and don’t
try and clutter it with too much information or too many
colours or graphics.
Whether you’re printing a poster or a flyer, you must
include the Students’ Union logo if you are a Society or
Stallions logo if you are a Sports Club.
MARKETING & PUBLICITY
METHODS
FACE TO FACE PROMOTION
Face to face promotion is a fancy term for talking to
people. Often the best way to get your message out there
is to go out and talk to people yourself. It’s also the easiest
way to tailor your message to your different target
audiences.
MARKETING & PUBLICITY
METHODS
UNION WEBSITE
The Union Website is one of your best methods of
promotion. The Union website is visited by an average of
4000 unique users every month – that’s over 25% of every
student at the University!
MARKETING & PUBLICITY
METHODS
UNION WEBSITE
Sports and Society events on your webpages are synced to
the homepage so that students can see everything that’s
going on from the first page.
You can add news items, photos, documents – anything
you want to communicate with potential members. Plus
you can integrate your Facebook Page or Twitter feed.
MARKETING & PUBLICITY
METHODS
EMAIL MARKETING
Your membership list is built into the website, enabling you
to mass mail all of your members regarding fixtures,
events, meetings or campaigns.
MARKETING & PUBLICITY
METHODS
FACEBOOK
Facebook has changed the internet.
• 20% of all webpages visited last year in the UK were on
Facebook.
• Facebook has 300 million users and its pages receive 2.7
BILLION likes every day.
• Pages are preferable to groups for promotional
purposes.
MARKETING & PUBLICITY
METHODS
TWITTER
• 175 million tweets are tweeted every day.
• Twitter is a fantastic tool for creating buzz about your
organisation or event and expanding your reach, when
retweeted.
• Your Union webpages are built with twitter integration
so you can embed a twitter feed
MARKETING & PUBLICITY
METHODS
PLASMA SCREENS
The Students’ Union has a number of plasma screens in
our venues showing SubTV and SubInfo that can show your
sports club, society or event advertisement.
• There is no cost to this advertisement
• We need at least 3 days’ notice to upload it
• The file needs to be 856 x 480 pixels in size
MARKETING & PUBLICITY
METHODS
PRESS RELEASE
If you’ve got something big coming up that you really want
to shout about then think about writing a press release or
event invitation.
• NUNews is published 8 times a year with a circulation of
3000 students.
• Similarly NURadio and NUTube report throughout the
year on student activities
• And we have contacts with local media too!
MARKETING & PUBLICITY
ANY QUESTIONS?
YOU SHOULD NOW KNOW:
• How to target your marketing
• How to craft key messages
• Marketing methods you can utilise