Transcript Marketing-Tools-for-Client-Acquisition-NLC

2013 National
Leadership
Conference
Marketing Tools for Chapter
Client Acquisition
Cathy Christopher, SCORE Southern Utah
Kate Stoodley, SCORE Portland, ME
Session Agenda
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Introduction of SCORE Presenters
Increasing Awareness through Local PSAs & PR
Building Relationships in the Community
Email Marketing for Your Chapter
Online Marketing is the new Word-of-Mouth
Your SCORE Presenters
Cathy Christopher
Kate Stoodley
• Chair, Southern Utah SCORE
• Joined SCORE in 2011
• 35-years in Communications
industry with leadership
positions in Human Resources,
Customer Service, Professional
Services, Product Management
and Marketing
• Instrumental in the start-up
phase of several subsidiaries
involving the deployment of
leading-edge technologies and
business practices
• Workshop Presenter, Portland
Maine SCORE & SCORE client
• Joined SCORE in XXXX
• Social Media Marketing Specialist
who is launching her own firm
• Worked in advertising for
Entrepreneur Magazine and
Entrepreneur.com
• Former VP and Social Media
Director for a Bay Area nonprofit
Increasing Awareness through
Local PSAs & PR
Public relations is a long-term process, sending
messages to the public, designed to build and develop
the reputation of a brand over a period of time
Good PR = telling a good story
Goal:
• Increase awareness of your SCORE chapter’s efforts
and earn the public’s acceptance
• Get the word out about SCORE services to those
who could potentially “buy” from you.
Increasing Awareness through
Local PSAs & PR
Pros
Cons
Relatively low cost
Less control over message delivery
and placement
Large audience reach
Potential for media to find little
value in story
Highly credible form of promotion
Possibility of getting “bumped” for
more critical news story
Examples of successful PR campaigns:
• Harry Potter series
• PlayStation
• The Body Shop
Marketing Cookbook: Chapter 6
Step-by-step instructions for starting and improving your chapter’s
PR efforts
1. Form a Pro Bono Alliance with a PR Agency
2. Build Media Relationships
3. Get SCORE PSAs on the Air
4. Draft Press Releases
5. Distribute Your Release
6. Place ASK SCORE Columns in Newspapers
7. Expertise on the Air: Broadcast Ask SCORE Business
Segments
Download the entire Cookbook from the Volunteer Center Marketing
Resources page at http://volunteer.score.org/vc/marketing-resources
Best Practice Examples
Article placements in local papers (Southern Utah)
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Figure out an angle the reporter is interested in
“Do you want to do a story about SCORE?” does not work
3 new in-business clients after story ran that week
PSA Placements (March – June)
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20,035 TV Airings with $2.7 Million Value
34,513 Radio Airings with $2.1 Million Value
191,537,600 Impressions
Ask SCORE columns
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Regular columns for many chapters including Naples,
Lancaster, Annapolis,York, etc.
Form a relationship with the paper’s editor
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Present the value for their paper (not for SCORE)
PR Tools Available to Help You in the
Volunteer Center
How Do I Get Started with Public Relations?
• Media Talking Points
• SCORE Fact Sheet
• Ask SCORE Columns
• Press Release Templates
• PSA Distribution toolkit
• Success Story Template (Form 30)
• Model Release Form (Pictures & Video)
See these resources and more on the Volunteer Center PR Resources page at
http://volunteer.score.org/vc/pr-resources
SAO Working to Support Your PR Efforts
FY12 Media Audience Reach: 8.566 billion (+4%)
*Approximately 5 stories/week
• Email [email protected] with any PR questions
• Sign up to be a Media Mentor [email protected]
• Share Your Success Stories with our office
• Email to [email protected]
• Fill out the form online at www.score.org
• Fax the form to 703-487-3066
Building Relationships in the Community
Referral Building focuses on forming alliances with key
business community organizations by tailoring SCORE
services to meet their needs.
Goal: Community alliances recommend SCORE as the
preferred source of small business mentoring.
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Based on best practices from chapters such as Fairfield
County, CT, Naples, FL & Lancaster PA.
Doubled client success rate by increasing Follow-on
Rate from 45% to 70%.
Rationale for Referral Building
• Copies the “for-profit business” marketing reality.
• Uses best practices from our benchmark chapters’
experience.
• Emphasizes SCORE’s unique capacity to recruit, a
strength that no other small business mentoring
organization can match.
Marketing Cookbook: Chapter 3
Step-by-step instructions for building a referral outreach program
for your chapter
1. Build a Community Outreach Committee
2. Identify Potential Partners
3. Establish Referral Building Alliances
4. Locate Potential Sponsors
5. Draft a Memo of Understanding
6. Offer Tailored Seminars
7. Host Business Roundtables
8. Promote SCORE Through Partners
9. Recognize and Thank Partners and Sponsors
Download the entire Cookbook from the Volunteer Center Marketing
Resources page at http://volunteer.score.org/vc/marketing-resources
Best Practice Examples
South Palm Beach
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Greater Boca Raton Chamber of Commerce:
Partnership for Young Entrepreneurs Academy
Lynn University: 5th Annual Business Conference with
285 attendees
Ventura County
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Constant Contact Regional Development Director –
constantcontact.com/local-learning/index.jsp
Free Business Seminars: 300-400 attendees, 3 times a
year
Referral Building Tools Available to Help You
in the Volunteer Center
How Do I Get Started with Referral Building?
• Referral Building Process Guide, Webinar & PPT
• Build Your Referral Team Resources
• Databases for Local Leads
• Alliance Planning Worksheets
• Memo of Understanding Template
• Best Practice Examples
• Tailored Seminars and Roundtables Guidelines
• Talking Points and PPTs for Partner Meetings
See these resources and more on the Volunteer Center Referral Building page at
http://volunteer.score.org/vc/referral-building-community-outreach
SAO Working to Support Your
Referral Building Efforts
FY12 Web Visits from Referral Partners: 32%
• Email [email protected] with any Referral
Building questions
• Assign or Become a Marketing Rep for your
[email protected]
• Sign up to receive the Marketing Monthly emails
– [email protected]
Email Marketing for Your Chapter
Email marketing is a low-cost & effective approach for
promoting activities and services to prospects, clients
and mentors via action-oriented, targeted messages.
Goal: Attract new clients and retain existing clients as
mentoring clients and workshop attendees
• Email's ROI in 2011 was $40.56 for every dollar
spent on it. - DMA (2011)
• 54% of respondents in a consumer survey said they
had a more favorable opinion of the companies that
send them email. - Epsilon (Oct 2008)
Rationale for Email Marketing
Email marketing, of all promotional activities, is the:
• fastest,
• cheapest,
• highest return on investment.
It provides a fast “go to market” strategy for attracting new clients to
your chapter, and keeping existing clients engaged.
Each chapter has a free Constant Contact account.
• SCORE-branded templates provide an easy start
• Manage event registration with Constant Contact
• Up to 10,000 free contacts; 100 free events/month
Marketing Cookbook: Chapters 4 & 5
Step-by-step instructions for building a comprehensive email
marketing program
1. Grow Your Chapter with Email Marketing
2. Create a Chapter Newsletter
3. Increase Your Email Subscriber List
4. Invite Prospects/Clients to Mentoring
5. Convert Workshop/Event Attendees to Mentoring Clients
6. Encourage Clients to Return for Follow-On Sessions
7. Promote New Expertise to Existing Clients
8. Promote Mentor Expertise and Success
9. Highlight Local Client Successes
Download the entire Cookbook from the Volunteer Center Marketing
Resources page at http://volunteer.score.org/vc/marketing-resources
Best Practice Examples
Portland, ME
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Monthly Workshop Email Invites and Follow Up
Subscriber List: 1,100+
Open Rate: 19.2%
YTD Workshop Attendees: 1,300
Email Marketing Tools Available to Help You
in the Volunteer Center
How Do I Get Started with Email Marketing?
• Constant Contact Account Assistance
• Email Marketing Process, Overview and Best
Practices
• How to Upload Contacts
• Constant Contact Representative List
• Email Marketing SCORE volunteer expert list
• SCORE branded templates automatically in each
account
See these resources and more on the Volunteer Center Referral Building page at
http://volunteer.score.org/vc/online-marketing-resources
SAO Working to Support Your
Email Marketing Efforts
200,000+ Newsletter Subscribers
Focus: Filling Funnel for Mentoring Requests
• Email [email protected] with any Email
Marketing questions
• Assign or Become a Marketing Rep for your [email protected]
• Contact your Constant Contact Rep for assistance –
constantcontact.com/local-learning/index.jsp
Online Marketing is the New Word-of-Mouth
Online Marketing - especially Social Media - is electronic
communication through which users create online
communities to share information, ideas, personal messages,
and other content.
Goal: Engage new clients and retain existing clients, listening
to them and providing them with relevant content in a place
they feel comfortable receiving the info
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Increases your visibility with local entrepreneurs.
Gets the word out about local workshops & counseling events.
Lets you share local resources & generate interest.
Allows you to recognize client & volunteer success stories.
Allows you to communicate timely small business /
entrepreneur news and tips.
Rationale for Online Marketing
Millions Share Conversations & Information Online Each Day
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Be where your clients are.
Increase your local brand awareness.
Connect your chapter to local small businesses.
Focus your marketing time by reaching more of an
interested audience.
Monthly active Facebook users now total 85 million.
There are 175 million Tweets sent every day.
There are now 200 million LinkedIn Users.
Marketing Cookbook: Chapter 4
Step-by-step instructions for building a comprehensive social
media marketing program
1. Enhance Your Chapter Website
2. Engage Clients on Facebook
3. Keep Connected Through LinkedIn
4. Use Twitter to Stay Top-of-Mind
5. Create a Local Blog
6. Attract New Clients with Local Search Directories
7. SEO and Other Ways to Increase Traffic to Your Site
Download the entire Cookbook from the Volunteer Center Marketing
Resources page at http://volunteer.score.org/vc/marketing-resources
Best Practice Examples
Orange County, CA
• 1,845 Twitter Followers; 2-3 Tweets/Day
• 1,250 Facebook Likes; 50 engagements weekly
Portland, ME
• 121 Twitter Followers; 1-3 Tweets/Day
• 176 Facebook Likes; 10 engagements weekly
Online Marketing Tools Available to Help You
in the Volunteer Center
• How Do I Get Started with Online Marketing?
• Download the SCORE Social Media Guide
• Download social profile and thumbnail images in
the Social Media Image Kit
• Download the SCORE SEO Guide
• Download the SCORE SEO Best Practices
• Click here for ways to improve your chapter's SEO
today!
• Get a list of Chapters Using Social Media
See these resources and more on the Volunteer Center Referral Building page at
http://volunteer.score.org/vc/online-marketing-resources
SAO Working to Support Your
Online Marketing Efforts
16,000+ Facebook Likes; 200,000+ Impressions Monthly
16,000 Twitter Followers; 7,000,000 Audience Reach Monthly
7,000 LinkedIn Members
Don’t know what to post?
Start by sharing/retweeting content from the SCORE
National social media accounts:
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Facebook - www.facebook.com/SCOREFans
Twitter - www.twitter.com/SCOREMentors
YouTube - www.youtube.com/SCORESmallBusiness
LinkedIn - www.linkedin.com/groups?mostPopular=&gid=59189
Pinterest - http://pinterest.com/scorementors/
THANK YOU
Questions?
Email [email protected]
Call (800)634-0245