Transcript Slide 1
MEETING MARKETING CHALLENGES THROUGH BRAND DEVELOPMENT Turning Peoples Passion into Change Regional Conference – Claregalway Hotel – 27th April 2009 Definition of Marketing American Marketing Association (October 2007) “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing in the C & V Sector Carmichael Centre Definition of Marketing “Marketing is the process that enables an organisation to identify, communicate and deliver the changes needed for its community” Branding in the C & V sector The relationships between an organisation and its stakeholders forms the bedrock upon which changes are achieved AND Brand development is the marketing process that enables successful relationships to be created and maintained over time Brand Development 1 Profiling your Market and Funding Opportunities Understanding Value “Price is what you pay. Value is what you get” Warren Buffet Value: principle, standard or quality considered worthwhile or desirable Brand Values of the British Red Cross: Trustworthy, Caring, Lifesaving, Impartial, Universal, Independent, Voluntary Service Brand Management Model Brand Affected By: Economics Societal Trends Organisational Culture Mission History & Values Competing Agencies Scope of Operations Affected by: Organisation Delivers Value Stakeholder Perceives Value Messages Beliefs Service Delivery Relationship Identity Service Reach Societal Factors Economics Access Functionality Competing Agencies Value for Money • Outputs and Outcomes are not a list of activities • Stakeholders perceive Value for Money differently: - Statutory agencies providing core funding - Corporate sponsors - Contributions from the general public Attracting Corporate Sponsors Three questions need to be answered: - Why do you need the corporate donation? - Why do you need the donation at this time? - Why can your charity be trusted to spend the donation wisely? Attracting Support from General Public You need to communicate a simple persuasive fundraising idea: Example: RNIB (UK) Every day 100 people start to lose their sight. We need your support to help rebuild lives devastated by sight loss. = (NEED) (SOLUTION) (NOW) Brand Development 2 Choosing a brand communication model that’s right for you! Where would stakeholders position your charity? Total Set Awareness Set Consideration Set Choice Set Decision Communication Issues • Communication is more likely to be effective if the source is perceived to have expertise or is likeable • The communication process starts with a clear concept of organisational identity • Charities must consider not alone how stakeholders are to be reached but how stakeholders can reach the charity • Employees, directors and volunteers must be aligned around the brand Brand Communication Model: 6 Steps 1. Identify the stakeholders with whom you want to build relationships 2. Create an organisational identity that reflects your values and one that is consistent across all points of contact i.e. logo, literature, services, visuals Brand Communication Model 3. Define the Brand Positioning Statement to encourage active commitment. Examples: “The computer for the rest of us” “The world’s information in one click” “Personal video broadcasting network” • What is your Brand Positioning Statement? Brand Communication Model 4. Create your brand message - who are you speaking to? - what stories will you tell? - what message do you want to convey? What are you promising your stakeholders? Brand Communication Model 5. Select the methods by which you will communicate: - Word-of-mouth - Public Relations - Direct Mailings - Sponsorship - Advertising - Social Media - Exhibitions & Seminars - Merchandising - Selling - Collaborative promotions - Web site & eCommunications Brand Communication Model 6. Evaluate the effectiveness of your brand communications! What “brand personality” or values have you conveyed?