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Marketing for
Success
Marketing your Centre in challenging
times.
Brant Early Years Centre Nov. 2013
Presented by: Gordon ...
Agenda
•

Introductions

•

Presenters Background

•

Breakdown of our 4 weeks together

•

Marketing 101

•

Times they a...
Background: Gordon Diver
•

Began my marketing career over 20 years ago in advertising for a national
telecommunications c...
Preparation for today
•

•

Conducted informal research of
my social channels and contacts
about their current and past da...
Workshop Format
•

Week One – Integrated Marketing Strategy:

Understand the various marketing channels that exist today;
...
Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Why do you matter?
As part of the research I
discovered many
interesting discussions.
For example, this video on
the Globe...
Who is your customer?
Is everyone of them motivated the
same way?
What are they trying to resolve?

Persona

Persona Tone
...
Where are they on their journey
ATTRACT

Prospects

CONVERT

Visitors

CLOSE

Leads

DELIGHT

Customers

Promoters

Blog

...
More than just Promotion

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Times they are a changin‟

Advance in Tech

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
4 P‟s are now the 4 C‟s
4 Ps Marketing

Conversion focus

4 Cs of Marketing

Product

Consumer

Price

Cost

Place

Conven...
Various marketing channels that exist

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Strategy
1

Set clear goals.
Clarify how you will reach objectives.

3

Define your social brand „voice‟.
Know how to appl...
Paid, Earned, Owned Media

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Objectives
Branding
Direct Sales
Indirect Sales
Research

Customer Service
Collaboration

• building or maintaining an ima...
Integrated Marketing – A definition
Definition:

A management concept that is
designed to make all aspects of
marketing co...
Planning – An example

Your Objective

Broadcast

Outdoor
Blog

Which
Channel
Print

Email
Social
Channel
Gordon Diver - D...
Getting your message right.

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Relax, Keep Calm and know you can.
• You may not be able do
everything – so find what
you can do well.
• You want to do
so...
Why Do Social?

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Importance of being a social business
Social offers:
• An opportunity to build rapport
• More “bang for your buck,” typica...
Social Media Explained

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Social Prospecting = Listening

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Social Media by the numbers
Facebook 1.15 million+ Total Users
Twitter 500 million+ Total Users
LinkedIn 238 million+ Tota...
How your communities may be using Social

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
What are your concerns about adopting social

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Common mistakes SMBs make on Social
Leaping in without a strategy and goals.
Lack of Brand Voice clarity.
Failure to engag...
Narrative – telling your story effectively

Gordon Diver - Diverse Acheivements - www.diverseachievements.com
Homework
For your homework:
1. Take a look at your current and past customers. Can you build a
profile (persona) for them....
Resources:
To help you prepare:

1. Buyer Persona: http://www.buyerpersona.com/ Adele Revella
2. Free Template from HubSpo...
Survey and Thank You
Next week we‟ll explore the various social channels that exist and the
benefits/concerns for each. No...
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Marketing for success_p1

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Part 1 of a 4 part series specifically for the Early Years community of child care providers.

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  • Housekeeping: Bathroom locations Break Questions Your learning objectivesStyle: Have slides and will link out to the web to show videos and demonstrate techniques Have a free flow session, but if we go too far, will ask you to park your question in the parking lot When I do these, we’ll (which means you) will have some work to do – Any objections to reporting back?
  • My informal research showed me that this topic matters and is universal.
  • Week Two: Which are the best social media channels for your businessWeek Three: Digital ContentWeel Four:The Basics of Analytics and Proposal Writing.
  • Marketing Basics:How many have a marketing plan that aligns with your business plan?How many have seen any recent market research for your industry? What was your key takeaway?What is your greatest threat to your business today? With full day kindergarten, how are you planning on offsetting your revenue losses?How do you currently market your business? Product/Service that you offer, how well can you articulate why you do what you do?Price – how was your pricing determined? What are your policies re: sick days, payment, receipting. How do you communicate your price and policies?Promotion – how do you advertise currently? Do you have a loyalty and referral program in place?Place – how did you determine where you’d locate? Did you give it any thought. Given the number of spaces you have, how large of a cacthement area do you have and do you know what your prospects/clients are looking for?How do you get current customers to help you reach prospective customers.
  • Thing that effect your customer persona:DemographicsPhyscographicsGeography
  • Your prospects and customers are all on a journey.
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • Up until about 8 – 10 years ago, the only real means of advertising was to create an ad (Print or Broadcast) – your message was one to many.Today, you have the ability to market 1 to 1, though many may see your communications.We’ve moved from disruptive technology (an ad that disrupts your next song, the rest of the show, the paragraph in the magazine) to a more inclusive process making information and opportunity to buy when and where they want. Especially since our audiences have gotten so very good at tuning us out.Give example
  • Now that our prospects have access to information 24/7 – it’s imperative that we think about our strategies.How and where are you going to connect with customers and prospects to ensure they hear your message.Can you think of who you need to be communicating with to let people know that you now have an availability?What’s in it for those considering leaving their kids with unlicensed caregivers, or Grandma and Grandpa?Who is taking advantage of the one sign-up portal?
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • Your marketing strategy needs to align with your business goals. A goal to make “more money” isn’t really a goal it’s an outcome of achieving your goals. By way of example you can increase your sales, and still not be making more money. Is everyone in the room familiar with your mission, values and business goals for the year?
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • As you can see, marketing touches more than just the acquisition phase. As you look to market, you’ll want to be aware of who you customers are and what issues they are trying to solve (pain points).Are all you customers and prospects coming to you for the same reason?Where do they currently turn to get the answers they need?What motivates them to place their children with you? Give Simon Sinek babysitting example (16yr from neighbourhood and 34 Let’s take a second to list some of their needs.
  • To have an effective integrated marketing campaign, it’s important to understand not only your business and marketing objectives and your customers. It will be in your best interests to have a consistent message and “voice”. So let’s look at an example of planning a message and then review how we’d change it for a scenario. We have a couple who’ve just had their first child. Lot’s of those, but one lives in the country, from a dual income family of both working professionals, own their home, and have family nearby. The second is a young couple, both working shift, renting their apartment with no family in town. Would you use the same message for both of them?
  • AudienceIdentify the target audienceDetermine the communication objectivesDesign the messageChoose the mediaChoose the channelsDevelop contentWe have a couple who’ve just had their first child. Lot’s of those, but one lives in the country, from a dual income family of both working professionals, own their home, and have family nearby. The second is a young couple, both working shift, renting their apartment with no family in town. Would you use the same message for both of them?
  • Do you know the difference?From the outside these couples look the same – but there is a difference. Factors that create a need to tweak your message per your audience?Environment, wealth,
  • By now you might be going – how in the world am I going to get all of this done. It’s ok, normal and why we’ll be spending 3 more weeks together.
  • One compelling reason: The Customers now control the conversation about your brand.
  • Provide examples of collaborations I’ve recently been involved with that started from social.
  • Transcript of "Marketing for success_p1"

    1. 1. Marketing for Success Marketing your Centre in challenging times. Brant Early Years Centre Nov. 2013 Presented by: Gordon Diver, Diverse Achievements Gordon Diver - Diverse Achievements - www.diverseachievements.com
    2. 2. Agenda • Introductions • Presenters Background • Breakdown of our 4 weeks together • Marketing 101 • Times they are a changing‟ Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    3. 3. Background: Gordon Diver • Began my marketing career over 20 years ago in advertising for a national telecommunications carrier in Toronto. • Have worked in the telecom, healthcare, financial services, business consultancy and marketing agency industries. • Have been a worker bee, manager and entrepreneur. • Began my pursuit of on line marketing in 2006, adding in-depth use of social media in 2010. • Most relevant to our time together, I‟m a father of a 12 year old, who spent time in formal and private daycare until he was 10. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    4. 4. Preparation for today • • Conducted informal research of my social channels and contacts about their current and past day care experiences (1750 contacts, of which 450 responded) Question: How did you find daycare for your children. How did you find your childcare? [PERCENTAGE ] [PERCENTAGE ] [PERCENTAGE ] Word of Mouth Web Search EYC Other • Average respondent, between the ages of 25 and 55 (65% female) in Canada and U.S. (60% ON, 20% Canada, 20% U.S.) • No traditional media used. Gordon Diver - Diverse Acheivements - www.diverseachievements.com [PERCENTAGE ] [PERCENTAGE Phone Book ] [PERCENTAGE Paper/Radio ]
    5. 5. Workshop Format • Week One – Integrated Marketing Strategy: Understand the various marketing channels that exist today; Understand how to identify your target market and their “persona”; Identify the steps necessary to build your goals and objectives, aligned with your business goals; Understand the steps to building an overall integrated campaign and why you should; Introduction of why “social media” matters; Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    6. 6. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    7. 7. Why do you matter? As part of the research I discovered many interesting discussions. For example, this video on the Globe and Mail. What do you take away from this video? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    8. 8. Who is your customer? Is everyone of them motivated the same way? What are they trying to resolve? Persona Persona Tone UNAWARE Needs Unknown HESITANT Need Awareness INVESTIGATIVE Needs More Info INVOLVED Needs Confirmed COMMITTED Needs Meet INVESTED Needs Solved
    9. 9. Where are they on their journey ATTRACT Prospects CONVERT Visitors CLOSE Leads DELIGHT Customers Promoters Blog Forms Email Events Keywords Calls-to-Action Social Media Social Media Social Media Landing Pages Workflows Smart Content Source: HubSpot Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    10. 10. More than just Promotion Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    11. 11. Times they are a changin‟ Advance in Tech Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    12. 12. 4 P‟s are now the 4 C‟s 4 Ps Marketing Conversion focus 4 Cs of Marketing Product Consumer Price Cost Place Convenience Promotion Communication The basic fundamentals still apply, they‟ve just changed to meet the new reality. Most notably, how promotion has become communication. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    13. 13. Various marketing channels that exist Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    14. 14. Strategy 1 Set clear goals. Clarify how you will reach objectives. 3 Define your social brand „voice‟. Know how to apply the tools and manage the information. 5 2 4 Know what success looks like. Learn how to tweak performance. Gordon Diver - Diverse Acheivements - www.diverseachievements.com 6
    15. 15. Paid, Earned, Owned Media Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    16. 16. Objectives Branding Direct Sales Indirect Sales Research Customer Service Collaboration • building or maintaining an image or reputation. • selling a product or service directly to users. • converting a user into a customer through the use of a conversion funnel. • finding out insights about your customers, your market, or your industry. • helping users who are already customers. • build a community that learns from and helps each other. Work together. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    17. 17. Integrated Marketing – A definition Definition: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    18. 18. Planning – An example Your Objective Broadcast Outdoor Blog Which Channel Print Email Social Channel Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    19. 19. Getting your message right. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    20. 20. Relax, Keep Calm and know you can. • You may not be able do everything – so find what you can do well. • You want to do something, so start testing and find out what works for your brand and your audiences. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    21. 21. Why Do Social? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    22. 22. Importance of being a social business Social offers: • An opportunity to build rapport • More “bang for your buck,” typically less expensive cost to execute. • An opportunity to expand your network that lead to face to face interactions Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    23. 23. Social Media Explained Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    24. 24. Social Prospecting = Listening Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    25. 25. Social Media by the numbers Facebook 1.15 million+ Total Users Twitter 500 million+ Total Users LinkedIn 238 million+ Total Users Google+ 500 million+ Total Users Pinterest 70 million+ Total Users Instagram 130 million+ Total Users Bottom line = MORE CHOICES Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    26. 26. How your communities may be using Social Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    27. 27. What are your concerns about adopting social Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    28. 28. Common mistakes SMBs make on Social Leaping in without a strategy and goals. Lack of Brand Voice clarity. Failure to engage. Inconsistency. Social Business takes time & commitment. Failure to analyze results. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    29. 29. Narrative – telling your story effectively Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    30. 30. Homework For your homework: 1. Take a look at your current and past customers. Can you build a profile (persona) for them. Use the persona builder you‟ll find here. Remember to focus on what motivates them to take action (get more information, call for a visit, enrol their child in your centre. 2. Write a 200 – 300 word story that demonstrates why you love doing what you do. What gets you excited about going to work in your centre? Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    31. 31. Resources: To help you prepare: 1. Buyer Persona: http://www.buyerpersona.com/ Adele Revella 2. Free Template from HubSpot – Marketers guide to creating a buyer persona. (Requires your email to get free download). 3. On line buyer persona tool Up Close and Personal (Ardath Albee and MLT Creative Inc.). Work through a persona by answering questions. 4. Building an effective IMC plan – WikiHow (just the 4 steps) Gordon Diver - Diverse Acheivements - www.diverseachievements.com
    32. 32. Survey and Thank You Next week we‟ll explore the various social channels that exist and the benefits/concerns for each. Now that you have started to identify your audience and their concerns/interests, you‟ll learn how to choose which of the numerous platforms may work best for you. To help I‟ve compiled a short survey to help me understand your business and use of social media, either personally or professionally. What concerns you have with integrating social into your current marketing efforts. You‟ll find the link here and it would be very useful for me to tailor our discussions. You can access it here. Finally, as a thank you, I‟m offering each of you a no obligation 1 hour consultation of your online presence. You‟ll receive a report of what you may be able to improve on to increase your traffic. Gordon Diver - Diverse Acheivements - www.diverseachievements.com
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