0
May 22, 2013 © Reuse Alliance 1
Master Reuser®
Certificate Program
Reuse Sector Training Module
May 22, 2013 © Reuse Alliance 2
• Participant Introductions
• Review Key Points of Sessions 1, 2 & 3
• Overviews on Brandi...
May 22, 2013 © Reuse Alliance 3
PARTICIPANT INTRODUCTIONS
Please Introduce Yourselves:
• Name
• Title
• Organization Name
...
May 22, 2013 © Reuse Alliance 4
Orientation
Review
PART ONE
May 22, 2013 © Reuse Alliance 5
REVIEW: ORIENTATION
What is the Reuse Sector?
• It is an industry made up of thousands of
...
May 22, 2013 © Reuse Alliance 6
REVIEW: ORIENTATION
What is the Reuse Alliance?
• A national nonprofit association that
in...
May 22, 2013 © Reuse Alliance 7
REVIEW: ORIENTATION
What’s Reuse’s Triple Bottom Line?
Environmental
• Diverts resources f...
May 22, 2013 © Reuse Alliance 8
What is the Master Reuser’s “Reuse
Sector Training Module”?
• A series of training webinar...
May 22, 2013 © Reuse Alliance 9
Why did we create Master Reuser?
To support reuse sector organizations across
the US in a ...
May 22, 2013 © Reuse Alliance 10
What Is the Training Schedule?
• Goal Setting & Project Planning (4/10)
• Stakeholder Man...
May 22, 2013 © Reuse Alliance 11
What will YOU need to do?
• Attend at least 7 of the 8 workshops
(scheduled twice a month...
May 22, 2013 © Reuse Alliance 12
REVIEW: ORIENTATION
What will YOU receive in return?
• 24 hours of professional training ...
May 22, 2013 © Reuse Alliance 13
What will the Reuse Alliance monitor?
• Post-session surveys will be collected and
analyz...
May 22, 2013 © Reuse Alliance 14
Session
Review
PART TWO
May 22, 2013 © Reuse Alliance 15
Define & Use S.M.A.R.T. (E.R.) Goals:
• Specific
• Measurable
• Achievable
• Results–base...
May 22, 2013 © Reuse Alliance 16
REVIEW: SESSION 1
Use Logic Models
to Map it Out:
Depict the flow of
materials & processe...
May 22, 2013 © Reuse Alliance 17
What & Why of Stakeholder Mgmt:
• Activities that support an organization’s
strategic obj...
May 22, 2013 © Reuse Alliance 18
Creating a Stakeholder Mgmt Initiative:
• Identify & Analyze (who’s who & what are
their ...
May 22, 2013 © Reuse Alliance 19
Financial Diversification:
• Word of mouth can draw out new donors
• Use targeted fundrai...
May 22, 2013 © Reuse Alliance 20
Fundraising:
• Know your project (SMART Goals)
• Develop a strategy with an array of tact...
May 22, 2013 © Reuse Alliance 21
Session 4:
Traditional &
Social Marketing
Webinar
PART THREE
May 22, 2013 © Reuse Alliance 22
During this webinar you will:
• Learn about branding, messaging and
marketing
• Create a ...
May 22, 2013 © Reuse Alliance 23
Common Barriers for Marketing
• 55% of organizations cite lack of
resources and/or leader...
May 22, 2013 © Reuse Alliance 24
Effective Marketing Strategies
• Targeting campaigns to audience segments
• Audience rese...
May 22, 2013 © Reuse Alliance 25
How Do You Market?
• What is YOUR STORY?
• Why is it UNIQUE?
MARKETING
May 22, 2013 © Reuse Alliance 26
What is Branding?
• Personifies organizations and their products
and services.
• Enable e...
May 22, 2013 © Reuse Alliance 27
Key Elements of Branding
• Marketplace position (who knows you)
• Drives identity (logo a...
May 22, 2013 © Reuse Alliance 28
BRANDING
5 Drivers of Branding
• Value – Do you deliver value for price?
• Accessibility ...
May 22, 2013 © Reuse Alliance 29
Shift Your Messaging Mindset
• Talk about PEOPLE – not the Organization!
• Think from the...
May 22, 2013 © Reuse Alliance 30
Make It Memorable, Make it Stick
• Forget flashy brochures & websites that
do cool tricks...
May 22, 2013 © Reuse Alliance 31
Get It Straight
• Use this description across ALL mediums
• Make the messaging more impor...
May 22, 2013 © Reuse Alliance 32
Don’t Tell the Wrong Story, to the
Wrong Audience
• Who you are trying to connect with?
•...
May 22, 2013 © Reuse Alliance 33
Before Creating your Message
• What is the biggest or most common
MISUNSDERSTANING people...
May 22, 2013 © Reuse Alliance 34
EXERCISE: Develop your Message
MESSAGING
Core Message:
Target Audience3:
Targeted Message...
May 22, 2013 © Reuse Alliance 35
Who is Your Target Audience?
• Clients
• Funders – Gov’t, Private, Corp.
• Donors – Indiv...
May 22, 2013 © Reuse Alliance 36
EXERCISE: Finding Target Audiences
Name 5 places you can find your
audience:
1. _________...
May 22, 2013 © Reuse Alliance 37
What Does Your Audience Value?
Talk to people
• Does your message resonate?
• Does it rea...
May 22, 2013 © Reuse Alliance 38
What Does Your Audience Value?
Use focus groups or surveys
• Free online tools (e.g. Surv...
May 22, 2013 © Reuse Alliance 39
Reach Your Target Audience
It’s about focus
• While the work you do is important,
you’re ...
May 22, 2013 © Reuse Alliance 40
EXERCISE: Reaching People
List 5 action verbs that explain your
work:
1. ________________...
May 22, 2013 © Reuse Alliance 41
Marketing Campaigns
These are coordinated, concerted, multi-
channel efforts to get certa...
May 22, 2013 © Reuse Alliance 42
Marketing Campaigns
A GOOD campaign should be:
• Designed - begin with desired goal
• Gro...
May 22, 2013 © Reuse Alliance 43
Organizing your Marketing Plan
Properly organized marketing plans
supports themselves lik...
May 22, 2013 © Reuse Alliance 44
Organizing your Marketing Plan
Start with a Goal (i.e. SMART goals):
• While the completi...
May 22, 2013 © Reuse Alliance 45
Organizing Your Marketing Plan
List your Objectives:
• These are more focused and specifi...
May 22, 2013 © Reuse Alliance 46
Organizing Your Marketing Plan
Meaningful objectives start with action
verbs & have four ...
May 22, 2013 © Reuse Alliance 47
Organizing Your Marketing Plan
Outline Strategies:
• ‘Where the rubber meets the road’
• ...
May 22, 2013 © Reuse Alliance 48
Develop a Marketing Plan Outline
List your Goals:
• What is your SMART goal?
List your Ob...
May 22, 2013 © Reuse Alliance 49
• Marketing Plan Success: marketing-plan-
success.com
• Leader to Leader: leadertoleader....
May 22, 2013 © Reuse Alliance 50
• Building Support for Communications:
comnetwork.org/Fall2003/presentations/i
nternal_su...
May 22, 2013 © Reuse Alliance 51
The DO’s of Media Releases
• Create & use a media release template
• Use a ‘boiler plate’...
May 22, 2013 © Reuse Alliance 52
The Don’ts of Media Releases
• Write it in first person
• Send one about something small,...
May 22, 2013 © Reuse Alliance 53
E-Marketing Software Services
For Newsletters, Fundraising Campaigns, Events
• Constant C...
May 22, 2013 © Reuse Alliance 54
Using the Internet
• Viral, social & widget-based marketing
isn’t just for the commercial...
May 22, 2013 © Reuse Alliance 55
GUEST SPEAKER INTRODUCTION
Willow Lundgren
Partner + Chief Strategy Officer
Sarah Rendo
C...
May 22, 2013 © Reuse Alliance 56
WOM has more than
TWICE the influence
of B2B Advertising,
Direct Mail, or
Press Coverage
...
May 22, 2013 © Reuse Alliance 57
Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking.
...
May 22, 2013 © Reuse Alliance 58
Give People a REASON to
TALK …
… make it EASY to tell
others
CONVERSATIONS = SOCIAL CURRE...
May 22, 2013 © Reuse Alliance 59
Think about
what
WOM
participants
VALUE
SOCIAL (MEDIA) PSYCHOLOGY
May 22, 2013 © Reuse Alliance 60
Make FRIENDS …
Turn FRIENDS into
SHOPPERS & DONORS …
Turn SHOPPERS & DONORS
into EVANGELI...
May 22, 2013 © Reuse Alliance 61
DOES SOCIAL MEDIA MATTER?
May 22, 2013 © Reuse Alliance 62
REACH
percent of the world’s
online population
reached by social
networks
May 22, 2013 © Reuse Alliance 63
percent of time online spent on
social networks
Source: ComScore
TIME
May 22, 2013 © Reuse Alliance 64
TRUST
percent trust friends
Source: ComScore
May 22, 2013 © Reuse Alliance 65
Social media puts
socializing and
marketing together
You can interact with
‘followers,’ ‘...
May 22, 2013 © Reuse Alliance 66
Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking.
...
May 22, 2013 © Reuse Alliance 67
10%
of Americans,
influence the other
90%Source: The Influentials, Jon Berry & Ed Keller,...
May 22, 2013 © Reuse Alliance 68
Mavens – 20% of online
influencers. Post very frequently
and get their social worth from
...
May 22, 2013 © Reuse Alliance 69
TALKERS: AWARE OF REUSE CENTERS
May 22, 2013 © Reuse Alliance 70
TALKERS: WHO ARE YOURS?
• Value conscious?
• Eco conscious?
• Mission driven?
• DIY/craft...
May 22, 2013 © Reuse Alliance 71
TALKERS: COMMUNITIES
May 22, 2013 © Reuse Alliance 72
TALKERS: COMMUNITIES
May 22, 2013 © Reuse Alliance 73
THE 5 T‘S OF WORD OF MOUTH
May 22, 2013 © Reuse Alliance 74
TOPICS: BE DIVERSE
May 22, 2013 © Reuse Alliance 75
TOPICS: BE SILLY
May 22, 2013 © Reuse Alliance 76
TOPICS: TELL A STORY
May 22, 2013 © Reuse Alliance 77
THE 5 T’s OF WORD OF MOUTH
May 22, 2013 © Reuse Alliance 78
SOCIAL MARKETING:
INSIGHT & ENGAGEMENT
May 22, 2013 © Reuse Alliance 79
• A social network system
• Connect with others, have
discussions, share photos &
informa...
May 22, 2013 © Reuse Alliance 80
TOOLS: IDEA SHARING
May 22, 2013 © Reuse Alliance 81
Social sites that reuse centers use most to
increase online awareness:
89%
80%
store webs...
May 22, 2013 © Reuse Alliance 82
Average number items posted online / month:
Up to 10 items 31%
10 to 25 items 29%
25 to 5...
May 22, 2013 © Reuse Alliance 83
TOOLS: SHARE INVENTORY
May 22, 2013 © Reuse Alliance 84
TOOLS: LET CUSTOMERS SHARE
May 22, 2013 © Reuse Alliance 85
TOOLS: SAVE TIME PUBLISHING
Pressed for Time? Link
your accounts!
• Add stories, images, ...
May 22, 2013 © Reuse Alliance 86
SOCIAL MARKETING - BEST PRACTICES
Doing It Well:
• Find & follow your stakeholders
• Reme...
May 22, 2013 © Reuse Alliance 87
THE 5 T’s OF WORD OF MOUTH
May 22, 2013 © Reuse Alliance 88
TAKE PART: PERSONALITY
May 22, 2013 © Reuse Alliance 89© Reuse Alliance
PERSONAL TWITTER: Listen
May 22, 2013 © Reuse Alliance 90
PERSONAL TWITTER: Speak
May 22, 2013 © Reuse Alliance 91
TWITTER @PlanetReuse
May 22, 2013 © Reuse Alliance 92
TWITTER: @/PlanetReuseMrkt
May 22, 2013 © Reuse Alliance 93
Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking.
...
May 22, 2013 © Reuse Alliance 94
3 hours: shelf life (in hours) posts are relevant
on Facebook & Twitter
50 percent of onl...
May 22, 2013 © Reuse Alliance 95
BEST TIMES TO POST
May 22, 2013 © Reuse Alliance 96
• Digital social is here to stay!
• If you’re thinking “someone must have
already thought...
May 22, 2013 © Reuse Alliance 97
Want even more social
media goodness?
Sign up for PlanetReuse’s weekly
“inspiration blast...
May 22, 2013 © Reuse Alliance 98
Get Informed / Share the Latest Info:
• WOM Marketing Assoc: http://womma.org
• Google Al...
May 22, 2013 © Reuse Alliance 99
Questions
& Answers
May 22, 2013 © Reuse Alliance 100
For more information contact:
Facilitator: MaryEllen Etienne
Email: maryellen@reuseallia...
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Ra Master Reuser Certification Program Session 4 marketing ppt final

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This presentation is part of the Reuse Alliance is a national [501(c)3] nonprofit that is working to increase awareness of reuse by educating the public about its social, environmental and economic benefits.

VISION:

We envision a world where people are actively engaged in the reuse movement and as a result have created a cleaner environment and a greener economy for their communities.

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  • If you are wondering if these new social media channels matter, they do. What do we mean when we say “Social Media”? Online social communications vehicles that help WOM -- opinions, insights, experiences, perspectives and media. -- spread online include efficiently email, blogs, product review sites, discussion boards, newsgroups, IM, social networks, video- and picture-sharing services and wikis. Collaboration possible within organizations in all new ways. INSIGHT - ENGAGEMENT - MEASUREMENT Staggering #s: Video-sharing site You Tube streams 100 million videos / day. That’s equivalent of reaching 1/3 of the U.S. population. Or the equivalent of two Super Bowl audiences. Social networking site Facebook is adding 1 million new members each week. Facebook isn’t a single social network. It’s thousands of mini networks clustered around shared interest. MySpace isn’t just for kids anymore: 33% of their members are over 45 50% are 35 or over 80% are 18 or older -- staggering number. No wonder a watershed event in US politics is imminent: First primary here B4 any state Social media is a game-changer for business and culture. If your brand is relevant you are being talked about and it’s impacting your bottom line. Customer Review Sites - seeing more and more user-generated product info 77% reported increased traffic - Improves conversion - Higher average order value What’s more valuable: 100 passionate customers online discussing your product and category, or 1,000 people who see your banner ad? Even though we know that 71% of all WOM takes place face to face, online behavior is a proxy for offline word of mouth. OPPORTUNITY: MULTI-VARIANT TESTING OF CONCEPTS FOR VERY LOW COS
  • Also come to understand that 10% of Americans tell the other 90% how to vote, where to eat and what to buy … On the Internet, the 1% Rule is at play. Varies by content. Lots more content consumers than creators w hich creates a Network Effect
  • IF YOU’RE GOING TO TAKE ONE THING AWAY TODAY…it’s THIS While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people. Conversations are SOCIAL CURRENCY. Not going to SQUANDER RELATIONSHIP CAPITAL telling friends and family about products and experiences that aren’t relevant or interesting.
  • IF YOU’RE GOING TO TAKE ONE THING AWAY TODAY…it’s THIS While it sounds simple enough, it is indeed part art, part science and part sea change in how we think as business people. Conversations are SOCIAL CURRENCY. Not going to SQUANDER RELATIONSHIP CAPITAL telling friends and family about products and experiences that aren’t relevant or interesting.
  • RELEVANT - USEFUL - ENTERTAINING Word of Mouth so effective because it’s real people talking to real people. * Natural, genuine, spontaneous process * People seeking advice from each other * It’s the voice of the customer * Positive and negative
  • Caveat notes: If you follow me, you may read swearing, etc occasionally. Also, I can’t speak about policy, archiving, etc. but do have *some* insights Experts: way more time on their hands. Tell story about blog posts about doing social media right
  • Half a billion registered profiles 175 million tweets / day Lady Gaga: 20 million followers Tweets containing “interesting content” most likely to be retweeted 69% follow others based on the recommendation of friends
  • -talk about each element of page This is online representation of Twitter. However, there are many different “clients” for Twitter
  • Facebook: Almost 72% of all US Internet users are now on Facebook 35+ demographic is growing / over 30% of FB user base My 86-yo Mom is on Facebook Core 18-24 year-old segment is growing fastest 74% year on year 57% of People talk to People More Online…than they do in Real Life A record 750 million photos were uploaded to FB on New Year’s weekend.
  • External Apps Overview: Hootsuite & Posterous TweetDeck, Tweetie, etc Selective Twitter for Facebook (#fb) URL Shortners ( http://bit.ly ) And many others …
  • We assume that the ratio of donations to engagements can be used to assume how many people engaged will act further, i.e. the number of donors that receive the email who will post the link to Facebook Every time they get someone to do something they gain a specific ratio of tons, sales and donations You can track what people do, you cannot track awareness From a base number of engagements approximately X% will engage further It doesn't matter if overlap of individuals, we are counting Actions/engagements not # of people reached Exponential Growth year over year
  • Transcript of "Ra Master Reuser Certification Program Session 4 marketing ppt final"

    1. 1. May 22, 2013 © Reuse Alliance 1 Master Reuser® Certificate Program Reuse Sector Training Module
    2. 2. May 22, 2013 © Reuse Alliance 2 • Participant Introductions • Review Key Points of Sessions 1, 2 & 3 • Overviews on Branding, Messaging & Marketing Plans • Q & A • Break • Guest Speaker Introductions • Case Study on Word of Mouth and Social Marketing • Q & A AGENDA
    3. 3. May 22, 2013 © Reuse Alliance 3 PARTICIPANT INTRODUCTIONS Please Introduce Yourselves: • Name • Title • Organization Name • Type of Reuse Organization • What interests you about this topic?
    4. 4. May 22, 2013 © Reuse Alliance 4 Orientation Review PART ONE
    5. 5. May 22, 2013 © Reuse Alliance 5 REVIEW: ORIENTATION What is the Reuse Sector? • It is an industry made up of thousands of reuse-based organizations (non-profit and for-profit) around the country. • These organizations either facilitate the exchange or sale used goods; sell designed- for-reuse/reusable products; and/or offer reuse-based services.
    6. 6. May 22, 2013 © Reuse Alliance 6 REVIEW: ORIENTATION What is the Reuse Alliance? • A national nonprofit association that increases public awareness of reuse and its triple bottom line benefits. • We strengthen reuse-based organizations with capacity-building programs and services. • Formed in 2005 in New York City as a regional network. • Became a national association in 2009.
    7. 7. May 22, 2013 © Reuse Alliance 7 REVIEW: ORIENTATION What’s Reuse’s Triple Bottom Line? Environmental • Diverts resources from landfill • Is a form of green purchasing • Reduces need for energy/raw materials Economic • Provides cost savings to businesses • Is a source of green collar jobs Social • Offers communities valuable resources
    8. 8. May 22, 2013 © Reuse Alliance 8 What is the Master Reuser’s “Reuse Sector Training Module”? • A series of training webinars designed to improve the skills of employees of reuse sector organizations, while allowing them to take back tools that will help increase the operational effectiveness of their organizations. REVIEW: ORIENTATION
    9. 9. May 22, 2013 © Reuse Alliance 9 Why did we create Master Reuser? To support reuse sector organizations across the US in a cost-effective, time-efficient, & eco-friendly manner. By offering this program we can help: • Improve reuse-oriented operations • Increase viability of the reuse sector • Facilitate networking & cross-sector communications REVIEW: ORIENTATION
    10. 10. May 22, 2013 © Reuse Alliance 10 What Is the Training Schedule? • Goal Setting & Project Planning (4/10) • Stakeholder Management (4/24) • Budgeting & Funding Diversification (5/8) • Marketing Skills (5/22) • Taxes, Risk and Liability (6/5) • Retail & Warehousing (6/19) • Strategic Partnerships (7/3) *may reschedule • Program Evaluation & Reporting (7/17) REVIEW: ORIENTATION
    11. 11. May 22, 2013 © Reuse Alliance 11 What will YOU need to do? • Attend at least 7 of the 8 workshops (scheduled twice a month) • Actively participate in the process (you get more out of it, when you put more into it) • Submit a brief questionnaire after each session. • Be willing to take part in a post-training evaluation. REVIEW: ORIENTATION
    12. 12. May 22, 2013 © Reuse Alliance 12 REVIEW: ORIENTATION What will YOU receive in return? • 24 hours of professional training & networking opportunities • Certificate of completion • Additional technical assistance that will reinforce their organizational integration of the learned skills. • Access to ongoing discussion and knowledge transfer on the program’s wiki.
    13. 13. May 22, 2013 © Reuse Alliance 13 What will the Reuse Alliance monitor? • Post-session surveys will be collected and analyzed • We’ll create a report at the end which will help illustrate self-reported behavioral changes among participants, in addition to additional feedback from stakeholders at their organization. REVIEW: ORIENTATION
    14. 14. May 22, 2013 © Reuse Alliance 14 Session Review PART TWO
    15. 15. May 22, 2013 © Reuse Alliance 15 Define & Use S.M.A.R.T. (E.R.) Goals: • Specific • Measurable • Achievable • Results–based • Time-bound • Evaluate and Recreate/Replicate REVIEW: SESSION 1
    16. 16. May 22, 2013 © Reuse Alliance 16 REVIEW: SESSION 1 Use Logic Models to Map it Out: Depict the flow of materials & processes to reach your goal. How to Reach your SMART Goals: • Inputs (Money/Staff/Materials needed for activities) • Activities (Steps to transform inputs to outputs) • Outputs (Services needed before objectives occur) • Objectives (Desired endpoints to help meet goal) • Goals (S.M.A.R.T.E.R.)
    17. 17. May 22, 2013 © Reuse Alliance 17 What & Why of Stakeholder Mgmt: • Activities that support an organization’s strategic objectives by interpreting and influencing external and internal environments & creating positive relationships with stakeholders by managing expectations & agreed objectives. • Your company exists within a community & good neighbors lead more fulfilled lives! REVIEW: SESSION 2
    18. 18. May 22, 2013 © Reuse Alliance 18 Creating a Stakeholder Mgmt Initiative: • Identify & Analyze (who’s who & what are their needs/concerns) • Create a Matrix (position them according to level of influence/impact they can have) • Engage (get to know them, discuss & agree on a set of values they will abide by) • Follow-up Comms (after agreeing who gets what level of detail & how - stick to it) REVIEW: SESSION 2
    19. 19. May 22, 2013 © Reuse Alliance 19 Financial Diversification: • Word of mouth can draw out new donors • Use targeted fundraising for projects/ special needs (vehicle, workshops, etc.) • Set a “give or get” rule for your Board • People want to help, but need to be asked! • Offer a variety of online donation options (money, time, in-kind) • Don’t forget the value of in-kind support • Keep stakeholder communication open REVIEW: SESSION 3
    20. 20. May 22, 2013 © Reuse Alliance 20 Fundraising: • Know your project (SMART Goals) • Develop a strategy with an array of tactics • Create a project outline (5 W’s & How) & need statement (stats, why is it important?) • Make it compelling (develop proposals that communicate need succinctly, no jargon) • Get support (partners, stakeholders, etc.) • Know a funders interests, funding history, and proposal submission process • Don’t change your mission to make it fit! REVIEW: SESSION 3
    21. 21. May 22, 2013 © Reuse Alliance 21 Session 4: Traditional & Social Marketing Webinar PART THREE
    22. 22. May 22, 2013 © Reuse Alliance 22 During this webinar you will: • Learn about branding, messaging and marketing • Create a simple marketing plan to position your organization in a unique niche • Find out how to build your organization's reputation and increase its presence through traditional and social marketing • Find resources to support your plan INTRODUCTION
    23. 23. May 22, 2013 © Reuse Alliance 23 Common Barriers for Marketing • 55% of organizations cite lack of resources and/or leadership support • 32% cited lack of clarity in messaging and marketing agenda • 52% frustrated by fundraising, media coverage, or other marketing goals Source: http://www.fundraising123.org/article/2007-nonprofit-marketing-survey- findings MARKETING
    24. 24. May 22, 2013 © Reuse Alliance 24 Effective Marketing Strategies • Targeting campaigns to audience segments • Audience research - track ROI & Impact • Training colleagues, volunteers and board on marketing plans and messages • Integrating confusing communication silos so marketing is coordinated (fundraising, customer, volunteer, etc.) • Experimenting with Web 2.0 (learn what works for you & what doesn't) MARKETING
    25. 25. May 22, 2013 © Reuse Alliance 25 How Do You Market? • What is YOUR STORY? • Why is it UNIQUE? MARKETING
    26. 26. May 22, 2013 © Reuse Alliance 26 What is Branding? • Personifies organizations and their products and services. • Enable entities to create emotional connections with customers and potential customers • The goal of branding is to get have more frequent customer “usage” and greater customer loyalty. MARKETING
    27. 27. May 22, 2013 © Reuse Alliance 27 Key Elements of Branding • Marketplace position (who knows you) • Drives identity (logo and tagline) • Aids in word of mouth communication • Brands should be developed so they can be built-upon, strengthened, extended into new product/services (e.g. Building Materials Reuse Center that adds a Decon Service) BRANDING
    28. 28. May 22, 2013 © Reuse Alliance 28 BRANDING 5 Drivers of Branding • Value – Do you deliver value for price? • Accessibility – Do customers perceive your brand as convenient? • Awareness – Are key stakeholders aware of you/your brand? • Differentiation – Are you unique or compelling in some way? • Emotional Connection – Does your brand connect? (e.g. PDX ReStore “ReStories”)
    29. 29. May 22, 2013 © Reuse Alliance 29 Shift Your Messaging Mindset • Talk about PEOPLE – not the Organization! • Think from the audience’s perspective – what’s ‘New’ to you, isn’t ‘News’ to others • REUSE IT - Don’t Re-Invent the wheel; use your message over & over to make it stick • KISS - Keep it simple to get their attention; avoid jargon & acronyms • Think of it like a first date – Would you tell your life story on a first date!? MESSAGING
    30. 30. May 22, 2013 © Reuse Alliance 30 Make It Memorable, Make it Stick • Forget flashy brochures & websites that do cool tricks. • The most important thing you need is a SHORT message with STRONG, POWERFUL, and EMPOWERING language that everyone uses CONSISTENTLY. • Your MESSAGE is not your MISSION! MESSAGING
    31. 31. May 22, 2013 © Reuse Alliance 31 Get It Straight • Use this description across ALL mediums • Make the messaging more important • We have an important message about our social & environmental services - it must be told, BUT HOW? MESSAGING
    32. 32. May 22, 2013 © Reuse Alliance 32 Don’t Tell the Wrong Story, to the Wrong Audience • Who you are trying to connect with? • Each will connect in a different way • Keep it consistent – use similar language, be consistent with your org’s brand • Remember, some audiences need more info, while others need less MESSAGING
    33. 33. May 22, 2013 © Reuse Alliance 33 Before Creating your Message • What is the biggest or most common MISUNSDERSTANING people have? • What DIRECTION are you moving in? • When someone hears your org name, what do you WANT them to assume? • What DON’T you want them to assume? MESSAGING
    34. 34. May 22, 2013 © Reuse Alliance 34 EXERCISE: Develop your Message MESSAGING Core Message: Target Audience3: Targeted Message Targeted Message Targeted Message Target Audience2:Target Audience1:
    35. 35. May 22, 2013 © Reuse Alliance 35 Who is Your Target Audience? • Clients • Funders – Gov’t, Private, Corp. • Donors – Individuals, Business • Public Policy Makers MARKETING PLAN
    36. 36. May 22, 2013 © Reuse Alliance 36 EXERCISE: Finding Target Audiences Name 5 places you can find your audience: 1. __________________ 2. __________________ 3. __________________ 4. __________________ 5. __________________ MARKETING PLAN
    37. 37. May 22, 2013 © Reuse Alliance 37 What Does Your Audience Value? Talk to people • Does your message resonate? • Does it reach your audience? • How do they want to hear from you? • How often? MARKETING PLAN
    38. 38. May 22, 2013 © Reuse Alliance 38 What Does Your Audience Value? Use focus groups or surveys • Free online tools (e.g. Survey Monkey) help you develop surveys & analyze results MARKETING PLAN
    39. 39. May 22, 2013 © Reuse Alliance 39 Reach Your Target Audience It’s about focus • While the work you do is important, you’re not going to win over everyone. • Let go of the audiences who aren’t going to listen, and FOCUS on those who will! • Communicate to those already vested in your cause, first. • But don’t limit your communication to this audience – once they’re on board, build on this base. MARKETING PLAN
    40. 40. May 22, 2013 © Reuse Alliance 40 EXERCISE: Reaching People List 5 action verbs that explain your work: 1. __________________ 2. __________________ 3. __________________ 4. __________________ 5. __________________ MARKETING PLAN
    41. 41. May 22, 2013 © Reuse Alliance 41 Marketing Campaigns These are coordinated, concerted, multi- channel efforts to get certain people to take an action. MARKETING PLAN
    42. 42. May 22, 2013 © Reuse Alliance 42 Marketing Campaigns A GOOD campaign should be: • Designed - begin with desired goal • Grounded - from audience’s perspective • Inescapable - stake a unique competitive position • Emblematic - of your cause • Flexible - be able to build on it • Tested - get feedback MARKETING PLAN
    43. 43. May 22, 2013 © Reuse Alliance 43 Organizing your Marketing Plan Properly organized marketing plans supports themselves like a pyramid. MARKETING PLAN
    44. 44. May 22, 2013 © Reuse Alliance 44 Organizing your Marketing Plan Start with a Goal (i.e. SMART goals): • While the completion of the goal signifies the end of your plan, the objectives, strategies & tactics are the means to that end. MARKETING PLAN
    45. 45. May 22, 2013 © Reuse Alliance 45 Organizing Your Marketing Plan List your Objectives: • These are more focused and specific, and the best-formulated objectives express results as measurable outcomes. MARKETING PLAN
    46. 46. May 22, 2013 © Reuse Alliance 46 Organizing Your Marketing Plan Meaningful objectives start with action verbs & have four parts, which: • Identify a specific audience being addressed • State a measurable outcome • Set an attainment level • Set a timeframe MARKETING PLAN
    47. 47. May 22, 2013 © Reuse Alliance 47 Organizing Your Marketing Plan Outline Strategies: • ‘Where the rubber meets the road’ • Rarely is one strategy enough to fully accomplish an objective. • Likewise, it is not unusual for a single strategy to serve multiple objectives. MARKETING PLAN
    48. 48. May 22, 2013 © Reuse Alliance 48 Develop a Marketing Plan Outline List your Goals: • What is your SMART goal? List your Objectives: • Who specifically is being addressed? • What is your measurable outcome? • What is your attainment level? • How long will this take? Pick your Strategies/Tactics: Press Releases Brochures Media Pitches E-newsletters Blogs Websites Videos Surveys Focus Group Others? MARKETING PLAN
    49. 49. May 22, 2013 © Reuse Alliance 49 • Marketing Plan Success: marketing-plan- success.com • Leader to Leader: leadertoleader.org • Fieldstone Alliance: FieldstoneAlliance.org • Getting Attention: gettingattention.org • Nonprofit Central: npocentral.net • Fundraising 123: fundraising123.org • Network for Good: networkforgood.org • Cause Marketing Forum: causemarketingforum.com RESOURCES
    50. 50. May 22, 2013 © Reuse Alliance 50 • Building Support for Communications: comnetwork.org/Fall2003/presentations/i nternal_support.pdf • Spin Project Tutorial: spinproject.org/article.php?list=type&type =22 • Strategic Communications Toolkit: benton.org/publibrary/toolkits/stratcomm tool.html • Strategic Communications Audits: mediaevaluationproject.org/WorkingPape r1.pdf RESOURCES
    51. 51. May 22, 2013 © Reuse Alliance 51 The DO’s of Media Releases • Create & use a media release template • Use a ‘boiler plate’ paragraph • Add contact info (phone & email) • Be available to return calls & emails • Write release from journalist’s POV • Send to journalists you already know, then to other appropriate journalists • Keep it short & sweet; 1 page w/ all critical info in opener (2/3 sentences) MEDIA RELEASES
    52. 52. May 22, 2013 © Reuse Alliance 52 The Don’ts of Media Releases • Write it in first person • Send one about something small, when you know something big is coming shortly • Forget to have it proofed, reviewed & approved by management • Send multiple releases at once • List people that unavailable for comment MEDIA RELEASES
    53. 53. May 22, 2013 © Reuse Alliance 53 E-Marketing Software Services For Newsletters, Fundraising Campaigns, Events • Constant Contact: constantcontact.com • Rate Point: ratepoint.com • Mail Chimp: mailchimp.com • Vertical Response verticalresponse.com • Comparison of several services: email- marketing-service-review.toptenreviews.com EMAIL MARKETING
    54. 54. May 22, 2013 © Reuse Alliance 54 Using the Internet • Viral, social & widget-based marketing isn’t just for the commercial marketers! • Here’s some tools to consider: – Twitter http://twitter.com – Facebook http://facebook.com – Linked-In http://linkedin.com – Six Degrees: http://sixdegrees.org – Change: http://change.org – Do Something: http://dosomething.org – First Giving: http://firstgiving.com WEB 2.0
    55. 55. May 22, 2013 © Reuse Alliance 55 GUEST SPEAKER INTRODUCTION Willow Lundgren Partner + Chief Strategy Officer Sarah Rendo Community + Communications
    56. 56. May 22, 2013 © Reuse Alliance 56 WOM has more than TWICE the influence of B2B Advertising, Direct Mail, or Press Coverage WEB 2.0 = WORD OF MOUTH
    57. 57. May 22, 2013 © Reuse Alliance 57 Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking. THE 5 T’s OF WORD OF MOUTH
    58. 58. May 22, 2013 © Reuse Alliance 58 Give People a REASON to TALK … … make it EASY to tell others CONVERSATIONS = SOCIAL CURRENCY
    59. 59. May 22, 2013 © Reuse Alliance 59 Think about what WOM participants VALUE SOCIAL (MEDIA) PSYCHOLOGY
    60. 60. May 22, 2013 © Reuse Alliance 60 Make FRIENDS … Turn FRIENDS into SHOPPERS & DONORS … Turn SHOPPERS & DONORS into EVANGELISTS ULTIMATE GOAL
    61. 61. May 22, 2013 © Reuse Alliance 61 DOES SOCIAL MEDIA MATTER?
    62. 62. May 22, 2013 © Reuse Alliance 62 REACH percent of the world’s online population reached by social networks
    63. 63. May 22, 2013 © Reuse Alliance 63 percent of time online spent on social networks Source: ComScore TIME
    64. 64. May 22, 2013 © Reuse Alliance 64 TRUST percent trust friends Source: ComScore
    65. 65. May 22, 2013 © Reuse Alliance 65 Social media puts socializing and marketing together You can interact with ‘followers,’ ‘friends,’ ‘fans,’‘likers,’etc. SOCIAL MEDIA HAS FOREVER CHANGED MARKETING
    66. 66. May 22, 2013 © Reuse Alliance 66 Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking. THE 5 T’s OF WORD OF MOUTH
    67. 67. May 22, 2013 © Reuse Alliance 67 10% of Americans, influence the other 90%Source: The Influentials, Jon Berry & Ed Keller, Authors Jackie Huba & Ben McConnell TALKERS: DISPROPORTIONATE DIGITAL INFLUENCE
    68. 68. May 22, 2013 © Reuse Alliance 68 Mavens – 20% of online influencers. Post very frequently and get their social worth from knowing and sharing Networked Opinion Formers – the other 80% of the online people looking for information Offline word of mouth. Get many of their opinions from their online friends because of the network effect TALKERS: NETWORK EFFECT
    69. 69. May 22, 2013 © Reuse Alliance 69 TALKERS: AWARE OF REUSE CENTERS
    70. 70. May 22, 2013 © Reuse Alliance 70 TALKERS: WHO ARE YOURS? • Value conscious? • Eco conscious? • Mission driven? • DIY/crafters? • Historic homeowners? • Installers? • Material manufacturers?
    71. 71. May 22, 2013 © Reuse Alliance 71 TALKERS: COMMUNITIES
    72. 72. May 22, 2013 © Reuse Alliance 72 TALKERS: COMMUNITIES
    73. 73. May 22, 2013 © Reuse Alliance 73 THE 5 T‘S OF WORD OF MOUTH
    74. 74. May 22, 2013 © Reuse Alliance 74 TOPICS: BE DIVERSE
    75. 75. May 22, 2013 © Reuse Alliance 75 TOPICS: BE SILLY
    76. 76. May 22, 2013 © Reuse Alliance 76 TOPICS: TELL A STORY
    77. 77. May 22, 2013 © Reuse Alliance 77 THE 5 T’s OF WORD OF MOUTH
    78. 78. May 22, 2013 © Reuse Alliance 78 SOCIAL MARKETING: INSIGHT & ENGAGEMENT
    79. 79. May 22, 2013 © Reuse Alliance 79 • A social network system • Connect with others, have discussions, share photos & information, create events, run contests, and post surveys/polls, etc. • A microblog system • “Tweet” 140 character posts • Share thoughts, articles, reuse ideas, events/sales, workshops, blog posts, etc. TOOLS: CONTENT PUBLISHING
    80. 80. May 22, 2013 © Reuse Alliance 80 TOOLS: IDEA SHARING
    81. 81. May 22, 2013 © Reuse Alliance 81 Social sites that reuse centers use most to increase online awareness: 89% 80% store website 63% 35% 23% TOOLS: SOCIAL MEDIA & REUSE
    82. 82. May 22, 2013 © Reuse Alliance 82 Average number items posted online / month: Up to 10 items 31% 10 to 25 items 29% 25 to 50 items 26% 50 to 100 items 12% 100+ items: 2% TOOLS: POST INVENTORY
    83. 83. May 22, 2013 © Reuse Alliance 83 TOOLS: SHARE INVENTORY
    84. 84. May 22, 2013 © Reuse Alliance 84 TOOLS: LET CUSTOMERS SHARE
    85. 85. May 22, 2013 © Reuse Alliance 85 TOOLS: SAVE TIME PUBLISHING Pressed for Time? Link your accounts! • Add stories, images, video in one place - share across multiple social sites • By linking your sites – you can feed Twitter posts to your Facebook, LinkedIn, blog or website • Schedule posts • Track results
    86. 86. May 22, 2013 © Reuse Alliance 86 SOCIAL MARKETING - BEST PRACTICES Doing It Well: • Find & follow your stakeholders • Remember to retweet and/or respond to questions • Recognize stakeholders (donors, etc) • Provide latest news – including sales, fundraisers & job announcements • Don’t use too much shorthand • Make connections between followers • Stay on message!
    87. 87. May 22, 2013 © Reuse Alliance 87 THE 5 T’s OF WORD OF MOUTH
    88. 88. May 22, 2013 © Reuse Alliance 88 TAKE PART: PERSONALITY
    89. 89. May 22, 2013 © Reuse Alliance 89© Reuse Alliance PERSONAL TWITTER: Listen
    90. 90. May 22, 2013 © Reuse Alliance 90 PERSONAL TWITTER: Speak
    91. 91. May 22, 2013 © Reuse Alliance 91 TWITTER @PlanetReuse
    92. 92. May 22, 2013 © Reuse Alliance 92 TWITTER: @/PlanetReuseMrkt
    93. 93. May 22, 2013 © Reuse Alliance 93 Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking. THE 5 T’s OF WORD OF MOUTH
    94. 94. May 22, 2013 © Reuse Alliance 94 3 hours: shelf life (in hours) posts are relevant on Facebook & Twitter 50 percent of online customers who expect customer service on Facebook 119 max # of characters for a post TIPS & TRICKS
    95. 95. May 22, 2013 © Reuse Alliance 95 BEST TIMES TO POST
    96. 96. May 22, 2013 © Reuse Alliance 96 • Digital social is here to stay! • If you’re thinking “someone must have already thought of that,” you’re probably right. If something stumps you, Google it! • Reuse content from Facebook, Twitter, YouTube and Pinterest • Remember the Rule of Reciprocity • Read “getting started” with Twitter, Facebook articles to discover uses far beyond what you imagine now SOCIAL MEDIA – TRY IT!
    97. 97. May 22, 2013 © Reuse Alliance 97 Want even more social media goodness? Sign up for PlanetReuse’s weekly “inspiration blast”: inspire@planetreuse.com
    98. 98. May 22, 2013 © Reuse Alliance 98 Get Informed / Share the Latest Info: • WOM Marketing Assoc: http://womma.org • Google Alerts (monitor your favorite key words/phrases): http://google.com/alerts • Planet Green (extensive green news & info): http://planetgreen.discovery.com • The Science of Social Media: http://danzarrella.com/video-the-science-of- social-media-at-harvard.html • Inbound Marketing Blog: http://blog.hubspot.com RESOURCES
    99. 99. May 22, 2013 © Reuse Alliance 99 Questions & Answers
    100. 100. May 22, 2013 © Reuse Alliance 100 For more information contact: Facilitator: MaryEllen Etienne Email: maryellen@reusealliance.org Tw@ReuseAlliance, Pin@ReuseAlliance Guest Speakers: Willow Lundgren, willow@planetreuse.com Tw@WillowLundgren Sarah Rendo, sarah@planetreuse.com Tw@PlanetReuser, Pin@PlanetReuseMrkt THANK YOU!
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