Marketing your Services in changing times, CHS Conference, October 2011

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Presentation on Marketing your Services in changing times, presented at the Centre for Housing Support, Shaping the Future of Sheltered and Supported Housing Conference, Leeds, October 2011

Presentation on Marketing your Services in changing times, presented at the Centre for Housing Support, Shaping the Future of Sheltered and Supported Housing Conference, Leeds, October 2011

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  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Mine’s a marketing perspective Presentation broken down into two sections
  • Our slogan Will keep it short, shows I understand target audience The target audience is one of the first questions we ask
  • Target audiences Segment

Transcript

  • 1.  
  • 2. This presentation
    • Comm strategy, what is it, why matters
    • Understanding your audiences
    • Establishing a usp around aims/messages
    • Top ten tactical tips
  • 3. Brief credentials
    • Top 10 public sector agency
    • PR, design, events, new media
    • 20 years in housing and support
    • Worked in partnership
    • with CHS for many years
  • 4. Well known brands
    • (logos/pics)
    • Tesco Barratts
    • Go Compare Google
    • BMW Apple
    • Ryanair Coca Cola
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. What in common?
    • Clarity
    • Simplicity
    • Consistency
    • Focus
    • Selling... which makes them memorable
  • 11.  
  • 12. The strategic process
  • 13. Understand audience first
  • 14. So who are your customers?
    • Gender
    • Age
    • Location
    • Employment
    • Family type
  • 15. But what are they really like?
  • 16. They talked...bad service
    • Lack of information
    • No ownership/passing the buck
    • Lack of experience/knowledge
    • Not keeping promises
    • Poor communication/call centres
  • 17. They talked...good service
    • Respect/caring/manners/attitude
    • Good communication/listening/clarity
    • Taking responsibility/ownership
    • Quick response/punctual/flexibility
    • Going extra mile/exceed expectations
  • 18. Messages and usp
  • 19. Messages and usp
  • 20. Other considerations
    • Financial
    • People
    • Evaluation
    • Timescales
    • Example plan
  • 21. Activity Action Timing (2010) Audience Measurement Communications Strategy Agree, review and develop Ongoing at six monthly intervals Internal – board members Overall success of strategy incorporating all of below Lyng CA Brand Refresh Refresh and agree April Internal   Develop guidelines May Internal   Design and produce stationery, literature, display material, signage June All Impact on image and awareness of the Lyng estate and Lyng CA Website Develop design and content for key pages and publish May then ongoing development and updating All Website views Direct response to website Tenant involvement survey Carry out May/June Tenants Level of tenant involvement Stakeholder image survey Carry out May/June Stakeholders Image of Lyng CA and estate Lyng CA media relations programme Produce press releases Averaging one press release a month, intensifying around start on site All Advertising value Key messages Lyng estate reputation management Identify spokespeople Manage coverage of estate Ongoing All Quality of coverage – positive v negative Estate image surveys Carry out media training and develop protocol June Internal – board members/stakeholders Quality of coverage Community Newspaper Write, design and print Launch – June then quarterly Tenants, wider Lyng community and stakeholders Readership Response to newspaper
  • 22. Company Contact Details Source Value Enquiry Date Meeting Date Won/Lost
  • 23. So who are your customers?
    • What are your messages about Supported or Sheltered Housing?
  • 24. Top 10 tactical tips
    • Advertising
    • Go long on copy
    • Clarity of message, design & copy
    • Plan and negotiate on media
    • Effective but expensive
  • 25.  
  • 26. Top 10 tactical tips
    • Newsletters
    • Keep in touch
    • Feature your audience
    • Where they live
    • Good for engagement
  • 27. Top 10 tactical tips
    • Websites
      • Focus
      • Update
      • Market, adwords
      • and SEO
      • Essential
  • 28. Top 10 tactical tips
    • Social media
      • Review
      • Depends on audience
      • Clear on goals
      • Interact
      • Cost effective
  • 29. Top 10 tactical tips
    • PR – making stories
      • National
      • Topicality
      • Local-ness
      • Angles
      • Focus on media
  • 30. Top 10 tactical tips
    • Power writing
      • It’s about them
      • What’s In It For Me, WII FM
      • Answer ‘So What?’
      • Be bold
      • Talk about benefits
  • 31. Top 10 tactical tips
    • Events/networking
      • Often ignored
      • Vital getting face-to-face
      • Takes time
      • Effective
  • 32. Top 10 tactical tips
    • Customer information
      • Plain
      • Accessible
      • Relevant
      • Comprehensive
  • 33. Top 10 tactical tips
    • Direct mail
    • Targeting
    • Delivery
    • Clarity of message
    • Variable results
  • 34. Top 10 tactical tips
    • Other
    • Exhibiting – pull-ups to trade shows
    • Awards
    • Branding
    • Sponsorship
  • 35. Three Action Points
    • Have a strategy - to achieve goals, focus and save money
    • Understand your audiences - know them inside out
    • Choose the right tactics - so you can reach them and get across messages
  • 36.
    • www.wordassociation.co.uk