Marketing Outside the Box     Getting the Word Out       on a Shoestring            Melissa Pedersen and Mike Doutre      ...
Objective:     To share strategiesfor marketing on a Shoestring•   Creating materials for newcomers•   Using Social Media ...
Opening Activity: Facing RealityDiscussion:• What are your challenges?                                   3
A Good Ad or Flyer• Speaks in “Clear Writing”• Talks about benefits• Has the “right” amount of information                ...
Clear Writing• Presents information so it is easy  for everyone to read• Speaks the “language of the  reader”• Thinks abou...
Clear Writing asks…•   Who is my audience?•   What are their abilities?•   What are their needs?•   What do I want to tell...
Principles of Clear Writing for            Newcomers• Write directly to your  readers…”you”• Speak in verbs• Use active vo...
• Avoid busy backgrounds  that make reading difficult• Stop using overly  complicated language or  jargon• Don’t create la...
Purpose of a Flyer• To match what you offer to a need• To make the reader curious about  what you offer• To entice the rea...
Creating a Flyer• Remember the Principles of Clear  Writing• Be a minimalist• Think of how the flyer will be used• Think o...
Activity: Create the “Perfect Flyer!”You are presenting a group information session onBanking in Canada to some of your cl...
Calendar vs. Flyers•   How are you using your promo?•   Where will it be posted?•   What information do you need to give?•...
Newsletters: Top of Mind Marketing• Remind clients of services they had, can get and  can tell others about• Inform commun...
Who is Social Networking?• Everyone!
Get Started• Create an account• Build your presence• Join the conversation
Create an Account• Visit LinkedIn, Facebook and Twitter  o Watch how other organizations build profiles    and post inform...
Build your Presence• All sites ask you to describe yourself   – Think of your “elevator pitch”• Consider the medium, your ...
Activity: Create an “Elevator Pitch”       for your Organization                                       18
Join the Conversation• Join the conversation• Stay authentic and professional
Tips for Interacting•   Groups vs. page, private vs. public•   Don’t abuse your network•   Google yourself•   Corporate po...
Partnership Building• What networking really is     o Making better connections     o Improving networks with each other  ...
Volunteers and Community Outreach• Volunteers can be doorways into the community• Hosting Placement/Co=op Students can be ...
Activity: Sharing Best Outreach               PracticesDiscussion:• What’s working for you and how can it be  better?     ...
Q and A          24
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D5 e5 marketing and outreach_2012 pd

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D5 e5 marketing and outreach_2012 pd

  1. 1. Marketing Outside the Box Getting the Word Out on a Shoestring Melissa Pedersen and Mike Doutre OCASI 2012
  2. 2. Objective: To share strategiesfor marketing on a Shoestring• Creating materials for newcomers• Using Social Media to market• Partnership building• How volunteers can help 2
  3. 3. Opening Activity: Facing RealityDiscussion:• What are your challenges? 3
  4. 4. A Good Ad or Flyer• Speaks in “Clear Writing”• Talks about benefits• Has the “right” amount of information 4
  5. 5. Clear Writing• Presents information so it is easy for everyone to read• Speaks the “language of the reader”• Thinks about looks• Avoids jargon and technical words 5
  6. 6. Clear Writing asks…• Who is my audience?• What are their abilities?• What are their needs?• What do I want to tell my reader? Discussion to answer questions 6
  7. 7. Principles of Clear Writing for Newcomers• Write directly to your readers…”you”• Speak in verbs• Use active voice• Consider their language level and write at that level 7
  8. 8. • Avoid busy backgrounds that make reading difficult• Stop using overly complicated language or jargon• Don’t create large paragraphs of text, they are hard to follow and are not memorable• Avoid any font size smaller that 11pt. 8
  9. 9. Purpose of a Flyer• To match what you offer to a need• To make the reader curious about what you offer• To entice the reader to connect with you for more information 9
  10. 10. Creating a Flyer• Remember the Principles of Clear Writing• Be a minimalist• Think of how the flyer will be used• Think of who will read it• Have easy to find contact information• Remember funder required wording 10
  11. 11. Activity: Create the “Perfect Flyer!”You are presenting a group information session onBanking in Canada to some of your clients.Using the information in your handout for Activity 1,create a flyer to promote this event. 11
  12. 12. Calendar vs. Flyers• How are you using your promo?• Where will it be posted?• What information do you need to give?• Who will be reading it? 12
  13. 13. Newsletters: Top of Mind Marketing• Remind clients of services they had, can get and can tell others about• Inform community partners about services and events they can tell their clients about• Inform clients and community partners about expertise they can associate with your organization• Draw on talent and knowledge you have in your organization• Are an inexpensive, creative way to communicate 13
  14. 14. Who is Social Networking?• Everyone!
  15. 15. Get Started• Create an account• Build your presence• Join the conversation
  16. 16. Create an Account• Visit LinkedIn, Facebook and Twitter o Watch how other organizations build profiles and post information o Get a feel for how each website is used o Create a basic profile for your organization o Take your time – you’re better off not posting something than posting something you’ll regret• Remember – these programs can help your outreach NOT replace it 16
  17. 17. Build your Presence• All sites ask you to describe yourself – Think of your “elevator pitch”• Consider the medium, your audience and your goal
  18. 18. Activity: Create an “Elevator Pitch” for your Organization 18
  19. 19. Join the Conversation• Join the conversation• Stay authentic and professional
  20. 20. Tips for Interacting• Groups vs. page, private vs. public• Don’t abuse your network• Google yourself• Corporate policy, privacy and security 20
  21. 21. Partnership Building• What networking really is o Making better connections o Improving networks with each other o Improving networks with other community organizations• Partnering for better marketing o Inreaching and outreaching o CIC Partnership model 21
  22. 22. Volunteers and Community Outreach• Volunteers can be doorways into the community• Hosting Placement/Co=op Students can be win- win• Work Plans help o What are your needs? o What are their skills? o What are your objectives/outcomes? o How can they help achieve them? 22
  23. 23. Activity: Sharing Best Outreach PracticesDiscussion:• What’s working for you and how can it be better? 23
  24. 24. Q and A 24

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