Essential tips for any voluntary, community and social enterprise organisation

1. www.steelemedia.co.uk | 01553 88 63 88

2. www.steelemedia.co.uk | 01553 88 63 88
About Steele Media Ltd
 Help organisations manage their marketing & promote their products and
services
 Increase business & sales / membership / fundraising
 Raise awareness
 Communicate consistently with staff, suppliers, customers & stakeholders
 Team of experienced marketers, designers, illustrators, coders
 Wide range of services including advice, design, printing, web development
 Scalable and flexible to adapt as clients’ requirements change
 Outsourced marketing department / additional marketing resource
 Pragmatic approach – Why? What are your objectives?

3. www.steelemedia.co.uk | 01553 88 63 88
Why carry out marketing?
“Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to stakeholders and for managing customer
relationships in ways that benefit the organization and its stakeholders”
American Marketing Association
 Stakeholders – identify your target audience
 Different messages and media depending on the target audience
 Relationships – Know, like and trust
 Cut through the “noise”
 Build your BRAND
 Consistent set of messages, recognisable mission & clear goals
 People automatically associate your charity with the area you are involved
in

4. www.steelemedia.co.uk | 01553 88 63 88
The 4 (7) Ps of Marketing

5. www.steelemedia.co.uk | 01553 88 63 88
The 4 (7) Ps of Marketing
 PRODUCT (or service)
 Differentiate, unique points
 PRICE
 Costs, viability, budget
 PLACE
 Physical locations & geographic areas
 PROMOTION
 Creative activity, media strategy & varied marketing communications mix

6. www.steelemedia.co.uk | 01553 88 63 88
How to get the most from your
budget
 PLAN with S.M.A.R.T. objectives
 Clear and consistent messages
 BUDGET (remember the price P)
 Marketing communications on a shoestring
 Tools you can use for FREE
www.steele-media.co.uk/charity

7. www.steelemedia.co.uk | 01553 88 63 88
5 Tips & Tools
For FREE
Charity Marketing

8. www.steelemedia.co.uk | 01553 88 63 88
1. Social Media
 Consistency – messages, frequency
 Response times
 Hootsuite
 Connect up to 3 social networks for free
 Easy to use
 Saves times, helps plan

9. www.steelemedia.co.uk | 01553 88 63 88
Hootsuite
 Write content once – post to all networks

10. www.steelemedia.co.uk | 01553 88 63 88
Hootsuite
 Schedule posts for multiple networks

11. www.steelemedia.co.uk | 01553 88 63 88
Hootsuite
 Keyword searches for monitoring and lead generation

12. www.steelemedia.co.uk | 01553 88 63 88
Facebook Donate Button
 Allow people to donate directly from your Facebook page

13. www.steelemedia.co.uk | 01553 88 63 88
2. Free Press Coverage

14. www.steelemedia.co.uk | 01553 88 63 88
2. Free Press Coverage
 Editorial is more effective than advertising!
 ATTENTION
 A strong headline to grab the attention of the reader
 INTEREST
 Engage the reader’s interest with well written information
 DESIRE
 Build a relationship with the reader
 ACTION
 Lead the reader to an action – call, email, website, attend event etc
A
I
D
A

15. www.steelemedia.co.uk | 01553 88 63 88
2. Free Press Coverage
 Make it easy for editors to change content

16. www.steelemedia.co.uk | 01553 88 63 88
3. Website

17. www.steelemedia.co.uk | 01553 88 63 88
SEO – Title Tag

18. www.steelemedia.co.uk | 01553 88 63 88
Free Google Tools & XML
Sitemaps
 Google Analytics
 www.google.com/analytics
 Google Webmaster Tools
 www.google.com/webmasters
 XML Sitemap Generator
 www.xml-sitemaps.com

19. www.steelemedia.co.uk | 01553 88 63 88
4. Email Marketing
 Mailchimp.com

20. www.steelemedia.co.uk | 01553 88 63 88
5. Local Networking Groups
 Build relationships
 Promote your charity
 Engage with local businesses
 Maybe even get a free breakfast
 Come along tomorrow morning!

21. www.steelemedia.co.uk | 01553 88 63 88
THE BIG TIP
 PLAN with S.M.A.R.T. objectives
 Clear and consistent messages
 BUDGET (remember the price P)
 ASK for advice – if you don’t ask, you don’t get
www.steele-media.co.uk/charity

22. www.steelemedia.co.uk | 01553 88 63 88