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

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.
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.
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.
More than just Promotion
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

11.
Times they are a changin‟
Advance in Tech
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
Various marketing channels that exist
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
Paid, Earned, Owned Media
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
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.
Planning – An example
Your Objective
Broadcast
Outdoor
Blog
Which
Channel
Print
Email
Social
Channel
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

19.
Getting your message right.
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
Why Do Social?
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
Social Media Explained
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

24.
Social Prospecting = Listening
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
How your communities may be using Social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

27.
What are your concerns about adopting social
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
Narrative – telling your story effectively
Gordon Diver - Diverse Acheivements - www.diverseachievements.com

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.
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.
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