YMCA Workshop 12 August 2011

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YMCA Workshop 12 August 2011

  1. 1. Marketing 101 Promoting YMCA in the next 12 months
  2. 2. #y101
  3. 4. Investigating marketing preliminaries channels challenges
  4. 5. Today’s marketing environment time poor community changing expectations corporate social responsibility communications environment
  5. 6. Marketing truths When you don’t promote yourself No-one but you The triangle of effort Clean up the backroom No silver bullet
  6. 7. Objectives Audit Audiences Preliminaries Messages
  7. 8. communications audit people we need to engage messages delivery systems time and money budget measure your marketing Get a plan
  8. 9. Communications audit what do we do now … what works… what do we keep … what do we abandon…
  9. 10. Set marketing objectives S Specific - what exactly will you do M Measurable goals A Agreed - by your Board etc R Realistic and achievable T Limited by time
  10. 11. <ul><li>In 2012 we want to: </li></ul><ul><ul><li>Tell 25% more families what we do </li></ul></ul><ul><ul><li>Attract 10 fitness trainer volunteers </li></ul></ul><ul><ul><li>Boost numbers at information sessions by 10% </li></ul></ul><ul><ul><li>Increase donations by 10% </li></ul></ul><ul><ul><li>Secure $15 000 in sponsorship </li></ul></ul>Example objectives
  11. 12. Key Audiences who are they? where are they? what do they know? what gets them going? how do I reach them? Audiences
  12. 13. Today’s audiences They’re busy ….. keep it short and sharp They’re smart …. they expect you to be good They’re sceptical ….. earn their trust They’re overloaded ... get their interest They’re diverse ….. show respect
  13. 14. some-one who can use their networks to help you Key influencers
  14. 15. What key influencers do? language credibility communications
  15. 16. <ul><ul><li>understandable </li></ul></ul><ul><ul><li>relevant </li></ul></ul><ul><ul><li>consistent </li></ul></ul>Your message “ Trade is important for Australia: 1 in 5 jobs depends on trade” DFAT “ This is about whales for lunch not whales for science” Anthony Albanese MP “ Make Poverty History” Bob Geldorf
  16. 17. Why should people trust you facts n’ figures case studies research and reports comparisons contrasts record … above all stories…
  17. 18. Social media Media relations Advertising Channels Word of Mouth Lots of other things
  18. 20. Why work with traditional media promote services attract clients increase credibility internal recognition it’s free!
  19. 21. The media is attracted by… Newsworthy Community Calendar Topical Issues Topical Issues
  20. 22. Traditional www…. your site other people’s sites government sites media sites business sites special interest sites
  21. 23. Social media dramatic increase one to one conversations DIY low cost branded journalism
  22. 25. How word of mouth works
  23. 26. Advertising
  24. 27. Banners Billboards Bookmarks Brochures Caps Demonstrations Direct mail E-marketing Events Exhibitions Flags Fliers Labels Merchandise Newsletters Packaging Partnerships Postcards Posters Premiums Promotions Signage Sponsorship Street art Telemarketing Trade shows T-shirts Z-cards
  25. 28. Timetable Coordination Budget Challenges Momentum
  26. 29. Integrated marketing Radio TV Newspaper Other Social media Word of mouth Traditional online
  27. 30. Timetable
  28. 31. Budget
  29. 32. Planning Budget Pace No follow-through Momentum
  30. 33. communications audit who we need to reach messages delivery systems time and money budget measure your marketing Communications planning
  31. 34. It is not the critic who counts the credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly who errs, who comes short again and again, because there is no effort without error and shortcoming but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails at least fails while daring greatly so that his place shall never be with those cold and timid souls who neither know victory nor defeat  
  32. 35. 0401 063 837 0401 063 837 0401 063 837 @bobcraw 0401 063 837 [email_address]

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