Soroptimist International  of Lake Forest Strategic Marketing Initiatives  10.28.09
Tonight’s Focus <ul><li>I.   Let the Secret Out  </li></ul><ul><li>II.   Perfect Timing for Self-Promotion </li></ul>
Soroptimist International’s Mission <ul><li>To improve the lives of women and girls  in the local communities and througho...
Challenges of SILF <ul><li>I. Best kept secret </li></ul><ul><li>II. Lacking USP    (Unique Selling Proposition) </li></ul...
Perfect Timing  <ul><li>According to various research sources, consumers age 50+ hold ¾ of the country’s financial assets....
Strategic Initiatives  <ul><li>Accountability  </li></ul><ul><li>Transparency  </li></ul><ul><li>Results </li></ul>
I. Unlock the secret of SILF <ul><li>Humanize your cause </li></ul><ul><li>  i.  Testimonials (corporate & individual) </l...
I. Unlock the secret of SILF <ul><li>C. Develop marketing tool kit –  Identification, Cultivation, Stewardship </li></ul><...
I. Unlock the secret of SILF <ul><li>2. Social media – Recruit new supporters    and publicize needs and services of    SI...
I. Unlock the secret of SILF <ul><li>b. Drive behavior for specific outcome </li></ul><ul><li>c. Push conversations forwar...
I. Unlock the secret of SILF <ul><li>3. Develop micro-campaigns on event    micro-sites </li></ul><ul><li>  a. Offer an ef...
I. Unlock the secret of SILF <ul><li>4. Peer-to-peer fundraising </li></ul><ul><li>  a. Maintain core messaging, yet enabl...
II. Define SILF’s USP    (Unique Selling Proposition) <ul><li>A. How is the organization perceived by others? (e.g., your ...
III. Corporate Partners/Solicitation –   A new era in social responsibility <ul><li>A.  Cause marketing – (AKA “relationsh...
III. Corporate Partners/Solicitation –   A new era in social responsibility <ul><li>  ii. Combining the passion and belief...
Perfect Timing for Self-Promotion <ul><li>I.  Become A Necessity  </li></ul><ul><li>A. Tell prospects precisely why they  ...
Perfect Timing for Self-Promotion <ul><li>II. Build Referrals/Strategic Alliances  (warm leads) </li></ul><ul><li>A. The p...
Perfect Timing for Self-Promotion <ul><li>III. Enhance Visibility  </li></ul><ul><li>A. Thought leader </li></ul><ul><li>B...
Perfect Timing for Self-Promotion <ul><li>IV. Develop Tool kit </li></ul><ul><li>A. Web presence </li></ul><ul><li>B. USP ...
Conclusions <ul><li>“ Small opportunities are  often the beginning of  great enterprises.”  – Demosthenes </li></ul>
<ul><li>For more information or a marketing evaluation, please contact: </li></ul><ul><li>Cristina Walters Principal C&M C...
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Soroptimist International of Lake Forest Strategic Marketing Initiatives

  1. 1. Soroptimist International of Lake Forest Strategic Marketing Initiatives 10.28.09
  2. 2. Tonight’s Focus <ul><li>I. Let the Secret Out </li></ul><ul><li>II. Perfect Timing for Self-Promotion </li></ul>
  3. 3. Soroptimist International’s Mission <ul><li>To improve the lives of women and girls in the local communities and throughout the world. </li></ul>
  4. 4. Challenges of SILF <ul><li>I. Best kept secret </li></ul><ul><li>II. Lacking USP (Unique Selling Proposition) </li></ul><ul><li>III. Establish corporate partnerships and solicit financial support </li></ul>
  5. 5. Perfect Timing <ul><li>According to various research sources, consumers age 50+ hold ¾ of the country’s financial assets. By 2010, nearly 33% of American adults will be over age 50 and will have nearly $800 billion in combined economic power. </li></ul><ul><li>Having attained reasonable financial security, many Boomers are changing their focus from success to significance. </li></ul><ul><li>Participation in philanthropic causes is, once again, fashionable. </li></ul>
  6. 6. Strategic Initiatives <ul><li>Accountability </li></ul><ul><li>Transparency </li></ul><ul><li>Results </li></ul>
  7. 7. I. Unlock the secret of SILF <ul><li>Humanize your cause </li></ul><ul><li> i. Testimonials (corporate & individual) </li></ul><ul><li>ii. Case profiles </li></ul><ul><li>B. Leverage partnerships/Cross promotion </li></ul><ul><li> i. OC Fire Authority – Spark of Love Toy Drive </li></ul><ul><li> ii. American Cancer Society – Relay for Life </li></ul><ul><li>iii. Second Harvest Food Bank </li></ul>
  8. 8. I. Unlock the secret of SILF <ul><li>C. Develop marketing tool kit – Identification, Cultivation, Stewardship </li></ul><ul><li> i. Solicitation package </li></ul><ul><li>ii. Web strategies </li></ul><ul><li>1. Online giving – Online transactions grew 68% for Q1 ’09 vs. Q1 ’08. Online giving increased 57% over same period last year. </li></ul>
  9. 9. I. Unlock the secret of SILF <ul><li>2. Social media – Recruit new supporters and publicize needs and services of SILF. Define audience. Build community. </li></ul><ul><li> a. Identify most influential blogs and social sites, recognize influencers and monitor conversations through social media analysis tools </li></ul><ul><li> ii i. Search tools </li></ul><ul><li> iii. Blogs </li></ul><ul><li> iii. Twitter </li></ul>
  10. 10. I. Unlock the secret of SILF <ul><li>b. Drive behavior for specific outcome </li></ul><ul><li>c. Push conversations forward </li></ul><ul><li>d. Must be transparent (no false pretenses) </li></ul><ul><li>e. Rapid response </li></ul>
  11. 11. I. Unlock the secret of SILF <ul><li>3. Develop micro-campaigns on event micro-sites </li></ul><ul><li> a. Offer an effective solution to maintain focus and develop sub-brands for new audiences/ prospects </li></ul>
  12. 12. I. Unlock the secret of SILF <ul><li>4. Peer-to-peer fundraising </li></ul><ul><li> a. Maintain core messaging, yet enable donors to personalize their message for their own networking and recruitment efforts </li></ul><ul><li> b. Identify campaign champions </li></ul><ul><li> c. Create friendly competition and build incentives into campaign </li></ul><ul><li> d. Introduce “A-thon-based” events </li></ul>
  13. 13. II. Define SILF’s USP (Unique Selling Proposition) <ul><li>A. How is the organization perceived by others? (e.g., your brand) </li></ul><ul><li> i. Primary focus – scholarships </li></ul><ul><li> ii. Assisting other service charities </li></ul><ul><li>iii. Why women & girls? </li></ul>
  14. 14. III. Corporate Partners/Solicitation – A new era in social responsibility <ul><li>A. Cause marketing – (AKA “relationship marketing” – the sharp weapon in the marketing tool box) </li></ul><ul><li> i. Differs from corporate philanthropy, which typically involves a specific tax deductible donation </li></ul>
  15. 15. III. Corporate Partners/Solicitation – A new era in social responsibility <ul><li> ii. Combining the passion and belief for the cause with clear benefits to a business’s bottom line. Put supporters in the best position to achieve their marketing goals of favorable publicity, enhanced public goodwill, and greater public awareness. </li></ul><ul><li>iii. Identify related businesses (e.g., products/services for women and girls) </li></ul><ul><li>iv. 91% of consumers reported that they have a more positive image of a company or product when it supports a cause, and 90% will consider switching to another company if aligned with a cause. </li></ul>
  16. 16. Perfect Timing for Self-Promotion <ul><li>I. Become A Necessity </li></ul><ul><li>A. Tell prospects precisely why they need you </li></ul><ul><li> i. “Dollarize” the value of your services </li></ul><ul><li>ii. Talk benefits vs. features: increase revenue, decrease expenses, greater efficiencies, less stress with reduced manpower </li></ul>
  17. 17. Perfect Timing for Self-Promotion <ul><li>II. Build Referrals/Strategic Alliances (warm leads) </li></ul><ul><li>A. The power of WOM (Word of Mouth) </li></ul><ul><li> i. Recommendations ranked as most trusted form of advertising </li></ul><ul><li>1. Current and former clients, colleagues, friends, influencers, associations, social networks </li></ul><ul><li> ii. Complementary businesses/ occupational categories in touch with your ideal client </li></ul><ul><li>iii. Cross promotion </li></ul>
  18. 18. Perfect Timing for Self-Promotion <ul><li>III. Enhance Visibility </li></ul><ul><li>A. Thought leader </li></ul><ul><li>B. Speaking, writing, networking, training/ coaching/consultations </li></ul><ul><li>C. Inbound and outbound messaging </li></ul><ul><li>i. Importance of “opt-in” newsletters, message boards, online discussion lists </li></ul><ul><li>D. Create own community </li></ul><ul><li>i. Business networks, online forums, add comment features to website </li></ul>
  19. 19. Perfect Timing for Self-Promotion <ul><li>IV. Develop Tool kit </li></ul><ul><li>A. Web presence </li></ul><ul><li>B. USP – professional specialty and client benefits + target audience </li></ul><ul><li>C. White reports </li></ul><ul><li>D. Identity package </li></ul>
  20. 20. Conclusions <ul><li>“ Small opportunities are often the beginning of great enterprises.” – Demosthenes </li></ul>
  21. 21. <ul><li>For more information or a marketing evaluation, please contact: </li></ul><ul><li>Cristina Walters Principal C&M Communique 30101 Town Center Drive, Suite 104 Laguna Niguel, CA  92677 PH 949.363.7974 FX 949.363.1750 [email_address] </li></ul><ul><li>www.cmcommunique.com </li></ul>

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