Guerrilla Marketing Revolutionary Strategies & Tactics
Who Are We? <ul><li>Julie Spear, COS </li></ul><ul><ul><li>Compliance & Training Specialist; Kirkpatrick Management Co., I...
Sneak Preview <ul><li>Step-By-Step Guerilla Strategies and Tactics to Developing a Marketing Plan Specific to Your Coopera...
Webster’s Definition <ul><li>Marketing  </li></ul><ul><li>The process or method of promoting, selling and distributing inf...
Marketing <ul><li>“… the aim of marketing is to know and understand the customer so well, that the product or service sell...
The 5 P’s of Marketing <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Place </li></...
The Product Guerilla Strategy <ul><li>Physical Product - Size, Condition, Floorplans,  </li></ul><ul><li>Brand Identity- P...
The Price <ul><li>Guerilla Strategy </li></ul><ul><li>What can Target Market afford to pay? </li></ul><ul><li>Monthly Carr...
The Promotion <ul><li>Advertising </li></ul><ul><li>Publicity </li></ul><ul><li>Sales </li></ul><ul><li>Personal Selling <...
The Place <ul><li>Physical  Location  – includes all of the specific physical aspects of the property </li></ul><ul><li>Re...
The People <ul><li>On-Site Personnel </li></ul><ul><li>Contract Workers </li></ul><ul><li>Marketing Partners and Vendors <...
Why a Marketing Plan? <ul><li>It requires you to produce a quantifiable analysis of the Cooperative, measuring strengths a...
…Because of Vacancy Loss <ul><li>Example: 10 vacant units per month; carrying charges of $500 per month </li></ul><ul><li>...
Step-By-Step to Your Marketing Plan <ul><li>Step #1: Purpose of Marketing Efforts </li></ul><ul><li>Step # 2: Analyze Curr...
Step #1: Purpose <ul><li>What do you want to accomplish (goals)? </li></ul><ul><ul><li>Reduce vacancy/Build Waitlist? </li...
Step #2: Analyze Current Efforts <ul><li>What are you doing now? </li></ul><ul><li>What have you done in the past? </li></...
Step #3 Identify Target Market <ul><li>Who do you want to reach with your Marketing efforts? </li></ul><ul><li>How do you ...
Positioning for the Target Market <ul><li>Does what you offer provide a benefit to your target customer’s needs? </li></ul...
Understanding & Tracking Trends <ul><li>Average Income / Median Income </li></ul><ul><li>Employment Growth/Decline </li></...
Step #4: Identify your competition <ul><li>If a person is looking for housing in your area what other communities will the...
Step #5: Marketing Elements <ul><li>Elements of a Marketing Plan… </li></ul><ul><ul><li>Curb Appeal </li></ul></ul><ul><ul...
Curb Appeal What Meets The Eye
Curb Appeal –  Guerrilla Strategies <ul><li>Lawn Maintenance/Landscape </li></ul><ul><li>Trash Pick-Up </li></ul><ul><li>W...
Curb Appeal –  Guerrilla Tactics <ul><li>Grounds Committee </li></ul><ul><li>Community Clean-Up Day/Beautification Day </l...
Resident Retention Feeling “At Home”
Membership Retention  Necessary for Cooperative  Survival? <ul><li>Reduces Turn Over Costs. </li></ul><ul><li>Makes the Pr...
Member Retention–  Guerrilla Strategies <ul><li>Provide your Members with Top-notch Customer Service </li></ul><ul><li>Cre...
Member Retention–    Guerrilla Tactics <ul><li>Communication </li></ul><ul><ul><li>Newsletter/Notices </li></ul></ul><ul><...
Member Retention–    Guerrilla Tactics <ul><li>More Resident Retention IDEAS </li></ul>
Complaint Resolution <ul><li>Helps Members to feel valued, validated and respected. </li></ul><ul><li>Institute a policy r...
Site Staff Your First Line of Marketing
Staff Professionalism:  Office Staff <ul><li>First Impression </li></ul><ul><li>Attitude </li></ul><ul><li>Community Pride...
Telephone Technique <ul><li>Goal of the Prospect Call </li></ul><ul><ul><li>To Create Interest in Your Community </li></ul...
Guest Card <ul><li>Collect basic contact Information </li></ul><ul><li>Be sure to document how the potential Member heard ...
The Demonstration <ul><li>Again , you only get  1  chance to make a first impression, so… </li></ul><ul><ul><li>Stand Up <...
Staff Professionalism:  Maintenance Staff <ul><li>Skilled Workmanship </li></ul><ul><li>Personal Attitude </li></ul><ul><l...
Community Outreach Make Friends
Informal Networking <ul><li>Workplace </li></ul><ul><li>Church </li></ul><ul><li>PTO – Schools </li></ul><ul><li>Social Or...
Formal Networking <ul><li>City Council </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>Planning Commission </li></...
Logo/Signage Visual Marketing Queue
Before & After
Logo
Print Advertising Do  Judge a Book by Its Cover
Representation <ul><li>Stationary </li></ul><ul><ul><li>Letterhead </li></ul></ul><ul><ul><li>Envelopes </li></ul></ul><ul...
Good Advertising Can.. <ul><li>Describe services & feature benefits to new residents </li></ul><ul><li>Announce New or Upc...
Guerrilla Tactics <ul><li>Seasonal Special Ads </li></ul><ul><li>Open House/Announcement Ads </li></ul><ul><li>Tie ads in ...
Fair Housing Marketing & Advertising <ul><li>Use the “Equal Housing Opportunity” logo and statement properly </li></ul><ul...
The Web Back to the Future
Internet Users by Age <ul><li>Age 18 to 34 – 37% of Total Users </li></ul><ul><ul><li>25-34 years = 23% </li></ul></ul><ul...
E-Marketing <ul><li>Getting the Lead From Your Website </li></ul><ul><li>3-D Site Plans </li></ul><ul><li>Interactive Site...
E-Brochure <ul><li>What Should It Include? </li></ul><ul><ul><li>Phone Number, Address, E-Mail, Fax </li></ul></ul><ul><ul...
E-Retention <ul><li>Work Order Requests </li></ul><ul><li>Community Calendar </li></ul><ul><li>Newsletter </li></ul><ul><l...
Twitter  LinkedIn Wordpress Flickr StumbleUpon YouTube Social Media –  Options, options, options
Social Media - Facebook <ul><li>Number of  Facebook users worldwide, greater than entire population of U.S. </li></ul><ul>...
Social Media - Facebook  <ul><li>Very user friendly and Easily Maintained </li></ul><ul><li>If you’re not on facebook yet ...
Social Media – Facebook Tips on setting up Your Page <ul><li>Be sure you create a “Fan Page” account.  This type of accoun...
Social Media – Facebook Tips on setting up Your Page <ul><li>Next, select a profile picture that  best expresses your Coop...
Social Media – Facebook Tips on setting up Your Page <ul><li>Next, select “Add information to this page” underneath the pr...
Social Media -    Guerilla Strategy <ul><li>Implement a  written Social Media Policy for Staff.  </li></ul><ul><li>Designa...
Social Media –    Guerilla Tactics <ul><li>Games: Bingo, Trivial Pursuit, Scrabble – open to Members OR Prospects. </li></...
Step # 6 & # 7: Budget & Timeline <ul><li>How much do you have to spend on your marketing efforts? </li></ul><ul><li>When ...
Step #8: Monitor the Results <ul><li>Site office needs to ask every person that calls or comes into the office how they he...
Step #9: Re-evaluate <ul><li>Use your traffic log to find what is working best and least </li></ul><ul><li>Be Flexible… if...
Keys to a Successful Plan <ul><li>Make a commitment to the plan </li></ul><ul><li>Patience is critical – It may take 3 to ...
HUD Requirement <ul><li>HUD-form 935.2A – Affirmative Fair Housing Marketing Plan </li></ul><ul><li>Should be kept in site...
Additional Suggestions: <ul><li>Evaluate Application Approval Process </li></ul><ul><li>Evaluate Membership Selection Plan...
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Guerilla marketing 2011

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Guerilla marketing 2011

  1. 1. Guerrilla Marketing Revolutionary Strategies & Tactics
  2. 2. Who Are We? <ul><li>Julie Spear, COS </li></ul><ul><ul><li>Compliance & Training Specialist; Kirkpatrick Management Co., Inc. </li></ul></ul><ul><li>Natalie Mabbitt, RCM </li></ul><ul><ul><li>Regional Property Manager; Kirkpatrick Management Co., Inc. </li></ul></ul>
  3. 3. Sneak Preview <ul><li>Step-By-Step Guerilla Strategies and Tactics to Developing a Marketing Plan Specific to Your Cooperative </li></ul><ul><li>Elements of the Marketing Plan </li></ul><ul><li>Non-Traditional Marketing Ideas/Examples </li></ul><ul><li>Fair Housing Requirements </li></ul>
  4. 4. Webster’s Definition <ul><li>Marketing </li></ul><ul><li>The process or method of promoting, selling and distributing information to consumers and potential customers. </li></ul><ul><li>Guerrilla Marketing </li></ul><ul><li>Means by which you can implement marketing ideas through low-cost, non-traditional , sometimes radical methods…. </li></ul>
  5. 5. Marketing <ul><li>“… the aim of marketing is to know and understand the customer so well, that the product or service sells itself…” </li></ul><ul><li>~ Peter Drucker </li></ul><ul><li>Considered to be the master (some even say inventor) of marketing for the 20 th Century </li></ul>
  6. 6. The 5 P’s of Marketing <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promotion </li></ul><ul><li>Place </li></ul><ul><li>People </li></ul>
  7. 7. The Product Guerilla Strategy <ul><li>Physical Product - Size, Condition, Floorplans, </li></ul><ul><li>Brand Identity- Pinpoint your “One Thing”? </li></ul><ul><li>Features, Amenities, Quality, Atmomsphere </li></ul><ul><li>Your Reputation: Good? Bad? or Indifferent? </li></ul><ul><li>Logo – Tie into Brand </li></ul>Guerilla Tactic <ul><li>Objectively identify all aspects - good and bad. </li></ul><ul><li>Emphasize Positives </li></ul><ul><li>Schedule necessary repairs and upgrades and set a timeline to correct all negative features identified. </li></ul><ul><li>Distinguish your best features and the image you wish to project. </li></ul>
  8. 8. The Price <ul><li>Guerilla Strategy </li></ul><ul><li>What can Target Market afford to pay? </li></ul><ul><li>Monthly Carrying Charges </li></ul><ul><li>Membership Fee & Equity </li></ul><ul><li>Utilities </li></ul><ul><li>What does your price include? </li></ul><ul><li>Any Subsidy in place? </li></ul><ul><li>Market Analysis </li></ul><ul><li>Guerilla Tactic </li></ul><ul><li>Study Area Median Incomes & Any Income Limits. </li></ul><ul><li>Analyze $/sq.ft for area rentals and home sales, which are competition. </li></ul><ul><li>Is your equity payment an investment? Or does it compare to required deposits in your area? </li></ul><ul><li>Calculate $ value of Utilities and Services included in your Housing Charges. </li></ul>
  9. 9. The Promotion <ul><li>Advertising </li></ul><ul><li>Publicity </li></ul><ul><li>Sales </li></ul><ul><li>Personal Selling </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Image Management </li></ul><ul><li>Web </li></ul><ul><li>Social Media </li></ul>
  10. 10. The Place <ul><li>Physical Location – includes all of the specific physical aspects of the property </li></ul><ul><li>Relative Location – emphasizes the location of the property in relationship to resident needs and desires </li></ul><ul><li>Comparative Location – how your property compares with other apartment communities with which you compete </li></ul>
  11. 11. The People <ul><li>On-Site Personnel </li></ul><ul><li>Contract Workers </li></ul><ul><li>Marketing Partners and Vendors </li></ul><ul><li>Board of Directors </li></ul><ul><li>Management Team </li></ul>
  12. 12. Why a Marketing Plan? <ul><li>It requires you to produce a quantifiable analysis of the Cooperative, measuring strengths and weaknesses, develop a resident profile, and identify your market in a clear and objective way. </li></ul><ul><li>It encourages effective use of resources and budgeting. Use as a tool to monitor and control marketing costs vs. results. </li></ul><ul><li>A clear cut plan, implemented step by step, will produce the best results. </li></ul>
  13. 13. …Because of Vacancy Loss <ul><li>Example: 10 vacant units per month; carrying charges of $500 per month </li></ul><ul><li>This is $5,000 worth of lost income in 1 month </li></ul><ul><li>If all of these units remain vacant for an entire year your coop loses $60,000 annually </li></ul><ul><li>This is money that can NEVER be recovered. </li></ul>
  14. 14. Step-By-Step to Your Marketing Plan <ul><li>Step #1: Purpose of Marketing Efforts </li></ul><ul><li>Step # 2: Analyze Current Marketing </li></ul><ul><li>Step #3: Identify Target Market </li></ul><ul><li>Step #4: Identify Your Competition </li></ul><ul><li>Step #5: Select Marketing Elements </li></ul><ul><li>Step #6: Create a Budget </li></ul><ul><li>Step #7: Create a Timeline </li></ul><ul><li>Step #8: Monitor the Results </li></ul><ul><li>Step #9: Re-evaluate the Plan </li></ul>
  15. 15. Step #1: Purpose <ul><li>What do you want to accomplish (goals)? </li></ul><ul><ul><li>Reduce vacancy/Build Waitlist? </li></ul></ul><ul><ul><li>Create a more diverse community? </li></ul></ul><ul><ul><li>Increase your value and Member return on equity? </li></ul></ul><ul><ul><li>Decrease costly turnovers </li></ul></ul><ul><ul><li>Improve desirability of your “Brand” </li></ul></ul>
  16. 16. Step #2: Analyze Current Efforts <ul><li>What are you doing now? </li></ul><ul><li>What have you done in the past? </li></ul><ul><li>What has worked the best? </li></ul><ul><li>Have you measured efforts? </li></ul><ul><li>Traffic Log Document </li></ul><ul><li>Analyze Statistics in Crime, Complaints, Turnover, Evictions </li></ul>
  17. 17. Step #3 Identify Target Market <ul><li>Who do you want to reach with your Marketing efforts? </li></ul><ul><li>How do you determine who your target market is? </li></ul><ul><li>Do you need to diversify your demographic? </li></ul>
  18. 18. Positioning for the Target Market <ul><li>Does what you offer provide a benefit to your target customer’s needs? </li></ul><ul><li>Will the benefit be perceived as real and meaningful? </li></ul><ul><li>Does it truly separate you from the competition? </li></ul><ul><li>Is it unique or difficult to copy? </li></ul>
  19. 19. Understanding & Tracking Trends <ul><li>Average Income / Median Income </li></ul><ul><li>Employment Growth/Decline </li></ul><ul><li>Interest Rates </li></ul><ul><li>Overall Health of Real Estate Market </li></ul><ul><li>Military/Student Populations </li></ul><ul><li>Crime Statistics </li></ul>
  20. 20. Step #4: Identify your competition <ul><li>If a person is looking for housing in your area what other communities will they be looking at? </li></ul><ul><li>What amenities do they offer? </li></ul><ul><li>What is their cost per month? </li></ul><ul><li>What does that monthly payment include? </li></ul><ul><li>How are they marketing their community? </li></ul><ul><li>Complete an annual market survey </li></ul>
  21. 21. Step #5: Marketing Elements <ul><li>Elements of a Marketing Plan… </li></ul><ul><ul><li>Curb Appeal </li></ul></ul><ul><ul><li>Resident Retention </li></ul></ul><ul><ul><li>Site Staff </li></ul></ul><ul><ul><li>Community Outreach </li></ul></ul><ul><ul><li>Logo/Signage </li></ul></ul><ul><ul><li>Print Advertising </li></ul></ul><ul><ul><li>Web </li></ul></ul>
  22. 22. Curb Appeal What Meets The Eye
  23. 23. Curb Appeal – Guerrilla Strategies <ul><li>Lawn Maintenance/Landscape </li></ul><ul><li>Trash Pick-Up </li></ul><ul><li>Window Coverings </li></ul><ul><li>Patio Conditions </li></ul><ul><li>Night-Time Appearance </li></ul><ul><li>Signage </li></ul><ul><li>Condition of Buildings </li></ul><ul><li>Parking Lots/Drives </li></ul><ul><li>Neighborhood Environment </li></ul><ul><li>Member Involvement </li></ul>
  24. 24. Curb Appeal – Guerrilla Tactics <ul><li>Grounds Committee </li></ul><ul><li>Community Clean-Up Day/Beautification Day </li></ul><ul><li>Partner College/University Horticultural Students </li></ul><ul><li>Member Contests </li></ul><ul><li>Community Vegetable Gardens </li></ul><ul><li>Seasonal Plantings/Decorations </li></ul><ul><li>Give-Aways: Flowers, Outdoor Decor </li></ul><ul><li>Areas for Benches, Cook-Outs, Picnicking </li></ul><ul><li>New Porch Lights, Mailboxes, Address #’s, Shutters </li></ul>
  25. 25. Resident Retention Feeling “At Home”
  26. 26. Membership Retention Necessary for Cooperative Survival? <ul><li>Reduces Turn Over Costs. </li></ul><ul><li>Makes the Property Desirable. </li></ul><ul><li>Allows for Realistic Budgeting. </li></ul><ul><li>Affects the Bottom Line. </li></ul>
  27. 27. Member Retention– Guerrilla Strategies <ul><li>Provide your Members with Top-notch Customer Service </li></ul><ul><li>Create a schedule of tangible Incentives for Members to stay year after year </li></ul><ul><li>Why throw precious Marketing resources at Prospects INSTEAD OF Existing Members? </li></ul><ul><li>Respond promptly to Member complaints and concerns. </li></ul><ul><li>Organize events designed to include your Members in their community. </li></ul><ul><li>Give reasons for Members to get involved and experience a sense of belonging. </li></ul>
  28. 28. Member Retention– Guerrilla Tactics <ul><li>Communication </li></ul><ul><ul><li>Newsletter/Notices </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Survey </li></ul></ul><ul><li>Reward Programs </li></ul><ul><ul><li>Referral/Early Bird </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Annual Retention Award </li></ul></ul><ul><li>Customer Service </li></ul><ul><ul><li>Maintenance Dept. </li></ul></ul><ul><ul><li>Management </li></ul></ul><ul><ul><li>Board of Directors </li></ul></ul>
  29. 29. Member Retention– Guerrilla Tactics <ul><li>More Resident Retention IDEAS </li></ul>
  30. 30. Complaint Resolution <ul><li>Helps Members to feel valued, validated and respected. </li></ul><ul><li>Institute a policy requiring all complaints be submitted in writing </li></ul><ul><li>Record of Contact per Household </li></ul><ul><li>Listen attentively, respond non-defensively. </li></ul><ul><li>Require written follow-up on all complaints including those addressed in person </li></ul><ul><li>Consider introducing a Moderator to settle disputes between Member households. </li></ul>
  31. 31. Site Staff Your First Line of Marketing
  32. 32. Staff Professionalism: Office Staff <ul><li>First Impression </li></ul><ul><li>Attitude </li></ul><ul><li>Community Pride </li></ul><ul><li>Knowledge </li></ul><ul><li>Friendly Demeanor </li></ul><ul><li>Confidentiality </li></ul><ul><li>Continuing Education </li></ul><ul><li>Follow-up </li></ul>
  33. 33. Telephone Technique <ul><li>Goal of the Prospect Call </li></ul><ul><ul><li>To Create Interest in Your Community </li></ul></ul><ul><ul><li>Build a Rapport With the Prospect </li></ul></ul><ul><ul><li>Convert the Call to an On-Site Visit </li></ul></ul><ul><li>Framework of the Prospect Call </li></ul><ul><ul><li>Greeting </li></ul></ul><ul><ul><li>Qualifying </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><li>Closing </li></ul></ul>
  34. 34. Guest Card <ul><li>Collect basic contact Information </li></ul><ul><li>Be sure to document how the potential Member heard about the Cooperative </li></ul><ul><li>Follow-Up with a phone call and/or thank you note </li></ul>
  35. 35. The Demonstration <ul><li>Again , you only get 1 chance to make a first impression, so… </li></ul><ul><ul><li>Stand Up </li></ul></ul><ul><ul><li>Make Eye Contact </li></ul></ul><ul><ul><li>Shake Hands </li></ul></ul><ul><ul><li>Act Interested </li></ul></ul><ul><ul><li>Make Them Feel Welcome </li></ul></ul><ul><li>Model Apartment </li></ul><ul><li>Tour Community </li></ul><ul><li>Overcome Objections </li></ul>
  36. 36. Staff Professionalism: Maintenance Staff <ul><li>Skilled Workmanship </li></ul><ul><li>Personal Attitude </li></ul><ul><li>Friendly Manner </li></ul><ul><li>Clean Appearance </li></ul><ul><li>Confidentiality </li></ul><ul><li>Property Pride </li></ul><ul><li>Pride in Co-Workers </li></ul><ul><li>Follow-up </li></ul>
  37. 37. Community Outreach Make Friends
  38. 38. Informal Networking <ul><li>Workplace </li></ul><ul><li>Church </li></ul><ul><li>PTO – Schools </li></ul><ul><li>Social Organizations i.e. Union Meetings </li></ul><ul><li>Local Businesses </li></ul><ul><li>Vendors </li></ul>
  39. 39. Formal Networking <ul><li>City Council </li></ul><ul><li>Chamber of Commerce </li></ul><ul><li>Planning Commission </li></ul><ul><li>Local Housing Authority </li></ul><ul><li>Police/Fire Department </li></ul>
  40. 40. Logo/Signage Visual Marketing Queue
  41. 41. Before & After
  42. 42. Logo
  43. 43. Print Advertising Do Judge a Book by Its Cover
  44. 44. Representation <ul><li>Stationary </li></ul><ul><ul><li>Letterhead </li></ul></ul><ul><ul><li>Envelopes </li></ul></ul><ul><ul><li>Business Cards </li></ul></ul><ul><li>Brochure </li></ul><ul><ul><li>Floor Plans </li></ul></ul><ul><li>Newspaper Advertising </li></ul><ul><li>Magazines/Guides </li></ul><ul><li>Flyers </li></ul>
  45. 45. Good Advertising Can.. <ul><li>Describe services & feature benefits to new residents </li></ul><ul><li>Announce New or Upcoming Improvements </li></ul><ul><li>Inform Prospects of your Co-op’s Community Involvement – Get Involved!! </li></ul><ul><li>Create awareness of your community with a new target audience </li></ul><ul><li>Inform existing & potential residents about events or special promotions </li></ul>
  46. 46. Guerrilla Tactics <ul><li>Seasonal Special Ads </li></ul><ul><li>Open House/Announcement Ads </li></ul><ul><li>Tie ads in with Current Events </li></ul><ul><li>Trade Advertising with Local Businesses </li></ul><ul><li>Make your own flyers </li></ul><ul><li>Do just enough to capture attention and bring them in. Then begin “The Cooperative Difference” education </li></ul>
  47. 47. Fair Housing Marketing & Advertising <ul><li>Use the “Equal Housing Opportunity” logo and statement properly </li></ul><ul><li>Display a fair housing poster </li></ul><ul><li>Avoid inappropriate words in advertising </li></ul><ul><li>Maintain a log of all changes in eligibility criteria, rates, or other leasing policies </li></ul>
  48. 48. The Web Back to the Future
  49. 49. Internet Users by Age <ul><li>Age 18 to 34 – 37% of Total Users </li></ul><ul><ul><li>25-34 years = 23% </li></ul></ul><ul><ul><li>18-24 years = 14% </li></ul></ul><ul><li>Age 35 to 54 – 49% of Total Users </li></ul><ul><ul><li>45-54 years = 17% </li></ul></ul><ul><ul><li>35-44 years = 32% </li></ul></ul><ul><li>Age 55 to 65+ – 14% of Total Users </li></ul><ul><ul><li>65+ years = 5% </li></ul></ul><ul><ul><li>55-64 years = 9% </li></ul></ul>
  50. 50. E-Marketing <ul><li>Getting the Lead From Your Website </li></ul><ul><li>3-D Site Plans </li></ul><ul><li>Interactive Site Plans With Area Businesses, Resources and Attractions </li></ul><ul><li>Online Coupon / Specials </li></ul><ul><li>3-D Floor Plans </li></ul><ul><li>Virtual Tour </li></ul><ul><li>Link to site for Directions (Map Quest) </li></ul><ul><li>Eligibility Criteria </li></ul><ul><li>On-Line Application & E-mail Link to Sales Office </li></ul><ul><li>Links to Your Social Media Pages </li></ul>
  51. 51. E-Brochure <ul><li>What Should It Include? </li></ul><ul><ul><li>Phone Number, Address, E-Mail, Fax </li></ul></ul><ul><ul><li>Floor Plan </li></ul></ul><ul><ul><li>Photos/Visual Stimuli </li></ul></ul><ul><ul><li>Amenities </li></ul></ul><ul><ul><li>Office Hours </li></ul></ul><ul><ul><li>“ Call To” Action </li></ul></ul><ul><ul><li>Links to Additional e-marketing </li></ul></ul><ul><ul><li>Link to office e-mail </li></ul></ul>
  52. 52. E-Retention <ul><li>Work Order Requests </li></ul><ul><li>Community Calendar </li></ul><ul><li>Newsletter </li></ul><ul><li>Rules & Regulations </li></ul><ul><li>Management Communication </li></ul><ul><li>Membership Sales </li></ul><ul><li>Electronic Payment Options </li></ul><ul><li>Suggestion Box </li></ul>
  53. 53. Twitter LinkedIn Wordpress Flickr StumbleUpon YouTube Social Media – Options, options, options
  54. 54. Social Media - Facebook <ul><li>Number of Facebook users worldwide, greater than entire population of U.S. </li></ul><ul><li>Over 75% of all internet users have social media pages, with facebook being the most used. </li></ul><ul><li>4 out of 5 online Americans use social technology. </li></ul><ul><ul><ul><ul><li>Survey Says: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4 out 93% of Facebook users believe a company should use social media </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>85% of Facebook users believe that companies should also interact with their customers. </li></ul></ul></ul></ul></ul>
  55. 55. Social Media - Facebook <ul><li>Very user friendly and Easily Maintained </li></ul><ul><li>If you’re not on facebook yet – you are missing the boat... </li></ul><ul><li>Wide variety of uses and applications </li></ul><ul><li>FREE!!! </li></ul><ul><li>Use to positively influence your Brand </li></ul><ul><li>Engage Prospects and Members with marketing and retention tools. </li></ul><ul><li>Monitor uncensored conversations about your community. </li></ul><ul><li>Instant feedback. </li></ul>
  56. 56. Social Media – Facebook Tips on setting up Your Page <ul><li>Be sure you create a “Fan Page” account. This type of account is specifically for business to promote their services, different from a private user page. </li></ul><ul><li>If you select correctly, your “Fans” will “Like” you, NOT “Friend” you. </li></ul><ul><li>Name your account the exact formal name of the community, as closely as possible. </li></ul><ul><li>Helps Fans find you, and clearly describes your business. </li></ul><ul><li>Your page should be a reflection of your business philosophy. </li></ul>
  57. 57. Social Media – Facebook Tips on setting up Your Page <ul><li>Next, select a profile picture that best expresses your Cooperative’s personality. </li></ul><ul><li>Then select more photos to display. Photos of people are the best attention grabbers. </li></ul><ul><li>Be sure your ‘Brand’ is well reflected. </li></ul><ul><li>Profile picture will appear as a thumbnail image throughout site, and next to all comments and posts. </li></ul><ul><li>Try to make your page visually appealing, with interesting content. </li></ul>
  58. 58. Social Media – Facebook Tips on setting up Your Page <ul><li>Next, select “Add information to this page” underneath the profile picture and fill in as much basic and detailed information as possible, to positively reflect your Co-op. </li></ul><ul><li>Select links to any businesses and organizations you are associated with. </li></ul><ul><li>Optimize performance by adjusting various controls in “Edit Page”. </li></ul><ul><li>Finally, Select “Publish” and go public with your page!! </li></ul><ul><li>You are now on Facebook. </li></ul><ul><li>LIKE!!!  </li></ul>
  59. 59. Social Media - Guerilla Strategy <ul><li>Implement a written Social Media Policy for Staff. </li></ul><ul><li>Designate 1 – 2 people as Coordinators to insure content is kept appropriate, on-topic and relevant to your Marketing goals. </li></ul><ul><li>Encourage staff to participate according to policy guidelines, so Members enjoy engaging with them </li></ul><ul><li>Use Facebook to engage, inform, entertain, notify. </li></ul><ul><li>Keep the posts short, lighthearted and include photos. Ask questions that encourage responses. </li></ul><ul><li>Update consistently. Give “Fans” a reason to visit. </li></ul><ul><li>Use Marketplace Tab to post Advertising. </li></ul>
  60. 60. Social Media – Guerilla Tactics <ul><li>Games: Bingo, Trivial Pursuit, Scrabble – open to Members OR Prospects. </li></ul><ul><li>Question of the Day. Don’t use yes/no Questions, goal is to open a dialog with Members/Prospects. </li></ul><ul><li>Picture of the Week. Recipe Contest. “On this day in History…” Member Profiles.Birthday/Anniversary. </li></ul><ul><li>Monthly Decorating Tip – Include photos, specific to your floorplans. Give away an item used in the tip. </li></ul><ul><li>Get staff involved. Ask them to create a “work page” in their name, separate from any personal pages they may have, and interact on your Co-op page. </li></ul>
  61. 61. Step # 6 & # 7: Budget & Timeline <ul><li>How much do you have to spend on your marketing efforts? </li></ul><ul><li>When will you begin your marketing? </li></ul>
  62. 62. Step #8: Monitor the Results <ul><li>Site office needs to ask every person that calls or comes into the office how they heard about the cooperative </li></ul><ul><li>Track the results on a continual traffic log </li></ul>
  63. 63. Step #9: Re-evaluate <ul><li>Use your traffic log to find what is working best and least </li></ul><ul><li>Be Flexible… if an element isn’t working don’t keep using it change to a different element </li></ul><ul><li>Keep a record of what you’ve tried in the past </li></ul><ul><li>This will ensure that your marketing dollars are spent in the most useful way </li></ul>
  64. 64. Keys to a Successful Plan <ul><li>Make a commitment to the plan </li></ul><ul><li>Patience is critical – It may take 3 to 6 months to get the response you need and even more time to see the results </li></ul><ul><li>Consistency is critical – Don’t change your message or stop marketing for long periods of time </li></ul>
  65. 65. HUD Requirement <ul><li>HUD-form 935.2A – Affirmative Fair Housing Marketing Plan </li></ul><ul><li>Should be kept in site office </li></ul><ul><li>Must be updated every 5 years </li></ul><ul><li>Make sure you incorporate what you have told HUD you would do into your plan </li></ul>
  66. 66. Additional Suggestions: <ul><li>Evaluate Application Approval Process </li></ul><ul><li>Evaluate Membership Selection Plan </li></ul><ul><li>Appearance of the Office </li></ul>

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