Marketing to the Tough Crowds
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http://www.allisondevelopmentgroup.com Erica Allison of Allison Development Group in NC was asked to speak at the 2013 SouthEast Regional Directors Institute (SERDI) Conference held in Asheville, NC. Topics covered how to market your organization so that it matters to your audience; how to market your organization to your partner organizations and the public; how to use data to enhance your message and build relationships; and how to communicate with agenda-driven or opposition groups. Erica provided a case study of a brand pivot that delivered results in a tumultuous political climate.
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Marketing to the Tough Crowds
- 1. Marketing Ourselves Skills & Strategies to Tell Our Story How to Handle Agenda-Driven Groups 2013 Annual Professional Development Conference
- 2. Marketing to a Tough Crowd Members, Partners, Opponents, Challengers and the Usual Suspects. 2013 Annual Professional Development Conference
- 3. Set Your Timers O 30 min: Marketing Like a Pro O 25 min: Marketing to the Tough Crowds O 20 min: The Crowd Turns Tough (Q&A)
- 6. Who cares? O Clients O Community O Partners O Competition O Detractors O Vendors O Lenders O Family O Friends They are ALL the same. And they ALL care.
- 8. Understanding OWho you are and what you do…BEST.
- 9. Understanding O What matters MOST to the people you serve.
- 10. Understanding O Goals Differ O Results Matter
- 13. Research & Data: Self Search Your Name Here…
- 16. Research & Data: Secure Search https://encrypted.google.com/
- 17. Your Name Here… Research & Data: Google Alerts
- 19. Research & Data: Cross Channel Communication
- 20. 1. Pick up phone. 2. Grab a coffee.
- 21. Marketing Means Using the Data to Drive Marketing
- 25. What do you do with the data? O Change your tune O Adjust your message O Reflect changes across all platforms
- 28. Hit the Message Up Front This Council is about Economic Development!
- 31. Move Quickly & Boldly
- 32. The Marketing R&D Hot List Self Reflection: Opportunities & Challenges Outside Evaluation: Opportunities & Challenges O Google Yourself - routinely O Google Alerts O Google Analytics O Cross Channel Comm O Surveys, Emails, Social Media O Google Others – routinely O Google Alerts O Coffee Talk O Show Up
- 33. Rinse & Repeat
- 34. Marketing to the Tough Crowds A Case Study: GroWNC
- 35. Project Overview What: O HUD Sustainable Communities Grant (2010) O Economic prosperity, quality growth, and sustainable development How: O Existing plans and strategies O Extensive public involvement >> Solutions Who: O Land of Sky O Consortium to guide and facilitate + Community to lead Where: O Western NC: Buncombe, Haywood, Henderson, Madison & Transylvania counties
- 37. Who are we talking to here? What are we saying?!?
- 39. What’s in a Brand ? Were we on target?
- 40. Or, even on the board?
- 44. STAY ON POINT. COVER YOUR BASES. Don’t ignore the elephants. When you pivot…
- 45. Brand Integrity • Messaging & Talking Points • Frequently Asked Questions • Meeting Protocols • Communication Tools • Templates • Graphic Standards
- 50. Not JustA-21 orTea Party
- 51. Fence Jumping O Understand their motivations O Understand their language – use it O Show up O Help build a new fence O Invite them over for coffee
- 53. And Remember… O We ALL want to do business or work with people we trust and know – get to know them. O While the Goals + Motivations may differ… O The desire for Results still remains.
Editor's Notes
- With my own site, I changed the services line up based on traffic to my site and the fact that I had too many things – clunky lists – that made them drop off after visiting.
- With my own site, I changed the services line up based on traffic to my site and the fact that I had too many things – clunky lists – that made them drop off after visiting.
- I’ll talk more about this later when we discuss handling your detractors.
- http://www.flickr.com/photos/timothymorgan/75288771/
- We actually were not hitting the mark with this logo; we were excluding some folks and confusing others. We weren’t even close to hitting an economic development mark.
- The word initiative doesn’t result in positive sentiment…is it an effort? A process? General public weary of its use.Livable is a hot button term in our conservative neck of the woods. While it may “play” well in one spot (Asheville) it does not in the rest of the region. We had to create a new brand that would clearly convey overarching goals of economic development and jobs and that did NOT look like a government led effort.May prove difficult to place onto a t-shirt, letterheadRule of thumb in logo creation: avoid using more than 2 colorsLooks busy.
- Two colors of blue and green represent growth, prosperity, hope and optimism.Simple, text driven logo.The O in Gro can convey topic areas.All about jobs and econ development Looked at anti-groups or folks not usually on board for sustainable planning efforts for inspiration.
- http://www.flickr.com/photos/mobilestreetlife/4179063482/
- Comm and Outreach Strategy is our rule book for brand integrity, particularly with regards to message and talking points.We address hot items (mind the elephants) and we provide guidance on how to use the logo, which colors to use, and how we’ll convey the message.
- Goes beyond logo to website, collateral materials like postcards, and invitations.
- Facebook is our social hub where we post updates, meeting dates and times, and relevant news articles to create CONTEXT and RELEVANCE for the project.
- New Belgium BrewerySierra NevadaGreat examples of economic development that is unique to our region and that touches on health, energy, transportation, land use, housing, all elements of the Livability Principles.
- There’s always going to be someone on the other side of the fence.