This document provides guidance on marketing an organization by defining target audiences and developing key messages. The three main points are: 1) Identify your target audiences by determining who needs to know about your organization, what issues they care about, and how well you are currently addressing their needs. 2) Develop 2-3 key messages that clearly define your organization's purpose, values, and how it addresses important needs in order to consistently communicate your identity and make the most of limited resources. 3) Capture personal stories and details about how your services have benefited people in order to convey your impact in a compelling way that potential supporters can relate to.

1. Marketing your
organisation
All material © Caroline Oubridge

2. You want people to know:
• Who you are
• What you do
• How they can be involved

3. Today: a step to the side
• Look at ingredients
• Share ideas and
experiences

4. Today
• Who you need to reach
• What you want to say
• Ways to do it

5. Target audience(s)?

6. Target audiences
• Who are they? – Be specific
• What do they need or care
about?
• How are you doing? Marks
out of 10?

7. Target audience(s)

8. Target audience(s)
• Once you know who they are
• Design your activities or
services for them
• Know who to:
prioritise
find out about

9. Elevator pitch

13. About Ecotricity:
Ecotricity is an electricity company with a
difference - we're dedicated to changing the way
electricity is made.
We take the money our customers spend on
electricity and invest it in clean forms of power like
wind energy.
What's more, we're the only green electricity
company actually building these new renewable
energy sources. In 2007 alone we invested £25
million in wind energy.

14. Interview your neighbour
• 1 minute per
answer
• First thing
that comes
into your head
• Make notes
afterwards

15. Key messages are:
MORE THAN AIMS &
OBJECTIVES
• Your purpose
• Your values
• The need for your activities

16. Key messages will:
• Give you a clear identity
• Help you communicate
consistently
• Make the most of
scarce resources

17. Show don’t tell
• DON’T describe what you do
• Enable your
audience to
experience it

18. Capture the details –
events
“We held a great event”

19. Capture the details
“I learnt some
really useful
new skills”
Alan – care
worker
“It’s helped me to
work out what to
do next” Susi -
jobseeker

20. Capture the details
“These are the groups of people
that used our services”

21. Capturing the details
Jim lost his arm three
years ago. “This
service has helped me

22. Capturing the details

23. Capturing success:
• Benefits and outcomes?
• Numbers?
• Experiences, thoughts and
feelings?
• Changes made?
• How achieving aims?
• Lessons learned?

24. We all love a good
story

25. This Christmas think of sewermen
Who tremble in dismay
When grease from goose and fatted
fowl
Is idly poured away
It clogs the drains of London
And it must be scraped away.
(chorus)
Put your fat in the rubbish in a bin
Throw it all in
Put your fat in the rubbish in a bin

26. We work with people who live in
disadvantaged areas. We help them to
tackle some of the problems that
undermine the quality of their lives, issues
such as crime, drugs, unemployment, anti-
social behaviour and educational under-
achievement.
“I’d been using drugs since I was 12
and really couldn’t see a way out.
CUP have helped me to think things
through. It hasn’t been easy, but
through them I’ve got coaching
qualifications that show I can work
hard and get somewhere.”

27. Channels of
communication

28. Action plan
• What are you going
to do differently?
• Three realistic
changes?