better marketing for the third sector
Post on 18-Dec-2014
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Better brand marketing for the Third Sector
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- 1. An insight in to Third Sector marketing for those with better things to do with their money May 25, 2010
- 2. Paul Weinstein
- Who?
- What?
- Where?
- Why?
- When?
- How?
- A classically trained marketing and communications man
- Planning & executing brand building campaigns with impactful, incisive, insightful creative work
- Traditional & digital media. On-line, in print and broadcast media
- 25 years+ experience in a range of communications disciplines
- Whenever youre ready
- The purpose of today!
- 3. The purpose of today?
- To bring you some insights & incisiveness for marketing your organisation
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- discover routes to capturing all thats good about your organisation
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- identify some essential steps for better marketing your brand
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- explore the 4 Es of brand development & brand communications for the Third Sector
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- How to stretch your brand further
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- and your budget that much more
- 4. Passionate & Purposeful Pledge
- First exposure to NFP/ Charity sectors was The Arts
- Very evident being earnest was not enough to gain or retain major or minor support
- With the Cancer Research Campaign, Sportsmans Aid Society, Variety Club, Royal Albert Hall and more, it certainly wasnt enough to put bums on seats
- 5. Les Miserables!
- It would be like Waiting for Godot
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- Unable to rely on current sponsors
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- Major donors become minor or fade away
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- Current commitments become all absorbing
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- Future planning - the stuff of dreams!
- 6. The marketing conundrum
- As a charity or NFP you will have built a degree of latent warmth for your brand
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- But how do you avoid throwing baby out with the bath water?
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- How do you become dynamic without losing your caring character?
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- That latent warmth could turn to hot air or worse a smoke screen!
- 7. Brain Training
- Not the Nintendo kind but in gaining & retaining brand champions
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- When youre asking someone to become an active advocate, it takes messages of substance to assuage them
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- Whether Health, Wealth, Trade or The Arts , your brand must be strong
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- You must be steadfast in presenting your values and consistent
- 8. A worthwhile organisation worthy of support
- Being single-minded in your brand communications will...
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- Establish a memorable identity
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- Deliver a more appealing proposition
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- Present strong, credible values
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- Retain integrity of your brand
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- Attain greater awareness
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- Achieve wider appeal
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- Secure greater affinity & empathy
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- Provide motivation for others to engage with you repeatedly
- 9. Wake-up the public consciousness
- If theres charity fatigue out there you need to wake-up the public to your cause
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- But constant calls to arms will not be heard for long
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- Establish a tone of voice that is non-patronising, commensurate with the message, the cause and is cognisant of an intelligent public
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- Carrying through with a consistency in message, content, appearance and tone are key to gaining credence
- 10. Credibility = Clarity + Character + Continuity and you can still expect the unexpected!
- 11. 3 pillars of wisdom for marketing in The Third Sector
- To widen appeal, focus on three core tenets to change audience behaviour and start the conversation
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- Think differently
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- Feel differently
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- Act differently
- 12. Think differently Feel differently Uncomfortable? Shocked? Moved to take action?
- 13. Act differently Engage Enlighten Encourage
- 14. For greater resonance - interrupt the hubbub of daily life
- 15. Or disrupt it?
- 16. But how FAR should you go? F ocused? A pposite? R elevant?
- 17. Unlock the value in your brand
- Lock your brand in to the minds of likely supporters
- Deliver emotive, yet rational arguments by being LOUD
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- Listen to what the public say about you and your sector
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- Observe their beliefs and actions
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- Understand their frames of reference
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- Deliver the motivation that will gain their support
- 18. Define your brand
- Build a hierarchy of credible messages
- Substantiate with facts & values
- Identify current brand footprint
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- Who; What; Where
- Create a shorthand for communicating your values, personality and appeal
- And therell be no doubting the source of the message, the values that accompany it, the feeling following receipt and the required action
- 19. Develop your brand character
- Create a construct for your message thatll find supporters, major donors, volunteers and personnel, all receptive
- Adopt the right tone of voice thatll get you heard and not position you as part of the herd
- 20. Create affinity and/or empathy
- With a more compelling & targeted brand message
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- your audiences will know and understand more of your services and values
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- be motivated to talk about you to their peers
- 21. Carry the weight without being weighed down
- Enabling you to engage in dialogue
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- express the right sentiments in the right setting
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- conduct conversations of substance
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- open up lines of productive communication between you and your supporters
- 22. Even if you are competing for similar territory Highlight points of difference to emphasise the needs you meet with distinction
- 23. Deliver the brand the 4Es!
- Engage
- Enlighten
- Encourage
- Elicit a strong call to action
- 24. A strong call to action?
- To be truly effective a strong call to action is as required as a strong message
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- Yes, Im moved
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- Yes, I want to find out more
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- Yes, I want to do something
- But how?
- 25. Invite all to become stakeholders
- 26. Segment your audience Man Enough? Perceived wisdom?
- 27. Build your brand by association No doubting source of message, the brands values or the halo effect desired
- 28. Keep the brand appealing & refreshed
- Dont drown the message
- Dont dilute its impact by multiplying its objectives
- Ensure the media environment fits the brand
- 29. A greater share of voice for your brand
- 189,061 charities in the UK
- fierce competition for funds as well as share of voice in a recession hit marketplace
- greater blurring of boundaries between activities and segments within the third sector
- widening gap between large and small
- increased pressure on organisations to differentiate and demonstrate the difference they make
- you need to stand out from the crowd of good causes
- 30. Cutting through the noise
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- A successful brand will cut through an abundance of noise to get to a buying decision supporters are comfortable with time and again
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- where there is confusion you can provide clarity
- where there is reticence, you can reinvigorate the moral good
- where there is silence your message can resonate with supporters old and new
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- 31. Consciously better. Consciously different
- 32. Better Brand Marketing
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- A robust brand will provide you with
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- a strong identity
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- key points of difference
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- a single-minded message
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- a more connected supporter
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- greater brand loyalty
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- And a more connected supporter is a more frequent donor of time and/or money
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- 33. Your free brand health check
- A days immersion in your organisation
- In-depth discussions with your staff
- Getting under the skin of your brand
- Free when you commission a PAW Communications Platform
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- communication objectives
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- positioning statements
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- your key message
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- tone of voice
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- brand personality
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- addresses tactical & strategic issues
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- provides direction for the brand & future communications
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- enables you to be proactive & take advantage of opportunities
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- 34.
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