building the sigma image: marketing strategies sigma gamma rho sorority, inc. epsilon pi chapter...

Building the Sigma Image:Marketing Strategies

Sigma Gamma Rho Sorority, Inc.Epsilon Pi Chapter

Jan. 17, 2009

Presented by: Soror Crystal L. Bessix edOpp Solutions LLC

Workshop Agenda

Communication Marketing 101 ExSell with Marketing Promotions Mix Elements of a

Marketing Plan Q&A

Communication is the Key!

In what ways can we communicate

to each other?

Marketing Communications

Personal VisitsPersonal Visits

Demand Creation (& Conversion)

Bra

nd

Im

age

1-1 (Personalized)Direct Marketing

1-1 (Personalized)Direct Marketing

TV/Radio AdvertisingTV/Radio Advertising

Print AdvertisingPrint Advertising

Web AdvertisingWeb Advertising

Speakers’ BureauSpeakers’ Bureau

Trade ShowsConferences

Trade ShowsConferences

Sponsorships& Other Events

Sponsorships& Other Events

Press ReleasesPress Releases

TargetedDirect Mail

TargetedDirect Mail

White PapersResearch Papers

White PapersResearch Papers

Mass Direct MailMass Direct Mail

Feature Articles(Reprints & Web)

Feature Articles(Reprints & Web)

Media & AnalystBriefings

Media & AnalystBriefings

CommunityRelations

CommunityRelations

Faculty/StaffCommunications

Faculty/StaffCommunications

BrochuresBrochures

Web SiteWeb Site

Marketing 101

Target Audience: A specified audience or demographic group for which an advertising message is designed.

Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

Brand Image: The perception of your product or your brand by the consumer.

SWOT: Strength, Weakness, Opportunity, Threat

Sorority SWOT

Strengths

Weaknesses

Opportunities

Threats

Market Influences

What factors influence sorority choice?

Targeted Marketing

Determine Target Audiences: Drill down, be specific –

demographic, classification Internal constituents – college External constituents – community Who will be attracted to join

SGRHO? Who needs to know about

SGRHO? Who is SGRHO responsible to?

Determine Marketing Message What do they need to know? Why do they need to know it?

The SIGMASIGMA Brand

Visual + Emotional = Brand Logo, Tagline, Colors, Name(s), Symbols Attributes, Perceptions, Values To create awareness

SGRHO Brand – “Greater Service, Greater Purpose”

Epsilon Pi Sub-Brand – “Exquisite” “UH Pretty Poodles”

ExSell with Marketing

Features – physical characteristics of a product

Benefits – the satisfaction of a need (What’s in it for me?) (List 5-10 F & B)

Get Informed – know your buyer

Rehearse your pitch – know your product

Represent well – you also sell yourself

Sorors are salespeople too!

Top 10 Reasons to Love SGRHO

Unique Selling Proposition – determining what differentiates your product from competitors

My 3 Minute Presentation

Stay equipped – BAM! The brochure

Promotions Mix

Advertising Personal Selling Promotional Sales Public Relations Direct Marketing E-Marketing

Advertising

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

•Print and broadcast ads•Brochures•Billboards•Signs•Point-of-purchase displays ***•Symbols and logos

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

•Sales presentations•Sales meetings•Incentive programs•Samples•Fairs and trade shows

Personal Selling

A short-term inducement of value offered to arouse interest in buying a good or service.

A short-term inducement of value offered to arouse interest in buying a good or service.

•Contests, games, sweepstakes•Sampling•Fairs and trade shows•Exhibits•Coupons•Rebates

Promotional Sales

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

•Press kits•Promotional item donations•Sponsorships•Community relations•Events

Public Relations

Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

•Catalogs•Mailings•Telemarketing•Fundraising•Postcards/Letters

Direct Marketing

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

•MySpace/Facebook•You Tube•Constant Contact - Email•Website - SEO•Live Chat

E-Marketing

Elements of a Marketing Plan

Sorority Background & SWOT Competitor Analysis Target Audiences & Messages Brand Statement – Values & Descriptors Goals & Objectives Strategies – Promotion Mix Budget

Questions?

Soror Crystal L. BessixChief Marketing Officer

edOpp Solutions LLCC: 713.530.0082

E: uhvirgo@hotmail.com