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