2012 Leadership Conference
Nancy Strojny, Chapter Chair, Portland (ME)Ted Ostrem, Assistant District Director, SE Illinois
Client Acquisition: Best Practices Locally and Online
2012 Leadership Conference
Bridget Weston PollackDirector, Marketing and Communications
SCORE Marketing: An Overview
Who Is The Marketing Team?
“We Need To Get The Word Out About SCORE.”
Our Audience Reach Is Up To 6.5 Billion
Online and Print
Radio
Television
“How is National Getting Clients To My Chapter?”
Attracting Clients With Great Content & Cross-Selling Mentoring
SCORE.org• Visits up
16%• Webinars
up 25%
Social Media• Faceboo
k up 32%
• Twitter up 53%
• Audience reach up to 2 million
eNewsletters• 220,000
subscribers
Mentoring Requests• SCORE.or
g requests 215,000
• Up 73%
“How Can You Help Us Market Our Local Chapter?”
2012 Leadership Conference
Nancy Strojny, Portland, METed Ostrem, SE Illinois
Client Acquisition: Best Practices Locally and Online
Building Alliances• Take a 360 view of your local market• Identify key influencers in your
community• Universities• Banks• Tech Centers• Business Incubators• SBA, SBDC, WBC, EDCs• Chambers• Rotaries• Career Centers
Building Alliances
• Develop action plan to build SCORE brand awareness
• Develop a FAQ piece to leave with each organization
• Invite local partners to speak at Chapter meetings to build knowledge about SCORE
• Develop process to include the WIIFM for alliances
Attracting In-Business Clients
Workshop Development with Relevant Topics• Social Marketing (Facebook, LinkedIn)• Web Site Development• Trademarks and Branding• Quick Books 101• Buying or Selling a BusinessWord-of-mouth• Keep your “antennae” up• Talk to people in your community and other
networking groups about SCORE
Attracting In-Business ClientsBusiness Roundtables• Topics that participants decide• Best practice sharing• Consider a strategic partner• Chambers which are in-business members
PR Efforts• Blogging and PR using success stories• Submit articles to your local newspaper
Conversion Strategies: From Workshops to Mentoring Clients
• Complete 641 for each attendees• Constant Contact email marketing
with links for online sign up• Success Stories on workshop walls• Identify participants and their
business at start of workshop• Volunteers attend workshops to build
credibility and relationships
Takeaways
• Who can you invite to be a SCORE alliance partner?
• How can you make your chapter more visible in one way? (New audience, new outlet?)
• What one strategy can you add to convert workshop attendees to mentoring clients?
Get your SCORE Marketing Cookbook to help with your strategic efforts today at the Marketing Booth!