Marketing Your Chapter

“Strive for excellence, not perfection.” H. Jackson Brown, Jr.

Question

• What is your main marketing challenge from your understanding of what marketing is for you?

What is Marketing?

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.

What effective Marketing does

• Membership growth;• Membership retention;• Increased member participation;• Attract quality educational programs;• Insure financial stability;• Increase/improve member services; and• Attract strong leadership candidates.

WHY ? ICF Chapters

• Build credibility • Build awareness• Make connections• Earn trust

4 Points of Value from ICF

• Connect me to other coaches, bigger like organizations, what’s going on in other associations within coaching industry.

• Expand me: my professional development, expand skills, awareness of self, coaching competencies

4 Points of Value Cont.

• Validate me: with an ICF credential• Build my credibility through membership in

ICF. Through marketing and public relations, ICF builds global reach about coaching

Marketing the Chapter

1. The excitement of discovery and learning;

2. Fun;

3. Time;

4. Sense of belonging; and

5. Chance to reinvent oneself.

Raise Awareness of Coaching

• In your community• Invite people to attend meet and learn

about coaching sessions• Town Hall Meetings

Coach Training Programs

• Engage your local coach training programs and schools, colleges and universities

• Inform them of the value of chapter membership

ICF Brand - One Voice

• Chapters are ICF brand ambassadors.• Each Chapter has its own logo with their

Chapter’s name and are used:– On chapter website, Twitter, Facebook,

LinkedIn, YouTube, newsletters, marketing material, and Board of Directors email signatures

Value of the Brand

ICF Belgium website:Before rebranding: 800 visits on average per month

After rebranding: 1800 visits on average per month!

• There are 1 billion users on Facebook

Social Media Facts: True or False?

• In 40 minutes 1,000,000 links are shared on Facebook

• In 2012, 500,000 accounts were added to Twitter every day

Social Media Facts: True or False?

• 30% of people on Twitter recommend products in their tweet

Marketing Your Chapter

Does your ICF Chapter have a presence on Facebook, Twitter and LinkedIn? • The digital age has changed marketing.

Social media opens up opportunities for engagement with your chapter community.

Marketing Your ChapterMost visited websites: • 1. Facebook• 2. Google• 3. YouTube• 9. Twitter• 14. LinkedInRanking by Alexa.com a website information company

Branding on Social Media

Marketing Through Social Media

Social Media truly has the power to connect our community• According to the 2012 ICF Global Coaching

Study the average coach is 46-55, and that happens to also be the largest growing age group using social media.

• Use social media to create rich content with videos, photos and powerful words.

Target Audience Social Media

• Members;• Prospective members;• Past members;• Potential clients;• Organizations/ Associations; and• Media.

Marketing Your ChapterMost visited websites: • 1. Facebook• 2. Google• 3. YouTube• 9. Twitter• 14. LinkedInRanking by Alexa.com a website information company

Marketing Your Chapter

• How can you leverage your Chapter’s presence on Facebook?– Listing your ICF Logo and Chapter name on

your Facebook page?– Putting Chapter Facebook icon on each

chapter members email signature?– Promote every chapter event on FB

YouTube World

• Over 800 million unique visitors on YouTube monthly.

• 72 hours of video are uploaded to YouTube every minute.

• More than 20 percent of YouTube views come from mobile devices.

Marketing Your Chapter

• Word of mouth referrals and testimonies are powerful. Videos show the communicator is speaking honestly.

• How about promoting your chapter in 1-2 minute YouTube videos and putting them on your Chapter websites?– You could talk about Chapter events,

speakers, members, virtual education

Marketing Your Chapter

• Newsletters• Blogs • Creating a Twitter campaign used by your

members to promote your ICF Chapter

Renewal Season

• What we can do different to get

better results?

International Coaching Week

• May 20-26 • Chapters can promote coaching through

organized events• Events using pro bono coaching for social

causes attracts media• Be involved in your local community

Social Media Strategy

• Does your Chapter have a social media strategy?

Contact ICF

ICF Headquarters

2365 Harrodsburg Rd, Suite A325

Lexington, KY 40504 USA

+1.859.219.3580

icfheadquarters@coachfederation.org