yfu marketing and recruitment
TRANSCRIPT
Building YFU Communities
Marketing and Sales Concepts
• Basic marketing concepts
• Sales techniques
• Planning strategies
Marketing Basics
The Big Question
Why do Host Families, voluntee
rs and students want to
participate?
Why do customers purchase what they do? How can we relate this to families, students, volunteers
• Personal Factors
– Age
– Life-Cycle Stage
– Occupation
– Economic Circumstance
• Psychological Factors
– Motivation
– Personal Perception
– Learned Experiences
– Beliefs
– Attitudes
• Social Class
Marketing Mix:
The Four P’s of Marketing
• Product – What are you selling?
• Price – How much does the customer pay?
• Place – Where can a customer purchase your product? How does it get there?
• Promotion – How will people know what you’re selling?
Product
What is our product
• Are we promoting a product or a service?
• How can you describe it?
• What are the core values of the product?
What is our mission
• YFU mission – YFU prepares young people for their responsibilities and opportunities in a changing, interdependent world
Product (exchange)
• What are the benefits of your product/exchange program?
• What makes your product /exchange program different from what is in the market today?
• What are the specifics of our service and how does it relate to the needs/wants of the family?
Price• What are competitors
charging/paying?
• What is our “price”? Its not a dollar amount so how can we show the value of our program?
Place (Distribution Channels)
• How easy will it be for families and students to find/sign up/learn about our program?
• Will you market directly to the end-user or indirectly through others (schools, etc)?
• How will you distribute your product/service?
Promotional Mix• Advertising - Any paid form of
non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
• Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
Promotional Mix
• Public relations - Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media.
• Examples: Newspaper and magazine articles/reports, TV and radio presentations, Charitable contributions, speeches, issue advertising, and seminars.
Promotional Mix
• Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation.
• Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone. (sales training later in the presentation)
21st Century Marketing
• Personalization
• Participation
• Peer-to-Peer
• Predictive Modeling
Personalization of YFUHow can we personalize the YFU program?
How do we make our volunteers/host families/students feel special and unique and wanted and needed?
YFU Participation
• How can we increase volunteer
participation in YFU?
• How can we increase student participation
in YFU?
• How can we increase
host family participation
in YFU?
YFU Peer-to-Peer Marketing
• How can we utilize
peer-to-peer
marketing to
promote YFU?• Facebook
• Students giving presentations at schools
• You tube
• texting
YFU and Predictive modeling
YFU and Predictive modeling
• Teachers
• Families with middle school girls
• People who ride motorcycles
• Home Depot
• Others?
Develop an Advertising Campaign
• Send a single idea and theme across a number of advertising outlets
• What is the campaign theme or central message communicated in all promotional activities
• Speak in the advertising language your target market will want to hear
How do we build YFU Brand?
• Always wear name tags
• Use clip board with YFU logo on it
• Talk about YFU consistently using social media
• List YFU on Facebook info as activity
• Always wear YFU shirt when
conducting interviews, going
to public YFU events
Trademarks/themes
Customer Segmentation
• Who are our “customers”
• Are all our customers the same?
• Who are our stakeholders?
• Do we use the same language and message to speak to our community?
Do you know your customeror think you know your customer?
• Who decides if your product is worth buying?
• Who decides its value?
• Who decides where to buy?
• Who decides where you should promote your product?
Research your potential families
Host families, volunteers and AO’s
• What are we looking for in a host family?
• Where are these families located?
• What are we looking for in a volunteer?
• Where are volunteers located?
• What are we looking for in AO’s
• Where are AOs located?
Sales
Sales Process• Prospect
• Identify
• Qualify
• Meet and greet – set expectations
• Presentation – show the value of YFU
• Proposal
• Close
• Post sales – customer service
Sales techniques
• Solution selling philosophy - The customer is the focal point. Helping customers solve their problems and achieve positive, measurable results to those problems is the basis of all actions.
• Salesperson focuses on the customer's pain(s) and addresses the issue with his or her offerings (product and services)
What solution does YFU sell?
• What is a solution–coaching families see new possibilities.
• Some people may not realize they have problems/issues – your job is to discover the “pain” point of the customer and show them opportunities to solves this problem
What YFU is all about
• YFU sells the opportunity to mentor
• YFU sells the opportunity to belong to a community
• YFU sells the opportunity to expand a family
• YFU sells the opportunity to share your world
• YFU offers the opportunity to belong to something bigger than yourself – make a difference in the world
SPIN SELLING• Rather than just promoting something, focuses
on the audience pain(s) and addresses the issue with his or her offerings (product and services = students and volunteers).
• Listen to the potential host family/volunteer –hear what their pain is and show how YFU can help that pain
• You are not selling, but CONSULT/COACH
Solution Selling examples
• People who want to adopt but can’t
• People who want to learn a second language
• People who want a sibling for their children
• People who want a son/daughter
• People who want to make a difference in the world
Economic Theories
• Swarm Intelligence
• Crowdsourcing
• Cluster communities
• Pareto Principal
• Connectors/influencer/mavens
• Collective group is smarter and
more effective than individual
• Collective behavior exhibited
by animals of similar size –
milling about the same place or
migrating together
How do we utilize swarm theory?
Crowdsourcing• Cognition – thinking and processing is quicker
when someone sees the collective crowd decisions – also small ideas collectively can lead to solution
• Coordination – group tends to move efficiently rather than allow chaos
• Cooperation - groups of people can form networks of trust without a central system controlling their behavior or directly enforcing their compliance
Custer Community
• Clusters arise because they increase the productivity with which companies can compete.
• How does this apply to YFU? If we develop cluster YFU communities build bonds, increases retention, more efficient, less costly, families police themselves – provide support
Pareto principle 80/20 Rule
• 20% of people will buy what you are selling easily – this turns selling process into a numbers game
• 20% of your volunteers do 80% of the work
• 80% of your sales will come from 20% of your clients
• Fixing 20% of the problems results in a reduction of 80% of the complaints
Connectors, are the people who "link us up with the
world” ... people with a special gift for bringing the
world together. Connectors have a social circle of
more than 100 people.
How can we use connectors? To help us find host
families/volunteers AND help lead us to others who
will lead us, etc. Think 2nd and 3rd degrees of
connections
Influencers are "persuaders” with
charismatic skills that can negotiate
anything and get people to agree with
them - people WANT to agree with
them
How can we use influencers? To work
with schools/potential host families
, etc
Mavens are sources of information.
They are a wealth of information and
we rely on then to connect us with
new information.
How can we use a Maven?
Stickiness FactorThere are specific ways of making a contagious message memorable
- Simple - find the core of any idea
- Unexpected - grab people's attention by surprising them
- Concrete - make sure an idea can be grasped and remembered later
- Credible - give an idea believability
- Emotional - help people see the importance of an idea
- Stories - empower people to use an idea through narrative
= Sticky
Action Plan
• Write it
• Build it
• Guide it
• Direct it
Developing Your Action Plan
• Use a template
• Start with what you know
• Research your assumptions and fill gaps
• Use real numbers and set realistic goals
What do you post on Facebook?
- profiles of students you are trying to place
- events surrounding YFU
- ideas / teasers about why someone should host a student/
be a volunteer
- copy ideas off of YFU pages, “like” YFU links
Where do you post on Facebook?
-- your wall
-- your friends wall
-- groups wall
- your own groups
- special interest groups
-- “like” pages
Promoting YFU on Facebook
Average Age: 41Household Income: $109,703
Male: 64%Household Income $100k+ 53.5%
Own Smartphone/PDA: 34%College Grad/Post Grad: 80.1%Business Decision Maker: 49%
EVP/SVP/VP: 6.5%24% Have a Portfolio Value of $250k+
Job Titles:
C-Level Executives 7.8%EVP/SVP 6.5%
Senior Management 16%
Pinterest is a social network. It fits into the category of "visual bookmarking." Like
Tumblr (or Ye Olde Delicious), the service uses a browser bookmarklet, which
makes it easy to post things from around the Interwebs. Pinterest's user
gimmick/interface is that it lets you "pin" any photo from the Internet to a "board"
on its site.
How does Pinterest work?The genius of the UI is that when you hit the "Pin It" button, it pulls out all the
images on the page you're visiting, allowing you to select just the right one.
Using individual photos instead of the whole URLs means that Pinterest's
boards end up slick and aesthetically appealing.
On Pinterest, anyone can "repin" one of my photos to one of their own
boards. This is similar to the Tumblr reblog or Twitter retweet both in that it
makes content virally contagious AND that it serves as a system-wide metric
for what's hot. The most repinned things go to the site-wide Pinterest topic
pages, which drives a lot of traffic to the original pinners of those photos
. In particular, Pinterest appears to be especially strong among women 18-
34 living in households with incomes between $25,000 and $75,000 per
year. This makes Pinterest a reverse image of the coastal, male-dominated
social networks like Reddit.
.
Other social media sites?
Student
teachers
Interest clubs
Parents to be
Schools
friends
You are not just looking for “teachers”, but other people/business/clubs who want
to connect with teachers and then network with them
Traditional
recruiting
Anika (German Girl) who goes by Ani, is an athlete. She
plays soccer and referees with her father and she ski's too.
They go to the Alps to ski during holidays! She and her
mother spend time together riding and caring for her
mother's horse. Ani would like to be able to ride in the
US, but is also excited to try new American sports during
her exchange year. During quiet time Ani enjoys listening
to music and reading fantasy books. She also likes
hanging out with her friends - shopping or going to the
movies. Ani's favorite subjects in school are Latin (because
she likes Roman history), sports (because she's an active
person) and history (she likes learning about the past). Ani
and her family have traveled to many countries in Europe
but she has never been to the US. She is very excited to
know she will be welcomed into her Host Family soon.
People w/horses
Stables
Horse Groups
Tack shops
Horse shows
1.Pick out power circle words
2.Find
connectors, influencers, mavens
3.Create list of
schools, clubs, interests, family
dynamics, etc for each student from
power circle sessions
4.Promote the student using
1.Social media
2.Flyers
3.Specific emails
4.Presentations
5.Other?
Mini Marketing Plan
Action Plan• Based off your FD strategic plan
• Actual benchmarks, monthly goals, tactics
to reach those goals
• Word document action plan, excel
spreadsheet (dashboard)
• Follow up regularly to make sure you are
on track
Action Plan Spreadsheet
• Keeps you organized
• Keeps everyone on your team engaged
• Everyone on the same page
• Motivating
• Provides data for strategic decision making
• Don’t have to start from scratch year to year