Marketing Tools for Chapter Client Acquisition 2013 National Leadership Conference Cathy Christopher, SCORE Southern Utah Kate Stoodley, SCORE Portland, ME

Session Agenda Introduction of SCORE Presenters Increasing Awareness through Local PSAs & PR Building Relationships in the Community Marketing for Your Chapter Online Marketing is the new Word-of-Mouth

Cathy Christopher Chair, Southern Utah SCORE Joined SCORE in years in Communications industry with leadership positions in Human Resources, Customer Service, Professional Services, Product Management and Marketing Instrumental in the start-up phase of several subsidiaries involving the deployment of leading-edge technologies and business practices Kate Stoodley Workshop Presenter, Portland Maine SCORE & SCORE client Joined SCORE in XXXX Social Media Marketing Specialist who is launching her own firm Worked in advertising for Entrepreneur Magazine and Entrepreneur.com Former VP and Social Media Director for a Bay Area nonprofit Your SCORE Presenters

Increasing Awareness through Local PSAs & PR Public relations is a long-term process, sending messages to the public, designed to build and develop the reputation of a brand over a period of time Good PR = telling a good story Goal: Increase awareness of your SCORE chapter’s efforts and earn the public’s acceptance Get the word out about SCORE services to those who could potentially “buy” from you.

Examples of successful PR campaigns: Harry Potter series PlayStation The Body Shop ProsCons Relatively low costLess control over message delivery and placement Large audience reachPotential for media to find little value in story Highly credible form of promotionPossibility of getting “bumped” for more critical news story Increasing Awareness through Local PSAs & PR

Marketing Cookbook: Chapter 6 Step-by-step instructions for starting and improving your chapter’s PR efforts 1.Form a Pro Bono Alliance with a PR Agency 2.Build Media Relationships 3.Get SCORE PSAs on the Air 4.Draft Press Releases 5.Distribute Your Release 6.Place ASK SCORE Columns in Newspapers 7.Expertise on the Air: Broadcast Ask SCORE Business Segments Download the entire Cookbook from the Volunteer Center Marketing Resources page at

Best Practice Examples Article placements in local papers (Southern Utah) Figure out an angle the reporter is interested in “Do you want to do a story about SCORE?” does not work 3 new in-business clients after story ran that week PSA Placements (March – June) 20,035 TV Airings with $2.7 Million Value 34,513 Radio Airings with $2.1 Million Value 191,537,600 Impressions Ask SCORE columns Regular columns for many chapters including Naples, Lancaster, Annapolis, York, etc. Form a relationship with the paper’s editor – Present the value for their paper (not for SCORE)

How Do I Get Started with Public Relations? Media Talking Points SCORE Fact Sheet Ask SCORE Columns Press Release Templates PSA Distribution toolkit Success Story Template (Form 30) Model Release Form (Pictures & Video) See these resources and more on the Volunteer Center PR Resources page at PR Tools Available to Help You in the Volunteer Center

SAO Working to Support Your PR Efforts FY12 Media Audience Reach: billion (+4%) *Approximately 5 stories/week with any PR Sign up to be a Media Mentor Share Your Success Stories with our office to Fill out the form online at Fax the form to

Building Relationships in the Community Referral Building focuses on forming alliances with key business community organizations by tailoring SCORE services to meet their needs. Goal: Community alliances recommend SCORE as the preferred source of small business mentoring. Based on best practices from chapters such as Fairfield County, CT, Naples, FL & Lancaster PA. Doubled client success rate by increasing Follow-on Rate from 45% to 70%.

Rationale for Referral Building Copies the “for-profit business” marketing reality. Uses best practices from our benchmark chapters’ experience. Emphasizes SCORE’s unique capacity to recruit, a strength that no other small business mentoring organization can match.

Marketing Cookbook: Chapter 3 Step-by-step instructions for building a referral outreach program for your chapter 1.Build a Community Outreach Committee 2.Identify Potential Partners 3.Establish Referral Building Alliances 4.Locate Potential Sponsors 5.Draft a Memo of Understanding 6.Offer Tailored Seminars 7.Host Business Roundtables 8.Promote SCORE Through Partners 9.Recognize and Thank Partners and Sponsors Download the entire Cookbook from the Volunteer Center Marketing Resources page at

Best Practice Examples South Palm Beach Greater Boca Raton Chamber of Commerce: Partnership for Young Entrepreneurs Academy Lynn University: 5 th Annual Business Conference with 285 attendees Ventura County Constant Contact Regional Development Director – constantcontact.com/local-learning/index.jsp constantcontact.com/local-learning/index.jsp Free Business Seminars: attendees, 3 times a year

How Do I Get Started with Referral Building? Referral Building Process Guide, Webinar & PPT Build Your Referral Team Resources Databases for Local Leads Alliance Planning Worksheets Memo of Understanding Template Best Practice Examples Tailored Seminars and Roundtables Guidelines Talking Points and PPTs for Partner Meetings See these resources and more on the Volunteer Center Referral Building page at Referral Building Tools Available to Help You in the Volunteer Center

SAO Working to Support Your Referral Building Efforts FY12 Web Visits from Referral Partners: 32% with any Referral Building Assign or Become a Marketing Rep for your Sign up to receive the Marketing Monthly s –

Marketing for Your Chapter marketing is a low-cost & effective approach for promoting activities and services to prospects, clients and mentors via action-oriented, targeted messages. Goal: Attract new clients and retain existing clients as mentoring clients and workshop attendees 's ROI in 2011 was $40.56 for every dollar spent on it. - DMA (2011) 54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them . - Epsilon (Oct 2008)

Rationale for Marketing marketing, of all promotional activities, is the: fastest, cheapest, highest return on investment. It provides a fast “go to market” strategy for attracting new clients to your chapter, and keeping existing clients engaged. Each chapter has a free Constant Contact account. SCORE-branded templates provide an easy start Manage event registration with Constant Contact Up to 10,000 free contacts; 100 free events/month

Marketing Cookbook: Chapters 4 & 5 Step-by-step instructions for building a comprehensive marketing program 1.Grow Your Chapter with Marketing 2.Create a Chapter Newsletter 3.Increase Your Subscriber List 4.Invite Prospects/Clients to Mentoring 5.Convert Workshop/Event Attendees to Mentoring Clients 6.Encourage Clients to Return for Follow-On Sessions 7.Promote New Expertise to Existing Clients 8.Promote Mentor Expertise and Success 9.Highlight Local Client Successes Download the entire Cookbook from the Volunteer Center Marketing Resources page at

Best Practice Examples Portland, ME Monthly Workshop Invites and Follow Up Subscriber List: 1,100+ Open Rate: 19.2% YTD Workshop Attendees: 1,300

How Do I Get Started with Marketing? Constant Contact Account Assistance Marketing Process, Overview and Best Practices How to Upload Contacts Constant Contact Representative List Marketing SCORE volunteer expert list SCORE branded templates automatically in each account See these resources and more on the Volunteer Center Referral Building page at Marketing Tools Available to Help You in the Volunteer Center

SAO Working to Support Your Marketing Efforts 200,000+ Newsletter Subscribers Focus: Filling Funnel for Mentoring Requests with any Marketing Assign or Become a Marketing Rep for your chapter- Contact your Constant Contact Rep for assistance – constantcontact.com/local-learning/index.jsp constantcontact.com/local-learning/index.jsp

Online Marketing is the New Word-of-Mouth Online Marketing - especially Social Media - is electronic communication through which users create online communities to share information, ideas, personal messages, and other content. Goal: Engage new clients and retain existing clients, listening to them and providing them with relevant content in a place they feel comfortable receiving the info Increases your visibility with local entrepreneurs. Gets the word out about local workshops & counseling events. Lets you share local resources & generate interest. Allows you to recognize client & volunteer success stories. Allows you to communicate timely small business / entrepreneur news and tips.

Rationale for Online Marketing Millions Share Conversations & Information Online Each Day Be where your clients are. Increase your local brand awareness. Connect your chapter to local small businesses. Focus your marketing time by reaching more of an interested audience. Monthly active Facebook users now total 85 million. There are 175 million Tweets sent every day. There are now 200 million LinkedIn Users.

Marketing Cookbook: Chapter 4 Step-by-step instructions for building a comprehensive social media marketing program 1.Enhance Your Chapter Website 2.Engage Clients on Facebook 3.Keep Connected Through LinkedIn 4.Use Twitter to Stay Top-of-Mind 5.Create a Local Blog 6.Attract New Clients with Local Search Directories 7.SEO and Other Ways to Increase Traffic to Your Site Download the entire Cookbook from the Volunteer Center Marketing Resources page at

Best Practice Examples Orange County, CA 1,845 Twitter Followers; 2-3 Tweets/Day 1,250 Facebook Likes; 50 engagements weekly Portland, ME 121 Twitter Followers; 1-3 Tweets/Day 176 Facebook Likes; 10 engagements weekly

How Do I Get Started with Online Marketing? Download the SCORE Social Media GuideSocial Media Guide Download social profile and thumbnail images in the Social Media Image KitSocial Media Image Kit Download the SCORE SEO GuideSEO Guide Download the SCORE SEO Best PracticesSEO Best Practices Click here for ways to improve your chapter's SEO today!here Get a list of Chapters Using Social MediaChapters Using Social Media See these resources and more on the Volunteer Center Referral Building page at Online Marketing Tools Available to Help You in the Volunteer Center

SAO Working to Support Your Online Marketing Efforts 16,000+ Facebook Likes; 200,000+ Impressions Monthly 16,000 Twitter Followers; 7,000,000 Audience Reach Monthly 7,000 LinkedIn Members Don’t know what to post? Start by sharing/retweeting content from the SCORE National social media accounts: Facebook - Twitter - YouTube - LinkedIn - Pinterest -

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