1. Marketing and Fundraising Presentation August 2014

2. F ORMAT OF P RESENTATION

3. Recommend combining three key strategies: Differentiation This is about marketing our uniqueness Niche Operating only in Scotland gives us the opportunity to niche market Awareness It is more than simply being well known. It combines high awareness with the ownership of an issue in the public mind. M ARKETING S TRATEGY

4. Increase awareness Implementation of the operational plan Attract new volunteers and supporters Encourage training Increase our share of voice through PR Improve the website Recruit charity ambassadors O BJECTIVES

5. Brand wheel Define target audience and key messaging Website development Membership and volunteer recruitment Publications Membership/Relationship marketing K EY P RIORITIES

6. BRAND WHEEL

8. Membership area Fundraising Campaigns, events and consultations Training E-commerce Search engine optimisation Link to social media W EBSITE

9. Capitalise on brand awareness Create sustainable income streams and a fundraising ‘ASK’ Achieve corporate partnerships Develop local fundraising initiatives F UNDRAISING O BJECTIVES

10. Trusts Develop targeted trust applications for projects and equipment and work as a team to develop new charitable initiatives. Community Recruit volunteers and fundraisers to support fundraising targets for CRNS and ensure that activities meet the CRNS brand perspective. Corporate Work closely with partners to achieve corporate partnerships, Work to achieve Scottish partnerships DM Create a direct marketing appeal for donations. Flagship Event Develop a flagship event that will support our membership and raise income. Events Establish two fundraising events with sponsorship to secure income for the charity. Legacy Implement a legacy marketing campaign I NCOME S TREAMS

11. Build it and they will come

12. I want a leaflet

13. Always have a call to action

14. 1.Be first, better or different. 2.Be friendly and positive. 3.Always have a call to action. 4.Market and promote to people you know. 5.Create key messages and give reasons to believe you.  There is no waste, only resources  CRNS leads the community recycling and reuse sector. 6.Use plain English. 7.Create a brand wheel and always remember branding. 8.Repetition sells. TOP TIPS