1. SEVEN KEYS TO MARKETING SUCCESS Presented to: 2006 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Tuesday, April 11, 2006 www.susansommers.ca 905 889-6029 susan@susansommers.ca c. 2006

2. “MARKETING IS PARTICIPATORY ADVERTISING ” Mary Donahue, Le Tip

3. CHANGES IN THE MARKETPLACE TODAY’S CONSUMERS ARE: Time poor Techno comfortable Older Multi-cultural Community-oriented

4. DEFINITIONS MARKETING IS: Communicating the right message To the right audience Through the right medium

5. MARKETING TODAY Targeted to specific groups Less advertising Working on and off line Multi-dimensional: 5 to 7 times

6. THINK LIKE A CUSTOMER What do they want? Why will they support your programs and services?

7. 20 REASONS TO ORGANIZE A MARKETING/MEDIA RELATIONS PROGRAM HANDOUT, PAGE 1 Reach, persuade, and move to action Able to attain, measure, and evaluate

8. DEVELOP PARTNERSHIPS Form alliances Align yourself with organizations, associations, and clubs and market your programs and services together

9. UNDERSTAND YOUR KEY MARKETS Current clients and customers Past and potential clients Staff Suppliers and contractors Corporate and media sponsors Volunteers Related organizations

10. OTHER MARKETS Colleagues Associations and clubs Media Local community Schools and colleges Show organizers Special needs clients Government Agencies

11. OTHER MARKETS Older adults Pre-school Teens Coaches Other non-profits, such as YMCA and Boys and Girls Clubs

12. MARKET RESEARCH One-on-one interviews Questionnaires Comment cards Focus groups Use Internet for Competitor analysis Associations Shows Study trends, problems, and issues

13. SEVEN KEYS TO MARKETING SUCCESS DESIGN YOUR OWN MARKETING/PR TOOL BOX 1.Visual Image 2.Printed Materials 3.Special Events 4.Sponsorships 5.Speaking and networking 6.Trade and Consumer Shows 7.Media campaigns

14. TOOL #1: VISUAL IMAGE BRANDING: CREATE YOUR LOOK Your logo = your graphic qualifier Use it consistently Ensure it portrays your image Build recognition through signage, business cards, portfolio, letterhead, advertising, packaging, Internet site, and show booth Appeals to your target audience and lasts over time Set body copy in friendly, easy to read typeface

15. TOOL #1: VISUAL IMAGE BUSINESS CARDS Trend: Use both sides Testimonials Tips Another language Call to action Map

16. TOOL #2: PRINTED MATERIALS DEFINE YOUR MESSAGE What do you do? Create a 20 word description __________ is a ________ that offers__________________ (programs and services) to ___________ (different markets).

17. TOOL #2: PRINTED MATERIALS BROCHURES An excellent tool to reach a large audience  Description of programs and services your organization offers  Tips and information  Testimonials  Illustrations, photographs, and captions

18. TOOL #2: PRINTED MATERIALS INTERNET SITE Look at design: Accessible Thorough Exciting easy to use

19. TOOL #2: PRINTED MATERIALS INTERNET SITE COPY Home Page Backgrounder Published articles FAQ’s

20. TOOL #2: PRINTED MATERIALS INTERNET SITE COPY Internet Media Room Links to other websites Contact information Call to action

21. HOW WILL YOU REACH CLIENTS? mail e-mail postal walk response to inquiries trade and consumer shows special events telephone How will you track? How will you evaluate?

22. FACE TO FACE COMMUNICATION People don’t want to receive: Junk faxes Direct mail Unsolicited e-mails Telephone calls from strangers This makes it more important to MEET POTENTIAL CLIENTS

23. TOOL #3: SPECIAL EVENTS Community Events Fundraising Events - an excellent way to encourage media attention, generate funds, attract volunteers and sponsors Open Houses

24. TOOL #4: SPONSORSHIPS Look for corporate or media sponsors for programs, services, and events Establish credibility in your community or field Reach your target markets Create or participate in events

25. TOOL #4: SPONSORSHIPS FINDING SPONSORS Who are they? What do they want? What do you want? Where to find them

26. TOOL #4: SPONSORSHIPS AWARDS  Win or give awards  Good media opportunities  Media releases and photo ops

27. TOOL #5: SPEAKING AND NETWORKING WHY SPEAK?  Position you as authority  Establish credibility and trust  Raise your profile  Provides a reason to contact groups related to target markets  Use speech for publicity  Distribute your promotional materials

28. TOOL #5: SPEAKING AND NETWORKING WHERE TO SPEAK Independently or on panels at industry events At trade and consumer shows At business associations and industry association events Organize your own information sessions and inform your clients Community centres, church groups, libraries 20 minutes, plus Q and A

29. TOOL #5: SPEAKING AND NETWORKING Networking opportunities Kiwanis, Rotary, etc. Industry Conferences Women’s Networking Sessions Trade and consumer shows Schools

30. TOOL #5: NETWORKING (IS WORK) RULES FOR NETWORKING  Rehearse a 20-word description  Get out of your cocoon  Set goals for yourself  Trade information  Listen and ask  Approach a loner  Exchange business cards  Follow up  The more you give, the more you get

31. TOOL #6: TRADE AND CONSUMER SHOWS Work with show organizers and attendees Send your own information Network with other exhibitors Speak at events designed for your target markets (youth, older adults, families, etc.)

32. TOOL #6: TRADE AND CONSUMER SHOWS  Look at competitors  Build action into booth  Give out printed materials: postcards, business cards, and brochures  Deliver media kits to Media Room  Media sign-in table or On-site Media Room  Hold a draw

33. TOOL #7: MEDIA CAMPAIGNS Marketing/PR vs. advertising Pros and cons The rise of advertorials

34. TOOL #7: MEDIA CAMPAIGNS Define and prioritize your key markets AND select the media that reach them Where do most of your markets get information? Get to know the media: names, titles, and deadlines

35. TOOL #7: MEDIA CAMPAIGNS WHAT ARE THE GOALS? The Media’s goals: HANDOUT, PAGES 2 and 3

36. TOOL #7: MEDIA CAMPAIGNS WHEN TO CONTACT THE MEDIA Throughout the year Six to eight times Before the event Day before: The Media Alert/Photo Op During the event After the event

37. TOOL #7: MEDIA CAMAPAIGNS HOW TO CONTACT THE MEDIA: By e-mail By telephone By mail By fax Through your website

38. TOOL #7: MEDIA CAMPAIGNS The Media Kit: Definition: A customized presentation that provides detailed, pertinent information to the media A good Media Kit explains you and your organization to an Editor or Producer when you are not there.

39. TOOL #7: MEDIA CAMPAIGNS MEDIA KIT CHECKLIST:  News release  Media Alert/Photo Op  Backgrounders  Fact Sheet  Story Ideas  Photos

40. TOOL #7: MEDIA CAMPAIGNS  Recent Media Coverage  Testimonials  Sponsor information  Stats and studies  Products and services  Published articles  Business card

41. TOOL #7: MEDIA CAMPAIGNS THE MEDIA ALERT/PHOTO OP HANDOUT, PAGE 4

42. TOOL #7: MEDIA CAMPAIGNS THE FACT SHEET HANDOUT, PAGE 5

43. TOOL #7: MEDIA CAMPAIGNS INTERNET MEDIA ROOM  Archived news releases  Bios  Fact Sheet  Story ideas  List of key contacts  Awards given and received  Sponsors information

44. TOOL #7: MEDIA CAMPAIGNS INTERNET MEDIA ROOM Testimonials Stats and surveys Upcoming events Recent media coverage Downloadable photos Articles

45. TOOL #7: MEDIA CAMPAIGNS Prepare for interviews Send information beforehand Videotape and audiotape Speak in 15 second sound bites Prepare 3 key messages Nothing is “off the record”

46. MEASURING AND EVALUATING SUCCESS Track how well the tactics and persuasive messages are altering the perception of your target audiences Look at: advertising equivalency, tone, placement, key messages

47. BUILDING FOR THE FUTURE EVALUATION AND PLANNING  Did you identify the right markets for your campaign?  Were your printed materials effective?  Did they include the right information?  How would you change them?

48. BUILDING FOR THE FUTURE  Were your special events successful? Why or why not? Did the media attend your events? Did you follow-up?  Did your speaking engagements bring you new clients?  Did your show publicity raise awareness of your programs and services and bring in new clients?

49. BUILDING FOR THE FUTURE  Was your sponsorship project a good fit?  Did your media campaign get you publicity?  Did the media respond to your materials? Did they contact you for information or interviews?  Have you added the media coverage to your brochure or kit?

50. BUILDING FOR THE FUTURE  Are you in a better position - financially, sales, awareness, and support - than when you started your marketing program?  What have you learned?  What is your next step?  To create a new, one-year plan

51. ANY QUESTIONS?