Building the Sigma Image: Marketing Strategies Sigma Gamma Rho Sorority, Inc. Epsilon Pi Chapter Jan. 17, 2009 Presented by: Soror Crystal L. Bessix edOpp Solutions LLC

Workshop Agenda  Communication  Marketing 101  ExSell with Marketing  Promotions Mix  Elements of a Marketing Plan  Q&A

Communication is the Key! In what ways can we communicate to each other?

Marketing Communications Personal Visits Demand Creation (& Conversion) Brand Image 1-1 (Personalized) Direct Marketing 1-1 (Personalized) Direct Marketing TV/Radio Advertising Print Advertising Web Advertising Speakers’ Bureau Trade Shows Conferences Trade Shows Conferences Sponsorships & Other Events Sponsorships & Other Events Press Releases Targeted Direct Mail Targeted Direct Mail White Papers Research Papers White Papers Research Papers Mass Direct Mail Feature Articles (Reprints & Web) Feature Articles (Reprints & Web) Media & Analyst Briefings Media & Analyst Briefings Community Relations Community Relations Faculty/Staff Communications Faculty/Staff Communications Brochures Web Site

Marketing 101 Target Audience: A specified audience or demographic group for which an advertising message is designed. Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brand Image: The perception of your product or your brand by the consumer. SWOT: Strength, Weakness, Opportunity, Threat

Sorority SWOT Strengths Weaknesses Opportunities Threats

Market Influences What factors influence sorority choice?

Targeted Marketing Determine Target Audiences: Drill down, be specific – demographic, classification Internal constituents – college External constituents – community Who will be attracted to join SGRHO? Who needs to know about SGRHO? Who is SGRHO responsible to? Determine Marketing Message What do they need to know? Why do they need to know it?

SIGMA The SIGMA Brand Visual + Emotional = Brand Logo, Tagline, Colors, Name(s), Symbols Attributes, Perceptions, Values To create awareness SGRHO Brand – “Greater Service, Greater Purpose” Epsilon Pi Sub-Brand – “Exquisite” “UH Pretty Poodles”

ExSell with Marketing Features – physical characteristics of a product Benefits – the satisfaction of a need (What’s in it for me?) (List 5-10 F & B) Get Informed – know your buyer Rehearse your pitch – know your product Represent well – you also sell yourself

Sorors are salespeople too! Top 10 Reasons to Love SGRHO Unique Selling Proposition – determining what differentiates your product from competitors My 3 Minute Presentation Stay equipped – BAM! The brochure

Promotions Mix Advertising Personal Selling Promotional Sales Public Relations Direct Marketing E-Marketing

Advertising Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. Print and broadcast ads Brochures Billboards Signs Point-of-purchase displays *** Symbols and logos

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Personal Selling

A short-term inducement of value offered to arouse interest in buying a good or service. Contests, games, sweepstakes Sampling Fairs and trade shows Exhibits Coupons Rebates Promotional Sales

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. Press kits Promotional item donations Sponsorships Community relations Events Public Relations

Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. Catalogs Mailings Telemarketing Fundraising Postcards/Letters Direct Marketing

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. MySpace/Facebook You Tube Constant Contact - Website - SEO Live Chat E-Marketing

Elements of a Marketing Plan Sorority Background & SWOT Competitor Analysis Target Audiences & Messages Brand Statement – Values & Descriptors Goals & Objectives Strategies – Promotion Mix Budget

Questions? Soror Crystal L. Bessix Chief Marketing Officer edOpp Solutions LLC C: E: