MARKETING

Why be Market Focused ?  Marketing - PR - Promotion - Publicity !  Ensures that the provision is recognised as an essential service which meets community need  Creating a high profile is an essential element of project sustainability

A Strategic Approach  Build trust  Demonstrate accessibility, affordability and quality  Identify the Unique Selling Point !  Include all the key ingredients for success

Developing a Strategy  Identify aims and objectives  Consider the nature of the target group  Consider the full range of publicity options  Identify the budget requirement  Undertake regular review and evaluation

Options and Opportunities Fliers and posters Policies Membership packs Newsletters Website/CD Rom Word of mouth Community notice boards Special events Press / radio / tv Webcam

Practice and Protocol Positive promotion Identify the message Community appropriate Making the most of the media Codes of conduct Names,logos & signs Local partnerships Making the most of corporate support

Tasks Identify the key elements of a marketing strategy for a Neighbourhood Nursery to be set up in a multi-cultural community, where local people have not previously had access to pre-school provision How would you work with a long established provider with a failing budget who has antagonistic views on promotion and marketing ?

Skills, Knowledge and Competences  You understand the different approaches to marketing which are appropriate for the sector  You are able to explain the need for each individual provider to develop their own marketing strategy  You support providers to develop strategies which reflect their specific operational and sustainability priorities  You can show providers that effective marketing is a key element of sustainability

Skills, Knowledge and Competences  You ensure that your local providers allocate a marketing budget in their business plans and cashflow projections  You are able to give advice on the pros and cons of sponsorship  You ensure that providers consider the needs of local people who have a first language other then English  You ensure that providers consider the needs of those with a disability when designing promotional materials and planning events

Skills, Knowledge and Competences  You encourage providers to monitor the cost benefit of each publicity drive  You encourage providers to evaluate the net benefit of their overall strategy - in terms of funds, community involvement and support, sustainability and management capacity.