Presentation on theme: "MARKETING. Why be Market Focused ? Marketing - PR - Promotion - Publicity ! Ensures that the provision is recognised as an essential service which."— Presentation transcript:
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.