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What is marketing? • Communicating with people who are interested in what you are doing, giving them access to something they want, and building a closer relationship with them. • Planned promotional activity over a period of time – weeks, months or years – usually called a marketing campaign. • Marketing campaigns are designed to generate a response i.e. getting people to come to a performance or an exhibition, having new member sign up, attracting donations, enlisting volunteers or changing how people think about your organisation.
Note: What works for one activity may not work for another – some things will change and you may need to adjust your campaign accordingly. We will use ‘activity’ as a general term to describe what you are promoting.
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Your product The key selling points (USP) The competition Your target audience Your message Ways of reaching people The timeframe Your budget
now? • What inspired you to do this? • What’s the central idea? • Is it different to things you (or others) have done before or are doing now? • How do you want the audience to feel when they leave the event/project/service? Use the space below to make notes: 1 . asking the ‘creators’: • Why are you doing this work.9 How to monitor your campaign 1 Your product Research the product carefully.
Possible selling points could include: • Rarity: has it ever been seen before? What makes it unusual (e. tell people so they can arrive early. no matter how small. location)? • Scale: a spectacular/one off/unique attraction on large scale? • Appeal: is it unusual. Think about the future – if you intend to make this a regular event. or use public transport. with problems? • Known credentials: previous success. Use the space below to make notes: 21 . Similarly consider all the things that could act as barriers. It will also enable you to do something about overcoming the problems you might encounter: if car parking is a problem. then you must get things right the first time.2 The key selling points (sometimes known as ‘USPs’ – Unique Selling Points) Decide what is going to attract the most people to your ‘activity’.g. at work. Find out what your members or audience enjoy about your ‘activity’. a new / innovative learning experience or service? • Topicality: does the event hit the nerve of hot issues/popular pastimes? • Need: will it help people in their lives.
3 The competition It is worth finding out who you are competing with. If you are going to attract and keep your audience. what the proportion of men. If you don’t already have a mailing list. who you’ll be sharing it with. but ‘the best’. PS: Mailing lists & Data Protection issues • If you keep your mailing lists and other information on a computer. you can gather one together by having a simple registration form or mailing list card available at events. you need to make your product not just ‘as good as’ whatever else is out there. and the legal name of your organisation (as it appears on the Data Protection Register) so that they know who is keeping information about them. remember that your organisation will need to be registered with the Data Protection Registrar. • For more information see www. how old they are etc.dataprotection. be grandparents or students? • Are they likely to work in similar jobs or professions? Look at your mailing list to identify where most of your participants live. women and children is.uk . or taking information at the box office. Try to discover: • • • • • what they are offering what similar events charge for admission how your product differs from theirs what gives you the edge if you could perhaps run a joint promotion 4 Your target audience • Who are most likely to participate in your activity? • How old your core audience is likely to be? • Will they have young children. • the Data Protection Act means that you MUST tell the people whose details you are keeping what you will be doing with their data. • Make sure the list is up to date as sometimes they are old and inaccurate.gov.
5 Your message 3 By developing a creative concept – usually an image or a slogan – you can create a central reference point which will become identified with your product. visit. will be noticed and will encourage people to buy. For a short-term campaign. become a member and so on. this means coming up with a great idea which sums up the activity. give. Power messages – List all the things your product or service can do for clients using these six keywords: Increase Save Gain Enhance Reduce Improve Use the space below to make notes: 41 .
local hospital. Flyers. Draw up a list of places to distribute them to and get volunteers to take them out and display them. • along with a letter posted direct to people on mailing list. get information to their places of work or education (e. leisure or entertainment. • Inspiration – draw up examples of good design you’ve come across that you would like to emulate in your idea. factory or office). strong images and concise copy to get your message over effectively.Get your Creative Thinking Cap on! • Research – what similar activity already exists? What does their logo/promotional material look like? Compile a list of examples. List your target audiences and think about the different ways of reaching them. style? • Draw up ideas – sketch out rough ideas and designs. newspapers and newsletters. leaflets and brochures Leaflets can be distributed: • door to door.g. • in small bundles (bulk distribution) to places of work. • Have a few examples – compile different designs and variations for the rest of the team to comment on. Publicity . Posters Posters rely on good design. • placed on seats or handed out at similar activities. is it colours used? Layout. Remember: Keep it simple! 6 Ways of reaching people Decide which marketing activity will be most appropriate. college/ school. Your target audience may include people working in similar jobs and if so. • with local magazines.
you would need to allow time for: • writing the copy • layout by the designer • proofing • printing • distribution . advertising in arts programmes and brochures is worth considering if you are trying to reach people who attend arts events. what. easy to find on the net. Websites Web users can bypass your website in seconds if it doesn’t grab their attention. quick to download. Social networking sites are also another good marketing tool for communication. Word of mouth is generated by your marketing being so successful that you get people wanting to talk about you. and prepare leaflets. and may never find it again – so to hold onto your visitors and make sure your website is informative. However it doesn’t happen spontaneously. and choose the publication carefully – eg. 6 7 The timeframe Plan your marketing well in advance – to compile mailing lists. if you were to produce a leaflet using a professional designer and printer. Advertising Advertisements can be expensive and space may be limited so only include the basic information (who.Press and media stories are an effective means of reaching a wide group of people. magazines and on radio are more likely to reach target groups. Word of mouth Personal recommendation is an effective means of getting people to participate in your activities. Eg. place advertisements. well organised and accessible. where and when). Feature articles in local newspapers.
concentrate your budget on attracting media coverage and personal contact. using good quality material. phone calls. Keep records of: • the number of responses (each day/week during the campaign) . If money is really tight. This will still require a small budget to cover the costs of stamps. time and money to carry out your marketing campaign. It will pay to think and plan carefully. 9 How to monitor your campaign 7 If you want to find out which aspects of your campaign work you will need to monitor when and how people respond. 8 Your budget Before you finally decide which marketing activities to use you will have to consider whether you have the equipment. and spend your time and money on a few wellselected marketing activities which you carry out well. person hours. photographs etc. but not so much that they forget all about it by the time it rolls around.Find out about press deadlines and think about how far in advance you want to reach your audience – giving them enough time to plan to come to the event. rather than trying to do everything you can think of and doing none of it properly.
com blogger.com dafont.org.com blogspot.co.net dataprotection.uk funderfinder.wordtracker.com knowhownonprofit.org searchengineguide.com/sauce/default.co.com dexigner.uk webferret.com typographyserved.uk fit4funding.com mediatrust.com fuel4arts.uk bfunded.htm freekeywords. when they book or attend.com creativeboom.com wix.org.com weebly. where they heard about your activity and record the responses.info tumblr.uk 8 .com communitykit.com voluntaryarts.gov.press.org typepad.com doyourownpr.com wordpress.com ning.com webs.org.co. Useful Links Free Websites comunitynewswire.org.uk freewebtemplates.uk j4b.org surveymonkey. Use this information to assess which parts of your campaign were most successful.uk sharesomecandy.com Design Links fontsoup.com Funding Links fundingcentral.• booking forms (from leaflets and direct mail) returned • telephone enquiries/bookings Ask people.com psdgraphics.
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