Better Marketing for the Third Sector

An insight in to Third Sector marketing for those with better things to do with their money May 25, 2010

Paul Weinstein ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The purpose of today? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Passionate & Purposeful ≠ Pledge ,[object Object],[object Object],[object Object]

Les Miserables! ,[object Object],[object Object],[object Object],[object Object],[object Object]

The marketing conundrum ,[object Object],[object Object],[object Object],[object Object]

Brain Training ,[object Object],[object Object],[object Object],[object Object]

A worthwhile organisation worthy of support ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wake-up the public consciousness ,[object Object],[object Object],[object Object],[object Object]

Credibility = Clarity + Character + Continuity … and you can still expect the unexpected!

3 pillars of wisdom for marketing in The Third Sector ,[object Object],[object Object],[object Object],[object Object]

Think differently… Feel differently… Uncomfortable? Shocked? Moved to take action?

Act differently… Engage Enlighten Encourage

For greater resonance - interrupt the hubbub of daily life

But how FAR should you go? F ocused? A pposite? R elevant?

Unlock the value in your brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Define your brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Develop your brand character ,[object Object],[object Object]

Create affinity and/or empathy ,[object Object],[object Object],[object Object]

Carry the weight without being weighed down ,[object Object],[object Object],[object Object],[object Object]

Even if you are competing for similar territory Highlight points of difference to emphasise the needs you meet with distinction

Deliver the brand – the 4Es! ,[object Object],[object Object],[object Object],[object Object]

A strong call to action? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Invite all to become stakeholders

Segment your audience Man Enough? Perceived wisdom?

Build your brand by association No doubting source of message, the brands’ values or the halo effect desired

Keep the brand appealing & refreshed ,[object Object],[object Object],[object Object]

A greater share of voice for your brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cutting through the noise ,[object Object],[object Object],[object Object],[object Object]

Consciously better. Consciously different

Better Brand Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your free brand health check ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Worth £850!

Better Marketing for the Third Sector

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Better Marketing for the Third Sector