A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.

1. The role of marketing in the charitable sector 8 September 2010

2. Welcome Katie Sanders, Pro-Act Marketing Ltd Steve Lodge, Oxygen Creative

3. Definition of marketing The management process responsible for identifying, anticipating and satisfying customer requirements profitably. Source: Chartered Institute of Marketing

4. What is marketing? The 4 Ps: Product Price Place Promotion

5. What’s the difference… … between charity marketing and business marketing?

7. Marketing objectives We all know we should be marketing – so how do we make it focused?

9. Product What is your product/service?

10. The “boiler plate” – or your mission, your vision, or just what you do It’s how you would describe what you do to/for someone else. Take a moment to think if yours is right – or write one…

13. Target audience Define who you want to communicate to

15. Personality and Identity Values, beliefs… and the corporate identity

17. What should your ID say about you? Trustworthy Professional Relevant Recognisable Let’s look at some examples…

26. Personality and Identity Tone of voice

27. If your charity was a person, how would they – or should they – sound? This will help with your boilerplate description, your letters, ads… everywhere Some tips…

32. Introducing marketing communications

33. The marcoms tools PR / sponsorship / social media Advertising Branding Personal Selling Website / other digital Direct marketing Word of mouth

35. The marcoms approach Cohesive approach Target everyone? Consider the message Fulfill your objectives If it doesn’t – don’t do it

36. PR / sponsorship / social media Some examples…

38. PR – social media

39. PR – social media

40. PR – corporate fundraising

41. PR – corporate fundraising

42. PR – celebrity endorsement

43. PR – freebies

44. Advertising Some examples…

45. Advertising – awareness

46. Advertising – awareness

47. Advertising – direct response

48. Advertising – direct response

49. Advertising – direct response

50. Advertising – TV direct response

51. Branding Some examples…

52. Branding – leverage

53. Branding – digital assets

54. Branding – awareness

55. Personal selling Some examples…

56. Personal selling – door to door

57. Personal selling – collections

58. Personal selling – affiliation

59. Personal selling – affiliation

60. Personal selling – corporate fundraising

61. Personal selling – engagement

62. Websites / Digital Some examples…

63. Websites – web page

64. Websites – campaign page

65. Websites – web page

66. Direct marketing Some examples…

67. Direct marketing – newsletter

68. Direct marketing – direct mail

69. Direct marketing – direct mail

70. Direct marketing – direct mail

71. Direct marketing – direct mail

72. Budget setting Make the most of your resources

73. Monitor and evaluate Is what you’re doing working? Changing circumstances Reporting to stakeholders

74. Thank you! If you’d like to talk anything through, contact us: Steve – 01884 255999 Katie – 01884 250066 For a copy of this presentation, email: [email_address] [email_address]