Marketing The basics

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Abel Burns
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1 Marketing The basics

2 Introductions

Key messages A series of short phrases or paragraphs Underpin all marketing and communications activity Allow you to communicate consistently, whatever the

3 Key messages A series of short phrases or paragraphs Underpin all marketing and communications activity Allow you to communicate consistently, whatever the context Link what you do with how it relates to your audience Should be persuasive, credible and believable What do you want people to think and feel about you?

4 1. We are for all girls 2. We give girls their own space 3. We give girls a voice 4. We change as the lives of girls change

5 1. Recovery is contagious 2. Recovery is a reality 3. People can and do recover from drug problems and addiction 4. Recovery is a journey towards a stable and fulfilling life 5. Recovery is a belief that things can get better and that you are right to be hopeful for the future

6 1. Diabetes is the biggest health challenge facing the UK today. 2. This serious condition is on the rise and more than one in 20 people in the UK have diabetes (diagnosed or undiagnosed). 3. There are currently 3.7 million people in the UK living with diabetes. 2.9 million cases are diagnosed and an estimated 850,000 cases are undiagnosed. 4. If current trends continue these numbers will rise to around 4 million or 8 per cent of the population by As many as 7 million people are at high risk of developing Type 2 diabetes. 6. In 2010/11 dealing with diabetes cost the NHS a staggering 10 billion which is 10 per cent of the NHS budget. 7. Diabetes UK is the leading UK charity that cares for, connects with and campaigns on behalf of all people affected by and at risk of diabetes.

7 1. One in three people over 65 develop dementia. 2. Alzheimer's Society champions the rights of people living with dementia and the millions of people who care for them. 3. Alzheimer's Society needs to raise money to help people live well with dementia today and for research to find a cure for tomorrow. 4. Dementia is caused by diseases of the brain and can affect anyone. 5. Dementia is caused by disease of the brain; symptoms include loss of memory, confusion and problems with speech and understanding. It is progressive and eventually terminal. 6. Dementia can happen to anyone and there is currently no cure. But with the right support, people can live well with dementia.

8 1. We're at the heart of the community. We always put local people first. 2. We build bridges, bringing people and organisations together. 3. We're friendly and approachable. We greet people with a smile and go the extra mile. 4. We're forward-thinking and flexible. We test new ideas and aren't afraid to change the way we do things. 5. We value our independence. It means we always make decisions in the interests of our members. 6. We're experts. Our unique position gives us an unrivalled knowledge of Southend's voluntary sector..

9 Practical uses for key messages Talks and presentations Text for websites and promotional materials Images for websites and promotional materials Broadcast interviews Boilerplate text

10 Key messages are not a script

11 Key message maker

12 The elevator pitch Summarise your key messages in 30 seconds

14 BREAK

15 Media masterclass

16 News values What makes something newsworthy? What does a journalist look for in a story? Discuss in groups and report back

new happening now useful information unique entertaining/amusing timely/topical surprising extremes/superlatives first, biggest, best unusual/strange simplicity human interest prominence well-known

17 new happening now useful information unique entertaining/amusing timely/topical surprising extremes/superlatives first, biggest, best unusual/strange simplicity human interest prominence well-known people/organisations good photos impact how many people does it affect? cute children and pets everyday problems money, school, food, housing confirms or confounds expectations relevance to the audience

18 It s all about the angle

19 Story ideas Develop three story ideas for the next few months

20 What is a press release? an official statement ed to a newspaper or other media outlet communicates key information to journalists in a standardised format contains information a journalist needs to write most or all of their story written in the third person and in a journalistic style

21 Churnalism

22 Elements of a press release heading/headline body text: description of news and key facts quotes contact details boilerplate text (standard about us' description of your charity) links to photos

24 Most newsworthy information: who, what, why, where, when and how Other less important details that add colour to the story General and background information

25 Who to send it to Building your media list

26 Who to send it to Step 1. Identify relevant media outlets, including: local press trade publications lifestyle and interest magazines blogs and news websites local radio regional television.

27 Only send to national press if it's nationally relevant

28 Who to send it to Step 2. Create a spreadsheet of individual names and addresses, including: newsdesks (often news@...) news editors reporters who have written similar stories in the past individual beat reporters and correspondents.

29 Research tools contact sections of websites Google News mediauk.com journalisted.com phone and ask

32 Contact Name Outlet Name Job Title Ms Alison Hodgkins- Brown BBC Essex News Editor Mr Ian Puckey BBC Essex News Reporter Ms Alison Holt BBC News Channel Health & Social Affairs Correspondent Mr Jeremy Ball BBC TV East Midlands Social Affairs Correspondent Ms Jackie Long Channel 4 News news@channel4.com Social Affairs Editor Mr Matt Knight Evening Echo (Basildon) matt.knight@nqe.com News Editor Mr Dominic Bowers Evening Echo (Basildon) dominic.bowers@nqe.com News Editor Mr Gary Pearson Evening Echo (Basildon) gary.pearson@nqe.com News Editor (Southend) Mr David Quinn Irish Independent dquinn@independent.ie Social Affairs Correspondent Ms Penny Marshall ITN penny.marshall@itn.co.uk Social Affairs Editor Ms Christine Alsford ITV Meridian christine.alsford@itv.com Social Affairs Correspondent Mr Nick Hull Southend Radio nick.hull@chelmsfordradio.com News & Programmes Editor

Sending your press release through an email provider such as Your Mailing List Provider (YMLP.

33 Sending your press release through an provider such as Your Mailing List Provider (YMLP.com) mail merge on Outlook or other application standard with addresses BCCd NEVER send as an attachment!

35 LUNCH 45 minutes

36 marketing

38 You want your to be Opened Read Acted on

39 marketing is not only about communicating information, it s also about building relationships and trust

The 4 steps of email marketing 1. Creating/selecting your list who will you send it to? 2.

42 The 4 steps of marketing 1. Creating/selecting your list who will you send it to? 2. Designing your campaign 3. Sending your campaign 4. Evaluating your campaign how did it do?

50 Subject lines: what works 50 characters or less Questions Locations Offers and exclusives Urgency Secrets, tips, shortcuts Personalisation

51 content

52 newsletters

55 The most effective s contain a short excerpt or teaser and a link to find out more

58 Content ideas Come up with as many content ideas as you can

59 Tips and advice Testimonials Facts and figures Competitions/giveaways Links to blogs and websites Questionnaires, surveys Meet the team Success stories Polls Volunteering opportunities Event invitations/listings News and announcements Links to social media accounts Sharing photos Event reports Funding opportunities Contact information Day in the life Christmas greetings Glossary A personal view

60 See full details Sign up today Find out more Book now Read more Always include a call to action Book your place Find out about us Register now Learn more

61 How often should I send? No one answer - depends on the organisation Sending too few s can be as bad as sending too many Ask yourself: do I have something to say? Is it useful to my subscribers? As a rule of thumb: once a month probably isn t enough, more than once a week is probably too much

62 Growing your list Come up with as many content ideas as you can

63 Signup form on your website Signup link in signatures Promote on social media Signup sheet at events Business card bowl Signup URL on leaflets and flyers, banners, press releases etc Mention in talks and presentations Ask at meetings Ask existing contacts

64 BREAK

65 Writing a marketing strategy

66 Elements of a marketing strategy Your key messages Objectives what do you want to achieve through your marketing? Your target audiences Your marketing channels, tools and tactics Actions, deadlines and budget Monitoring and evaluation how will you know if it s working?

67 Setting objectives

68 Example objectives Recruiting 20 new volunteers Increasing funding applications by 25% Recruit 5 young people to a youth forum Increase enquiries to credit union by 50% Sign up 3 new businesses to a business forum

69 Target audiences

70 Which marketing channels?

71 What is the likely impact on your target audiences? What is the cost? Do you have the necessary experience/expertise?

72 Is it working?

73 Monitoring mechanisms Surveys Event evaluation forms Focus groups Incoming call script Media monitoring Digital metrics: web and analytics etc

74 Measure behaviour not opinion

Writing a press release and speaking to the media: for local and national support groups in. England, Northern Ireland, Scotland and Wales

Writing a press release and speaking to the media: for local and national support groups in England, Northern Ireland, Scotland and Wales 2 Contents page Introduction 3 What should be in your press release?