Inside This Issue:

  • learn about what branding is & it's importance 
  • tips for creating your own products (ie. brochure, event poster)
  • tips for marketing on a budget
  • additional resources on marketing

What's The Deal With Marketing? Volume 1

Marketing is about communicating the value of your product, service or brand to customers/clients for the purpose of promoting or selling that product, service or brand.

Quality marketing isn't about how much money ($$) you spend, but it's about how much time you spend on:
  • building your brand
  • understanding your target market/ target audience
  • planning your tactics (the actions you take to promote your company) and the strategy (what ties/connects everything together)

The Importance of Branding

A brand is a name, term, design, symbol or other feature that distinguishes one's products from those of others, it's your promise. 
A brand promise is a value or experience an organization's customers (learners, stakeholders, audiences) can expect to receive every single time they interact with you.

While branding includes your logo and matching letterheads, the truth is how you:
  • act
  • dress
  • answer the phone
  • invoice clients
  • deal with challenges
  • reply to emails
...etc... all contribute to your brand.  It's the "emotional aftertaste" that comes after an experience with your organization.  Culture is where your branding STARTS.

Ask yourself...

When people think of my organization, what 3 words come to their mind?  What does your brand mean to them?  Does it match your ideal brand and promise?


Creating Your Own Marketing Materials

Whether you are creating a brochure or promoting an event you want to make sure you:
  • always answer the 5 w's (who, what, where, when, why and how)
  • focus on the benefits, solutions, results
  • use clear writing & design - keep it simple
  • use a casual, inviting tone
  • be consistent
  • do not use acronyms
  • spell check and proof read
  • have someone else review

A note about the "L" word...

When people think of the word 'literacy', the first thing that comes to mind is reading and writing.  Then they think 'I don't need the services of a literacy & basic skills service provider because I can already read and write.'  So, the word literacy can be a stumbling block to people coming to your organization.

Instead of using 'literacy' in your marketing try using words such as:
  • skills development
  • adult education
  • upgrading
  • training
  • career prep

Tips for Marketing on a Budget

  1. develop a marketing plan
  2. strengthen your brand
  3. use social media
  4. utilize your learners
  5. create free Yelp & Google listings - make it easy for people to find you
  6. network
  7. create (and use) eye-catching business cards
  8. invest in staff training and resources
  9. use or
  10. hire an expert - if an expert is not in the budget:
    • check local community foundations or United Way
    • find a marketing or graphic design student

The information found in this newsletter was taken from the Marketing on a Budget webinar and the Marketing workshop held at MNN's PD session.

For additional resources on marketing, please click the links below:

Stay Tuned for Volume 2

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