Soroptimist International of Lake Forest
Strategic Marketing Initiatives
10.28.09
Tonight’s Focus
I. Let the Secret Out
II. Perfect Timing for Self-Promotion
Soroptimist International’s Mission
To improve the lives of women and girls in the local communities and throughout the world.
Challenges of SILF
I. Best kept secret
II. Lacking USP (Unique Selling Proposition)
III. Establish corporate partnerships and solicit financial support
Perfect Timing
According to various research sources, consumers age 50+ hold ¾ of the country’s financial assets. By 2010, nearly 33% of American adults will be over age 50 and will have nearly $800 billion in combined economic power.
Having attained reasonable financial security, many Boomers are changing their focus from success to significance.
Participation in philanthropic causes is, once again, fashionable.
Strategic Initiatives
Accountability
Transparency
Results
I. Unlock the secret of SILF
A. Humanize your cause
i. Testimonials (corporate & individual)
ii. Case profiles
B. Leverage partnerships/Cross promotion
i. OC Fire Authority – Spark of Love Toy Drive
ii. American Cancer Society – Relay for Life
iii. Second Harvest Food Bank
I. Unlock the secret of SILF
C. Develop marketing tool kit – Identification, Cultivation, Stewardship
i. Solicitation package
ii. Web strategies
1. Online giving – Online transactions grew 68% for Q1 ’09 vs. Q1 ’08. Online giving increased 57% over same period last year.
I. Unlock the secret of SILF
2. Social media – Recruit new supporters and publicize needs and services of SILF. Define audience. Build community.
a. Identify most influential blogs and social sites, recognize influencers and
monitor conversations through social media analysis tools
iii. Search tools
iii. Blogs
iii. Twitter
I. Unlock the secret of SILF
b. Drive behavior for specific outcome
c. Push conversations forward
d. Must be transparent (no false pretenses)
e. Rapid response
I. Unlock the secret of SILF
3. Develop micro-campaigns on event micro-sites
a. Offer an effective solution to maintain focus and develop sub-brands for new audiences/ prospects
I. Unlock the secret of SILF
4. Peer-to-peer fundraising
a. Maintain core messaging, yet enable donors to personalize their message for their own networking and recruitment efforts
b. Identify campaign champions
c. Create friendly competition and build incentives into campaign
d. Introduce “A-thon-based” events
II. Define SILF’s USP (Unique Selling Proposition)
A. How is the organization perceived by others? (e.g., your brand)
i. Primary focus – scholarships
ii. Assisting other service charities
iii. Why women & girls?
III. Corporate Partners/Solicitation – A new era in social responsibility
A. Cause marketing – (AKA “relationship marketing” – the sharp weapon in the marketing tool box)
i. Differs from corporate philanthropy, which typically involves a specific tax deductible donation
III. Corporate Partners/Solicitation – A new era in social responsibility
ii. Combining the passion and belief for the cause with clear benefits to a business’s bottom line. Put supporters in the best position to achieve their marketing goals of favorable publicity, enhanced public goodwill, and greater public awareness.iii. Identify related businesses (e.g., products/services for women and girls)iv. 91% of consumers reported that they have a more positive image of a company or product when it supports a cause, and 90% will consider switching to another company if aligned with a cause.
Perfect Timing for Self-Promotion
I. Become A Necessity
A. Tell prospects precisely why they need you
i. “Dollarize” the value of your services
ii. Talk benefits vs. features: increase revenue, decrease expenses,
greater efficiencies, less stress with reduced
manpower
Perfect Timing for Self-Promotion
II. Build Referrals/Strategic Alliances (warm leads)A. The power of WOM (Word of Mouth)
i. Recommendations ranked as most trusted form of advertising1. Current and former clients,
colleagues, friends, influencers, associations, social networks
ii. Complementary businesses/occupational categories in touch with your ideal client
iii. Cross promotion
Perfect Timing for Self-Promotion
III. Enhance Visibility A. Thought leaderB. Speaking, writing, networking, training/
coaching/consultationsC. Inbound and outbound messaging
i. Importance of “opt-in” newsletters, message boards, online discussion lists
D. Create own communityi. Business networks, online forums, add
comment features to website
Perfect Timing for Self-Promotion
IV. Develop Tool kit
A. Web presence
B. USP – professional specialty and client benefits + target audience
C. White reports
D. Identity package
Conclusions
“Small opportunities are often the beginning of great enterprises.”
– Demosthenes
For more information or a marketing evaluation, please contact:
Cristina WaltersPrincipalC&M Communique30101 Town Center Drive, Suite 104Laguna Niguel, CA 92677PH 949.363.7974FX [email protected]
www.cmcommunique.com