Community marketing education
Crafting a sustainable marketing plan
The adage, "Failure to plan amounts to planning to fail" applies also in marketing. A solid marketing plan that sustains your organization's triple bottom line is central to your success.
A Mercy Corps Northwest marketing seminar. Workshop metrics: knowledge of topic increased by 19%. Participant feedback.
Free download: slideshow in pdf.
(November 10, 2008)
Marketing with social media (for non-techies): To blog or not to blog?
Do you and your organization need a blog? What should you write about? How do you build it and will they come?
The first in a series of workshops, developed in collaboration with CubeSpace as part of their Entrepreneurial Series, on how to make the best of web 2.0 in your organization's marketing. Workshop metrics: knowledge of topic increased by 33%. Participant feedback.
Free download: slideshow in pdf.
(October 21, 2008)
Social venture branding
Social ventures are brands like any other organization. What purpose does branding serve for social ventures? How can social entrepreneurs build their brands?
Presentation for social venture launchers during their regular meeting at Springboard Innovation. Presentation metrics: knowledge of topic increased by 18%. Participant feedback.
Free downloads: slideshow and handout in pdf.
(October 13, 2008)
Doing well by doing good marketing: How to plan for your venture's success
Developing a solid marketing strategy is central to a successful social venture.
Coffee table presentation at the inaugural Springboard Social Innovation Forum.
Free download: presentation handout in pdf.
(October 8,2008)
Building a sustainable naturopathic practice
A truly sustainable business measures its performance with a triple bottom line. Building a sustainable business means understanding target audiences and designing the service marketing mix around their needs.
Presentation at National College of Natural Medicine's Health Biz Expo. Read participant feedback.
Free download: slideshow in pdf.
(September 27, 2008)
Marketing with web 2.0: Connect and share to build community
Web 2.0 allows socially responsible organizations to target the narrowest of niches. Building an online presence, connecting and interacting with stakeholders, contributing content and sharing expertise is now easier than ever. Consistent participation and relevance may unlock your organization's potential to cultivate online communities devoted to your brand.
Workshop at Mercy Corps Northwest as part of a monthly marketing seminar series. Workshop metrics: knowledge of seminar topic increased by 100%. Participant feedback.
Free download: slideshow in pdf.
(September 15 and October 6, 2008)
Earning publicity: How to share your story to get (and stay) in the media
Harness the power of earned publicity, one of the most low-cost - high-benefit marketing tactics. Cultivate relationships with the media, develop human interest stories, master the art of timing, and establish yourself as an expert in your field.
Workshop at CubeSpace, as part of the Entrepreneurial Series. Workshop metrics: knowledge of workshop topic increased by 47%. Participant feedback.
Free download: slideshow in pdf.
(August 19, 2008)
Internet marketing: Cultivating stakeholder relations online
When used wisely, internet marketing can be a very sustainable and effective marketing tactic. Integrate your online communications into your overall marketing program and use it to complement your offline relationship-cultivation efforts. If you get your target audiences to your website with search engine optimization and in-bound link network; keep them there with relevant content; ask them to take action; and encourage them to return with updates or promotions; you will build a devoted online community supporting your socially responsible organization's mission.
Workshop at CubeSpace, September 23, 2008. Workshop metrics: knowledge of workshop topic increased by 21%.
Workshop at Mercy Corps Northwest, August 4, 2008. Workshop metrics: knowledge of workshop topic increased by 31%. Participant feedback.
Free downloads:
(September 23, 2008; August 4, 2008)
Seeing is believing: How to design your organization's visual identity
An organization's visual identity is more than just a logo and website. It's an expression of its brand, the core promise, the soul. Follow the process from planning, to developing your brand, to drafting a design brief, to clicking with the right design, and you will create a clear, focused, original, and versatile design that resonates with your target audiences.
Workshop at CubeSpace. Workshop metrics: knowledge of workshop topic increased by 11%.
Free download: slideshow in pdf.
(July 15, 2008)
Whose business? Selecting and understanding your target groups
Focus your business on a narrowly defined niche, satisfy their needs, and reap the rewards of repeat customers. Implement a few simple and cost-effective methods of honing in on a niche that's ideal for your business. Many free or low-cost resources will allow you to conduct your own market research!
Workshop at Mercy Corps Northwest. Workshop metrics: knowledge of workshop topic increased by 42%. Participant feedback.
Free download: slideshow in pdf.
(July 7, 2008)
Marketing 101: Cost-effective techniques for microbusinesses
Who says marketing has to be expensive or complicated? Centering your company's marketing on people to cultivate long-term relationships will bring your company the kind of rewards no flashy commercial ever will. Select the right niche, understand your audiences, design a memorable customer experience, provide outstanding customer service, turn your audiences into messengers of your brand, and establish a solid online presence. Consistent delivery on your promise in these core areas will take you down the path of success.
Workshop at Mercy Corps Northwest. Workshop metrics: knowledge of workshop topic increased by 28%. Participant feedback.
Free download: slideshow in pdf.
(June 23, 2008)
Branding on a shoestring: Discover your organization's soul and communicate value
Brands are more than pricey cosmetics of logos and websites. A great brand starts with your customers and your promise to them that derives from a compelling core idea. Know your customers and other stakeholders, consistently deliver on your promise, and you will build a brand that differentiates you from the competitors, builds trust in your company/product/service, and cultivates long-term relationships.
Workshop at CubeSpace, as part of the Entrepreneurial Series.
Free download: slideshow in pdf .
(June 17, 2008)
Give business a chance: Community building as a marketing strategy
Conducting marketing in a way that cultivates relationships-with customers, employees, and strategic partners-will help your business achieve goals, fulfill social responsbility, and build community.
Presentation a regular meeting of the Hillsboro Downtown Business Association.
Free download: slideshow in pdf.
(May 8, 2008)
* All presentations were created using OpenOffice Impress.
