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Marketing to Your Stakeholders Engagement That Works

Marketing to Your Stakeholders Engagement That Works. A Workshop by Dr. Annette S. Freund NYATEP C onference Saratoga Springs, NY November 18-20, 2013. About the Presenter . Educator Trainer Business Owner Past CofC President Board Member, Private Sector

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Marketing to Your Stakeholders Engagement That Works

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  1. Marketing to Your Stakeholders Engagement That Works A Workshop by Dr. Annette S. Freund NYATEP Conference Saratoga Springs, NY November 18-20, 2013

  2. About the Presenter • Educator • Trainer • Business Owner • Past CofC President • Board Member, Private Sector Annette Freund

  3. Workshop Objectives Participants will learn how to engage stakeholders using: • Matrix Tracking: Plan and track internal and external engagements • Success Stories: Focus on the challenge, the solution, and the results • Website: Create comprehensive, purposeful content • Annual Report: Focus on results achieved

  4. 1. Matrix Tracking • Who are your internal stakeholders? • Who are your external stakeholders? • What tools can you use to reach them? Sample:Bergen WIB Tracking Tool

  5. Sample Tracking Tool Marketing to Our Stakeholders: Types of Engagement, 2012-2013

  6. Learning Activity: Matrix Tracking Directions: Use the tracking tool to help you develop a targeted marketing plan. • Horizontal Axis: List the types of engagement (deliverables) your organization will do in the coming year. • Vertical Axis: List your stakeholders, both external and internal. • Intersection: Put an X on the matrix if/when you’ve made contact.

  7. 2. Your Success Stories Finding Subjects: • Who are the Top 10 employers in your County? • Who are the hiring managers at these companies? • Would they be willing to be interviewed? Interview Questions: • What was their challenge? • What solution did you provide? • What were the results?

  8. Learning Activity: Success Stories Sample: Employer Success Story, L.L. Bean Inc. Directions: Work in pairs using the Employer Questionnaire, try to role play an interview with an employer. Write your answers on the questionnaire.

  9. 3. Your Website • Homepage: Create comprehensive, purposeful content • Scope: Include content for internal and external stakeholders • Resources: Link to county, state & national resources • Search Feature: Make it easy to find information www.bergenwib.org

  10. Learning Activity: Your Website Directions: Working in pairs, discuss the Sample Website Project Plan: • How could you adapt the sample plan to meet your needs? • Who would “own” various topics? • When would sections be due?

  11. 4. Your Annual Report • Project Plan: Focus on results achieved • Development: Assign pages and delivery dates to team • Distribution: • Direct Mail • Press Kit • WIB Orientation • Where else?

  12. Learning Activity: Annual Report • Directions: Working individually or in pairs, try to develop a project plan for your next Annual Report. Assign names to pages and delivery dates.

  13. For Further Information • Dr. Annette S. Freundafreund@freundassociates.com201-512-0022 | Mahwah, NJ • Bergen WIBwww.bergenwib.org201-343-8830 | Hackensack, NJ • Bergen One-Stop Career Centerwww.onestopbwc.org201-329-9600 | Hackensack, NJ

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