Strategic Marketing Planning Building Awareness and Conviction

1. Strategic Marketing Planning Building Awareness and Conviction Summer 2014 L&D Designer: Erin Walker

2. Objectives At the end of this session, you will: • Understand why marketing is a critical part of your overall recruitment strategy • Understand how an effective marketing strategy is co-dependent with cultivation, understanding your landscape, and outreach as a part of a holistic recruitment strategy • Develop a marketing strategy that ensures best-in-class execution of recruitment activities • Identify and tailor the most relevant marketing message for a specific audience • Articulate how and why Events, CP/SOPs, Campus Press, Visual Marketing and Social Media activities should be incorporated into the marketing plan

3. Agenda Review of the Strategic Planning Process Introduction to the Marketing Plan Introduction to Segmentation and Messaging Introduction to Marketing Tactics Recap and Next Steps

4. Review of Fundamentals To Answer in the Chat Box: Why is it important to have a strategic plan? • Achieve organizational mission • Achieve organizational goals • Achieve best-in-class execution • Be efficient and effective

5. Review of Fundamentals • Data • Good Decision-Making • Insight

6. Review of Fundamentals

7. Review of Fundamentals • Cultivation • Recruitment • Outreach • Marketing • Landscape

8. Agenda Review of Strategic Planning Process Introduction to the Marketing Plan Introduction to Segmentation and Messaging Introduction to Marketing Tactics Recap and Next Steps

9. The Marketing Plan • A marketing plan is…. • A blueprint of your marketing efforts • Dynamic, flexible • A marketing plan is NOT…. • A simple list of action items • A static tool never to be revisited • Why do I need a marketing plan? • Alignment with vision • Meet your goals • Effectiveness

10. The Marketing Plan

11. Strategic Plan Spotlight: Marketing

12. The Marketing Plan • Best Practices • Plan early • 1DL-3DL plan + 4DL and 5DL plan • Use your resources • Use your starter kit • Be consistent and on-brand • Remember when you were a prospect?

13. Agenda Review of Strategic Planning Process Introduction to the Marketing Plan Introduction to Segmentation and Messaging Introduction to Marketing Tactics Recap and Next Steps

14. Segmentation Market Segmentation: Market segmentation is grouping your prospects at a particular campus or school type by similar characteristics, needs, and interests and then designing and implementing strategies to best connect them with our story.

15. Segmentation To Answer in the Chat Box: How did you segment your students in class/team?

16. Values-based Segmentation

17. Segmentation leads to Strategy and Execution • Marketing/Outreach/Cultivation • Do their values align with TFA mission? • Which part of “Why TFA?” best aligns with their personal values? • Which visual marketing tools will catch their eye? • Which channel do they participate in?

18. Segmentation How does segmentation help me with recruiting?

19. Messaging – What you say Market Message: Your choice of words and language that tell our story to prospects in a way that spurs them to action. The main objective of the marketing message is to create a positive image TFA to prospects.

20. Messaging To Answer in the Chat Box: How did you communicate differently with different people? • Think of 2 people that are important to you • How do you communicate with them differently? • Ex: Your parents vs. your boss

21. Segmentation and Messaging Spotlight

22. Messaging What you say, based on what you know: Personalizing your TFA story based on what you know about a prospect - choice of language, why TFA?, and distribution channel.

23. Tailoring Your Message – When?

24. Tailoring Your Message • How can I appropriately tweak existing language to communicate this? • How can TFA help them with what they care about? • What do they care most about? • Who am I targeting? Remember: Stay on-brand!

25. Tailoring What you Say: Watch-Outs • Tone: Is the tone of your message appropriate? Does it exemplify our core values? Is it respectful and considerate across lines of difference and diversity? • Language: Are your language choices appropriate for your audience? Have you used words or phrases that might offend your targeted prospect segment? Does it avoid jargon? • Is your message student/mission-focused? • Is it clear what, exactly, it is that you want the prospect to do? Or learn? • Is your message anchored in the key aspect of your Why TFA? That are connected to the prospects’ values? • Is your message genuine? Does it reflect who you are, balanced with TFA’s mission and values?

26. Agenda Review of Strategic Planning Process Introduction to the Marketing Plan Introduction to Segmentation and Messaging Introduction to Marketing Tactics Recap and Next Steps

27. Marketing Tactics Marketing Tactics: An action (or set of actions) you take to execute the strategy(ies). Marketing Tactics

28. Use your arrow! Marketing Tactics: Events Event Marketing: An event is a themed activity, occasion, display that is intended to promote TFA, our cause, and motivate prospects to join the corps.

29. Marketing Tactics Spotlight: Events

30. Marketing Tactics Visual Marketing: The front line of your marketing efforts – every point at which the TFA brand meets the public’s eye

31. Marketing Tactics Spotlight: Visual Marketing

32. Marketing Tactics: Campus Press Marketing Tactics: Campus Press

33. Marketing Tactics: Social Media Social Media Marketing: Social Media for Marketing aims to improve the social media user experience while achieving business goals. • Ask • Trust • Community • Conversation • Content

34. Marketing Tactics Spotlight: Social Media

35. Marketing Tactics Spotlight: Marketing Calendar • Proper scheduling • Prioritization • Organization • Coordination • Maximize opportunities

36. Marketing Resources All of these resources are on the 2014 L&D server and inside your Strategic Planning template!

37. Agenda Review of Strategic Planning Process Introduction to the Marketing Plan Introduction to Segmentation and Messaging Introduction to Marketing Tactics Recap and Next Steps

38. Recap: Planning Strategically • Achieve organizational goals • Achieve organizational mission • Be efficient and effective • Achieve best-in-class execution Why plan strategically?

39. Recap: Creating Dynamic Plans • Take the time to make plans that are practical, realistic, and useful • Refer back to your plan as an on-going guide for action • Revisit and redirect between 3DL and 4DL

40. Recap: Segmentation and Messaging

41. Next Steps Build your Marketing Plan for 1DL-3DL Access the resources on the 2014 L&D server when it’s time to execute Reach out to your marketing partner or Marketing Captain for support!