Soroptimist International of Lake Forest Strategic Marketing Initiatives

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


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.


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


b. Drive behavior for specific outcome

c. Push conversations forward

d. Must be transparent (no false pretenses)

e. Rapid response


3. Develop micro-campaigns on event micro-sites

a. Offer an effective solution to maintain focus and develop sub-brands for new audiences/ prospects


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


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


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


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