RSC'13 Marketing, Management and Social Media Manual

7/28/2019 RSC'13 Marketing, Management and Social Media Manual

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RABTT SUMMER CAMP

2013MARKETING &

MANAGEMENT

MANUALEducation is not the filling of a pail, but the lighting of a fire.

-W. B. Yeats


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VOLUNTEERS MANUAL RABTT SUMMER CAMP

2DEPARTMENT OF TRAINING AND RECRUITMENT

CREDITS:

Taseer Raza Hassan

Director of Marketing

Daniyal AhmadDirector Operation & Volunteer Coordination

Hammad Anwar

Director Social Media

Rabtts Volunteers Manual for Rabtt Summer Camp 2013 is the property of Rabtt. Anyduplication, reproduction, or photocopying of the material in this book without the express written

authorisation and consent of the Academics Department at Rabtt is an offence under Copyright

Laws.


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RABTTTHE CONNECTION

Rabttwhich literally translates to connectionis an attempt to connect with public school

students at a personal level and foster the desire to think critically. Rabtt aims to:

o Promote independent and critical thinkingin students by engaging them with subject materialthat promotes conceptual understanding of content rather than rote memorization.

o Facilitate the personal growth of students with an emphasis on creativity and confidencebuilding.

o Develop, in students, tolerancefor diversity and differing world views.These specific aims give rise to the organizations mission statement,

To promote independent and critical thinking through educational camps, bringing together students andmentors from different classes of society in an environment conducive to learning about new fields of

knowledge and broadening the scope of future possibilities

in an effort to fulfil Rabtts vision ofa generation of students and young professionals capable of critically

analysing the possibilities and opportunities present at their disposal and making informed decisions.

FOREWORD TO THE MANUAL

This manual has been designed to acquaint the volunteer with Rabtts philosophy andmethodology. For you and for us, this experience is much more than a few hours spent with

underprivileged children. We are trying to create an environment of mutual respect and learning,

where each party can understand and benefit from the other. We also attempt to make the

process of teaching and learning more enjoyable and hence more impactful for the students, and

more rewarding for the volunteer.

The manual contains both rules and suggestions for the volunteers. These guidelines have been

finalized after two years of experience working with public school children. Volunteers are

requested to adhere to them. Should you feel that certain portions of the manual need changes

or revision, you are welcome to submit your suggestions in writing.

It may seem like 3 weeks is little time, but you will come to realize the astounding impact these

few days will leave on your students, and yourself. Remember that the aim here is not a complete

overhaul, but to make the students curious and nudge them in the right direction.


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CERTIFICATES OF INTERNSHIP/LETTERS OF RECOMMENDATION

Rabtt is a registered NGO under the Societys Act of 1860. Official certificates of internship

issued under the organization will count towards community service hours required by various

colleges and institutions for admissions, scholarships, and other purposes. Each volunteer will

receive a certificate of internship at the close of the project, signed by their respective head of

department:

o Tooba Fatima for Academics, Training, and Assessmento Daniyal Ahmad or Ashab Shahzad for Management and Operations/Logisticso Taseer Hassan for Marketing, Fundraising, and PRo Hammad Anwar for Social Media

Volunteers may request letters of recommendation from their respective Camp Director or head

of department. Volunteers must provide the address to which recommendations must be sent.

Please note that certificates of internship and letters of recommendation will only be issued if the volunteer has

fulfilled all necessary requirements of their internship:

o The volunteer is punctual; any absences are told beforehand to the respective campdirector and have legitimate reason.

o The volunteers quality of performance is satisfactory.o The volunteer adheres to the code of conduct and regulations laid out by Rabtt.o The volunteer attends Volunteer Training for the full required period.o The volunteer submits all required feedback and assessment forms.o The volunteer submits all required lesson plans (if Instructor).

ORGANOGRAM FOR RABTT SUMMER CAMP

Camp Director

Instructors Management Logistics

VolunteerCoordinator


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RULES AND GUIDELINES:

o Timings: All volunteers must remain at their respective school from 8am 1.30pm.Volunteers for sports must reach at 7am. Any exceptions required must be approved by

the respective camp director beforehand.

o Respect the cultural values and norms of the students: Understand that you are dealingwith students from a different background which is more conservative in terms of dress,

thoughts, and behaviour. You cant teach them much if the way you dress, what you say,

and the way you behave makes them uncomfortable.

o Discipline & Punishment: Using physical force as a measure of punishment or disciplineas completely prohibited. If a student misbehaves, use methods such as giving them a

time-out, taking away a certain privilege, speaking firmly, and in extreme cases reporting

to the parents or school administration.

o Smoking on the school grounds is strictly prohibited.o Respect your peers and your students: Avoid foul language and act appropriately.

Remember that you are always within earshot of your students.

o Network/Make Friends: You will be working with some very talented students andvolunteers. While you are on campus, get to know each other. Discuss your progress in

class, your experience with the students, or your own ideas with others. This will help

both you and us.

o Be the leader, not the boss, and know the difference: Dont drive the students, coach

them.

Generate enthusiasm, instead offear.

Dont say I, say We. Fix the breakdown, dont play

the blame game.

Dont just know how its done,show it.

Dont use people, develop them. Give credit where credit is due. Dont command, ask. Encouragement is key.


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WORKING AT RABTT

o Human Connections: Teaching at Rabtt is more than a linear transfer of knowledge. It isan opportunity for you to form meaningful connections with students from different

strata of society. Dont be aloof when youre dealing with the students. Get to know

them, explore their opinions, and share yours.

o Use Humour:Just because you have to act a little conservative doesnt mean you have tobe dead serious. Laugh! Crack (appropriate) jokes! Act silly! Itll keep things from

dragging and keeps students interested.

o Balance freedom and authority: The classroom at Rabtt is slightly informal, and bothstudents and instructors are more frank and open. This absolutely does not mean that

you abandon control. Remain the authority; confidant, polite, and firm. If you lose

control of the lesson, you will be unable to fulfil its aims.

o Come Prepared: Do your research, know your plan of action, think on your feet,improvise where needed, and if theres still an answer you dont know, look it up rather

than passing faulty information.Alwayshave a back-up plan.

o Dont be obtuse, but be a challenge:Dont be too abstract or difficult in your opinions,explanations, language, or vocabulary. Simplify things; come down to their level. At the

same time push their horizons of knowledge and skill. Challenge them to develop

further.

o Strengthen Concepts: The norm in many public schools is rote-memorization. Ourpurpose is to break this routine and encourage them to understand the material they read

conceptually.

o Encourage the students to analyse, question, and critiqueo Prefer discussions over lectures: Prefer techniques that are interactive rather than linear.

Involve the students.

o Be Creative: Use audio-visual aids, activities, games, creative homework assignments,tables and diagrams, etc.

o Dont impose your world view: Do not assume that your world view, thoughts, andopinions are better, superior, or more appropriate. The aim is to allow students to reach

their own conclusions, not the ones wed prefer.


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MANAGEMENT

ORGANIZATION

An organization can be defined as deliberate arrangement of people to accomplish some specific

purpose which individuals independently could not accomplish alone.

COMMON CHARACTERISTICS OF ORGANIZATIONS

Have a distinct purpose (goal); organizations generally tend to achieve a particularpurpose to which all their resources and efforts are geared. This purpose usually defines

their corporate culture, organizational structure, mode of operations and is defined in the

mission statement and vision statement of the organization

Composed of people; organizations are headed by people, and their day to dayoperations are also handled by people.

Have a deliberate structure; organizations have a very clear hierarchy, which ensures aclear chain of command and defines the responsibilities, supervisors and subordinates in

a way that avoids confusion. This is done in order to ensure the smooth functioning of

the organization.


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MANAGERSDEFINED

A manager is someone who coordinates and oversees the work of other people so that

organizational goals can be accomplished.

Role of Managers

A manager is required to be efficient, i.e. do things right, which means getting the most output

for the least inputs. A manager also needs to be effective, i.e. do the right thing, to help achieve

the organizations goals.

MANAGEMENT ROLES

A manager can have several roles within an organization.

Interpersonal Roles: where the manager acts as a figurehead, a leader, or a liaison andfocuses on motivating the team and keeping everyone enthusiastic about what they have

to do.

Informational Role: where they monitor activities to make sure they are goingaccording to plan, disseminate information in order to assist decision making or act as a

spokesperson for the organization or team within an organization in order to resolve

conflicts.

Decisional Role: where the manager has to make decisions regarding things as simple asstationary procurement or as crucial as which 5 year plan the company has to follow.


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A Resource Allocator: where he divides resources amongst the in order to successfullycomplete the task at hand.

A Negotiator: where he needs to bring the discussion to a fruitful conclusion beneficialto both parties either between organizations, or within the organization.

MANAGEMENT FUNCTIONS

The management of an organization performs 4 distinct functions, which when combined

together in a particular order fulfil the goal of the organization. The four functions are as

follows:

Planning

As defined earlier, organizations have specific goals which they seek to fulfill. Management is

responsible for defining these goals. The planning function of management includes defining

goals, establishing strategies to achieve goals, and developing plans to integrate and coordinate

activities. This function expands the most as managers move from lower-level to mid-level

management.

Organizing

Managers are also responsible for arranging and structuring work to accomplish organizational goals.

This can be classified as the organizing function. This includes determining what tasks are to bedone, who is to do them, how the tasks are going to be grouped, who reports to whom and

where decisions are to be made.

Leading

As discussed earlier, every organization comprises of people. It is a core function of the

management to direct and coordinate the people in an organization. This is called the leading

function. It is basically, working with and through people to accomplish goals. When managers motivate

employees, direct activities, select the most effective communication channels, or resolve

conflicts among members then they are engaging in leading.

Controlling

The final function of management is controlling, which basically means to ensure that things are

going as they should. This function includes monitoring, comparing, and correcting work. The

management sets Key Performance Indicators (KPIs) which are then used to measure the

success or efficiency of a particular activity, which can help with future planning and

improvement.


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MANAGEMENT AT RABTT:

PLANNING

defining goals,establishingstrategies toachieve goals,developing plansto integrate andcoordinateactivities

ORGANIZING

Arranging andstructing workto accomplishorganizationalgoals

LEADING

Working withand throughpeople toaccomplishgoals

CONTROLLING

Monitoring,comparing,correcting andwork.

Leads toachieving theorganization

stated purposes

MANAGERIAL

ROLESDUTIES

Camp Director

o Overseeing camp schedule and functioning.o Following progress of classes and seeing that teaching methods and course

aims are being followed.

oActing as liaison between Core Team and Camp Team; conveyingmessages and updates.

oAlerting relevant teams for upcoming events (such as trips or guestlectures).

o Responsible for keeping strict records of all expenditure, receipts, andtrack of material each day.

o In charge of distributing responsibilities to management.

Camp Managers

o Managing daily schedule and ensuring classes begin and end on time.o Keeping track and contacts of instructors and other managers.o Making sure people are there on time and keeping note of any

irregularities.

Logistics o Responsible for buying all required material for daily functioning, classes,and any events.


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o Responsible for keeping strict records of all finances and expenditures.o Reporting daily expenditures and handing receipts to Camp Director.

CAMP

ACTIVITIESDETAILS

Guest Lectures

oTwo guest lectures will be arranged for each Camp, one hour each.oAt least three one-hour slots must be free in each Camp Schedule.o Management should be in touch with their respective guest speakers and

must make sure all arrangements are made for them.

Field Tripo One field trip is usually arranged for each Camp.o Management will be responsible for arranging for conveyance, ushering

the students and keeping head count, and keeping receipts.

Closing Ceremony

o Discussing with school management and arranging for auditorium, soundand lights system, backdrop, etc.

o Coordinating with Instructors for programs.o Sending out invitations and managing guests, school administration, and

parents.

o Coordinating with media or news personnel present at the closingceremony.


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SAMPLE MANAGEMENT PROCESS/PLAN

ACTIVITY

MANAGERIAL FUNCTIONS INVOLVED

PLANNING ORGANIZING LEADINGCONTROLLING

(KPIS)

Guest

Lecture

The purpose of a

guest lecture is to

provide exposurebeyond the subjects

and allow the kids to

meet with individuals

who can enlighten

them. 1 of the three

allocated time slots

will be used for these

lectures.

Which time slot

would be most

suitable for the

guest speaker?

Who willcoordinate with

the guest speaker?

What

arrangements

need to be made

for the guest

lecture?

Multimedia,

laptop, props,

refreshments?

Who is leading

this particularactivity? Which

volunteer is

doing what?

How to make

sure everything

is

synchronized?

Did everything go

according to plan?

Did the guest

lecture start on

time? Was there a

multimedia/laptop

set up done

properly? Was the

lecture helpful for

the children?

Field Trip

At least one field trip

is planned per camp

to give kids a chance

to go beyond their

usual environment to

explore educational

or fun places in

Lahore.

Which place

would be best for

the kids? Which

day would be best

for a field trip? Is

the weather

forecast

favourable? How

much does it cost?

How much does

transport cost?

Who is

responsible for

arranging the

transport?

Who will

arrange the

snacks? Who

will be

responsible for

the receipts

and payments?

Was the budgeted

amount the same as

the amount spent?

How many kids

went to field trip?

Was the field trip

useful for the kids?

Was the transport

facility suitable?


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What will we need

during the field

trip (snacks, water,

cameras, etc.)?

How much will

snacks and water

cost?

Who will be

responsible for

the kids

(ushering and

headcount)?

Closing

Ceremony

At the end of every

camp a closing

ceremony is held

which showcases

what the children

have learnt over this

3 week period. It

allows us an

opportunity to

recognize their

talents, to meet their

parents, and to hand

them

diplomas/certificates.

Has the school

auditorium been

booked? Which

vendor to use for

sound? How many

certificates need to

be printed? What

performances will

take place? What

arrangements areneeded for the

performances

(props, stage etc.)?

What media

channels,

newspapers etc.

need to be

invited?

How much will

light, sound,

catering etc. cost?

Who will

handle

invitations?

Who will be incharge of

printing? Who

will be in

charge of

dealing with

the various

vendors? Who

will be dealing

with the

media? Who

will help out

the instructors

(Art and

Drama) with

the

performances?

Who will be

responsible for

receipts and

payments?

Was the budgeted

amount the same as

the amount spent?

Were the vendors

there on time? Did

the ceremony start

and end on time?

Was the sound

system working

properly? Were the

guests attended to

properly? Was the

stage arrangement

adequate?


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SAMPLE MANAGEMENT PROCESS/PLANACTIVITY 1

ACTIVITY

MANAGERIAL FUNCTIONS INVOLVED

PLANNING ORGANIZING LEADINGCONTROLLING

(KPIS)

Guest

Lecture

The purpose of a

guest lecture is to

provide exposure

beyond the subjects

and allow the kids to

meet with individuals

who can enlighten

them. 1 of the three

allocated time slots

will be used for these

lectures.

Field Trip

At least one field trip

is planned per camp

to give kids a chance

to go beyond their

usual environment to

explore educational

or fun places in

Lahore.


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Closing

Ceremony

At the end of every

camp a closing

ceremony is held

which showcases

what the children

have learnt over this

3 week period. It

allows us an

opportunity to

recognize their

talents, to meet their

parents, and to hand

them

diplomas/certificates.


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MARKETING

Marketing is the process by which companies create value for customers & build strong

customer relationships in order to capture value from customers in return (contrary to popular

belief, advertising is just a small (1/8

th

) part of marketing). The primary of objective of Marketingis to manage beneficial customer relationships through various tools and to build and maintain

desirable exchange relationships.

THE MARKETING PROCESS

Understanding the marketplace & customer needs and wants

The marketplace: the set of all current & potential buyers of a product or service. Needs: a state of felt-deprivation; innate to human beings. A need is essential to the

survival of humans. E.g. water, food etc.

Wants: the form human needs take when they are shaped by culture and individualpersonality. Wants are not essential for survival. E.g. smartphones, iPads, etc.

Demands: wants backed by buying power can be classified as demand. Something that aconsumer has the willingness and ability to purchase is what the consumer demands.

DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY

Market Segmentation

This refers to the act of actively and deliberately dividing

the total potential consumers in a marketplace into

homogenous sets of customers, or into subgroups of

similar needs. E.g., to categorize consumers according to

age, sex, geographical location etc.


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Target Market

This is the segment of customers that a company can most profitably target; meaning this is the

subgroup of total potential consumers in a market place that a company can target most

effectively, and will be directing all their marketing efforts towards this group.

Value Proposition

The set of unique & compelling benefits or values the company/brand promises to deliver to

customers to satisfy their needs. Basically, the Value Proposition (VP) is the perceived/potential

value that a brand can provide its users/consumers with.

PREPARING AN INTEGRATED MARKETING PLAN

The Marketing Mix

The set of marketing tools the firm uses to implement its marketing strategy, these comprise of

the 4 Ps of marketing. These form the very basis of a companys marketing strategy and allow

them to see the connection between the various aspects of their VP in relation to the marketing

process.

The 4 Ps are as follows:

Product

This is the VP of the brand/company. It is there to either satisfy a need, to solve a

problem or to provide satisfaction of a customers wants. For example, Apple

offers various products such as the iPhone, the iPad, the iPod, etc.

Price

This is what the customer has to pay in order to acquire that product. There are

various pricing methods, techniques and strategies. Each one can either be used

individually or together, depending on the situation.

Place

This is the location or the placement of the product in the market. This basically

refers to how the product is brought in contact with the consumer. For example,Gourmet Cola is only sold at Gourmet outlets because that is where Gourmet has

chosen to place its product, as opposed to other retailers like Al-fatah, or Jalalsons.

Promotion

This refers to the strategies and techniques used to make people aware of the

product and its offering, how much it costs and where they can find it. A popular

example is through Print Ads, or through TV Ads and more recently through

online advertisements.


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The 4 Ps can be modified according to the target market of a company in order to help them

connect with or resonate with the product better. This helps create an association with the brand

and cultivates brand loyalty, which moves brands towards building and sustaining customer

loyalty.

Building Customer Relationships

In todays time, when social media makes communication around the world literally just a click

away, a company/brand needs to build relationships with their customers in order to be

successful in this competitive environment.

Customer Relationship Management

The overall process of building & maintaining profitable customer relationships by deliveringsuperior customer value and satisfaction. There are various techniques involved in this process,

such as loyalty cards which offer special discounts, customer service hotlines and customer help

lines. The main purpose of this is to retain customers, because an old customer retained costs

less than a new customer attained.

Customer Satisfaction

The extent to which a products perceived performance matches a buyers expectations.

Quality can be defined as conformance to customer needs. A customer is satisfied with a product

once it fulfils the needs of that customer.

CAPTURING CUSTOMER VALUE

Customer Lifetime Value (CLV)

The value of the entire stream of purchases that a customer would make over a lifetime of

patronage.

This basically means the monetary value of a customers continues loyalty for his entire life, so if

a person was to buy Nestle Pure Life worth PKR25 twice a month for 10 years, then his CLV to

the company/brand will be 25 X 24 X 10 = PKR6,000/-

Share of Customer

The portion of a customers purchasing that a company gets in its product categories.

This is the monetary value of a brands purchases made by a single customer in his daily

shopping, so if a person spends PKR 1,000 during a single shopping trip and buys 2 bottles of


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1.5 litres of Coca Cola (worth PKR 140) in their daily shopping then Coca Cola has 14% of the

share of that customers spending.

Share of Market

The percentage of a product categorys total sales attributable to your brand. This is basicallypercentage of people in the target market who purchase a particular brand, for example if out a

population of a hundred thousand (100,000) only 25,000 people buy Pepsi, then the Share of

Market for Pepsi is only 25%.

Customer Equity

The total combined customer lifetime values of all the companys customers. If the CLVs of

all the customers of a company/brand are combined together then this brings us to the

Customer Equity of a brand/company, for example if the CLV of 4 customers of Nike is (in

PKR) 4,000, 8,000, 12,000 and 6,000 respectively then Customer Equity for Nike is PKR20,000/-

These four methods allow the company to calculate the value their brand holds for its customers as compared to

other brands and helps them make decisions and shape strategies for the future.

SOCIAL MARKETING AT RABTT

Marketing at Rabtt is different from the conventional marketing adopted by most companies and

brands. Their focus is on getting customers, and simultaneously competing with other brandswho offer similar products which often results in brand wars and advertisement wars. Brands

also use mass media for their campaigns, while Rabtt has its focus on Social Media (Facebook

and Twitter) only.

Rabtt`s mission and vision need to give people a reason to believe and participate in the cause.

That connection, when nurtured and sustained, engenders loyalty, creates advocates and

ambassadors, and builds relationships that transcend transactions.

Rabtt is relying on social media to reach their target audiences and help make the world a better

place. This is because of the reason that Facebook, Twitter and other networks are where theeyeballs are. The focus is on generating awareness amongst public schools (for potential camp

sites), in private schools (for potential volunteers) and amongst various organizations (for

donations and partnerships). This year Rabtt has also made merchandise (T-Shirts) to be sold to

generate funds, in an attempt to become self-sustainable.

While working in Social Media Department, the adopted strategies are different than the

normally adopted in marketing departments of corporate companies. For instance, in social

media, at times we have kept our initial goals modest, because there is no guarantee that an

online video, for example, will go viral. That said, make sure you understand what social media

measurement tools are available and apply them. Enabling collaboration among your


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organization's stakeholders can result in powerful outcomes. Encourage communication and

forwarding of content to extend the reach of your message.

2012 saw more social effort and engagement than ever by non-profits, and the following

infographic from MDG Advertising provides a handy overview. Based on statistics from a

number of non-profit advocacy groups, it reflects a world of newfound potential for rallying

people online for social good. (Source: http://mashable.com/2012/12/12/non-profits-social-

media-infographic/)

When it comes to building community the top sites are Facebook, Twitter, and LinkedIn. With

sites like YouTube, Flickr, Vimeo and iTunes, you can distribute your message. Keeping your

membership informed is essential; Twitter, blogs, and Facebook are useful tools.

Social media allows you to . . .

Connect on deeper and more meaningful levels Focus in on real relationships, not temporary transactions Provide value-added and relevant points of connection Utilize and leverage communication and public relations opportunities in an integrated

and fully-branded manner

Build communityYou Social Media Strategy should have a unified consistent look and maintain a core message as

abstract/new ideas are hard to sell. Your message has multiple audiences and the focus is always

on the mission rather than the marketing. This includes clients/partner organizations, donors,

volunteers and other important groups like media. We should always remember Social Media`s

golden rule that social media are not mass media.

The partner organizations like sponsors or the schools where the camps can take place would

always like to have their name/logo on any post or marketing campaign related to the project

with them. Similarly donors would like to have their presence felt as well through the

acknowledgment posts or the presence of logo on website.
http://mashable.com/2012/12/12/non-profits-social-media-infographic/http://mashable.com/2012/12/12/non-profits-social-media-infographic/http://mashable.com/2012/12/12/non-profits-social-media-infographic/http://mashable.com/2012/12/12/non-profits-social-media-infographic/http://mashable.com/2012/12/12/non-profits-social-media-infographic/


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Rabtt has been successfully building successful teams by an effective online recruiting campaign.

Rabtt has used Facebook and Twitter to attract young talented minds to become the part of the

camps and workshops. This also gave opportunity to many people abroad to contribute through

blogging or be the part of academic team and helping in finishing course packs.

Fund raising is another aspect Rabtt wants to capture through the social media. Rabtt has

developed its merchandise this year and plan to sell it online as well. In 2007, total online giving

in the US reached over $10 billiona 52% increase over 2006. 51% of wealthy donors prefer to

give online. This trend is increasing in Pakistan as well where many local non profits have

successfully raised money for different educational and social causes.

If you are online, you are using social media.

Universal McCain Comparative Study on Social Media Trends (March 2008)


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EFFECTIVE SOCIAL MEDIA STRATEGY

GENERAL TIPS

Be a good member of the community:

Promote others even more than you promote yourself (i.e., "treat others as you would have them

treat you"). Linking and promoting others is a nice way to show you care about people. The

creative material or your message should be something that people want to sharenewsworthy,

controversial, timely, immediately useful, or even humorous.

Don't spam: a good rule is to make one post of your own content for every 4-6 poststhat link to other sites.

Don't share/link/tweet every single piece of your content. Save it for your verybest.

Try hard not to send too many self promotional e-mails or make too many posts ofjust your own content. Wrap your self-promotion in something of value to others

instead.

Social Media is not about you. Its about peoples relationships with you. Listen

before you speak.

Listen

Social Media is about conversations and building relationships. It takes effort. Dontjust talk about yourself. Ask questions, engage people and link. Most of all, beinspiring

Get involved

You cant control the conversation. If you want people to spread your message, youhave to trust them. Listen. Inspire. Engage. Let go.

Give up control

You cant spin the truth with Social Media. Be open, honest and authentic ineverything you say and do

Be honest

Dont expect immediate, easily measurable results. It takes time to build trust andmake connections

Think long term


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FACEBOOK TIPS

Make your posts interactive and present the message through pictures, audio, video

presentation. Even the simplest of post/status accompanied by some relevant

interactive medium makes it more interesting and attractable to your audience. Use formal

language while writing posts, you can add the humour touch but in a non offend able or in non

personal manner.

Always measure and judge the response to your content through the Insights option.

Furthermore actively check your page and respond to any queries. Give equal importance to

everyone who is posting or replying on your page. You should know the demographics of your

audience and should ideally share the posts at the time when most of your audience would be

online. Don't send out status/posts just because you need to get more likes. Focus on quality

over quantity, at Rabtt we usually have 1-2 posts times/day.

TWITTER TIPS

Make your content Twitter-friendly. If you want re-tweets of your content, keep

that summary to well-under 140characters. If you want people to re-tweet your

content, append "please RT" to your tweet. If you retweet, give credit where credit is due by

including the source of original tweet.

Build relationships with others on Twitter; respond back to their tweets regularly. Learn more

about the interests of your followers by subscribing to their blogs. DM or @ new followersrecognize/thank them for following you. Use #hashtags to identify tweets specific to an event or

theme. Think of the 140 character limit as a challenge to be creative.

Keep your content relevant to the purpose of your account. Be mindful of using direct messages

(DMs) when appropriate. Don't send out tweets just because you feel you must. Focus on quality

over quantity, although Rabtt believe that tweeting 10-15 times/day is optimal.

YOUTUBE

Does your organization have a compelling story to tell? Do you want to connect

with your supporters, volunteers, and donors but don't have the funds to launch

expensive outreach campaigns? YouTube can help.

Video is a powerful way to show your organization's impact and needs, and with a designated

"Nonprofit" channel on YouTube, you can deliver your message to the world's largest online

video community.


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NON-PROFIT BLOGGING

Blogging helps in building awareness, generating buzz, and keeping people informed.

Furthermore it educates general public, local leaders, supporters, donors and volunteers. Your

blog helps in reaching new supporters, donors and volunteers while building loyalty.

It is an important tool through which you can introduce your organization to potential donors

and raise more money. This way in a formal manner you can tell and show donors how funds are

used. This is also demonstrates progress and success of active projects. (Courtesy of Frank

Barry)

MARKETING ROLES DUTIES

Marketing ExecutivesHelping with outbound communications and Fund Raising,developing proposals for donors, making presentations at private

schools for volunteers and at public schools to spread the word

about Rabtt Workshops and the Rabtt Summer Camp. Report

directly to the Director Marketing.

Social Media Operative

Creating a comprehensive social media strategy to define programs

that use social media marketing techniques to increase visibility,

membership and traffic across all social networking sites. Managing

social media campaigns and day-to-day activities including onlineupdates about activities and projects as well as other promotional

activities. Manage a Blogger outreach program and build an active

brand ambassador network to spread the word about the Company

Rabtt Ambassadors

Promoting Rabtt at their institutions by disseminating information

about various activities and internship/fellowship opportunities at

Rabtt.

The Rabtt Ambassador becomes the official liaison between Rabtt

and his/her institution and is required to keep both parties informed

about potential opportunities of mutual benefit. Report Directly to

Director Rabtt Ambassador Program.

Selling Rabtt Merchandise

Rabtt has made T-shirts which are being sold for PKR 500/- these

shirts help us raise funds for our yearlong activities (Summer Camp

and Work Shops). Report Directly to Director Marketing.


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SAMPLE MARKETING PLAN FOR VARIOUS ACTIVITIES AT RABTT

WHAT

NEEDS TO

BE DONE?

WHO WILL

DO IT?

HOW WILL IT BE DONE?

Steps 1 & 2

(Understand the

marketplace & design

suitable strategies)

Step 3

(4 Ps of the Marketing

Mix)

Step 4 & 5

(Creating and

capturing customer

delight and CLV)

Volunteer

Recruitment

Awareness

Marketing

Executive

Identify schools who

promote social workamong students.

Design a presentation

accordingly.

Take Brochures, T-

Shirts, Sample

Academics materialalong. Find a suitable

time to go and

present.

Satisfy all queries

of the audience.And provide them

with contact

information.

Social Media

Operative

Identify your

audience i.e. schools,

colleges and

universities.

Creating different

marketing campaigns

targeting them

presenting them

opportunity forinternship

Satisfy all queries

of the audience.

Provide them with

contact info. And

place applicationform on website

Rabtt

Ambassador

Identify people

within the school

who are willing.

Design a presentation

accordingly.

Take Brochures, T-

Shirts, Sample

Academics material

along. Find a suitable

time to go and

present.

Satisfy all queries

of the audience.

And provide them

with contact

information.

Approaching

a potential

Donor

Marketing

Executive

Identify a potential

donors according

what kind of causes

they donate to.

Design a donor

specific proposal

highlighting points

which complement

Identify a good time

to meet with the

donor. Prepare a

presentation

accordingly. Take

Brochures, T-Shirts,

Sample Academics

material along.

Satisfy all queries

of the audience.

And provide them

with contact

information.


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the donors aims.

Approaching

a potentialschool for

RSC

MarketingExecutive

Identify potential

schools in locality.Design a presentation

targeted at the kids.

Identify a good time

to meet their parents.

Show them videos ofpast camps, and

explain what camp is

all about.

Satisfy all queries

of the audience.And provide them

with contact

information.

Selling Rabtt

Merchandise

Marketing

Executive

Identify potential

schools/colleges/uni

versities in locality.

Taking merchandise

during presentationvisits.

Present them the

concept behind selling

merchandise i.e.

sponsoring a coursepack set for one chid.

Satisfy all queries

of the audience.

And provide them

with contactinformation.

Social Media

Operative

Identify and target

audiences from all

walks of life.

Presenting the

chance to be part of

Rabtt.

The online campaign

would focus on selling

the main aim behind

the merchandise i.e.

helping the kids.

Satisfy all queries

of the audience.

And provide them

with contact

information.

Rabtt

Ambassador

Identify people

within the school

who are willing to

help. .

Take Brochures, T-

Shirts, Sample

Academics material

along. Find a suitable

time to go and set up

stall.

Satisfy all queries

of the audience.

And provide them

with contact

information.


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SAMPLE MARKETING PLANACTIVITY 2

WHAT

NEEDS TO

BE DONE?

WHO WILLDO IT?

HOW WILL IT BE DONE?

Steps 1 & 2

(Understand the

marketplace & design

suitable strategies)

Step 3

(4 Ps of the Marketing

Mix)

Step 4 & 5

(Creating and

capturing customer

delight and CLV)

Volunteer

Recruitment

Awareness

Marketing

Executive

Social Media

Operative

RabttAmbassador

Approaching

a potential

Donor

Marketing

Executive

Approaching

a potential

school for

RSC

Marketing

Executive

Selling Rabtt

Merchandise

Marketing

Executive

Social Media


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28

Operative

Rabtt

Ambassador

Documents

RSC'13 Marketing, Management and Social Media Manual