© creative development 2009 in partnership with business link in london marketing and pr for social...

in partnership with Business Link in London

© Creative Development 2009

Marketing Marketing and PR for and PR for Social Social Enterprises Enterprises

in partnership with Business Link in London

© Creative Development 2009

Aims for this Aims for this workshop:workshop:

1. Decide why you are undertaking pr activity – what do you want to achieve?

2. Draw up an outline plan to help you to achieve this

3. Decide on three approaches you might adopt

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© Creative Development 2009

Let’s talk about Let’s talk about marketingmarketing

Its purpose is to create the opportunity to sell

It's simply about underpinning the sales process

"Marketing" is an all-encompassing term

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© Creative Development 2009

Let’s talk about Let’s talk about marketingmarketing

Why Market Your Social Enterprise?Increase salesIncrease market shareReinforce brandingLaunch a productInfluence stakeholders

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© Creative Development 2009

Key principlesKey principles

Product/ServicePlace/PositionPricePromotionPeopleCombined, these constitute the

BRAND

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© Creative Development 2009

Brands MatterBrands Matter

Signs by which you are known and remembered

A bundle of explicit/implicit promises

A reflection of personality

A statement of position

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© Creative Development 2009

PR – One part of PR – One part of the marketing mixthe marketing mix

Why PR?Commercial success or failure can

rest on the way a company is perceived.

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© Creative Development 2009

Competing with the Competing with the big boysbig boys

- Journalists can help to validate your business

- Can be more effective than paid for advertising

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© Creative Development 2009

Getting free Getting free publicity for your publicity for your

businessbusiness

- What do you want to achieve?- What’s the story?- What’s your hook?- 5 killer ideas

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Be The First at Be The First at SomethingSomething

- You’re more likely to get coverage- If not first, alternatives are:

newest, oldest, biggest or smallest.

- Different is great!

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Do something in a Do something in a different waydifferent way

- Forget ‘always been done this way’- Think innovatively- What do you do differently from

your competitors?

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Offer free Offer free informationinformation

- Free reports are valuable- You’re the expert

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Survey your Survey your customerscustomers

- Find out what people think about specific issues

- Target a publication’s readership

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Attempt to set or Attempt to set or beat a recordbeat a record

- A classic for a reason!- Everyone loves a record attempt- Ensure the record is relevant to

your business

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Success With The Success With The PressPress

- Newsworthy articles- Know your market- Focus your message- Targetting is essential

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© Creative Development 2009

Hints and Tips for Hints and Tips for Approaching Approaching JournalistsJournalists

- Do your research- Don’t leave messages- Be strategic- Avoid information overload- Make life easier - Don’t be salesy- Stay current

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© Creative Development 2009

Hints & Tips for Hints & Tips for Press ReleasesPress Releases

1. Make your Press Release Newsworthy2. Write a Good Headline3. Summarise the key points4. First Paragraph is crucial5. Quotes6. Notes to Editors7. Keep it Short and Sweet8. Relevancy9. Style & Formatting10. Hire an Expert

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© Creative Development 2009

Be Prepared!Be Prepared!

It’s 5.30pm on a Friday night when a journalist calls and says; "Hi, I know its last minute but do you have an image to go with this press release you sent me, and do you think your MD might be able to answer a few further questions?".

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© Creative Development 2009

PR Campaign Prep PR Campaign Prep RulesRules

- Prepare Photography- The elevator pitch- Corporate profile- Press pack/online press office

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How companies How companies plan their plan their campaignscampaigns

Good Energy An independent renewable energy company based in

Wiltshire.

www.goodenergy.co.uk

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© Creative Development 2009

How companies How companies plan their plan their campaignscampaigns

The Organic Centre Promoting organic horticulture, gardening & sustainable

living, through training, demonstration & community projects

www.theorganiccentre.ie

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© Creative Development 2009

How companies How companies plan their plan their campaignscampaigns

Green WorksRecycles redundant office furniture, reducing landfill and

aiding

those from marginalised parts of society into employment

www.green-works.co.uk

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© Creative Development 2009

ConclusionConclusion

- PR is a valuable part of the marketing mix

- A strong, consistent PR message helps to build your brand

- Do your research, keep it fresh and current

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© Creative Development 2009

Thank you!Thank you!Contact jo@to-market.co.uk

for your free e-book: Better Marketing in Just 7 Days