C2ER & LMI Institute

Marketing Workforce and

Economic ResearchPresented by Norton Communications

Minneapolis, MN

June 7, 2016

Welcome

Part 1 –

Introductions

and Overview

About

Norton Communications

Previously Mediacall - full service marketing communications company

Began marketing LMI in 1999 Illinois contract

Worked with Delaware, Oregon and other states on LMI products/services

One-Stop consultation

Workforce Board - state and local

LMI Training Institute 2000-2003, 2011

Customer Satisfaction / Customer Outreach for BLS

Customer Service Training Emotional intelligence

Communication skills

Strategic Business Planning

Individual participation:

Introductions

Name

State

Role within research organization

Biggest marketing challenge you currently face

Course Overview

Marketing Essentials Terminology and Strategies

Vision, Mission, Business Plan, Marketing Plan, Goals

Target/Product Relationships

Fine-tuning Your Marketing Communications Plan

Objectives and measurement

LUNCH

Managing Outreach Tools Branding

Advertising and outreach

Traditional Media

Social Media

Best Practices

Synthesis

Adjourn at 4 p.m.

Part 2 -

Marketing

Essentials

Food for Thought - Group Question:

Why We Should Market

Workforce and Economic Research

Here’s a penny for your thoughts…

What is Marketing?

“Marketing is the management function that identifies needs and wants, offers products and servicesto satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.”

Top level importance

Starts with the customers; proactive assessments – you must determine what the customer needs/wants

Customers see tangible results in terms of products that meet needs

What’s in it for you?

Which of these parameters is most important

to YOU and which is least?

Marketing Essentials

Why do we need to market Workforce & Economic Research? Public sector is an economic

engine Government spending in the United

States made up 35% of gross domestic product.

Public sector does a lot of marketing Tourism

Public health

Armed forces

The public demands ROI

You’re marketing now - are you effective?

Prepare for the future “Agencies operating in the public domain

can use a custom blend of the four Ps—product (or service), place, price, and promotion—as well as other marketing techniques to transform their communications with stakeholders, improve their performance, and demonstrate a positive return on the resources they are endowed with.”

Columbia University Study 2010

“Next to doing the right

thing, the most important

thing is to let people know

you are doing the right

thing.”

—John D. Rockefeller

Marketing Essentials

Marketing in the public sector is not much different than

marketing in the private sector

Except the public sector is most familiar with promotion, and

not so much with product, place and price

- Judith Madill, of the Telfer School of Management in Ottawa

The 4 P’s of Marketing

Which of these occupies most of

your resources and which the least?

The Big Umbrella

We Call Marketing

This must be done with focus –

where do we find our focus?

“If you don’t know where

you’re going, you might

wind up someplace else.”

—Yogi Berra

The Plans

Vision – what the future will look like because we exist

Mission - the reason we exist, what we actually do to realize the vision

Business plan - details how you will achieve your goals Marketing

Financial resources

Operational resources and procedures

Marketing plan – the position and strategy of an organization for a period of time based on customer needs and how you will fill them Overall plan

Market specific plan

Product specific plan

Specific Objectives & Strategies Trend analysis

Detailed actions

Budget to carry out actions

Is research in your mission statement?

Do you have a marketing plan?

Do you measure your results based on objectives?

Food for Thought - Group Discussion:

Team exercise:

Table teams - write down – report

for three existing customers:

Who are your customers? Labor market actors and advisors

Internal department heads, economic developer, workforce board members

Policymakers and planners

Governor, mayor, city planner, project developer

Value added disseminators

Push research into the field

Encourage pull from the target audience

Users

What products do they use?

The target/product relationship

Format

Customer:

Local workforce board

Chamber of Commerce

School district

Products:

Jobs in demand

Wages

Retail sales

Commuting patterns

Demographic projections

by age

Tax base projections

10:15

Networking

Break

Quick Review – What We’ve Learned

What marketing is

How a marketing plan ties in to the vision, business plan,

and strategic objectives of an organization

Are YOU listed in there?

Who your customers are – or at least 3 of them

The products those customers are using – for those 3

customers

Part 3 –

Fine Tuning

Your Plan

Your Marketing Plan

Overview

Finish this last

Mission/Strategic Focus Of organization and how you

will market

Goals Who you will reach

Situation Analysis

Puts goals in perspective

Include SWOT

Product/Target Identification

Media/Target Matrix How will you communicate to

the target

Creative Strategy Branding

Plan Specifics Who will do the work

Complete the satisfaction analysis loop

Summary with emphasis on continuous improvement

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Who has a Marketing Plan?

Are these in the Plan?

It has objectives “To provide economic

developers with data necessary for determining residential growth” Usually tied to business plan

Identifies products

Identifies targets

Identifies actions Who, How, When

Prioritizes products/targets

Identifies delivery

Identifies outreach Training?

Narrative section Identifies beneficial messages to

be used

May include creative strategy, media strategy

Sets out evaluation criteria / measurement

It dreams For future planning

Developing Tangible and Realistic Objectives

and Measurements for Your Marketing

Communications Plan

State your objective

How do you know you have met that objective? Measure against a goal.

Quantify, if even ONE

What could be missing?

No one has used a product

No one new has used a product

Fewer people are using a product

We don’t get feedback on a product

We haven’t spoken to users and we don’t know why any of this is happening

“You can’t manage what you can’t measure”

“You can’t manage what you don’t measure”

“If you can’t measure it, you can’t manage it”

Team Exercise on Objectives and

Measurement:

Team tables – write down – report

Develop Objectives for Your Marketing Plan

Considerations:

Prioritized mandates

Budget

Staff

Product limitations

Write down (examples)

Objective: “To provide economic developers with data necessary for determining residential growth”

Extra credit if you can QUANTIFY or QUALIFY this

Target(s): construction companies, funders, developers

Product(s): Commuting patterns, housing starts, new addresses

If you don’t have objectives, why are you

creating that product?

Methods and Questions

Focus group

Usually combined with a survey instrument

Personal interview

Written survey Mail or in person

Web based survey Should be at time of use

Can be for in-person products

Telephone recall

Question parameters

Quantitative

A number to measure

Qualitative

Get real feedback

Anecdotal IS important

About

Customer Satisfaction

Does not have to be a statistically rigorous exercise

Not a strict response rate on a stratified sample, unless you want it to be

Determine which customers you will sample based on OBJECTIVES

Determine which products you will analyze

Ask questions that have actionable outcomes

Use a method that will be easiest for the customer

Build CS into the process of using the product

12:00 Lunch

On your own

Part 4 –

Managing

Outreach Tools

Quick Review – What We’ve Learned

What marketing is

How a marketing plan ties in to the vision, business plan,

and strategic objectives of an organization

Are YOU listed in there?

Who your customers are

The products those customers are using

How to make sure you have objectives for what you are

doing

Some ways to measuring the objectives, quantitative or

qualitative

Let’s talk BRANDING

Who is proud of their research department brand?

Tell us more!!!!

What is Branding?

Branding – identifying and distinguishing one product or service/company from another

Brand positioning – consumer’s perceptions of specific brands relative to the various brands of similar goods/services

Brand loyalty – degree to which a consumer will choose one brand over another

Brand name – a trademark word. Add a logo to build brand identity

Brand equity – the value of the brand in terms of customer recognition and company sale

Re-Focusing

The Business We Are In

The Revlon Example

The Kodak Example

The Research Example

The Underlying Theme:

The Key is in the

Heart of the Customer

The Ten Most Valuable Brands in the World

Source: Forbes

“Brands get their value from

how customers perceive them,”

says David Reibstein, a

professor of marketing and

branding expert at the University

of Pennsylvania Wharton

School. “What makes it valuable

from a company perspective is

that customers are willing to pay

a higher price or are more likely

to buy.”

What’s Wrong with

This Picture

What’s Right with

This Picture

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Partner Exercise:

Choose a partner. Verbalize your brand.

Tell your partner:

What is the vision of your organization?

How does research relate to the vision?

Is there a visual identification of the brand?

Can you articulate what your brand stands for (what you

WANT your brand to stand for in the eyes of the customer)?

In your opinion, what does the customer really think of your

brand? Does the visual representation match what you want

the customer to think?

You need to report on your partner’s brand!

Food for Thought – Group Question:

How do you manage the promotion aspect of

your research products?

The Ideal Selling Situation

Person to Person

You have the right product

The other person really needs the product

You show them how to use it or they already know

Traditional Media - advertising

Advertising

“Paid messages in the media from an identified sponsor.”

If your ad is accepted, the media cannot edit it.

Guaranteed to run.

Radio

Television

Newspaper

Magazines

Out of Home

Direct Response

Advertisement sample

Targeted to a customer

Here it’s businesses

Identify key words

What you customer told you

he/she wants

Make a promise

Give a call to action

Traditional Media

Public Relations

“the professional maintenance of a favorable public image by a company or other organization (or a famous person. )”

Can be an ad – paid for and unchanged

Can be a news release –may or may not be used

Many other options

Personal appearance

Seminar

Training

News release

VNR

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3:00

Networking

Break

Social Media

A variety of technologies, mostly web-based, that

allow people to create and exchange content that is

self-generated, or referenced from another source

The Good News

You own the media

The Bad News

Everyone else owns his/her own media, too

Fragmentation, lack of quality, people are saturated

Cannot control messages

A Social Media Model

The Website Ideally, you would like all your customers to go here

The central core of your “ideas”

Web log (blog) Your “newspaper”

Commentary

Articles of interest to your followers

May not be original content, but might have your “spin” on content

The blog references people to your website

Get People to Your Blog

Facebook A social medium where people “like” or subscribe to your

page Page posts items from your blog or website

People can link from FB directly

Twitter Shortened form of social media

You “tweet” brief info to arouse interest

People can link for the full story, or just like your comments

Facebook and Twitter Feeds

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I’m confused about

What I SHOULD be

doing

Quick Start

Top 4 customers

Governor

State Local One-stop

Job seekers

Business

Workforce boards

4 most “popular” products

Website hits

Printed publications

Outreach tools

Advertising

Public Relations

Training

Promotion

Personal “selling”

Develop a Communications Matrix

Product/Customer/Delivery

Let’s Start!

From “Good Enough” to “WOW!”

Develop and enhance popular products, programs, and services;

Set motivating prices and incentives;

Optimize distribution channels;

Create and maintain a desired brand identity;

Communicate effectively with key publics:

Improve client service and satisfaction;

Influence positive public behaviors through social and mass media; and

Form strategic partnerships.

“Marketing in the Public Sector: A Roadmap for Improved Performance,”

Philip Kotler and Nancy Lee

Research * MART

Customer Testimonials

What have you learned today that you

can USE when you get home?

Thank You!

NortonCommunications