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Module IV - B3
Marketing Your Partnership

Major Sections

Day and Time

Purpose

Learning Objectives

Participants will be able to:

1. Determine the importance of orientation to the "target audience" as opposed to product orientation.
   
   
2. Describe the benefits of planning partnership marketing efforts.
   
   
3. Address 3 elements of a marketing strategy in their marketing plans: recruitment of members and volunteers, public relations, and publicity.
   
   
4. Include marketing strategies in the development of action plans.

Equipment, Materials, and Supplies Needed

• Easels, newsprint, markers, and masking tape
  
  
• Transparencies
  
  
  • None
  
  
• Prepared Newsprint
  
  
  • PN-1: Marketing Iceberg
  
  
• Handouts
  
  
  • HO-1: Steps in a Marketing Plan
  • HO-2: Marketing Iceberg
  • HO-3: Exercise Scenario and Questions
  
  
• Trainer Supplements
  
  
  • None

Materials in Participant Manuals

• Transparencies
  
  
  • None
  
  
• Handouts
  
  
  • HO-1: Steps in a Marketing Plan
  • HO-2: Marketing Iceberg
  • HO-3: Exercise Scenario and Questions

Room Setup

Predelivery Preparation

Trainer Resources

• Ertle, V. (1990). TV drug stories stress poor, urban minorities. Western Center News. Portland, OR: Western Center for Drug-Free Schools and Communities. Northwest Regional Educational Laboratory, December, 1-2.
  
  
• Picker, L.A. (1991). Cleaning up the confusion between marketing and public relations, The Baltimore Sun, Maryland Business Weekly, July.*
  
  
• Trost, A., and J. Rauner. (1983). Gaining momentum for board action. San Diego; Marlborough Publications.
  
  
• Tucker, K., and D. Derelian. (1991). Packaging messages and media to cut through clutter. Public Relations Journal, February, 32 ff.
  
  
• Whyte, J. (1985). Organization, person and idea marketing as exchanges. The Quarterly Review of Marketing, Winter, 25-29.*

I. Introduction (Opening, 5 min.)

A. Purpose of the workshop

B. Objectives of the workshop

II. Lecture: Marketing (20 min.)

A. Myths about marketing

1. Marketing is selling.
   
   
   1. Selling is only one part of marketing.
      
      
   2. To succeed and survive, a partnership must:
      
      
      • Know its market;
      • Determine the "product" value;
      • Attract resources; and
      • Disseminate information about organization widely.
      
      
   3. All of these activities are marketing.
   
   
2. Marketing is peripheral.
   
   
   1. Some people think marketing is an "extra" or a "frill."
      
      
   2. Marketing is an essential part of the partnership.
   
   
3. Marketing is a waste of money.
   
   
   1. Some maintain that marketing is a waste of the money.
      
      
   2. The added costs of marketing should always produce a good return-in membership, commitment, resources, impact in the community, or dollars.
   
   
4. Marketing is intrusive.
   
   
   1. People are often afraid that market research may be used against them.
      
      
   2. To be effective, the marketing plans of partnerships need to address this fear.
      
      
   3. Market research is done in order to learn the needs and desires of the target audience. This will allow the organization to deliver more satisfying goods or services to its audience.
   
   
5. Marketing is manipulative.
   
   
   1. Partnerships should avoid "gimmicks."
      
      
   2. They need to convince the target audience that the overall goal of the partnership is to seek an improvement within the community.
      
      
   3. They need to demonstrate that means they propose are sound.

B. Steps to a marketing plan (HO-1: Steps in a Marketing Plan)

1. Determine the organizational objectives (e.g., to keep liquor stores from selling to minors).
   
   
2. Analyze the target audience (e.g., to identify all potentially involved groups: parents, schools, teens, police, media, liquor store owners).
   
   
3. Determine marketing objectives that relate to the organizational objectives (e.g., to increase community pressure to stop liquor sales to minors).
   
   
4. Determine the marketing strategies (e.g., to involve parents in a neighborhood watch of a liquor store; to educate youth about underage alcohol use; to seek police support for increased enforcement; to work with media to seek coverage of the problem).
   
   
5. Implement the marketing strategy.
   
   
6. Evaluate the strategy. (Was there publicity? Did alcohol sales to minors decrease?)

C. What is marketing?

1. There is a difference between selling a product and marketing to a target audience.
   
   
2. Marketing to a target audience begins with consumer needs, perceptions, and desires. It requires you to describe, package, frame, and deliver your message in a way that is responsive to the consumer.
   
   
3. Target audience marketing strategies are based on the intended audience's point of view, rather than that of the partnership.
   
   
4. Marketing may be compared with an iceberg (PN-1 and HO-2: Marketing Iceberg).
   
   
   1. The tip of the iceberg represents "selling."
      
      
   2. Underneath and (less obvious) are equally important parts such as:
      
      
      • Money,
      • Human resources in partnership members,
      • Service packaging,
      • Product value,
      • Volunteers,
      • Press coverage,
      • New members
      • Recruitment,
      • Publicity, and
      • Press releases.
      
      
   3. In the waters surrounding the iceberg are threats to a good marketing plan that need to be avoided or neutralized. These include:
      
      
      • Exclusiveness,
      • Negative press/public relations,
      • Misperceptions,
      • Misreading of your market,
      • Slanted/incomplete assessment,
      • Politics (internal and external),-Lack of focus, and
      • Lack of visibility.
   
   
5. Marketing includes a variety of concepts, and there are many pitfalls to a good marketing plan.

III. Brainstorm: How Marketing Can Help a Partnership (10 min.)

A. Write responses to the discussion question on newsprint.

B. Responses should include:

1. Places high priority on goals and objectives of the partnership.
   
   
2. Attracts new members.
   
   
3. Attracts new volunteers.
   
   
4. Brings in new resources.
   
   
5. Establishes credibility of the partnership.
   
   
6. Counteracts negative publicity.
   
   
7. Supports the activities of the partnership.

IV. Exercise: Marketing (50 min.)

A. Introduce the exercise.

1. Working in small groups, participants will have an opportunity to plan a marketing presentation to the New Town City Council.
   
   
2. Distribute HO-3. Give participants time to read it.

B. Facilitate the exercise.

1. Divide participants into small groups.
   
   
2. Ask them to follow the directions on HO-3 and be prepared to report their plan to the large group.

C. Report out.

1. Have each group (or selected groups if time is short) report its plan.
   
   
2. Discuss the pros and cons of each plan.

V. Closing (5 min.)

A. Review the major learning points of the workshop.

B. Relate the workshop to other themes of the Institute.