Building the Sigma Image:Marketing Strategies Sigma Gamma Rho Sorority, Inc. Epsilon Pi Chapter Jan. 17, 2009 Presented by: Soror Crystal L. Bessix edOpp Solutions LLC
Workshop Agenda • Communication • Marketing 101 • ExSell with Marketing • Promotions Mix • Elements of a Marketing Plan • Q&A
Communication is the Key! In what ways can we communicate to each other?
Marketing Communications TV/Radio Advertising Print Advertising Web Advertising Trade Shows Conferences Press Releases Speakers’ Bureau Media & Analyst Briefings Web Site Sponsorships & Other Events Brand Image White Papers Research Papers Feature Articles (Reprints & Web) Community Relations Mass Direct Mail Targeted Direct Mail Faculty/Staff Communications 1-1 (Personalized) Direct Marketing Brochures Personal Visits Demand Creation (& Conversion)
Marketing 101 • Target Audience: A specified audience or demographic group for which an advertising message is designed. • Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. • Brand Image: The perception of your product or your brand by the consumer. • SWOT: Strength, Weakness, Opportunity, Threat
Strengths Weaknesses Opportunities Threats Sorority SWOT
Market Influences What factors influence sorority choice?
Targeted Marketing • Determine Target Audiences: • Drill down, be specific – demographic, classification • Internal constituents – college • External constituents – community • Who will be attracted to join SGRHO? • Who needs to know about SGRHO? • Who is SGRHO responsible to? • Determine Marketing Message • What do they need to know? • Why do they need to know it?
The SIGMA Brand • Visual + Emotional = Brand • Logo, Tagline, Colors, Name(s), Symbols • Attributes, Perceptions, Values • To create awareness • SGRHO Brand – “Greater Service, Greater Purpose” • Epsilon Pi Sub-Brand – “Exquisite” “UH Pretty Poodles”
ExSell with Marketing • Features – physical characteristics of a product • Benefits – the satisfaction of a need (What’s in it for me?) (List 5-10 F & B) • Get Informed – know your buyer • Rehearse your pitch – know your product • Represent well – you also sell yourself
Sorors are salespeople too! • Top 10 Reasons to Love SGRHO • Unique Selling Proposition – determining what differentiates your product from competitors • My 3 Minute Presentation • Stay equipped – BAM! The brochure
Promotions Mix • Advertising • Personal Selling • Promotional Sales • Public Relations • Direct Marketing • E-Marketing
Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. Advertising • Print and broadcast ads • Brochures • Billboards • Signs • Point-of-purchase displays *** • Symbols and logos
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. Personal Selling • Sales presentations • Sales meetings • Incentive programs • Samples • Fairs and trade shows
A short-term inducement of value offered to arouse interest in buying a good or service. Promotional Sales • Contests, games, sweepstakes • Sampling • Fairs and trade shows • Exhibits • Coupons • Rebates
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. Public Relations • Press kits • Promotional item donations • Sponsorships • Community relations • Events
Promotional element that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. Direct Marketing • Catalogs • Mailings • Telemarketing • Fundraising • Postcards/Letters
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision. E-Marketing • MySpace/Facebook • You Tube • Constant Contact - Email • Website - SEO • Live Chat
Elements of a Marketing Plan • Sorority Background & SWOT • Competitor Analysis • Target Audiences & Messages • Brand Statement – Values & Descriptors • Goals & Objectives • Strategies – Promotion Mix • Budget
Questions? Soror Crystal L. Bessix Chief Marketing Officer edOpp Solutions LLC C: 713.530.0082 E: firstname.lastname@example.org