Marketing PLAR to a non plar world. Marketing PLAR to a non plar world

Transcription

1 to a non plar world

2 Marketing Vs. Advertising Marketing is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. Advertising is to make something known. It is a part of marketing.

3 Components of Marketing Market research Situation Analysis Positioning Strategy Tactics Budget Media / Community involvement All are components of a Marketing Plan

4 Market Research Understand the industry you are in PLAR Education Career Skills Training Primary Research Interviews, surveys, focus group, Secondary Research 3 rd party reports, studies, Stats Can data

5 Inspiration can come from ANY source You must keep your eyes open to spot it

6 Our Project PLAR with Young At Risk Adults

7 Our Study Industry = various agencies serving young at risk adults Interviewed front line workers PLAR Young at risk adult workers In our venue categories Completed literature review

8 Situation Analysis Learn from the past What have you done / What have others done What has worked / What has not worked Learn from the Future Demographic forecasts, emerging trends, market study Learn from the present Who are your customers? What do they want?

9 A thought The only services that succeed are those that offer a benefit to consumers that is greater than their cost.

10 Past Our Project Previous study indicated PLAR was successful with young at risk adults However motivation was an issue Customers Wanted to be in and out fast results Required encouragement Trends Focus on essential skills

11 Positioning Positioning is the essence of who you are Paradigm (what you believe true or the essence about something) powers perception For instance Your truth about PLAR is that workshop, courses, and on the job experience are the only relevant components for a PLAR Portfolio. You have been a stay at home mom who has been babysitting for other parents. You may perceive that PLAR has nothing to offer you and dismiss it as an option. Therefore, how you position yourself powers how your customers perceive you

12 How is your product perceived in relation to other solutions or options that are available to your customer? How do you want to be perceived? You must position yourself in your customer s mind

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14 Targeting To position properly you must know your customer Define your customer What is the benefit of your service for them? How do you reach them? Dig deep Then dig some more

15 Our Project ages years do not fit the mainstream mold; learning styles, learning disabilities, or life experiences may be factors in low achievement or behavior considered unacceptable. at risk of academic failure or drop out with diminished prospects for future employment or of risky behaviours (such as substance abuse, criminal behaviour, etc.).

16 Digging Deeper Focus on doing Cannot identify skills Lack motivation Limited prospects Require assistance Disillusioned Lack skilled work experience Negative test experience

17 Perception PLAR is only relevant to going back to school for school credit Education, training, work is the only experience that counts Need real work careers not jobs I don t have any skills

18 Positioning PLAR Plar is What you value / know / can do Or From Life Comes Learning Be recognized for the learning you ve lived

19 Strategy You must have a clear strategy Process for making it happen Steps to: Make your position known Reach your target audience May follow more then one strategy Reach more customers Expand into more areas

20 Clarify Customer Focus

21 Tactics Tactics are actions that allow you to implement a strategy Activities vs. objectives Part of the strategic process

22 Project Strategy Increase overall awareness of PLAR to young at risk adults Increase young at risk adults awareness of the benefits the PLAR process offers them Increase number of young at risk adults involved in PLAR

23 Tactics (Process) Increase Overall Awareness Define Young At Risk Adults What are their needs How will PLAR address those needs Making Contact Where do we find YAR adults How do we reach YAR adults What tools are effective

24 Project Strategy Increase Awareness of Benefits Serving the Customer Hired a graphic artist in our target age Concepts were reviewed by our target population Responses were integrated into revisions Revised products were distributed to target population for additional comments

25 Increased awareness of benefits Build on Success Make sure the agencies are able to implement PLAR before they promote the concept Word of mouth from participants Demonstration of success

26 Increased involvement Supply The Need Provide tools to agencies Provide support to agencies Reflect and share cost effectiveness Build on Success Make sure the agencies are able to implement PLAR before they promote the concept Word of mouth Demonstration of success

27 Budget Plan out your marketing budget Review marketing blunders and what they cost Why did they fail What could you do differently Discuss what you learned Would you use this media again?

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29 Community / Media Involvement Advertising Use of Media Identity and design Use of colour Choice of promotional items Community activities

30 Logo and Design A unique identify that will support your positioning Flexible Effective use of colour Professional Consistent use in all marketing Learn from others

31 What Does Colour Say? 92% Believe color presents an image of impressive quality 90% Feel color can assist in attracting new customers 90% Believe customers remember presentations and documents better when color is used 83% Believe color makes them appear more successful 81% Think color gives them a competitive edge 76% Believe that the use of color makes their business appear larger to clients

32 Gold White Pink Green Red Blue Baby Blue Orange Black Silver is the color of wealth. is the color of pure innocence. is the color of femininity. is the color of nature, growth. is the color of danger. represents to "trust". a color which implies weakness. a color which implies cheerful "levity is sophistication, elegant, seductive, mystery represents prestige, cold, scientific

33 The most popular colour is Blue The least popular colour is Orange

34 White Pure, clean, youthful In Western Culture = marriage In Eastern Culture = funerals

35 Red Western culture = bold, exciting, passion, danger, stop, or Christmas (with green) Eastern culture = worn by brides, good luck, celebration India = purity South Africa = colour of mourning

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37 Canada

38 United States

39 Netherlands

40 Porsche

41 It s all about Your customer You will get tired of seeing your ads long before your customers ever will Persistence is key repetition, repetition, repetition

42 Software Adobe Illustrator CS3 (Fireworks, Macromedia, Dreamweaver) Photoshop ( shareware) The Gimp ( GIMP is the GNU Image Manipulation Program. It is a freely distributed piece of software for such tasks as photo retouching, image composition and image authoring. It works on many operating systems, in many languages. (more...)

43 Inkscape open source vector graphics editor Seashore for MAC only, based on Gimp Xara MAC and Linux only, vector graphics, high standard open source shareware

44 Effective and inexpensive Network Word of Mouth Business Cards Press Release Seminars Client appreciation

45 Production Business cards, folders, stationary, etc. (Canadian website) Brochures Minimum order 1000 Post cards, minimum order 500

46 Group 1 Focus on adults seeking a college diploma to advance in their career (currently employed) Group 2 Focus on adults seeking recognition of skills towards a trades certification Group 3 Focus on adults seeking recognition of skills to re enter the work force

47 1. Who is your target audience? 2. What do you what them to say / think / feel about PLAR (positioning) 3. What results do you want to achieve (Canada wide) (strategic plan) 4. List some possible market strategies Tactics Advertising and tools

48 Conclusion Is it possible to market PLAR Canada wide? Have an actual marketing plan Know our customer Do our research What do you think?????

49 Questions???

50 Photo: davidcurleigh.com Upper Canada Leger Centre for Education and Training 1950 Montreal Road, Cornwall, ON, K6H 6L2 PH Fax: