Training
Upstream Social Marketing can customize training whether you and your staff are new to social marketing or are currently using social marketing and want to add to your understanding. Participants leave with an awareness of marketing far beyond advertising; an appreciation that marketing begins and ends with the customer; an understanding of how people change; and a set of tools to help refine your target audience, articulate your exchange, and create a marketing plan.
Sample Abbreviated Agenda for Social Marketing Basics
Upstream Social Marketing
- Fundamentals of Social Change
- Transtheoretical model
- Social norms
- Diffusion of innovations
- Social capital
- Marketing Mix & Social Marketing Mix
- Developing your Target Audience Profile
- Segmentation methods
- Create your profile (tool provided)
- Segmentation methods
- What’s the Exchange?
- Understanding and articulating your benefit statement
- Case studies and concrete examples
- Develop your Systematic Planning Model (tool provided)
Marketing for Nonprofit Managers
Now, more than ever, nonprofit leaders must refine their essential marketing skills to strengthen their organization, meet their mission, and compete in a challenging marketplace. This training provides the marketing principles nonprofits need to know and helps participants define and describe their target audience; segment their population; articulate their exchange (their offer); and develop their marketing plan.
Effective communications are only part of the marketing mix, but they are a very important part. This training provides the tools and guidance to develop the creative platform/creative brief as important foundation for all communications. Participants also learn how to critique media and how to develop effective messages.
Using New/Social Media Tools for Effective Communication
The majority of Americans use new/social tools like Facebook, texting, blogs, Twitter, YouTube, and podcasting to educate themselves and make decisions, to purchase, and to communicate with one another. Yet many organizations do not take advantage of the opportunities of new media as methods of effective customer communication. Too many organizations are still relying on one-way communication strategies like posters, pamphlets, and PSAs! This training provides an overview of new media as well as concrete examples of how organizations use these tools to communicate, educate, and encourage use of services with their audiences.
How can you use the powerful tools of social marketing to achieve organizational goals?
