How to Stand out from the Crowd

The Complete Marketing & Media Handbook for Community Organisations

Are you serious about attracting new members, volunteers, supporters or raising more funding for your community group?

Discover the importance of strategic marketing and brand development as well as how to effectively action daily marketing activities such as direct marketing, working with the media and using technology effectively to achieve organisational strategic goals.

Learn about database management, writing media releases and using email to spread the word about your organisation.

Topics covered in this book:

 

  • Section One - Starting Out
    • Introduction to marketing for community groups
    • Marketing methods
    • Producing a marketing strategy
    • Developing a marketing plan
    • Targeting your audience
    • Split and integrated communications strategies
    • Selecting a spokesperson
    • Using and supporting a spokesperson
    • Spreading the word for free
    • How to write a tagline
    • Developing an information sheet
    • Tell people what you do - in 100 words or less
    • Branding and your community group
    • Working with celebrities and VIPs
    • Marketing special events
  • Section Two - Marketing by mail and in print
    • Database basics
    • Creating and using lists
    • Using your database effectively
    • Using direct mail to spread your message
    • Producing winning newsletters
    • Producing a great brochure
    • Using your annual report as a marketing tool
  • Section Three - Marketing through the media
    • Why media is important
    • What's news?
    • Building a media team
    • Cultivating media contacts
    • Creating a winning media kit
    • Writing a media release
    • Driving home your message
    • Attracting coverage in your local media
    • Bringing the media to you
    • Targeting the right media for your story
    • When should you invite the media?
    • Hitching a ride on what's in the news
    • "Hooking" the media
    • Letters to the editor and opinion pieces
    • Preparing for a successful interview
    • Quick tips on conducting a successful interview
    • Creating a tasty sound bite
    • Managing a media crisis
    • Setting the agenda for the media
    • Planning ahead to attract coverage
    • Generating coverage through research
    • Why it can pay to advertise
  • Section Four - Marketing and the Web
    • Why you must get online
    • How to get to the top of the search engine results
    • Creating a great website
    • A checklist of website essentials
    • Using email to spread your message
    • Internet advocacy
    • Introduction to Web 2.0
    • Web 2.0 applications that can help market your group
    • Setting up a blog to market your group
    • Marketing and social networking sites