Beit Issie Shapira:Marketing Plan & Strategy

2010Dalit Boutboul

Marketing Consultant

About Beit Issie Shapira (BIS)

Branding strategy has identified 3 main ‘pillars’ of activities: 1. Services 2. Community 3. Research

What do we want to achieve?

The target is to communicate the activities and services each ‘pillar’ has to offer,

in order to expand BIS’ influence and image locally and

internationally.

Communicating at BIS

In addition to its marketing communications (PRs, reports, videos, news…),

BIS has 3 ‘bodies’ that communicate to its pillars:

Hebrew English Keren Website Website Ahava

are the people Whowe are targeting?

1) Hebrew Website

Targets local population: parents, potential clients for 3 (4?) profit centers:

- כפולה לאבחנה הקהילתית היחידה- ובמשפחה בילד רגשי לטיפול המרכז- שיניים מרפאת- Swimming pool?

2) English Website

Targets 4 types of people, by order of importance, mainly international but also local:

- Donors- Professionals- All other BIS

‘chapters’ in the world- Relatives and potential BIS ‘clients’

3) Keren Ahava

Targets CEOs, HR managers and assistantsIn businesses that:- Currently purchase Keren Ahava products- Aren’t aware of Keren Ahava products yet- Aware of only one type of products (candy)- International clients

New branding: Revised Marketing

All three pillars should make use of a complete marketing ‘toolbox’ to reach their target audience and deliver their results.

Our ObjectivesLet’s define our objectives.Then propose a variety of tools and actions to achieve them.

Hebrew Website: Objectives

• Define and focus on the 3-4 money generating activities of each.

• Clearly present each one. Its benefits. Its details. Make it easy to sign up for more information.

Hebrew website: Marketing ‘toolbox’

• ‘Terrain’ marketing tactics for each profit center– i.e.: Pool: Flyers delivered to the entire neighborhood. Posters delivered to all

Raanana kindergardens , elementary schools, supermarkets. Roll ups at BIS’s entrance. Banners across Raanana main streets. Is it for adults as well? Target the hi tech.

• Social media: Linked-In, Facebook, Twitter, InHasharon list: invite parents, suppliers, teachers, etc. to join our community. Supply them with the latest news: events , research published at BIS and elsewhere, books we recommend, upcoming courses for adults/children .

• Website content: Quotes from users (interviews), movies, new pictures, new books and research. Events – pictures, movies, presentations online.

• Interview and brainstorm with the BIS staff and parents to come up with price-effective tactics for each center.

English Website: Objectives

• IMAGE: Establish BIS’ image as :– Leaders that ‘set the scene’– Innovators of new services and approaches– Pioneers of research, standards and training– Dynamic changers of attitudes and laws– Advocacy and self empowerment for people with disabilities and

their families• EDUCATIONAL: Provide parents, donors and researchers

with information and research created and gathered by BIS.• FINANCIAL: Provide a means by which BIS can gather more

donor support and donations (PayPal)

English website: Marketing toolbox• Content – publish and communicate the ground breaking work BIS initiates and implements.

Communicate donor-friendly activities internationally. Make site more friendly to micro-payments (PayPal).

• Donor fundraising campaigns– such as BarMitsva, Leaves of Hope – each to have its own marketing strategy, how and where to reach the target audience.

• Donor projects - better communicate the projects that are tied into donations.• Social media: Linked-In, Facebook, Twitter –

invite researchers, donors, parents, teachers, etc. to join our community. Supply them with the latest news: events , research published at BIS and elsewhere, books we recommend, upcoming events. Invite comments, suggestions, guest posts.

• Publish content– pictures on Flicker etc.; Videos on YouTube and more; presentations on slideshare etc.

• Website content - Quotes from users (interviews), movies, new pictures, new books and research. Events – pictures, movies, presentations online.

• SEO – work the keywords, refine, check and correct; Page descriptions (unique per page); incoming links.

• Wiki – interactive ‘depository’ of knowledge and information that is managed and initiated by BIS, open to commentary from all participants. The target is to enrich the knowledge base, and to enhance BIS image as THE primary address for research in this field.

• Brainstorm with the BIS staff and all target clients to come up with price-effective tactics for each center.

Keren Ahava: Objectives

• IMAGE: Establish Keren Ahava’s image as ‘first choice’ for all corporate gifts .

• PROMOTIONAL: Provide all the information you need to make a purchasing decision.

• MARKETING: Provide a means to receive constant feedback for improvement and enrichment of the catalogue and services.

• FINANCIAL: Offer an easy to order online option; duplication of past orders, etc.

Keren Ahava : Marketing toolbox

• Website Content – Communicate the message: THIS is the place to go for gifts, quality items, personalized. Let’s now show you why:

– Publish and communicate the catalogue and the personalized items. – Promote the unique items and artists. – Show pictures in 3D of all items.– Bring quotes from customers , even video interviews– Show and link to YouTube movies of ‘how your gift is created/packaged’

• Social media: Linked-In, Facebook, Twitter –Invite clients, suppliers and potentials to join our community.

– Supply them with the latest news: ‘Great idea of the month’ (best employee; birthday; partner event gifts; etc.

– Showcase gifts others have order– Invite comments, suggestions, guest posts.

• Brainstorm with the clients, happy and unhappy. Explore how they see K.A., what they’d like K.A. to offer in addition to what they have. Explore where they search for their gifts (online/offline), where they get their information from. What types of communications would they be open to (newsletter? Social media? Telemarketing? Paper catalogue?)Discuss with similar initiatives abroad. Get ideas as to best communication practices.

• Create a profile on eBay like here.

Measuring our success: #1:

Google Analytics should be incorporated at each of the 3 websites (and blog, eventually). Weekly analysis should be made:

– Where are the users going?– What information are they downloading?– What information is being ignored?– Are they arriving directly to a page – or navigating?– How long do they stay at each page? What do they do next?

Changes to content and layout should be made as a consequence

Measuring our success: #2: Ask the Client

‘Client’ interviews should take place weekly.

Hebrew Website: should talk to parents, researchers.

English Website: should talk to donors, potential donors, researchers aware of BIS, those that aren’t aware yet of BIS.

Keren Ahava: should talk to current customers, happy and especially unhappy ones. Also to potential customers, unaware of BIS.

Measuring our success: #3Social MediaBIS should make considerable use of social media:Blogs – Consider publishing a blog with weekly posts. Personal,

informative. Engage in existing posts. Create an image of BIS people as part of a knowledgeable community. Invite comments, suggestions, guest posts.

LinkedIn – Naomi’s profile must be united and ‘beefed up’ and turned into the communicating arm of BIS.Facebook – Same as LI.

Twitter – Posts on the blog and news distributed via LI and FB can re tweeted through a BIS account on Twitter.YouTube – All movies, old and new, posted and tagged.Slideshare – post presentations both here and on your other platforms.

Measuring Social Media No. of links from other sites No. of posts quoting or linking to the site/blog No. of comments Technorati ranking (blog) Quality of content shared No. of people who filled in the ‘get more info’ form No. of repeating, unique visitors and other web traffic Increase in pagerank No. of people in a specific location/demographic who

follow us/ access our site No. of new things we discovered about our customers No. of suggestions we implemented Inbound links – to the content you’ve published

Blog topics

A typical ‘day in my life’

Meet BIS: the people that make the miracle

Interesting person I met this week, intro to her/his work.

Recent research we’ve read or published

Good book I read, and why

Thoughts about my plans for 2010

Talking to a parent – recap (or guest post)

Reminder of upcoming events

Reminder of current and ongoing courses/services.

Presentations we’ve given and can share

‘Coming up soon’: publications, etc.

Make sure the URL is yours! www.beitissie.org/blog

Blog = magnet for links! 2/3 times more than your website.

Blog topics (more) • Highlight free services• Invite a guest: each time a different department. ‘day in the life’…• Recent achievement• Promote a Karen Ahava artist• Relate to the calendar: holidays, etc.• Reminder: ways to support BIS• Feature a volunteer and what s/he does. How can you support BIS?• Feature a company that volunteered. How can yours?• Join our community: highlight each time another initiative: LinkedIn,

Twitter, YouTube…• Update on ongoing projects.• 5 ideas/trends/thoughts• Publish a list of useful links• Answer questions you’ve been asked recently• Check your Outbox: turn an issue into a topic• Share a recent experience• Recent press release• Any and all content published by BIS elsewhere

Blog examples

http://beth.typepad.com/www.iwpr.org/blog/www.cheerfulgivers.org/blog/childreninternational.blogspot.com/arkofhope.blogspot.com/

Interesting sites/blogsBlogBaud.comBlackbaud InteractiveBeth KanterDon't Tell The DonorThe Chronicle of Higher EducationThe Chronicle of PhilanthropyThe AgitatorSeth GodinDoc SearlsWhere Most NeededNTENEcho DittoMark RovnerKatya Andresen

CBF Tech BlogChad NormanMarc PitmanDavid WeinbergerPhilanthropy JournalKivi Leroux MillerMichelle MurrainAllan BenamerBeaconfire WireNorman ReissThe Raiser's RazorCustomizing NetCommunityDavid GeilhufeTom WatsonNonprofit on Alltop

Beth DunnMax GladwellCare2 BlogJocelyn HarmonJeff BrooksSean Stannard-StocktonGiveWell BlogTrista HarrisLeyla FarahMichael SteinBenevon WeblogRobert WeinerNetWits Think Tank

Thank you.