Chair Person's Forum
Saturday 10 April 2010 Third Chairperson's Forum
Caledon communication, mobilisation, marketing &
partnerships
Marketing is the process associated with promoting (for sale, exchange or value) goods or services. It is considered a "social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others." It is an integrated process through which companies or organisations create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing is used to create the customer, to keep the customer and to satisfy the customer. http://en.wikipedia.org/wiki/Marketing
Social mobilisation approach to marketing and communications The process of mobilising all societal and personal influences with the aim of prompting individual and community action. It is an approach that identifies key behaviours through participatory situational analysis and strategically blends a variety of interventions intended to engage individuals and communities in considering, adopting and maintaining recommend or beneficial new behaviours. WHO Goal: Behaviour change in individuals and communities Method: Participation, shared understandings, learning, growing
The citizen / client is KING / QUEEN 1.Project plans that work and that they are part of 2.Training and skills for a better future 3.Integration of projects and campaigns 4.Development in their community and personally 5.Access to ICT and www hardware, software and knowledge 6.Access to PGWC services 7.Access to local communities and networks 8.Information on anything and everything 9.Social cohesion and nation building 10.HOPE
•Marketing is about building relationships - one-on-one •Marketing is about creating, keeping and satisfying customers •Marketing is not the same as advertising - costly •‘Free marketing' -Social networks (mxit, Facebook), friends, civil society, work, emails, newsletters online, the website •What is our cape>access brand / reputation? •Who are our customers? •What are our customer relations & their experiences? •What are we selling? -Services, connectivity, training, predictability, environment, worldview, skills, opportunity •Marketing SWOT analysis per Centre (be real)
cape>access considerations: 1.Be careful what you wish for: success = responsibility 2.Everything we do is communication (predictability & welcome) 3.One brand identity (signage, logo, times, contacts) 4.Logo process - we have one, do we need another? 5.Limited budget, but lots of ambassadors 6.Equipping our ambassadors 7.Central production of material: certificates, letterheads, clothes, banners, signage, pamphlets, branded gazebo tents (?) 8.Local Centre level pamphlets on projects & (online) newsletters 9.Do we maximise e-Communication? (website, collaboration tools) 10.New Job Descriptions
Enkosi kakhulu Thank you Shalom Shukran
Baie dankie
