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LEADERSHIP SKILLS AND COMMUNITY DEVELOPMENT. MARKETING THE COMMUNITY AND MOBILIZING RESOURCES. CHAPTER NO. 7. COMMUNITY ?. A group of people who live close to one another and are united by common interests and mutual aid. Or.

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Presentation Transcript
slide1

LEADERSHIP SKILLS AND

COMMUNITY DEVELOPMENT

MARKETING THE COMMUNITY

AND MOBILIZING RESOURCES

CHAPTER NO. 7

slide2

COMMUNITY?

A group of people who live close to one another and are united by common interests and mutual aid.

Or

A combination of social units and systems which perform the major social functions and the organization of social activities.

slide3

MARKET?

A market is a variety of different systems, institutions, procedures, social relations and infrastructures where by persons trade, and goods and services are exchanged, forming part of the economy.

Or

It is an arrangement that allows buyers and sellers to exchange things.

slide4

MARKETING?

The performance of a business activities that direct the flow of goods and services from producer to consumer.

slide5

TYPES OF MARKETING

  • (According to Economic Development Field)

Types of

MARKETING

(EDF)

SOCIETAL

MARKETING

ECONOMIC

DEVELOPMENT

MARKETING

slide6

a.SOCIETAL MARKETING:

“To determine the needs, wants and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well being.”

slide7

b.ECONOMIC DEVELOPMENT MARKETING:

“creating an image in the minds of key company executives who make expansion decisions; staying in contact with them so that when the time comes to act, they consider a particular community; and, finally, ensuring that their business location needs are fully satisfied.”

slide8

COMMUNITY MARKETING

community marketing program is based on two key elements :

COMMUNITY

MARKETING

  • SWOT
  • Analysis

Strategic Visioning

& Planning

slide9

a. SWOT ANALYSIS

Strengths

SWOT

ANALYSIS

Weaknesses

Threats

Opportunities

slide10

a. SWOT ANALYSIS Cont…

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

  • Good Utility
  • Cost
  • Trained Labor
  • force
  • Highly Productive
  • Good Service
  • It includes economic Development Potential from an excellent Community.
  • Inadequate
  • Transportation
  • Lack of Buildings
  • Lack of Industrial
  • Site
  • It includes the potential closure of a local Plant.
slide11

b.STRATEGIC VISIONING & PLANNING

It involves the following ;

What the Community wants to be in future?

Does it want to focus on attracting manufacturing and service forms?

Does it want to become a “Bedroom” community?

Does it rely more on tourism and retail and jobs in surrounding communities to support its residents?

slide12

COMPONENTS OF COMMUNITY

  • MARKETING

a. Define the Product &

Message

  • COMPONENTS OF COMMUNITY
  • MARKETING

d. Satisfy the Needs & Wants of

the Customer

b. Identify the Audience

c. Distribute the Message &

Create Awareness

slide13

a.Define the Product & Message

“Marketing Image”and “Slogans and Logos”are the fundamental part of Defining the Product and Message.

Defining the Product

&

Message

i. MARKETING IMAGE

ii. SLOGANS & LOGOS

slide14

i.MARKETING IMAGE

“The sum of Beliefs, Ideas and Impressions that People (residents, target audience, outside public, etc.) have of a place.”

EXAMPLE:

Alabama (the state of America) enjoyed when Mercedes-Benz (now Daimler Chrysler) decided in the early 1900s to locate its first North American assembly plant in the state. That decision sent a message around the world that a leading global company found Alabama to be a good location for its operations. Any negative Stereotypes in the minds of corporate executives (e.g., that Alabama was a poor, agriculture state with a lack of skilled labor) were refuted by that one location decision.

slide15

i.MARKETING IMAGE Cont…

Related to

Target Audience

Valid

Believable

Distinctive

Marketing Image

Should Be

Simple

Appealing

slide16

ii.SLOGANS & LOGOS

SLOGANS:

These are briefly stated Ideas, Themes, or “Catchphrases” used to convey a Community’s or area’s image.

LOGOS:

These are Graphic or Pictorial images used to help convey a Community’s Image

slide17

b.Identify the Audience

Now, we will identify the Audience for the Development Marketing Campaign.

slide18

b.Identify the Audience Cont…

  • i. External Marketing Audience
slide19

b.Identify the Audience Cont…

  • ii. Internal Marketing Audience
slide20

c.Distribute Message & Create Awareness

After creating the message and identifying the target audience, the third basic step in the community marketing is to distribute the message and create awareness.

There are different means a community can use to distribute its marketing message and promote itself.

slide21

Ways to Distribute Message & Create Awareness

ADVERTISING

Media Choices include T.V., Radio & Print

JOURNAL OR BUSINESS WEEK

Local business journals. Chamber of Commerce Magazines

DIRECT MAIL

Research shows that repeated mailing to a select audience has a higher response than blanket mailings.

slide22

Ways to Distribute Message & Create Awareness

E-MAIL

  • It includes
    • Newsletters
    • Announcements

TRADE SHOWS

Many communities successfully market themselves to their target industries at trade shows.

PERSONAL CONTACT

This is one of the best ways to market a community. Like visit to the prospects,

slide23

Ways to Distribute Message & Create Awareness

NETWORKING

It includes the state economic development agency, utility companies, real estate brokers & developers, site selection consultants etc.

PUBLIC RELATIONS

Local, regional & state news channels (T.V, radio etc.) should be regularly sent press releases & contacted to get the community/s name in publicize events.

WEB SITES

A web site contain testimonials from local executives, preferably in audio or video format; community pictures; & interactive video “virtual tours” of community.

slide24

d.Satisfying the Needs & Wants of the Customer

  • Organizations must keep their focus on attracting and satisfying the needs and wants of the companies, tourists, restaurants, non-profits, or other groups they are trying to attract.
  • When making a location decision, most companies refer to a “must have” (or needs) list of key location drivers for the particular project.
  • These might include a skilled labor force, low tax rates, low transportation costs, high-quality utilities, or any number of factors.
slide25

MARKETING PLAN

The Marketing Plan Should Contain :

1. A Mission Statement for the Marketing Plan

2. A Vision Statement for the Community

3. A Situation Analysis (SWOT Analysis)

4. A Description of the Target Audience

5. Marketing Goals and Objectives

6. Strategic Action items to achieve each Objective

7. Budget and Resource Requirements

8. Clearly Defined Staff requirements and positions

9. Clearly Defined responsibilities of participating Organizations & Stakeholders

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