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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MARKETING THE COMMUNITY
AND MOBILIZING RESOURCES
CHAPTER NO. 7
A group of people who live close to one another and are united by common interests and mutual aid.
A combination of social units and systems which perform the major social functions and the organization of social activities.
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.
It is an arrangement that allows buyers and sellers to exchange things.
The performance of a business activities that direct the flow of goods and services from producer to consumer.
“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.”
“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.”
community marketing program is based on two key elements :
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?
a. Define the Product &
d. Satisfy the Needs & Wants of
b. Identify the Audience
c. Distribute the Message &
“Marketing Image”and “Slogans and Logos”are the fundamental part of Defining the Product and Message.
Defining the Product
i. MARKETING IMAGE
ii. SLOGANS & LOGOS
“The sum of Beliefs, Ideas and Impressions that People (residents, target audience, outside public, etc.) have of a place.”
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.
These are briefly stated Ideas, Themes, or “Catchphrases” used to convey a Community’s or area’s image.
These are Graphic or Pictorial images used to help convey a Community’s Image
Now, we will identify the Audience for the Development Marketing Campaign.
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.
Media Choices include T.V., Radio & Print
JOURNAL OR BUSINESS WEEK
Local business journals. Chamber of Commerce Magazines
Research shows that repeated mailing to a select audience has a higher response than blanket mailings.
Many communities successfully market themselves to their target industries at trade shows.
This is one of the best ways to market a community. Like visit to the prospects,
It includes the state economic development agency, utility companies, real estate brokers & developers, site selection consultants etc.
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.
A web site contain testimonials from local executives, preferably in audio or video format; community pictures; & interactive video “virtual tours” of community.
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