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ID:31830828
大小:197.00 KB
页数:18页
时间:2019-01-20
《MARKETING & COMMUNICATION HANDBOOK.doc》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、EuropeanYoungBarAssociationMARKETING&COMMUNICATIONSMANUAL18CONTENTSINTRODUCTION3I.THEGENERALCONCEPT4II.WHATISMARKETING5InboundMarketingIncludesMarketResearchtoFindOut:5OutboundMarketingIncludes:5III.IMPLEMENTINGASTRATEGICPLANNINGPROCESS6STRATEGICSTEPS6THEOBJ
2、ECTIVES6CHOOSINGTHEMARKETINGOBJECTIVES7SETTINNGATIMELINE7IV.ENACTMENT:THEDEVELOPMENTOFINFORMATION9V.COMMUNICATIONSASAWAYTOMARKETEYBATOOTHERYOUNGLAWYERSGROUPS10EFFECTIVECOMMUNICATIONTOATTRACTMEMBERS10WHATEYBACANOFFERTOMEMBERS10VI.INTERNALCOMMUNICATION11SUPERV
3、ISIONACTIVITIES11VII.COMMUNICATIONSTOTHEALUMNI12VIII.COMMUNICATIONANDPUBLICRELATIONS13IX.CREATINGAPROMOTIONALCAMPAIGN–THESTEPSINDETAIL15WRITINGAPRESSRELEASE15ANNEX1:Samplesforpressreleases16Samplepressrelease16ANNEX2:PracticalOperationalInstructions1718INTRO
4、DUCTIONThishandbookisintendedasatoolinordertobetterfocusthefunctionofamarketingandcommunicationofficerwithintheEYBAExecutiveCommittee.Beforelearningmoreaboutmarketinghowever,itisessentialtogetabasicimpressionofwhatmarketingis.Thefieldofmarketingisundefinedan
5、dextremelyvast,thereforeitisnotaneasytasktosummariseinamanualthekeyconceptsandactivitiesthatarestrategictoanon-profitorganizationsuchastheEYBA.NeverthelessweconsidermarketinganecessarytooltoimprovethevisibilityofEYBAandtobroadenitsareasofactivity,involvingpo
6、tentialnewmembers.Thisshortmanualismainlymeantasasummaryofthefunctionsthatcanbeimplementedaccordingtofutureneeds,aswellasfurtherinformationanddocumentationwhichcanbeadded,sothatitcanbeeasilypassedasawholepackagetoanyindividualwhoisExecutiveOfficerforMarketin
7、g&Communicationinthefuture.Theapproachtakenisintendedtobeverypracticalandconcreteinordertobeeasilyapplicable.TheEYBAcanbedealtwithasanappealing“product”ouraimistomaketheEYBAwell-knownandappreciatedbypotential“customers”(i.e.membergroupsorindividualmembers).1
8、8I.THEGENERALCONCEPTInacrowdedmarketplaceofideas,itisimportantfornon-profitorganizationstoestablishawell-definedniche.Whilemostnon-profitsarenotsellingproducts,theyaresellingtheirorganisation'sm
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