MARKETING &ampamp; COMMUNICATION HANDBOOK.doc

MARKETING &ampamp; COMMUNICATION HANDBOOK.doc

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时间:2019-01-20

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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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