Suggested Length: Two Days

Creative Marketing and Outreach Approaches

The Role of Marketing in the Workforce Development Organization

• The Marketing Concept: A customer-driven approach.
• What you should know about your E & T customers.
• Why marketing adds value to your products and services.
• What are you doing of value and what is it worth to your market?
• Segmenting and positioning in a competitive environment.

Factors Involved in Successful Marketing

• Putting your Marketing Mix together.
• Product features, advantages and benefits.
• Where are you in your product life cycle?
• Why price and value are different.
• Pricing strategies.
• How to effectively get your product or service to your market.
• Managing the five elements of promotion to your advantage.

How to Plan and Develop a Successful Marketing Program

• Should Marketing be done by your own staff or by outside agencies?
• The first step in planning is the most important one.
• Steps for preparing your own Marketing Plan.
• How to find and use market research information.
• Discover how good your organization is with a Market Audit.
• Setting appropriate marketing objectives.
• What to include in your advertising and promotional plan.
• Can you get large-dollar results with low-dollar budgets.
• Putting your market offer together.

Managing the Personal Selling Function

• Ways in which Job Developers are salespeople.
• The salesperson as a customer-driven problem solver.
• How to manage the sales portions of your job.
• Using sales letters and telemarketing to increase your sales effectiveness.
• Building your network through internet connections and social media.

Can Madison Avenue Ever Find True Happiness With Your Workforce Board?

• Advantages and disadvantages of advertising.
• What role should advertising play in your marketing plan?
• How to measure the effectiveness of your advertising.
• Comparing advertising media: Newspaper, Periodical, TV, Radio, Direct Mail, Outdoor, Specialty, Yellow Pages, Other.
• Making best use of internet marketing and social media.

Develop a Complete Promotional Program for Your Workforce Board

• Preparing promotional objectives.
• Promotional calendar: Don’t leave home without one.
• How to use all the elements of promotion: Public Relations, Publicity, Special Promotions and Events, Public Service Announcements, Co-ops.
• Integrating social media into your promotional plans.

How to Evaluate Your Marketing Efforts

• Steps to creating your own database.
• You don’t need big computers to measure your success.
• The never-ending battle between Control and Test.
• Techniques for tracking and measuring results.
• Front-end vs. Back-end analysis: You can pay me now … or pay me later.

Where’s the Beef in Your Advertising?

• Just because it’s pretty doesn’t mean it sells!
• How to sharpen your creative skills: idea, concept, theme, copy platform, art, layout, format.
• Samples of Workforce Agency marketing.

Individual Assignments:

• Create a promotional Calendar and one advertisement or brochure for your Workforce Board