Marketing Workshop November 22, 2014
Track and organize your meetings within your company
1. Participants (17)
1.1. Dave & Lill Lareau
1.2. Murray Steffenson
1.3. Lois Adams
1.4. Malin Hansen
1.5. JoAnne Neely
1.6. Andre & Marc Gagnon
1.7. Joyce Wells
1.8. Laurie Gillies
1.9. Faye Hutchinson
1.10. Suzanne Sauder
1.11. Warren Sauder
1.12. Henning, Joanne, Eva, Knud Mortensen
2. Agenda
2.1. Intro & Define Workshop Goals [10:00 - 10:45am]
2.1.1. Check-in [5 min]
2.1.2. Edward de Bono's "6 Thinking Hats" [10 min]
2.1.2.1. White Hat - "Just the Facts"
2.1.2.2. Red Hat - Honest Emotions
2.1.2.3. Black Hat - Caution, Prudence and Critical Thinking
2.1.2.4. Yellow Hat - Realistic Optimism
2.1.2.5. Green Hat - Open Creativity
2.1.2.6. Blue Hat - 10,000 ft View (Process & Facilitation)
2.1.3. Current State of "Marketing" [10 min]
2.1.3.1. Red Hat - Honest Emotions
2.1.4. Goals [10 min]
2.1.4.1. Yellow Hat - Realistic Optimism
2.1.5. Agenda review [5 min]
2.1.5.1. Breaks
2.1.5.1.1. Lunch
2.1.5.1.2. Animal Roundup
2.1.5.1.3. Blind Count Off
2.1.6. Break [5 min]
2.2. Overall Marketing Goals & Concepts [10:45 - 10:55am]
2.2.1. The 3Cs: Clear, Consistent, Compelling
2.2.2. "Positioning"
2.2.3. The Golden Circle
2.3. WHY? [10:55 - 11:30am]
2.3.1. Share Personal Why's [15 min]
2.3.2. Brainstorm Other Potential Why's [10 min]
2.3.2.1. What will/does the community embrace?
2.3.2.2. What will attract residents to Prairie Spruce Commons?
2.3.2.3. 15 years from now, what will make Prairie Spruce special?
2.3.3. Break [10 min]
2.4. WHAT? [11:30 - 12:10]
2.4.1. Current Perceptions [10 min]
2.4.2. Future Beliefs/Actions [10 min]
2.4.3. USP - Unique Selling Proposition [20 min]
2.4.3.1. Personal Whys
2.4.3.2. Slogans Recently in Use
2.5. (WORKING?) LUNCH [12:10 - 12:40pm]
2.6. WHO? [12:40 - 1:00pm]
2.6.1. Market Segmentation [10 min]
2.6.1.1. Step 1: Create List of Possible Segments
2.6.1.2. Step 2: Prioritization of Segments
2.6.2. TUG - Target User Group [10 min]
2.6.2.1. 1.
2.6.2.2. 2.
2.6.2.3. 3.
2.6.2.4. Other segments are tertiary
2.6.3. Creation of Buyer Profiles [0 min]
2.6.4. Break (if working lunch) [10 min]
2.7. HOW? [1:00 - 1:45pm]
2.7.1. Communication/Marketing Options [5 min]
2.7.1.1. Permission Marketing
2.7.1.1.1. Examples
2.7.1.1.2. +/-
2.7.1.2. Interruption Marketing
2.7.1.2.1. Examples
2.7.1.2.2. +/-
2.7.2. IDEAS [25 min]
2.7.2.1. Brainstorm - Prioritize - Implement
2.7.2.2. Exercise: The Worst Idea [25 min]
2.7.2.2.1. Personal Brainstorm [5 min]
2.7.2.2.2. Group Share [10 min]
2.7.2.2.3. Flip It [10 min]
2.7.3. ACTION [15 min]
2.7.3.1. Plan - Do - Measure
2.7.3.1.1. Milestones
2.7.3.1.2. next Strategy Lab
2.7.3.1.3. next Marketing Committee Meeting
2.7.3.1.4. next GM
2.7.3.2. Further Brainstorming?
2.7.3.3. Prioritzation
2.7.3.4. Event Plan
2.7.3.4.1. Calendar
2.7.3.5. Materials/Content Plan
2.7.3.5.1. Sales Package
2.7.3.5.2. New Member Forms
2.7.3.5.3. Posters
2.7.3.5.4. Postcards
2.7.3.5.5. Newsletters
2.7.3.5.6. Blog
2.7.3.5.7. Social Media
2.7.3.6. Budget
2.7.3.7. Revise & Additional Considerations
2.7.3.7.1. Promote - Engage - Follow Up
2.7.3.7.2. SWOT - Strengths, Weaknesses, Opportunities, Threats [0 min]
2.8. DEBRIEF & EVALUATION [1:45 - 2:00pm]
2.8.1. Red Hat - Honest Emotions [15 min]
2.9. L/F Proposal Introduction [2:00 - 2:15pm]
2.9.1. Member Loan Promissory Note Wording Changes