Marketing and communications for village halls and community groups
From Norfolk RCC
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Marketing is the process of identifying, anticipating and satisfying users needs. Whereas private sector companies meet customer needs profitably, third sector, voluntary and community organisations meet needs within the context of their mission and values (charitable purposes). It is thus about making your organisation more effective at doing what it is suppose to do. For example the marketing of a village hall with the purpose of providing a facility for hire by the general local community should include:
- Looking at what that community needs from such a facility - is it for sports clubs, meetings, social events? Do they need a kitchen, bar, showers? There is some obvious cross-over here with information on community consultation techniques which can be found by clicking here
- Promoting these facilities to the community so they are aware of what's on offer and how it helps them
- Ensuring that the experience of using the facility from booking to locking up is a good one.
This process begins through effective communication so it is worth first considering some basics.
Communication Basics
People are bombarded daily with lots of information but only absorb a very small percentage. Anyone who has ever played Kims game will know that it can difficult to remember a simple list of objects. As a result whatever you say needs to be short and clear. Even if your message is clear because it competes for attention you will need to repeat it.
Also people respond differently to different types of information. Think about a memory from your childhood. What is it you remember first? An image? A sound? A smell? A sensation? An emotion? We each tend to have a preferred way to receive information. Unless you live in a community of clones you will need to vary the way you deliver your message in order to communicate with these different types of people. A good starting point are the five senses but there are more complex models. For example most people will have a preference for one of the following:
- Visual- tend to think in pictures and need to create vivid mental images to retain information
- Verbal- tend to think in words rather than pictures may prefer written or auditory information
- Logical- these are your numbers guys and gals so show them the stats
- Kinesthetic- Through interacting with the space around them, they are able to remember and process information. You've got to experience it to know it.
- Musical- think in sounds, rhythms and patterns
- Interpersonal- perceptive of other peoples emotions
- Intrapersonal- concentrate on own feelings and desires
(short summary of Gardner's seven knowledge types- google learning types for more information)
Before you panic cover the majority and you wont be far off. Whilst it may be difficult to communicate your village hall in terms of smell (think the smell of baking bread in supermarkets) mixing facts and figures of your hall (capacity, age, area) with an emotive description (warm and friendly hall at the heart of the community) plus some good quality images is easily doable.
Why Choose you?
In most cases people have some degree of choice about whether they use the goods or services you provide so the question is why choose you? The answer can be thought of in one of two ways.
Unique selling point - What is it that you do that nobody else does? Are you larger, faster, better value, technologically superior? For example does your village hall have wireless internet access when no other facility near by does.
Unique perceived benefit - This is more relevent when many products could quite easily fulfill the need and is particularly relevant if you are selling a lifestyle choice be ;ethical comsumption, local produce, community focused, socially responsible, environmentally friendly etc. An easy example of this is to look at Waitrose and Tesco; a tin of Heinz baked beans is the same product from either but think about how you feel about each supermarket. As an exercise write down the words that come to mind and then try the same exercise for your organisation. Its a good idea to repeat this with someone from outside your organisation and compare the answers; are you perceived how you want to be?
Remembering that people only absorb a small amount of information try creating a statement of no more than fifteen words about your organisation that expresses why someone should choose you?
Stay Positive
"No one swam towards the titanic"
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Be positive- No one swam towards the titanic:
- Sales went up by 50%
- Sales only went up by 50%
This is especially true when it comes to recruiting volunteers messages of doom and gloom are never the right way to go about it. That doesn't mean lie just ease up on the death knells. Equally you need to concentrate on what you do well (and infer your competitions weaknesses).
Different Audiences
Think about the different groups who may use your services. Try and break them down into sub-groups with similar attitudes, this is called market segmentation. When you communicate you need to have a message that targets each sub-group and talks to them in a way that is appropriate for them. We all do this all the time when we use a different tone and vocabulary with our friends than we would with an elderly relative. Here are a few groups you may consider to get you started but add your own or create a new list for your community:
Active Retired
Young parent
One parent works the other stays at home, one car, result stuck in the community during the day.
Maybe in need of some other adult company
Busy Commuters
Work all day and may see the local community as just a place to crash at night. You may not be their first thought for services but you are a stones throw away.
Backbone of the Community
They tend to older and turn up to everything rain or shine. For some its a matter of principle to support the community for others it might be a sign that they are lonely.
Families
Mum, Dad and 2.4 children. Often in need of entertainment that keeps kids occupied and parents entertained on a budget. Life can be hectic to a good convenient inclusive package can be a life saver.
Sporty young people
Kids that hang out
Market Research / Community Consultation
The best way to find out about what these groups want is to ask them. Never assume because your likely to be wrong. Whether you call it market research or community consultation doesn't matter. Work out what you think the best way to approach these groups is and do it. You can find some community consultation techniques by clicking here. You may find you need to completely change your groups when you get feedback. That's fine this process will help you refine your techniques and message. Your community will also change over time so you will contently need to monitor and adapt.
The Offer
Think about what you offer each of these groups, are you matching there needs? Are their things that you offer that they don't use but would benefit from?