Keystone Marketing

freelance marketing services tailored to your business

Marketing Blog

Our recent training for Support Cambridgeshire (and what it taught delegates about marketing strategy)

28 MAY 2019

Keystone's Hayley stood in front of a group of Cambridgeshire charities, not for profits and social enterprises on Thursday 23rd May, to host a ‘Marketing On A Shoestring' session – and it brought to light more than delegates might have originally expected... 


The Keystone tailored event ran for free courtesy of Support Cambridgeshire; the partnership between Hunts Forum, Cambridge Council for Voluntary Service and Cambridgeshire ACRE. This substantial initiative helps local community groups and organisations strengthen and grow, by providing a range of advice, training and support.

 

As always with a Keystone training session, we started with brief introductions and discussion to warm everyone up around the room - but this time with a difference. After running through the Keystone marketing checklist and rating themselves in each area, each representative was then asked to share something they felt their organisation/initiative was good at from a marketing perspective – but we asked them to share something not so good too. 


And what was the one thing that came up time and time again in the 'we could do better' column as we went around the room? Marketing strategy. That all important road map to accomplish specific marketing objectives and to track and achieve greater results, for many - was missing.

 

The individuals in the room represented such valuable causes, had a clear purpose and brought huge amounts of passion and enthusiasm to the table which was great to see. However, with marketing to do lists as long as their arms, and limited time and budget, the missing marketing strategy piece was causing significant challenges.  How do you know where to start when you haven’t clearly articulated where you want to get to? 


And so, in the session, Hayley ran through a step by step guide to developing a marketing strategy – a realistic framework that could quickly and simply be created and implemented for each of the organisations in the room. 


Concrete objectives, target audiences, messaging, desired action and measurement were all discussed as key components of a strategy…to be nailed down well before the development of a marketing plan. As Hayley said in the room, it’s about ‘Getting ready to aim before you fire’ – not just firing out marketing first. 

 

It was only after reiterating the importance of a strategy and an associated plan that the Keystone session presented the tools, techniques and tactics for implementing shoestring marketing activity. 


To raise awareness for a cause without spending a substantial amount of money can seem impossible – but our interactive exercise (where Post Its played a starring role) highlighted the significant number of both online and offline marketing activities that are accessible to each and every organisation in the room.


In need of support of your own? Marketing strategy development is a key part of Keystone’s portfolio, with dedicated workshops available for scaling B2B’s that wish to develop a marketing strategy to match their continuing growth, or for those organisations that want to strengthen relationships with their communities and stakeholders. Get in touch to find out more.   

 

Keystone
PREVIOUS POSTS...
Our recent training for Suppor“No man (or woman) is anA week of work experience at KKeystone joins panel of agencyWe talk Community Engagement aCambridgeshire Chambers of ComHow we helped a local school rReflecting on a special July &Why preparing a marketing straSix comes after seven, right? Hello...it's been a whileFraudulent activity brought toAsk the expert - Keystone featThe Keystone Guide to becomingKeystone wins new contract to Keystone announces support forIncreasing community spirit thGuest Blog - The Power of PR tKeystone’s support for fGuest Blog - The benefits of vKeystone's dedicated SmalA new product reaches the consKeystone calls for short term Our Winter Comfort fundraisingKeystone Marketing named in SmThe cherry on the cakeThe Power of Three - our thirdTaking pride in our community Keystone’s Charity of thThe emotional power of designOur collaboration at The WorksWhy Keystone Marketing is suppWe're still looking for tMD Hayley Williams announced aKeystone news – The KeysKeystone support for national Our advice to newly published Keystone news: support for higHow’s your relationship Our role in the St Neots AwardMarketing inspiration...from aCome and see us at the 2015 HuKeystone Hayley presents at WoIs Easter marketing an opportuEntering the Lion’s Den&Do you know what marketing worOur exhibition excitementProud to be part of the St NeoMeet Duchess – the new KKeystone is expanding!Proud to support GEW 2014In building a business, do youHappy anniversary to Keystone Could your business be stuck iHow Keystone has pledged to giDoes becoming a freelancer leaSix months in – how it&rHow getting out of the KeystonHelp, I’m on my own here