MARketing and COMmunication

Description of the tool

* Explain the purpose of marketing in the commercial context, drawing appropriate parallels to the world of international youth projects (there are stakeholders rather than ‘customers’ and the need to gain support both financial and non-financial rather than ‘profit’.
2. Ask the group to identify the stakeholders and construct a stakeholder map for an international project – segment the market and consider the different profiles of the various stakeholders.
3. Consider the different communication tools available for sending messages eg events, e-marketing, PR etc and when and for whom they might be appropriate.
4. PR issues- show examples of press cuttings portraying different views of international work and discuss the messages that are being sent.
5.Divide into 2 teams for a quiz about dealing with the press to highlight key points about public relations.
6. Consider what elements of a project will appeal to different groups eg funders, parents, young people to emphasise the different messages to stress.
7.Divide into groups of 4 with flip chart paper and the tasks of :
agreeing the basic outline for a project to be used as an example (need to have project theme, countries, target group of young people , what funding sources will be)
produce a Marcoms plan showing the appropriate tools and messages for each of the target audiences (stakeholders). [see download for an example of a Marcoms plan.]
8. Each group has 5 minutes to make a presentation of their Marcoms plan to the rest of the group.
Scheduling exercise: Give each member of the group a sheet with a different task on it eg ‘ issue press release’, ‘present evaluation of project’ , ‘fundraising’ etc and ask the group to form a time-line for when the various activities should (could ) happen.