Category Archives: Clubs + Associations

How Should I Announce A Company Acquisition?

Clubs + Associations

My client is a mid-sized professional services firm. They are in the process of acquiring the practice of a competitor whose principal is very sick and unable to continue the practice. My client is obviously very concerned about how to announce the new acquisition to the clients and employees of the firm being acquired with the utmost sensitivity and integrity. The firm being acquired is small (under 10 employees), but has a healthy sized client base comprised primarily of small to mid-sized businesses, as well as individuals. The goal is to keep both the employees and clients of both firms well-informed, to promote comfort and confidence in the change, to openly and sensitively deal with questions and concerns that will undoubtedly arise, all while treating the matter with the sensitivity and integrity it deserves. What kinds of communication strategies and tactics can you recommend that would help fulfill these goals?

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Jay’s Answer: I would first have the leader of the competitor hold a meeting with their staff (potentially even without your client in attendance). The obvious questions: What about my job? What will happen? should be discussed. Giving the competitor room to come together and grieve would be a healthy thing to do with such a small group. The next internal meeting would be to have your client’s president/CEO in attendance to answer the questions. At the same time, have the competitor’s leadership meet with the client’s staff. The goal is to introduce everyone to each other in a healthy/clear way. This must be done before the public is involved, so that the public gets a consistent message.

The clients are next. Pre-emptively attempt to answer their key questions and schedule 1 on 1 meetings (phone, in person, etc.) with them in the coming weeks. You want to listen to their needs and respond to them.

Change happens. Show how combining the 2 companies will actually improve things for the better for everyone.

How Can I Market My Church?

Clubs + Associations, Publicity

Word of mouth/TV spots/and ads seem to be the traditional methods to promote a church. Anyone have any ideas on new ways to market a church? Our congregation is quite contemporary and I was thinking e-mail pieces might be a good idea. The only thing is I’m not sure how to obtain mailing lists or how to create the graphic design aspects. Any other thoughts?

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Who is the church hoping to attract? Young people? Married couples? Recently divorced? New to the area?

Marketing is about having a very specific conversation with a group of people, since one message doesn’t fit everyone.

You need a marketing strategy. First, identify WHO. Next, identify WHAT need they have that your church can help remedy. Finally, identify HOW your church is the best answer.

As for email vs. flyer vs. newspaper (etc.) – it flows from your strategy. The look for the piece should reflect the values of the church and probably include a photo of the church community. Create a non-threatening way for people to visit: open house, open events/seminars (not necessarily church-related), etc

How Can I Attract Delegates To My Symposium?

Clubs + Associations, Publicity

I have six weeks to do a regional symposium and series of workshops involving 600 pre-screened delegates. Using a random quota sample list of 2,400. Will I be able to have 600 delegates attend, using a two letter drip marketing campaign?

I will pay the delegates’ way, if necessary, offer perks, provide national TV coverage, and have them participate in family financial workshops, global environment forums and interact with the top three candidates running for President from both parties.

I have ten weeks to accomplish this task, including the first four weeks devoted to website fund raising and also engage in our PR firm’s scheduled series of news conferences, book signings, and private party fund raising events.

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It depends on the appearance and content of your letters. I understand why you need them, but why do they need you (what’s in it for them)? You’re giving them a “working” vacation, but more than that, what problem are you solving of theirs?

As a “Concerned Citizen”, how will their appearance matter? Why will they feel “heard”. If you need their input, why can’t they simply answer a questionnaire. If really only need them to attend for their smiling faces for TV coverage, then you need to make that clear.

Politically, people can be distrustful of the “process” and marketing of candidates. You don’t want to disenfranchise them any more. If you’re sincerely looking for input to create a list of the core issues for representatives of your region, and are willing to make this sharing two-way, then you have a higher likelihood of success.

It’s all in the presentation of your marketing message.

How Can I Attract People To Art Classes?

Clubs + Associations, Publicity, ,

I am working on a proposal for a not-for-profit community based arts education and exhibition center. I’m looking for some creative ways to reach the target audience, which is 50 years of age or greater, economically comfortable, sophisticated, with an interest in, but not necessarily experience in the creation of art and live in identified geographic areas. Has anyone worked with this segment of the population as it pertains to marketing art classes, and if so, what did you find worked best in reaching them? The center is looking to grow student enrollment by 15 percent per year.

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If you’re looking for new students, figure out WHY your target would want to create art: improve their business? family? creative outlet? new career? therapy? community? Each of these goals have different messages and would appeal to a different subset of your target.

Here are some general ideas:

  • student art shows in public places (community center, city hall, etc.)
  • take class into public place (town square) and let people walking by participate
  • involve your non-profit with your local chamber of commerce
  • co-market with other art non-profits in your area (opera, chamber music, art shows, etc.)
  • showcase your student’s works in a raffle

How Can I Find Sponsors?

Clubs + Associations, Publicity,

I’m attempting to put together a White water jet boat racing team. I’m looking for a few sources that would be willing to sponsor the team and help us get into the water. Anybody have any ideas on how to get this ball rolling? I’ve never dealt with sponsors before and don’t know the first thing about it.

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Is your team local, regional, or national? Has your team members been on any winning teams?

Approach companies that have a similar “reach” to where you plan to race. You looking for sponsor companies that want to be associated with “fast”, “water”, “risk”, etc.

The company is trading you money in exchange for an advertisement using your boat (and perhaps clothing as well as use of your images in their ads). The more you win, the more positive exposure you’ll be providing (especially in the photos of the winning boat & team).

To get some ideas of potential sponsors, look at the companies that already sponsor your competition. Consider contacting those company’s competitors. You’ll be saying, “Your competitor is advertising here, why not you?”

How Can I Do Fundraising For My Political Candidate?

Clubs + Associations, Publicity, ,

So this is my first time handling Fund raising events for a State Assembly candidate. I need some advice and direction on how to get donations, sponsorships, and endorsements.

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The positioning statement is first:

Why should someone care for your candidate? What do they stand for that’s unique? Why should someone believe that their issues will be implemented (i.e., do they have a track record of success)? Why would I want this person to represent me, my business, my community? What life experiences do they have that makes me think that they have the skills to be effective?

Next, the target demographic:

Who, specifically, is the candidate trying to attract? Why should they care about their position?

Then, target influencers:

Find people who are socially tied in to the demographic. People that throw parties, people in entertainment, hospitality, former sponsors, people who know what your candidate CAN do matters.

Donors:

Come after you have a groundswell of support. You need to say, “back my candidate, he’s (or she’s) a winner”. You need testimonials.

What Is A Good Name For A Quiz Contest?

Clubs + Associations, Names + Taglines

Please help me name a quiz Contest and also a tagline for the same. This quiz contest comprises of four rounds: business, literature, sports and current affairs and finally a rapid fire round. It is a quiz contest that would be conducted at my high-tech company where around 100 participants are expected. The name of the quiz contest should be one word like “Quest”.

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How about:

  • Dataphobia
  • Arcania
  • Quibble
  • Obscura
  • Minutia
  • RandomBits
  • Rapidata

Taglines:

  • Go To The Head of the Company
  • Show Your True Employee Value
  • Are You Smarter Than Your Boss?

How Can I Start An Astronomy Club For Kids?

Clubs + Associations, , ,

I want to start an astronomy club for kids. I want to take donations of unused video games to fund it. The premise would be underprivileged kids wouldn’t have to pay but, donate any type or amount of old games to be auctioned. I would also need to except donations from outside sources. I had an idea of using (Video Games for Stars) to buy telescopes, books, other learning materials and fund trips. My question is, Do you think this can work?

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Realize that you want astronomy-related stuff, not video games. The video game idea is good, but will require you to have an entire other business to fund your primary club.

Instead, why not get donations of unneeded astronomy gear? Approach local colleges, private schools, companies, etc. to ask for what you need.

Before approaching them, make sure that you’ve clearly created a plan for the club, have a lot of enthusiastic interest, and ideally some stories to tell about the first time a kid looked through a telescope and saw the moon, and how that experience changed their life. This background information would be used to create your strategic marketing plan. The plan would naturally lead to marketing materials (both to attract new club members but also for soliciting donors).