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Marketing

Getting your message across is an important piece of any project’s success; you can never underestimate the importance of exposing your target audience to the right materials at the right time. Sorting out which marketing methods to use, and when, can be challenging. This requires a comprehensive understanding of not only the project’s desired outcome but the demographics of the audience as well. Marketing is an instrumental part of any project’s success and takes thorough planning.

Sabo utilizes a Holistic Marketing approach when she works with clients. This means she develops and implements marketing strategies by thinking about the project on a whole, its place in the broader economy and society, and the lives of the audience. Below are some of the marketing methods that uses when working with her Sabo clients.

  • Direct Marketing - Direct marketing messages emphasize a focus on the customer, data, and accountability including communication techniques that are directed straight to the customer, with advertising techniques that can include emails, websites, display ads, database marketing, fliers, catalogue distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine/radio advertisements, and outdoor advertising.
  • Social Media Marketing – Social media marketing is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it across their social networks. Social media has become a platform that is easily accessible to anyone with Internet access and serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
  • Relationship Marketing- Relationship marketing is about forming long-term relationships with customers. Relationship marketing tries to foster audience loyalty, focuses on a high-level of customer service and sometimes involves the improvement of internal
    operations. Technology also plays an important role in relationship marketing. Social media is one of the most important components of relationship marketing.
  • Social Marketing – Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience, and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable. The primary aim of social marketing is “social good!”.

Marketing Projects[/box]

Graphics

It is becoming increasingly important that graphic design and production is done in a way that not only provides information but also captures the essence and the mood of your message. Thinking about who your target audience is and what will grab (and retain) their attention is paramount when considering solutions to your graphic needs. Whether you need one web-based image designed, or a suite of images created, Sabo will ensure that they are high quality, digitally sound and meet your design expectations.

  • Graphic Design – Graphic design is the methodology of visual communications, and problem-solving through the use of type, space and image. Common examples include identity branding (logos, business cards, letterhead), publications, print advertisement, posters, banners, website graphics, signs and packaging.
  • InfoGraphics – Information graphics are used to visually represent information, data or knowledge. They make complex data more accessible, understandable and usable, helping communicate complex ideas in clear and beautiful ways. The process of creating infographics can be referred to as data visualization, information design, or information architecture.
  • Graphic Facilitation – Sabo is a trained Graphic Facilitator, which is a way of working with clients through a process of conceptual interpretation. Using large-scale imagery this method leads groups and individuals towards a goal by supporting solution based discovery. This method is used in various processes such as meetings, seminars, workshops and conferences.
  • Graphic Recording (a relative to Graphic Facilitation)-also referred to as reflective graphics or graphic listening, involves capturing people’s ideas and expressions-in words, images and colour-as they are being spoken in the moment.

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Fundraising

Projects often need capital before they get started. Accessing funds means understanding which avenues and opportunities are the most suitable for your venture. Whether you plan to run a private donor fundraiser, a sponsorship program, a capital campaign or apply for grants, planning well in advance is key. It is important to look at your funding program as a partnership, between you and your funding body, to carry out a mutually beneficial activity. Developing a relationship with your potential funder, individual or organization, will help you gain credibility and understanding their funding priorities. Sabo believes that understanding your funder’s priorities is instrumental in building a successful project platform and realizing your funding goals.

  • Grants - Grants are non-repayable funds disbursed by one party, often (not always) a government department, corporation, foundation or trust, to a recipient, often (not always) a non-profit entity, educational institution, business or an individual. In order to receive a grant some form of “Grant Writing” often referred to as either a proposal or an application is required. Most grants are made to fund a specific project and require some level of compliance and reporting.
  • Sponsorship - A Sponsorship campaign is like a capital campaign. For example, it raises money for a specific purpose. Unlike a capital campaign, however, the money raised is not used to purchase an asset, but rather to cover an expense. To sponsor something is to support an event, activity, person or organization financially or through the provisions of a product or service.
  • Capital Campaign - A capital campaign is a time-limited effort by a non-profit organization to raise significant dollars for a specific project. Frequently the money raised is to fund the acquisition, construction, or renovation of a building or an extraordinary expenditure such as an expensive piece of equipment. These campaigns can often span several years.
  • Fundraising - Fundraising is the process of soliciting and gathering voluntary contributions of money or other resources, by requesting donations from individuals, businesses, charitable foundations, or government agencies. Traditionally, fundraising consisted mostly of asking for donations on the street or at people’s doors, but new forms of fundraising have recently emerged, such as online fundraising.
  • Online fundraising generally refers to using the Internet to raise money for your organization. Websites, blogs, email marketing, search engine optimization, Facebook, Tweets, crowdsources are just some ways to do this.

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Project Management

Project management is the process of planning, organizing, motivating, and controlling resources, procedures and protocols to achieve specific goals. A project is a temporary result driven endeavour and has been defined as the application of knowledge, skills, tools and techniques to a broad range of activities in order to meet the outlined requirements.

Fern is an organized team leader who knows how take action and move projects forward. With an extensive background in coordinating people (individuals and groups), and the technological skills to work across all communication levels, she executes projects by focusing on mobilizing resources and achieving results. Fern is an innovative, creative thinker who enjoys problem solving and generating solution based strategies.

When you work with Fern, you work with a professional who brings these myriad skills to your management team:

  • 15 years marketing, management and communications experience
  • Excellent in-person, telephone, written, email and virtual communications skills
  • Program administration, research analysis, reporting and data compilation experience
  • Solid presentation, public speaking, event coordination and group facilitation skills
  • Successful grant writer/recipient, sponsorship/fundraising campaign management experience
  • Computer expertise including fluency in: MS Office Suit Applications and Adobe Creative Suit Programs, PC/Mac Cross-Platform competence
  • Websites design, development, SEO, copywriting, maintenance/management skills
  • Print and Digital material design including: visual data, logo, brochure, flyer/poster creation, photograph manipulation, video production/editing
  • Traditional and Virtual Public Relations experience including: press releases, online promotions and social media marketing

The 5 basic phases of directing and controlling a project from start to finish:

# Phase Name Description
1 Project Conception and Initiation An idea for a project will be carefully examined to determine whether or not it is realistic and will be a beneficial endeavour worth pursuing.
2 Project Definition and Planning A project plan (or project scope) will then be put in writing, outlining the work to be performed. Project steps are then prioritized, a timeline created, the budget calculated and resources identified.
3 Project Launch or Execution Tasks are distributed to the project team and/or committee members.
4 Project Performance and Control Project managers meet regularly to discuss their progress. During this phase, there may need to be some adjustments to the schedule and tasks that are is necessary to keep the project on track.
5 Project Close After the project is completed an evaluation process should be carried out to determine project highlights, successes and areas for improvement.
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