Elements and Performance Criteria
- Identify target markets
- Potential of program to appeal to sections of community or industry is identified in terms of benefits and costs.
- Sectors of local community and industry that are potential users/customers/audiences of program are identified.
- A plan to promote program and/or local projects and/or group activities is developed in conjunction with other communication activities.
- Develop promotional materials
- Range of promotional channels to reach target sectors is identified.
- Promotional materials to suit promotional channels and target sectors are sourced or developed.
- Impact of promotional materials is tested with group or community members.
- Specialist marketing support is obtained to address specific marketing issues within budget, and program and agency guidelines.
- Promote program to potential users
- Obtain commitment to use program services where appropriate
- Proposals for delivery of program services are presented to interested potential users in terms of benefits, costs and other factors.
- Issues raised by potential users are addressed to overcome objections.
- Commitments to use program services or support program are obtained to agency or program guidelines.
- Respond to enquiries
- Enquiries by members of community, industry and program are addressed in terms of good customer service and to program and agency guidelines.
- Records are kept of contacts, enquiries and presentations for reporting and follow-up.
- Enquiries and presentations are followed up to obtain commitments to program services and objectives.