YouLead - skills for social organisations

In a world where social and government organisations compete to attract service users, donors and support, a competitive marketing strategy is vital. This course helps you make choices between alternative approaches to the social market to help you win more clients or customers, and direct your marketing efforts. You will plan a high level acquisition strategy and retention strategy, as well as identify the key metrics that your organisation needs to track the progress of marketing.

In this short course, learn how to -

• Choose between a range of tried and true competitive strategies for attracting customers and fending off actions from competitors - regardless of how big or small your organisation is
• Understand the nature of true competitive strategy, learning from Professor Michael Porter's seminal work
• Consider defensive, offensive, pricing and leadership strategies for your market - whether for customers, clients or donors
• Map the critical points in your customer acquisition approach, and learn how to 'convert' them from each stage from awareness right through to purchase or engagement
• Identify the key elements that lead to better customer loyalty and retention in your organisation
• Plan improvements to how you attract and retain customers, and design a service intake system that focuses on the right customers
• Access a complete range of marketing metrics and choose key measures that are relevant to your organisation to ensure your marketing, acquisition and retention efforts are reported
• Ensure you get the information you need to make the best marketing decisions and shifts in tactics

Included resources -

• 42 minutes of video instruction
• Article on understanding strategy
• Metrics menu for selecting key marketing metrics
• Easy-to-use templates in editable Microsoft Powerpoint so you can develop your own competitive strategy, acquisition and retention strategies and marketing metrics:

Sample Template Previews