2012 Leadership Conference

Nancy Strojny, Chapter Chair, Portland (ME)Ted Ostrem, Assistant District Director, SE Illinois

Client Acquisition: Best Practices Locally and Online

2012 Leadership Conference

Bridget Weston PollackDirector, Marketing and Communications

SCORE Marketing: An Overview

Who Is The Marketing Team?

“We Need To Get The Word Out About SCORE.”

Our Audience Reach Is Up To 6.5 Billion

Online and Print

Radio

Television

“How is National Getting Clients To My Chapter?”

Attracting Clients With Great Content & Cross-Selling Mentoring

SCORE.org• Visits up

16%• Webinars

up 25%

Social Media• Faceboo

k up 32%

• Twitter up 53%

• Audience reach up to 2 million

eNewsletters• 220,000

subscribers

Mentoring Requests• SCORE.or

g requests 215,000

• Up 73%

“How Can You Help Us Market Our Local Chapter?”

2012 Leadership Conference

Nancy Strojny, Portland, METed Ostrem, SE Illinois

Client Acquisition: Best Practices Locally and Online

Building Alliances• Take a 360 view of your local market• Identify key influencers in your

community• Universities• Banks• Tech Centers• Business Incubators• SBA, SBDC, WBC, EDCs• Chambers• Rotaries• Career Centers

Building Alliances

• Develop action plan to build SCORE brand awareness

• Develop a FAQ piece to leave with each organization

• Invite local partners to speak at Chapter meetings to build knowledge about SCORE

• Develop process to include the WIIFM for alliances

Attracting In-Business Clients

Workshop Development with Relevant Topics• Social Marketing (Facebook, LinkedIn)• Web Site Development• Trademarks and Branding• Quick Books 101• Buying or Selling a BusinessWord-of-mouth• Keep your “antennae” up• Talk to people in your community and other

networking groups about SCORE

Attracting In-Business ClientsBusiness Roundtables• Topics that participants decide• Best practice sharing• Consider a strategic partner• Chambers which are in-business members

PR Efforts• Blogging and PR using success stories• Submit articles to your local newspaper

Conversion Strategies: From Workshops to Mentoring Clients

• Complete 641 for each attendees• Constant Contact email marketing

with links for online sign up• Success Stories on workshop walls• Identify participants and their

business at start of workshop• Volunteers attend workshops to build

credibility and relationships

Takeaways

• Who can you invite to be a SCORE alliance partner?

• How can you make your chapter more visible in one way? (New audience, new outlet?)

• What one strategy can you add to convert workshop attendees to mentoring clients?

Get your SCORE Marketing Cookbook to help with your strategic efforts today at the Marketing Booth!