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1、European Young Bar AssociationMARKETING & COMMUNICATIONS MANUALCONTENTSINTRODUCTION3I.THE GENERAL CONCEPT4II.WHAT IS MARKETING5Inbound Marketing Includes Market Research to Find Out:5Outbound Marketing Includes:5III.IMPLEMENTING A STRATEGIC PLANNING PROCESS6STRATEGIC STEPS6THE OBJECTIVES6CHOOSING TH
2、E MARKETING OBJECTIVES7SETTINNG A TIMELINE7IV.ENACTMENT: THE DEVELOPMENT OF INFORMATION9V.COMMUNICATIONS AS A WAY TO MARKET EYBA TO OTHER YOUNG LAWYERS GROUPS10EFFECTIVE COMMUNICATION TO ATTRACT MEMBERS10WHAT EYBA CAN OFFER TO MEMBERS10VI.INTERNAL COMMUNICATION11SUPERVISION ACTIVITIES11VII.COMMUNICA
3、TIONS TO THE ALUMNI12VIII.COMMUNICATION AND PUBLIC RELATIONS13IX.CREATING A PROMOTIONAL CAMPAIGN THE STEPS IN DETAIL15WRITING A PRESS RELEASE15ANNEX 1: Samples for press releases16Sample press release16ANNEX 2: Practical Operational Instructions17INTRODUCTION This handbook is intended as a tool in o
4、rder to better focus the function of a marketing and communication officer within the EYBA Executive Committee. Before learning more about marketing however, it is essential to get a basic impression of what marketing is. The field of marketing is undefined and extremely vast, therefore it is not an
5、 easy task to summarise in a manual the key concepts and activities that are strategic to a non-profit organization such as the EYBA. Nevertheless we consider marketing a necessary tool to improve the visibility of EYBA and to broaden its areas of activity, involving potential new members. This shor
6、t manual is mainly meant as a summary of the functions that can be implemented according to future needs, as well as further information and documentation which can be added, so that it can be easily passed as a whole package to any individual who is Executive Officer for Marketing & Communication i
7、n the future. The approach taken is intended to be very practical and concrete in order to be easily applicable. The EYBA can be dealt with as an appealing “product” our aim is to make the EYBA well-known and appreciated by potential “customers” (i.e. member groups or individual members). I. THE GEN
8、ERAL CONCEPTIn a crowded marketplace of ideas, it is important for non-profit organizations to establish a well-defined niche. While most non-profits are not selling products, they are selling their organisations mission, their ideas, their programs, and their services. In a world where everyone is
9、inundated with information, a strong image is the key to community awareness. Developing and maintaining a visible and credible identity through marketing will increase local support for our organisation.Many non-profit organisations believe their programs will sell themselves based on their inheren
10、t worth. They operate with the assumption that support and recognition will automatically come to a good cause. Unfortunately, this is a false premise. Even the best of programs will fade into obscurity unless the management of non-profit organisations intentionally makes other groups, associations,
11、 businesses, and individuals aware of their mission and continuously maintains that level of awareness. Communication builds understanding and advocates and forces change. Non-profit organisations should define their intended audience, target their messages to these groups, and outline strategic pla
12、ns that will best use limited resources to meet organizational goals and objectives.How many current or potential members are aware of the good work of the EYBA? Effective communication and a consistent image also enhance the ability of non-profit organizations to raise money. If local community mem
13、bers are not aware of the good work that a non-profit organisation does, then it is unlikely that they will contribute to a campaign to raise sponsorship. In turn, if private foundations do not see financial support at a local level, they may be less inclined to give sponsorship. These foundations a
14、lso look at sponsorship proposals to see how an organization plans to communicate the results of their programs. This can also help the EYBA especially with its image amongst young lawyer groups. A good reputation, interesting events and a strong network of contacts are key tools necessary to enable
15、 profitable activities and the longevity of EYBA.Marketing is an ongoing cumulative strategy that can build strong and profitable partnerships.II. WHAT IS MARKETING The term marketing has changed and evolved over a period of time, today marketing is based around providing continuous benefits to the
16、customer. Basically, you might look at marketing as the wide range of activities involved in making sure that you are continuing to meet the needs of your customers (i.e. members) and the same customers are getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be v
