Agenda for Peggy Barber's 3-day workshop on developing a marketing plan for IRCs.

1. IRC Marketing: The Power of a Plan
Goals -Learn basic marketing principles
-Build a marketing communication plan that works.
Agenda- Wednesday, June 9, 2010
8:00 am Meet IROs in the lobby of the Sheraton for bus to Embassy.
8:30 Introductions/Ground rules
What is your biggest marketing challenge?
If you could have a marketing miracle, what would that look like?
9:00 Marketing Basics
Basic concepts and terminology- page
Definitions- page
10:00 Building a marketing communications plan
Review plan outline - page
How is this plan different from your IRC annual plan?
10:30 Break
10:45 Research- The art of listening
What have you done? What works?
11:15 Research tools and strategies
Primary-Secondary
Quantitative- Qualitative
Communication Audit- Communication Checklist- page
Draft an IRC Communication Checklist and respond to it
12:15 Define your audience - inreach and outreach
1:00 Lunch
2:00 Primary research tools
Focus Groups- Consumer Conversations-page
Key Informant Interviews
Draft a discussion guide
Intercept Interviews
Staff Feedback
Surveys

2. 3:00 Secondary research tools --community analysis- IRC analysis
What data is available? How do you use it?
Describe the IRC- staff, support, services, trends
Track key numbers as benchmarks
3:30 Break
3:45 Why research? Questions? Discussion
4:30 Board bus for return to Sheraton
* Wednesday evening free *

3. Agenda- Thursday, June 10, 2010
Action and Discussion
8:00 am Meet IROs in the lobby of the Sheraton for bus to Embassy.
8:30 Planning begins with the Introduction
Why? - What is the current situation?
SWOT analysis
Draft your introduction
9:30 Goals and Measurable Objectives
The goals--the dream- no more than 3
Objectives--three to five measurable outcomes
10:30 Break
10:45 Positioning
What is your unique selling proposition?- Personality?
What do you want people to think and feel about the
IRC?
11:45 Key Message
What is the most important thing you want people to
know/do?.... ..In 10 words or less, plus three
talking points that support it.
How will you test the message?
1:00 Lunch
2:00 Key Audiences
Internal and External- Be specific
Whom do you need to reach to meet your goals?
3:00 Strategies, Part One: Social media and marketing: CO.NX
webchat (10 pm in Munich)
Speaker: Christina Tribble, Foreign Service Officer for IIP
special projects
Moderator: Holly Murten
4:00 Break
4:15 Social Media-
Inventory the possibilities and share experiences
Develop guidelines for best use of these tools by IRCs
Agree on selected tools and work in groups

4. 5:00 Board bus for return to Sheraton
* Thursday 7:30 pm: optional dinner at La Choza *
(take taxi from hotel)

5. Agenda- Friday, June 11. 2010
Action, Discussion and Finish draft #1 of your Plan
8:00 am Meet IROs in the lobby of the Sheraton for bus to Embassy.
8:30 Strategies, Part Two - Review the possibilities- Share experiences
Inreach-How to involve IRC and Embassy staff
Outreach activity
Media relations- pr-publicity
Advertising
Programs
Print materials
Partnerships
Word-of-mouth marketing
Social media
9:30 Word-of-Mouth Marketing- How and when to use this
powerful and affordable strategy- page
Scenarios of WOMM in action
10:30 Break
10:45 Partnerships- Another powerful, affordable strategy
What does your IRC have to offer as a partner?
Who/what are possible strategic partners?
Where do you need to be 'at the table?
12:00 Finish your plan
1:00 Lunch
2:00 Presentation and discussion of draft plans
3:15 Break
3:30 Review/Develop useful tools- page
Basic Fact Sheet
Message Sheet
Communication policy
Customer service policy
4:00 Wrap-up
What will you do next?
What additional tools do you want/need?
Can you/will you turn your plan into action?

6. 4:30 Parking Lot / Awarding of certificates
Wes Carrington, PAO
Kevin Skillin, CAO
5:00 Board bus for return to Sheraton
* Friday evening free *