Page 6 - Digital Skills - Quick Start Guide 1.0
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MARKETING
POSITION TRAINING AND SERVICES
Effective marketing strategy and tactics are Unlike the value proposition, positioning statements
the backbone to your organization’s are more focused and speak to the benefits and
community outreach and engagement. points of competitive differentiation for a specific
audience.
IMPORTANCE OF MARKETING
Three distinct audiences to consider include
Depending on your goals, marketing can help you participants, community partners, and
identify target audiences, drive awareness, increase
engagement, build reputation, etc.—all of which are employer partners.
essential to fueling the development and growth of
your digital skills programs. Below you will find a
When messaging to these audiences, consider the
suggested process for informing your organizations intersection what’s important to your audience, what
marketing strategy for digital skills programs:
your organization does best, what you’re doing that
ASSESS MARKET OPPORTUNITIES competitors aren’t. Lastly, it’s vital that you reach your
audiences where they’re at— engage them through
Use the CNA Databooks and Labor Market the communication channels (online, offline) that they
Information (find step-by-step guidance in the frequent most.
Community Needs Assessment Toolkit) to
understand local market conditions and identify and DEVELOP MARKETING COMPONENTS
analyze trends as they relate to your program.
Program marketing materials and resources are
DETERMINE YOUR VALUE PROPOSITION available through MyGoodwill.org.
MONITOR PERFORMANCE
A value proposition describes what sets your product
or service apart from competitors, and gives a big
It’s important to work in opportunities for capturing
picture overview of the benefits provided.
data in your marketing efforts, as well as to set
expectations for data collection and reporting (i.e.
who will be capturing, analyzing, and reporting the
data; how often should this be done?). In regards to
monitoring performance on digital channels, there is a
plethora of digital analytics tools that collect, examine,
compare, and employ large amounts of data.
Marketing Resources
Mission Communications Toolkit
Digital Skills Marketing Materials and
Resources
5 DIGITAL SKILLS PROGRAMS – QUICK START GUIDE
