Company and Product Overview
Marketing Problem/Opportunity Overview
Strategy
Objectives
Tactics
The main findings from the primary and secondary research were that the target market of current and future students in Greater Vancouver are interest and willing to study business development courses if the educational institution were providing the programs. The cause of videos, webinars, emails, live streaming, and other marketing tactics are of high importance to grab the attention and communicate with decision-makers on those educational faculties.
To cater to these specific needs, blog posts, referrals programs, emails, testimonials videos, meetups/webinars have been designed in a way that PATHFINDER can easily approach universities and colleges on a regular base.
In order to spread awareness and engage with more clients, the blog posts and write papers that PATHFINDER already has will be promoted to prospective clients. Online tactics, such as videos, live streaming, emails, and webinars, are explained and are kept on a light schedule not to burden the company, yet to keep the audience engaged.
All the marketing material must have the same content, emphasizing the company’s service, sustainability, and the benefit they can bring.
Marketing Actions
- Webinars/Meetups
At the end of each month, there will be a webinar or a meetup (depending on the COVID-19 rules and procedures for making a presential group meeting). To get people to register, PATHFINDER will detail what they will talk about that specific month – for instance, how the mainstream of social entrepreneurship study is important for the future – and what the attendees will learn. They can use webinar listing sites and also share teaser videos. After they register, a thank you email will be sent, confirm that they successfully saved their spot. On this same page, PATHFINDER can also ask if they have any questions upfront. In asking for their input, they will see that you care about what they want to hear, they will improve involvement, and there is also a greater likelihood that they will attend.
- Videos/Testimonials
Each month, a video will be posted where current clients will discuss their experience with PATHFINDER and the company message. This action aims to show prospective what the company can accomplish and how their services can be utilized.
- White Paper
Currently, PATHFINDER has a White Paper on How to do Sustainable Development Right: The Case for the Social Enterprise (Shivani Singh and Jessica Van Thiel, 2019). This specific in-depth report will help to educate the audience and promote the service that the company does. It can be promoted through webinars, meetups, and videos to help the audience better understand the concept that the company believes in. The goal will be to drive traffic to the PATHFINDER website, attract links to their content, and stimulate other businesses to collaborate.
- Live Streaming
With live streaming videos, the company will have the opportunity to reach out to people that have not yet come across PATHFINDER’s name. Considering living stream can help in building a relationship with current and prospective customers since the company will share their voice and ideas through the internet. With different streams, PATHFINDER can show their personality, knowledge, share their experiences, and service to the audience. Some ideas for the content can be interviews with businesses that are working with PATHFINDER, influencers on the sustainable business industry, Q&As sections, where the company can educate the audience, stream lectures, presentations, and discussions groups. By doing that, the company will gain extra engagement and visibility.
Execution Plan
Page Break
References
Shivani Singh, Jessica Van Thiel. (May 2019). PATHFINDER White Paper. How to do Sustainable Development Right: The Case for the Social Enterprise. Retrieved from https://pathfindersocent.com/how-to-do-sustainable-development-right-the-case-for-the-social-enterprise/
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