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MARKETING |
Marketing Circle: Marketing Mix and Positioning
IntroductionThe next logical step in this process is to develop strategies and tactics to reach and retain your target market. This is your marketing mix, the next section in the marketing circle. What we achieve with our marketing mix is called positioning. Positioning is all about outcomes. It is the result of designing an appropriate marketing mix for the selected target. Marketing mix is how we plan, develop and implement our marketing strategy based on our knowledge of the target. Positioning is the outcome; it is how the program is perceived in the mind of the target as a result of the marketing mix. Positioning is about making your program exactly what your target market wants and needs by paying particular attention to converting features into benefits. The marketing mix is how you go about it. Marketing mix is what we do; positioning is what the target sees and experiences as a result of our marketing. Positioning – The Literacy ChallengeCreating good positioning in prospective students' minds is one of the most challenging marketing activities we face. Despite our excellent programs, our marketing struggles for positive positioning in our prospective learners' minds. Literacy comes with a stigma. Innovative Practice – Peel Literacy Guild Name ChangeThe Peel Literacy Guild took this stigma very seriously and decided to meet with learners, board members, staff and volunteers. Learners especially did not like their program's name because it included the word “literacy”. As a result, the Literacy Guild is now known as Skills for Employment, Life and Family, or SELF. Not only are learners more “pleased and proud” to be part of the Peel program, but they're also more willing to be associated with it. Now learners willingly hand out business cards and talk to their friends about Skills for Employment, Life and Family. |
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CLO gratefully acknowledges the financial support provided by the Ontario Government under Employment Ontario and the Office of Literacy and Essential Skills (OLES) and the technical support provided by the National Adult Literacy Database in developing this web site.
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