Raising Awareness and Visibility Small Business Development Centers - - PowerPoint PPT Presentation

Raising Awareness and Visibility

Small Business Development Centers

Strategic Pillar: Communications and Positioning

+ Utilize the Communications and Marketing Committee to advise the ASBDC Board, and work effectively with ASBDC staff and the Network + Design marketing and promotional tools to address economic challenges; highlight SBDC solutions + Explore development of an SBDC Network brand that balances national and local interests

Goal V: Communications and Positioning

Elevate the visibility and awareness of the Association and the SBDC National Network in order to maximize future positioning with key stakeholders Strategies:

Strategic Pillar: Raising Awareness & Visibility How could the SBDC benefit from greater visibility?

Awareness:

Have they heard of you?

Understanding:

Do they know what you do?

Usage:

Do they use your services?

Repeat Usage:

Do they use a variety of your services?

Fan:

Do they encourage others to use your services?

Research Findings Methodology Overview

+ Fielded on 02/22/2011 + 2,000 surveys distributed to a general population online panel + 368 qualified responses meeting the following criteria:

• Own/operate a small business
• Own/operate a small business, but have not had any business income last year
• Engage in business activity that could potentially generate income other than regular

employment wages

• Full-time employed, but operate a side business that periodically generates some

income

• Consider establishing a small business in the next year
• Have an Employer Identification Number (EIN)

What Do Small Business Owners Know About the SBDC?

A short survey was conducted to gauge awareness and usage of the SBDC vis-à-vis other

• rganizations focused on supporting the needs of small business owners.

Research Findings Top of Mind Awareness Only one in five small business owners have heard of the SBDC

Female = 17.1%

49.4% 46.8% 33.7% 31.6% 20.1% 20.1% 20.1% 19.8% 12.3% 11.6%

Chamber of Commerce SBA Intuit Entrepreneur Magazine SCORE Amex OPEN Forum Have not heard of any of these SBDC Women's Business Center Deluxe Corp.

Research Findings Intention & Usage

1.29% 3.9% 4.3% 4.6% 5.1% 5.4% 5.9% 6.4% 8.2% 8.7% 9.0% 18.0% 19.0% Deluxe Corp. Amex OPEN Forum Enterpreneur Magazine Intuit Banker Women's Business Centers SCORE SBDC Lawyer Chamber of Commerce CPA Other SBA 4.1% 5.4% 9.3% 8.7% 13.9% 5.7% 7.2% 4.1% 18.3% 11.8% 15.4% 6.4% 10.3% Deluxe Corp. Amex OPEN Forum Enterpreneur Magazine Intuit Banker Women's Business Centers SCORE SBDC Lawyer Chamber of Commerce CPA Other SBA

Say They Would Seek Out First Say They Have Used

Research Findings Level of Familiarity Level of Familiarity with SBDC

13.1% 6.7% 8.7% 13.6% 15.2% 42.7%

Have used the services of this organization Have not used, but know a lot about this

• rganization

Have not used, but know a fair amount about this organization Have not used, and know very little about this organization Have not used, and only know the name Have never heard of this organization

Strategic Alternatives Options to Consider Create a unified identity Create a branded program Create a certification program or seal

Strategic Alternatives Unified Identity SBDCs Don’t Have A Unified Identity

Strategic Alternatives Unified Identity Brands Provide Internal and External Focus

+ Establish visibility and market clout + Enhance internal unity and focus + Define core purpose and supporting values + Differentiate from competition + More professional, unified appearance + Enhance public perceptions + Instill pride in employees/loyalty among customers + Deliver cost-efficiencies in communications + Bestow a halo of credibility on sub-brands + Build trust + Allow company to charge a premium for products/services

Strategic Alternatives Unified Brand Branding Has Been Effective for Many Organizations

+ Professional Associations: CPA, DMA, AAAA, etc. + Business & Professional Services Firms: Consultants, Law Firms, etc. + Membership Organizations: AAAA, AMA, etc. + Causes & Non-profits: Red Cross, Oxfam, American Cancer Society, etc. + Hospitals: Cleveland Clinic to local hospitals + Performing Arts & Attractions: Museums, Zoos, Opera, Symphony, etc. + Tourism: Cities, countries, destinations, etc. + Sports Associations: PGA, NFL, teams, etc. + Utility Services: Waste services, electric, gas, water, etc. + Government: Army, Department of Homeland Security, etc.

Strategic Alternatives Unified Identity Consistency Helps Establish a Unified Identity

Strategic Alternatives Options to Consider Create a unified identity Create a branded program Create a certification program or seal

Strategic Alternatives Branded Program Branded Programs

+ Allows disparate or loosely affiliated organizations to utilize benefits of brand-building principles while maintaining their own identity. + Often used to promote strategic alliances or promotional partnerships where the common cause needs to be emphasized without diminishing individual brands. + Can also result in a more consumer-benefit-oriented marketing approach (theme is often an expression of benefit).

Strategic Alternatives Branded Program American Express Small Business Division

Strategic Alternatives Branded Program Strategic Alliances

Extends traveler benefits without diminishing individual brands

Strategic Alternatives Branded Program Strategic Alliances

Use of logo to identify affiliation while maintaining individual property identity

Strategic Alternatives Branded Program Product Red

Unique visual identity for a cause marketing program that must also maintain the individual identities of powerful sponsor brands

Strategic Alternatives Options to Consider Create a unified identity Create a branded program Create a certification program or seal

Strategic Alternatives Seal or Trustmark Seals or Trustmarks

Associations that add support

• SCORE
• SBA
• SBDC

Associations that add security

• CPA
• FDIC

Associations that add prestige

• BBB
• Chamber of

Commerce

Strategic Alternatives Branding Considerations Create a unified brand Brand Benefit Territories

Strategic Alternatives Key Questions Create a unified brand Create a branded program Key Questions to Answer:

• 1. What type of program would work best for SBDCs?
• 2. What does it take to raise visibility?
• 3. What type of brand is the SBDC?