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

Raising Awareness and Visibility Small Business Development Centers

Strategic Pillar: Communications and Positioning 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: + 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

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 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 organizations focused on supporting the needs of small business owners. + 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)

Research Findings Top of Mind Awareness Only one in five small business owners have heard of the SBDC 11.6% Deluxe Corp. 12.3% Women's Business Center Female = 17.1% 19.8% SBDC 20.1% Have not heard of any of these 20.1% Amex OPEN Forum 20.1% SCORE 31.6% Entrepreneur Magazine 33.7% Intuit 46.8% SBA 49.4% Chamber of Commerce

Research Findings Intention & Usage Say They Would Seek Out First Say They Have Used SBA SBA 19.0% 10.3% Other Other 18.0% 6.4% CPA CPA 9.0% 15.4% Chamber of Commerce 8.7% Chamber of Commerce 11.8% Lawyer 8.2% Lawyer 18.3% SBDC SBDC 6.4% 4.1% SCORE 5.9% SCORE 7.2% Women's Business Centers 5.4% Women's Business Centers 5.7% Banker 5.1% Banker 13.9% Intuit 4.6% Intuit 8.7% Enterpreneur Magazine 4.3% Enterpreneur Magazine 9.3% Amex OPEN Forum 3.9% Amex OPEN Forum 5.4% Deluxe Corp. 1.29% Deluxe Corp. 4.1%

Research Findings Level of Familiarity Level of Familiarity with SBDC Have used the services of this organization 13.1% 6.7% Have not used, but know a lot about this 42.7% organization 8.7% Have not used, but know a fair amount about this organization Have not used, and know very little about 13.6% this organization Have not used, and only know the name 15.2% Have never heard of this organization

Strategic Alternatives Options to Consider Create a Create a Create a certification unified branded program or identity program 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 + Instill pride in employees/loyalty among customers + Enhance internal unity and focus + Deliver cost-efficiencies in communications + Define core purpose and supporting values + Bestow a halo of credibility on sub-brands + Differentiate from competition + Build trust + More professional, unified appearance + Allow company to charge a premium for + Enhance public perceptions 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 Create a Create a certification unified branded program or identity program 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 Create a Create a certification unified branded program or identity program seal

Strategic Alternatives Seal or Trustmark Seals or Trustmarks

Strategic Alternatives Branding Considerations Brand Benefit Territories Create a Associations that unified add prestige Associations that brand add security • BBB Associations that • Chamber of • CPA add support Commerce • FDIC • SCORE • SBA • SBDC

Strategic Alternatives Key Questions Key Questions to Answer: Create a Create a 1. What type of program would work best for SBDCs? unified branded brand program 2. What does it take to raise visibility? 3. What type of brand is the SBDC?