MARKETING COMMUNICATION HANDBOOK.doc

European Young Bar Association MARKETING COMMUNICATIONS MANUAL CONTENTS INTRODUCTION 3 I. THE GENERAL CONCEPT 4 II. WHAT IS MARKETING 5 Inbound Marketing Includes Market Research to Find Out: 5 Outbound Marketing Includes: 5 III. IMPLEMENTING A STRATEGIC PLANNING PROCESS 6 STRATEGIC STEPS 6 THE OBJECTIVES 6 CHOOSING THE MARKETING OBJECTIVES 7 SETTINNG A TIMELINE 7 IV. ENACTMENT: THE DEVELOPMENT OF INFORMATION 9 V. COMMUNICATIONS AS A WAY TO MARKET EYBA TO OTHER YOUNG LAWYERS GROUPS 10 EFFECTIVE COMMUNICATION TO ATTRACT MEMBERS 10 WHAT EYBA CAN OFFER TO MEMBERS 10 VI. INTERNAL COMMUNICATION 11 SUPERVISION ACTIVITIES 11 VII. COMMUNICATIONS TO THE ALUMNI 12 VIII. COMMUNICATION AND PUBLIC RELATIONS 13 IX. CREATING A PROMOTIONAL CAMPAIGN – THE STEPS IN DETAIL 15 WRITING A PRESS RELEASE 15 ANNEX 1: Samples for press releases 16 Sample press release 16 ANNEX 2: Practical Operational Instructions 17  INTRODUCTION This handbook is intended as a tool in order to better focus the function of a marketing and communication officer within the EYBA Executive Committee. Before learning more about marketing however, it is essential to get a basic impression of what marketing is. The field of marketing is undefined and extremely vast, therefore it is not an easy task to summarise in a manual the key concepts and activities that are strategic to a non-profit organization such as the EYBA. Nevertheless we consider marketing a necessary tool to improve the visibility of EYBA and to broaden its areas of activity, involving potential new members. This short manual is mainly meant as a summary of the functions that can be implemented according to future needs, as well as further information and documentation which can be added, so that it can be easily passed as a whole package to any individual who is Executive Officer for Marketing Communication in the future. The approach taken is intended to be very practical and concrete in order to be easily applicable. The EYBA can be deal