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Part of our project aims was to develop a marketing plan for the project. The document is produced below.
Marketing Plan for Activ8ourplace
People Leading Active Community Development means that local people are best placed to decide their own priorities. Our vision is for the South West to become an engaged community using a variety of media to help effect positive change…
The overall aim of the project is:
“..to enhance the capacity and capabilities of local people within Greenock South West through supporting a community led response to tackling the effects of multiple deprivation. A Community Action Plan will be developed by Community Activators. Potential priorities and activities include skills development to increase educational attainment, community food and health projects, expansion of community social enterprise activity and creation of Compassionate Community”
All organisations operate at three levels: - Strategic; Tactical and Operational. This plan is a tactical approach to marketing this project. It covers the seven P’s of Marketing and tries to address each of these items. Each P is self-explanatory and is covered below.
As asset-based community development approach that has coproduction at its heart. Other than this very generic description it is quite hard to pin down what exactly our product is. We have the outcomes from the grant application which are: -
ESF & ACF Targets
- Community based or community led services supported
- Deprived or fragile communities supported
- New or improved community owned assets (capital for acquisition via other non ESF sources)
More disadvantaged people who have never previously participated in community activities and/or education to take part in community-based learning and development programmes;
Greater integration and stronger communities through people from different backgrounds and territories coming together to design, plan and deliver projects to achieve lasting benefits;
More young people taking part in community based learning and projects which divert from anti-social behaviour and cross territorial work which builds safer communities;
More people gain skills and self confidence to be ready to play a more active role in the world of work and progress to further education or training;
Communities will have greater capacity to lead change with better skilled volunteers leading grassroots action projects.
2 x community connections held
1 x practitioners group established
At least 12 local volunteers being given community development training
1 x Asset mapping Exercise complete
At least 12 community development projects delivered
1 x locality plan complete
1 x volunteer community development group established.
It is important to recognize the difference between outputs, outcomes and impact.
Project results can be divided into three types: -
Outputs are those results which are achieved immediately after implementing an activity. For example, if we are organizing a workshop on human rights, participants who attended it have now got a clear understanding on human rights issues. So, this is an output the project has achieved and it is achieved right after the conclusion of the workshop.
Outcomes can be considered as mid-term results. They are not seen immediately after the end of the project activity. But after some time, when we see some change at the ground level because of the project activity, then it can be termed as an outcome. Taking the above example of a human rights workshop, if the participants have started to mobilize their community members to seek their human rights, then it is an outcome of the project.
Impact is usually a long-term result and it may not be achievable even during the life cycle of the project. For example, if the community has achieved its goal of getting their human rights recognized by the government, then it is an impact created by the project though it is usually seen after several years.
Traditionally, pricing in a marketing sense is about optimising your profits based upon selecting relevant price points for your product. This does not apply in community settings. However, our approach is not so much about pricing but time costs of the project involved. We must be aware that we have finite resources and potentially a lot of ground to cover in producing the outputs listed above. Staff and steering group members need to monitor this closely.
The project will make use of both traditional marketing methods and new(er) social media options. We will be producing leaflets and posters for dissemination within the community. Making use of existing media within Inverclyde (Greenock Telegraph and InverclydeNow) will be done but it is only part of a campaign. Word of mouth and being seen to be active is also part of our promotional approach. Setting up and running a community newspaper has a huge potential for reaching out to communities.
Social media involves websites, Twitter, Facebook, Pinterest, Mailchimp, Instagram, Skype, Snapchat, LinkedIn and Youtube. The infrastructure has been put in place for these channels. There should be a focus on cross posting and automation where possible.
Our approach should be governed by the trends in web based marketing. Traditional websites are losing their utility in reaching a younger audience but it is still important to have a website that is regularly updated with content. Our original domain name was ourplaceInverclyde. The creation of sub-domains will allow for other areas of Inverclyde to get involved at little or no cost to them. For example, we have southwestconnections.ourplaceInverclyde as our first sub domain. We have now amended this to incorporate our new domain name www.activ8ourplace.co.uk .
We need to get more innovative with the use of social media and should be willing to try out new things. The provision of an active double feedback loop is something to be considered, implemented and evaluated as to it’s efficiency in addressing local community concerns.
An application (App) is crucial to promoting the project, disseminating information and being a conduit for other groups to get involved with the project. Offering to push out their information can be a hook for engagement.
As well as promoting our own work, setting up social media for the projects developed and for current projects should be part of our mission. Could one of our twelve community development projects be social media based?
The project is based in the South West of Greenock covering the 8 areas of: -
- Grieve Rd
- Fancy Farm
We recognize the territoriality issues involved and are sensitive to the issues surrounding that. Initially we should be working in each of the areas, and when we have established ourselves with people and groups, then we can begin to develop more cross territorial work.
We should be prepared to work with groups from outside our immediate geographical area if they have some focus on Inverclyde as a whole. We are not experts in everything and our own organizational learning is dependent upon fostering these links.
The outputs listed above will provide the necessary physical evidence of the projects impact. We will develop a method for reporting back and collecting relevant statistics in terms of the numbers of our engagements. However, we should also be willing to explore other methods of data collection such as videos, social media engagements and images.
Our processes will not be radically different form other community development techniques. However, we should stress that we are adopting an Asset Based Community Development (ABCD).
Asset-based community development, or asset-based community-driven development as it is sometimes called, is a bottom-up way of working with communities that focuses on community strengths and assets rather than on deficits and problems. Consider two communities. One was a ‘community in crisis’; the other was one with strong community relationships and bonds. Of course these two communities were the same community – it all depends on what we decide to focus on.
If we ask people to look for deficits, they will usually find them, and their view of situations will be coloured by this. If we ask people to look for successes, they will usually find them, and their view of situations will be coloured by this (Kral, 1989).
ABCD focuses on the half-full glass. The half-empty glass represents the notion that communities are deficient and have many needs. The half-full glass represents the notion that communities (and the people who live there) have many strengths, capabilities and assets. It is the half-full glass that gives us something to work with.
ABCD is built on four foundations (Kretzmann, 2010; Kretzmann & McKnight, 1993; Mathie & Cunningham, 2003):
- It focuses on community assets and strengths rather than problems and needs
- It identifies and mobilises individual and community assets, skills and passions
- It is community driven – ‘building communities from the inside out’ (Kretzmann & McKnight, 1993)
- It is relationship driven.
Coproduction is the other process that is central to our operations.
Co-production essentially describes a relationship between service provider and service user that draws on the knowledge, ability and resources of both to develop solutions to issues that are claimed to be successful, sustainable and cost-effective, changing the balance of power from the professional towards the service user. The approach is used in work with both individuals and communities.
The New Economics Foundation has developed a work stream focusing on the theory and practice of co-production which provides the following useful definition:
“Co‐production means delivering public services in an equal and reciprocal relationship between professionals, people using services, their families and their neighbours. Where activities are co‐produced in this way, both services and neighbourhoods become far more effective agents of change”.
(adapted from http://coproductionscotland.org.uk/about/what-is-co-production/ )
People (Biographies lifted from our App)
People from the area and others with an interest in the area.
Viv has been working in Community Learning and Development for 15 years both as a volunteer and as a paid worker. Previously supporting the wonderful Comet Festival, various tenant groups and community councils as well as organising other larger events, Viv's belief system is rooted in Social Justice and people influencing change in their communities...
Lee has many years experience working with the community. Her passion for people combined with commitment makes Lee an ideal project officer. Lee's main function is to engage with community members on issues that are of concern to them. Lee lives with Bert and Stevie - one is her husband and one is her dog...Lee knows half of the town and the other half knows Lee - feel free to say hello whenever and wherever you meet...
Jim has many years experience working within the Inverclyde community. He likes to look at things from a different angle and aims to use his social media experience (5 years + and counting...) for the benefit of the wider community. Jim dreams of a society where chickens can cross the road without having their motives challenged!
The above is not without budgetary considerations. The app can be developed with full functionality for £192 pa. Promoting and advertising through facebook and twitter can be a cost effective way of targeting users or promoting campaigns or raising awareness of issues.
Ads can start from as little as £3.00 to target people in the area up to whatever limits are required. Social media also gives plenty of feedback on where your spend goes.
Kral, R. (1989). Strategies that work: Techniques for solutions in the schools. Milwaukee, WI: Brieg Family Therapy Center.
Kretzmann, J. P. (2010). Asset-based strategies for building resilient communities. In J. W. Reich, A. Zautra & J. S. Hall (Eds.), Handbook of adult resilience. New York: Guilford Press.
Kretzmann, J. P., & McKnight, J. L. (1993). Building communities from the inside out: a path toward finding and mobilizing a community’s assets. Evanston, Ill.: Center for Urban Affairs and Policy Research, Northwestern University. Introduction available from http://www.abcdinstitute.org/publications/basicmanual/
Mathie, A., & Cunningham, G. (2003). From Clients to Citizens: Asset-Based Community Development as a Strategy For Community-Driven Development. Development in Practice, 13(5), 474-486.
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This is a Community based introduction to Community Development provided by the University of Glasgow in partnership with local agencies/organisations, which in this case will be Activ8ourplace. We are holding an information session on Monday 7th October 2019 at 10.00 a.m. in Branchton Community Centre for anyone who is interested in taking part. The course itself will kick off two weeks later. The course coordinator from the University of Glasgow will be present to talk about the course.
The main aim is to give people who are active in their community an opportunity to reflect on what they do and why they do it. Participants get the opportunity to examine different practice approaches to working in the community, all of which will assist them in being even more effective in their practice. In addition to this, the programme contributes to the sustainability of organisations, networks and initiatives and leads to increased community participation.
- Activate is a way of developing community capacity by giving participants the opportunity to reflect on their practice in the light of basic community work values and principles. It builds on the experience of those who work in the community, in either a paid or unpaid capacity.
- The teaching and learning is informal and participative and yet challenges participants to think more deeply about the work they are doing and how they can contribute to the development of their community.
- Flexible local delivery of this 50 hour course ensures that it is accessible for the people your organisation is working with.
- The specific learning on the programme can be tailored to the needs of the particular group.
Key concepts explored:
- What is community work?
- Values and Principles of community work.
- Equality /Anti-discrimination
- Power and Participation
- Local – global issues.
- Learning for change
- Identifying needs
- Group work
- Dealing with conflict
The Key tasks – participants will undertake the following;
- Discrimination essay (500words)
- Community investigation (small group presentation)
- Understanding group dynamics (presentation)
Do not worry about the above assessments. There will be plenty of help on hand to ensure that you are able to put together the work required to get through this course.
This is what previous participants have said about the course: -
- “I learned how to be a better listener and more calm in a debate.”
- “I now have a different way of looking at my community”
- “I learned some theories behind the practice and that we can make a difference.”
- ‘It gave me the confidence to challenge the so-called experts!’
Our partner organisations say:
- “Activate helped people gain a better understanding of local policy – people then understand the structures within the community and how they can make a difference”
- “The reputation of the University gave a real sense of confidence and achievement to the students who took part – it helped them to believe that they could go on and further develop their learning”
- “An additional benefit of Activate is that it strengthens local networks – people get a chance to listen to each other and see different ways of working together”
As a direct result of their experience and involvement in the Activate programme, local people have gained the confidence to put into practice what they learn in a variety of ways:
- Most have gone on to increase their volunteering activity.
- 45% of people going through Activate have gone on to Further or Higher Education.
- Feedback has confirmed that participants feel more able to express their views, enthusiasm and energy on specific issues and are better equipped to take a strategic approach to dealing with problems and search for solutions than ever before in their communities.
If this sounds like something you may be interested in then come along to the information session or get in touch with us for more details.
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A short taster session to see if you want to progress onto the recognised SVQ qualification for this. There is, however, absolutely no requirement to do so. Feel free to come along and join in the discussions about: -
What does Health mean to you?
What creates health inequalities?
What does a healthy community look like?
Come along and share what you know….
Grieve Road Community Centre
Thursday from 12th September 10.30am – 1.30pm for 3 weeks
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Macmillan Biggest Coffee Morning – 27th September 11am-1pm.
Branchton Community Centre and our good selves are putting on a coffee morning to support the work that Macmillan Cancer Support does in trying to fight this horrible illness. There will be Coffee, Tea and some lovely cakes and biscuits as well as good company and fun on the day. Feel free to pop along and if you can, voluntarily donate whatever amount that you can afford. There is, however, no requirement to make a donation...
People all over the UK host their own Coffee Mornings and donations on the day are made to Macmillan. Join us on 27 September 2019, 11am to 1pm, and raise vital dough-nations to help us be right there for more people living with cancer.
In 2018 we raised an incredible £26,914,382 and are aiming to top that this year.
The first ever Coffee Morning happened way back in 1990. It was a rather small affair with a simple idea: guests would gather over coffee and donate the cost of their cuppa to Macmillan in the process. It was so effective, we did it again the next year – only this time nationally. Since then, Coffee Morning has raised over £200 million for Macmillan.
MacMillan understand how cancer can affect people’s whole lives – health, money, family, job; everything. And, after more than 100 years of caring, they understand that the most important thing is to treat people as individuals, not patients.
So MacMillan take the time to understand the support people need to live their lives as fully as they can. From the moment of diagnosis and whenever they’re most needed, they’re here to help people find their best way through. Their help is totally focused on each individual person, so everyone receives the support that’s best for them.
They’re here for you too. For information, support or just someone to talk to, call them free on 0808 808 00 00 (7 days a week, 8am-8pm).
If you cannot make our event but would like to donate a Fiver then please text TEA NXX4 to 70550 - many thanks...
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According to the Scottish Council of Voluntary Organisations, Digital skills are essential for modern living but yet it is estimated that right now in Scotland, one in five adults lack essential digital skills. These are the skills of communicating, handling information and content, transacting, problem solving and being safe and legal online. This equips everyone to fully participate in modern day to day life.
SCVO has developed a training course to transform normal computer users into “DIGITAL CHAMPIONS” and the good news is that this training will be taking place on 29th August in Branchton Community Centre. The training is open to anyone who would like to become a Digital Champion and who would like to help others get connected. You do not need to be a computer whizz kid to undertake the training – just a general basic knowledge of how to navigate around a system.
You could already be involved in helping to run a group or working in the area, or you could be wanting to get further involved in helping people. Whatever the reason then this training could be for you!
Check out SCVO page on Digital Champions. This will give you a feel for what is involved and how you could help others. There is a really good five minute video case study of how this training has helped the Lightburn Elderly Association Project.
The Training will be taking place on 29th August 2019. The venue is likely to be Branchton Community Centre and transport can be provided. Places are limited to fifteen so this will be allocated on a first come first served basis. Lunch will also be provided.