Marketing Your Chapter
“Strive for excellence, not perfection.” H. Jackson Brown, Jr.
Question
• What is your main marketing challenge
from your understanding of what
marketing is for you?
What is Marketing?
• Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, services, organizations, and events
to create and maintain relationships that
will satisfy individual and organizational
objectives.
What effective Marketing does
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Membership growth;
Membership retention;
Increased member participation;
Attract quality educational programs;
Insure financial stability;
Increase/improve member services; and
Attract strong leadership candidates.
WHY ? ICF Chapters
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Build credibility
Build awareness
Make connections
Earn trust
4 Points of Value from ICF
• Connect me to other coaches, bigger like
organizations, what’s going on in other
associations within coaching industry.
• Expand me: my professional development,
expand skills, awareness of self, coaching
competencies
4 Points of Value Cont.
• Validate me: with an ICF credential
• Build my credibility through membership in
ICF. Through marketing and public
relations, ICF builds global reach about
coaching
Marketing the Chapter
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2.
3.
4.
5.
The excitement of discovery and learning;
Fun;
Time;
Sense of belonging; and
Chance to reinvent oneself.
Raise Awareness of Coaching
• In your community
• Invite people to attend meet and learn
about coaching sessions
• Town Hall Meetings
Coach Training Programs
• Engage your local coach training
programs and schools, colleges and
universities
• Inform them of the value of chapter
membership
ICF Brand - One Voice
• Chapters are ICF brand ambassadors.
• Each Chapter has its own logo with their
Chapter’s name and are used:
– On chapter website, Twitter, Facebook,
LinkedIn, YouTube, newsletters, marketing
material, and Board of Directors email
signatures
Value of the Brand
ICF Belgium website:
Before rebranding:
800 visits on average
per month
After rebranding:
1800 visits on average
per month!
Social Media Facts: True or False?
• There are 1 billion users on Facebook
• In 40 minutes 1,000,000 links are shared
on Facebook
Social Media Facts: True or False?
• In 2012, 500,000 accounts were added to
Twitter every day
• 30% of people on Twitter recommend
products in their tweet
Marketing Your Chapter
Does your ICF Chapter have a
presence on Facebook, Twitter
and LinkedIn?
• The digital age has changed marketing.
Social media opens up opportunities for
engagement with your chapter community.
Marketing Your Chapter
Most visited websites:
• 1. Facebook
• 2. Google
• 3. YouTube
• 9. Twitter
• 14. LinkedIn
Ranking by Alexa.com a website information company
Branding on Social Media
Marketing Through Social Media
Social Media truly has the power to connect
our community
• According to the 2012 ICF Global Coaching
Study the average coach is 46-55, and that
happens to also be the largest growing age
group using social media.
• Use social media to create rich content with
videos, photos and powerful words.
Target Audience Social Media
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Members;
Prospective members;
Past members;
Potential clients;
Organizations/ Associations; and
Media.
Marketing Your Chapter
Most visited websites:
• 1. Facebook
• 2. Google
• 3. YouTube
• 9. Twitter
• 14. LinkedIn
Ranking by Alexa.com a website information company
Marketing Your Chapter
• How can you leverage your Chapter’s
presence on Facebook?
– Listing your ICF Logo and Chapter name on
your Facebook page?
– Putting Chapter Facebook icon on each
chapter members email signature?
– Promote every chapter event on FB
YouTube World
• Over 800 million unique visitors on
YouTube monthly.
• 72 hours of video are uploaded to
YouTube every minute.
• More than 20 percent of YouTube views
come from mobile devices.
Marketing Your Chapter
• Word of mouth referrals and testimonies
are powerful. Videos show the
communicator is speaking honestly.
• How about promoting your chapter in 1-2
minute YouTube videos and putting them
on your Chapter websites?
– You could talk about Chapter events,
speakers, members, virtual education
Marketing Your Chapter
• Newsletters
• Blogs
• Creating a Twitter campaign used by your
members to promote your ICF Chapter
Renewal Season
• What we can do different to get
better results?
International Coaching Week
• May 20-26
• Chapters can promote coaching through
organized events
• Events using pro bono coaching for social
causes attracts media
• Be involved in your local community
Social Media Strategy
• Does your Chapter have a social media
strategy?
Contact ICF
ICF Headquarters
2365 Harrodsburg Rd, Suite A325
Lexington, KY 40504 USA
+1.859.219.3580
icfheadquarters@coachfederation.org