MOONLIT Project

Marketing Of ONLIne Toastmasters events 

The objective of the MOONLIT project was to help clubs/districts to recruit new members. The project aimed to exploit the possibility to participate online to a meeting as a way to enlarge the possible target, but much of our work can benefit also clubs holding face to face meetings.

The two main results of the project are:

1) MARKETING PLANS: a set of key messages and detailed messages with connected graphic media, that come already packaged as Marketing Plans for different targets. Take our Marketing Plan generator, test drive it in our drive, then copy it and use it in your own google drive. The file has both generated Marketing Plan based on parameters that can be selected (first sheet) and a repository of all messages (the second sheet), while a third sheet defines the structure of the Marketing Plan for different targets. We also provide a collection of already generated marketing plans for the different target groups and different languages. The recording of  a webinar presenting the marketing plans and how to personalise them is  accessible thru: https://youtu.be/5elNpsDtJRY

2) MEDIA: a set of ready to use media, which was produced in Canva and can easily be adapted/translated.

 

Below a detailed description of the other project results is provided, as they can form the basis to further extend the project.

PROJECT RESULTS

A presentation of the Project Objective and Mission is available here.

A webinar was held on June 29th to present the results – the recording of the webinar is accessible here.

The slides presented  during the  webinar are available here.

SWOT analysis of the Toastmasters offer.

Competition to Toastmasters.

    • Document explaining the Competition analysis:

Analysis of the two target groups that were selected:

      • the Millenials (age 25/34) – document explaining this generation characteristics:
      • the Generation X (age 35/44) – document explaining this generation characteristics:
      • Presentation of the details about  Generation X:
      • A general presentation of the possible target groups, of reference personas  and of the process by which the two target groups were selected and their characteristics:

Analysis of the wording that resonates with Toastmasters members and are useful in drafting messages.

    • Document explaining the wording analysis
    • Matrix with the different categories of wordings
    • Presentation with the word clouds from the different categories of wording

Key messages with an indication of those key messages that are relevant in particular to clubs that allow online participation to meetings (while in general many of the messages can also be used to promote “traditional” face to face Toastmasters meetings).

Format for a Marketing Plan:

Ready to use media, which were produced in Canva and can easily be adapted/translated.

Note that the project focused on Region 10 (Europe) and its culture, in the two target groups defined above and on the use of the English language. If anyone would like to extend our work to other Regions, other target groups and to other languages we would be very happy – see below GOING FORWARD.

USE OUR WORK!

Feel free to use the work that has been developed. The best way would be to develop your own marketing plan, considering the SWOT analysis and the parts of it that more apply to your club/district, considering the target that you would like to address. Then select the relevant key and detailed messages, adapt them were needed and use or adapt the available supporting media.  Or you can use our marketing plan generator, or our collection of ready to use marketing plans.

GOING FORWARD

The project is continuing! Thanks to the commitment of a few Toastmasters the project will continue to be developed. Below are some of the things that are planned  to happen.

  • More Facebook  and Instagram posts will be developed by Paola Perina.
  • A translation in Italian of Key and Detailed messages will be made by Gioacchino Cipriani.
  • More example Marketing Plans will be developed by Francesco Fedele.

Would you like to contribute? Have you produced something and would like to share it back to the project and the entire community? Contact us at moonlit@toastmasterseurope.org

THE TEAM

This project started as an HPL coordinated by Francesco Fedele, DTM, PDD of D109  and it was carried out between March and June 2020 by a wide team. Some of the team participants specifically lead parts of the project.

  • Paola Perina coordinated the development of ready to use media
  • Metaxia Kristidima and Virginia Mercouri developed a SWOT analysis of the Toastmasters offer.
  • Paola Perina analysed the Competition to Toastmasters.
  • Maria Francesca Belcaro analysed the Generation X (age 35/44) target group.
  • Helena Ruiz Fabra analysed the Millenials (age 25/34) target group.
  • Annelise Lepage analysed wording that resonates with Toastmasters members and are useful in drafting messages.
  • Virginia Mercouri created a first set of key messages and the whole team during a brainstorming added more messages. Cinzia Castelli helped identify  those key messages that are relevant in particular to clubs that allow online participation to meetings (while in general many of the messages can also be used to promote “traditional” face to face Toastmasters meetings).
  • Francesco Fedele designed a format for a Marketing Plan and provided some examples.

The following people also contributed to many of the meetings and discussions: Elizabeth Nostedt, Lilian Shaftacola, Stefan Zahov.

Special thanks to Barbara Sbrocca who helped with the initial planning of the project, and to the HPL guidance committee (Metaxia Kristidima, Morag Mathieson, Jaap Russenberg).

For more info on the project or to contact the Project team write to: moonlit@toastmasterseurope.org