Marketing & Communications Directors

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The Role of the Marketing and Communications Directors

Although many people might consider the role of marketing and role of communications at different ends of the spectrum of an organization like the Canadian Progress Club, together they are about selling Progress. Selling Progress to it’s members internally, and selling Progress externally, to the potential new members, to our charities, to our sponsors and supporters, to the media, and to the community. 

A coordinated effort to sell Progress is necessary as we strive to move our organization forward. The directors involved in this area will need to consider how to market Progress given the tools that we have available. Most organizations and companies are seriously looking at how they are “branding” themselves. What do we want Progress to mean to our members and to the public? Slogans like “Just do it” and the familiar checkmark have become synonymous with Nike.  All firms and organizations need to create an image to differentiate themselves from the masses. Do we need to change our logo and those symbols that identify who we are? As an organization, we need to compete for members, their precious time, and for the support from within our communities to make our projects work. And, let us not forget the challenge of coordinating our efforts across this vast country, in order to create a National Identity. We take a lot of pride in the individuality of our member clubs. In marketing Progress, we need to define the common threads that make us one organization. 

The most important tool internally will be the National Web Site.  Not just with linkages to regional and club sites, but also with linkages to charities, suppliers and sponsors. Aside from giving Progress a higher profile, there are even revenue sources available from such linkages. We have committed significant dollars to creating our web site, now we need to use this powerful tool to it’s maximum potential. As a communications tool, it should become the prime source and archive of information. Besides, bylaws and minutes, it should contain a lot more information on clubs and what we do. It should contain our National Newsletter. It should contain a downloadable press kit that can be used by clubs. It should contain information on current projects and events that work. And above all, it should contain all of the information and successes that make us feel good about belonging to progress. 

Press kits and information on how to get more media support will help us attract new members, sponsors, and will make events more successful. One of the major benefits of individual clubs belonging to a national organization is “leverage”.  As one of the most successful fundraising organizations on a per capita basis, we need to consolidate our successes and organize press releases and stage events that celebrate our efforts. And did I mention, that we should have fun doing it? 

The tasks are certainly huge, and critical in allowing Progress to move forward as an organization. But, our members want a marketing role. They have expressed this fact in numerous surveys that we have conducted over the past few years. Because our members come from so many occupations and varying backgrounds, they have many untapped talents that we have not taken advantage of, and they want to help. Gathering ideas and suggestions on how to market who we are and what we do, are there for the asking. All we need to do is ask. Gather and compile the ideas and suggestions. Evaluate what will work for us. And above all, in the words of the marketing guru that came up with that great Nike slogan, “Just do it”.

Wolfgang Juchem
Vice President, Western Region

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