You’ve just hired a new manager to lead your co-op’s marketing efforts (or perhaps you are a newly hired brand manager). Or maybe your customer service or website needs to be reviewed and improved. Where do you start?
In the tradition of co-ops sharing resources and great ideas with one another, NCG has started a library of “preferred practices” covering a wide variety of marketing topics, from social media and website essentials to writing a marketing plan and budget. These documents were assembled with guidance and input from co-op staff, and informed by NCG’s consumer research as well as time-tested industry standards for metrics and methodology. And wherever possible, we’ve incorporated innovative and highly successful programs and practices among our cooperatives.
Designed to be a quick and engaging starting point for delving deeper into creating great branding and marketing programs, each preferred practice document includes a brief overview of the topic, bullet-point indicators of practices and programs that are recommended, and ways to measure success and accountability. Links to supporting resources from NCG and other sources are included in these documents when available.
The current library includes more than 20 topics, as well as a customizable brand guide template and marketing plan. And since the world of marketing, branding and customer service is constantly changing and evolving, we know that these documents will also change over time, to reflect new technology and shopper needs, as well as changes in the competitive landscape.
These are not intended as a “one size fits all” solution for every co-op in every stage of development or market area. But they are practices that have proven to be successful in a variety of circumstances, over time. We hope you find these a useful starting point in our collective efforts to serve our communities well, while not reinventing the proverbial wheel.
Be sure to check out NCG’s other great resources for your staff, including the Brand Readiness and PR Readiness kits, as well as our in-person and online training opportunities.
If you have questions or suggestions for future preferred practice documents in marketing or any other operational area, please contact Karen Zimbelman.
