Marketing, Outreach & Branding
Ensures accurate, ethical, and professional promotion of the center and its programs.
Standard
The center accurately, ethically, and professionally promotes its identity, programs (especially certified ones), and value proposition through consistent branding and targeted outreach activities to relevant audiences.
Rationale
Effective marketing builds awareness and credibility, attracts appropriate participants, manages reputation, and clearly communicates the center's offerings and commitment to quality.
Evidence/Indicators
- Marketing plan/strategy document.
- Examples of marketing materials (website, brochures, social media posts, advertisements) demonstrating accuracy and professionalism.
- Branding guidelines document and evidence of its consistent application.
- Records of outreach activities (e.g., presentations, partnerships, event participation).
- Process for ensuring marketing claims are accurate and verifiable.
Metrics
- Website traffic analysis (unique visitors, bounce rate, key page views).
- Lead generation numbers from marketing activities.
- Brand awareness/perception score (from stakeholder surveys, if conducted).
- Consistency score of branding across different platforms/materials.
- Accuracy check results for marketing claims (% verified).
Performance Levels
- Non-Compliant (Inadequate): Marketing is inaccurate, unprofessional, misleading, or non-existent; branding is inconsistent, weak, or absent. Minimal presence.
- Developing (Needs Improvement): Marketing efforts are basic, inconsistent, or lack targeting; branding is weak or inconsistently applied; outreach is limited or irregular. Weak/inconsistent branding.
- Meets Standard (Satisfactory): Marketing materials are generally professional, accurate, and consistent; branding is clear; regular outreach activities occur targeting main audiences. Partially consistent branding.
- Exceeds Standard (Very Good/Excellent): Implements a strategic, multi-channel marketing and outreach plan aligned with goals; branding is strong, consistent, professional, and reflects quality commitment; actively engages target audiences effectively and builds strong market presence/visibility. Strong, consistent branding, high visibility.
