Marketing Strategy

Marketing will be a critical component of the Global Support Network’s successful launch after incubation. Without awareness of the Global Support Network, its services will not be used by the thousands of local CTLCs that the network is meant to support. Also, because the Global Support Network’s goal is to serve CTLCs in all parts of the world, its marketing must reach worldwide while still being language and culture appropriate to each region. Therefore, the marketing strategy will be to launch a globally unified marketing campaign that is adapted on a region-by-region basis.

The primary objective of the GSN’s marketing will be to motivate local CTLCs, Regional Support Networks and CTLC movement stakeholders to actively participate in the Global Support Network. Fulfilling the GSN’s mission of improving what CTLCs are able to offer their communities depends on their involvement.

The marketing program must reach all key audiences with specifically targeted messages, using media vehicles appropriate to the market segment. To be effective in marketing to the grassroots CTLC sector, it is critical to focus the message on the work of the GSC and the local level impact rather than the involvement or brand reputation of the lead funders.

While all marketing will be consistent with the GSN’s global brand identity, each specific region and target market segment will have unique marketing needs that will be best served by developing region-specific marketing plans using input from Regional Support Networks and other experts. The Regional Support Networks and promotional vehicles will be the primary means by which local CTLCs are reached and encouraged to join the GSN and use its services.