DRDC Alternative Strategies for Marketing DRDC

and Moving Forward

Derek A. StertzCity of Centennial

Table of ContentsMarketing 101

4 P’s of Marketing4 C’s of MarketingPositioning and Targeting

DRDC ContextDRDC’s P’sDRDC’s C’sAlternative Strategies

Open Discussion to Move Forward

The 4 P’s of Marketing (product oriented)

Product Place Price Promotion

The 4 C’s of Marketing (customer oriented)

Customer Value Cost to the Customer

Convenience for the Buyer

Communication

Positioning and TargetingPosition:

What makes us different from our competition?What do we offer over our competition?

What do we do?Target:

Who wants our product?Know your audience!

Where we’ve been and the idea of DRDCThe vacuum of a central data storeThe incredible need for dataStandards DevelopmentAuthoritativeRegional CollaborativeCost effective

The ONE MAJOR Problem….

DRDC’s P’s of Marketing (product oriented)Product - Authoritative Spatial

Data

Place - One Stop Shop at DRCOG

Price - Is Right

Promotion - Workshops at REI, CHM, DRDC

DRDC C’s of Marketing (customer oriented)

Customer Value - Authentic and Standard

Cost to the Customer - Prohibitive

Convenience for the Buyer - Very convenient if created

Communication - Focused on Us

Alternative StrategiesEssential Problem is US!

Our audience isn’t understoodLosing the message… i.e. the details. We haven’t calculated the intangibles as a groupWe don’t do PR\Marketing and shouldn’t tryJesus couldn’t preach in NazarethOnly Nixon could go to China

Alternative StrategiesOur audience is our boards and commissions…not us

The message is that we can save money

Intangibles can be measured, but who will do it and how

We should not speak for ourselves. We need to have others speak for us

We need a new committee based less on finding money and pitching ideas

Open Discussion on Moving Forward: