Marketing Your Mentoring ProgramApril 21, 2017
You’ve spent all the time and energy into funding and setting up your mentoring program; now it's time to get the word out. Like with any profitable business program, it takes a well thought out marketing plan to ensure it reaches its appropriate audience.
Why is a Marketing Plan Needed? – The Business Case
Without a clearly defined marketing plan for your mentoring program, things can go downhill fairly quick; you risk the chance of:
• Not recruiting enough mentors
• Mentees don’t know about the program, so they don’t enroll.
• Mentorships aren’t created to get the return on investment you need.
• Your business objective for the program isn’t fully achieved.
All the above, means the program could be at risk to be eventually is dropped. Now you understand why marketing is so important to the success of your mentoring program, we are going to walk you through how to market your mentoring with your organization.
Insala’s 6 Recommended Steps to Marketing Your Mentoring Program
Step 1. ) Define Overall Benefits and Requirements:
Firstly you need to get all your stakeholders together and define the following.
• What are the benefits of this mentoring program for the organization?
• Who will it benefit and why? (Sell it.)
• What are the requirements to be a mentor or mentee? (Keep them simple.)
Step 2.) Define Your Target Audience:
Like any other marketing plan you need to define who you are marketing to. Who will be your mentors, mentees, referrers and advocates? Will you be in a situation where individuals will volunteer themselves; will individuals be referred by others (i.e. a manager); and who will your “advocates” be for the program.?
Step 3.) Set Goals to Your Marketing Efforts:
This step needs to be very clear on what the marketing will actually achieve for each phase of your program
Example: By Q1, 500 employees enrolled where 300 are mentors and 200 are mentees. 100 Relationships created.
More specific goals can be created, like what your open rates in email should be, however the overall goal should be based on enrollment of the program and how many mentorships are made within a timeframe.
Step 4.) Agree on Marketing Channels
This is where marketing channels are selected based on how your current target audience is most conveniently engaged. We recommend choosing a combination, remember not everyone reads all their emails, but may be more engaged in joining a company event. We recommend choosing from email, advertising on career portals, manager referrals, webinars, company events, basic signage (posters, flyers around the office) or an Internal News source (newsletter).
Step 5.) Create Your Marketing Project Plan
Your project plan should be your guide of actually getting the work done. We recommend including
• Setting specific tasks
• Each task has a deadline and accountability
• Break the plan into phases, launch and then ongoing communications
Keep the plan updated and have regular meeting with any individuals who have a task assigned to them; otherwise you marketing won’t get done.
Step 6.) Start Creating Communications
When creating your communications consider these tips.
• First consider communicating to managers. Managers are known to be great mentors and also referrers for mentees.
• Create communications first to the most effective communication channel.
• Remember to include that this program is voluntary, don’t include phases that tells employees they must be a mentor.
• Include your benefits and requirements to the program
The Program is Launched, What’s Next for Marketing?
After the marketing plan has been put into place, and the program is up and running, the only things left to do is to keep the program alive, and to monitor its success.
The program can be kept alive by continuing communication with its active members, including the continued recruitment of mentors and mentees, and continued enrollment of new participants. We recommend sending less communications than during launch. Monthly communications should include success stories and giving recognition to your mentors.
How Insala Can Help with Marketing Your Mentoring Program?
• Create your marketing plan
• Market your mentoring program by sending communications and organizing events
• We help you recruit mentors and mentees
• We will report back on the success of the marketing activities
• Help you keep your program alive
We have helped many organizations successfully market their marketing program.
For more information, click here to view our latest webinar on “ Marketing Your Mentoring Program”
or click here to schedule a demo.