Course 5 - Establishing an Effective Marketing Strategy
The American Marketing Association defines marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Understand marketing is critical for diverse-owned businesses because your customers have specific needs that only diverse-owned businesses can address. Despite these needs, having a good products and services are not enough. You have to be able to identify, develop, and articulate your value proposition to your customers and to your team. In this course you will learn: why this topic is important to emerging diverse suppliers; how marketing and sales strategies differ between the public sector and the private sector; and how marketing impacts your brand and your business plan.
Ralph G. Moore, CPA, is president of Ralph G. Moore & Associates (RGMA) and is recognized as one of the world’s foremost thought-leaders in the area of supplier diversity and minority business development. Upon leaving Arthur Andersen & Co. in 1974, Mr. Moore joined a Chicago-based Minority Investment Small Business Investment Corporation (MESBIC) which was founded as part of President Richard Nixon’s Black Capitalism Program. That assignment facilitated interactions with Reginald F. Lewis and Maryland Congressman, Parren Mitchell as the MESBIC industry fought to make equity capital available for emerging minority-owned businesses. Ralph Moore’s exposure to the passion and tenacity of these two minority business development legends inspired him to established RGMA in 1979.
Mr. Moore was the lead trainer for the National Minority Supplier Development Council (NMSDC) for 24 years during which he conducted over 100 seminars for the National office as well as 22 of the Regional Councils which has resulted in RGMA having trained more supplier diversity professionals than any other firm worldwide. In addition, Mr. Moore developed the Corporate Plus Forum from NMSDC and led the annual Forum for 15 years. 13 members of the prestigious Billion Dollar Roundtable are among the numerous major corporations that have retained RGMA over the years. In addition, current and former RGMA clients include DuPont, Dow, Federal Home Loan Bank of Indianapolis, The WEC Energy Group, Chicago United and Major League Baseball.
RGMA has also advised hundreds of emerging businesses since 1979 and serves on the board of directors of Sentinel Technologies and the advisory board of AGB Investigative Services, Inc.
Ralph Moore is the author of the RGMA Five Levels of Supplier Diversity maturity model which has been embraced as the gold standard for benchmarking supplier diversity initiatives. His global assignments include conducting seminars in South Africa, France, United Kingdom and Canada. Mr. Moore is also a member of the Procter & Gamble and Macy’s Supplier Diversity Advisory Councils. In addition, Ralph Moore has consulted with leading private equity firms focused on leveraging mergers and acquisitions to develop scalable MBEs. He also served on the NMSDC Corporation of the Year Committee in 2017.
Ralph Moore is highly respected for his civic engagement and has served on the boards of Junior Achievement of Chicago, The Chicago Minority Supplier Development Council, and City Colleges of Chicago, University of Chicago Medicine and the Chicago History Museum. Mr. Moore was also appointed by Miami Dolphin Owner, Stephen Ross, to the Board of Advisors of the Ross Initiative in Sports for Equality (RISE). In addition, Mr. Moore was a member of the Southern Illinois University College of Business Advisory Board for 25 years where he graduated with honors, earning a B.S. Degree in Accounting.
His awards and recognitions include the Ron Brown Award from the Chicago Minority Business Development Council, the National Minority Supplier Development Council’s Leadership Award and induction into the Minority Business Hall of Fame in 2015 where he was recently appointed Board Chair.
StartWhy this topic is important to emerging diverse suppliers (4:52)
StartHow marketing and sales strategies differ between the public sector and the private sector (1:32)
PreviewHow the level of customer engagement differs between the public sector and the private sector (0:51)
StartHow marketing impacts your brand and your business plan (17:05)