Marketing & Outreach Planning Where to Begin and Where to Enhance

Key elements for building a basic marketing plan Course Objectives Key elements for building a basic marketing plan Tools to begin the process of building a strategic outreach plan

Why create a Marketing and Outreach Plan? Mission and Purpose Why create a Marketing and Outreach Plan?

Goals and Objectives Recommend having three main objectives Always create strategies for completing the objectives – otherwise you will be six months into the plan and think, “now what should we be doing to meet our goal?”

Market analysis Demographics Presenting Needs Caller Surveys

Example of Goal & Target Build Brand awareness Target: Growth of contacts from West Central Texas from previous year

Example of Strategies for Goal Continue to increase top of mind awareness of 2-1-1 the free, confidential helpline, available 24/7/365 for assistance with finding connections to basic needs like food, prescription assistance, and help paying the rent and utilities. Make strategic advertising buys, leveraged with PSAs for maximum impact. Utilize Radio, Television, Billboards, and Social Media.

Example of Tracking Goals

Marketing Campaign Television Radio Billboards (Digital vs. Print) if not in your budget, ask for PSAs News Releases Radio Talking show opportunities Billboards (Digital vs. Print) high traffic areas change messaging (if “not working”) Social Media

Outreach Materials (collateral) What pieces and parts do you need to print, create, purchase to convey the message of your organization?

Outreach plan preparation Population – return on investment Stakeholders – cultivation Service Providers –education Targeted Growth– annual sector focus

Example of Outreach Tracking

After-action report County Outreach Events Meetings Presentations

Key Points for After-Action Report Objective Prep Work Agencies Visited Key Talking Points Collateral Distributed Overall Summary Action Items & Due Dates Resource Database Opportunities Recommendations for Future Visits

Contact Information Mary Cooksey CRS, CIRS United Way of Abilene 2-1-1 Texas A Call for Help mary@unitedwayabilene.org 325-676-7065 x 1