WELCOME GRANTEE GATHERING MARKETING PRESENTATION November 17, 2012

What’s Essential to Good Marketing Identify your target audience(s) Create a Messaging Packet – Define your mission/core promise – Define your organization’s brand/positioning statement (what makes your organization unique) – Select your supporting statements/facts/stories – Create a tagline – Create a logo that reflects your brand Identify your communications tools Establish your marketing budget

Identify Your Target Audiences to Receive Communications Employees Volunteers Advocates/Supporters Policy Makers Board Members Donors Media Note: Remember, best way to stay connected to your audiences is by personal connections (in person visits or telephone calls).

Identify Your Target Audiences WHAT DO THEY WANT TO HEAR ABOUT YOU? If you know, great. If you don’t, you may want to conduct a focus group with them to learn more about what they most want to hear.

Create A Messaging Packet A messaging packet is a compilation of the core messages you want your organization to convey. Its purpose is to help you stay on message whenever you communicate information about your organization. It includes: a tagline a mission statement a brand/positioning statement (an elevator speech of what you do and why you are unique) supporting statements a logo

Define Your Mission/Core Promise It is essential to put your organization’s mission into words that describe your core promise to each of your target audiences. This promise will meet their practical needs (who) and deepest feelings (why).

Example of Mission/Core Promise The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. American Red Cross’ Mission Statement

Define Your Organization/Brand A brand/positioning/vision statement, often referred to as an "elevator speech," is a statement that can be delivered quickly to someone who knows little, if anything, about your organization. It identifies:“Who you are” “What your organization does” “How/Why do you go about it” It conveys the thoughts, feelings, associations, and expectations that people have every time they come into contact with your organization, your programs, marketing, donation appeals and tagline/logo.

Define Your Organization/Brand (continued) It is perhaps the most important component of your messaging package and should be short, compelling, and to the point.

The Importance of Defining Your Organization/Brand The value of defining and communicating your brand is… the stronger your brand positioning statement is, the more likely your organization will be: -Trusted -Valued -Successful in retaining employees, volunteers and followers -Successful in raising funds -Successful in its mission

The Importance of Defining Your Organization/Brand For example, The American Red Cross has a very strong brand. They are mostly known for disaster relief, health and safety training & education, lifesaving blood and international services. In times of disaster, you know they will be there to support the victims. They have a user-friendly. They are usually among the first responders.

Example of American Red Cross’ Brand Statement The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that…...all people affected by disaster across the country and around the world receive care, shelter and hope;...our communities are ready and prepared for disasters;...everyone in our country has access to safe, lifesaving blood and blood products;...all members of our armed services and their families find support and comfort whenever needed; and...in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

Create Supporting Statements These are the facts/stories that back up your mission promise and brand. They tell of your core values (i.e., caring and responsive to the needs of the community; reliable, trustworthy partner; good stewards of public/private funding, etc.) The range of programs and services you offer The impact of your work on the people you serve as well as the community in general How long your organization has been in existence

Create Supporting Statements Stories captivate followers Stories are a form of differentiation, it can set you apart Facts are boring but putting facts (with the details) into a context with emotion makes them memorable. Stories help you connect with people on a sensory level The descriptions make the facts come to life and keep people engaged

Create Supporting Statements “Tell me a fact and I’ll learn, tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.” -The late Steve Sabol, the man behind NFL Films

Create A Tagline That Reflects Your Brand’s Mission A tagline is a catchy, quick-identifying reference, usually no more than five to seven words. A good tagline will trigger the imagination, interest, and emotions of your target audiences. Your tagline should be incorporated into all your communications materials, including signage, stationery, banners, media materials, website, etc.

Create A Tagline That Reflects Your Brand’s Mission The American Red Cross -Together, we can save a life. Episcopal City Mission – Building Communities Through Partnership Haymarket People’s Fund -Supporting Grassroots Social Change Since 1974 Massachusetts Senior Action Council - Don't Just Take It. Take Charge! Student Immigrant Movement Celebrating Victories, Realizing the Dream PressPassTV - Media That Moves

Identify Your Communications Tools What’s Free (except personnel time) Personalized Communications (face-to-face meetings, telephone conversations) Social Media Postings (Facebook, Twitter) Public Relations – press releases, media contacts Multifunctional Portals for Organizational Management/Contacts Database/Marketing: (see benefit for nonprofits) (see benefit for nonprofits) Website Development & Hosting for (see benefit for nonprofits) Distribution Systems: (see benefit for nonprofits) (for under 2,000 subscribers)

Identify Your Communications Tools What Costs a Fair Amount Snail Mail (appeal letters/newsletters/save-the- date postcards) Collateral (Brochures/Flyers)

Establish a Budget and Frequency Timetable Establish a budget for your marketing and communications. Establish a year-long timetable for reaching each of your target audiences. Remember, it’s a fine balance to know how often to reach your audiences. Too much will turn them off; too little takes you off their radar.

PANEL DISCUSSION Cara Lisa Berg Powers Co-Director, Press Pass TV Carolyn Villers Executive Director, Senior Mass Action Council Mario Rodas & Katherine Asuncion Student Immigrant Movement