Strategic Planning for Providers to Improve Business Practices National Conference ~ Washington, DC ~ October 21-23,2009 Jim Aiello Director, Northeast ATTC Erin Fridley Associate Director, ATTC National Office Marketing to Funders

Today’s Agenda Who We Are Marketing/Branding Overview Creating a Message Identifying Funders and their Needs A Case Study Creating Your Marketing Plan 2

3 Who We Are Southern Coast

Why Market? 4

Stages AIDA model Hierarchy of effects model Innovation adoption model Information processing model Cognitive Stage Attention Awareness Knowledge Awareness Presentation Attention Comprehension Affective Stage Interest Desire Liking Preference Conviction Interest Evaluation Yielding Retention Behavioral Stage ActionPurchase Trial Adoption Behavior 5 THE RESPONSE PROCESS: FOUR MODELS Marketing = Response

6 Allows repositioning Increases recognition Increases professionalism Increases *perceived dependability * Perception is EVERYTHING Benefits of Branding

Some Branding Examples.... 7

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10 less is more. The branding bottom line....

11 Creating Your Message!

12 When creating your message, remember… Marketing Goals --- What do you want to accomplish? Target Market --- Who are you targeting and what are their characteristics? Products --- What benefits are you trying to “sell”? Delivery --- Where and how will you get your message out? Creating a Message for Funders

13 Exercise: In small groups, look over the marketing pieces on your tables and answer the following questions… 1.What is the marketing goal of the piece? 2.What is their target market ? 3.What product/benefit are they trying to sell to this market? 4. Where are they reaching their target market? Creating a Message

14 Government – Federal, State, Local Foundations Corporations Community Organizations Individuals …..Others??? Identifying Funders & Their Needs

15 Three steps to building funder relationships: 1.determine mutually satisfying goals between the organization and identified funders 2.establish and maintain funder rapport 3.produce positive feelings in the organization and the funder Identifying Funders & Their Needs

16 Rule No 1 - You cannot assume that you know what a customer's expectations are... You must ask. Rule No 2 - Customer expectations will constantly change so they must be determined on an on-going basis. The expectations of different customers for the same service will vary according to: – social and demographic factors – economic situation – educational standards – experience Rules

Identifying Funders & Their Needs 17 Group Activity – Analyzing Target Markets In small group, choose three funders to analyze: 1.What do each of the funders want? What do they care about? What is important to them? 2.How can you give it to them?

A Case Study 18

BUILD RELATIONSHIPS 19

20 Access

Demonstrated outcomes to funders – duration of stay 21

Creating a Marketing Plan 22

Creating a Marketing Plan Group Activity – In small group, choose one agency and create an initial marketing plan by identifying: Goal: broad, overall desired outcome Objective: specific outcome, timeline Strategy: relates to achieving objective Tactic: specific task relating to identified strategy Measurement: how will you know if the objective was met? 23

That’s all Folks! Jim Aiello Northeast ATTC Contact us: Erin Fridley ATTC National Office