By Paul Signorelli ASTD National Advisors for Chapters 14 June 2011 Marketing 101: Creating the Voice of A Successful Organization

Part 1: The Basics

The Starting Point “The need…to reach out and engage new audiences is more important and more difficult than ever.” --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

Customer Orientation “…connect, engage, and develop relationships with an organization’s target market. --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

Understanding Our Market “…evaluating internal, market, and external conditions…” --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

Tracking Down Our Audience

Jumping to a Higher Level

What Are We Missing Statewide?

Info at Our Fingertips

Understanding the Need

Branding

The Four P’s of Marketing: Product

The Four P’s of Marketing: Price

The Four P’s of Marketing: Place

The Four P’s of Marketing: Promotion

Resource: ASTD Communications Toolkit

Resource: A Nonprofit Marketing Blog

Putting It Together, Exercise #1

Part 2: Creating the Plan

Building the Team That Develops Our Voice

Elements: Introduction

Elements: General Marketing Philosophy

The Process: Setting Simple Timelines

What We Are Facing: Strengths Weaknesses Opportunities Threats

Incorporating Social Media: LinkedIn

Incorporating Social Media: Facebook

Incorporating Social Media: Twitter

Incorporating Social Media: YouTube

Incorporating Social Media: Skype

Incorporating Social Media: Blogs

Incorporating Social Media: Free-Press-Release.com

Incorporating Social Media: Delicious

Incorporating Social Media: Online Book Clubs

Incorporating Social Media: Others?

Putting It Together, Exercise #2

Part 3: Adopting and Updating the Plan

Continuit y

Bringing It Home

Putting It Together, Exercise #3

Resources “The Non-Profit Marketing Plan Walk-Through” (Blattner/Brunner): Business ASTD Communications Toolkit for ASTD Chapter Leaders: ASTD Mount Diablo Chapter Marketing and Communication Plan: “Nonprofit Marketing With a Purpose” (Shelli Bischoff):

Questions & Comments

Credits & Acknowledgments (Images taken from flickr.com unless otherwise noted): Title slide: From Theparadigmshifter’s photostream at Woman in Bonnett: From Biogography’s photostream at: Cheering Crowd: From Diaaphoto’s photostream at Singer with Arms Outstretched: From Christophe Alery’s photostream at Singer in Restaurant: From Prescott’s photostream at: Security: From Steve_Rhodes’ photostream at: Chartreuse Singer: From Todd_Huffman’s photostream at: Feeding Bird: From Minds-eye’s photostream at Selling Newspapers: From Feureau’s photostream at Social Media: From Daniel_Iversen’s photostream at Open for Business: From Lee_Reynolds’ photostream at Choir: From More_Good_Foundation’s photostream at Conducting Choir: From Donald_Macleod’s photostream at Avoid Making a Path: From Coydogblog’s photostream at: Crowded Flowchart: From Neil _Cummings’ photostream at English Monarch’s Timeline: From Eliazar’s photostream at Opportunity Center: From Guerilla_Future’s photostream at: Man With Question Mark: From Marco_Bellucci’s photostream at Woman Singing: From Zzathras’ photostream at: Question Marks: From WingedWolf’s photostream at I also want to acknowledge members and supporters of the ASTD Mount Diablo Chapter for the marketing planning process documented throughout this presentation, and for their continuing first-rate marketing efforts—which continue to be a source of inspiration. To learn more about what they are doing or to contact them, please visit