1. Marketing & Outreach Planning
Where to Begin and Where to Enhance

2. 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

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

4. 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?”

5. Market analysis
Demographics
Presenting Needs
Caller Surveys

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

7. Example of Strategies for Goal
Continue to increase top of mind awareness of 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.

8. Example of Tracking Goals

9. 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

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

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

12. Example of Outreach Tracking

13. After-action report
County Outreach
Events
Meetings
Presentations

14. 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

15. Contact Information
Mary Cooksey CRS, CIRS United Way of Abilene Texas A Call for Help x 1