1. You Can’t Get There Without It!
MARKETING
You Can’t Get There Without It!

2. MARKETING is… OUR OBJECTIVE
How to support your organization’s objectives with a manageable Marketing Plan…
…by matching the right message
…with the right audience
…using the right communication tools.
How to recognize the critical factors that can derail a great plan

3. MARKETING is… OUTLINE Marketing Concepts Create a Marketing Plan
Marketing Is Not Enough

4. MARKETING is… COMMUNICATION with a PURPOSE – PERSUASION!
Engage in a transaction
Form a relationship
Accept an opinion
Take action

5. MARKETING is…
TWO-WAY
Communication
…Constantly!
COMMUNICATE
LISTEN

6. MARKETING is… CUSTOMERS? CUSTOMERS! !@*?# Do Nonprofits have…
Yes! Think About Your Audience As…
CUSTOMERS!

7. MARKETING is… BEGIN? ACTION Where Does Marketing Wherever The
CHOICE
AWARENESS
IGNORANCE
Where Does
Marketing
BEGIN?
Wherever The
Audience Is!

8. When Does Marketing End?
MARKETING is…
When Does Marketing End?
SATISFACTION
ACTION
LOYALTY
&
CHAMPION
NEW
NEED It
Doesn’t!

9. MARKETING is… Communication With A Purpose
Constant and Two-Way Communication
Think of Your Audience As Customers
Marketing Begins Where The Audience Is
Marketing Never Ends

10. A MARKETING PLAN is… the right MESSAGE for the right AUDIENCE
at the RIGHT TIME
using the right COMMUNICATION TOOLS
to achieve your OBJECTIVES

11. Your Organization’s OBJECTIVES
The MARKETING PLAN…
Where do we START?
We start with…
Your STRATEGIC PLAN Or
Your Organization’s OBJECTIVES

12. The MARKETING PLAN… Supports your MISSION Awareness Clients Volunteers
Development
Advocacy
Membership
Products & Services

13. The MARKETING PLAN… When Choosing Your OBJECTIVES: Achievable
Measurable
Understood
Accepted
Accountability

14. The MARKETING PLAN… The Right AUDIENCE – Who? External Public
Potential
Partners &
Funders
Potential Clients
Legislators
External -
Internal
Clients
Donors
Volunteers
Funders
Partners
Internal
Managers
Staff
Board
What audiences does a nonprofit have?

15. The MARKETING PLAN… The Right AUDIENCE – Description? Interest/needs
Expectations
Distractions

16. The MARKETING PLAN… The Right AUDIENCE - Relationship BEFORE ACTION
Don’t know you
Aware of you
Interested in you
ACTION
Give, Attend, Buy, Agree, or… Reject
AFTER
Good-Bye
Hanger On
Loyalist
Champion/Ambassador

17. The MARKETING PLAN… At The Right TIME – Time & Circumstance
For Your Audience
Year-End Tax Calculations; Emotionally Moved By Public Event; Related To Personal Experience
For You
Events, Fiscal Year

18. The MARKETING PLAN… The Right MESSAGE Relevant Problem or Need
Solution
Call to Action
Consistent with Brand

19. The MARKETING PLAN… The Right COMMUNICATION TOOLS Pay Plead
TV, Radio, Newspapers, Magazines, Billboards, Internet
Plead
News Stories, Talk Shows, PSAs, Op Ed
Participate
Community Events, Trade Shows, Speakers Bureau
Proprietary
Social Media, Web Site (SEO), (e)Newsletters, Publications, Direct Mail, Sponsored or Hosted Events

20. The MARKETING PLAN… The IMPLEMENTATION PLAN OWNER BUDGET RESOURCES
Responsible & Accountable
BUDGET
RESOURCES
Staff and Time
SCHEDULE
Accommodates Shared Resources
Keeps on Track

21. The MARKETING PLAN… The MONITORING & EVALUATION Measurements Feedbackxx
Feedback
Listen To Your Audience and Staff
During
Be prepared for Course Corrections
Conclusion
What Worked? What Didn’t? Why?

22. The MARKETING PLAN… The OBJECTIVE (Measurable) The AUDIENCE
Who? Description? Relationship? When?
The MESSAGE
The COMMUNICATION TOOLS
______________________________
An OWNER
A BUDGET
The RESOURCES
A SCHEDULE
The MONITORING & EVALUATION
Measurements, Feedback, During, Conclusion

23. A MARKETING PLAN is… the right MESSAGE for the right AUDIENCE
at the RIGHT TIME
using the right COMMUNICATION TOOLS
to achieve your OBJECTIVES

24. A MARKETING PLAN is… A Master Marketing Plan is…
Brand Support and…
Compilation of All Targeted Plans
A Master Marketing Plan Needs…
Priorities
Coordination & Ownership
Management of Conflicting Resources

25. The MARKETING PLAN… A Marketing Plan, and… Even a Marketing Manager
…ARE NOT ENOUGH!

26. A MARKETING PLAN… Can Only Succeed If:
Your Organization Knows Where It Wants To Go And How It Intends To Get There!
Your Organization’s Structure & Processes Deliver What Your Marketing Plan Promises!
Your Staff Is Aware, Committed, And Driven To Satisfy Your Audiences!
Your Leadership Is Committed To The Plan!

27. The MARKETING PLAN… Only Succeeds If:
Your audience RESPONDS to the Message (call to action) and…
Is SATISFIED (delighted) with the experience!

28. MARKETING You Can’t Get There Without It!
And, You Can’t Get There At All…
…If That’s All You Have!