1. MARKETING 101: 10 questions to ask before you start October 26, 2007 Session at NADD 2007

2. 2 1. What are your goals? Fundraising? Student recruitment? Recognition from the administration? Respect from state agencies? Other?

3. 3 2. Who is your audience? AUDIENCE Donors Students Administration Agencies BENEFITCONCERN Legacy Job Placement Insight Workforce Inefficiency Prestige Agenda Skills

4. 4 3. What do you want the audience to do? Give money Attend Join Hire Collaborate

5. 5 4. Who can help you reach the audience? Media Colleges Faculty Alumni Third-party validators

6. 6 5. What’s the best method for reaching the audience? Direct mail E-mail Conferences Publications Online Telephone

7. 7 6. What are the best messages for the audience? MESSAGE PLATFORM ProblemSolutionActionMessaging Frames Values vocabulary Elevator speech Audience pitches

8. 8 7. How much can you afford to spend? Dollars Time Staff Partnerships Pro bono

9. 9 8. Can you do it in-house? Training Hiring Consultants Creative Production

10. 10 9. How will you measure success? Grants Attendance Invitations Job placements Media coverage Retention Visitors

11. 11 10. What is the timeline? Fiscal year Academic year 5-year plan

12. Presented by Sharene Azimi, Account Director sazimi@fenton.com