2. Target Audience  What do they know?  What do they believe?  What barriers do they perceive?  What is the competition?

3. Communication Foundations  Develop a communications message that reaches your target audience and prompts action  Develop visuals which support your message  Develop plans to distribute message in appropriate media outlets to effectively reach your audience

4. Strategic Marketing Tools of the Trade 1. Campaigns  Ad campaigns  Seasonal campaigns 2. Incentives 3. Website 4. Social Networking

5. Branding Brand The most valuable real-estate in the world, a corner of the consumer's mind. Logo Any word, design, shape, color, etc. used to identify a product/service and differentiates itself from competitors. Consistent branding is vital!

6.  Call-to-action  Clear message  Website  Logo Ad Campaigns

9. Seasonal Campaigns

10. What Do You Think?

11.  Reinforce the brand  Practical and useful  Reward + Remind = Repeat Donors! Incentives Relationship Marketing is Key

12. Website

13. E-Newsletter  Consistent branding elements  Call-to-action  Educates  Motivates

14. Online communities of people who share similar interests and activities  Captivate future donors  Increase social involvement  Develop online relationship Social Networking

17. The End Questions? Melissa Yu | 703.681.4498 melissa.j.yu@us.army.mil