MARK ETING
Post on 11-Feb-2016
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MARKETING
FOR-PROFIT VS NON-PROFIT
J E S S I R A W L I N S – C O M M S 1 5 0 0
“The music business is a cruel and shallow money
trench, a long plastic hallway where thieves and
pimps run free, and good men die like dogs.
There's also a negative side.”
-Hunter S. Thompson
Every man must decide whether he will walk in the
creative light of altruism or the darkness of
destructive selfishness. This is the judgment.
Life’s persistent and most urgent question is “What
are you doing for others?”
-Martin Luther King Jr.
COMMUNICATIONFOR-PROFIT• COMMUNICATE ACCORDING
TO YOUR NOTCH ON THE TOTEM POLE
• E-MAIL IS PREFERRED• “SPEAK WHEN SPOKEN TO” • INTIMIDATE OR BE
INTIMIDATED – BOTH CAN BE STRATEGICALLY BENEFICIAL
• PARTNER ONLY WITH THOSE THAT INCREASE YOUR PROFIT OR DECREASE YOUR RISK
NON-PROFIT• STRIVE TO REACH THE
HIGHEST POINT OF AUTHORITY POSSIBLE
• IN PERSON IN PREFFERRED• EXTREMELY IMPORTANT FOR
ALL TERMS TO BE POLITICALLY CORRECT
• PERSUASION IS KEY• LEVERAGE IS KEY• PARTNER WITH ANYONE AND
EVERYONE THAT SHARES A COMMON INTEREST WITH YOU
ADVERTISING COSTS
FOR-PROFITSOCIAL MEDIA1500.00WEBSITE ADS2000.00RADIO (:30 SPOTS)
2500.00CITY WEEKLY750.00STREET TEAM500.00TELEVISION5000.00
SOCIAL MEDIAFREEWEBSITE ADSFREERADIO (:30 SPOTS)
PSA - FREECOMMUNITY NEWSPAPER
250.00BANNERS & FLYERS200.00ANNUAL REPORT6000.00COMMUNITY GIVEAWAYS
6000.00NEWSPAPER ARTICLEFREE
NON-PROFIT
GRASSROOTS MARKETINGFOR-PROFIT
• FLYERS• POSTERS• LOCAL CELEBRITY
SOCIAL MEDIA CAMPAIGNS
• DIY LEGAL GRAFFITTI
NON-PROFIT• FLYERS• COMMUNITY EVENTS• BANNERS• COMMUNITY
COUNCILS• CITY COUNCIL• LOCAL NETWORKING
MASS MARKETINGFOR-PROFIT• RADIO• TELEVISION• EVENT WEBSITES• SOCIAL MEDIA – PAID
ADS• NEWSPAPER• MAGAZINES
NON-PROFIT• FEATURES ON
CITY/STATE WEBSITES• NON-PROFIT
CONVENTIONS• TWITTER• FACEBOOK• MASS MAILINGS• “PARENT”
ORGANIZATION• EVENT SPONSORS
THE NON-PROFIT AUDIENCE WHAT’S IN IT FOR THEM?
• Warm, fuzzy feelings• Tax write-offs• CRA requirement
fulfillment• Favorable light in a
community• Publicity• Political favor• Community service
fulfillment• Looks good on a resume• Give back to your
community• Help those in need
THE FOR-PROFIT AUDIENCE WHAT’S IN IT FOR THEM?
• Prizes• Memorabilia• Special access• Be the guy that knows the guy
• Cash prizes• Networking
WHICH TYPE OF ORGANIZATION SUITS YOU BEST?
FOR-PROFIT• More Money• Assigned Rank• Corporate guidelines• Catering to company
authority
NON-PROFIT• Experience more grass
roots marketing• Community engagement• Non-monetary benefits• Political networking
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