Weaving Your Marketing Loose Ends into a Tight Plan
Post on 16-May-2015
3002 Views
Preview:
DESCRIPTION
Transcript
Weaving Your Marketing Loose Ends into a Strong, Tight Powerful Plan
11NTCweave
Kivi Leroux MillerNonprofit Marketing Guide.com - @kivilm
Nancy SchwartzGetting Attention.org - @nancyschwartz
Tara CollinsWatershed Agricultural Council
Karen SecularThe Arnold P. Gold Foundation@GoldCareInMed
Fill in the blank:
Our marketing is a bunch of loose ends because __________.
Before . . . fl
ickr
.co
m/p
ho
tos/
stri
atic
/326
13
095
82
flickr.com/photos/stevendepolo/4137096855/
After . . .
flickr.com/photos/abbynormy/471143010/
2 Tools2 Case Studies
Plenty of Discussion
All Action, No Traction
http://files.myopera.com/SqueakeyCat/blog/NORWEGIAN%20ICE%20BREAKER.jpg
Photograph by Emory Kristoff
5 Reasons Why a Marketing Plan is Essential
1. Directs your focus & keeps you on a clearly defined path.
2. Forces you to articulate concrete, measurable benchmarks.
3. Provides a definitive means of measuring progress vs. benchmarks.
4. Doubles as a pithy overview of your work to engage others.
5. Makes it easy to draft your day-by-day work plan.
Your Marketing Plan Template
1. Goals2. Benchmarks and Measures3. Situation Analysis4. Target Audiences5. Calls to Action 6. Framing the Message 7. Strategies8. Tactics9. Resources10.Work plan
DIY Communications AuditCompare to “Best Practices”Download This from MyNTC
Do our communications present a unified brand to our supporters across channels?
Do our communications present consistent messages and calls to action to our supporters across channels?
What needs to change in the next three monthsand by this time next year?
Traditional: Press releases CalendarsInterviewsPitchesMedia kit HARO.com NewsBasisFlyers
Internal: Email signaturePayCheck NewsPublic speaking ConferencesLinkedIn
Multi-pronged Approach
What Changed?
Changing Board
Governance Report Strategic Plan
Tweaked mission
statement
Organization & Staff Buy-in
Moving marketing from support function to strategic tool
Executive DirectorBudget
Negotiations
Unfunded Liability: Easement
Stewardship Endowment Fund
Inevitable Fundraising & Donor
Relationships
Our Marketing Strategy Dictates How, Why and How Much
Justified Web Designer Expense
Supporting Document for
Council Marketing Choices Going
Forward
Work Plan Guided by a Marketing Strategy in Council’s
Best Interest
•Multi-pronged approach
•Managing Things Differently
•Website = primary marketing tool
Cross-platform Branding
•Duplicate look & feel of website
•eNews sends readers back to website for more information
•Show, Tell, Like, & Share!
•Branding in print & online
Be Adventurous, Be Zen
• Start small
• Measure
• Experiment
• Think long-term
• Be aware of time
• Improve your skills & confidence
• Don’t freak out
Share the Load
•Jill of All Trades
•Empower staff
•Find support in unlikely places
•Ask for a favor
•Keep it fun!
70% email addresses
are in Metro NY
Consistent look & feel across channels
Emma Email Marketing
Our marketing is a
bunch of loose ends
because
__________.
What needs to change
in the next three
months?
Session EvaluationEach entry via text or web is a chance to win
great NTEN prizes throughout the day!
Session Evaluations Powered By:
TEXTText 11NTCweave to
69866.
ONLINEUse 11NTCweave at
http://nten.org/ntc/eval
top related