Marketing Workshop

Sandra WearBC SVP Partner

Before we start…• Context• What this isn’t• What this is

Agenda• Marketing Overview• Marketing Fundamentals• Best Practices• Common Issues & Techniques to Resolve• Q&A   

MARKETING OVERVIEW

Marketing Defined• Multiple definitions:

– “The achievement of corporate goals through meeting and exceeding customer needs better than the competition”

– “The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”

• Understanding your audience & providing a means to satisfy their wants and needs in a UNIQUE way.

Why Market?• Need donors & funders?• Need board members?• Need staff?• Need volunteers?• Need partners?

Why Market? (cont.)

• Marketing & sales are closely tied, you can’t do one without the other.

• Marketing answers the questions:– Who are you selling to?– What are you selling?– Why are you selling it?– Why should I buy it?– How can I buy it?– Where can I buy it?

Marketing• The first to go, the last to arrive…

MARKETING FUNDAMENTALS

Brands• What’s a brand?

– Represents organization’s values and mission.– Logo encapsulates it.– Brand equity is built with consistency, time and

concerted effort.

• Key messages/audience that support brand• Control your brand or someone else will• Non-profit brands: some of the most trusted

brands in the world

Top 10 - brands• YMCA of the USA • The Salvation Army• United Way of America • American Red Cross

– The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.

• Goodwill Industries International • Catholic Charities USA • Habitat for Humanity International • American Cancer Society • The Arc of the United States

• Boys & Girls Clubs of America

Brand Control• Define values & mission of organization• Define culture of organization• Develop a tight tagline • Use tagline for building 3 key messages• Branding “rules”• Everyone becomes brand steward

– Receptionist– Board member– Partners

Positioning Statement• What you do for whom in a UNIQUE way

to solve a need (the value your organization delivers); includes:– Who are you? – What business are you in?– For whom (what people do you serve)?– What's needed by the market you serve?– What's different about how you do your work?– What unique benefit is derived from your

programs, services and/or products?

Marketing Mix• Product – Solution• Price – Value • Place – Access • Promotion – Information, Messaging

Marketing Tactics

BEST PRACTICES

Marketing Process

Marketing Process

Competitive Analysis• List your competitors

– Needs & wants you are competing to meet?

• How are you different?• What do you do better?• What do you offer that they don’t?• How are you the same?

• Consider 4Ps in the comparison

Simple Stuff• Do outbound marketing• SWOT• Values, Mission• UVP

– How you can be heard above the noise

• Key messages for each audience– Market segmentation– Consistency across organization

Simple Stuff (cont.)

• Use technology– Software to communicate, analyze– Phones, fax, bulk emails, etc.

• Segment your audience, targets• Decrease costs, re-channel to marketing• Define goals• Define metrics for success• Ask everyone how they hear about you• Analyze what leading brands have done

Some Ideas• Consider CRM• Huddle & build a plan• Communicate the plan• Post goals & mandate

– Any decision links back to this

• Focus• Signature event

Specific Strengths• Most trusted brands are non-profits• Emotional connection to individuals• Strengths can work against you because

reputation so much more important.– Slow to build, fast to break

Specific Challenges• Broad array of stakeholders• More decentralized• Less hierarchy• Updating, changing, implementing brand

met with more resistance.• Use weaknesses as strengths:

– E.g. Doctors without Borders

Specific Opportunities• Growing importance of CRM (cause-

related marketing)– Align brand (mission, values) with for-profit

• Trend towards advocacy & policy making– Become an ambassador for a particular

problem locally– Strengthen brand message & equity

Simple Stuff (cont.)

• Think like a business!

COMMON CHALLENGES, ISSUES & TECHNIQUES TO RESOLVE

Challenges (marketing)

• Limited resources • Marketing & sales is not a priority • When, who, how to target (includes new

generations, "Me", "Y", "Millennials")• Limited experience/knowledge (marketing &

space) • Diverse product/service offering; diverse client

base • How to use social networking

Issues (organization)

• Donor diversity • Sustainability • Increase sales • Standardize (across all aspects of business,

financial reporting, operations, etc.) • Culture transition (charity to business) • Integrated campaigns: donors, volunteers &

clients• Capitalize opportunities

Q&A