creating a strategic marketing communications plan
DESCRIPTION
Don't blink - you might miss something! This is how it feels to live in our nanosecond culture, where everything is changing at an accelerated pace. Our nanosecond culture has changed nonprofit marketing communications forever. The controllable flow of information through easily identified channels is disappearing. This makes your strategic marketing communications plan even more valuable to rise above the noise to put your organization in the spotlight!TRANSCRIPT
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In The Spotlight:
Creating a Strategic Marketing
Communications PlanDeborah Spector
NPO Connect Marketing Communications Expert
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
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Communications without direction…
…is like cocktail conversation!
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Creating a Strategic Marketing Communications Plan
Goals for today’s session:– Understand the role of marketing
communications– Why knowing your audience is most important
element of communications– Research tools to get you started– Review the elements of a marketing
communications plan
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Strategic Marketing Communications
Your lens to focus on the people you serve, the individuals you seek to influence and the donors you wish to cultivate.Creates powerful, focused & targeted appeals for mission impact, to build your brand and for fundraising.
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Marketing Communications Plan
Supports your mission and the objectives laid out in your strategic plan. Focuses your marketing and communications, making sure that all activities work together to support the big picture. Gives you the focus to know where you’re going, what you need to say & what channels you need to positively interact with your audiences.
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Characteristics of a Good Strategic Marketing Communications Plan
1. It is participative2. It is dynamic3. It is flexible4. It is audience-driven5. It combines the best of PR and Marketing6. It contains a mix of strategy and tactics7. It is doable8. It is measurable
– Hollister, Trubow & Associates
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Research Tools
Marketing AuditSWOT AnalysisAudience Discovery InterviewsFocus groups
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Start with your Vision & Mission
Think of the words “visionary” and “missionary.”
A visionary imagines possible futures,whereas a missionary does the work
to achieve the desired future.The vision is your guiding force; the
mission is your guide to all your initiatives.
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
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Elements of aMarketing Communications Plan
Goals & ObjectivesTarget Audience
StrategiesTactics to engage target audience
Create MessagesChoose Channels to deliver messages
Roles & ResponsibilitiesWork Plan
BudgetEvaluation
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– Zig Ziglar
A Goal is a dream with a deadline.
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Objectives must be SMART:
SpecificMeasurableAttainableRelevantTime-bound
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The Difference between Goals and Objectives
MissionG
oal
Objective
Goals are broad, Objectives are narrow.
Goals are general intentions, Objectives are precise.
Goals are intangible, Objectives are tangible
Goals are abstract, Objectives are concrete.
Ethereal
Actionable
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Know your Audience!
Be curious & formalize your curiosityusing marketing research:
DemographicsPsychographicsEconomic EnvironmentSocial Media UsageDonor Habits
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Everyone’s Involvement In Life
Is Through Different Sets of
Filters.
~☐O
Marketing Perspectives in the 21st CenturyChristopher Lemley,
J. Mack Robinson School of Business, GA State University
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Effective Non-Profit Message Cycle
Here are the
results of your
money
Here’s the story of what we
do
How what we do
affects you
Send us money
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Plutchik’s Wheel of Emotion
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Strategy - Ideas of how communication goals can be achieved.
Develop Key Messages
Prioritize Key Audiences
Identify Ways to Reach Audiences
Conduct Ongoing Blogger Outreach
Develop Best Practices for Social Media
Define & convey brand & brand value to target audience
Expand marketing reach to engage more people in each target audience
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Strategy & Action
Communications Awareness
Comprehension Conviction
Commitment
Mass 40% 10% 5% 5%
Direct 40% 50% 20% 10%
Small Group 10% 20% 35% 15%Person to
Person 10% 20% 40% 70%
• Awareness brings your nonprofit to the attention of an audience• Comprehension develops an understanding of an organization• Conviction matches individual interests to institutional offerings• Commitment assists in the decision process
– Adapted from Barton-Gillet Company
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CommChannel
Provide Info
& dialog
Fundraising
News & Link
PromoteResearch
ProvideResources
PromoteEvents
Website Blog
On-line Newsletter Email
YouTube
Podcast
Webinars
Conference
Face to Face Meetings
SEO Press Releases
PSA
Conference Call
Special Events
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Relating Key Audiences to Messages
Audience
What theyneed to know
Key Communication Messages
Communication Tactic
ServiceUsers
What we offer themHow to access our servicesWhere to go for advice
We provide useful, practical information & supportWe are trustworthy & reliableWe put services users first & value their opinions
WebsiteWebinarsFace to Face
LocalElected Officials
What we want to see changed in policy termsOur strong evidence base and supporter base
We have a strong evidence base and our calls are grounded in robust evidenceWe have a good knowledge of the policy environmentWe are a well-respected, authoritative organization
EmailFace to Facee-newslettersWhite Papers
Supporters
We have the ability to make change if they help us
We need you to support our campaign by writing to your elected official, signing our e-petition, donating to us etc.
Direct MailEmailFacebookSpecial Events
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Don’t forget – Money Follows Communication
“Any group that does not have an effective communication program will raise only a
fraction of the money they would otherwise attract.”
– Fundraising Guru Roger CraverStrategic Communications for Nonprofits
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We live in aconnected culture
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InboundMarketing
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Integrate your mix…
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Look at your brand strategy
Does your brand story not only inspire you to tell stories, but also inspire customers
to tell stories?
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It’s Not AboutTechnology …
It’s About People!
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Work Plan
How do you roll out the implementation?Create & manage steady stream of activities.Ensure coordination in timing and impact.Build in evaluations before the end of the year.Be clear on who does what & by when.
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Budget
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Remember: Objectives & Goals
Drive Measurement & Evaluation!
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Wanted – Great NPO Communicator!
Sampling of necessary skills:Great writer in multi-mediums – annual reports, web, online newsletters, press releases, SMProlific content generator across mediums (written, video, audio, & photo)Marketing generalists – New & traditional mediaProactive communicator & connectorDriven project managerCompulsive commitment to brand consistencyDriven by metricsUp-to-date on best practices and emerging trends
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Thank you!
Please visit my website forblog posts, resources and
more:
www.creative-si.com
To connect with me via my Twitter, Facebook, LinkedIn,
etc.
Creative Solutions & Innovations www.creative-si.com |
404.325.7031 October 16, 2008