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