non profit marketing communications strategy 100126151041 phpapp02

8/6/2019 Non Profit Marketing Communications Strategy 100126151041 Phpapp02

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Enhance Your Goalswith Communications

March 2008



Who we are…• Flint Communications• Part of the Flint Group



What we’ll cover…• Who are you?

– Determining your “brand” positioning

• Who needs to care?– Identifying and analyzing key audiences

• What do they need to know?– Determining key messages– Matching them to audiences



What we’ll cover…• How do you reach them?

– Identifying the best way to deliver yourmessages

After lunch…• Hands-on planning session



Who are you

What is yourbrand

?



A brand is not a logo

A brand is not identity

A brand is not a product

Your brand is not…



Your brand is…

A brand

is a person’s

gut feelingabout a product,

service ororganization.



Your brand is…

not what

you say it is…



Your brand is…what they say it is.

It’s the position you have in their mindor heart.

Photo by Elvire.R.



So…

Where are youpositioned today?

Where do you want to betomorrow ?



Examining your positioning …



Begin with who you are…• Mission, vision and core values of your

organization.

• Who, where you serve?• Who else is out there?

– Serving the same audience, same services?

– Competing for the same dollars?– Talking to the same donors?



If I asked…• What is the “one thing” you do best?• Are there other unique distinctions

between you and your “competitors”?• If you had one minute to tell someone

about your organization, what wouldyou say?



And more questions…• What words would you use to describe

your organization?

• Where do you make the greatest impact?• What do you do to make life better?• What is the reputation of your

organization?



Think about your history, yourstaff and volunteers, and more.• Where are you strong?• Where are you weak?• What “gets in the way” for you?

– Obstacles– Issues

– Current or past events• “I wish they knew ____ about us.”



Summarize yourunique distinctions .



Who

needs to care?



• List all possible audiences.– External (include customers, clients, members, etc)

• Individuals• Businesses

– Internal• Staff, Board, Committees, Volunteers

• Identify who could possibly inuence them.• Include other funding sources, regulators,

thought leaders, associations.

Determine target audiences.



Who

needs to carethe most?

Prioritize your audiences.



• Analyze all audiences– Individual

– Businesses

• Awareness vs. Potential– Use matrix tool to plot audience

• Focus efforts on audiences with high potential– High Potential/Low Awareness– High Potential/High Awareness

Prioritize Target Audiences



What does each audience know – or

need to know?



Where are

they now?

Awareness

Knowledge

Liking

Preference

Commitment



What resonates with —and engages—

each audience ?



What hurt do you address,

what need do you ll?



What makes them care? • Psychographic information:

– Interests

– Hobbies– Leisure pursuits

– Cultural– Beliefs, thought patterns

– Core Values



What issuesmight get in the way?

• Reputation– Industry– Organization

• Frustrations



What does eachaudience need

to know?



Develop…your positioning statement …

…and an elevator speech .



A brand positioning statement…

….is a statement that denes the place abrand occupies in the audience’s mindrelative to competing offerings.

This statement is the foundation for allcommunications material but is not theexternal message.



Develop a Great Elevator Speech

Image by jepoirrier



Elevator SpeechWhat it is:

A brief, compellingdescription of– Who you are– What do you do– Why does it matter

Needs to be shortand concise – easilysaid ina short elevator ride!

Needs to pass the SoWhat? test



Elevator Speech

Example – printing company:“At ACME Printing we help companies

save time and reduce costs by making iteasier for them to print their invoices and accounts receivable forms and processtheir payroll checks.”



DevelopKey Messages



Key messages…• Open the door to direct communication withyour audience.– Bridge what your audience already knows

with where you are trying to take them.• Are customized to each audience.• Address the hurt and the need.

•

Are the “one thing” that audience needs toknow.• Are backed by proof or supporting points.• Get your audience curious.



And… where and how will they get my message ?



Effective strategies ….

… inuence a target audience to achieve aspecic outcome by using selectedmessages, messengers and channels ormediums to reach the target.



Strategies …• Objectives– Educate

– Awareness– Action

• Who– Prioritized target audiences

• Key Messages– Persuasive, compelling messages that resonate with target

audiences

• Initiatives– Dene How and What you need to accomplish

• Tactics– All the different ways you reach people– Vehicles for delivering key messages



Strategy Example

• Objective– Strengthen current donor relationships

• Who– Cass/Clay businesses with 50+ employees with HighPotential/High Awareness

– Adults in Cass/Clay with household incomes of$75,000 +

• Key Messages– Brand key messages– Cause/program specic based on donor’s interest



Strategy Example

• Initiative– Nurture current and past donors through annual fund

raising campaign

• Tactics– Hold kick-off meeting– Launch media campaign

• TV• Radio

• Print– Set up speaking engagements at specic targeted

businesses– Send out media releases with campaign milestones



Strategies …

• Action plans• Steps needed• Who’s responsible

• Timeline• Budget

• Evaluate



Last words

Don't get trapped into feeling like youhave to know everything to get started.

Learning happens as you make and try outnew strategies and messages.

non profit marketing communications strategy 100126151041 phpapp02

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