positive change marketing
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Kalamali Katherine Liguori, MPHexpandyourimpact@gmail.comwww.expandyourimpact.org831-566-3105
Achieve Your Goals. Achieve True Change.
Importance of Marketing for
Positive Change
� Positive Change Marketing: marketing of solutions to social issues and right action or causes
� Needed to expand impact of dharmic organizations
� Goal: Achieve positive change through effective, evidence-basedmarketing plans
What Evidence?� Comes from Formative Research
� Evidence-Based methods to discover:
� What it is about mission/purpose that will appeal to core values of target audience
� How to frame cause for success
� Based on scientific methods of data collection to draw conclusions about:
� What groups of people (target audience) will be more likely to support you. Why?
� What is their persona? Their needs? Questions? Aspirations?
� How can you best reach out to them?
Formative Research- Why?� The #1 Reason is that is un-biased information from
outside of your organization
� You will always learn something new or unexpected about your marketing messaging or strategies
� Provides deep insight/detail into the current needs of target demographic
� Learn about others in your field, and how to improve your own strategies based on your marketing niche
� Current outreach or communications in field
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How?� Key informant interviews (gather expert knowledge of
individual in field, learn from their experience)
� Focus groups (in depth, specific groups opinions)
� Survey testing (test campaigns/frames, learn about target demographic behavior)
� Framing Memo (analysis of communications in your org compared to companion orgs)
� News and media current events (how people talking about it, what frames are in public)
When?When?
� Beginning (ASAP) and Throughout!
� First: identify your core values and target audience
� Stay updated on changing norms and perceptions of the public surrounding causes and keep up with similar org’s communication campaigns
� Use the best framing techniques for changing times
Identify Your Target Audience� Pre-req to any outreach: focusing efforts on group of
people most receptive to your nonprofit
� Niche: Where focusing to reach target audience
� Learn about your niche through the results of formative research
� Evidence-based� talking to right people and using strategically-focused efforts
� =Big results, fewer resources
Yes No
Votes
Framing� Be creative about best way to frame cause to your
niche
� Achieve greatest support possible
� Most important piece of framing: core value
� e.g. freedom, unity, justice, equality, family
� Makes immediate connection to audience Love
Freedom
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Support of Core Value� Evoke core value through effective tools in your
marketing:
� Messaging (content-driven)
� Imagery/symbolism or metaphors
� Catch phrases/slogan
� Media relations (press releases, sound bites, public service announcements)
� Success= tools work together to support a clear, focused concept supporting core values
Ex: Which core value works better?
Health Or Love
Answer: Love, because it is more powerful, more valued. Other strong core values: freedom, equality, family, peace, joy, etc.
Case Study: Nike
In addition, their ads are:
� inspirational,
� entertaining,
� and funny!
And they have
� High quality, professional ads
� And a credible reputation that magnetizes success!
Nike really sells sports wear, but what do they actuallyadvertise?
Deeply embedded core values that connect directly to our hearts.
Creating a Marketing Plan
How to achieve positive change by using the most effective marketing messaging, based on formative research
Identifies :
� Target Audience & Core Value
� Marketing Objectives and related Activities
� Plan of Action/Methods
� Timeline & Indicators to Track Progress
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Typical Plan of Action� Envisioning of Mission and Goals for Success
� Conduct Formative Research � Interviews
� Surveys
� Framing Memo
� Build or Revise Marketing Plan� Target Audience
� Messaging Framework
� Niche
� Promotions & Outreach (Local-Level, Online)
With your Science-Based
Marketing Plan...
Now you are ready to Expand Your Impact!
Questions?Email
Or Visit: www.expandyourimpact.org for nonprofit marketing tips and templates