scsae marketing plan 101

Mapping Out Your Marketing Plan

Presented by: DNA Creative Communications, LLC

Copyright© 2012

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Today’s Topics:

Marketing Plan Development 101

Integrating Your Marketing Efforts

Achieving Current & Future Success

Marketing Plan 101

Hone in on your Mission Develop key messaging Live your Brand

Understand Your Audience Clarify Your Goals Select Your Media Measure Results

Consider This

Your marketing plan should reveal what needs to be done, how to do it, as well as consider the

outside elements to be aware of when promoting your organization

1. Hone in on Your Mission!

Your Mission… Conveys the purpose and aim of your

organization

Defines what you are and why you exist

Distinguishes you from competition

Serves as a framework to evaluate current activities

2. Develop Key Messaging

Your Message… What are you trying to get across?

What are the top 3 questions you are

asked on a regular basis?

What are the key words you want to be identified with?

Where does this message make sense?

3. Live Your Brand

What is a Brand?

Your Brand is…

• The voice of your mission

•The essence of your organization

• Authentic and carried out by your organization every day

An Effective Brand…

• Communicates your mission • Builds trust

• Raises awareness • Impacts long-term sustainability

of your organization

Examples

• “My pleasure” •“Eat Mor Chikin” + cows as visual • Closed on Sundays (faith-based mission)

• “Where Shopping is a Pleasure” • Mission: Great savings with service you can’t put a price on

Examples

• Pink ribbon = fight against breast cancer

• Specifically trademarked for donor preservation • Cause marketing

• Just “google” it! • The simple search engine • Mission: Organize the world’s information. Make it universally accessible and useful.

4. Understand Your Audience

Always Think About…

• Who is your audience?

•What do they know about you?

•What do they not know about you?

• What do they need / want to hear?

Consider This

• An annual marketing plan will probably include more than one

audience with more than one goal, as well as more than one media channel.

So…

• Tailor your messaging to your audiences

• Never assume they know everything

• Be consistent in every marketing approach/outlet

5. Clarify Your Goals

Ask Yourself…

• What is the desired outcome of this marketing plan?

•Why do we want this outcome? •What promise(s) do we hope to

keep?

Goals

• Increase membership •Increase participation

•Increase overall awareness

Consider This

• A well-developed marketing plan is designed to support the overall

strategic goals of your organization.

•Call to action!

6. Select Your Media

Traditional Media Channels (Usually company-focused)

Includes:

•Newspapers, magazines, billboards • TV and radio

•Mailers and flyers

Brochures

Print Ads

Business Cards

Traditional Marketing

Website

Facebook

QR Codes

Online Marketing

Integrated!

Why Integrate Marketing Efforts?

• Expand exposure!

• Efficient use of marketing $$ •Access the viral power of user distribution

•Expand consumer touchpoints to gain new insights

An integrated media marketing

strategy develops engaging relationships which generate new

marketing capital—and a sustainable competitive edge!

Online Media Channels (Usually consumer-focused)

Includes:

•Website presence & capabilities •E-newsletters

• Social media and blogging

Consider This Inbound marketing leads cost 62% less than outbound

marketing. 93% of Americans believe an organization should have a social media presence.

56% of American consumers feel a stronger connection with—and better served by brands they can interact with online.

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Websites (Because currently 75.6% of the US

population is online)

Website

•Project a uniform image through consistent design, colors, and branding

• Maintain a consistent layout and toolbar

• Provide a value proposition that tells readers immediately: •What your site is about •The benefit it will provide to them •Why they should keep using it!

Design Do’s & Don’ts

• Do use a consistent, specific color palette

• Do have your logo on every page!

• Do have a consistent navigational toolbar!

• Don’t use low-quality, fuzzy or stretched images

• Do make sure your mission and cause is clear everywhere!

E-news Talk directly to your audience!

E-Newsletters E-news is a powerful marketing and

communications tool that:

Reminds supporters about your cause Gives updates on current events/projects Offers ways to get involved and keep in touch Provides interesting and relevant news,

stories, pictures and content!

E-Newsletter Tips

Make sure you send only to readers who have

“opted-in!”

Don’t send your e-news without a text option. In general, send e-news no more than once a week, and no less than every six weeks.

Appeal to “skimmers!” Use headlines, subheadings, and short chunks of text.

Consider This Feature a “Subscribe” button on your online

outlets to allow readers to sign-up to your e-newsletter hassle-free!

Monthly, post a Facebook and Twitter update with a short intro and link out to your e-newsletter

Blogging

(Easy sharing capability to gain potential members and spread awareness!)

Blogs

- Serve as representation of your expertise

- Post your latest PRs, announcements, current projects or new campaigns - Enhances overall SEO

- Tip: Update it! Static content does no good.

Ex. Blog Integration

http://www.youtube.com/watch?v=fwk0_g6DSbE

Social Media

Opportunities Low-cost, easy-to-use communications plan

•Free to use, along with tutorials and site support • Adds power to traditional marketing

Interactive Community

• Gives users and organizations their own identity • Connects your organization with the public, including supporters, donors and advocates of all ages!

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Opportunities Mutually Beneficial

• Allows you to listen and respond on a personal, integrated level (audience-centric communication) • Use as an educational resource, a recruitment tool, and outlet for prospective donors/supporters

Public Relations Boost • Spreads your message while enhancing SEO • Facebook has over 750 million active users and/or brands to potentially reach

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Increase Visibility

• Social media is organized around common interests. - Ex. LinkedIn for professional contacts, Facebook for

content sharing, Twitter for real-time updates with followers

• To leverage these communities for your organization,

you must be an engaged, valuable resource. – Ex. Interact by providing up-to-date project information,

replying to comments, offering online support, sharing content, testimonials, etc.

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Have a Social Media Plan

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• Identify the purpose for using social media • Set goals for what you want to accomplish • Develop organization policies • Determine your strategy • Implement it!

Social Media • Share content

– From Supporters & Members – From Complimentary Resources – From Past/Current/Future Events

ROI: Strong sharing element… Exposes your brand and cause to a current and new audience, as well as establishes trust within your niche and membership base

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7. Measure Your Results

Measurement Google Analytics

- Track your websites visitors and see where they are coming from (social media, e-newsletter, dif. website) - See what pages of your website visitors are viewing; compare and contrast effectiveness! - Helps determine what changes (content/updates) to make in order to improve effectiveness!

Ex. Google Analytics

Insight Page

Reports • Review reports from platforms • Facebook Insights develop metrics around your

content • Gather data from the IT Department or the company

that handles your web site • If you don’t already have Google Analytics on your

web site, get it! • Ask “where did you learn about us” • Review the details to measure your success

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Consider This Be realistic in your marketing strategies and in your

annual plan--leave room for contingencies!

Your marketing plan is a “plan” for a reason. Nothing is set in stone. If the marketing environment

changes, be prepared to change with it!

Now What? The Take-Home Checklist

Do I regularly review my analytics? Do I know where my supporters are coming from? Have I updated my website in the last week/month?

Do I have a strategy for growing my organization’s presence? Do all of my marketing materials accurately reflect

my brand? Am I soliciting feedback?

What user feedback have I heard lately? Am I using that feedback to make a difference?

scsae marketing plan 101

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