Weaving Your Marketing Loose Ends into a Strong, Tight Powerful Plan

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Kivi Leroux MillerNonprofit Marketing Guide.com - @kivilm

Nancy SchwartzGetting Attention.org - @nancyschwartz

Tara CollinsWatershed Agricultural Council

Karen SecularThe Arnold P. Gold Foundation@GoldCareInMed

Fill in the blank:

Our marketing is a bunch of loose ends because __________.

Before . . . fl

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flickr.com/photos/stevendepolo/4137096855/

After . . .

flickr.com/photos/abbynormy/471143010/

2 Tools2 Case Studies

Plenty of Discussion

All Action, No Traction

http://files.myopera.com/SqueakeyCat/blog/NORWEGIAN%20ICE%20BREAKER.jpg

Photograph by Emory Kristoff

5 Reasons Why a Marketing Plan is Essential

1. Directs your focus & keeps you on a clearly defined path.

2. Forces you to articulate concrete, measurable benchmarks.

3. Provides a definitive means of measuring progress vs. benchmarks.

4. Doubles as a pithy overview of your work to engage others.

5. Makes it easy to draft your day-by-day work plan.

Your Marketing Plan Template

1. Goals2. Benchmarks and Measures3. Situation Analysis4. Target Audiences5. Calls to Action 6. Framing the Message 7. Strategies8. Tactics9. Resources10.Work plan

DIY Communications AuditCompare to “Best Practices”Download This from MyNTC

Do our communications present a unified brand to our supporters across channels?

Do our communications present consistent messages and calls to action to our supporters across channels?

What needs to change in the next three monthsand by this time next year?

Traditional: Press releases CalendarsInterviewsPitchesMedia kit HARO.com NewsBasisFlyers

Internal: Email signaturePayCheck NewsPublic speaking ConferencesLinkedIn

Multi-pronged Approach

What Changed?

Changing Board

Governance Report Strategic Plan

Tweaked mission

statement

Organization & Staff Buy-in

Moving marketing from support function to strategic tool

Executive DirectorBudget

Negotiations

Unfunded Liability: Easement

Stewardship Endowment Fund

Inevitable Fundraising & Donor

Relationships

Our Marketing Strategy Dictates How, Why and How Much

Justified Web Designer Expense

Supporting Document for

Council Marketing Choices Going

Forward

Work Plan Guided by a Marketing Strategy in Council’s

Best Interest

•Multi-pronged approach

•Managing Things Differently

•Website = primary marketing tool

Cross-platform Branding

•Duplicate look & feel of website

•eNews sends readers back to website for more information

•Show, Tell, Like, & Share!

•Branding in print & online

Be Adventurous, Be Zen

• Start small

• Measure

• Experiment

• Think long-term

• Be aware of time

• Improve your skills & confidence

• Don’t freak out

Share the Load

•Jill of All Trades

•Empower staff

•Find support in unlikely places

•Ask for a favor

•Keep it fun!

70% email addresses

are in Metro NY

Consistent look & feel across channels

Emma Email Marketing

Our marketing is a

bunch of loose ends

because

__________.

What needs to change

in the next three

months?

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