Marketing Strategy Chicago AMA Nonprofit SIG Feb 23, 20121
Vision Mission Business Goals/ Objectives Strategy Tactics2
DefinitionsMission/Vision – The “most important” thing. LONG TERMObjectives/Goals – Also long term and big picture. Think ofthem as interim steps to mission/visionStrategies - HOW you achieve mission/vision and/orobjectives/goalsTactics – The “whats” of how you achieve strategy. Small,specific action items. 3
Marketing StrategySpecific strategy to meet marketing objectives to support mission. Includes External Market Scan:• Customer• Competitor• EnvironmentIncludes Internal Market Scan:• Assets available• Performance metrics desired4
Marketing PlansTactical plans to meet marketing strategy. Includes:• Target audience• Metrics and ROI• Specific channels, media, and messages5
Marketing Strategy Built OnSegmentationTargetingPositioning Toward DESIRED ACTION 6
BrandBrand is a set of values, beliefs, and assets(liabilities) linked to an entity.May include:• Name• Symbol(s)• Experience(s)• Promise• Values• Ambassadors• Colors• Language 9
Example : Alzheimer’s AssociationVision: A World Without Alzheimer’sMission: To eliminate Alzheimer’sdisease through the advancement ofresearch; to provide and enhancecare and support for all affected; andto reduce the risk of dementia throughthe promotion of brain health. 10
Example : Alzheimer’s AssociationStrategic Objective: Measurablyincrease concern about Alzheimer’sdisease in general population anddouble unaided awareness ofAlzheimer’s Association in mediatarget audience. 11
Example : Alzheimer’s AssociationMetrics:• Increase media impressions by 20%each year• Double the number of Walk to EndAlzheimer’s participants 12
Example : Alzheimer’s AssociationDouble the number of Walk to EndAlzheimer’s participantsSample Tactics:• Place Walk in every MSA of 100K+• Increase paid media budget to increase teamcaptains by 30% each year• Implement best practices uniformly acrossorganization• Increase national team program by 10% each year 13
No Matter How Big or Small. . .• Be true to your brand• Know your objectives (what action for which audience)• Keep your eye on the prize – metrics matter• Don’t do everything – do the most important thing(s)• What you do, do well• PR beats paid advertising every time 15
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