Marketing Social Innovation

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Presentation at the University of Chicago's Social Service Administration (SSA) on Marketing Social Innovation.

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Marketing Social Innovation

  1. 1. Marketing Social Impact University of Chicago February 14, 2012
  2. 2. Today, you will learn…1. The importance of ‘why, what, who, how’2. How to create a Marketing Action Plan (MAP)3. What makes some messaging fly and some flop4. Which trends to watch
  3. 3. Landscape• ~1.6 M charitable organizations in the U.S.• ~68,000 charitable organizations in Illinois• Number of is increasing by ~4.5% per year• Charitable giving per year: ~$300B
  4. 4. MARKETING IS A MEANSTO AN END
  5. 5. Definition: CommunicationsThe art and technique of using wordseffectively to impart information and ideas.
  6. 6. Definition: MarketingThe words and ways you use to inspirepeople to action and engagement.
  7. 7. WHY WHAT WHO HOW
  8. 8. VISIONMISSION
  9. 9. VISIONARYMISSIONARY
  10. 10. Belief Proposition• Why do you exist?• What would be different if you didn’t exist?
  11. 11. Belief PropositionWe believe… Technology can play a pivotal role in creating the greater good. Every child deserves to be a great reader. Hunger is unacceptable.
  12. 12. Belief PropositionBenevolent believes…
  13. 13. Definition: BrandCompelling alignment of the visual,narrative and experiential aspects of whatyou do and why you do it.
  14. 14. The Team Read BrandWe believe all kids deserve to be great readers. Approachable, dependable, outspoken.
  15. 15. Case Study:Komen/Planned Parenthood Komen Planned ParenthoodAnnouncement: Silence MediaNo more interviewsfunding for PPFeb 1: SM Silence Mediafrenzy begins Interviews/ Active on FB & TwitterFeb 2: Frenzy Scripted Video Mediacontinues Interviews/SM/ Grassroots energizedFeb 4: Reversal Formal Formalof decision statement statement + SM
  16. 16. WHY WHAT WHO HOW
  17. 17. 1, 2, 3 Marketing Tree1. WHAT does marketing success look like?2. WHO do you need to reach for your marketing to be successful?3. HOW can you most effectively reach your ideal supporters?
  18. 18. WHY WHAT WHO HOW
  19. 19. WHAT does marketingsuccess look like?
  20. 20. WHAT• Resist temptation to skip the WHAT• Crystalize essence
  21. 21. WHAT: Goal Buckets Awareness • Advocacy • Volunteers • Program • Fundraising
  22. 22. WHAT• Resist temptation to skip the WHAT• Crystalize essence• Focus on Benefits not Features
  23. 23. WHAT• Resist temptation to skip the WHAT• Crystalize essence• Focus on Benefits not Features• Less & better > more & poorly
  24. 24. ”Perfection is reached not when thereis nothing left to add, but when thereis nothing left to take away.” Antoine de Saint-Exupery
  25. 25. WHY WHAT WHO HOW
  26. 26. WHO do you need to reachto be successful?
  27. 27. WHO• “General public” is not a target audience• More specific = Better• Create profiles for most important ideal supporter
  28. 28. WHO ARE BENEVOLENT’SIDEAL SUPPORTERS
  29. 29. BREAK
  30. 30. HOW: The 3 M’s• Message (What’s your message?)• Mechanism (How can you most effectively deliver it to your target audience?)• Measurement (How will you know if your message and mechanisms are working?)
  31. 31. WHY WHAT WHO HOW
  32. 32. HOW can you mosteffectively reach yourideal supporters?
  33. 33. Messaging
  34. 34. Taglines & Elevator Pitches Tagline is read. Elevator pitch is said.
  35. 35. American Cancer Society.The Official Sponsor of Birthdays.
  36. 36. Lean in Line (aka Elevator Pitch)• Door opener, not deal closer• Generic + target audience = tailored• Got to be able to say it with conviction over and over again.
  37. 37. Benevolent: Messaging“Benevolent fosters individual giving to meetindividual needs - connecting people who facehurdles along their paths to stability and successwith people who want to help.”
  38. 38. Benevolent: MessagingTagline: Where giving fosters success.Written: We connect people who face hurdleswith people who want to help.Spoken: We run a website that connects peoplewho face hurdles with people who want to help.
  39. 39. Top 5 Words to Avoid1. Provide2. Just3. Trying4. Self-sufficiency5. Thriving communities
  40. 40. Mechanisms
  41. 41. Definition: Social MediaGroup of Internet-based applications thatallow the creation and exchange of user-generated content.
  42. 42. Definition: Public RelationsThe methods and activities employed toestablish and promote a favorablerelationship with the public.
  43. 43. Definition: AdvertisingBringing a product or service to theattention of potential and currentcustomers.
  44. 44. Modern Marketing Mix Annual Report Postcard Facebook Newsletter LinkedIn Website
  45. 45. Modern Marketing Mix: Take 2 Newsletter Flickr Facebook Press Release Annual Website Appeal
  46. 46. Social Media ProgressionListen Share Contribute Create
  47. 47. Top 4 Social Media Mechanisms for Nonprofits Twitter Blog LinkedIn Facebook
  48. 48. Top 3 Trends to Watch1. Mobile2. Pinterest3. Video
  49. 49. Measurement
  50. 50. Measuring Success– 3E: Outcomes: the change you want to see • Paint a picture of the change you want to see and make it SMART– 1E: Outputs: emails sent, blogs posted, articles published, etc. – things you control • Measure early and often
  51. 51. Create a Marketing Action PlanBenevolent
  52. 52. Final Thoughts• Why, What, Who, How• Less=more• Think beyond borders
  53. 53. www.claxonmarketing.comerica@claxonmarketing.comTwitter: @ericamillsTHANK YOU!

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