Here is a presentation on a basic marketing plan for a non-profit.

2. What are we doing here?
1. Talk Marketing,
definitions, what it
means to you
2. Parts of a Marketing
Plan, with some extra
tips and tricks
3. How to make your
Marketing Plan YOURS,
ways to customize and
resources to help
I’m going to give you lots of info to help you out so let’s get started!

3. ‘Selling’ or Product terms
Even though terms like ‘selling’, ‘purchase’, or ‘buying’
maybe used – they still make sense even if no money
changes hands directly.

4. What is your definition of
Marketing?

5. Definition of Marketing and
other terms
mar·ket·ing ˈmärkədiNG/ noun

6. Marketing…
Oxford Dictionary
-the action or business of
promoting and selling
products or services,
including market research
and advertising.
American Marketing
Association
-the activity, set of
institutions, and
processes for creating,
communicating,
delivering, and exchanging
offerings that have value
for customers, clients,
partners, and society at
large.

7. Wikipedia
Marketing is the process of communicating the value of a
product to customers, for the purpose of selling that product,
goods or services. Another simple definition of "marketing" is
"managing profitable customer relationships”. Marketing
can be looked at as an organizational function and a set of
processes for creating, delivering and communicating value to
customers, and customer relationship management that also
benefits the organization. Marketing is the science of
choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior
and providing superior customer value. From a societal
point of view, marketing is the link between a society's
material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through
exchange processes and building long term relationships.

8. Types of Marketing
(with examples!)
We are going to look at types of marketing with 3
different focuses:
Delivery Method
Audience
Message/Content

9. Direct Marketing - This is a wide term which refers to
the technique where organizations communicate
directly with the consumer through mail, email, texts,
fliers and various promotional materials.
Marketing that focuses on
the delivery method of the
message

10. Digital Marketing - This strategy uses various digital
devices like smartphones, computers, tablets or digital
billboards to inform customers and business partners
about its products. Internet Marketing is a key element
in Digital Marketing. This is like casting a wide net but
geared towards internet users. (Social Media)

11. Cross-media Marketing - As the name suggests,
multiple channels like emails, letters, web pages etc are
used to give information about products and services to
customers in the form of cross promotion. Use multiple
forms of communication to get a marketing point
across.

12. https://www.youtube.com/watch?v=WGiDODvpfGE

13. Community Marketing (Evangelism Marketing) - This technique caters to the
needs and requirements of the existing customers, as opposed to using resources
to gather new consumers. This promotes loyalty and product satisfaction and also
gives rise to word of mouth marketing among the community. **
TED Talks – Build a Movement
http://www.ignitesocialmedia.com/social-media-strategy/how-to-build-brand-
evangelists-with-3-winning-examples/
GoPro
http://youtu.be/wTcNtgA6gHs
Marketing that focuses on
the audience

14. Database Marketing - This utilizes and information
from database of customers or potential consumers to
create customized communication strategies through
any media in order to promote products and services.
Casting a wide net, using pre-collected information to
target a specific audience.

15. Diversity Marketing - The aim of this strategy is to
take into account the different diversities in a culture in
terms of beliefs, expectations, tastes and needs and then
create a customized marketing plan to target those
consumers effectively.
(In most cases, openly targeting a particular race sets you up for more
pitfalls than benefits. So be careful)

16. This is good
This is bad

17. Message/Content based Marketing
Content Marketing - In this case, content is created
and published on various platforms to give information
about a certain product or service to potential
customers and to influence them, without making a
direct sales pitch.
http://gizmodo.com/watch-this-haunted-
poster-come-to-life-and-scare-the-he-
1652707324?utm_campaign=socialflow_giz
modo_facebook&utm_source=gizmodo_faceb
ook&utm_medium=socialflow

20. Alliance Marketing - Here two or more entities come
together to pool in their resources to promote and sell a
product or service, which will not only benefit their
stakeholders, but also have a greater impact on the
market.
http://www.allbusiness.com/slideshow/10-wild-and-
crazy-marketing-ideas-that-worked-15677076-
1.html/8

21. Call to Action (CTA) Marketing - CTA is a part of
inbound marketing used on websites in the form of a
banner, text or graphic, where it is meant to prompt a
person to click it and move into the conversion funnel,
that is, from searching to navigating an online store to
converting to a sale.

24. Freebie Marketing - Here a particular item is sold at low rates, or is
given away free, to boost the sales of another complimentary item or
service.
(Free pencil with every book checked out)
Free Sample Marketing - Unlike Freebie Marketing, this is not
dependent on complimentary marketing, but rather consists of giving
away a free sample of the product to influence the consumer to make
the purchase.

25. Guerrilla Marketing - Unconventional and inexpensive
techniques with imagination, big crowds and a surprise
element are used for marketing something, a popular
example being flash mobs. **

28. Planning Your
Library’s Marketing
(aka a Marketing Plan)

29. A Marketing Plan is not a one person job,
YOU NEED A TEAM!

30. 1. The team should include leadership, department heads
and anyone else that wants to help (but limited to a
smallish number like 5 to 8).
2. When you get together, have your mission, strategic plan
and vision statements on hand.
3. Remind everyone that this is not a personal attack.

31. Basic Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget

32. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it
packs a powerful punch that can help you take your
strategic plan or marketing plan to the next level. Don’t
avoid SWOT analysis because it requires you to ask the
hard questions and face problems within your
organization. It will make your operations and
marketing more effective and arm you with the next
steps you need to take.

33. STOP, Collaborate and Listen

34. Today we are not a library…
Sometimes you are a little too
close to a project to get the full
picture, so we are going to
start fresh as another business
We are from so many different
counties that we would not
make a unique plan for one
but a hodge-podge on for all –
that does not work
Gets you in the practice of
Alliance Marketing…

35. Today we are a farm!

36. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it packs a
powerful punch that can help you take your strategic plan or
marketing plan to the next level. Don’t avoid SWOT analysis
because it requires you to ask the hard questions and face
problems within your organization. It will make your
operations and marketing more effective and arm you with
the next steps you need to take.
Write down every idea, since you will be narrowing the list
down later.

37. List Internal Strengths
A few things to consider:
Age of organization
Tenure of staff
Staff education and experience
Ease of purchase/donation
Financial stability
Transparency
Reputation

38. Let’s pretend we are a farm…
List some strengths
We are local
Organic
Family owned for 30 years
Lots of growing knowledge

39. Compile Internal Weaknesses
A few examples:
Lack of education and experience
Cash flow
Short-staffed
Poor website
No public awareness
Board inefficiency

40. Back to the farm…
Short staffed
Smaller farm
Have some veggies
that are not so popular
No website or social media

41. What Are Your Opportunities?
Opportunities are the thing your organization has no control over, but
could potentially take advantage of
New grants available
Possible partnerships
Demographic trends
Companies looking for
cause marketing opportunities
Influential connections
Recent good press
*Partners/ Connections pg 81 MYL

42. And at the farm…
Educational Grants
Farmers Markets
Organic grocery stores
Organic Partners
‘Green’ very popular

43. What Are the Threats to Your
Organization?
What external threats exist that could harm your nonprofit?
Economic downturn
Elimination of funding
An advocate leaving
government office
Recent bad press
Demographic trends
Rising vendor costs

44. The farm…
Other larger farms in the area with more product
Not as popular as some farms
Seasonal

45. That your weaknesses and threats can be converted
into strengths and opportunities by looking at them
differently.
Can you frame your loss of government funding as an
opportunity for major donors to step up? Or maybe you
can take your bad website and make it into something
you’re truly proud of and that the community, your
volunteers and donors enjoy visiting.
And remember…

46. You can use the SWOT analysis as a reference during
each step of creating your marketing plan or strategic
plan. As you move forward, look at your strengths and
opportunities and try to match them up so your
organization is taking the path of least resistance in
your marketing.

47. Target Audience

48. A target audience is the person or group of people
whom writing is intended to reach. In other words, it is
important for a writer to know who will be reading his
or her writing.
This audience is the person or group of people the
writer is aiming for or trying to reach. When a writer
knows the target audience, he or she will shape both
the purpose and tone of the writing to match the
audience's needs and, sometimes, expectations. Make
PERSONAS to help you visualize the target audience.

49. There is no such thing as
‘everyone’
Even though your library welcomes everyone and might
have something for everyone, you can not market to
everyone.
That would make your marketing plan way too broad
and it would turn into a ‘cross your fingers and hope it
works’ campaign.

50. 1. What is the desired action of you
target audience?
2. What demographic groups are
most likely to take the desired action?
3. How do they think?
4. What needs, challenges, and
frustrations do they have?
5. How does your idea, service, or
product help your target audience?
6. What drives them to make
purchasing decisions?
7. Do they currently use (or support)
a product or service of your organization
or that of a similar organization?
8. What media do they currently use?
9. How can you best reach your
target audience?
How to narrow down your target audience

51. 1. What is the desired action
of your target audience?
(This is a good time to look back at the SWOT Analysis)
Buying your product or service?
Donating to your organization?
Volunteer for an event?
Advocate by spreading the word and educating others?

52. So, at the farm…
I want the Target(s) to buy and advocate for my product.

53. Figure out not only
who has a need for
your product or
service, but also who
is most likely to take
action (buy, donate,
volunteer).
2. What demographic groups
are most likely to take the
desired action?

54. Some things to consider…
Age Group
Gender (M, F, both)
Location (local, regional,
national &/or urban,
suburban, rural)
Marital/Family Status
Income Level
Education Level
Occupation

55. 3. How do they think?
Personality types
Attitudes
Values
Interest/Hobbies
Lifestyles
Behaviors

56. 4. What needs, challenges,
and frustrations do they
have?
Understanding where
your audience’s needs
and frustrations are,
helps to shift the
conversation from
how they can help you
(“buy my product”) to
how you can help
them. Often times this
is communicated very
subtly.

57. 5. How does your idea,
service, or product help your
target audience?
What problem does
it solve? How does
it make their lives
easier? better?
What would
motivate them to
pay for it?

58. 6. What drives them to make
purchasing decisions? (or
donating, volunteering,
sharing, etc)
What influences them to take that final step? What
obstacles might be in their way? One product I worked
with did an amazing job at marketing to potential users
of our product and generated tons of interest and
excitement on an advertising budget of virtually $0.

59. 7. Do they currently use (or
support) a product or service
of your organization or that of
a similar organization?
If so, this means that
they have shown an
active interest in your
type of service (good)
but may be open to
new opportunities or
may be satisfied with
the way things are. e.
If they don’t, it might
prove

60. 8. What media do they
currently use?
Consider the magazines
they read, tv & movies they
watch, websites they visit,
social media sites they
frequent. For social media,
consider the times they are
most active and what types
of content they engage
with (follows, clicks,
comments, mentions, likes,
and shares)

61. 9. How can you best reach
your target audience?

64. http://gizmodo.com/this-ad-has-a-secret-anti-
abuse-message-that-only-kids-493108460

65. Helpful Hints!
With a little persistence Google can prove quite helpful
in helping track down research that others have already
compiled on your target. Search for blog posts,
magazine articles and survey results (or databases –
hint hint) that talk about your target market.

66. How many target audiences
do you have?
Target audiences should
be treated like social
media platforms, you
don’t spread yourself thin
trying to update all of
them. Pick the ones you
are good at and make
them stronger (use
community/evangelical
marketing).

67. You also might want to consider creating a
survey of your own where you can ask your
current customers for feedback.

68. Now that you know who you
are targeting, you should find
it much easier to figure out
what marketing messages will
resonate with them and which
media channels will be most
effective at reaching them.
Defining the market is the tough part.

69. Goals!

70. Draw connections between
your SWOT Analysis and
Target Audiences to
make the Goals.

71. SMART Goals
Specific
Measureable
Achievable
Realistic
Time Bound

72. Typically you only want 3-5
goals, but you can start with
just 1…

73. Identify a SPECIFIC audience
being addressed
(from your Target Audiences)

74. State a MEASURABLE
outcome, check your SWOT
Analysis sheet.

75. Set an attainment level you
want to ACHIEVE – how much
do you want the situation to
improve?

76. Think REALISTICALLY – does
the audience match the
situation and the
achievement?

77. Set a TIMEFRAME
– declare when
you would like
everything to be
done or when you
will check the
progress

78. Down on the Farm…
What Audience works well
with an area of the SWOT
that needs to be improved
or is already growing?
What is the goal to be
achieved?

79. Strategy
How do you intend to reach the intended audience to
meet the goal and fill the (SWOT) need?

80. Unfortunately, there is no
magic equation for strategy
making.

81. Think about the Delivery
Method of information:
How will the target audience hear about your
(SWOT) need?

82. Where is your target audience
already going?
Where do they get their news?
Are they regulars at a church,
organization, or chamber of
commerce?

83. Survey
If you decide to do a survey, these are some of the
questions you should ask.

84. Here are a few Library ads to
check out!

85. What is the strategy for the farm?

86. Budget
Brief breakdown of what the strategies will cost
(not just money but resources and time too)

87. Some budget
questions to
ask…
What resources do you
need?
How much time will this
take away from the staff?
Who will be doing what?
Printing costs of marketing
materials?

88. How to make it your own…
A few tips to help make your point look and sound like
its coming from you while appealing to your audience

89. What is a position statement?
For (target customers)
Who (have the following
problem)
Our product is a (describe the
product or solution)
That provides (cite the
breakthrough capability)
Unlike (reference competition),
Our product/solution (describe
the key point of competitive
differentiation)

90. The following positioning statement was used by
Amazon.com in 2001, when it sold books almost exclusively:
For World Wide Web users who enjoy books, Amazon.com is a
retail bookseller that provides instant access to over 1.1
million books. Unlike traditional book retailers, Amazon.com
provides a combination of extraordinary convenience, low
prices, and comprehensive selection.

91. Fictitious company,
Underfoot Industries
(that specializes in
carpets), has decided to
pursue two target
markets: schools and
light commercial
customers. These are
distinct market
segments whose
customers rate their
needs differently, so the
company must develop
two positioning
statements.

92. Underfoot Industries #1
For schools, the Underfoot Industries EverAwesome line
is the strongest, most durable carpet among all
commercial-grade carpets for organizations on a budget,
because it is made using our patented SteelTwist
technology. The EverAwesome line features Underfoot
Industries’ patented technology for producing high-
strength, low-wear carpets. Underfoot named its
production technology “SteelTwist” to appeal to
customers, such as schools, who place a very high value
on carpet strength.

93. Underfoot Industries #2
For today’s appearance-conscious business, the
Underfoot Industries EverAwesome line is the carpet that
stays new-looking longest among all commercial-grade
carpets. Our patented technology produces durable, low-
wear carpet whose lifetime cost is 40-80% lower than
other brands. The brand name “EverAwesome” tells
customers: “This carpet looks great, AND it will last a
long time.”

96. https://www.flickr.com/photos/geekthelib
rary/

101. Branding

102. Important to make the message consistent, not just in
graphics but in voice and tone, not just for the
consumers but for staff as well. Write like a smart
human , talk directly to the reader using ‘you’, and
‘yourself’ as ‘we’ or ‘I’.

103. Graphics

105. Campaign
Take position statement (from your goals) and the strategy to
form a campaign

106. Social and other media help
1. Genuine, generous, grateful, not greedy,
grandstanding, or grabby.
2. Product, Price, Place
3. Think outside the box

107. Process
Have a process established for creating and approving
content/marketing materials. Hold a training session.

108. Something to remember…
This is a Constantly Evolving Document
which is cascaded to the relevant people and monitored
regularly. Most action plans are relatively short term
documents which focus on the coming year, but longer
term implications should also be considered. Determine
who will complete each action point. Monitor the
progress of the plan and review regularly.

109. What is a plan review?
This does NOT mean you take it out of the drawer, look
at it, and throw it back in the filing cabinet.
You sit down with your team and review every step,
even redo some portions if circumstances have
changed.
If you cut corners here, you will fail.

110. Tools/Resources

111. ESRL!
1. We have a great professional collection!
tinyurl.com/regionalrainbow

112. Here are a few of the books I used…
The Nonprofit Marketing Guide by Kivi Leroux Miller
Marketing Your Library edited by Carol Smallwood, Vera
Gubnitskaia, and Kerol Harrod
Meatball Sundae by Seth Godin
Word of Mouth Marketing by Andy Sernovitz

113. Seth Godin
SETH GODIN is the author of 17 books
that have been bestsellers around the
world and have been translated into more
than 35 languages.
Writing and speaking, Seth is founder of
squidoo.com, a fast growing, easy to use
website. His blog (which you can find by
typing "seth" into Google) is one of the
most popular in the world. Before his
work as a writer and blogger, Godin was
Vice President of Direct Marketing at
Yahoo!, a job he got after selling them his
pioneering 1990s online startup,
Yoyodyne.
In 2013, Godin was inducted into the
Direct Marketing Hall of Fame, one of
three chosen for this honor.

114. ESRL
We can also help with printing
and graphic design!
For graphics please email
kacey@esrl.org and for any
printing questions just ask
dean@esrl.org!
We would love to help
you out!

115. Bigstockphoto.com
ESRL has a stock photo account here. Browse the site and
email me (kacey@esrl.org) the link with what size you
would like and Ill email it back. Try to give me 5-7 days
before you need it, I only have a few downloads a day.

116. Your community
Each community is unique and has its own hidden
treasures, use these and other assets in your area.
Various events, other companies
*partners/ connections MYL

117. Your Fans!
The people can be your biggest and best forms of
marketing.

118. Your SEO!
I know computer stuff can be intimidating, but Search
Engine Optimization can be your best friend, make sure
that you are getting the best search results for your site.

119. Thank You!
Thanks again for coming,
please feel free to email
me with any questions
Kacey @esrl.org
Sam will email you a link
to the slide show if you
need to reference it in the
future.