Presentation made at Academy for Nonprofit Excellence, May 2008, by Missy Blankenship

1. Discovering and Navigating Niche Markets, Resources for the Nonprofit Marketer (whomever your Stakeholders are) Academy For Nonprofit Excellence TCC-Tidewater Community College www.tcc.edu/wd/academy Exploring ways to go from good to great, all on a nonprofit budget or less. Instructor - Missy Blankenship

5. What is “Marketing” ?

12. SUCCESSES

13. Friendship Works Video , circa 1996 (snippet edited for today’s YouTube generation) Friendship’s 40th Anniversary Celebration (event) Friendship and Nat Disability Employment Awareness Month Senator Allen visit Friendship Industries for an announcement Part 1 Part 2 Friendship in the news, WHSV-TV http://www.youtube.com/watch?v=2E1or8cm7W4 http://www.youtube.com/watch?v=_GGBSMHLZQ4 http://www.youtube.com/watch?v=0oSH8x7SHRw Friendship Ambassadors Friendship appears on Consider This (on local PBS TV station) Friendship Industries Promotional Video (produced-JMU School of Media & Design) SUCCESSES

14. BASIC RULES for SALES, MARKETING And BUSINESS DEVELOPMENT

16. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS

17. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS Your First Step in Marketing is Evaluation – include all departments, including Operations, Fund-Raising, Administrative, etc. in your self-evaluation. You are a TEAM! This is similar to Strategic Planning… and will help you I.D. Niche Markets!

18. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS EVALUATION 1. Where have you been?

19. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS EVALUATION 2. What are you doing now?

20. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS EVALUATION 3. What (and where) do you want to be?

21. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS EVALUATION 4. What are your organization’s Strengths, Weaknesses, Opportunities, and Threats?

23. ZERO IN ON THE MARKETING PLANNING PROCESS

24. ZERO IN ON THE MARKETING PLANNING PROCESS To be successful: Offer what the market wants! And , Develop a Quick and Easy Marketing Plan: Step 1 – Understand Your Market and Competition Step 2 – Understand Your Customer Step 3 – Cultivate Your Niche, what makes you "special" Step 4 – Develop Your Marketing Message Step 5 – Determine Your Marketing Medium (s), the communication vehicle you use to deliver your message Step 6 – Set Monetary and Marketing Goals Step 7 – Develop Your Marketing Budget

25. Most Common “Marketing” Mistakes

26. Most Common “Marketing” Mistakes POOR COMMUNICATION IS THE MOST COMMON PROBLEM!

34. BRANDING MYTHS & EXRECISES

35. BRANDING MYTHS Marketing and branding are one and the same. Think of it this way: The brand characteristics you appreciate and admire most in the companies and organizations you like doing business with should be the same brand characteristics to model and nurture in your own organization. Myth #1

36. BRANDING MYTHS Once we have an attractive logo and catchy tagline, we have our brand. If all you have is an attractive logo and tagline without the commitment and ability to fulfill whatever promises your brand conveys, then what you have is all sizzle and no steak — and it won't take long for your target audiences to see the smoke and realize there's no meat. Myth #2

37. BRANDING MYTHS Branding is the responsibility of our Communications/Marketing/Public Relations/ External Affairs Departments. You might hear , "I work in finance. What does that have to do with branding?" Just ask the folks who worked for Enron, Arthur Anderson, World Com, Global Crossing, and a slew of other for-profits and nonprofits, alike, how much their finance folks had to do with their organizations' brands— and their livelihoods! Myth #3

41. BRANDING MYTHS – EXCERCISES 3. Create a chart with 4 quadrants: Different, Not Different, Important, Not Important. Write down all of the things you offer Stakeholders, e.g. Flexible, only company offering this, etc. and plot each in one of the quadrants.

42. THE POSITIONING STATEMENT Have One Before You Start Communicating

50. HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS

52. HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS Turn Your Organization into a Heavily Quoted Source Play reporter. Become a matchmaker. Identify ideas for the masses vs. tailored pitches. Adopt a long-term perspective. Perform an Expert Audit. Develop platforms for spokespeople.

53. WAYS TO USE WEB 2.0 TO CHANGE THE WORLD

54. WAYS TO USE WEB 2.0 TO CHANGE THE WORLD 1. Find people who are interested in what you are doing. 2. Find out opinions. 3. Scatter a breadcrumb trail of comments on the internet.

58. And, What you really came for: the FREE STUFF

61. Mission versus Money Remember: No Money, No Mission!

63. Marketing Metrics: Measuring Return on Investment (ROI)

64. Free

67. FUN Marketing FACTS

68. “ I’m comfortable where I am. Why change? Why take a risk?” … and then remained in his rocker on his expansive Mt. Vernon estate overlooking the beautiful view of the Potomac thus turning down our country’s mandate to take us where no country had gone before. What’s your excuse for not at least… making the attempt? What if George Washington had said… Nothing ventured, Nothing gained.

69. "Okay, but it'll cost you an arm and a leg." **************************************************** "Big Wig" Marketing In George Washington ‘s days…

70. "Chairman" or "Chairman of the Board" *************************************************** " Losing face" Marketing In George Washington ‘s days…

71. "Straight laced" ****************************************** "Playing with a full deck" ****************************************** “Gossip" Marketing In George Washington ‘s days…

72. Minding your "P's and Q's" Marketing In George Washington ‘s days…

73. "Cold enough to freeze the balls off a brass monkey." Marketing In George Washington ‘s days…

75. Questions??? and How to Contact Me