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

www. PentagonSouth.com www. CASE-LLC.com 25+ years business development experience in managing relationships in sales, marketing, PR, customer care and government contracting in nonprofit and for profit industries Hampton Roads Technology Council, Defense & Homeland Security Consortium (DHSC), HRAMA, TASC, Ad Club, PRSA B.S. degree from James Madison University Your Instructor’s Biography Missy Blankenship CASE, LLC

www. PentagonSouth.com

www. CASE-LLC.com

25+ years business development experience in managing relationships in sales, marketing, PR, customer care and government contracting in nonprofit and for profit industries

Hampton Roads Technology Council, Defense & Homeland Security Consortium (DHSC), HRAMA, TASC, Ad Club, PRSA

B.S. degree from James Madison University

Director of Sales & Marketing, Friendship Industries, a nonprofit employment services organization, tasked with training and providing employment for persons with disabilities: Grew from a $1.5M company to $4M, a rate of 167% in 5 years; Earned a GSA MAS Contract Award and a $9 Million sole mandatory source US Air Force Contract (AbilityOne Program); Created and implemented first Marketing Plan to develop the brand, including creation and maintenance of all online and print materials and implementation of Strategic Plan; Launched first-ever interactive website www.Friendship-Industries.com and earned 2007 NISH National Community Outreach Award for creative use of print materials and PR www.NISH.org . Your Instructor’s Biography Missy Blankenship

Director of Sales & Marketing, Friendship Industries, a nonprofit employment services organization, tasked with training and providing employment for persons with disabilities:

Grew from a $1.5M company to $4M, a rate of 167% in 5 years;

Earned a GSA MAS Contract Award and a $9 Million sole mandatory source US Air Force Contract (AbilityOne Program);

Created and implemented first Marketing Plan to develop the brand, including creation and maintenance of all online and print materials and implementation of Strategic Plan;

Launched first-ever interactive website www.Friendship-Industries.com and earned 2007 NISH National Community Outreach Award for creative use of print materials and PR www.NISH.org .

WHAT IS MARKETING? SHARING MARKETING “SUCCESSES” C. BASIC RULES for SALES/MARKETING/BUSINESS DEVELOPMENT D. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS ZERO IN ON THE MARKETING PLANNING PROCESS MOST COMMON MISTAKES IN MARKETING TODAY BRANDING MYTHS & EXCERCISES THE POSITIONING STATEMENT HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS WAYS TO USE WEB 2.0 TO CHANGE THE WORLD And, What you really came for: the FREE STUFF What will we cover today?

WHAT IS MARKETING?

SHARING MARKETING “SUCCESSES”

C. BASIC RULES for SALES/MARKETING/BUSINESS DEVELOPMENT

D. METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS

ZERO IN ON THE MARKETING PLANNING PROCESS

MOST COMMON MISTAKES IN MARKETING TODAY

BRANDING MYTHS & EXCERCISES

THE POSITIONING STATEMENT

HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS

WAYS TO USE WEB 2.0 TO CHANGE THE WORLD

And, What you really came for: the FREE STUFF

What is “Marketing” ?

MARKETING IS NOT TACTICS What is “Marketing” ? Marketing is far more than tactics. Marketing is analysis, and a sound marketing strategy is based on this analysis.

MARKETING IS NOT TACTICS

What is “Marketing” ? Hope is not a business strategy! MARKETING IS ALL ABOUT YOUR STAKEHOLDERS

MARKETING IS ALL ABOUT YOUR STAKEHOLDERS

MARKETING STARTS WITH COMPETITIVE ANALYSIS What is “Marketing” ? Marketing is also about competitive analysis, not just the "interesting and fun" tactics of Marketing.

MARKETING STARTS WITH COMPETITIVE ANALYSIS

MARKETING RELATES TO YOUR ORGANIZATION’s CAPABILITIES What is “Marketing” ? Marketing is also about understanding your own organization, it's abilities and weaknesses.

MARKETING RELATES TO YOUR ORGANIZATION’s CAPABILITIES

MARKETING IS NOT TACTICS MARKETING IS ALL ABOUT YOUR STAKEHOLDERS MARKETING STARTS WITH COMPETITIVE ANALYSIS MARKETING RELATES TO ORGANIZATIONAL CAPABILITIES SO, WHAT IS MARKETING? What is “Marketing” ?

MARKETING IS NOT TACTICS

MARKETING IS ALL ABOUT YOUR STAKEHOLDERS

MARKETING STARTS WITH COMPETITIVE ANALYSIS

MARKETING RELATES TO ORGANIZATIONAL CAPABILITIES

SO, WHAT IS MARKETING?

Understanding your prospect, yourself and your competition; Deciding your target, i.e. “ Positioning ” yourself; Getting your prospect’s attention; Getting your message across; Getting remembered, so when the prospect is ready, they’ll think of you first. Marketers help find Stakeholders (customer, member, donor, etc.) and open the door to “sales”. Selling is about persuading, i.e. “closing the deal”. So, What is “Marketing” ? Marketing is the art of:

Understanding your prospect, yourself and your competition;

Deciding your target, i.e. “ Positioning ” yourself;

Getting your prospect’s attention;

Getting your message across;

Getting remembered, so when the prospect is ready, they’ll think of you first.

Marketers help find Stakeholders (customer, member, donor, etc.) and open the door to “sales”.

Selling is about persuading, i.e. “closing the deal”.

SUCCESSES

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

BASIC RULES for SALES, MARKETING And BUSINESS DEVELOPMENT

BASIC RULES for SALES, MARKETING And BUSINESS DEVELOPMENT Have a Plan. Plan the Work. Work the Plan. To start Planning: Before looking to the future, look at your past. Before looking outside of your organization, look inside. And, before beginning your plan, do some heartfelt evaluation.

Have a Plan.

Plan the Work.

Work the Plan.

To start Planning:

Before looking to the future, look at your past.

Before looking outside of your organization, look inside.

And, before beginning your plan, do some heartfelt evaluation.

METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS

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!

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

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

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

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

METHODS & MEANS TO DISCOVER AND NAVIGATE NICHE MARKETS EVALUATION 5. How will you get where you want to be?

5. How will you get where you want to be?

ZERO IN ON THE MARKETING PLANNING PROCESS

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

Most Common “Marketing” Mistakes

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

Thinking that Marketing is something we “do”. Most Common “Marketing” Mistakes “ We need more members!” “ We need to boost attendance!” “ Let’s do a press release, place an ad, or send an e-mail!”

Thinking that Marketing is something we “do”.

“ We need more members!”

“ We need to boost attendance!”

“ Let’s do a press release, place an ad, or send an e-mail!”

Thinking that Marketing is something we “do”. Most Common “Marketing” Mistakes Before you race out to “do some marketing,” you have to do some Homework, so you’ll know what you’re really facing. HOW TO MITIGATE THIS MISTAKE?

Thinking that Marketing is something we “do”.

Before you race out to “do some marketing,” you have to do some Homework, so you’ll know what you’re really facing.

Believing in magic wands and silver bullets. Most Common “Marketing” Mistakes “ If we just do that marketing—poof!— we’ll make the __________ goal!”

Believing in magic wands and silver bullets.

Believing in magic wands and silver bullets. Most Common “Marketing” Mistakes Know what marketing really can do and how you can measure the results. Know your ultimate goal and break that down into key indicators—tracking via your Web site or incoming phone calls, for example. HOW TO MITIGATE THIS MISTAKE?

Believing in magic wands and silver bullets.

Know what marketing really can do and how you can measure the results.

Know your ultimate goal and break that down into key indicators—tracking via your Web site or incoming phone calls, for example.

Failing to realize that people don’t care about you and your organization. They care about themselves. Most Common “Marketing” Mistakes

Failing to realize that people don’t care about you and your organization. They care about themselves.

Most Common “Marketing” Mistakes HOW TO MITIGATE THIS MISTAKE? Don’t drink too much of your own Kool-Aid. Connect to something people care about—which isn’t you. You’ve got to take what you do, how you do it, and what you’ve got, and translate it into what people really want from you. Failing to realize that people don’t care about you and your organization. They care about themselves.

Don’t drink too much of your own Kool-Aid.

Connect to something people care about—which isn’t you. You’ve got to take what you do, how you do it, and what you’ve got, and translate it into what people really want from you.

Failing to realize that people don’t care about you and your organization. They care about themselves.

You’re selling yourself . Never stop marketing . Cultivate referrals . Cross-sell . Capture their imagination . Have a customer retention program . Let prospects know where you are when they need you . Most Common “ Marketing” Mistakes And, don’t forget…

You’re selling yourself .

Never stop marketing .

Cultivate referrals .

Cross-sell .

Capture their imagination .

Have a customer retention program .

Let prospects know where you are when they need you .

BRANDING MYTHS & EXRECISES

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

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

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

BRANDING MYTHS We don't have a budget for branding. Consider: The founders of Google and Amazon relied exclusively on word of mouth to get their companies off the ground. Myth #4

We don't have a budget for branding.

Consider: The founders of Google and Amazon relied exclusively on word of mouth to get their companies off the ground.

BRANDING MYTHS – EXCERCISES 1. Ask everyone to think of the company as a person and to brainstorm about their personality characteristics and traits.

1. Ask everyone to think of the company as a person and to brainstorm about their personality characteristics and traits.

BRANDING MYTHS – EXCERCISES 2. Ask everyone to bring in 5 or 6 ads from magazines. Hang them up around the room and analyze them for the following:

2. Ask everyone to bring in 5 or 6 ads from magazines. Hang them up around the room and analyze them for the following:

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.

THE POSITIONING STATEMENT Have One Before You Start Communicating

THE POSITIONING STATEMENT Have One Before You Start Communicating Without direction or focus, a business or organization says nothing and goes nowhere. Positioning is the heartbeat of an effective communications plan. A well-crafted positioning statement defines direction and answers these questions: who are you? what business are you in? for whom, what people, do you serve? what's needed by the market you serve? against whom do you compete? what's different about your business? what unique benefit is derived from your product or services?

Without direction or focus, a business or organization says nothing and goes nowhere. Positioning is the heartbeat of an effective communications plan.

A well-crafted positioning statement defines direction and answers these questions:

who are you?

what business are you in?

for whom, what people, do you serve?

what's needed by the market you serve?

against whom do you compete?

what's different about your business?

what unique benefit is derived from your product or services?

THE POSITIONING STATEMENT Have One Before You Start Communicating Your market position is a cold-hearted, no-nonsense statement of how you are perceived in the minds of your prospects. A positioning statement , by contrast, expresses how you wish to be perceived. It is the core message you want to deliver. So, how can you get your communications program on the right path?

Your market position is a cold-hearted, no-nonsense statement of how you are perceived in the minds of your prospects. A positioning statement , by contrast, expresses how you wish to be perceived. It is the core message you want to deliver.

So, how can you get your communications program on the right path?

THE POSITIONING STATEMENT Have One Before You Start Communicating You need… The Right Information The Right People The Right Thinking Make It Happen !

You need…

The Right Information

The Right People

The Right Thinking

THE POSITIONING STATEMENT Have One Before You Start Communicating Getting started… Generate Ideas - Concentrate on uncovering issues, competitive and internal differences of opinion. Get people discussing the 7 key positioning questions one at a time. Make It Happen !

Getting started…

Generate Ideas - Concentrate on uncovering issues, competitive and internal differences of opinion. Get people discussing the 7 key positioning questions one at a time.

THE POSITIONING STATEMENT Have One Before You Start Communicating Making it work… Challenge Their Thinking - The goal is to uncover direction by defining what is real as well as management's ideal vision. This includes company and competitors' strengths, weaknesses, competitive threats, opportunities. Make It Happen !

Making it work…

Challenge Their Thinking - The goal is to uncover direction by defining what is real as well as management's ideal vision. This includes company and competitors' strengths, weaknesses, competitive threats, opportunities.

THE POSITIONING STATEMENT Have One Before You Start Communicating Making it work… Playing It Back - Gather the noted ideas and use them to develop a summary and recommended positioning statement. Make It Happen !

Making it work…

Playing It Back - Gather the noted ideas and use them to develop a summary and recommended positioning statement.

THE POSITIONING STATEMENT Have One Before You Start Communicating Making it work… Now, the path is clear - Begin actively applying the new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases. Get The Word Out – Now, it's up to marketing communications and public relations personnel to guide and control the consistent use of the statement and key messages by all those who are communicating. Make It Happen !

Making it work…

Now, the path is clear - Begin actively applying the new positioning statement to all communications (internal and external) - from marketing collateral to sales material, Web sites to press releases.

Get The Word Out – Now, it's up to marketing communications and public relations personnel to guide and control the consistent use of the statement and key messages by all those who are communicating.

HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS

HOW TO ENJOY THE BENEFITS OF PUBLIC RELATIONS Op-Eds - the opinion pieces that appear on the editorial pages of newspapers can be effective communication tools for nonprofits. Engage the “public” (your citizen advocates, ambassadors) to help get you published.

- the opinion pieces that appear on the editorial pages of newspapers can be effective communication tools for nonprofits.

Engage the “public” (your citizen advocates, ambassadors) to help get you published.

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.

WAYS TO USE WEB 2.0 TO CHANGE THE WORLD

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.

WAYS TO USE WEB 2.0 TO CHANGE THE WORLD 4. Share the face of your organization. 5. Make yourself link-friendly. Check out the 3rd party tools.

4. Share the face of your organization.

5. Make yourself link-friendly.

Check out the 3rd party tools.

WAYS TO USE WEB 2.0 TO CHANGE THE WORLD Share your path. Engage the developers community.

Share your path.

Engage the developers community.

WAYS TO USE WEB 2.0 TO CHANGE THE WORLD Start online fund- and friend-raising. Yes, it’s in its infancy. A survey by The Chronicle of Philanthropy showed that online giving for 187 large charities totaled $1.2 billion in 2006, up from $881 million in 2005. But of 147 of those organizations surveyed, 103 said online donations accounted for less than 1% of total contributions in 2006. There is no really large, significant fundraising happening on social networks, but that's where prospects will come from, especially with cultivating youth. The power of social networking for nonprofits is engagement … www.LinkedIn.com , www.FaceBook.com , www.MySpace.com , www.YourCause.com , www.HopeEquity.org , Kevin Bacon’s www.SixDegrees.org

Start online fund- and friend-raising. Yes, it’s in its infancy. A survey by The Chronicle of Philanthropy showed that online giving for 187 large charities totaled $1.2 billion in 2006, up from $881 million in 2005. But of 147 of those organizations surveyed, 103 said online donations accounted for less than 1% of total contributions in 2006. There is no really large, significant fundraising happening on social networks, but that's where prospects will come from, especially with cultivating youth. The power of social networking for nonprofits is engagement …

www.LinkedIn.com , www.FaceBook.com , www.MySpace.com , www.YourCause.com , www.HopeEquity.org , Kevin Bacon’s www.SixDegrees.org

And, What you really came for: the FREE STUFF

Free Marketing Evaluation Group Discussion Marketing Materials Review Website URLs Marketing Collateral Business Plan verbiage related to marketing communications Mission Statements Vision Statements Value Statements

Marketing Materials Review

Website URLs

Marketing Collateral

Business Plan verbiage related to marketing communications

Mission Statements

Vision Statements

Value Statements

Free (or Inexpensive) Resources Worth $ Local Chambers of Commerce Free e-newsletters Business Advisory Groups Network!! Social Entrepreneurship Economic Development partnerships Training, Training, Training

Local Chambers of Commerce

Free e-newsletters

Business Advisory Groups

Network!!

Social Entrepreneurship

Economic Development partnerships

Training, Training, Training

Mission versus Money Remember: No Money, No Mission!

Advertising Collateral Material Web Marketing Books/References Marketing Metrics: What to Measure? Events/Attending or Sponsoring Memberships Direct Mail Public Service Initiative Staff Training

Advertising

Collateral Material

Web Marketing

Books/References

Events/Attending or Sponsoring

Memberships

Direct Mail

Public Service Initiative Staff Training

Marketing Metrics: Measuring Return on Investment (ROI)

Free

Consider a Business Advisory Board What is Customer Service? How does my staff affect Marketing? Including 10 Tips for Motivating Staff It’s in the Mail Ideas are Free Partnering with Nonprofit Agencies Free Stuff (Tools)

Consider a Business Advisory Board

What is Customer Service?

How does my staff affect Marketing? Including 10 Tips for Motivating Staff

It’s in the Mail

Ideas are Free

Partnering with Nonprofit Agencies

The New Complete Marketer A Guide to Giving Finding the Right Logo Grab Donor interest with a newsletter that’s NEWS How to Use MySpace to raise awareness How to build an effective Board Orientation Nonprofits can take cues from the biz world CREATING AMBASSADORS FOR YOUR ORGANIZATION More Free Stuff (Tools)

The New Complete Marketer

A Guide to Giving

Finding the Right Logo

Grab Donor interest with a newsletter that’s NEWS

How to Use MySpace to raise awareness

How to build an effective Board Orientation

Nonprofits can take cues from the biz world

CREATING AMBASSADORS FOR YOUR ORGANIZATION

FUN Marketing FACTS

“ 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.

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

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

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

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

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

Questions??? and How to Contact Me