Marketing That Matters:
Strategic Communication Principles
to Profit Your Organization
and Change the World



           ...
Agenda   •  Overview of strategic
            communication principles
            (30 minutes)


         •  Audience map...
Marketplace    •  Communication clutter
snapshot and
               •  What are the top issues that
assessment        conc...
Marketplace
               •  What are your
snapshot and
                  association’s top 3
assessment
                ...
10 Core Principles For Marketing
That Matters
Marketing    1: Don’t Fear Marketing
Principles   Use Marketing as a Core
             Organizational Strategy


         ...
Marketing    4: Know Your Audience
Principles   Be Aggressively Audience
             Centered

             5: Question C...
Marketing    7: Emotion Trumps Data
Principles   Connect With the Heart First,
             Mind Second

             8: B...
Marketing    10: Use Your Platform to
Principles   Change the World
             Leverage Marketing for Social
           ...
Case Study
Map Your Audiences
15 minute break!
Develop    Case for Support :
Your       •  Problem
Messages
           •  Solution

           •  Strategy

           • ...
Develop
   Your
   Messages

The [state association] builds and sustains the quality and
effectiveness of land trusts, as ...
Develop
     Your
     Messages

We face a crucial time in land protection in [our region]. While
for the moment, much of ...
Develop
Your
Messages
Problem/Opportunity: 


Solution:



Strategy:



Right organization: 



Investment:
Small Group Work
Large Group Reporting
Role Playing
Levels of Planning

 • Strategic Plan
    - Affirms mission and values: identifies goals, strategic
 direction and funding...
Marketing    •  (Affirm mission and core
Plan            values)
Categories   •  Goals
             •  Objectives
        ...
Creating a strategic
   communication plan

Goals                            Objectives
What are you trying to do?       H...
Creating a strategic
          communication plan
                 What drives                            Who/what
Target ...
Creating a strategic
    communication plan

Strategies                         Desired Results
How can you best influence...
Creating a strategic
     communication plan

Tactics
What can you do specifically to motivate the change you seek?
•  Dev...
Creating a strategic
   communication plan

Goals                         Objectives
What are you trying to do?    How wil...
Creating a strategic
       communication plan

                 What drives                    Who/what
Target Audiences
...
Creating a strategic
   communication plan

Strategies                     Desired Results
How can you best influence     ...
Creating a strategic
   communication plan

Tactics
What can you do specifically to motivate the change you seek?
Questions/
Discussion


Free tips and tools for marketing and fundraising
            are available at: www.metgroup.com
Marketing That Matters
            •    About the authors:
                 •    Eric Friedenwald-Fishman, Creative
      ...
Metropolitan Group: What we do
and who we help
•    Practice Areas      •    Focus Areas
      •  Strategic             • ...
Randi Hogan, CFRE
Vice President                     Washington, D.C.
202.380.3114                       202.380.3123
rhog...
Marketing Land Trusts
Marketing Land Trusts
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Marketing Land Trusts

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Marketing Land Trusts

  1. 1. Marketing That Matters: Strategic Communication Principles to Profit Your Organization and Change the World Randi Hogan, Vice President Lindsay Nichols, Director Land Trust Alliance Rally 2008 Pittsburgh, PA September 18, 2008
  2. 2. Agenda •  Overview of strategic communication principles (30 minutes) •  Audience mapping (30 minutes) •  Break (15 minutes) •  Message development (1 hour) •  Role playing (30 minutes) •  Creating a strategic communication plan (30 minutes) •  Questions and discussion (15 minutes)
  3. 3. Marketplace •  Communication clutter snapshot and •  What are the top issues that assessment concern Americans/the people in your community? •  How do people perceive land trusts? •  What is our movement’s/ organization’s marketing capacity/resources?
  4. 4. Marketplace •  What are your snapshot and association’s top 3 assessment goals? •  What are your top funding and marketing challenges?
  5. 5. 10 Core Principles For Marketing That Matters
  6. 6. Marketing 1: Don’t Fear Marketing Principles Use Marketing as a Core Organizational Strategy 2: Know Yourself Build Upon Your Mission 3: What’s Your Definition of Success? Define Your Goals
  7. 7. Marketing 4: Know Your Audience Principles Be Aggressively Audience Centered 5: Question Conventional Wisdom Don’t Limit Your Audience 6: What’s Driving the Customer Decision? Communicate Value and Values
  8. 8. Marketing 7: Emotion Trumps Data Principles Connect With the Heart First, Mind Second 8: Build a Community Empower People as Messengers 9: Walk the Talk Be Authentic and Transparent
  9. 9. Marketing 10: Use Your Platform to Principles Change the World Leverage Marketing for Social Impact
  10. 10. Case Study
  11. 11. Map Your Audiences
  12. 12. 15 minute break!
  13. 13. Develop Case for Support : Your •  Problem Messages •  Solution •  Strategy •  Right organization •  Investment
  14. 14. Develop Your Messages The [state association] builds and sustains the quality and effectiveness of land trusts, as well as other organizations engaged in land conservation, drawing upon their collective expertise and resources to ensure responsible and successful conservation.
  15. 15. Develop Your Messages We face a crucial time in land protection in [our region]. While for the moment, much of our [landscape] is still intact, the special places we protect – or lose – this decade will determine the character of our landscape forever. This decade is our last chance to safeguard the large remaining tracts. The task is too enormous to face alone, so 13 local, state and national conservation organizations have joined forces as the [state association].
  16. 16. Develop Your Messages Problem/Opportunity: Solution: Strategy: Right organization: Investment:
  17. 17. Small Group Work
  18. 18. Large Group Reporting
  19. 19. Role Playing
  20. 20. Levels of Planning • Strategic Plan - Affirms mission and values: identifies goals, strategic direction and funding needs/priorities • Marketing/Communication Plan - Reflects mission and values - Translates goals and strategic direction into marketing/ communication objectives and strategies • Work Plan - Provides detailed implementation plan and operational budget; assigns responsibility for tasks; identifies timeline
  21. 21. Marketing •  (Affirm mission and core Plan values) Categories •  Goals •  Objectives •  Audience –  Motivations & influences •  Strategies •  Desired Results •  Tactics •  Resources/Budget •  Timing
  22. 22. Creating a strategic communication plan Goals Objectives What are you trying to do? How will you know when These should be ambitious you’ve accomplished your and bold, but achievable as well. goals? •  Accelerate the pace of land •  Number of strategic media hits have increased by x percent. conservation. •  Consistent messaging appears in •  Encourage strategic media coverage. conservation. •  Brand messages are accurately •  Ensure the permanence of conveyed through collateral and other communication materials. conservation. •  Stories are used to demonstrate the •  Build strong land trusts. brand. •  The perceived credibility of Land Trust Alliance is enhanced.
  23. 23. Creating a strategic communication plan What drives Who/what Target Audiences them? influences them? Who is in the best What values do they Who is in a position to position to help you hold and what influence your target accomplish your goals? motivations are audiences in the relevant to the change desired direction? you seek? • Land Trust Professionals: Clean air/water Environmentalists executive directors of land trusts and other paid staff; Food security Attorneys land trust service centers Scenic landscapes Government • Friends and supporters of Community Family/Friends land trusts: current and former board members, Recreation Media volunteers, land donors, Secure future philanthropic donors • Political decision-makers
  24. 24. Creating a strategic communication plan Strategies Desired Results How can you best influence What specific measurements the desired change in the will tell you these strategies audiences you’ve identified? are working? •  Engage staff and board on new •  Audiences use stories to brand explain the benefits of land •  Create a core collateral conservation and Land Trust package that conveys brand Alliance’s services •  Develop a formal media •  People are becoming members relations program and champions of Land Trust •  Engage in targeted direct Alliance outreach to key influencers •  Audiences are establishing relationships with government •  Integrate brand into fundraising officials to advocate for land communication conservancy
  25. 25. Creating a strategic communication plan Tactics What can you do specifically to motivate the change you seek? •  Develop a PowerPoint presentation and toolkit to use with brand training. •  Shift the organization to a storytelling entity, with clear mechanisms to capture stories collected from staff, board, land trusts, partners and supporters. •  Review content of all communication tools using the approved brand messages, voice and look. •  Create a basic PowerPoint template for use in speaking engagements. •  Evaluate major local land trust victories or losses as a potential hook/entry point for a larger trend story that can be pitched to national media. •  Identify high-value opportunities to speak/present/showcase at major national and regional conferences, symposia and meetings. •  Provide online charity evaluators, such as Guidestar, the Better Business Bureau and Charity Navigator, with updated brand messages, mission, vision and goals from the revised case for support.
  26. 26. Creating a strategic communication plan Goals Objectives What are you trying to do? How will you know when These should be ambitious you’ve accomplished your and bold, but achievable as well. goals?
  27. 27. Creating a strategic communication plan What drives Who/what Target Audiences them? influences them? Who is in the best What values do they Who is in a position to position to help you hold and what influence your target accomplish your goals? motivations are audiences in the relevant to the change desired direction? you seek?
  28. 28. Creating a strategic communication plan Strategies Desired Results How can you best influence What specific measurements the desired change in the will tell you these strategies audiences you’ve identified? are working?
  29. 29. Creating a strategic communication plan Tactics What can you do specifically to motivate the change you seek?
  30. 30. Questions/ Discussion Free tips and tools for marketing and fundraising are available at: www.metgroup.com
  31. 31. Marketing That Matters •  About the authors: •  Eric Friedenwald-Fishman, Creative Director/President of Metropolitan Group •  Chip Conley, CEO and founder of Joie de Vivre Hospitality •  Published by Berrett-Koehler, October 2006 •  Part of the Social Venture Network (SVN) book series •  Goal of MTM: To offer a contemporary approach to strategic marketing that helps change the world •  Available at your local independent bookstore and at powells.com, amazon.com
  32. 32. Metropolitan Group: What we do and who we help •  Practice Areas •  Focus Areas •  Strategic •  Environment and Communication Sustainability •  Heritage, Arts and Culture •  Resource •  Community and Economic Development Development •  Libraries •  Intercultural •  Foundations Communication •  Social Justice and Human Rights •  Organizational •  Children, Youth and Development Families •  Public Health •  Socially Responsible and Green Business / CSR
  33. 33. Randi Hogan, CFRE Vice President Washington, D.C. 202.380.3114 202.380.3123 rhogan@metgroup.com Chicago Lindsay Nichols 312.628.1447 Director 202.380.3116 Portland, Oregon lnichols@metgroup.com 503.223.3299 Metropolitan Group crafts strategic and creative services that empower social purpose organizations to build a just and sustainable world. www.metgroup.com

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