Marketing For Nonprofits Workshop

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  • Interesting,simply interesting. We provide similar services in Nigeria and we've found your presentations quite educative and inspiring.
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Marketing For Nonprofits Workshop

  1. 1. Marketing for Nonprofit Organizations Mitchell Community College Corporate Training Presented by John B. Marek
  2. 2. Introductions • John Marek – AIPM Certified Marketing Practitioner – Director of Marketing and BRE, Greater Statesville Development Corporation – Corporate Trainer, Mitchell Community College – 25 years marketing experience; start-ups to Fortune 500 companies
  3. 3. Marketing Fundamentals “Marketing is 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.
  4. 4. Marketing Fundamentals PROCESS marketing/sales is a process “process thinking”
  5. 5. Marketing Fundamentals • What is the relationship between sales and marketing? SALES MARKETING DESIRED OUTCOME
  6. 6. Marketing Fundamentals • The “Four P’s” of marketing – Product – Price – Place  Distribution – Promotion
  7. 7. Marketing Fundamentals CV A Model for Process Marketing/Sales Deployment Strategy Communication Deployment
  8. 8. Marketing Fundamentals MARKET a group of prospective customers who have common wants and needs and a common profile relative to such factors as competitors, distribution and packaging
  9. 9. Marketing Fundamentals MARKET market segment market sector target market
  10. 10. Marketing Fundamentals BRAND the total personality of an organization, its products or services, as it is perceived by current and potential customers
  11. 11. Marketing Fundamentals • Identity – Logo – Word mark – Style – Color – Package
  12. 12. Marketing Fundamentals • You cannot promote your brand until you live your brand – You are your brand – Your employees are your brand – Your place of business is your brand – Your marketing materials are your brand – Your advertising is your brand
  13. 13. Marketing Fundamentals it is marketing’s job to take a competitive brand and turn it into a winner
  14. 14. Marketing Planning who is your ideal customer? target audience profile (TAP) demographics business demographics psychographics
  15. 15. Marketing Planning  Positioning Statement  Position Statement How you would like your business to be seen by potential and existing customers  Statement of Position How your potential and existing customers really perceive you
  16. 16. Positioning Your Brand • X times faster • X times less expensive • X times less wear • More aesthetic • More convenient • More entertaining • More customer friendly
  17. 17. Positioning Your Brand • Advantages of “small” companies – Exploit custom requirements – Exploit personnel niches in larger companies – Quick to change, adapt, adopt
  18. 18. Positioning Your Brand • Be just one thing, two at the most – We can cut your costs by 50% – We can cut your costs by 50% and handle all your billing – Nike doesn’t say “Just dot it, and our shoes last longer, and we have more colors.”
  19. 19. Positioning Your Brand • Do the research yourself – Talk to your customers, suppliers, etc. – What can I do to serve you better? – Minimum of ten opinions
  20. 20. Reinforcing Positioning • Understand your Market Share – Market Leaders – Market Strivers • Critique all markets – What are companies in a similar position in other markets doing? – Unique strategies that are increasing sales – “Will it work for me in my market?”
  21. 21. Reinforcing Positioning • Concentrate on 98 percent – Area important to your customers – Can deliver at a level of excellence
  22. 22. The Marketing/Sales Plan the purpose of the marketing/sales plan is to translate your positioning statement into recognized and preferred brands
  23. 23. The Marketing/Sales Plan • Product or Service Section • Marketing Communications Section • Sales Section • Customer Service Section • Research/Technology Section • Internet and E-Com Section
  24. 24. Product/Service Section • Sets the specifics of your marketing plan – Pricing Strategy – Market Variables – Revenue Projections – Marketing Budget – Income Projections ???
  25. 25. Product/Service Section • Marketing Budget – Percent of sales – Arbitrary (customary) amount – Set a marketing objective for each variable in the what-if model, determine your strategies and tactics for reaching those objectives, and add up the costs for execution
  26. 26. MarCom Section • Advertising • Sales Promotion • Public Relations
  27. 27. MarCom Section • Unique selling line – Depending on the creativity of your internal staff, this may be an area where professional assistance is a good investment – Look at what others are doing – What’s effective, what’s not
  28. 28. MarCom Section • Creative Strategy – An outline or summation of your marketing communications – Contains basic selling line and copy points that support it – May also state the tone or flavor of your communications – Provides constraint and direction for management and the marketing team
  29. 29. MarCom Section • Advertising Budget – Reach • The number or percent of your target audience that has the opportunity to see your message at least once – Frequency • The average number of times your target audience has the opportunity to see or hear your ad – Gross number of impressions • Total number of times your audience has the opportunity to see or hear your ad
  30. 30. MarCom Section • Selecting Advertising Media – Type of message – Budget – Audience profile
  31. 31. MarCom Section • Selecting Advertising Media – CPM = Cost per thousand – To calculate: Cost of medium/audience/1000
  32. 32. MarCom Section • Selecting Advertising Media – Outdoor Advertising • Billboard – 30 Sheet Poster • Low CPM: Typically $1.25 to $1.80 • Hard to target specific markets • Relatively high production costs • Message must be 6 words or less
  33. 33. MarCom Section • Selecting Advertising Media – Mass Audience Magazines • People, Time • Moderate CPM: Typically $3 to $4 for a full-color one-page ad • High cost of insertion • Regional insertion • Regional magazine
  34. 34. MarCom Section • Selecting Advertising Media – Specialty Magazines • Men’s Journal, Ladies Home Journal • Higher CPM: Typically $12 to $13 for a full-color one-page ad in a men’s interest magazine and $9 to $10 for a women’s interest magazine • High cost of insertion
  35. 35. MarCom Section • Selecting Advertising Media – Radio • Moderate CPM: Typically $3 to $4 for a 30 second commercial on a local station • Frequency medium: reach a relatively small group of people many times • Example: a 4 week schedule of fifteen spots per week will deliver a frequency of about 4, but a reach of only about 10% • Reasonable production costs • Various formats deliver different audiences
  36. 36. MarCom Section • Selecting Advertising Media – Television • Higher CPM: Typically $5 to $7 for a 30 second commercial on a local station • Reach medium: reach many people a few times • Example: a 4 week schedule of fifteen spots per week will deliver a frequency of about 4, but a reach of about 70% • Production costs can be high • Cable can provide segmentation
  37. 37. MarCom Section • Selecting Advertising Media – Newspapers • Higher CPM: Typically $7 to $9 for a 1/3 page black and white ad • Short lead-time; can produce and run an ad in less than a week • Production is inexpensive, often provided
  38. 38. MarCom Section • Selecting Advertising Media – Trade Publications • High CPM: Typically $50 for a full page color ad • Generally count only one person per household and no pass-along • Rifle approach
  39. 39. MarCom Section • Selecting Advertising Media Be careful when comparing CPMs. The only audience that counts is your target audience.
  40. 40. MarCom Section • Low cost advertising alternatives – “Shoppers” – Neighborhood/church newsletters – Business card/rack card placement – Classified ads
  41. 41. MarCom Section • Sales Promotion – Direct Marketing – Sell or produce leads Direct marketing is an interactive system of marketing which uses one or more advertising media to effect response or transaction at any location
  42. 42. MarCom Section • Sales Promotion – Direct mail – Telemarketing
  43. 43. MarCom Section • Sales Promotion – Other promotional concepts • Trade Shows • Sampling • Coupons (other products) • Premiums • Contests
  44. 44. MarCom Section • Public Relations – Press releases – Financial reports – Seminars – Press parties – Open houses – Community activities – Interior marketing
  45. 45. MarCom Section • Public Relations – Press releases • Make sure the information is newsworthy • Tell the audience that the information is intended for them and why they should continue to read it • Start with a brief description of the news, then distinguish who announced it, and not the other way around • Ask yourself, "How are people going to relate to this and will they be able to connect?"
  46. 46. MarCom Section • Public Relations – Press releases • Make sure the first 10 words of your release are effective, as they are the most important • Avoid excessive use of adjectives and fancy language • Deal with the facts • Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address • Make sure you wait until you have something with enough substance to issue a release • Make it as easy as possible for media representatives to do their jobs
  47. 47. Sales Section Nothing happens until you sell something
  48. 48. Sales Section • Sales force – What is the average cost to make a sales call? – What is the conversion or hit rate? – What is the resulting profit before sales expense?
  49. 49. Sales Section • Sales force – Effective sales presentation • Prepare: know most of the answers before you ask the questions • Get the prospect talking • Have the appropriate tools • Present the benefits of your product/service, then the features that support these benefits • Be ready for objections • Close the deal…
  50. 50. Customer Service Plan • Includes the activities of all employees not covered in the sales plan who interact with the customer either directly or indirectly – Technical support – Telephone operators – Receptionists – Administrative staff – Delivery drivers
  51. 51. Customer Service Plan • Five biggest problems with customer service are: 1. Companies don’t hire the right people for customer service jobs 2. It is often difficult to reach the right (or any) customer service person 3. Company policies benefit the company rather than the customer 4. They treat all customers the same 5. Poor communication between departments
  52. 52. Internet Plan • Should you have a Web site?
  53. 53. Internet Plan • Should you have a Web site? Ten years ago this was a legitimate question, now it is essentially the same as asking, “does my company really need a telephone?”
  54. 54. Internet Plan • Developing a Web site is not necessarily difficult or expensive • Getting people to notice your Web site CAN be difficult and expensive
  55. 55. Internet Plan • Need to determine what type of site is appropriate for your company 1. Promotional site 2. Transaction site 3. Content site 4. Customer service site 5. Combination
  56. 56. Research Plan • The purpose of the research plan is to provide a system of controls for measuring the effectiveness of your marketing plan • Monitoring your measurable objectives
  57. 57. Research Plan If a benefit can be observed, it can be counted, and if it can be counted it can be measured
  58. 58. Thank You johnbmarek@gmail.com Phone: 704-657-7007 Mitchell Community College Office Hours: Monday: 1:00 PM – 5:00 PM Friday: 1:00 PM – 5:00 PM

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