Weaving Your Marketing Loose Ends into a Tight Plan

Weaving Your MarketingLoose Ends into a Strong,Tight Powerful Plan11NTCweave

Kivi Leroux MillerNonprofit Marketing Guide.com - @kivilmNancy SchwartzGetting Attention.org - @nancyschwartzTara CollinsWatershed Agricultural CouncilKaren SecularThe Arnold P. Gold Foundation@GoldCareInMed

Fill in the blank:Our marketing is abunch of loose endsbecause __________.

flickr.com/photos/striatic/3261309582 Before . . .

After . . .flickr.com/photos/stevendepolo/4137096855/

2 Tools 2 Case StudiesPlenty of Discussion flickr.com/photos/abbynormy/471143010/

All Action, No Traction

http://files.myopera.com/SqueakeyCat/blog/NORWEGIAN%20ICE%20BREAKER.jpg

Photograph by Emory Kristoff

5 Reasons Why a Marketing Plan is Essential1. Directs your focus & keeps you on a clearly defined path.2. Forces you to articulate concrete, measurable benchmarks.3. Provides a definitive means of measuring progress vs. benchmarks.4. Doubles as a pithy overview of your work to engage others.5. Makes it easy to draft your day-by-day work plan.

Your Marketing Plan Template1. Goals2. Benchmarks and Measures3. Situation Analysis4. Target Audiences5. Calls to Action6. Framing the Message7. Strategies8. Tactics9. Resources10.Work plan

DIY Communications AuditCompare to “Best Practices”Download This from MyNTC

Do our communicationspresent a unified brandto our supportersacross channels?

Do our communicationspresent consistentmessages and calls toaction to our supportersacross channels?

What needs to change inthe next three monthsand by this time nextyear?

Traditional:Press releasesCalendarsInterviewsPitches Multi-pronged Internal: Email signature PayCheck NewsMedia kitHARO.com Approach Public speaking ConferencesNewsBasisFlyers LinkedIn

What Changed?Governance Changing Tweaked Strategic Plan Organization Report Board mission & Staff Buy-in statement Moving marketing from support function to strategic tool

Our Marketing Strategy Dictates How, Why and How Much Supporting Budget Justified Web Document forExecutive Director Designer Council Marketing Negotiations Expense Choices Going Forward Work Plan Guided by aUnfunded Liability: Inevitable Marketing Easement Fundraising & Donor Strategy in Stewardship Relationships Council’s Endowment Fund Best Interest

•Multi-prongedapproach•ManagingThingsDifferently•Website =primarymarketingtool

Cross-platform Branding•Duplicate look &feel of website•eNews sendsreaders back towebsite for moreinformation•Show, Tell, Like,& Share!•Branding in print& online

Be Adventurous, Be Zen• Start small• Measure• Experiment• Think long-term• Be aware of time• Improve your skills & confidence• Don’t freak out

Share the Load•Jill of All Trades•Empower staff•Find support inunlikely places•Ask for a favor•Keep it fun!

70% email addresses are in Metro NY

Consistent look & feel across channels Emma Email Marketing

Our marketing is abunch of loose endsbecause__________.

What needs to changein the next threemonths?

Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT ONLINE Text 11NTCweave to Use 11NTCweave at 69866. http://nten.org/ntc/evalSession Evaluations Powered By:

Weaving Your Marketing Loose Ends into a Tight Plan

by Kivi Leroux Miller on Mar 19, 2011

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Weaving Your Marketing Loose Ends into a Tight Plan — Presentation Transcript