Presented by: Tiffany Niederwerfer, Director of MarketingThe History Museum at the CastleMarketing Planning for Non-Profits

Marketing PlanningEvaluate Current Situation (SWOT)Set (Quantifiable) GoalsIdentify TargetDefine Positioning/Message StrategyDetermine StrategiesPlan Tactics

The Dreaded S.W.O.T.Be honest. Be brutally honest.In order to determine a direction for your organization, you must first understand where you currently stand.

S.W.O.T.StrengthsWeaknesses“Compared to my competitors…as evidenced by…”OpportunitiesThreatsBroad –picture, large scale items that usually involve outside influences.

Goal SettingMarketing Goals will closely align withOperational Goals.Need to be quantifiable Need to be tangibleShould have a timeline attachedHINT: Goals = Objectives

Goal SettingEXAMPLE:Operational Goal:Increase visitorship revenue by X % in 2010Marketing Goal: Attract X new visitors in 2010

Target AudienceWho’s your target audience?

Target AudienceIf you had one dollar to spend on advertising… …who would you spend it on?Criteria to consider:gender, geographic location, age, income, education, family status, employment status, home ownership.

Target AudienceThe History Museum’s primary target audience:Women in the Fox Valley area aged 35-54 with a HHI of $75,000+ who plan activities for their children and guests.

Target AudienceNot just demographics.Psychographics too.“Psychographic variables are anyattributes relating to personality, values, attitudes, interests, or lifestyles.”

Target AudienceThe History Museum’s secondary target audience:Individuals aged 35-65+ residing in thetri-state area with a HHI of $125,000 + who travel locally at least 2/times per yearand who have a propensity towards attractions relating to culture and art.

Positioning/Message StrategyWhat “brand position” do you hold in the market?What does your audience know/think aboutyour brand?What do you want them to think?

Positioning/Message StrategyConsciously identify how you want to communicate to your audience.Is your brand Playful? Sophisticated? Modern? Nostalgic?Do you want your organization to be described as Experiential? Thoughtful? Engaging? Family-friendly?

Marketing StrategiesStrategies directly relate to goals.A key component of marketing strategy is often to keep marketing in line with a company's mission statement.Strategies allow you to concentrate limited resources on the greatest opportunities.

Marketing StrategiesMarketing Goal: Attract X new visitors in 2010Strategy 1: Maximize online presence Strategy 2: Secure editorial stories in local mediaStrategy 3: Empower volunteers, members, & Board to be “sneezers”

Marketing TacticsTactics are the specific ways to communicate your strategies and reach your goals.Strategy 1: Maximize online presence Tactic 1: Optimize website (Q1)Tactic 2: Write a social media plan (Q2)Tactic 3: Actively participate in SM (Q3)Tactic 4: Develop plan for blog/content dev. (Q3)Tactic 5: Launch blog (Q4)

Marketing TacticsStrategy 2: Secure editorial stories in local mediaTactic 1: Invite media members forone-on-one toursTactic 2: Develop media schedule(goal: at least one contact/month)Tactic 3: Hire intern to develop electronic distribution list

Questions?Goal setting?How to narrow audience?Brand identity?Specific tactics?

RecapEvaluate Current Situation (SWOT)Set (Quantifiable) GoalsIdentify TargetDefine Positioning/Message StrategyDetermine StrategiesPlan Tactics

Specific TacticsLet’s have a discussion.

Thank you!Tiffany NiederwerferDirector of Marketingtiffany@myhistorymuseum.orgTwitter.com/tifnieLinkedin.com/in/tiffanyniederwerfer330 E. College Ave.Appleton, WI 54911p: (920) 735-9370 myhistorymuseum.org