1. The Webster House
---- 2017 ----
B2B Marketing Plan
Marketing Team:
Sam Marchetti, Liam Peluso
Ashley Seddon, Skip Spoerke
Presented on December 13, 2016
2. Agenda
Self-Assessment
Marketing Objectives
Marketing Strategies and Tactics
Marketing Tools
Messages
Budget, Timelines, and Resources
Track and Measure Results
Summary
Questions
“Clipboard Checkmark”
https://cdn3.iconfinder.com/data/icons/seo-glyph-2/24/task-512.png
3. Self-Assessment see pages 2-7
Background information, history, and mission statement
Current marketing efforts: Website, Facebook, Newsletters, etc.
Website advantages and disadvantages
Form 990s from 2012, 2013, and 2014
Current financials
Predicted financials
Current and past business donors
Indirect competition:
Mission-Related competitors
Contribution competitors
Summary of Webster House’s unique value (page 9)
4. Marketing Objectives see page 8
Minimum of two business contacts per month
Expect six to remain involved for at least a year
Raise $50,000 from business contacts
45-50% cash
50-55% other contributions
Heighten business interest in newly founded “Legacy Fund”
Dunkin’ Donuts is the only current contributor
Expected growth not provided
Gain media exposure
Has not received any non-advertising exposure in a few years
Expected gain not provided
5. Marketing Strategies and Tactics see pages 10-14
Minimum of two business contacts per month
Strategies
• Identify and connect with new contacts
• Modify and restore B2B networking
Tactics
• Website
• Facebook
• Newsletters
• Lists
• Events
“Strategies and Tactics”
https://www.pinterest.com/source/taylorpearson.me/
6. Marketing Strategies and Tactics Cont. see pages 10-14
Raise $50,000 from new business contacts
Strategies
• Develop interest
• Simplify contribution process
• Assist in relationship development
Tactics
• Website
• Facebook
• Events
“Donations”
http://www.techworld.com/news/startups/orange-plans-cosy-up-with-startups-through-20m-vc-fund-3595249/
7. Marketing Strategies and Tactics Cont. see pages 10-14
Heighten business interest in newly founded “Legacy Fund”
Strategies
• New methods to reach out
• Educate business owners
Tactics
• Website
• Facebook
• Newsletters
• Lists (Thank You Letters)
“Donating”
http://www.realsimple.com/work-life/money/donating-to-charity
8. Marketing Strategies and Tactics Cont. see pages 10-14
Gain Media Exposure
Strategies
• Make it easy for journalists to access stories
• Create interesting stories
Tactics
• Website
• Facebook
• Press Release
• Events
“News”
https://calibergroup.wordpress.com/2013/01/17/increase-your-chances-of-media-exposure-success/
10. Message Example: For Legacy Fund see pages 18-21
The {current number of residents} youths currently living at the Webster House need your help. Can they count on {company name} to
invest in their futures by contributing $100 a month for the next 10 months to the Webster House’s newly formed Legacy Fund?
The Legacy Fund ensures that the Webster House can continue its mission to provide a safe and supportive home to youth who are
unable to live at home. The Webster House is a 501(c)(3) nonprofit organization, and all financial donations are tax deductible.
Please reply no later than {date} so that we may discuss a contribution schedule that works for you.
Best regards,
{signature}
Lou Catano
Executive Director
Webster House
Ph: (603) 622-8013
Email: lcatano@wbesterhousenh.org
Clarify a need
Benefit to the company
Unique Value
Call to action
Contact information
{custom field}
11. Budget see pages 22-25
The B2B Marketing budget for 2017 is $1,000
Utilization of free resources will optimize budget
Cost for Print Press Releases $119
Cost for lists will be $198
Total combined $317
Remaining $683 will be used to events
(Stein, "Will County presents balanced 2017 budget", 2016)
http://epmgaa.media.clients.ellingtoncms.com/img/croppedphotos/2016/09/21/newsp5Will_County_presents_balanced_2017_budget.jpg
14. Track and Measure Results see pages 26-27
Website Analytics
Facebook Page Insights
Event Registries and House Database
Financial Ledgers
AWStats Analytics screenshot for beyondvolume.com
15. Summary see page 1
Objectives
• Minimum of two business contacts per month
• Increase media exposure
• Raise $50,000 from business contacts
• Heighten business interest in Legacy Fund
Budget: $1,000
“Dart in Target with Dollar Sign”
http://www.scholarshipmanagement.org/images/uploads/entry/Setting_goals_within_budget.png
16. Summary see page 1
Expenses
Total: $317
List purchases: 200 targeted leads
Printing and mailing costs for 100
newsletters.
Remaining balance: $683
Note: Event expenses are not estimated in this
B2B marketing plan.
Marketing Tools
Marketing/Communications Intern
Website
Facebook Page
Newsletters
Press Releases
Lists
Events
