This document provides an overview of marketing fundamentals for beginners. It explains that the goal of positive change marketing is to achieve positive impact through effective, research-based plans. It also outlines how to define a target audience and their core values, develop a unique niche and messaging framework that appeals to the audience, and create a marketing plan with goals, objectives, activities and a timeline to help organizations visualize and achieve their goals. The document emphasizes that organizations serving from the heart to help others have the greatest chances of success.

1. Marketing 101: Marketing for
Beginners
By ExpandYourImpact.org
Positive Change Marketing for Nonprofits and Small Businesses

2. Marketing in its highest form is used as a way to
expand the positive impact of your
organization on the world.
“If Wrigley’s can advertise gum, why can’t we
advertise good ideas?”

3. “With ingenuity, you’ll find that there’s no limit
to the ways in which one can advertise both
creatively and dharmically.”
--J. Donald Walters

4. What is the goal of marketing?
To achieve positive
change using effective,
science-based
marketing plans.

5. What kind of marketing science is
used?
Formative Research or informed research that is not
biased by our beliefs about will or will not work in
a marketing plan.
It is the discovery of a marketing framework that
will appeal to your target audience.
• Current Events and News
• Surveys
• Interviews
• Focus Groups
• Analysis of the marketing strategy of others in
your field

6. What is a Marketing Framework?
The messaging of your marketing that is the
most powerful and magnetic to your
target audience.
• Content you write
• Slogans or “phrases” that capture the main
message that you want to express.
• Main imagery and media samples
• Logos or brand identification graphics
• Your social media strategy
• Keywords you use likely to be type d into internet
search engines (search engine optimization -SEO)

7. What is a target audience?
The group of people or “personas” (personality
types) that represent the groups of people
that you will be marketing to.

8. How do you define a “persona”?
• Likes and dislikes?
• Aspirations and goals?
• Passions?
• Questions- what information are they
searching for?
• Needs- relative to your market?
• Demographics (age, location, language,
gender, financial status, education, etc.)?
• How do they find you or how will they hear
about you?

9. How does this help your marketing?
By relating to your audience’s core values or life
values.
Relative to what your core values or mission is
as an organization or business
How you will be making your connection to form
a working, supportive relationship

10. What are examples of core values?
A word that describes what people attribute to
finding happiness (the end goal of all behavior):
• Youth (Children) or Family
• Security
• Equality, Justice
• Love – Connectedness
• Oneness
• Inner Peace
• Acceptance
• Self-discovery
• Independence
• Vitality

11. All of this information can then be compiled
together to determine your successful niche
and marketing plan or strategy.

12. What is your niche?
Your place in the market of your business or
organization that makes you unique,
resourceful, and successful!
It is what you have to offer that is special,
communicated in a way that is also special to
your target audience.

13. Now you have all the background
information you need to create a
marketing plan.
Its purpose: To help your organization stay on
track, visualize reaching its goals, and focus on
what can be done that will help you to reach
more people and achieve success!

14. Your marketing plan should include:
• Big picture goals for the marketing plan
• Objectives (action-oriented steps) for
completing these goals or the next year in
order to meet those goals
• Detailed list of Activities for each objective
• Timeline or Plan of Action that describes the
project scope.
• Examples of Messaging that may be used by
your team

15. Sanatan Dharma
The latest trends in marketing research are
proving that the age old principle
of Sanatan Dharma: that organizations
and businesses who serve from their
heart, in a true effort to help others--
have the greatest chances of achieving
success.

16. Share your new knowledge:
United as a team, your organization will
become stronger, more creative, and more
effective in its communication to the world.

17. Read the full article at:
http://expandyourimpact.org/2013/05/marketi
ng-101-marketing-for-beginners/
© 2013 Expand Your Impact