Marketing 101: Marketing forBeginnersBy ExpandYourImpact.orgPositive Change Marketing for Nonprofits and Small Businesses
Marketing in its highest form is used as a way toexpand the positive impact of yourorganization on the world.“If Wrigley’s can advertise gum, why can’t weadvertise good ideas?”
“With ingenuity, you’ll find that there’s no limitto the ways in which one can advertise bothcreatively and dharmically.”--J. Donald Walters
What is the goal of marketing?To achieve positivechange using effective,science-basedmarketing plans.
What kind of marketing science isused?Formative Research or informed research that is notbiased by our beliefs about will or will not work ina marketing plan.It is the discovery of a marketing framework thatwill appeal to your target audience.• Current Events and News• Surveys• Interviews• Focus Groups• Analysis of the marketing strategy of others inyour field
What is a Marketing Framework?The messaging of your marketing that is themost powerful and magnetic to yourtarget audience.• Content you write• Slogans or “phrases” that capture the mainmessage 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 internetsearch engines (search engine optimization -SEO)
What is a target audience?The group of people or “personas” (personalitytypes) that represent the groups of peoplethat you will be marketing to.
How do you define a “persona”?• Likes and dislikes?• Aspirations and goals?• Passions?• Questions- what information are theysearching for?• Needs- relative to your market?• Demographics (age, location, language,gender, financial status, education, etc.)?• How do they find you or how will they hearabout you?
How does this help your marketing?By relating to your audience’s core values or lifevalues.Relative to what your core values or mission isas an organization or businessHow you will be making your connection to forma working, supportive relationship
What are examples of core values?A word that describes what people attribute tofinding happiness (the end goal of all behavior):• Youth (Children) or Family• Security• Equality, Justice• Love – Connectedness• Oneness• Inner Peace• Acceptance• Self-discovery• Independence• Vitality
All of this information can then be compiledtogether to determine your successful nicheand marketing plan or strategy.
What is your niche?Your place in the market of your business ororganization 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 toyour target audience.
Now you have all the backgroundinformation you need to create amarketing plan.Its purpose: To help your organization stay ontrack, visualize reaching its goals, and focus onwhat can be done that will help you to reachmore people and achieve success!
Your marketing plan should include:• Big picture goals for the marketing plan• Objectives (action-oriented steps) forcompleting these goals or the next year inorder to meet those goals• Detailed list of Activities for each objective• Timeline or Plan of Action that describes theproject scope.• Examples of Messaging that may be used byyour team
Sanatan DharmaThe latest trends in marketing research areproving that the age old principleof Sanatan Dharma: that organizationsand businesses who serve from theirheart, in a true effort to help others--have the greatest chances of achievingsuccess.
Share your new knowledge:United as a team, your organization willbecome stronger, more creative, and moreeffective in its communication to the world.