Marketing For Non Profits

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Presentation given at the Wisconsin Federation of Museums Annual Conference held in Kenosha on Nov. 2, 2009.

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  • start with planningEnd with discussion with tactics
  • What do people REALLY think about you? Start asking questions – consider doing a survey.
  • - Consistently present high quality, engaging exhibits (as evidenced by: Visitor surveys and State & National Awards)
  • Who is your target audience? One of the most challenging areas for non-profits
  • Streamline efforts. It doesn’t mean you ignore all of your other audiences. Spill-over
  • Who is your target audience? One of the most challenging areas for non-profitsEducation and home-ownership are implied based on income level. Income level is slightly lower to adjust for stay-at-home moms.
  • Use the museum’s brand switch as an example.
  • Tie-back to the SWOT. Position museum staff as experts.Always consider TA: position as family-friendly (this will not “hurt” secondary Tas)
  • Strategies are more generalized and serve as a filter for tactics. Before you decide to invest in the traveling billboard….Seth Godin’s “The Purple Cow”
  • Strategies are more generalized and serve as a filter for tactics. Before you decide to invest in the traveling billboard….Seth Godin’s “The Purple Cow”
  • Marketing For Non Profits

    1. 1. Presented by: <br />Tiffany Niederwerfer, Director of MarketingThe History Museum at the Castle<br />Marketing Planning for Non-Profits<br />
    2. 2. Marketing Planning<br />Evaluate Current Situation (SWOT)<br />Set (Quantifiable) Goals<br />Identify Target<br />Define Positioning/Message Strategy<br />Determine Strategies<br />Plan Tactics<br />
    3. 3. The Dreaded S.W.O.T.<br />Be honest. Be brutally honest.<br />In order to determine a direction for your organization, you must first understand where you currently stand.<br />
    4. 4. S.W.O.T.<br />Strengths<br />Weaknesses<br />“Compared to my competitors…as evidenced by…”<br />Opportunities<br />Threats<br />Broad –picture, large scale items that usually involve outside influences.<br />
    5. 5. Goal Setting<br />Marketing Goals will closely align withOperational Goals.<br />Need to be quantifiable <br />Need to be tangible<br />Should have a timeline attached<br />HINT: Goals = Objectives<br />
    6. 6. Goal Setting<br />EXAMPLE:<br />Operational Goal:<br />Increase visitorship revenue by X % in 2010<br />Marketing Goal: <br />Attract X new visitors in 2010<br />
    7. 7. Target Audience<br />Who’s your target audience?<br />
    8. 8. Target Audience<br />If you had one dollar to spend on advertising… <br />…who would you spend it on?<br />Criteria to consider:gender, geographic location, age, income, education, family status, employment status, home ownership.<br />
    9. 9. Target Audience<br />The 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.<br />
    10. 10. Target Audience<br />Not just demographics.<br />Psychographics too.<br />“Psychographic variables are anyattributes relating to personality, values, attitudes, interests, or lifestyles.”<br />
    11. 11. Target Audience<br />The 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.<br />
    12. 12. Positioning/Message Strategy<br />What “brand position” do you hold in the market?<br />What does your audience know/think aboutyour brand?<br />What do you want them to think?<br />
    13. 13. Positioning/Message Strategy<br />Consciously identify how you want to communicate to your audience.<br />Is your brand Playful? Sophisticated? Modern? Nostalgic?<br />Do you want your organization to be described as Experiential? Thoughtful? Engaging? Family-friendly?<br />
    14. 14. Marketing Strategies<br />Strategies directly relate to goals.<br />A key component of marketing strategy is often to keep marketing in line with a company&apos;s mission statement.<br />Strategies allow you to concentrate limited resources on the greatest opportunities.<br />
    15. 15. Marketing Strategies<br />Marketing Goal: Attract X new visitors in 2010<br />Strategy 1: Maximize online presence <br />Strategy 2: Secure editorial stories in local media<br />Strategy 3: Empower volunteers, members, & Board to be “sneezers”<br />
    16. 16. Marketing Tactics<br />Tactics are the specific ways to communicate your strategies and reach your goals.<br />Strategy 1: Maximize online presence <br />Tactic 1: Optimize website (Q1)<br />Tactic 2: Write a social media plan (Q2)Tactic 3: Actively participate in SM (Q3)<br />Tactic 4: Develop plan for blog/content dev. (Q3)<br />Tactic 5: Launch blog (Q4)<br />
    17. 17. Marketing Tactics<br />Strategy 2: Secure editorial stories in local media<br />Tactic 1: Invite media members for<br />one-on-one tours<br />Tactic 2: Develop media schedule<br />(goal: at least one contact/month)<br />Tactic 3: Hire intern to develop electronic distribution list<br />
    18. 18. Questions?<br />Goal setting?<br />How to narrow audience?<br />Brand identity?<br />Specific tactics?<br />
    19. 19. Recap<br />Evaluate Current Situation (SWOT)<br />Set (Quantifiable) Goals<br />Identify Target<br />Define Positioning/Message Strategy<br />Determine Strategies<br />Plan Tactics<br />
    20. 20. Specific Tactics<br />Let’s have a discussion.<br />
    21. 21. Thank you!<br />Tiffany Niederwerfer<br />Director of Marketingtiffany@myhistorymuseum.org<br />Twitter.com/tifnie<br />Linkedin.com/in/tiffanyniederwerfer<br />330 E. College Ave.Appleton, WI 54911p: (920) 735-9370 myhistorymuseum.org<br />

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