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Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating a Strategic Marketing Communications
Plan
Deborah Spector
NPO Connect Marketing Communications Expert
21 May 2013
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creating a Strategic Marketing
Communications Plan
Goals for today’s session:
 Understand the role of marketing
communications
 Role of Research
 Review the elements of a marketing
communications plan
 Create a strategic marketing
communications plan
What is Strategic Marketing
Communications?
Strategic marketing communications is your
lense to focus on the people you serve, the
individuals you seek to influence and the
donors you cultivate.
Through integrated marketing communications
you can create powerful, focused & targeted
appeals for mission impact, to build your
brand and for fundraising.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Why Do Nonprofits Communicate?
Nonprofits communicate for three main
reasons:
1. Fundraising
2. Programs
3. Advocacy
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
What is a Marketing Communications
Plan?
A well thought-out marketing communications plan
supports your mission and the objectives laid out in
your strategic plan. It allows you to focus your
marketing and communications, making sure that all
activities work together to support the big picture. The
strategy is very important because you are building
the components of your organization brand, identity,
and everything in between.
A strategic marketing communications plan gives you
the focus to know where you’re going, what you need
to say & what channels you need to positively interact
with your audiences.
7 Characteristics of a Good Strategic Marketing
Communications Plan
1. It is participative
2. It is dynamic
3. It is flexible
4. It is audience-driven
5. It combines the best of PR and Marketing
6. It contains a mix of strategy and tactics
7. It is doable
Hollister, Trubow & Associates
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Start with your Vision & Mission
Vision: Our ultimate goal is to rid our community of
hunger
Mission: Our mission is to fight hunger by engaging,
educating and empowering our community

Vision: Our vision is healthy people in a healthy world
Mission: To promote health & quality of life by
preventing disease and disability
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Think of the words “visionary” and “missionary.” A visionary
imagines possible futures, whereas a missionary does the
work to achieve the desired future.
Research Tools
 Brainstorming sessions
 SWOT Analysis
 Audience Discovery Interviews
 Focus groups
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Why Do Research?
– Sets foundation for all communications
– Provides audience insights
– Uncovers opportunities, threats, etc.
– Analyzes direction, position, messages
Message Framework – Foundation Elements
Positioning Connects your nonprofit with those with whom you
want to engage & conveys what your organization does better
than others.
Example: We bridge diverse cultures & generations by creating
opportunities for immigrants to succeed. We partner with other
organizations to leverage resources to positively impact our
community. We have earned recognition for our successful
efforts.
Tagline – Key words or phrase to capture what makes your
organization special. Conveys this with passion & commitment.
Example: Touching lives. Creating opportunities.
Investing in our children’s future
Empowering nonprofits to do good
Elevator Speech – The new elevator speech uses the social
media strategies to listen, prepare and engage. It enables you to
listen & learn from the persons with whom you speak to see if
there is any interest in your issue. Then you can segue into your
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Message Framework –
Elements That Change w/Goals
Audiences – what interests which target audiences relative to your
communications tactic.
Benefits and Attributes – Key messages about what your
organization offers.
Example: Our free job training program provides a pathway to
employment.
Key messages or talking points – succinctly elaborate on your
positioning statement & provide necessary proof required to
validation. Responds to most common questions asked by your
current & prospective network.
Example – The immigration system is broken & needs to be fixed.
Proof Points – The massive backlog in visa applications is a clear
sign that the system is not working .
Example – Legal immigrants are forced to spend years separated
from their families .
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Elements of Marketing Communications
Plan
Goals & Objectives
Identify & Profile Audiences
Develop Messages & Identify Messengers
Messages & Credible Messengers
Develop Strategies
Select Communication Channels
Implement the Plan
Build in Evaluation Points
Measure Success
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Organizational & Communication Goal
Organizational Goal Communication Goal
Improve community health
by reducing exposure to
toxic chemicals in the
environment
•Build awareness about
orgs work
•Increase understanding of
the relationship between
health & environment
•Motivate area residents to
advocate
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Broad Goal – All communication efforts need to be
rooted in a vision for change. What is the big
ambitious goal your organization has for change?
Objectives – Concrete Steps to Reach Your
Goal
Objectives Must be Smart:
Specific
Measurable
Attainable
Realistic
Time-bound
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Attributes of Goals vs. Objectives
Differences in Scope - Goals are broader while
objectives are narrow & set for certain task.
Specificity - Goals are general while objectives
are specific.
Tangibility – Goals may be intangible while
objectives ought to be tangible
Differences in time frame – Goals have a longer
time-frame; objectives are precise targets set
for a short time
Measurement – Goals may or may not be
measured; objectives are always measured.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Target Audience
Advertising specialist Tom Duncan
defines target audience as "a group that
has significant potential to respond
positively to a brand message." The key
here is the word message.; Effective
marketing communications, or
messages, each target a particular kind
of reader or viewer. These individuals
make up the message's target
audience. Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Identify Your Target
Audiences
Clients Faith Community
Former Clients Educators
Advocates Health Care Providers
Board members Business Owners
Volunteers Targeted Media
Donors Bloggers
Foundations Twitter Influencers
Local elected officials Partner Organizations
Community leaders Sponsors
Colleagues @ other chapter Former
donors/sponsors
Audience Segmentation
Audience: ________________________
1. Describe what you know about this audience’s
knowledge, attitudes & behaviors related to your
issues.
2. What are the barriers to this audience fully
supporting or participating in reaching your goal?
3. What are the characteristics of this audience? How
do they spend their time? What is gender, ethnicity,
income level. What or who could motivate change or
action?
4. How does this audience participate in the social
media platforms that you use?Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Messages
Messages that resonate with passion and commitment
are key for your nonprofit to raise above the noise.
Messages:
 Show importance, urgency or magnitude of the issue.
 Put a “face” on an issue.
 Show the relevance of the issue.
 Must be tied to specific audience values, beliefs or
interests.
 Reflect an understanding of what would motivate
your target audience.
 Be memorable.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Message Worksheet
Audience________________________
1. What are the barriers & benefits to your audience
thinking, feeling, or acting on your issue?
2. What change in attitude do you want to motivate in
your audience to meet your goal?
3. What change in behavior are you trying to achieve?
4. Based on what you know above, what are the three
most compelling sentences you could use to
motivate this audience? *These are your messages!
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Strategy
Strategy is an idea, a conceptualization of how a goal
can be achieved.
Examples of communications strategies:
 Develop Key Messages
 Prioritize Key Audiences
 Identify Ways to Reach Audiences
 Conduct Ongoing Blogger Outreach
 Develop Best Practices for Social Media
 Define & convey our brand & brand value to target
audience
 Expand marketing reach to engage more people in
each target audience
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Strategy & Action
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Communications Awareness Comprehension Conviction Commitment
Mass 40% 10% 5% 5%
Direct 40% 50% 20% 10%
Small
Group
10% 20% 35% 15%
Person to
Person
10% 20% 40% 70%
•Awareness brings your nonprofit to the attention of an audience
•Comprehension develops an understanding of an organization
•Conviction matches individual interests to institutional offerings
•Commitment assists in the decision process
Adapted from Barton-Gillet Company
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Channels
Communication
Channels carry the
message to the target
audiences.
Integrate The Mix
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Comm
Channel
Provide Info
& dialog
Fundraising
News & Link
Promote
Research
Provide
Resources
Promote
Events
Website     
Blog   
On-line
Newsletter
    
Email
Facebook
YouTube
Podcast
Twitter
Webinars
Conference
Face to Face
Meetings
SEO Press
Releases
PSA
Conference
Call
POST Method – Blending New & Traditional
Media
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Post Method is simple yet profound in that it provides a user-friendly system for
using traditional and emerging communications channels. Although developed as a
for-profit system, it is easily adaptable to nonprofits. The acronym refers to the four-
step approach:
P is for People. Don’t start a strategy until you know the capabilities of your
target audience and know their social behavior.
O is objectives. What are you trying to accomplish? Decide on your
objectives before you decide on a technology. State your objectives in
SMART terms.
S is Strategy. How do you want the relationship to change with your target
audience? How do new and traditional media support your objectives with
your audience?
T is Technology. What are the appropriate tools and tactics to address your
target audience? What do you have the capacity to implement?
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
People: Evaluate social media activities of your community.
Objectives: Identify the goals & accomplishments you want to achieve
Strategy: Plan how your organization’s relationships with community will change
Technology: Decide which traditional & social media tools are most applicable based on P,O, & S.
Roles & Responsibility
 Everyone is a communicator.
 Who does what?
 How do you involve volunteers?
 How do you train?
 Who has final sign-off on initiatives?
 Is there a protocol for sign-off?
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Work Plan
 How do you roll out the implementation?
 Create and manage a steady stream of
activities.
 Ensure coordination in timing and
impact.
 Build in evaluations before the end of
the year.
 Be clear on who does what & by when.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Budget
 Staff costs
 Materials development
 Website implementation and
maintenance
 Software & hardware
 Consulting
 Technology systems
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Reality Check
 Do you have enough resources?
 Are you finding ways to include key
staff, volunteers, and leadership?
 Do you have buy-in from your chapter?
What about national?
 Can you measure your success?
Measure Success
 Measure Impact
 Use anecdotal as well as quantifiable
measurements
 Benchmark prior to starting
 Identify mix of outputs & outcomes.
Outputs are a measure of your efforts.
Outcomes are the changes that occur.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
When Your Plan is Complete
When your plan is complete you will have:
 Seamless communications
 Accountability to the bottom line
 A strategic process that meets identified
objectives
 An awareness plan focused on
increasing revenue streams, programs
&/or advocacy
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Thank You!
Interested in a recording of today’s
session?
Please contact –
NPO Connect
 Email: info@npoconnect.org
 Twitter: @npo_connect
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031

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Creating a marketing communications plan

  • 1. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Creating a Strategic Marketing Communications Plan Deborah Spector NPO Connect Marketing Communications Expert 21 May 2013
  • 2. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Creating a Strategic Marketing Communications Plan Goals for today’s session:  Understand the role of marketing communications  Role of Research  Review the elements of a marketing communications plan  Create a strategic marketing communications plan
  • 3. What is Strategic Marketing Communications? Strategic marketing communications is your lense to focus on the people you serve, the individuals you seek to influence and the donors you cultivate. Through integrated marketing communications you can create powerful, focused & targeted appeals for mission impact, to build your brand and for fundraising. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 4. Why Do Nonprofits Communicate? Nonprofits communicate for three main reasons: 1. Fundraising 2. Programs 3. Advocacy Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 5. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 What is a Marketing Communications Plan? A well thought-out marketing communications plan supports your mission and the objectives laid out in your strategic plan. It allows you to focus your marketing and communications, making sure that all activities work together to support the big picture. The strategy is very important because you are building the components of your organization brand, identity, and everything in between. A strategic marketing communications plan gives you the focus to know where you’re going, what you need to say & what channels you need to positively interact with your audiences.
  • 6. 7 Characteristics of a Good Strategic Marketing Communications Plan 1. It is participative 2. It is dynamic 3. It is flexible 4. It is audience-driven 5. It combines the best of PR and Marketing 6. It contains a mix of strategy and tactics 7. It is doable Hollister, Trubow & Associates Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 7. Start with your Vision & Mission Vision: Our ultimate goal is to rid our community of hunger Mission: Our mission is to fight hunger by engaging, educating and empowering our community  Vision: Our vision is healthy people in a healthy world Mission: To promote health & quality of life by preventing disease and disability Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Think of the words “visionary” and “missionary.” A visionary imagines possible futures, whereas a missionary does the work to achieve the desired future.
  • 8. Research Tools  Brainstorming sessions  SWOT Analysis  Audience Discovery Interviews  Focus groups Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 9. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Why Do Research? – Sets foundation for all communications – Provides audience insights – Uncovers opportunities, threats, etc. – Analyzes direction, position, messages
  • 10. Message Framework – Foundation Elements Positioning Connects your nonprofit with those with whom you want to engage & conveys what your organization does better than others. Example: We bridge diverse cultures & generations by creating opportunities for immigrants to succeed. We partner with other organizations to leverage resources to positively impact our community. We have earned recognition for our successful efforts. Tagline – Key words or phrase to capture what makes your organization special. Conveys this with passion & commitment. Example: Touching lives. Creating opportunities. Investing in our children’s future Empowering nonprofits to do good Elevator Speech – The new elevator speech uses the social media strategies to listen, prepare and engage. It enables you to listen & learn from the persons with whom you speak to see if there is any interest in your issue. Then you can segue into your Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 11. Message Framework – Elements That Change w/Goals Audiences – what interests which target audiences relative to your communications tactic. Benefits and Attributes – Key messages about what your organization offers. Example: Our free job training program provides a pathway to employment. Key messages or talking points – succinctly elaborate on your positioning statement & provide necessary proof required to validation. Responds to most common questions asked by your current & prospective network. Example – The immigration system is broken & needs to be fixed. Proof Points – The massive backlog in visa applications is a clear sign that the system is not working . Example – Legal immigrants are forced to spend years separated from their families . Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 12. Elements of Marketing Communications Plan Goals & Objectives Identify & Profile Audiences Develop Messages & Identify Messengers Messages & Credible Messengers Develop Strategies Select Communication Channels Implement the Plan Build in Evaluation Points Measure Success Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 13. Organizational & Communication Goal Organizational Goal Communication Goal Improve community health by reducing exposure to toxic chemicals in the environment •Build awareness about orgs work •Increase understanding of the relationship between health & environment •Motivate area residents to advocate Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Broad Goal – All communication efforts need to be rooted in a vision for change. What is the big ambitious goal your organization has for change?
  • 14. Objectives – Concrete Steps to Reach Your Goal Objectives Must be Smart: Specific Measurable Attainable Realistic Time-bound Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 15. Attributes of Goals vs. Objectives Differences in Scope - Goals are broader while objectives are narrow & set for certain task. Specificity - Goals are general while objectives are specific. Tangibility – Goals may be intangible while objectives ought to be tangible Differences in time frame – Goals have a longer time-frame; objectives are precise targets set for a short time Measurement – Goals may or may not be measured; objectives are always measured. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 16. Target Audience Advertising specialist Tom Duncan defines target audience as "a group that has significant potential to respond positively to a brand message." The key here is the word message.; Effective marketing communications, or messages, each target a particular kind of reader or viewer. These individuals make up the message's target audience. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 17. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Identify Your Target Audiences Clients Faith Community Former Clients Educators Advocates Health Care Providers Board members Business Owners Volunteers Targeted Media Donors Bloggers Foundations Twitter Influencers Local elected officials Partner Organizations Community leaders Sponsors Colleagues @ other chapter Former donors/sponsors
  • 18. Audience Segmentation Audience: ________________________ 1. Describe what you know about this audience’s knowledge, attitudes & behaviors related to your issues. 2. What are the barriers to this audience fully supporting or participating in reaching your goal? 3. What are the characteristics of this audience? How do they spend their time? What is gender, ethnicity, income level. What or who could motivate change or action? 4. How does this audience participate in the social media platforms that you use?Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 19. Messages Messages that resonate with passion and commitment are key for your nonprofit to raise above the noise. Messages:  Show importance, urgency or magnitude of the issue.  Put a “face” on an issue.  Show the relevance of the issue.  Must be tied to specific audience values, beliefs or interests.  Reflect an understanding of what would motivate your target audience.  Be memorable. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 20. Message Worksheet Audience________________________ 1. What are the barriers & benefits to your audience thinking, feeling, or acting on your issue? 2. What change in attitude do you want to motivate in your audience to meet your goal? 3. What change in behavior are you trying to achieve? 4. Based on what you know above, what are the three most compelling sentences you could use to motivate this audience? *These are your messages! Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 21. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 22. Strategy Strategy is an idea, a conceptualization of how a goal can be achieved. Examples of communications strategies:  Develop Key Messages  Prioritize Key Audiences  Identify Ways to Reach Audiences  Conduct Ongoing Blogger Outreach  Develop Best Practices for Social Media  Define & convey our brand & brand value to target audience  Expand marketing reach to engage more people in each target audience Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 23. Strategy & Action Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Communications Awareness Comprehension Conviction Commitment Mass 40% 10% 5% 5% Direct 40% 50% 20% 10% Small Group 10% 20% 35% 15% Person to Person 10% 20% 40% 70% •Awareness brings your nonprofit to the attention of an audience •Comprehension develops an understanding of an organization •Conviction matches individual interests to institutional offerings •Commitment assists in the decision process Adapted from Barton-Gillet Company
  • 24. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Channels Communication Channels carry the message to the target audiences.
  • 26. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Comm Channel Provide Info & dialog Fundraising News & Link Promote Research Provide Resources Promote Events Website      Blog    On-line Newsletter      Email Facebook YouTube Podcast Twitter Webinars Conference Face to Face Meetings SEO Press Releases PSA Conference Call
  • 27. POST Method – Blending New & Traditional Media Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Post Method is simple yet profound in that it provides a user-friendly system for using traditional and emerging communications channels. Although developed as a for-profit system, it is easily adaptable to nonprofits. The acronym refers to the four- step approach: P is for People. Don’t start a strategy until you know the capabilities of your target audience and know their social behavior. O is objectives. What are you trying to accomplish? Decide on your objectives before you decide on a technology. State your objectives in SMART terms. S is Strategy. How do you want the relationship to change with your target audience? How do new and traditional media support your objectives with your audience? T is Technology. What are the appropriate tools and tactics to address your target audience? What do you have the capacity to implement?
  • 28. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 People: Evaluate social media activities of your community. Objectives: Identify the goals & accomplishments you want to achieve Strategy: Plan how your organization’s relationships with community will change Technology: Decide which traditional & social media tools are most applicable based on P,O, & S.
  • 29. Roles & Responsibility  Everyone is a communicator.  Who does what?  How do you involve volunteers?  How do you train?  Who has final sign-off on initiatives?  Is there a protocol for sign-off? Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 30. Work Plan  How do you roll out the implementation?  Create and manage a steady stream of activities.  Ensure coordination in timing and impact.  Build in evaluations before the end of the year.  Be clear on who does what & by when. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 31. Budget  Staff costs  Materials development  Website implementation and maintenance  Software & hardware  Consulting  Technology systems Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 32. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031 Reality Check  Do you have enough resources?  Are you finding ways to include key staff, volunteers, and leadership?  Do you have buy-in from your chapter? What about national?  Can you measure your success?
  • 33. Measure Success  Measure Impact  Use anecdotal as well as quantifiable measurements  Benchmark prior to starting  Identify mix of outputs & outcomes. Outputs are a measure of your efforts. Outcomes are the changes that occur. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 34. When Your Plan is Complete When your plan is complete you will have:  Seamless communications  Accountability to the bottom line  A strategic process that meets identified objectives  An awareness plan focused on increasing revenue streams, programs &/or advocacy Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 35. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 36. Thank You! Interested in a recording of today’s session? Please contact – NPO Connect  Email: info@npoconnect.org  Twitter: @npo_connect Creative Solutions & Innovations | www.creative-si.com | 404.325.7031
  • 37. Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

Editor's Notes

  1. Nonprofits communicate for three main reasons:
  2. I would go so far as to say that an integrated marketing communications plan is a matter of survival.
  3. Link to in the spotlight article
  4. Positioning is the big differentiating idea you strive to own in the minds of your target audience.
  5. Add talking points benefits, etc. from LBDA
  6. Example – Mission – Save the Children; Objective – pass legislation this year to ensure every child in the state has access to quality healthcare; communication objective – create advocacy white papers by start of session; meet with x# of state reps during session; add new information about initiatives to the website every month.Save the environment – objective – increase the # of households recycling in our community by 5% this year; communication objective – launch social media campaign in partnership with state agencies by start of fiscal year;
  7. The terms target market and target audience are interrelated, but they are not interchangeable. An organization’s target market may also be its target audience for various marketing communications, but this is not always the case. Knowing the difference can help decision-makers strengthen their organization's overall marketing strategy and develop more effective marketing communications.
  8. “Getting to know your supporters, volunteers, clients and other participants in your mission is easy, if you build that listening and learning into your everyday work.” Be curious, formalize that curiosity with research such as surveys, focus groups, brainstorming sessions with board, staff, clients
  9. I suggest you hold meetings with key staff and board members to discuss. Post the questions on large sheets of paper and have someone note down everything said. You will want to have a separate sheet for each key audience.I suggest that you start with your top 3 or 4 primary audiences.
  10. Ready to get started? Are there any questions?