Slides for intro to marketing for public sector and non profit marketing, the slides are accompanied by a workbook

1. INTRODUCTION TO MARKETING 101
JIM MINTZ
MANAGING PARTNER, CEPSM.CA

2. What we do
Revenue Generation
Digital / Social Media
Social Marketing
Sponsorships /Partnerships
Organizational Branding
Integrated Marketing
Communications
Marketing of Products,
Programs & Services
Service Excellence

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4. Our Objectives Today
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1. Provide participants with an overview of
Marketing in the Public and Non-Profit
Sectors
2. Review various components of an
effective Strategic Marketing Plan
3. Explore techniques used by marketing
professionals to make informed business
decisions

5. Opening Exercise
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Pair up with someone in this workshop, exchange information concerning what
marketing have you done and what marketing you are presently doing?
Also discuss with this person the most important marketing challenge facing you?
Report back to group

6. What is Marketing?
“a disciplined approach
for creating , enhancing
the value of, or retaining
a customer”
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11. Marketing is…
• Defining your customers
• Defining your USP
• Delivering compelling communications
• Effective program / service delivery
• Adding value to the client/customer
experience
• Launching innovative programs
• Effective pricing
• Measuring results for improvement
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12. Difference Between Marketing,
Advertising & Pubic Relations
If a young man tells his date she's
intelligent, looks lovely, and is a great
conversationalist, he's saying the
right things to the right
person…that's marketing.
If the young man tells his date how
handsome, smart and successful he is
…that's advertising.
If someone else tells the young
woman how handsome, smart and
successful her date is…that's public
relations.

13. Difference Between
Marketing and
Communications
jimmintz.ca/2016/03/09/mar…

14. “The truth is, you can’t market without doing a
little communication, and you can’t do
communications without a little marketing.”

15. Marketing …
Why now? Why should you care?
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18. BEST PRACTISES
1. Top-down strategic vision and outcomes
that are translated into working terms at all
levels
2. Client-driven approach
3. Programs / services segmented and
promoted by audience
4. Prioritization of activities based on need or
opportunity
5. Greater linkages between departments
6. Integrated marketing communications
7. Marketing that’s focused on results
8. Use of the web as an engagement tool
9. Marketing training for managers and line
staff
10. Branding that lives up to its promise
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20. Focus on client and not itself
Not bureaucratic
Rely heavily on mktg. research
Focused on integrated programs
Bias towards segmentation
Define competition broadly
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21. Focus on branding & positioning
Sustainable for the long run
Strategy before tactics
“Big Picture” thinking
Commitment to Planning
Strategies involve all 4 p’s
Committed to measurement of
both outcomes & outputs
Willingness to take reasoned risks
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22. If marketing is
so great why
don’t more
public sector
and non profit
organizations
embrace it?
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23. • Barrier of introducing "performance
based culture”
• Conflict with core values
• Requires significant management
support and time
Challenges of
Introducing
Marketing into a
Public Sector/ Non-
Profit Organization

24. Marketing Challenges Government -
Nonprofits

25.  Are you anticipating the changing landscape and
developing innovative marketing strategies to move
your organization to the next level?
 Do you have the marketing processes, tools and
techniques in place to meet the challenges you face?
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27. You know you are a Marketing driven organization when…
1 You do not use terms like “general public” when referring to your target audience
2 “Plan” is more than a four letter word
3 All marketing activities are coordinated and integrated into an overall plan
4 You focus on results and NOT process and politics
5 Your organization takes “risks”, although ensuring they are “reasoned risks“
6 You do not keep doing the same things every year i.e. programs, services, products
7 Marketing campaigns consistently meet their goals and objectives.
8 You take action when results are not achieved
9 You have a clear understanding of the needs of your target group(s)
10 You have a dedicated marketing budget

28. You know you are a Marketing driven organization when…
11 Your organization’s brand has value
12 Reinventing the wheel is not standard operating procedure
13 Your organization is focused on “outcomes” not “outputs”
14 Evidence-based decision making is in your organization’s vocabulary
15 Strategic alliances/partnerships are a key component of your marketing activities
16 Your marketing objectives are SMART (Specific Measurable, Attainable, Realistic and Time
Limited)
17 Your organization does not use the web as a warehouse to store information
18 You value training in areas like marketing and communications
19 Performance measurement is something that your organization does regularly
20 You are up to date with the latest trends, technologies in the area of marketing and
communications , especially digital marketing

29. You know you are a Marketing driven organization when…
21 Branding is more than a visual identifier
22 You are open to change
23 You see the need to understand your “competition”
24 You use all the elements of the marketing mix (4 p’s) and not just use promotion
25 Your organization believes that the ultimate objective for marketing is not education and
creating awareness but behaviour change

30. 20 – 25: You have the tools, processes and culture in
place to be successful and sustainable
15 – 19: You are on the right path, but need to
examine those areas where you are weak
10 – 14: You are likely struggling and need to take a
serious look at priorities and processes
6 – 9: You are on the borderline of existence
0 – 5: You need to start over
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31. Don’t Jump!
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32. CEPSM/Phase 5 studied close to
600 organizations assessing the
health of marketing in the public
and non-profit sectors in Canada.
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33. 0 10 20 30 40 50 60 70 80 90 100
Index Rating
Results & Outputs
Resources
Marketing Information &
Measurement
Knowledge & Skills
Management
Planning
Organization
Culture
Rating of Public and Non-Profit Organizations
Based on Key Marketing Health Indices
Non-Profit Sector (n=275) Government Sector (n=300) Total (n=575)
A greeD isagree

34. Why do new products and services developed in Public
Sector and Non-Profits fail? 34

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39. “Tactics without strategy is the noise
before the defeat.”
Sun Tzu 6th century BC Chinese General
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40. Paris Hilton reading Sun Tsu’s book
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What happens when tactics trump
strategy?
Lack of clear and consistent
messaging
Difficulty achieving goals
Wasted budget
Unfocused efforts

42. What are the five most important things that a marketer
needs to take into consideration when developing a
marketing strategy?
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44. Marketing Plan Puzzle
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51. • Geographic
• Demographic
• Psychographic
• Setting/Location
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53. MASH
Measurability
Accessibility
Size
Homogeneity
Also Affinity &
Actionability
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Goals are broad statements of intent
Objectives are measurable

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Primary vs.
Secondary
Exploratory
Research
Formative Research
Pre-test Research
Monitoring or
Tracking Research

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61. Porter’s Five Forces
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63. Ansoff Growth Matrix
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65. http://www.mikekujawski.ca/ftp/cepsm_branding_ebook.pdf
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66. HOW DOES BRANDING WORK?
Brand is built on two levels:
1. Mass level: through advertising, public relations,
community involvement etc.
2. Personal level: through client interactions
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67. HOW DOES BRANDING WORK?
• It is much more than graphics and visuals.
• Organizational attitudes and behaviours of
employees commensurate with the brand
values.
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68. HOW DOES BRANDING WORK?
• Starts inside and moves outward.
• Promises worthless without internal practices and
attitudes.
• Relationships are priority.
• Commitment of every member of organization.
• Shared passion.
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69. HOW DOES BRANDING WORK?
• Building a strong brand takes time.
• Understand needs, expectations, and experiences of target audiences.
• Know your organization.
• Branding doesn’t change what you do but how you do it.
• Branding is connecting everything you do to an overall brand vision.
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70. HOW DOES BRANDING WORK?
• It’s not about large budgets and major
marketing efforts.
• It’s about strategically communicating your
brand to clients and stakeholders,
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71. Strategic
planning
Employee
performance
management
Hiring and
retention
Marketing
communications
Resource
allocation
Service
delivery (sales
and operations)
Employee
communications
Brand
Benefits and positive impacts of adopting a branding
approach
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72. Aligning your Organization with the Brand Promise
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73. Benefits and positive
impacts of adopting a
branding approach
• Product offering may be an idea, a cause, or a
service.
• Helps make the intangible more tangible,
• Helps organizations move into new product lines.
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74. HOW TO BUILD YOUR BRAND
• Branding process features
action plan.
• Validation of proposed
direction with clients
members & stakeholders.
• 1-2 year implementation
plan for communicating
and supporting the brand.
• Impact of strategy needs
to be monitored.
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75. Benefits and positive impacts of
adopting a branding approach
• Branding facilitates
consensus building by
engaging all members of
your organization
• There will be an increased
level of involvement and
buy-in to the entire
branding process
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76. Positioning
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Prequisites to Successful
Positioning:
Differentiating: needs to
carve out a clear
unassailable position
Compelling: needs to
appeal to audience
Credible: claims and
messages must be
believable.
Motivating: encourages an
action

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Promotion: Messages
& tactics to deliver
messages
Messages: Brief
Statement highlighting
bottom-line message

88. Segment messages
Pre test
Call to action

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94. Steps in Marketing Communications
Planning
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97. Social Media Tools and Tactics

98. Five Categories of Social Media Tools
1. Social/relationship networks (there are
numerous sub-categories here)
• General
• Professional
• Interest-based
• Media sharing
• News Networks

99. Five Categories of Social Media Tools
2. Social / Instant Messaging
3. Blogging
4. Review/rating sites (incl. sharing
economy)
5. Discussion Forums

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102. Monitoring and Evaluation

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106. 1. What are the target market(s)?
2. What are the key segments within
these markets?
3. What are the needs of each market
segment?
4. Who are the key clients, stakeholders,
competitors and potential partners?
5. What is the organizations mission?
6. What “business” do stakeholders/clients think the organization
is in?
7. How much interest or awareness does the organization
activities generate?
8. How satisfied are the current clients and stakeholders with the
organizations output?

107. 9. What are the major strengths or weaknesses
that could either limit or enable expansion?
10. Where are the opportunities to excel?
11. What opportunities are presented that will
enable an expanded resource base?
12. What specific steps must be taken to capitalize on
the opportunities?
13. What benefits does the organization have that will allow a
different position from others in the field?
14. Are there segments “open” from competition that would
allow the organization to excel*?
* Source: Successful Marketing Strategies for Nonprofit Organizations, Barry J. McLeish

108. Name 3 specific actions you are going to take in the next 6
months to improve the marketing of your organization?
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109. Subscribe to my Free blog www.jimmintz.ca
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111. Questions?
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E-mail: jimmintz@CEPSM.ca
Phone: 343-291-1137
Mobile: 613 298 4549
Website: www.cepsm.ca
Blog: www.jimmintz.ca
Twitter: @jimmintz
343 Preston Street ,11th Floor
Ottawa, ON K1S 1N4