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Creating a marketing_communications_plan

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Strategic marketing communications is your lens to focus on the people you serve, individuals you seek to influence and donors you want to cultivate.

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Creating a marketing_communications_plan

  1. 1. Creating a Strategic Marketing Communications Plan Deborah Spector President, Creative Solutions & Innovations Creative Solutions & Innovations provides resources to empowers nonprofits to do good! Deborah specializes in strategic marketing communications and special event management. Stay connected: www.creativesi.com/blog, Twitter: @CreativeSI
  2. 2. GOALS FOR TODAY’S SESSION Role of marketing communications Role of research Elements of a marketing communications plan Create a strategic communications plan 1. 2. 4. 3.
  3. 3. Strategic marketing communications is your lens with which to focus on  the people you serve  individuals you seek to influence  donors you want cultivate “STRATEGIC” MARKETING . Through integrated marketing communications you can create powerful, focused & targeted appeals for mission impact, to build your brand, and for fundraising
  4. 4. Nonprofits communicate for three main reasons: . 1. 2. 3. WHY COMMUNICATE? Fundraising Programs Advocacy
  5. 5. 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 Think BIG – BUT maintain realistic expectations! 7 CHARACTERISTICS OF A GOOD MARKETING COMMUNICATIONS PLAN . Source: Hollister, Trubow & Associates
  6. 6. VISION: Our goal is to rid our community of hunger MISSION: Our mission is to fight hunger by educating and empowering communities START WITH VISION & MISSION VISION: Our vision is healthy people in a healthy world MISSION: To promote health and quality of life by preventing disease and disability Think of the words “visionary” and “missionary.” A visionary imagines possible futures, whereas a missionary does the work to achieve the desired future.
  7. 7. SWOT is a stage of planning that helps marketers to identify and focus on these 4 key issues:  Brainstorming sessions  SWOT Analysis  Audience Discovery Interviews  Focus groups RESEARCH TOOLS . Strengths Weaknesses Opportunities Threats
  8. 8. Why do research?  Sets foundation for all communications  Provides audience insights  Uncovers opportunities, threats, etc.  Analyzes direction, position, messages DO YOUR RESEARCH .
  9. 9.  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. Examples: Touching lives. Creating opportunities. Investing in our children’s future  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 fully developed pitch. MESSAGE FRAMEWORK FOUNDATION ELEMENTS .
  10. 10.  Audiences – what interests which target audiences relative to your communications tactic.  Benefits & 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 for validation. Responds to 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. MESSAGE FRAMEWORK ELEMENTS THAT CHANGE WITH GOALS .
  11. 11. 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success ELEMENTS OF A STRATEGIC MARKETING COMMUNICATIONS PLAN
  12. 12. GOALS 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success 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? Organizational Goal – Improve community health by reducing exposure to toxic chemicals in the environment Communication Goal –  Build awareness about orgs work  Increase understanding of the relationship between health & environment  Motivate area residents to advocate
  13. 13. REACH YOUR GOAL 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success Smart Objectives Are:  Specific  Measurable  Attainable  Realistic  Time-bound 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
  14. 14. TARGET AUDIENCE 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success 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. ” “
  15. 15. IDENTIFY YOUR TARGET AUDIENCES 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  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 at other chapters  Former donors/sponsors
  16. 16. AUDIENCE SEGMENTATION WORKSHEET 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success DEFINE YOUR AUDIENCES 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?
  17. 17. MESSAGING 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  Show importance, urgency or magnitude of the issue.  Put a “face” on an issue.  Must be tied to specific audience values, beliefs or interests.  Show the relevance of the issue.  Reflect an understanding of what would motivate your target audience.  Be memorable. Messages that resonate with passion and commitment are key for your nonprofit to raise above the noise.
  18. 18. MESSAGING WORKSHEET 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success 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!
  19. 19. MESSAGING DEVELOPMENT BOX 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success Your organization’s name or campaign name here. Solution Messages: And, the world would be a better place… What is the projected positive outcome? How would people’s lives be better? Action Messages: What is the purpose of the message? What do you want people to do? Link it to the goal of this specific campaign. Threshold Messages: What do people need to know, believe or care about to become engaged? What obstacles do you have to overcome to get people over the threshold? Reinforcement Messages: How do you keep people involved? Do your supporters carry your messages? What do you give them to do so? Do you have statistics, anecdotes, or sound bites?
  20. 20. STRATEGY 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success 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 Strategy is an idea, a conceptualization of how a goal can be achieved.
  21. 21. STRATEGY & ACTION 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  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 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%
  22. 22. CHANNELS 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success Communication channels carry the message to the target audience. Integrate your mix of communication channels!
  23. 23. CHANNELS 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success Communication Website Blog Newsletter Email Facebook YouTube Podcast Twitter Webinars Conferences Face-to-Face Press Releases PSA Direct Calling Create a chart, and check off the following as you address each communication channel:  Provide information and create dialogue  Fundraising news & link  Promote research  Provide resources  Promote events
  24. 24. Post Method is simple yet profound in that it provides a user-friendly system for using traditional and emerging communications channels. 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. 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? P.O.S.T. METHOD 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success
  25. 25. Post Method is simple yet profound in that it provides a user-friendly system for using traditional and emerging communications channels. 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. 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? P.O.S.T. METHOD 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success
  26. 26. WORK PLAN 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  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 and by when.
  27. 27. ROLES & RESPONSIBILITIES 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  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?
  28. 28. REALITY CHECK 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. Measure Success  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? PLAN AND MONITOR BUDGET  Staff costs  Materials development  Website implementation and maintenance  Software & hardware  Consulting  Technology systems
  29. 29. MEASURE SUCCESS 1. Goals & Objectives 2. Identify & Profile Audiences 3. Develop Messages & Identify Messengers 4. Develop Strategies 5. Select Communication Channels 6. Implement the Plan 7. Build in Evaluation Points 8. 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.
  30. 30. 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 WHEN YOUR PLAN IS COMPLETE .
  31. 31. THANK YOU Find additional marketing and communications resources online: http://www.creative-si.com/shared-resources/ Follow on Twitter: @CreativeSI . Deborah Spector, President

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