SlideShare uma empresa Scribd logo
1 de 31
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
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.
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
Nonprofits communicate for three main reasons:
.
1.
2.
3.
WHY COMMUNICATE?
Fundraising
Programs
Advocacy
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
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.
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
Why do research?
 Sets foundation
for all communications
 Provides audience
insights
 Uncovers opportunities,
threats, etc.
 Analyzes direction,
position, messages
DO YOUR RESEARCH
.
 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
.
 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
.
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
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
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
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.
”
“
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
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?
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.
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!
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?
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.
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%
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!
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
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
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
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.
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?
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
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.
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
.
THANK YOU
Find additional marketing and
communications resources online:
http://www.creative-si.com/shared-resources/
Follow on Twitter: @CreativeSI
.
Deborah Spector, President

Mais conteúdo relacionado

Mais procurados

Embrace Agency Services Deck
Embrace Agency Services DeckEmbrace Agency Services Deck
Embrace Agency Services Deck
Ian Steaman
 
Social Media Marketing Proposal (1).pdf
Social Media Marketing Proposal (1).pdfSocial Media Marketing Proposal (1).pdf
Social Media Marketing Proposal (1).pdf
Ken Khan
 
Isentia Two Social_Agency Credentials
Isentia Two Social_Agency CredentialsIsentia Two Social_Agency Credentials
Isentia Two Social_Agency Credentials
Richard Spencer
 

Mais procurados (20)

Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
Social Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine InteractiveSocial Media Marketing Agency White Label Program - Vulpine Interactive
Social Media Marketing Agency White Label Program - Vulpine Interactive
 
Real Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch DeckReal Estate Digital Marketing Pitch Deck
Real Estate Digital Marketing Pitch Deck
 
Eschoola - April - social media strategy
Eschoola - April - social media strategyEschoola - April - social media strategy
Eschoola - April - social media strategy
 
General digital marketing consulting proposal
General digital marketing consulting proposalGeneral digital marketing consulting proposal
General digital marketing consulting proposal
 
Brand strategy template
Brand strategy templateBrand strategy template
Brand strategy template
 
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdfOgilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
Ogilvy_SL_SOCIAL MEDIA TRENDS 2023.pdf
 
Marketing Packages for Small Businesses
Marketing Packages for Small BusinessesMarketing Packages for Small Businesses
Marketing Packages for Small Businesses
 
Embrace Agency Services Deck
Embrace Agency Services DeckEmbrace Agency Services Deck
Embrace Agency Services Deck
 
social media strategy
  social media  strategy  social media  strategy
social media strategy
 
Facebook Marketing Proposal Template PowerPoint Presentation Slides
Facebook Marketing Proposal Template PowerPoint Presentation SlidesFacebook Marketing Proposal Template PowerPoint Presentation Slides
Facebook Marketing Proposal Template PowerPoint Presentation Slides
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Digital Advertising Agency For Business Growth Proposal PowerPoint Presentati...
Digital Advertising Agency For Business Growth Proposal PowerPoint Presentati...Digital Advertising Agency For Business Growth Proposal PowerPoint Presentati...
Digital Advertising Agency For Business Growth Proposal PowerPoint Presentati...
 
Social Media Marketing Proposal (1).pdf
Social Media Marketing Proposal (1).pdfSocial Media Marketing Proposal (1).pdf
Social Media Marketing Proposal (1).pdf
 
Social Media Marketing Agency Referral Program Deck - Vulpine Interactive
Social Media Marketing Agency Referral Program Deck - Vulpine InteractiveSocial Media Marketing Agency Referral Program Deck - Vulpine Interactive
Social Media Marketing Agency Referral Program Deck - Vulpine Interactive
 
Isentia Two Social_Agency Credentials
Isentia Two Social_Agency CredentialsIsentia Two Social_Agency Credentials
Isentia Two Social_Agency Credentials
 
Presentation on digital marketing strategy - furniture startup
Presentation on digital marketing strategy - furniture startupPresentation on digital marketing strategy - furniture startup
Presentation on digital marketing strategy - furniture startup
 
Marketing Communications Plan Playbook
Marketing Communications Plan PlaybookMarketing Communications Plan Playbook
Marketing Communications Plan Playbook
 
Divinare | Design Portfolio
Divinare | Design PortfolioDivinare | Design Portfolio
Divinare | Design Portfolio
 
Digital Marketing Agency Intro Deck
Digital Marketing Agency Intro DeckDigital Marketing Agency Intro Deck
Digital Marketing Agency Intro Deck
 

Semelhante a Creating a marketing_communications_plan

CommunicationsMarketing guide final version
CommunicationsMarketing guide final versionCommunicationsMarketing guide final version
CommunicationsMarketing guide final version
Annie Horton
 

Semelhante a Creating a marketing_communications_plan (20)

Creating a marketing communications plan
Creating a marketing communications planCreating a marketing communications plan
Creating a marketing communications plan
 
BRAccSocialGuide1
BRAccSocialGuide1BRAccSocialGuide1
BRAccSocialGuide1
 
Nt marketing 2 how to write mar com
Nt marketing 2 how to write mar comNt marketing 2 how to write mar com
Nt marketing 2 how to write mar com
 
Creating a Strategic Marketing Communications Plan
Creating a Strategic Marketing Communications PlanCreating a Strategic Marketing Communications Plan
Creating a Strategic Marketing Communications Plan
 
Marketing plan
Marketing planMarketing plan
Marketing plan
 
JJ Social Light
JJ Social LightJJ Social Light
JJ Social Light
 
JJ Social LIght
JJ Social LIght JJ Social LIght
JJ Social LIght
 
Iab social media_infographic
Iab social media_infographicIab social media_infographic
Iab social media_infographic
 
How to Grow your Business using Social-Media
How to Grow your Business using Social-Media How to Grow your Business using Social-Media
How to Grow your Business using Social-Media
 
Marketing Strategies for New Startups By Kazi Anamul Hasan
Marketing Strategies for New Startups By Kazi Anamul HasanMarketing Strategies for New Startups By Kazi Anamul Hasan
Marketing Strategies for New Startups By Kazi Anamul Hasan
 
CommunicationsMarketing guide final version
CommunicationsMarketing guide final versionCommunicationsMarketing guide final version
CommunicationsMarketing guide final version
 
Lead a social media engagement strategy, presented by Sebastian Quinn
Lead a social media engagement strategy, presented by Sebastian QuinnLead a social media engagement strategy, presented by Sebastian Quinn
Lead a social media engagement strategy, presented by Sebastian Quinn
 
Creating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet CommunicationsCreating a Social Media Strategy by Kate Bradstreet Communications
Creating a Social Media Strategy by Kate Bradstreet Communications
 
Assignment 4
Assignment 4Assignment 4
Assignment 4
 
Digital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-MarketersDigital Marketing 101 For Non-Marketers
Digital Marketing 101 For Non-Marketers
 
Social Media Plan for The sparks Foundation
Social Media Plan for The sparks FoundationSocial Media Plan for The sparks Foundation
Social Media Plan for The sparks Foundation
 
Pa685 m6 ppt_alternate
Pa685 m6 ppt_alternatePa685 m6 ppt_alternate
Pa685 m6 ppt_alternate
 
Social media chap 2
Social media chap 2Social media chap 2
Social media chap 2
 
Personal branding how to increase your influence in 10 steps
Personal branding  how to increase your influence in 10 stepsPersonal branding  how to increase your influence in 10 steps
Personal branding how to increase your influence in 10 steps
 
Social Media Assessment Workbook
Social Media Assessment WorkbookSocial Media Assessment Workbook
Social Media Assessment Workbook
 

Mais de Deborah Spector

Mais de Deborah Spector (18)

Updated successfuladvocacy
Updated successfuladvocacyUpdated successfuladvocacy
Updated successfuladvocacy
 
Positioning your nonprofit
Positioning your nonprofitPositioning your nonprofit
Positioning your nonprofit
 
How to increase film festival audiences
How to increase film festival audiencesHow to increase film festival audiences
How to increase film festival audiences
 
Want donors to stay engaged in your nonprofit!
Want donors to stay engaged in your nonprofit!Want donors to stay engaged in your nonprofit!
Want donors to stay engaged in your nonprofit!
 
Staging your Nonprofit Strategic Planning
Staging your Nonprofit Strategic PlanningStaging your Nonprofit Strategic Planning
Staging your Nonprofit Strategic Planning
 
Share the vision through art
Share the vision through artShare the vision through art
Share the vision through art
 
Special Events from Planning to Execution
Special Events from Planning to ExecutionSpecial Events from Planning to Execution
Special Events from Planning to Execution
 
Creating a marketing communications plan tools
Creating a marketing communications plan toolsCreating a marketing communications plan tools
Creating a marketing communications plan tools
 
Fundamentals of nonprofit marketing terms
Fundamentals of nonprofit marketing termsFundamentals of nonprofit marketing terms
Fundamentals of nonprofit marketing terms
 
Anatomy of a nonprofit marketing plan
Anatomy of a nonprofit marketing planAnatomy of a nonprofit marketing plan
Anatomy of a nonprofit marketing plan
 
Nonprofit Marketing Fundamentals Webinar
Nonprofit Marketing Fundamentals Webinar Nonprofit Marketing Fundamentals Webinar
Nonprofit Marketing Fundamentals Webinar
 
Communications getting attention & enhancing your reputation
Communications   getting attention & enhancing your reputationCommunications   getting attention & enhancing your reputation
Communications getting attention & enhancing your reputation
 
Loud & Clear - Successfully Marketing your Nonprofit
Loud & Clear - Successfully Marketing your NonprofitLoud & Clear - Successfully Marketing your Nonprofit
Loud & Clear - Successfully Marketing your Nonprofit
 
The power of sponsorships
The power of sponsorshipsThe power of sponsorships
The power of sponsorships
 
Fundraising potential of special events
Fundraising potential of special eventsFundraising potential of special events
Fundraising potential of special events
 
Promoting a film festival in three weeks!
Promoting a film festival in three weeks!Promoting a film festival in three weeks!
Promoting a film festival in three weeks!
 
Special events during turbulent times
Special events during turbulent timesSpecial events during turbulent times
Special events during turbulent times
 
Role of the board & successful fundraising techniques
Role of the board & successful fundraising techniquesRole of the board & successful fundraising techniques
Role of the board & successful fundraising techniques
 

Último

Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra SidoarjoToko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
adet6151
 
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
drjose256
 
Elo Cakes | Premium Cake Shop | Order Now
Elo Cakes | Premium Cake Shop | Order NowElo Cakes | Premium Cake Shop | Order Now
Elo Cakes | Premium Cake Shop | Order Now
Elo Cakes
 
Drug Regulatory Authority of Pakistan (DRAP).pptx
Drug Regulatory Authority of Pakistan (DRAP).pptxDrug Regulatory Authority of Pakistan (DRAP).pptx
Drug Regulatory Authority of Pakistan (DRAP).pptx
ShafaatHussain20
 
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
GilbertChia4
 

Último (13)

Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra SidoarjoToko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
Toko Jual Viagra Asli Di Sidoarjo 081229400522 Obat Kuat Viagra Sidoarjo
 
How do microorganisms contribute to food flavour development .pptx
How do microorganisms contribute to food flavour development .pptxHow do microorganisms contribute to food flavour development .pptx
How do microorganisms contribute to food flavour development .pptx
 
Meal Kit Delivery Service Market: Competitive Analysis and Market Positioning
Meal Kit Delivery Service Market: Competitive Analysis and Market PositioningMeal Kit Delivery Service Market: Competitive Analysis and Market Positioning
Meal Kit Delivery Service Market: Competitive Analysis and Market Positioning
 
NO1 Qari Amil Baba Bangali Baba | Aamil baba Taweez Online Kala Jadu kala jad...
NO1 Qari Amil Baba Bangali Baba | Aamil baba Taweez Online Kala Jadu kala jad...NO1 Qari Amil Baba Bangali Baba | Aamil baba Taweez Online Kala Jadu kala jad...
NO1 Qari Amil Baba Bangali Baba | Aamil baba Taweez Online Kala Jadu kala jad...
 
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
100^%)( FORDSBURG))(*((+27838792658))*))௹ )Abortion Pills for Sale in Benoni,...
 
Elo Cakes | Premium Cake Shop | Order Now
Elo Cakes | Premium Cake Shop | Order NowElo Cakes | Premium Cake Shop | Order Now
Elo Cakes | Premium Cake Shop | Order Now
 
Assessing the COOKING SKILLS Development of Grade 11 Cookery Students in Cari...
Assessing the COOKING SKILLS Development of Grade 11 Cookery Students in Cari...Assessing the COOKING SKILLS Development of Grade 11 Cookery Students in Cari...
Assessing the COOKING SKILLS Development of Grade 11 Cookery Students in Cari...
 
Vip ℂall Girls Nirman Vihar Phone No 9999965857 High Profile ℂall Girl Delhi ...
Vip ℂall Girls Nirman Vihar Phone No 9999965857 High Profile ℂall Girl Delhi ...Vip ℂall Girls Nirman Vihar Phone No 9999965857 High Profile ℂall Girl Delhi ...
Vip ℂall Girls Nirman Vihar Phone No 9999965857 High Profile ℂall Girl Delhi ...
 
Vip ℂall Girls Kotla Mubarakpur Phone No 9999965857 High Profile ℂall Girl De...
Vip ℂall Girls Kotla Mubarakpur Phone No 9999965857 High Profile ℂall Girl De...Vip ℂall Girls Kotla Mubarakpur Phone No 9999965857 High Profile ℂall Girl De...
Vip ℂall Girls Kotla Mubarakpur Phone No 9999965857 High Profile ℂall Girl De...
 
Vip ℂall Girls Ajmeri Gate Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls Ajmeri Gate Phone No 9999965857 High Profile ℂall Girl Delhi N...Vip ℂall Girls Ajmeri Gate Phone No 9999965857 High Profile ℂall Girl Delhi N...
Vip ℂall Girls Ajmeri Gate Phone No 9999965857 High Profile ℂall Girl Delhi N...
 
Drug Regulatory Authority of Pakistan (DRAP).pptx
Drug Regulatory Authority of Pakistan (DRAP).pptxDrug Regulatory Authority of Pakistan (DRAP).pptx
Drug Regulatory Authority of Pakistan (DRAP).pptx
 
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
496838544-Boy-in-the-Striped-Pajamas-Questions-With-Answers (1).pdf
 
5 Ways Sea Moss Can Improve Thyroid Function
5 Ways Sea Moss Can Improve Thyroid Function5 Ways Sea Moss Can Improve Thyroid Function
5 Ways Sea Moss Can Improve Thyroid Function
 

Creating a marketing_communications_plan

  • 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. 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. 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. Nonprofits communicate for three main reasons: . 1. 2. 3. WHY COMMUNICATE? Fundraising Programs Advocacy
  • 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. 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. 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. Why do research?  Sets foundation for all communications  Provides audience insights  Uncovers opportunities, threats, etc.  Analyzes direction, position, messages DO YOUR RESEARCH .
  • 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.  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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. THANK YOU Find additional marketing and communications resources online: http://www.creative-si.com/shared-resources/ Follow on Twitter: @CreativeSI . Deborah Spector, President