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How to Develop an Effective Non- Profit Marketing Plan

How to Develop an Effective Non- Profit Marketing Plan . 1. Marketing Plan. Nonprofit. Goals Benchmark and Measurement Situation Analysis Target Audience and Segments Calls to Action Framing the Message Best Strategies Tactics Resources Step-by-Step Work Plan.

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How to Develop an Effective Non- Profit Marketing Plan

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  1. How to Develop an Effective Non- Profit Marketing Plan

  2. 1. Marketing Plan Nonprofit Goals Benchmark and Measurement Situation Analysis Target Audience and Segments Calls to Action Framing the Message Best Strategies Tactics Resources Step-by-Step Work Plan Courtesy Nancy E. Schwartz

  3. For Profit Major Objectives Major Strategies Product / Service Plan Marketing Communications Plan Sales Plan Customer Service Plan Internet Plan Research Plan

  4. 2. Goal, Objectives, Positioning Statement A. Mission Statement-why existB. Vision Statement-what you plan to achieve C. ActivitiesD. Program E. Goals f. ObjectivesG. Positioning Statement

  5. Mission StatementThe mission of the American Antigravity Corporation is to provide online scientific and educational material and support to the scientific community and general public, relating to aerospace, renewable energy, and other scientific disciplines. American Antigravity fosters learning and academic excellence by working with scientists, educators, and inventors to create a safe, fulfilling, and academically enriching environment for breakthrough science. Our PositionThe Wisconsin Nonprofits Association is committed to advocating on behalf of the nonprofit sector in Wisconsin. As a primary role of our organization, WNA promises to be an active advocate to protect the rights and benefits of the nonprofit sector. Through our Board, members, strategic partners and staff we will also play a key role in providing advocacy education and support to our members along with providing opportunities for open participation and engagement in the advocacy process.  Goal-At the Community-Driven Institute, our vision is a vibrant, healthy, compassionate world. Objective- Three to five measurable steps to achieve end result….Motivate 15 area residents to attend a two-part community meeting

  6. Positioning Statement Who : Bloomingdale-NYC What : Fashion focused department store For whom : Trend conscious, upper middle class What need: Looking for high end products Against whom: Other department stores What’s different : Unique merchandising in a theatrical setting So: It makes shopping entertaining

  7. 3. Major Strategies Benchmark and Measurement Situation Analysis Major Strategies

  8. Benchmark and measurements covered in Research Plan. Situation analysis is your Fact Book: a. Industry b. Segments c. Competition Strategy-Nurture relationships with prospective supporters within relevant local organizations , from the Lions Club to the Chamber of Commerce

  9. 4. Service Plan Resources-staff, who does what, finances, description of services Step-by-step work plan-how to roll out the program…action plans 1. Each necessary step or action 2. Who responsible 3. Completion date C. Budget

  10. 5. Marketing Communications A. Target Audience B. Tools C. Creative Strategy

  11. A. Target Audience

  12. B. Tools AdvertisingPublic RelationsOn-site PromotionsInternet

  13. C. Creative Strategy Target: Teen sun worshippers Buying decision: Teens, moms, manufacturers, health professionals, clubs, schools Purpose: Use SPF 15+ Promise teens: Be more attractive to the opposite sex. Promise moms: It’s safe to stay in the sun longer. Promise manufacturers: increased sales Support: SPF 15+ blocks most harmful rays (ACS authority) Personality: Healthy, effective, savvy, fun, contemporary Timing: Pre and early tanning season (some continuous) Objective: Encourage people to avoid sunburn

  14. Contributor Promotion Direct mail Brochures Sales literature Trade shows Coupons Samples Premiums POP Sweepstakes/contests

  15. 6. Client Service Plan A. Attitude, not DepartmentB. Take Care of Your EmployeesC. Procedural and PersonalD. Understand clientE. Set StandardsF. FeedbackG. Proactive

  16. 7. Internet

  17. SEO PPC Banner ads Blogs, FaceBook, etc. Metasearch

  18. Procedure for SEO Create your concept Select your ISP Select your software Register your domain name Develop your site Upload Register with search engines Promote your site Keep testing

  19. Keywords & meta names 2-4 words Maximum 25 <meta name=“keywords” content=“golden watches, men watches, silver watches, metal watches”/> http://www.widexl.com/remote/search-engines/metatag-analyzer.html Wordtrackers…http://www.wordtracker.com Keyword suggestion tools..http://adwords.google.com/select/KeywordToolExternal <meta name=“description” contents=“bla,bla”/> <meta name=“robots” contents=“index, follow”/>

  20. Links, code and submission Open directory…www.dmoz.org Valid HTML code…http://validator.w3.org/ Submit every 3-4 weeks Yahoo!: https://siteexplorer.search.yahoo.com/submit Google: http://www.google.com/addurl/ Submission services… http://www.ibusinesspromoter.com/

  21. Social Media Linkedin-110 million profiles Twitter-be sure you add a link Lean –forward and lean-back mediums Facebook-you are not your target audience www.wearemedia.org-100 nonprofit professionals

  22. 8. Research Plan • In-house activities • Benchmark Studies • Advertising research • Sites • eMarketer.com • Doubleclick.com • Quantcast.com Key question: Is the person willing to recommend your service to friends and colleagues?

  23. 9. Assistance businessplans.com Integrated Marketing Advisory Board- IMABgroup.net Database, email lists, donations online-Networkforgood.org

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