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Strategic Marketing Planning Tips for Success

Discover key questions to ask before starting your marketing strategy. Define goals, audience, messaging, budget, resources, and metrics for a successful campaign. Learn from marketing expert Sharene Azimi.

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Strategic Marketing Planning Tips for Success

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  1. Session at NADD 2007 MARKETING 101: 10 questions to ask before you start October 26, 2007

  2. 1. What are your goals? • Fundraising? • Student recruitment? • Recognition from the administration? • Respect from state agencies? • Other?

  3. 2. Who is your audience? AUDIENCE BENEFIT CONCERN • Legacy • Job Placement • Insight • Workforce • Inefficiency • Prestige • Agenda • Skills • Donors • Students • Administration • Agencies

  4. Give money Attend Join Hire Collaborate 3. What do you want the audience to do?

  5. 4. Who can help you reach the audience? • Media • Colleges • Faculty • Alumni • Third-party validators

  6. 5. What’s the best method for reaching the audience? • Direct mail • E-mail • Conferences • Publications • Online • Telephone

  7. 6. What are the best messages for the audience? • MESSAGE PLATFORM Problem Solution Action Messaging Frames Values vocabulary Elevator speech Audience pitches

  8. 7. How much can you afford to spend? • Dollars • Time • Staff • Partnerships • Pro bono

  9. 8. Can you do it in-house? • Training • Hiring • Consultants • Creative • Production

  10. 9. How will you measure success? • Grants • Attendance • Invitations • Job placements • Media coverage • Retention • Visitors

  11. 10. What is the timeline? • Fiscal year • Academic year • 5-year plan

  12. Presented by Sharene Azimi, Account Director sazimi@fenton.com

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