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Marketing to Non-Profits Making Lasting Impressions Brought to you by The Shawn M. Donnelley Center for Non-Profit Communications S Who We Are At the Donnelley Center we help nonprofits achieve success through communication. The Shawn M. Donnelley Center for Nonprofit Communications is a student-run agency, that gives mass communication students real world experience in public relations, design, advertising, event and strategic planning by work with nonprofit to create communication solutions. Getting the most out of your marketing How to develop your market strategy Branding, Message, and Impact S Branding The Who And Why Of What You Do Who are you? Why does your organization exist? Are you fulfilling your purpose as an organization? Message Focus on developing solid content with a powerful message then ask: What are your distinct audience needs? How does your audience/community perceive your message? Consider the location of your advertising and create a simple checklist for all your materials to ensure that your branding is consistent Impact Simplicity hits home Investigate strategies which most efficiently convey your message Seek feedback Reaching Your Target Audience The unique position of the legal community S The Legal Advertising Market Brand Tarnishing VS The race to the bottom in legal advertising Adding Value Bragging about good works Lawyers as community leaders Ambulance chasing and mass tort ads Community loss of trust Putting the spotlight on long term projects and historic victories Promoting Essentials Purpose- the “why” of your event People- who do you invite, what are your expectations for them? What do you expect them to do or achieve? Post-mortum- the honest evaluation of your event Community Partners Understanding The Role of Bar Associations (from a marketing perspective) S Involving your members Pro- Bono projects • Pre-law school • Law School • “new” lawyers • Members of the Legal Community Training Attorney education Community Tactics Stretching your budget Collaboration “Free” advertising Measuring Results Tracking your ‘brand’ Community awareness Digital feedback Reputation: more than just numbers Questions? We are available to answer more detailed questions via Facebook @DonnelleyComm or on our Twitter feed @DonnallyCenter