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Marketing Plan Development
What is marketing?
“Marketing is the function of a nonprofit
whose goal is to plan, price, promote, and
distribute the organization’s programs and
products by keeping in constant touch with
the organization’s various constituencies,
uncovering their needs and expectations
for the organization and themselves, and
building a program of communication to
not only express the organization’s purpose
and goals, but also their mutually beneficial
want-satisfying products.” (Philip Kotler)
Benefits of a communication (marketing) plan
Results in greater efficiency and effectiveness of
resources (ROI)
Improves strategic messaging and
communication efforts that have impact
Provides sustainable and more reliable income
Increases audience participation and loyalty
Develops stronger donor, staff, volunteer loyalty
Helps provide information for strategic planning
Overall - Creates a stronger & visible org in the
Marketing Plan Outline
Your marketing plan should include five (5)
I. Introduction & Overview
II. Situational Analysis
III. The Scheme of proposed marketing
IV. Implementation plan and budget for
the proposed strategies
V. Evaluation Section
I. Introduction and Overview of Plan
Brief organizational history and mission
Summary of marketing goals and objectives
Summary of proposed marketing strategies
Description of measurable outcomes
Note: This section should reflect the findings of the
information gathered in your Fall Case Study (Situational
Analysis Section II). There should be a clear connection
between the marketing goals/objectives and proposed
strategies to the “situation” of the organization
II. Situational Analysis
Environmental Scan Analysis:
Economic Trends, Cultural and
Demographic Trends
Organizational SWOC Analysis
Product, Price, Place and Promotions
Audience Analysis
Current Participants
New or Desired Customers
Competition for Audience
Understanding our Audiences
The external environment is unstable, and changing
Competition for your customers’ time and money is
ever increasing
 Customers want more control, and loyalty cannot be
 The use of technology is based on customer
 Customers want to be self-reliant, making decisions
on their own terms
 Audiences want to be engaged and want to
participate, choosing their own unique experiences
 Demands for accountability are rising
 Sustainable (green) practices are expected
Customer Decision Making Process
Each unique customer comes to us with
 What are the “risks” for the customer?
 What influence does experience and
previous outcomes have?
 What are the benefits or values sought by
the customer?
 What is our role in the decision making
Appealing to our constituencies
There must be some degree of current interest in
our product or service for people to respond to
our efforts
 How we communicate and what information we
send must be compatible with listeners’ prior
knowledge, values & attitudes for them to be
 People respond in differing ways to the same
material, and their response depends on their
experience, beliefs and attitudes
 We must understand each audience’s interests
and tailor our approaches accordingly
III. Scheme: Marketing Strategies
What are the specific strategies you plan to
How will these strategies meet marketing
goals and objectives?
What are the specific actions, target
messages, communication methods, and
relevant information required to implement
each strategy?
Note: One of the marketing strategies must be
a social media plan
Marketing Strategies & Implementation
Specify what you will do (action) and why (objective),
to whom (target audience), how (methods and
resources) and when (timeline)
You want to connect products and services that
constituencies value, at the prices that are acceptable to
them (and sufficient for organization survival) with
distribution channels (places) that are easily accessible
through promotions that will attract attention, create
interest, generate desire and provoke a decision to take
action (AIDA).
IV. Implementation
Time line and required resources to implement each
marketing strategy
Calendar of key dates for marketing action steps
Resources and budget to implement each strategy
Materials and Supplies
Technological resources
Media - printing, production, distribution
Sponsors and service trades
V. Evaluation Plan
Measuring and Evaluating Outcomes
What is your method to measure
quantitative and qualitative results?
 How will you evaluate effectiveness of
each marketing strategy?
 What are the recommendations for future
marketing plan development?