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Marketing Plan Development Introduction 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 community Marketing Plan Outline Your marketing plan should include five (5) sections: I. Introduction & Overview II. Situational Analysis III. The Scheme of proposed marketing strategies 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 assumed The use of technology is based on customer preferences 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? 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 process? 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 receptive 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 implement? 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 Personnel 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?