The 12 Psof Business/NPO MarketingGoing Beyond the 4 Ps of Marketing in a Service Business or Nonprofit

Youll learn:The formula for creating a winning positioning statementHow to create better plans and proposalsHow to integrate people and communication into your businessAnd, more!Marketing Your Product & Organization: Friday September 9,2005

Who Is This Guy Talking?David Carrithers25 years experience in marketing & business development for Fortune 100 brands & NPOsHas helped nonprofits, including public schools, improve their awareness and value through marketing (helped raise over $30 million for NPOs in 2001-2003).Dedicated to the idea of servant leadership and organizational stewardshipWith the Centennial team, dedicated to supporting the success of TCPN and the AJOC program

Introduction to The PsTheres more to running and marketing a Business/NPO than what we learned from the 4 PsThe standard 4 Ps are just one part of the formula. To understand the entire formula we need to start from the beginning The 4Ps of Business/NPO

Introduction to The PsWhether a Nonprofit Organization (NPO) or a For Profit business these principles apply

13th P = PickleEveryone is a consumerBombarded with advertising messages Limited:Time, Money, Brain spaceHow are you going to stand out?No matter what you do, you must develop your market & brand

4 Ps of Business/ NPOPositioningPeopleProcessPlan

1. PositioningA positioning statement states how you wish to be perceived. It is the core message you want to deliver in every medium to influence the perception of your product, service and/or organization. The positioning statement should bring the mission/vision to life.Typically a Positioning Statement is a two-sentence message that tells people what your product is and how they will benefit. The second sentence tells people why your product or organization is different than others.This should be the very first exercise you go through for your business/NPO and each product or service you sell/provide.

1. Positioning (continued)Questions to Ask before Developing the Positioning StatementWHO: Who are you?WHAT: What Business/NPO are you in?FOR WHOM: What people do you serve? Make a list and prioritize if necessaryWHAT NEED: What are the special needs of the people you serve? Determine urgent needs. (categorize needs as urgent, important or useful)AGAINST WHOM: With whom are you competing? How are they positioning themselves?WHATS DIFFERENT: What makes you different from those competitors? What is the most compelling reason for customers or supporters to do Business/ NPO with you?SO: Whats the benefit? What unique benefit does a client or supporter derive from your product or service?

1. Positioning (continued)Develop the Statement - write a sentence that gives you a distinct advantage (not just presents a value as a superlative claim)

is a that helps reach/by. Unlike other , .

2. PeopleIt may be business/NPO but it is very personal.People, whether the employees, clients, supporters your market, or someone else impact your Business/ NPO each and every day.The right people treated the right way can create a successful business or organization.In brief consider every interaction and target audience you have; Build teams; Create partnerships.Research your target audience.Understand the politics of every interaction.

Every Employee, Every Interaction

3. ProcessEvaluate the way you do business so that it better supports your goals.Make the business or organization work for you work ON your business/NPO vs. you working IN the Business/NPO. Think through every single step of what you do and how to make it better. Your Business/ NPO and marketing processes should be able to run without you.

4. PlanA Plan can help you to be proactive.Did you know that simply by writing down a plan you have an 85% chance of putting it into action vs. those who dont write down their plans have somewhere around a 10% chance of putting it into action. The simple act of writing it down imprints the plan into your subconscious and your subconscious puts it into action with your conscious. So, isnt it worth it to write out a plan for your Business/NPO and marketing? Youll put the odds in your favor.

4. Plan (continued)Heres a brief outline for a short marketing plan:Situation Analysis complete with a SWOT and a Competitive ReviewMarketing Overview the marketing mission, overview of the products and services, pricing, distribution/sales strategy, and other marketing strategiesMarketing Tactics what you will produce for acquisition activities (direct mail, flyers, product brochures, etc.); what you will do for PR; what you will need for retention activities (follow-up letters, up-sell, etc.); what you will need for internal communications; and what other marketing communications will you need (website, etc.)Forecast for sales and profitsAppendix - Brand Guidelines This plan content is supplemental to a business plan.

4 Ps of MarketingProduct PricePlace Promotion

5. ProductWhat is your product or service?How is it described?How is it packaged?What solution or benefit does it provide?Who is it for?

6. PriceDetermine the price you need to set for their product or service. What pricing models work best in your industry or NPO? What would work best for your clients? How can you create a win-win? How can you move away from being a commodity?How do you get paid for the extra value you bring?"

7. PlaceAre you in the right place to best target their customers building, shelf placement, advertising, Website, etc.?What are the touch points you need to have in place to reach your potential clients/customers?

Be Creative

8. PromotionHow to promote the product or service via numerous types of media whether it be advertising, direct mail, word-of-mouth, or direct sales.What types of campaigns are you going to put togetherAre your Marketing Communications fully integrated with your Business/NPO and Sales strategies?

Remember To Speak Human

4 Ps of Closure & DeliveryProposalPleaseProject ManagementPunctuate

9. ProposalDrafting a proposal. OK, youve convinced someone to consider your Business/NPO. Now you are ready to put out a price for your service. This step could make or break your chances of closing the Business/NPO.You want to demonstrate your knowledge of the clients needs and match those needs with solutions that are priced right. If youve done your homework in the first 8 Ps you will have a good idea of what is competitive in your market.

9. Proposal (continued)Lets talk about a winning proposal outline:SituationObjectivesMeasures of SuccessExpression of ValueDeliverables OutlinedOptionsTimingJoint AccountabilitiesTerms and ConditionsAcceptance

10. Please (AKA Ask!)Ask for the job, project, donation in a polite and professional way.If you believe in what you sell, close the deal!You can also consider approaching your warm market for help.

11. Project ManagementFollow through!Now you have a signed contract. The best way to market your Business/NPO in the future is by providing good service today.You already outlined the process in step 3, bring your client into the mix and work the process or program.

12. PunctuateLeave a good impressionSend thank you notesContinue communication with your client, customers, warm market, etc.Be proactive in up-selling, cross-selling, retention, etc.

The 12 Ps A SummaryPositioningPeopleProcessPlanProductPricePlacePromotionProposalPleaseProject ManagementPunctuate

12 Ps Formula4 Ps of Business4 Ps of Marketing4 Ps of Closure and Delivery=Potential to Create Profits/Donations++

Thank You!With all of these Ps in place youll be Proactive and have the Potential to create Profits & donations just by being the best Professional at what you do.Thank You.www.cce-inc.com David Carrithers, Marketing, Centennial703-287-3042 or dcarrithers@cce-inc.comSpecial Thanks

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