In The Spotlight:

Creating a Strategic Marketing

Communications PlanDeborah Spector

NPO Connect Marketing Communications Expert

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

Communications without direction…

…is like cocktail conversation!

Creating a Strategic Marketing Communications Plan

Goals for today’s session:– Understand the role of marketing

communications– Why knowing your audience is most important

element of communications– Research tools to get you started– Review the elements of a marketing

communications plan

Strategic Marketing Communications

Your lens to focus on the people you serve, the individuals you seek to influence and the donors you wish to cultivate.Creates powerful, focused & targeted appeals for mission impact, to build your brand and for fundraising.

Marketing Communications Plan

Supports your mission and the objectives laid out in your strategic plan. Focuses your marketing and communications, making sure that all activities work together to support the big picture. Gives you the focus to know where you’re going, what you need to say & what channels you need to positively interact with your audiences.

Characteristics of a Good Strategic Marketing Communications Plan

1. It is participative2. It is dynamic3. It is flexible4. It is audience-driven5. It combines the best of PR and Marketing6. It contains a mix of strategy and tactics7. It is doable8. It is measurable

– Hollister, Trubow & Associates

Research Tools

Marketing AuditSWOT AnalysisAudience Discovery InterviewsFocus groups

Start with your Vision & Mission

Think of the words “visionary” and “missionary.”

A visionary imagines possible futures,whereas a missionary does the work

to achieve the desired future.The vision is your guiding force; the

mission is your guide to all your initiatives.

Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

Elements of aMarketing Communications Plan

Goals & ObjectivesTarget Audience

StrategiesTactics to engage target audience

Create MessagesChoose Channels to deliver messages

Roles & ResponsibilitiesWork Plan

BudgetEvaluation

– Zig Ziglar

A Goal is a dream with a deadline.

Objectives must be SMART:

SpecificMeasurableAttainableRelevantTime-bound

The Difference between Goals and Objectives

MissionG

oal

Objective

Goals are broad, Objectives are narrow.

Goals are general intentions, Objectives are precise.

Goals are intangible, Objectives are tangible

Goals are abstract, Objectives are concrete.

Ethereal

Actionable

Know your Audience!

Be curious & formalize your curiosityusing marketing research:

DemographicsPsychographicsEconomic EnvironmentSocial Media UsageDonor Habits

Everyone’s Involvement In Life

Is Through Different Sets of

Filters.

~☐O

Marketing Perspectives in the 21st CenturyChristopher Lemley,

J. Mack Robinson School of Business, GA State University

Effective Non-Profit Message Cycle

Here are the

results of your

money

Here’s the story of what we

do

How what we do

affects you

Send us money

Plutchik’s Wheel of Emotion

Strategy - Ideas of how communication goals can be achieved.

Develop Key Messages

Prioritize Key Audiences

Identify Ways to Reach Audiences

Conduct Ongoing Blogger Outreach

Develop Best Practices for Social Media

Define & convey brand & brand value to target audience

Expand marketing reach to engage more people in each target audience

Strategy & Action

Communications Awareness

Comprehension Conviction

Commitment

Mass 40% 10% 5% 5%

Direct 40% 50% 20% 10%

Small Group 10% 20% 35% 15%Person to

Person 10% 20% 40% 70%

• Awareness brings your nonprofit to the attention of an audience• Comprehension develops an understanding of an organization• Conviction matches individual interests to institutional offerings• Commitment assists in the decision process

– Adapted from Barton-Gillet Company

CommChannel

Provide Info

& dialog

Fundraising

News & Link

PromoteResearch

ProvideResources

PromoteEvents

Website Blog

On-line Newsletter Email

Facebook

YouTube

Podcast

Twitter

Webinars

Conference

Face to Face Meetings

SEO Press Releases

PSA

Conference Call

Special Events

Relating Key Audiences to Messages

Audience

What theyneed to know

Key Communication Messages

Communication Tactic

ServiceUsers

What we offer themHow to access our servicesWhere to go for advice

We provide useful, practical information & supportWe are trustworthy & reliableWe put services users first & value their opinions

WebsiteWebinarsFace to Face

LocalElected Officials

What we want to see changed in policy termsOur strong evidence base and supporter base

We have a strong evidence base and our calls are grounded in robust evidenceWe have a good knowledge of the policy environmentWe are a well-respected, authoritative organization

EmailFace to Facee-newslettersWhite Papers

Supporters

We have the ability to make change if they help us

We need you to support our campaign by writing to your elected official, signing our e-petition, donating to us etc.

Direct MailEmailFacebookSpecial Events

Don’t forget – Money Follows Communication

“Any group that does not have an effective communication program will raise only a

fraction of the money they would otherwise attract.”

– Fundraising Guru Roger CraverStrategic Communications for Nonprofits

We live in aconnected culture

InboundMarketing

Integrate your mix…

Look at your brand strategy

Does your brand story not only inspire you to tell stories, but also inspire customers

to tell stories?

It’s Not AboutTechnology …

It’s About People!

Work Plan

How do you roll out the implementation?Create & manage steady stream of activities.Ensure coordination in timing and impact.Build in evaluations before the end of the year.Be clear on who does what & by when.

Budget

Remember: Objectives & Goals

Drive Measurement & Evaluation!

Wanted – Great NPO Communicator!

Sampling of necessary skills:Great writer in multi-mediums – annual reports, web, online newsletters, press releases, SMProlific content generator across mediums (written, video, audio, & photo)Marketing generalists – New & traditional mediaProactive communicator & connectorDriven project managerCompulsive commitment to brand consistencyDriven by metricsUp-to-date on best practices and emerging trends

Thank you!

Please visit my website forblog posts, resources and

more:

www.creative-si.com

To connect with me via my Twitter, Facebook, LinkedIn,

etc.

Creative Solutions & Innovations www.creative-si.com |

404.325.7031 October 16, 2008