Presented by Susan Burnash Purple Duck Marketing
Presented by Susan Burnash Purple Duck Marketing
Presented by Susan Burnash Purple Duck Marketing
Part I
Part I
Systematic planning
Research
A defined message (your story) Implementation of communication vehicles
Part I
An effective marketing plan should be: In writing Follow an outline Cover a twelve month period Articulate your message (mission) Define your goals Outline strategies needed Measure your success
Part I
Provides a road map Helps you clarify your objectives Establishes where youre going Defines how you are going to get there Saves time and money Plans for detours Holds you accountable
Part I
Goal Statement
Situational Analysis
Part I
Strategies
Tactics Timeline Budget Evaluation
Part I
This section should include a description of: What your organization does How it does it Your core differentiating factor(s)
Part I
Survey opinions Assemble a basic fact file Identify and analyze industry trends
Part I
Personal interviews
Telephone surveys Mail surveys Electronic surveys
Part II
Our mission is to provide the Burlington indigent community with legal services for civil rights issues. We exist to eliminate the current iniquities that too many people face when forced to access the American legal system. Our services will exceed the expectations of our customers.
Defines the desired outcome of a plan of action Shows the big picture of where you want to go
To provide the Burlington indigent community with legal services for civil rights issues. We exist to eliminate the current iniquities that too many people face when forced to access the American legal system. Our services will exceed the expectations of our customers.
Defines your organizations situation. Who you are What you offer What is critical to your orgs success
Advocates for Legal Equal Access is a start-up not-for-profit company just beginning operations. We offer much needed public interest legal services for the Burlington, VT market. Marketing is critical to success. The basic market need is an expanded offering of legal services for community members who not currently have access to legal representation.
The geographic area you wish to reach Gender and age range of target Their occupation and income level What they need Why they would care about us? How are we reaching them now? What else can we do to reach more?
How are we reaching them now? 1. Through relationships with some social service providers What else can we do to reach more clients? 1. Educate and create marketing strategies for: law enforcement agencies, the court system, employers and landlords 2. Create alliances with more social service providers
Defines your organizations goals What your marketing objectives are What your financial objectives are
Marketing Objectives:
Generate visibility within the Burlington corporate and legal community Increase corporate donations by 10% per quarter Increase the amount of labor donations by 15%
Financial Objectives:
Generated enough funds to be able to bring on board additional legal professionals Decrease the costs associated with serving an individual allowing us to serve more people
Maintain positive cash flow
Objective: Generate visibility within the Burlington corporate and legal community Strategy: Create greater awareness with potential customers, donors and the city around the services we offer
Objective: Increase the amount of corporate fiscal donations by 10% per quarter Strategy: meet with the leaders of different companies and encourage them to make contributions to Advocates
Defines the specific activities you will use to execute your strategies (ex: direct mail, web site, e-newsletter) Should include a combination of traditional marketing tools, public relations, online marketing and advertising
Objective: Generate visibility within the Burlington corporate and legal community Strategy: Create greater awareness with existing and potential referral resources and donors
Tactics: Expand existing database and increase email addresses through drip marketing campaign
Direct Mail: Letters, postcards, newsletter Online Viral Marketing: electronic versions of above, e-updates, e-newsletters & e-vites
Goal: Expand database and increase email addresses to include more referral resources and donors
Touch Point #2 The Personal Touch Print and electronic letter from ED Theme: Thank you for your involvement with our org. We want to keep you up to date on what is going on over the next year Call to Action: Join our email list Share with a friend Audience: Existing database
Note: Include return to sender if undeliverable on print
Touch Point #3 Comprehensive Touch Print and electronic newsletter Theme: Whats going on at our organization Call to Action: Join our email list Share with a friend Visit our website Audience: Existing database and additions
Touch Point #5 Engagement Touch Print and electronic invite/postcard Theme: Invite to an informal event Call to Action: RSVP Join our email list - Tell a friend Visit our website Audience: Existing database and additions
Note: Include return to sender if undeliverable
Touch Point #8 Ask Touch Electronic letter from ED Theme: Can you help? Call to Action: See our new video on our website Support our program with money or time Share with a friend Audience: Existing database and additions
Questions ?
Part II
Divide into teams of two Use your marketing plan worksheets Keep time so each person gets time Person not talking takes the notes
If you already have one, write it down. If you dont - answer these questions: 1. What opportunities or needs do we exist to meet? 2. What are we doing to address these needs? 3. What principles or beliefs guide our work?
1. What is the desired outcome of your action plan? 2. Why do you want this outcome? 3. What promise(s) do you hope to keep?
1. 2. 3. 4. 5. 6. 7.
What geographic area should you reach? Define gender, age, occupation & income What do they need? Why would they care about us? How are they connected to us? How are we reaching them now? What else can we do to reach more?
1. What do you hope to achieve through your marketing efforts? 2. What do you hope to achieve financially for your organization?
1. Look at your objective 2. Find a way to achieve it 3. Dont focus on the specifics (well do that in tactics next!)
1. Define your timeline 2. Determine the budget 3. How you will evaluate your efforts
Note: dont skip any of these steps or you wont have insight into how your tactics worked
Questions ?