connecting marketing to strategic objectives. presenters moderator: r. osbourne whitesell...

Connecting Marketing to Strategic Objectives

Presenters

Moderator: R. Osbourne Whitesell (“Oz”), MKJ Creative

Panelists Steve Varnum, New Hampshire Community Loan Fund Jessica Brooks, Boston Community Capital Janet de Guehery, Florida Community Loan Fund

Goals of the Session

Examine How marketing can forward your mission The importance of strategic planning How marketing facilitates the strategic plan Common pitfalls that can turn a marketing budget into a

cost instead of an investment

Session Format

Open Forum Using examples from our experience we will explore the

intersection of strategic planning and marketing We encourage questions and dialogue and are more

committed to transferring knowledge than completing a presentation

What Is Strategic Planning?

Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy.

Source: Google

What Is Marketing?

Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

Source: American Marketing Association

Example 1: New Hampshire Community Loan Fund

Objective: Add $67 million in new investments for lending


Objective: Add $67 million in new investments for lending Questions: How do we reach potential investors? What’s our unique

proposition?


Objective: Add $67 million in new investments for lending Questions: How do we reach potential investors? What’s our unique

proposition? Marketing Tactic: Create an investment “product” and market to

current donors, potential investors and wealth advisors through as many channels as appropriate

Example 2:Boston Community Capital

Objective: Provide $125 million in mortgage financing to stabilize more than 625 foreclosed homeowners in the next five years



Question: How, as a nonprofit CDFI that has historically lent to organizations and businesses (not directly to consumers), do we access foreclosed homeowners with a new mortgage product?



Question: How, as a nonprofit CDFI that has historically lent to organizations and businesses (not directly to consumers), do we access foreclosed homeowners with a new mortgage product Marketing Tactics:

Third-party validation #1: Outreach to foreclosure counselors, elected representatives, community leaders (education and outreach, endorsements, etc.)

Third-party validation #2: Earned media stories about homeowners who were helped

Example 3:Florida Community Loan Fund

Objective: Add value to community development in Florida


Objective: Add value to community development in Florida Question: What is FCLF’s value to community development

practitioners in Florida?


Objective: Add Value to Community Development in Florida Question: What is FCLF’s value to community development

practitioners in Florida? Marketing Tactics:

Rewrote our vision and mission (and tagline) to incorporate the fact that FCLF provides expertise and capital to help projects succeed

Develop a plan to promote staff expertise in the CDFI community through workshops, conference presentations and leadership

Establish a relationship with a local PR firm to become recognized


Objective: Design and redesign methods for efficient and responsive delivery of products and services


Objective: Design and redesign methods for efficient and responsive delivery of products and services

Question: How can we more efficiently market our products and services, cultivate donors and investors and steward current supporters?


Objective: Design, and redesign, methods for efficient and responsive delivery of products and services.

Question: How can we more efficiently market our products and services, cultivate donors and investors and steward current supporters? Marketing Tactic(s): Subscribe to HubSpot inbound marketing software,

replace Web development vendor, ramp up use of video


Objective: Push for policies and laws that help families and individuals facing foreclosure



Question: How do you combat negative perceptions about people facing foreclosure and influence policymakers to change laws and/or policies to make it possible for homeowners with stable incomes to remain in their homes?



Question: How do you combat negative perceptions about people facing foreclosure and influence policymakers to change laws and/or policies to make it possible for homeowners with stable incomes to remain in their homes?

Marketing Tactics: Op-eds Homeowner stories Meetings with policymakers and legislators Civic leadership: MA Office of Consumer Affairs and Business Regulation;

Governor’s Foreclosure Impacts Task Force


Objective: Build organizational strength and capacity


Objective: Build organizational strength and capacity Question: What are the best ways FCLF can strengthen the

organization as it prepares for a period of growth over the next 5 years?


Objective: Build Organizational Strength and Capacity Question: What are the best ways FCLF can strengthen the

organization as it prepares for a period of growth over the next 5 years? Marketing Tactic: Incorporate the board

Write a Strategic Plan to give our board and senior management the opportunity to incorporate an emphasis on marketing

Our marketing consultant worked hand in hand with our strategic planning consultant to gather information and make recommendations

This goal has one objective devoted to identifying specific marketing action steps, developing the budget for execution and contracting local consultants to help build organizational strength in marketing


Objective: Double our lending to $140 million to meet the growing demand for affordable housing, essential services and jobs.



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each?



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each? Marketing Tactic: Business finance

Target: Owners of growth companies Message: “Flexible capital for growing companies” Tactics: Promote online tools through trade publications, LinkedIn,

business finance seminars, Google ads



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each? Marketing Tactic: Business finance

Target: Bank loan officers Message: “An alternative that helps them get to yes” Tactics: Promote online tools through trade publications, LinkedIn,

networking



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each? Marketing Tactic: ROC-NH (converting manufactured-home parks

to resident-owned communities) Target: Owners of parks with 100+ sites Message: Positive messaging – “Put your park in the hands of the

people who have supported you, get your price, smooth process” Tactics: Letters, one-to-one visits, videos of satisfied sellers



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each? Marketing Tactic: Welcome Home Loans (real mortgages for

manufactured homes) Target: Realtors Message: “Real mortgages for manufactured homes” Tactics: Postcards, letters, trade shows, certified training course



Questions: Which lending programs will drive that growth? What targets, messages and tactics should we employ for each? Marketing Tactic: Welcome Home Loans

Target: Buyers, sellers and owners of manufactured homes Message: “Save money with our fair, fixed-rate purchase and

home-equity loans – low down-payment, no minimum credit score, age of home doesn’t matter”

Tactics: Postcards, Google ads

connecting marketing to strategic objectives. presenters moderator: r. osbourne whitesell...

Documents

florida slide

lending slide

investment slide

appropriate slide

presentation slide

google slide

community development

new investments