marketing and dev. working together
TRANSCRIPT
“Marketing and Development Working Together”Aspirational and Inspirational Case Studies
NACCDO PAN Annual MeetingApril 2014
Cindy McGirk, Manager of Strategic Initiatives, Moffitt FoundationSuzanne Grant, Director of Strategic CommunicationsKelly Cunha, Manager of Marketing and Web StrategyKaty Jones,
BRING IT!
The Marketing and Development Relationship
What to Expect f rom Today ’s Sess ion
• Why Marketing and Development Relationship is Important• Phase One: Auditing a Story Unfolding• Phase Two: Developing the Case Statement and Campaign• Working Together: Defining the Relationship• Small Groups - Idea Sharing• Working Together Better
Phase One: Auditing a Story Unfolding
Phased approach What’s working? Content Marketing: Building Up your Reserves
Securing ambassadors Lining up donor stories What’s the impact?
Content curation to support both development and marketing
Translating science into the “pitch”
What’s working now?
• Measuring effectiveness not only on delivery, but on process as well
• Get input from the entire team
• Tap board members and other key stakeholders
Building stories about why we’re here
Content Curation – Not Reinventing the Wheel
News releases, Research briefs, faculty profiles
Social media content
Media talking points
Donor letters and proposals
Online feedback from donors
Board member visits and outreach
Lessons Learned
Don’t confuse trendiness with effectiveness
Engage your Board early and often
Let the strategy drive story selection
Seek out stories that accomplish the needs for both development and marketing
Phase Two: Developing the Campaign and Case Statement
Phased approach Case Statement Getting the Board “on board” Gaining Momentum Engaging the Bigger Team – your organization! Going Digital
Phase Two: Developing the Case Statement and Campaign(10 min.) Kelly Case statement process and best practicesLessons learned
Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site
Developing the Case Statement Together
A. Support Foundation’s requirements
B. Evaluate the Message:
o Past: A Quick Look o Present: Glance at Current Stateo Future: Press the Need
C. Create Brand Voice
Phase Two: Developing the Case Statement and Campaign(10 min.) Kelly Case statement process and best practicesLessons learned
Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site
Lessons Learned
Understanding :• Campaign goals and strategy • Team and defining roles
Making time to plan collaboratively and get buying from players and leaders on the plan
Uncovering the true timing campaign and deliverables• Soft launch• Board launch• Roll out
Case Studies: Phases 1 &2
Marketing and DevelopmentSmall Groups
Discuss: • What works well?• Challenges• Obstacles to collaboration• Best practices• Lessons learned
COLLABORATION
"Gettin' good players is easy. Gettin' 'em to play together is the hard part."
- Casey Stengel, Yankees Manager
Top 5 Ways to Work Together - Better
It is never too early to plan…collaboratively.
This is not a fast food restaurant.Discuss goals and objectives first;
not tactics and actions
Would you like fries with that?
Don’t assume marketing/PR activities.
Opinions and expertise are not the same.
Agree to honest deadlines and stick to them.
Communication = trust.
Recap – Top 5 Ways to Work Together
1. It is never too early to plan…collaboratively.
2. Don’t assume (and “sell”) marketing/PR activities without agreement.
3. Opinions and expertise are not the same.
4. Agree to honest deadlines and stick to them.
5. Agree to honest deadlines and stick to them.
6. Open, honest communication is crucial to build trust.
Collaboration: The Lion and the Eagle
Thank you
Cindy McGirk, Manager of Strategic Initiatives, Moffitt [email protected]
Suzanne Grant, Director of Strategic [email protected], 813-745-1524
Kelly Cunha, Manager of Marketing and Web [email protected], 813-745-4222
Katy Jones, Director of Communications and Marketing, UNC [email protected], 919-962-3405