What should marketing provide?What should marketing provide?

Increased interest in your organizationIncreased interest in your organization

Expanded fundraising opportunitiesExpanded fundraising opportunities

The resources needed for your missionThe resources needed for your mission

Part IPart I

Systematic planningSystematic planning

ResearchResearch

A defined message (your story)A defined message (your story)

Implementation of communication vehiclesImplementation of communication vehicles

Part IPart I

An effective marketing plan should be:An effective marketing plan should be:In writingIn writingFollow an outlineFollow an outlineCover a twelve month periodCover a twelve month periodArticulate your message (mission)Articulate your message (mission)Define your goalsDefine your goalsOutline strategies neededOutline strategies neededMeasure your successMeasure your success

Part IPart I

Provides a road mapProvides a road map Helps you clarify your objectivesHelps you clarify your objectives Establishes where you’re goingEstablishes where you’re going Defines how you are going to get thereDefines how you are going to get there Saves time and moneySaves time and money Plans for detoursPlans for detours Holds you accountableHolds you accountable

Part IPart I

Executive SummaryExecutive Summary

Research Research

SWOT Analysis (strengths, SWOT Analysis (strengths, weaknesses, opportunities, threats)weaknesses, opportunities, threats)

Mission StatementMission Statement

Goal StatementGoal Statement

Situational AnalysisSituational Analysis

Part IPart I

Target MarketTarget Market

ObjectivesObjectives

StrategiesStrategies

TacticsTactics

TimelineTimeline

BudgetBudget

EvaluationEvaluation

Part IPart I

This section should include a description of:This section should include a description of:

What your organization doesWhat your organization does

How it does itHow it does it

Your core differentiating factor(s) Your core differentiating factor(s)

Your place in the market. Your place in the market.

Part IPart I

Informal ResearchInformal Research

Learn all about your organizationLearn all about your organization

Staff, structure, reputation, competitionStaff, structure, reputation, competition

Survey opinionsSurvey opinions

Assemble a basic fact fileAssemble a basic fact file

Identify and analyze industry trendsIdentify and analyze industry trends

Part IPart I

Formal ResearchFormal Research

Structured interviews (focus groups)Structured interviews (focus groups)

Personal interviewsPersonal interviews

Telephone surveysTelephone surveys

Mail surveysMail surveys

Electronic surveysElectronic surveys

Part IPart I

StrengthsStrengths

WeaknessesWeaknesses

OpportunitiesOpportunities

ThreatsThreats

Part IIPart II

Is the basis of your message Is the basis of your message

all marketing decisions SHOULD all marketing decisions SHOULD support it!support it!

Advocates for Legal AccessAdvocates for Legal Access(Burlington, VT)(Burlington, VT)

““Our mission is to provide the Burlington Our mission is to provide the Burlington indigent community with legal services for indigent community with legal services for civil rights issues. We exist to eliminate civil rights issues. We exist to eliminate the current iniquities that too many people the current iniquities that too many people face when forced to access the American face when forced to access the American legal system. Our services will exceed the legal system. Our services will exceed the expectations of our customers.” expectations of our customers.”

Defines the desired outcome of a plan Defines the desired outcome of a plan of actionof action

Shows the “big picture” of where you Shows the “big picture” of where you want to go want to go

 

““To provide the Burlington indigent To provide the Burlington indigent community with legal services for civil community with legal services for civil rights issues. We exist to eliminate the rights issues. We exist to eliminate the current iniquities that too many people current iniquities that too many people face when forced to access the American face when forced to access the American legal system. Our services will exceed the legal system. Our services will exceed the expectations of our customers.” expectations of our customers.”

Defines your organization’s situation.Defines your organization’s situation.

Who you areWho you are

What you offerWhat you offer

What is critical to your orgs successWhat is critical to your orgs success

Your marketing needs Your marketing needs

““Advocates for Legal Equal Access is a Advocates for Legal Equal Access is a start-up not-for-profit company just start-up not-for-profit company just beginning operations. We offer much beginning operations. We offer much needed public interest legal services for needed public interest legal services for the Burlington, VT market. Marketing is the Burlington, VT market. Marketing is critical to success. The basic market need critical to success. The basic market need is an expanded offering of legal services is an expanded offering of legal services for community members who not currently for community members who not currently have access to legal representation.”have access to legal representation.”

The geographic area you wish to reachThe geographic area you wish to reach Gender and age range of targetGender and age range of target Their occupation and income levelTheir occupation and income level What they needWhat they need Why they would care about us?Why they would care about us? How are we reaching them now?How are we reaching them now? What else can we do to reach more? What else can we do to reach more?  

Geographic areaGeographic area: greater metropolitan city of : greater metropolitan city of Burlington (population .9 million)Burlington (population .9 million)

Gender/Age RangeGender/Age Range: Male & female, all ages: Male & female, all ages

Occupation/IncomeOccupation/Income: below $25,000 a year : below $25,000 a year

Need: Need: Free or affordable legal representationFree or affordable legal representation

 

Why would they care about us?Why would they care about us?

1.1. Selection: We offer a wide range of legal Selection: We offer a wide range of legal servicesservices

2.2. Accessibility: We have a convenient Accessibility: We have a convenient downtown officedowntown office

3.3. Competitive Pricing: We offer a sliding Competitive Pricing: We offer a sliding scale for payment based on income level scale for payment based on income level with free service for those that cannot paywith free service for those that cannot pay

 

How are we reaching them now?How are we reaching them now?1.1. Through relationships with some social Through relationships with some social

service providersservice providers

What else can we do to reach more clients?What else can we do to reach more clients?1.1. Educate and create marketing strategies Educate and create marketing strategies

for: law enforcement agencies, the court for: law enforcement agencies, the court system, employers and landlords system, employers and landlords

2.2. Create alliances with more social service Create alliances with more social service providersproviders 

 

Defines your organization’s goalsDefines your organization’s goals

What your marketing objectives areWhat your marketing objectives are

What your financial objectives areWhat your financial objectives are

Marketing Objectives: Marketing Objectives:

Generate visibility within the Burlington Generate visibility within the Burlington corporate and legal communitycorporate and legal community

Increase corporate donations by 10% per Increase corporate donations by 10% per quarter quarter

Increase the amount of labor donations by 15%Increase the amount of labor donations by 15%

Financial Objectives: Financial Objectives:

Generated enough funds to be able to bring Generated enough funds to be able to bring on board additional legal professionalson board additional legal professionals

Decrease the costs associated with serving Decrease the costs associated with serving an individual allowing us to serve more an individual allowing us to serve more peoplepeople

Maintain positive cash flow Maintain positive cash flow

How you are going to accomplish your How you are going to accomplish your big picture goalsbig picture goals

Broad approaches to communicating Broad approaches to communicating and meeting your objectivesand meeting your objectives

Objective: Objective:

Generate visibility within the Burlington corporate Generate visibility within the Burlington corporate and legal communityand legal community

Strategy: Strategy:

Create greater awareness with potential Create greater awareness with potential customers, donors and the city around the services customers, donors and the city around the services we offerwe offer

Objective: Objective:

Increase the amount of corporate fiscal donations Increase the amount of corporate fiscal donations by 10% per quarter by 10% per quarter

Strategy: Strategy:

meet with the leaders of different companies and meet with the leaders of different companies and encourage them to make contributions to encourage them to make contributions to AdvocatesAdvocates

Defines the specific activities you will Defines the specific activities you will use to execute your strategies use to execute your strategies

(ex: direct mail, web site, e-newsletter)(ex: direct mail, web site, e-newsletter) Should include a combination of Should include a combination of

traditional marketing tools, public traditional marketing tools, public relations, online marketing and relations, online marketing and advertisingadvertising

Objective: Objective: Generate visibility within the Burlington Generate visibility within the Burlington corporate and legal communitycorporate and legal community

Strategy: Strategy: Create greater awareness with existing Create greater awareness with existing and potential referral resources and donorsand potential referral resources and donors

Tactics: Tactics: Expand existing database and increase Expand existing database and increase email addresses through drip marketing campaign email addresses through drip marketing campaign

Direct Mail: Letters, postcards, newsletterDirect Mail: Letters, postcards, newsletter

Online Viral Marketing: electronic versions of Online Viral Marketing: electronic versions of above, e-updates, e-newsletters & e-vitesabove, e-updates, e-newsletters & e-vites

Goal: Expand database and increase email addresses to Goal: Expand database and increase email addresses to include more referral resources and donorsinclude more referral resources and donors

Touch Point #1 Touch Point #1 – The Qualifier– The Qualifier

Print and electronic Print and electronic postcardpostcard

Theme: Theme: We want to reach more people in need of our We want to reach more people in need of our services while reducing costs and waste with print services while reducing costs and waste with print mailingsmailings

Call to Action: Call to Action: Join our email list – Share with a friendJoin our email list – Share with a friend

Audience: Audience: Existing databaseExisting database

Note: Include return to sender if undeliverable on printNote: Include return to sender if undeliverable on print

Touch Point #2 Touch Point #2 – The Personal Touch– The Personal Touch

Print and electronic letter from EDPrint and electronic letter from ED

Theme: Theme: Thank you for your involvement with our org. Thank you for your involvement with our org. We want to keep you up to date on what is going on We want to keep you up to date on what is going on over the next yearover the next year

Call to Action: Call to Action: Join our email list – Share with a friendJoin our email list – Share with a friend

Audience: Audience: Existing databaseExisting database

Note: Include return to sender if undeliverable on printNote: Include return to sender if undeliverable on print

Touch Point #3 Touch Point #3 – Comprehensive Touch – Comprehensive Touch

Print and electronic Print and electronic newsletternewsletter

Theme:Theme: What’s going on at our organization What’s going on at our organization

Call to Action: Call to Action: Join our email list – Share with a friendJoin our email list – Share with a friend

Visit our websiteVisit our website

Audience: Audience: Existing database and additionsExisting database and additions

Note: Include return to sender if undeliverable on printNote: Include return to sender if undeliverable on print

Touch Point #4 Touch Point #4 – Education Touch (no print)– Education Touch (no print)

Electronic article or update Electronic article or update

Theme: Theme: Did you know? Did you know?

Call to Action:Call to Action: Share with a friend Share with a friend

Visit our websiteVisit our website

Audience: Audience: Existing database and new additionsExisting database and new additions

Touch Point #5 Touch Point #5 – Engagement Touch – Engagement Touch

Print and electronic invite/postcardPrint and electronic invite/postcard

Theme: Theme: Invite to an informal eventInvite to an informal event

Call to Action:Call to Action: RSVP RSVP Join our email list - Tell a friendJoin our email list - Tell a friend Visit our websiteVisit our website

Audience: Audience: Existing database and additionsExisting database and additions

Note: Include return to sender if undeliverableNote: Include return to sender if undeliverable

Touch Point #6 Touch Point #6 – Comprehensive Touch – Comprehensive Touch

Electronic Electronic newsletternewsletter

Theme: Theme: What’s going on at our organizationWhat’s going on at our organization

Call to ActionCall to Action: Share with a friend: Share with a friend

Visit our websiteVisit our website

Audience: Audience: Existing database and additionsExisting database and additions

Touch Point #7 – Education Touch (no print)Touch Point #7 – Education Touch (no print)

Electronic article or Electronic article or update update

Theme: Theme: Did you know? Did you know?

Call to Action:Call to Action: Share with a friend Share with a friend

Visit our websiteVisit our website

Audience: Audience: Existing database and new additionsExisting database and new additions

Touch Point #8 Touch Point #8 – Ask Touch – Ask Touch

Electronic letter from EDElectronic letter from ED

Theme: Theme: Can you help?Can you help?

Call to Action: Call to Action: See our new video on our websiteSee our new video on our website

Support our program with money or timeSupport our program with money or time

Share with a friendShare with a friend

Audience: Audience: Existing database and additionsExisting database and additions

Add phone calls into the campaignAdd phone calls into the campaign

•If you get back mail as “undeliverable” for an existing If you get back mail as “undeliverable” for an existing donor – Track them downdonor – Track them down

•When you see new participants in events and When you see new participants in events and campaignscampaigns

•When someone new signs up to be on email listWhen someone new signs up to be on email list

•To say thank you to those that get involved on a To say thank you to those that get involved on a regular basis regular basis

Results from Drip Marketing CampaignsResults from Drip Marketing CampaignsDatabase cleaned up with returned undeliverable mailDatabase cleaned up with returned undeliverable mail

More email addresses for existing databaseMore email addresses for existing database

Additions to database through “Share with a Friend”Additions to database through “Share with a Friend”

Closer relationship with recipientsCloser relationship with recipients

Ability to reach target market fasterAbility to reach target market faster

Increased interest in website and more trafficIncreased interest in website and more traffic

Reduced costs of print mail Reduced costs of print mail

Higher participation in events and campaignsHigher participation in events and campaigns

1.1. Timeline – define a schedule for each Timeline – define a schedule for each marketing strategymarketing strategy

2.2. Budget – determine what each will cost?Budget – determine what each will cost?

3.3. Evaluate – define results for eachEvaluate – define results for each

Note: don’t skip any of these steps or you won’t Note: don’t skip any of these steps or you won’t have insight into how your tactics workedhave insight into how your tactics worked

Divide into teams of twoDivide into teams of two

Use your marketing plan worksheetsUse your marketing plan worksheets

Keep time so each person gets ½ timeKeep time so each person gets ½ time

Person not talking takes the notesPerson not talking takes the notes

Part IIPart II

If you already have one, write it down. If you already have one, write it down. If you don’t - answer these questions:If you don’t - answer these questions:

1.1.What opportunities or needs do we exist to What opportunities or needs do we exist to meet?meet?

2.2.What are we doing to address these needs?What are we doing to address these needs?

3.3.What principles or beliefs guide our work?What principles or beliefs guide our work?

1.1. What is the desired outcome of your What is the desired outcome of your action plan?action plan?

2.2. Why do you want this outcome?Why do you want this outcome?

3.3. What promise(s) do you hope to keep? What promise(s) do you hope to keep?

Define your organization’s situation.Define your organization’s situation.

1.1.What are you?What are you?

2.2.What do you offer?What do you offer?

3.3.What is critical to your orgs success?What is critical to your orgs success?

4.4.What is your marketing need? What is your marketing need?

1.1. What geographic area should you reach?What geographic area should you reach?2.2. Define gender, age, occupation & incomeDefine gender, age, occupation & income3.3. What do they need?What do they need?4.4. Why would they care about us?Why would they care about us?5.5. How are they connected to us?How are they connected to us?6.6. How are we reaching them now?How are we reaching them now?7.7. What else can we do to reach more? What else can we do to reach more?  

1.1. What do you hope to achieve through What do you hope to achieve through your marketing efforts?your marketing efforts?

2.2. What do you hope to achieve financially What do you hope to achieve financially for your organization? for your organization?

1.1. Look at your objectiveLook at your objective

2.2. Find a way to achieve itFind a way to achieve it

3.3. Don’t focus on the specifics Don’t focus on the specifics

(we’ll do that in tactics next!) (we’ll do that in tactics next!)  

1.1. Define your timelineDefine your timeline

2.2. Determine the budgetDetermine the budget

3.3. How you will evaluate your effortsHow you will evaluate your efforts

Note: don’t skip any of these steps or you won’t Note: don’t skip any of these steps or you won’t have insight into how your tactics workedhave insight into how your tactics worked