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Marketing For Non Profits

Date post: 07-Nov-2014
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Presentation given at the Wisconsin Federation of Museums Annual Conference held in Kenosha on Nov. 2, 2009.
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  • 1. Presented by:
    Tiffany Niederwerfer, Director of MarketingThe History Museum at the Castle
    Marketing Planning for Non-Profits
  • 2. Marketing Planning
    Evaluate Current Situation (SWOT)
    Set (Quantifiable) Goals
    Identify Target
    Define Positioning/Message Strategy
    Determine Strategies
    Plan Tactics
  • 3. The Dreaded S.W.O.T.
    Be honest. Be brutally honest.
    In order to determine a direction for your organization, you must first understand where you currently stand.
  • 4. S.W.O.T.
    Strengths
    Weaknesses
    Compared to my competitorsas evidenced by
    Opportunities
    Threats
    Broad picture, large scale items that usually involve outside influences.
  • 5. Goal Setting
    Marketing Goals will closely align withOperational Goals.
    Need to be quantifiable
    Need to be tangible
    Should have a timeline attached
    HINT: Goals = Objectives
  • 6. Goal Setting
    EXAMPLE:
    Operational Goal:
    Increase visitorship revenue by X % in 2010
    Marketing Goal:
    Attract X new visitors in 2010
  • 7. Target Audience
    Whos your target audience?
  • 8. Target Audience
    If you had one dollar to spend on advertising
    who would you spend it on?
    Criteria to consider:gender, geographic location, age, income, education, family status, employment status, home ownership.
  • 9. Target Audience
    The History Museums primary target audience:Women in the Fox Valley area aged 35-54 with a HHI of $75,000+ who plan activities for their children and guests.
  • 10. Target Audience
    Not just demographics.
    Psychographics too.
    Psychographic variables are anyattributes relating to personality, values, attitudes, interests, or lifestyles.
  • 11. Target Audience
    The History Museums secondary target audience:Individuals aged 35-65+ residing in thetri-state area with a HHI of $125,000 + who travel locally at least 2/times per yearand who have a propensity towards attractions relating to culture and art.
  • 12. Positioning/Message Strategy
    What brand position do you hold in the market?
    What does your audience know/think aboutyour brand?
    What do you want them to think?
  • 13. Positioning/Message Strategy
    Consciously identify how you want to communicate to your audience.
    Is your brand Playful? Sophisticated? Modern? Nostalgic?
    Do you want your organization to be described as Experiential? Thoughtful? Engaging? Family-friendly?
  • 14. Marketing Strategies
    Strategies directly relate to goals.
    A key component of marketing strategy is often to keep marketing in line with a company's mission statement.
    Strategies allow you to concentrate limited resources on the greatest opportunities.
  • 15. Marketing Strategies
    Marketing Goal: Attract X new visitors in 2010
    Strategy 1:Maximize online presence
    Strategy 2:Secure editorial stories in local media
    Strategy 3: Empower volunteers, members, & Board to be sneezers
  • 16. Marketing Tactics
    Tactics are the specific ways to communicate your strategies and reach your goals.
    Strategy 1: Maximize online presence
    Tactic 1: Optimize website (Q1)
    Tactic 2: Write a social media plan (Q2)Tactic 3: Actively participate in SM (Q3)
    Tactic 4: Develop plan for blog/content dev. (Q3)
    Tactic 5: Launch blog (Q4)
  • 17. Marketing Tactics
    Strategy 2: Secure editorial stories in local media
    Tactic 1: Invite media members for
    one-on-one tours
    Tactic 2: Develop media schedule
    (goal: at least one contact/month)
    Tactic 3: Hire intern to develop electronic distribution list
  • 18. Questions?
    Goal setting?
    How to narrow audience?
    Brand identity?
    Specific tactics?
  • 19. Recap
    Evaluate Current Situation (SWOT)
    Set (Quantifiable) Goals
    Identify Target
    Define Positioning/Message Strategy
    Determine Strategies
    Plan Tactics
  • 20. Specific Tactics
    Lets have a discussion.
  • 21. Thank you!
    Tiffany Niederwerfer
    Director of [email protected]
    Twitter.com/tifnie
    Linkedin.com/in/tiffanyniederwerfer
    330 E. College Ave.Appleton, WI 54911p: (920) 735-9370 myhistorymuseum.org

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