The 12 P’sof Business/NPO MarketingGoing Beyond the “4 P’s of Marketing” in a Service Business or NonprofitYou’ll learn:

•The formula for creating a winning positioning statement•How to create better plans and proposals•How to integrate people and communication into your business•And, more!

Marketing Your Product & Organization: Friday September 9,2005

Who Is This Guy Talking?

David Carrithers 25 years experience in marketing & business

development for Fortune 100 brands & NPOs Has helped nonprofits, including public schools,

improve their awareness and value through marketing (helped raise over $30 million for NPOs in 2001-2003).

Dedicated to the idea of servant leadership and organizational stewardship

With the Centennial team, dedicated to supporting the success of TCPN and the AJOC program

Introduction to “The P’s”

There’s more to running and marketing a Business/NPO than what we learned from the “4 P’s”

The standard 4 P’s are just one part of the formula. To understand the entire formula we need to start from the beginning – “The 4P’s of Business/NPO”

Introduction to “The P’s”

Whether a Nonprofit Organization (NPO) or a For Profit business these principles apply

13th P = Pickle

Everyone is a consumer Bombarded with advertising messages Limited:

Time, Money, Brain space

How are you going to stand out? No matter what you do, you must develop your

market & brand

4 P’s of Business/ NPO

Positioning People Process Plan

1. Positioning

A positioning statement states how you wish to be perceived. It is the core message you want to deliver in every medium to

influence the perception of your product, service and/or organization.

The positioning statement should bring the mission/vision to life. Typically a Positioning Statement is a two-sentence message

that tells people what your product is and how they will benefit. The second sentence tells people why your product or organization is different than others.

This should be the very first exercise you go through for your business/NPO and each product or service you sell/provide.

1. Positioning (continued)

Questions to Ask before Developing the Positioning Statement WHO: Who are you? WHAT: What Business/NPO are you in? FOR WHOM: What people do you serve? Make a list and

prioritize if necessary WHAT NEED: What are the special needs of the people you

serve? Determine urgent needs. (categorize needs as urgent, important or useful)

AGAINST WHOM: With whom are you competing? How are they positioning themselves?

WHAT’S DIFFERENT: What makes you different from those competitors? What is the most compelling reason for customers or supporters to do Business/ NPO with you?

SO: What’s the benefit? What unique benefit does a client or supporter derive from your product or service?

1. Positioning (continued)

Develop the Statement - write a sentence that gives you a distinct advantage (not just presents a value as a superlative claim)

<company/product> is a

<category/what you are> that helps

<who/primary audience> reach/by

<primary benefit / what you do>. Unlike other <category>, <company/product> <primary difference>.

2. People

It may be business/NPO but it is very personal. People, whether the employees, clients, supporters

your market, or someone else impact your Business/ NPO each and every day.

The right people treated the right way can create a successful business or organization.

In brief consider every interaction and target audience you have; Build teams; Create partnerships.

Research your target audience. Understand the “politics” of every interaction.

Every Employee, Every Interaction

3. Process

Evaluate the way you do business so that it better supports your goals.

Make the business or organization work for you – work ON your business/NPO vs. you working IN the Business/NPO.

Think through every single step of what you do and how to make it better. Your Business/ NPO and marketing processes should be able to run without you.

4. Plan

A Plan can help you to be proactive. Did you know that simply by writing down a plan

you have an 85% chance of putting it into action vs. those who don’t write down their plans have somewhere around a 10% chance of putting it into action. The simple act of writing it down imprints the plan into your subconscious and your subconscious puts it into action with your conscious. So, isn’t it worth it to write out a plan for your Business/NPO and marketing? You’ll put the odds in your favor.

4. Plan (continued)

Here’s a brief outline for a short marketing plan: Situation Analysis – complete with a SWOT and a Competitive

Review Marketing Overview – the marketing mission, overview of the

products and services, pricing, distribution/sales strategy, and other marketing strategies

Marketing Tactics – what you will produce for acquisition activities (direct mail, flyers, product brochures, etc.); what you will do for PR; what you will need for retention activities (follow-up letters, up-sell, etc.); what you will need for internal communications; and what other marketing communications will you need (website, etc.)

Forecast for sales and profits Appendix - Brand Guidelines

This plan content is supplemental to a business plan.

4 P’s of Marketing

Product Price Place Promotion

5. Product

What is your product or service? How is it described? How is it packaged? What solution or benefit does it provide? Who is it for?

6. Price

Determine the price you need to set for their product or service.

What pricing models work best in your industry or NPO?

What would work best for your clients? How can you create a win-win? How can you move away from being a commodity? How do you get paid for the extra value you bring?"

7. Place

Are you in the right place to best target their customers – building, shelf placement, advertising, Website, etc.?

What are the touch points you need to have in place to reach your potential clients/customers?

Be Creative

8. Promotion

How to promote the product or service via numerous types of media whether it be advertising, direct mail, word-of-mouth, or direct sales.

What types of campaigns are you going to put together

Are your Marketing Communications fully integrated with your Business/NPO and Sales strategies?

Remember To Speak Human

4 P’s of Closure & Delivery

Proposal Please Project Management Punctuate

9. Proposal

Drafting a proposal. OK, you’ve convinced someone to consider your Business/NPO. Now you are ready to put out a price for your service. This step could make or break your chances of closing the Business/NPO.

You want to demonstrate your knowledge of the client’s needs and match those needs with solutions that are priced right. If you’ve done your homework – in the first 8 P’s – you will have a good idea of what is competitive in your market.

9. Proposal (continued)

Let’s talk about a winning proposal outline: Situation Objectives Measures of Success Expression of Value Deliverables Outlined Options Timing Joint Accountabilities Terms and Conditions Acceptance

10. Please (AKA “Ask!”)

Ask for the job, project, donation in a polite and professional way.

If you believe in what you sell, close the deal! You can also consider approaching your

“warm market” for help.

11. Project Management

Follow through! Now you have a signed contract. The best

way to market your Business/NPO in the future is by providing good service today.

You already outlined the process in step 3, bring your client into the mix and work the process or program.

12. Punctuate

Leave a good impression Send thank you notes Continue communication with your client,

customers, warm market, etc. Be proactive in up-selling, cross-selling,

retention, etc.

The 12 P’s – A Summary

1. Positioning2. People3. Process4. Plan5. Product6. Price7. Place8. Promotion9. Proposal10. Please11. Project Management12. Punctuate

12 P’s Formula

4 P’s of Business

4 P’s of Marketing

4 P’s of Closure and Delivery

=Potential to Create Profits/Donations

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Thank You! With all of these P’s in place you’ll be

Proactive and have the Potential to create Profits & donations just by being the best Professional at what you do.

Thank You. www.cce-inc.com David Carrithers, Marketing, Centennial

703-287-3042 or dcarrithers@cce-inc.com Special Thanks

www.jeanetconsulting.com