Mapping Out Your Marketing Plan
Presented by: DNA Creative Communications, LLC
Copyright© 2012
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Today’s Topics:
Marketing Plan Development 101
Integrating Your Marketing Efforts
Achieving Current & Future Success
Marketing Plan 101
Hone in on your Mission Develop key messaging Live your Brand
Understand Your Audience Clarify Your Goals Select Your Media Measure Results
Consider This
Your marketing plan should reveal what needs to be done, how to do it, as well as consider the
outside elements to be aware of when promoting your organization
1. Hone in on Your Mission!
Your Mission… Conveys the purpose and aim of your
organization
Defines what you are and why you exist
Distinguishes you from competition
Serves as a framework to evaluate current activities
2. Develop Key Messaging
Your Message… What are you trying to get across?
What are the top 3 questions you are
asked on a regular basis?
What are the key words you want to be identified with?
Where does this message make sense?
3. Live Your Brand
What is a Brand?
Your Brand is…
• The voice of your mission
•The essence of your organization
• Authentic and carried out by your organization every day
An Effective Brand…
• Communicates your mission • Builds trust
• Raises awareness • Impacts long-term sustainability
of your organization
Examples
• “My pleasure” •“Eat Mor Chikin” + cows as visual • Closed on Sundays (faith-based mission)
• “Where Shopping is a Pleasure” • Mission: Great savings with service you can’t put a price on
Examples
• Pink ribbon = fight against breast cancer
• Specifically trademarked for donor preservation • Cause marketing
• Just “google” it! • The simple search engine • Mission: Organize the world’s information. Make it universally accessible and useful.
4. Understand Your Audience
Always Think About…
• Who is your audience?
•What do they know about you?
•What do they not know about you?
• What do they need / want to hear?
Consider This
• An annual marketing plan will probably include more than one
audience with more than one goal, as well as more than one media channel.
So…
• Tailor your messaging to your audiences
• Never assume they know everything
• Be consistent in every marketing approach/outlet
5. Clarify Your Goals
Ask Yourself…
• What is the desired outcome of this marketing plan?
•Why do we want this outcome? •What promise(s) do we hope to
keep?
Goals
• Increase membership •Increase participation
•Increase overall awareness
Consider This
• A well-developed marketing plan is designed to support the overall
strategic goals of your organization.
•Call to action!
6. Select Your Media
Traditional Media Channels (Usually company-focused)
Includes:
•Newspapers, magazines, billboards • TV and radio
•Mailers and flyers
Brochures
Print Ads
Business Cards
Traditional Marketing
Website
QR Codes
Online Marketing
Integrated!
Why Integrate Marketing Efforts?
• Expand exposure!
• Efficient use of marketing $$ •Access the viral power of user distribution
•Expand consumer touchpoints to gain new insights
An integrated media marketing
strategy develops engaging relationships which generate new
marketing capital—and a sustainable competitive edge!
Online Media Channels (Usually consumer-focused)
Includes:
•Website presence & capabilities •E-newsletters
• Social media and blogging
Consider This Inbound marketing leads cost 62% less than outbound
marketing. 93% of Americans believe an organization should have a social media presence.
56% of American consumers feel a stronger connection with—and better served by brands they can interact with online.
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Websites (Because currently 75.6% of the US
population is online)
Website
•Project a uniform image through consistent design, colors, and branding
• Maintain a consistent layout and toolbar
• Provide a value proposition that tells readers immediately: •What your site is about •The benefit it will provide to them •Why they should keep using it!
Design Do’s & Don’ts
• Do use a consistent, specific color palette
• Do have your logo on every page!
• Do have a consistent navigational toolbar!
• Don’t use low-quality, fuzzy or stretched images
• Do make sure your mission and cause is clear everywhere!
E-news Talk directly to your audience!
E-Newsletters E-news is a powerful marketing and
communications tool that:
Reminds supporters about your cause Gives updates on current events/projects Offers ways to get involved and keep in touch Provides interesting and relevant news,
stories, pictures and content!
E-Newsletter Tips
Make sure you send only to readers who have
“opted-in!”
Don’t send your e-news without a text option. In general, send e-news no more than once a week, and no less than every six weeks.
Appeal to “skimmers!” Use headlines, subheadings, and short chunks of text.
Consider This Feature a “Subscribe” button on your online
outlets to allow readers to sign-up to your e-newsletter hassle-free!
Monthly, post a Facebook and Twitter update with a short intro and link out to your e-newsletter
Blogging
(Easy sharing capability to gain potential members and spread awareness!)
Blogs
- Serve as representation of your expertise
- Post your latest PRs, announcements, current projects or new campaigns - Enhances overall SEO
- Tip: Update it! Static content does no good.
Ex.
Social Media
Opportunities Low-cost, easy-to-use communications plan
•Free to use, along with tutorials and site support • Adds power to traditional marketing
Interactive Community
• Gives users and organizations their own identity • Connects your organization with the public, including supporters, donors and advocates of all ages!
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Opportunities Mutually Beneficial
• Allows you to listen and respond on a personal, integrated level (audience-centric communication) • Use as an educational resource, a recruitment tool, and outlet for prospective donors/supporters
Public Relations Boost • Spreads your message while enhancing SEO • Facebook has over 750 million active users and/or brands to potentially reach
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Social Media It IS…
• Consumer-driven • Transparent • Engaging • Inclusive • Sincere
It is NOT… • Controlled • Impersonal • Formal • Exclusive • One-sided
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Social Media…Why Use It?
1. Connect, Collaborate, Share. 2. Increase visibility. 3. Cross-promote your message and
campaigns!
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Increase Visibility
• Social media is organized around common interests. - Ex. LinkedIn for professional contacts, Facebook for
content sharing, Twitter for real-time updates with followers
• To leverage these communities for your organization,
you must be an engaged, valuable resource. – Ex. Interact by providing up-to-date project information,
replying to comments, offering online support, sharing content, testimonials, etc.
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Have a Social Media Plan
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• Identify the purpose for using social media • Set goals for what you want to accomplish • Develop organization policies • Determine your strategy • Implement it!
Social Media • Share content
– From Supporters & Members – From Complimentary Resources – From Past/Current/Future Events
ROI: Strong sharing element… Exposes your brand and cause to a current and new audience, as well as establishes trust within your niche and membership base
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7. Measure Your Results
Measurement Google Analytics
- Track your websites visitors and see where they are coming from (social media, e-newsletter, dif. website) - See what pages of your website visitors are viewing; compare and contrast effectiveness! - Helps determine what changes (content/updates) to make in order to improve effectiveness!
Ex. Google Analytics
Insight Page
Research Your SEO • Register with social media and web site search
engines – Google Alerts – SocialMention – Technorati – Mashable – Digg
• Conduct searches regularly
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Reports • Review reports from platforms • Facebook Insights develop metrics around your
content • Gather data from the IT Department or the company
that handles your web site • If you don’t already have Google Analytics on your
web site, get it! • Ask “where did you learn about us” • Review the details to measure your success
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Facebook Insights (Ex.)
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Consider This Be realistic in your marketing strategies and in your
annual plan--leave room for contingencies!
Your marketing plan is a “plan” for a reason. Nothing is set in stone. If the marketing environment
changes, be prepared to change with it!
Now What? The Take-Home Checklist
Do I regularly review my analytics? Do I know where my supporters are coming from? Have I updated my website in the last week/month?
Do I have a strategy for growing my organization’s presence? Do all of my marketing materials accurately reflect
my brand? Am I soliciting feedback?
What user feedback have I heard lately? Am I using that feedback to make a difference?
Need Help? Call DNA for the development of your strategic
marketing and online plans
DNA Creative Communications 864-235-0959 [email protected] www.dnacc.com
Copyright© 2012