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Non-Profit Marketing Communications Strategy

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Flint Group
Flint Group

A presentation given to Non-Profit marketing managers about marketing strategy. Including developing a marketing communications plan and brand.

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Enhance Your Goals with Communications March 2008
Who we are… •  Flint Communications •  Part of the Flint Group
What we’ll cover… •  Who are you? – Determining your “brand” positioning •  Who needs to care? – Identifying and analyzing key audiences •  What do they need to know? – Determining key messages – Matching them to audiences
What we’ll cover… •  How do you reach them? – Identifying the best way to deliver your messages After lunch… •  Hands-on planning session
Who are you What is your brand ?
Your brand is not… A brand is not a logo A brand is not identity A brand is not a product
Your brand is… A brand is a person’s gut feeling about a product, service or organization.
Your brand is… not what you say it is…
Your brand is… what they say it is. It’s the position you have in their mind or heart. Photo by Elvire.R.
So… Where are you positioned today? Where do you want to be tomorrow?
Examining your positioning…
Begin with who you are… •  Mission, vision and core values of your organization. •  Who, where you serve? •  Who else is out there? – Serving the same audience, same services? – Competing for the same dollars? – Talking to the same donors?
If I asked… •  What is the “one thing” you do best? •  Are there other unique distinctions between you and your “competitors”? •  If you had one minute to tell someone about your organization, what would you say?
And more questions… •  What words would you use to describe your organization? •  Where do you make the greatest impact? •  What do you do to make life better? •  What is the reputation of your organization?
Think about your history, your staff and volunteers, and more. •  Where are you strong? •  Where are you weak? •  What “gets in the way” for you? – Obstacles – Issues – Current or past events •  “I wish they knew ____ about us.”
Summarize your unique distinctions.
Who needs to care?
Determine target audiences. •  List all possible audiences. – External (include customers, clients, members, etc) •  Individuals •  Businesses – Internal •  Staff, Board, Committees, Volunteers •  Identify who could possibly influence them. •  Include other funding sources, regulators, thought leaders, associations.
What do you know about them? •  Individual Demographic information: –  Average age –  Gender –  Family lifecycle stage –  Income –  Education –  Geographic •  Businesses Demographic information: –  Size by revenue –  Size by number of employees –  Industry –  Geographic
Who needs to care the most? Prioritize your audiences.
Prioritize Target Audiences •  Analyze all audiences – Individual – Businesses •  Awareness vs. Potential – Use matrix tool to plot audience •  Focus efforts on audiences with high potential – High Potential/Low Awareness – High Potential/High Awareness
Non-Profit Marketing Communications Strategy
Non-Profit Marketing Communications Strategy
What does each audience know – or need to know?
Awareness Knowledge Where are they Liking now? Preference Commitment
What resonates with —and engages— each audience?
What hurt do you address, what need do you fill?
What makes them care? •  Psychographic information: – Interests – Hobbies – Leisure pursuits – Cultural – Beliefs, thought patterns – Core Values
What issues might get in the way? •  Reputation – Industry – Organization •  Frustrations
What does each audience need to know?
Develop… your positioning statement… …and an elevator speech.
A brand positioning statement… ….is a statement that defines the place a brand occupies in the audience’s mind relative to competing offerings. This statement is the foundation for all communications material but is not the external message.
Brand Positioning Positioning Statement: We aim high on everything we do. Brand Promise Statement: We aim high on everything we do; higher than our clients’ expectations, higher than their goals for business growth. This takes passion. This takes fire. This takes knowing that good enough is never good enough. And it isn’t good at all if it doesn’t get results.
Develop a Great Elevator Speech Image by jepoirrier
Elevator Speech What it is: A brief, compelling description of – Who you are – What do you do – Why does it matter Needs to be short and concise – easily said in a short elevator ride! Needs to pass the So What? test
Elevator Speech Example – printing company: “At ACME Printing we help companies save time and reduce costs by making it easier for them to print their invoices and accounts receivable forms and process their payroll checks.”
Develop Key Messages
Key messages… •  Open the door to direct communication with your audience. – Bridge what your audience already knows with where you are trying to take them. •  Are customized to each audience. •  Address the hurt and the need. •  Are the “one thing” that audience needs to know. •  Are backed by proof or supporting points. •  Get your audience curious.
Key messages are… •  Concise: avoid jargon and acronyms •  Active: make every sentence active •  Positive: talk about what one can do, not what you can't •  Short: one memorable sentence, 10-15 seconds to say. •  Specific: address a particular challenge and audience.
And…where and how will they get my message?
Develop Communications Strategies
Effective strategies…. … influence a target audience to achieve a specific outcome by using selected messages, messengers and channels or mediums to reach the target.
Strategies… •  Objectives –  Educate –  Awareness –  Action •  Who –  Prioritized target audiences •  Key Messages –  Persuasive, compelling messages that resonate with target audiences •  Initiatives –  Define How and What you need to accomplish •  Tactics –  All the different ways you reach people –  Vehicles for delivering key messages
Strategy Example •  Objective –  Strengthen current donor relationships •  Who –  Cass/Clay businesses with 50+ employees with High Potential/High Awareness –  Adults in Cass/Clay with household incomes of $75,000+ •  Key Messages –  Brand key messages –  Cause/program specific based on donor’s interest
Strategy Example •  Initiative –  Nurture current and past donors through annual fund raising campaign •  Tactics –  Hold kick-off meeting –  Launch media campaign •  TV •  Radio •  Print –  Set up speaking engagements at specific targeted businesses –  Send out media releases with campaign milestones
Strategies… •  Action plans •  Steps needed •  Who’s responsible •  Timeline •  Budget •  Evaluate
Last words Don't get trapped into feeling like you have to know everything to get started. Learning happens as you make and try out new strategies and messages.

More Related Content

Non-Profit Marketing Communications Strategy

  • 1. Enhance Your Goals with Communications March 2008
  • 2. Who we are… •  Flint Communications •  Part of the Flint Group
  • 3. What we’ll cover… •  Who are you? – Determining your “brand” positioning •  Who needs to care? – Identifying and analyzing key audiences •  What do they need to know? – Determining key messages – Matching them to audiences
  • 4. What we’ll cover… •  How do you reach them? – Identifying the best way to deliver your messages After lunch… •  Hands-on planning session
  • 5. Who are you What is your brand ?
  • 6. Your brand is not… A brand is not a logo A brand is not identity A brand is not a product
  • 7. Your brand is… A brand is a person’s gut feeling about a product, service or organization.
  • 8. Your brand is… not what you say it is…
  • 9. Your brand is… what they say it is. It’s the position you have in their mind or heart. Photo by Elvire.R.
  • 10. So… Where are you positioned today? Where do you want to be tomorrow?
  • 12. Begin with who you are… •  Mission, vision and core values of your organization. •  Who, where you serve? •  Who else is out there? – Serving the same audience, same services? – Competing for the same dollars? – Talking to the same donors?
  • 13. If I asked… •  What is the “one thing” you do best? •  Are there other unique distinctions between you and your “competitors”? •  If you had one minute to tell someone about your organization, what would you say?
  • 14. And more questions… •  What words would you use to describe your organization? •  Where do you make the greatest impact? •  What do you do to make life better? •  What is the reputation of your organization?
  • 15. Think about your history, your staff and volunteers, and more. •  Where are you strong? •  Where are you weak? •  What “gets in the way” for you? – Obstacles – Issues – Current or past events •  “I wish they knew ____ about us.”
  • 18. Determine target audiences. •  List all possible audiences. – External (include customers, clients, members, etc) •  Individuals •  Businesses – Internal •  Staff, Board, Committees, Volunteers •  Identify who could possibly influence them. •  Include other funding sources, regulators, thought leaders, associations.
  • 19. What do you know about them? •  Individual Demographic information: –  Average age –  Gender –  Family lifecycle stage –  Income –  Education –  Geographic •  Businesses Demographic information: –  Size by revenue –  Size by number of employees –  Industry –  Geographic
  • 20. Who needs to care the most? Prioritize your audiences.
  • 21. Prioritize Target Audiences •  Analyze all audiences – Individual – Businesses •  Awareness vs. Potential – Use matrix tool to plot audience •  Focus efforts on audiences with high potential – High Potential/Low Awareness – High Potential/High Awareness
  • 24. What does each audience know – or need to know?
  • 25. Awareness Knowledge Where are they Liking now? Preference Commitment
  • 26. What resonates with —and engages— each audience?
  • 27. What hurt do you address, what need do you fill?
  • 28. What makes them care? •  Psychographic information: – Interests – Hobbies – Leisure pursuits – Cultural – Beliefs, thought patterns – Core Values
  • 29. What issues might get in the way? •  Reputation – Industry – Organization •  Frustrations
  • 30. What does each audience need to know?
  • 31. Develop… your positioning statement… …and an elevator speech.
  • 32. A brand positioning statement… ….is a statement that defines the place a brand occupies in the audience’s mind relative to competing offerings. This statement is the foundation for all communications material but is not the external message.
  • 33. Brand Positioning Positioning Statement: We aim high on everything we do. Brand Promise Statement: We aim high on everything we do; higher than our clients’ expectations, higher than their goals for business growth. This takes passion. This takes fire. This takes knowing that good enough is never good enough. And it isn’t good at all if it doesn’t get results.
  • 34. Develop a Great Elevator Speech Image by jepoirrier
  • 35. Elevator Speech What it is: A brief, compelling description of – Who you are – What do you do – Why does it matter Needs to be short and concise – easily said in a short elevator ride! Needs to pass the So What? test
  • 36. Elevator Speech Example – printing company: “At ACME Printing we help companies save time and reduce costs by making it easier for them to print their invoices and accounts receivable forms and process their payroll checks.”
  • 38. Key messages… •  Open the door to direct communication with your audience. – Bridge what your audience already knows with where you are trying to take them. •  Are customized to each audience. •  Address the hurt and the need. •  Are the “one thing” that audience needs to know. •  Are backed by proof or supporting points. •  Get your audience curious.
  • 39. Key messages are… •  Concise: avoid jargon and acronyms •  Active: make every sentence active •  Positive: talk about what one can do, not what you can't •  Short: one memorable sentence, 10-15 seconds to say. •  Specific: address a particular challenge and audience.
  • 40. And…where and how will they get my message?
  • 42. Effective strategies…. … influence a target audience to achieve a specific outcome by using selected messages, messengers and channels or mediums to reach the target.
  • 43. Strategies… •  Objectives –  Educate –  Awareness –  Action •  Who –  Prioritized target audiences •  Key Messages –  Persuasive, compelling messages that resonate with target audiences •  Initiatives –  Define How and What you need to accomplish •  Tactics –  All the different ways you reach people –  Vehicles for delivering key messages
  • 44. Strategy Example •  Objective –  Strengthen current donor relationships •  Who –  Cass/Clay businesses with 50+ employees with High Potential/High Awareness –  Adults in Cass/Clay with household incomes of $75,000+ •  Key Messages –  Brand key messages –  Cause/program specific based on donor’s interest
  • 45. Strategy Example •  Initiative –  Nurture current and past donors through annual fund raising campaign •  Tactics –  Hold kick-off meeting –  Launch media campaign •  TV •  Radio •  Print –  Set up speaking engagements at specific targeted businesses –  Send out media releases with campaign milestones
  • 46. Strategies… •  Action plans •  Steps needed •  Who’s responsible •  Timeline •  Budget •  Evaluate
  • 47. Last words Don't get trapped into feeling like you have to know everything to get started. Learning happens as you make and try out new strategies and messages.