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Developing a Marketing Plan for Nonprofits
- 1. March 2010 ARE YOU TALKING TO ME? Session II: Developing A Marketing Plan – Analysis and Objectives
- 13. SWOT Learning Circle 2010 Strengths Weaknesses Opportunities Threats
- 53. Learning Circle 2010 Example FY11 Marketing Objectives Objective Increase ticket sales by X percent Segment Adult amateur classical musicians Strategy Partner with amateur adult music groups and schools Tactic/Action Solicit list exchanges Solicit program ad exchanges Solicit group sales/exclusive offer for specific group (add social aspect?) Create promo flyer PDF tailored per group Solicit contact info from participants
- 55. Learning Circle 2010 Homework
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- Visit competing organizations - what kind of customer experience do they provide? What image do you get from their marketing materials?
- Visit competing organizations - what kind of customer experience do they provide? What image do you get from their marketing materials?
- Surveys can produce statistical info, but not necessarily the reasoning behind the answers - the “why” consumers hold these opinions
- A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
- A couple of words about focus groups: Use a facilitator – A&BC Business Volunteers for the Arts can do this. Need objective 3 rd party so participants will be open. Include all customer segments --
- A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
- A word about surveys: You’re generating numbers and data, but not engaging in a dialogue – not to probe for deeper impressions and understanding. Think about how you will use the information when designing the survey. A&BC Business Volunteers for the Arts can help with this. No point in gathering information just because you can. Also, plan for distilling the survey data – who will compile and analyze it? You may be able to get Arts Work funding for a consultant to assist. Again, don’t gather information that you can’t use.
- WHY: Not everyone will like every artistic effort. Segmentation helps build strong and satisfied customers by matching the segments needs and desires with your artistic product. Your goal is to identify a group of people who share a common need that your organization can satisfy.
- Perceptual barriers : perceived difficulty of the subject matter or style of performance, or belief it will be 'more of the same old... Practical difficulties : lack of transport, inadequate or expensive parking, cost of childcare, not being able to get through on the booking line, long queues, lack of time or money Social barriers : nowhere to eat or have a drink nearby, might feel out of place F ear of the unknown: not familiar with the artists or the venue, not sure whether they will enjoy or appreciate the work or show