1. Marketing for
Nonprofit
Organizations
Mitchell Community College
Corporate Training
Presented by
John B. Marek

2. Introductions
• John Marek
– AIPM Certified Marketing Practitioner
– Director of Marketing and BRE, Greater
Statesville Development Corporation
– Corporate Trainer, Mitchell Community
College
– 25 years marketing experience; start-ups to
Fortune 500 companies

3. Marketing Fundamentals
“Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.

4. Marketing Fundamentals
PROCESS
marketing/sales is a process
“process thinking”

5. Marketing Fundamentals
• What is the relationship between
sales and marketing?
SALES
MARKETING
DESIRED
OUTCOME

6. Marketing Fundamentals
• The “Four P’s” of marketing
– Product
– Price
– Place  Distribution
– Promotion

7. Marketing Fundamentals
CV
A Model for
Process
Marketing/Sales
Deployment
Strategy
Communication
Deployment

8. Marketing Fundamentals
MARKET
a group of prospective customers
who have common wants and needs
and a common profile relative to
such factors as competitors,
distribution and packaging

9. Marketing Fundamentals
MARKET
market segment
market sector
target market

10. Marketing Fundamentals
BRAND
the total personality of an
organization, its products or
services, as it is perceived by
current and potential customers

11. Marketing Fundamentals
• Identity
– Logo
– Word mark
– Style
– Color
– Package

12. Marketing Fundamentals
• You cannot promote your brand
until you live your brand
– You are your brand
– Your employees are your brand
– Your place of business is your brand
– Your marketing materials are your
brand
– Your advertising is your brand

13. Marketing Fundamentals
it is marketing’s job to take a
competitive brand and turn it
into a winner

14. Marketing Planning
who is your ideal customer?
target audience profile (TAP)
demographics
business demographics
psychographics

15. Marketing Planning
 Positioning Statement
 Position Statement
How you would like your business to be
seen by potential and existing customers
 Statement of Position
How your potential and existing
customers really perceive you

16. Positioning Your Brand
• X times faster
• X times less expensive
• X times less wear
• More aesthetic
• More convenient
• More entertaining
• More customer friendly

17. Positioning Your Brand
• Advantages of “small” companies
– Exploit custom requirements
– Exploit personnel niches in larger
companies
– Quick to change, adapt, adopt

18. Positioning Your Brand
• Be just one thing, two at the most
– We can cut your costs by 50%
– We can cut your costs by 50% and
handle all your billing
– Nike doesn’t say “Just dot it, and our
shoes last longer, and we have more
colors.”

19. Positioning Your Brand
• Do the research yourself
– Talk to your customers, suppliers, etc.
– What can I do to serve you better?
– Minimum of ten opinions

20. Reinforcing Positioning
• Understand your Market Share
– Market Leaders
– Market Strivers
• Critique all markets
– What are companies in a similar
position in other markets doing?
– Unique strategies that are increasing
sales
– “Will it work for me in my market?”

21. Reinforcing Positioning
• Concentrate on 98 percent
– Area important to your customers
– Can deliver at a level of excellence

22. The Marketing/Sales Plan
the purpose of the
marketing/sales plan is to
translate your positioning
statement into recognized and
preferred brands

23. The Marketing/Sales Plan
• Product or Service Section
• Marketing Communications Section
• Sales Section
• Customer Service Section
• Research/Technology Section
• Internet and E-Com Section

24. Product/Service Section
• Sets the specifics of your marketing
plan
– Pricing Strategy
– Market Variables
– Revenue Projections
– Marketing Budget
– Income Projections ???

25. Product/Service Section
• Marketing Budget
– Percent of sales
– Arbitrary (customary) amount
– Set a marketing objective for each
variable in the what-if model,
determine your strategies and tactics
for reaching those objectives, and
add up the costs for execution

26. MarCom Section
• Advertising
• Sales Promotion
• Public Relations

27. MarCom Section
• Unique selling line
– Depending on the creativity of your
internal staff, this may be an area
where professional assistance is a
good investment
– Look at what others are doing
– What’s effective, what’s not

28. MarCom Section
• Creative Strategy
– An outline or summation of your
marketing communications
– Contains basic selling line and copy
points that support it
– May also state the tone or flavor of
your communications
– Provides constraint and direction for
management and the marketing team

29. MarCom Section
• Advertising Budget
– Reach
• The number or percent of your target audience
that has the opportunity to see your message at
least once
– Frequency
• The average number of times your target
audience has the opportunity to see or hear your
ad
– Gross number of impressions
• Total number of times your audience has the
opportunity to see or hear your ad

30. MarCom Section
• Selecting Advertising Media
– Type of message
– Budget
– Audience profile

31. MarCom Section
• Selecting Advertising Media
– CPM = Cost per thousand
– To calculate:
Cost of medium/audience/1000

32. MarCom Section
• Selecting Advertising Media
– Outdoor Advertising
• Billboard – 30 Sheet Poster
• Low CPM: Typically $1.25 to $1.80
• Hard to target specific markets
• Relatively high production costs
• Message must be 6 words or less

33. MarCom Section
• Selecting Advertising Media
– Mass Audience Magazines
• People, Time
• Moderate CPM: Typically $3 to $4 for a
full-color one-page ad
• High cost of insertion
• Regional insertion
• Regional magazine

34. MarCom Section
• Selecting Advertising Media
– Specialty Magazines
• Men’s Journal, Ladies Home Journal
• Higher CPM: Typically $12 to $13 for a
full-color one-page ad in a men’s interest
magazine and $9 to $10 for a women’s
interest magazine
• High cost of insertion

35. MarCom Section
• Selecting Advertising Media
– Radio
• Moderate CPM: Typically $3 to $4 for a 30
second commercial on a local station
• Frequency medium: reach a relatively small
group of people many times
• Example: a 4 week schedule of fifteen spots per
week will deliver a frequency of about 4, but a
reach of only about 10%
• Reasonable production costs
• Various formats deliver different audiences

36. MarCom Section
• Selecting Advertising Media
– Television
• Higher CPM: Typically $5 to $7 for a 30
second commercial on a local station
• Reach medium: reach many people a
few times
• Example: a 4 week schedule of fifteen
spots per week will deliver a frequency of
about 4, but a reach of about 70%
• Production costs can be high
• Cable can provide segmentation

37. MarCom Section
• Selecting Advertising Media
– Newspapers
• Higher CPM: Typically $7 to $9 for a 1/3
page black and white ad
• Short lead-time; can produce and run an
ad in less than a week
• Production is inexpensive, often provided

38. MarCom Section
• Selecting Advertising Media
– Trade Publications
• High CPM: Typically $50 for a full page
color ad
• Generally count only one person per
household and no pass-along
• Rifle approach

39. MarCom Section
• Selecting Advertising Media
Be careful when comparing CPMs.
The only audience that counts is your
target audience.

40. MarCom Section
• Low cost advertising alternatives
– “Shoppers”
– Neighborhood/church newsletters
– Business card/rack card placement
– Classified ads

41. MarCom Section
• Sales Promotion
– Direct Marketing
– Sell or produce leads
Direct marketing is an interactive system
of marketing which uses one or more
advertising media to effect response or
transaction at any location

42. MarCom Section
• Sales Promotion
– Direct mail
– Telemarketing

43. MarCom Section
• Sales Promotion
– Other promotional concepts
• Trade Shows
• Sampling
• Coupons (other products)
• Premiums
• Contests

44. MarCom Section
• Public Relations
– Press releases
– Financial reports
– Seminars
– Press parties
– Open houses
– Community activities
– Interior marketing

45. MarCom Section
• Public Relations
– Press releases
• Make sure the information is newsworthy
• Tell the audience that the information is
intended for them and why they should
continue to read it
• Start with a brief description of the news, then
distinguish who announced it, and not the other
way around
• Ask yourself, "How are people going to relate to
this and will they be able to connect?"

46. MarCom Section
• Public Relations
– Press releases
• Make sure the first 10 words of your release are
effective, as they are the most important
• Avoid excessive use of adjectives and fancy
language
• Deal with the facts
• Provide as much Contact information as
possible: Individual to Contact, address, phone,
fax, email, Web site address
• Make sure you wait until you have something
with enough substance to issue a release
• Make it as easy as possible for media
representatives to do their jobs

47. Sales Section
Nothing happens until you sell
something

48. Sales Section
• Sales force
– What is the average cost to make a
sales call?
– What is the conversion or hit rate?
– What is the resulting profit before
sales expense?

49. Sales Section
• Sales force
– Effective sales presentation
• Prepare: know most of the answers
before you ask the questions
• Get the prospect talking
• Have the appropriate tools
• Present the benefits of your
product/service, then the features that
support these benefits
• Be ready for objections
• Close the deal…

50. Customer Service Plan
• Includes the activities of all
employees not covered in the sales
plan who interact with the customer
either directly or indirectly
– Technical support
– Telephone operators
– Receptionists
– Administrative staff
– Delivery drivers

51. Customer Service Plan
• Five biggest problems with customer
service are:
1. Companies don’t hire the right people for
customer service jobs
2. It is often difficult to reach the right (or any)
customer service person
3. Company policies benefit the company
rather than the customer
4. They treat all customers the same
5. Poor communication between departments

52. Internet Plan
• Should you have a Web site?

53. Internet Plan
• Should you have a Web site?
Ten years ago this was a
legitimate question, now it is
essentially the same as asking,
“does my company really need a
telephone?”

54. Internet Plan
• Developing a Web site is not
necessarily difficult or expensive
• Getting people to notice your Web
site CAN be difficult and
expensive

55. Internet Plan
• Need to determine what type of
site is appropriate for your
company
1. Promotional site
2. Transaction site
3. Content site
4. Customer service site
5. Combination

56. Research Plan
• The purpose of the research plan is
to provide a system of controls for
measuring the effectiveness of your
marketing plan
• Monitoring your measurable
objectives

57. Research Plan
If a benefit can be observed, it can
be counted, and if it can be
counted it can be measured

58. Thank You
johnbmarek@gmail.com
Phone: 704-657-7007
Mitchell Community College Office Hours:
Monday: 1:00 PM – 5:00 PM
Friday: 1:00 PM – 5:00 PM