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Weaving Your Marketing
Loose Ends into a Strong,
Tight Powerful Plan
11NTCweave
Kivi Leroux Miller
Nonprofit Marketing Guide.com - @kivilm

Nancy Schwartz
Getting Attention.org - @nancyschwartz

Tara Collins
Watershed Agricultural Council

Karen Secular
The Arnold P. Gold Foundation
@GoldCareInMed
Fill in the blank:

Our marketing is a
bunch of loose ends
because __________.
flickr.com/photos/striatic/3261309582
                                        Before . . .
After . . .




flickr.com/photos/stevendepolo/4137096855/
2 Tools
   2 Case Studies
Plenty of Discussion
                 flickr.com/photos/abbynormy/471143010/
All Action, No Traction
http://files.myopera.com/SqueakeyCat/blog/NORWEGIAN%20ICE%20BREAKER.jpg
Photograph by Emory Kristoff
5 Reasons Why a
    Marketing Plan is Essential
1. Directs your focus & keeps you on a clearly
   defined path.
2. Forces you to articulate concrete, measurable
   benchmarks.
3. Provides a definitive means of measuring
   progress vs. benchmarks.
4. Doubles as a pithy overview of your work to
   engage others.
5. Makes it easy to draft your day-by-day work
   plan.
Your Marketing Plan Template
1. Goals
2. Benchmarks and Measures
3. Situation Analysis
4. Target Audiences
5. Calls to Action
6. Framing the Message
7. Strategies
8. Tactics
9. Resources
10.Work plan
DIY Communications Audit
Compare to “Best Practices”
Download This from MyNTC
Do our communications
present a unified brand
to our supporters
across channels?
Do our communications
present consistent
messages and calls to
action to our supporters
across channels?
What needs to change in
the next three months
and by this time next
year?
Traditional:
Press releases
Calendars
Interviews
Pitches
                 Multi-pronged   Internal:
                                 Email signature
                                 PayCheck News
Media kit
HARO.com          Approach       Public speaking
                                 Conferences
NewsBasis
Flyers                           LinkedIn
What Changed?

Governance   Changing                     Tweaked
                        Strategic Plan               Organization
  Report      Board                        mission
                                                     & Staff Buy-in
                                         statement




                   Moving marketing from
                     support function
                      to strategic tool
Our Marketing Strategy Dictates
      How, Why and How Much
                                                               Supporting
                        Budget              Justified Web     Document for
Executive Director                            Designer      Council Marketing
                      Negotiations
                                              Expense         Choices Going
                                                                Forward



                                                              Work Plan
                                                             Guided by a
Unfunded Liability:        Inevitable                         Marketing
    Easement          Fundraising & Donor                     Strategy in
   Stewardship           Relationships                         Council’s
 Endowment Fund                                              Best Interest
•Multi-
pronged
approach
•Managing
Things
Differently
•Website =
primary
marketing
tool
Cross-platform
   Branding
•Duplicate look &
feel of website
•eNews sends
readers back to
website for more
information
•Show, Tell, Like,
& Share!
•Branding in print
& online
Be Adventurous, Be Zen

• Start small
• Measure
• Experiment
• Think long-term
• Be aware of time
• Improve your skills
  & confidence
• Don’t freak out
Share the Load
•Jill of All Trades
•Empower staff
•Find support in
unlikely places
•Ask for a favor
•Keep it fun!
Weaving Your Marketing Loose Ends into a Tight Plan
70% email addresses
  are in Metro NY
Weaving Your Marketing Loose Ends into a Tight Plan
Weaving Your Marketing Loose Ends into a Tight Plan
Weaving Your Marketing Loose Ends into a Tight Plan
Weaving Your Marketing Loose Ends into a Tight Plan
Weaving Your Marketing Loose Ends into a Tight Plan
Consistent look & feel across channels




                      Emma Email Marketing
Our marketing is a
bunch of loose ends
because
__________.
What needs to change
in the next three
months?
Session Evaluation
  Each entry via text or web is a chance to win
     great NTEN prizes throughout the day!


          TEXT               ONLINE
     Text 11NTCweave to      Use 11NTCweave at
           69866.          http://nten.org/ntc/eval




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