In this workshop, we'll discuss the unique marketing needs faced by nonprofits and small organizations. With the vast “Universe of Marketing Possibilities”, many organizations don’t know where to start, what to implement, and how to prioritize marketing initiatives. We'll discuss how to work within a framework and methodology that is simple, effective, and cumulative. Large organizations launch integrated campaigns that include social media, online advertising, search engine optimization and much more. Oftentimes small- to mid-sized organizations are unable to mirror this kind of success because they can’t fund hiring a search agency, a PR agency, an ad agency, a social media agency, etc. But, with the marketing roadmap you’ll now be able to create, you too can build an integrated system that works – even without a big budget or staff. This jam packed session helps you create a plan to address your biggest challenges, including: • Driving online (and offline) traffic to your website • Getting more qualified leads • Increasing donations, volunteers, registrations, etc.

1. Creating a Practical Marketing Roadmap
Katharine Coles
March 7, 2012
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
• Strategy
• Planning (617) 969-1881
• Organizational Development info@synthesispartnership.com
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3. Affordable collaborative data
management in the cloud.
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4. Today’s Speaker
Katharine Coles
CEO/Founder,
Mad Marketeer
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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5. 6 Keys to Creating
a PRACTICAL Marketing Roadmap
presented by
MAD MARKETEER
Corporate Quality at Nonprofit Prices
Katharine Coles
Katharine@MadMarketeer.com
310-947-8511

6. Focusing on the Practical
 Practical
 Not theory, but actionable to do’s
 Quick, easy and/or affordable

7. The ghost of marketing past
Past Present
Start an organization Start a non-profit
Find an office space Build your website
Sign on the door (foot Website URL
traffic)
Pay for yellow pages ad Pay for search engine
(still not enough traffic) optimization
Promote and Advertise SHIFT:
(newspaper, direct mail, 1. People ignore advertising
telemarketing) 2. People want to FIND you
TODAY’S WORLD
1.The secret to marketing:
―content‖
2.Bag of marbles

8. KEY #1:
Assess Where You Are Today
 6 Keys:
• Assess where you are today
• Communications and messaging
• Content development
• Build infrastructure and review strategies
• Create budget, methodology and execution plan
• Monitor and measure

9. Your Mini-Marketing Assessment
 Online measurement: Google page rank
 Your website stats

10. What is PageRank and why it is important
► Used for approximate placement
► The higher your ranking, the more relevant you
are
► Considers thousands of variables and terms (3
buckets)

11. Find out your Google page rank
What does this rank tell me?

12. What this tells me
 They don’t have a lot of traffic coming into
their website
 They don’t have a lot of backlinks coming into
their website (let’s validate that next!)
 They haven’t done an effective job of search
optimizing this page (let’s check that too!)
 They are NOT findable!

13. Backlinks
Practical goal: 100 – 300 backlinks

14. Search Optimization Coding
► Good news: don’t see ―autism‖ (77M results)
► Bad news: google doesn’t use these terms

15. Search Optimization
Conclusion:
• Research and build a list of approximately 20 key
terms
• Start with optimizing 5 pages; one key term per page
• Embed on average page 10-20x

16. Your Mini-Marketing Assessment
 Online measurement: Google page rank
 Your website stats

17. Website Stats
 Unique visitors:
are you driving more traffic?
 Page duration
how long are people staying?
This concludes your
mini-marketing assessment!

18. KEY #2:
Communications and Messaging
 6 steps:
 Assess where you are today
• Communications and messaging
• Content development
• Build infrastructure and review strategies
• Create budget, methodology and execution plan
• Monitor and measure

19. Clarify Your Story
 What do you do?
 Who are you targeting?
 How are you positioned?
 How are you different?
 How do you compare to like organizations?

20. Unique Selling Proposition
 Develop a Unique Selling Proposition
(yes!)
• How do you differentiate yourself?

21. Taglines: Are YOU the Salvation Army?

22. Create a tagline that tells a complete
story - BEFORE
Organization Tagline BEFORE
Senior Adult Services Seniors rely on us. We rely on
you.

23. AFTER
Organization Tagline AFTER
Senior Adult Services Practical solutions for
independent living

24. Hook Statement Impact: This?

25. Or this?

26. What does this organization do?

27. KEY #3:
Content Development
 6 steps:
 Assess where you are today
 Communications and messaging
• Content development
• Build infrastructure and review strategies
• Create budget, methodology and execution plan
• Monitor and measure

28. Optmize Web Content

29. Content is the MISSING Key!
 Blog
 How-to guide
 Articles
 Optimized website content
 White papers
 Tweets and Facebook updates
 Calls-to-Action

30. 10 Content Ideas for
Blogs, Email and Social Media
 Answer Customer Questions (Generate a list of questions)
 Aggregate Industry Information (Compile popular industry statistics, images,
videos, etc. into one article … save them time!)
 Think Beyond Text (Publish video, audio interviews of industry experts, event
photos, etc.)
 Seek Out Guest Authors (They get exposures and a link to their own website or
blog!)
 Make Lists (how-to, best-of, etc.)
 Make Charts
 Think Like an OpEd Writer (Take a stance… get controversial)
 Look at Your Analytics (Write a post relevant to who is following you)
 Review Industry Books (Write or produce video reviews; identify segments)
 Break News (Summarize news announcements and relate to your industry)
http://blog.hubspot.com/blog/tabid/6307/bid/6023/10-Simple-Strategies-for-Business-Blog-
Content.aspx#ixzz1ElRzEq6m

31. KEY #4:
Build Infrastructure and
Review Strategies
 6 steps:
 Assess where you are today
 Communications and messaging
 Content development
• Build infrastructure and review strategies
• Create budget, methodology and execution plan
• Monitor and measure

32. Build Infrastructure & Review Strategies
 Build operational infrastructure
 Build marketing foundation
 Select promotional/marketing vehicles

33. Build Operational Infrastructure
(many free or low cost)
 CRM
 Online donations
 Event registration
 Automated tracking platform
 Functionality Management System (FMS)
 Project management
 Scheduling meetings
 Sell tickets
 eCommerce

34. Op Infrastructure: FMS
(Functionality Management System)
 More than a Content Management System
(CMS)
 FMS enables custom design, not template
 Manage and edit ALL functionality:
 eCommerce
 Event registration
 Online donations
 Action alerts
 Search engine optimization
 Volunteer applications
 Content Management Systems (CMS)

35. Plan Development and Execution
 Build operational infrastructure
 Build marketing foundation
 Select promotional/marketing vehicles

36. Build Marketing Foundation
 Name and logo
 Website
 Marketing collateral
 Create landing pages
 Optimize website content
 Get added to directories and reviews
 Get added to specialized search engines
(video, photos, etc.)
 Build links

37. Look Professional. Be Memorable.

38. “I—SIMPLY—BELIEVE THAT DESIGN PER
SE IS THE PRINCIPAL REASON FOR
EMOTIONAL ATTACHMENT [or detachment]
RELATIVE TO A PRODUCT OR SERVICE OR
EXPERIENCE. Design, as I see it, is
arguably the #1 determinant of whether a
product-service-experience stands out … or
doesn’t. Furthermore, it’s “one of those things”
… that damn few companies (or nonprofits!!)
put—consistently—on the front burner.”

39. Look and Feel: Create a Personality!
About Hope

40. About Nature

41. Why a Landing Page?

43. Call-To-Action Buttons

44. Plan Development and Execution
 Build operational infrastructure
 Build marketing foundation
 Select promotional/marketing
vehicles

45. Select Promotional/Marketing Vehicles
 Blog
 Pay-Per-Click (PPC)
 Email Marketing
 Partner programs
 Advertising
 Search engine optimization/marketing
 Social media
 Events
 Direct mail & postcard campaigns
 Public relations
 Video
 eStore
 Mobile
 QR Code

46. Blog

47. Blogging More Often Drives Results
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

48. Use Pay-Per-Click to achieve top page
rank while optimizing SEO

49. Google Grant
 Google Grant provides nonprofits with
$10,000 or more of free clicks in the Google
AdWords advertising platform. That equates
to $120,000 or more of free advertising for
each nonprofit organization each year! And
for current Google Grant participants, there is
another grant level, Grantspro, which awards
even more grant money for advertising each
month -- up to $480,000 per year!

50. Sponsored Link: Drive fundraising

51. Fundraising

52. Branded
Email
Campaign
with
Branded
Product

53. Create Findability:
Search Engine Marketing (SEM)
Ways to create online links and creating optimized
pages:
•Articles/Content Marketing
•Issue press release
•Reviews (Yelp, Great Nonprofits)
•Partner links
•Directory submissions
•Google map/ Google Places (free local platform)
•PPC, Facebook, LinkedIn ad campaign
•Embed/tag videos
•Social media (pages; Google indexes company pages)
•Yahoo answers

54. How To Use Social Media
 Advertise
 Create sponsorships (talk, review, promote)
 Distribute content (messaging distribution
vehicle through owned assets)

55. Build relationships: humanize

56. Direct Mail and Postcard Campaigns
 http://www.uspseverydoor.com/
 Postal dept online tool to target areas you want
to saturate with your mailing — choose routes by
neighborhood, ZIP Code™, or city.
 Get your mailing to every mailbox along the
chosen routes.
 Spend as little as 14.2 cents per piece on
postage.
 Start-to-delivery Direct Mail strategies — create
the piece, print it, and mail it.

57. KEY #5:
Create Budget, Methodology and
Execution Plan
 6 steps:
 Assess where you are today
 Communications and messaging
 Content development
 Build infrastructure and review strategies
• Methodology and budget/execution plan
• Monitor and measure

58. Marketing is fractured; Integrate Methodology
Marketing silos:
 Website design
 PR
 SEO
 Social Media
 Branding
 Etc.
There is no silver bullet from any one discipline.
An integrated solution gets the best results!

59. Online Mktg Source Important Leads
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

61. Online Marketing is Cost Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

62. Advise from Guy Kawasaki
"If you have more money than brains, you
should focus on outbound marketing. If you
have more brains than money, you should
focus on inbound marketing …“
—Guy Kawasaki, cofounder of Alltop, and author of
Reality Check

63. Build Your Plan: Determine Objectives

64. Budget and Proposed Action Plans

65. KEY #6:
Monitor and Measure
 6 steps:
 Assess where you are today
 Communications and messaging
 Content development
 Build infrastructure and review strategies
 Create budget, methodology and execution plan
• Monitor and Measure

66. Manual Monitor and Measure;
Patch together tools

67. Automated Tracking Platform-
recommended alternatives

68. Automated Tracking: Build

69. Manage

70. Monitor

71. Exercise: Marketing Roadmap Builder
 Your Google Page Rank should be _____
 Your backlinks should be 100-300 minimum
 Create a search engine optimization strategy!
 Create strategies to drive more traffic
 Create strategies to keep people onsite
 Create tagline, mission statement, hook statement using your
messaging
 Create content
 Create operational infrastructure
 Create marketing foundation
 Select promotional vehicles
 Create an integrate plan
 Identify strategies and Step-To-Results
 Build budget, action plans and measurements

72. It’s Cumulative.
Be Bold.
Be Creative.
Get Started Today.
Thank You.
Contact:
Mad Marketeer, Katharine Coles
310-947-8511, katharine@MadMarketeer.com

73. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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Of: Sponsored by: