Marketing 101: Creating the Voice of A Successful Organization

1. Marketing 101:Creating the Voice of A Successful Organization By Paul SignorelliASTD National Advisors for Chapters 14 June 2011

2. Part 1: The Basics

3. The Starting Point “The need…to reach out and engage new audiences is more important and more difficult than ever.” --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

4. Customer Orientation “…connect, engage, and develop relationships with an organization’s target market. --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

5. Understanding Our Market “…evaluating internal, market, and external conditions…” --Shelli Bischoff, “Nonprofit Marketing with a Purpose”

6. Tracking Down Our Audience

7. Jumping to a Higher Level

8. What Are We Missing Statewide?

9. Info at Our Fingertips

10. Understanding the Need

11. Branding

12. The Four P’s of Marketing: Product

13. The Four P’s of Marketing: Price

14. The Four P’s of Marketing: Place

15. The Four P’s of Marketing: Promotion

16. Resource: ASTD Communications Toolkit http://www.astd.org/NR/rdonlyres/691DC1A7-4A96-44E4-ADD8-68DBEEB3AE98/0/OneVoiceCommToolkit.pdf

17. Resource: A Nonprofit Marketing Blog

18. Putting It Together, Exercise #1

19. Part 2: Creating the Plan

20. Building the Team That Develops Our Voice

21. Elements: Introduction

22. Elements: General Marketing Philosophy

23. The Process: Setting Simple Timelines

24. What We Are Facing:StrengthsWeaknessesOpportunitiesThreats

25. Incorporating Social Media:LinkedIn

26. Incorporating Social Media:Facebook

27. Incorporating Social Media:Twitter

28. Incorporating Social Media:YouTube

29. Incorporating Social Media:Skype

30. Incorporating Social Media:Blogs

31. Incorporating Social Media:Free-Press-Release.com

32. Incorporating Social Media:Delicious

33. Incorporating Social Media:Online Book Clubs

34. Incorporating Social Media:Others?

35. Putting It Together, Exercise #2

36. Part 3: Adopting and Updating the Plan

37. Continuity

38. Bringing It Home

39. Putting It Together, Exercise #3

40. Resources “The Non-Profit Marketing Plan Walk-Through” (Blattner/Brunner): http://www.scribd.com/doc/73154/The-NonProfit-Marketing-Plan-Walkthrough-Foundational-Interactive-Strategies-for-Any-Business ASTD Communications Toolkit for ASTD Chapter Leaders: http://www.astd.org/NR/rdonlyres/691DC1A7-4A96-44E4-ADD8-68DBEEB3AE98/0/OneVoiceCommToolkit.pdf ASTD Mount Diablo Chapter Marketing and Communication Plan: http://mtdiabloastd.org/services/chapter_public_documents “Nonprofit Marketing With a Purpose” (Shelli Bischoff): http://www.austincc.edu/npo/library/documents/Nonprofit%20Marketing%20with%20a%20Purpose.pdf

41. Questions & Comments

42. Credits & Acknowledgments(Images taken from flickr.com unless otherwise noted):Title slide: From Theparadigmshifter’s photostream athttp://www.flickr.com/photos/theparadigmshifter/470341923/sizes/m/in/photostream/ Woman in Bonnett: From Biogography’s photostream at: http://www.flickr.com/photos/blogography/4690606971/sizes/m/in/photostream/ Cheering Crowd: From Diaaphoto’s photostream at http://www.flickr.com/photos/21394878@N04/4313493591/sizes/m/in/photostream/Singer with Arms Outstretched: From Christophe Alery’s photostream at http://www.flickr.com/photos/archipel2005/137681516/sizes/m/in/photostream/Singer in Restaurant: From Prescott’s photostream at: http://www.flickr.com/photos/ppym1/2603497212/sizes/m/in/photostream/ Security: From Steve_Rhodes’ photostream at: http://www.flickr.com/photos/ari/154891170/sizes/m/in/photostream/Chartreuse Singer: From Todd_Huffman’s photostream at: http://www.flickr.com/photos/oddwick/2192402397/Feeding Bird: From Minds-eye’s photostream at http://www.flickr.com/photos/craigoneal/4767065593/sizes/m/in/photostream/Selling Newspapers: From Feureau’s photostream at http://www.flickr.com/photos/feureau/5676435056/sizes/m/in/photostream/Social Media: From Daniel_Iversen’s photostream at http://www.flickr.com/photos/29148810@N05/5440728270/sizes/m/in/photostream/Open for Business: From Lee_Reynolds’ photostream at http://www.flickr.com/photos/lwr/68954704/sizes/m/in/photostream/Choir: From More_Good_Foundation’s photostream at http://www.flickr.com/photos/moregoodfoundation/5135937036/sizes/m/in/photostream/Conducting Choir: From Donald_Macleod’s photostream at http://www.flickr.com/photos/donaldmacleod/3799798149/sizes/m/in/photostream/Avoid Making a Path: From Coydogblog’s photostream at: http://www.flickr.com/photos/cogdog/2559104976/sizes/m/in/photostream/ Crowded Flowchart: From Neil _Cummings’ photostream at http://www.flickr.com/photos/chanceprojects/3323969624/sizes/z/in/photostream/ English Monarch’s Timeline: From Eliazar’s photostream at http://www.flickr.com/photos/eliazar/463125003/sizes/m/in/photostream/ Opportunity Center: From Guerilla_Future’s photostream at: http://www.flickr.com/photos/streamishmc/2340150187/sizes/m/in/photostream/ Man With Question Mark: From Marco_Bellucci’s photostream at http://www.flickr.com/photos/marcobellucci/3534516458/sizes/m/in/photostream/ Woman Singing: From Zzathras’ photostream at: http://www.flickr.com/photos/zzathras777/2765206298/sizes/m/in/photostream/ Question Marks: From WingedWolf’s photostream at http://www.flickr.com/photos/wingedwolf/5471047557/sizes/m/in/photostream/ I also want to acknowledge members and supporters of the ASTD Mount Diablo Chapter for the marketing planning process documented throughout this presentation, and for their continuing first-rate marketing efforts—which continue to be a source of inspiration. To learn more about what they are doing or to contact them, please visit http://mtdiabloastd.org.