Transcript Application - NCTech4Good

Presented by: Randall Borror, MBA, PMP
NCTech4Good Conference
May 4, 2012
Speaker Bio
 Name: Randall Borror
 Experience:
 Large company and small
 IT, Financial, Project/Program, Marketing, etc.
 MBA (graduating this month from Elon U.)
 PMP (Project Management Professional)
 Have volunteered with various non-profits including
churches, aid for the poor, youth/children, etc.
 Enjoy working for betterment of organizations and
individuals
What to Expect
 Interaction (try to minimize ‘lecture’)
 Session Extract:
 Ready: Understanding organization and market
 Aim: Preparing marketing goals and plan
 Fire!: Executing your plan
 Create certain elements of new marketing plan, or refine or
bolster an existing plan
 Take a ‘quick pass’ in the 50 minutes we have, to help set
you up for doing a more complete plan / campaign when
you return to office
 Interrupt with questions and/or to share helpful insights
 Mix of Concepts and Application
Who’s Here
 Name
 Organization
 Level of marketing knowledge / experience
 Biggest marketing challenge
 Why you chose this session / what you hope to gain
from it
Ready: Get Ready to Pick / Define a
Marketing Project
 As we go through the next few (high-level / framing)
slides, be thinking about a specific marketing
challenge, issue, or project to start working on in this
session
 Can be an existing effort you’ve already started that
you may want to refine or re-define
 Even if no obvious candidate comes to mind, pick
something that will help you apply concepts and be
ready when a real project comes to mind
Ready: Definitions of Marketing
 Identifying and meeting human and social needs
 “Meeting needs profitably” (e.g. within a budget)
 (from the AMA – American Marketing Association)
“Marketing is…
 an organizational function and a set of processes for…
 creating, communicating, and delivering value to
customers and for…
 managing customer relationships in ways that benefit
the organization and its stakeholders”
 Marketing is NOT selling – but if done well, it makes
selling easier or even unneeded / spontaneous
Ready: Marketing Activities (the ‘4
Ps’ of Marketing)
 Product: Variety, Design, Features, Name/Identity, etc. (applies
to services as well)
 e.g. variety of services offered by homeless shelter, do people stand
in line or get served, how do people tell what this place does, etc.
 Price: List price, discounts, terms, etc.
 Are your clients expected to give something in return for what they
receive?
 Promotion: Advertising, public relations, sales events, etc.
 How do you attract clients (e.g. billboards, signs, fliers, referrals,
special events, etc.)
 Place: Delivery channels, locations, logistics like transport, etc.
 Where do clients access your services, how do they receive them,
etc.
Ready: Understanding your
Organization
 SWOT Analysis
 Strengths – what are we good at doing?
 Weaknesses – where do we fail and/or need improvement?
 Opportunities – where can we serve (or better serve)
potential and/or existing clients?
 Threats – what factors or events can hinder (or even prevent)
our ability to serve our clients?
 Core Competency(s) – how do we benefit clients, in a
widely applicable way, that is at least somewhat unique?
 Do we have a clearly stated mission, and do I truly
understand it?
 Should be brief, easy to digest, and in ‘laymans terms’
Application: Document a SWOT analysis (a few items for each
letter), and/or core competencies, and/or mission for your
organization
Image: Stuart Miles / FreeDigitalPhotos.net
Ready: What Is (Are) Your
Marketing Challenge(s)?
 Unknown or well-known?
 Damage control or accelerating momentum?
 Change in mission / new effort or boosting existing?
 Promote awareness or generate actions/responses?
 Who are you targeting?
 Clients to whom your products/services are targeted
 Volunteers who help deliver your products/services
 Other stakeholders, especially those who fund / support
your organization (donors, boards, partners, etc.)
Application: Select (and record) a marketing challenge /
effort to focus on (can further define / refine as we go)
Aim: What is Your Strategy?
 Could be organizational (high-level), or specific to one
particular marketing campaign
 One framework: Porter’s Generic Strategies:
 Cost Leadership (often translated Efficiency or Productivity):
e.g. ‘we’re going to process the most people through our food
line at lowest cost, and accept donations from almost
anywhere (not just premium brands)’
 Differentiation (Uniqueness, ‘Best at…’): e.g. ‘everybody that
comes through our door gets a hug and a hat’
 Focus (Specializing, Honing In): e.g. ‘we’re going to provide a
job search counselor and resume service’
 Thinking through strategy helps direct goals and effort
Aim: Establishing Goals
 What do you want your marketing to accomplish?
 Raise awareness (e.g. if new org, service, area, etc.)
 Public relations, improve image (e.g. if recent damaging
news, want to establish ‘brand’ in peoples’ minds, etc.)
 Generate response (e.g. get people to visit web site, bring
people to location, get them to take some action)
 Inform (e.g. public service announcement)
 Gain market share (proportion of people using your
services)
 Your goal(s) will heavily influence / direct how you
conduct your marketing campaign
Aim: Specifying Goals
 Your marketing goals should be:
 Prioritized (most important goal first)
 Quantified (e.g. ‘bring more people in the door’ is measurable
if stated ‘increase clientele by 10%’ (over established/agreed
base))
 Realistic (e.g. founded in current capabilities of your
organization) and achievable (e.g. not expecting every person
in town to respond)
 Consistent (e.g. don’t expect to double the number of people
served while at the same time reducing wait time)
Application: Determine and record consistent, realistic,
quantified, and prioritized marketing goal(s)
Image: tungphoto / FreeDigitalPhotos.net
Aim: The Marketing Plan
 Executive Summary & Table of Contents: Give high-level
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overview and organization of remainder of document
Situation Analysis: Background of situation, especially
research you’ve done / information you’ve obtained
(market/environment, clients, trends, needs, data, etc.)
Marketing Strategy: Goals and plans for meeting them,
including (to some degree) steps for implementation
Financial Projections: What’s it going to cost, and are we
raising funds for this particular campaign (and if so,
comparison of expected incoming vs. outgoing funds)
Implementation Controls: How are we going to monitor
success of campaign, and potentially make adjustments
Aim: Gathering Market Data /
Intelligence
 Why? To create valid campaigns, or for those already going
perhaps re-direct or improve to maximize (or help avoid
wasting) organizational resources
 When? Continuously, including inception of organization,
and before/during/after campaigns
 How? Specific web sites, Google search, client surveys,
questionnaires, focus groups, publications (paper,
magazine, newsletter), documentaries, news reports,
informal polls, databases, social media, top clients panel,
government studies, research/polling companies (e.g. AC
Nielsen), observation (incl. primary and/or secondary), etc.
Aim: Demographics &
Psychographics
 How well do you understand your target audience?
Background, how they live, how they think
 Factors that may influence (or need to influence) your
campaign / efforts: Age, cultural background, religious
beliefs, life experiences, attitudes/perspectives,
generation (incl. eras: depression vs. WWII vs. postwar
vs. baby-boomer vs. generation X vs. generation N or Y),
level of education, income, identification / affiliation
(political, hobbies, famous people), etc.
 Profile – develop archetypes of typical clients to better
understand, portray, and anticipate their behavior
Application: Identify one or more things you need to learn about
your market or clientele, and how you intend to do so (including
methods from previous slides)
Fire: Marketing
Communications Mix
 Plan ahead which of these modes of communication to
use, then execute intentionally and skillfully:
 Advertising
 Promotions (incentives, deals, extras)
 Events / Experiences (e.g. services ‘fair’ w/ games, food)
 Public Relations / Publicity
 Direct marketing (mailings, phone calls, e-mails, etc.)
 Interactive marketing (online activities – e.g. chats,
contests, webinars, etc.)
 Word-of-mouth (tends to be spontaneous, unplanned)
 Personal (pre-arranged, e.g. presentations)
Fire: Promotion Tools / Ideas
 Even if you don’t sell anything, you can use most or all
of these ideas in one form or another:
 Samples
 Coupons (can also be ‘bring coupon for free book’)
 Packaging / Volume
 Premiums / Gifts
 Frequency Programs / Patronage Awards
 Prizes
 Tie-in Promotions / Partnering
 Displays / Demonstrations
Fire: Making It Personal
 Ways organizations can ‘personalize’ marketing efforts:
 Direct Marketing:
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Direct Mail (not generic, name on envelope and in letter)
Catalog / ‘Newsletter’
Telephone Calling
 Interactive Marketing (online / internet): Web sites,
Microsites (site within a site, section of a site, site owned by
other party), Paid Search (PPC), Organic Search (SEO),
Display / Banner ads, Sponsorships, Alliances, Communities,
E-mail marketing, Mobile
 Word of Mouth (can occur online too): Social media, Buzz,
Viral (e.g. YouTube videos), Opinion leaders, Blogs
Fire: Tools That Can Help
 Free or low-cost tools that can aid your marketing efforts:
 http://www.ducttapemarketing.com/ - advice, products, and
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resources for the novice and/or low-cost marketer
http://www.surveymonkey.com/ - create, conduct, distribute, and
track surveys / questionnaires
http://bufferapp.com/ - allows you to schedule / queue social media
messages to your followers (FB, LI, Twitter)
http://mailchimp.com/ - design, send, and track e-mail newsletters
and other e-mails to large(r) groups
https://bitly.com/ - when you have limited space (e.g. social media
posts), allows you to share short version of URL (i.e. web site
address) – and track user response (clicks)
http://www.hostgator.com/ - low cost web site hosting, good for
web site beginners / new and basic sites
Application: Consider which of the tools, modes, and/or ideas
from the last several slides you want to utilize, and record your
initial ideas on what and how
Closing
 Thank you for your participation
 I love to see individuals and organizations succeed
(especially those who are doing good – i.e. improving
society and/or peoples’ lives) – so if I can answer any
follow-on questions or help in some other way, feel
free to contact me
 Contact info: 919-523-7324 or [email protected] or
www.linkedin.com/in/randallborror
 Business cards with contact information available
 Appendices with additional information follow
Appendix A: Unfairly Left Out
 Important marketing concepts we didn’t have time for
include:
 Pricing (or costing)
 Forecasting demand
 Measuring effectiveness of marketing efforts
 Advertising
 PR – Public Relations
 Integrating with Sales function
Appendix B: Process for
Marketing Research
 1. Define Problem, Decision Alternatives, and Research
Objectives
 2. Develop Research Plan (including methods for
gathering data)
 3. Collect Information
 4. Analyze Information
 5. Present Findings (to management / decisionmakers)
 6. Make Decision (proceed with new service, alter,
scrap?)
Appendix C: Concepts Worth
Additional Attention / Study
 Market Segments, Scope, and Targeting Efforts Wisely
(Mass vs. Niche vs. Local vs. Individual)
 Potential Objectives for Conducting and/or Sponsoring
Events:
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Identify with target market / lifestyle
Increase awareness of organization and/or specific service
Create and/or reinforce perceptions / image
Enhance organizational image
Create experiences / evoke feelings
Express commitment to community and/or social issue
Entertain key clients, volunteers, or other stakeholders
Create forum/avenue for promotional opportunities