Transcript 2010 - National AgrAbility Project

The Power of a Comprehensive
Marketing Strategy
Moving Beyond Isolated Tactics and
Understanding Marketing in 2010
National AgrAbility Project
2010 National Training Workshop
Opening Thought
1+1=3
Our Goals Today
1. Talk about connecting efforts into a broader
strategy.
2. Discuss contemporary marketing tactics,
combining traditional marketing techniques with
new technologies and emerging practices.
3. Share insights and successes from the field to
start planning.
Determining Your Strategy
Possible to Practical
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Advertising (TV, radio, print, web)
Earned media
Partnering and co-branding
Events (educational, PR)
Direct to consumer (email, postal)
Social media and web
Guerrilla marketing
Tailoring Communications Strategies to
Your Audiences
• Brainstorm your audiences
• Objectively evaluate positives and challenges
• Determine highest priority audiences
Audience
Priorities
Impact
Who is your
audience?
What are your
audience’s
priorities?
What are the
impacts of your
program to this
audience?
Desired
Outcome
What specific
outcomes do you
want from this
audience?
Concerns
Risks
What are your
audience’s
potential
concerns with
your program?
What is the risk
to your program
if you are not
able to reach
your desired
outcome?
Influenced
By . . .
Outreach
Vehicles
Who can
influence your
audience?
What vehicles
can be used to
reach your
audience?
Prioritized
Value
The Communications Plan
Audience
Organizational Goal
Core Message(s)
Communications
Vehicle
Available
Measurements
Indirect Audience:
• Media
• Goal-driven
marketing
• Illustrate your story
• Specific to each
audience
• Know what you’re
looking for
• Cost conscious vs.
result rich
• Evaluate existing/
inform future
• Look for ROI with
short-term and midterm goals
• Be as creative as
you are with outreach
strategy
• Influencers
• Public
Direct Audience:
• Funders
• Clients
• Partners
• Policymakers
• Specific and
attainable
• Organizational
priorities, not
marketing goals
• Demonstrate your
unique qualifiers
• Tell what you did,
not what you are
going to do
• Don’t embellish
• Same goals,
multiple audiences
Outreach Planning
•
•
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Goals, projects, and events
Asset allocation
Advance planning for better outreach
Pulse on the community
Goal,
Project, or
Event
Increase
Client Refs
Jan
Feb
Dev
2010
Flier
Mar
Apr
May
Jun
Jul
Dist
Fliers
Local
Fair
Booth
Dist
Fliers
Nat’l Dis
Emp Aware
Month
State RFP
Open
House
plan
Submit
Qs
Grant
Prop
Due
Orals
Aug
County
Fair
Booth
Sep
Oct
Dist
Fliers
Press
Rel.
Web ↑
Nov
Dec
Marketing Tactics
Getting Earned Media
• Don’t forego the standard
practices
• Establish contacts
• Think like a writer
– Be responsive
– Be clear and deliver content
– Attach your story to what’s
going on around you
• Be persistent, but not a
pest
Partnerships and Events
Partners and events are closely linked
• Aligned organizations
• Local businesses and
professionals
• Cause-craving retailers
Email Marketing and Social Media
• Is it cost effective?
• Content that your
audience wants
• Content how your
audience wants it
• Cross link
• Shiny object
syndrome
Guerrilla Marketing
Connecting the Dots
Getting Started
Group Case Study Exercise
Helpful Links
• www.mashable.com
• http://mashable.com/2010/10/06/guerrillamarketing-videos/#98U2O7cpcNw
• www.wikipedia.com
• www.adage.com
• www.google.com/services
Closing Thought
You have a tough job to do,
so take it one step at a time.
Questions
Ryan Kuhn
Senior Director, Marketing
Goodwill Industries International
240-333-5379
[email protected]
www.goodwill.org