Transcript Sharon Myers: Bringing Integrated Marketing to Life for Your Nonprofit

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Marketing For Good: Applying Integrated Marketing
Communications to Nonprofits
Sharon Myers
St. Bonaventure University | SMA Consulting Services
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Definition Of IMC
Integrated Marketing Communications
(IMC) is the application of consistent
brand messaging across both traditional
and non-traditional marketing channels
and using different promotional methods
to reinforce each other.
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What Is A Brand?
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Typical Marketing…
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IMC As It Should Be…
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A Closer Look At IMC
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What Is IMC For Non-Profits?
 Building
a direct response program (even if
you start with just one campaign) with the goal
of enhancing donor engagement and driving
conversion with messaging and planned
timing across multiple touch points.
 Ensure
that your communications are
centered on the experience a consumer
and/or donor has with your organization as
he/she consumes information…responding in
a multi-channel way.
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Direct Marketing
Communication
directly with your target
consumers in an effort to generate a
response or transaction.
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Direct Marketing
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Direct Marketing
 Email
 Vertical
Response
 Mail Chimp
 Constant Contact
 Direct
Mail
 Postcards
 Newsletters
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Direct Marketing
 Online
| Digital Advertising
 Geo-Fencing
 Remarketing
 SEO
 Texting
Texting…but personalized
 Fundraising
 Mass
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Sales Promotion
Activities
providing extra value or an
incentive to your consumer and/or
donor.
Activities
can be consumer-oriented or
trade oriented.
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Sales Promotion
Coupons
Samples
Premiums
ConsumerOriented
Contests /
Sweepstakes
Events
Loyalty
Programs
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Sales Promotion
 Benefits
 Introduce
you to potential new audiences
 Get existing consumers to buy-in more
 Maintain revenue in off-season
 Put brand in marketplace
 Negative
Associations
 Are you too much into ‘sales’
 Are they buying into your brand….or whatever
you’re selling?
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Public Relations
Public relations is a strategic
communication process that builds
mutually beneficial relationships
between organizations and their
publics.
PRSA Definition
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Public Relations
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Public Relations
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Public Relations – Social Media
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Public Relations – Social Media
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Public Relations
 Word-Of-Mouth
Marketing
 Give people a reason to talk about you & make it
easier for that conversation to take place.
 Inspire genuine consumer conversations.
 Word-Of-Mouth
Marketing
 Talkers
 Topics
 Tools
 Taking
Part
 Tracking
 Word-Of-Mouth
Marketing – Andy Sernovitz
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Public Relations
 News
Releases
 Feature
Stories
 Word-Of-Mouth
 Social
Media
 Where should we be?
 How do we manage?
 Consider a Platform – like Hootsuite | Sprout
Social | Agorapulse
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Advertising
Non-personal
communication
Push-down
marketing
approach….interruption marketing
Print
/ Radio / Television / Billboard /
Digital / Mobile
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Advertising vs. PR
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Advertising
 Are
there cost effective ways to advertise?
 Digital
 Bundle
 Ask for Non-Profit Rates (Radio / Cable /
Billboards)
 Facebook
 Is
it worth it?
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Personal Selling
Person-to-Person
Communication
You
encourage your consumer to
purchase your product or service OR
act on an idea
Direct
contact between you and the
buyer gives communication flexibility to
the marketer.
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Where Do We Start?
Public
Relations
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
IMC
Interactive /
Internet
Marketing
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Interactive / Internet Marketing
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Internet Marketing
– Search Engine Optimization
 Video – What is SEO?
 Organic Search
 Image Search
 Video Search
 Mobile Search
 SEO
 PPC
 Pay-Per-Click
 Paid
Search
Advertising
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Internet Marketing
Content Marketing is the strategic
marketing approach of creating and
distributing valuable, relevant and
consistent content to attract and acquire
a clearly defined audience – with the
objective of driving profitable customer
action.
- Content Marketing Institute
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Internet Marketing
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Content Marketing
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In short, instead of pitching your products or services, you are
delivering information that makes your buyer more intelligent.
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Internet Marketing
Website
Responsive
Links
Work
Easy Navigation
Visual
Forms / Donations
Can you create your own site?
Squarespace
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Messaging & Content
 It’s
important to integrate your messaging
across channels and platforms so that you
can provide a donor-centric experience.
doesn’t mean using exactly the same
words, but the theme and feel should be
consistent across communications, all the
way through the end of the desired action
(i.e., donation/conversion). Red Cross
 That
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Integrated Marketing
Communications
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Why IMC For Non-Profits?
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Back To Basics
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Marketing For Good: Applying Integrated Marketing
Communications to Nonprofits
Sharon Myers
St. Bonaventure University | SMA Consulting Services