Creating a marketing communications plan

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Creating a Strategic Marketing Communications Plan explores the role of marketing communications in your organization, describes research tools, reviews the elements of a marketing communications plan and shows you how to create a strategic marketing communications plan.


  • 1. Creative Solutions & Innovations| | 404.325.7031Creating a Strategic Marketing CommunicationsPlanDeborah SpectorNPO Connect Marketing Communications Expert21 May 2013

2. Creative Solutions & Innovations| | 404.325.7031Creating a Strategic MarketingCommunications PlanGoals for todays session: Understand the role of marketingcommunications Role of Research Review the elements of a marketingcommunications plan Create a strategic marketingcommunications plan 3. What is Strategic MarketingCommunications?Strategic marketing communications is yourlense to focus on the people you serve, theindividuals you seek to influence and thedonors you cultivate.Through integrated marketing communicationsyou can create powerful, focused & targetedappeals for mission impact, to build yourbrand and for fundraising.Creative Solutions & Innovations| | 404.325.7031 4. Why Do Nonprofits Communicate?Nonprofits communicate for three mainreasons:1. Fundraising2. Programs3. AdvocacyCreative Solutions & Innovations| | 404.325.7031 5. Creative Solutions & Innovations| | 404.325.7031What is a Marketing CommunicationsPlan?A well thought-out marketing communications plansupports your mission and the objectives laid out inyour strategic plan. It allows you to focus yourmarketing and communications, making sure that allactivities work together to support the big picture. Thestrategy is very important because you are buildingthe components of your organization brand, identity,and everything in between.A strategic marketing communications plan gives youthe focus to know where youre going, what you needto say & what channels you need to positively interactwith your audiences. 6. 7 Characteristics of a Good Strategic MarketingCommunications Plan1. It is participative2. It is dynamic3. It is flexible4. It is audience-driven5. It combines the best of PR and Marketing6. It contains a mix of strategy and tactics7. It is doableHollister, Trubow & AssociatesCreative Solutions & Innovations| | 404.325.7031 7. Start with your Vision & MissionVision: Our ultimate goal is to rid our community ofhungerMission: Our mission is to fight hunger by engaging,educating and empowering our communityVision: Our vision is healthy people in a healthy worldMission: To promote health & quality of life bypreventing disease and disabilityCreative Solutions & Innovations| | 404.325.7031Think of the words visionary and missionary. A visionaryimagines possible futures, whereas a missionary does thework to achieve the desired future. 8. Research Tools Brainstorming sessions SWOT Analysis Audience Discovery Interviews Focus groupsCreative Solutions & Innovations| | 404.325.7031 9. Creative Solutions & Innovations| | 404.325.7031Why Do Research? Sets foundation for all communications Provides audience insights Uncovers opportunities, threats, etc. Analyzes direction, position, messages 10. Message Framework Foundation ElementsPositioning Connects your nonprofit with those with whom youwant to engage & conveys what your organization does betterthan others.Example: We bridge diverse cultures & generations by creatingopportunities for immigrants to succeed. We partner with otherorganizations to leverage resources to positively impact ourcommunity. We have earned recognition for our successfulefforts.Tagline Key words or phrase to capture what makes yourorganization special. Conveys this with passion & commitment.Example: Touching lives. Creating opportunities.Investing in our childrens futureEmpowering nonprofits to do goodElevator Speech The new elevator speech uses the socialmedia strategies to listen, prepare and engage. It enables you tolisten & learn from the persons with whom you speak to see ifthere is any interest in your issue. Then you can segue into yourCreative Solutions & Innovations| | 404.325.7031 11. Message Framework Elements That Change w/GoalsAudiences what interests which target audiences relative to yourcommunications tactic.Benefits and Attributes Key messages about what yourorganization offers.Example: Our free job training program provides a pathway toemployment.Key messages or talking points succinctly elaborate on yourpositioning statement & provide necessary proof required tovalidation. Responds to most common questions asked by yourcurrent & prospective network.Example The immigration system is broken & needs to be fixed.Proof Points The massive backlog in visa applications is a clearsign that the system is not working .Example Legal immigrants are forced to spend years separatedfrom their families .Creative Solutions & Innovations| | 404.325.7031 12. Elements of Marketing CommunicationsPlanGoals & ObjectivesIdentify & Profile AudiencesDevelop Messages & Identify MessengersMessages & Credible MessengersDevelop StrategiesSelect Communication ChannelsImplement the PlanBuild in Evaluation PointsMeasure SuccessCreative Solutions & Innovations| | 404.325.7031 13. Organizational & Communication GoalOrganizational Goal Communication GoalImprove community healthby reducing exposure totoxic chemicals in theenvironmentBuild awareness aboutorgs workIncrease understanding ofthe relationship betweenhealth & environmentMotivate area residents toadvocateCreative Solutions & Innovations| | 404.325.7031Broad Goal All communication efforts need to berooted in a vision for change. What is the bigambitious goal your organization has for change? 14. Objectives Concrete Steps to Reach YourGoalObjectives Must be Smart:SpecificMeasurableAttainableRealisticTime-boundCreative Solutions & Innovations| | 404.325.7031 15. Attributes of Goals vs. ObjectivesDifferences in Scope - Goals are broader whileobjectives are narrow & set for certain task.Specificity - Goals are general while objectivesare specific.Tangibility Goals may be intangible whileobjectives ought to be tangibleDifferences in time frame Goals have a longertime-frame; objectives are precise targets setfor a short timeMeasurement Goals may or may not bemeasured; objectives are always measured.Creative Solutions & Innovations| | 404.325.7031 16. Target AudienceAdvertising specialist Tom Duncandefines target audience as "a group thathas significant potential to respondpositively to a brand message." The keyhere is the word message.; Effectivemarketing communications, ormessages, each target a particular kindof reader or viewer. These individualsmake up the messages targetaudience. Creative Solutions & Innovations| | 404.325.7031 17. Creative Solutions & Innovations| | 404.325.7031Identify Your TargetAudiencesClients Faith CommunityFormer Clients EducatorsAdvocates Health Care ProvidersBoard members Business OwnersVolunteers Targeted MediaDonors BloggersFoundations Twitter InfluencersLocal elected officials Partner OrganizationsCommunity leaders SponsorsColleagues @ other chapter Formerdonors/sponsors 18. Audience SegmentationAudience: ________________________1. Describe what you know about this audiencesknowledge, attitudes & behaviors related to yourissues.2. What are the barriers to this audience fullysupporting or participating in reaching your goal?3. What are the characteristics of this audience? Howdo they spend their time? What is gender, ethnicity,income level. What or who could motivate change oraction?4. How does this audience participate in the socialmedia platforms that you use?Creative Solutions & Innovations| | 404.325.7031 19. MessagesMessages that resonate with passion and commitmentare key for your nonprofit to raise above the noise.Messages: Show importance, urgency or magnitude of the issue. Put a face on an issue. Show the relevance of the issue. Must be tied to specific audience values, beliefs orinterests. Reflect an understanding of what would motivateyour target audience. Be memorable.Creative Solutions & Innovations| | 404.325.7031 20. Message WorksheetAudience________________________1. What are the barriers & benefits to your audiencethinking, feeling, or acting on your issue?2. What change in attitude do you want to motivate inyour audience to meet your goal?3. What change in behavior are you trying to achieve?4. Based on what you know above, what are the threemost compelling sentences you could use tomotivate this audience? *These are your messages!Creative Solutions & Innovations| | 404.325.7031 21. Creative Solutions & Innovations| | 404.325.7031 22. StrategyStrategy is an idea, a conceptualization of how a goalcan be achieved.Examples of communications strategies: Develop Key Messages Prioritize Key Audiences Identify Ways to Reach Audiences Conduct Ongoing Blogger Outreach Develop Best Practices for Social Media Define & convey our brand & brand value to targetaudience Expand marketing reach to engage more people ineach target audienceCreative Solutions & Innovations| | 404.325.7031 23. Strategy & ActionCreative Solutions & Innovations| | 404.325.7031Communications Awareness Comprehension Conviction CommitmentMass 40% 10% 5% 5%Direct 40% 50% 20% 10%SmallGroup10% 20% 35% 15%Person toPerson10% 20% 40% 70%Awareness brings your nonprofit to the attention of an audienceComprehension develops an understanding of an organizationConviction matches individual interests to institutional offeringsCommitment assists in the decision processAdapted from Barton-Gillet Company 24. Creative