11NTC session with Kivi Leroux Miller, Nancy Schwartz, Tara Collins, and Karen Secular. Also see two other handouts from session.

1. Weaving Your Marketing
Loose Ends into a Strong,
Tight Powerful Plan
11NTCweave

2. Kivi Leroux Miller
Nonprofit Marketing Guide.com - @kivilm
Nancy Schwartz
Getting Attention.org - @nancyschwartz
Tara Collins
Watershed Agricultural Council
Karen Secular
The Arnold P. Gold Foundation
@GoldCareInMed

3. Fill in the blank:
Our marketing is a
bunch of loose ends
because __________.

4. flickr.com/photos/striatic/3261309582
Before . . .

5. After . . .
flickr.com/photos/stevendepolo/4137096855/

6. 2 Tools
2 Case Studies
Plenty of Discussion
flickr.com/photos/abbynormy/471143010/

7. All Action, No Traction

8. http://files.myopera.com/SqueakeyCat/blog/NORWEGIAN%20ICE%20BREAKER.jpg

9. Photograph by Emory Kristoff

10. 5 Reasons Why a
Marketing Plan is Essential
1. Directs your focus & keeps you on a clearly
defined path.
2. Forces you to articulate concrete, measurable
benchmarks.
3. Provides a definitive means of measuring
progress vs. benchmarks.
4. Doubles as a pithy overview of your work to
engage others.
5. Makes it easy to draft your day-by-day work
plan.

11. Your Marketing Plan Template
1. Goals
2. Benchmarks and Measures
3. Situation Analysis
4. Target Audiences
5. Calls to Action
6. Framing the Message
7. Strategies
8. Tactics
9. Resources
10.Work plan

12. DIY Communications Audit
Compare to “Best Practices”
Download This from MyNTC

13. Do our communications
present a unified brand
to our supporters
across channels?

14. Do our communications
present consistent
messages and calls to
action to our supporters
across channels?

15. What needs to change in
the next three months
and by this time next
year?

16. Traditional:
Press releases
Calendars
Interviews
Pitches
Multi-pronged Internal:
Email signature
PayCheck News
Media kit
HARO.com Approach Public speaking
Conferences
NewsBasis
Flyers LinkedIn

17. What Changed?
Governance Changing Tweaked
Strategic Plan Organization
Report Board mission
& Staff Buy-in
statement
Moving marketing from
support function
to strategic tool

18. Our Marketing Strategy Dictates
How, Why and How Much
Supporting
Budget Justified Web Document for
Executive Director Designer Council Marketing
Negotiations
Expense Choices Going
Forward
Work Plan
Guided by a
Unfunded Liability: Inevitable Marketing
Easement Fundraising & Donor Strategy in
Stewardship Relationships Council’s
Endowment Fund Best Interest

19. •Multi-
pronged
approach
•Managing
Things
Differently
•Website =
primary
marketing
tool

20. Cross-platform
Branding
•Duplicate look &
feel of website
•eNews sends
readers back to
website for more
information
•Show, Tell, Like,
& Share!
•Branding in print
& online

21. Be Adventurous, Be Zen
• Start small
• Measure
• Experiment
• Think long-term
• Be aware of time
• Improve your skills
& confidence
• Don’t freak out

22. Share the Load
•Jill of All Trades
•Empower staff
•Find support in
unlikely places
•Ask for a favor
•Keep it fun!

24. 70% email addresses
are in Metro NY

30. Consistent look & feel across channels
Emma Email Marketing

31. Our marketing is a
bunch of loose ends
because
__________.

32. What needs to change
in the next three
months?

33. Session Evaluation
Each entry via text or web is a chance to win
great NTEN prizes throughout the day!
TEXT ONLINE
Text 11NTCweave to Use 11NTCweave at
69866. http://nten.org/ntc/eval
Session Evaluations
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