The document provides recommendations for improving the marketing of the World Affairs Council of Orange County (WACOC) on a limited budget. It begins with background on the speaker and an overview of WACOC. It then evaluates WACOC's current marketing role, media usage, alliances, and digital situation. Recommendations include assessing and improving the brand, modernizing digital assets, conducting surveys, auditing touchpoints, and hiring additional support for graphics, video, and web development within a phased approach. A case study approach is also suggested to evaluate the organization's vision, value and user experience on its website.

1. September 05, 2019
Non-Profit Marketing on a Dime
Naseem Qader

2. Agenda
• Background
• About World Affairs Council OC
• Current Role
• Media
• Alliances
• Current Situation - Digital
• My Recommendations
• WACOC Case Study
• Q&A

3. Cal Poly Alum
Bachelors, Behavioral Science
MBA, Marketing
Background
Experience
• Consumer marketing, CRM, Strategic planning, Advertising research
• Competitor research, Multicultural marketing, Sales, Strategic partnerships
Work History
• Long Beach Press Telegram,
• Los Angeles Times,
• So Cal Edison,
• Gemstar/TV Guide International,
• ADVO/Valassis,
• PR/Marketing, World Affairs Council

4. About World Affairs Council - OC

5. World Affairs Councils of America
worldaffairscouncils.org
“In an age of globalization and a rapidly shifting
international order, we believe that our mission –
engaging the public and leaders to better understand
global affairs and America’s role in the world – is
more vital than ever.”
-- World Affairs Councils of America

6. • Manage a team of 1.5, all volunteers
• Improve brand awareness,
• Build and nurture media relationships,
• Promote events,
• Conduct outreach to community and media,
• Develop marketing collateral, distribute press releases
• Create content e.g. audio, video, blogs, etc.
• Support all committees:
 Membership, Community Relations, Fundraising,
 Programs and Young Professionals
Current Role
Chair, PR & Marketing

7. • Owned: website, social pages/posts, email list, mailing list, video, blogs
• Earned: press reporting, interviews, social sharing of: posts, podcasts, video, etc.
Leveraging Media
Owned & Earned
Examples . . .
• Press releases, back links to make it more authoritative
• Secured interviews (radio only thus far: on-air live interviews, podcasts)
• Generated audio, video content through media & alliances
• Collaboration, co-branding, partnerships with other orgs.
 Academia, non-profits, local corporations
 Sharing of content e.g. podcasts/video (white label)

8. Sample Media Plan – Page 1
Owned & Earned

9. Sample Media Plan – Page 2
Owned & Earned

10. 10
Building Alliances to Enhance Brand

11. Current Situation - Digital
• No Google Analytics (installed recently)
• Insufficient customer data, no CRM
• Lack dedicated webmaster, graphic designer
• Outdated email platform
• WordPress needs upgrade
• Deficient in authoritative, expert content
• Website and other social pages require a makeover
• Outdated brand trademark, logo
• Limited staff and in-house expertise
• No ad budget, all organic
• Need for SEO?

13. Recommendations
Phase I & II – Assess, Improve Brand IQ
• Develop Vision & Mission statements
• Craft Unique Value Proposition, tagline
• Modernize logo
• Conduct third-party surveys about WACOC brand
• Research and identify target market(s)
• Audit all marketing touch points
• Create high-caliber marketing collateral, recruit graphic artist
• Enlist photographer, videographer, podcast(s) moderator
– cost assessment

14. Recommendations
Phase III & IV– Assess, Modernize, Manage Digital Assets
1. Conduct digital audit of social pages/posts
2. Solicit Web Dev companies to conduct needs assessment
– three RFPs
3. Upgrade Email platform
4. Improve SEO, dedicated SEO manager – three RFPs
5. Employ Webmaster, Graphic Designer
6. Build digital marketing budget

15. World Affairs Council of OC
Case Study
• Vision, Mission – Who are we?, what do we do?
• Unique Value Proposition – what makes us stand out?
• Target market – who are we trying to reach?
• Competition – why pick us?
• Desired goal – what are we trying to accomplish?
• Call to action – what do we want you to do before leaving site?
• Grade overall user experience
• Ideas for Improvement

16. worldaffairscouncil.org | @worldaffairsoc | /worldaffairsoc
Thank You

17. September 05, 2019
Non-Profit Marketing on a Dime
Naseem Qader