1.
In The Spotlight:
Creating a Strategic Marketing
Communications Plan
Deborah Spector
NPO Connect Marketing
Communications Expert
Creative Solutions & Innovations | www.creative-si.com | 404.325.7031

2.
Communications
without direction…
…is like cocktail conversation!

3.
Creating a Strategic Marketing
Communications Plan
Goals for today’s session:
– Understand the role of marketing communications
– Why knowing your audience is most important
element of communications
– Research tools to get you started
– Review the elements of a marketing communications
plan

4.
Strategic Marketing
Communications
Your lens to focus on the people you serve, the
individuals you seek to influence and the donors
you wish to cultivate.
Creates powerful, focused & targeted appeals
for mission impact, to build your brand and for
fundraising.

5.
Marketing Communications Plan
Supports your mission and the objectives laid
out in your strategic plan.
Focuses your marketing and communications,
making sure that all activities work together to
support the big picture.
Gives you the focus to know where you’re
going, what you need to say & what channels
you need to positively interact with your
audiences.

6.
Characteristics of a Good Strategic
Marketing Communications Plan
1. It is participative
2. It is dynamic
3. It is flexible
4. It is audience-driven
5. It combines the best of PR and Marketing
6. It contains a mix of strategy and tactics
7. It is doable
8. It is measurable
– Hollister, Trubow & Associates

7.
Research Tools
Marketing Audit
SWOT Analysis
Audience Discovery Interviews
Focus groups

8.
Start with your Vision & Mission
Think of the words “visionary” and “missionary.”
A visionary imagines possible futures,
whereas a missionary does the work
to achieve the desired future.
The vision is your guiding force; the mission is
your guide to all your initiatives.
Creative Solutions & Innovations
| www.creative-si.com | 404.325.7031

9.
Elements of a
Marketing Communications Plan
Goals & Objectives
Target Audience
Strategies
Tactics to engage target audience
Create Messages
Choose Channels to deliver messages
Roles & Responsibilities
Work Plan
Budget
Evaluation

10.
– Zig Ziglar
A Goal is a
dream with a
deadline.

11.
Objectives must be SMART:
Specific
Measurable
Attainable
Relevant
Time-bound

12.
The Difference between Goals and
Objectives
Mission
Goal
Objective
Goals are broad,
Objectives are narrow.
Goals are general
intentions, Objectives
are precise.
Goals are intangible,
Objectives are tangible
Goals are abstract,
Objectives are
concrete.
Ethereal
Actionable

13.
Know your Audience!
Be curious & formalize your curiosity
using marketing research:
Demographics
Psychographics
Economic Environment
Social Media Usage
Donor Habits

14.
Everyone’s
Involvement In Life Is
Through Different Sets
of Filters.
~☐O
Marketing Perspectives in the 21st Century
Christopher Lemley,
J. Mack Robinson School of Business, GA State University

15.
Effective Non-Profit Message Cycle
Here are
the
results of
your
money
Here’s the
story of
what we
do
How what
we do
affects
you
Send us
money

16.
Plutchik’s Wheel of Emotion

17.
Strategy - Ideas of how communication goals can be
achieved.
Develop Key Messages
Prioritize Key Audiences
Identify Ways to Reach
Audiences
Conduct Ongoing Blogger
Outreach
Develop Best Practices
for Social Media
Define & convey brand &
brand value to target
audience
Expand marketing reach
to engage more people in
each target audience

18.
Strategy & Action
Communications Awareness
Comprehensio
n Conviction Commitment
Mass 40% 10% 5% 5%
Direct 40% 50% 20% 10%
Small Group 10% 20% 35% 15%
Person to
Person 10% 20% 40% 70%
• Awareness brings your nonprofit to the attention of an audience
• Comprehension develops an understanding of an organization
• Conviction matches individual interests to institutional offerings
• Commitment assists in the decision process
– Adapted from Barton-Gillet Company

19.
Comm
Channel
Provide Info
& dialog
Fundraising
News & Link
Promote
Research
Provide
Resources
Promote
Events
Website     
Blog   
On-line Newsletter     
Email
Facebook
YouTube
Podcast
Twitter
Webinars
Conference
Face to Face Meetings
SEO Press Releases
PSA
Conference Call
Special Events

20.
Relating Key Audiences to
Messages
Audience What they
need to know
Key Communication
Messages
Communication
Tactic
Service
Users
What we offer them
How to access our
services
Where to go for advice
We provide useful, practical
information & support
We are trustworthy & reliable
We put services users first &
value their opinions
Website
Webinars
Face to Face
Local
Elected
Officials
What we want to see
changed in policy terms
Our strong evidence
base and supporter base
We have a strong evidence
base and our calls are
grounded in robust evidence
We have a good knowledge of
the policy environment
We are a well-respected,
authoritative organization
Email
Face to Face
e-newsletters
White Papers
Supporters We have the ability to
make change if they help
us
We need you to support our
campaign by writing to your
elected official, signing our e-
petition, donating to us etc.
Direct Mail
Email
Facebook
Special Events

21.
Don’t forget – Money Follows
Communication
“Any group that does not have an
effective communication program
will raise only a fraction of the money
they would otherwise attract.”
– Fundraising Guru Roger Craver
Strategic Communications for Nonprofits

22.
We live in a
connected culture

23.
Inbound
Marketing

24.
Integrate your mix…

25.
Look at your brand strategy
Does your brand story not only inspire you to tell
stories, but also inspire customers to tell stories?

26.
It’s Not About
Technology …
It’s About People!

27.
Work Plan
How do you roll out the implementation?
Create & manage steady stream of activities.
Ensure coordination in timing and impact.
Build in evaluations before the end of the year.
Be clear on who does what & by when.

28.
Budget

29.
Remember: Objectives & Goals
Drive Measurement &
Evaluation!

30.
Wanted – Great NPO
Communicator!
Sampling of necessary skills:
Great writer in multi-mediums – annual reports,
web, online newsletters, press releases, SM
Prolific content generator across mediums
(written, video, audio, & photo)
Marketing generalists – New & traditional media
Proactive communicator & connector
Driven project manager
Compulsive commitment to brand consistency
Driven by metrics
Up-to-date on best practices and emerging
trends

31.
Thank you!
Please visit my website for
blog posts, resources and
more:
www.creative-si.com
To connect with me via my
Twitter, Facebook, LinkedIn,
etc.
Creative Solutions & Innovations
www.creative-si.com | 404.325.7031
October 16, 2008