1 marketing 101
- 2. HOUSEKEEPING Cell phones, silent please. Questions. Feel free anytime! Please sign In or give me a business card. Introductions: Who are you? Tell us about it! Name Title Organization Name What does your organization do? What do you hope to learn today? What is your biggest marketing challenge?
- 4. DEFINE THE TERMS Please take a moment to jot down your definitions: MARKETING ADVERTISING BRANDING
- 5. DEFINING THE TERMS MARKETING: The total of activities involved in the transfer of goods or services from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. (Your Tool Box) ADVERTISING: To announce or praise (a product, service, etc.) in some public medium of communication in order to induce people to buy or use it: to advertise a new brand of toothpaste. (A Tool) BRANDING: A trademark or distinctive name identifying a product or a manufacturer. A product line so identified: a popular brand of soap. A distinctive category; a particular kind: a brand of comedy that I do not care for. (A Tool)
- 6. The Myths You have to be a big to do marketing! You have to have a lot of money! I don’t have time to do marketing! I need to be fundraising in everything I do! You can do everything in-house for less! You can get volunteers to help do marketing projects! You can’t afford professional services! FREE is for me!
- 7. The Truth You can be any size and be successful! You need to commit a dollar amount whatever it is! Create a marketing committee! Branding builds Friends, Friends Raise Money! Doing it in-house can cost more in time and money! Volunteers are not always there when you need them. Many professional organizations that assist non-profits! You get what you pay for!
- 8. It Starts with Your Mission What is your mission? Who does it speak too? What does it really say? Is it something people can remember? How do you use it? Examples? Who wants to share? Building a marketing, advertising and branding plan around your mission just makes sense!
- 9. A MARKETING THERORY Marketing any product or service takes time, energy, good ideas and money. Most nonprofits are so concentrated on raising money they don't feel they have time to think about establishing or maintaining their community image, or trying to market their organization other than by "word or mouth" to let people know what they are all about. Many nonprofit's attitudes are based on a false hope that because they are good and do good things money will follow.
- 10. TEST THE THERORY As a test to see how good you think you have been, start first with your board of directors. Ask each individual board member privately to tell you as if you were a stranger all about the nonprofit they serve. Time the person and see if they can talk to you for at least five minutes. While this may sound easy, you would be surprised how few can actually do this! Example? With this in mind, ask yourself the question, "If the board of directors can't even tell me about the nonprofit then, what does the public truly know?"
- 11. MARKETING 102 A Raving Fan Model
- 12. DECIDE, DISCOVER, DETERMINE & DELIVER Decide what you want! Discover what they want & know. Determine a strategy. Deliver your message through people. Do you having Raving Fans?
- 13. Step One DECIDE WHAT YOU WANT You are the source! It starts with you and your organization all being on the same page starting at the board all the way down to the volunteers Develop a perfect vision of what you want your organization to be. (Outline your perfect picture of your organization) Be as specific as you can right down to the color of the walls if necessary. Write it down on paper. This will become your model for making decisions about your marketing plan. ITS YOUR MARKETING MISSION STATEMENT.
- 14. Step Two DISCOVER WHAT THEY WANT Unless you have your own vision how can you decide what the customer wants? Remember its hard to market your service if you can’t talk about it with passion & vision. Find out what the customer really wants! Ask questions and listen. Don’t judge, just get the facts. Your vision should fill in the gaps between their vision and yours. Compromise is good, concession is not. Lastly, know when to ignore the customers vision when necessary, sending them somewhere else.
- 15. Step Three CREATE A MARKETING PLAN Create a marketing plan that puts your best foot forward, using your vision and discovery model. Determine what it is you are going to deliver and be the best at it. Don’t try to be something you are not. Tell your story as part of the total marketing plan, advertise it verbally, and make it your brand. Your marketing vision is what you want people to think of when they hear your name. DELIVER IT WITH PEOPLE!
- 16. DETERMINE Determine what kind of marketing you are going to do: Information Based Who are we? What do we do? Why do we do it? Why it’s is important. Recruitment Based Volunteers Mentors Clients Board Members Event Based Fundraising Friend-raising Special Events
- 17. DELIVER IT WITH RAVING FANS Public Speaking Create a speakers bureau! Have others tell your story Create an ambassadors committee Educate your Staff, Board & Volunteers Can they tell your story for 5 minutes? Then let them loose. DO YOU HAVE RAVING FANS?
- 18. MARKETING 103 Back to Basics
- 19. DELIVER IT IN OTHER WAYS Be Creative Use a skywriter? How can you use a hot air balloon? Sponsorships Advertising Newspaper Radio TV Email Direct Mail Website (This is Marketing 104) Collateral Items Brochures Banners Posters Specialty Items
- 20. COLLECT DATA Collect Data in everything you do. Name Email Address Birthday (without year) Be creative. Ask things no one else does! Favorite Holiday? Your list is the most important thing you have when it comes to marketing. Maintain it! Clean & Purge Use it! Don’t Abuse It! Every event, speaking engagement, meeting or social event is a chance to get data. Everyone is a data miner!
- 21. FOLLOW UP Follow up is probably the most important aspect in the data mining process. We all know it! Do we do it? Use what you collected to follow-up in unique ways. Send a birthday card? Send a candy bar or bag of tea? Be sensitive to how much you contact people and how. Provide an opportunity in the follow-up for giving Time, Talent and Treasure. Make it personal, if you can. Drop by on a winter day and fill their washer fluid! WHAT? Don’t be afraid to do it in person! Individual Groups Take Clients or Staff
- 22. EVALUATE Evaluate your success! Rediscover! There is good in everything sometimes we just have to look for it! Rediscover what your audience thinks & knows Measure it against your vision If yes, then bookmark the idea to use again later. If no, make adjustments.
- 23. MAKE ADJUSTMENTS Don’t abandon the plan, tweak it. Use VERB COMMANDS to change it! Make it bigger! Make it hot Change the package Make it appeal to a specific group Make it part of something else
- 24. MARKETING 104 Everybody Talks About the Web YOUR WEBSITE AND MISSION SHOULD WORK TOGETHER
- 25. WEBSITE & MISSION How They Work Together WWW.IYI.ORG
- 26. What is a Mission Statement? Mission statements are designed to provide direction and thrust to an organization, an enduring statement of purpose. A mission statement acts as an invisible hand that guides the people in the organization. A mission statement explains the organization’s reason for being, and answers the question, “What business are we in?”
- 27. What is a Website? Website should be designed to communicate your organizations statement of purpose. A Website acts as an visible hand that guides people and offers a clear message into who and what you are. A Website should explain your organization’s reason for being, and answers the question, “What business are you in?”
- 28. Working Together Mission & Website? Do your website & mission….. Effectively illustrate your purpose for being in business? Communicate your message defining Who & What you are? Speak to the right group? Give you a sense of pride in your organization? Do you tell people about them? Do you use them and promote them to assist you in your efforts? Have value to your organization? Create action or emotion? Are they memorable? WWW.IYI.ORG
- 29. Why Build a Website? Why is always my first question Why is the basis for your whole site! What do you hope to accomplish? Why? What features do you need now? Why? What feature do you want later? Why? Some Answers to Why The guy down the street has one! Everybody’s doing it! Its cool, and it would be nice to have! Just think we need one! Because! WWW.IYI.ORG Your mission is the basis for your organizations reason for being. Because someone asked why?
- 30. Why Know Why? Why Not? Philosophy majors will tell you that there is only two right answers to the question why? Take the time to really know why before you start, it is just smart! Because Websites are expensive if you do not have a plan. Not knowing why is just wasting time and effort. Knowing why gives you a measuring stick for content. Would you know why without a Mission Statement? WWW.IYI.ORG
- 31. Who is the Site for? Who is the Second Question Who is the site going to service? How will they use it? Who cares! Who cares about what’s on your site? People help support, what they help create! Get input from the who. What sites does your who visit now?. Your Mission is based on who you service right? Don’t Design for You, Design for Who! It’s not about you! Unless you are the who! Keep who in mind every step of the way! Is your mission about you or who? WWW.IYI.ORG
- 32. What’s in a Website? Determining What is Easy What does your mission say? What is your message? What are your services? What does the “who” need to know? WWW.IYI.ORG The “What” is easy once you know “Why” and “Who”
- 33. Building a Website It’s Like Creating a Mission WWW.IYI.ORG
- 34. Easy to Read Choose text carefully Script vs. Plain Dark text on light backgrounds Text size. 12pt to 14pt no bigger! Do not center body text Centering is for headlines and Poems. Keep it easy for you and the designer Just like your mission your keep site simple, clean and clear so all can enjoy and understand it WWW.IYI.ORG
- 35. Keep it Simple There are many reasons for keeping it simple! It downloads faster. People leave it does not load quickly. Simple= A clean look & feel. Simple= Easy to manage and create. Simple= Easy to maintain! Remember to KISS IT! You all know what KISS means right? WWW.IYI.ORG
- 36. Keep it Quick 15-20 Seconds to take off People will leave your site before it loads. Animation and Flash Why? Because its cool! Does it add value? Is it important to the mission? I don’t like the way it looks Function vs. Creative Expression Remember it’s not about you! Keep copy points short if possible Create downloads for large documents and forms WWW.IYI.ORG
- 37. Easy to Navigate Links: Labeled and Easy to locate It is what it is! Down the left side Easy to Understand Use terminology the user will understand. Colors and links should be familiar Blue= unviewed link and Purple= viewed link Other colors like Red are becoming more common place. Find info in 3 clicks or less Don’t make me search. Remember quick is it! WWW.IYI.ORG
- 38. Be Consistent Fonts Use the same font from page to page. Fonts are based on each person computer set. It may look good to you but others see it as garble. Colors & Backgrounds Don’t change every page Sometimes its ok to call out different areas of your site Picture sizes in galleries Size photo’s the same Click to enlarge Email addresses [email protected] WWW.IYI.ORG
- 39. Easy to Find Where’s Waldo Don’t be a Waldo! Make it easy for people to find you! “If I build it people will find me!” It’s a myth. Promote your site Search Engines, Directories, Banner Ads Links to others Domain Name Trains- Keep it short www.thelongestnameicouldthinkofeverbeforeigottiredoftyping.com Multiple URL’s when necessary. Misspellings .com, .org, .net, .biz WWW.IYI.ORG
- 40. Remember Your Friends Give Credit Where Credit is Due IYI helped us build this great site! Offer links to community partners. Reference your donors and board members, its not about you! Make your site a resource for everyone. Promote other services & business that relate to you. Develop partnerships with others to build future allies in tough times. Be an ambassador for your community! WWW.IYI.ORG
- 41. So You Have a Website Let people know you have one Promote It. Tell everyone! (Do you keep your Mission a Secret?) Advertise It! Put on toilet paper! Search engines vs. promotion Grow it. Take it where it needs to go for who it was designed for. Ask for feedback. Evaluate it. Every month Keep it fresh and new. Add Features that assit you in your mission like……. WWW.IYI.ORG
- 42. Online Donations In 2003 online giving topped 100 million $25.00 to $50.00 dollars at a time. Don’t expect “BIG” donations online. A growing in comfort with online donations It’s still a trust factor Its not for everyone Don’t be fooled by the numbers National exposure and world crisis help inflate the numbers. WWW.IYI.ORG
- 43. How Do I Do It? Online Fundraising Handbook www.groundspring.org It’s in your packet You Still Need to Make the Ask! Online allows you a presence 24-7 It will never eliminate the personal ask You have many different options. Percentage based options. Fee based options. FREE based options. Nothing is FREE WWW.IYI.ORG
- 44. Help with Online Donations Look No Further! www.clickandpledge.com www.acceptiva.com www.etransfer.com www.networkforgood.org www.paypal.com www.kinterainc.com www.groundspring.org Contact IYI Youth Service Help Line (877) IYI-TIPS WWW.IYI.ORG
- 45. Online Success Stories www.redcross.org www.habitat.org www.donate.care.org www.doctorswithoutborders.org www.iyi.org It’s not for everyone. Be Patient! It Takes Time. WWW.IYI.ORG
- 46. Build it with Purpose WWW.IYI.ORG Remember Your Mission Know Why Know Who What is Easy Keep it Simple Be Found Promote It Remember Your Friends Be a Community Partner Your Website is the definition of your mission on a 24-7 billboard around the world. Make sure it sends the right message!
- 47. Web Tips Websites That can Help www.webmonkey.com www.htmlhelp.com www.web-source.net www.werbach.com There are many websites, to many in fact to list here. Just type “html help” in your search bar and have fun! WWW.IYI.ORG
- 48. Friends of IYI www.leadership3.org www.ryans-place.org www.stayinschool.biz www.indianathunder.org www.goshenfootball.com www.achievingbettercommunities.org www.lfsfamilies.org www.ciswayneco.org www.broadwayumcsb.org www.familiesfirst-ec.org Here are just a few of the websites that have been built by Rose and Rose using OneSite Technology. Most are IYI Customers! WWW.IYI.ORG
- 50. Brought to You By Brock Rose Rose & Rose Associates [email protected] [email protected] www.roseandrose.biz 1305 Copley Ct. Goshen, Indiana 46526 574-534-0750