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N O N P R O F I T
W O R K S H O P
10 Key Components Every Marketing Strategy Needs
we finished, you can finish
IF YOU DON’T KNOW WHERE YOU’RE GOING… ANY ROAD WILL TAKE YOU THERE!
C A U S E / P A S S I O N
1
your reason for existence
D I S C O V E R Y
2
who, what, when, where and how
D I S C O V E R Y P R O C E S SUNCERTAINTY / PATTERNS / INSIGHTS CLARITY / FOCUS
RESEARCH CONCEPT DESIGNPROTOTYPE
T H E S T R A T E G Y
3
effectively tell your story
CLIENT
CRE8TVE
IDEATION
GAMEPLAN
EXECUTE
RESULTS
CREATIVE DEVELOPMENT
Production/CoordinationExecution
LOGO / BRAND / MARKETING COLLATERAL
MEDIA OUTLETS
Ad Words
Email Promotions
Direct Mail
Dislplay/Press Release
Social Media
LEADS & REFERRALS
Website/eCommerce
Email Response
Inter Office Support
Referrals
Data Collection
Tradeshow/Demo
PRODUCT
e$
DATA Development-List Dev-Vertical Markets-Segments
COMMUNITY
OUTREACH / ADVANCEMENT
Presentations
MOBILE
EVENTDONATIONS
EVENT GOAL: $
PROJECTFOLLOW UP
Wholesale MarketingCollateral
Customized for Organization
FundraiserDistributorship
Ministry
CLIENTINTERACTION
and
FOLLOW-UPSTRATEGY
DISTRIBUTION/COMMUNICATION/SUSTAINABILITY
SUPPORT/RETURN
CUSTOMERS/PARTNERS/FOLLOWERS
NEWSLETTER
M A R K E T I N G M A T E R I A L S
4
don’t invite people to your home unless it’s clean
• Website • Digital Marketing • Social Media • Email Campaigns • Collateral
• Public Relations • Events/Sponsorships • Outdoor Advertising • Promotional Products • Plus More…
LOGO DEVELOPMENT
WEBSITE/MOBILE
UNIFORMS
SIGNAGE
MENU
PRODUCT LABELS PROMO ITEMS
VEHICLE/ TSHIRTS
C R M
5
customer relationship management
CRM
D I G I T A L S T R A T E G Y
6
build your funnel
A S T R A T E G Y
2
starts with discovery
AWARENESS
EXPLORATION ACTION EVALUATION
PROCESS
Produce Marketing Campaignsbuild the brand and grow customerknowledge and trust
PPCPodcastWebinarsSocial MediaTVRadio
Direct MailBillboardsEmail (Newsletter)Networking
Best lead source?Determine audience/customerAttention getting creativeBrand consistency
KPI’s/ROI:- Cost per lead reduction- Increased services interest- Conversion ratio- Increase clients serviced- Increased leads
KPI’s- Client retention- Cross selling services- Referral program
CONSIDERATIONOnce aware of the product and solutionlearn more by reacting
Visit targeted landing pagesComplete test (4 to choose from)Nuture lead through drip campaignCall officeSchedule Discovery CallFree consultation
Will the product/treatment work?Is this the right place?Can I afford it?Is it worth a try?
MAKE A DECISIONLead then receives information to validate theirdecisions to become a client.or Choose not to proceed.
Product or Therapy worksTeam is encouraging and helpfulCore of practice is to help peopleBetter quality of life
RETENTION Will the client continue to use company afterfirst experience? Do they see results?
TRAFFICBRANDING / PROMOTIONS
LEADS GENERATONCOOL / WARM / HOT
ON BOARDINGCLIENT
RETENTIONLIFECYCLE
Drive Awareness and Traffic LinkedIn Inmail Sponsored Content Google Ads Search Ads Display Ads Email Marketing
Hot Leads Go Straight to sales nurturing
Convert/Engage LinkedIn Lead Gen Ads Download Ads
Landing Page White Paper Downloads Sales Leads
KPIs: Leads Hot Leads (Sales Leads) Warm Leads (White Paper Downloads)
Re-engage LinkedIn Sponsored Content Google Ads Display KPIs Impressions and Site Traffic
Warm Leads Go into Nurturing Email Campaign Sales Follow Up
LANDING PAGE
WARM LEAD TO DRIP CAMPAIGN CASE STUDY
T R A D I T I O N A L A D V E R T I S I N G
7
this still works well
INSTORE DISPLAY
DIRECT MAIL
WEBSITE
FLYERS / ADS
POSTERS
INSTORE DISPLAY
VIVENDI ENTERTAINMENT PRESENTS A POSSIBILITY PICTURES IN ASSOCIATION WITH DNP STUDIOS AND VERTICAL INNOVATIONS A DAVID NIXON FILM
“LETTERS TO GOD”STARRING ROBYN LIVELY/JEFFREY S.S. JOHNSON/MAREE CHEATHAM/TANNER MAGUIRE
MICHAEL CHRISTOPHER BOLTEN WITH BAILEE MADISON AS SAMANTHA AND RALPH WAITE AS CORNELIUS PERRYFIELDCASTING BY AMY BAKER SEVERSON DIRECTOR OF PHOTOGRAPHY BOB M. SCOTT MUSIC COMPOSED BY COLIN O’MALLEYMUSIC SUPERVISOR DAVID B. MCKENNA PRODUCTION DESIGN BY MARK E.GARNER COSTUME DESIGN BY BEVERLY SAFIER
EDITOR PATRICK TYLER LINE PRODUCER PAUL T. SIRMONS SUPERVISING PRODUCER WAYNE MORRISEXECUTIVE PRODUCERTOM SWANSON PRODUCED BY CAMERON KIM DAWSON/DAVID NIXON
STORY BY & CO-DIRECTED BY PATRICK DOUGHTIE WRITTEN BY PATRICK DOUGHTIE/ART D’ALESSANDRO/SANDRA THRIFT/CULLEN DOUGLAS
DIRECTED BY DAVID NIXONwww.letterstoGodthemovie.com
A heartfelt tale of inspiration, hope and redemption, “Letters to God” is the story of what happens when one boy’s walk of faith crosses paths with one man’s search for meaning—the resulting transformational journey touches the lives of everyone around them. Tyler Doherty (TANNER MAGUIRE) is an extraordinary eight-year-old boy. Surrounded by a loving family and community, and armed with the courage of his faith, he faces his daily battle against cancer with bravery and grace. To Tyler, God is a friend, a teacher and the ultimate pen pal—Tyler’s prayers take the form of letters, which he composes and mails on a daily basis. The letters find their way into the hands of Brady McDaniels (JEFFREY S.S. JOHNSON), a beleaguered postman standing at a crossroads in his life. At first, he is confused and conflicted over what to do with the letters. But the decision he ultimately makes becomes a testament to the quiet power of one boy’s shining spirit and unshakeable faith. Inspired by a true story, “Letters to God” is an intimate, moving and
friends and community.
Run Time: 113:30
IN THEATRESon April 9, 2010
A MOVIE WITH A MISSION: Your Church as a Community of Hope
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2866_VI_LTG Premiere VIP Box_r1.indd 1 3/24/10 3:00 PM
EVENTS/ ADS
EVENTS/ ADS/
ILLUSTRATION
VEHICLE WRAPS
WEBSITE SUPPORT LEAD GEN
DIRECT MAIL
CUSTOM
BILLBOARD
Branch Display Options
Referral Cards
COLLATERAL
Statement Stuffers/Handbacks A COLLATERAL
C O I
8
center of influencers are your biggest cheerleaders
InfluenceFollow
Believe
ParticipateCare
A C T I V E C O M M U N I T Y S U P P O R T
9
give back to the community that supports you
M E T R I C S
1 0
you can’t manage what you can’t measure
NRG SERVICESL O G O I D E A T I O N r 2
HOMETRUST for BUSINESS BANKINGC A M P A I G N A S S E S S M E N T A N D R E C O M M E N D A T I O N S
SAMPLE
Campaign Goals
•Build a marketing campaign for commercial banking that focuses on
reaching more business clients.
•Build more awareness in the business community that HomeTrust is
a business bank competitor in current markets.
•Focus on individual bankers in each market by advertising their
talent, reputation and experience.
Sample - Tactics and Timeline
Creative services include:
- Campaign Ideation
- HTB for Business logo
development
- Website design
- Landing page design
- Radio spot script
- LinkedIn content
- Email content
- COI research, design
and implementation
- Collateral displays
- Bank executive photos