1

Marketing Strategy

Chicago AMA Nonprofit SIGFeb 23, 2012

2

Vision

Mission

Business Goals/ Objectives

Strategy

Tactics

3

Definitions

Mission/Vision – The “most important” thing. LONG TERM

Objectives/Goals – Also long term and big picture. Think of them as interim steps to mission/vision

Strategies - HOW you achieve mission/vision and/or objectives/goals

Tactics – The “whats” of how you achieve strategy. Small, specific action items.

4

Marketing Strategy

Specific strategy to meet marketing objectives to support mission.

Includes External Market Scan:• Customer• Competitor• Environment

Includes Internal Market Scan:• Assets available• Performance metrics desired

5

Marketing Plans

Tactical plans to meet marketing strategy.

Includes:• Target audience• Metrics and ROI• Specific channels, media, and messages

6

Marketing Strategy Built On

Segmentation

Targeting

Positioning

Toward DESIRED ACTION

7

BUT BEFORE ALL THIS, THERE IS . . .

8

BUT BEFORE ALL THIS, THERE IS . . .

BRAND

9

BrandBrand is a set of values, beliefs, and assets (liabilities) linked to an entity.

May include:• Name• Symbol(s)• Experience(s)• Promise• Values• Ambassadors• Colors• Language

10

Example : Alzheimer’s Association

Vision: A World Without Alzheimer’s

Mission: To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.

11

Example : Alzheimer’s Association

Strategic Objective: Measurably increase concern about Alzheimer’s disease in general population and double unaided awareness of Alzheimer’s Association in media target audience.

12

Example : Alzheimer’s Association

Metrics: • Increase media impressions by 20% each year

• Double the number of Walk to End Alzheimer’s participants

13

Example : Alzheimer’s Association

Double the number of Walk to End Alzheimer’s participants

Sample Tactics:• Place Walk in every MSA of 100K+• Increase paid media budget to increase team captains by 30% each year• Implement best practices uniformly across organization• Increase national team program by 10% each year

14

15

No Matter How Big or Small. . .

• Be true to your brand

• Know your objectives (what action for which audience)

• Keep your eye on the prize – metrics matter

• Don’t do everything – do the most important thing(s)

• What you do, do well

• PR beats paid advertising every time