The Power of a Comprehensive
Marketing Strategy
Moving Beyond Isolated Tactics and
Understanding Marketing in 2010
National AgrAbility Project
2010 National Training Workshop
Opening Thought
1+1=3
Our Goals Today
1. Talk about connecting efforts into a broader
strategy.
2. Discuss contemporary marketing tactics,
combining traditional marketing techniques with
new technologies and emerging practices.
3. Share insights and successes from the field to
start planning.
Determining Your Strategy
Possible to Practical
• Advertising (TV, radio, print, web)
• Earned media
• Partnering and co-branding
• Events (educational, PR)
• Direct to consumer (email, postal)
• Social media and web
• Guerrilla marketing
Tailoring Communications Strategies to
Your Audiences
• Brainstorm your audiences
• Objectively evaluate positives and challenges
• Determine highest priority audiences
Audience Priorities Impact Desired Concerns Risks Influenced Outreach Prioritized
Who is your What are your What are the Outcome What are your What is the risk By . . . Vehicles Value
audience? audience’s impacts of your What specific audience’s to your program Who can What vehicles
priorities? program to this outcomes do you potential if you are not influence your can be used to
audience? want from this concerns with able to reach audience? reach your
audience? your program? your desired audience?
outcome?
The Communications Plan
Audience Organizational Goal Core Message(s) Communications Available
Vehicle Measurements
Indirect Audience: • Goal-driven • Illustrate your story • Specific to each • Know what you’re
• Media marketing audience looking for
• Demonstrate your
• Influencers • Specific and unique qualifiers • Cost conscious vs. • Evaluate existing/
attainable result rich inform future
• Public • Tell what you did,
• Organizational not what you are • Look for ROI with • Be as creative as
priorities, not going to do short-term and mid- you are with outreach
Direct Audience: marketing goals term goals strategy
• Funders
• Don’t embellish
• Same goals,
• Clients multiple audiences
• Partners
• Policymakers
Outreach Planning
• Goals, projects, and events
• Asset allocation
• Advance planning for better outreach
• Pulse on the community
Goal, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Project, or
Event
Increase Dev Dist Local Dist County Dist
Client Refs 2010 Fliers Fair Fliers Fair Fliers
Flier Booth Booth
Nat’l Dis Open Press
Emp Aware House Rel.
Month plan Web ↑
State RFP Submit Grant Orals
Qs Prop
Due
Marketing Tactics
Getting Earned Media
• Don’t forego the standard
practices
• Establish contacts
• Think like a writer
– Be responsive
– Be clear and deliver content
– Attach your story to what’s
going on around you
• Be persistent, but not a
pest
Partnerships and Events
Partners and events are closely linked
• Aligned organizations
• Local businesses and
professionals
• Cause-craving retailers
Email Marketing and Social Media
• Is it cost effective?
• Content that your
audience wants
• Content how your
audience wants it
• Cross link
• Shiny object
syndrome
Guerrilla Marketing
Connecting the Dots
Getting Started
Group Case Study Exercise
Helpful Links
• www.mashable.com
• http://mashable.com/2010/10/06/guerrilla-
marketing-videos/#98U2O7cpcNw
• www.wikipedia.com
• www.adage.com
• www.google.com/services
Closing Thought
You have a tough job to do,
so take it one step at a time.
Questions
Ryan Kuhn
Senior Director, Marketing
Goodwill Industries International
240-333-5379
ryan.kuhn@goodwill.org
www.goodwill.org