1. Sell; what?
Before you set your goals, you must identify the offer: products, services, charitable activities. How can you describe your project or organization:
• What are you doing?
• What separates from the rest?
• How does your offering differ from that of competitors or similar organizations?
• How you want to be perceived?
2. Who will ask?
Collect as much data about your target: age group, social class, interests, lifestyle and region.
Potential targets are:
• Service Users
• Donors and individual taxpayers
• Families and friends of recipients
3. Who are your marketing goals?
They must be quantifiable ex. A 10% increase in the number of users or volunteers. Still have to ponder what can be done. Objectives must be included in an annual plan. For contacting a number of different people, you must have separate targets for each group. The five questions will help you define how to act, and certify them whenever you choose a method of communication:
The sum of all = How?
4. What methods will you use?
What you use in marketing activity? The tools are:
• Direct mail
• Face to face, e.g. the salesman
• Telephone Advertising
• Web Pages
• Events and promotions
• Sponsorships / partnerships
Planning and programming are essential. Determine what days, weeks or months are best suited to address each group.
5. What image you promote?
How you are perceived is of prime importance for your brand identity.
• Set-up three key messages.
• The items that will differ, and offer strengths.
• Sum up all in one statement of three words. Tesco is “something a bit”, Fairbridge – helping urban youth, and Media Trust help…
• Adapt style and tone of message to each target group. You will not find one reliable for all.
• Invest in your messages. Must be accurate and accessible; work with an editor of commercials if you are unsure of your text.
• easy to remember names and symbols are an asset, if the name or logo is difficult to use, resize it or change it.
6. How do you evaluate the results?
It is important to measure the success rate for future allocations of funds and attracting attention. People like facts and figures; they bring proof of your organization or not a name on the market. Besides numbers, you can opt for:
• Target groups for each sample. Ask them what they think of you, if you are not satisfied by how we communicate and how they could be improved.
• Collect answers, either party e-mail directly from your Web page or through an annual survey with specific reference to a slogan.
If you find your endeavors inefficient, organize meetings to exchange views with responsible departments within the company. Ask yourself constantly if they are achievable goals and come up with new ideas.