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Web Marketing Plan Example

June 23, 2007 by  
Filed under Web Marketing

web marketing plan example

Mess your nonprofit marketing plan or marketing or not.

Dollar you spend on marketing each one less dollar program dedicated to the awesome and the service you provide. This means that each one dollar bill put on the website, brochures,. Logo, DVD development, materials and other marketing tools. Better than the other, but unfortunately the plan for all. Activity too often takes the back seat. Marketing plans are in short supply.

We want to bet that the idea of marketing. – But you do not have the time and energy planning. Expedition to manage the day-to-date time-consuming. Unfortunately, the cold, hard truth is that you can not be unplanned. The good news: marketing strategy can – And should – be honest. Results-oriented and easy to manage.

What's the plan.

Your marketing plan will determine how your customers and donors to see you. This will help prioritize your target audience. (Eg, client donors and stakeholders within). The details of your customers come from a trip to the keepers. – Make reference to your customers how you describe your services the way that you Talking to donors and how you decide to budget significant It takes more of your competition. (And yes, you are competing for people who have been hard dollar donor.) Well-designed marketing plan for Duration of specific strategies to coordinate activities with internal and external. Other (on the application of the legal environment changes, and more. So on) to help your organization achieve the overall objective. If it is a good plan is still clearly within your budget and how the valuable marketing dollars are allocated. If that sounds complicated, read on to learn how to break it into manageable Steps.

Any marketing plan. That is solid, needs to include some key elements as follows.

Analysis of the situation.

Start by checking that the non-profit organization your Now this is what you should already know. But putting them front and center in your plan offers a couple of purposes. The first step will be the standard where you are. Secondly, this will help. You create a plan that is in memory. realties and the environment that you face.

• Nonprofit organizations mission and vision. : What are the key values and goals. Of your organization.

• Product or service Review: Describe the basic products and services your

• Customer / User Drivers. : Factors that affect what Environment you use?

• Core competencies: What do you do well or not. What do your customers / users rely on you yes or no. Donors will lead to your cause why

• Competition Review: Who are your major competitors are not. How competitive is the landscape changing?

Measurable objectives or outcomes.

What do you want to achieve it. Years? And how will you measure results? Measurable goals allows you to define strategies and tactics that will help you. Basis, but most people do not think that through a series of real Objective

We can not tell you how many times we've heard from executives at nonprofit that their number one goal is to create awareness of the causes of our community in general. " Sorry, that did not have measurable objectives. To work for the launch of a comprehensive communications campaigns within the region to increase the number of customers we serve by 35% in the period of three years (2009). Wow! ?????????????????????????????????????????????????????????????????????????????! Variant


Make a list of your key audiences. Your target audience than you think. – People that you serve on the day and volunteers of the stakeholders. (Board), your members regularly. Donors and major donors. – And we have another bet! When targeting your audience, consider the same demographic. psychographics. That is not just. But they lived and how old they are. But with the way each group think and feel.

For example, we know that our plans mean that the donor was male age 65 year – old is married to house a home owner. Accrued more than $ 200,000 per year, is married with grown children are registered as a Republic,. Concerns about war, health care and education. We also know that he has. Connection with cancer, and he or someone in his family has been affected by cancer.

Goal here is really understanding the people you're talking about. One tip: When you know your And demographics. psychographics, write stories around. It, they will help you better than you have to specify the audience '. Therefore, the same population. psychographics. But this time I tell the story.

Dan Kennedy, he was 65 years of entrepreneurial success. Tess, he and his wife continued support of cancer services in the campaign since. 1995 Mr. Kennedy's mother. Died of cancer and the year 1995 Tess surgery and radiation following breast cancer diagnosis. Mr. Kennedy and his family never have to use our services. But he is passionate about the idea. That everyone deserves quality care and education to make decisions related to their health.

Now imagine an organization is ready to kick off campaign for endowment. They can be a powerful tool in staff development training and volunteer donors pitch perfect and fine-tune marketing efforts.

You will get to know your audience's attention how members. Hope and fear? Onganwihai! It does not have to be complicated. A simple survey to a large number of good information. You can take a look back at your database and make sure to donate today. Volunteers and other stakeholders. And she may know more about each of your target audience from your experience working with them.


What is the key. Of what you want to say? In the book's best they do. Stick, Chip Heath and Dan Heath wrote, "We are very reduced amount of information in mind,. It will be stickier. "In other words, hone your message down to the Yo-axis, so of course your audience will remember.

Example: Project Sunshine is a nonprofit organization that provides free social success. Programming, education and recreation for children and families with medical challenges. Their mission: We bring refreshing. Eam?suu?snenn! Why Because you and your project. Sunshine donor's employees and customers know exactly what that means physically that the sun makes us feel better. conjures images of children, sprinklers, swimming pool and overall health. Makes us feel happy and healthy.

Channels and tools.

You send a message to your audience or not. Channel is a group / person through whom and where. You can publish your text tool material that you hire.


Hospital social workers office tumor : Channel
Tools: T-shirt,. DVD information site.


Strategies as a means of communication links with the broader objective of measuring your These are the big picture. You how to do it for communication and positioning of your organization. You should look at each of the objectives and come up with strategies that you need to succeed.


• recruiting and hiring Chief Development will oversee all development activities including campaigns and events.

• hire advertising agencies to monitor and manage. Corporate advertising and creativity. Agency should have experience in the nonprofit sector and are ready to donate percentage of their time.

Specific strategies and activities needed to achieve your strategy. These should be very specific.


• Develop a comprehensive job description for Chief development.

Timeline by diplomacy

Strategy to prioritize your schedule, and then develop a specific individual. You also will want to know that employees at Or external sources will be used for strategy

This is a sample.
The development of a comprehensive development chief.
Katie Sternberg responsibility
Due 3/5/2007.


How to evaluate your potential as well as formal studies or surveys. But they also might be a more formal report, such as To increase funding for feedback from customers or staff. The most important idea here is to do some type of measurement, so you know what your strategy is working. Objectives and your strategy. Should be specific so you should be able to measure each and every one.


• Percentage increase in referrals from clinics over the past year for Months from May to August.

• Percentage increase in the number of site visitors increased since the launch of the new site.


Marketing budget should not be. Is whatever is left at the end of the month or quarter. And should not be unlimited either. Back to your strategy and tactics, and the budget amount for each part of a general. Is your number with you? If not, go back and review your strategy and determine if you can make changes. You need to allocate funds to achieve the main objectives of your If you use too. Very strategic one, you will not have enough people to succeed. Other.

Also skeptical about the plan?

You may receive short-term effect. fly – by – seat – of – way of your pants. The disadvantage of this type of marketing is often temporary and not the strategic goal of Companies often can not look into the future. That is a very dangerous place to be. Even a little planning can help you reduce risk and improve your market, your results.

About the Author

KATIE R. STERNBERG has over 16 years of marketing experience in the nonprofit sector, healthcare, small business, service, manufacturing and retail industries. She is a principal of The Marketing Source and

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