Nonprofit Marketing and Communication – 3: Strategic Marketing

Principles of marketing include defining your core mission and outcomes, demonstrating value to your audience, finding a unique identity, branding, goal-setting and communicating strategically. Whether you’re new to marketing or an experienced professional, revisiting the foundations of mar-comm planning will help you avoid “marketing mythology” traps and stay on course.

Week 1: Marketing Foundations and Myths

Principles of marketing include defining your core mission and outcomes, demonstrating value to your audience, finding a unique identity, branding, goal-setting and communicating strategically. Whether you’re new to marketing or an experienced professional, revisiting the foundations of mar-comm planning will help you avoid “marketing mythology” traps and stay on course.

Week 2: Digital Marketing Primer

It’s a digital world – now more than ever. Get a crash course in social media, programmatic advertising, search, content marketing, and the rise of video. We will decode some of the lingo, bust through the buzzwords, and identify the strategies you can implement now. Course includes a glossary of terminology and a guide to getting started.

Week 3: Strategic Marketing

Let’s focus! Everybody’s got a great marketing idea and can’t wait to tell you about it. But ideas are easy – here’s how to develop a goal-oriented marketing plan. We’ll run through the essentials of situational analysis, metrics and measures, message, channels and implementation. What are your priorities? Bring your biggest operational challenges. Let’s talk about how strategic planning can fix them, and build your reputation as a problem-solver in your organization.

Week 4: Messages and Media

How do we tell everyone? What do they need to know? Do I need to hire someone? How much should we spend? Is this the best marketing idea in history? How do I know if it’s working? The answer is always…it depends. We’ll apply what you’ve learned in our introductory sessions, add a little magic (and science), and reveal secrets of communications and marketing.

Each workshop’s content is intentionally standalone, however, each session also builds on earlier material.