N O N P R O F I T

W O R K S H O P

10 Key Components Every Marketing Strategy Needs

we finished, you can finish

IF YOU DON’T KNOW WHERE YOU’RE GOING… ANY ROAD WILL TAKE YOU THERE!

C A U S E / P A S S I O N

1

your reason for existence

D I S C O V E R Y

2

who, what, when, where and how

D I S C O V E R Y P R O C E S SUNCERTAINTY / PATTERNS / INSIGHTS CLARITY / FOCUS

RESEARCH CONCEPT DESIGNPROTOTYPE

T H E S T R A T E G Y

3

effectively tell your story

CLIENT

CRE8TVE

IDEATION

GAMEPLAN

EXECUTE

RESULTS

CREATIVE DEVELOPMENT

Production/CoordinationExecution

LOGO / BRAND / MARKETING COLLATERAL

MEDIA OUTLETS

Ad Words

GOOGLE

Email Promotions

Direct Mail

Dislplay/Press Release

Social Media

LEADS & REFERRALS

Website/eCommerce

Email Response

Inter Office Support

Referrals

Data Collection

Tradeshow/Demo

PRODUCT

e$

DATA Development-List Dev-Vertical Markets-Segments

COMMUNITY

OUTREACH / ADVANCEMENT

Presentations

MOBILE

EVENTDONATIONS

EVENT GOAL: $

PROJECTFOLLOW UP

Wholesale MarketingCollateral

Customized for Organization

FundraiserDistributorship

Ministry

CLIENTINTERACTION

and

FOLLOW-UPSTRATEGY

DISTRIBUTION/COMMUNICATION/SUSTAINABILITY

SUPPORT/RETURN

CUSTOMERS/PARTNERS/FOLLOWERS

NEWSLETTER

M A R K E T I N G M A T E R I A L S

4

don’t invite people to your home unless it’s clean

• Website • Digital Marketing • Social Media • Email Campaigns • Collateral

• Public Relations • Events/Sponsorships • Outdoor Advertising • Promotional Products • Plus More…

LOGO DEVELOPMENT

WEBSITE/MOBILE

UNIFORMS

SIGNAGE

MENU

PRODUCT LABELS PROMO ITEMS

VEHICLE/ TSHIRTS

C R M

5

customer relationship management

CRM

D I G I T A L S T R A T E G Y

6

build your funnel

A S T R A T E G Y

2

starts with discovery

AWARENESS

EXPLORATION ACTION EVALUATION

PROCESS

Produce Marketing Campaignsbuild the brand and grow customerknowledge and trust

PPCPodcastWebinarsSocial MediaTVRadio

Direct MailBillboardsEmail (Newsletter)Networking

Best lead source?Determine audience/customerAttention getting creativeBrand consistency

KPI’s/ROI:- Cost per lead reduction- Increased services interest- Conversion ratio- Increase clients serviced- Increased leads

KPI’s- Client retention- Cross selling services- Referral program

CONSIDERATIONOnce aware of the product and solutionlearn more by reacting

Visit targeted landing pagesComplete test (4 to choose from)Nuture lead through drip campaignCall officeSchedule Discovery CallFree consultation

Will the product/treatment work?Is this the right place?Can I afford it?Is it worth a try?

MAKE A DECISIONLead then receives information to validate theirdecisions to become a client.or Choose not to proceed.

Product or Therapy worksTeam is encouraging and helpfulCore of practice is to help peopleBetter quality of life

RETENTION Will the client continue to use company afterfirst experience? Do they see results?

TRAFFICBRANDING / PROMOTIONS

LEADS GENERATONCOOL / WARM / HOT

ON BOARDINGCLIENT

RETENTIONLIFECYCLE

Drive Awareness and Traffic LinkedIn Inmail Sponsored Content Google Ads Search Ads Display Ads Email Marketing

Hot Leads Go Straight to sales nurturing

Convert/Engage LinkedIn Lead Gen Ads Download Ads

Landing Page White Paper Downloads Sales Leads

KPIs: Leads Hot Leads (Sales Leads) Warm Leads (White Paper Downloads)

Re-engage LinkedIn Sponsored Content Google Ads Display KPIs Impressions and Site Traffic

Warm Leads Go into Nurturing Email Campaign Sales Follow Up

LANDING PAGE

WARM LEAD TO DRIP CAMPAIGN CASE STUDY

T R A D I T I O N A L A D V E R T I S I N G

7

this still works well

INSTORE DISPLAY

DIRECT MAIL

WEBSITE

FLYERS / ADS

POSTERS

INSTORE DISPLAY

VIVENDI ENTERTAINMENT PRESENTS A POSSIBILITY PICTURES IN ASSOCIATION WITH DNP STUDIOS AND VERTICAL INNOVATIONS A DAVID NIXON FILM

“LETTERS TO GOD”STARRING ROBYN LIVELY/JEFFREY S.S. JOHNSON/MAREE CHEATHAM/TANNER MAGUIRE

MICHAEL CHRISTOPHER BOLTEN WITH BAILEE MADISON AS SAMANTHA AND RALPH WAITE AS CORNELIUS PERRYFIELDCASTING BY AMY BAKER SEVERSON DIRECTOR OF PHOTOGRAPHY BOB M. SCOTT MUSIC COMPOSED BY COLIN O’MALLEYMUSIC SUPERVISOR DAVID B. MCKENNA PRODUCTION DESIGN BY MARK E.GARNER COSTUME DESIGN BY BEVERLY SAFIER

EDITOR PATRICK TYLER LINE PRODUCER PAUL T. SIRMONS SUPERVISING PRODUCER WAYNE MORRISEXECUTIVE PRODUCERTOM SWANSON PRODUCED BY CAMERON KIM DAWSON/DAVID NIXON

STORY BY & CO-DIRECTED BY PATRICK DOUGHTIE WRITTEN BY PATRICK DOUGHTIE/ART D’ALESSANDRO/SANDRA THRIFT/CULLEN DOUGLAS

DIRECTED BY DAVID NIXONwww.letterstoGodthemovie.com

A heartfelt tale of inspiration, hope and redemption, “Letters to God” is the story of what happens when one boy’s walk of faith crosses paths with one man’s search for meaning—the resulting transformational journey touches the lives of everyone around them. Tyler Doherty (TANNER MAGUIRE) is an extraordinary eight-year-old boy. Surrounded by a loving family and community, and armed with the courage of his faith, he faces his daily battle against cancer with bravery and grace. To Tyler, God is a friend, a teacher and the ultimate pen pal—Tyler’s prayers take the form of letters, which he composes and mails on a daily basis. The letters find their way into the hands of Brady McDaniels (JEFFREY S.S. JOHNSON), a beleaguered postman standing at a crossroads in his life. At first, he is confused and conflicted over what to do with the letters. But the decision he ultimately makes becomes a testament to the quiet power of one boy’s shining spirit and unshakeable faith. Inspired by a true story, “Letters to God” is an intimate, moving and

friends and community.

Run Time: 113:30

IN THEATRESon April 9, 2010

A MOVIE WITH A MISSION: Your Church as a Community of Hope

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EVENTS/ ADS

EVENTS/ ADS/

ILLUSTRATION

VEHICLE WRAPS

WEBSITE SUPPORT LEAD GEN

DIRECT MAIL

CUSTOM

BILLBOARD

Branch Display Options

Referral Cards

COLLATERAL

Statement Stuffers/Handbacks A COLLATERAL

C O I

8

center of influencers are your biggest cheerleaders

InfluenceFollow

Believe

ParticipateCare

A C T I V E C O M M U N I T Y S U P P O R T

9

give back to the community that supports you

M E T R I C S

1 0

you can’t manage what you can’t measure

NRG SERVICESL O G O I D E A T I O N r 2

HOMETRUST for BUSINESS BANKINGC A M P A I G N A S S E S S M E N T A N D R E C O M M E N D A T I O N S

SAMPLE

Campaign Goals

•Build a marketing campaign for commercial banking that focuses on

reaching more business clients.

•Build more awareness in the business community that HomeTrust is

a business bank competitor in current markets.

•Focus on individual bankers in each market by advertising their

talent, reputation and experience.

Sample - Tactics and Timeline

Creative services include:

- Campaign Ideation

- HTB for Business logo

development

- Website design

- Landing page design

- Radio spot script

- LinkedIn content

- Email content

- COI research, design

and implementation

- Collateral displays

- Bank executive photos