The Fruition Coalition

Marketing Plan Workbook

Jessica R. Dreistadt

This is an excerpt.

To purchase the full 80 page book, go to:

www.lulu.com/spotlight/fruitioncoalition

Or

www.fruitioncoalition.com

The Fruition Coalition Marketing Plan Workbook 2

The Fruition Coalition Marketing Plan Workbook

© 2013 Jessica R. Dreistadt. All rights reserved.

ISBN 978-1-300-59132-0

The Fruition Coalition

Lehigh Valley, PA

To order additional copies, go to: www.fruitioncoalition.com

The Fruition Coalition Marketing Plan Workbook 3

The Fruition Coalition Marketing Plan Workbook

Table of Contents

Introduction 5

Organizational Information 6

Values 7

Culture 8

Core Competencies 9

Programs and Services 10

Location 11

Brand 12

The Environment 13

Social Environment 14

Institutional Environment 15

Political Environment 16

Research Agenda 17

Community Needs 18

Relationships 20

Program Participants 21

Philanthropic Partners 22

Staff 23

Board of Directors 24

Other Volunteers 25

Strategic Partners 26

Communities Served 27

Communities of Practice 28

Network Analysis 29

The Fruition Coalition Marketing Plan Workbook 4

Communication 30

Key Words and Phrases 31

Communication Philosophy 32

Customer Service 33

Printed Collateral 34

Website 35

Social Media 36

Publicity 38

Paid Promotion 39

Promotion Campaigns 40

Communication Goals 41

Marketing Strategies 42

Marketing Goals 43

Internal Strategies 65

External Strategies 66

Marketing Plan 67

Action Plan 68

Timeline 69

Budget 73

Document Preparation 74

Monitoring and Responsiveness 75

Recommended Resources 76

The Fruition Coalition Marketing Plan Workbook 5

Introduction

Marketing is the art of bringing together like-minded people to develop mutually beneficial

relationships and to exchange ideas and resources. Organizations engage in marketing

whenever they offer a program or service, recruit volunteers, or raise money. In other words,

marketing is an ongoing, everyday practice. In this book, we will learn how to be more in-

tentional and strategic about marketing so that your organization builds stronger relation-

ships to achieve its goals.

In my experience, many people in the nonprofit sector resist marketing. It is sometimes

thought of as a wicked enterprise that is based on deception and manipulation. Nonprofits

sometimes adopt marketing practices from the for-profit sector only to deepen their distain

for the field. In this workbook, we are going to redefine marketing as a positive, relational

practice that is specific to social change and community benefit organizations. We will

carefully explore and expose all of the mysteries of marketing, leading to both greater

comfort and confidence as well as a solid plan that can benefit your organization, the peo-

ple you serve, and your community. By the end of this book, I hope you will see marketing

as both useful and fun.

I was a marketing major in college. I love creative ideas and creating connections. Market-

ing feels very natural to me. My marketing practice is authentic and holistic. It is an expres-

sion of my values and my hopes for the world. I never compromise myself when I engage in

marketing, though I do sometimes stretch myself so that I am able to meet others where

they are. As you work through the pages in this book, think about your own philosophy of

marketing and how it can be an expression of your organization’s core values.

We are going to begin by carefully examining your organization. We will start by exploring

your organization’s values and culture. From there, we will identify core competencies, de-

scribe your programs and services, describe your location, and articulate your brand. Next,

we will examine the social, institutional, and political environments in which your organiza-

tion is situated. From there, we will explore all of your organization’s internal and external re-

lationships. After that, we will discuss how your organization can communicate with the

many people and organizations that are involved with your work. After we have explored

your organization, environment, relationships, and means of communication, we will start to

develop specific marketing goals and strategies. To conclude, will organize everything into

a living plan to guide the marketing efforts of your organization.

With best wishes for continued success in responding to community needs and creating

new possibilities,

Jessica R. Dreistadt

Founding director, the Fruition Coalition