The Webster House
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Transcript of The Webster House
The Webster House
---- 2017 ----B2B Marketing
PlanMarketing Team:
Sam Marchetti, Liam PelusoAshley Seddon, Skip Spoerke
Presented on December 13, 2016
AgendaSelf-AssessmentMarketing ObjectivesMarketing Strategies and TacticsMarketing ToolsMessagesBudget, Timelines, and ResourcesTrack and Measure ResultsSummaryQuestions
“Clipboard Checkmark”https://cdn3.iconfinder.com/data/icons/seo-glyph-2/24/task-512.png
Self-Assessment see pages 2-7
Background information, history, and mission statementCurrent marketing efforts: Website, Facebook, Newsletters, etc.Website advantages and disadvantagesForm 990s from 2012, 2013, and 2014
Current financialsPredicted financials
Current and past business donorsIndirect competition:
Mission-Related competitorsContribution competitors
Summary of Webster House’s unique value (page 9)
Marketing Objectives see page 8
Minimum of two business contacts per monthExpect six to remain involved for at least a year
Raise $50,000 from business contacts45-50% cash50-55% other contributions
Heighten business interest in newly founded “Legacy Fund”Dunkin’ Donuts is the only current contributorExpected growth not provided
Gain media exposureHas not received any non-advertising exposure in a few yearsExpected gain not provided
Marketing Strategies and Tactics see pages 10-14
Minimum of two business contacts per month
Strategies• Identify and connect with new contacts• Modify and restore B2B networking
Tactics• Website• Facebook• Newsletters• Lists• Events
“Strategies and Tactics”https://www.pinterest.com/source/taylorpearson.me/
Marketing Strategies and Tactics Cont. see pages 10-14
Raise $50,000 from new business contacts
Strategies• Develop interest• Simplify contribution process• Assist in relationship development
Tactics• Website• Facebook• Events
“Donations”http://www.techworld.com/news/startups/orange-plans-cosy-up-with-startups-through-20m-vc-fund-3595249/
Marketing Strategies and Tactics Cont. see pages 10-14
Heighten business interest in newly founded “Legacy Fund”
Strategies• New methods to reach out• Educate business owners
Tactics• Website• Facebook• Newsletters• Lists (Thank You Letters)
“Donating”http://www.realsimple.com/work-life/money/donating-to-charity
Marketing Strategies and Tactics Cont. see pages 10-14
Gain Media Exposure
Strategies• Make it easy for journalists to access stories• Create interesting stories
Tactics• Website• Facebook• Press Release• Events
“News”https://calibergroup.wordpress.com/2013/01/17/increase-your-chances-of-media-exposure-success/
Marketing Tools see pages 15-17
Marketing/Communications InternWebsiteFacebook PageNewslettersPress ReleasesListsEvents
Community-focusedBusiness-focusedThird-party-hosted
“Marketing tools”http://easyvideosuite.com/launch/
Message Example: For Legacy Fund see pages 18-21
The {current number of residents} youths currently living at the Webster House need your help. Can they count on {company name} to invest in their futures by contributing $100 a month for the next 10 months to the Webster House’s newly formed Legacy Fund?
The Legacy Fund ensures that the Webster House can continue its mission to provide a safe and supportive home to youth who are unable to live at home. The Webster House is a 501(c)(3) nonprofit organization, and all financial donations are tax deductible.
Please reply no later than {date} so that we may discuss a contribution schedule that works for you.
Best regards,{signature}
Lou CatanoExecutive DirectorWebster HousePh: (603) 622-8013Email: [email protected]
Clarify a need
Benefit to the company
Unique Value
Call to action
Contact information
{custom field}
Budget see pages 22-25
The B2B Marketing budget for 2017 is $1,000 Utilization of free resources will optimize budgetCost for Print Press Releases $119Cost for lists will be $198
Total combined $317
Remaining $683 will be used to events
(Stein, "Will County presents balanced 2017 budget", 2016)http://epmgaa.media.clients.ellingtoncms.com/img/croppedphotos/2016/09/21/newsp5Will_County_presents_balanced_2017_budget.jpg
Resources see pages 22-25
FacebookNewsletters
Electronic NewslettersPrint Newsletters
Press Releases ListsEvents
"CalWORKs"http://paeablog.org/wp-content/uploads/2015/04/resources.gif
Track and Measure Results see pages 26-27
Website AnalyticsFacebook Page InsightsEvent Registries and House DatabaseFinancial Ledgers
AWStats Analytics screenshot for beyondvolume.com
Summary see page 1
Objectives• Minimum of two business contacts per month• Increase media exposure• Raise $50,000 from business contacts• Heighten business interest in Legacy Fund
Budget: $1,000
“Dart in Target with Dollar Sign”http://www.scholarshipmanagement.org/images/uploads/entry/Setting_goals_within_budget.png
Summary see page 1
ExpensesTotal: $317
List purchases: 200 targeted leadsPrinting and mailing costs for 100 newsletters.
Remaining balance: $683
Note: Event expenses are not estimated in this B2B marketing plan.
Marketing ToolsMarketing/Communications InternWebsiteFacebook PageNewslettersPress ReleasesListsEvents