1. Presented by:
Tiffany Niederwerfer, Director of MarketingThe History Museum at
the Castle
Marketing Planning for Non-Profits
2. Marketing Planning
Evaluate Current Situation (SWOT)
Set (Quantifiable) Goals
Identify Target
Define Positioning/Message Strategy
Determine Strategies
Plan Tactics
3. The Dreaded S.W.O.T.
Be honest. Be brutally honest.
In order to determine a direction for your organization, you must
first understand where you currently stand.
4. S.W.O.T.
Strengths
Weaknesses
Compared to my competitorsas evidenced by
Opportunities
Threats
Broad picture, large scale items that usually involve outside
influences.
5. Goal Setting
Marketing Goals will closely align withOperational Goals.
Need to be quantifiable
Need to be tangible
Should have a timeline attached
HINT: Goals = Objectives
6. Goal Setting
EXAMPLE:
Operational Goal:
Increase visitorship revenue by X % in 2010
Marketing Goal:
Attract X new visitors in 2010
7. Target Audience
Whos your target audience?
8. Target Audience
If you had one dollar to spend on advertising
who would you spend it on?
Criteria to consider:gender, geographic location, age, income,
education, family status, employment status, home
ownership.
9. Target Audience
The History Museums primary target audience:Women in the Fox Valley
area aged 35-54 with a HHI of $75,000+ who plan activities for
their children and guests.
10. Target Audience
Not just demographics.
Psychographics too.
Psychographic variables are anyattributes relating to personality,
values, attitudes, interests, or lifestyles.
11. Target Audience
The History Museums secondary target audience:Individuals aged
35-65+ residing in thetri-state area with a HHI of $125,000 + who
travel locally at least 2/times per yearand who have a propensity
towards attractions relating to culture and art.
12. Positioning/Message Strategy
What brand position do you hold in the market?
What does your audience know/think aboutyour brand?
What do you want them to think?
13. Positioning/Message Strategy
Consciously identify how you want to communicate to your
audience.
Is your brand Playful? Sophisticated? Modern? Nostalgic?
Do you want your organization to be described as Experiential?
Thoughtful? Engaging? Family-friendly?
14. Marketing Strategies
Strategies directly relate to goals.
A key component of marketing strategy is often to keep marketing in
line with a company's mission statement.
Strategies allow you to concentrate limited resources on the
greatest opportunities.
15. Marketing Strategies
Marketing Goal: Attract X new visitors in 2010
Strategy 1:Maximize online presence
Strategy 2:Secure editorial stories in local media
Strategy 3: Empower volunteers, members, & Board to be
sneezers
16. Marketing Tactics
Tactics are the specific ways to communicate your strategies and
reach your goals.
Strategy 1: Maximize online presence
Tactic 1: Optimize website (Q1)
Tactic 2: Write a social media plan (Q2)Tactic 3: Actively
participate in SM (Q3)
Tactic 4: Develop plan for blog/content dev. (Q3)
Tactic 5: Launch blog (Q4)
17. Marketing Tactics
Strategy 2: Secure editorial stories in local media
Tactic 1: Invite media members for
one-on-one tours
Tactic 2: Develop media schedule
(goal: at least one contact/month)
Tactic 3: Hire intern to develop electronic distribution
list
18. Questions?
Goal setting?
How to narrow audience?
Brand identity?
Specific tactics?
19. Recap
Evaluate Current Situation (SWOT)
Set (Quantifiable) Goals
Identify Target
Define Positioning/Message Strategy
Determine Strategies
Plan Tactics
20. Specific Tactics
Lets have a discussion.
21. Thank you!
Tiffany Niederwerfer
Director of [email protected]
Twitter.com/tifnie
Linkedin.com/in/tiffanyniederwerfer
330 E. College Ave.Appleton, WI 54911p: (920) 735-9370
myhistorymuseum.org