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How to write your Marketing Plan!
Developed By: Strategy Plus/Jerry O. Roberg

Half the money that 90% of the non-profits are spending today goes right down the drain. Half the money you spend will be wasted too, and in many cases without a comprehensive marketing plan and proper tracking systems in place… you won't know which half it is either.

1. Marketing Plans Sharpen Your Vision

Because you are looking to find out what people's needs are so you can link your message to them, you are forced to meet real needs. This keeps you constantly refining and refreshing your vision to reach the lost. Research into your community reveals where your ministry is most needed and you can stay on target by doing what God called you to do.

2. Marketing Plans Help you Efficiently Allocate Limited Resources

Face it; you don't have the money most companies have to spend on communication. Your not G.M. or Microsoft. You have to be frugal. The only way to avoid waste is to carefully plan and prioritize your media money. If you don't plan--you may be tempted to spend more money with last minute media buys. This is perhaps the worst testimony for a church of Christian ministry when they wait until the last minute to purchase media and spend extra money for rush jobs needlessly.

3. Marketing Plans Help You Know to Whom you are Talking

When you practice strategic marketing planning, you are constantly concerned about your target audience because you want to get people's attention. You need to know who you are talking to so you can buy ads or spots in the right media, i.e. the right newspaper, or the right radio station, etc. Plus, it's just easier to speak to people when you have a specific audience to reach in mind.

4. Marketing Plans provide the necessary required disciplines to reach your Target Market and better understand your community needs.

As you continue to get feedback and learn more about your market, you become an expert on your community. Rick Warren says "The average McDonald's manager knows more about the community than the average pastor or C.E.O." Executive Directors and Ministers who use marketing correctly, use research to learn more about the needs of the people they want to reach.

A marketing plan should be part of your planning just as much as your budget is. But far too often, ministries do not think through the marketing side of their work.

Developing a Marketing Plan!

It's not as hard as you may think! There are many helpful web site, books, along with marketing planning seminars to help you:

  • Know your community.
  • Learn their needs.
  • Link your message to the solution.
  • Match the media to the selected demographics.
  • Share the Good News… of what you do, who you help, and make it personal.

And close the loop (follow-up, get feedback and evaluate results).
It is not hard to understand, but it does take work. Think about how much your team's ministry would improve if you took the pains to do proper marketing planning.

SUMMARY

A great marketing plan should have the following elements. Strong creative concepts, be strategically sound and have the right message, to the correct audience. The five major components to a sound "Marketing Plan" must be addressed thoroughly.

These are five elements to address. Refer to them as the "Five Stars" of marketing, they are:

  1. Information - (Gathering)
  2. Strategy - (Planning)
  3. Tactics - (Methods)
  4. Techniques - (Building principles)
  5. Procedures – (Written policies)

Gathering information is important, and correct information is vital to this process. If you have half the information right that means you have half the information wrong, and strategies can't be built on myth.

Marketing is a broad discipline in that many decisions must be made…
Decisions such as:

  • Where do we find our donors
  • What geographical area should be targeted
  • Via what type of communication
  • What media, or medium should we use to reach our audience

The advertising done by your organization and any communications used should persuade and influence your audience in your community at large. It should move people to action.

Marketing research isn't just to prove that you're right… It just helps you find out who your best potential donors are, and how best to reach them. This then would be your target market.

Often organizations think of marketing as using one or two components, however, target marketing is designed to hit the bulls eye … and hit it the first time. Target Marketing is comprehensive and within it lays all the necessary components to have a winning strategy.

HOW MUCH INFORMATION DO I NEED?

Information is costly but it reduces the risk. Organizations that are willing and able to pay the cost often find that marketing information pays for itself.

The cost of good information must be balanced against its probable value to management. Faced with the risky decision, the marketing manager should only seek help from research for problems where the risk can be reduced at a reasonable cost.

Everything that goes into this plan is designed to meet objectives, from defining who, where, what, how, when, and help to determine the amount of advertising and promotional dollars assigned to the budget

Marketing research should be guided by these methods:
The data collected from an "Internal Business Review" ministry audit are broken down into meaningful summary points that form your basis for you marketing plan. This information should be on your data base system.

  • Define the problem
  • Analyze the situation
  • Obtain data
  • Interpret data
  • Solve the problem

Elements of good "Target Marketing Strategy

WHAT IS MARKETING RESEARCH?

Marketing research develops the right tools that will build a bridge to your Donors. Marketing concepts are set in place to meet the needs of your donors.

WHO DOES THE WORK?

Most large organizations have a Donor Developing Department and/or an agency to help them with marketing. These larger organizations often use outside specialists including interviewing and tabulating services to handle technical assignments.
Smaller organizations usually don't have these types of people on the payroll or outside sources to provide marketing services for them.

EFFECTIVE RESEARCH USUALLY REQUIRES COOPERATION

Good marketing research must keep both marketing research and marketing management in mind, be sure that your research is focused on the real problems. This is a lot of hard work but if you are in this for the long haul it is not only necessary… it's essential for your future success.

To come out on top of the pile in this extremely competitive world, you must have a written plan…. a marketing plan is a must. If you are serious about either starting up a new ministry or moving an existing ministry forward, marketing is the engine that will take you where you want to go.

Tracking and keeping Accurate Records

You will need a computer and software for tracking response information. This tracking system and information is usually referred to as "Data". To put together any successful marketing strategy you must first complete a comprehensive "business review" A business review requires marketing database information generally referred to as the "situation analysis", or information analysis report system.

It should include:

  • Ministry donor records
  • Data analysis reports
  • Existing laps donor reports
  • Primary research
  • Surveys information
  • Focus groups information

TACTICAL MARKETING- MIXED TOOLS

This step develops the correct media and blend of media to accomplish your tactical goals. This tactical plan will allow you to meet your marketing objectives and fulfill the overall marketing strategies and communication guidelines established earlier. Each marketing mix tool should have its own objective, strategy, and individual plan of execution.

NEWS PAPER

  • Newspapers are read the day they arrive. Concerning advertising it is bargain hunters and coupon clippers that you will be competing with.
  • More money is spent on newspaper advertising than any other medium.
  • The good news is that your ad can be changed with short notice.
  • The bad news is that you can't place your ad where your donor is most likely to see it.
  • Another disadvantage is that they have poor reproduction qualities. Compared to magazines, and the immediacy of newspaper is also a downside.
  • Other considerations are that 80% of U.S. adults read the paper in 1961 where now less than 40% are reading it today.
  • Make sure you receive circulation, cost-per-inch for ad space, and readership demographic studies that are available of zoned editions.

Radio

  • Combined with direct mail and other newsprint, radio is great for targeted media.
  • Most established radio stations stick to their formats and have their own particular audiences.
     
  • If you want to reach an audience of women in a particular age group, for example, you would not advertise on a heavy metal station.
  • With Radio you must make sure that you tell your story in pictures. "GRAB" them. People can't see what you are selling; so make sure you stir their imaginations.
  • Radio, like newspaper doesn't require lead-time, so it's perfect for weekly promotions.
  • Big advantage, you can get deejays to read your ads live and eliminate production cost, and it has an added value of a second party endorsement.
  • The downside is that it is high frequency and can fall on deaf ears.
  • To be effective you must run at least eight times a day, and make sure that the station is not running you in a program mode. You MUST have some drive time to be effective. 6:00 to 8:30 a.m. to 4:00 to 6:00 p.m.
  • Time is usually bought in 30 or 60 second spots. Price depends on the time of day, the station, and the length of the add; however, radio usually works best with 60 second ads because you need to
  • Sell your story with descriptive words. To show emotion, use words that will paint a picture, and that moves people to action; touch them in the heart.
  • Always get the demographics and the estimated listener-ship from the station.

Television

  • Television is without a doubt the single most intrusive medium.
  • The combination of sight, sound and motion leaves a stronger and more lasting impression on the prospective donor.
  • With cable penetration over the 60% mark, the use of VCR, DVD, and CD donors are becoming harder and harder to reach.
  • Larger companies and corporations are doing national campaigns. It extremely expensive however for small businesses and local ministries to do this creates good news it presents some unique opportunities.
  • More options mean more chances of finding a price to fit into our budget.
  • One down side is the production cost, usually $1000 per edited minute, and in most cases, your product wont look as slick as high-budgeted national ad campaigns.
  • The real strength of TV lies in the emotion it creates and projects. It is the strongest image-building medium going.
  • When you've created your storyboard for your commercial, remember, TV won't work with out the words. TV is a visual medium, but without the right script, it just won't work period.

Magazines

  • Like radio, magazines are targeted to certain markets, their subject matter is directed to particular topics. Sports illustrated, for example.
  • Today it's possible to target your business or ministry to specific markets.
     
  • Magazines are a perfect vehicle for carrying photos and artwork.
  • Magazines offer better reproduction than newsprint with a higher degree of prestige.
  • Newspapers are less expensive, but don't have the shelf life or high pass-readership.
  • Full-color ads in a magazine are terrific, but costly, they also lack geographical flexibility.
     
  • You must be ready to go months in advance and even with regional buys
  • You are paying for a lot of wasted coverage.

Yellow Pages

  • This form of advertising is called "directional advertising". The Yellow Pages direct willing customers to you directly. With Yellow Pages, it's buyers looking for sellers.
  • Yellow Pages can play a major role in your current advertising cycle.
  • Yellow Pages channel the demand for your product into actual purchases.
  • If you remove the Yellow Pages from your media mix people will know about your product, they just won't know where to get it.
  • The ad you place in the Yellow Pages is always there; working for you 365 days a year and it's there when customers are ready to buy.
  • Nobody flips through the TV guides, or magazine wanting to see ads; but everybody flips through the Yellow Pages to do just that.
  • The down side is, they are only updated once a year, they are not appropriate for pricing, plus you have to contend with long lead t

Direct Mail

  • Unlike other media, direct mail allows you to know, not guess, if it's working.
     
  • Readers either respond to the response devise… or they don't.
     
  • You can target a particular market…or segment… it's more like a rifle shot compared to a shotgun blast.
  • If your aim is on it can be rewarding, but if not a bad mailing or a late drop date can really hurt you.
  • The down side is that not everybody reads their mail, and the cost of postage is always increasing.
  • Testing new packages is always important. The cost of producing and mailing a package can be very expensive. Make sure you know whom you are sending it to. A bad mailing list means good money down the drain.
  • The lesson you learn through direct mail programs will have valuable applications in all your advertising efforts.

Billboards, Outdoor Media

  • The strength of outdoor advertising is its ability to reach a large audience at a low price.
  • Bus posters, bench signs, taxi cab cards give 24-hour visibility.
     
  • Outdoor Billboards won't usually work as a stand-alone ad campaign. You must use a mix of T.V., Radio, News Paper, to get the benefit of Outdoor media.
     
  • Be careful; do not put to much information on your sign. Focus on visuals and keep it under seven words. Most people who see your ads are in their car and only have a few seconds to get the message.
     
  • The down side is that billboards are scheduled months in advance and prime locations sometimes take a long time to get.
  • Always take a drive to the sight and see the location and billboard to make sure it has good visibility and nothing is blocking it.
  • Billboard companies can furnish you with traffic pattern information, pricing. The price is always cheaper if you purchase more months, and more boards.

Telecommunications: Telemarketing, Fax, E-mail, Web site.

  • The telephone is the second strongest medium to communicate your message to your donors or prospects; the first and best is always, face to face.
  • It's a great way to get a special message to your donors.
  • It's a great way to say thank you for all you have done for us.
  • It's harder to say no on the phone than it is to other media such as radio, T.V., billboards, and direct mail.
  • The telephone brings people to action.
  • It's a great way to build relations with people.

Example! If you had a son or a daughter who had been away for a long time and you hadn't heard from them for a year or so. Would you rather they send you a letter or give you a phone call? You get the point. I know that telemarketing has gotten a black eye, but when it come to the non-profit arena, people don't mind hearing from those who need help, and those they are helping.

FAX

  • A fax is almost like a phone call in print. It's a message that is like direct mail only the response come back to you in the form of another fax, or a phone call.
  • The draw back is that you need to rent these lists and they might be burnt out; however, if you have a good product, price, or ask, it just might work.

E-MAIL

Start by collecting e-mail address.

  • Ask for them in your news-letter
  • Ask for them when you are on the phone (telemarketing).
  • Ask for them when you send out your fall acquisition mailings.
  • Ask for them when you are doing special event, luncheons, and banquets.
  • Ask your volunteers when they are signing in.

     
  • By acquiring these e-mail addresses it will be a tremendous resources for the future growth of the ministry. It will save time, and mailing cost. It will provide a cheep way of communicating with your donors or customers. Make sure when you acquire these e-mail address that at the same time you get permission to use their e-mail box. Just because someone gives you there e-mail doesn't mean that they want you to be mailing junk mail to them, ask for permission.
     
  • Having examined the elements that make up the marketing mix, you are now better prepared to understand how advertising and marketing interact. Advertising is a subset of marketing that relies on the coordination of products centered on consumer and /or (Donor) Strategies.
     
  • The product must come first.

BUDGETS, CALENDAR & PAYBACK ANALYSIS

Budgets: See: How to write a Business/Ministry Plan

The budget is the cumulative monetary cost of implementing the plan.

Calendar:

The calendar is a schedule of the marketing plan's tactical execution.

Payback Analysis:

The payback analysis projects revenues in excess of expenses to show break- even data, and project future profitability of the Thrift Store operation.

EXECUTION

Execution is all about having the right mix of people, and the right talent to craft, and formulate a fool-proof plan. The team of people assembled must us "techniques", and technology to their advantage in putting together this process.
Techniques as defined by Webster's Dictionary:

"To weave, to build, the study of principles to technology, or art of applied science used in ones professional craft".

The tactical execution in this marketplace is developed once the Marketing Plan is prepared.

Getting your product and services ready for the market and executing the market mix tools, such as promotion, advertising, merchandising, seasonal selling, and publicity.

Your marketing strategy must always keep in mind that… People give to people. People generally give to people locally… and people give to people who are persistent.

Finally, execution includes staying on top of all the detail in the process and assuring your position in your marketplace.

Will the challenges of staying on top of target markets on both sides of the fence, (donor response) and (merchandising your products… "ministry") you will need quality people to accomplish this mix of tasks.

Written Procedures need to be assembled to include the Strategies, Tactic's, Techniques used to enforce your Marketing Plan.

EVALUATION

Evaluation is one of the most important steps, because it is a learning tool, which will lead to improving your future marketing plans and help you execute better marketing strategy and programs in the future.

While evaluation is the last step in the process, it signals a new beginning to the whole disciplined approach. Evaluation becomes a major part of the marketing background section in the preparation of the next year's marketing planning session.

Various disciplines must be created and developed then these elements will be a part of any future evaluating. You also must include all the research and the testing components in this step.

The methods used to help determine the level of success of the overall marketing plan are created to "test and evaluate" … then "re-test and re-evaluate".

Research is included because it is a means to evaluate, and testing is a component of this step because it is a learning experience.

For example, you might evaluate the effectiveness of a single plan element, such as advertising, or the entire plan in test markets on a limited scale before full implementation.

Reports that are designed must focus on key points. This information must provide usable facts, provided to the right people, to make future decisions. Decisions that your organization must make in spending its valuable resources in the right way to grow, improve, and prosper.