STRATEGIC MARKETING
Philosophy
Successful organizations understand, and resonate with, their distinct target markets, or core constituents. Constituents are those people who are integral to the success of your operation, whether donors, members, volunteers, participants, or partners. Once you understand your constituents, the most effective strategies to reach and engage them become clear.
Organizations that are constituent-centered see the world through the eyes of their audience and thus do a better job of creating long-term, meaningful relationships with those audiences. Strategic marketing is a tool to help you better understand and more fully engage current audiences, but also to understand and attract new, perhaps broader, or more diverse, audiences to your cause.
Strategic marketing and creating a constituent-centered organization are
part of everything an organization does. Marketing is much more than the brochure
or the message. Marketing is about aligning an organization’s programs, delivery,
value, communications, outreach, and public relations with the constituent.
In order to be successful and sustainable, organizations must develop, nurture,
and engage a constituency that supports the mission.
Approach
We work to define and understand target markets and to create effective communication, public relations, and outreach strategies to reach and engage those markets. Our marketing plans help organizations define position, image, and brand and provide specific strategies and tactics to achieve marketing goals, whether to increase membership or broaden the base of supporters.
Our services are tailored to meet your needs. Services generally include:
- Market analysis: We complete a thorough analysis of current and potential markets, and define the market environment in which the organization operates.
- Comparative analysis: It is critically important to understand the organization's position and brand relative to other organizations or programs that provide similar services or operate within a competitive niche.
- Target market selection and profiles: Based on our analysis, we work with leadership to select target markets that are most likely to take action towards desired goals. Once those markets are selected, we conduct research to thoroughly understand the values, attitudes, behaviors, and lifestyles of those markets relative to the organization's cause. Given our client's limited budgets, we are adept at using already collected information and research to build out a thorough profile of the audience.
- The marketing plan: We create a marketing plan that defines communication, outreach, partnership, and public relations strategies to reach and engage target markets towards specific goals. Our plans are as simple as a few page matrix of markets, desired behaviors, message, and strategy; to comprehensive documents complete with five-year action plans to build a comprehensive strategic marketing approach throughout the organization.
- Implementation: We always follow and provide ongoing assistance to ensure that the plan is working towards achieving specific goals. We create organization-wide implementation strategies to create a more constituent-centered culture.
Impact
- Refined brand, position, image, and consistent and impactful messages and presence
- Greater awareness, participation, and support among current constituents
- New donors, members, participants, and partners
- A more strategic and integrated marketing approach throughout the organization to leverage all resources.
Products
- Market analysis
- Target market profiles
- Comparative analysis
- Strategic marketing plan
- Implementation plan to create a constituent-centered organization
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Nonprofit
Impact
1792 Wynkoop St, Ste 307
Denver, CO 80202
303.223.4886
shelli@nonprofitimpact.com
