Market Your Organization in 3 Steps!
Posted by Chloe Chavez | June 29, 2009
Marketing your organization can be tricky if you have no prior training or experience in marketing. So where do you start you ask? We have three steps to follow while creating your marketing plan. If you would like more information on the topic feel free to leave a comment!
1. CREATE A POSITIONING STATEMENT FOR YOUR ORGANIZATION
Clearly define your organization by assessing its benefits, target membership and competitors. This information and your promotional materials will go hand in hand and will enable you to have a clear and consistent message.
Positioning Statement – (Fill in the blank with your organization’s info)
_______(Your Organization Name)_______ is ______(List 3 of Your Most Unique and Most Important Claims)_____ among all ______(List Your Competitive Frame *example: Student Organizations)______ for ______(Your Target Membership)______ because ______(Include Support for your 3 Unique Claims)_____.
• Define your expectations for organization growth; do you want to expand your organization or merely preserve your current member base?
• Use this information when deciding which channels to use while distributing your message (Channels are stated below)
2. CREATE YOUR PROMOTIONAL MATERIAL
• Create a concise tag line using content from your positioning statement
• Consider Your Audience When Choosing Benefits to Highlight
-Social organizations – Promote how your org will meet emotional needs
-Professional organizations -Promote facts and encourage “information gathering”
Promotional material should always include the following (but is not limited to):
• Organization name
• Message
• Contact information
• Website URL
• Tag-line
Possible Communication Channels to Reach Your Qualified Audience:
• Online: Organization website, School Organization directory and social media
• Print: Flyers, Posters, Banners & Kiosks can create a consistent campus presence
• Programs: Information included can educate prospective and current members
• Broadcast: TV and Radio stations, Campus monitor advertisements
3. CREATE A STRONG PRESENCE ON YOUR CAMPUS
• Sign up to showcase your organization at the freshman orientation student org fair
• Showcase your org along popular areas of your campus for the first few weeks of school
• Create relationships with organizations that relate to your target members interest
CHECK OUT MY FUTURE BLOGS! TOPICS WILL INCLUDE:
• Marketing for Small Organizations – A Focused Approach
• Creating a Marketing Plan for an Expanding Organization
• Large Organizations and How to Keep a Consistent Message Across Campus
