Difference between revisions of "NGO Marketing"
(New page: ==Chapter One== Strategic Communications: How to create a Successful Public Relations & Marketing Plan ===What is Public Relations?=== Edward Bernays, one of the early pioneers of Public...) |
(→What is marketing?) |
||
| (2 intermediate revisions by the same user not shown) | |||
| Line 1: | Line 1: | ||
| − | |||
==Chapter One== | ==Chapter One== | ||
Strategic Communications: How to create a Successful Public Relations & Marketing Plan | Strategic Communications: How to create a Successful Public Relations & Marketing Plan | ||
| Line 10: | Line 9: | ||
Traditional marketing as defined by the American Marketing Association is the process of planning and executing the conception, pricing and promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives. | Traditional marketing as defined by the American Marketing Association is the process of planning and executing the conception, pricing and promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives. | ||
| − | Together, Public Relations and Marketing can be the key to an organizations success. A successful Public Relations and Marketing Plan (or a Communications plan which consists of both Public Relations and Marketing) is key to ensuring that your NGO succeeds in promoting itself as well as establishing its campaigns and achieving its missions and goals. Communication is often omitted from business plans as it is seen as secondary to the core strategy of an organization This is because many business people do not understand what communications is and see it as a ‘tag on’ or an afterthought. It is rare to find a Public Relations Director on the board of large businesses.. It is crucial that a communications strategy is written into the business plan. It is a key part of any business, whether a profit making multinational or an NGO working at the grassroots level. | + | Together, Public Relations and Marketing can be the key to an organizations success. A successful Public Relations and Marketing Plan (or a Communications plan which consists of both Public Relations and Marketing) is key to ensuring that your NGO succeeds in promoting itself as well as establishing its campaigns and achieving its missions and goals. Communication is often omitted from business plans as it is seen as secondary to the core strategy of an organization This is because many business people do not understand what communications is and see it as a ‘tag on’ or an afterthought. It is rare to find a Public Relations Director on the board of large businesses.. It is crucial that a communications strategy is written into the business plan. It is a key part of any business, whether a profit making multinational or an NGO working at the grassroots level. <membersonly> |
===Developing a Communications Plan=== | ===Developing a Communications Plan=== | ||
| Line 134: | Line 133: | ||
How to start a social marketing campaign | How to start a social marketing campaign | ||
#First decide whether there is a need to create a campaign. There might be other similar campaigns out there so research, research, research! | #First decide whether there is a need to create a campaign. There might be other similar campaigns out there so research, research, research! | ||
| − | |||
#Decide on the theme and the target audience. For example, you might decide to start an anti-drug campaign or anti gun crime campaign. Who will you be targeting? Some campaign techniques will not work with younger age groups and vice-versa. | #Decide on the theme and the target audience. For example, you might decide to start an anti-drug campaign or anti gun crime campaign. Who will you be targeting? Some campaign techniques will not work with younger age groups and vice-versa. | ||
| − | |||
#How will you target your audience? Set a budget and decide how best to use the money. Try to get as much pro-bono work as possible. Ask local design students to come up with logos, poster ideas etc. They will not require payment as their work might be seen in the mass media. | #How will you target your audience? Set a budget and decide how best to use the money. Try to get as much pro-bono work as possible. Ask local design students to come up with logos, poster ideas etc. They will not require payment as their work might be seen in the mass media. | ||
| − | |||
#Devise a Communications strategy. Decide on key objectives and goals early on. Start telling people about your campaign! | #Devise a Communications strategy. Decide on key objectives and goals early on. Start telling people about your campaign! | ||
| − | |||
#Develop an evaluation process – use focus groups see if your message is resonating with your target audience. Evaluate media coverage – how much of it is positive or neutral. | #Develop an evaluation process – use focus groups see if your message is resonating with your target audience. Evaluate media coverage – how much of it is positive or neutral. | ||
| − | |||
==Chapter Five== | ==Chapter Five== | ||
What are the communications tools and media outlets, both for profit and not for profit NGOs and public agencies use to market their events and activities? | What are the communications tools and media outlets, both for profit and not for profit NGOs and public agencies use to market their events and activities? | ||
Latest revision as of 08:02, 17 July 2008
Chapter One
Strategic Communications: How to create a Successful Public Relations & Marketing Plan
What is Public Relations?
Edward Bernays, one of the early pioneers of Public Relations defined it as the art and science of managing communication between an organization and its key public constituents to build, manage, and sustain its positive image . Companies and organizations across the globe employ Public Relations campaigns and strategies to help improve their image, sell their products, encourage people to empathize with their cause and create relationships with the general public at large. In short, Public Relations is about building public relationships and managing reputation.
What is marketing?
Traditional marketing as defined by the American Marketing Association is the process of planning and executing the conception, pricing and promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives.
Together, Public Relations and Marketing can be the key to an organizations success. A successful Public Relations and Marketing Plan (or a Communications plan which consists of both Public Relations and Marketing) is key to ensuring that your NGO succeeds in promoting itself as well as establishing its campaigns and achieving its missions and goals. Communication is often omitted from business plans as it is seen as secondary to the core strategy of an organization This is because many business people do not understand what communications is and see it as a ‘tag on’ or an afterthought. It is rare to find a Public Relations Director on the board of large businesses.. It is crucial that a communications strategy is written into the business plan. It is a key part of any business, whether a profit making multinational or an NGO working at the grassroots level.
