Len Iaquinta's July Blog

It’s a common mistake. 

The agency’s marketing and communications committee decides the organization is not well enough known and needs more clients, money, referrals, and whatever.  Probably they want it all.

Then the chair leaps to gather rates and suggested advertising schedules from various media reps and brings them to the committee to choose among.  Trouble is, the organization has yet to determine the messages that matter and the market segments that pay off. 

Communications -- to stakeholders, referral sources, contracting entities, current and prospective donors, and potential clients -- that will help your agency meet its mission are crucial at all times.  During a recession and recovery, enhancing your marketing can improve your position in the longer term as well as immediately.  But only if you spend your time and money wisely with message campaigns that appropriately engage the right people with the information they need to make a decision you’ll like.

Here is a simple checklist in priority order to help keep your marketing committee on track:

1. Clarify exactly what outcomes and behaviors you want your marketing campaign to produce.
   1. Client referrals from other entities and professionals
   2.  Top of mind awareness among potential
      1.  customers
      2.  clients
      3.  supporters
      4.  donors
   3.  Trust of corporate and foundation funders
   4.  Confidence of governmental contracting agencies
   5.  Shoppers and buyers at the gift shop
   6. Guests at the special fund raising event
   7. Other outcomes?
2. Define characteristics of each intended audience segment
3. Identify the numbers of persons in each segment
4. Determine the most appropriate communication methods to engage each segment
   1. Mass media are appropriate when cost effective in reaching the intended audience
      1. Print
      2. Radio
      3. Cable TV
      4. Broadcast TV
   2. Targeted media may be more efficient
      1. Mail
      2. Phone
      3. Internet
      4. Limited circulation, targeted print
   3. Personal contact may be best of all
5. Budget sufficient resources to accomplish the task
   1. A longer-term, sustainable effort is usually better than a quick campaign.
   2. Use top talent available to shape and market your message.  We are all exposed to marketing.  That does not make everyone an expert.
   3. Maximize use of free community calendar listings on radio, TV, cable, Internet sites, news sites, et al.  Remember to be prompt.  That usually means submitting listings and announcements at least three weeks in advance.  Allow more lead time for weekly and monthly programs and publications.
6. Evaluate
   1. For low-cost, useful pre- and post-test data, engage a local post-secondary class in public opinion survey research.  Expect to pay for any direct costs of telephoning, printing and mailing.
   2.  Apply for an evaluation grant
   3.  Do it yourself methods are better than none.  Simple phone surveys can yield actionable results.  Ask a local expert for advice.

Beware of the feel-good quickie advertising campaign that delights board members but does not lead to useful, specific identifiable outcomes.  You’ve heard it before.  Be strategic, think longer term, be consistent, and be persistent.