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A marketing plan is needed for the effectiveness and success of voluntary organizations, community services, religious groups and schools. There is a simple overview, which will assist those responsible with the plan. It is best followed sequentially. The marketing plan has 7 steps:
1. Define what your organization has to offer
2. Define your target group
3. Budget
4. Personnel and Talents
5. Develop Marketing Aims and Objectives
6. Marketing Strategies
7. Evaluation
1. Define what your organization has to offer
• vision and mission, personnel, basic undering content and structures within the organization, pastoral and welfare support programs, facilities, extra-curricular activities, etc
• specific demographics targeted individuals and groups catered for and their particular niche market
• future plans – programs, staffing, facilities, etc.
2. Define your target group
• through various data, including surveys, observations, experience, gifts and talents available / needed
• proximate to / involvement with similar and / or competitive institutions / companies
• any expansion – programs, facilities, staffing
3. Budget
• realistically support the marketing plan
• be flexible and open to growth and change as the needs arise
• continuously develop over time through needs and experiences
4. Personnel and Talents available – including Marketing Manager
5. Develop Marketing Aims and Objectives – from previous information
6. Marketing Strategies
• Marketing Relationships
• Marketing Resources (including branding, advertising)
• Media Use
– Internet and other Contemporary methods
– Both for Free (Media Releases / Editorial, etc) and for
– Fee (Advertising)
7. Evaluation
• The plan should be evaluated at least annually and appropriate adjustments made for the following year.
• Changes may need to be made through the year depending on changing circumstances.
Effectively completing each of these steps is required. Each organization, service, church and school is different, yet the above principles will form the basis of a thorough marketing plan. Work through each step sequentially for best results.
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