Transcript 2010 - AgrAbility

Big Mission, Small Budget
Understanding the Core Elements of
Marketing and Cause Partnerships to
Maximize Your Impact
National AgrAbility Project
2009 National Training Workshop
Opening Thought
With the right tools and preparation . . .
you are the marketer.
Our Goals Today
• Get the tools to organize communications for
more powerful outreach
• Discuss low-cost marketing vehicles
• Explore the potential in partnerships
• Tap into the group wisdom to generate greater
potential
The Communications Plan
Tailoring Communications Strategies to
Your Audiences
• Brainstorm your audiences
• Objectively evaluate positives and challenges
• Determine highest priority audiences
Audience
Priorities
Impact
Who is your
audience?
What are your
audience’s
priorities?
What are the
impacts of your
program to this
audience?
Desired
Outcome
What specific
outcomes do you
want from this
audience?
Concerns
Risks
What are your
audience’s
potential
concerns with
your program?
What is the risk
to your program
if you are not
able to reach
your desired
outcome?
Influenced
By . . .
Outreach
Vehicles
Who can
influence your
audience?
What vehicles
can be used to
reach your
audience?
Prioritized
Value
Indirect vs. Direct Audiences
• Indirect Audience: Not direct
stakeholder/message delivery
– Media
– Influencers
– Public
Indirect Audience:
Media
Indirect Audience:
General
Public
• Direct Audience: Stakeholders
–
–
–
–
Funders
Program participants
Partners
Policymakers
Direct Audience:
Funders
Direct Audience:
Program
Participants
Focusing on Organizational Goals
• Goal-driven marketing
• Specific and attainable
• Organizational priorities,
not marketing goals
• Same goals, multiple
audiences
Indirect Audience:
Media
Organizational Goal:
Increase Client
Referrals
Organizational Goal:
Compete for
Available Funding
Establishing Core Messaging
• Illustrate your story
• Demonstrate your
unique qualifiers
• Tell the truth
Indirect Audience:
Media
Organizational Goal:
Increase Client
Referrals
Core Messages:
AgrAbilty has
helped X farmers
with disabilities . . .
Organizational Goal:
Compete for
Available Funding
Communication Vehicles
• Specific to each
audience
• Cost conscious vs.
result rich
• Look for ROI with
short-term and midterm goals
Indirect Audience:
Media
Organizational Goal:
Increase Client
Referrals
Organizational Goal:
Compete for
Available Funding
Core Messages:
Message #1
Message #2
Comm. Vehicle:
Press Release
Comm. Vehicle:
Op-Ed
Importance of Measurements
• Know what you’re
looking for
• Evaluate existing/
inform future
• Be as creative as you
are with outreach
strategy
Indirect Audience:
Media
Organizational Goal:
Increase Client
Referrals
Organizational Goal:
Compete for
Available Funding
Core Messages:
Message #1
Message #2
Comm. Vehicle:
Press Release
Measurements:
Media Impressions
Stories Published
The Communications Plan
Audience
Organizational Goal
Core Message(s)
Communications
Vehicle
Available Measurements
Indirect Audience: Media
Increase Client Referrals
• AgrAbilty projects help
farmers with disabilities.
• AgrAbility of X helped X
people stay in agriculture
in 2008.
Press releases
Media impressions;
stories published
Compete for available
funding
Direct Audience: Funders
Direct Audience: Program
Participants
Op Eds
Outreach Planning
•
•
•
•
Goals, projects, and events
Asset allocation
Advance planning for better outreach
Pulse on the community
Goal,
Project, or
Event
Increase
Client Refs
Jan
Feb
Dev
2010
Flier
Mar
Apr
May
Jun
Jul
Dist
Fliers
Local
Fair
Booth
Dist
Fliers
Nat’l Dis
Emp Aware
Month
State RFP
Open
House
plan
Submit
Qs
Grant
Prop
Due
Orals
Aug
County
Fair
Booth
Sep
Oct
Dist
Fliers
Press
Rel.
Web ↑
Nov
Dec
Wringing Every Penny Out of a Small
Marketing Budget
• State, county, and
local fairs
• Local earned media
• Churches, town halls,
and other public
institutions
• Social utilities
• Websites and search
engine optimization
– Google AdWords
Power of Cause Partnerships
• Local clubs and organizations
– 4H
– FFA
– Lions, Rotary, Ruritan, Kiwanis
• Aligned local businesses
– Farm supply companies
– Local doctor’s offices or
pharmacies
• Community-minded retailers
– Wal-Mart
Wal-Mart
• Large national footprint in rural areas
• Demographic match
• Community-focused, local autonomy
– Organized “festivals”
– Individual space available
– Wal-Mart Foundation
www.walmartfoundation.org
Finding Funding
• Expanding public awareness
• Lobbying state policymakers
– Illinois
– Expanding mission
• Corporate foundations
– Wal-Mart
– Land O’ Lakes
Land O’ Lakes
• Agriculturally centered corporation
• Community-based, co-op structure
• Land O’ Lakes Foundation
–
–
–
–
–
Community grants
Member co-op matching
Specific state grant programs
“Dollars for Doers”
Volunteerism
www.foundation.landolakes.com
Group Insights
• What communication
vehicles have worked
for you so far?
• What community
partners have been
helpful in fulfilling your
mission and goals?
Closing Thought
Marketing is not just a slick ad in a magazine
or clever video on YouTube.
Marketing is a disciplined approach to reaching your
audiences in ways that resonate with them and
measurably achieve organizational goals.
Questions
Ryan Kuhn
Senior Director, Marketing
Goodwill Industries International
240-333-5379
[email protected]
www.goodwill.org