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Blattner Brunner Brand energy WorkBook
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re-energizing Brands.
Marketing 101Page
Introduction.3
Copyright Inormation ..................................................................................................................................3 About Blattner Brunner ................................................................................................................................5
Glossary.7Marketing.Walk-thru.8.
1.0 Executive Summary ........................................................................................................................8 2.0 Situation Analysis ............................................................................................................................8 2.1 Market Summary ............................................................................................................................9 2.1.1 Market Demographics and Behaviors ..............................................................................................92.1.2 Market Needs .................................................................................................................................92.1.3 Market Trends and Growth ............................................................................................................102.2 SWOT Analysis .............................................................................................................................102.2.1 Strengths ......................................................................................................................................112.2.2 Weaknesses .................................................................................................................................112.2.3 Opportunities ................................................................................................................................122.2.4 Threats .........................................................................................................................................122.3 Competiors and Alternative Providers ............................................................................................133.0 Marketing Strategy ........................................................................................................................133.1 Marketing Objectives.....................................................................................................................143.2 Target Markets ..............................................................................................................................143.3 Positioning and Messaging ...........................................................................................................153.4 Marketing Execution .....................................................................................................................153.4.1 Tools .............................................................................................................................................163.5 Your Marketing Model ...................................................................................................................174.0 Ongoing Marketing .......................................................................................................................184.1 Frequent Purchaser Retention Strategy .........................................................................................184.2 Business Partner Outreach............................................................................................................19
Foundational.Interactive.Strategies.20
Interactive Marketing ..................................................................................................................................20Search Engine Marketing (SEM) Basics ......................................................................................................20Search Engine Optimization (SEO) .............................................................................................................21Pay Per Click (PPC) ...................................................................................................................................22Social Media ..............................................................................................................................................24Social Networking ......................................................................................................................................25
Appendix.A:.3.Key.Areas.of.SEO.28 Appendix.B:.Sample.SERP.29 Appendix.C:.Branded.Tagging.30 Appendix.D:.DMOZ.31
taBle o Contents
Marketing 101Page
In an environment where multiple organizations are chasing the same dollars, businesssponsors and volunteers, standing out among the crowd is critical to success. What’smore, nonproits struggle against a tide o decreasing operating budgets and limitedresources, oten relegating marketing to a mere aterthought. Fortunately, there aresimple, aordable and eective solutions to dierentiating your oering and eectivelyreaching your target audience.“The Non-Proit Marketing Plan Walkthrough” is a part o Blattner Brunner’s BrandEnergy Workshop Series, teaches nonproits how to develop marketing communicationsthat resonate with your audience, along with the tools, tips and resources to make yourorganizations standout.What you can expect rom this workshop:• Marketing experts rom Blattner Brunner will be onsite to guide you step by stepthrough the elements o a marketing plan• You’ll be given this workbook that will provide you with the core elements o a marketingplan so that you can walk out o this training armed with the knowledge and outline orcreating your own plan• The walkthrough will also include very speciic interactive marketing tactics that willenable your organization to utilize and maximize the internet to reach your audiences orlittle to no out o pocket costs
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