The following is an excerpt from my new book, The Fruition Coalition Marketing Plan Workbook. ISBN 978-1-300-59132-1. $24.99.
There may be times when your organization develops a specific promotion campaign. These might include the announcement of a new program, a special event, or a public policy campaign. Whenever your organization begins a new promotional effort, use these questions to think through its goals and activities. These questions can also be used for ongoing promotional efforts such as board recruitment, fundraising, or program enrollment.
Who is responsible for managing this campaign?
Who else will be involved in this campaign? What is their role? What are their responsibilities?
How much time will be needed to manage this campaign?
What are the goals of this promotion campaign?
Who is the audience for this campaign?
What do you want the audience to do or know?
How does this campaign connect with the audience’s goals?
What information needs to be shared?
What information need to be collected?
What are your key messages?
How will this campaign promote engagement and dialogue?
How will this campaign integrate your organization’s brand?
How will this campaign integrate your organization’s strategic direction?
How will printed collateral be used in this campaign?
How will your organization’s website be used in this campaign?
How will social media be used in this campaign?
How will traditional media be used in this campaign?
How will you use paid promotion in this campaign?
How will you evaluate the success and impact of this campaign?
What will be different in your organization or community if this campaign is successful?
Soon, we will start to develop specific communication and marketing goals for your organization. Write our your responses to these questions for all of your organization’s planned publicity campaigns over the next year. We will use this as a reference when developing goals.