Keeping Top of Mind Marketing Plan Magic

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Keeping Top of Mind Marketing Plan Magic

• Michelle L. EastmanVice President of Marketing
  and Communications Rainbows United, Inc.

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Why keep top of mind?

• Consumer needs
• Sustainability, funding
• Attracting staff

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Why magic?

• Written down
• Not complicated
• Coordinates with other agency activities
• Builds for success
• Helps us try something new
• It works

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Planning Magic

• Invest in the plan, make it a priority
• Schedule planning
• Revisit one week later
• Involve others, events, support staff
• Get messy with Post It notes,
• markers, etc. make it fun

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Format Magic

• Month by month plan
• Objectives
• Focus
• Events
• Tactics
• New ideas

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Format - focus

• Vision and mission statements
• Keep them in front of you
• during the entire process.

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Format programs events

• List obvious programs, others,
• add them to the plan
• Include planned events
• Target markets may vary and overlap

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Format tools timing

• Public service messages
• Non-profit rates/research
• How often is reasonable?
• Weekly, Monthly, Quarterly, Annually

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Format ongoing

• Advocacy Schedule it
• Website Plan the updates
• some are obvious and some we wouldnt do unless
  they were on the plan

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Format make it easy

• Share Success Stories
• Tell them to everyone
• Staff
• Donors
• Consumers
• Board of Directors
• Volunteers
• Legislators

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Format - Flexibility

• What else?
• Another county or city?
• A new or old program?

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Budget Magic

• Spreadsheet
• Months across the top
• Tactics on the left
• Total the months and the tactics
• List costs on monthly sheets

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Implementation

• Start today
• Present the plan
• Leadership Team
• Financial Chief
• Board of Directors, if appropriate

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Implementation Magic

• Work the plan
• Keep the plan in front of you
• Combine with your calendar
• Look ahead

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Implementation - future

• Ideas will surface
• Write them down
• Dont make it complicated
• Adjust items as needed

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Marketing Magic

• Include planning the new plan
• to your plan.

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• Marketing Plan Word document
• posted until November 30 at
• RainbowsUnited.org/about-news.php