Presentation delivered by Angela Geiger of the Alzheimer's Association.

1. Marketing Strategy
Chicago AMA Nonprofit SIG
Feb 23, 2012
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2. Vision
Mission
Business Goals/ Objectives
Strategy
Tactics
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3. Definitions
Mission/Vision – The “most important” thing. LONG TERM
Objectives/Goals – Also long term and big picture. Think of
them as interim steps to mission/vision
Strategies - HOW you achieve mission/vision and/or
objectives/goals
Tactics – The “whats” of how you achieve strategy. Small,
specific action items.
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4. Marketing Strategy
Specific strategy to meet marketing objectives to support
mission.
Includes External Market Scan:
• Customer
• Competitor
• Environment
Includes Internal Market Scan:
• Assets available
• Performance metrics desired
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5. Marketing Plans
Tactical plans to meet marketing strategy.
Includes:
• Target audience
• Metrics and ROI
• Specific channels, media, and messages
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6. Marketing Strategy Built On
Segmentation
Targeting
Positioning
Toward DESIRED ACTION
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7. BUT BEFORE ALL THIS,
THERE IS . . .
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8. BUT BEFORE ALL THIS,
THERE IS . . .
BRAND
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9. Brand
Brand is a set of values, beliefs, and assets
(liabilities) linked to an entity.
May include:
• Name
• Symbol(s)
• Experience(s)
• Promise
• Values
• Ambassadors
• Colors
• Language
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10. Example : Alzheimer’s Association
Vision: A World Without Alzheimer’s
Mission: To eliminate Alzheimer’s
disease through the advancement of
research; to provide and enhance
care and support for all affected; and
to reduce the risk of dementia through
the promotion of brain health.
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11. Example : Alzheimer’s Association
Strategic Objective: Measurably
increase concern about Alzheimer’s
disease in general population and
double unaided awareness of
Alzheimer’s Association in media
target audience.
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12. Example : Alzheimer’s Association
Metrics:
• Increase media impressions by 20%
each year
• Double the number of Walk to End
Alzheimer’s participants
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13. Example : Alzheimer’s Association
Double the number of Walk to End
Alzheimer’s participants
Sample Tactics:
• Place Walk in every MSA of 100K+
• Increase paid media budget to increase team
captains by 30% each year
• Implement best practices uniformly across
organization
• Increase national team program by 10% each year
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15. No Matter How Big or Small. . .
• Be true to your brand
• Know your objectives (what action for which audience)
• Keep your eye on the prize – metrics matter
• Don’t do everything – do the most important thing(s)
• What you do, do well
• PR beats paid advertising every time
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