A brief overview of basic marketing principles-- a primer course for those looking for effective ways to generate content.

1. Social Media, Content Marketing &c.
MODERN MARKETING 101

2. • Offers actionable items to strengthen marketing efforts.
• Overview general marketing and branding principles.
• In-depth look at social media and what content to put on it.
Sources:
The Ultimate Marketing Plan, Kennedy
Guerilla Marketing for Nonprofits, Levison
The Fusion Marketing Bible, Safko
WHAT THIS PRESENTATION IS:

3. • Marketing is creating experiences.
• A battle of belief, not products.
• Modern marketing is about making
audiences feel.
• Marketing is not magic: success
is, more often than not, calculated.
PERCEPTION IS REALITY
Action: Understand basic principles of marketing.

4. • Came from a cattle brand—be as permanent
WHAT IS BRANDING?
Action: Understand the basics of branding.

5. Social Marketing: marketing techniques to influence a target to modify a
behavior to benefit themselves or others.
1. Define the problem.
2. Determine behaviors desired.
3. Describe target.
4. Describe approach.
5. Design strategy.
6. Develop a campaign.
STRATEGY APPROACH 1:
SOCIAL MARKETING
Action: Develop a social marketing plan.

6. 1. Articulate your purpose.
2. Competitive advantage of your org
3. Target audience
4. Methods used
5. State what need program is meeting
6. Identity of the coordinators, assign
responsibilities
7. Marketing budget.
STRATEGY APPROACH 2:
SEVEN SENTENCE MARKETING PLAN
Action: Articulate method, goals, and outcome of a campaign.

7. What: Objective
What are you trying to accomplish with this objective?
Where: Tools
Where are you going to use these tools?
How: Tactics
How are you going to use this tactic?
Why: Reason
Why do you want to accomplish this?
When: Schedule
When are you going to accomplish this?
Who: Resources
Who is going to accomplish this?
STRATEGY APPROACH 3:
THE FIVE W’S OF A GREAT FUSION PLAN
Our marketing manager
(who) will increase
awareness of our company
on Facebook
(objective), we chose print
ads in a targeted trade
journal (tools) that
prominently display the
Facebook like thumbs up
symbol and offers a
discount to anyone who
likes us (tactics) during the
month of August (when).

8. TRADITIONAL MARKETING
Action: Be able to list traditional marketing methods.

9. Action: Be able to list all kinds of social media.
SOCIAL MEDIA

10. • Identify who you are before you
determine what you want.
• Begin with your mission
statement, then personalize it.
WHO IS YOUR BRAND?
Action: Define brand with a single sentence.

11. • Identify target
• Communicate benefits rather than features of an organization
WHAT DO YOU WANT YOUR
TARGET TO DO?
Action: Determine exact reactions you seek from your target.
We want (target) to see (Org Name) as the
(position) that helps (benefits) in (city.)

12. Wichita Market:
• Few precedents.
• Appreciates
approaches that are
tried & true.
WHAT ARE OTHERS DOING?
Action: Spend a significant amount of time researching similar efforts.

13. To find a personal mission in life. To give back. To make a difference. To
change the world. To mobilize support. To be relevant. To belong to a greater
cause. To experience spiritual renewal. To express love. To overcome fear. To
seek the approval of others. To appreciate ones blessings. To be patriotic. To
be loyal to a cause. To sacrifice. To make wrongs right. To make an impact. To
turn away from worries. To be compassionate. To find inner peace. To be able
to boast to others. To express ones religious beliefs. To find purpose. To
overcome guilt. To learn. To grow. To find ones self. To break with routine.
To experience philanthropy. To gain an experience to tell others of. To
impress others. To imitate others. To have a more interesting life. To see if
change is really possible. To reinforce belief. To experience hope. To see the
country. To legitimize ones politics. To have a vacation with purpose. To be
passionate about something. To take good photos. To spend quality time with
friends.
To feel good.
WHY PEOPLE VOLUNTEER:
Action: Fill these needs with your content.
Source: Guerilla Marketing for Nonprofits, Levison

14. • Be: brief, genuine, personal, media-rich, visible (sponsor ads!)
• Embody who people wish they were.
• Avoid hip slang or indulging in trends (Gangnam Style, Harlem
Shake, etc—they have very short lifespans)
• Tell stories of volunteers and those who benefit from your programs.
Elevate these people, make them “cool”
CONTENT STRATEGY
Action: Identify what content will be employed and how.

15. • Blogging is a conversation relevant for 3-5 years.
• Convert blogs to ebooks.
• Tell stories and case studies.
• Leave off dates if blog is infrequently updated.
• Become a thought leader.
CONTENT MARKETING
Action: Blog effectively.

16. • Scheduling and content curation tool.
• EdgeRank changes constantly.
• Use as many social media outlets as you
can manage well.
• Caveat: Don’t interact with everyone!
• Be sure to select the right person for
this position!
• Include donors and colleagues as people
you market to.
• Begin with asking employees to like and
share page with their friends—explain
how to share.
CONTENT METHOD
Action: Plan distribution of content through Hootsuite.

17. • Hold contests on social to select programs, promotions, etc.
• Use these contests to tie your organization deeper into community (local
business giveaways, local artists, etc.)
• Advertise these contests!
GAMIFY CONTENT
Action: Develop contests to increase attractiveness of social media.

18. • Inspire jealousy through great
photography and videography
of every aspect of the event.
• Create fantastic posters using
prominent local artists, within
the targeted demographic if
possible.
• Advertise posts on Facebook
and Twitter
EVENT MARKETING
Action: Identify events to sponsor and partner with to help spread the message of your organization.

19. • Quality is everything.
• Beauty and production value is as
important as content.
• Example: as part of a student
outreach project, encourage kids to
create brief documentaries of their
experiences under the guiding hand
of a mentor.
• Satisfies what’s genuine and
empowers kids—automatic
outreach!
VIDEO MARKETING
Action: Dream up a campaign to spread IFM’s message.

20. • Get feedback from multiple sources
on campaigns, from target if
possible.
• Learn to adapt.
• View all feedback as positive, closer
to progress.
• Caveat: may become very
bureaucratic and hinder the timing
of campaigns.
TRACK PROGRESS
Action: Evaluate success of methods weekly.

21. SOCIAL SLIP-UPS
Action: Learn from other’s mistakes.