MARKETING 101: 10 questions to ask before you start

October 26, 2007

Session at NADD 2007

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1. What are your goals?

• Fundraising?

• Student recruitment?

• Recognition from the administration?

• Respect from state agencies?

• Other?

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2. Who is your audience?

AUDIENCE

Donors

Students

Administration

Agencies

BENEFIT CONCERN

Legacy

Job Placement

Insight

Workforce

Inefficiency

Prestige

Agenda

Skills

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3. What do you want the audience to do?

• Give money

• Attend

• Join

• Hire

• Collaborate

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4. Who can help you reach the audience?

• Media

• Colleges

• Faculty

• Alumni

•Third-party validators

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5. What’s the best method for reaching the audience?

• Direct mail

• E-mail

• Conferences

• Publications

• Online

• Telephone

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6. What are the best messages for the audience?

MESSAGE PLATFORM

Problem Solution Action MessagingFrames

Values vocabulary

Elevator speech

Audience pitches

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7. How much can you afford to spend?

• Dollars

• Time

• Staff

• Partnerships

• Pro bono

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8. Can you do it in-house?

• Training

• Hiring

• Consultants

• Creative

• Production

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9. How will you measure success?

• Grants

• Attendance

• Invitations

• Job placements

• Media coverage

• Retention

• Visitors

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10. What is the timeline?

• Fiscal year

• Academic year

• 5-year plan

Presented by Sharene Azimi, Account Director sazimi@fenton.com