[MUSIC] Building a Strategic Marketing Plan is an essential part of all communications. It is the foundation of all your activities that we will allow you to effectively connect with your audience. I'm Cassandra Quintanilla, a Consultant for International Organizations and a Teaching Assistant for the MBA specialized in International Organizations at the University of Geneva. On this session, I'll walk you through a Strategic Marketing Plan for a non-profit organization. That way, you can better understand how to build your own when needed. In general, you can apply the same basis structure with plans with different objectives. So first, you need to define what is the problem you're trying to address by using marketing tools. For example, this could be a general marketing plan to start off the work of an organization or something more specific like fund raising objective, raising brand awareness or a particular marketing strategy for a country or region. Like we saw in the previous video, there are three main areas to review when making a Marketing Plan. Organizational overview, market overview, and the plan itself. To see how these elements work, let's take an example of a non-profit organization that has been reviewed in the past by students. The Global Alliance for Rabies Control, or GARC. GARC is a leading organization working for the Global prevention of rabies in both humans and animals. And for the purpose of this exercise, our objective with the Strategic Marketing Plan will be to increase the nations to the organization. We start by briefly describing the organization, what they do and how they do it. For GARC, we need to include different details in the executive summary. For example, that they are an International Organization that works with partners. They spearhead world rabies day. They have a board in the UN and US, but implement their projects in Asia and Africa as well. A key element to include here is the mission of the organization, which should clarify what is their differentiation factor. Now that we have reviewed the organization itself, it's time to move on and analyze the Marketing General. In this section, we must include the general context of the organization, in terms of where they work. For GARC, we need to take into account UK and USS donor markets, but also Asian and Africa as implementing regions. For the competitive landscape, we need to evaluate not only organisations that share a similar mission, but others that are aiming at the same donor pool. So, in this case, that would include from the Center for Disease Control and Prevention Foundation as a possible competitor, or smaller organizations like the Doctor Foundation as competitor in Sri Lanka for implementation. Finally, a great tool to assess the market is a SWOT analysis. Looking at strengths, weaknesses, opportunities, and threats. For GARC, one of these keys strengths is that it has a solid partnership across the world that they can leverage to fulfill their mission. One of their weaknesses is their resource limitation. And area of opportunity is that they already have successful projects that they can become a model for scale. While a threat, is that there potential donors don't know much about them. Once we have thoroughly analyzed the content of the organization, we can start to build the actual plan. For this, we need to start with SMART objectives. Clarify who is our target market, desire general positioning and finally put all elements together to outline an execution plan. In this case since you are we are focusing on increasing donations the target market can be divided into three. Individual donors, private sector, and foundations. So, at the end we would have a clear objective, tactic, and success metric for each specific audience. For example, if we are to improve donations for individuals, a smart objective could be to increase by 50% the donations that come from the guard website in the next six months. This is specific, measurable, attainable, relevant, and time bound. A tactic that could be used to achieve that is to use positive images around the cause or promote an online video that drives traffic to the website, and creates awareness of Agpgart. The last part of this framework is establishing an ongoing strategy. This step can be easily overlooked, but it will in fact guide your efforts when you try to focus on different issues the next time you are reviewing your marketing plan. An important thing to remember is that there is no standard answer for every case. But by using a framework of the one we showed you here you will be able to make an informed decision. Today's example is by no means exhaustive. So, when you make your own plan, feel free to go deeper. Include research and encourage discussion amongst key stakeholders. [MUSIC]
