Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 41

I think of the marketing strategy as the document that answers the fundamental marketing questions that won't change much at all for the next one to three years. What are the marketing goals and objectives? Who do you need to communicate with most and what are the core messages to share with these people? What resources will be allocated to implement the strategy? A marketing strategy includes the following sections:

 Marketing goals

 Situational analysis

 Targeted communities

 Organizational brand or personality

 Messaging and primary calls to action

 Marketing strategies

 Marketing objectives

 Marketing tactics

 Resources

These sections are further defined in Table 3.1 and we will now look at each section more closely.