Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 58

The American Red Cross wants every household to do three things: to get an emergency kit, to make a communication and evacuation plan, and to be informed about the disasters that are common in their communities. That's their product. Fair enough, but how are they going to make it happen?

Although the American Red Cross has the resources to develop comprehensive marketing strategies complete with healthy amounts of audience research and environmental analyses, I asked Mark Ferguson, who managed the “Do More Than Cross Your Fingers” campaign several years ago for the American Red Cross, to share the marketing strategy for the campaign in the quick-and-dirty format.¹