Why Do You Need a Marketing Strategy?

Simply put, unless you're Warren Buffet, you don't have unlimited resources.
So if you're trying to reach new customers or audiences with your mission or product, you need a plan for the most efficient, effective way to raise revenue. If your marketing strategy needs a reboot or if you're not sure where to start, let's chat!

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Solution #1: Brand Strategy

What's Included:

• Recommendations for strengthening your brand (including recommended colors, fonts, design, and messaging)*
• 12-month view of strategic goals
• Channel and content strategy
• KPIs to measure success
• Tentative roadmap and timeline
• ​Budgeting

*Note: We always recommend a brand audit before you jump into a new strategy.

Client Example:

• At a recent client, the brand audit revealed a need for a complete rebrand and website redesign. We crafted a 12-month roadmap with goals and tactics that laddered up to the organization's strategic plan. We then built a budget and noted any staffing or capacity implications to help the team immediately feel ready to carry out the new strategy. The result? Within three months of crafting the strategy, the organization launched an all-new brand including a new logo, colors, and all new messaging.

Solution #2: Audience Personas

Want to expand your audience or do a better job reaching them? You need updated audience profiles, or targeted personas based on market research.

What's Included:

• Conversations with staff and a review of internal data
• Demographic research
• For each persona: pain points, behaviors and attitudes,communications preferences, calls to action, and key marketing channels

Add-Ons:

• Editorial calendar with targeted messages for each month, for each persona
• Updated imagery that's a closer fit for your target audience
• Digital ad creative for your Google search and display ads

Client Example:

• At a recent client we created not three, not four, but 12 user personas. This included four donor profiles, four partner profiles, and four client profiles. The extra segmentation allowed us to hone in on the exact attitudes and needs of high net worth donors, which looked different from corporate sponsors and recurring (monthly) donors. Leaders across teams used the personas each week in their outreach, events, and stewardship.

Solution #3: Marketing Team Evaluation

If your marketing work isn't working...it might be your team. (EEK!) Sometimes it's easier to hear this from an outsider. Sometimes it's also easier to address it from the outside.

What's Included:

• Team audit* to evaluate capacity and effectiveness based on the strategy or strategic plan
• Recommendations on team makeup
• Budgeting assistance as needed

*Note: We always recommend a brand audit before you jump into a team evaluation.

Add-Ons:

• If this work creates a need for staffing, we are available to help you create job descriptions or to fill in for marketing roles while you search.
• Reorient channels and budget as needed - it may be time to sunset that print member newsletter or pull back on travel costs so you can instead focus on efforts that raise revenue among members. We can build you a new STRATEGY and BUDGET to help you figure out what to do next.

Client Example:

• ​We evaluated a growing nonprofit's communications team and discovered that, while they had a lot of capacity and were cranking out a lot of content, the work was not strategic and not paying off in leads or revenue. The team had the skills necessary to reorient their efforts; so rather than hire or fire, we were able to empower the existing team to make major changes. Blog posting turned into strong SEO, random radio ads turned into hyper-targeted Google search ads, and event communications turned into product marketing.

Solution #4: Editorial Calendar

A Flicker Media editorial calendar is much more than a list of blog posts or social media posts. It's a cross-departmental communications tool to align staff around the main goals for the year.

Process Includes:

• Building a cross-department event calendar
• Creating a communications calendar featuring bucketed topics and clarifying audiences and channels for each story
• Bridging the editorial calendar to any additional team calendars such as the Development campaign calendar
• Training staff on how the calendar works and how to use it to keep each other informed

Client Example:

• We worked with a midsize nonprofit to break down gatekeeping that had led to confusion between the Communications team and other departments. Creation of a new editorial calendar gave visibility across the organization to what everyone was focused on and the Communications team uses it to bring people along. We also tied it into their Salesforce communications request process for easy tracking.