From Strategic Plan to a Thriving Communications Platform and Plan

Working with Breast Cancer Action, we developed and activated the communications plan that would immediately support their recently completed strategic plan. We developed an overarching brand promise and then outlined key constituencies and developed appropriate communications strategies by program.

Communications Strategy Development

Recently, I worked with the Contra Costa Child Care Council to re-shape their communications strategy - 25 years after the organization was founded. Through a series of trainings and workshops, we revised the organization's communications strategy in a way that even the most polarized members of the staff and board understood and embraced it. The Communications Director reports "My team is pleased to have a clear story that shapes everything we do." This strategy is now being rolled into fundraising and program materials.

Translating Great Strategy to Results-oriented Marketing Materials

With my private sector background, I have been stewarding, creating, and editing marketing communications materials my entire career. I often work with a non-profit's existing resources or will tap into my own network of writers and art directors to develop outstanding communications. In this instance, I worked with Children of Shelters and DDB Worldwide (pro bono) to develop an outdoor campaign to raise awareness of the organization. By choosing to raise awareness of homelessness as a children's issue (most people think of the homeless population as single men and women), we knew the impact would motivate people to act- and to give. This outdoor campaign generated a significant increase in donations to COS as well as press coverage by the SF Chronicle and KTVU.

Communications Strategy Workshop

I offer a half-day workshop for non-profits looking to develop or clarify the "story" of their organizations. This strategy becomes the blueprint for how everyone communicates the benefits of organization going forward - whether it's printed marketing materials, a grant application, or simply soliciting resources from a private donor. It means every piece of communication works harder.

Many clients believe an added outcome is having Board and staff gain alignment about strategic direction in a controlled and moderated environment. These workshops often motivate everyone to pursue their function in the organization with renewed clarity and purpose.

Marketing Plan Evaluation

Sometimes organizations have a marketing plan in place but are not sure it is as effective as it could be. Or it's not yielding the results they need. Based on years of writing and analyzing the effectiveness of marketing plans, I will evaluate the marketing plan based on the needs of the organization. This involves working with the marketing people in the organization and sometimes the Board in a half day/ one day session. This involves identifying clear marketing objectives ("what do we want these dollars to do?"), making sure you are talking to the right target audience, and finding that target in a way that's as cost efficient as possible. If needed, I can continue working with the organization  to develop and execute a revised plan.

Recently, I reviewed a plan for a non-profit that was spending $10,000 on advertising. In identifying their marketing objectives, we concluded that their target resided in a single Bay Area county. Yet they were buying media that covered the entire Bay Area. We revised the plan to reflect the proper goals and deliver the right audience- at about 1/3 the cost.

Strategic Planning

Often, we get so focused on "staying afloat" that we're not looking down the road beyond the next end. For a non-profit, this kind of thinking- strategic planning - is critical to sustaining the mission of the organization. Working with the key influencers of  the organization , I conduct a series of half-day meetings to help articulate the organization's goals for the next 3-5 years. We then write a plan that articulates exactly what needs to be done to achieve these goals. This helps reinforce the mission and purpose of the organization but also informs them as to what activities need to be done now to keep the organization strong and vital down the road.

My last project of this nature was working with a school that found itself at an important crossroads: they had built a small reserve of capital and were unsure for what it should be used. With so many needs clamoring for attention, we stepped way back to examine the school's strengths, weaknesses and vulnerabilities. This, coupled with a strong understanding of the school's mission, allowed us to decide where to focus the energy of the Board and its community to ensure the long term vital success of the school.