Marketing Planning and Implementation

A marketing plan defines an organization’s unique niche in the sector or business arena of the organization. It is directed to identify target audiences in such a way as to motivate people to respond, a ‘call to action’: Marketing materials are developed to support strategic, communication and operational plans.

A sustainable non-profit organization will have a marketing plan that:

• Identifies target markets, customers or clients;
  
  
• Identifies and responds to customer needs in a mutually satisfactory manner;
  
  
• Enables the organization to promote its key messages;
  
  
• Has an intentional, realistic and measurable goal (e.g. increase membership by ‘x’; raise a dollar goal by a certain date, etc.);
  
  
• Involves stakeholders in the planning process;
  
  
• Is reviewed, monitored and updated regularly; and
  
  
• Has performance outcomes or similar measurable objectives.