marketing and dev. working together

“Marketing and Development Working Together”Aspirational and Inspirational Case Studies

NACCDO PAN Annual MeetingApril 2014

Cindy McGirk, Manager of Strategic Initiatives, Moffitt FoundationSuzanne Grant, Director of Strategic CommunicationsKelly Cunha, Manager of Marketing and Web StrategyKaty Jones,

BRING IT!

The Marketing and Development Relationship

What to Expect f rom Today ’s Sess ion

• Why Marketing and Development Relationship is Important• Phase One: Auditing a Story Unfolding• Phase Two: Developing the Case Statement and Campaign• Working Together: Defining the Relationship• Small Groups - Idea Sharing• Working Together Better

Phase One: Auditing a Story Unfolding

Phased approach What’s working? Content Marketing: Building Up your Reserves

Securing ambassadors Lining up donor stories What’s the impact?

Content curation to support both development and marketing

Translating science into the “pitch”

What’s working now?

• Measuring effectiveness not only on delivery, but on process as well

• Get input from the entire team

• Tap board members and other key stakeholders

Building stories about why we’re here

Content Curation – Not Reinventing the Wheel

News releases, Research briefs, faculty profiles

Social media content

Media talking points

Donor letters and proposals

Online feedback from donors

Board member visits and outreach

Lessons Learned

Don’t confuse trendiness with effectiveness

Engage your Board early and often

Let the strategy drive story selection

Seek out stories that accomplish the needs for both development and marketing

Phase Two: Developing the Campaign and Case Statement

Phased approach Case Statement Getting the Board “on board” Gaining Momentum Engaging the Bigger Team – your organization! Going Digital

Phase Two: Developing the Case Statement and Campaign(10 min.) Kelly Case statement process and best practicesLessons learned

Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site

Developing the Case Statement Together

A. Support Foundation’s requirements

B. Evaluate the Message:

o Past: A Quick Look o Present: Glance at Current Stateo Future: Press the Need

C. Create Brand Voice

Phase Two: Developing the Case Statement and Campaign(10 min.) Kelly Case statement process and best practicesLessons learned

Showcase Comprehensive Campaign materials: 10 x 13, Momentum, giving site

Lessons Learned

Understanding :• Campaign goals and strategy • Team and defining roles

Making time to plan collaboratively and get buying from players and leaders on the plan

Uncovering the true timing campaign and deliverables• Soft launch• Board launch• Roll out

Case Studies: Phases 1 &2

Marketing and DevelopmentSmall Groups

Discuss: • What works well?• Challenges• Obstacles to collaboration• Best practices• Lessons learned

COLLABORATION

"Gettin' good players is easy. Gettin' 'em to play together is the hard part."

- Casey Stengel, Yankees Manager

Top 5 Ways to Work Together - Better

It is never too early to plan…collaboratively.

This is not a fast food restaurant.Discuss goals and objectives first;

not tactics and actions

Would you like fries with that?

Don’t assume marketing/PR activities.

Opinions and expertise are not the same.

Agree to honest deadlines and stick to them.

Communication = trust.

Recap – Top 5 Ways to Work Together

1. It is never too early to plan…collaboratively.

2. Don’t assume (and “sell”) marketing/PR activities without agreement.

3. Opinions and expertise are not the same.

4. Agree to honest deadlines and stick to them.

5. Agree to honest deadlines and stick to them.

6. Open, honest communication is crucial to build trust.

Collaboration: The Lion and the Eagle

Thank you

Cindy McGirk, Manager of Strategic Initiatives, Moffitt FoundationCindy.McGirk@Moffitt.org

Suzanne Grant, Director of Strategic CommunicationsSuzanne.Grant@Moffitt.org, 813-745-1524

Kelly Cunha, Manager of Marketing and Web StrategyKelly.Cunha@Moffitt.org, 813-745-4222

Katy Jones, Director of Communications and Marketing, UNC LinebergerKaty_Jones@med.unc.edu, 919-962-3405