Download - Marketing and dev. working together
![Page 1: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/1.jpg)
“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,
![Page 2: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/2.jpg)
BRING IT!
![Page 3: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/3.jpg)
The Marketing and Development Relationship
![Page 4: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/4.jpg)
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
![Page 5: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/5.jpg)
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”
![Page 6: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/6.jpg)
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
![Page 7: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/7.jpg)
Building stories about why we’re here
![Page 8: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/8.jpg)
![Page 9: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/9.jpg)
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
![Page 10: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/10.jpg)
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
![Page 11: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/11.jpg)
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
![Page 12: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/12.jpg)
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
![Page 13: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/13.jpg)
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
![Page 14: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/14.jpg)
![Page 15: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/15.jpg)
![Page 16: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/16.jpg)
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
![Page 17: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/17.jpg)
![Page 18: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/18.jpg)
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
![Page 19: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/19.jpg)
Case Studies: Phases 1 &2
![Page 20: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/20.jpg)
Marketing and DevelopmentSmall Groups
Discuss: • What works well?• Challenges• Obstacles to collaboration• Best practices• Lessons learned
![Page 21: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/21.jpg)
COLLABORATION
"Gettin' good players is easy. Gettin' 'em to play together is the hard part."
- Casey Stengel, Yankees Manager
![Page 22: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/22.jpg)
Top 5 Ways to Work Together - Better
![Page 23: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/23.jpg)
It is never too early to plan…collaboratively.
![Page 24: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/24.jpg)
This is not a fast food restaurant.Discuss goals and objectives first;
not tactics and actions
Would you like fries with that?
![Page 25: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/25.jpg)
Don’t assume marketing/PR activities.
![Page 26: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/26.jpg)
Opinions and expertise are not the same.
![Page 27: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/27.jpg)
Agree to honest deadlines and stick to them.
![Page 28: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/28.jpg)
Communication = trust.
![Page 29: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/29.jpg)
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.
![Page 30: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/30.jpg)
Collaboration: The Lion and the Eagle
![Page 31: Marketing and dev. working together](https://reader035.vdocuments.us/reader035/viewer/2022062319/557e70dad8b42a1e178b5408/html5/thumbnails/31.jpg)
Thank you
Cindy McGirk, Manager of Strategic Initiatives, Moffitt [email protected]
Suzanne Grant, Director of Strategic [email protected], 813-745-1524
Kelly Cunha, Manager of Marketing and Web [email protected], 813-745-4222
Katy Jones, Director of Communications and Marketing, UNC [email protected], 919-962-3405