Product fulfillment and collateral fulfillment involves the storage and distribution of different types of items. Collateral fulfilment refers to the warehousing and distribution of print materials used in marketing such as direct mail pieces, brochures, and signage. Product fulfillment, on the other hand, refers to the storage and distribution of consumer goods like t-shirts, water bottles, and other promotional items.  

Space Considerations 

Storage needs for product and collateral are quite different. For example, tens of thousands of pieces of print materials can be stored in just a few square feet while product storage takes substantially more space. In many cases, product storage can exceed collateral storage by ten times.  

This is why many printing companies work with other companies for the storage, handling, and distribution of products.  

Handling Differences 

Distributing product and collateral involves different practices, too. Product can be much heavier or contained in much bulkier packaging. Collateral packaging usually utilizes cardboard while product packaging can utilize aluminum, glass, and or plastic. When products are stored, different filler materials are used to maintain their shape and packaging.  

The scope of handling products is quite different from handling collateral. The expertise of other warehousing companies can be invaluable in ensuring that the integrity of products stays intact and is distributed in an effective manner.  

Distributing products will likely involve skid shipping through “less-than-truckload” (LTL) carriers. Collateral, on the other hand, can be distributed through regular package carriers. 

There are a number of services that product fulfillers can provide that many collateral fulfillers cannot. Some of these include: 

  • Bundling products into sets 
  • Kitting product with collateral materials 
  • Packaging and shipping large quantities of product with LTL carriers 
  • Applying UPC labels to products  
  • Generating graphic intensive display cartons 

Tracking Orders with Pel Hughes 

Our team at Pel Hughes prides ourselves on delivering exceptional client service. This is why we offer an interface called “Storefront” that allows our clients to place orders, view their orders, check the status of their orders, manage inventory, and house an online content library with brand-approved materials. Storefront also integrates with UPS and FedEx. This interface makes managing your collateral—from conception and print to distribution—efficient and effective.  

Pel Hughes is a woman-owned enterprise that serves companies in numerous industries—including healthcare, education, finance, and small businesses. If you need assistance with specialty projects, direct mail campaigns, or database management, give us a call at (504) 486-8646 or fill out a contact form on our website. 

When it comes to digital marketing, content is king. Original content will drive traffic to your digital channels, build your brand, and convert consumers into customers. Developing a content strategy is a serious undertaking as results are not guaranteed. How you approach your content strategy should be determined by how your industry operates, what makes your business special, and the behaviors of your target consumer.  

Content can involve many things. It can include posts on social media, blog pieces, static copy on your web page, and e-mail subscriptions like newsletters. Effective content is engaging to consumers but also friendly to Google’s algorithms. Essentially, your content is digital real estate that should elevate your brand.  

Developing a results-driven content strategy involves planning and research. Here’s a few helpful tips to get you started. 

#1 Define Your Goals and Your Mission 

Before you can develop a content strategy, you need to determine what your goals are. Is it to convey important messages about your brand? Or perhaps you want to climb rankings on search engine results pages (SERPs). Some businesses may want a content strategy that’s driven by sales conversions alone.  

Defining your needs and your goals will help you tailor your approach to content marketing that suits your business.  

#2 Research Your Audience 

You will likely have to please more than just your targeted consumer. Digital marketing involves reaching primary and secondary audiences. This includes pleasing Google and other search engines. Learning the best practices for appealing to potential customers and Google’s robots is the best way to proceed.  

When it comes to reaching consumers, data about their preferences, spending habits, and interests can help you develop content that meets their needs. Similarly, pleasing search engines means you should develop content that helps them filter information about your industry. Keyword-rich content is essential to enjoying great SERP rankings. 

#3 Study SEO 

SEO (search engine optimization) is one of the most important components of your content strategy. You will need to research the keywords that your target demographic uses to find businesses like yours. If you run a dental practice, for instance, keywords like “family dentist” or “teeth whitening” will become an important component of your content strategy. Understanding how these keywords will affect your rankings will serve as a guide for your content strategy development.  

#4 Understand Your Buyers’ Journey 

The first visit to your website and your blog may not result in a purchase or an appointment booked. Understanding the journey of a consumer—from discovery of your brand to a sale—is an important component of content marketing. With this journey in mind, you can focus on developing content that is helpful and develops a sense of trust. Going back to the example of a dental practice, your content could serve as patient education that brands you as a local and trustworthy expert.  

# 5 Determine How You Will Distribute Your Content 

While parking content on a blog and website is standard practice, you need to develop a plan for generating traffic. This could include posting excerpts and links to your blog on your social channels and sending newsletters via e-mail to existing clientele. Content can also be repurposed into video and infographic format, which can also be published on YouTube and social media.  

Once you’ve developed a game plan for your content strategy, you will likely need to consult with professional marketers, graphic designers, and web developers. Pel Hughes offers database management and support. If you need help developing a great database to distribute your content, give us a call at (504) 486-8646. You can also visit our blog for helpful information on print advertising and digital marketing. 

Print advertising might be in decline during the digital age but it’s not dead. The truth is that print advertising is still relevant, even in the time of Covid-19. If you provide a service-based business or have a brick-and-mortar store, you absolutely need to tap into effective methods of print advertising. From mailing circulars and promotional offers to having catalogues, print advertising can take your business to the next level.  

Our team at Pel Hughes has compiled some compelling reasons that demonstrate how important print advertising is in the modern age.  

#1 If you interface with your customers/clients in person, print will always be valuable.  

Unless you’re running a web-based business, print advertising should have a place in your marketing budget. Whether that’s coupons handed out at the point of sale or mailing promotional offers to your community, print advertising can boost sales and bring more customers to your door.  

#2 Luxury customers enjoy print.  

Let’s say you run a high-end boutique. Luxury customers tend to value print advertising over digital. Sending a seasonal or yearly catalogue to recurring customers might encourage them to leave their homes and shop in person.  

#3 Print advertising can complement your digital marketing efforts.  

Print and digital don’t have to be in competition; in fact, they can complement each other. Print advertising can offer incentives such as special offers or insider information to recipients who follow you on social media or sign up for newsletters with their e-mail address. This can help beef up your digital presence while engaging with your community.  

#4 Digital advertising isn’t tangible.  

If your business involves aesthetics and design, print still has a place. Whether that’s having brochures and/or glossy catalogues, you will likely need a combination of print and digital to get your message across. Print advertising evokes the sense of touch, too. High quality paper with texture can leave a lasting impression on potential clients and customers.  

#5 Print can enhance sales—especially during a pandemic.  

COVID-19 has changed the way people interact with one another. A firm handshake or having a one-on-one discussion in close quarters could be deadly. This fear has affected traditional sales. Having an eye-catching brochure or a well-designed presentation folder can help you sell what your brand has to offer. 

#6 Direct mail still resonates with consumers.  

Coupons, postcards, and promotional offers still translate to sales. Developing a great direct mail campaign has a higher ROI than e-mail marketing and digital ads. In fact, direct mail is a great way to engage with consumers from diverse demographics—especially since direct mail campaigns are seen as the most trustworthy form of advertising.  

While digital marketing has certainly changed the landscape of print advertising, it hasn’t made print obsolete. If you need help with print advertising, our experts at Pel Hughes can help. We have a team of seasoned professionals and use the latest printing technology. Give us a call at (504) 486-8646 to learn more.

Business owners are reeling from the effects of the COVID-19 pandemic. While the threat of this virus is not over, there are a number of communities that have been able to get the pandemic under control. As brick and mortar stores are allowed to re-open, it leaves business owners with lingering questions. Re-opening a store after lockdowns is a cumbersome task; business owners have to take all measures necessary to protect their employees and the public.  

If you’re feeling overwhelmed with the thought of re-opening your business during an unprecedented pandemic, here’s some helpful information to get you started.  

Check with Local and State Governments 

Before you can open up, it’s important to make sure you understand all regulations set forth by your city, county, and state. Many government websites have informative checklists, re-opening guidelines, and other resources to help you understand best practices for doing business during COVID-19. You can visit coronavirus.gov for more information and resources. 

If anything is unclear, give the appropriate government organizations and agencies a call. It’s best to have a complete understanding of how you are expected to conduct your business in a way that’s safe for you, your employees, and your customers.  

Developing a Cleaning and Sanitizing Protocol 

Since the pandemic will be an ongoing concern for a while, it’s wise to have a system in place to keep your store as sanitary and clean as possible. This could mean a cleaning protocol of wiping down high-contact surfaces like door handles and cleaning public restrooms with appropriate disinfectants. It is also helpful to place hand sanitizing stations at the cash register, entrances, and near restrooms. 

You also will need to have a streamlined plan of attack in the event that someone is exposed to COVID while at your store. This may involve cleaning various parts of your business with disinfectants or closing shop to quarantine your staff. All employees should have clear instructions for daily cleaning and disinfecting as well as clear procedures for disinfecting the store after potential exposure to COVID. 

The EPA has published a list of effective disinfecting products for COVID-19, which you can view by clicking here. Be sure to place copies of product usage directions where your employees can find them. Improperly or inadequately using disinfectants will affect their efficacy.  

Purchase PPE and Other Protective Products 

You and your employees will need personal protective equipment (PPE). Face masks, especially the N95 variety, can greatly reduce your risk of infection and transmission. Nitrile gloves are also helpful for lowering risks to employees and customers. Your store should be well-stocked with hand sanitizer and hand soap.  

If you decide to utilize plastic partitions at cash registers, it is important to purchase what you need and install it before opening.  

Have Appropriate Signage 

Your customers will likely experience some fear and hesitation about being in public again. Signage can help assuage their fears and establish what you expect from your patrons. Requiring face masks before entry is an important element in controlling the spread of COVID-19. Hanging well-made signs in your storefronts and throughout your store dictating your policy on mask wearing is important. You can also have signage that details what steps you and your employees are taking to keep everyone safe.  

If you need help printing materials such as signage or want to send out direct mail before you open, give our experts at Pel Hughes a call at (504) 486-8646. We offer database support, a team of skilled graphic designers, and in-house printing for all your business needs. 

In today’s growing sea of brands and promotional messages, it’s easier than ever for your name to get lost in the crowd. With so many brands for consumers to choose from, it doesn’t really seem to matter if your product or service is the best of the best – if they can’t remember which one you are, your quality is irrelevant. 

So, are you looking for a way to break through the noise?  

Take a look in your laptop bag, work desk, purse, or home office. There’s a good chance you have and use a number of promotional products. From branded coffee mugs to pens and mouse pads, 80% of consumers own promotional products. Of this 80%, over 50% use a promotional product each week. The statistics on promotional products get more compelling. Of those who have promotional products, about 85% of them did business with the brand after receiving a promotional item. Studies show that promotional products increase favorable impressions of brands, which helps convert potential consumers into loyal customers.  

Choosing the Right Promotional Products 

Promotional materials that are actually useful might just be an option worth pursuing. 

So how should you choose what kind of item to give

 In a 2011 article written by the New York Times, you should follow three main rules: 

  • Give an item that your audience will use in the environment where they decide whether or not to use your product or service – put your name in front of them where they’re make their decisions 
  • Differentiate your message – make it clever, make it unique 
  • Personalize the message. People love to see their own names. 

Promotional Products from Pel Hughes  

At Pel Hughes, we’re big believers in promotional materials

We can make personalized products such as: 

  • PopSockets (rubber handles used to make large smartphones easier to hold) 
  • Pens 
  • Hats 
  • Tumblers (including coveted YETI cups) 
  • Coffee mugs 
  • Drawstring backpacks 
  • Stress balls 
  • Golf shirts 
  • Reusable grocery bags 
  • An assortment of reusable face masks and neck gaiters—a great way to send the message that your company cares about the health of your employees and your customers.  
  • Hand sanitizers with convenient clips to attach to keychains, purses, and backpacks.  
  • Cell phone stands 
  • Umbrellas 
  • Fanny packs 

And that’s just to name a few; we offer an abundance of personalized promotional products that have practical uses for your employees and your customers. We even have a curated list of PPE to help keep employees and consumers safe through COVID-19.  

When and Where to Give Out Promotional Products 

Once you’ve selected the promotional products you want, it’s wise to develop the best strategies to reap the benefits of giving out branded materials. Branded products are a great way to welcome new customers. Perhaps you own a small business in the service industry, giving a new a goodie bag is a great way to set the tone for your new business relationship. Goodie bags with mouse pads, pens, and PPE are ideal for new hires, too.  

Other great settings for handing out promotional products include: 

  • Seminars 
  • Trade shows 
  • Career days 
  • Customer appreciation initiatives 

Thinking promotional materials might be a good strategy for your business in 2020? Whether you need to update your logo or select the right promotional products to suit your industry, Pel Hughes is here to get you started. Call us at (504) 486-8646 to speak with one of our experts.

There is no one size fits all approach to marketing. Companies of different sizes and various industries can have diverse needs. The preferences of their customers can vary substantially, too. Most small and medium size companies have to keep a close eye on costs; they also need their marketing initiatives to be effective. When getting the most bang for your buck matters, it’s important to scale your marketing plans to suit your company’s unique needs.

Following are a few tips to consider before allocating funds from your marketing budget to a campaign.

Develop a Deeper Understanding of Your Customers 

One of the biggest mistakes you can make with marketing is to deploy a marketing campaign before really understanding your customers. Before you commit funds to a marketing initiative, your company needs to develop a thorough understanding of your customers and their needs. This might mean that you need to perform market research, learn about how your competitors strategies, or send out surveys to existing clientele.

Match the Perception of Your Business with Its Real Public Image 

No matter what anyone says, business can be personal—especially if you’re running the show. Business leaders are as committed to their companies as they are their personal lives. This means we might wear rose-colored glasses when it comes to understanding how our goods and services are perceived by our customers and community.

Getting the actual pulse on how your business is perceived will involve some research. Maybe you need to revisit old e-mails from unhappy customers, read through reviews left online, and solicit a dialogue with those who’ve done business with you before. Compiling this data and analyzing it can help you determine areas that need improvement and how to rehabilitate your business’ image. This can change the shape of how your marketing efforts will play out but it will certainly improve its effectiveness.

Determine What Makes Your Company Unique 

Every great marketing campaign has an angle. Most of the time, a marketing angle is derived from the characteristics that make a company and its offerings unique to the market. You can start this process by determining what makes your company unique. Make a list of what you do and how you do it that differs from your competitors. Many effective marketing and branding strategies are derived from the elements that define a business’ products, services, and mission.

Maximize Your Foothold in the Digital Space 

In a post-COVID 19 world, more and more people are doing business online. From online shopping to contactless delivery, brick and mortar operations have taken a backseat to digital. Even generations older than millennials are learning to buy groceries with Instacart and purchase cars online. Digital businesses were thriving before COVID 19 but now, developing a strong digital presence is necessary for survival. Allocating most of your marketing to websites, blogging, e-mail newsletters, and social media will likely yield you the best results for your money.

Digital marketing can be quite complicated so it’s wise to consult with professionals. When it comes to marketing, it’s important to get it as right as you can the first time around. A poorly-executed marketing strategy is a waste of your time and your money.

Pel Hughes provides printing, marketing support, and data processing for companies of all sizes in diverse industries. Check back with our blog for helpful business tips.

In the last couple of decades, online initiatives like websites and social media have taken the spotlight when it comes to marketing. While digital marketing is definitely worthwhile for building a brand and increasing sales, there are still many reasons to invest in conventional marketing efforts.  Although many businesses prefer to skip phone books and magazines for advertisements on Instagram and Google AdWords, there should still be room in corporate budgets for some print marketing. One aspect of traditional marketing that still serves companies of all sizes is the corporate brochure.

What Makes a Great Corporate Brochure 

The brochure has limited space; after all, it’s just a tri-fold piece of paper. We’ve all seen them taped to our front doors to advertise a local roofing company or to promote a tourist attraction near a hotel we are staying in. Since space is sparse, a brochure’s content should be attention-grabbing, concise, and informative.

Great corporate brochures typically have a strong handle on the following elements:

  • A defined audience: determine what’s important to your potential customers. Is it your company’s expertise? Is it your approach to service? Or perhaps it’s your affordable offerings. The aspects that make your company unique and the aspects that impress your existing clientele should be a focal point of the content throughout your brochure.

 

  • Sharp, attention-grabbing photos: select images that will appeal to your potential customers. This means you can’t waste space on a brochure with pictures of your office building. Photos need to convey what your business can do for your clients. This means if you run a catering service, small but clear images of delectable meals would provide a powerful illustration of what makes your company stand out from your competition.

 

  • A professional appearance: make sure your brochure looks polished. A messy brochure with lackluster copy is not worth your time or money. Your brochure needs to make a memorable impression. This means that you should consult experts at graphic design, printing, and copywriting. Their feedback can help you avoid embarrassing faux paus like Comic Sans font, poor color combinations, or misspelled words.

 

  • A good use of headings: a heading can help summarize the content of your brochure. People skim copy; they’re busy. Headings should help grab attention.

 

  • Condensed copy with bullet points: consumers love bullet points online and in print. It makes skimming and comprehending your copy quick and easy.

 

  • A strong call to action that incentivizes customers: an incentive will help nudge a potential client to act quickly. Great incentives are promotional offers and discounts.

 

  • Customers have a clear course of action: this means your contact information and website’s URL should be easy to find.

 

  • High quality paper: the paper used for your brochure should be thick and sturdy. Thin and flimsy paper could send the wrong message. Besides, thin paper may not stand up to the bottom of your customer’s purse or satchel.

While many forms of traditional marketing have moved to the digital space, the brochure is one that shouldn’t be overlooked. Corporate brochures can be an affordable marketing tool—especially when compared to print, radio, and television advertisements.

It’s now well proven that email marketing is one of the best digital marketing strategies in terms of return on investment (ROI). If you have any doubt, here are a few statistics that may help:

  • 80% of retail marketers and professionals credit email marketing as their greatest tool for customer retention,
  • Consumers who purchase through email spend 138% more than those who don’t receive orders by email
  • 59% of B2B marketers credit email as their most effective channel for revenue generation

The success of email marketing means that marketing teams are constantly trying to determine the best ways to utilize this tool, and how they can reach their audience in more personal and meaningful ways. One of the tried and true methods is to use A/B testing on your email marketing efforts. Below are three ideas for using A/B testing in your email marketing strategy.

 

  • Subject Lines

 

Believe it or not, something as simple as the subject line of an email can have profound impacts on your audience. And if you think about it, it makes sense. You may have extraordinary content in your newsletter that will benefit your readers, however, if a subject line doesn’t entice them to open the message, all can be lost. These “first impressions” are very powerful, and it’s important to get them right.

Don’t worry, we’re here to help. In order to make sure you’re getting the best out of your subject lines, consider the following A/B test:

Divide your email distribution list into two separate groups. Send the first group your newsletter with a generic subject line such as, “[Company Name’s] Newsletter”.

Then, send the second group your newsletter with a more descriptive subject line that includes topics from the body of the email. For example, if the articles in your newsletter discuss QR codes, customer service, and best practices for putting on a webinar, the subject line might be “QR Codes, Customer Service, Best Practices for a Webinar and More”.

After sending out the email (and waiting a little bit for your readers to receive and open it), check your data analytics to see if one subject line was opened more frequently and garnished more “click-throughs” than the other.

Remember, the subject line of an email is your first (and often only) chance to get your readers to engage with your material. Take the time to get it right by A/B testing your subject line.

 

  • Personalization 

 

Building off of the effectiveness of a well-tailored subject line, we can take that one step further and personalize it. According to a recent study, the single most impactful word that can be added to a subject line is the recipient’s name. However, that same study also reveals that not all attempts at personalization are created equal.

One way to determine how effective you can be with personalization is by A/B testing whether or not adding a first name leads to higher reader engagement. For example, segment your list into multiple groups, then deliver a very general introduction to one group, a more personalized line to another, and finally a hyper-personal message to another.

For the latter, you can use more than a name, and include something like a personalized URL on a direct mail piece. At the end of your campaign, take a look at your analytics and see how recipients responded to the different strategies. (Let us know if they respond more to the generic message – this would be a first for us.)

 

  • “The Giveaway”

 

It’s no secret that the main goal for email and direct mail campaigns is to generate leads. Companies want to attract consumers to their product, and hopefully keep them there by building brand loyalty and genuine customer satisfaction. Generally, we’ve found that one of the best ways to attract initial consumers is through some type of giveaway campaign.

The best way to test the effectiveness of “the giveaway” is to run an A/B test to see how it works on your target audience. Take this example of a paving company that split their recipients into three separate groups, and pushed out direct mail accordingly. The three groups were:

  1. Received a direct mailer that contained an offer for a gift card to an ice-cream shop.
  2. Received a direct mailer that contained an offer for a DVD and informational kit on the paving company’s products.
  3. Received a direct mailer that contained no special offer whatsoever.

In this case, the paving company had more replies from people that received the DVD and informational kit on their company. Surprised? So were they. But the A/B test showed them something they didn’t expect, and they were glad they ended up running the test.

Are you curious as to how your target audience will respond? There’s only one way to find out…start testing!

Everyone likes to feel special. Whether it’s in our daily lives, checking our email inboxes, or receiving marketing material, it’s no secret that a personal touch can do wonders. It’s also apparent that a recent transition to video marketing remains very popular in today’s world. To illustrate, take a look at these statistics from a recent Forbes article:

  • 82% of Twitter users watch video content
  • More than 500 million hours of video are watched on YouTube every day
  • Almost 50% of internet users look for videos related to a product or service before visiting a store
  • People spend 2.6 times longer on pages with videos than those without

In today’s world of constant media overload, one of the best techniques for engaging customers is to combine a personal touch with the proven method of video. In this article, we discuss what personalized video marketing is, why it’s shown to be so effective in today’s marketing world, and how it can be maximized to its fullest potential.

What is Personalized Video Marketing?

Personalized video marketing is a relatively new strategy in the marketing world. The approach leverages user data to deliver individual messages to current or prospective customers. For example, a marketing team can create a short video with a customer or businesses name on it, or a video that is specific and tailored to meet a company’s needs.

Personalized videos also allow marketers to leverage technology to deliver many personalized elements into one video. This means that one video can be sent out to hundreds, or even thousands of recipients, yet still make viewers feel like it was made from scratch – and personally for them.

If you’re like many consumers and do better watching rather than reading, take a look at this recent Ted Talk that discusses how individuals react to personalized videos.

Why Personalized Video Works?

In a world where we are constantly bombarded with various types of marketing materials, marketers and salespeople are finding it more and more difficult to reach new audiences, keep their customers engaged, and build meaningful, long-lasting relationships. By adding that personal touch and treating consumers as individuals, personalized videos are allowing marketers a novel and particular way to connect.

In addition, personalized video marketing offers these benefits:

  • Increase customer retention and revenue from returning customers
  • Break through the noise
  • Drive better sales calls and enables sales to have better conversations
  • Improve lead nurturing
  • Increase conversion rates
  • Build stronger, more impactful email campaigns

In short, it makes consumers value your video content more because it was created for them – it’s makes them feel special.

How to Use Personalized Videos Marketing 

Below are three effective and simple ways that you can begin using personalized video in your marketing strategy.

  • Real-Time Personalized Videos

Real-time personalized videos are individually created, and requires data to determine a personalized message tailored to that video. Although real-time videos are hyper-personal, they may not have the benefit of reaching a larger audience (e.g., through large-scale emails). However, if these videos are used on a website landing page requiring users to fill out a form, for example, cookies can track this data and it will be automatically included in a personalized video the next time the user visits the site.

  • Email Marketing

Differing from real-time videos, personalized video is also very effective when used with email marketing. Generally, consumers find value from products as long as they use it, and email marketing is a great way to convince consumers to use your product more frequently. Personalized video messages that interact with viewers and discuss their product usage will keep them engaged and more likely to use your product.

  • Follow-ups

Personalized videos are also a very effective way to cultivate a prospective consumer that you’ve done a sales demo for, but have to close the deal. Personalized videos can highlight answers to some of the key questions a consumer may have had during the demo, to reiterate your brand’s value, and to give the consumer the personalized touch they expect from products they use.

Unlike many businesses, nonprofits face some unique challenges when it comes to marketing. Although many assume that updating a webpage and sending out a newsletter is sufficient, getting the most out of your organization takes much more. Nonprofits need to develop strong relationships with donors, volunteers and even the media in order to pursue its mission effectively. And to do this, they must have a strong marketing campaign. 

In this article we discuss five of the best tips on how to effectively and easily market your nonprofit.   

 

  • Know Your Organization 

 

Yes, it does seem obvious. However, just like any product or business that is being marketed, it’s crucial that the ones doing the marketing fully understand what they are marketing. And because nonprofits often fulfill specific and particular missions, gaining a true understanding of the organization is even more important. 

What is the nonprofit about and what purpose is it trying to fulfill? How large is the organization? Where is the organization located and does it have multiple locations? Why was the nonprofit created, and did its current purpose grow organically as the organization evolved? Who is involved and what type of funding is the organization seeking? 

Many of these questions may have already been answered, but how clear are they and have they changed? Without a complete and comprehensive understanding of the organization, a marketing campaign cannot be fully developed to the greatest extent. Take some time to fully understand your nonprofit before you embark down the marketing road. 

 

  • Target Your Audience 

 

Aside from understanding your organization, knowing your audience can be just as important. Marketing a nonprofit is different from other types of marketing in that your organization is targeting multiple groups, including volunteers, donors, and constituents. Understanding each of these personas is crucial to developing a successful marking plan. 

An easy method for organizing your different audiences is using a CRM to segment each group, then tailoring marketing strategies to meet the respective group’s goal. By separating contacts with tools such as tags and lists, you can then easily send marking messages to the appropriate groups.  

 

  • Use Online and Offline Tools 

 

Online marketing tools are some of the most effective way to create a comprehensive and successful marketing plan. Developing a full responsive website, creating a strong database to plan marketing initiatives, and integrating social media are just a few ways you can leverage the internet to help showcase your organization. Additionally, utilizing analytics tools such as Google Analytics to track website traffic and digital marketing campaigns can help you recognize where your marketing plan is thriving, and where it could use some help. 

However, many marketing teams go straight to online options and skip valuable offline tools at their disposal. Recent studies show that direct mail is the second-most used medium (57%), tied with social media, and offline marketing pulls a higher response rate than any digital direct marketing medium. Utilize both online and offline tools to gain maximum exposure of your organization. 

 

  • Set Measurable Goals 

 

As we briefly mentioned above, tracking data on your marking campaigns can be very beneficial to show how well (or not-so-well) you are doing. However, unless you have initial goals that you need to meet, you will not have a benchmark upon which you can compare the data you are tracking. 

Having measurable goals provides you with a way to evaluate what is working and what needs to change. These goals should be practicable and realistic, and should make sense for your organization and its mission. Some goals may include donor/member retention, new donors/members, yearly initiatives you want to achieve, email and direct mail sign-ups, etc. 

Once you set your goals, the marketing team can determine how the organization will measure progress toward reaching them.

 

  • Track & Showcase Your Results  

 

Aside from providing the mission and benefits of your organization, it’s equally important to show potential donors or volunteers show successful your organization has been in the past. By providing tangible results for viewers to see you are showing that your amicable goals are realized by a large audience. 

Success stories motivate current members to stay involved, attract new members, and even create an interesting angle for media coverage. Share information about your fundraising successes, the people or places that have benefitted from your organization’s work, or other distinct measures of success.