So after reading all the articles (I have more in my computer but I just didn't want to post it because there's way too many of them), I learned that I should consider non-profit organizaitons as a brand; I've never considered it.! Anyways, so I have decided to set my audience and do a little SWOT analysis...
Audience/Target Market
• Tinnitus Patients (Mostly 40 and up)
• Family and Friends
• Health Professions
• Corporate
• Possible Donors
Tinnitus Association SWOT Analysis
• Strength: Resources
Knowledge
Expertise
Support Group
Potential to grow
Network
Tinnitus Association SWOT Analysis
• Weakness: Unknown
Weak communication system
No progress
Scarce financial support
Scarce volunteers
Tinnitus Association SWOT Analysis
• Opportunity: Expanding market
Open to information
No similar competition
Potential for sponsorship
Desperation from the patients
Tinnitus Association SWOT Analysis
• Threat: Lack of volunteers
Lack of financial support
Lack of effective communication
Lack of enthusiasm
2008년 10월 8일 수요일
word of mouth marketing
Word-of-Mouth Marketing Is Perfect for Nonprofits
Tuesday July 25, 2006
In a news story (subscription required) about the recent American Marketing Association conference on nonprofit marketing, we learned that there is now an association for word-of-mouth marketing.
The Word of Mouth Marketing Association is a natural extension of the interest in recent years in "alternative" marketing methods. These include the new "social marketing," and the interest in targeting opinion leaders. "Buzz" is now the "buzzword" as marketers attempt to get beyond the clutter of traditional marketing channels.
Of course, nonprofits have long depended on word-of-mouth marketing for practical reasons, such as the lack of a "product" to sell and the dearth of resources to sink into advertising and promotion.
Interesting points made by Brad Fay, of the Keller Fay Group, at the AMA conference included:
• People are twice as likely to trust the advice of friends and family members than advertisements.
• 53 percent of Americans are highly likely to believe in the credibility of recommendations from friends and family; 51 percent are highly likely to pass along to others what they have heard; and 48 percent are highly likely to make a purchase or donation based on such recommendations.
• People tend to pass along positive comments about organizations or people, and make the recommendations in face-to-face conversations, rather than by telephone, email, or other approaches.
• Nearly 40 percent of word-of-mouth recommendations occur in conversations that start with a reference to a newspaper article, television or radio show, or advertising--suggesting that you can't ignore the usual channels of getting the word out.
Recommendations that Mr. Fay passed along to nonprofits included:
• Create close bonds with people who have extensive social networks and create opportunities for them to encourage friends and associates.
• Encourage recipients of email messages to forward the mailings to others.
• Look for ways to reward supporters who recruit donors and volunteers to your cause.
• Make sure your website has an "action center" that tells people how to get involved in your cause through specific acts, such as telling others, contacting newspapers, and making speeches at local events.
You are, undoubtedly, engaging in word-of-mouth marketing in an informal way. It may be time to get serious about it and actually develop it into a major part of your marketing plan.
Tuesday July 25, 2006
In a news story (subscription required) about the recent American Marketing Association conference on nonprofit marketing, we learned that there is now an association for word-of-mouth marketing.
The Word of Mouth Marketing Association is a natural extension of the interest in recent years in "alternative" marketing methods. These include the new "social marketing," and the interest in targeting opinion leaders. "Buzz" is now the "buzzword" as marketers attempt to get beyond the clutter of traditional marketing channels.
Of course, nonprofits have long depended on word-of-mouth marketing for practical reasons, such as the lack of a "product" to sell and the dearth of resources to sink into advertising and promotion.
Interesting points made by Brad Fay, of the Keller Fay Group, at the AMA conference included:
• People are twice as likely to trust the advice of friends and family members than advertisements.
• 53 percent of Americans are highly likely to believe in the credibility of recommendations from friends and family; 51 percent are highly likely to pass along to others what they have heard; and 48 percent are highly likely to make a purchase or donation based on such recommendations.
• People tend to pass along positive comments about organizations or people, and make the recommendations in face-to-face conversations, rather than by telephone, email, or other approaches.
• Nearly 40 percent of word-of-mouth recommendations occur in conversations that start with a reference to a newspaper article, television or radio show, or advertising--suggesting that you can't ignore the usual channels of getting the word out.
Recommendations that Mr. Fay passed along to nonprofits included:
• Create close bonds with people who have extensive social networks and create opportunities for them to encourage friends and associates.
• Encourage recipients of email messages to forward the mailings to others.
• Look for ways to reward supporters who recruit donors and volunteers to your cause.
• Make sure your website has an "action center" that tells people how to get involved in your cause through specific acts, such as telling others, contacting newspapers, and making speeches at local events.
You are, undoubtedly, engaging in word-of-mouth marketing in an informal way. It may be time to get serious about it and actually develop it into a major part of your marketing plan.
Some marketing...5 Steps to Defining Your Nonprofit's Brand
I found this article on line. I was inspired by it especially when I had a prejudice on the marketing concept of non-profit organization.
5 Steps to Defining Your Nonprofit's Brand
By Joanne Fritz, About.com
very successful nonprofit is a brand. Just think of the American Red Cross, the Salvation Army, or the March of Dimes. These great iconic nonprofits are so well branded that when you think of each of them, the very name calls up a host of associations, memories, positive feelings, and the satisfaction that you know them.
Branding is not marketing and advertising (although both of those activities will help your brand). Branding is about selling everything associated with your organization.
Larry Checco, a consultant to nonprofits, says that any organization can use branding to create visibility and convince supporters of the organization's value. In Checco's book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, he provides a five-step process that will move an organization toward successful branding:
. Conduct a SWOT analysis.
SWOT is an acronym for strength, weaknesses, opportunities, and external threats. Checco suggests that participants in your SWOT analysis should be from every level of your organization. Include a rep from your board, executive staff, management, operations, and support staff. Questions that you might use for each part of your SWOT analysis could include:
• Strengths - What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition?
• Weaknesses - In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding, and how effective will members be in promoting and protecting our brand?
• Opportunities - Can we identify an expanding market for our products and services? What is the current economic landscape of our community?
• Threats - Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?
2. Review your SWOT analysis for brand messaging opportunities.
What have you learned about who you are, what you do, how you do it, and why anyone should care?
3. Determine what messages your audiences want or need to hear.
Sometimes you learn that what you might want to say about your organization is not what your audiences want to hear.
An example that Checco uses in his book is of affordable housing. For years, proponents of such housing emphasized the needs of the people being served. But audiences did not like the idea of "subsidized" housing for "needy" people in their communities. When the message was changed to emphasize the positive impact such housing would have such as tax benefits, shoppers to help maintain a downtown, or diversity in the schools, such housing became much more palatable to communities.
To complete this step, you will need to survey a representative number of your audience and/or conduct a focus group.
4. Create a "messaging package."
A message package includes such things as a tagline, a mission statement, a positioning statement, supporting statements, and a logo. As Checco says, A 'messaging package' is simply a compilation of the core messages you want your brand to convey. Its purpose is to help you stay on message whenever you communicate information about your organization.
5. Before finalizing your message package, go back to your focus group.
Get real reactions from real people to your messages. This step is absolutely necessary to make sure that words or messages you have picked mean what you think they mean to your audience. Unless you want a nasty surprise later, test your messages.
Checco goes into detail about all of these elements as well as how to define, promote, and protect your brand. Get the book...it is the easiest-to-read and most accessible one we have seen about branding. Checco believes every nonprofit can achieve successful branding and he lays out a program to achieve it that anyone can pursue.
5 Steps to Defining Your Nonprofit's Brand
By Joanne Fritz, About.com
very successful nonprofit is a brand. Just think of the American Red Cross, the Salvation Army, or the March of Dimes. These great iconic nonprofits are so well branded that when you think of each of them, the very name calls up a host of associations, memories, positive feelings, and the satisfaction that you know them.
Branding is not marketing and advertising (although both of those activities will help your brand). Branding is about selling everything associated with your organization.
Larry Checco, a consultant to nonprofits, says that any organization can use branding to create visibility and convince supporters of the organization's value. In Checco's book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, he provides a five-step process that will move an organization toward successful branding:
. Conduct a SWOT analysis.
SWOT is an acronym for strength, weaknesses, opportunities, and external threats. Checco suggests that participants in your SWOT analysis should be from every level of your organization. Include a rep from your board, executive staff, management, operations, and support staff. Questions that you might use for each part of your SWOT analysis could include:
• Strengths - What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition?
• Weaknesses - In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding, and how effective will members be in promoting and protecting our brand?
• Opportunities - Can we identify an expanding market for our products and services? What is the current economic landscape of our community?
• Threats - Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?
2. Review your SWOT analysis for brand messaging opportunities.
What have you learned about who you are, what you do, how you do it, and why anyone should care?
3. Determine what messages your audiences want or need to hear.
Sometimes you learn that what you might want to say about your organization is not what your audiences want to hear.
An example that Checco uses in his book is of affordable housing. For years, proponents of such housing emphasized the needs of the people being served. But audiences did not like the idea of "subsidized" housing for "needy" people in their communities. When the message was changed to emphasize the positive impact such housing would have such as tax benefits, shoppers to help maintain a downtown, or diversity in the schools, such housing became much more palatable to communities.
To complete this step, you will need to survey a representative number of your audience and/or conduct a focus group.
4. Create a "messaging package."
A message package includes such things as a tagline, a mission statement, a positioning statement, supporting statements, and a logo. As Checco says, A 'messaging package' is simply a compilation of the core messages you want your brand to convey. Its purpose is to help you stay on message whenever you communicate information about your organization.
5. Before finalizing your message package, go back to your focus group.
Get real reactions from real people to your messages. This step is absolutely necessary to make sure that words or messages you have picked mean what you think they mean to your audience. Unless you want a nasty surprise later, test your messages.
Checco goes into detail about all of these elements as well as how to define, promote, and protect your brand. Get the book...it is the easiest-to-read and most accessible one we have seen about branding. Checco believes every nonprofit can achieve successful branding and he lays out a program to achieve it that anyone can pursue.
Tinnitus Association of Canada
Let's talk about Tinnitus Association of Canada. Although my inspiration was my dad and I want to help him, I didn't know where to start. So, I was browsing around and found that there are not only ATA and BTA but theres aslo Tinnitus Association of Canada! Great! So I wne to their website because that's where people, including myself, start. I went there and wow! I didnt't know what dto say. Crap! Shit! I don't know. It looks so horrible and I couldn't really get much information. It also looked really sketchy! I would never think of it as a "promotional piece" of an organization of any sort!
Here's a screen capture
Ridiculous!
As superficial as I am, I also thought that the content is also very weak. There hardly is any info on tinnitus itself. All it say is, "please contact individually" or "we encourage individual contact". I mean, it's totally fine but I think that there should be some basic information. Also, I realized that there's hardly any funding/sponsor. Also, look at the logo, I asked few people what they think about the logo and they said that it looks like swiming logo...;
So I redefined my problem and thesis
The Tinnitus Association of Canada lacks visible presence in society. Therefore, the information on tinnitus is not reaching its audience.
There is a need for strengthening the association’s presence in society.
Here are my goals
Project Goals
• Establish a strong identity
• Achieve their goals
• Connect the association to the audience
• Connect the association to corporate
• Support tinnitus patients
• Encourage participation
• Effective communication
Personal Goals
• Reconnection
• Learn about non-profit organization and marketing
• Establish working method and time management
• Have fun and graduate
So to start with, I looked into the goal fo tinnitus associaiton. I thought that they have strong goals except that they don't know what they want/need to do...
• To provide information about tinnitus to every Canadian who suffers from this disorder
• To foster local tinnitus support groups
• To improve the understanding and treatment of tinnitus
• To encourage research to improve the understanding and treatment of tinnitus
Here's a screen capture
Ridiculous!
As superficial as I am, I also thought that the content is also very weak. There hardly is any info on tinnitus itself. All it say is, "please contact individually" or "we encourage individual contact". I mean, it's totally fine but I think that there should be some basic information. Also, I realized that there's hardly any funding/sponsor. Also, look at the logo, I asked few people what they think about the logo and they said that it looks like swiming logo...;
So I redefined my problem and thesis
The Tinnitus Association of Canada lacks visible presence in society. Therefore, the information on tinnitus is not reaching its audience.
There is a need for strengthening the association’s presence in society.
Here are my goals
Project Goals
• Establish a strong identity
• Achieve their goals
• Connect the association to the audience
• Connect the association to corporate
• Support tinnitus patients
• Encourage participation
• Effective communication
Personal Goals
• Reconnection
• Learn about non-profit organization and marketing
• Establish working method and time management
• Have fun and graduate
So to start with, I looked into the goal fo tinnitus associaiton. I thought that they have strong goals except that they don't know what they want/need to do...
• To provide information about tinnitus to every Canadian who suffers from this disorder
• To foster local tinnitus support groups
• To improve the understanding and treatment of tinnitus
• To encourage research to improve the understanding and treatment of tinnitus
BTA
previous logo
revised logo
Here's BTA (British Tinnitus Association) website! I find that the BTA is somewhat better when it comes to searching for information because they have a extensive archive of writings and postings on the different types of tinnitus sounds. They also have info available for teenage tinnitus and education booklets for kids and teens.
www.tinnitus.org.uk/
ATA
I've looked into already existing materials. These are screen captures of ATA (American Tinnitus Association). The organization is nicely organized with tons of fundings from the government and other organizations. They are doing extensive research and organize events for tinnitus cure. However, I found that the website is kind of hard to nevigate and confusing. I wanted a little more information regarding tinnitus but they only had limited amount of information. They provide educational booklets fro kids and teens. I think it's really important to educate kids at an early age.
www.ata.org/
existing materials
I have looked into what is out there in the world on the topic of tinnitus and these are some sites and information that I found. It's really scattered around so it took me some time to get all the information but BTA (British tinnitus association) and ATA (American tinnitus associaiton) has some publications and information.
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