Online marketing, like any marketing, requires a plan. A solid plan does the following:
- Identifies where you are going so you can stay on track
- Helps you communicate your goals to donors, sponsors, volunteers, etc.
- Motivates you to keep going until you reach your goals
- Ensures that you align, integrate, innovate, and track
Sections of a Plan
Your plan might include the following sections:
- Mission Statement
- Audience Profiles
- Audience Needs
- Goals
- Implementation
Mission Statement
What is your mission? What does your
organization hope to accomplish? A mission statement is a concise
summary of your program's reason for being.
Audience Profiles
Who are your target audiences? Describe their characteristics.
- Primary audience—people whose lives are changed through your work
- Supporting audiences—volunteers, donors, sponsors, and others
Audience Needs
What do your audiences value? What do they want? How can you help them get it?
Goals
What results do you want to achieve? How will you measure results to know if you have achieved your goals?
Implementation
What steps do you need to take to achieve
your goals? What technologies do you need to put in place to accomplish
your mission and goals? What are you already doing that you can adapt
to online delivery?
Keep in Mind
You may use your general marketing plan as the foundation for developing your online marketing plan. |
