Building on the foundations established in marketing and branding, this session zeroed in on the strategic approach: how nonprofits can communicate their message with clarity and impact. This week was dedicated to moving beyond concepts to developing an actionable strategy. We reviewed the overall Marketing Process to understand the full scope of strategic communication.
A key focus was refining the components of effective messaging. We discussed various marketing processes and frameworks, such as The 5A Framework, to help participants understand the customer journey and define touchpoints.
We also explored how to choose the right channels for specific audiences and channels segmented by generation. This helps ensure that marketing efforts are tailored to reach the intended demographic most effectively.
The session moved into the specifics of planning, covering the necessary elements of a concrete Marketing Plan. The ultimate goal was for participants to begin developing communication strategies that not only advance organizational goals but also significantly strengthen relationships with their key audiences.
We concluded the session by reviewing the power of persuasive storytelling.
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