When creating your 2022 marketing plan, you don’t want to miss the opportunity to clearly differentiate between a strategy and other plan components.
“Strategy” refers to the long-term planning and implementation of methods to help an organization achieve its membership goals. However, “strategy” is often misused to refer to a mission, goals, objectives, and tactics.
A well-defined marketing plan with a clear strategy is vital for an organization.
An excessively diverse, reactionary, and scattered strategy known as the “kitchen sink” approach is guaranteed to fail. It’s easy to get excited about new marketing opportunities; but with limited marketing resources, associations risk spreading themselves (and their strategy) too thin.
Put your strategy into context and understand the role of each component of your marketing plan:
- Mission: Answer the question “Where does the association want to go?”To become the (largest, best) + (nonprofit, networking group) + in the (market, geographical area).
Not a mission: To increase sales of membership by the year 2020. - Goals: Develop a broad roadmap defining the destination (a.k.a. The Big Picture).To (improve, increase) + (events, programs, legislative action).
Not a goal: To email our members twice a month in order to increase event attendance.
- Objectives: Establish measurable, concrete steps you’ll want to achieve as you work toward the goal, including a completion date.To (grow, increase) + our (sales, membership) + by (number, percentage) + among (segment, demographics) + by (date).
Not an objective: To schedule weekly meetings with our membership committee. - Tactics: Define what methods you are using to get to the end goal.Create a (promotion, game) on (social media channel) to educate (prospects, members) about (program, organization) and capture (engagement, followers).
Launch an (offer, event) to generate (interest, likes) among (new, existing) members to (test, return to, join) the Association.
Create a new (service, program) with a (unique benefit) that will increase value.
Not a tactic: To increase sales of our event tickets. - Strategy: Determine a thorough path of how you are going to get there.Strategy: To (capture, generate) + (new, repeat) + (members, sponsors) + by offering (incentive, added value) + to (sample, promote) + our (product, organization).
Not a strategy: To grow our share of the market.
Clearly defining and writing your mission, goals, objectives, tactics, and strategy is an exercise that will help you to confirm that your association is on the right path for 2022 and beyond.
Source: Isadora Badi, marketingprofs.com