How to Do Grand Plan Marketing 90 Days at a Time (Case Study)

How to Do Grand Plan Marketing 90 Days at a Time Case StudyDoing it right means thoughtful communications planning based on hard data and linked hand-in-hand with your organization’s goals.

But most of you don’t do marketing planning, especially now when the changes are coming a mile a minute. What I hear back from nonprofit communicators is that there’s no time, no money and so…no plan.

But planning isn’t a choice, it’s a must; without which you’re driving blind and headed for a potentially-fatal crash.

Let me introduce you to Sandra Jordan, Director of Communications & Outreach for the U.S. Agency for
International Development (USAID). Jordan joined USAID with a traditional approach to communications planning. But, due to the ever-changing environment in which USAID works, she’s had to craft a more immediate planning method, reflective of the “today” situation.

I first interviewed Jordan two years ago when the world in which she works was more stable than it is today. Read this interview to learn her innovative approach to marketing planning — it’s practical, doable and has boosted USAID’s communications impact and results.

P.S. In most cases, branding is a huge priority in nonprofit marketing plans. But once you have that brand down, you have to bring it to life with a powerful tagline at its very core ! Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!

Nancy Schwartz on February 26, 2009 in Nonprofit Communications, Planning and Evaluation | 1 comment
Tags:, , , , , ,

  • Maryann Devine

    Nancy, I like the idea of the 90-day approach. Like you, I find that most nonprofit marketers (in the arts, where I work) rarely have a communications plan for the year, much less a 3- or 5-year plan. Creating a 90-day plan seems less intimidating, and says we’ll be focusing on immediate priorities.
    Thanks for the link to the case study!

<< Back to Main