[et_pb_section bb_built=”1″ _builder_version=”3.0.105″ next_background_color=”#000000″][et_pb_row make_fullwidth=”on” use_custom_gutter=”on” make_equal=”on” parallax_method_1=”off” parallax_method_2=”off” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” _builder_version=”3.1.1″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” gutter_width=”4″][et_pb_column type=”1_2″][et_pb_text admin_label=”Text\u2014Summary of SM” _builder_version=”3.0.106″ text_font_size=”22px” text_text_color=”#666666″ header_font=”|800|||||||” header_text_align=”center” header_font_size_last_edited=”on|desktop” header_text_color=”#00416d” header_line_height=”1.7em” header_2_font=”|300|||||||” header_2_text_align=”center” header_2_font_size=”24px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_alignment=”center” use_border_color=”off” background_layout=”light” max_width=”99%” text_line_height=”1.4em”]<\/p>\n

Strategic marketing<\/strong><\/h1>\n

Most people equate marketing with selling. But strategic marketing eliminates the need to sell.\u00a0It\u00a0is a\u00a0systematic way to better understand, engage, and serve those who determine your success<\/strong><\/span>. And branding is its most potent tool.\u00a0Our free <\/span>Strategic Marketing Guide<\/em>\u00a0<\/em><\/span><\/strong>and<\/span> Workbook\u00a0<\/em><\/span><\/strong>describe how to attract more clients and supporters\u2014and better fulfill their\u00a0needs allied to your\u00a0mission.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_image admin_label=”Image\u2014Toucan SM” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2017\/04\/2018-2-26-Toucan-K2-Pix-Width-700-Res-300-Q-50-tinyPNG-30-KB.jpg” alt=”Strategy K2 mtn” title_text=”Strategy page photo” show_in_lightbox=”on” force_fullwidth=”off” _builder_version=”3.0.106″ border_color_all=”#ffffff” max_width_last_edited=”on|desktop” module_alignment=”center” animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” align=”center” always_center_on_mobile=”on” show_bottom_space=”on” max_width=”99%”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section bb_built=”1″ _builder_version=”3.0.105″ prev_background_color=”#000000″][et_pb_row make_fullwidth=”on” parallax_method_1=”off” _builder_version=”3.0.106″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”1_4″][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Text\u2014SM is about” _builder_version=”3.0.106″ text_line_height=”1.4em” header_font=”|800|||||||” header_text_color=”#00416d” header_line_height=”1.7em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light” text_orientation=”center” max_width=”99%” module_alignment=”center”]<\/p>\n

In a nutshell, strategic marketing is about:<\/h1>\n

Targeting<\/strong><\/span> the best audiences and individuals to advance, fund, and strengthen support for your mission and work.
\nPositioning<\/strong><\/span> your organization and offerings as different from and more appealing than your competitors.
\nBuilding a more distinctive and compelling brand<\/span>.
\n<\/strong>Offering<\/strong><\/span> the most appealing and valuable products and services.
\n<\/strong>Employing the most effective\u00a0marketing<\/strong><\/span> communications<\/strong><\/span> to reach and engage your audiences.
\nAnd perhaps most importantly<\/em>, building an audience-focused organization<\/u><\/strong><\/span>.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][\/et_pb_column][\/et_pb_row][et_pb_row make_fullwidth=”on” use_custom_gutter=”on” parallax_method_1=”off” parallax_method_2=”off” _builder_version=”3.0.106″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” make_equal=”on” gutter_width=”2″][et_pb_column type=”1_3″][et_pb_text admin_label=”Text\u2014Our SM Model” _builder_version=”3.0.106″ text_line_height=”1.4em” header_font=”|on|||” header_2_font_size=”30px” header_2_text_color=”#00416d” header_2_line_height=”1.3em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light” header_line_height=”1.7em” max_width=”99%” module_alignment=”right” header_2_font=”|700|||||||”]<\/p>\n

Our strategic marketing model<\/h2>\n

The first strategic marketing model for world-changing organizations<\/strong><\/span> is on the right. We encourage you to consider its five broad steps starting with the marketing review first. Then read the actions inside the boxes below the title of each step. Finally, examine the colored boxes at the lower left to see how segmenting your markets can lead\u00a0to targeting\u00a0the best audiences and positioning your brand and offerings so they’re more appealing and valuable than those of your competitors.<\/p>\n

Don’t worry if you don’t understand the entire model We’ll explain more of it below and all of it in our Strategic Marketing Guide<\/em>. So focus on its general flow instead of\u00a0the details.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″][et_pb_image admin_label=”Image\u2014SP Model” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2018\/03\/2018-3-7-SM-model-Width-997-Res-135-tinyPNG-99-KB.png” alt=”Strategic marketing model” title_text=”Strategic marketing model” show_in_lightbox=”on” align=”center” _builder_version=”3.0.106″ max_width=”1000px” animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” force_fullwidth=”off” show_bottom_space=”on” module_alignment=”center”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row make_fullwidth=”on” parallax_method_1=”off” parallax_method_2=”off” _builder_version=”3.0.105″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” use_custom_gutter=”on” gutter_width=”2″ make_equal=”on”][et_pb_column type=”2_3″][et_pb_image admin_label=”Image\u2014Segmentation & targeting” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2017\/04\/2018-2-21-SM-Segm-Targ-V2-Width-993-Res-125-tinyPNG-49-KB.png” alt=”Segmenting markets and targeting audiences” title_text=”Segmenting markets and targeting audiences” show_in_lightbox=”on” align=”center” force_fullwidth=”off” _builder_version=”3.0.106″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” show_bottom_space=”on” max_width=”993px” module_alignment=”center”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″][et_pb_text admin_label=”Text\u2014Selecting your target audiences ” _builder_version=”3.0.106″ text_line_height=”1.4em” header_font=”|on|||” header_2_font=”|700|||||||” header_2_font_size=”30px” header_2_text_color=”#00416d” header_2_line_height=”1.3em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light”]<\/p>\n

How to select
\nyour target audiences<\/h2>\n

The figure on the left shows how a nonprofit could use segmentation<\/strong><\/span> and targeting<\/strong><\/span> to choose the\u00a0best groups to market to (its target audiences<\/strong><\/span>). Most nonprofits have three markets<\/strong><\/span>: clients, funders, and supporters. The worst marketing strategy is almost always mass marketing<\/strong><\/em><\/span>: a shotgun approach to market to everyone but appeal to no one. Though they serve different markets, world-changing companies and governmental agencies should use this same segment-and-target approach in their strategic marketing.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_fullwidth=”on” parallax_method_1=”off” parallax_method_2=”off” _builder_version=”3.0.105″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” use_custom_gutter=”on” gutter_width=”2″ make_equal=”on”][et_pb_column type=”1_2″][et_pb_text admin_label=”Text\u2014More on selecting the best audiences ” _builder_version=”3.0.105″ text_line_height=”1.4em” header_font=”|800|||||||” header_3_font=”|700|||||||” header_3_font_size=”24px” header_3_text_color=”#00416d” header_3_line_height=”1.2em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light” header_2_font_size=”30px” header_2_font=”|700|||||||” header_2_text_color=”#00416d” header_2_line_height=”1.3em”]<\/p>\n

More on selecting your target audiences<\/h2>\n

Often your choice of client audiences is a balance between your capability to fulfill their needs with how serving them\u00a0delivers on your mission<\/strong><\/span>. The figure to the right illustrates how different audiences vary on these two factors. The three colored ones in the upper right are the best audiences to target.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″][et_pb_image admin_label=”Image\u2014Targeting the best audiences” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2017\/04\/2018-2-27-Target-best-aud-Width-874-tinyPNG-37-KB.png” alt=”Targeting the best audiences” title_text=”Targeting the best audiences” show_in_lightbox=”on” force_fullwidth=”off” _builder_version=”3.0.106″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” show_bottom_space=”on” align=”center” max_width=”874px”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row make_fullwidth=”on” parallax_method_1=”off” parallax_method_2=”off” _builder_version=”3.0.105″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” use_custom_gutter=”on” gutter_width=”2″ make_equal=”on”][et_pb_column type=”2_3″][et_pb_image admin_label=”Image\u2014Key elements of a brand” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2018\/03\/2018-3-5-Brand-diagram-Width-1006-Res-118-tinyPNG-40-KB.png” alt=”Branding model” title_text=”Branding model” show_in_lightbox=”on” align=”center” force_fullwidth=”off” _builder_version=”3.0.106″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” show_bottom_space=”on” max_width=”1000px” module_alignment=”center”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″][et_pb_text admin_label=”Text\u2014Branding” _builder_version=”3.0.106″ text_line_height=”1.4em” header_font=”|800|||||||” header_text_color=”#00416d” header_line_height=”1.7em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light”]<\/p>\n

Branding<\/h1>\n

Cowboys brand their cattle to separate their herd from others on the open range. Organizations do the same thing.<\/strong><\/span> A good brand distinguishes your organization from other organizations in its field and highlights what your intended audiences find most compelling about it. Branding recently emerged as the most powerful marketing strategy. Naomi Klein, a harsh critic of corporate branding, attributes the recent rise of corporate wealth and influence to branding in her book, No Logo: No Space, No Choice, No Job.<\/em><\/p>\n

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[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row make_fullwidth=”on” parallax_method_1=”off” parallax_method_2=”off” parallax_method_3=”off” _builder_version=”3.0.105″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” module_class_1=”ds-vertical-align” module_class_2=”ds-vertical-align” module_class_3=”ds-vertical-align” use_custom_gutter=”on” gutter_width=”2″ make_equal=”on”][et_pb_column type=”1_4″][et_pb_image admin_label=”Image\u2014Archer” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2017\/03\/2017-3-9-SM-FemaIe-archer-Web-iPhoto-Low-38-KB.jpg” alt=”Archer” title_text=”Archer” show_in_lightbox=”on” force_fullwidth=”on” _builder_version=”3.0.106″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” show_bottom_space=”on” align=”center” max_width=”95%” module_alignment=”center”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″][et_pb_text admin_label=”Text\u2014Branding described” _builder_version=”3.0.106″ text_line_height=”1.4em” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” background_layout=”light” header_font=”|800|||||||” header_line_height=”1.7em” max_width=”99%” module_alignment=”right” custom_padding=”|||50px”]<\/p>\n

We believe it’s long overdue for world-changing organizations to harness the power of branding to make the world a better place. It almost seems as if they’ve conceded the\u00a0right to use branding to commercial enterprises that use it to convince\u00a0people to buy things they neither need nor will make them happy. Why aren’t more values-driven organizations separating themselves from the herd of organizations with similar-sounding names and missions through distinctive and compelling brands?\u00a0Isn’t it time for your organization to stand out from the\u00a0herd?<\/strong><\/span><\/p>\n

Building such a brand often takes place in the context strategic marketing\u2014especially within targeting and positioning<\/strong><\/span>. Without this knowledge, your\u00a0brand is likely to be mere window dressing. Our Branding Guide<\/em>, particularly when paired with our Strategic Marketing Guide<\/em>, describes branding in the broader context of strategic marketing. The figure on the left dissects the elements of a brand for a non-profit whose success depends\u00a0on attracting clients, funders, and supports.<\/p>\n

We\u00a0advocate\u00a0focusing your brand on the principal element of your organization that your audiences find most appealing<\/strong><\/span>\u2014like an archer taking aim at a target. Unfortunately, many brands are like a caveman swinging a bludgeon\u2014taking broad whacks\u00a0at anyone who might be remotely interested in his organization. Trying to appeal to everyone ends up attracting no one.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Image\u2014Caveman” src=”https:\/\/wcorgs.com\/wp-content\/uploads\/2017\/03\/2017-3-9-SM-Cave-man-Web-iPhoto-Hi-med-41-KB.jpg” alt=”Caveman” title_text=”Caveman” show_in_lightbox=”on” align=”center” force_fullwidth=”on” _builder_version=”3.0.106″ animation_style=”slide” animation_direction=”left” animation_duration=”500ms” animation_intensity_slide=”10%” use_border_color=”off” url_new_window=”off” use_overlay=”off” always_center_on_mobile=”on” show_bottom_space=”on”]<\/p>\n

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[\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Strategic marketing Most people equate marketing with selling. But strategic marketing eliminates the need to sell.\u00a0It\u00a0is a\u00a0systematic way to better understand, engage, and serve those who determine your success. And branding is its most potent tool.\u00a0Our free Strategic Marketing Guide\u00a0and Workbook\u00a0describe how to attract more clients and supporters\u2014and better fulfill their\u00a0needs allied to your\u00a0mission.   […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-1460","page","type-page","status-publish","hentry"],"yoast_head":"\n