Building a Successful Marketing Program
This course is full - please contact us at 215-951-1701 to inquire about a waiting list.
Your organization’s marketing is successful when you achieve the balance of matching your best service benefits to the neediest and most appropriate clients. Achieving this is a challenging mix of art, intuition and research. Marketing success requires the ability to take the clients’ perspective: how they become clients, how they benefit and how that experience can lead to improving their lives either in the short run or through ongoing involvement with your organization. This course will cover the fundamentals required to build a marketing strategy for your organization through benefit analysis, identifying different types of target markets and learning how to recruit new clients and build loyalty in existing clients. We’ll learn the importance of segmentation or targeted marketing. You will learn how to develop marketing research objectives and gain ideas about cost-effective marketing research approaches. Finally, you’ll also learn how to present the good you do in salient terms to prospective volunteers, donors and stakeholders whose support may be critical to your success. Be ready to bring your organizational, as well as personal experiences, for of much discussion.
Certificate Programs: Marketing & Communications
Date: November 08th, 2013
Location: Beneficial Savings Bank
Address: Beneficial Building 530 Walnut Street
Philadelphia, PA 19106
David W. Brown is executive director of the West Philadelphia Alliance for Children (WePAC) and managing director of The Marketing Collaborative, a nonprofit advertising/public relations agency serving other nonprofits. Prior to that he was vice president, sales & community relations, Pennsylvania Health Plan at United Healthcare Community Plan. In 2007, he was the first African American to be inducted into the Philadelphia Public Relations Society’s Hall of Fame in more than 25 years. He founded BrownPartners which operated as a full service minority-owned firm using a range of marketing disciplines to reach and influence consumers of all walks of life, for