MGMT 2402 Lecture Notes - Lecture 15: Swot Analysis

• School: Dalhousie University
• Department: Management
• Course: MGMT 2402
• Professor: Nan Clory

Document Summary

Advantages of a marketing strategy: growth, funding, prosperity. Impact of strategic marketing: build trust with members and peers, raise attendance at events. Ultimate plan: understand the position your value proposition, know your mission statement and objectives, conduct a swot analysis, know your target audience, figure out a plan for an integrated marketing plan. Integrated marketing plan: websites, email, events, print materials, public relations, personal networking, alliances. Branding: the impression of your organization makes the experience people have with you is expressed by everything that represents you. Why should we brand: what supporters and donors remember, brand allows donors, volunteers, community to recognize, value, and trust organization, branding allows distinction from other competition and organization, branding is the main communication to the public. Websites: attract new donors, reduce print jobs/mailing issues, create credibility. Email campaign: relation are built only on email communication, frequency matters, relevant content matter.