The following outline is helpful in compiling the Marketing Communications Plan. It may be useful to have all or part of it completed by various members of the organization's constituencies, including staff, board members, donors and clients. By doing so, it helps to identify where there are inconsistencies in understanding the organization. Communication strategies can then be developed to help rectify the inconsistencies and make sure the organization is communicating an integrated and consistent message to all groups it serves. 1. Official Name of the Organization 2. Other names the organization is known by 3. Who are you? (Your organization's mission statement) 4. Who are you? (Your organization's vision statement) 5. Who do you want to be? (Your organization's vision statement) 6. Marketing Audit The infamous Marketing P's, 4 P's and 3 more · Product What is it that you do for your customers? ·Place Location? Accessibility? ·Price Is there a fee, dues, etc.? What value is there for what you provide? ·Promotion How do you get our message out?Include samples! ·Positioning What makes you unique? Where are you in the mind of your customers, relative to your competition? ·People Who are your customers/constituencies/publics? ·Politics Are government /regulatory agencies important? If so, who specifically? 7. Promotional Audit For each of the following please indicate if you have used the tool, would use it again or are opposed to using A. Have used B. Would use again C.Opposed to using D.No Opinion A B C D Direct Mail A B C D Posters/Flyers A B C D Email A B C D Web Site A B C D Television Ads/PSAs A B C D Radio Ads/PSAs A B C D Billboards/Transit Ads A B C D Special Events A B C D Talk Shows A B C D Newsletters A B C D News Releases A B C D Press Conferences A B C D Yellow Page Ads A B C D Promotional Items/Giveways 8. Additional Questions How would you describe the attitude of the organization¹s board towards marketing and integrated communications? A. Enthusiastic Let's Go! B. Guarded but optimistic If it all seems feasible, we¹ll consider it. C. Uneducated but willing to give it a try Haven¹t a clue--maybe. D. Dead set against it Not a chance How much budget is available for an Integrated Communications Plan Minimum Budget $____________ Realistic Budget $____________ Stretch Budget $____________ What is your time frame/deadline for implementation? Who will be the primary contact on this project? Who else needs to be involved? Who has the final say-so; on either GO or NO-GO?

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