Implementation

Product Marketing Process

Implementation

How Do We Get There

We believe in installing a system. Why? Because our experience is that a system will always outperform any other approach in getting all the donations you need, maintaining volunteers and working with people you like and trust and who will be loyal to you and refer their friends and family to you forever. This is a 1-year program that you commit to. The initial six months is very intensive and requires a strong commitment both from a strategic and implementation viewpoint .

Here is some initial sequence of steps we will use to create the Business401 program in your organization. It ensures you carefully think through what outcomes we want to create, what supports and barrier we need to plan for, and who we have to involve within your organization to guarantee success.

What are your targets? How will we measure success? Few have money to burn, and we must ensure we are tracking and measuring effort and investment against objectives.
What are you presently doing and how do your stakeholders feel about them?
What is the one thing you do differently that differentiates you and that will drive your organization forward?
How do we make every donor, volunteer, staff and the people you serve an ambassador and referral source?
What should be on your annual calendar of marketing programs?
What’s your investment strategy – not only in media, but in time and events?

In the past 20 years, Joe and I have collaborated on many difficult issues. Joe's ability to combine his expertise with "out of the box" thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with." James R.

HERE ARE SOME GUIDELINES:

We work on a retainer basis. We will give you a firm quote based on a detailed brief provided by you of what you need.

We generally find that about 30% of organization budgets go to fees, creative and production, with 70% going to media, materials, internet presence and other out of pocket expenses. Over time, this usually shifts to 80%/20%, as we don’t need to recreate materials and programs from scratch.

Your monthly fee after that depends on how much you want to do yourself. For example, you may want to schedule a day a month to review your plans and programs, and provide strategic coaching. On the other hand, you may need us to do the work: manage projects, find suppliers, prepare media plans, manage public relations and events, create flyer and ad templates and scripts. We can give you access to designers, printers and producers through the Duct Tape Marketing network that no-one can beat for price and great work.

Contracts are as long as makes sense to both of us – it may be that you need us more early in the year and then want to do more yourselves once the programs get going.

I have managed, owned and operated a variety of small businesses. I know how to deliver services to my clients. In this process you will learn how to do a lot of things but more importantly discovering what you are able to do yourself and what needs to be hired out. This knowledge is what I hope to pass on to you.