Women's groups should consider marketing
and communication as one of the most critical steps in the implementation plan.
* A strong and compelling case statement needs to be developed which
highlights how dollars will be used.
* The case statement and marketing
strategies should show clearly how donations will actively change the lives of
women and girls for the better.
* The advice and active input of expert
marketing and communication individuals and companies should be sought in the
implementation of workplace giving strategies.
* A marketing analysis
should be conducted by experts to determine the potential of moving away from
the victim image.
* Strategies should be put in place to use new emerging
technologies to tap new markets for women's groups. |
* Recruit an expert marketing and
communication strategist/ company to carry out the recommendations
*
Finalize case statement
* Ensure donor recognizes how individual donation
will change the lives of girls and women through print and visual media
strategies
* Work in collaboration with existing and emerging federations
to ensure cost- efficiency and broadest reach of markets
* Receive and
implement expert advice on how to use new technologies
* Receive and
implement expert advice on images best suited to raising dollars, keep in mind
research report findings that women's groups do not want women portrayed as
victims |
*Marketing and Communication Committee
* Experts |
*Depending on the scope of the work
contracted out, an estimate is between $ 25,000 - $ 50,000 |
*As one of the most critical elements for
success in a campaign, it is advisable to provide ample time and opportunity
for development and testing of marketing techniques. A start up date for this
activity should not be dependent on formalization of a committee. Experts
should be sourced to develop concepts in March 1996. Final implementation plans
should be presented by November 1996. |
*A fully developed and identifiable
corporate identity
* Print material from donor cards to posters completed
* A broad communication and media strategy in place
* Key spokespeople
identified and trained
* Possible collaborative effort with existing and
emerging federations in place |
