MKT 420: Building Targeted Nonprofit Products and Services
Strategically planned programs, events and products and services make bigger mission impact, drive donor investments, or increase revenue. A viable offering must be sustainable, producible, marketable and ‘on mission’.
Just because it seems like a great idea doesn't mean it will succeed. Too often, well-intended nonprofit programs, events, products and services -- whether offered “for free” or for a fee – fail for four primary reasons. First, the product doesn't deliver what the target wants; second, they are offered to an overly broad and undefined market; third, they are undercapitalized; or fourth, they are too expensive to market effectively to the target group.
This session will cover the foundations of market segmentation; help you uncover the benefits of your product that will make it appealing to your targets; understand how to create sustainable/profitable offerings and last; how to position your offerings to reach your objectives.
What you will learn:
Developing products that deliver customer value, satisfaction and loyalty
Comparing product development approaches
Using market segmentation and analysis to create products that deliver value
Compare mass marketing to segmentation marketing
Understanding how to cost, price and calculate return on investment
Positioning
Building a value proposition to construct a differentiated positioning strategy
Who Should Attend
Newly appointed marketers with less than three years of experience in marketing, as well as product, brand and advertising managers, business professionals and executives who need to understand the importance of marketing’s role in generating profits and a framework to think like a marketer.
Register For MKT 420: Building Targeted Nonprofit Products and Services >