Links
Library:
Marketing
Basics, Developing a Marketing Plan, Conducting Marketing Research
Marketing
Basics
Adopting
the Marketing Mindset
Rebecca Leet explains why nonprofit organizations should adopt
a marketing mindset and how a marketing mindset supports mission.
An excerpt from the booklet Marketing For Mission.
Marketing
Basics for Interpretive and Heritage Sites and Attractions
It's all about the visitors.
John A. Veverka discusses the questions that need to be asked
and answered in developing a marketing plan and marketing materials.
Includes a basic outline of a marketing plan.
The Marketing Virtual Library
More than 1,000 links on marketing topics including research,
advertising, sales, promotion and education.
MarketingProfs.com
A good selection of online tutorials on a number of marketing
topics.
ArtsMarketing.Org
Part of the National Arts Marketing Project, this site provides
a selection of articles and marketing resources for the arts.
Fuel4Arts
Funded by the Australia Council for the Arts, Fuel4Arts provides
tools, links, discussion and information for professional arts
marketers and artists.
Sauce: Hot Tips for
Effective Arts Promotion
Written by consultant Judith James and housed on the Fuel4Arts
website, Sauce is a step-by step guide to arts promotion.
Doing
a SWOT Analysis
Never formally analyzed your organization's strengths, weaknesses,
opportunities and threats? Here are the questions to ask, from
rileycom.co.uk.
Branding
the Nonprofit
There are no shortcuts to branding, writes Kristine Kirby Webster
in this article for MarketingProfs.com. "A strong brand
is the result of good experiences; consistent messages; and positive,
reinforcing images over time." She offers six tips for developing
a nonprofit brand-building plan.
Branding
as a Simple Science
Was Pavlov the father of branding? In this article for ClickZ.com,
Bryan Eisenberg points out that the scientist's experiments with
dogs provided the three key elements of branding -- elements
that marketers often misunderstand and misuse.
For marketing term definitions, see the Dictionaries, Marketing Glossaries
and Reference section of the Links Library.
Developing
a Marketing Plan
Basic Outline
of a Marketing Plan
From QuickMBA.com, a bare-bones outline of the sections of
a marketing plan.
How to Develop A
Marketing Plan
This 60-page online tutorial from Joscon Networks covers all
the components that make up a marketing plan.
Marketing
Basics for Interpretive and Heritage Sites and Attractions
Includes a basic outline of a marketing plan for heritage sites
and attractions.
Marketing for
the Nonprofit Organization
Campagne Associates presents an excellent article on nonprofit
marketing and a guide to preparing a nonprofit marketing plan.
How
To Write A Comprehensive Public Relations Plan
An excellent guide by Craig Miyamoto.
For links to information on developing a strategic
plan, see the Museum and Nonprofit
Management section of the Links Library.
Conducting
Market Research
Marketing
Research
QuickMBA.com explains the process of conducting marketng research.
(This may be more than you want to know!)
Do
Your Own Market Research
Excellent information from InnoNet.org on how to conduct interviews,
surveys, and focus groups, and then analyze the data you collect.
You can also download a selection of sample instruments to adapt
to your needs.
Questionnaire
Design
The QuickMBA website offers this article on designing marketing
survey questionnaires.
How
to Conduct a Focus Group
If you need to brush up on focus groups or have never conducted
one before, Judith Sharken Simon's article for the Grantsmanship
Center discusses 10 steps involved in the focus group process.
Front-end
Studies: Where the Museum and the Community Meet
An Association of Science-Technology Centers (ASTC) Newsletter
article by Lynn D. Dierking and Wendy Pollock.
