Marketing Communication and Media Relations

An effective strategy in marketing communication ensures awareness and broadens the base of support in both pubic and private entities. With a solid understanding of existing audiences, clear messaging and the latest tools, effective communication strategies educate, motivate and reinforce loyalty. Today’s strategies ensure a consistent message among print and digital platforms all the while activating participation, philanthropy and igniting a viral response. Organizations with a growing relationship with local and national members of broadcast, print and digital media also succeed in delivering the vital issues of the organization to as wide an audience as possible.

As with corporations, marketing communication for non-profits aid organizations in standing-out, so they are heard and recognized within their marketplace. Traditionally, mission-driven organizations dedicate a majority of its resources to offering great programs and services, often at the expense of an effective marketing strategy and communications plan. While programs and services are exceptional, they become underutilized and attract little funding due to a lack of effective recognition and participation.

Effective marketing communication plans allow organizations to reach out to potential customers and members with a clear voice and message. It is vital for successful operations to educate external customers on the benefits associated with service offerings. Good marketing also links the efforts of the human capital within the organization (leadership, staff, volunteers) to the market value of the high quality of their output. Marketing communications programs produce many of the following benefits:

  • Marketing Influences Choices
  • Maintains Relevance
  • Attracts Volunteers, Participants and Funders
  • Ensures the Organization stands out from the crowd of similar organization
  • Consistent Support/Business
  • Keeps you at the forefront
  • Reinforces Loyalty
  • Creates Excitement
  • Creates a Call to Action
  • Creates Community with Common Goals and Focus

When organizations operate without a good marketing plan, they do not maximize the return on the investment. They send mixed messages to their members and customer. This impacts the loyalty, interest, event attendance, sponsorship capability, overall support of the organization. The lack of a comprehensive marketing communication plan weakens the perception of your organization, affecting the perceived value of their offerings. This also leaves the door open for competitors and similar organizations to move further into your space and realm of influence.

Organizations can ask some of the following questions when assessing how well they are managing their marketing plan?

  • Does my organization effectively communicate its purpose to as diverse an audience as possible?
  • Have I utilized innovation or trends in effectively marketing our products and services?
  • Are my direct audiences aware of the full services and programs offered to them?
  • Am I satisfied by the first impression received when my organization is mentioned?

VMG Service Offerings
Marketing Communication Programs

VMG is committed to working with organizations to develop a marketing communication program that:

  • Analyzes current program and approach to marketing
  • Reviews current marketing assets, communications models, and tools
  • Compares the organization’s positioning to direct competitors and similar organizations in your areas of innovation and effectiveness
  • Develops communication goals and recommended contractors in areas of message development, branding, web and social network administration
  • Identifies target audiences and share best practices for yielding action and building the
  • Designs a Media Relations program targeting institutional stakeholder initiatives, pre-launch and opening events, community relations and outreach, tourism campaign, communications plan timeline, and supporting implementation recommendations
  • Develops a communications campaign to include printed materials, audio and video promotion, website initiatives, email campaigns, advertising, media relations programs, leadership initiatives, and community relations and outreach