Case study, mba students, digital marketing course

1. September 05, 2019
Non-Profit Marketing on a Dime
Naseem Qader

2. Agenda
• Background
• About World Affairs Council OC
• Current Role
• Media
• Alliances
• Current Situation - Digital
• My Recommendations
• WACOC Case Study
• Q&A

3. Cal Poly Alum
Bachelors, Behavioral Science
MBA, Marketing
Background
Experience
• Consumer marketing, CRM, Strategic planning, Advertising research
• Competitor research, Multicultural marketing, Sales, Strategic partnerships
Work History
• Long Beach Press Telegram,
• Los Angeles Times,
• So Cal Edison,
• Gemstar/TV Guide International,
• ADVO/Valassis,
• PR/Marketing, World Affairs Council

4. About World Affairs Council - OC

5. World Affairs Councils of America
worldaffairscouncils.org
“In an age of globalization and a rapidly shifting
international order, we believe that our mission –
engaging the public and leaders to better understand
global affairs and America’s role in the world – is
more vital than ever.”
-- World Affairs Councils of America

6. • Manage a team of 1.5, all volunteers
• Improve brand awareness,
• Build and nurture media relationships,
• Promote events,
• Conduct outreach to community and media,
• Develop marketing collateral, distribute press releases
• Create content e.g. audio, video, blogs, etc.
• Support all committees:
 Membership, Community Relations, Fundraising,
 Programs and Young Professionals
Current Role
Chair, PR & Marketing

7. • Owned: website, social pages/posts, email list, mailing list, video, blogs
• Earned: press reporting, interviews, social sharing of: posts, podcasts, video, etc.
Leveraging Media
Owned & Earned
Examples . . .
• Press releases, back links to make it more authoritative
• Secured interviews (radio only thus far: on-air live interviews, podcasts)
• Generated audio, video content through media & alliances
• Collaboration, co-branding, partnerships with other orgs.
 Academia, non-profits, local corporations
 Sharing of content e.g. podcasts/video (white label)

8. Sample Media Plan – Page 1
Owned & Earned

9. Sample Media Plan – Page 2
Owned & Earned

10. 10
Building Alliances to Enhance Brand

11. Current Situation - Digital
• No Google Analytics (installed recently)
• Insufficient customer data, no CRM
• Lack dedicated webmaster, graphic designer
• Outdated email platform
• WordPress needs upgrade
• Deficient in authoritative, expert content
• Website and other social pages require a makeover
• Outdated brand trademark, logo
• Limited staff and in-house expertise
• No ad budget, all organic
• Need for SEO?

13. Recommendations
Phase I & II – Assess, Improve Brand IQ
• Develop Vision & Mission statements
• Craft Unique Value Proposition, tagline
• Modernize logo
• Conduct third-party surveys about WACOC brand
• Research and identify target market(s)
• Audit all marketing touch points
• Create high-caliber marketing collateral, recruit graphic artist
• Enlist photographer, videographer, podcast(s) moderator
– cost assessment

14. Recommendations
Phase III & IV– Assess, Modernize, Manage Digital Assets
1. Conduct digital audit of social pages/posts
2. Solicit Web Dev companies to conduct needs assessment
– three RFPs
3. Upgrade Email platform
4. Improve SEO, dedicated SEO manager – three RFPs
5. Employ Webmaster, Graphic Designer
6. Build digital marketing budget

15. World Affairs Council of OC
Case Study
• Vision, Mission – Who are we?, what do we do?
• Unique Value Proposition – what makes us stand out?
• Target market – who are we trying to reach?
• Competition – why pick us?
• Desired goal – what are we trying to accomplish?
• Call to action – what do we want you to do before leaving site?
• Grade overall user experience
• Ideas for Improvement

16. worldaffairscouncil.org | @worldaffairsoc | /worldaffairsoc
Thank You

17. September 05, 2019
Non-Profit Marketing on a Dime
Naseem Qader