Campaign Development

Successful non-profits employ similar marketing techniques to corporations. Essentially, a non-profit organization is marketing a “cause,” whereas a corporation is marketing its product or service. Yet, both seek to create a relevant, compelling brand. Non-profit marketing strategies should be implemented to ensure this.

Advertising Campaign Objectives, Marketing Strategies

Before the ad campaign development process begins in earnest, the campaign objectives (what the goals are) are articulated, marketing strategies (how the goals can be met) are put forth and the target audience is clearly defined (using demographic and psychographic research). The scope and duration of the campaign are also addressed. PlowShare Group strongly believes that measures of success have to be understood and approved upfront at this stage. Such measures might include increased awareness, attitudinal shifts, and even behavioral changes. Once these are agreed to, ad campaign development can start. As part of the process, a creative brief is written.

The brief encapsulates the strategic platform from which the creative team works to develop the advertising. To be effective, the copywriter and art director have to have a firm understanding of what the ad campaign’s key messaging centers around and the desired outcome(s).

A key part of PlowShare’s non-profit marketing strategy is creating a Brand Vision. The Brand Vision is what you want your core identity, or essence, to be in the future, and we begin building toward that future immediately. It’s also a powerful and far-reaching way to position the cause or organization. For example, with our client AirLifeLine, the Brand Vision led to a repositioning of that organization. AirLifeLine went from the generic “national network of volunteer pilots” to become “an integral part of the care and treatment team; a healthcare service partner.” By setting themselves apart from other flights of mercy organizations, AirLifeLine’s missions increased +18% vs. the prior year and they forged partnerships with such esteemed medical institutions as Dana-Farber, Duke and M.D. Anderson.