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Introduction to Marketing
Getting Started
Setting Marketing Goals & Objectives
Determine Target Audience
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Setting Marketing Goals & Objectives 
You have a Marketing Committee. You've done market research. Now the heart of the marketing planning process takes place: setting marketing objectives.

Specific objectives are critical to this process because they:

  • articulate the importance of marketing by showing how the organization will benefit.
  • galvanize board and staff commitment by highlighting goals that encourage teamwork.
  • offer benchmarks to measure progress, helping determine future marketing efforts.

Start by revisiting your long-range organizational plan. This usually includes:

  • Your mission statement.
  • The long-term organizational goals that further the achievement of the mission.
  • Shorter-term (six months to two years) objectives and action plans, and the strategies required to achieve your organizational goals.

Always make sure that your marketing objectives support your organization’s overall mission and goals.

Marketing Objectives and Strategies

Consider these sample objectives and supporting strategies as you set goals:

  1. Increase Club membership and youth engagement.
    • Give parents and kids helpful information about participating in your programs.
    • Continue to offer fun programs and activities that promote education and mentoring.
    • Participate in community events to provide member outreach.
  2. Enhance relationships with donors and supporters.
    • Promote the organization as a viable resource for after-school care and educational support.
    • Measure program and member success and promote results.
    • Assure the public that outside support will be effectively and efficiently used.
    • Provide compelling marketing materials that demonstrate purpose and need.
    • Give each supporter a personalized token of appreciation for their efforts.
  3. Create brand awareness by using our logo, positioning statement and theme whenever possible and in the correct format.
    • Promote your organization in positive and memorable ways.
    • Maintain brand, logo and message consistency.

Read Determine Target Audience >>

Marketing Tips
Remember: Set marketing objectives that are S.M.A.R.T.
  • Set specific goals
  • Measure results
  • Are the goals you set achievable?
  • Realistic goals are achievable within a plan’s time frame
  • Timely execution

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