The Integrated Brand Marketing Plan

Step 1: Define the Brand

The first step is to define the NPO's brand which is the organization as a whole, ots mission, vision, values and culture. It is important to identify the beliefs and values that interact with the organizations audience. 

Step 2: Identify the Target Audience 

This audience is the group of people that the NPO wants to interact with, influence and educate. In this step we identify the target audience, their behaviors, needs, motivations for supporting the NPO.

Step 3: Develop a Marketing Mix

In this Step the NPO's can use or analyze the 4P's of marketing ( Product, Price, Place and Promotion) to promote itself to its targeted audience. 

Step 4: Set Goals and Metrics

For the marketing plan to be effective, it should set Specific, Measurable, Achievable, Relevant and Time-bound goals. This Step should define goals for the marketing plan including targeted audience, donors, volunteers and funds raised.

Step 5: Develop a Content Marketing Plan

This step includes developing a content marketing plan such as social media, podcasts, blog, websites, video marketing and more in order to attract and interact with the target audience, establish trust and relations with the organization. 

Step 6: Planning and Execution

This is the final step in the plan and it involves putting the plan into action. Once the plan is detailed and it outlines the set activities, response persons and timelines, team members ensure the smooth execution of the plan.