The Webster House

---- 2017 ----B2B Marketing

PlanMarketing Team:

Sam Marchetti, Liam PelusoAshley Seddon, Skip Spoerke

Presented on December 13, 2016

AgendaSelf-AssessmentMarketing ObjectivesMarketing Strategies and TacticsMarketing ToolsMessagesBudget, Timelines, and ResourcesTrack and Measure ResultsSummaryQuestions

“Clipboard Checkmark”https://cdn3.iconfinder.com/data/icons/seo-glyph-2/24/task-512.png

Self-Assessment see pages 2-7

Background information, history, and mission statementCurrent marketing efforts: Website, Facebook, Newsletters, etc.Website advantages and disadvantagesForm 990s from 2012, 2013, and 2014

Current financialsPredicted financials

Current and past business donorsIndirect competition:

Mission-Related competitorsContribution competitors

Summary of Webster House’s unique value (page 9)

Marketing Objectives see page 8

Minimum of two business contacts per monthExpect six to remain involved for at least a year

Raise $50,000 from business contacts45-50% cash50-55% other contributions

Heighten business interest in newly founded “Legacy Fund”Dunkin’ Donuts is the only current contributorExpected growth not provided

Gain media exposureHas not received any non-advertising exposure in a few yearsExpected gain not provided

Marketing Strategies and Tactics see pages 10-14

Minimum of two business contacts per month

Strategies• Identify and connect with new contacts• Modify and restore B2B networking

Tactics• Website• Facebook• Newsletters• Lists• Events

“Strategies and Tactics”https://www.pinterest.com/source/taylorpearson.me/

Marketing Strategies and Tactics Cont. see pages 10-14

Raise $50,000 from new business contacts

Strategies• Develop interest• Simplify contribution process• Assist in relationship development

Tactics• Website• Facebook• Events

“Donations”http://www.techworld.com/news/startups/orange-plans-cosy-up-with-startups-through-20m-vc-fund-3595249/

Marketing Strategies and Tactics Cont. see pages 10-14

Heighten business interest in newly founded “Legacy Fund”

Strategies• New methods to reach out• Educate business owners

Tactics• Website• Facebook• Newsletters• Lists (Thank You Letters)

“Donating”http://www.realsimple.com/work-life/money/donating-to-charity

Marketing Strategies and Tactics Cont. see pages 10-14

Gain Media Exposure

Strategies• Make it easy for journalists to access stories• Create interesting stories

Tactics• Website• Facebook• Press Release• Events

“News”https://calibergroup.wordpress.com/2013/01/17/increase-your-chances-of-media-exposure-success/

Marketing Tools see pages 15-17

Marketing/Communications InternWebsiteFacebook PageNewslettersPress ReleasesListsEvents

Community-focusedBusiness-focusedThird-party-hosted

“Marketing tools”http://easyvideosuite.com/launch/

Message Example: For Legacy Fund see pages 18-21

The {current number of residents} youths currently living at the Webster House need your help. Can they count on {company name} to invest in their futures by contributing $100 a month for the next 10 months to the Webster House’s newly formed Legacy Fund?

The Legacy Fund ensures that the Webster House can continue its mission to provide a safe and supportive home to youth who are unable to live at home. The Webster House is a 501(c)(3) nonprofit organization, and all financial donations are tax deductible.

Please reply no later than {date} so that we may discuss a contribution schedule that works for you.

Best regards,{signature}

Lou CatanoExecutive DirectorWebster HousePh: (603) 622-8013Email: lcatano@wbesterhousenh.org

Clarify a need

Benefit to the company

Unique Value

Call to action

Contact information

{custom field}

Budget see pages 22-25

The B2B Marketing budget for 2017 is $1,000 Utilization of free resources will optimize budgetCost for Print Press Releases $119Cost for lists will be $198

Total combined $317

Remaining $683 will be used to events

(Stein, "Will County presents balanced 2017 budget", 2016)http://epmgaa.media.clients.ellingtoncms.com/img/croppedphotos/2016/09/21/newsp5Will_County_presents_balanced_2017_budget.jpg

Timeline see pages 22-25

Resources see pages 22-25

FacebookNewsletters

Electronic NewslettersPrint Newsletters

Press Releases ListsEvents

"CalWORKs"http://paeablog.org/wp-content/uploads/2015/04/resources.gif

Track and Measure Results see pages 26-27

Website AnalyticsFacebook Page InsightsEvent Registries and House DatabaseFinancial Ledgers

AWStats Analytics screenshot for beyondvolume.com

Summary see page 1

Objectives• Minimum of two business contacts per month• Increase media exposure• Raise $50,000 from business contacts• Heighten business interest in Legacy Fund

Budget: $1,000

“Dart in Target with Dollar Sign”http://www.scholarshipmanagement.org/images/uploads/entry/Setting_goals_within_budget.png

Summary see page 1

ExpensesTotal: $317

List purchases: 200 targeted leadsPrinting and mailing costs for 100 newsletters.

Remaining balance: $683

Note: Event expenses are not estimated in this B2B marketing plan.

Marketing ToolsMarketing/Communications InternWebsiteFacebook PageNewslettersPress ReleasesListsEvents

Thank you, Lou.