Back to Top Step-by-Step The groundwork you have laid thus far by assessing the marketsetting goals and objectivesidentifying partnersand making design decisions will help create an effective plan to create demand for your program services.
A well-written plan can provide a road map for your marketing and outreach efforts and help coordinate those efforts with other program elements to ensure roll out of a cohesive program. Expand All Develop marketing and outreach strategies and tactics Strategies are broad approaches for communicating about the program to your audiences.
Tactics are specific approaches used to implement each strategy. This step will help you consider the appropriate number of strategies and tactics to undertake for the program and help you decide which strategies and tactics might work best by providing examples of those that have proven successful for other residential energy efficiency programs.
|Back to Top Step-by-Step The groundwork you have laid thus far by assessing the marketsetting goals and objectivesidentifying partnersand making design decisions will help create an effective plan to create demand for your program services. A well-written plan can provide a road map for your marketing and outreach efforts and help coordinate those efforts with other program elements to ensure roll out of a cohesive program.|
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You will want to carefully consider how many strategies and tactics to include in your marketing and outreach plan. A good rule of thumb is that you need to touch, or reach, a customer with your message at least three times before it sinks in. To touch a potential customer, you might decide to use three different tactics or the same tactic at least three different times.
When developing your outreach strategies, keep in mind that many successful residential energy efficiency programs have found that person-to-person interaction is one of the most effective ways to influence consumers to undertake a home energy upgrade.
You can reach your priority audience using influential, known, and credible partners who can leverage their relationships, members, and networks to deliver marketing messages. Rutland County, Vermont Uses Trusted Messengers to Deliver Message In Rutland County, Vermont, program organizers called upon trusted, credible organizations to encourage their neighbors to undertake energy evaluations and upgrades.
Spotlight on Rutland County, Vermont: Department of Energy, You will also want to consider cost—including staff and volunteer time—when selecting program strategies including direct and indirect staff time, incentives, and materials. Compare the strategy cost to the number of homes upgraded as a result of this strategy to determine your program's return on investment.
Is this strategy more expensive than other available strategies that achieve similar results? If so, you might want to reconsider your approach. Examples of Strategies and Tactics Narrow down the strategies and tactics that might best be suited to reach priority audiences and help create demand for home energy upgrades, based on your market research and the marketing and outreach goals and objectives you are trying to reach.
Following are some example strategies and the tactics programs used to implement them: Your website is often what makes a first impression on potential customers, so plan a site that reflects your brand and messaging and is easy to navigate.
Making your site easy to find through frequently used search engines is an important strategy for promoting your program. To ensure that your site comes up in search engines, add metadata, or key words, that potential customers might use to find information on your site e.
EnhabitEnergy Impact Illinoisand Efficiency Maine made their websites easy-to-find, one-stop-shops for energy assessments, upgrades, incentives, financing, and other program information. Tours of upgraded homes: Hosting tours allows messages to be delivered to potential customers by satisfied customers and encourages face-to-face contact between potential customers, the program, and contractors.
These events allow potential customers to see completed home energy upgrades and speak directly to homeowners and contractors about the process and its results.
Additionally, events provide valuable audience feedback concerning messaging and incentives. Events require staff time, so be sure to plan accordingly so as not to overextend program capacity.
House parties are a tactic that Energy Impact Illinois used to build momentum for energy assessments and upgrades. The program leveraged the credibility of trusted neighbors to show guests where energy was being wasted and explain ways to improve comfort while saving energy.
Program staff and contractors would be on hand to talk about the program and improvements. Learn more about the house parties by reading the U.New Church Ministry Plan By Rev. Cameron Trimble When starting a small business some years ago, a mentor took me aside and offered this insight— “everyone gets somewhere in life — it is a rare person who gets somewhere on purpose.” That nugget of.
Develop a marketing and outreach plan that details your strategies and tactics, workflows and timelines, staff roles and responsibilities, and budget. Whatever budget you decide on, make sure that it lines up with your overall program business plan and budget.
1 BUSINESS PLAN OUTLINE Use the following outline to summarize your business planning decisions.
Title each section of your written plan as indicated in the outline. Write, in your own words.
Sample Plan Community Outreach Plan Development Please complete the following pages. I. Write a Situation Statement (A statement or defi nition of the issue or project the Center is seeking to build community. Unite For Youth nonprofit youth services business plan executive summary. Unite for Youth is a nonprofit agency providing mentoring programs for middle and high school youth in the Greater Claremont area.
Outreach_Action_Plan_Template. WebJunction is the place where public library staff gather to build the knowledge, skills and support .