Marketing Strategy

Posted by
Tonya A.

Artistic & Executive Director

Posted Date
Dec 17, 2018
Location
Virtual volunteer opportunity
Impact statement
This project will save us $11,198 , allowing us to reach a wider audience. We create cross-cultural, cross generational, and cross class bridges. We will be more effective with our programs if we can be more focused on how and where to market.

Project Details

What We Need
  • A written summary of the Organization's marketing goals and target audiences
  • A list of key marketing channels that will yield the highest return on investment, with rationale
  • Specific tactics the Organization can use to leverage the identified marketing channels
  • Messaging guidelines for the channels identified, including specific key messages (if needed)
  • A summary of the key metrics for evaluating marketing effectiveness, and guidance on how to track metrics over time
Additional Details

Grown Women Dance Collective needs expertise of how to get the word out about our performances and community programs. We're entering our 10th year and have mostly been word of mouth, with a bit of social media. A Bay Area marketing professional with a network of local media contacts would be super helpful.

What We Have In Place
  • We currently have a website, Facebook, e newsletter, short video, photos, which should make it easy for you to get started. We also have lots of enthusiasm, and the ability to provide any other information you need.
How This Will Help

We produce an annual Juneteenth dance concert using dance and music to teach and celebrate African American history. Ths year, we sponsored 200 kids to come see the performances, take a dance class, visit backstage, and meet the dancers. We are a tiny organization that is trying to make a big impact using the arts for social justice. As the project has been mostly self funded, we've done almost all of our own marketing. We need an expert to help us raise awareness so we can have a bigger impact.

Project Plan

P
Prep: Information Sharing and Goal Setting
  • Volunteer Manager outlines any current marketing activities and strategies
  • Volunteer Manager shares any existing marketing materials
  • Professional connects with the Volunteer Manager for a brainstorming/overview session, to discuss goals, target audiences, and existing activities/materials
  • Professional and Volunteer Manager outline next steps and timeline for the project
1
Milestone 1: Identification of Marketing Channels
  • Professional conducts research and analysis to determine the channels that the Organization should be using, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the channels identified
  • Professional incorporates Volunteer Manager’s feedback and finalizes channels
2
Milestone 2: Strategy Finalization
  • Professional drafts tactics and messaging guidelines for the different channels, and shares the information with the Volunteer Manager
  • Volunteer Manager provides feedback to the Professional on the draft
  • Professional creates metrics that the Organization can use to evaluate the effectiveness of their marketing
  • Volunteer Manager provides feedback to the Professional on the metrics
  • Professional incorporates Volunteer Manager’s feedback and delivers a final draft of the Marketing Strategy
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About The Org

Our Mission

Grown Women Dance Collective creates cross-cultural, generational, and class connections, encouraging dialogue, empowering thought and action, and building racial harmony through concert dance and wellness programs. In a positive and nurturing environment, mature dancers challenge the stereotypes of aging, create artistic work that is relevant and accessible to diverse and underserved audiences, promote mind and body healing through health and fitness programs, and create economic opportunities for young people.

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