Many groups have discussed or been involved in efforts to generate a "marketing" campaign.
I would like to lay out a process where non-profit recreation groups can change their current strategy (or on-going efforts) in order to become more effective.
Marketing is getting your name/logo recognized in a broad segment of the market. As such, a successful campaign attains name recognition outside their field. The entire marketing aspect encompasses two different aspects: individual members and businesses. That requires a two prong marketing strategy. One geared to individual members and another geared to supporting business members. Okay, so what? You already have that. But, are you effective?
A lot of time is spent on individual membership issues and I will not dwell on that effort as that requires a different marketing approach. However, it is a critical component of a successful marketing campaign. My focus will be on the supporting business membership aspects.
For the sake of a starting point, let us say that Organization Broken Winch intends to increase name recognition as a major advocate for recreation. A measure of knowing that they are succeeding is they attain name recognition outside the traditional 4x4/OHV community.
John Stewart Managing Editor - 4x4Voice - 4x4Wire - MUIRNet.net Natural Resources Consultant - California Four Wheel Drive Association - http://www.cal4wheel.com Board of Directors - BlueRibbon Coalition http://www.sharetrails.org
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