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Marketing Strategy

Help Pen Faulkner * Advice on how to “market” the organization with limited resources * A plan on how to broaden its reach and support base * Instruction on what are and how to utilize the most e…
Pen Faulkner
Washington, DC, USA
Pen Faulkner
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Pen Faulkner
Washington, DC, USA

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Posted March 3rd

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Marketing Strategy

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
What we have in place
  • We currently have language for our website and press release, which should make it easy for you to get started. We also have a mailing list of 4,000+, 100 Reading Series subscribers, and 53 Awards tickets sold,, and the ability to provide any other information you need.
How this will help
This project will save us $9,148 , allowing us to buy 400 books for students in D.C. and Baltimore public and public charter schools.

The foundational purpose of PEN/Faulkner is giving the PEN/Faulkner Award for Fiction, now in its 35th year. This project will help us attract a larger and more diverse audience to our Award Ceremony in order to better publicize and celebrate the books we will honor this May.

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

Pen Faulkner
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Cause
Education
Posted by
Emma S
Emma S.

Volunteer manager

Our mission

PEN/Faulkner is a nonprofit literary organization that believes in deepening readers’ connection to writing through public events, in-school education, and public promotion of exceptional literary achievement.

Testimonials

Read the Impact Story
Katerina was amazing! She was highly responsive, constantly volunteered to do more than I asked, and produced work that I found very helpful.
Emma S.
Emma S.

Volunteer manager

Marketing Strategy Project

What a fascinating project to be part of! I helped to promote the 35rd Award for Fiction Ceremony and Dinner which turned out to be a great success and the first sell-out in the history of the event. I am so pleased for the Foundation who do a wonderful job bringing literature to young communities.
Katerina P.
Katerina P.

Digital Marketing Specialist

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