Marketing Strategy
Convergence Center for Policy Resolution
Convergence Center for Policy Resolution
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Marketing Strategy
Project details
What we need
- Advice about a clear and cohesive set of marketing goals that will increase our organizational presence and will forward the action agendas of each of our "projects"
- Strategies and tactics that are viable given our limited budget and staff capacity
- Advice regarding what tools we should use to most effectively raise our public profile (video? social media? PR?)
What we have in place
- Our founder recently gave a TEDx talk and we also have an academic case study that will be published soon. These will be great opportunities for generating interest in and about Convergence. With four "projects" moving from dialogue to action, we have a lot of opportunities to market ourselves this year. We also have a professional website, social media pages, partnerships with organizations that will help us advance a marketing plan, and a staff/board who are eager to help.
How this will help
This project will save us $11,198 , allowing us to convene 30 national stakeholders for a full day's discussion of how to re-imagine our education system.
Convergence is now a 5-year-old organization but quite frankly, most people have never heard of us. To be successful, we need to raise our public profile so that we can inspire trust in influential stakeholders, and also distinguish ourselves from organizations doing work in the same general sphere. A more public presence will also help us in our fundraising efforts to reach donors, both large and small.
This year, Convergence's four current projects are making the important transition from dialogue to action. The dialogue phase is generally not widely publicized, and under the radar (for good reasons). When the projects move from dialogue to action, however, we want to publicize the fact that unlikely alliances of stakeholders are going to be working together towards the common good. We want broader audiences to know that this is happening because this is how Convergence makes an impact on the world, and because we often want to involve more individuals and groups in the action phase than was possible to include in the dialogue phase. Each project needs to think about what the communications strategy to pursue in order to achieve these goals.
Project plan
Posted by
Dusie H.
Finance and Fund Development Manager
Our mission
To convene people and groups with conflicting views to build trust, identify solutions, and form alliances for action on critical national issues.
What we do
Convergence was founded in 2009 to fill a void in our nation's ability to solve problems. To this end, we convene diverse and influential stakeholders for "dialogue-leading-to-action" on critical national issues such as improving our education system; reducing obesity and diabetes; financing long-term care for the elderly and disabled; and improving U.S.-Pakistan relations.
Our process has four main stages:
1) Identify a critical national problem where the failure to cooperate across differences impedes progress.
2) Through research and interviews, map out the key position and plays, and enroll diverse stakeholders of influence in a sustained dialogue.
3) Build trust and understanding among participants so that they agree upon shared recommendations for action.
4) Develop and implement a shared plan of action.
This process leads to results in the form of public policy changes, the creation of public-private partnerships and new business practices, and the implementation of issue campaigns and public awareness efforts.
Ultimately, we envision a world in which collaborative problem-solving is the norm, and not the exception.
