PG Calc’s Strategic Marketing service consists of either revisiting an existing strategic plan or developing an original one to ensure that stated objectives are clear and attainable, the schedule of marketing activities works optimally in relation to established goals, and messaging blends effectively with other messaging from the organization as a whole. And that’s strategic marketing.

Our work begins by helping you define and shape your overall marketing strategy:

• Is your organization’s mission clearly articulated?
• What are the goals of your marketing program?  Are they clear to everyone on the team? Are they supported by everyone on the team? Are they supported by the leadership at your organization?
• Do you have the tools and resources to achieve those goals?
• What does your donor base look like? Who among your donors represents the best potential audience – that is, those most likely to be interested in planning a gift to your organization?
• What messages work best to communicate the strength and value of your mission? What messages will resonate best with your planned gift prospects and heighten their interest in providing financial support in the form of a planned gift?
• Are there nontraditional methods available to you to deliver your messages?

Strategic Marketing Plan clients receive a multi-channel (email, web, postal mail, advertising, phone, visits) media plan/timeline as part of a larger comprehensive plan that specifically addresses the questions above.

Strategic Marketing Components
PG Calc’s services in strategic marketing are broad, diverse, and flexible, but organizations might find particular benefit in these defined projects:

Marketing Program Evaluation.  A holistic approach to evaluating the existing marketing program and the results is has produced. This evaluation includes a review of the existing marketing plan, marketing materials, summary of constituents, and program goals.  
        
Planned Giving Marketing: A Starter’s Kit.  Get your program off the ground. This offering is tailored not necessarily for new planned giving programs, but for planned giving programs that need to start at the beginning to develop a plan, articulate the mission for a planned gift prospect audience, and develop a few deliverables to support the program, including website content and other primer material and a checklist for managing the marketing activities and tasks you’ll need to deliver.

Marketing Collateral Audit.  Complete review and recommendation of development and planned giving marketing collateral for both print and electronic, includes comments on layout, design, and content revision. Evaluate the effectiveness of the planned giving message within existing development marketing efforts. Evaluate the use of your lead generation and direct marketing tools: email, letters, newsletter.