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In recent years, Passion Marketing and Gary Wexler's understanding of marketing the intangible has undergone a sweeping change. While maintaining its position as one of the top creative forces in the Nonprofit/NGO sector, the company's services are no longer based upon the belief that message creation is the engine of marketing the intangible. Today, Passion Marketing's offerings reflect what the company has learned through a decade of experience in what is required to help create results in funding, advocacy, recruitment, participation and sales.
While these services are oriented towards the Nonprofit/NGO sector, they equally apply to business.
- Consensus Marketing Seminars
- The Marketing Idea Plan
- Community Mapping
- Mega-Donor Marketing Strategies
- Conversational Dinners
- Branding
- The Case Statement
- Internet Services
- Creative Services
- Public Relations
- Events of the Unexpected
- Client Networking
1. CONSENSUS MARKETING SEMINARS
In the Nonprofit/NGO sector, marketing is not successful if it does not begin with a dynamic process. Key stakeholders-staff, board members and donors-must be brought together through an intensive and dynamic session, exploring the issues that affect the marketing of the cause, then working together to reach a consensus as to what the marketing strategies and messages will be. Gary Wexler or other Passion Marketing professionals facilitate this process.
2. THE MARKETING IDEA PLAN
Over the years we have found that Nonprofits/NGOs are not staffed or funded to implement twenty-five to fifty page marketing plans. After they are paid for, they end up on the shelf.
Today, we create five to ten page marketing plans offering strategic, breakthrough ideas and tactics that an organization can afford and implement in order to create a result. The plan is based upon the information that is created during the Consensus Marketing Seminar.
3. COMMUNITY MAPPING
Nonprofits/NGOs do not have the budgets to do mass marketing or even large target marketing. Results are predicated upon finely defining market segments. The way to best infiltrate those segments is through the creation of the community map, by identifying the influencers in those segments and the network that they influence. Once that map is created then the marketing strategies and tactics follow the map. Simply creating branding, a brochure, advertisements or public service announcements (PSAs) and then throwing them at a loosely defined marketplace is a waste of money and time, even if that time was donated.
4. MEGA-DONOR MARKETING STRATEGIES
In the last few years, Gary Wexler and Passion Marketing has become the marketing partner for several multi-million dollar mega-donor funding campaigns (each exceeding $100 million). The company works closely with clients, creating strategies and messages to approach selected donors of one million dollars or more. Passion Marketing has gained expertise in this area, understanding the psychology and the expectations of mega donors. One of the conversational dinners that the company hosted was on the culture of mega-donor giving. About thirty major non-profits in the LA region, as well as several mega donors attended the dinner. The result of the dinner is a three-page document we have created on the characteristics and expectations of mega-donors, which have become our guiding principles for the marketing of mega-donor campaigns.
5. CONVERSATIONAL DINNERS
The influencers identified in the community mapping process do not become supporters of the cause merely by reading an ad, brochure or newspaper story. They must become intimately familiar with the issue, as well as know that their involvement leads them to have access with other influential supporters. Passion Marketing has found that the best path to creating this commitment and the excitement over their potential involvement or funding is the Conversational Dinner.
6. BRANDING
There is a lot of hype about branding. Many people throw the term around, believing that if they mention it, it means they understand marketing. Unlike the for-profit world, in the Nonprofit/NGO sector branding is not budgeted with millions of dollars where it alone can create a result. In this sector, it is not really branding. It is the creation of a logo, tagline and graphic treatment.
7. THE CASE STATEMENT
This is the calling card of an issue or cause. It is the dramatic and powerful brochure that brings the organization's issues alive through human drama and stories about the people whose human condition has the potential to change through support of the cause. The Case Statement creates the language and graphic look of the campaign. Creating Case Statements is an intense, involved process based upon interviews and stories. It requires about three months of comprehensive work.
Examples of our work include:
8. INTERNET SERVICES
Passion Marketing and its Internet partners create websites based on concepts, as opposed to just words set to design. Internet sites are connected to a client's overall marketing strategies, its graphics and language. Passion Marketing pays special attention to what makes an Internet site 'sticky,' bringing readers back on a regular basis.
Examples of our work include:
9. CREATIVE SERVICES: BRANDING, ADS, COLLATERAL, VIDEO
Based upon Gary Wexler's background as creative director/copywriter for many major ad agencies, Passion Marketing's creative services have always been the company's strongest offering, setting a reputation that is unparalleled. In the last several years, the company's strategic services have become equally as strong, equally as focused and equally as creative. As evidenced by the services described on this page, it is clear that Passion Marketing's depth of understanding of what is required to create a result in this sector has propelled the company way beyond just the offerings of creative services.
Examples of our work include:
10. PUBLIC RELATIONS
Passion Marketing offers full Public Relations/Media services. Our clients have received coverage in some of the most powerful media outlets, including the Wall Street Journal, New York Times, LA Times, CNN, Good Morning America as well as coverage in local and international press.
Examples of our work include:
11. EVENTS OF THE UNEXPECTED
We do not do normal events, such as fundraising dinners. We create out of the box events that bring a cause or initiative alive. Our event capabilities are all conceptual, designed to either create press coverage of a cause or initiative, or simply to touch people's souls. They include such well-covered events as renting horses and carriages on Valentines Day in Central Park in order to give away 500 free rides from a bereaved industrialist in memory of his wife, to partnership events with the major philanthropies, leading our clients to give sponsorship donations in order to integrate their causes with a much larger one, thereby garnering more exposure and press awareness.
Examples of our work include:
12. NETWORKING OUR CLIENTS-A FREE SERVICE
Our clients are local, national and international, dealing in issues and causes ranging from education and social services to hospitals, culture and religion. Through our work, we meet many influential people, such as executive directors, board members, business leaders, religious leaders, mega philanthropists, policy makers, academics, entertainment leaders and many, many others. Frequently, when we work with our clients, we immediately identify people in our network who they need to meet and arrange the meeting. In Los Angeles and New York, we also host conversational dinners where we brings our networks within those cities together, encouraging important intersections between many kinds of influential people.
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