PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 1

Course Syllabus: Marketing for Mission-Driven Organizations

Taught by: Erica Mills

Days: Thursdays, September 29 through December 8, 2016

Time: 2:30-5:20pm

Classroom: Parrington Remak Commons

Email/Phone: enm@uw.edu and 206-351-8504

Office /Hours: Thursdays 1-2pm, Parrington 203B

Course Overview

This class will give students an understanding of how organizations can use marketing to strategically advance their mission. We will look at how you create a marketing action plan—the why, what, who, and how. By the end of the quarter, students will have the skills and knowledge to market any organization, idea, cause, project, service, product or program...so long as it is intended to make the world a better place.

This class is also meant to build students’ ability to be effective public speakers, in both formal and informal settings. As such, students are expected to be lively participants in the course, contributing to class discussions, actively engaging in group work, and thoughtfully reflecting on what they are learning along the way.

Unlike other subjects, there are few hard and fast rules in marketing. We will use tried and true frameworks for developing a marketing action plan, including messaging. Students are expected to learn how to use these and adapt them for different settings and audiences. Dealing with ambiguity will be part of what students grapple with, both as individuals and as a class.

Overview: week by week

In this overview, ‘you’ and ‘your’ refer to the organization you are focusing on for your group project.

This course will use a combination of lectures and in-class discussion. For all but two of the lectures, there are on-line videos lectures. To access the video lectures, go to: http://claxonuniversity.com/buy/UWFall2016/ (PW: UWFallQuarter2016)

Each video lectures also comes with a Study Guide, which you can find under the files. The Study Guide contains Lecture Notes and Assignments. We will be discussing the assignments in class. The more you have completed of each assignment, the more you will get out of that week’s class. At a minimum, please review the materials in advance.

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Week Lesson: Question Objectives Prep Work

1

Sept 29 What is marketing?

Look at marketing as a discipline

Read Why Behavioral Economics is Really Marketing by Philip Kotler

1 Sept 29

Lesson 1: Why do you exist?

Create a Belief Proposition

Understand the role of Vision and Mission Statements

Know your values

Download Lesson 1 Study Guide

Read 3 Statements that Can Change the World: Vision, Mission and Values by Hildy Gottlieb

Watch How great leaders inspire action TEDx Talk by Simon Sinek

Further Reading (Optional)

Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek

2 Oct 6

Lesson 2: What do you want to be known for?

Identify the one thing you want to be known for

Learn what distinguishes you from the competition

Download Lesson 2 Study Guide

Read How We Remember, and Why We Forget by Ashish Ranpura

Read Defining Your Competitive Advantage by Mollie West & Andy Posner

Read SWOT Analysis: Identifying Your Competitors by Erica Olsen from Strategic Planning Kit for Dummies

Read Pitchfalls: why bad pitches happen to good people by Erica Mills

Further Reading (Optional)

Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renee Mauborgne

Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout and Steve Rivkin

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 3

2 Oct 6

Lesson 3: What is your Brand Personality?

Understand how branding lays the foundation for effective communication

Learn how to use visual, narrative and experiential gears to build your brand

Define the three adjectives that best define your brand personality

Download Lesson 3 Study Guide

Read The Role of Brand in the Nonprofit Sector by Kylander, Nathalie and

Christopher Stone from SSRI, Spring 2012

Watch What is

Branding? from Norwich

Business School

Read Pick the Right Color for Design or Decorating with This Color Psychology Chart by Melanie Pinola

Read The Psychology of Typography by

Libby Coy

Further Reading and Watching (Optional)

· Building Strong Brands by David A. Aaker

· Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results by Jocelyne S. Daw, Carol Cone, Kristian Darigan Merenda, and Anne Erhard

· Why city flags may be the worst-designed thing you’ve never noticed by

Roman Mars at TED

· Brand Driven: The Route to Integrated Branding Through Great Leadership by Susan V. Davis, F. Joseph Lepla, and Lynn M. Parker

· Even Graphics Can Speak With a Foreign Accent by Chiqui Esteban

2 Oct 6

Lesson 4: What is in your Organizational Lexicon?

Identify which words best reflect your brand personality

and create a consistent voice

Download Lesson 4 Study Guide

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 4

Speed Pitching! for your whole organization to use

Bring awareness to which words you currently use and what that says about your organization

Watch The Secret Life of

Pronouns TEDx

Talk by James Pennebaker

Read Words to Avoid in 2016 by from Big Duck

Read Lake Superior State University’s 41st Annual List of Banished Words.

Listen to (or read the transcript of) Business Jargon Is Not a “Value-Add,” an interview with Dan Pallotta by Sarah Green from the Harvard Business

Review

Further Reading (Optional)

The Secret Life of Pronouns: What Our Words Say About Us by James W. Pennebaker

3 Oct 13

Lesson 5: What are your organizational goals and marketing objectives?

GUEST

Peter Drury, Director, Corporate & Foundation Relations at Seattle

Children's

Learn the difference between goals and objectives

Understand how marketing supports organizational goals

Be able to set SMART marketing objectives

Download Lesson 5 Study Guide

Read Difference between Goals and Objectives

Read (and watch embedded video) Do

Goals Hurt Your Chance of Success? by Sean Stannard-Stockton from SSIR

Review your organization’s strategic plan or see “Further Reading” for help in creating one

Further Reading (optional)

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 5

The Nonprofit Strategy Revolution: Real-Time Strategic Planning in a Rapid-Response World by David La Piana

Strategic Planning for Nonprofit Organizations by Michael Allison and Jude Kaye

Shaping the Future: The Board Member’s Role in Nonprofit Strategic Planning by Gary J. Stern

4 Oct 20

Lesson 6: Who are your believers?

Release the false notion that the general public is a target audience

Understand what drives loyalty

· Get to know what inspires and motivates your believers

Download Lesson 6 Study Guide

Watch The tribes we lead Ted Talk by Seth Godin’s

Review survey results (optional)

Get to know your tribe

Pay attention to the values they noted in the “What is important to you”

section

Further Reading (Optional)

Join the Club: How Peer Pressure Can Transform the World by Tina Rosenberg

Tribes by Seth Godin

4 Oct 20

Lesson 7: Who is your ideal supporter?

Understand why projecting your preferences is so dangerous

Know how the concept of “mutable identities” relates to messaging

Be able to create a persona of your ideal supporter(s)

Download Lesson 7 Study Guide

Watch Follow the Frog by

Rainforest Alliance, an organization that knows what their supporters do and pokes fun at it to engage them

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Watch The Mother’Hood

Official Video by Similac US

Read Homer Simpson for Nonprofits: The Truth About How People Really Think and What It Means for Promoting Your Cause by Andresen, Katya, Alia McKee, and Mark Rovner

Read Customer Personas: What Sally can show you by James Heaton from Tronvig Group

Read about Forrester Research’s Social

Technographic classifications

Further Reading (Optional)

Personas: Practice and Theory by John Pruitt and Jonathan Grudin from Microsoft

5 Oct 27

n/a

MID-TERM PRESENTATIONS

6 Nov 3

Lesson 8: How will you let people know what you want to be known for?

Understand how to align language with the initial stage

of the Engagement Cycle

Learn why your messaging needs to be both concise and compelling

Write your verb-driven Know Statement

Download Lesson 8 Study Guide

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 7

Watch What is the Office of

Letters & Light by National

Novel Writing Month

Review assignment from Lesson 2 on file folders & competitive advantage

Review assignment from Lesson 4 on your organizational lexicon & mission statement assessment

Read Mini-Mission Makeover: Volunteer Center of Morgan County by Erica Mills

Read The Winner of the 2014

#WorstMissionStatement Contest is… by Erica Mills

Read Why Provide is the Lamest Verb Ever by Erica Mills

Further Reading (Optional)

Pitch Perfect: How to Say It Right the First Time, Every Time by Bill McGowan

6 Nov 3

Lesson 9: How will you get people to understand what you do?

Learn how to tell if someone is ready to know more about

your organization

Understand how to optimize your message for those who are ready to know more about what you do

Define three things that people need to understand in order to engage with you

Download Lesson 9 Study Guide

Read Telling Tales by Stephen Denning

Read Chapter 1 of Made to Stick by Chip Heath and Dan Heath

Review persona work from Lesson 7

Further Reading (Optional)

Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 8

7 No 10

Lesson 10: How will you get people to engage with what you do?

Be able to avoid common mistakes made when moving someone from learning about you to engaging with you

Understand how to write good

calls to action

Download Lesson 10 Study Guide

Watch these pitches for those who are ready

to engage

City of Hope

Save the Bros

Read Fundraising Stories That Don’t

Work — and What’s Different About the Ones That Do, Kivi Leroux Miller’s synopsis of a talk by Steve Daigneault

Watch the Science of

Persuasion by Influence at

Work

Read Crafting Normative Messages to Protect the Environment by Robert B. Cialdini

Further Reading (Optional)

Influence: The Psychology of Persuasion by Robert Cialdini

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7 No 10

Lesson 11: How will you tell your story?

Learn what makes storytelling such a powerful tool for engaging people in your mission

Identify stories in your organization that will grab attention and create a sense of empathy

Understand when to use different types of storytelling

Download Lesson 11 Study Guide

Watch Storytelling by Ira

Glass

Read (and watch embedded video) 6 new pitches for selling your product, your idea, or yourself by Daniel H. Pink

Read Lisa Simpson for Nonprofits: What Science Can Teach You About Fundraising, Marketing and Making Social Change by Katya Andresen, Alia McKee, and Mark Rovner

Read 5 Beautiful Examples of Compelling Nonprofit Storytelling by Elizabeth Chung from Classy

Read Your Mission Statement is Not Your Story by Jay Geneske

Further Reading (Optional)

Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers

from the Very First Sentence by Lisa Cron

Telling Your Public Story: Self, Us, Now by Marshall Ganz

The Non-Profit Narrative: How Telling Stories Can Change the World by Dan Portnoy

8 Nov 17

How will you select the best mechanisms to connect with your ideal

supporters? [NO VIDEO LECTURE]

Understand the pros/cons of different mechanisms.

Case Study: Food Bank of Awesome Valley

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Class will be in the Forum.

GUESTS

Dana Van Nest, Associate Director of Marketing, Communications, & PR for Henry Art Gallery

Whitney Keyes, Vice President of Partnerships at Northwest Center

Sara Lerner, Reporter, KIRO Radio

Learn how on-line and off-line mechanisms can work

together.

Learn to identify the best mechanisms for engaging your ideal supporters.

David Meerman Scott, Excerpt from “New Rules of PR & Media” [on Canvas]

Kanter, Beth. Excerpt from “The Networked Nonprofit.” Pages 11-58: Chapters 2-4. [on Canvas]

Aaker, Jennifer and Andy Smith. “The Dragonfly Effect.” (Article adapted from the book.)

9

Dec 1

How will you decide if your Marketing Action Plan is a success? [IN-

CLASS LECTURE]

Lesson 12: How will you socialize your Marketing Action Plan?

Develop a plan for putting

your new messaging into action

Learn how to train staff and board so they adopt the new messaging

Learn the most common fears staff and board have when adopting new language and how to overcome those fears

Download Lesson 12 Study Guide

Kanter, Beth, Why Data-informed vs. Data-driven?

Brooks, David, The Philosophy of Data

Read Building a Culture of Philanthropy in Your Organization by Simone Joyaux from Nonprofit Quarterly

Watch Your body language shapes who you are, TED Global Talk by Amy Cuddy

Read Tomasz Tunguz’s review of To Sell is

Human by Daniel H. Pink

Further Reading (Optional)

To Sell is Human: The Surprising Truth About Moving Others by Daniel H. Pink

The Networked Nonprofit: Connecting with Social Media to Drive Change by Beth Kanter

10 Dec 8

N/A

FINAL PRESENTATIONS!

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 11

OPTIONAL: Stakeholder Survey

If you want to, you can administer the Stakeholder Survey, available under Files as a Word doc. The survey will give you lots of info about what your stakeholders want, how they view you, what they care about, etc. o The Study Guides will reference this survey. If you do the survey, you will be able to use

those answers. o If you decide not to do the survey and/or it doesn’t make sense, simply skip those

instructions in the Study Guides. o You have two options for administering the survey:

1. You can simply print and use the version as is. The downside of this approach is that you then have to manually enter all the results into a spreadsheet in order to analyze them, which is time consuming.

2. RECOMMENDED: You can create a version using your favorite online platform.

Whichever option you use, I recommend you make all questions optional because it is better for someone to answer just some of them than to give up in frustration.

Books

You are on a budget so most of the required readings are available for free on-line. The only book you need to purchase is Professor Mills’ book, Pitchfalls: why bad pitches happen to good people. There is a print and a Kindle edition.

Each lesson contains recommendations for further reading. Many of these are not free, but they are all optional. That way, you can decide which of those investments make sense for you.

ASSIGNMENTS

As stated above, the goals of this class are for you to learn how to create a comprehensive and strategic marketing action plan, and effectively explain it in written and spoken formats. As such, assignments are meant to build skills in the areas of analysis, development and delivery. We will focus less on implementation (e.g. how to create a Facebook page) and more on strategy development (e.g. how to create the elements essential to a great marketing action plan). This is because the tools organizations use to implement their marketing strategies will change, but the decision-making process to select them remains the same.

Expectations

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 12

All assignments you submit for grades need to demonstrate your ability to think critically and communicate clearly. Choice of words is more important than number of words.

Assignments

A total of 1000 points is possible.

Students will pick one organization (or project) for which they will complete a series of assignments that lead up to a final presentation. Students are encouraged to form into groups of 3-4. Marketing is a team sport and effective marketing campaigns and strategies are rarely formed by one individual. Doing the assignments in a group will give you the opportunity to experience what mission-driven marketing is really like.

Which organization or project should you pick? It’s up to you! You can use the opportunity to focus on your current place of employment or an organization for which you volunteer. However, if you’ve had an idea for a project/campaign/organization, you can also feel free to use this as an opportunity to think through that idea from a marketing perspective.

Administrative Notes of Great Importance

1. Communicating with your instructor. All groups will be assigned a number, once we know how many we have. When you send the instructor email from your group, please have the subject line read: “Group X: [insert topic]”, and cc: all group members. Thank you!

2. Turning in Assignments. All assignments should be uploaded to Canvas before class on the Due Date, unless otherwise noted. For Group Assignments, only one member of the group needs to submit the assignment.

3. Accessing Video Lectures: For this class, you will watch a video lecture as part of your class prep. Use the following link to gain access: http://claxonuniversity.com/buy/UWFall2016/

Project Length Points

Pitch Video

Students will create a video that has 15 second and a 30 second version of a pitch. The pitch can be about you (e.g. for a job) or on behalf of an organization (e.g. as if you are networking at an event). After the video, students will reflect on what they learned from the pitch experience.

DUE: Upload videos to Canvas by noon on October 14.

3 minutes 100

Tweet Sheet

Summarize your key take-aways from each week’s class in 140 characters or less. You can comment on a reading, the discussion, or

140 characters or less per week.

150

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 13

point to a real-world example you found that relates to that week's topic.

DUE: December 9 by 5pm

Persona

Based on a provided template, students will create a persona (max 3 pages).

This is a group assignment. Each group will submit 1 persona. Each group member will receive the same score.

Due: Oct 27.

1 page max 200

Mid-point Presentation

To include a high-level overview of the Why, what, and who of your marketing plan. We will not yet have covered messaging or mechanisms (e.g. social media, PR, newsletters), so you will not be expected to give that information until your final presentations.

Please find the grading rubric on the last page of the syllabus.

DUE: November 5. Upload any presentation materials to Canvas by noon on November 5.

5 minutes max for presentation, not including Q&A and feedback

100

Class Participation

Everyone is expected to participate in class, in some form or function. If you tend to be shy, actively participate when we do small group work and/or engage in, or even initiate, discussions in the course’s on-line discussion forum on Canvas.

N/A

200

Final Presentation 10 minutes max, not including Q&A and feedback.

250

PUBPOL 555: MARKETING FOR MISSION DRIVEN ORGANIZATIONS PAGE 14

This is when everything you’ve learned comes together! Presentations will be evaluated on both substance and style, using the presentation rubric.

DUE: December 8. Upload all presentation materials to Canvas no later than noon on December 8.

Please use PowerPoint/ Keynote/Prezi. In

addition, you can use other media, if desired.

TOTAL 1,000

PRESENTATION RUBRIC

ELEMENT WHAT I’M LOOKING FOR

What

Do you clearly outline your goals?

Are they easy to remember?

Are they SMART?

Who

Are you clear about what type(s) of people your marketing efforts must engage, i.e. who are your believers?

Does the presentation of your persona reflect both their motivations and their behavior patterns?

Is there evidence that you did research to support your persona development?

How Messaging: Do you have messaging that is concise, compelling and repeatable? Have you chosen words that would resonate with your persona?

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Mechanisms: Do your choices in which mechanisms to use make sense given your persona’s motivations and behavior? Do they take into account

resource considerations such as staff time and money, i.e. is the plan doable?

Measurement: How will you gauge whether your marketing efforts are successful? Do the outputs you intend to measure for each mechanism align with your overall goals? At what interval will you measure your progress?

Storytelling/Audience engagement

Is the presentation engaging?

Do you effectively use visuals to reinforce your points?

Do you speak to both the head and the heart?