PADM-GP 2119 - NYU Wagner Graduate School of Public …



PADM-GP 2119 – 001Marketing for Nonprofit OrganizationsFall 2019Instructor InformationRobyn L. SteinEmail: robynlstein@nyu.eduOffice address: 295 Lafayette St., Rm. Office hours: Prior to class at a location TBD or send a request via emailCourse InformationClass Meeting Times: Tuesdays, 9/4 – 12/10, 4:55 pm – 6:35 pmClass Location: 45 W. 4th Street, Room B06. Entrance to this Building is in StarbucksAll details in this syllabus are subject to changeCourse DescriptionDeveloping and executing an organization’s marketing strategy can be a complicated process, but is integral to raising money, increasing visibility, recruiting ambassadors / influencers / advocates / supporters and building momentum to achieve its mission. This is particularly true as digital tools and social media have grown to become critical to an organization's marketing and communications. Not-for-profits now compete with businesses and social entrepreneurs for attention, likes, hits, donations, and votes. In order to be facile in this economy and time, all internal levels and functions within a not-for-profit must be extremely well focused, must be flexible to alter their course on a dime, and must be aware of the importance of working closely together to have a real impact. In many cases and in cases with small organizations, organizations are also contending with limited staff and financial resources. In this course, students will learn elements of a broad-based approach to branding and marketing and will then narrow in on “getting it done” by focusing on the nitty-gritty. They will tap into knowledge about organizations with which they are familiar and expand their horizons by learning about others. These mission-driven organizations and entities may be in such areas as government, economic and racial justice, the arts, health and human services, education, and the environment.The course utilizes online resources, academic papers, in-class experiences and exercises, group discussion and weekly assignments.Course and Learning ObjectivesLearning Assessment TableCourse Learning Objective CoveredCorresponding Assignment TitleDevelop critiquing skills to assess corporate and not-for-profit branding elementsSessions 1 and 2Understand the basics of 'Branding,' and ‘Framing’ in the not-for-profit spaceSessions 1 - 6Be able to conduct a marketing and communications SWOT (strengths, weaknesses, opportunities, threats) analysisSessions 5 and 6Develop SMARTIE marketing/communications plan to understand an organization’s niche and how to grasp new direction for a campaign (goal, objectives, audiences, tactics, metrics)Sessions 6 - 8Recognize, analyze, and draft effective stories that aptly portray an organization's core mission and visionSessions 9 and 10Discuss digital and social media strategies, tools, listening exercises, and metricsSession 12Identify methodologies and tools to 'get it done" – including marketing tactics; cause-related marketing best practices; tools for organizations existing on a shoestring budget; timelines that work for your organization and workflow; communications and media tactics; pointers to working cross-functionally; and tools to evaluate your results.Sessions 11, 13 and 14Overview of the SemesterAll details and special guests are subject to changeSession 1: CLASS SET-UP AND SURVEY RESULTS, September 3, 2019 We will open our first class with a discussion of the class structure, grading, expectations, key objectives, rules for the semester, and a tour of our NYU Classes site to learn how to navigate it. We’ll review your survey results and together discuss your observations to highlight and then talk about integrated marketing and communications in two sectors: not-for-profit and for-profit spaces.Session Objectives Acknowledge comprehension of class responsibilities and contractUnderstand class structure and use of NYU ClassesIllustrate the comparative importance of branding and marketing for a not-for-profit vs for-profitRecognize important marketing qualities of successful and not-so-successful organizationsSession 2: INTRODUCTION TO BRANDING, September 10, 2019 We’ll begin with our first oral presentations by students, a practice that will continue throughout the semester.This class will cover the basics of branding including the use of different assessment tools to examine organization websites and their social media. The tools include one introduced by the Stanford Social Innovation Review called IDEA, one examining Brand Personality, and then a simple brand base and brand face method. In a small group exercise, students will assess and evaluate organizations they looked at for the first assignment against best practices. Special Guest: Kelsey Overby, Senior Manager, Partnerships, NationSwell; Board of Directors, Resolution (Confirmed)Session Objectives Display understanding Brand Equity / IDEA concepts / Brand Personality / Brand base and face Identify the right questions to assess brands using the above criteria Recognize best-in-class examples of not-for-profit branding and marketing efforts, and describe how to assess their effectiveness (Same as Session One)Session 3: BRANDING AND FRAMING, September 17, 2019 After presentations, we'll further discuss branding and how organizations describe, shape and/or frame their brand. What are the basics of framing, how does it work and why is it important? In this class, we'll discuss how frames may differ for organizations working in the same issue area, how they may each attract distinctive demographics, and the context of these issues.Session Objectives Understand the concept of framingDistinguish between organizational frames, messages, their purpose, and potential benefitArticulate distinct differences in how issues are framed for different organizations in the same issue area and different demographic groupsSession 4: POSITIONING A NOT-FOR-PROFIT IN THE REBRANDING PROCESS, September 24, 2019We'll revisit framing in this class -- specifically discussing how to position an organization in a competitive space. Our special guest will discuss the process of re-positioning and rebranding of Bideawee -- an animal rescue organization -- that they undertook in 2018-19. This critical exercise allowed them to determine how to distinguish and differentiate Bideawee from others in the animal rights and adoption spectrum to clarify and align their organizational messaging; to present a unified brand to their target audiences; and to increase attention, engagement, and revenues.Special Guest:Heather Reynolds, Vice President, Marketing and Development, BideaweeSession Objectives Understand why an organization may choose to rebrandArticulate the process and the importance of research in rebrandingRecognize 'differentiation' amongst organizations in the same fieldIdentify key issues involved in re-branding?including budgeting, timing, priorities and challenges, strategiesExamine how organizations ongoing marketing and communications activities simultaneously and the long-term effects/results of branding exercisesSession 5: REVISITING BRANDING & FRAMING | SWOT, October 1, 2019 (Rosh Hashana ends at sundown)In this and the next session, we will go over branding, re-branding, and framing as discussed to date to make sure there aren't any gaps in understanding. Our special guests will talk about how the Art Therapy Project has built its new brand over the past 3 years. We'll then move onto using a marketing SWOT or SMART exercise to assess their website and organizational marketing. Special Guests:Martha Dorn, Executive Director, The Art Therapy ProjectJoanie Choremi, Development Manager, The Art Therapy ProjectSession Objectives Understand long-term framing and branding of an organization with limited budget post rebranding Demonstrate understanding and benefits of marketing SWOTS & SMART PlansSession 6: SWOT & SMART: ASSESSMENT AND PLANNING, October 8, 2019 (Yom Kippur eve)We'll pick up on discussions of the last few sessions and move to focus on turning elements of a SWOT into a SMART marketing plan particularly developing GOALS and OBJECTIVES for the organizations you are focusing on as well as an understanding of AUDIENCES and creating a CALL TO ACTION. Session Objectives Demonstrate understanding and benefits of marketing SWOTSUse of SWOT components and analysisDetermine how to derive niche marketing from SWOTGrasp elements of a SMART Marketing PlanNO CLASS: October 15, 2019MID-TERM REFLECTIONS DUE Session 7: NICHE MARKETING, October 22, 2019Our Special Guest will present a case study of SummerStage's audience-based listening approach to developing their successful marketing plan across five boroughs. She'll speak about the use of surveys and will show results from 2016 to 2019. We'll examine her data and results to see how it relates to elements of a SMART plan. Special Guest:Rosemary Jorda, Director, Marketing and Partnerships, City Parks FoundationSession Objectives Demonstrate understanding of and ability to craft achievable SMART marketing plan goals and objectivesUnderstand the importance of determining realistic and attainable audiences to create targeted, successful marketing objectivesSession 8: SMART PLANS & STORYTELLING: October 29, 2019With a beginning focus on objectives and audiences, we’ll dive deeper into SMART plans and discuss Calls to Action, Digital Influencers, Tactics, Metrics, and Timelines. We’ll talk about what it takes to motivate audiences to act using the BJ Fogg Behavioral Model.Session Objectives Grasp where audiences are on ladders of engagement and the how to move them to action using the Fogg Behavior Model Build on SMART goals and objectives, identifying realistic list of audiences to approachBegin to draft realistic tactics, understanding metrics, and timelines based on objectives and audiencesSession 9: STORYTELLING, November 5, 2019One extremely essential aspect of marketing that?can beautifully and effectively illustrate your organization’s mission and impact is the use of effective content -- with the most important element being?storytelling. Stories can be the lifeblood of an organization, but to identify the right ones, develop them, and tell them with sensitivity, honor, and authenticity takes finesse. Aspects of our discussion will touch upon how they are best identified, framed, created and told -- especially in digital media. We'll focus on unearthing and creating?effective stories and explore and hone our approach by creating a story to attract donors, users, politicians, and other audiences to your organization and mission.Session Objectives Recognize a successful story arcIdentify the components of and value of a good story for your organization and practice shaping themPractice assessing and drafting actual storiesUnderstand the value of building long-term relationships with story originatorsSession 10: STORYTELLING | DIGITAL INTRODUCTION, November 12, 2019Following our introduction to stories in Session 9, we’ll continue to explore and hone our approach and discuss the use of stories in creating effective digital content. We'll also focus on aspects of digital media.Session Objectives Continue to recognize and identify the components of and value of a good story for your organizationPractice shaping stories for numerous uses including social mediaGrasp tools such as A/B testingSession 11: GETTING DIGITAL ATTENTION: TODAY'S TOOLS, November 19, 2019Our special guests will present the latest digital engagement?tools used by NFPs and NGOs, focusing on organizations taking a listening?approach to planning your strategy. Topics that may be covered include identifying appropriate?channels, content, analytics and metrics.Special Guests:Edith Asibey, Principal, Asibey Consulting; Adjunct Professor of Digital Engagement, NYU WagnerJamie?Lonie,?Digital Media Specialist, the Education CommissionSession Objectives Demonstrate knowledge of essential digital tools and analytics for different circumstancesEvaluate the tools and resources availableExamine and understand key elements of a digital strategySession 12: TACTICS | TACTICS | TACTICS, November 26, 2019 There are SO many tactics available in these digital days. In this session, we'll go over internal and external marketing and communications tools, both traditional and cutting edge, including Search Engine Optimization, and the use of Blockchain technology. We’ll also discuss what types of media are called upon for different situations, events, and/or advocacy to build a case and garner attention.Session Objectives Identify traditional and non-traditional marketing and communications tactics that can become part of your toolkitDraft realistic time-bound tactics based on objectives and audiencesDistinguish between newsworthy and noteworthy storiesGain insights into crisis communications planning and actionAnalyze media influencers and whether media covers or creates newsSession 13: CAUSE RELATED MARKETING, PARTNERSHIPS & SPONSORSHIP, December 3, 2019Cause related marketing and the different types of marketing arrangements between not-for-profits and corporations can pave the way for diversified streams of revenue and increased awareness for organizations and causes. We'll look at what exists, what it takes to develop a sponsorship or partnership program, some best practices, what conditions are needed for particular programs to succeed, and what types of not-for-profits and corporations can engage in these programs.Special Guest:Rebecca Fontes, Director of Business Partnerships, City Harvest Session Objectives Articulate and assess how marketing and communications are an integral part of CRM, partnerships, and sponsorship and how to build a case for support of your organizationIdentify potential benefits and givebacks including the importance of employee engagementSession 14: MARKETING & PUBLIC SERVICE CAMPAIGNS THROUGH AN INCLUSIVE/EQUITY BASED LENS, December 10, 2019Our special guest will bring her experience as a journalist and now as a senior member of a NYC agency to our discussion of how organizations consider or don't consider race and other 'isms' when presenting themselves to attract donors, users, and followers in provision of their services. We will look at examples of "What were they thinking" in both the for-profit and non-profit worlds to assess and consider appropriate questions to consider. Special Guest:Nicole Halsey, Chief of Staff, Mayor's Office to End Domestic and Gender Based Violence (Invited)Session Objectives Review historical and current examples of bias in marketing campaigns and brandingExamine how elements of "'isms" and bias may unintentionally enter the non-profit sector through organizational leadershipDiscuss the 'Whys' of bias in non-profit marketing, how to heighten and discuss sensitivity to it and how to fix it going forwardFINAL REFLECTIONS DUE Sunday, December 15, 5pmAcademic IntegrityAcademic integrity is a vital component of Wagner and NYU. All students enrolled in this class are required to read and abide by Wagner’s Academic Code. All Wagner students have already read and signed the?Wagner Academic Oath. Plagiarism of any form will not be tolerated and students in this class are expected to?report violations to me.?If any student in this class is unsure about what is expected of you and how to abide by the academic code, you should consult with me.Henry and Lucy Moses Center for Students with Disabilities at NYUAcademic accommodations are available for students with disabilities. Please visit the Moses Center for Students with Disabilities (CSD) website and click on the Reasonable Accommodations and How to Register tab or call or email CSD at (212-998-4980 or mosescsd@nyu.edu) for information. Students who are requesting academic accommodations are strongly advised to reach out to the Moses Center as early as possible in the semester for assistance.NYU’s Calendar Policy on Religious HolidaysNYU’s Calendar Policy on Religious Holidays states that members of any religious group may, without penalty, absent themselves from classes when required in compliance with their religious obligations. Please notify me in advance of religious holidays that might coincide with exams to schedule mutually acceptable alternatives. ................
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