Question

Topic: Strategy

Scoping Paper For A Not For Profit Service Provider

Posted by Anonymous on 7/18/2004 at 2:50 AM ET 250 Points
I am new to marketing and am trying to write a strategy for a local government department that has 5 divisions, all of which have marketing, information, PR and communications people who are doing their own thing without reference to each other or the central management team. I need to write a scoping paper and wondered if there is a template somewhere that might be a useful guide for a first stab at it. I need it to cover all aspects of marketing and my problem seems to be keeping it brief - I find myself lapsing into theory (other people's at that!) which will just turn everyone off.
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RESPONSES

  • Posted by Chris Blackman on 7/18/2004 at 10:24 AM Accepted
    Dear sdl88

    You mean write a Marketing strategy, or a whole-of-business strategy?

    Sounds like the whole business/NFP is a bit out of control. How much say will you actually have in terms of defining strategy?

    Why not ask the heads of each division to tell you what their marketing strategy is, then you develop a way to integrate it across the divs, and integrate it across the areas of practice?

    Personally I would be loooking at mapping the strategy as soon as possible, to make it easier to communicate across the divisions. Contact me if you need help with this.

    Best,


    ChrisB
  • Posted by bobhogg on 7/30/2004 at 1:14 PM Accepted
    sdl88...

    Interesting question - funnily enough I'm involved in a similar exercise for a client at present.

    What I'm trying to do is along similar lines to Chris's suggestion - finding areas of "best practice" in each division of the organisation from which everyone can learn and so (hopefully) pull the activities together long-term. With any luck, I'll find a "win" for each division too, as jcrooks mentioned.

    I know this doesn't directly answer your question where you asked for a template, but hope the knowledge that you are not alone with the problem will help!

    By the way, I see nothing wrong in introducing theories (your own or anyone else's) into your work if they are relevant - show people how the theory can help them in their day-to-day work and they'll buy it.

    Good luck,

    Bob
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