Marketing Analysis and Strategic Recommendations

Prepared for a client and to fulfill the requirements for the University of Kansas' graduate program in marketing communications, this analysis examines the client, its marketing strategies, and its position in the nonprofit sector and provides strategic marketing recommendations based on the findings. It begins with an internal review of the organization, its services, and communications. Then, the external review explores the nonprofit market in which the client competes and the constituents on which the client relies. Before providing recommendations, the report gives a brief analysis of the client's strengths, weaknesses, opportunities, and threats. The final section of the analysis proposes four objectives for the client's future marketing strategies: increase donor profitability and retention, increase opportunities to share and engage, solidify the client's brand and positioning, and increase donor acquisition. Each objective is supported with multiple strategies and tactics to assist the client in meeting these goals and reaching even greater success.

Grantor dc:publisher

University of Kansas

Year dc:date.issued

2010

Author dc:creator

• Wright, Hilary

Advisor dc:contributor.advisor

• Linville, Denise

• Business Administration, Marketing
• Communication
• marketing

Statement dc:rights

• Copyright held by the author.

Language dc:language.iso

en

Dc Identifier Other

http://dissertations.umi.com/ku:10737

OAI identifier oai:identifier

oai:kuscholarworks.ku.edu:1808/36966