Mobilize People for Marketing Success

A new companion volume to the author's first workbook, this title shows marketing professionals how to put together a successful promotion campaign based on the most persuasive tool of all: personal contact. It shows how to mobilize your entire organization, staff, volunteers, and supporters in a focused, one-to-one, marketing campaign, using complete, easy-to-follow steps and worksheets, helpful for any size organization.

Acknowledgments

vi

About the Author

vi

Introduction: Mobilize People for Success

1

(3)

What You Will Find in This Book

4

(6)

How to Use This Book

10

(3)

A Review: Demystifying Marketing

13

(4)

Phase I: Ready the Organization

17

(48)

Define the Scope of Your Effort

19

(6)

Form a Marketing Task Force

25

(4)

Set Goals; Define Targeting, Message, and Communications Strategies

29

(20)

Determine Roles, People to Involve, and Recruitment Techniques

49

(6)

Develop a Master Timeline and Action Plan for the Effort

55

(10)

Readiness Wrap-Up

62

(3)

Phase II: Mobilize Your Marketing Representatives

65

(38)

Implement the Recruitment Plan

67

(8)

Hold Motivational Training

75

(10)

Provide Ongoing Follow-up and Support

85

(8)

Reward, Recognize, Reenlist

93

(4)

Celebrate Success and Evaluate the Effort

97

(6)

Postscript

102

(1)

Appendices

103

(88)

Appendix A Message Testing

105

(4)

Appendix B Motivational Training Guides

109

(18)

Appendix C Tips for Marketing Representatives

127

(6)

Appendix D Worksheets

133

(58)

Worksheet 1---Define the Scope

135

(6)

Worksheet 2---Form a Marketing Task Force

141

(4)

Worksheet 3---Set Goals & Define Strategies

145

(18)

Worksheet 4---Determine Roles & Recruitment Techniques

163

(6)

Worksheet 5---Develop Master Timeline & Action Plan

169

(8)

Worksheet 6---Implement the Recruitment Plan

177

(6)

Worksheet 7---Hold Motivational Training

183

(4)

Worksheet 8---Provide Follow-up & Support

187

(2)

Worksheet 9---Reward, Recognize, Reenlist

189

(2)

Worksheet 10---Celebrate & Evaluate

191

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Mobilize People for Marketing Success

Summary

Table of Contents

Supplemental Materials