VA Briefing 75 – Planning a marketing campaign

If you want people to take part in your activities, marketing is an essential and inherent part of what you do. It is about communicating with people who are interested in what you are doing, giving them access to something they want, and building a closer relationship with them. Marketing campaigns are designed to generate a response i.e. getting people to come to a performance or an exhibition, having new member sign up, attracting donations, enlisting volunteers or changing how people think about your organisation. This briefing sheet will explain how to plan such a campaign to get the most out of the money you spend promoting your activities.

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This Briefing was published in December 2003. The content and resources were applicable at the time of going to press. Much of the information contained in Briefings is generic but some facts and contacts details may change and /or go out of date. You are therefore advised to double check the currency of the content in this document.