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The plan defines the organization’s mission and development objectives, then structures work around a multi-part framework: executive summary, environmental scan, threats and opportunity analysis, marketing modes, channels, and seven major initiatives. It also covers target markets, competitive analysis, budgeting, evaluation, and strategic summary, emphasizing donor-centric engagement and brand recognition.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/marketing-plan-strategy-for-2021-2023/354493/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/marketing-plan-strategy-for-2021-2023/354493.png","ImageObject",442,249,{"name":88,"@type":89},"Mimi","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-27","2026-09-22",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",9,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the main objective of the marketing plan for 2021-2023?","Question",{"text":109,"@type":110},"To increase overall brand awareness by advancing marketing tactics that enhance public relations and the visibility of the organization’s mission-related paid services, volunteers, sponsors, and donors.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Which marketing initiatives are included in the plan?",{"text":114,"@type":110},"The plan lists seven initiatives, including private pay/social impact offerings, multi-modal digital and communications emphasis, legacy giving, brand positioning, sponsorships and strategic partnerships, targeted audiences to gain market share, and new donor acquisition plus retention.",{"name":116,"@type":107,"acceptedAnswer":117},"How does the plan address donor-centric development?",{"text":118,"@type":110},"It states donor-centric emphasis as a guiding principle and describes development activities focused on acquiring, cultivating, stewarding, marketing, communicating, and engaging individual and corporate donors, foundations, grants, clients, and community partners.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},354493,1791730154,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":142},2336477974920,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","Marketing Plan-Strategy for 2021-2023  \nOur Objective  \nTo increase overall brand awareness by advancing marketing tactics to enhance public relations and the visibility of our organization and our mission regarding paid services, volunteers, sponsors, and donors.  \nMarketing Plan – Strategy | V:6| Aug, 2021  \nTable of Contents  \n1. Executive Summary…………………………………………………………..……….. pg. 3-5  \n2. Environmental Scan………………………………………………………..…………. pg. 6-10  \n3. Threats and Opportunity Analysis………………………..………pg. 11 & 12  \n4. Defined Marketing Modes……………………………………….…………. pg. 13-16  \n5. Marketing Channels…………………………………………………..…………..…. pg. 17 & 18  \n6. Marketing Initiatives: Market & Channels…………….. pg. 19 – 41  \nInitiative 1……………………………………………………………………………………………………………… pg. 19-21  \nInitiative 2…………………………………………………………………………………………………………….. pg. 22 & 23  \nInitiative 3…………………………………………………………………………………………………………….. pg. 24-26  \nInitiative 4……………………………………………………………………………………………………………… pg. 27-30  \nInitiative 5……………………………………………………………………………………………………………… pg. 31-35  \nInitiative 6…………………………………………………………………………………………………………….. pg. 36-38  \nInitiative 7……………………………………………………………………………………………………………… pg.39-41  \n7. Target Market………………………………………………………………………………….. pg. 42-44  \n8. Competitive Analysis……………………………………………………………….. pg. 45-50  \n9. Budget……………………………………………………………………………………………………. pg. 51  \n10. Evaluation…………………………………………………………………………………………. pg. 52-55  \n11. Strategic Summary…………………………………………………………………..pg. 56-61  \n12. References………………………………………………………………………………………. pg. 62  \nMarketing Plan – Strategy | V:6| Aug, 2021  \nExecutive Summary  \nOur Organization  \nSilver Key is a 501(c)3 nonprofit organization located at 1625 South Murray Boulevard, Colorado Springs, CO 80916.  \nSilver Key’s Mission  \nTo serve in partnership with our stakeholders to support a healthy quality of life for seniors, allowing them to age safely with dignity and independence.  \nThe Mission of Development  \nThe Development team serves the larger Silver Key organization by acquiring, cultivating, stewarding, marketing, communicating, and engaging individual and corporate donors, foundations, private and government grantors, clients, as well as community partners for the purpose of extending the financial resources and enhancing and amplifying positive brand and community relationships.  \nSilver Key’s Vision  \nThe value, worth and needs of all seniors are identified and honored.  \nThe Vision of Development  \nThe Development team envisions ample resources, exemplary community relations, and brand recognition for the larger Silver Key organization so that it can fully carryout its mission to meet the needs of older adults.  \nInitiatives  \n• Initiative 1: Private pay/social impact/social enterprise  \no Reassurance+  \no Guardianship  \no Medical POA  \no Home Delivered Meals  \no Friends Thrift Store  \no Innovations  \n• Initiative 2: Multi-modal (tech emphasis)  \no Texting  \no Social media  \no E-news contact and distribution increase  \nMarketing Plan – Strategy | V:6| Aug, 2021  \no Web interface friendly  \no Video  \no Tailored / segmented messages depending on audience group  \no Radio  \no SEO improvement  \no Web ads  \no Use of and implementation of RE automated and other resources.  \no Direct mail pieces (polished, tailored, and increase targeted recipients [printed newsletter, etc.)])  \no Story Sharing  \no Infographics  \no Exploration of an organization wide mobile app  \n• Initiative 3: Legacy Giving  \no Five Wishes  \no Silver Lining Alliance  \n▪ For major donors and planned giving declarations  \n• Initiative 4: Brand synonymous with: Quality, compassionate care for all (people/incomes) - “Your getting care, is our giving care ”  \no Support or receive (choose)  \no “Aging is…All of Us!”  \no Rally Cry – Our clients and services have great value and require appropriate resources to thrive!  \n• Initiative 5: Sponsorships and Strategic Partnership agreements  \no Insurance Companies  \no Various Living Facilities (independent, assi","cbCaikjrBrvWSh63","https://ap.wps.com/l/cbCaikjrBrvWSh63","pdf",575183,63,"English","# Executive Summary\n## Our Organization and Mission\n## Initiatives\n# Environmental Scan\n## Resource and Business Development","[{\"question\":\"What is the main objective of the marketing plan for 2021-2023?\",\"answer\":\"To increase overall brand awareness by advancing marketing tactics that enhance public relations and the visibility of the organization’s mission-related paid services, volunteers, sponsors, and donors.\"},{\"question\":\"Which marketing initiatives are included in the plan?\",\"answer\":\"The plan lists seven initiatives, including private pay/social impact offerings, multi-modal digital and communications emphasis, legacy giving, brand positioning, sponsorships and strategic partnerships, targeted audiences to gain market share, and new donor acquisition plus retention.\"},{\"question\":\"How does the plan address donor-centric development?\",\"answer\":\"It states donor-centric emphasis as a guiding principle and describes development activities focused on acquiring, cultivating, stewarding, marketing, communicating, and engaging individual and corporate donors, foundations, grants, clients, and community partners.\"}]","Marketing Plan - Strategy for 2021-2023 | PDF",1790111236,22]