Determining your target audience is critical to your marketing success. And that determination is about a lot more than just a label of “donor” or “business owner.” Effectively reaching your target audience requires that you understand who these people are . What motivates them? What do they value? Where do they get their information? How do they make their decisions? Start by looking at – and talking to – your existing customers. Note commonalities and try to group them base

We’ve all heard the old adage that “perception is reality” (whether that perception is accurate or not). In order for your organization to have its greatest impact and success, you must fully understand your relationships from the perspective of the other side (your clients, partners, employees and other stakeholders). A clear and accurate picture of how these stakeholders perceive your value – in time, talent, service, and reputation—is critical for your organization’s longe

Out of college, I worked for the Andrew Jergens Company. I rose through the ranks quickly to oversee claims substantiation...

We have long shouted from the rooftops about the importance of positioning statements as the foundation for all marketing initiatives. (After all, a message worth shouting is a lot more effective.) Girl on the Roof is routinely asked to assist with projects that are further down the pipeline, like a website or a brochure. When planning these projects, we start with some standard questions: Why does your organization exist? What problem are you solving? Who is your audience? W