Welcome to 2025! It’s been a few years since my last checklist for an integrated marketing campaign, so now seems like a great time to share a new and improved version of it, tailored for broader nonprofit use beyond clinical settings.
Here, my focus remains on creating integrated marketing campaigns that effectively reach and resonate with diverse audiences across multiple channels. This checklist includes specific asset sizes, formats, and strategic engagement elements to ensure consistency and effectiveness, suitable for the broader nonprofit community.
Digital Assets:
- Website:
- Banner: Recommended size: 1920 x 1080 pixels; format in JPEG or PNG.
- Page with Additional Information: Content should be accessible and scored using the Fleisch readability formula for ease of comprehension.
- SEO Tips: Use keyword-rich titles and headers, incorporate meta descriptions, ensure fast loading times, and optimize for mobile. Regularly update content and utilize alt text for images to improve accessibility and search engine rankings.
- Social Media:
- Facebook/Instagram Posts: Utilize carousels to showcase multiple images or videos in a single post, allowing for a deeper narrative or a variety of products/events. Image size: 1080 x 1080 pixels; videos at 1920 x 1080 pixels, 1-2 minutes long.
- Twitter: Use concise messaging with a strong call to action; image size: 1600 x 900 pixels.
- YouTube: Upload high-quality videos (1080p or higher); ensure subtitles are available for different languages. Ideal for long-form content.
- TikTok: Short videos (15-60 seconds); use trending sounds or hashtags relevant to different cultures.
- Threads & BlueSky: Engage on these platforms with unique content tailored to their respective audiences, emphasizing community building and real-time interaction.
- LinkedIn: Showcase leadership and thought leadership by posting well-crafted content that highlights participation in public events, community impact, and expert opinions. This helps position your organization’s leaders as advocates and thought leaders within the industry.
- Mailing List of Consumers and Supporters:
- Regularly engage your mailing list with updates, news, and calls to action. Ensure messages are tailored to the interests and languages of your audience segments.
- Email Marketing:
- Design emails to be mobile-friendly with clear, readable fonts and a simple layout; use segmentation to tailor messages for different cultural groups.
- Digital Signage:
- Utilize controlled screen programming at locations that serve your audience, such as waiting rooms or community centers. Repurpose social media content appropriately, extending the duration to two minutes for waiting room screens to accommodate the viewing environment. This is an excellent place to feature long-form content gaining popularity on social media.
Print Assets:
- Flyers:
- Size: 8.5 x 11 inches for flyers, A2 for posters; ensure graphics and text are culturally sensitive and strength-based.
- Include QR codes linking to multilingual resources online.
- Direct Mail:
- Tailor direct mail to reflect the cultural backgrounds and languages of recipients; include calls to action that empower and engage.
Additional Channels:
- Newsletters:
- Community-Facing Newsletters: Format to be visually appealing and easy to read, with sections dedicated to various cultural highlights.
- Staff Newsletters: Share content that supporters can disseminate to promote community engagement and participation.
- Google and Bing: Leverage SEO best practices with multilingual keyword strategies. Regularly update listings with new images to ensure they remain fresh and engaging.
- NextDoor and Yelp: Utilize these platforms for local engagement, considering special offers that reflect community needs. Ensure that new images are added to enhance listings.
- Eventbrite: Use for event promotion, ensuring listings are clear and accessible in multiple languages.
- Community Partnerships: Engage with leaders and influencers within diverse communities to help spread your message effectively.
- Press Releases: Format press releases to be informative and newsworthy, with quotes that reflect strength-based messaging.
Earned Media Strategy:
- Building Relationships: Foster relationships with journalists and media outlets that align with your nonprofit’s goals and values.
- Media Pitches: Craft compelling pitches that highlight unique stories, major events, or significant achievements of your organization.
- Public Relations Events: Organize or participate in events that attract media attention, ensuring your organization’s involvement is highlighted.
Engagement Strategies:
- Social Listening: Regularly monitor social media and online forums to gather insights on audience sentiment and trends, adjusting strategies as necessary.
- Local Media and Influencers:
- Local Media: Develop relationships with local newspapers, radio stations, and TV networks to get your story featured.
- Influencers: Partner with influencers who align with your brand values to extend reach and authenticity.
- Paid Media Tips:
- Use targeted advertising on social media and search engines to reach specific demographics.
- Consider programmatic ads for efficiency and scalability.
- Track ROI meticulously to adjust tactics for maximum impact.
Notes:
- Always consider the cultural nuances and language preferences of your audience in every asset created.
- Focus on strength-based messaging to promote empowerment and community involvement.
This checklist aims to ensure that our integrated marketing efforts not only inform but also connect and resonate with our audience on a deeper level, ensuring inclusivity and accessibility in all we do.