long term marketing support plan

What was the problem that CEDC came to JMG with?

As with many non-profits, Coös Economic Development Corporation operated with a lean team. The lack of standard operating procedures that resulted from this smaller team often led to tasks like marketing to become inconsistent or complicated. Therefore, Coös EDC came to JMG looking for support to build monthly marketing campaigns and a new website.

How did JMG address this problem and find a solution?

As with all of the companies JMG partners with, they made it their mission to work intimately with the CEDC team. As a whole, we would cultivate a month-to-month marketing support plan that would allow them to achieve their established goals and mission.

This plan primarily centered around messaging that would highlight and share relevant CEDC information through emails, social media posts, press releases, and more in order to build collective interest in the purpose and prose of the organization. Our scheduled accountability strategy sessions with our clients would determine this messaging.

In addition, JMG updated the CEDC website to give them a fresh and up-to-date feel! Although these actions were all crucial parts of the job as a whole, it was also key that we catered our plan of action to the needs and timeframe established by the company. CEDC wanted us to create systems for them, and at the end of the year, transition these systems and practices back to the original team for a true DIY solution.

How did JMG achieve this proposed solution?

On a monthly basis, we met with the Coös EDC Executive Director, Lise Howson (and later, Ericka Canales), to discuss their needed messaging for that month. Information was shared with JMG, who would then create an email newsletter around that messaging. Together, with Coös EDC, the email would be reviewed and edited, and upon approval, JMG scheduled the email to send.

Additionally, as needed, JMG wrote press releases announcing any new initiatives, grants awarded to the organization, new hirings, etc, and released them to JMG’s media contact list (sometimes locally throughout Coös Country and other times across the state).

JMG would then repurpose this messaging and apply it to post to Coös EDC’s social media.

Lastly, JMG worked closely with Coös EDC to update their website with a new look. Their current website was extremely text heavy and not the most user-friendly. JMG was able to design a website with a more updated look that was cleaner and more concise, creating a more user-friendly experience for site visitors.

What was the overall impact JMG had on CEDC?

Coös EDC was able to build more regular and consistent messaging and tell their story in a more concise, engaging way, thereby helping to give them more brand visibility. The goal for them is ultimately to help as many small businesses in the North Country of NH as possible, and these changes provided them the foundation they needed to get their message in front of more established and aspiring business owners.