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fatemeh fakhraieSlashing marketing and community outreach budgets are not new occurrences, especially in the last five years. Even though expectations for product and member growth increase, budgets don’t seem to follow suit.

So there you are, staring down your strategic plan for 2015, wondering how you are going to get even half of what you want done. Here are a couple of suggestions that may help you get the most bang for your buck:

  • Identify one key story and stick with it

During your planning process, determine the one story that you would like every person in that target group to take away. Identifying this up front will keep three of those most important P’s (product, placement, promotion) concise and on target throughout the year. Delivering a single, consistent and memorable message is the best way to keep your dollars on point and track your progress.

  • Invest in content marketing

Consumers need to feel trust, awareness, and positive emotion for your brand if you’re intending to woo them into a long-term relationship. Putting some of those precious budget dollars into a sound content marketing strategy that elicits these can pay huge dividends.

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