How am I able to transform an ancient marketing position?

[Emily Wright]

I work for a medium sized non-profit, one that employs over 150 across our five locations in New York State. Unfortunately, although they have been in existence for nearly 40 years, their marketing has remained in the 1970's. As a marketing specialist, I am asked to for lack of a better term, 'cold call' existing businesses in order to generate buzz about our agency and its ability to help. Unfortunately, the businesses I am trying to target (and their HR department) are 90% of the time unwilling to see me. This is the exact plan they ask of me and I have receieved little to no other direction about what their marketing plan entails.

I have suggested and will continue to generate new ideas as well develop a marketing plan that is proactive rather than reactive, but mgmt is both slow and unwilling to change for whatever reason.

Any suggestions on how to get the agency's marketing plan into the 21st century?

[Joseph T. Dager]

I struggle with this all the time. Even with existing clients. Create some small opportunities to gain some victories using new technologies. Speaking is an easy one to use for an example. I am creating a pdf on this and will post it here next week.

But the premise is that everyone wants to go out and talk about their organization and cause. I contest that you need to find issues that people want to hear about and discuss them. If you do that, you will be talking to a target market and an interested audience. Inbound marketing vs. outbound!

Stay tuned!