Developing a Marketing Strategy—Where to Begin?

Our organization is crafting a marketing strategy for an improv theater and classes. We have operated for many years as Precipice Improv (precipiceimprov.com) and recently received nonprofit tax-exempt status as Betheda Improv Theater. This new structure will include the historical work of Precipice and expand into coaching and community outreach, including programs for senior communities.

We are seeking advice on how to begin planning for such a large marketing initiative with a small team. We’d also appreciate a volunteer’s perspective on the branding and marketing building blocks that should be in place to make this a successful initiative. Over time, our marketing reach has declined as our sophistication with social media and online outreach has lagged.