Consulting Engagements with Corporate, Civic, and Nonprofit Clients
Years of history tell us that marketing decisions are critical to any sort of organization – corporate, civic and nonprofit.We know that effective organizations draw upon some combination of research, intuition, and experience to inform their marketing strategy.
Research
While research should not be a substitute for experience and intuition, too many organizations rely too heavily on blind luck when it comes time to design and promote their services or measure outcomes.
Understanding your target audience and actively measuring your performance can add substantial value to your organization's "bottom-line."Whether you are a business measuring your return to investors or a nonprofit measuring your ability to improve lives in your community, it is nearly impossible to manage effectively if you are not hearing and understanding the voice of your constituents.
Markets change quickly.Yet, the networks of relationships that form a market often follow patterns that recur.Intuition in marketing is the ability to anticipate change in constituent needs and preferences to maximize your organizational effectiveness.
Experience comes from time spent in the field marketing in a variety of industries and sectors.The best ideas for your organization may come from a sector or industry other than your own.
Dr. Craft brings extensive managerial experience from years in industry building a track record in both business-to-consumer and business-to-business marketing combined with years of consulting experience working with corporate, nonprofit, and civic clients of all sizes.Dr. Craft combines this fieldwork with the state of the art in academic research drawn from a variety of fields.