I had the privilege of developing and leading a full SWOT analysis late last week for a non-profit that I volunteer with, NeighborWorks Green Bay. This was the first time I have ever been involved with a marketing effort of this scale and scope. Needless to say I was a bit nervous(!)
For those who don’t know, SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It is fancy business acronym for doing an internal audit of your business from all levels and perspectives. NWGB offers a wide variety of services and products but they have been finding it difficult to market what they do and how they do it. This is where the idea of a SWOT came from… The planning of a SWOT is probably just as if not more important than the exercise itself. We set aside 3 hours to perform the SWOT, which sounds like a long time but trust me – time moves quickly. You must stay on task and establish ground rules.
Participation in this SWOT was excellent – 100% of those who committed to the event before hand showed up and made an appearance. Considering they had to take 3 hours out of their day that is exceptional turnout. Participants were primarily made up of the NWGB board of directors and other management but a senior marketing manager from NeighborWorks America also flew in to take part in the event.
It was a great experience for me personally and it proved to be very valuable to NWGB and the future-state of their marketing efforts. Here are some photos of the event: