FAMILY BUILDING BLOCKSCOMMUNICATIONS PLAN 20123
“Keeping children safe and families together” is the tagline mission of nonprofit organizati
onFamily Building Blocks. Leadership within the organization created the communications plan project
to assess and address this tagline‟s effectiveness in drawing people to get involved with
the organization. The main components of this communications plan were analyzing marketingmaterials used by the organization and crafting messaging points that could be used as a futurecampaign by Family Building Blocks.The market that Family Building Blocks operates within is distinct, which is advantageous for the organization. Being a naturally differentiated service because of its emphasis on preventative
care for children, Family Building Blocks doesn‟t have any direct competitors since the
other relief nurseries in Oregon serve specific regions. Other community and family services in theSalem-Keizer area are not particularly focused on breaking the intergenerational cycle of abuse
that young children live in. Applying this advantage to the organization‟s communications plan
benefits Family Building Blocks because this means that more attention can be focused awayfrom competition and onto branding in marketing communications.
Integrated marketing communications should be used for the Family Building Blocks‟ campaign
so that consistent yet personalized messages can be conveyed to each target segment. In this
case, the three target audiences of Family Building Blocks‟ proposed campaign are community
members, volunteers, and donors.