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Social Media Report (campaign-specific)

Social Media Report (campaign-specific)

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Published by Jillian Toda
A social media report for a 40th anniversary campaign for a non-profit organization. This is a draft for a campaign communications plan.
A social media report for a 40th anniversary campaign for a non-profit organization. This is a draft for a campaign communications plan.

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Published by: Jillian Toda on Mar 27, 2013
Copyright:Attribution Non-commercial

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03/27/2013

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1
Fabulous 40
th
” Birthday
Campaign 2013Social Media Report
Mid-
Valley Women‟s Crisis Service
 
June 2012Prepared by: Jillian Toda
 
2
Introduction
Mid-
Valley Women‟s Crisis Service (MVWCS) opened its agency during the summer of 1973 in
Salem, OR. The hotline for survivors of domestic and sexual violence grew steadily over theyears into the nonprofit organization it is today. With nearly 40 years of service to survivorsthroughout Marion County, MVWCS will be launching its first fundraising campaign in 2013.
The “Fabulous 40
th
” birthday campaign will raise funds for and awareness of MVWCS. This
campaign has two target audiences: current donors to MVWCS and young professionals who are potential long-term donors.
In today‟s digitized world,
one area where MVWCS has been lacking is in promoting theorganization through social media. Online and mobile marketing are widely popular in attractingthe young professionals audience since they are overall tech savvy. With MVWCS marketing tothis group of 25-35 year-olds with disposable incomes, having a strong social media presence is
vital. Most popular today are marketing movements that utilize the “SoLoMo” approach; that is,
integrating marketing onto all channels, with heavy emphasis on social media, local businesses,and mobile phone use.Currently, the most accessible form of free or inexpensive advertising and marketing is through
online spaces that utilize “social” or participatory elements. The appeal of social media is not
 just having an online place to advertise, but rather, about building relationships with followersand supporters in order to gain organization loyalty.
 
3
MVWCS: Marketing “5 Ps” Analysis
The 5 Ps is a standard model in the marketing industry. This model shows the differentmarketing elements comprised in a product, business, etc. Following is a brief analysis of the 5Ps for MVWCS.
5 P’s
Mid-
Valley Women’s Crisis Service
 Product
The direct services that MVWCS provides toits clients
 — 
survivors of domestic and sexualviolence
 — 
including safety planning, shelter,transportation aid, help with legal procedures,and educational trainings.
Price
Intangible expenses can be counted for sinceMVWCS is a nonprofit organization. Thesecosts would be the time taken to call or go toMVWCS, and all costs associated with gettingthere (physically, emotionally, psychologically, etc.)
Place
MVWCS is unique in that its services are provided not only from its central office inSalem, but also in various cities, schools,
courtrooms, etc. where advocates‟ work is
needed. This can be seen as a positive attributefor the agency because it has a physical officeto direct people to, as well as the ability to beflexible for its clients.
Promotion
Current promotion of MVWCS is donethrough business cards, brochures, trainings,and word of mouth. Other forms of promotionare lacking. An increase in promotionalactivities, including having promotional items,will begin with the Fabulous 40
th
campaign.
Participation/People
MVWCS has a Facebook page, but has much
room to increase its number of “Likes” and
interaction with followers. Furthermore,MVWCS should begin utilizing more socialmedia if the Fabulous 40
th
campaign is to reachthe professionals audience and increaseawareness about the organization.

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