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Integrated Marketing Communication Plan

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Ryan Angers Production Services Donnell Collins Media Services Caroline Daudlin Creative Services Sarah Masica Marketing Services Molly McComish Account & Administrative Services

Table of Contents
Executive Summary.3 Market Research...4 Target Market Profile..5 Situation nalysis....!

"M# Strategy $ %&'ectives.....( #reative )rief...* +ogo $ Tagline...., "M# -elivera&les..., .a//y .our 0un1raising Event..., #oaster....23 Ta&le Tent..22 Recei/t....24 Social Me1ia "nitiatives....23 T5itter.....23 "nstagram..2! Me1ia Plan...2* )u1get.43 Evaluation Metho1s....42 #onclusion.....44

Executive Summary _________________________________________________________________

o!e "or onduran Children is a non!ro"it organi#ation "ounded in Cleveland$ %hio &y 'ohn and (aren )odt* +he organi#ation ,as "ounded ,hen the )odts traveled to onduras in 2--.$ ,here they "ound 2/ a&andoned or!hans and ste!!ed in to !rovide "ood$ clothing$ shelter$ medical care and education* +he organi#ation0s goal is to !rovide the tools necessary in order to sha!e sel"1su""icient$ caring$ and res!onsi&le adults* o!e "or onduran Children esta&lished the 2lor A#ul 3oys Community$ located 4*. hours "rom the ca!ital city o" +egucigal!a$ ,hich currently houses 4-- rescued &oys* 'ohn and (aren )odt recently visited 'ohn Carroll 5niversity in ho!es to ins!ire an advertising cam!aign "or their ne,est endeavor6 a transition home "or a select num&er o" 2lor A#ul &oys that hel!s them shi"t "rom the 2lor A#ul home to society* +hey stressed the need "or this home in order to !rovide a &righter "uture "or the &oys$ ,ho em&odied ho!e$ loyalty$ and dedication* 7e$ Strive$ are advertising in order to increase a,areness and encourage s!onsorshi! donations to "und the develo!ment and sustaina&ility o" this home* 7e &elieve that the transition home can &e &uilt and sustained "or the cost o" re!lacing a sim!le daily !urchase* 7e have named the home Ma8ana Me9or$ translated in :nglish to ;&etter tomorro,$< &ecause ultimately the goal o" the home is to !rovide the motivated 2lor A#ul &oys ,ith a &righter "uture* +he !rimary audience that is &eing targeted &y our cam!aign is young !ro"essionals that are interested in engaging international service and !hilanthro!y events$ &ut may not have the time to do so* Due to our target market o" young !ro"essionals$ our overall o&9ectives o" the cam!aign include raising !ro"its through a!!y our 2undraising events$ increase consumer a,areness through social media handles$ and o&taining s!onsorshi! donations$ se!arate "rom "undraising events* %ur tagline "or the cam!aign is )ive the gi"t o" a &etter tomorro,* 7e ho!e to instill the idea that &y hel!ing to "und Ma8ana Me9or$ you ,ill &e giving a 2lor A#ul &oy the greatest gi"t imagina&le= a "uture* In order to measure the o&9ectives o" our cam!aign$ ,e ,ill monitor our e""orts as they occur* +hrough our social media initiative$ ,e ,ill monitor "ollo,ers and advertise these vehicles until ,e &oost our "ollo,ers to our intended num&er* Additionally$ throughout the course o" the "our various ha!!y hours events$ ,e ,ill assess ho, much money ,as raised at each &ar event as they are held* 7e ,ill also record our total amounts raised through s!onsorshi!s and donations$ se!arate "rom the "undraising events in order "or us to !lan "or the "uture and evaluate ho, much ,e need to make in months ahead* +hrough the im!lementation o" our IMC cam!aign$ ,e ,ill create a,areness and increase s!onsorshi! o" Ma8ana Me9or$ ultimately contri&uting to the sustaina&ility o" this ins!iring home and !roviding a "uture "or &oys o" 2lor A#ul*

Market Research _________________________________________________________________

>

In order to give us more o" an inside look into ,hat our target market kno,s a&out this cause$ and ho, interested they are in getting involved$ ,e conducted a survey* +his survey ,as distri&uted to over 4-- consumers that "it in our target market !ro"ile6 each mem&er o" the Strive team sent this to a minimum o" 2- individuals that ,ere a !art o" our target market ?consumers$ &et,een the ages o" 2-1>-$ that are em!loyed$ highly engaged in e@tracurricular activities$ and are interested in international !hilanthro!yAserviceB*+hese !artici!ants ,ere given a little over a ,eek to com!lete the survey$ ,here results ,ere then determined and assessed "or "urther clari"ication* %ut o" those that ,ere surveyed$ ,e received a total o" CD res!onses in "eed&ack* EDF o" these res!ondents have an income o" less than G2/$--- a year6 D4F o" those res!ondents also ,ere single and ,ere not married* C.F o" the res!ondents ,ere &et,een the ages o" 4C124$ ,hile H4F o" them had com!leted some o" their college degree* +his in"ormation gave us some general &ackground in"ormation o" our target market$ and assured us that those that took the survey truly did "it into our target market !ro"ile* In "urther analysis$ ,e ,ere a&le to determine that >4F o" these res!ondents said that they donated to charita&le "unds more than once a year* 7hen !artici!ants ,ere asked to rate on a scale o" 414-$ ,ith 4- &eing very likely to donate$ ho, much they ,ere likely to donate6 there ,as a mean o" C*/EA4-* +he general motivation that drove these !artici!ants to donate ,as that they had a !ersonal e@!erience ,ith the !articular cause that they ,ere donating to* +he ma9ority o" the res!ondents ?C*/. mean out o" 4-$ ,ith 4- &eing very likely to donateB also stated that they ,ere likely to donate to a local charity$ as o!!osed to a state ,ide$ nation,ide$ or international charity* Partici!ants also noted that the likely reason that they donated to a !articular cause ,as &ecause o" a "undraiser event* In terms o" our target market0s a,areness a&out o!e "or onduran Children$ D4F o" the !artici!ants had stated that they had never donated to this cause$ ,hile H-F said that they had never heard o" this* +his ,as a statistic that ,e ,anted to hone in on and "urther determine ho, ,e could change this so that more consumers in this target market are a,are o" this cause* Additionally$ since the ma9ority o" !artici!ants said that they ,ere likely to donate &ecause o" a "undraising event$ ,e "igured that this ,as a key !oint "or us to ca!itali#e on* 2rom this survey "eed&ack and analysis$ ,e ,ere a&le to determine that our IMC cam!aign ,ould "ocus on not only creating a,areness o" this cause$ &ut holding various "undraising events that ,ould hel! to raise donations "rom those in our target market*

Target Market Profile _________________________________________________________________

+he !rimary audience that is &eing targeted consists o" young !ro"essionals interested in engaging international service and !hilanthro!y events$ &ut may not have the time to do so* Iisted &elo, are more s!eci"ic characteristics that descri&e the market that ,e are targeting* Demogra!hics

J J J J J

2-1>- years old Midscale income Renters College students or recent graduates :thnicity= 7hite$ 3lack$ Asian$ is!anic$ Mi@

Ii"estyles J Attention to details J Koung achievers J Seeking ne, o!!ortunities J 3usy ,ith limited time availa&le J :@tracurricular activities include attending a!!y ours and sociali#ing ,ith "riends Psychogra!hics J A,are o" glo&al issues J Concerned ,ith ,orld im!rovement J Interested in service engagement

Situation Analysis _________________________________________________________________

Strengths
J J J J

7eaknesses Iimited cor!orate s!onsorshi! Iack o" &rand a,areness Iarge com!etitive non1!ro"it market International cause vs* local cause

+ransition home is already &uilt J Community in this area is tight1knit J %ver 2-- mentors go to onduras a year J :sta&lished service grou! "or CL years J

%!!ortunities
J J J J

+hreats
J J J J J

Miche market$ very s!eci"ic service !rogram Minimal cost o" living e@!enses in onduras :asily reacha&le consumer &ase Internet convenience !rovides easy donation access

%ther transition homes in the area Mot a ,ell1kno,n third1,orld country that is in need Mo government aid or concern "or change Matural disastersArain storm &arrier :conomic in"luence on monetary s!ending

IMC Strategy an !b"ectives _________________________________________________________________

!verall Strategy Statement# +o increase a,areness o" Ma8ana Me9or$ the onduran transition home$ and encourage young !ro"essionals to "und the develo!ment and sustaina&ility o" this home* !b"ectives#
4* Raise G2$--- in !ro"its through

a!!y

our 2undraising events$ &y the end o"

'anuary$ 2-4/

2* Increase consumer a,areness through gaining a minimum o" 4-- Instagram and 4--

+,itter "ollo,ers &y the "irst ,eek o" 2e&ruary$ 2-4/*

>* Raise an additional G.$--- !ro"its through s!onsorshi! donations$ se!arate "rom

"undraising events$ "or Ma8ana Me9or &y end o" May$ 2-4/*

Creative $rief __________________________________________________________________

%hy are &e a vertising' +he !ur!ose o" this cam!aign is to increase a,areness o" Ma8ana Me9or$ the onduran transition home$ and encourage s!onsorshi! donations to "und the develo!ment and sustaina&ility o" this home* To &hom are &e a vertising' Koung !ro"essionals$ &et,een the ages o" 2-1>-$ that are em!loyed$ highly engaged in e@tracurricular activities$ and are interested in international !hilanthro!yAservice* %hat o they currently think' Su!!orting non!ro"it organi#ations is a ,aste o" money6 it also consumes a great amount o" time that is already Nuite limited* In addition$ i" these young !ro"essionals ,ere to donate$ they ,ould !re"er to donate to a local cause they have a relation ,ith* %hat &oul &e like them to think' Ma8ana Me9or is the &est chance to hel! these young adults succeed in their li"e6 a sim!le monetary donation$ ,hich reNuires little time$ ,ill go a long ,ay to !roviding the very &asic necessities that ,ill hel! this grou!* %hat is the single most (ersuasive i ea &e can convey' Ma8ana Me9or can &e &uilt and sustained "or the ;cost< o" e@!eriencing a "un a!!y our 2undraising event ,ith "riends andAor an individual$ small donation* %hy shoul they believe it'

In nearly . years$ +he 2lor A#ul Community ,as "ounded$ and has changed the lives o" hundreds o" young adults6 think o" ,hat you can do to hel! Ma8ana Me9or in 9ust a short amount o" time through individual$ small donations* %hat is the moo )tone of the cam(aign' Relational and Motivational ,e ,ant to try and relate to a market that is near the ages o" the onduran &oys that they ,ould &e hel!ing* +hrough sho,ing the !rivileges that so many young adults are &lessed ,ith$ ,e can motivate them to hel! less1"ortunate !eers in under1!rivileged areas like onduras*

*ogo + Tagline __________________________________________________________________

,-ive the gift of a better tomorro&./

Ma8ana Me9or$ translated to ;&etter tomorro,< in :nglish$ is the name o" the onduran transition home* %ur logo "or the transition home is meant to !rovide an u!li"ting and ins!iring tone* +he goal o" this transition home is to give under!rivileged young men$ the o!!ortunity to succeed and ultimately strive "or a ;&etter tomorro,<* %ur tagline ,as created to instill the idea that &y hel!ing to "undAs!onsor Ma8ana Me9or$ you ,ill &e giving someone the greatest gi"t imagina&le= a "uture*

IMC 0eliverables __________________________________________________________________

1a((y 1our 2un raising Event

Ma8ana Me9or0s goal is to generate G2$--- during our a!!y our 2undraising :vents and individual donations* 7e chose "our local &ars to host our event= )ranite City$ Panini0s 3ar and )rill$ +he 7inking Ii#ard$ and +he Iockvie,* +hese events take !lace 'anuary 4st to 'anuary >4st$ 2-4/* +he locations ,ere chosen &ased on our target market !ro"ile and located in convenient areas around the Cleveland area* :ach &ar hosts a se!arate ,eek o" the month to gain a,areness o" our initiative and o!!ortunity "or our target market to donate to our cause= Ma8ana Me9or* At each &ar there ,ill &e coasters and ta&le tents !resent on the ta&le to s!ark more interest$ driving young !ro"essionals to learn and interact through our +,itter and Instagram !age* In addition$ the drink recei!ts o" the a!!y our 2undraising :vent ,ill have a !romotional "eature at the &ottom$ encouraging more donations* Coaster

At each &ar o" the a!!y our 2undraising events$ there ,ill &e Ma8ana Me9or coasters !resent "or every drink

!urchased* +hese coasters ,ill !romote the Ma8ana Me9or cause and encourage customers to visit our +,itter and Instagram !age* +he ultimate goal is "or the young !ro"essionals to interact ,ith each o" these social media vehicles &y using the hash tag Ogivethegi"t*

Table Tent +his /@E ta&le tent ,ill &e distri&uted to all o" the &ars !artici!ating in our a!!y our 2undraising event$ along ,ith our drink coasters* +he !ur!ose o" the ta&les tents are to create curiosity a&out Ma8ana Me9or$ and to !romote the "undraiser itsel" that ,ill take !lace "or a ,eek at each &ar* 7e ,ant the young !ro"essionals to kno, ho, much o" the !roceeds go to Ma8ana Me9or so they su!!ort the cause to make this event a success* 2or the entire ,eek leading u! to the event$ ,e ,ill have the ta&le tents set u! at each o" the &ars* Recei(t

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+he &ar recei!t is our third delivera&le* +he recei!t a&ove ,ill &e the recei!t o" our "our chosen &ars ,hich include= )ranite City$ Panini0s 3ar and )rill$ +he 7inking Ii#ard$ and +he Iockvie,* +his recei!t ,ill &e !rinted at local &ars "rom 'anuary 4st to 'anuary >4st6 the goal o" this recei!t is to gain the a,areness o" our target market a&out this initiative$ and the o!!ortunity "or them to donate to our cause= Ma8ana Me9or* +his gives young !ro"essionals the chance to Ogivethegi"t and even share ,ith "riends a&out their e@!eriences on +,itter and Instagram*

Social Me ia Initiatives __________________________________________________________________

T&itter

Pmananame9or

44

42

The Ma3ana Me"or T&itter han le &ill be use for#

J

Sharing ne,s a&out the transition home0s develo!ment u!dates

Posting !hotos o" the children using the home to in"orm donors and su!!orters ,ho cannot travel to onduras
J J

Promoting the hash tag Ogivethegi"t ,hich is integrated into all social media initiatives and at our a!!y our 2undraising event ,ith the drink coasters and recei!t*
o

+he hash tag ,ill s!ark conversation on +,itter$ increasing the &rand a,areness

Ans,ering Nuestions "rom !otential donors or "ollo,ers a&out the organi#ation

Additionally$ Pmananame9or ,ill

J

2ollo, other non1!ro"its

o

Such as=

4>

J J

Ret,eet t,eets "rom "ollo,ers and other non1!ro"its Monitor the success o" t,eets through an analytics !rogram$ +,itonomy

+he !age ,ill &e u!dated every t,o ,eeks ,ith ne, &ackground and header !hotos* Additionally$ Pmananame9or ,ill t,eet &et,een 4-14. !osts !er ,eek* +he +,itter handle ,ill &egin Decem&er 4$ 2-4>*

Instagram

4/

4.

The Ma3ana Me"or Instagram Page &ill be use for#

J

Sharing !ictures o" &oys ,hile living at Ma8ana Me9or to em!hasi#e ,hat the gi"t is contri&uting to Promoting our a!!y our 2undraising events &y sharing in"ormation Promoting the hash tag Ogivethegi"t ,hich is integrated into all social media initiatives and at our a!!y our 2undraising event ,ith the drink coasters and recei!t*
o

J J

+he hashtag ,ill s!ark conversation and !hoto sharing on Instagram$ increasing the &rand a,areness and donations

Ans,ering Nuestions "rom !otential donors or "ollo,ers a&out the organi#ation

+he !age ,ill &e u!dated every t,o ,eeks ,ith ne, &ackground and header !hotos* Additionally$ Pmananame9or ,ill t,eet &et,een 4-14. !osts !er ,eek* +he Instagram handle ,ill &egin Decem&er 4$ 2-4>*

Me ia Plan __________________________________________________________________

4E

QQ AII !romotional delivera&les ,ill run through the course o" the month o" 'anuary in the 2-4/ year* 1a((y 1our 2un raising Event 4 $ar 56 # +his is an event that ,e ,ill have at )ranite City$ located at 2/.4D Cedar Road$ Iyndhurst$ % //42/* +his event ,ill run "or a!!ro@imately 4 ,eek ?'anuary 41C$ 2-4/B$ and ,ill "eature ha!!y hour discounts "rom .=--!*m* C=--!*m* >-F o" the !roceeds "rom drinks and ha!!y hour s!ecials !urchased ,ill &e donated to,ards Ma8ana Me9or* 1a((y 1our 2un raising Event 4 $ar 57 # +his is an event that ,e ,ill have at Panini0s 3ar and )rill$ located at 4C2. Coventry Rd Cleveland eights$ % * +his event ,ill run "or a!!ro@imately 4 ,eek ?'anuary D14E$ 2-4/B$ and ,ill "eature ha!!y hour discounts "rom .=--!*m* C=--!*m* >-F o" the !roceeds "rom drinks and ha!!y hour s!ecials !urchased ,ill &e donated to,ards Ma8ana Me9or* 1a((y 1our 2un raising Event 4 $ar 58 # +his is an event that ,e ,ill have at +he 7inking Ii#ard$ located at C44 uron Rd :$ Cleveland$ % //44.* +his event ,ill run "or a!!ro@imately 4 ,eek ?'anuary 4H12/$ 2-4/B$ and ,ill "eature ha!!y hour discounts "rom .=--!*m* C=--!*m* >-F o" the !roceeds "rom drinks and ha!!y hour s!ecials !urchased ,ill &e donated to,ards Ma8ana Me9or* 1a((y 1our 2un raising Event 4 $ar 59 # +his is an event that ,e ,ill have at +he Iockvie,$ located at 2-H S* Main St* Akron$ % * +his event ,ill run "or a!!ro@imately 4 ,eek ?'anuary 2.1 >4$ 2-4/B$ and ,ill "eature ha!!y hour discounts "rom .=--!*m* C=--!*m* >-F o" the !roceeds "rom drinks and ha!!y hour s!ecials !urchased ,ill &e donated to,ards Ma8ana Me9or* Coasters 4 At each o" the a!!y our 2undraising events$ ,e ,ill have coasters located all around the !arameters* +hese coasters ,ill !romote Ma8ana Me9or and ,ill encourage customers to visit our +,itter and Instagram !ages$ and interact ,ith each o" these social media vehicles through using the hashtag Ogivethegi"t* Table Tents: +a&le tents !romoting Ma8ana Me9or ,ill &e !laced in each o" these &ars &eginning the "irst ,eek o" 'anuary* +hese ta&le tents ,ill !romote the a!!y our 2undraising event$ and Ma8ana Me9or as a transition home$ in general* It additionally encourages customers to visit our +,itter and Instagram !ages$ and interact ,ith each o" these social media vehicles through using the hashtag Ogivethegi"t*

4H

Recei(t: Recei!ts are distri&uted during the a!!y our 2undraising events at each o" the various &ars during the month on 'anuary* +his s!ecial recei!t ,ill have a !romotional "eature at

the &ottom$ encouraging consumers to donate to Ma8ana Me9or$ visit our +,itter and Instagram !ages$ and interact ,ith each o" these social media vehicles through using the hashtag Ogivethegi"t*

$u get _________________________________________________________________
Item +a&le +ents Coasters Medium 7eight ;uantity >-.$--Total Cost G4>.*-G.2D*E-

4C

T!TA* C!ST

GEE/*E-

Q+a@ and shi!!ing is not "actored in$ &ut since ,e are e@tremely under &udget$ there ,ill &e !lenty o" "unds to su!!ort this* A"ter s!eaking ,ith managers o" each o" the &ars$ ,e ,ere a&le to o&tain the in"ormation &elo, to hel! us determine the su!!lies ,e ,ill need "or the &ar events* +o host the a!!y our 2undraising events$ there ,ill &e no charge at any o" the &ars* Managers have also agreed to allo, around >-F o" the !roceeds o" drinksAa!!eti#ers during a!!y our to go to,ards Ma8ana Me9or* +he Recei!t !rintout ,ill &e o" no charge* )ranite City
J J

Ma@ Ca! R >.> +otal +a&les R C- ?including &arB

Panini0s
J J

Ma@ Ca! R 4E+otal +a&les R 4C ?not including &arB

+he 7inking Ii#ard

J J

Ma@ Ca! R /.D +otal +a&les R D- ?including &arB

+he Iockvie,
J J

Ma@ Ca! R 22+otal +a&les R E- ?including &arB

Evaluation Metho s _________________________________________________________________

In order to measure our o&9ectives$ ,e ,ill monitor the Instagram and +,itter !age throughout the course o" the cam!aign to assess ho, many "ollo,ers ,e have gained* 7e ,ill measure this mid,ay through 'anuary$ and i" ,e do not a!!ear to &e at least hal" ,ay to,ards
4D

our goal o" 4-- Instagram and 4-- +,itter "ollo,ers$ ,e ,ill market and advertise these social media vehicles more* Additionally$ throughout the course o" the "our di""erent &ar events$ ,e ,ill assess ho, much money ,as raised at each &ar event as they are held* +his ,ill hel! us determine ,hat needs to &e raised at the "ollo,ing event?sB to !ush us that much closer to our goal o" G2$--- in !ro"its via the a!!y our 2undraising events* Iastly$ at the end o" each month$ ,e are going to do an inventory o" ho, much ,e have raised through s!onsorshi!s and donations$ se!arate "rom the a!!y our 2undraising events* +his ,ill allo, us to look at the ne@t month$ and see ,hat ,e need to do to reach our goal o" G.$--- in !ro"its through s!onsorshi!Aother donations* 3y continually monitoring our !rogress throughout the course o" this cam!aign$ ,e ,ill &e a&le to !lan "or the months ahead* In doing so$ ,e can determine ho, much needs to &e raised to meet our goals$ and ,hat measures ,e are going to take to get there*

Conclusion _________________________________________________________________
3y im!lementing this IMC cam!aign$ there ,ill &e a sur!lus o" s!onsorshi! and "unds to hel! sustain Ma8ana Me9or and create a,areness* As noted in our market research$ young !ro"essionals ,ant to engage in international !hilanthro!ic events that they have relation ,ith* %nce a young !ro"essional in this target market learns o" a cause like Ma8ana Me9or$ they &uild a connection to it and ,ant to hel!* +his a,areness ,ill generate &u## around Ma8ana Me9or$ and ,ill get young !ro"essionals in our target market to share ,ith their "riends$ and make them a,are o" the cause* Strive0s Ma8ana Me9or advertising cam!aign ,ill ultimately drive the monetary and a,areness results that are deserving o" this heart,arming and touching cause*

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