A Safe Haven - Integrated Marketing Communications Campaign Proposal for Marketing 464 Loyola...

IntegratedMarketing

CommunicationsCampaign

PRESENTED BY: Hadeel Alhendi | Ivory Chang | John Lawrence

LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS


What have I done for Christ today??

Whatever you did for one of the least of these brothers and sisters of mine, you did for me.


Preview


Challenge

How can we use marketing to attract more corporate donations?.

Corporate donors look for non-profit partners that have clear, strong, well-known brands.


Challenge

RESEARCH INSIGHT 1Corporate donors look for non-profit partners that have clear, strong, well-known brands.

.

Corporate donors look for non-profit partners that have clear, strong, well-known brands.

Jason HeldDirector of National Corporate Partnerships at Playworks


Challenge

Survey – Have your heard of A Safe Haven?

Yes38%

No62%

Survey Monkey online survey26 responsesJune 21-29,2016


Objective

Increase brand awareness among people in Chicago

who are the customers of our corporate donors

and have the decision power to make donations.


Strategies

Emotional Connection

Optimized Owned Media

Solution-Based Message

Leverage Earned Media


Target Market


Persona

• Name: Josh• Age: 35 year-old• Ethnicity: Caucasian• Martial Status: Married• Children: one• Education: MBA• Household Income:

$80,000

Personal Information

• Goals: Financial stability, Career growth

• Values: Family, Giving back to the community

• Fears: Job security, Safety in the city

Goals and Values

• Job Title: Senior Financial Analyst

• Company: PwC

Job Information


Positioning

The proven, comprehensive solution for ending homelessness in Chicago by giving families and individuals access to treatment, housing, and jobs.


Reaching the Target Market

RESEARCH INSIGHT 2A vast divide of location, income, education, and ethnicity separates our target market from the people served by A Safe Haven.



Substance Abuse26%

Mental Illness21%

Laziness3%

Job Loss18%

Low Income8%

Poor Edu-cation

5%

Affordable Housing

4% Other15%

Perceived Primary Cause of

Homelessness in America

Source: Homelessness in America Americans’ Perceptions, Attitudes and Knowledge Gallup Poll, Nov. 2007


Reaching the Target Market Unem-

ployment55%Poverty

20%

Affordable Housing

7%

Domestic Vio-lence5%

All of the Above

7%Not Sure

6%

Perceived Causes of Family Homelessness in

Chicago

Source: Tracking Public Opinion on Family Homelessness: Chicagoans Support City Action to Combat Family HomelessnessThe Institute for Children, Poverty, and Homelessness Feb, 2011



RESEARCH INSIGHT 3Personal causes mental illness, substance abuse get less support.Structural causes affordable housing, unemployment generate more support.Family homelessness associated with structural causes, gets more sympathy.


Children are the voiceless victims of homelessness.

Central Communications Platform


Balloon LaunchEvent


I hope to ...I dream to ...I dream for ..


Pictures of Hope


Earned Media


Social Media


Website


Google Ad Grants


KPIs

Facebook:• Double our likes• 10% increase in engagement

Twitter:• Double our followers• 10% increase in engagement

Website:• 10% increase in unique visitors

Public Relations:• Increase in web visitors and social media followers• 50%+ of press stories should include key

message playback


Timeline

Aug-Oct Nov Dec Jan March July >

Brandingmakeoverfor web and social media.

Soft launch - seed news stories homeless kids & school

Campaign begins -Balloon launch

Utilize content on owned and social media

Seed news stories about homelesskids & holidays

Follow up on social media

Seed news stories about homelesskids & state budget

Follow up on social media

Picture of Hope begins

Utilize social and earned media

Continue to generate social media content

Picture of Hope photos revealed

Utilize social and earned media

Continue to generate social media content


Budget

Pictures of Hopes$18,000

Balloon Launch$5,000


Further Considerations

Marketing budgetProgrammatic advertisingOut-of-house advertising


Thank You

A Safe Haven - Integrated Marketing Communications Campaign Proposal for Marketing 464 Loyola...

Government & Nonprofit

Transcript of A Safe Haven - Integrated Marketing Communications Campaign Proposal for Marketing 464 Loyola...