BUSINESS PROPOSAL

Social media strategy, analysis, consultation, and implementation for

non-profit organizations in northwest Missouri and southwest Iowa.

Created by:

Kayla Morgan, Kara Andersen, Anna Hastert, and Kyle Yehle

GUIDING SOCIAL MEDIA TO A BRIGHTER HORIZON

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TABLE OF CONTENTS Executive Summary ...................................................................... 2

Mission & Values Statements ...................................................... 3

a. Mission

b. Vision

c. Values

Services .......................................................................................... 3

Competition Analysis ................................................................... 4

List of Equipment, Technology, Expenses ................................. 5

Financial Management ............................................................... 8

a. Cost of Services

Break-Even Analysis ...................................................................... 8

a. Year 0

b. Client Needs Projections

c. Income Projections

Marketing & Promotions Plan ................................................... 10

a. Marketing and Promotions

b. Branding

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EXECUTIVE SUMMARY Compass Media is comprised of four media specialists with individual skills

including journalism, broadcasting, and graphic design. These skills, combined

with our knowledge and love of social media and serving our local community

create a powerful team of dedicated workers. As a company, we strive to

motivate and empower non-profit organizations to reach a larger audience

through social media while inspiring individuals to serve their community. We

value dedication, fair treatment, and communication. Compass Media can provide its clients social media strategy, analysis,

consultation, and implementations as the client needs. Through these services,

we will create social media plans, compare clients’ success with that of their

competitors, give examples of quality content for social media use, and create

and post social media content on behalf of organizations. Our company provides services similar to already existing companies, but

we are unique in our sole focus on non-profit organizations. All our efforts are

geared towards reaching our clients’ target audiences. Not only are we

passionate about enhancing non-profits’ social media, but we desire to

connect with organizations personally through face to face communication

and interactions. We take pride in our employees serving alongside non-profit

organizations and showing the community our complete devotion to the cause. Our start-up costs are low and we seek to keep our operating costs at a

minimum. As we begin our business, we will be seeking a one year loan and

investment from two non-profit organizations or donors. In return for this

investment, not only will the amount of the loan be repaid after a year, but in

exchange for the loan, the non-profit will have the cost of their social media

strategy or analysis waived for one year and also have the opportunity to use

any other services offered by Compass Media. Compass Media has room for continued growth. We initially plan to focus

primarily on social media analysis and consultations. As we gather more

business, we can expand our client base while also expanding our services for

each client. As we gain a larger client base, we will be able to hire more social

media professionals and can also begin to hire freelance workers who do

graphic design or video production and who will certainly be an asset to our

clients’ social media presence. We will always strive to create better and brighter communities by

motivating non-profit organizations to engage their audience across their social

media platforms.

Sincerely,

The Compass Media Team

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MISSION & VALUES STATEMENTS

MISSION

Our mission is to motivate non-profit organizations to socially engage their

audience and to empower continued growth in the social media world.

VISION

Our vision is for every individual to spark change within our community

through engaging content about non-profit organizations.

VALUES

We promise to be dedicated to our clients and employees, incorporate

fair and equitable practices in all we do and clearly communicate on

behalf of non-profit organizations.

SERVICES Compass Media offers four main services to our clients: social media

strategy, social media implementation, social media consultation, and social

media analysis. Strategy is targeted at non-profit organizations without a social

media presence, while analysis is meant for those who already exist in the social

media world. Consultation and implementation are for non-profits with any level

of social media engagement.

SOCIAL MEDIA STRATEGY

We will help non-profit organizations create a social media plan that

breaks down how they will best utilize social media to reach their

audience. This plan will figure out which platforms will be best to reach the

primary target audiences and provide examples of content for each

platform. For example. If it was discovered that a non-profit’s audience

was primarily concentrated on Twitter and Pinterest, we would include

examples of engaging content on both of those platforms so that the

non-profit would have examples of what sorts of content they can post.

This plan would also look at other competing non-profits’ social media

presence to see how our client measured up to others.

Price: $1,000

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SOCIAL MEDIA ANALYSIS

We will analyze the non-profit organization’s current social media

presence and look at the social media presence of competing non-profit

organizations. We will decipher strengths and weaknesses of the

organization and provide statistics about their social media presence that

will allow them to use the information to better reach their target

audience.

Price: $1,000

SOCIAL MEDIA CONSULTATION

Social media consultation would provide monthly or quarterly plans where

we check in and see how they are growing and how they can continue

to grow in the future. This would be coupled with an initial social media

analysis or consultation. During a monthly or quarterly consultation, we

would look at the non-profit organization’s social media stats, such as their

follower rates and the rate of likes and comments on posts. We would also

analyze competitors and provide suggestions for content that will

continue to engage their audience.

Price: $250 per meeting (+$1,000 initial cost of strategy or analysis)

SOCIAL MEDIA IMPLEMENTATION Social media implementation means that we will run the social media

accounts of our clients. After meeting with them and creating a social

media strategy or analysis, we will coordinate the posts across their social

media platforms and even interact with their audience by liking and

commenting. The non-profit would still maintain access to their accounts

so that they can also interact with their audience, but we take care of the

work of running a social media campaign.

Price: $300 (+$1,000 initial cost of strategy or analysis)

COMPETITION ANALYSIS

IMAGINATION MARKETING SERVICES - ST. JOSEPH, MO Under Imagination Marketing Service’s social media management

service, the company promises to carry out daily and weekly tasks on their

clients Twitter, Facebook, LinkedIn and Google+ accounts, allowing their

client to interact with current fans and followers and solidify their position

as a leader in their marketplace. Other creative services offered by

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Imagination Marketing Services include SEO consulting and video

production.

SUSAN J. CAMPBELL (SJC) MARKETING - ST. JOSEPH, MO SJC is a full-service marketing, communication and content creation

company. The company offers professional communication services such

as branding, full-service marketing, online content creation and social

media management to businesses and non-profits. Focusing more

specifically on their social media management service, SJC has social

media specialists who can make a client’s performance measurable

across all possible platforms by developing step-by-step strategies,

effectively returning value to the client’s brand and turning their followers

into clients.

WOODSMALL MARKETING GROUP - KANSAS CITY, MO Woodsmall Marketing Group helps clients strategize, execute and

measure their social media with an innovative, specialized approach.

They turn business objectives into realities in creative, strategic and

measurable ways. Their other services include marketing,

communications, CRM management/training, media planning/buying,

digital marketing, direct marketing and public relations.

PILCHER CREATIVE AGENCY - KANSAS CITY, MO Pilcher Creative Agency creates and maintains your brand on social

media and helps add fans by linking all of your social networks

together. Their other creative services include web design and logo

design, print design, email newsletters, videography, SEO, blogging and

photography.

LIST OF EQUIPMENT, TECHNOLOGY, EXPENSES Our initial start-up costs will be relatively low. Each of us owns a laptop, so our

costs will be limited to purchasing the appropriate software that will allow us to

help our clients. Initially, we will not have an office space because we will either

meet with clients at their business or at local businesses. This will keep our

operating costs low and help us recoup our expenses more quickly.

After we are more established and have created a loyal clientele, we will have

the option and ability to open an office space where we can meet with clients.

Table 1 provides the costs for our initial start-up, and Table 2 provides expenses

for the future if we choose to open an office space.

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Table 1

Item Photo Qty. Cost/Item Total Cost

Adobe CS6 Master Collection for

Mac 20+ Adobe apps

Business receives license for use on 2 computers

3 $1,299.00 $3,897

Hootsuite Social Media

Management Software for Business Monthly subscription Up to 50 profiles Unlimited social campaigns Advanced analytics with data

exports 24/7 support

1 $100/mo. $1,200/yr

TOTAL $5,097

Table 2

Item Photo Qty. Cost/Item Total Cost

21.5” iMac with 4K Retina display

1.6GHz Processor, 1TB Storage

8GB 1867MHz LPDDR3

Intel HD Graphics 6000

Magic Mouse 2

Magic Keyboard Accessory Kit

+AppleCare insurance for 3 years

5 $1,099

+$169(ins.)

$1,268

$6,340

Adobe Creative Suite for Business

20+ Adobe apps

1 year subscription

Business receives license for use

5 $839.88 $4,200

Hootsuite Social Media

Management Software for Business

Monthly subscription

Up to 50 profiles

Unlimited social campaigns

Advanced analytics with data

exports & 24/7 support

1 $100/mo. $1,200/yr

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Office Space

525 sq ft.

3 rooms, 1 bathroom

St. Joseph location

1 $375/mo $4,500/yr

Office desks

4 desks for the work area

1 desk for reception area

5 $180 $900

Office chairs

Chairs for each person, and 5 extra

for meetings with clients

10 $75 $750

Reception Area furnishings

2 chairs and table for reception

seating area

3 $75

$30

$180

HP OfficeJet Pro 8710 All-in-One

Inkjet Printer

Print, scan, copy, fax

Wireless printer

1 $130 $130

Office decor

Lamps, wall hangings, plants, etc.

$200 $200

Office supplies

Pens, pencils, highlighters, rubber

bands, sticky notes, paper, paper

clips, stapler, etc.

$200 $200

Monthly Utilities

Electric, gas, water, unlimited

internet

$60/mo

(w,g,e)

$60/mo )

$1440/yr

Insurance

Professional Liability Insurance

General Liability Insurance

Errors and Omissions Coverage

$4000

TOTAL $24,040

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FINANCIAL MANAGEMENT The following section outlines the cost of our services and some examples of way in

which clients might use and combine our services.

COST OF SERVICES Start-up (strategy or analysis): $1,000

Implementation: $300/mo.

Consultation: $250/ea.

Sample Client: Just start up = $1,000

Sample Client: Start-up + implementation = $4,600/yr.

($1,000 + $300 x 12)

Sample Client: start-up + implementation + qrtly. consultations = $5,600/yr.

($1,000+ {$300*12} + {$250*4})

Sample Client: start-up + monthly consultations = $4,000/yr.

($1,000 + {$250*4})

BREAK-EVEN ANALYSIS

“YEAR 0” As we begin our business, we will be seeking investments from potential

clients. We would be interested in a loan from non-profits in exchange for

waived start-up costs. This would work in the following way. Two non-profit

organizations or two donors on behalf of non-profit organizations donate $5,000

each as a one-year loan for a total of $10,000. In exchange for this loan, which

will be repaid within 12 months, the 2 non-profit organizations will also gain a

waived start-up cost of $1,000 from Compass Media. This would mean that we

would conduct a social media strategy or analysis for their business at no cost,

and at that point they could decide whether they would like to continue using

Compass Media’s services in the form of consultations or implementation.

Our break-even analysis is done beginning at “Year 0.” In this year, we

have $5,097 in costs to purchase software and a $10,000 loan, expressed in

Table 3 as a ($10,000). This is done to show that in the first year, we technically

have an income of $10,000, but that income does not profit us because it must

be repaid. We repay it at the beginning of year 1, and Table 3 represents this

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with costs of $11,200, accounting for $1,200 in software purchases and $10,000 in

loan repayment. This is our first break-even, but it is a false-positive because at

that point, we will not be collecting a salary. Our true break-even point is at the

end of year 2. In year 2, we each begin collecting a yearly salary of $6,000,

accounting for $24,000 in costs for our business. However, our sales projections

indicate that if we were to keep our clients at the same rates and add two

clients who select quarterly consultations, we will have a net profit of $0 at the

end of year 2. After this point, if our sales continue to show steady growth and

we gain 2 new clients each year, our profits will grow each year.

PROJECTED CLIENT NEEDS, YEAR 1: 2 clients with start-up and quarterly consultations = $4,000

2 clients with start-up and monthly consultations = $8,000

2 clients with start-up and implementation and quarterly consult = $11,200

Total = $23,200

CLIENT PROJECTIONS YEAR 2, 3, 4….: Continuing with 6 clients from year 1 = $23,200

2 new clients each year: start-up and monthly consultations = $8,000

INCOME PROJECTIONS Year 1

$21,200 (income) - $5,097 (costs) - $10,000 (loan) $16,103

Year 2

$17,200 (income) + $8,000 (new clients) -

$24,000(employee salary) - $1,200 (software)

$0 + $16,103

$16,103

Year 3

$23,200 (income) + $8,000 (new clients) -

$24,000(employees) - $1,200(expenses)

$6,000 + $16,103

$22,103

Year 4

$29,200 (income)+ $8,000(new clients) -

$24,000(employees) - $1,200 (expenses)

$12,000 + $22,103

$34,103

Year 5

$35,200 (income) + $8,000 (new clients) - $24,000

(employees) - $1,200 (expenses)

$18,000 + $34,103

$53,103

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Table 3

Costs Income Profit

Year 0 $5,097 ($10,000) $0

Year 1 $11,200 $21,200 $10,000

Year 2 $25,200 $25,200 $0

Year 3 $25,200 $31,200 $6,000

Year 4 $25,200 $37,200 $12,000

Year 5 $25,200 $43,200 $18,000

Chart 1

MARKETING & PROMOTIONS PLAN As a business that provides social media services to non-profit

organizations, our primary audience is the non-profit organizations

themselves. We plan to market specifically to these organizations in person. As

a beginning effort to make our name known, we will travel to local and regional

organizations in northwest Missouri to meet face-to-face and pitch our services.

This is an inexpensive and memorable method to begin to gain business. At

($20,000)

($10,000)

$0

$10,000

$20,000

$30,000

$40,000

$50,000

Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

Break Even Analysis

Profit Costs Income

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these meetings, we will give out print leave-behinds as a way for organizations

to remember who we are, what we do, and how to contact us.

Additionally, we will promote ourselves in person by going to events put

on by those non-profit organizations. We will require our employees to be

engaged in local non-profits, serving outside of our company. Not only does this

show our dedication to helping organizations overall besides just social media, it

creates personal connections between our employees and employees of non-

profits. Creating a good image and connection with our secondary audience -

employees of non-profit organizations - can help gain more business through

service and word of mouth.

Another way we will market to our secondary audience is through social

media. Social media is not our main method for marketing and promotion

because we are marketing to organizations that either do not have a social

media presence or have a poor one. Because of this, it is unlikely we will be

noticed by non-profit organizations on social media. However, it is more likely

employees of non-profits use social media consistently. Creating well

composed posts with quality content will help employees know who we are and

to demonstrate why we are experts in the field of social media.

BRANDING Logo: Our design for our logo for Compass Media is clean and simple, yet

memorable with the picture further driving our company name. We

decided to implement a clean design to illustrate our efficient

communication as outlined in our value statement. As a social media

service company, we need to clearly and effectively communicate with

our clients and their audience. Likewise, we need to create memorable

social media content for our clients’ audience to continually remember

who they are and what they do. Our logo illustrates our dedication and

excellence in these areas.

Slogan: “Guiding social media to a brighter horizon”

Our slogan for Compass Media reflects our vision to positively change

communities while explaining what we do. As a company we guide non-

profit organizations as to what they should and should not be doing on

social media. As we do so, we try to make communities better and

brighter. Our slogan incorporates these details while tying into our logo

and company name.