EDGE MEDIA. Meet the Principal Vickie Isaac, Director 26 years of marketing experience Former...
-
Upload
maya-mcmanus -
Category
Documents
-
view
218 -
download
4
Transcript of EDGE MEDIA. Meet the Principal Vickie Isaac, Director 26 years of marketing experience Former...
EDGE MEDIAEDGE MEDIA
Meet the PrincipalMeet the PrincipalVickie Isaac, Director
26 years of marketing experience
Former director of talent agency
Former director of record company
5 years in broadcast Master’s Degree in Human
Relations & Counseling Adjunct Professor teaching marketing, ethics, &
leadership courses
Vickie Isaac, Director
26 years of marketing experience
Former director of talent agency
Former director of record company
5 years in broadcast Master’s Degree in Human
Relations & Counseling Adjunct Professor teaching marketing, ethics, &
leadership courses
Client ServicesClient
Services Marketing Consultation Market Research Marketing Strategy Media Planning Production Services Media Purchasing Public Relations Graphic Design Display Design Web Design Internet Advertising Search Engine Optimization/Social Media Optimization Text Message/Mobile Marketing Corporate Consultation (Vickie)
Marketing Consultation Market Research Marketing Strategy Media Planning Production Services Media Purchasing Public Relations Graphic Design Display Design Web Design Internet Advertising Search Engine Optimization/Social Media Optimization Text Message/Mobile Marketing Corporate Consultation (Vickie)
Marketing ProcessMarketing Process
Needs Analysis to identify goals, strengths, & weaknesses
Market/Industry Research & SWOT Analysis including strengths, weaknesses, opportunities, timing, & growth goals
Identify target markets Media Analysis for usage of target audiences, pricing
Marketing Recommendations including appropriate promotional elements, media mix
Media Purchasing Campaign Monitoring Adjustments based on results
Needs Analysis to identify goals, strengths, & weaknesses
Market/Industry Research & SWOT Analysis including strengths, weaknesses, opportunities, timing, & growth goals
Identify target markets Media Analysis for usage of target audiences, pricing
Marketing Recommendations including appropriate promotional elements, media mix
Media Purchasing Campaign Monitoring Adjustments based on results
Sample Market ResearchSample Market Research National research to reveal trends and socio-graphic data
Local market research to refine target demographic.
Local market sociographic research to capture WHO potential customer is and HOW to most effectively reach them with your message.
National research to reveal trends and socio-graphic data
Local market research to refine target demographic.
Local market sociographic research to capture WHO potential customer is and HOW to most effectively reach them with your message.
Goals of 2006 – 2007 Marketing Strategy
Goals of 2006 – 2007 Marketing Strategy
The purposes of the marketing efforts for the 2006-2007 fiscal year are as follows: Increase overall financial support for Client.
Increase customer base for XYZ Retail Outlet to increase cash flow.
Increase pool of qualified potential homeowners.
Raise local awareness for Client to impact donations and volunteers.
The purposes of the marketing efforts for the 2006-2007 fiscal year are as follows: Increase overall financial support for Client.
Increase customer base for XYZ Retail Outlet to increase cash flow.
Increase pool of qualified potential homeowners.
Raise local awareness for Client to impact donations and volunteers.
Goal #1Increase Overall Contributions
Goal #1Increase Overall Contributions
National Market Research American Households
Charitable Contributions by Category
National Market Research American Households
Charitable Contributions by Category
30%
11%
9%14%
16%
43%
Religious
Social Care
Health Care
Arts/Cultural
Political
Other
Scarborough USA 2005
National Market Research Charitable Contributions by Age
National Market Research Charitable Contributions by Age
13%
12%
19%
21%
18%
18% 18-29
30-39
40-49
50-59
60-69
70+
Scarborough USA 2005
National Market Research Charitable Contributions
by Household Income
National Market Research Charitable Contributions
by Household Income
20%
16%
20%13%
13%
10%
8%
<$20K
$20K-<$30K
$30K-<$40K
$40K-<$50K
$50K-<$75K
$75K-<$100k
$100K+Scarborough USA 2005
National Market Research Charitable
Contributions by Gender
National Market Research Charitable
Contributions by Gender
0.42
0.44
0.46
0.48
0.5
0.52
0.54
MaleFemale
Contributions to National Christian Non-Profits
Contributions to National Christian Non-Profits
U.S. Based Parachurch Organizations Percentage of adults who donated to Christian non-profits - 36%
(est. 77,820,671) Mean per capita giving to parachurch non-profits $176
* For the purpose of this data, parachurch is defined as any religious organization that is not a church.
Source: The Barna Group 2000
SAMPLES OF LARGEST PARACHURCH ORGANIZATION REVENUEName Revenue Size
Feed The Children $967,079,081 World Vision, Inc., U.S. $685,770,000 Catholic Relief Services $499,641,000 Food For The Poor, Inc. $465,677,192 King Benevolent Fund $432,402,687 Campus Crusade for Christ, Inc. $404,686,000 Christian Broadcasting Network $377,636,474 Samaritan's Purse $206,088,721 Operation Blessing International $192,844,785 Trinity Broadcasting Network $184,324,689
Source: Ministry Watch, March 2005 http://www.ministrywatch.com/mw2.1/H_Home.asp
U.S. Based Parachurch Organizations Percentage of adults who donated to Christian non-profits - 36%
(est. 77,820,671) Mean per capita giving to parachurch non-profits $176
* For the purpose of this data, parachurch is defined as any religious organization that is not a church.
Source: The Barna Group 2000
SAMPLES OF LARGEST PARACHURCH ORGANIZATION REVENUEName Revenue Size
Feed The Children $967,079,081 World Vision, Inc., U.S. $685,770,000 Catholic Relief Services $499,641,000 Food For The Poor, Inc. $465,677,192 King Benevolent Fund $432,402,687 Campus Crusade for Christ, Inc. $404,686,000 Christian Broadcasting Network $377,636,474 Samaritan's Purse $206,088,721 Operation Blessing International $192,844,785 Trinity Broadcasting Network $184,324,689
Source: Ministry Watch, March 2005 http://www.ministrywatch.com/mw2.1/H_Home.asp
National Research Contributions Summary
National Research Contributions Summary
57% of all charitable giving in the United States is to religious and social care organizations.
More 40-49 year old persons contribute to non-profits than any other age group at 21%, followed by 50-59 year olds at 19%. By combining the age cells of 40-49, 40% of all adults contributing are included in this category.
More females give to charitable organizations than males, with 52.5% of women nationally contributing to non-profit organizations as compared to men, with 47.5% contribution levels.
Adults with a household income of $50K and above account for 56% of all individuals contributing to charitable organizations.
Approximately 4.5 billion dollars were contributed to the top ten Christian non-profit organizations in 2005.
57% of all charitable giving in the United States is to religious and social care organizations.
More 40-49 year old persons contribute to non-profits than any other age group at 21%, followed by 50-59 year olds at 19%. By combining the age cells of 40-49, 40% of all adults contributing are included in this category.
More females give to charitable organizations than males, with 52.5% of women nationally contributing to non-profit organizations as compared to men, with 47.5% contribution levels.
Adults with a household income of $50K and above account for 56% of all individuals contributing to charitable organizations.
Approximately 4.5 billion dollars were contributed to the top ten Christian non-profit organizations in 2005.
Phoenix/Arizona Market ResearchPhoenix/Arizona Market Research
Arizona Market Research
Who is the Donor?
Arizona Market Research
Who is the Donor?
Source: Arizona State University, College of Public Programs, Center for Leadership & Management http://www.asu.edu/copp/nonprofit/res/Arizona%20Giving%20and%20Volunteering.pdf
Phoenix Market Research Who is the Donor?
Household Charitable Contributions by Category
Phoenix Market Research Who is the Donor?
Household Charitable Contributions by Category
27%
8%
9%
13%22%
36%
Religious
Social Care
Health Care
Arts/Cultural
Political
Other
Scarborough USA 2005
Arizona Market Research
Donations by Category
Arizona Market Research
Donations by Category
Source: Arizona State University, College of Public Programs, Center for Leadership & Management http://www.asu.edu/copp/nonprofit/res/Arizona%20Giving%20and%20Volunteering.pdf
Arizona Market ResearchWho is the Donor?
Rate of Giving by Household Income
Arizona Market ResearchWho is the Donor?
Rate of Giving by Household Income
Source: Arizona State University, College of Public Programs, Center for Leadership & Management http://www.asu.edu/copp/nonprofit/res/Arizona%20Giving%20and%20Volunteering.pdf
Arizona Market Research
Donor by Age Cell
Arizona Market Research
Donor by Age CellThe age of the donor affected the giving rate only slightly. The 31-45 age category had the highest rate of household giving, at 91.2 percent.
Source: Arizona State University, College of Public Programs, Center for Leadership & Management http://www.asu.edu/copp/nonprofit/res/Arizona%20Giving%20and%20Volunteering.pdf
Ages 18-30: 84.8%
Ages 46-60: 88.0%
Ages 61-70: 85.6%
Ages 71 +: 83.9%
Arizona Market Research
Why Donors Give
Arizona Market Research
Why Donors Give
Arizona Research Donor Trends
Arizona Research Donor Trends
•The likelihood of giving also increases with educational attainment. 56.4% of people with less than a high school education gave at while 95.6% of those with a postgraduate degree gave.
•Volunteering for an organization significantly impacts willingness to contribute financially.
Competitive Analysis of Arizona Public Charities by Income/Assets
Competitive Analysis of Arizona Public Charities by Income/Assets
Number of Registered Organizations
Number of Organizations Filing Form 990 *
Gross Receipts Reported on Form 990 *
Assets Reported on Form 990 *
A. Less than $100,000 2,333 70.9% 815 47.2% 29,673,202 1.3% 78,968,834 3.1%
B. $100,000-249,999 328 10.0% 304 17.6% 48,496,146 2.2% 75,837,397 3.0%
C. $250,000-499,999 194 5.9% 184 10.7% 64,220,732 2.9% 97,985,870 3.9%
D. $500,000-999,999 133 4.0% 126 7.3% 86,985,173 3.9% 129,944,340 5.2%
E. $1-5 mil. 216 6.6% 211 12.2% 462,927,729 20.7% 576,700,940 22.9%
F. $5-10 mil.38 1.2% 38 2.2% 258,640,974 11.5% 254,130,690 10.1%
G. $10-100 mil.
47 1.4% 47 2.7% 1,185,104,392 52.9% 1,231,054,655 48.9%
H. More than $100 mil. 1 0.0% 1 0.1% 103,574,061 4.6% 74,740,332 3.0%
Total3,290 100.0% 1,726 100.0% 2,239,622,409 100.0% 2,519,363,058 100.0%
* Organizations that filed Form 990 within 24 months of the 2006, May BMF release date SOURCE: Internal Revenue Service, Exempt Organizations Business Master File (2006, May)The Urban Institute, National Center for Charitable Statistics, http://nccsdataweb.urban.or ©2006
Arizona Market ResearchNon-Profit Organizations by
Type of Organization
Arizona Market ResearchNon-Profit Organizations by
Type of Organization
Public charity or private foundation
Number of Registered Organizations
Number of Organizations Filing Form 990 *
Gross Receipts Reported on Form 990 *
Assets Reported on Form 990 *
Other Nonprofits
446 11.4% 248 12.1% 748,756,313 24.9% 1,115,071,516 30.4%
Public Charity
3,297 84.4% 1,733 84.4% 2,247,326,562 74.6% 2,530,497,532 68.9%
Private Foundation
165 4.2% 73 3.6% 15,141,221 0.5% 26,988,838 0.7%
Total 3,908 100.0% 2,054 100.0% 3,011,224,096 100.0% 3,672,557,886 100.0%
* Organizations that filed Form 990 within 24 months of the 2006, May BMF release dateSOURCE: Internal Revenue Service, Exempt Organizations Business Master File (2006, May)The Urban Institute, National Center for Charitable Statistics, http://nccsdataweb.urban.org ©2006
Arizona ResearchWho is the Competition?The Non-Profit Sector
Arizona ResearchWho is the Competition?The Non-Profit Sector
Arizona nonprofits inject nearly $10 billion into the Arizona economy; their payroll alone is nearly $3 billion
Arizona nonprofits employ more people than the transportation, communications and utilities industries COMBINED
Combining staff and volunteer hours, the Arizona nonprofit workforce is larger than ALL GOVERNMENT COMBINED - that’s larger than state government, all counties, all cities, all public schools combined
Nearly 6 out of 10 Arizonans volunteer their time to nonprofits, averaging nearly 4 hours per week
Arizona’s nonprofit sector is a growth industry - in 2004, 1 new nonprofit was created EVERY HOUR of the work week
60% of Arizona nonprofits have annual budgets below $250,000
87% of Arizonans report making annual contributions to nonprofits
Sources: The Spirit of Arizona, Tim Delaney/Arizona Community Foundation, 2003; Center for Leadership, Ethics & Public Service, 2005.
Arizona nonprofits inject nearly $10 billion into the Arizona economy; their payroll alone is nearly $3 billion
Arizona nonprofits employ more people than the transportation, communications and utilities industries COMBINED
Combining staff and volunteer hours, the Arizona nonprofit workforce is larger than ALL GOVERNMENT COMBINED - that’s larger than state government, all counties, all cities, all public schools combined
Nearly 6 out of 10 Arizonans volunteer their time to nonprofits, averaging nearly 4 hours per week
Arizona’s nonprofit sector is a growth industry - in 2004, 1 new nonprofit was created EVERY HOUR of the work week
60% of Arizona nonprofits have annual budgets below $250,000
87% of Arizonans report making annual contributions to nonprofits
Sources: The Spirit of Arizona, Tim Delaney/Arizona Community Foundation, 2003; Center for Leadership, Ethics & Public Service, 2005.
Phoenix ResearchCompetitive Analysis Media Spending Reports
Phoenix ResearchCompetitive Analysis Media Spending Reports
Religious and Social Care Local AdvertisersGoodwillSalvation ArmyUnited WaySt. Vincent de PaulArizona Project Challenge Foundation
Phoenix Rescue MissionWish Center Organization
Religious and Social Care Local AdvertisersGoodwillSalvation ArmyUnited WaySt. Vincent de PaulArizona Project Challenge Foundation
Phoenix Rescue MissionWish Center Organization
Phoenix Market Research Who is the Donor?
Charitable Contributions by Household Income
Phoenix Market Research Who is the Donor?
Charitable Contributions by Household Income
20%
17%
19%
13%
13%
10%
6%
<$20K
$20K-<$30K
$30K-<$40K
$40K-<$50K
$50K-<$75K
$75K-<$100k
$100K+Scarborough USA 2005
Phoenix Market Research Who is the Donor?
Charitable Contributions by Age
Phoenix Market Research Who is the Donor?
Charitable Contributions by Age
13%
11%
16%
19%
19%
20% 18-29
30-39
40-49
50-59
60-69
70+
Scarborough USA 2005
Phoenix Market Research Who is the Primary Donor?Charitable Contributions
by Gender
Phoenix Market Research Who is the Primary Donor?Charitable Contributions
by Gender
0.42
0.44
0.46
0.48
0.5
0.52
0.54
MaleFemale
Phoenix Research
Contributions Summary Phoenix Research
Contributions Summary Over 87% of all Arizonans contributed an average of 3% of their
annual income, for an average contribution of $1572 per year. 63% of all charitable giving in Phoenix is to religious
organizations. More 31-45 year old persons contribute to non-profits than any
other age group at 91.2% This statistic represents the total number of contributors as opposed to the total dollar amount given.
More females give to charitable organizations than males, with 53.4% of women nationally contributing to non-profit organizations as compared to men, with 46.6% contribution levels.
Adults with a household income of $60K and above give at the highest rate, in the high 90th percentile.
There is a direct correlation between increased educational attainment and increased giving.
There is a direct correlation between volunteering and financial contribution.
There is a direct correlation between relationship and financial contribution. The more personal the contact, the more likelihood of receiving a financial contribution.
Target summary for donor base: Adults age 31 and over with a Target summary for donor base: Adults age 31 and over with a bachelor’s degree or more, household income of $60K and above, and bachelor’s degree or more, household income of $60K and above, and contributed to a social or religious organization.contributed to a social or religious organization.
Over 87% of all Arizonans contributed an average of 3% of their annual income, for an average contribution of $1572 per year.
63% of all charitable giving in Phoenix is to religious organizations.
More 31-45 year old persons contribute to non-profits than any other age group at 91.2% This statistic represents the total number of contributors as opposed to the total dollar amount given.
More females give to charitable organizations than males, with 53.4% of women nationally contributing to non-profit organizations as compared to men, with 46.6% contribution levels.
Adults with a household income of $60K and above give at the highest rate, in the high 90th percentile.
There is a direct correlation between increased educational attainment and increased giving.
There is a direct correlation between volunteering and financial contribution.
There is a direct correlation between relationship and financial contribution. The more personal the contact, the more likelihood of receiving a financial contribution.
Target summary for donor base: Adults age 31 and over with a Target summary for donor base: Adults age 31 and over with a bachelor’s degree or more, household income of $60K and above, and bachelor’s degree or more, household income of $60K and above, and contributed to a social or religious organization.contributed to a social or religious organization.
Phoenix ResearchMedia Usage Habits for Donor
Adults 31+, HHI $50K+, Bachelor’s degree or higher, and Contributor to Social or Religious
Organizations
Phoenix ResearchMedia Usage Habits for Donor
Adults 31+, HHI $50K+, Bachelor’s degree or higher, and Contributor to Social or Religious
Organizations
0.75
0.8
0.85
0.9
0.95
1
RadioPrintTVInternet
In Conclusion…In Conclusion… Through a thorough needs analysis and
comprehensive research, we have an understanding of who your customer is, and how to reach them.
The next piece of research is in-depth media analysis to determine how to reach the most of the target demographic in the most cost efficient manner.
We will create an integrated, targeted marketing plan to maximize advertising efficiency and increase sales leads.
Edge Media provides the resources and focused attention to the marketing process that enable your organization to do what you do best. Our job is to help your company succeed.
Through a thorough needs analysis and comprehensive research, we have an understanding of who your customer is, and how to reach them.
The next piece of research is in-depth media analysis to determine how to reach the most of the target demographic in the most cost efficient manner.
We will create an integrated, targeted marketing plan to maximize advertising efficiency and increase sales leads.
Edge Media provides the resources and focused attention to the marketing process that enable your organization to do what you do best. Our job is to help your company succeed.
EDGE MEDIA
SAMPLE OF CLIENTS SERVED SAMPLE OF CLIENTS SERVED Habitat for Humanity Valley of the Sun Food for the Hungry The Book of Hope Good Shepherd Bank Your Circle of Wealth Financial Advisors Pro Formance Financial Group Investors Advantage Del Mar Homes LLC Destany Homes, LLC Sante’ Professional Healthcare Center for Arizona Policy Chem-Dry Genesis Center for Recovery Calvary Center
Habitat for Humanity Valley of the Sun Food for the Hungry The Book of Hope Good Shepherd Bank Your Circle of Wealth Financial Advisors Pro Formance Financial Group Investors Advantage Del Mar Homes LLC Destany Homes, LLC Sante’ Professional Healthcare Center for Arizona Policy Chem-Dry Genesis Center for Recovery Calvary Center
SamplesSamplesGRAPHIC DESIGN SAMPLE
DISPLAY DESIGN SAMPLEDISPLAY DESIGN SAMPLE
WEB DESIGN SAMPLESWEB DESIGN SAMPLES
QuickTime™ and a decompressor
are needed to see this picture.QuickTime™ and a
decompressorare needed to see this picture.
Search Engine OptimizationClient Sample Results
Search Engine OptimizationClient Sample Results
Ranking Date
Date: Monday, August 18, 2008
Comparison date: Saturday, September 01, 2007
Ranking Selection
22 keywords and one own URL have been checked on 34 search engines. The first 25 results of each search engine have been checked.
Visibility Statistics
Listings in the first position 23
Listings in the top 5 positions 79
Listings in the top 10 positions 96
Listings in the top 20 positions 154
Listings which are new 171
Listings which moved up 0
Listings which did not change 0
Listings which moved down 0
Listings which are dropped 0
Total listings 171
L i s t i n g s S u m m a r y
1 7 1 l i s t i n g s n e w o r m o v e d u p
0 l i s t i n g s d i d n o t c h a n g e
0 l i s t i n g s d r o p p e d o r m o v e d d o w n
CONTACT INFOCONTACT INFO
VICKIE ISAACDIRECTOREDGE MEDIA602-943-2030 X [email protected]://www.edgemedia.biz
VICKIE ISAACDIRECTOREDGE MEDIA602-943-2030 X [email protected]://www.edgemedia.biz