Nirenberchik C_IMC plan

IMC

Integrated Marketing PlanFlight on angel wingsCourtney nirenberchik

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Sunday, September 1, 13

IMCExecutive summary

• this plan is to discuss the IMC plan for flight on angel wings, a non profit based in orange county, ca, looking to help underprivileged women and children of the area.


IMCSituation Analysis

• Swot Analysis

• Competition


IMCSWOT

S W O T

few to little competition

has to build community

trust

making right connections

with community influencers

no proper plan in place.


IMCCompetition

• Though there are few organizations that fight for the same cause, FOAW must compete with larger, established organizations, such as Big Brother Big Sister


IMCMarketing objectives

• Communication

• target

• Selling Position


IMCMarketing objectives

• Communication

• Flight on Angel Wings is looking to communicate with social workers, elementary school teachers and shelters to help reach the audience. The communication should allow members of organizations to feel that Flight on Angel Wings is a non-profit to turn to in a time of need. Flight on Angel Wings is looking to build a reputable position within the community of Santa Ana, which is the most underprivileged area in Orange County.


IMCMarketing objective

• Target Audience

• elementary school children and women of low-income families

• The secondary audiences for Flight on Angel Wings are local elementary schools such as making connections with teachers and principals. Making these connections are in the hopes to host events to help the children within the community. Flight on Angel Wings would also like to work with local women shelters and professional organizations to help in hosting events and donations.


IMCmarketing objective

• Unique selling proposition

• Flight on Angel Wings is currently the only organiza4on in Orange County that is func4oning as a volunteer network but also as a non-‐profit organiza4on with its on events to help the community. Flight on Angel Wings is also the only organiza4on that is centralizing of the community of Santa Ana, which is known to have the most underprivileged women and children.


IMC

Strategies & Tactics

• marketing and social media

• creative


IMCStrategies & tactics

• Marketing and Social Media

• Since there is no monetary income coming into the company, in kind donations are the types funding that would be able to be received. To keep cost down, the first IMC concept to be implemented would be a social media plan.

• To increase brand awareness, Flight on Angel Wings is looking to use Facebook as a means of volunteer recruitment and event posting. Since research has shown that most non-profits have a great success of events or volunteer increase, Facebook is the best social media outlet of choice.

• The second approach would be to post information about events and a need for volunteers on volunteer sites such as Volunteermatch.com. This is a free site which would help allow Flight on Angel Wings promote their events with out additional cost

• Another initiative is to work with various elementary schools and local libraries to host events. The schools could be used to serve as the location for many events as well as the local libraries.


IMCStratgies & tactics

• Creative

• Looking to redesign the current logo to have a different look and feel. The current logo resembles other organizations of the same name. Looking to have a brighter and more distinct look. Looking for something that will also tie in the connection for the volunteer portion of the organization. To create a new logo for the company, Flight on Angel Wings is looking to partner with a local design college to host a design contest for a new logo and web site redesign. This will help to offset any cost that would have occurred should a designer be hired.

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IMCMedia planning

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IMCMedia Planning

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Nirenberchik C_IMC plan

Business

Transcript of Nirenberchik C_IMC plan