St. Vincent De Paul Marketing & Pr

8 Broad Street - Kathy Jenkins 1

St. Vincent de Paul Marketing & PR Plan

Communications, Publicity & Public Relations


Plan Summary

♦ Comprehensive♦ Objective♦ Contemporary♦ Ongoing

Communications, Publicity & Public Relations


Objective♦ Elevates name recognition in metro

Milwaukee for:• Diverse services• Program’s focus on the poor & elderly

♦ Purpose : facilitate growth• Membership• Contributions


Components♦ Branding♦ Capital Contributions♦ Merchandise Donations♦ Meal Program♦ Family Resource

Center♦ Vincentian Services♦ Communications

– Advertising– Publicity– Social Marketing

Baby Boomers1946-196481 million

Gen Y1977-200076 million

Gen X1965- 197646 million

RecognitionG

row

th


Branding

♦ Program descriptions repeated by all key to

branding is repetition : St. Vincent de Paul is one of the largest providers of social services in the Metropolitan Milwaukee Area. They operate out of 5 locations, each with a specific

focus. Today’s St. Vincent de Paul– SVDP no more– Internet & website updated regularly– Redesigned for web spiders SEO recognition, no more PDFs


Capital Contributions♦ Private sector increased visibility =more contributions, larger contributions /

Active conference participation increased electronic

communication more frequency, w/o expense, rev up excitement level ♦ Recruit new members conferences,corporations, youth target Baby

boomers, gen y

♦ Student participation / Campus recruiting– Social marketing use what they use, facebook, twitter, blogs,


Corporate Sponsorship &Volunteers

♦ Community Organizations– MMAC– Hispanic Chamber– African American Chamber


Merchandise & In Kind Donations♦ Target Manufacturers of Items needed for drivesCaps for kids, beds, walk sponsors

Assign one liaison volunteer per company board members too

♦ Develop documentation for volunteers – Corporate diagram– Letters and scripts– Incorporate into chamber associations

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Volunteerism

Project Partnership

Corporate Sponsors


Meal ProgramIndividual PR / Marketing strategy– Began with questions:

• Goal of increased attention• Who is target audience• Limitations w/ regard to resources too much attention, as well as $

– PR plan highlights • Increased involvement in Hispanic Community

– Hispanic chamber

• Increased communication among volunteers w/ social component - May2

• Social media : Blog – Food for Thought– http://svdpmilwmeals.blogspot.com/


Family Resource Center

♦ Collaboration with Civic Events & Attractions– Public Museum, Art Museum, Betty Brinn,

Discovery World, etc.– New Executive Director– Promote / Publicize new programs


Vincentian Services♦ Begin descriptive title use:

– Neighbors Helping Neighbors♦ Increase electronic communication w/

conference members add social aspect

♦ Organize Christmas Matching into formal program as well as special events


Advertising♦ Develop event specific program of costs

– Increase budgets accordingly♦ Design tracking systems♦ Use ROI model♦ Increase programs’ awareness of

responsibilities resulting from increased advertising expense

♦ Centralize advertising production to insure consistency advantages= strategic as well as volume related


Advertising♦ Strategy & execution focus all media on monthly message

♦ Obama: Feeding America – Day of Service – Day of Service– Dine in Dinners : March, April


Publicity

♦ Benchmark 2 PR releases per month♦ Promote Events with online calendar

listings and print with sufficient lead time


Success Metrics♦ First year goals

– Who is current client / donor? Location, income, age

– How do you know?– What do you want to change?– Why?

♦ Additional year goals♦ Measures of success/failure christmas

♦ Requirements for success parishes, secretaries, training


Schedule♦ 18-month schedule highlights♦ Timing

– Isolate timing dependencies critical to success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2

Task 3

Task 4

Task 1

Milestone


Conclusion

♦ Establish Organizational Participation– Need for Public Relations– Devote sufficient resources– Importance of lead time– Coordination between PR position and

programs– Timely communication regarding events– Understanding of new medias

♦ -


Conclusion

♦ First Steps– Begin organizational use of branding used in 2008

Annual Report– Design tracking processes and begin USING– Begin expanded web development

• Seek technical expert volunteers, interns• Develop internal training for web concepts• Establish Blogs

– Begin Fox6 commercials– Participate in Chamber events

• Include Board representatives

St. Vincent De Paul Marketing & Pr

Business

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