imc plan lwc

INTEGRATED MARKETING COMMUNCATION PLAN 2015

Kyra Dillard

Kyra.dillard@aol.com

“Alumni Giving Back”

“Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customer” –Philip Kotler

Table of Contents

1. Situational Analysis………………………………………………….11.1 Internal Analysis………………………………………………...1

2. Communication Strategy…………………………………………….....1

2.1 Creative Brief……………………………………………………1

2.2 Campaign Impact and Duration…………………………………1

3. Key Consumer Benefit…………………………………………………1

4. S.W.O.T Analysis LWC as an Organization……………………………1-2

5. S.W.O.T Analysis LWC as a Market…………………………………..2

6. Target Audience……………………………………………………….3

7. Alumni…………………………………………………………………..3

8. Events…………………………………………………………………...3

9. Current Methods…………………………………………………………3

10. Social Media and Internet Presence …………………………………….3-4

11. Budget Breakdown………………………………………………………4

12. Project Timeline…………………………………………………………5

13. Survey……………………………………………………………………6

14. Donation Form……………………………………………………………7

15. LWC Calendar……………………………………………………………8

16. Flyer for Spaghetti Dinner……………………………..…………………9

17. Flyer for Car Wash……………………………………………………….10

18. Alumni Contact Information …………………………………………….11-16

1. Situational Analysis

1.1 Internal Analysis

Leadership Washington County is a non-profit organization that was formed in 1998 as a cooperative effort between the United Way of Washington County and the Washington County Chamber of Commerce. LWC has graduated 214 leaders in 14 classes who are now active in Washington County and in their own communities. 

Mission: To educate and inspire leaders through synergistic partnerships and civic engagement, promoting a healthy and prosperous Washington County community

Vision: To cultivate bold and accountable leadership, serve as robust resource and foster economic growth and sustainability throughout the region.

2. Communication Strategy:2.1 Creative Strategy: My strategy is to inspire alumni to get more involved within the organization and the community. LWC cannot rely on sponsorship alone, so what can alumni do to bring in revenue?

2.2 Campaign Impact and Duration: The marketing strategy is to get alumni more involved whether that be volunteering, finding those who would benefit from LWC, give money or to bring revenue in. I think they can volunteer more while bringing in money.

3. Key Consumer Benefit:

The key consumer benefit is getting alumni to get more involved. Right now the only thing that they are doing is giving back by doing leadership conferences. The more involved they are the greater chance that LWC will keep its name alive and getting great people to join to make a positive impact in the community or workforce.

4. S.W.O.T. Analysis: LWC AS AN ORGANIZATION Strengths

Great program which receives recommendations from participants and employer sponsors

Gaining exposure within the local community

Weaknesses

Organization consists of primarily volunteer board members who also hold full time jobs

LWC Alumni isn’t doing enough… Aren’t getting that involved

Opportunities

Washington County and the surrounding area have experienced significant growth bringing new prospective employers and sponsors into the community

LWC is strengthening our relationship with local Chamber and other organizations

Threats

LWC Executive Director is part time but continues to work more than 20 hours per week

Past Executive Director wasn’t the best representation of the organization

Leadership Pittsburgh is LWC main competition because they target SouthPointe business which are in Washington County

LWC Alumni isn’t doing enough… Aren’t getting that involved

5. S.W.O.T. Analysis: LWC MARKETING Strengths

New Committee members with fresh ideas

Executive Director has well documented each class with pictures and newsletter updates

Weaknesses

Lack of contribution from some committee members causes most tasks to fall on other members

Opportunities

Social media updates could be consistent through all outlets (Website and Facebook etc.)

Threats

Concerns of asking too much committee members volunteering their time

Losing more money than they are bringing in

6. Target Audience: ALUMNI

Age Later 30’s – Mid 50’s

Gender Female and Male

Income Steady Income

Race Any

Location Southwest Pennsylvania

7. Alumni:If worked with properly, alumni would be willing to help the organization. We want to know what their experience was like at LWC and how could they make it better. A survey will be distributed so we can get reliable feedback. By taking their suggestions, and making them feel like stakeholders in the future of LWC, we will be able to leverage that goodwill in volunteerism. By reaching out and making them still feel connected to the program they are more likely to stay connected, loyal and active.

8. Events:

They could possibly do a car wash where expenses are inexpensive and most of the supplies one already has in his or her home. They can also do a spaghetti dinner at a local church in Washington County as well as doing a 50/50. Alumni can also go to earlier alumni and ask for sponsorship.

9. Current Methods:

I do not want to change the brand but I would like a section for alumni within the program called “Alumni Giving Back.” Within this section it could give recognition to alumni who go above and beyond. They can go above and beyond by giving back within their community, their work force or the organization itself. Whoever does the most will be rewarded with some surprise. We want alumni to feel appreciated and it’s important that they do!

10. Social Media and Internet Presence:(Fackebook, Website and LinkedIn)

10.1 Website

Overall the website is fair. I like how there is flash photography it grabs my attention. It gets to the point and lets the reader know what the organization is about. A good bonus happens to be that LWC is in partnership with RMU. Participants and graduates have an opportunity to earn Graduate Credited Certificate towards and Organizational Graduate Degree from RMU.

10.2 Social Media

Linking all your social media is easy. This is where Hootsuite becomes easy, effective and handy. Let’s think of Hootsuite as the ecosystem that connects your world. This social media platform supports social network integrations for Twitter, Facebook, LinkedIN, Google+,

Foursquare, MySpace and much more. It helps you keep track and manage your social network channels. It can enable you to monitor what people are saying about your brand and help you respond quickly. And you can monitor multiple streams in one place so you don’t have to click back and forth between different social medias.

10.3 Future Website Page:I would like a special page just for alumni. This page will correspond with LWC’s page. There will be a link where alumni can click and it will direct them straight to the donation page. Starter sites must be republished every 21 days to stay visible on the web. Any starter site can be upgraded to pro for the single price of $40 a year.

http://lwcalumnidonation.simdif.com/index.html

LWC15

Shyann12

11. Budget Breakdown

ITEM SOURCE COST Carwash

Liquid SoapBucketsSpongesTowels

Donation JarPoster board for signs

Supplies for poster board Hoses

Advanced AutoAdvanced AutoAdvanced AutoAdvanced Auto

Donated by VolunteerWal-Mart

LWC Already OwnsAdvanced Auto

$0$0$0$0$0$10$0$0

Spaghetti Dinner Food Wal-Mart

$100/$150 to rent Church $200

50/50 Tickets Ebay $5.35Alumni Page App-SimDif Free

Subtotal: $365.35

12. Project Timeline: If we test out the two mini events and they work we can continue to do them. There should be some type of increase in funds within one year. This project will and should be started ASAP!!

SURVEY

The purpose of this survey is to discover alumni perspectives.

Open Ended

What do you want to see done better at Leadership Washington County?

What kinds of investments would you be willing to make for LWC? (Please check all that apply) Money Time

What is the level of satisfaction with the various components of the program and with the program as a whole?

What are your perspectives on your current level of involvement with the program?

Donation Form

Benefiting Leadership Washington County

Company:________________________________________________

Contact Name:___________________________________________

Address:_________________________________________________

City:_____________ State:____________________ Zip:_________

Phone:____________________ Email:_________________________

Donation Amount $:________________________________________

Please check one:

Our donation will be sent to the address below

Our donation will need to be picked up on the following date:

_________________________________ __________

Signature Date

Please send this from to: Leadership Washington County

CONTACT INFORMATION

One Chamber Plaza Chaleroi, PA 15022

Name: Executive Director- Katie Unger-Chipps

Email: Katie@palwc.org

Website: www.palwc.org

Phone: 724-914-9875

2015 201.

Sun. Mon. Tue. Wed. Thu. Fri. Sat.

7 8 9 10 11 12 13

Spaghetti Dinner @ United Methodist Church – 160 Jefferson Ave Washington, PA 15301 @ 1-4PM14 15 16 17 18 19 20

21 22 23 24 25 26 27Car Wash @ Advance Auto Parts 254 East Maiden ST, Washington PA 15301 @12-3PM

note

s

Events for the month of June!

“Where there is no vision, there is no hope” -George Washington Carver

Spaghetti Dinner!Date: June 7, 2015Time: 1-4PMCost: $10Location: United Methodist Church 160 Jefferson Ave Washington, PA 15301 Spaghetti, roll, salad, drink and dessert!!

Alumni Contact Information

LWC Alumni Database

First Name Last Name Email

Frank Adams fadams@peacockkeller.com

Rob Anders randers@observer-reporter.com

Ray Andrews randrews@monvalleyhospital.com

Donald Angelone angelone@pitt.edu

Laura J. Arkinson laura@washingtonrides.org

Laura Austin laustin@uspsfcu.org

Susan Badzik sbadzik@sphs.org

Easter Barnes emclark001@verizon.net

Paula Bassi pbassi@monvalleyhospital.com

Ryan Bates rbates@washintonfinancial.com

Virginia Beck vbeck@mywashingtonfinancial.com

K Bennett kbennet@co.green.pa.us

Sheana Bergman malyszka@calu.edu

Diane Blanchi dibobi54@gmail.com

Joyce Blackburn jblack538@aol.com

John Bogdan jbogdan@monvalleyhospital.com

Diann Bombara d.bombara@comcast.net

Alice Bonim bonimae@verizon.net

Kari E. Borello kari.borello@citizensbank.com

Janet Brandtonies jbrandtonies@mywashingtonfinancial.com

Patricia Brickner pbrickner@dli.state.pa.us

Wait Bumgarner wob10@psu.edu

Mark Campbell mark@classoc.com

Eric Carlson ecarlson@whs.org

Mike Chaido mchaido@washfed.com

Tanya Chaney chaneysnatural@gmail.com

Megan Chicone megan.chicone.r75j@statefarm.com

Katie Chipps kuchipps@gmail.com

Barry Clark clarkb@co.washington.pa.us

Karen Clark kclark@wpahs.org

Chris Claspy cclaspy@nwbcorp.com

Kathy Constantino kcontantino@swpa-aaa.org

Diane Cooper dcooper@monvalleyhospital.com

Tara Coughenour tara@washcochamber.com

Tim Counihan counihant@ferro.com

Robert J. Courie rjc@sgkpc.com

Margaret Coyle pcoyle@washingtonhospital.org

Karen Cross karencross@spherion.com

Roberta Cross rcross@washjeff.edu

John Crumrine jcrumrine@washingtonhospital.org

Elizabeth Cuthbert ecuthbert@md-cpas.com

Jacob W. Cuthbert jcuthbert@wradvisors.com

Regina Davin rdavin@washingtonhospital.org

David L. Davis Dave@ddc-inc.com

Gwen Davis gdavis@try-againhomes.org

Todd Day tday@fcbanking.com

Dennis Dutton dennisdutton@ifg.com

Bille Eaves billie@washjeff.edu

Michael Edgar edgarmic@co.washington.pa.us

Kelly Faure kelly.faure@hungton.com

Peggi Fawcett pfawcett@tewg.org

Kimberly Fenney kim@feeney.net

Connie Ferris cferris@zoominternet.net

Jannis Finn jfinn2@wpahs.org

Ben Fisher fisherb@waspenn.com

Michael Fisher michael.fisher@pnc.com

Jeffrey Fondelier jfondelier@caswg.org

Brian Fulton b.l.fulton@versizon.net

Kim Gavran kgavran@try-againhomes.org

Anna Gazi anna.gazi@racw.net

Sheila Gombita sheila@washingtonrides.org

Onilee Gray grayo@co.washington.pa.us

Erin Andy Griffith eagriffth@pennatronics.com

Patrick Grimm patrick.grimm@peakkeller.com

Jessica Hajek jhajek@caswg.org

Thomas Hartswick t.hartswick@comcast.net

Joshua Hatfield hatfieldj@co.washington.pa.us

Eva Hershey ehershey@peacockkeller.com

Sherri Hewitt-Laird shl@thecaringmission.com

Lisa Hruby lhruby@monvalleyhospital.com

Renee Hurley rhurley@monvalleyhospital.com

Julie Jindra jjindra@tecwg.org

Mark Johnston markjohnston11@hotmail.com

Michael Joos mike@daviddaviscommunications.com

Carol Kelley cmak1@verizon.net

Ryan Kelvington rkelvington@mawc.org

Dori Kirch dorikirch@gmail.com

Susan Kozar skozar@monvalleyhospital.com

J Krivanek jkrivanek@caswg.org

Ross Langford ross.langford@citizensbank.com

Sharon Lavery sharon@laverybenfits.com

J Lawrence jlawrence@caswg.org

Kris Lesnock klesnock@washingtonhospital.org

Karen Lucas klucas@pghvis.org

David Lyle dlyle@observer-reporter.com

Jim Lyle jlyle@firstfederalbank.net

Amy Ross Manko therossfarm@yahoo.com

John Marchetti John.marchetti@pnc.com

Kristen Marcy marcyk@co.washington.pa.usAnna Liparulo Markovich amarkovich@swpa-aaa.org

Justin Marks justinmarkes@gmail.com

Glenn Mauder Glenn.Mauder@washpenn.com

Tamara Mayton tamara.mayton@racw.net

Stephen McCarron smccarron@firstfederalbank.net

John McCarthy jmccarthy@chapmancorporation.com

Scott McCorkle smccorkle@monvalleyhospital.com

Timothy McCullough mccullot@co.washington.pa.us

Jessica Mendish jmendish@chesterengineers.com

John Mercer jmercer@washingtonhostpital.org

Terri L. Merski mersky@washpenn.com

Robert Miklic Robert.Miklic@apria.com

Michael Milinovich mmlinovich@monvalleyhospital.com

Rick Miller millerr@co.washington.pa.us

Jennifer Minor jennifer.minor@pnc.com

Cinda Mitchell cmitchell@caswg.org

Michelle Monte mmonte@monvalleyhospital.com

Nancy Moore moore@washpenn.com

Nancy Moore Nmoore@RockwaterEnergy.com

Kim Morosky kmorosky@monvalleyhospital.com

Melissa Morrison mjmbee@earthlink.net

Heather Mullinix Heather.Mullinix@lfg.com

Michael Murphy mmurphy@washjeff.edu

Charmaine Nebash cwnebash@comcast.net

Daniel L. Neely dneely@greatcarefast.com

Ellie Nesser Nesser@cup.edu

Vivian Osowski casa4kids@verizon.net

Kristin Painter kpainter@washfed.com

Cindy Patterson cpatterson@ccac.edu

Sandy Peiffer speiffer@washfed.com

Brian Penak bpenak@andrew.cmu.edu

Sandy Phillips sphillips@penncommercial.edu

Kara Prentice kplr@verizon.net

Polly Prosser prosser@wesbanco.com

Dawn Rankin drankin@mywashingtonfinancial.com

Timothy M. Relich Timothy.Relich@peacockkeller.com

Heather Reynolds hreynolds@firstfederalbank.net

Charity Richards charity@logcabinfence.com

Nita Dungee Riffle nita@proudfitinsurance.com

Tim Roberts robertst@washpenn.com

Merijo Rohrer mrohrer@monvalleyhospital.com

Trisha Rolsma trolsma@monvalleyhospital.com

Alisa Rucker arucker@washingtonhospital.org

Larry Rusnock lrusnock@monvalleyhospital.com

Patrick Sadler p.sadler@pony.org

H Saxer hsaxer@state.pa.us

Kenneth Schott III kschott@tuhealthcare.com

Sara Schumacher sschumacher@monvalleyhospital.com

Rhonda Shough rshough@washingtonhospital.org

Kimberly Shoup kshoup@nwbcorp.com

Brian Simon bsimon@nemacolin.org

Starla Lynn Sirakos s_slsirakos@hotmail.com

Judi Smith judis@thealmanac.net

Stephen Smith ssmith@monvalleyhospital.com

Rosa Snyder-Boyd rsnyderboyd@caswg.org

Becky Spina becky.spina@racw.net

Lori Spina lorispina@comcast.net

Sam Spina sammyj301@gmail.com

LindaStetner-Fehrman lfehrman@dem.pasen.gov

Leanne Stimak lestimak@comcast.net

Joan Susko jsusko@state.pa.us

Peggy Susko susko5@comcast.net

Lori Szallar lszallar@mywashingtonfinancial.com

Matt Talerico mtalerico@observer-reporter.com

Tammy Taylor tammyt@wdacinc.org

Sara Thomas sthomas@bbbspgh.org

Michelle Thompson mthompson@mywashintonginancial.com

Tammy Thompson tthompson@sphs.org

Earl Throckmorton throck@washpenn.com

Cherly Timko ctimko@monvalleyhospital.com

Susan Timko stimko@andrew.cmu.edu

Amy Trax Amy.Trax@hilton.com

Phillip A. Trozzi ptrozzi@washfed.com

Jan Unger junger@wccc.edu

M Valentine mvalentine@washjeff.edu

Robert Vettorel rvettorel@walnutstreet.com

Bridget Vilenica vilenica@observer-reporter.com

Jeff Vitale jeff@monvalleyymca.org

Nathan Voytek nathan.voytek@racw.net

Brook Ward bward@washingtonhospital.org

Sue Watkins swatkins@monvalleyhospital.comR. Christopher Wheat chriswheat01@gmail.com

Trenna Wheeler twheeler@caswg.org

David L. White david@washingtonrides.org

Robert Wicker rwicker@nwbcorp.com

Joseph Wilkerson joseph.wilkerson@erieinsurance.com

Sandy Wilson swilson@lodgian.com

Terry Wiltrout twiltrout@wpahs.org

Craig Wipperman Craig.Wipperman@crowncastle.com

Brian Wozniak brian.wozniak@pnc.com

Janelle Yamber janelle.yamber@racw.net

Anna Yanosko ayanosko@yahoo.com

Debbie Young dyoung@observer-reporter.com

Lee Young ljs32@psu.edu

Mindy Zatta zattamm@yahoo.com

angel angel@monvalleyymca.org

bonibrad bonibrad@co.washington.pa.us

rutand rutand@co.washington.pa.us

sckenaju sckenaju@co.washington.pa.us

thomaska thomaska@co.washington.pa.us