imc plan lwc
TRANSCRIPT
INTEGRATED MARKETING COMMUNCATION PLAN 2015
Kyra Dillard
“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: [email protected]
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
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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 [email protected]
Rob Anders [email protected]
Ray Andrews [email protected]
Donald Angelone [email protected]
Laura J. Arkinson [email protected]
Laura Austin [email protected]
Susan Badzik [email protected]
Easter Barnes [email protected]
Paula Bassi [email protected]
Ryan Bates [email protected]
Virginia Beck [email protected]
K Bennett [email protected]
Sheana Bergman [email protected]
Diane Blanchi [email protected]
Joyce Blackburn [email protected]
John Bogdan [email protected]
Diann Bombara [email protected]
Alice Bonim [email protected]
Kari E. Borello [email protected]
Janet Brandtonies [email protected]
Patricia Brickner [email protected]
Wait Bumgarner [email protected]
Mark Campbell [email protected]
Eric Carlson [email protected]
Mike Chaido [email protected]
Tanya Chaney [email protected]
Megan Chicone [email protected]
Katie Chipps [email protected]
Barry Clark [email protected]
Karen Clark [email protected]
Chris Claspy [email protected]
Kathy Constantino [email protected]
Diane Cooper [email protected]
Tara Coughenour [email protected]
Tim Counihan [email protected]
Robert J. Courie [email protected]
Margaret Coyle [email protected]
Karen Cross [email protected]
Roberta Cross [email protected]
John Crumrine [email protected]
Elizabeth Cuthbert [email protected]
Jacob W. Cuthbert [email protected]
Regina Davin [email protected]
David L. Davis [email protected]
Gwen Davis [email protected]
Todd Day [email protected]
Dennis Dutton [email protected]
Bille Eaves [email protected]
Michael Edgar [email protected]
Kelly Faure [email protected]
Peggi Fawcett [email protected]
Kimberly Fenney [email protected]
Connie Ferris [email protected]
Jannis Finn [email protected]
Ben Fisher [email protected]
Michael Fisher [email protected]
Jeffrey Fondelier [email protected]
Brian Fulton [email protected]
Kim Gavran [email protected]
Anna Gazi [email protected]
Sheila Gombita [email protected]
Onilee Gray [email protected]
Erin Andy Griffith [email protected]
Patrick Grimm [email protected]
Jessica Hajek [email protected]
Thomas Hartswick [email protected]
Joshua Hatfield [email protected]
Eva Hershey [email protected]
Sherri Hewitt-Laird [email protected]
Lisa Hruby [email protected]
Renee Hurley [email protected]
Julie Jindra [email protected]
Mark Johnston [email protected]
Michael Joos [email protected]
Carol Kelley [email protected]
Ryan Kelvington [email protected]
Dori Kirch [email protected]
Susan Kozar [email protected]
J Krivanek [email protected]
Ross Langford [email protected]
Sharon Lavery [email protected]
J Lawrence [email protected]
Kris Lesnock [email protected]
Karen Lucas [email protected]
David Lyle [email protected]
Jim Lyle [email protected]
Amy Ross Manko [email protected]
John Marchetti [email protected]
Kristen Marcy [email protected] Liparulo Markovich [email protected]
Justin Marks [email protected]
Glenn Mauder [email protected]
Tamara Mayton [email protected]
Stephen McCarron [email protected]
John McCarthy [email protected]
Scott McCorkle [email protected]
Timothy McCullough [email protected]
Jessica Mendish [email protected]
John Mercer [email protected]
Terri L. Merski [email protected]
Robert Miklic [email protected]
Michael Milinovich [email protected]
Rick Miller [email protected]
Jennifer Minor [email protected]
Cinda Mitchell [email protected]
Michelle Monte [email protected]
Nancy Moore [email protected]
Nancy Moore [email protected]
Kim Morosky [email protected]
Melissa Morrison [email protected]
Heather Mullinix [email protected]
Michael Murphy [email protected]
Charmaine Nebash [email protected]
Daniel L. Neely [email protected]
Ellie Nesser [email protected]
Vivian Osowski [email protected]
Kristin Painter [email protected]
Cindy Patterson [email protected]
Sandy Peiffer [email protected]
Brian Penak [email protected]
Sandy Phillips [email protected]
Kara Prentice [email protected]
Polly Prosser [email protected]
Dawn Rankin [email protected]
Timothy M. Relich [email protected]
Heather Reynolds [email protected]
Charity Richards [email protected]
Nita Dungee Riffle [email protected]
Tim Roberts [email protected]
Merijo Rohrer [email protected]
Trisha Rolsma [email protected]
Alisa Rucker [email protected]
Larry Rusnock [email protected]
Patrick Sadler [email protected]
H Saxer [email protected]
Kenneth Schott III [email protected]
Sara Schumacher [email protected]
Rhonda Shough [email protected]
Kimberly Shoup [email protected]
Brian Simon [email protected]
Starla Lynn Sirakos [email protected]
Judi Smith [email protected]
Stephen Smith [email protected]
Rosa Snyder-Boyd [email protected]
Becky Spina [email protected]
Lori Spina [email protected]
Sam Spina [email protected]
LindaStetner-Fehrman [email protected]
Leanne Stimak [email protected]
Joan Susko [email protected]
Peggy Susko [email protected]
Lori Szallar [email protected]
Matt Talerico [email protected]
Tammy Taylor [email protected]
Sara Thomas [email protected]
Michelle Thompson [email protected]
Tammy Thompson [email protected]
Earl Throckmorton [email protected]
Cherly Timko [email protected]
Susan Timko [email protected]
Amy Trax [email protected]
Phillip A. Trozzi [email protected]
Jan Unger [email protected]
M Valentine [email protected]
Robert Vettorel [email protected]
Bridget Vilenica [email protected]
Jeff Vitale [email protected]
Nathan Voytek [email protected]
Brook Ward [email protected]
Sue Watkins [email protected]. Christopher Wheat [email protected]
Trenna Wheeler [email protected]
David L. White [email protected]
Robert Wicker [email protected]
Joseph Wilkerson [email protected]
Sandy Wilson [email protected]
Terry Wiltrout [email protected]
Craig Wipperman [email protected]
Brian Wozniak [email protected]
Janelle Yamber [email protected]
Anna Yanosko [email protected]
Debbie Young [email protected]
Lee Young [email protected]
Mindy Zatta [email protected]
angel [email protected]
bonibrad [email protected]
rutand [email protected]
sckenaju [email protected]
thomaska [email protected]