Integrated Marketing Communications Plan

Rhetorical by Nature

Introduction

Sara Safari

● Professor, author, climber, activist● 2012 inspiration

Climb Your Everest (CYE)

● Empower Nepali Girls, OMID Foundation, Kupona Foundation● $1 per foot of elevation● RBN

Situation Analysis: SWOTStrengths

● Actively involved○ ENP and OMID

● Strong mission and vision○ Empower women and girls globally

● Excellent reviews○ Courage, passion, storyteller

● Global impact○ Iran and Nepal

Weaknesses

● Brand development○ Sara or Climb Your Everest

● Mixed social media○ Personal vs. Organizational

● PR is done by one person○ Small network with DIY fundraising

Situation Analysis: SWOTOpportunities

● Social media○ Frequent, consistent messaging

○ Use Hootsuite

● Expand sponsorships○ REI

○ Scheels

○ Dick’s Sporting Goods

Threats

● Confused donors○ Why donate to CYE instead of directly to

the charity?

● Two websites○ Split traffic

○ Creates confusion

Target Market AnalysisCurrent donors, volunteers, and supportersPotential donorsGeneral public

DemographicsPsychographicsGeographics Behavioristics

Primary research - questionnaire and surveysSecondary research - CYE and supplementary material

Seek to understand

Marketing Segments

Research Methods

Target Market SegmentsDemographics

● Age 25 to 55 years● Female (70%)

Caucasian (62%)● Married (50%)

Geographics

Western United States, but well traveled and influenced by many cultures.

Psychographics

● Open to new experiences

● Extrovert● Conscientious

Age categories of First Time Viewers

BehavioristicsFirst Time Viewers

Overall Evaluation80% applaud professionalism and aesthetics but want more focus on the charities.

Graphics ImpressionsInspiring adventure, freedom, power, grandeur, struggle, beauty, fun, vanity, edgy, and momentous.

Want to learn more about CYE?90% likely or somewhat likely

BehavioristicsDonating & Booking

58.8% donate due to the mission and cause of the organization.

78.8% like to donate with a credit or debit card on a private website.

50.6% are more likely to donate after listening to a speech about the cause.

50% of the donors give monthly.

BehavioristicsDonating & Booking

Is it clear how to donate or book Sara to speak?

No, because…● It's too confusing with links going to other organizations● Links difficult to find because they blend into the design● It’s clear how to donate but not why

Yes, if...● More research on the organization● Reputable endorsements● Info on how their money would benefit the organization

Donating

21% Yes57% Maybe21.4% No

Booking

46 % Yes14 % Maybe39 % No

BehavioristicsDonating & Booking

1. Greater personal familiarity with the organization

2. A stronger and clearer message

3. Know how their donation would be used by CYE

4. Straightforward facts and testimonials from well-known figures

5. A stronger connection between what Sara does and how it helps beneficiaries

What would persuade you to think differently?

BehavioristicsCommunication Channels

Social media (35 donors)Website (16 donors)Newsletters (6 donors)

Methods of receiving news from an organization

Consumer ProfilesCurrent DonorChelsea

● 30 years old, Married, Female

● Values family, travel, and community

● Likes hiking and reading

First Time ViewerMegan

● 46 years old, Married, Female

● Volunteers, educated, religious

● Likes sports and baking

Potential DonorBen

● 29 years old, Single, Male● Believes in the cause of

the non-profit he donates to monthly with credit card

The Climb Your Everest brand’s compelling messaging and persuasive storytelling creates strong donor support.

Objectives, Strategies, & Tactics

Build credibility with a reputable donation platform.

● Link a crowdfunding platform with website

● Garner trust and encourage new donations by being seen as a viable, credible, and charitable organization

Increase brand recognition through

endorsements and support from prominent

donors.

● Implement a consistent donation source, testimonials, and increased networking

● Devote all communication and marketing to one beneficiary of the current climb

Credibility Increase credibility and trustworthiness by 30%

among donors within the next 6 months.

Join women’s groups to strengthen network and connections with working professionals.

● Sponsor an event with another nonprofit

● Connect with university civic engagement and volunteer centers

Objectives, Strategies, & Tactics

Utilize social media platforms to solicit speaking engagements to enhance CYE’s presence and increase donations.

● Connect with organizations and solicit free speaking engagements for their employees

● Create a demo video, or a Facebook Live video

Convince current donors’ networks to facilitate

speaking engagements.

● Connect with donors through email, social media or phone to request donors to become an active change agent with CYE

Speaking Increase speaking engagements by 25% by 2023.

Objectives, Strategies, & Tactics

Develop and use consistent messaging for the

CYE brand.

● Redirect the old Sara Safari website ● Develop and use a vision and mission statement● Develop and use a style guide ● Link all social media platforms

● Develop and use a content publishing calendar.

Increase visual content on the website and social

media channels that highlight the impact of CYE in the

lives of individual girls.

● Use more pictures of individual girls that show how

money is being used successfully● Establish a Youtube channel● Promote and use Facebook Live, or similar platform,

when possible to share the story of an individual girl to show how money is being used successfully

Messaging Increase impact focused messaging, to current and potential followers, of the Climb Your Everest Brand by 30% within the

next 6 months.

Sample Collateral Materials

Evaluation Plan Objective One: Credibility

● Tool: April 2018 Survey

Objective Two: Speaking

● Tool: Running spreadsheet

Objective Three: Messaging

● Tool: 6-Month Checklist

Overall Evaluation

● Annual Perception Survey● Annual Report● Timeline

Concluding Thoughts