St. Vincent de Paul Marketing & PR Plan Communications, Publicity & Public Relations

Plan Summary Comprehensive Objective Contemporary Ongoing Communications, Publicity & Public Relations

Comprehensive

Objective

Contemporary

Ongoing

Objective Elevates name recognition in metro Milwaukee for: Diverse services Program’s focus on the poor & elderly Purpose : facilitate growth Membership Contributions

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 Boomers 1946-1964 81 million Gen Y 1977-2000 76 million Gen X 1965- 1976 46 million Recognition Growth

Branding

Capital Contributions

Merchandise Donations

Meal Program

Family Resource Center

Vincentian Services

Communications

Advertising

Publicity

Social Marketing

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

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,

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

Community Organizations

MMAC

Hispanic Chamber

African American Chamber

Merchandise & In Kind Donations Target Manufacturers of Items needed for drives Caps 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

Target Manufacturers of Items needed for drives

Caps 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

Meal Program Individual 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/

Individual 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

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

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

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

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

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

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

18-month schedule highlights

Timing

Isolate timing dependencies critical to success

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 -

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

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