St. Vincent De Paul Marketing & Pr


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St. Vincent de Paul, Milwaukee, was redirecting their focus to include an emphasis on Public Realtions. This plan outlined new processes and directions to incorporate into the existing organization. There is an increasingly important Social Media emphasis.

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St. Vincent De Paul Marketing & Pr

  1. 1. St. Vincent de Paul Marketing & PR Plan Communications, Publicity & Public Relations
  2. 2. Plan Summary <ul><li>Comprehensive </li></ul><ul><li>Objective </li></ul><ul><li>Contemporary </li></ul><ul><li>Ongoing </li></ul>Communications, Publicity & Public Relations
  3. 3. Objective <ul><li>Elevates name recognition in metro Milwaukee for: </li></ul><ul><ul><ul><ul><ul><li>Diverse services </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Program’s focus on the poor & elderly </li></ul></ul></ul></ul></ul><ul><li>Purpose : facilitate growth </li></ul><ul><ul><ul><ul><ul><li>Membership </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Contributions </li></ul></ul></ul></ul></ul>
  4. 4. Components <ul><li>Branding </li></ul><ul><li>Capital Contributions </li></ul><ul><li>Merchandise Donations </li></ul><ul><li>Meal Program </li></ul><ul><li>Family Resource Center </li></ul><ul><li>Vincentian Services </li></ul><ul><li>Communications </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Social Marketing </li></ul></ul>Baby Boomers 1946-1964 81 million Gen Y 1977-2000 76 million Gen X 1965- 1976 46 million Recognition Growth
  5. 5. Branding <ul><li>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 </li></ul><ul><ul><li>SVDP no more </li></ul></ul><ul><ul><li>Internet & website updated regularly </li></ul></ul><ul><ul><li>Redesigned for web spiders SEO recognition, no more PDFs </li></ul></ul>
  6. 6. Capital Contributions <ul><li>Private sector increased visibility =more contributions, larger contributions / Active conference participation increased electronic communication more frequency, w/o expense, rev up excitement level </li></ul><ul><li>Recruit new members conferences , corporations, youth target Baby boomers, gen y </li></ul><ul><li>Student participation / Campus recruiting </li></ul><ul><ul><li>Social marketing use what they use, facebook, twitter, blogs, </li></ul></ul>
  7. 7. Corporate Sponsorship & Volunteers <ul><li>Community Organizations </li></ul><ul><ul><li>MMAC </li></ul></ul><ul><ul><li>Hispanic Chamber </li></ul></ul><ul><ul><li>African American Chamber </li></ul></ul>
  8. 8. Merchandise & In Kind Donations <ul><li>Target Manufacturers of Items needed for drives </li></ul><ul><li>Caps for kids, beds, walk sponsors </li></ul><ul><li>Assign one liaison volunteer per company board members too </li></ul><ul><li>Develop documentation for volunteers </li></ul><ul><ul><li>Corporate diagram </li></ul></ul><ul><ul><li>Letters and scripts </li></ul></ul><ul><ul><li>Incorporate into chamber associations </li></ul></ul>Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Volunteerism Project Partnership Corporate Sponsors
  9. 9. Meal Program <ul><ul><li>Individual PR / Marketing strategy </li></ul></ul><ul><ul><li>Began with questions: </li></ul></ul><ul><ul><ul><li>Goal of increased attention </li></ul></ul></ul><ul><ul><ul><li>Who is target audience </li></ul></ul></ul><ul><ul><ul><li>Limitations w/ regard to resources too much attention, as well as $ </li></ul></ul></ul><ul><ul><li>PR plan highlights </li></ul></ul><ul><ul><ul><li>Increased involvement in Hispanic Community </li></ul></ul></ul><ul><ul><ul><ul><li>Hispanic chamber </li></ul></ul></ul></ul><ul><ul><ul><li>Increased communication among volunteers w/ social component - May2 </li></ul></ul></ul><ul><ul><ul><li>Social media : Blog – Food for Thought </li></ul></ul></ul><ul><ul><ul><ul><li>http:// svdpmilwmeals </li></ul></ul></ul></ul>
  10. 11. Family Resource Center <ul><li>Collaboration with Civic Events & Attractions </li></ul><ul><ul><li>Public Museum, Art Museum, Betty Brinn, Discovery World, etc. </li></ul></ul><ul><ul><li>New Executive Director </li></ul></ul><ul><ul><li>Promote / Publicize new programs </li></ul></ul>
  11. 12. Vincentian Services <ul><li>Begin descriptive title use: </li></ul><ul><ul><li>Neighbors Helping Neighbors </li></ul></ul><ul><li>Increase electronic communication w/ conference members add social aspect </li></ul><ul><li>Organize Christmas Matching into formal program as well as special events </li></ul>
  12. 13. Advertising <ul><li>Develop event specific program of costs </li></ul><ul><ul><li>Increase budgets accordingly </li></ul></ul><ul><li>Design tracking systems </li></ul><ul><li>Use ROI model </li></ul><ul><li>Increase programs’ awareness of responsibilities resulting from increased advertising expense </li></ul><ul><li>Centralize advertising production to insure consistency advantages= strategic as well as volume related </li></ul>
  13. 14. Advertising <ul><li>Strategy & execution focus all media on monthly message </li></ul><ul><li>Obama: Feeding America – Day of Service </li></ul><ul><ul><li>Day of Service </li></ul></ul><ul><ul><li>Dine in Dinners : March, April </li></ul></ul>
  14. 15. Publicity <ul><li>Benchmark 2 PR releases per month </li></ul><ul><li>Promote Events with online calendar listings and print with sufficient lead time </li></ul>
  15. 16. Success Metrics <ul><li>First year goals </li></ul><ul><ul><li>Who is current client / donor? Location, income, age </li></ul></ul><ul><ul><li>How do you know? </li></ul></ul><ul><ul><li>What do you want to change? </li></ul></ul><ul><ul><li>Why? </li></ul></ul><ul><li>Additional year goals </li></ul><ul><li>Measures of success/failure christmas </li></ul><ul><li>Requirements for success parishes, secretaries, training </li></ul>
  16. 17. Schedule <ul><li>18-month schedule highlights </li></ul><ul><li>Timing </li></ul><ul><ul><li>Isolate timing dependencies critical to success </li></ul></ul>Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Task 2 Task 3 Task 4 Task 1 Milestone
  17. 18. Conclusion <ul><li>Establish Organizational Participation </li></ul><ul><ul><li>Need for Public Relations </li></ul></ul><ul><ul><li>Devote sufficient resources </li></ul></ul><ul><ul><li>Importance of lead time </li></ul></ul><ul><ul><li>Coordination between PR position and programs </li></ul></ul><ul><ul><li>Timely communication regarding events </li></ul></ul><ul><ul><li>Understanding of new medias </li></ul></ul><ul><li>- </li></ul>
  18. 19. Conclusion <ul><li>First Steps </li></ul><ul><ul><li>Begin organizational use of branding used in 2008 Annual Report </li></ul></ul><ul><ul><li>Design tracking processes and begin USING </li></ul></ul><ul><ul><li>Begin expanded web development </li></ul></ul><ul><ul><ul><li>Seek technical expert volunteers, interns </li></ul></ul></ul><ul><ul><ul><li>Develop internal training for web concepts </li></ul></ul></ul><ul><ul><ul><li>Establish Blogs </li></ul></ul></ul><ul><ul><li>Begin Fox6 commercials </li></ul></ul><ul><ul><li>Participate in Chamber events </li></ul></ul><ul><ul><ul><li>Include Board representatives </li></ul></ul></ul>