This theme appears to have interest from a range of ages, both genders and various life experiences.
The adventure starts here….
These are the overall components to the IMC Marketing Plan for Recruitment. A good marketing plan includes Audience Analysis, Goals, Objectives, Demographic Targeting and branding in addition to these more global strategies.
University view bookGrand Prize - MacBook Pro, iPhone, iTunes (poll students about incentives) Moo.com
To give you a working concept of how this might look we are going to primarily focus on NextGen since this has been developed.
This research is of 18-25 year olds.
Advertising, Direct Marketing, Mobile Marketing and Public relations are not necessarily or specifically addressed in the Marketing Plan for Next Gen in 2010. That is why the are grayed out. Largely this is because of budgetary restrictions and manpower issues.
Two example Ning sites from other things I’m personally involved in. These are able to be secure for members only and postings are able to be approved. This is a viable solution to something like Wynet.
The Urbana booth is just one idea of an event. It could include Total It Up training opps., college fairs, etc.
Urbana is an example of an event that can be used to help recruit members.
The word “adventure” is defined as an unusual or exciting experience. “We Followers of Christ have not chosen the adventure of serving and obeying Christ. Jesus Christ Himself has chosen the adventure for us”. OluwoleAdegbile, Age 36 “Going on an adventure is exciting… It may mean being spontaneous” Sung Ah Kim, Age 22 “An adventure is like a get away, a time to test and face your fears, a challenge. Or a time of bonding that you don't usually have with others.” Antoine Shawn Tanyhill, Age 31 “Adventure is the seedling of growth.” James Blake Jr. , Age 28 “To go where no soccer mom has gone before” Amy Brady, Age 47
Logo wear Recruitment View Book Moo.com Giveaway / Incentives Join Wycliffe T-shirts for sale Vinyl stickers Unified branded e-mail signatures URBANA booth Testimonials (Elizabeth Wilson, Schrock’s) URBANA join.wycliffe video(On site, YouTube, and Splash)
Begin to create community Combine functionality of different apps that could include: Meet your recruiter and other recruits Prayer form iJobs (lists position needs, location) Join Wycliffe Links Events Calendar
Broaden the scope and pitch for Wycliffe’s need to recruit 239 members this year by leveraging news of the day (economy) Experts in certain areas on radio (i.e. International poverty Barb Trudell) Pitch Bob to speak about adventure in Bible translation to media who may already be covering event
Secondary Research - 18-25 year olds… Are high on compassion and concern for world affairs Excited by discovery of new opportunities Collective, humanitarian aid intrigues them Words like gratitude, approachability and respect for others are important They want to live their beliefs not just talk about them They desire experiences that challenge their conceptions of themselves and the world Source: Ethnographic Media Research
Create awareness of Bible translation among young people. Increase Next Gen contact database by 1,000 people. Increase college student participation in summer projects, trips, internships and activities by 5% in the summer of 2010.
Create a simple, single print piece that communicates all programs in a simple format Develop one simple leave behind piece that highlights social media points of engagement Utilize the branding that’s developed to target NextGen Video vignettes of young missionaries
Audience Analysis for Social Media Secondary Research - A revolutionary shift in communications is taking place, and nowhere is this more evident than in the use of media by young Americans. Vblogs, blogs, text messages, instant messaging, chat rooms, cell phones, peer-to-peer file sharing (including viral videos), social websites, podcasting, networked gaming - all of these are now used to tie individuals and groups together with others, with activities, and with ideas. Source: Boeing Research Report for NASA
Create “Join.Wycliffe” as potential tactic on these Social Media sites: Facebook Group Landing Page on join.wycliffe.org (Recruitment Micro-site) SMS Messaging (via Twitter) Adventure Blog Flickr page to share photos YouTube page Twitter Ning
Ning “With over 1 million social networks created and more than 27 million registered members, millions of people everyday are coming together across Ning Networks to explore and express their interests, discover new passions, and meet new people around shared pursuits. “ Source: about.ning.com
Some events (or any strategy) which are larger, can have elements of an overall Marketing Plan that encompasses the needs of various departments: PR Advertising Social Media Mobile Media Collateral Branding Direct Marketing Urbana is large enough that it could contain aspects of all strategies for various departmentsof Wycliffe.