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Nirenberchik C_IMC plan


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IMC plan for course

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Nirenberchik C_IMC plan

  1. 1. I M C Integrated Marketing Plan Flight on angel wings Courtney nirenberchik ! Sunday, September 1, 13
  2. 2. IMC Executive summary • this plan is to discuss the IMC plan for flight on angel wings, a non profit based in orange county, ca, looking to help underprivileged women and children of the area. Sunday, September 1, 13
  3. 3. I M CSituation Analysis • Swot Analysis • Competition Sunday, September 1, 13
  4. 4. I M C SWOT S W O T few to little competition has to build community trust making right connections with community influencers no proper plan in place. Sunday, September 1, 13
  5. 5. I M C Competition • Though there are few organizations that fight for the same cause, FOAW must compete with larger, established organizations, such as Big Brother Big Sister Sunday, September 1, 13
  6. 6. I M CMarketing objectives • Communication • target • Selling Position Sunday, September 1, 13
  7. 7. I M CMarketing objectives • Communication • Flight on Angel Wings is looking to communicate with social workers, elementary school teachers and shelters to help reach the audience. The communication should allow members of organizations to feel that Flight on Angel Wings is a non-profit to turn to in a time of need. Flight on Angel Wings is looking to build a reputable position within the community of Santa Ana, which is the most underprivileged area in Orange County. Sunday, September 1, 13
  8. 8. I M CMarketing objective • Target Audience • elementary school children and women of low-income families • The secondary audiences for Flight on Angel Wings are local elementary schools such as making connections with teachers and principals. Making these connections are in the hopes to host events to help the children within the community. Flight on Angel Wings would also like to work with local women shelters and professional organizations to help in hosting events and donations. Sunday, September 1, 13
  9. 9. I M Cmarketing objective • Unique selling proposition • Flight  on  Angel  Wings  is  currently  the  only  organiza4on  in  Orange  County  that  is  func4oning  as  a   volunteer  network  but  also  as  a  non-­‐profit  organiza4on  with  its  on  events  to  help  the  community.   Flight  on  Angel  Wings  is  also  the  only  organiza4on  that  is  centralizing  of  the  community  of  Santa   Ana,  which  is  known  to  have  the  most  underprivileged  women  and  children. Sunday, September 1, 13
  10. 10. I M C Strategies & Tactics • marketing and social media • creative Sunday, September 1, 13
  11. 11. I M CStrategies & tactics • Marketing and Social Media • Since there is no monetary income coming into the company, in kind donations are the types funding that would be able to be received. To keep cost down, the first IMC concept to be implemented would be a social media plan. • To increase brand awareness, Flight on Angel Wings is looking to use Facebook as a means of volunteer recruitment and event posting. Since research has shown that most non-profits have a great success of events or volunteer increase, Facebook is the best social media outlet of choice. • The second approach would be to post information about events and a need for volunteers on volunteer sites such as This is a free site which would help allow Flight on Angel Wings promote their events with out additional cost • Another initiative is to work with various elementary schools and local libraries to host events. The schools could be used to serve as the location for many events as well as the local libraries. Sunday, September 1, 13
  12. 12. I M CStratgies & tactics • Creative • Looking to redesign the current logo to have a different look and feel. The current logo resembles other organizations of the same name. Looking to have a brighter and more distinct look. Looking for something that will also tie in the connection for the volunteer portion of the organization. To create a new logo for the company, Flight on Angel Wings is looking to partner with a local design college to host a design contest for a new logo and web site redesign. This will help to offset any cost that would have occurred should a designer be hired. ! Sunday, September 1, 13
  13. 13. I M C Media planning ! Sunday, September 1, 13
  14. 14. I M C Media Planning ! Sunday, September 1, 13