NCC PowerPoint

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New Covenant Community was a local client from Normal, IL looking for a marketing campaign to increase awareness and membership quotas.

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NCC PowerPoint

  1. 1. New Covenant Community 2010<br />
  2. 2. New Covenant Community 2010<br />A Marketing Campaign by:<br /><ul><li> Jeff Voelker
  3. 3. Sergio Mazon
  4. 4. Alex Garner
  5. 5. Tim Facius
  6. 6. Raquel Kink
  7. 7. KraigWicinski</li></ul>Evaluations<br />
  8. 8. Survey<br />
  9. 9. Demographics<br />377 Respondents<br />21% Students<br />79% Bloomington-Normal Community Members<br />88% Caucasian<br />48% Male, 51% Female<br />Ages 18-73<br />Mean Age: 34<br />
  10. 10. Awareness<br />Unaided Recall <br />No Respondents Chose NCC<br />Aided Recall <br />8% of Respondents<br />Location Recall <br /> 29% knew the general area<br />
  11. 11. Perception<br />Perception of the word Covenant<br /> Mean Score: 3.83 on a scale of 1-10<br />1 conservative 10 liberal<br />13% perceived NCC as liberal<br />2 respondents knew a denomination NCC<br />
  12. 12. Focus Group<br />
  13. 13. What attracted you to NCC?<br />Theme of religious searching<br />Inclusiveness, non-judgmental<br />The People<br />Critical thinking and being challenged<br />Upbeat<br />
  14. 14. How did you find out about NCC?<br />Referral from friends/family<br />6 responses<br />Pantagraph advertisement<br />2 responses<br />
  15. 15. SWOT Analysis <br />
  16. 16. Competitor Analysis<br />Athletic Events<br />Football<br />Baseball<br />Hockey<br />Basketball<br />Family time<br />Sleeping<br />Everyday errands<br />
  17. 17. Customer Analysis<br />Bloomington-Normal community members<br />Ages 30+<br />Families<br />Liberal-Progressive<br />Welcome to all races<br />Accepting of the GLBT Community<br />Highly educated individuals: Bachelors’ Degree or higher<br />
  18. 18. Target Market<br />Diane<br />40 yrs old, married to John<br />Children: Alana (14), Joseph (11)<br />Homeowner in Bloomington-Normal<br />Alumnae of Loyola University<br />Law Degree<br />Attorney specializing in public benefits, evictions, foreclosures<br />Volunteers on Democratic political campaigns<br />
  19. 19. Target Market<br />Gavin<br />36 yr old male, living with partner Mark for 1o yrs<br />Neo-Denominational<br />Democratic supporter of President Obama<br />Illinois State Alumnae with Masters’ Degree in Insurance<br />Risk-Analyst for State Farm<br />Fashion is self-expression. Shops at Macys & Von Maur<br />
  20. 20. Objectives<br />
  21. 21. Objective #1<br />Increase brand awareness when asked “Have you ever heard of NCC?” among the Bloomington-Normal community members ages 35+ from 8% to 15% in 1 year.<br />With unaided recall, NCC was not mentioned as a church in Bloomington-Normal<br />
  22. 22. Objective #2<br />Increase the percentage of Bloomington-Normal community members ages 35+ who perceive NCC as being Liberal from 1% to 15% in 1 year.<br />When asked, only 8% of 377 respondents said they heard of NCC<br />Survey indicated only 4 of 377 participants thought NCC was a Liberal church<br />
  23. 23. Objective #3<br />Increase attendance of NCC by adding 25% more community members from 60 to 75 Bloomington-Normal community members ages 35+ to the congregation within 1 year.<br />Current congregation size is 60 individuals<br />Adding 25% more members will increase attendance to 75 individuals<br />
  24. 24. Creative<br />
  25. 25. “NCC Lets Me Be Me”<br />Campaign Slogan<br />Acceptance<br />Soft, confident tone<br />2 main vehicles<br />Newspaper<br />Billboard<br />
  26. 26. Newspaper Ad<br />Components<br />Theme<br />Time<br />Internet<br />Website<br />Facebook<br />
  27. 27. Newspaper<br />The Pantagraph<br />Located in the Church Services section<br />2 column x 2 inches advertisement <br />$92.00/ run<br />
  28. 28. Billboard Ad<br />Components<br />Theme<br />Color<br />Internet<br />Website<br />Facebook<br />
  29. 29. Outdoor Media <br />Lamar Advertising<br />10’ 6” H by 36’ W LED digital billboards<br />Veterans Pkwy, Main St. & Front St. intersection<br />Continuous rotation: 10 second intervals<br />No placement fees, complimentary artist support<br />
  30. 30. Radio<br />92.9 Cities Talk FM<br />Local, National, Global current events/issues<br />Encourages intellectual thinking and debate<br />30-second radio advertisement is $40/run<br />
  31. 31. Support Strategies<br />
  32. 32. Current NCC Website<br />
  33. 33. Future NCC Website<br />
  34. 34. Support Strategy<br />$5000 Budget<br /><ul><li>Redesigning the Website
  35. 35. $500 for complete redesign
  36. 36. Will include the slogan
  37. 37. Will have same design and colors as other campaign advertisements.
  38. 38. Link to redirect visitor’s to NCC’s Facebook page.
  39. 39. Redesign will be simpler and express the acceptance of everyone
  40. 40. Include counter to track visitors
  41. 41. Question such as “How did you find out about the website?” to determine which media vehicle is performing the best.</li></li></ul><li>Support Strategy<br />$10000 Budget<br />Water Bottles ($168)<br />Good way to attract people to the booth.<br />Good way to attract community members and students<br />Website ($500)<br />Corn Festival Booth ($398)<br />Silicon bracelets ($230)<br />Bracelets will have slogan “NCC lets me be me” and website engraved on them. <br />Excess bracelets can be distributed at mall or other locations in community that would attract target audience <br />
  42. 42. Media Plan<br />
  43. 43. Total <br />Media<br />Vehicle<br />Size/Length<br />Appearance/Dates<br />Cost/Run<br />Cost<br />5<br />S<br />a<br />t<br />.<br />r<br />u<br />n<br />s<br />i<br />n<br />J<br />a<br />n<br />.<br />5<br />S<br />a<br />t<br />.<br />r<br />u<br />n<br />s<br />i<br />n<br />A<br />p<br />r<br />.<br />The <br />4<br />F<br />r<br />i<br />.<br />&<br />4<br />S<br />a<br />t<br />.<br />r<br />u<br />n<br />s<br />i<br />n<br />Newspaper<br />2 col. x 2 in.<br />$92.00<br />$2,484<br />Pantagraph<br />N<br />o<br />v<br />.<br />5<br />F<br />r<br />i<br />.<br />&<br />5<br />S<br />a<br />t<br />.<br />r<br />u<br />n<br />s<br />i<br />n<br />D<br />e<br />c<br />.<br />$1,000<br />for <br />Every day in Nov., <br />individual <br />Dec. on Veterans <br />billboard.<br />Outdoor <br />10'6 H x <br />Pkwy.<br />Second <br />Billboard<br />$2,<br />750<br />Media<br />36'W<br />Billboard added in <br />$1,750 for <br />Nov. in downtown <br />two <br />Bloomington.<br />billboard <br />deal.<br />Commercial will air <br />92<br />.9<br />Radio<br />30 sec.<br />at 5:30pm every <br />$40<br />$3,640<br />The Cities<br />day in Nov., <br />Dec.<br />IMC/Promotional Schedule<br />
  44. 44. Media<br />Vehicle<br />Budget (% of Total)<br />Budget (% of Total)<br />The<br />Pantagraph<br />$2,484(49.7%)<br />$2,484(24<br />.<br />8%)<br />Newspaper<br />Radio<br />$0<br />$3,640(36.4%)<br />92.9<br />The<br />Cities<br />Outdoor<br />Media<br />$2,000(40%)<br />$2,750(27.5%)<br />Billboard<br />Corn Festival<br />Support<br />Bracelets<br />$0<br />$168<br />Water Bottles<br />$0<br />$230<br />$<br />398<br />(4%)<br />Total<br />$0<br />Website Redesign<br />$500(10%)<br />$500(5%)<br />Grand Total<br />$4984 (99.7%)<br />$9772 (97.7%)<br />Campaign Expenditures<br />
  45. 45. Evaluations<br />
  46. 46. Evaluations<br />Objective 1<br />How to Measure<br />Increase brand awareness when asked “Have you ever heard of NCC?” among the community members in Bloomington-Normal ages 35+ from 8% to 15% in one year. <br />Survey Target Audience<br />Have you heard of NCC?<br />Increase to 15%<br />How did you hear about us?<br />Advertising strategy effectiveness<br />
  47. 47. Evaluations<br />Objective 2<br />How to measure<br />Increase the percentage of Bloomington-Normal community members ages 35+ who perceive NCC as being liberal from 1% to 15% in one year. <br />Survey<br />Perception of NCC<br />What led to this perception?<br />Slogan<br />Corn festival booth<br />Website<br />
  48. 48. Evaluations<br />Objective 3<br />How to measure<br />Increase attendance of NCC by adding 15 more community members of Bloomington-Normal ages 35+ to the congregation within one year. <br />Attendance counts<br />Monthly average<br />Change over 1 year<br />Ask attendees<br />How they found NCC<br />Advertising strategy effectiveness<br />
  49. 49. “NCC Lets Me Be Me”<br />

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