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A Safe Haven - Integrated Marketing Communications Campaign Proposal for Marketing 464 Loyola University Chicago
- 1. Integrated Marketing Communications Campaign PRESENTED BY: Hadeel Alhendi | Ivory Chang | John Lawrence
- 2. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
- 3. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS What have I done for Christ today?? Whatever you did for one of the least of these brothers and sisters of mine, you did for me.
- 4. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
- 5. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
- 6. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Preview
- 7. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Challenge How can we use marketing to attract more corporate donations? .
- 8. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Challenge RESEARCH INSIGHT 1 Corporate donors look for non-profit partners that have clear, strong, well-known brands. . Jason Held Director of National Corporate Partnerships at Playworks
- 9. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Challenge Survey – Have your heard of A Safe Haven? Yes 38% No 62% Survey Monkey online survey 26 responses June 21-29,2016
- 10. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Objective Increase brand awareness among people in Chicago who are the customers of our corporate donors and have the decision power to make donations.
- 11. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Strategies Emotional Connection Optimized Owned Media Solution-Based Message Leverage Earned Media
- 12. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Target Market
- 13. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Persona • Name: Josh • Age: 35 year-old • Ethnicity:Caucasian • Martial Status: Married • Children: one • Education: MBA • Household Income: $80,000 Personal Information • Goals: Financial stability, Career growth • Values: Family, Giving back to the community • Fears: Job security, Safety in the city Goals andValues • JobTitle: Senior Financial Analyst • Company: PwC Job Information
- 14. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Positioning The proven, comprehensive solution for ending homelessness in Chicago by giving families and individuals access to treatment, housing, and jobs.
- 15. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Reaching the Target Market RESEARCH INSIGHT 2 A vast divide of location, income, education, and ethnicity separates our target market from the people served by A Safe Haven.
- 16. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Reaching the Target Market Substance Abuse 26% Mental Illness 21% Laziness 3% Job Loss 18% Low Income 8% Poor Education 5% Affordable Housing 4% Other 15% Perceived Primary Cause of Homelessness in America Source: Homelessness in America Americans’ Perceptions, Attitudes and Knowledge Gallup Poll, Nov. 2007
- 17. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Reaching the Target Market Unemployment 55% Poverty 20% Affordable Housing 7% Domestic Violence 5% All of the Above 7% Not Sure 6% Perceived Causes of Family Homelessness in Chicago Source:Tracking Public Opinion on Family Homelessness: Chicagoans Support City Action toCombat Family Homelessness The Institute for Children, Poverty, and Homelessness Feb, 2011
- 18. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Reaching the Target Market RESEARCH INSIGHT 3 Personal causes mental illness, substance abuse get less support. Structural causes affordable housing, unemployment generate more support. Family homelessness associated with structural causes, gets more sympathy.
- 19. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Children are the voiceless victims of homelessness. Central Communications Platform
- 20. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Balloon Launch Event
- 21. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS I hope to ... I dream to ... I dream for ..
- 22. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Pictures of Hope
- 23. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Pictures of Hope
- 24. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Earned Media
- 25. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Social Media
- 26. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Social Media
- 27. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Social Media
- 28. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Website
- 29. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Website
- 30. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS GoogleAd Grants
- 31. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS KPIs Facebook: • Double our likes • 10% increase in engagement Twitter: • Double our followers • 10% increase in engagement Website: • 10% increase in unique visitors Public Relations: • Increase in web visitors and social media followers • 50%+ of press stories should include key message playback
- 32. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Timeline Aug-Oct Nov Dec Jan March July > Branding makeover for web and social media. Soft launch - seed news stories homeless kids & school Campaign begins - Balloon launch Utilize content on owned and social media Seed news stories about homeless kids & holidays Follow up on social media Seed news stories about homeless kids & state budget Follow up on social media Picture of Hope begins Utilize social and earned media Continue to generate social media content Picture of Hope photos revealed Utilize social and earned media Continue to generate social media content
- 33. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Budget Pictures of Hopes $18,000 Balloon Launch $5,000
- 34. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS Further Considerations Marketing budget Programmatic advertising Out-of-house advertising
- 35. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS ThankYou
Editor's Notes
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- Hadeel Al-hindi Account Planner Ivory Chang Creative Director John Lawrence Account Director
- Hadeel We’ll discuss how we determined that are primary objective is to raise awareness of A Safe Haven. How our three major insights about corporate donors, the target market, and perceptions of homelessness led us to build an integrated marketing campaign …..
- Hadeel
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- Ivory
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- Hadeel More than three in every four (77%) adults perceive homeless people as being adult individuals. Sixteen percent believe that homeless people are FANNIE MAE GENERAL POPULATION & CITIES SURVEY 151849 Copyright © 2007 Gallup, Inc. All Rights Reserved 5 mainly families, and six percent say that there are both individuals and families who are homeless. Past public opinion polls have found that people who believe in structural causes of homelessness (e.g., lack of affordable housing or unemployment) are more supportive of proposals such as increased taxes and additional housing for the homeless.18 Those who believe in personal causes (e.g., mental illness or substance abuse) tend to be less supportive. Although difficult to categorize, domestic violence often is considered a personal cause
- Hadeel A majority of Chicagoans believe unemployment is the top cause of family homelessness, a finding that remains steady regardless of race, income or employment status
- Hadeel A majority of Chicagoans believe unemployment is the top cause of family homelessness, a finding that remains steady regardless of race, income or employment status
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- Hadeel
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