Senior capstone project at The University of Wisconsin-Eau Claire

1. InclusionINC
MEDIA PLAN BOOK
created by

2. Table of Contents Executive Summary 2
Executive Summary
Situation Analysis
SWOT
Campaign Goals
Advertising Goals & Objectives
Creative Brief
Target Market Profile
Marketing Objectives
Key Strategies
Media Vehicle Research
Media Vehicles
Creative Executions
Calendar & Budget
Campaign Evaluation
Works Cited
Contact List
2
3
11
12
13
14
15
17
18
19
20
22
29
32
33
34
This campaign plan was tailored to InclusionINC’s desire to build long-lasting relationships with clients
and become well-known as a leader in inclusion and diversity training. Recently, InclusionINC published
Becoming an Inclusive Leader which highlights current business trends, strategies, and effective solutions
for businesses to enhance team building skills.
Throughout Cutting Edge Consulting’s campaign plan, there will be a situation analysis looking in depth
about the company, products and services, consumers, market and industry, and competition. The
strengths, weaknesses, opportunities, and threats about InclusionINC will be evaluated when Cutting
Edge Consulting’s goals and objectives are achieved. The major goals include: InclusionINC will be well-known
in the Minneapolis area and on social media networks; they will create buzz nationally; they will
increase the number of their clients; they will stand out from their competition; and they will increase
their website traffic.
Cutting Edge Consulting recommends the following campaign plan for InclusionINC:
The target markets are senior leaders and mid-level managers because they are influential decision mak-ers
in their organizations and strive for team cohesiveness. Cutting Edge Consulting’s creative executions
aim to reflect a professional atmosphere while engaging its audience to learn more about InclusionINC’s
book and services. Creative executions include direct mail, LinkedIn advertisements, Twitter posts, SEO,
expositions, and conferences. Combined, these creative executions will build awareness, increase client
numbers, and generate revenue for InclusionINC.
In order to improve InclusionINC’s presence within the Fortune 500 company realm, they should increase
their consultants within the Northeast of the United States because of the growing number of headquar-ters
in the area. This gives InclusionINC more opportunity to expand in the inclusion and diversity indus-try.
Because InclusionINC is flexible with regard to their budget allocation, Cutting Edge Consulting created
three calendars and possible budgets to implement in their campaign. There is a global, local, and com-pressed
budget as well as multiple calendars available for InclusionINC. The campaign will begin in June
of 2014 with aggressive continuous and pulsing media calendars.
Four to six months after the advertising campaign is launched, Cutting Edge Consulting’s evaluation of
the plan will take place. The evaluation will be assessed by the number of clients attained, the increase of
social media network interactions with the target markets, and responses given through client interviews.
With all of these elements implemented, InclusionINC will be successful in the industry and will
effectively assist companies with inclusion and diversity matters.
Thank you for your consideration!

3. Situation Analysis
Company Analysis
InclusionINC is a business that provides Fortune 500 companies with inclusion
strategies and diversity training to create advantage within the companies’
workforce. InclusionINC has 19 offices globally.
Shirley Engelmeier is the founder and CEO of InclusionINC and author of
Inclusion: The New Competitive Business Advantage. She has advised Fortune
500 companies and prior to founding InclusionINC, Shirley held senior
management positions in global consumer product organizations Brown &
Williamson and Frito-Lay.
The InclusionINC team consists of highly experienced consultants with extensive
backgrounds in a broad range of organizations and include subject matter
expertise in areas of Inclusion & Diversity (I&D), Human Resources,
Organizational Development, Organizational Effectiveness, strategic planning,
operations, customer service, marketing, finance and sales. Additionally, each
of the consultants have a significant depth of knowledge and skills and are
highly effective in helping client organizations go through the various stages of
design, development and implementation of their strategic I&D development
process.
3 4
Situation Analysis
Company Analysis
InclusionINC has 19 offices globally. They are headquartered in
Minneapolis, Minneapolis- St. Paul, Minnesota, USA with other
offices in the following cities:
Shanghai
Los Angeles
Victoria
Pamplona
Durban
Madrid
Sao
Paulo
Minneapolis
Queretaro
Atlanta
Dallas
San Francisco
Shenzhen Taipei
Mohali
Seoul
Yokohama
Carquefou
Torino
• San Francisco, California, USA
• Los Angeles, California, USA
• Dallas, Texas, USA
• Atlanta, Georgia, USA
• Pamplona, Navarre, Spain
• Madrid, Spain
• Durban, KwaZulu-Natal, South
Africa
• Mohali Punjab, India
• Taipei, Taiwan
• Shenzhen, Guangdong, China
• Shanghai, China
• Yokohama, Japan
• Victoria, Australia,
• Carquefou, Pays de la Loire,
France
• Sao Paulo, Brazil
• Queretaro, Mexico
• Torino, Italy
• Seoul, South Korea

4. Situation Analysis
Consumer Analysis
“The inclusive leader and the
inclusive organization are all about
doing things to grow the business
and serve the customer well.”
–Tony Byers, Starbucks
“Our greatest resource is possible.
So, if you can get people more
engaged by being more inclusive,
getting people to be more
innovative and to actually produce at a higher level because you’re an inclusive leader,
then that’s something everybody wants.” –Manny Fernandez, FedEx Office
“Our industry is transitioning from brick-mortar to multi-channels, including
e-commerce. The changes in the last 5 years in retail were greater than over the
past 50 years. That pace won’t slow down moving forward.” –Donald Fan, Wal-Mart
“It’s important to have inclusive teams in the home office, but if you’re really going
to be successful, you have to have that message travel all the way down to where the
rubber meets the road.” –Jorge Quezada, Kraft
“If our CEO and senior leadership team didn’t buy into this, it wouldn’t work. It has to
be embedded in everything that we do.” – Sandy Hoffman, Cisco
“We have a strategy and governance model that’s top-down, bottom-up, and
middle-out, where everyone is engaged in the success of transforming the
organization.” –Rohini Anand, Sodexo
6
Situation Analysis
Product & Service Analysis
James McReynolds, President of
Caterpillar Global Paving
“The shifting dynamics of a global workforce require a new leadership
consciousness and style to succeed. ‘Becoming An Inclusive Leader’
provides a timely, must-read roadmap for the leader of any organization
to supercharge employee engagement, productivity and innovation.”
Amazon Review - unknown
“This book is a must read for anyone leading an organization today. The
author’s insights into the value of empowering and including the entire
workforce in the social and business architecture of an organization are
very timely in an increasingly diverse business landscape. It is also a quick
and easy read. Strongly recommend.”
Becoming an Inclusive
Leader: How to Navigate
the 21st Century Global
Workforce for $18.63
5

5. Situation Analysis
Marketing/Industry Analysis
Inclusive and diversity training can be a hard industry to break into. This
business has the potential to be very lucrative because bigger corporations have
the means to spend a lot of money in this category. The setbacks are that some
of these companies do not feel they have a pressing need to seek out this type
of training and it is hard to break into the spotlight as a new business. The ROI
is also very difficult to measure for this type of training. Benefits to this type
of training would be to give the company a greater competitive edge. It allows
them to have higher collaboration with all employees which can lead to new
innovative ideas for the company. In addition, culturally agile leaders are able to
be adaptable and flexible.
7
Situation Analysis
Historical Analysis
“Founded in 2001 by Shirley Engelmeier, InclusionINC set out to evolve the
current thinking and business practices of diversity to inclusion, an actionable
business strategy that garners direct ROI through greater employee engagement,
productivity, innovation and retention as well as a means to sell more goods and
services and reach emerging growth markets.”
“Today InclusionINC works with Fortune 500 companies on a broad array of
projects including implementing inclusion as a business strategy to providing
learning solutions, training, education, and consulting services.”
“Shirley has advised Fortune 500 companies on creating inclusive, high
performance leaders and organizations for over twenty years. Prior to founding
InclusionINC, Shirley held senior management positions in global consumer
product organizations Brown & Williamson and Frito-Lay. She is one of the
leading pioneers around workplace initiatives that improve business results
through employee engagement and inclusion.”
“She is a frequent speaker at national leadership, HR, workplace and business
strategy conferences in the US and abroad. A highly regarded business strategist,
Shirley has consulted with C-Suite executives globally on workplace initiatives
across a broad range of industries that include Cargill, PetSmart, ESPN, Denny’s/
Advantica, 3M, Hershey’s, Caterpillar, JM Smucker and others.”
“Shirley earned her B.S. degree from the University of Minnesota and resides
with her family in Minneapolis.”
8

6. Situation Analysis
Competitive Analysis
Korn Ferry
Korn Ferry offers many books and software to assist in assessment of learning
agility, performance management, Interviewing, org & team effectiveness,
development, competence, and online solutions.
Strengths
• More well-known brand with 80 offices;
3,700 employees
• Easier website to navigate
• Easy to customize to your business/registration
• List fees and schedule
Weaknesses
• Negative reviews on Glassdoor.com
• Brand name management issues
-Global Novations, Korn/Ferry, Korn Ferry International
• Expensive pricing
Rationale
When meeting with InclusionINC, the business stated they do not have any
competitors. However, InclusionINC mentioned Korn Ferry offers similar
consulting services. After further research, Cutting Edge Consulting found Korn
Ferry to be the primary competitor in the diversity/inclusion industry. This is due
to their global presence, the services they offered, and their competitive prices.
9
Situation Analysis
Competitive Analysis
PRISM International, Inc.
PRISM International, Inc. is a WBENC certified, full-service provider of innovative,
proven consulting services and training programs and products for leveraging diversity
and inclusion, managing talent, increasing cultural competencies, preventing
harassing and discriminatory behaviors, creating more effective ERGs and diversity
councils. Since 1992, PRISM has assisted over 240 organizations in 24 countries by
providing a systemic process and best-in-practices performance solutions focusing
on optimizing the opportunities and complexities of the workforce, workplace and
marketplace.
Strengths
• States their mission, goal, vision, objectives,
and purpose in About Us page
• Easy to navigate website
• Includes case studies on website
emphasizing success
• Have their own conference: ERG & Council
Conference
Weaknesses
• Poor website design
• Poor quality videos about the company
Rationale
PRISM International, Inc. is the first diversity and inclusion consulting firm
displayed on a Google search. Cutting Edge Consulting researched the business
and found PRISM to be a secondary competitor because of its prestigious
recognition in the diversity and inclusion global market.
10

7. SWOT
• Well-known clients
• Multiple consultants
• 360 Process
• Passionate and open
to ideas
• No clear direction
• Lack of brand awareness
• Unclear website
• Another site shows
up on Google
• Timing is great
• International could
expand company
• U.S is becoming
more diverse
• Companies may not seek
inclusive training
• Expensive
• Companies do not think
they need diversity training
11
Strengths Weaknesses
Opportunities Threats
Campaign Goals
1. InclusionINC will be well known in the Minneapolis
area and in social media
2. InclusionINC will create buzz nationally (larger cities
on west coast)
3. InclusionINC will increase the number of clients
4. InclusionINC will stand out from their competition
5. InclusionINC will increase their website traffic
12

8. Advertising Goals &
Objectives
Advertising Goals
To inform customers about a new product, price, outlet,
service, or event
To further heighten product recognition
To encourage trial of a new product
Advertising Objectives
Create advertisements that are stimulating and
engaging to target markets
Create advertisements that are informative and have a
call to action
13
Creative Brief
Who is my Target?
Hi, I’m Jack Turner, but my friends call me Jack. Recently, I have been promoted to senior executive of
finance at Best Buy and I will be leading a team of 16 people. I’m searching for an opportunity to improve
our overall performance, but especially enhance our communication skills. I understand how important
the latest business trends are and I would like to keep a competitive edge with other businesses while
collaborating with younger generations—this will be helpful not only at work, but so I can “LOL” with my
teenage daughter, Jessica.
Where am I in the mind of this person?
I am unaware of the specifics of this company. InclusionINC is a new company that I am not sure has
enough experience to satisfy what I am looking for. Although, they are a group of young professionals who
could possibly connect to a younger staff. They do seem quite expensive for not being in the game for very
long. They are present on social media and available in local markets, and their staff seems to have
extensive training.
Where is my competition in the mind of this person?
My company already has training available. Some of the competition seems very established and their
websites are clear and easy to navigate. InclusionINC’s competition are more reasonably priced for the
training they are offering. Staff at places such as Korn Ferry do not have continuous training to keep up to
date or expand on new and innovative techniques.
What is the consumer promise”big idea”?
We promise to improve you and your company through this diversity and inclusion training; ultimately
making you a better leader.
What is the supporting evidence?
Testimonials from companies, reviews about the book, news articles from various news agencies are the
supporting evidence for the creative brief, which can be found throughout the book.
What is the tone of the advertisement?
The advertisement will be Welcoming, Open, Informative, Friendly, Adaptable to company, and
Customizable. We will use their company colors to reinforce their brand. It will be eye catching and
appealing to business men and women so that they want to find out more and are intrigued to explore
the opportunities that InclusionINC has to offer. Some of our values we want to get across are: Integrity,
Teamwork, and Inclusion.
14

9. Target Market Profile
Primary Audience
Our campaign is designed to grab the attention of well-known Fortune 500
companies all over the globe. Our primary audience well consist of directors,
executives, managers, presidents, and vice presidents.
Our intention is to appeal to all races and ethnicities, with a great salary, and
inclusive to everybody.
• Male, 47, White
• Works at Costco
• Senior Executive of Finance
• Salary $120,000
• Wife: Sharleen- teacher at middle school
• 3 kids: Rob, Paige, and Erica
• Family vacation: Wyoming National Park
• 1 dog: Reggie
• Family man, Bread winner
• Wants to improve his leadership skills to
lead, motivate his team through
communication with co-workers, and
move up on the career ladder
Demographics
Psychographics
They wish to define the traits and behaviors of an inclusive leader, and want more
knowledge of tools that will help them become effective leaders.
Rationale
They are influential decision makers in their organization. They are already
established leaders in the organization They are influential decision makers in their
organization. They are already established leaders in the organization, and are
continuously looking for growth opportunities in order to improve team efficiency.
15
Meet Jack Turner
Target Market Profile
Secondary Audience
For the secondary audience we would like to focus on the younger employees, who
want to move up in a company. They also desire to obtain more skills to becoming
an effective leader.
Demographics
The demographics of the secondary audience will be the younger employees, wide
range of diversity, with an average salary.
Psychographics
They want more opportunities to advance in the company. Ambigious individuals
who want their voice to be heard in the company because they have a lot to
contribute.
Rationale
They have a significant impact on the company’s success, while they also have the
potential to be future leaders within their organization. We believe the ambition of
these individuals will make them an ideal secondary target market for InclusionINC.
Meet Kelly Burmingham
• Asian, 25, Female
• Works at Target
• Assistant Marketing Manager
• Salary: $70,000
• Single, but currently dating
• 1 cat named Mr. Whiskers
• Vacation: Studied abroad in Spain, would love to go
back to visit her host family
• Her parents live in Portland, Oregon
• At work she makes presentations, gives tours, and
leads teams with projects
• She has a lot of ambition and is driven, extroverts,
and wants to break the glass ceiling
16

10. Marketing Objectives
1. Increase awareness by 6% within the diversity/
inclusivity training and consulting industry in the first year
of running campaign in the Minneapolis area.
2. Increase knowledge and awareness of InclusionINC by
4% to the West Coast and 4% in the Minneapolis area by SEO,
Google Analytics, and social media engagement through
Twitter.
3. Increase the number of clients by 10% through tactics
such as workshops, webinars, and advertising.
4. Create a campaign focused on InclusionINC ’s unique
selling proposition of inclusivity.
5. Increase website traffic by 10%.
17
Key Strategies
As a new company, InclusionINC has the opportunity to create an essential need in
the inclusion and diversity workplace industry. Discovering solutions for diversity
and inclusion issues is a new approach InclusionINC is specialized in and eager to
share their passion with prospective clients. Because the company atmosphere is
open-minded and flexible, InclusionINC is able to tailor to their client’s needs in
order to drive results. Throughout this partnership, each organization improves their
performance effectively by team building and constantly progresses
forward in the inclusion and diversity industry.
Business Strategy
Advertising Strategy
Advertisements designed will have a logical appeal, professional tone, and
emphasize InclusionINC as an imperative business strategy.
Media Strategy
The media vehicles selected will follow a multi-platform selling strategy.
InclusionINC will be running several advertisements in the same outlet
and change the content periodically in social media networks like Twitter,
Facebook, and LinkedIn. Another approach will be to distribute
advertisements across multiple outlets in the same category. This
includes IncluionINC’s online newspapers.
18
Increase InclusionINC’s consultants in the Northeast region because there
is a growing trend of Fortune 500 companies headquartered in that area.

11. Media Vehicle Research
2.5 percent of individuals traveling to work commute via bus, which tells
Cutting Edge Consulting that 3,230,524 workers have the
potential to see InclusionINC’s advertisement.
1.45 percent of individuals traveling to work commute via subway/transit,
which tells Cutting Edge Consulting that 1,866,239 workers have the
potential to see InclusionINC’s advertisement.
Altogether, there is almost a 4 percent chance InclusionINC’s
advertisement will be exposed to a primary and/or secondary
target market.
19 Media Vehicles
Vehicle Material Rationale
Airport • Blackit Diorama (Gate/Terminal) • Holiday season – Most popular time to travel and be
seen by the target market
• Regardless of trip purpose, over 80% of all passengers
spend up to 30 minutes in each: ticketing, security and
baggage claim
• About 90% of all travelers arrive to the airport 1+ hours
prior to departure
• Over two-thirds of Frequent Flyers can be reached with a
3-month airport campaign
• Business Frequent Flyers are over twice as likely to scan
a QR code with a smartphone compared to the average
adult
• As they travel through the airport, about 3 out of 4
Frequent Flyers will read your message
Direct Mail • Diversity and Inclusion Puzzle
• Paper Fortune Teller
• Material is informative, interactive, and grabs the target
markets attention
• Able to refine audience by sending direct mail to senior
leaders and mid-level managers on Wednesdays in order
to get them through the week
• Direct mail is the only medium where you can virtually
reach every household in your community
• Less competition compared to other mediums like
magazines
• Customizable and personal
Conferences &
Expositions
• Corporate Diversity and
Inclusion Conference
June 12-13, 2014
(New York, NY)
• Diversity and Inclusion
Conference & Exposition
October 13-15, 2014
(New Orleans, LA)
• US Business Leadership
Network Annual National
Conference & Biz2Biz Expo
September 29 – October 2, 2014
(Orlando, FL)
• Diversity Employment Day
Career Fair
July 10,2014
(Minneapolis, MN)
• A networking opportunity to build awareness and
establish business relationships with various companies
and with target markets
• A chance to inform target markets, create a need, and
prospect to new clients
• Distribute merchandise, sell the book, give away 5 free
copies
Kindle • Amazon KDP Select Program • People like freebies
• Getting to the top twenty list and staying there
• Reviews attract and persuade others to read the book
20

12. 21
Media Vehicles
Vehicle Material Rationale
LinkedIn Ads Online Advertisements • Business are highly active on LinkedIn
• Effective Business-to-Business vehicle
• 4 out of 5 LinkedIn members drive business decisions
• 59% of members are managers or senior-level executives
• Best social network for lead generation
• Ability to tailor messaging and target exact audience
segment
Online
Newspaper
• Los Angeles Times
• The Atlanta Journal-Constitution
• Expands the business nationally
• Newspapers were in the top ten online newspapers
• Online newspaper users spend twice as much time as the
general user
• 1/3 of online newspaper visitors return to the site several
times a day
• Credibility of a newspaper extends to advertiser
• 79% of newspaper website users purchase online com-pared
to 49% general users
Podcasts • Audio from Webinar • Gives target markets a preview of purchasing for training
• Little cost, convenient and can be online quickly
• Gain a very focused audience
• In control of podcast content, length, and dates
Seminars and
Webinars
• Video and Audio Tours • Gives target markets a preview of purchasing for training
• Adds value to your brand (leverage)
• Educates and informs your audience
• Creates a lasting impression
SEO • Diversity
• Shirley
Engelmeier
• Inclusion
• Leader
• Training
• Strategy
• Fortune 500
• Team
Building
• Teamwork
• Business
• Increase website traffic
• Increase sales and revenue
• Build brand awareness
• Competitors already use it
• Generate new leads and customers
• Easily accessible on the top search engines
• Consistency
• First when target markets think of diversity/inclusion
training
Twitter Twitter Posts • Connect with customers
• Branding InclusionINC
• Retain customer feedback
• Market product and service
• Give news and latest updates
• Opportunity to give coupon codes and promotions to
build brand loyalty
• Spy on competition
• It is viral and increases sales
Youtube
Videos
• Demostrations
• Informative material
• Video content is a powerful branding tool (visual)
• Potential to get message to wide range of audiences
• Easy and inexpensive
• Creating original video content improves SEO
Learn to Grow Continuously-­-­
Individually & Professionally.
This book is a must read for anyone leading
an organization today. The author's insights
into the value of empowering and including
the entire workforce in the social and business
architecture of an organization are very timely
in an increasingly diverse business landscape.
It is also a quick and easy read.
Strongly recommend.
-­Amazon Review
22
Creative Execution

13. Inclusion
objectives. 1
tied directly to client
company’s business
is a leading global
consulting and learning
organization specializing in
inclusion and diversity solutions
InclusionINC is a global leader in diversity and inclusiveness
utilizing current business trends to customize to your organization and continuously drive results. “ “
23
Transit Ad
InclusionINC
2
3
4
5
6
8
7
Diversity
Leadership
Strategy
www.inclusion-­inc.com
email: info@inclusion-­inc.com
phone #: 855.879.9576
Use the promo
code to get
15% off of
book burchase
Promo Code:
inclusive1
“The shifting
dynamics of a
global workforce require
a new leadership consciousness
and style to succeed. ‘Becoming An
Inclusive Leader’ provides a timely,
must-­read roadmap for the leader of any
organization to supercharge employee
engagement, productivity and
innovation.”
-­ James McReynolds,
Caterpillar Global
Paving President
Direct Mail-Fortune Teller
24
Creative Execution Creative Execution

14. 25 26
Creative Execution Creative Execution
InclusionINC foresees your future as an inclusive leader.
We challenge you to get involved by making your own
fortune teller with the instructions provided below.
On your journey you will learn about who we
are and what we have to offer you to
Becoming an Inclusive Leader.
Direct Mail-Puzzle

15. Creative Execution
Transit Ad
InclusionINC is a global leader in diversity and inclusiveness
utilizing current “
business trends to customize to your organization
and continuously drive results.
Inclusion
Matters
Billboard Ad
855-879-9576
27 28 Creative Execution
Online Ad
Inclusion
Matters
InclusionINC
Inclusive training is a
business imperative in
the 21st century.
Learn more
LinkedIn Ad

16. 29 30 Calendar & Budget
Direct Mail
Expos
LinkedIN Ads
SEO
Twitter
Compressed Budget
Direct Mail $5,900
Expos $6,000
LinkedIN Ads $7,300
SEO $12,000
Twitter 0
Total $31,200
Direct Mail
Expos
LinkedIN
SEO
Twitter
Week 1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
June July August Septemeber October Novemeber
Direct Mail
Expos
LinkedIN
SEO
Twitter
W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
December January February March April May
Magazine
Newspaper
Expos
Direct Mail
SEO
Webinar
Billboards
Transit/ Rail
Bus
Local Online
Calendar & Budget
Week 1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
June July August Septemeber October Novemeber
Magazine
Newspaper
Expos
Direct Mail
SEO
Webinar
Billboards
Transit/ Rail
Bus
Local Online
W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
December January February March April May
Minneapolis Budget
Magazine $5,000.00
Newspaper $7,584.00
Expos $6,000.00
Direct Mail $1,233.60
SEO $10,000.00
Webinar (Eventbrite) $-
Billboards $3,750.00
Transit/ Rail $700.00
Bus $300.00
Local Online $6,000.00
Total $40,567.60
Compressed Minneapolis
18.9%
19.2%
38.5%
23.4%

17. 31 32
Calendar & Budget Campaign Evaluation
Check in the next 4 to 6 months
• Quantity: Social media touches
• Track viewers clicks on social media (
Facebook Insights
LinkedIn ads/posts
Twitter
Google Analytics
Youtube Views
• Number of participants in webinar and seminars
• Increase in client numbers
• Ask clients how they found out about InclusionINC
- Offer a survey to take before and after interaction with organization
• Interview previous and older clients about the campaign
- Like/dislikes
- Satisfied/dissatisfied
- Where they came in contact with InclusionINC
- Suggestions
InclusionINC Website
Podcasts
LinkedIn Posts
LinkedIN Ads
Twitter
Youtube Commercials
Youtube Videos
Facebook
SEO
Kindle
Webinar
Online newspapers
Airport Signage
Week 1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
June July August Septemeber October Novemeber
InclusionINC Website
Podcasts
LinkedIn Posts
LinkedIN Ads
Twitter
Youtube Commercials
Youtube Videos
Facebook
SEO
Kindle
Webinar
Online newspapers
Airport Signage
W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4W1 2 3 4
December January February March April May
Check in at end of year 1
• Interview previous and older clients about the campaign
- Like/dislikes
- Satisfied/dissatisfied
- Where they came in contact with InclusionINC
- Suggestions
• Interview random target audience members and ask if they have seen the ad
- Awareness and Knowledge
Evaluation Questions to ask
• Why did your company/you choose to work with InclusionINC?
• Have you ever seen an InclusionINC ad before?
-Have you ever seen this ad?
o Show multiple advertisements from different media vehicles
• Do you know any competitors of InclusionINC?
• What made InclusionINC stand out when you were deciding which company to work with?
• Have you read Becoming an Inclusive Leader?
-What did you take away from it?
-Would you recommend it to a colleague? Why or why not?
• Have you seen any social pages with InclusionINC?
• Have you heard of any other companies working with InclusionINC?
• Have you heard any of your peers talk about InclusionINC?
-How have your thoughts changed since you have worked with InclusionINC/
-Have you noticed a change in your business?
Global Budget
InclusionINC Website $-
Podcasts $-
LinkedIN Ads $7,300.00
LinkedIN posts $-
Twitter $-
Youtube Commercials $3,360.00
Youtube Videos $-
Facebook $-
SEO $12,000.00
Kindle $-
Webinar $-
Online Newspapers $8,000.00
Airport Signage $7,500.00
Total $38,160.00
Global

18. Works Cited 33 Contact List
Mackenzie Imhoff
Imhoffmn@uwec.edu
(906)-399-6051
Bryan Wadley
Wadleybm@uwec.edu
(651)-380-7975
Abigail Vidmar
Vidmarae@uwec.edu
(763)-257-2524
Natalie Pavlic
Nataliepavelic92@gmail.com
(414)-659-3613
34
http://www.conference-board.org/conferences/conferencedetail.cfm?conferenceid=2610&view=
pricing&eventid=2615
http://10times.com/minneapolis-us/tradeshows
http://www.usbln.org/annual-conference.html
http://www.usbln.org/annual-conference.html
http://cc.bingj.com/cache.aspx?q=Corporate+Diversity+and+Inclusion+Conference+&d=4-
900906885579848&mkt=en-US&setlang=en-US&w=OJFfVR8qX-60rNuTagwv4GZS6ZZIoT8T
http://ajcmediakit.com/#
http://www.clearchannelairports.com/
http://www.outreach.com/top-ten-reasons-to-use-direct-mail.aspx
http://www.slideshare.net/HubSpot/how-to-use-linkedin-ads-to-drive-new-leads-and-customers
http://extra.twincities.com/media_kit/why_online.htm
http://enginesofcreation.com/five-reasons-for-seo.php
http://www.howtopodcasttutorial.com/seven-reasons-to-create-your-own-podcast.htm
http://blogs.cisco.com/home/top-reasons-why-using-webinars-is-good-for-business/
http://askaaronlee.com/10-reasons-why-your-business-should-use-twitter/
https://www.drivingbusinessonline.com.au/articles/5-reasons-to-use-youtube-for-business/
http://www.seanogle.com/entrepreneurship/increase-amazon-kindle-book-sales
http://www.slideshare.net/marcus.bowman.slides/us-commuting-statistical-analysis
http://www.inclusion-inc.com/