Marketing Communications Plan for a fictional non-profit organizations who belief is: To guide our clients through their personal dilemmas and provide resources that will help them resolve conflict in all circumstances of their life so they can see the Hero that lives within them

1. Serving, One Hero at a time

2. A Catch 22 is a dilemma
or difficult circumstance
from which there is no
escape because of
mutually conflicting or
dependent conditions
Mission:
To guide our clients through their personal dilemmas and
provide resources that will help them resolve conflict in all
the circumstances of their life so they can see the Hero that
lives within them
Vision:
To communicate our mission in a manner
that engages people to get involved by
donating time, money or personal resources
that will support the Heroes we serve
The Integrated Marketing
Communications Plan (IMCP)
directs the actions that create
“flow from the mission, vision,
and values to the overall
business strategy” (Zoeller,
2017)

3. Analysis
• Gather Data
• Sort
• Identify
Customer
• Target
• Select Media
Identity
• Unique
• Positioning
• Offer Value
• Brand
• Logo
• Slogan
Goals
• Specific
• Measureable
• Timing
• Awareness
• Listen
• Communicate
• Sell
Budget
• Amount
• Advertisement
• Promotion
• Media Division
• Unexpected
Measurement
• KPI
• Sales Revenue
• Customer Value
• New Contact Rate
• Conversion
• ROI
• Cost Per Lead
• Inbound Marketing
• % of Conversion
• Sales Increase

4. Mission Statement:
To guide our clients through their personal dilemmas and provide
resources that will help them resolve conflict in all the
circumstances of their life so they can see the Hero that lives within
them
SWOT:
Strength, Weaknesses, Opportunities, Threats
Organizational Strategies:
Create calendar that reflects daily, weekly and
monthly tasks required to implement Strategic Plan.
Invite volunteers and clients to participate in planning
and implementing organization and operations.
Vision:
To communicate our mission in a manner that engages people to
get involved by donating time, money or personal resources that will
support the Heroes we serve

5. Strength
• Staff
• Participants
• Volunteers
Weakness
• Fundraising
• Marketing
• Community
Connections
Opportunities
• Development
• Community
Outreach
Threats
• Misinformation
• Other Charities
Though marketing and
development activities we
can connect with our
community and create
accurate awareness in
order to reach our target
participant and develop
support among
community leaders and
local philanthropist

6. Analysis
• Gather Data
• Sort
• Identify
Customer
• Target
• Select Media
Gather Data: Landing page,
social media, email response,
donations, volunteers
Data Gathered: Name, address,
email, donation timing and
amounts, volunteer hours.
Sort Data Target Audience:
Adults who are passionate about
helping Veterans/Veterans Helping
Veterans
Secondary Audience: Working
adults who contribute time and/or
money, raising socially conscious
children. Retirees who contribute time
and/or money, Older, experienced
adults who are valuable assets
Select Cost Effective Media:
Word-of-mouth social Media, Free
Community Bulletin Boards, Church
Bulletins/Newsletters, Email.
Community outreach sponsors.

7. Identity
• Unique
• Positioning
• Offer Value
• Brand
• Logo
• Slogan
Protect those
who served for
you!
You can change a life, one hour at a time
Volunteers ONE
One Volunteer, One Hour
Be the Bright One, Donate
Unique: Recognition and standing above
other help organization can be achieved
through inviting messages
Positioning: A memorable experience
and positive outcome will position us
above competition and engage donors and
volunteers
Offer Value: self-satisfaction and proven
results will grow lifetime value to
volunteers and donors
Branding: Easily recognizable, with
meaningful, transparent communications
directed at the target audience
Identity: Use the insight from gathered
data to communicate and position the
brand and bring value to the donors,
clients and volunteers

8. Goals
• Specific
• Measureable
• Timing
• Awareness
• Listen
• Communicate
• Sell
Specific:
Increase donations
Rise in community awareness
Increase services to clients
Attract more volunteers
Measurable:
Percent increase in donations
Expanded mailing list/social media
followers/participation in events
Brand recognition
Achievable:
Present unified communication plan
Measure results
Relevant
Focus on expanding services
Engagement of target audience
Offer value
Time-Bound
Marketing calendar for events
Use current events on social media
Ongoing analysis and adjustments
Listen: Use data gathered to understand
needs, wants and desires of target audiences
Communicate: Let the clients and volunteers
know you are listening, you are interested and
you hear what they want and need. Present the
Brand Story, through words, pictures and shared
experiences.
Serve: Offer Life Time Value,
rewarding experiences and quality time

9. Budget
• Amount
• Development
• Advertisement
• Promotion
• Media Division
• Unexpected
Unlike an organization that is designed to sell
products and return revenue, our offering is less
tangible. Our budget must be supported by
sponsorship, grants and the generosity of donors
and volunteers. Development is as important as the
services we provide
Analysis: Ongoing analysis will provide insight to
Return on Investment through Key Performance
Indicators. Quick action will be necessary to be
exceptional guardians of the investment of donors.
By diligently using only those avenues that have
the highest ROI we can remain transparent in
business practices and report the highest results
for each dollar spent.
Development: Implementation of the strategic
plan that is focused on fundraising, recruitment
and services
Connect: Utilize free, business building
connections and accounts. Partner with business
organizations, Chamber of Commerce, free
directories, like Yelp, Yahoo Local, even Craig’s
List can reach the target audience. Submit press
releases to local news media and create
partnerships with sponsors through all marketing
activities

10. Measurement
• KPI
• Donations Increase
• Customer Value
• New Contact Rate
• Conversion
• ROI
• Cost Per Lead
• % of Conversion
• Engagement
ROI: By analyzing the
conversion rate and the
increase engagement, we can
understand the value of our
investment of time and focus
spending on those media
outlets that will produce the
high-test return of donations
per dollar invested.
KPI: New clients, volunteers
and donor conversion rates,
income tracking will show the
media outlet that is most
effective for each digital
channel and word-of-mouth
placement.

11. Collaboration: Working
together to solve problems
by creating ownership among
internal stakeholders.
Showing value, quality and
benefits to them for their
participation. Presents
simple, clear plans that are
easy to communicate
Good Business
Practices:
Businesses that make
good decisions over the
long-term.
Reasonable
Government:
Not big government or
small government but
good government.
Good Leaders:
Security:
Local public safety
(Morohn, 2008)
Internal stakeholders:
Board of Directors, paid staff,
corporate sponsors, clients,
volunteers and donors
Buy-In Message:
Increase donations, serve more
clients, increase engagement,
gain more sponsors

12. Protect those who served for you!
You can change a life, one hour at a time
Volunteers ONE
One Volunteer, One Hour
Be the Bright One, Donate
Finding and delighting a niche market then communicating a
unified, transparent message will create engagement, and
making engagement simple, will win our target audiences.
The challenge is to stand out among similar charity organizations.

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https://www.ninelineapparel.com/