This document outlines a marketing plan to increase alumni involvement with Leadership Washington County (LWC), a nonprofit leadership development organization. The plan proposes holding small fundraising events like a car wash and spaghetti dinner. It also recommends strengthening LWC's online presence through consistent social media updates and creating an alumni page on the website. The goal is to inspire greater volunteerism and donations from LWC's 214 alumni to support the organization's mission of developing leaders.

1. “ALUMNI GIVING BACK” IMC PLAN 2015
KYRA DILLARD
KYRA.DILLARD@AOL.COM
“Integrated marketing communication is a way of looking at
the whole marketing process from the viewpoint of the
customer” –Philip Kotler

2. INTERNAL ANALYSIS
 Leadership Washington County is a non-profit organization that was formed in 1998 as a cooperative effort
between the United Way of Washington County and the Washington County Chamber of Commerce. LWC has
graduated 214 leaders in 14 classes who are now active in Washington County and in their own communities.
 Mission: To educate and inspire leaders through synergistic partnerships and civic engagement, promoting a
healthy and prosperous Washington County community.
 Vision: To cultivate bold and accountable leadership, serve as robust resource and foster economic growth and
sustainability throughout the region.

3. COMMUNICATION STRATEGY
 Creative Strategy: My strategy is to inspire alumni to get more involved within the organization and the
community. LWC cannot rely on sponsorship alone, so what can alumni do to bring in revenue?
 Campaign Impact and Duration: The marketing strategy is to get alumni more involved whether that be
volunteering, finding those who would benefit from LWC, give money or to bring revenue in. I think they can
volunteer more while bringing in money.

4. KEY CONSUMER BENEFIT
 The key consumer benefit is getting alumni to get more involved. Right now the only thing that they are doing is
giving back by doing leadership conferences. The more involved they are the greater chance that LWC will keep
its name alive and getting great people to join to make a positive impact in the community or workforce.

5. S.W.O.T. ANALYSIS: LWC AS AN ORGANIZATION
 Strengths
Great program which receives recommendations from participants and employer sponsors
Gaining exposure within the local community
 Weaknesses
Organization consists of primarily volunteer board members who also hold full time jobs
LWC Alumni isn’t doing enough… Aren’t getting that involved
 Opportunities
Washington County and the surrounding area have experienced significant growth bringing new prospective employers and sponsors into the community
LWC is strengthening our relationship with local Chamber and other organizations
 Threats
LWC Executive Director is part time but continues to work more than 20 hours per week
Leadership Pittsburgh is LWC main competition because they target SouthPointe business which are in Washington County
LWC Alumni isn’t doing enough… Aren’t getting that involved

6. S.W.O.T. ANALYSIS: LWC MARKETING
 Strengths
New Committee members with fresh ideas
Executive Director has well documented each class with pictures and newsletter updates
 Weaknesses
Lack of contribution from some committee members causes most tasks to fall on other members
 Opportunities
Social media updates could be consistent through all outlets (Website and Facebook etc.)
 Threats
Concerns of asking too much committee members volunteering their time
Losing more money than they are bringing in

7. TARGET AUDIENCE: ALUMNI
Age Later 30’s – Mid 50’s
Gender Female and Male
Income Steady Income
Race Any
Location Southwest Pennsylvania

8. ALUMNI
 If worked with properly, alumni would be willing to help the organization. We want to know what their experience
was like at LWC and how could they make it better. A survey will be distributed so we can get reliable feedback.
By taking their suggestions, and making them feel like stakeholders in the future of LWC, we will be able to
leverage that goodwill in volunteerism. By reaching out and making them still feel connected to the program they
are more likely to stay connected, loyal and active.

9. EVENTS
 They could possibly do a car wash where expenses are inexpensive. Advanced Auto Parts supplies everything
such as buckets, towels, hose and soap for free. They can also do a spaghetti dinner at a local church in
Washington County as well as doing a 50/50. Last but not least alumni can also go to earlier alumni and ask for
sponsorship.

10. CURRENT METHODS
 I do not want to change the brand but I would like a section for alumni within the program called “Alumni Giving
Back.” Within this section it could give recognition to alumni who go above and beyond. They can go above and
beyond by giving back within their community, their work force or the organization itself. Whoever does the most
will be rewarded with some surprise. We want alumni to feel appreciated and it’s important that they do!

11. SOCIAL MEDIA AND INTERNET PRESENCE
Website
 Overall the website is fair. I like how there is flash photography it grabs my attention. It gets to the point and lets the
reader know what the organization is about. A good bonus happens to be that LWC is in partnership with RMU.
Participants and graduates have an opportunity to earn Graduate Credited Certificate towards and Organizational
Graduate Degree from RMU.
Social Media
 Linking all your social media is easy. This is where Hootsuite becomes easy, effective and handy. Let’s think of Hootsuite
as the ecosystem that connects your world. This social media platform supports social network integrations for Twitter,
Facebook, LinkedIN, Google+, Foursquare, MySpace and much more. It helps you keep track and manage your social
network channels. It can enable you to monitor what people are saying about your brand and help you respond quickly.
And you can monitor multiple streams in one place so you don’t have to click back and forth between different social
medias.
Future Website Page:
 I would like a special page just for alumni. This page will correspond with LWC’s page. There will be a link where
alumni can click and it will direct them straight to the donation page. Starter sites must be republished every 21 days to
stay visible on the web. Any starter site can be upgraded to pro for the single price of $40 a year.
 http://lwcalumnidonation.simdif.com/index.html Shyann12 LWC15

12. BUDGET BREAKDOWN
ITEM SOURCE COST
Carwash
Liquid Soap
Buckets
Sponges
Towels
Donation Jar
Poster board for signs
Supplies for poster board
Hoses
Advanced Auto
Advanced Auto
Advanced Auto
Advanced Auto
Donated by Volunteer
Wal-Mart
LWC Already Owns
Advanced Auto
$0
$0
$0
$0
$0
$10
$0
$0
Spaghetti Dinner
Food Wal-Mart
$100/$150 to rent Church
$200
50/50 Tickets Ebay $5.35
Alumni Page App-SimDif Free
Subtotal: $365.35

13. PROJECT TIMELINE
 Project Timeline: If we test out the two mini events and they work we can continue to do them. There should be
some type of increase in funds within one year. This project will and should be started ASAP!!