2. TABLE OF CONTENTS
Objectives
Target market
Brand value & primary selling message
Big creative idea
Media mix (owned, paid, earned, free)
Website design
Social media strategy
PR strategy
Paid advertising strategy
Free media
Timeline
Evaluation
3. The nonprofit that focuses on entrepreneurial mentorship to Trenton
Middle school students
MINDING OUR BUSINESS
4. CAMPAIGN
OBJECTIVES
Gain at least three new supporters of MOB, proven via
donation, and resulting in at least $3,000 in donations.
Encourage increased support from current sponsors resulting in
an increase of at east $500 per sponsor from at least 6 sponsors
totaling another $3,000
Reach the majority of our target market daily through the use of
social media and other online initiatives.
Increase awareness of MOB and people’s attitudes of how
important vocational development is for children.
6. TARGET MARKET CONT…
• Big Businesses
• Rider University
• PSE&G
• Small Businesses
• Local Banks, food services, religious places, and children-oriented places.
• Ex:
• Crown of India Restaurant
• McCaffrey’s
• Sun National Bank
• Municipal organizations
• Grants and Scholarships
• Individuals
• Rider students/alumni (especially those who participated in the program)
• Rider staff/faculty
• Parents of children in program and adults who were in the program as a child
• Affluent individuals who have an active interest in the community
7. Brand Value Statement
The purpose of Minding Our
Business is to advance the
personal and vocational
development of Trenton youth
through caring, entrepreneurial
education and mentoring.
Selling Message
Your support empowers
Trenton youth, while advancing
the future of the Trenton
Community.
BRAND VALUE &
SELLING MESSAGE
8. • Work with businesses to
help connect kids with
professionals.
• The purpose of this is to
create a strong
foundation for Trenton
youth and “build bridges”
for them to build
opportunities for the
future.
• Will permeate through
advertising
• Will help promote new
brand logo
BIG IDEA: “BUILDING BRIDGES”
16. SOCIAL MEDIA STRATEGY
• Most versatile and flexible
• Photo contest where people post pictures about different bridges,
daily Facebook questions, and personal testimonies.Facebook
• Business advice (10 commandments)
• Rate students business plans and up-to-date information on MOB
• #MOB
Twitter
• Share videos about day-to-day activities and major events
• Video testimonies with imbedded linksYouTube
• Serve as networking platform for students
• Review platform for business plansLinkedIn
17. PUBLIC RELATIONS
AND FREE MEDIA
Free online directories
Testimonials (Social
media)
Sponsor links
Blogs (10
commandments)
18. PAID ADVERTISING EXAMPLES
MOB Activity in Trenton
Building Bridges for the future
Donate to help save Trenton Youth
www.Minding-Our-Business.com
Minding Our Business
Mentoring/supporting Trenton Youth
Help build a bridge to the future
www.Minding-Our-Business.com
Support Trenton Youth
Minding Our Business Nonprofit
Building Bridges for the future
www.Minding-Our-Business.com
As stated earlier, our paid advertising
will be using Google ad words and
take advantage of behavioral and
contextual targeting methods. Here
are three examples of advertisements
that would be shown on Google.
*Different advertisements will direct people to different pages of the website
19. PAID ADVERTISEMENT COSTS
Google advertisement #1
Unit cost per click: $3.10 max per day
Total Budget: $455.70 per year
Google advertisement #2
Unit cost per click: $2.00 max per day
Total Budget: $168 per year
Google advertisement #3
Unit cost per click: $2.76 max per day
Total Budget: $193.20 per year
23. EVALUATION
Media Outlet Evaluation Metric (KPI)
Website Click through rate, time spent on each
page, bounce rate, amount of
donations
Facebook Number of fans, likes, comments, and
shares
Twitter Amount of followers, replies, and
retweets
YouTube Account of subscribers, video views,
and video likes/comments
LinkedIn Reach of network and the amount of
people connected
E-Newsletter and Blogs Amount of subscribers, downloads,
and shares
Google Ad Words Number of impressions, click through
rate, conversion rate
24. The nonprofit that focuses on entrepreneurial mentorship to Trenton
Middle school students
MINDING OUR BUSINESS
25. CAMPAIGN OBJECTIVES
To reach the max the number of enrollment (50 students) of Rider University
students (Lawrenceville campus) who have LDP 220 as a class for the spring
semester.
Use promotions in the beginning of the fall semester while using feedback
gathered in the previous semester from participants of the class.
Increase the awareness of this class by reaching the majority of students all year
round.
To organize and distribute promotions on campus with the goal of reaching at least
10 buildings including 4 academic buildings, Daly’s, Cranberries, and at least four
dormitories.
Post content on social media pages at least once a day and encourage year round
participation.
27. BRAND VALUE &
SELLING MESSAGE
Brand Value Statement
LDP 220 is a course that
represents educational and
leadership development that
incorporates
compassion, relationship
building, and social
responsibility.
Selling Message
While helping Trenton
Youth, this life-changing class
improves students'’
professional skills.
28. BIG IDEA: TESTIMONIALS
• Testimonials will tell the story of
MOB and LDP 220 and provide
students will interactive content
that in relevant and engaging.
• Social media platforms will
include Facebook, Twitter, and
YouTube.
• Idea is to create competition for
students and offer a price for the
person who shares their
testimonials with the most
amount of Rider friends or who
receives the most unique
comments, likes, tweets, and
shares.
• Supplemented with emails and
posters.
31. PAID ADVERTISING
Posters
Brochures
• Contextual targeting
using testimonials
• Will link to website
and social media
• Budget: $120
• In-depth overview of
class
• Testimonials will be
shared
• Distributed to advisors
• Budget: 63.10
34. RIDER NEWS AND 107.7 THE BRONC
Objective
• Inform prospective students
• Highlight the major events of the LDP class and MOB
• Provide venue for sharing testimonials
Content
• All new information about LDP 220
• Events, activities, major successes
• Content can also include little word puzzles and other
information about Trenton youth (newsletter)
• Testimonials and information about Trenton youth (radio)
35. SOCIAL MEDIA MIX
• Most versatile and flexible
• Interactive campaign: “What does building bridges mean to
you?, or “How does Rider University help you build bridges?”
Facebook
• Professional/business advice to students (10 commandments)
• Create questions or suggestions with hash tags
• #MOB #RiderUniveristy #LDP220
Twitter
• Share videos about day-to-day activities and major events
• Video testimonies with imbedded linksYouTube
• Serve as networking platform for students and provide them
with a way to meet other business professionals.LinkedIn
37. EVALUATION
Media Outlet Evaluation metric (KPI)
Website Click through rate, time spent on each page, bounce rate,
amount of donations.
Facebook Number of fans, likes, comments, and shares.
Twitter Amount of followers, replies and retweets.
YouTube Account of subscribers, video views, and video
likes/comments.
LinkedIn Reach of network and the amount of people connected.
Rider Newsletter Percentage of increased traffic to MOB website during periods
that MOB/LDP. articles appear in the paper
Posters Percentage of increased traffic to MOB website, enrollment
increases in LDP 220, conversation between students and
advisors.
Brochures Percentage of increased traffic to MOB website, enrollment
increases in LDP 220, conversation between students and
advisors.
Email Advertising Number of email replies, asking Dr. Hernandez for more
information.
Axis TV Percentage of increased traffic to MOB website, enrollment
increases in LDP 220, conversation between students and
advisors during weeks on TV.
