IMC plan for course

1. I
M
C
Integrated Marketing Plan
Flight on angel wings
Courtney nirenberchik
!
Sunday, September 1, 13

2. IMC
Executive summary
• this plan is to discuss the IMC
plan for flight on angel wings,
a non profit based in orange
county, ca, looking to help
underprivileged women and
children of the area.
Sunday, September 1, 13

3. I
M
CSituation Analysis
• Swot Analysis
• Competition
Sunday, September 1, 13

4. I
M
C
SWOT
S W O T
few to little
competition
has to build
community
trust
making right
connections
with
community
influencers
no proper
plan in
place.
Sunday, September 1, 13

5. I
M
C
Competition
• Though there are few
organizations that fight for
the same cause, FOAW must
compete with larger,
established organizations,
such as Big Brother Big Sister
Sunday, September 1, 13

6. I
M
CMarketing objectives
• Communication
• target
• Selling Position
Sunday, September 1, 13

7. I
M
CMarketing objectives
• Communication
• Flight on Angel Wings is looking to communicate with
social workers, elementary school teachers and
shelters to help reach the audience. The
communication should allow members of
organizations to feel that Flight on Angel Wings is a
non-profit to turn to in a time of need. Flight on
Angel Wings is looking to build a reputable position
within the community of Santa Ana, which is the most
underprivileged area in Orange County.
Sunday, September 1, 13

8. I
M
CMarketing objective
• Target Audience
• elementary school children and women of low-income families
• The secondary audiences for Flight on Angel Wings are local elementary
schools such as making connections with teachers and principals. Making
these connections are in the hopes to host events to help the children
within the community. Flight on Angel Wings would also like to work with
local women shelters and professional organizations to help in hosting
events and donations.
Sunday, September 1, 13

9. I
M
Cmarketing objective
• Unique selling proposition
• Flight
on
Angel
Wings
is
currently
the
only
organiza4on
in
Orange
County
that
is
func4oning
as
a
volunteer
network
but
also
as
a
non-­‐profit
organiza4on
with
its
on
events
to
help
the
community.
Flight
on
Angel
Wings
is
also
the
only
organiza4on
that
is
centralizing
of
the
community
of
Santa
Ana,
which
is
known
to
have
the
most
underprivileged
women
and
children.
Sunday, September 1, 13

10. I
M
C
Strategies & Tactics
• marketing and social media
• creative
Sunday, September 1, 13

11. I
M
CStrategies & tactics
• Marketing and Social Media
• Since there is no monetary income coming into the company, in kind
donations are the types funding that would be able to be received.
To keep cost down, the first IMC concept to be implemented would
be a social media plan.
• To increase brand awareness, Flight on Angel Wings is looking to
use Facebook as a means of volunteer recruitment and event
posting. Since research has shown that most non-profits have a
great success of events or volunteer increase, Facebook is the best
social media outlet of choice.
• The second approach would be to post information about events and
a need for volunteers on volunteer sites such as
Volunteermatch.com. This is a free site which would help allow
Flight on Angel Wings promote their events with out additional cost
• Another initiative is to work with various elementary schools and local
libraries to host events. The schools could be used to serve as the
location for many events as well as the local libraries.
Sunday, September 1, 13

12. I
M
CStratgies & tactics
• Creative
• Looking to redesign the current logo to have a different look and
feel. The current logo resembles other organizations of the same
name. Looking to have a brighter and more distinct look. Looking
for something that will also tie in the connection for the volunteer
portion of the organization. To create a new logo for the company,
Flight on Angel Wings is looking to partner with a local design
college to host a design contest for a new logo and web site
redesign. This will help to offset any cost that would have
occurred should a designer be hired.
!
Sunday, September 1, 13

13. I
M
C
Media planning
!
Sunday, September 1, 13

14. I
M
C
Media Planning
!
Sunday, September 1, 13