This campaign plan seeks to bring more awareness and inclusion to Roosevelt Park Ministries through social media, community events, and television advertisements. The target audience includes low-income families, families with children under 14, and Hispanic individuals in surrounding Grand Rapids areas. The plan aims to revamp RPM's social media presence through increased utilization of platforms like Instagram and Twitter to promote programs and events. It also aims to organize social media postings through an application to schedule posts for maximum visibility. The goal is to better position RPM as a welcoming community organization providing support for families and youth.
A Guide for United Methodist Church AmbassadorsRodney Bowen
2013 marks the 125th anniversary of The Permanent Fund which was established to provide a permanent source of funding for the ministries of The United Methodist Church. With your help, we can ensure it will continue to grow into the future. Between 2004 and 2010, The Permanent Fund contributed more than $3 million to provide a permanent source of funding for the ministries of The United Methodist Church and for missions around the world.This Ambassador Guide is designed to give you easy steps to assist us in educating members of The United Methodist Church about the critical role of The Permanent Fund and how they can be involved. http://www.umcglobalimpact.org
Council of Churches of the Ozarks' Marketing CampaignChrista Gammon
A group project accomplished in Advanced Advertising 456 at Missouri State University. We volunteered as marketing associates for Council of Churches of the Ozarks. Re-positioning Council of Churches within our community, we proposed events, advertising and media plans, and social networking to reach a larger audience.
A Guide for United Methodist Church AmbassadorsRodney Bowen
2013 marks the 125th anniversary of The Permanent Fund which was established to provide a permanent source of funding for the ministries of The United Methodist Church. With your help, we can ensure it will continue to grow into the future. Between 2004 and 2010, The Permanent Fund contributed more than $3 million to provide a permanent source of funding for the ministries of The United Methodist Church and for missions around the world.This Ambassador Guide is designed to give you easy steps to assist us in educating members of The United Methodist Church about the critical role of The Permanent Fund and how they can be involved. http://www.umcglobalimpact.org
Council of Churches of the Ozarks' Marketing CampaignChrista Gammon
A group project accomplished in Advanced Advertising 456 at Missouri State University. We volunteered as marketing associates for Council of Churches of the Ozarks. Re-positioning Council of Churches within our community, we proposed events, advertising and media plans, and social networking to reach a larger audience.
La Familia Counseling Center: FREEThink 2016 Brand DevelopmentYvonne Chavez
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
La Familia Counseling Center improves the quality of life for at-risk youth and families of diverse backgrounds by offering multicultural counseling, support and outreach services and programs to help families overcome adversity, become empowered and succeed in their lives.
----------------
THEIR ASK
----------------
Brand Development — Logo Development, Merchandise Design, Marketing Kit Concepting + Design (Brochure, Rack Cards), Donation Card/Envelope Concepting + Design, Website Information Architecture Recommendations, Big Day of Giving Digital Assets for Social Media
Public Relations Campaign Book - Habitat for Humanity Orange CountyMeredithHardy2
This is a public relations campaign that focuses on research. This was a project where we collaborated with Habitat for Humanity of Orange County, Indiana, to create a campaign to further their brand identity and awareness within their communities.
Communications Engagement and Outreach Campaign TristinSapp
This campaign pitch was for a hypothetical Urban Roots location in Atlanta, Georgia. This is part 1 of the project which goes into more detail about the history of the company and the targeted consumers. This project was for my advertising and media planning class.
Please help with this Case National Public Radio Many Voices Serving.pdfasenterprisestyagi
Please help with this Case National Public Radio Many Voices Serving Many Needs
illustration
When the word "organization" or "company" or "firm" comes up in conversations with your
friends and classmates, the focus is most often on large for-profit businesses. Sometimes it's a
smaller and local business, or even a franchise operation. The common ground among them,
large or small, is actively working to generate profits for owners and shareholders. They do this
by selling goods and services with a "bottom line goal" - to generate sales revenues that are
greater than costs incurred.
There are other types of organizations that don't always get the attention they deserve. Instead of
seeking profits, these "nonprofits" focus on public service and the common good. Think about
the American Red Cross, Big Brothers Big Sisters of America, Teach for America, Make-a-Wish
Foundation, American Heart Association, United Way, National Audubon Society, Habitat for
Humanity, and even nongovernmental organizations like the United Nations.
The underlying mission of a nonprofit organization isn't to generate a financial return for
investors. Instead, it is typically to serve some kind of broad public purpose, provide help or
services to a particular segment of the population, or to improve the lives of people living in a
given community. The revenues that are generated by a nonprofit - if any - or the donations that
it collects from community-minded patrons, are used to cover costs while advancing the cause
that defines the underlying mission of the organization.
Speaking of donations in support of nonprofits, how often have you tuned in to your local
National Public Radio (NPR) affiliate and listened to fund-raising appeals? NPR's stated mission
is "to create a more informed public - one challenged and invigorated by a deeper understanding
and appreciation of events, ideas, and cultures."1 But how does NPR approach this goal? How
does it survive financially? How does a "national" public radio service link with "local"
communities? In answering such questions, you'll find that NPR, like other nonprofits, is just as
complex to organize and manage as a for-profit business.
National Public Radio was formally incorporated in 1970 by a group of 90 charter stations for
the purpose of providing national news programming.2 Unlike for-profit corporations which
generate returns through the sale of products or services, or commercial broadcasters which sell
advertising spots during their programming, NPR's operating budget depends fundamentally on
the donations it receives through pledge drives. NPR also receives operating capital from
corporate underwriting, state and local government funding, contributions made by institutions
of higher education, and allocations made by the Corporation for Public Broadcasting (CPB),
which itself is a federally funded media organization.3
For-profit media typically operates as a group of television or radio stations that broadcast
conten.
La Familia Counseling Center: FREEThink 2016 Brand DevelopmentYvonne Chavez
What is FREEThink?
A public service initiative run by AAF Sacramento (the regional chapter of the American Advertising Federation, the nation’s oldest advertising trade association).
Helping local non-profits tackle some of their toughest marketing challenges in one design-a-thon weekend. Help us. Help you. Help others.
➤ 2016 Event Recap: http://www.aafsacadclub.com/freethink-2016-recap
----------------
THEIR MISSION
----------------
La Familia Counseling Center improves the quality of life for at-risk youth and families of diverse backgrounds by offering multicultural counseling, support and outreach services and programs to help families overcome adversity, become empowered and succeed in their lives.
----------------
THEIR ASK
----------------
Brand Development — Logo Development, Merchandise Design, Marketing Kit Concepting + Design (Brochure, Rack Cards), Donation Card/Envelope Concepting + Design, Website Information Architecture Recommendations, Big Day of Giving Digital Assets for Social Media
Public Relations Campaign Book - Habitat for Humanity Orange CountyMeredithHardy2
This is a public relations campaign that focuses on research. This was a project where we collaborated with Habitat for Humanity of Orange County, Indiana, to create a campaign to further their brand identity and awareness within their communities.
Communications Engagement and Outreach Campaign TristinSapp
This campaign pitch was for a hypothetical Urban Roots location in Atlanta, Georgia. This is part 1 of the project which goes into more detail about the history of the company and the targeted consumers. This project was for my advertising and media planning class.
Please help with this Case National Public Radio Many Voices Serving.pdfasenterprisestyagi
Please help with this Case National Public Radio Many Voices Serving Many Needs
illustration
When the word "organization" or "company" or "firm" comes up in conversations with your
friends and classmates, the focus is most often on large for-profit businesses. Sometimes it's a
smaller and local business, or even a franchise operation. The common ground among them,
large or small, is actively working to generate profits for owners and shareholders. They do this
by selling goods and services with a "bottom line goal" - to generate sales revenues that are
greater than costs incurred.
There are other types of organizations that don't always get the attention they deserve. Instead of
seeking profits, these "nonprofits" focus on public service and the common good. Think about
the American Red Cross, Big Brothers Big Sisters of America, Teach for America, Make-a-Wish
Foundation, American Heart Association, United Way, National Audubon Society, Habitat for
Humanity, and even nongovernmental organizations like the United Nations.
The underlying mission of a nonprofit organization isn't to generate a financial return for
investors. Instead, it is typically to serve some kind of broad public purpose, provide help or
services to a particular segment of the population, or to improve the lives of people living in a
given community. The revenues that are generated by a nonprofit - if any - or the donations that
it collects from community-minded patrons, are used to cover costs while advancing the cause
that defines the underlying mission of the organization.
Speaking of donations in support of nonprofits, how often have you tuned in to your local
National Public Radio (NPR) affiliate and listened to fund-raising appeals? NPR's stated mission
is "to create a more informed public - one challenged and invigorated by a deeper understanding
and appreciation of events, ideas, and cultures."1 But how does NPR approach this goal? How
does it survive financially? How does a "national" public radio service link with "local"
communities? In answering such questions, you'll find that NPR, like other nonprofits, is just as
complex to organize and manage as a for-profit business.
National Public Radio was formally incorporated in 1970 by a group of 90 charter stations for
the purpose of providing national news programming.2 Unlike for-profit corporations which
generate returns through the sale of products or services, or commercial broadcasters which sell
advertising spots during their programming, NPR's operating budget depends fundamentally on
the donations it receives through pledge drives. NPR also receives operating capital from
corporate underwriting, state and local government funding, contributions made by institutions
of higher education, and allocations made by the Corporation for Public Broadcasting (CPB),
which itself is a federally funded media organization.3
For-profit media typically operates as a group of television or radio stations that broadcast
conten.
Pro bono Taproot Project--Key Messaging/Brand Strategy_SVdPtive+audit final (...Christine Oneto
Part of a three-pronged process: This portion included: Discovery findings & Competitive audit -- for the non-profit: St. Vincent de Paul (a free dining kitchen for the East Bay/Oakland community, who has attached service programs for: Chef training, job search skills, Redux: recycling/art program, along with others & their retail/discount stores. We re-branded and gave them a new mission statement and tagline: "Neighbors helping neighbors"
( I was one of 5 team members on the project)
This is the Public Relations plan that my teammates and I compiled over the course of 7 months as part of our senior capstone for our client, Prairie Rivers of Iowa. They were a non-profit environmental organization located in Iowa looking for name recognition. I was responsible for research, reviewing copy writing, and some creatives shown.
Granted: Identifying, Applying for and Managing Grant FundsBloomerang
https://bloomerang.co/resources/webinars/
Mandy Pearce, CFRE will detail the questions nonprofits need to answer prior to searching and applying for grant funds, outline the seven basic elements of most proposals, and show how to match their needs to funder priorities.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
1. Roosevelt Park Ministries 1
Roosevelt Park Ministries Campaign Booklet
Enoch Erbert, Haley Epema, Bernice Nsiah, McKenna O’Malley, Kyler Simmon
CAP 210
Professor Gopal
18 April 2018
2. Roosevelt Park Ministries 2
Table of Contents
Executive Summary….. 3
Background….. 4
Campaign Plan….. 6
Objectives….. 9
Budget….. 11
Timeline….. 13
References…..14
Appendix A
Appendix B
3. Roosevelt Park Ministries 3
Executive Summary:
Roosevelt Park Ministries is a community support organization for families, individuals, and
youth in Grand Rapids, Michigan. This campaign plan seeks to bring more awareness and
inclusion to the organization through social media platforms, community events, and television
advertisements. These various outlets of communication will aid in reaching the target audience
desired which includes residents in the Grand Rapids area, but more specifically low income
families, families with children below the age of 14, and Hispanic individuals in the surrounding
areas. This campaign is designed to promote interaction with our audience for a more
welcoming, family-like relationship.
Background:
Created in 1996 with a mission to provide Christ centered, holistic support for families,
individuals, and youth living in the Roosevelt Park neighborhood, Roosevelt Park Ministries
work to address the highest areas of need in their neighborhood and surrounding areas. The
4. Roosevelt Park Ministries 4
initial goal is to bridge a community in need by promoting the development of strong families,
developing community leaders, fostering an environment that celebrates inclusion, and providing
opportunities to build a strong economic base.
There are a couple of ways in which we strive to achieve these goals, starting with youth
programming. Our youth programs work with the youth of our area to identify and develop their
gifts in three very critical areas: school work, participation in family life, and participation in
church. We strive to accomplish this by one-on-one mentoring, small group work, recreational
activities, education group activities, summer camps, and special training events. We really push
this at a young age in order to prevent gang participation and violence, to promote healthy youth
leadership, and to decrease high school dropout rates in our neighborhoods.
Family planning in our community is another way in which we help others. We also offer
services such as translation; we do not want to have a language barrier in our community so this
is a way in which we can break that barrier. Our family workers provide free translation of
official documents. We also offer services such as Fax or photocopy, assistance filling out DHS
forms, assistance with things such as passport applications, and also job referral services.
Most importantly, we offer community programs. As mentioned before, we endeavor to
break any potential barriers in our community. With that being said, we offer English classes as
well as Spanish classes. With that, activities become easier, communication is much more
common and frustrations are lowered. Finally, because they are a Christ based community, they
offer a community Bible study which is another way in which be bring together the community.
SWOT:
5. Roosevelt Park Ministries 5
Strengths: Some strengths of Roosevelt Park Ministries include the wide range of programs and
the age of the nonprofit. RPM has been around for 20 years, so they are a concrete part of the
local area.
Weaknesses: Despite their age, Roosevelt Park Ministries is relatively unknown in the Grand
Rapids area. Furthermore, Grand Rapids is an area that really focuses on the Christian principle
of giving back and RPM being so unknown is probably hurting their volunteer and donation
rates.
Opportunities: Roosevelt Park Ministries already engages in partnerships, so this is something
they can continue to do in future to showcase their philosophy. Research has proven that
partnerships are a good strategy for nonprofits (Henley 2001). RPM also has to opportunity for
growth. Growth in donations, programs, and clients.
Threats: The Grand Rapids area is full of nonprofits. And many of them are well-known
national nonprofits, so RPM is going to have to fight for exposure and resources.
Target Analysis:
Currently RPM serves individuals in the Roosevelt Park neighborhood. This
neighborhood is predominantly Hispanic. And 48% of the residents live below the poverty line.
And the majority of the residents do not have a high school diploma (RPM). This makes the
services provided by RPM imperative to the area. RPM should focus on strengthening the bonds
they already have in the area. Another focus should be on families with children 14 and younger.
This will help RPM with their goal of building strong families for a strong community.
Campaign Plan:
Creative Brief:
6. Roosevelt Park Ministries 6
Name of Advertiser: Roosevelt Park Ministries
The Product/Service: Roosevelt Park Ministries (or RPM) works to provide services to
individuals and families in the Grand Rapids area. These services are designed to promote
inclusion, strong families, and a strong community. There are a wide variety of services
including youth camps, after school programs, translation services, job referral services,
language courses, Bible studies, as well as, other programs through partnerships with other local
groups.
Advertising Problem: How can inclusion be advertised? RPM wants the community to know
that they celebrate inclusion and at the same time they would like to advertise the services they
offer.
Advertising Objective: The goal of this campaign is promote the message of inclusion at
Roosevelt Park Ministries. RPM wants the local community to know that they will serve anyone.
This goal would help RPM receive more clients, as well as, promote the message of inclusion in
the local area.
Target Audience/Segment: RPM should first attempt to expand on the base of clients that they
already have. So, they should really focus on families with children of ages 14 and younger. This
group is one that would benefit from all the programs that RPM has. Although, it is important to
note that since RPM does have a policy of inclusivity no campaign could be limited to just one
group. This campaign should also be accessible to every individuals in the Grand Rapids area.
Key Consumer Benefit: The services provided by RPM help to strengthen the Grand Rapids
community through inclusion and and various programs such as help with school work (name a
couple of their programs.
7. Roosevelt Park Ministries 7
Primary Competitors: Since RPM is a non-profit there are no competitors as there would be in
the corporate world. However, Grand Rapids is an area that really focuses on the Christian
values of giving back, so there is a sort of competition for donations. Other organizations that
Roosevelt Parks may lose funds to are the Salvation Army and the YMCA. Both Salvation Army
and YMCA are well-known national organizations-- making it more likely that they receive
donations. Salvation Army even receives funds from local protestant churches. However, YMCA
has become mostly known for community sports groups, so RPM would have the advantage of
providing more comprehensive services. And the Salvation Army will turn individuals away if
they do not share the same philosophy. RPM celebrates inclusion, so this could attract potential
donors.
Current Position: Roosevelt Park Ministries is not well-known in the Grand Rapids area. This
is surprising considering that they have been around for more than 20 years. As a result, they are
probably losing a lot of potential clients and donors.
Optimal Position: RPM would like to be a better known nonprofit. The people of Grand Rapids
should celebrate being the home of an organization that focuses on building a strong community
through inclusion.
The Big Idea: The goal of this is to relay the message of inclusion as well as draw the target to
avail of the excellent services provided by RPM.
However, this message should be spread beyond just those who could benefit from the programs
and towards individuals in the area.
8. Roosevelt Park Ministries 8
Support: The wide variety of programs is a major plus for RPM. Also, since Roosevelt Park
Ministries has been based in Grand Rapids for over 20 years, they are experienced at serving
their clients and know what the community needs.
Tone of Voice: The tone of this campaign should be reflective of the tone of Roosevelt Park
Ministries. This is a genuine organization and they should capitalize on the fact that they are in
touch with the area they serve.
Brand Image/ Personality: The goal of this is to keep RPM organic. RPM is a not a national
nonprofit, and it should not be treated as such. Everything should seem natural, however, a
polished natural. RPM seems so focused on their services that they often do not seem to think
about what type of image they are projecting. This image should be reflective of both their
clientele and the general aesthetic of Grand Rapids (up-and-coming, energetic).
Objectives:
Objective 1: Revamp social media presence to create more awareness about RPM.
Strategy 1: Increase social media presence
Tactic 1: Utilize Instagram:
9. Roosevelt Park Ministries 9
Instagram is a great way to reach youth populations. It is also a way for RPM to communicate
what they are doing day-to-day. This can be done through the use of Instagram stories. Elaborate
a little.
Tactic 2: Utilize Twitter:
Twitter is another way to raise awareness among the youth. Twitter can also be used to post
reminders about upcoming events or programs.
Strategy 2: Organize social media postings:
Tactic 1: Implement Hootsuite
RPM mentioned how they had multiple people run their social media accounts. Each person was
subject to run the account for a certain period of time, based on a calendar. Implementing
Hootsuite would mean that posting is going to be more organized and easier. Posts can be timed
for when they need to be released.
Objective 2: Redefine “inclusivity”:
Strategy 1: “Open Door” Policy
Tactic 1: New motto:
Use the terminology “open door policy” so as to be better understood by those that may not be as
educated or informed. The organization should decide on a phrase or saying that best represents
the company as a whole, and its desire to have an open door to all races, creeds, and religions.
“Our door is always open”.
Tactic 2: Television Advertising:
Television advertising expressing an open door policy during a program that is primarily
watched by the target group. There are several programs that have a large viewing audience that
10. Roosevelt Park Ministries 10
is representative of an audience that is needed at RPM. These programs would only are once
weekly or on a semi regular basis. Thus reducing the cost of such ads, and increasing the
exposure of an open door policy to those that feel as though RPM does not offer services to them
(or are unaware of it). Advertise in a foreign language that is representative of the population that
is hoping to learn English as a second language. There are several local institutions/programs
that are primarily Spanish speaking; use those platforms to promote an open door policy and also
provide information about the numerous programs available at RPM.
Strategy 2: Inclusivity in Posting:
Tactic 1: Weekly Newsletter:
This can be written by those who work at RPM or those who benefit from RPM services. This
would cover what inclusion means to this individual and how RPM is devoted to that ideal. This
newsletter could be posted on the Facebook page, or on the RPM website. The newsletter should
feature other content such dates of weekly events and other updates that the audience wants to
read and should be devoted to making the reader feel as though they are a part of the
organization. Similar newsletters have helped nonprofits see a 14% rise in donations (Henley
2001).
Objective 3: Community Engagement:
Strategy 1: Community Picnic:
Tactic 1: Many communities hold events such as picnics as a way to spread inclusion
throughout the community but to also get donations to support the programs that RPM offers.
The event would be available for everyone, not just the surrounding neighborhood. Many people
may not go to an event because they do not want to go alone, at this community gathering they
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have the possibility to meet others who may be in the same situation, resulting in them building a
friendship and possibly attending RPM programs in the future. The plan is to also raise donations
in order to cover the cost of food, possibly a DJ and other things. RPM should post flyers around
the community while also posting on social media to inform everyone about the event. Those
who donate would receive a “thank you card”.
Strategy 2: Basketball Tournament
Tactic 1: Host a 3on3 basketball tournament:
A 3on3 tournament is a great way to get everyone involved, no matter the age. Sports is a great
way for inclusion, resulting in friendships that could last a lifetime. Each team would consist of
3-5 players and there would be an entry fee. An additional 5 dollars from a player would enter
them in a free throw contest. RPM would have to find a court in order to host this event, whether
at a local park or a local school; a park would be free. Flyers would be posted around the
community while also posting on social media to inform everyone about the event.
Budget:
Objective 1: The cost of starting and using Twitter and Instagram accounts is zero, so this
is already a very cost-effective objective. To begin using Hootsuite is going to be approximately
$19.99/month for the simplest plan, although the first month is free.
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Objective 2: Creating a new motto or slogan is also free. However, a local television ad is
going to range anywhere $200-$1500 for a 30 second advertisement depending on the time of
day and the television channel (Local & National TV Advertising Costs & How to Advertise,
2018). To reduce costs RPM could come up with a concept for the ad in-house. However, they
would still need to employ people for acting and filming purposes. It is recommended that
RPM use local students in film and theater programs as a way to keep the cost low. This way,
the cost per actor could remain at $25/day and the cost for filming, editing, etc. could be about
$100 for the whole project.
Objective 3: This objective is going to be the most expensive. Therefore, it is
recommended that RPM first try the community picnic and if that is successful proceed to plan
the basketball tournament. Often local grocery stores are happy to donate food, or lower the
cost of food if they receive credit for doing so. Therefore, RPM could probably host a picnic
for about $1500 dollars. RPM should attempt to hold this event at a local church or park that
will rent them the space for free. Activities at the picnic could include face-painting, jewelry
making, and yard games. This event would ask for volunteers that RPM would not have to pay
to run each activity. So, RPM would only be paying for supplies, this would equal out to about
$500. For the basketball tournament, it is recommended to held at a church that will hold the
space for RPM for free. The cost of t-shirts would be about $6/shirt, so cost is going to depend
on how many participants there are.
Timeline:
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Evaluation:
Objective 1: The addition of two new social media platforms will be successful if these platforms
help to increase traffic to the RPM website. This should be monitored for 4 months and if it has
not reached its goal should be re-evaluated. Using Hootsuite should help the overall cohesiveness
of social media postings. This should also increase traffic to RPM website. If no difference
occurs in 6 months, RPM could potentially give up Hootsuite.
Objective 2: This objective is primarily aimed at showcasing how important inclusivity is to
RPM. If these strategies are successful, there should be a rise in client numbers, as well as,
donations. This should be evaluated at the end of the year.
Objective 3: This objective is aimed at community engagement. This is just to get more people
out and understanding what RPM is and does. If these strategies are successful, there should be a
rise in client numbers, as well as, donations after the event.
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References:
(2018, March 09). Local & National TV Advertising Costs & How to Advertise. Retrieved April
13, 2018, from https://fitsmallbusiness.com/tv-advertising/
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Henley, T. K. (2001). Integrated marketing communications for local nonprofit organizations:
Communications tools and methods. Journal of Nonprofit & Public Sector Marketing,
9(1-2), 157-168. doi:10.1300/J054v09n01_09
Home. (n.d.). Retrieved April 13, 2018, from http://rooseveltparkministries.org/
Hootsuite Media Inc. (n.d.). Social Media Marketing & Management Dashboard. Retrieved April
13, 2018, from https://hootsuite.com/