In response to a national directive placing an emphasis on Public Relations, this Marketing and Public Relations plan was developed for a large Social Services Nonprofit. There is an emphasis on Social Media and the driving internal processes which must be present for success.
2. Plan Summary
Communications, Publicity & Public Relations
♦ Comprehensive
♦ Objective
♦ Contemporary
♦ Ongoing
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3. Objective
♦ Elevates name recognition in metro
Milwaukee for:
• Diverse services
• Program’s focus on the poor & elderly
♦ Purpose : facilitate growth
• Membership
• Contributions
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4. Components
♦ Branding
♦ Capital Contributions
♦ Merchandise Donations
Gen Y
Baby Boomers
♦ Meal Program 1977-2000
Growth
1946-1964
76 million
81 million
♦ Family Resource
Center
Gen X
♦ In Home Services 1965- 1976
46 million
♦ Communications
Recognition
– Advertising
– Publicity
– Social Marketing
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5. Branding
♦ Program descriptions repeated by all
Today’s Nonprofit: use full name
– initials no more
– Internet & web site updated regularly
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6. Capital Contributions
♦ Private sector / Active conference
participation
♦ Recruit new members
♦ Student participation / Campus recruiting
– Social marketing
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7. Corporate Sponsorship &
Volunteers
♦ Community Organizations
– MMAC
– Hispanic Chamber
– African American Chamber
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8. Merchandise &
In Kind Donations
♦ Target manufacturers of items needed for drives
♦ Assign one liaison volunteer per company
♦ Develop documentation for volunteers
– Corporate diagram
– Letters and scripts
– Incorporate into chamber associations
Volunteerism
Project Partnership
Corporate Sponsors
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
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9. Meal Program
Individual PR / Marketing strategy
– Began with questions:
• Goal of increased attention
• Who is target audience
• Limitations w/ regard to resources
– PR plan highlights
• Increased involvement in Hispanic Community
• Increased communication among volunteers w/
social component
• Social media : Blog – Food for Thought
– http://svdpmilwmeals.blogspot.com/
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11. Family Resource Center
♦ Collaboration with Civic Events &
Attractions
– Public Museum, Art Museum, Betty Brinn,
Discovery World, etc.
– New Executive Director
– Promote / Publicize new programs
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12. In Home Services
♦ Begin descriptive title use:
– Neighbors Helping Neighbors
♦ Increase electronic communication w/
conference members
♦ Organize Christmas Matching into formal
program
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13. Advertising
♦ Develop event specific program of costs
– Increase budgets accordingly
♦ Design tracking systems
♦ Use ROI model
♦ Increase programs’ awareness of
responsibilities resulting from increased
advertising expense
♦ Centralize advertising production to insure
consistency
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14. Advertising
♦ Strategy & execution
♦ Obama: Feeding America – Day of Service
– Day of Service
– Dine in Dinners : March, April
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15. Publicity
♦ Benchmark 2 PR releases per month
♦ Promote Events with online calendar
listings and print with sufficient lead time
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16. Success Metrics
♦ First year goals
– Who is current client / donor?
– How do you know?
– What do you want to change?
– Why?
♦ Additional year goals
♦ Measures of success/failure
♦ Requirements for success
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17. Schedule
♦ 18-month schedule highlights
♦ Timing
– Isolate timing dependencies critical to success
Task 1
Task 2
Milestone
Task 3
Task 4
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
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18. Conclusion
♦ Establish Organizational Participation
– Need for Public Relations
– Devote sufficient resources
– Importance of lead time
– Coordination between PR position and
programs
– Timely communication regarding events
– Understanding of new medias
♦ -
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19. Conclusion
♦ First Steps
– Begin organizational use of branding used in 2008
Annual Report
– Design tracking processes
– Begin expanded web development
• Seek technical expert volunteers, interns
• Develop internal training for web concepts
• Establish Blogs
– Begin Fox6 commercials
– Participate in Chamber events
• Include Board representatives
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