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Promotional Plan for DHS 1

Running head: PROMOTIONAL PLAN FOR DHS

Group Project: Promotional Plan for DHS

By: Adrianne Crews

Jonathan Higgins

Danielle Robinson

WRI 301-A: Report Writing

Date Due: August 20, 2012

Instructor: Mr. Stroh


Table of Contents

Introduction……………………………………………………………………………………3

Marketing Objective…………………………………………………………………………..4

Objective 1……………………………………………………………………………4

Objective 2……………………………………………………………………………4

Objective 3……………………………………………………………………………5

SWOT Analysis………………………………………………………………………………5

SWOT (DHS)………………………………………………………………………...5-6

Target Markets………………………………………………………………………………..6

Target Market 1………………………………………………………………………6

Target Market 2………………………………………………………………………7

Target Market 3………………………………………………………………………7

Implementation of Objectives………………………………………………………………..7

Figure 1………………………………………………………………………………8

Figure 2………………………………………………………………………………9

Figure 3………………………………………………………………………………10-11

Appendix…………………………………………………………………………………….12-15

References…………………………………………………………………………………...16


Introduction

One of The Department of Human Services (DHS) concerns is community and consumer

awareness. The promotional plan will cover many community events that will help raise

visibility for DHS. By aligning themselves with family events and children’s causes, DHS can

easily increase awareness.

We suggest that DHS starts this promotion plan in July of 2013. This will allow DHS and

staff members of DHS to look through the plan and determine what options work best. In the

first objective, we want to increase the community’s awareness. Objective Two entails educating

the community on the services provided and the people that are helped through DHS. In

objective 3, DHS can increase branding efforts, which can help promote more donations in the

community. Branding helps strengthen an organization and its relationship with its community.

This is a good start that DHS needs to help needy families and homeless people.


Marketing Objectives

Based on the SWOT Analysis and discussion with one another we identified the

following objectives: Marketing Objectives, “which are often stated in plans in terms of the

percentage of particular outcomes that are to be achieved” (Peter & Donnelly, pg. 232). We

choose not to use percentages of expected outcomes simply because they would be false

representations and made from almost nothing without a thorough Environmental Scan.

Objective 1

One of The Department of Human Services (DHS) concerns is community and

consumer awareness. This objective will be implemented with a series of market development

strategies. The promotional plan will cover many community events that will help raise visibility

for DHS. If the organization participates in the events that share their own core values,

community members with similar values will become exposed to the organization. By aligning

themselves with family events and children’s causes, DHS can easily increase awareness.

Objective 2

Objective number two entails educating the community on the services provided and the

people helped through DHS. Differing from the first objective, this second area of concentration

will focus more on informative messages by sponsoring events in the community, and less on

brand awareness. By implementing a similar market development strategy as in the first

objective, we expect the goal to be attainable, timely and highly effective.

Objective 3

The third and final objective deals with monetary concerns. As Objective number three,

we suggest an increase of donations. Often times limited funding will delay proper action.


Increased donations of both money and necessary products will enable DHS to react quickly

when needed and to run the organization much more efficiently. This objective will be met once

the education and awareness of the organization is achieved.

SWOT Analysis

According to Solomon, Marshall and Stuart, authors of Marketing: real people, real

choices, 2008, they state that a SWOT analysis allows managers to focus clearly on the

meaningful strengths(s) and weaknesses (W) in the firm’s internal environment and opportunities

(O) and threats (T) coming from outside the firm (the external environments)”(p. 44). In essence,

a SWOT analysis is used to “enable firms to develop strategies that make use of what the firm

does not best in seizing opportunities for growth while at the same time avoiding external threats

that might hurt the firms sales and profits” (Solomon, p. 44).

SWOT

(Department of Human Resources)

STRENGTH

Utilizing Android and I-Pone applications

Strong partnerships with local communities, government, foundations, churches,

businesses, and schools

Well know organization from years in the industry

Could limit competition by limiting the cases it gives out

WEAKNESS

Could be bogged down with dead end reports from phone application

Over loaded/worked employees


Poor public image

More government involvement

Web Site is cluttered and confusing

OPPORTUNITY

Cross promotion opportunities with formed alliances

THREAT

Private company’s may have ability to take market

Economic conditions could cut funding from the DHS

Guilt by association

Target Markets

Target markets are the specific types of people, whom we believe will use the services

that DHS has to offer. These markets help to “explain the customer base and rationale or

justification for it” (Peter & Donnelly, pg. 233).

Target Market 1

(30 to 45 age range)

This age group spans to every part of the social, education, health, gender, ethnic, and

income strata of society possibly making them the most important target market to promote

DHS’s needs to. This age group is a major controller of expendable income, therefore this age

group needs to be informed the most about DHS and its importance, as well as need for

additional assistance in the community.


TM 2

(46- 65 age range)

Consumers aged 50 and over will grow by 60 percent in the next 15 years. These seniors

are more active and spendthrift than ever before and 86 percent feel that advertising isn't aimed

at them.” (King, para. 3, 2012). While this age group is not the most active group, they are

blessed with having more time to help or volunteer than the other groups. This age group has

community influence and is full of crucial experiences and insight that can help the DHS grow in

a productive way.

TM3

(16 to 29 age range)

This age group is very important to the sustainability of future growth of almost any

organization. First, to co-create with young people effectively it is essential to identify youth

advocates. Tech Tribe 07 shows that 13-14 percent of young people create and upload their own

content and 8 percent write regular blogs. Within this there is a 1 percent who will go the extra

mile and co-create with you in very intimate ways. In addition, 17 percent of 16-25 year olds

already have brands as their friends on their social network profile pages. (Needham, para. 7,

2008).

Implementation of Objectives

According to Peter and Donnelly, authors of A Preface to Marketing Management, the

implementation and control of the marketing plan allows for delegation on who will be in charge

of monitoring and making changes to the plan if something isn’t working out. You also have to

develop a timeline of when things should occur as well as forming a way to measure failure or

success of the plan in place (Peter & Donnelly, 2011).


We suggest that DHS starts this promotion plan in July of 2013. This will allow DHS and

staff members of DHS to look through the plan and determine what options work best. This also

allows DHS to gather any promotional materials such as printed signs, banners and other

promotional items they see fit.

Implementation Plans for: Age Group 16-29 Age Group 30-45 Age Group 46-65

Figure: 1

Objective 1: Increase community and consumer awareness.

Strategy: Become active in local events to gain awareness.

Implementation: Being present for local events.

In the first objective, we want to increase the community’s awareness. From our survey

results we see that over 50% of people surveyed thought DHS is a highly needed service in their

community. Although a high percentage of people feel there is a need for the DHS and the

services it provides, 50% of people surveyed stated they would not volunteer their time or help

the DHS and its mission. There is urgency for clothing donations, volunteer services, and

monetary donations. This is a problem for DHS since it is our goal to increase awareness of the

organization and its services, as well as increase donations.

DHS may want to purchase key chains and car door magnets with some type of urgency

or possibly emergency message to alert the community about the current situation. The Key

chains would have the DHS logo and information on them. At vista print.com, 200 key chains

with 21 day shipping will cost around $385.00(Vistaprint, 2012). DHS can also purchase Car


Door Magnets (2 small: 11.25 x 8.5 ‘’) that will have DHS’ logo and contact information on

them as well, for around $ 20.00 with 21 day shipping through vista prints’ services (Vistaprint,

2012). These items are something that can be used for all three objectives and be displayed

throughout many years to come. By not starting to promote at local events until next year, this

allows DHS to order any needed items to help create awareness and urgency within the local St.

Clair County Community.


Figure: 2

Objective 2: Educating the community.

Strategy: Informative messages/ sponsoring events in the community.


Objective Two entails educating the community on the services provided and the people

that are helped through DHS. The survey population stated that DHS does not do a good job

serving the community. Differing from the first objective, this second area of concentration will

focus on brand awareness. By implementing a similar DHS development strategy as in the first

objective, we expect the goal to be attainable, timely and highly effective.

DHS can increase branding efforts, which can help promote more donations in the

community. DHS may want to purchase t-shirts and stickers which is an inexpensive route to

take. The shirts could have a DHS logo and current information regarding events or urgent

situations which arise. At VGKids.com you can order 300 Hanes shirts for $1,833.00 which is

just over $6.00 dollars each. VGKids.com also offers stickers at a low cost. 300 with one color


will cost $84.00 which is 28 cents per sticker. VGKids.com offers bundles, so the more you buy

the lower the cost for each item. These items can be designed to include DHS urgent information

and inform community of their services. Billboards can create awareness in the community. At

outofhomebillboard.com (2012), the junior bulletin “Targets desired consumers demographically

and geographically”. The Price is $900 - $3,500/mo each for a Market location and the

production arrange from $600 dollars per unit. The billboards, T-shirts or stickers will work with

charitable donations on future events on advertising upcoming donation events. Social media

sites such as concerns of the program by broadcasting the upcoming donations on social media

sites such as Facebook and Twitter, which is a free broadcasting website for the country.

Branding can also, bring assets and better services to the DHS volunteer department,

which will help build their expectations. Branding helps make more donations and more

programs for a great organization, which helps needy families and homeless people.


Figure: 3

Objective 3: Increase donations

Strategy: Become active in local events to gain awareness.


The third and final objective deals with monetary concerns. As objective number three,

we suggest an increase of donations. Often times limited funding will delay proper action.

Increased donations of both money and necessary products will able DHS to react quickly when


needed and to run the organization much more efficiently. This objective will be met once the

education and awareness of the organization is achieved.

They could use the branding and promoting from objectives one and two to help bring

more awareness to increase funding for DHS. The recommendation is to conduct different types

collecting of pop cans and to carry out a bowling night. This could be a good avenue for DHS,

because it is a huge department, which has connection with other organizations and ties in the

community

Bowling night could be the biggest fundraiser, because it’s actually getting the people out

and getting them moving. They could hand out flyers and cards at local events here in St Clair

County or letters to people and organizations that have participated in past events. A bowling

fundraiser could attract more attention and awareness and potentially bring in donations to DHS.

Collecting cans for the community, at different events that happen in St. Clair County

like boat night, block parties, and the float down St. Clair River. They can have garbage bags

which people can place used their empty used pop cans. They could be deposited at a local store

and the profit could go to DHS. We can use the local volunteers and they wear the DHS shirts

that are explained in objective two. (VGKids.com)

For the bowling fundraiser, Port Huron Lanes Bowling Alley has good ties to the

community; they also help with promoting, the pricing is fair for throwing a fundraiser. The

advertisement for fundraising is posted on their page. People have to pay for bowling shoes

which is around 6.00 and the number of games that can be played is determined by the person

throwing the fundraiser. They can be reached at (810-984-1335) or E-mail us your requested date

@ [email protected]. (Lanes, 2012)


Appendix

Figure: 1

Objective 1:Increase community and consumer awareness.

Strategy:Become active in local events to gain awareness.

Implementation:Being present for local events.

Figure: 2

Objective 2:Educating the community.

Strategy: Informative messages/ sponsoring events in the community.


Figure: 3

Objective 3:Increase donations

Strategy:Become active in local events to gain awareness.



Figure: 4

Figure: 5


Figure: 6

Calendar Events to Think About

2013

WEEK EVENTTM1 16-29

TM230-45

TM3 46-65

July 7- Oct. 27 Farmers Market(Vantage Point)

X X X

July 7- Aug. 19 Classic Cars, Boats and Stuff(Studio 1219)

X X X

July 15- Aug. 9 Vantage Point Art & Crafts Market(Maritime Center) X X

July 21 & Aug. 18 Girls Roller Derby(McMorran Arena) X X

Aug. 10- Aug. 12 Port Huron/ Sarnia International OffshorePowerboat Races X X X

Nov. 12 Art HopeHosted by: Blue Water Young

Professionals.X X X

Nov. 30-Dec. 1 PH Hospital Festival of TreesMcMorran Place X X X


Figure: 7

References

(2012). In Vistaprint: make an impression. Retrieved August 13, 2012, from

http://www.vistaprint.com/vp/ns/default.aspx?

GP=8%2f13%2f2012+10%3a53%3a36+AM&GPS=2527581880&GNF=0&GPLSID=

Lanes, P.H. (2010). Fundraising. Retrieved from Port Huron Lanes:

http://www.porthuronlanes.net/plan-an-event

Needham, A. (2008). Word of mouth, youth and their brands. Young Consumers, 9(1), 60-62.

Retrieved August 7, 2012, from

http://search.proquest.com.bakerezproxy.palnet.info/abicomplete/docview/212049894/

fulltext/138677AF0C31DC39056/10?accountid=8473

outofhomebillboard.com, (2008). The global online billboard marketplace. Retrieved from

http://www.outofhomebillboard.com/Outdoor_Advertising_Products_And_Services.aspx

http://www.outofhomebillboard.com/


Peter & Donnelly. (2011). A preface to marketing management, 12th edition. New York, NY:

McGraw-Hill Companies, Inc.

Solomon, M. S. (2008). Marketing: real people, real choices, fifth edition. Upper Saddle River

New Jersey: Pearson Education, Inc.

Welcome to Downtown Port Huron (n.d.). In downtown port huron. Retrieved August 7, 2012,

from http://www.downtownporthuron.org/Main/Calendar.aspx

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