integrated marketing communication plan - downtown credo

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Downtown Credo in support of New Image Youth Center

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Downtown Credo and New Image Youth Center event, 1st Annual Dance-A-Thon integrated marketing communication plan.

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Page 1: Integrated Marketing Communication Plan - Downtown Credo

Downtown Credoin support of

New Image Youth Center

Page 2: Integrated Marketing Communication Plan - Downtown Credo

Organizational SummaryDowntown Credo is a 501(c)

organization operating as a non-profit

coffee shop in Orlando, Florida. The

revenue received from the coffee shop

operation supports other partnered non-

profit organizations in the local

community. The coffee shop is donation

based pricing for their free-trade and

eco-friendly goods. Downtown Credo has

community events for entertainment and

the equip the community. Outside of their

own events, Downtown Credo also helps

create events and programs for the

partnered non-profits. One of the

partnered non-profits is New Image

Youth Center, which is located in the

Parramore district of Orlando, Florida.

New Image Youth Center’s mission is to

assist inner city youth through education

and positive programs.

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PHOTO CREDIT: DOWNTOWNCREDO.COM

PHOTO CREDIT: TWITTER.COM/NEWIMAGEYOUTH

Page 3: Integrated Marketing Communication Plan - Downtown Credo

PHOTO CREDIT: ROMAN RUSINOV

Page 4: Integrated Marketing Communication Plan - Downtown Credo

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Partnership Goal

Downtown Credo and New Image Youth

Center are looking for fundraising

initiatives to support and raise awareness

about New Image Youth Center.

Downtown Credo desires to mobilize

clients and the local community, that

make up their target market, to support

the center.

GOAL:By partnering together, we hope to garner

brand awareness and community

engagement, while raising support for the

center.

How can this GOAL be

reached?

Page 5: Integrated Marketing Communication Plan - Downtown Credo

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Create an event that gathers the influencers of the city.

Event Research for Goal Initiative

Create an event that raises financial support.

Create an event that markets to the key demographic and buyer persona.

Create an event that is fun and engaging.

Create an event that will give positive exposure to Downtown Credo and New Image Youth Center..

Create an event through social media marketing.

Create an event that will gain local media attention.

Create an event that gains interest in long-term corporate sponsors.

Page 6: Integrated Marketing Communication Plan - Downtown Credo

Event Description for Goal Initiative

After accessing the desires for the event, we would like to propose the first annual Downtown Credo Dance-A-Thon that benefits New Image Youth Center.

A Dance-A-Thon event will raise funds for New Image Youth Center, while providing positive exposure for Downtown Credo. The Dance-A-Thon event will

take place in January 2014, after the 2013 holiday season. The initiative and campaign will be promoted and marketed with the hopes of 300 in attendance raising a goal of $10,000 for the New Image Youth Center. The event could be

hosted at the premiere night lounge; Elixir located in downtown Orlando.

The Downtown Credo Dance-A-Thon would be a twelve-hour dancing event, where participants can raise sponsorship for the number of hours they continue

dancing.

Page 7: Integrated Marketing Communication Plan - Downtown Credo

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Buyer PersonaThe Key Participant

The buyer persona is a young-adult,

hipster, and vegetarian named Quinoa.

Quinoa is twenty-four year old female

residing in the Colonial Town district in

Orlando, Florida. She is a freelance

wedding photographer who completed her

Bachelor degree in Interpersonal

Communications from the University of

Central Florida. She lives communally in a

house with four other young women. They

spend their time working from local coffees

shops, gardening, attending local farmer’s

markets, dancing and drinking at local

bars. She produces enough income to

cover her expenses while still being able to

travel and have free time.

PHOTO CREDIT: PINTEREST

Page 8: Integrated Marketing Communication Plan - Downtown Credo

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Their psychology is that

of an easily swayed and

influenced spender,

interested in the hip

events and fear being left

out. They embody a

“young and free” lifestyle,

even into there 30s,

experiencing a peter-pan

syndrome. On average,

the target market would

attend up to two events

weekly and pay from $5-

$10 as a cover for clubs,

gallery events, bars, or

concerts.

Target MarketResearch and Analysis

They are young adults who

enjoy dancing and socially

drinking. They also hold

various personal convictions

dictating their lifestyle

choices, for example

veganism, free-trade buy,

etc. The target market wants

to feel as if they are

contributing to change in

society but want to be

catered to, entertained,

without too much social and

monetary investment.

The target market is a

young adult between the

ages 21-35 who are either

graduates or pursuing

graduates while employed.

The target market would be

residence from the

Downtown Orlando area

suburbs that enjoy being

connected to local events

and organizations. These

are young adults who

frequent local cafes, art

galleries, and open-mic

nights. They also spend

their weekend time going

downtown to bars or clubs.

Page 9: Integrated Marketing Communication Plan - Downtown Credo

Current Situation

Downtown Credo has local brand awareness and is gaining publicity, but often fails

at engaging through their social media platforms.

They do have a current employee with the responsibility of the social media

platforms. Currently, Downtown Credo hosts community events, but is not equipped

to properly market these events.

The relationship between Downtown Credo and the target market is a face-to-face

relationship. The relational moments are seen in the coffee shop more than outside

the shop.

Supporters and frequenters of the coffee shop and its events have positive

feedback. These people often use word-of-mouth marketing which is how new

interest is gained. Since Downtown Credo does not have a consistent conversation

with the target market through social media platforms, new interest is missed.

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Page 10: Integrated Marketing Communication Plan - Downtown Credo

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Page 11: Integrated Marketing Communication Plan - Downtown Credo

Competitive Analysis The main market leader is this coffee and community industry is Stardust Café

in Winter Park, Florida. The café has games and DVDs to watch, hosts the Monday Audubon Farmer’s Market, small performers, and other community events. Considered a direct competitor, a large indirect competitor would be Starbucks since it’s an international brand for coffee distribution. Starbucks however does have social engagement through social media but does not hold local community events, so in the case of the Dance-A-Thon; it should not be a direct competitor. Stardust offers a great calendar of events and is consistently hosting events that the garner a large following and participants.

Where as, Downtown Credo has less frequent community events. I believe having consistency in an offering for the target market to participate in, builds momentum and following. The Dance-A-Thon event will be set apart from Stardust events because it will be hosted outside of the café environment at a premiere bar location with larger square footage. As well, Downtown Credo’s events benefit local charities or non-profit organizations and Stardust’s proceeds’ benefit the café and artists solely.

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Page 12: Integrated Marketing Communication Plan - Downtown Credo

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STRENGTHS

Coffee shop patrons/customers are greeted and explained the story behind Downtown Credo’s operation. The services/products provided are donation-based, so cheaper than competitors.The coffee used is free trade and assisting growers in developing countries.Patrons/Customers like to spend hours at the location due to the friendly environment.

SWOT ANALYSIS

WEAKNESSES

Proper instructions are not always given to new patrons/customers.Baristas are overwhelmed by chatty customers and withdraw.Can not offer incentives since services/products could be free. Little social media investment in current audience.Events not marketed/promoted

OPPORTUNITIES

Social media can be utilize to engage, reach out, and invest in current and potential clientele. Creative solutions for incentives.Influencers from the Florida Hospital and other corporate partners.Target marketsEvent and rental space development.Communication strategy created so all employees/volunteers pass information correctly.

THREATS

Niche market targeted.Competitive intentions from Stardust Film and Coffee.No growth due to lack of social engagement.Employees do not pass on the culture of Downtown Credo.Possible future locations.Poor communicationInconsistent community events.

Page 13: Integrated Marketing Communication Plan - Downtown Credo

Evaluation and PitchThe Dance-A-Thon initiative needs substantial research to properly market the event and garner appropriate attendance and participation

for a successful night. A primary research goal is to discover if the target market has interest in participating, and in what form of

fundraising.

Research is needed to decide if we should pursue business sponsors for the event. Local businesses and corporations can use donations

or charitable giving to gain positive publicity. They enjoy partnering with non-profit organizations or causes that help the local community.

Hope College in Holland utilized pledges from business donors to support the million dollar building plan for a new sports arena. Obtaining

a few business sponsors for the event will benefit the business, the event, and New Image Youth Center.

Through my research, pledging for the dancers should be used, and one-time donations used for supporting the event.

As well, research should be conducted to see if events where part of the proceeds benefit charity have higher attendance. Microsoft New

Zealand hosted a Teched event, had one of the largest turnouts by population due to engaging consistent events, and announced that it

would be giving away Microsoft software to 27,000 eligible charities locally. I believe organizations that give back, usually have higher

attendance at conferences and events.

Even recently, a group of Orlando “leading technology partners” awarded bicycles to A students at Tangelo Park Elementary School during

their first “parade of bicycles” event. Companies are interested in investing in the future generation and helping children (NACR). I believe

that with this information, one could surmise that business and the general public have a positive outlook to being involved with charitable

giving and events when it helps children.

Finally, research will need to provide data if the target market invest in social ways to help to community. In the Journal of Marketing

Management, analysis who volunteers. Through their statistical analysis, people who volunteered did so in groups most often. People

enjoy investing not by just giving money or donating goods, but by physically being involved. The long-term joy of socially contributing in a

group seems to pay off. I have grouped the participants into single participants, group participants, and couple participants for the event.

The research design to answer these key needs will be done by surveying 100 people from the target audience at random from Orlando’s

population of 249,562 per the 2012 U.S. Census Bureau. This will provide randomization in gender, economic status, age, and ethnicity.

The survey will be delivered in an online method to allow for anonymity.

Page 14: Integrated Marketing Communication Plan - Downtown Credo

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SMART GOALS

Specific: Collect online surveys to represent the populations interest in event details.

Measurable: Receive 100 online surveys to analyze data.

Time-bound: One month target date to collect 100 online surveys.

Page 15: Integrated Marketing Communication Plan - Downtown Credo

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GENDER RATIOFor Online Survey

Forty-seven percent of the Orlando population

is male. Out of 100 collected online surveys,

we hope that this percentage represents

female survey participants.

Fifty-three percent of the Orlando population is

female. Out of 100 collected online surveys,

we hope that this percentage represents

female survey participants.

53% 47%

Page 16: Integrated Marketing Communication Plan - Downtown Credo

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Survey DistributionProjected Schedule and Numbers

WEEK 1 WEEK 2 WEEK 3 WEEK 4

Number of Surveys Sent 50 50 50 10

Goal Number of Surveys

Completed30 35 30 5

Varied Amount 20 15 20 0

Page 17: Integrated Marketing Communication Plan - Downtown Credo

Media ScheduleTargeting

-Print Flyers

-Online Events Blogs

-Print Publications & Newspapers

-Online Publications & Newspapers

-Paid Online Ads

-Radio Ads

-Television Ads

-Unpaid Online Ads or Social Media Promotion

-Email blasts

Goals

-Probono

-Article coverage pre and post event

-On the night event coverage and live tweeting

-Solicite Volunteers

-Solicite Ticket Purchases

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Page 18: Integrated Marketing Communication Plan - Downtown Credo

Budget

Event Business Sponsors - $1,000

Includes 4x6 banner advertisement at the event, partnership logo on event website

and volunteer t-shirts.

 

Confirmed Event Business Sponsors – Florida Hospital and Evergreen Lawn care.

 

Premium Event Business Sponsors - $5,000

Includes 4x6 banner advertisement at the event, partnership logo on event website

and volunteer t-shirts, and logo of red-carpet scrim.

 

Confirmed Premium Event Business Sponsors – New Image Youth Center, Downtown

Credo, and Elixir Bar Room and Hash House.

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Page 19: Integrated Marketing Communication Plan - Downtown Credo

Integrated Marketing Strategy-Street Marketing

-Flyers

-Websites

-Social Media

-Event listings on event calendars

-Article coverage

-Paid Facebook post promotes

-Radio and TV air time

-Email newsletter/email blasts

-Word of mouth

-Local bloggers

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Page 20: Integrated Marketing Communication Plan - Downtown Credo

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Carilee Spence

Orlando, Florida

Carileespence.com

[email protected]

Page 21: Integrated Marketing Communication Plan - Downtown Credo

Thank you

Page 22: Integrated Marketing Communication Plan - Downtown Credo

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PR, N. (2013, April 4). Communications Technology Companies Give Back to Community at NACR Conference in Orlando. PR Newswire US. Schlegelmilch, B. B., & Tynan, C. (1989). Who Volunteers?: An Investigation Into the Characteristics of Charity Volunteers. Journal Of Marketing Management, 5(2), 133-151.

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