integrated marketing communication plan - downtown credo
DESCRIPTION
Downtown Credo and New Image Youth Center event, 1st Annual Dance-A-Thon integrated marketing communication plan.TRANSCRIPT
Downtown Credoin support of
New Image Youth Center
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
PHOTO CREDIT: ROMAN RUSINOV
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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?
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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.
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.
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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
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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.
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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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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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.
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.
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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.
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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%
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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
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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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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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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Thank you
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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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