KALAMAZOO GOSPEL MISSION!

2016 STRATEGIC MARKETING RECOMMENDATIONS

Christopher Heimrich Phillip Kary III Ryan Kenny Laura Mullen Matthew Smith

AGENDA !

Overview & Current Situation!!Millennials !!Primary Research Results!!Problems and Opportunities! !Recommendations & Strategies

OVERVIEW & !CURRENT SITUATION!

DIRECT MARKETING •  Grizzard

EVENTS

•  A variety of community events

NEWSLETTER •  Potential opportunities

for improvement SOCIAL MEDIA

•  Facebook, Instagram & Twitter

WEBSITE •  www.kzoogospel.org

THE MILLENNIAL GENERATION!

TECHNOLOGY AS A CHALLENGE

Information Overload

TECHNOLOGY AS A LIFESTYLE

The Digital Era

EDUCATION & EMPLOYMENT

Millennials are the most educated generation

THE MILLENNIAL GENERATION!

RELIGION Religion is not as dominant

as it used to be

SOCIAL AWARENESS Eager to contribute

PURCHASING HABITS Millennials value their

own opinion

PRIMARY RESEARCH RESULTS !

Methodology

312Total Respondents

62% are Christian

72% volunteer

Only 9 volunteer at

KGM

Limited awareness Issues within community

KEY INSIGHTS

SUMMARY OF KEY RESEARCH INSIGHTS !

Limited awareness of the Kalamazoo Gospel Mission

Not yet financially stable

Not likely to be affiliated with religion

Aware of homelessness as an issue

Crave informative, transparent and authentic communication

Volunteer on a regular basis

ISSUE AWARENESS & KGM PERCEPTIONS !

#1 #2 #3

Drinking & �

DrivingHomelessness Poverty

KGM AWARENESS !

6 out of 10 respondents indicated that they have heard of the KGM

Ways respondents have heard of the KGM

60% word-of-mouth

24% news stories

29% social media

PROBLEMS & OPPORTUNITIES !

Limited awareness among Millennials

Limited understanding of Millennials

Outdated visual identity standards

Insufficient human resources

Increase engagement opportunities with WMU & surrounding community

Develop relevant & compelling content that can be easily shared across platforms

Create contemporary, consistent & more effective visual identity standards

Create marketing & communication internship

OVERVIEW OF RECOMMENDATIONS & STRATEGIES !

Message Content Strategy!!WMU !!Kalamazoo Community!!Possible Communication Channels!!Message & Creative Recommendations!

"Website Enhancements !"Social Media Enhancements !

!Staffing !!

MESSAGE CONTENT STRATEGY !Message content should facilitate desired behavior !!“Why does someone give?” !!Motivation is a key psychological driver to donor behavior !

We recommend that additional research should be conducted with KGM donors and volunteers so that a deeper understanding can be

ascertained, and hence, more relevant and resonant strategies can be developed.

ENGAGEMENT RECOMMENDATIONS !

Bronco Bash!!First-Year Experience Program !!WMU’s Residence Life !!Individual College Connections!!Government and Nonprofit Job Fair -WMU Career & Student Employment Services!

Western Michigan University

ENGAGEMENT RECOMMENDATIONS !

Church!Involvement !!!

Kalamazoo Community

Parochial School Volunteer

Partnerships!

Park Street & Farmers

Market !

COMMUNICATION CHANNEL RECOMMENDATIONS !

BlogTips for Writing a Successful Blog •  Focus on the donors and volunteers •  Tell stories about real people •  Use pictures •  Call them to action •  Post regularly (at least once

per month)

“Healing Waters” •  Increase points of distribution •  Transfer to be completely

online

Newsletter

COMMUNICATION CHANNEL RECOMMENDATIONS !

E-NewsletterBest Practices of an E-mail Newsletter Format •  Prioritizing for a mobile design •  Limiting stories and calls to action to 5

or less •  Integrating your donate button and

social media networking icons •  Enabling screenshots of videos •  Adding opt-ins to the newsletter on

other platforms •  Never sending the newsletter as a

PDF attachment

COMMUNICATION CHANNEL RECOMMENDATIONS !

Direct MailCurrent Provider: Grizzard Communication Group

•  KGM has a unique & local story •  Tailor and personalize messages to

different groups •  Motivation is a key psychological driver

to donor behavior •  Psychological factors should be used in

market segmentation

“Deliver the right message, getting to the right people, at the right moment and the

right number of times”

MESSAGE & CREATIVE RECOMMENDATIONS !

Consolidation!"Simple, more concise message that is "consistent across omnichannel "marketing!

!Visual Clarity & Tone !!Visual Consistency !

Website Enhancements

ONLINE PRESENCE!

MESSAGE & CREATIVE RECOMMENDATIONS !

FACEBOOK LINKEDIN TWITTER

INSTAGRAM YOUTUBE SOCIAL MEDIA SCHEDULING

STAFFING RECOMMENDATIONS !

Full-Time Employee(s) !!Full-Time/Part-Time Internship(s) !!Potential Responsibilities: •  Creation of creative assets

(videos, blogs, newsletters, e-mail, or photos)

•  Providing support in updating the website and/or database

•  Monitoring the effectiveness of website, social media or other marketing campaigns

•  Maintaining a consistent and interactive social media presence

QUESTIONS?!!!