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Marketing Communications Plan: Family Building Blocks

Apr 12, 2015

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A marketing communications plan for a non-profit organization, Family Building Blocks. Created for a course project, spring 2012.

Family Marketing Building Communications BlocksKeeping Children Safe and Families Together

Plan Report

Prepared by Jillian Toda May 2012

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FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012

Table of ContentsExecutive Summary .................................................................................. 3 Family Building Blocks: Growing Communications ............................... 5 Family Building Blocks: Keeping Children Safe and Families Together 8 Family Building Blocks: Proactive Present ............................................. 9 Project Overview and Methods ............................................................... 11 Building Communications: A Synthesis of Findings ............................ 13 Relief Nurseries ....................................................................................... 13 Similar Programs and Relief Nursery Missions ...................................... 14 Deliverables ............................................................................................. 16 5 Ps of Marketing .............................................................................. 16 Creative Brief .................................................................................... 17 Matrix of Messaging ......................................................................... 19 Conclusion: Building the Future ............................................................. 20 Bibliography ............................................................................................ 22 Appendix I: 5 Ps of Marketing .............................................................. 24 Appendix II: Creative Brief..................................................................... 25 Project Summary ............................................................................... 25 Target Audience Profiles ................................................................... 25 Communications Objectives ............................................................. 26 Creative Strategy ............................................................................... 27 Collateral Pieces and Vehicles .......................................................... 28 Messaging Timing ............................................................................. 28 Conclusion: A Checklist.................................................................... 28 Appendix III: Target Segments and Messaging: Building ______ ..... 312

FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012

Executive SummaryKeeping children safe and families together is the tagline mission of nonprofit organization Family Building Blocks. Leadership within the organization created the communications plan project to assess and address this taglines effectiveness in drawing people to get involved with the organization. The main components of this communications plan were analyzing marketing materials used by the organization and crafting messaging points that could be used as a future campaign by Family Building Blocks.

The market that Family Building Blocks operates within is distinct, which is advantageous for the organization. Being a naturally differentiated service because of its emphasis on preventative care for children, Family Building Blocks doesnt have any direct competitors since the other relief nurseries in Oregon serve specific regions. Other community and family services in the Salem-Keizer area are not particularly focused on breaking the intergenerational cycle of abuse that young children live in. Applying this advantage to the organizations communications plan benefits Family Building Blocks because this means that more attention can be focused away from competition and onto branding in marketing communications.

Integrated marketing communications should be used for the Family Building Blocks campaign so that consistent yet personalized messages can be conveyed to each target segment. In this case, the three target audiences of Family Building Blocks proposed campaign are community members, volunteers, and donors.

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FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012 Building____ is the campaign messaging tagline that will be used for the integrated marketing messaging. This messaging was developed after considering all of the previous analysis, information, and research on integrated marketing practices for organizations. The tagline is short and memorable, as well as provides flexibility for customization for each target segment marketed to by the Family Building Blocks campaign. Using this messaging and the further suggestions from the enclosed chart of talking points will allow Family Building Blocks to have a base for its future communications. Engaging, flexible, and memorable marketing such as this proposed campaign will aid Family Building Blocks in raising awareness of its services and strengthen the organizations brand image and recognition in the community. Such a communications strategy will thus build the organizations bright future.

Figure 1 Family Building Blocks Chelsea's Place

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FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012

Family Building Blocks: Growing CommunicationsThe Not-for-profit Management course, GSM-665, provides practical experience to students through a semester-long field project with local nonprofit organizations. Through goals and objectives agreed upon by the students and organization leaders, these projects allow students to gain skills in all aspects of business by applying their knowledge to the nonprofit sector. Gaining such knowledge is useful for a big picture view of business and management.

Family Building Blocks (FBB), a nonprofit organization working toward child abuse and neglect prevention through intervening on what is called the cycle of abuse. This organization is qualified as a relief nursery under the standards of Oregon Association of Relief Nurseries (OARN). Having this certification requires FBB to adhere to specific criteria in operations and services. While this status makes FBB consistent with other relief nurseries of Oregon, it also introduces an issue of branding, which the organization is currently facing. One project that FBB wants done in order to move forward to face this branding problem is the development of a communications plan that would identify, describe, and create messaging for target segments.

In taking action on this communications project, there are six areas that were agreed upon to be addressed: research on similar programs analysis of current FBB marketing materials target market segmentation and identification 5

FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012 messaging creation distribution consultation for marketing vehicles Matrix chart containing a concise summary of messaging and market segmentation

While not all will be discussed to the same degree of depth, all are important to completing the project. There are three main deliverables for this project. The first deliverable is a chart showcasing FBBs 5 Ps of marketing. The 5 Ps are accepted marketing strategy guidelines developed by leading marketing scholars. Originally, there were 4 Ps: Product, Price, Place, and Promotion. In recent years with the rise of social media, the fifth P emerged: Participation (or People). Together, these 5 elements are defined as the marketing mix that are essential in producing value for a brand or organization.1 The second deliverable is a creative brief outlining a suggested communications strategy. This document serves as a snapshot of what the sentiment, messaging, and image of the campaign will be. Lastly, the final deliverable is a comprehensive matrix chart that provides a quick view of the communications messaging for each of the target market segments chosen. Such a chart will aid FBB in organizing messaging and keeping track of each target audience.

This communications project highlights the process of research and creative development. These tasks were the foundation of the project, and they materialized in each of the three deliverables. The 5 Ps information was based off of marketing knowledge learned in core business courses, combined with new awareness about the nonprofit sector. The creative brief similarly utilized information gained from integrated marketing communications and an understanding of the1

Gainer, Brenda. Marketing for Nonprofit Organizations. The Jossey-Bass Handbook of Nonprofit Leadership and Management, Ed. 3. San Francisco, CA: Jossey-Bass, 2010: 313.

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FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012 organization itself. Further perspective of the market and possible audiences allowed for the segmentation of target audiences into three main groups for FBB to focus on: community members to be educated about the organization, potential volunteers, and potential donors. Together, these three audiences comprise the awareness campaign that FBBs communications is looking to convey its messages to.

The resulting deliverables of this communications project serve to inform FBB about 1) its potential target audiences, segmented into donors, volunteers, and community members, 2) integrated communications strategies involving messaging through traditional and new media vehicles, and 3) the positioning of FBB within its market for family care organizations specializing in child abuse prevention. Having a communications plan will equip Family Building Blocks with the knowledge and information for implementing these communications strategies as needed. Successful implementation of this plan can be measured by standards already set up by FBB leadership and marketing department.

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FAMILY BUILDING BLOCKS COMMUNICATIONS PLAN 2012

Family Building Blocks: Keeping Children Safe and Families TogetherFamily Building Blocks (F

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