DAMIANOTHE

CENTERStudent to Business Initiative IMC Plans Book

As Many Stories as the People We Serve

A special Thank You to…

David Benson and supporting staff at The Damiano Center for their time spent working alongside us throughout the past months.

Jim Vileta for his expertise and guidance through our research phase of this project.John Kratz for his enthusiasm and support while leading us through this program.

Sandi Larson, Curt Walczak, and The Center for Economic Development for your assistance.The Labovitz School of Business and Economics for creating the Student to Business Initiative program. We are grateful for the opportunity to apply our creativity and strategic thinking to make a difference in

our community. Aleah Salloway for her creative talent and diligent work ethic.

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Prepared with assistance from the UMD Center for Economic Development and the Labovitz School of Business and Economics

Presented on December 11th, 2014 by:

“Marketing is no longer about the stuff you make, but about the stories you tell.” — Seth Godin

Our Philosophy

We believe the defining component of an effective integrated marketing communications plan is storytelling. Our approach is simple: to not only help those in need, but to allow them to be heard.

Creating better communities stems from a desire to selflessly serve others. As an agency, we strive to provide our clients with clarity, consistency, and the necessary tools to maximize their potential.

Our Team Mollie VanArsdale | Katie Swanson | Jessica Jensen 2

Table of Contents

1 Acknowledgements2 Agency Philosophy3 Table of Contents4 IMC Definition5 Executive Summary6 Business and Communication Objectives7 Situational Analysis Internal Analysis External Analysis Environmental Trends Competitive Analysis10 Target Audience Analysis Market Segmentation Brand Character Positioning

14 Creative Strategies The Golden Circle Key Messages Brand Standards17 Promotional Mix Paid Media Owned Media Earned Media25 Plan Implementation Budget Implementation Timeline Measurement Tools28 Sources

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What is IMC?

Integrated Marketing Communications (IMC) is a strategic approach to advertising by means of unifying promotional vehicles through the use of consistent communication. All communication efforts such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together to share the client’s story in a manner that emotionally resonates with their target audience.

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Executive SummaryThis IMC plan is the foundation upon which The Damiano Center can implement a solid advertising campaign. We strive to increase awareness, subsequently resulting in tangible results, such as a greater number of donors and volunteers. We did an extensive amount of research to identify an accurate target market, segmented into three key audiences, for more effective advertising. After completing the research, we applied marketing concepts with consumer trends to ensure successful executions of our recommendations.

Our general goal is to help The Damiano Center increase donations by 10% in the coming year and also increase volunteer engagement on a recurring basis. These recommendations include strengthening their online presence, integrating the use of more social media platforms, modifying the newsletter design, and promoting a consistent brand identity.

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Business and Communcation ObjectivesBusiness Objectives:

• Increase private monetary donations from businesses and individuals

• Increase the number of consistent volunteers

Communication Objectives:

• Engage target market on existing social media platforms

• Educate and inform community of the wide array of services The Damiano Center offers and

their importance to those who utilize them

• Develop messaging strategies that resonate with our target audience using various platforms

• Continuously engage current donors, volunteers and supporters of the organization

• Boost brand recognition through the consistent use of unified brand standards in all

communication efforts

• Overcome common community misconceptions. Inform community that:

-Damiano Center offers more services than simply existing as a soup kitchen

-CHUM is distinct from Damiano Center and other nonprofits in the region

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Situational AnalysisINTERNAL ANALYSIS

Previous promotional efforts:

Paid Media • Direct mail (newsletter and direct appeal letter)• Minnesota Public Radio spots• Thank you letters to donors

Owned Media• Facebook page• Website• Volunteer database• Donor database• Annual report• Branding• Online giving

Earned Media• Facebook advertising from aimClear• Media coverage• Two promotional videos produced by professional companies• Business sponsorships with local companies• Word of mouth

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Internal Strengths: • Increased volunteer and donor activity during holiday season ~ 34% of individual contributions are received in November and December• Committed, quality volunteer base

Internal Weaknesses:• Volunteer shortage during summer months • Community lacks awareness of range of services offered• Duluth community is unaware of the need and high demand for services

EXTERNAL ANALYSIS

By supporting The Damiano Center, donors and volunteers hope to achieve:• Recognition Donors: Brand Awareness and Return on Investment Volunteers: Words of Affirmation• Contribute toward a cause that they care about• Be a part of a meaningful organization

How donors and volunteers perceive The Damiano Center:• Assume demand for services is greatest during the winter• View soup kitchen as their primary service

ENVIRONMENTAL ANALYSIS

Current trends that may affect the promotional program:• Opening of Steve O’Neil Apartments will likely increase demand for

services• State of economy affects how much discretionary income donors have

to give • Economic conditions also influence demand for the use of services

Situational Analysis

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Competitive Analysis

Services

Mission

1,463

• Stabilization Services

• Distributive Services

• Outreach and Organizing Services

People of faith working together to provide

basic necessities, foster stable lives,

and organize for just and compassionate

community.

293

• Clothes that Work• Community Services• Kids Café• Clothing Exchange• Soup Kitchen

Building a Stronger Community, Serving

People in Need.

151

• On-site meals• Food Shelf• Hygiene kits• Referral sources• Support groups• Overnight stay

(25 max)

Provide a Christian community, open to

families and all people who come to us for a safe,

caring environment for building up, with dignity and compassion, the Hope of

our fellow man.

Hubspot Website Grade

50/100 35/100 35/100

Lack social media and not set up for search engine

optimization

Not mobile friendly Lack marketing analytics and not set up for search engine

optimization

Rationale

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TARGET AUDIENCE

We feel that Damiano’s target audience conveys the following personality traits:Compassion | Selflessness | Generosity | Kindness

Volunteer DemographicsGender: Male and FemaleAges: 55-64 years old Life Stage: Adult, Senior, Empty Nesters, RetiredBirth Era: Baby BoomersMarital Status: Married, Widowers

Volunteer Beliefs & Attitudes:Damiano is run almost entirely by volunteers. For this reason, having a large number of volunteers on hand is imperative to the ongoing success of this organization. The target age for volunteers is active 55-64 year old Baby Boomers looking to stay active while giving back to their community. They find fulfillment by selflessly donating their time and skills to prepare hot meals or assist with running other programs that Damiano provides.

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Individual Donor DemographicsGender: Male and FemaleAge: 55-64 years oldLife Stage: Adult, SeniorBirth Era: Baby Boomers Marital Status: Married Annual Income: $75,000+

Individual Donor Beliefs & Attitudes:Damiano cannot rely on grants alone to provide the necessary funding. They also need to focus their efforts on individual donors. This market segment consists of individuals with discretionary income, college graduates who have a strong desire to give back to the community, as well as have an emotional connection to The Damiano Center.

Business Donors Beliefs & Attitudes:Mid-sized to large businesses in the Duluth area who care about Damiano’s cause. These companies have the means to help and want to contribute in the efforts of providing life changing programs and services to the less fortunate. May also be seeking to continuously improve the public’s perception of their company.

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Market Segmentation

Brand CharacterThe Damiano Center has a very strong reputation that holds integrity and accountability among the

Duluth community. For over 30 years, they have served those in need and continue to grow and adapt to the needs of the community.

Their commitment to providing quality meals and services make them a reliable place for assistance and support. Damiano has worked hard to build innovation and a sense of hope within their organization in aspiration that those in need will feel heard, respected, safe, and supported.

The Damiano Center’s character can be described as:Altruistic | Welcoming | Respectful | Dependable | Uplifting

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Positioning

What is Positioning?

“The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.”

The Damiano Center is a nonprofit organization that cares about the well-being of our community. Knowing people feel safe and nutritiously fed due to their actions fills their hearts with joy. They are dedicated to helping those in need by means of food, clothing, bus fare, and job seeking materials.

A key differentiator of The Damiano Center is the wide range of services they provide. Damiano strives to not only serve as a soup kitchen, but also as a place for new beginnings through their various programs. As an organization, they are committed to building people up to reach their full potential and continue to better themselves.

Positioning Statement

For the generous citizen searching for a meaningful way to enrich lives and make a difference in the Duluth community, The Damiano Center is a place where those in need will not only be helped, but will have their stories be heard.

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The Golden Circle

WHAT

HOW

WHY

Serving our neighbors in need using five programs: Soup Kitchen, Clothes That Work, Clothing Exchange, Kids Café, Community Services.

Each person has a story to share. It is our job to not only help others, but to allow them to be heard.

Hardworking personnel, dedicated volunteers, generous donors, and a community that cares.

Why? How? What?

Feel Think Act

“People don’t buy what you do, they buy why you do it.” —Simon Sinek

Messaging should come from the core and start with the WHY.

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Key Messages

The following call-to-action statements can be used to motivate and engage your audience to create desirable results.o Hear their stories.o Lend a hand to help fight hunger.o Be the difference. Volunteer.o There are more ways to give than money. Give your time!o Our vision needs you.

TAGLINE

TRUELINE

MISSION

As many stories as the people we serve.

Building a Stronger Community, Serving People in Need.

New beginnings start here.

Our focus for this campaign was to share compelling stories that inspire our audience. With storytelling at the core of our communication strategy, all messaging should resonate emotionally with our audience.

Your over-arching strategy for achieving your purpose is your mission, which remains unchanged. We have developed a trueline, which is an internal expression of your brand’s most compelling differentiator. The campaign tagline serves as the out-facing expression of your trueline.

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Brand StandardsBy establishing brand standards to be followed across all marketing and communications, customers will be more likely to notice, recognize, and remember your organization. Our rebranding reccomendations are included below.

C: 34%M: 13%Y: 77%K: 0%

C: 61% M: 38%Y: 83%K: 20%

C: 46%M: 15%Y: 8%K: 0%

C: 99%M: 89%Y: 27%K: 14%

C: 0%M: 27%Y: 71%K: 0%

C: 5%M: 58%Y: 59%K: 0%

Font:

Century Gothic, Regular

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Promotional Mix

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Paid EarnedOwned

Direct Mail WebsiteFacebook PageLinkedIn Page

Testimonials

Promotional mix is a blend of paid, owned, and earned media. Similar to a tripod, each media element is an important part of the whole and contributes to the overall marketing strategy. The illustration below outlines our recommended elements that will work together to form a cohesive marketing mix.

An updated newsletter will revitalize the organization’s image. It is best used for sustaining support and encouraging donor loyalty. In order to continually drive donor retention, we have redesigned the template of the newsletter.

Key additions to the layout include:• Volunteer / Board Member Spotlight• Timely In-kind Donations• Additional Story (either an industry related story,

program update, or emotional story)

We chose to print in full color with the understanding that it engages the reader most effectively. As previously constructed, photos and content for the newsletter should be sent to ProPrint for formatting and printing each quarter.

In an effort to become more sustainable and cut costs, we included an option for recipients to opt-out of direct mail and receive the newsletter electronically by emailing info@damianocenter.org.

Direct Mail

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Webpage RedesignUsing a platform called Wix, we developed a new webpage for The Damiano Center. One of the key determinants for selecting Wix was its ease of use and simplistic approach to web design. With no HTML experience needed, this website redesign is a realistic and managable solution. We recommend implementing the following changes to make your webpage easy to navigate and reflect a modern look.

Responsive Web DesignWith over one-third of viewers accessing webpages on a tablet or mobile device, a website that supports all platforms is essential. Responsive web design allows for easy and accurate viewing, regardless of the device being used.

e-NewsletterWe recognize the power of print, but believe there is benefit for publishing the newsletter online for public viewing.

Social Media ButtonsIn order to expand your online presence, the inclusion of social media buttons on your homepage is a simple way to connect readers to your social media platforms.

ConsistencyUsing a consistent color scheme that aligns with brand standards will aid in brand recognition and help viewers remember your organization.

Sticky ContentWith storytelling at the core of our messaging strategy, we developed a separate page titled, ‘Hear Their Stories’. This area can serve as a central hub for sharing compelling stories that were previously classified as news.

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Social Media: FacebookFacebook is the most widely used social networking platform, so nonprofits should use it to their advantage. MKJ Creative advises setting up a monthly calendar describing the content to be posted. By doing so, you can target posts to highlight events, program needs, community outreach opportunities, stories of those impacted, or statistics that reflect the importance of supporting your services.

Page Design· Profile Picture: New logo· Cover Photo: Incorporates tagline (as picured right)

Messaging Strategy· Share interactive statuses to keep followers engaged· Post compelling stories to continuously gain supporters and followers

Visual Storytelling• Post pictures of individuals using their services (e.g., children at Kid’s Café doing art projects)• Emphasize donor, volunteer, and board member involvement

Make each post count by offering something valuable or interesting to your audience.• Minimum: 2 posts per week• Aim for quality content vs. quantity• Facebook engagement is best on Sundays and Wednesdays• Track follower engagment and traffic using dashboard to determine optimal times to post

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Social Media: LinkedInMost nonprofits rely on Facebook, Twitter, and YouTube for their social media presence. However, many fail to recognize the substantial impact LinkedIn could have on their networking efforts. By expanding your social media presence, you are broadening your outreach and will gain a larger following. LinkedIn will help you gain access to more supporters through networking.

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Get your Damiano’s name out there by sharing your mission statement and background. It would be helpful to state the programs offered to give readers a better idea of what it is you do and the services you provide to the community.

It is essential to inform and invite current board members, donors, and volunteers to follow The Damiano Center. The ability to view users who have visited your page provides insight on your target audience and opportunities to broaden outreach to potential donors and volunteers through direct mail.

A successful social media presence comes from keeping your followers informed. Post about events, fundraisers, stories, organizational needs, and the difference you are making within the community. A great tool to drive engagement is to ask and answer questions that followers may have.

We highly recommend upgrading to a Business Plus membership for $59.99/month. Buying annually will save you 20%, for an annual cost of $575.88.

Key features include:• 10 InMail™ messages: Lets you contact anyone on LinkedIn• Who’s Viewed Your Profile: See who’s viewed you in the last 90 days and how they found you• Premium search filters: Zero in on the right people, faster• Expanded network visibility: Get more profile info for people you’re not connected to

Social Media: LinkedIn Demographics

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LinkedIn is a viable social media platform for connecting with prospective donors, volunteers, and board members. As the graphs below demonstrate, LinkedIn serves as a key touch point for your target market segments.

Testimonials

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“A community that cares for its citizens most in need is a community that flourishes.” – Laurie O’Neill, Board Member

“None of what Damiano does happens by accident. It takes a lot of work in raising funds and organizing effort for it to provide its services. The Damiano Center’s successes are those of the many who support it.” – John D. Kelly, Board Member and Volunteer

Word-of-mouth advertising is a powerful tool for establishing credibility and value to your organization. Written testimonials are a form of earned media that serve as social proof. Hearing the stories of how Damiano has impacted the lives of volunteers, board members, donors and guests emotionally resonates with the people they are shared with. The following testimonials can be incorporated throughout promotional materials, such as the newsletter, webpage and social media.

“The staff is the critical element in Damiano’s mission of service. They are energetic, caring people who inspire by their example in carrying out work that is essential to our society. If the character of a community is revealed in the way it provides for those who suffer misfortune, and I believe it is, Damiano is a reflection of the strength of ours.” – John D. Kelly, Board Member and Volunteer

“We started volunteering at The Damiano Center through a class we are taking at St. Scholastica. Our time here has been so rewarding. We love seeing the friendships built between the children at Kids Café and the kids’ attachment to us. We know some of these children’s families are going through tough times, so being able to give them a few hours of escape to just play with other children, do arts and crafts, or play foosball and board games is an amazing feeling. While we are here, we also educate the children on basic health practices. For example, sharing the importance of brushing your teeth and nutritious foods to eat. Overall, we truly enjoy our time volunteering here and can tell we make a difference in these children’s lives, even if it’s only for a few hours.” – Lindsay and Roxanne, Kids Café Volunteers

“The community should care because we are all better off when we are all better off. The more a person’s basic needs are tended to, the less emergency care s/he will need, the less trauma s/he is likely to experience. Keeping that to a minimum benefits us all. People can donate money, of course, to fund the programs and to help with building costs. Volunteers do much of the work of the center and are always needed and welcomed.” – Mary Dragich, Board Member

Testimonials

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“I started volunteering at The Damiano Center early June and fell in love with what this nonprofit does for our community. I was so inspired that I joined the AmeriCorps. The AmeriCorps placed me at The Damiano Center, which I could not be happier about; my family and friends are here. There is no other job that would be more satisfying for me, no matter the pay. I believe so strongly in Damiano and think their services greatly and positively influence the people who come here. They are a safe haven to those in need.” – John, Kids Café Staff“I support The Damiano Center because Damiano delivers

essential services to members of our community with care and respect. This care and respect is evident in the services that Damiano develops and provides and in how the staff treats the precious investment from the community that makes our mission possible. I believe this depth and breadth of commitment are exceptional qualities that make all forms of support for Damiano go that much further in alleviating real needs and encouraging positive outcomes for people.” — Margaret Hodnik, Board Member

“I am a single mother of five children with little to no support. Every day is a struggle to put food on the table for my children, and many days I wasn’t able to. Then one day I heard about The Damiano Center and all of the services they provide. I have now been coming here for about six years. I know without Damiano my family and I would not have survived; they were our saviors. I now spread the word to everyone I meet in need of help. I am so thankful for what they do here and the people I have met throughout the years.” – Heather, mother of a Kids Café participant

“Damiano is people working together to meet basic human needs: food, clothing and dignity. Spend some time there and you will see people, serving and being served, becoming part of a community in which each gives to the other. I think that this is something that attracts volunteers and keeps them coming back.” – John D. Kelly, Board Member and Volunteer

Monthly Quarterly Annually

CAMPAIGN BUDGET $22,000

PAID MEDIAPrinting & Mailing Newsletter $1,188.17 $4,752.68(postage not included)

OWNED MEDIAeCommerce Wix Account $16.17 $194.04LinkedIn Business Plus Account $59.99 $575.88

TOTAL COSTS $5,522.60

Budget

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Advertising BudgetPrevious Advertising Costs

Implementation TimelineAnnual Marketing Schedule

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Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Direct Mail NewsletterWebpage LaunchRebranding LaunchLinkedIn Page Launch

Social Media Marketing Schedule (Monthly)

Week 1 Posts promoting timely community events for the monthWeek 2 Posts sharing empowering stories of how Damiano has impacted individualsWeek 3 Posts containing statistics related to hunger and povertyWeek 4 Posts recognizing volunteers, donors, and/or board members

We recommend a minimum of two posts per week across all social media platforms. More posts equals more exposure!

Measurement ToolsFacebookUsing dashboard, you can monitor and measure your posts outreach. Its easy-to-read graphs present an overview of page likes, post likes, post reach, clicks, engagement and more.

LinkedInBy subscribing to a premium version of LinkedIn for a small monthly fee, you will be able to see who is looking at your site. As a result, you can track and target who your audience is on this particular platform.

Direct MailTo measure direct mail, utilize the enclosed donation envelopes recipients mail back to analyze the effectiveness and donor response rate. You can also attach a survey question to the donation envelope asking if the recipients would rather have the newsletter sent via email to reduce their carbon footprint.

WebsiteWe encourage you to use Google Analytics, a free service offered by Google that gathers web traffic statistics. Not only will Google Analytics allow you to track sources of website traffic, but you will also be able to evaluate online giving and which links on your page are getting the most clicks.

For a step-by-step explanation on how to set up Google Analytics, we suggest referencing the following site: https://support.google.com/analytics/answer/1008080?hl=en

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DAMIANOTHE

CENTERStudent to Business Initiative IMC Plans Book

As Many Stories as the People We Serve