United Way of the Bay Area Micheline Savarin, VP of Marketing

July 19, 2011

How to Build a Marketing & Communications Plan

I. Executive Summary

• Begin with a high-level summary of the marketing plan, which should include the following:

–Purpose

–Mission Statement

–History you want to give the audience

–Strategic Focus for the course of the Marketing Plan

II. Challenges and Opportunities• List three to five of the largest marketing

challenges you face and how you can overcome them

_____________________________________________

1. Increase Brand Recognition (EXAMPLES)

2. Increase Market Share

3. Position UWBA as an innovator for making change on our road to cutting poverty in half in the Bay Area by 2020

4. Foster relationships and partnerships with community businesses and organizations

III. Situation Analysis• Analyze the situation, looking at internal and external factors__________________________________________Your Company’s Analysis (INTERNAL)• Organization goals and priorities• Products to marketing• Market share

Competitor Analysis (EXTERNAL)• Market position• Market shares

III. Situation Analysis (Contd.)• Additional internal and external factors:

__________________________________________Macro-environmental PEST analysis• Political and legal environment• Economic environment• Social and cultural environment• Technological environment

SWOT Analysis • The firm’s internal attributes can be classed as strengths and weaknesses.• The external environment presents opportunities and threats.

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IV. Overall Messaging Framework

Live UNITED

Advancing the Common Good

Harness expertise, creativity and philanthropy to create pathways out of poverty

•1:5 Bay Area families cannot make ends meet•By 2020, help 187,000 families get out of poverty•Harness the power of all sectors, through collective impact •Co-create a Roadmap•Mobilize an Army of Champions•Continuous evaluation and program improvement•Help individuals and companies realize their philanthropic potentialSurvival:

Meeting Basic NeedsStability:

Achieving Financial StabilityProsperity:

Empowering the Next Generation

United WayWorldwide

UWBACore Message

KeyMessages

ImpactAreas

V. Constituent/Stakeholder Analysis

• Donors --Number

--Type

--Value drivers

--Decision process

--Relevant Services/ Programs

• Program Partners --Number

--Type

--Value drivers

--Decision process

--Relevant Services/ Programs

• Clients --Number

--Type

--Value drivers

--Decision process

--Relevant Services/ Programs

VI. Segmentation MatricesSegments must be:

Substantial: the segment has to be large and profitable enough (strong ROI)

Accessible: it must be possible to reach it efficiently

Differential: must respond differently to different marketing mix

Actionable: you must have a unique product/ service for the segment

Measurable: size and impact can be measured

VII. Marketing Channels & Tactics• What channels (print, newsletters, e-blasts, in-person meetings) will be used to communicate with each constituent?

• What will be 1:1 and what will be broad-based?

• How do all the channels work together -- need to hit same message to same grop using multiple distribution channels?

VIII. Communications CalendarTIMELINE

January February March April May June July August September October November December

Mass Media

Advertising

PR

UWBA Events

Year-Round Workplace

Strategic Communications to Stakeholders

Newsletter

Annual Report

Newsletter

All Constituents w/ Email

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: Newsletter

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: TBD

Monthly Email: T Newsletter

Community Conversations

2 Emails 2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

2 Emails

Social Media (All Constituents Opting In)

CEOs ECCs/Companies

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

YR-round commun

Non-Workplace Donors

I-Givers

New Markets/Clusters

Independent Earners & Lapsed Donors

Lapsed e-pledge letter

New Donors

Leadership Giving

Tocqueville Friends & Family

Event

Emerging Leaders Newsletter

Community Impact

Regular Twitter posts, periodic Facebook posts

’10 Materials @ Campaign Kickoffs

End Poverty buzz building

Poverty Campaign Launch

Letters to lapsed corporate gifts

Direct Mail: annual gift request

Lapsed Donor Survey Direct Mail: annual gift

request

IX. Short & Long-Term Metrics and ProjectionsThe selected strategy’s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts and expenses as well as the results of a break-even analysis.

X. Conclusion

Summarize all of the above.

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Thank you!

Any questions?

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