... Introduction Come clean is a local nonprofit organization that sells household cleaning supplies in order to subsidize the cost of domestic violence and anger management classes that it offers as a part of its Family Violence Intervention Program (FVIP). Come Clean’s vision is stop the cycle of violence in the community. The company’s motto is that “when life gets a little dirty you have to Come Clean” (Come Clean, 2015). The slogan is clever in that it has a metaphorical and literal meaning. Come Clean offers a wide range of products essential to every household. Come Clean is a 501C3, however it relies on the revenue from selling products to create and offer programs to empower and drive positive changes designed to stop the cycle of violence in the local community of Lithonia, Georgia. This makes Come Clean a unique, niche company because it has a small segment of a market suitable for focused attention and it provides services not offered addressed by its immediate competitors. This paper will assess how Come Clean Inc. uses social media as a strategy for marketing and communications and will analyze the implications of the Internet and social media for the future as internet use is growing. According to the Pew Research Center, at the close of 2010, 77 percent of Americans use the Internet on a regular basis (Three Technology Revolutions, 2015). In addition to assessing Come Clean’s Internet and social media use, this is paper will highlight and evaluate...
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...Basic Elements of a Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Marketing Mix • The four Ps Product Price Place Promotion The Promotional Mix Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Model of the IMC Planning Process Review of marketing plan Analysis of Promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Advertising Sales promotion PR/ publicity Personal selling Direct marketing Develop objectives and strategy for each Develop message, media strategy, and tactics Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Retail communication planning Retail objectives • The primary objective is to build store traffic. • Retailers also use advertising to: – attract new customers – build store loyalty – increase the average sale – maintain inventory balance – create a sense of urgency Copyright © 2012 Pearson Education 1 8 -5 Retail communication planning Retail targeting • The first concern is geography. – Where do my customers live? – How far will they drive to visit my store? • The next concern is consumer taste. – Offers, merchandise, and advertising messages...
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...Directors, Community [UPDATE] ... After-hours trading of $AAPL resumed shortly thereafter RE-Fundraising.com Fundraising + Relationship Building Home Consulting Speaking Bio of Author Disclosures Analyzing Fundraising Strategies through the 80/20 Principle Knowing what produces our greatest results can make a real difference. When I speak to nonprofit and education professionals involved with fundraising the discussion inevitably turns to the ROI of funding strategies currently in place and ways to improve. I think many nonprofits have explored various types of funding sources and to some extent have a diversified fund development plan in place. Where many fundraisers go wrong is in identifying which of these strategies has become too time consuming and less productive to their organization. To help dissect this problem I utilized the principles of an economist born over 150 years ago- enter Mr. Vilfredo Pareto. In the business world most are familiar with the term the “80/20 Principle” or Pareto’s Law. Quick history lesson; Pareto was a controversial economist (who isn’t these days) that lived from 1848 to 1923 and he wrote a book where he included a law about income distribution. The mathematical formula he used to demonstrate a grossly uneven but predictable distribution of wealth in society where- 80% of the wealth and income was produced and possessed by 20% of the population. Pareto’s Law can be summarized as follows: 80% of the...
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...Conference of the Association for Research on Nonprofit Organizations and Voluntary Action in November 1999. This paper was submitted to the peer-reviewed academic journal Nonprofit and Voluntary Sector Quarterly for consideration. ¬¬¬¬¬¬¬¬¬¬¬¬¬¬_______________________ Nonprofits’ Use of the Media in the Influence of Public Policy: Is there a correlation between exposure in the media and positive results? DAVID A. RICE STRATEGIC POLICY CONCEPTS Abstract: The extent to which interest groups and the media influence policymakers has been a popular topic of research. However, there has been little research on interest groups’ attempts to use the media for the specific purpose of influencing policymakers. This paper examines the attempts of nonprofit advocates in Massachusetts to use the media to influence public policymaking. The research was conducted through a survey of policymakers, the media, and registered lobbyists for nonprofit and for-profit interest groups in Massachusetts. The results of the survey indicate that the majority of nonprofit advocates do not use the media as a tactic to influence policymakers primarily because they do not believe policymakers are very influenced by the media. The results also found that policymakers would view nonprofit advocates as being more influential if they frequently obtained media coverage of the issues important to them. The paper posits that the nonprofit sector’s degree of influence in the policymaking...
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...| MARKETING FOR A NON-PROFIT ORGANIZATION By: Ahmed Alhalal, Charles Hazzard, Dreu dixon, Faisal Al Mubayedh, Kelly Walker April 11, 2013 Introduction to Engineering Management- 2111-001 MARKETING FOR A NON-PROFIT ORGANIZATION By: Ahmed Alhalal, Charles Hazzard, Dreu dixon, Faisal Al Mubayedh, Kelly Walker April 11, 2013 Introduction to Engineering Management- 2111-001 | EXECUTIVE SUMMARY At the start of this project, our team was given a special opportunity to develop a hands-on marketing project with a non-profit organization. This non-profit organization goes by the name of The Lightfactory, and is known as one of four museums of photography and film in the United States. The board of directors requested our team to develop an e-mail campaign strategy to improve membership and donor rates. However, as systems engineers, none of our team members had any prior knowledge of marketing or segmenting. Therefore our team was forced to do some extensive research on non-profit marketing, as well as database segmenting. The ideals and concepts learned throughout the research process were eventually used as a foundation for completing the project objectives proposed by the Lightfactory board of directors. Segmenting the database was a success and provided some key insights about the LightFactory’s customer base. Most of the customer’s in the database were segmented into three major populations: Big givers, Middle givers, and Low givers. These segments are customers...
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...Executive Summary Sheri Kendrick, founder of local nonprofit Little Light of Mine (LLOM), has been a client of the agency, Lotus Public Relations. Included in this report will be a wealth of information from both primary and secondary sources that can be used to further the PR campaign. First off, the Research Report will display results from both a focus group and survey.Then, the target publics will be identified whom will be addressed in this campaign. After that, the goals and objectives will be highlighted that should be achieved throughout the campaign with the allocated budget. With the goals, objectives and budget in mind, the strategies and tactics will be explained as part of a campaign plan. Then evaluation criteria of our campaign will be organized to assure that the plan is effective, in conjunction with our goals, objectives, strategies and tactics. Included in this report will also be a year-long timeline of implementation for the next annual Gala. A Press Kit will also be provided.Then, as communication scholars, communication tools will be provide that Little Light of Mine should consider implementing within the organization. Finally, future directions will be provided for after this campaign has been completed and more donations have been received. Publics In the textbook Public Relations by Averill Gordon publics are defined as, “people as a whole, the community, or the nation and it can also mean people in general” (133). LLOM has...
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...equity by effectively using the appropriate IMC tools and how the IMC tools will benefit them. Table of content A. Background of Hewlett Packard Company 4 1.0 HP’s Target Audience 4 1.2 Integrated Marketing Communication objectives of HP 6 2.0 The Integrated Marketing Communication Mix of Hewlett Packard 7 2.1.1 Advertising 7 2.1.2 Online Marketing 8 2.1.3 Personal Selling 8 2.1.4 Sponsorship 8 2.1.5 Public Relation 9 3.0 Measuring IMC outcomes 9 B. UNICEF 12 1.0 Target Audience of UNICEF 12 1.1 Market Segmentation 13 1.2 Integrated Marketing Objectives of UNICEF 13 2.0 The Integrated Marketing Communication Mix of UNICEF 14 2.1.1 Social Media 14 2.1.2 Sponsorship 14 2.1.3 Online marketing 15 2.1.4 Events 15 2.1.5 Public Relation 15 3.0 Measuring IMC outcomes 16 4.0 Analysis of IMC practices between the two organizations 16 5.0 Conclusion 17 6.0 References 19 Appendix A: 21 APPENDIX B: 22 APPENDIX C: 22 A. Background of Hewlett Packard Company Hewlett Packard (HP) is an American Multinational company that delivers personal computers, software’s, technologies, and solutions to companies, government, and healthcare and education sector. HP was established in 1939...
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...New Media & Society, forthcoming Modeling the adoption and use of social media by nonprofit organizations Seungah Nah; Gregory D. Saxton Seungahn Nah and Gregory D. Saxton. (forthcoming). Modeling the adoption and use of social media by nonprofit organizations. New Media & Society, forthcoming. Abstract: This study examines what drives organizational adoption and use of social media through a model built around four key factors – strategy, capacity, governance, and environment. Using Twitter, Facebook, and other data on 100 large US nonprofit organizations, the model is employed to examine the determinants of three key facets of social media utilization: 1) adoption, 2) frequency of use, and 3) dialogue. We find that organizational strategies, capacities, governance features, and external pressures all play a part in these social media adoption and utilization outcomes. Through its integrated, multidisciplinary theoretical perspective, this study thus helps foster understanding of which types of organizations are able and willing to adopt and juggle multiple social media accounts, to use those accounts to communicate more frequently with their external publics, and to build relationships with those publics through the sending of dialogic messages. Keywords: social media, new media, nonprofit organizations, Facebook, Twitter, technology adoption and use, diffusion of innovation, dialogue, organization-public relations Modeling the Adoption and Use of Social Media 2 ...
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...the needy and provide support and comfort for military members and their families. The American Red Cross collects, processes, and distributes blood and blood products. They offer compassionate services to educational programs that promote health and safety and international relief and development programs. Founded in 1881 by Clara Barton, the American Red Cross has become the nation’s premier emergency response organization (American Red Cross, 2011). Quality management and customer service are among the highest ranked aspects of the organization. This is apparent in the SWOTT analysis of the organization as well as in the mission and vision statements, and the American Red Cross’s strategic planning. The American Red Cross has more than half a million volunteers and 35,000 employees and they are dedicated to providing quality relief to victims while offering excellent customer service. SWOTT Analysis Strengths Weaknesses Opportunities Threats Trends Strategic Position The American Red Cross is a national brand that demands global attention due to its global humanitarian efforts. According to The American Red Cross website (2011) “The American Red Cross helps vulnerable people and communities around the world prepare for, respond to, and recover from natural disasters, humanitarian emergencies and health crises by mobilizing the power of the world's largest humanitarian network, made up of 186 Red Cross...
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...the market place where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. Therefore, cause branding provides an effective alternative to enhance brand equity by associating brand with an appealing cause. This project explores effectiveness of cause related marketing strategy and tries to find the answer to the question “How it impact to brand building?” It gives brief introduction to the concept of cause branding, its definition and difference between cause marketing and corporate philanthropy and corporate sponsorships. Then, it tells about the inception of cause marketing, its evolution into cause branding and need for cause related marketing, collected primary data analysis and secondary data examples which benefited from this marketing strategy. Introduction Creating brand equity is the most powerful weapon in a company’s armor to beat the competition. In the fiercely competitive market place of today where customer and societal expectations are changing rapidly requiring constant innovation of new ideas, products and services, strategy and social responsibility provide the shortest route to an organization’s success. In recent times, corporate social responsibility has gained lot of importance among companies because of its long-term benefits. Companies should be responsible to the society for their activities...
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...another major factor that has forced private sectors to cut down their donations. Likewise, the individuals feel increasing pressure on their financial position and are not willing to donate money to charities. As a consequence, it is inevitable for Endeavour to implement a marketing plan and marketing strategy. This will help the organization deliver a message to the people with the same interest and to expand sources of funding as well as maintain the relationship with clients (donors). Objective Endourvour’s main objective is to give an opportunity to disable people and boost their social skills and confidence in the working environment. Australia has four million people with disabilities and that has become a concern. The aim of this marketing proposal is to assist the organization in raising funds of 20 million by 2015 and build a long-term relationship with the donators. SWOT Analysis |Strength |Weakness | |Endeavour Foundation is one of the largest non-government disability |Lack of technology using for communication and public involvement | |service providers in Australia |Financial constrain limits the organizations ability to communicate | |Receive strong support from the government |to the public | |Provide wide range of products...
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...Samuel, Ho Lee、Fullness Social Enterprises Society、Lingnan University、852-9834 9725、sleeho819@hotmail.com、samuellee@ln.edu.hk Erica, Kim Man Lee、Fullness Social Enterprises Society、Lingnan University、852-91082586、erica_lee02@yahoo.com、ericalee@ln.edu.hk Mike, Hyung Min Lee 、Dongguk University、 wemakemoves123@gmail.com Jacqueline Kelleher、Pace University, NYC Campus、jk56646n@pace.edu Katy Kaestner 、Trinity University、kkaestne@trinity.edu ABSTRACT The processes and outcomes of a service learning project conducted by a group of five students and engaged with a nonprofit organization are described in this paper. The processes and outcomes are evaluated with respect to the effectiveness of service learning as an educational means and the contribution to the nonprofit sector made by service learning initiatives. The findings include the benefit of the initial ambiguity of the service learning project and the benefit of the project outputs to the nonprofit agency. It is concluded that researchers may need to figure out the absolute relationship between initial ambiguity and the effectiveness of a service learning project and that between project outputs and the benefits received by the organization concerned. It is also concluded that researchers need to study how to keep participants’ passion towards the nonprofit sector after completion of their service learning project. KEYWORDS Service learning, volunteering, nonprofit organizations, social enterprises 1. INTRODUCTION ...
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...Because business is present in the economy, we are able to consume and enjoy many more goods and services than we otherwise could if we had to produce everything on our own. You eat food that is grown and often prepared by someone else. Your clothes are sewn by someone else. Your car, MP3 player, computer, and cell phone were produced by someone else. The movies you watch and the music you listen to were all created by someone else. If you produced everything on your own, you would have little access to medical and dental care. These items are a part of everyday life and would not be available if not for markets and business. For-profit and nonprofit organizations play important roles in the economy. For-profit organizations produce goods and services, and provide employment with the primary goal of generating financial gain, whereas nonprofits are not in the businesses of financial goal. They employ people, take in revenue, and provide goods and services with the fundamental goal of serving humanitarian or environmental needs. For-profit organizations help raise the standard of living through taxes, which the government spends for providing the facilities to the people, and for the well-being of...
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...INTEGRATED MARKETING COMMUNICATIONS PLAN Kathrine M. Decker I St. Bonaventure University Promotions and Marketing for Public Relations Contents 3 Executive Summary 5 Situation Analysis 11 Market Research 13 SWOT Analysis 17 Overall IMC Strategy 18 IMC Objectives 19 Marketing Strategy 21 Target Audiences 23 Creative Brief 24 Corporate Identity 28 Public Relations Campaign 36 Online Initiatives 46 Advertising Initiatives 50 Campaign Timeline 51 Campaign Budget and ROI 53 Evaluation 55 Conclusion 56 Appendices Contents Promotions and Marketing for Public Relations Executive Summary Trading Post Community Care Center is a nonprofit organization in Springville, New York. It relies entirely on the time and dedication of volunteers and the contributions of donors to serve the community. Trading Post offers an array of services, the most prominent being a clothing exchange program and food pantry. Its primary competition includes other organizations in the community that vie for donations and volunteers, most commonly churches, hospitals, and schools. Trading Post served more than 18,000 clients and acquired 7,500 volunteer hours in 2009, but overall awareness is low. Research determined that most of its services had less than 50 percent awareness in the community. Trading Post is not recognized as a separate entity from its parent organization...
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...Introduction “Don’t Bully My Breed” is a registered 501c3 non-profit animal rescue and advocacy group that is dedicated saving “pit bull” type dogs from animal control and kill shelters and placing them in foster homes located all over Illinois and Northwest Indiana. This non-profit organization works very hard to assist the public with protecting and caring for these breeds. The organization helps to spay/neuter, fight against breed-specification legislation, help other rescue organizations and individuals by posting images of their dogs on their webpage for viewers to see, screen adoption applications for other non-profit organizations, educate the public about responsible bully breed ownership, combat dog fighting, and help promote a positive image and understanding of all bully breeds. They are a 100% volunteer organization and rely solely on donations from supporters, adoptions, and money they raise through fundraisers which all go right back to the dogs. In 2014, this organization helped rescue, rehabilitate, and, when they were ready, find forever homes for over 40 bully breed dogs. The non-profit organization “Don’t Bully My Breed” provides pit bull advocates with a code of ethics, and they fully support and help rescuers/owners practice ways of being a good handler of this specific breed by providing guidelines for them. So the question is, how do we make an organization receive a better reputation and more awareness to the public due to the type of breed of dog they...
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