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

How to Build a Marketing & Communications Plan. United Way of the Bay Area Micheline Savarin, VP of Marketing. July 19, 2011. I. Executive Summary. Begin with a high-level summary of the marketing plan, which should include the following: Purpose Mission Statement

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

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  1. How to Build a Marketing & Communications Plan United Way of the Bay Area Micheline Savarin, VP of Marketing July 19, 2011

  2. 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

  3. II. Challenges and Opportunities • List three to five of the largest marketing challenges you face and how you can overcome them _____________________________________________ • Increase Brand Recognition (EXAMPLES) • Increase Market Share • Position UWBA as an innovator for making change on our road to cutting poverty in half in the Bay Area by 2020 • Foster relationships and partnerships with community businesses and organizations

  4. 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

  5. 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.

  6. IV. Overall Messaging Framework United Way Worldwide UWBA Core Message Key Messages Impact Areas Stability: Achieving Financial Stability Prosperity: Empowering the Next Generation Survival: Meeting Basic Needs

  7. V. Constituent/Stakeholder Analysis

  8. VI. Segmentation Matrices Segments 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

  9. 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?

  10. VIII. Communications Calendar

  11. IX. Short & Long-Term Metrics and Projections The 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.

  12. X. Conclusion Summarize all of the above.

  13. Thank you! Any questions?

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