This document presents an integrated marketing communications campaign to increase brand awareness of A Safe Haven, a non-profit organization that helps homeless families and individuals in Chicago. The campaign aims to attract more corporate donations by targeting decision-makers at potential donor companies. Key elements include launching a rebranding effort, organizing a balloon release event, creating a "Pictures of Hope" photo series, leveraging owned, earned, and social media, and establishing metrics to measure the campaign's success over a 6-month timeline with a budget of $23,000.
3. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
What have I done for
Christ today??
Whatever you did for one
of the least of these
brothers and sisters of
mine, you did for me.
7. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Challenge
How can we use
marketing to
attract more
corporate
donations?
.
8. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Challenge
RESEARCH INSIGHT 1
Corporate donors look
for non-profit partners
that have clear, strong,
well-known brands.
.
Jason Held
Director of National Corporate
Partnerships at Playworks
9. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Challenge
Survey – Have your heard of A Safe Haven?
Yes
38%
No
62%
Survey Monkey
online survey
26 responses
June 21-29,2016
10. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Objective
Increase brand awareness
among people in Chicago
who are the customers of
our corporate donors and
have the decision power
to make donations.
11. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Strategies
Emotional
Connection
Optimized
Owned Media
Solution-Based
Message
Leverage
Earned Media
13. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Persona
• Name: Josh
• Age: 35 year-old
• Ethnicity:Caucasian
• Martial Status: Married
• Children: one
• Education: MBA
• Household Income: $80,000
Personal Information
• Goals: Financial stability,
Career growth
• Values: Family, Giving back to
the community
• Fears: Job security, Safety in
the city
Goals andValues
• JobTitle: Senior
Financial Analyst
• Company: PwC
Job Information
14. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Positioning
The proven, comprehensive solution for
ending homelessness in Chicago by giving
families and individuals access to treatment,
housing, and jobs.
15. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Reaching the
Target Market
RESEARCH INSIGHT 2
A vast divide of location,
income, education, and
ethnicity separates our
target market from the
people served by A Safe
Haven.
16. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Reaching the
Target Market
Substance
Abuse
26%
Mental Illness
21%
Laziness
3%
Job Loss
18%
Low Income
8%
Poor Education
5%
Affordable
Housing
4%
Other
15%
Perceived Primary Cause of
Homelessness in America
Source: Homelessness in America
Americans’ Perceptions, Attitudes
and Knowledge
Gallup Poll, Nov. 2007
17. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Reaching the
Target Market
Unemployment
55%
Poverty
20%
Affordable
Housing
7%
Domestic
Violence
5%
All of the Above
7%
Not Sure
6%
Perceived Causes of Family
Homelessness in Chicago
Source:Tracking Public
Opinion on Family
Homelessness: Chicagoans
Support City Action toCombat
Family Homelessness
The Institute for Children,
Poverty, and Homelessness
Feb, 2011
18. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Reaching the
Target Market
RESEARCH INSIGHT 3
Personal causes mental
illness, substance abuse
get less support.
Structural causes
affordable housing,
unemployment generate
more support.
Family homelessness
associated with
structural causes, gets
more sympathy.
19. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Children are the voiceless victims of
homelessness.
Central
Communications
Platform
31. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
KPIs
Facebook:
• Double our likes
• 10% increase in engagement
Twitter:
• Double our followers
• 10% increase in engagement
Website:
• 10% increase in unique visitors
Public Relations:
• Increase in web visitors and social media followers
• 50%+ of press stories should include key message playback
32. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Timeline
Aug-Oct Nov Dec Jan March July >
Branding
makeover
for web and
social
media.
Soft launch
- seed news
stories
homeless
kids &
school
Campaign
begins -
Balloon
launch
Utilize
content on
owned and
social media
Seed news
stories
about
homeless
kids &
holidays
Follow up
on social
media
Seed news
stories
about
homeless
kids & state
budget
Follow up
on social
media
Picture of
Hope
begins
Utilize
social and
earned
media
Continue to
generate
social media
content
Picture of
Hope
photos
revealed
Utilize
social and
earned
media
Continue to
generate
social media
content
33. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Budget
Pictures of Hopes
$18,000
Balloon Launch
$5,000
34. LOYOLA UNIVERSITY CHICAGO, QUINLAN SCHOOL OF BUSINESS
Further
Considerations
Marketing budget
Programmatic advertising
Out-of-house advertising
Hadeel Al-hindi Account Planner
Ivory Chang Creative Director
John Lawrence Account Director
Hadeel
We’ll discuss how we determined that are primary objective is to raise awareness of A Safe Haven.
How our three major insights about corporate donors, the target market, and perceptions of homelessness led us to build an integrated marketing campaign …..
Hadeel
A majority of Chicagoans believe unemployment is the top cause of family homelessness, a finding that remains steady regardless of race, income or employment status
Hadeel
A majority of Chicagoans believe unemployment is the top cause of family homelessness, a finding that remains steady regardless of race, income or employment status