Assignment Presentation of Communication Plan by
Alisha Tilley Jessica Ginikos Naruetai Tongsomboon Raye Kimberlin
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Introduction Purpose: Reevaluate and redesign FBCO’s communication strategies Plan: Offer 4 innovative communication strategies and tactics Goal: Create renewed interest in your mission to increase donations and volunteering.
Donate for a Discount Marketing Strategy: Donate for a Discount is a donation drive aimed at increasing the volume of available product needed to serve market demand. The donation campaign will take place March 1st to the 31st. Donate for a Discount is made possible through the FBCO partnership with Big Lots Locations across Franklin County.
Donate for a Discount How to Donate • Big Lots shoppers will be given the option upon checkout to donate their gently used furniture to FBCO for a discount on their new furniture purchase up to 50%.
Donate for a Discount Target Audience • Friends and neighbors of Franklin County upgrading their furniture this Spring Cleaning Season • Current Donors
Tactics: • Volunteer and Literature Stations • Public Service Announcements • Press Releases • Social Media
Donate for a Discount
Public Service Announcements :30 Radio PSA
Donate for a Discount
Public Service Announcements: 15-second scripted storyboard
Donate for a Discount
Internal Communication: Direct Email
Donate for a Discount
Electronic media: Facebook Post
Marketing Strategy A convenient donation option where donors can elect a monthly gift as small as $10 a month. Donation options include an EFT from: • Pay check • Bank account • Credit card • Cell phone bill
Target Audience: - Current and Potential Donors - Corporate Sponsors for Match Program Tactics: - Circle of Friends Spokesperson - Public Service Announcements - Electronic Communications - Donor and Company Match Letters
Public Service Announcements :30 Radio PSA Title: Donating to the Furniture Bank is as easy as 1-2-3 Client/Sponsor: Furniture Bank of Central Ohio Length: 30 seconds Air Dates: March 1 – TFN Voice 1: You know there are families living in homes without beds. Voice 2: I want to help but don’t have any furniture to donate? Voice 1: Well The Furniture Bank has a new way that you can give.
Voice 2: Really. Voice 1: For as little as $10 a month, you can provide a family with beds and a dining room table by becoming a Circle of Friends member. Voice 2: Wow I can do that. Voice 1: There are 3 ways to give. You can have $10 deducted from your paycheck, or transferred from your bank account, or you can just text the word GIVE to 55525 from your cell phone. Voice 2: Donating to the Furniture Bank is as easy as 1-2-3. Voice 1: Call today (614) 272-9544. (614) 272-9544. ###
Public Service Announcements :15 Television PSA
Internal Communication: Donor Newsletter
Electronic Media – SMS Short Code 3 ways to promote the SMS Short Code:
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1) A QR Code, 2) Text blast to FBCO database, 3) Create a custom page on FBCO website and Facebook page.
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Timeline
Three months •Financial Director and Bank to create and coordinate EFT and SMS Short Code. •The Communication and Marketing Team will begin to generate logos and creative for the campaign. Two months •Test EFT and SMS Short Codes to ensure funds transfer properly and accurately to FBCO. •A spokesperson will be selected for the campaign. Interview request letters are sent out to news outlets. •Letters are drafted to partner organizations to encourage a company match. One month •A communication will be sent to the staff explaining the campaign in detail. •A media kit will be completed with news release, psa’s and idea starters for feature stories. •A custom Facebook page, a mobile text message and FBCO website are designed with appropriate links. •The Communication and Marketing Team contacts editors regarding news stories and confirm interviews.
Launch •The press kits are hand delivered. •All electronic media, social media, interviews, and feature stories are successfully executed. •FBCO continues to build relationships with corporations to become partners of the matching gift program.
Design Star Challenge Strategy Local Celebrities/Interior Design Student/Volunteers Sponsorship Location Event Dates/Timing
Design Star Challenge
To recruit both potential donors and student volunteers appeals to wider target group Offers volunteer opportunities for students Raise awareness
Event details VIP tickets $80, regular tickets $50 VIP hours 5.309.30 pm. regular 6.30-9.30 pm.
85 spots for students to volunteer Student happy hour $10 from 8.30-9.30 pm.
Tactics Hand out brochure/ informational pamphlet to students and student advisors. Use social media tools to connect with students and inform them about volunteer opportunities at FBCO. YouTube videos to show food sample from participating restaurants.
Timeline Three months before the event, reach out to restaurants One month before the event, finalize number of participating restaurants, major details and live entertainment options Three weeks before the event, launching event PR, sending out press releases, mailing out promotional materials One week before the event, finalize event details and student volunteers 4 days before the event, launch special promotion for student happy hour
Electronic media samples Facebook event page
Facebook Wall post
Special Promotion for student happy hour Poster
Special Promotion for student happy hour Facebook wall post
Conclusion The Furniture Bank of Central Ohio focus is to assist their
neighbors make their empty houses into homes. Currently, the FBCO has an active marketing campaign. However, as the market grows the campaign marketing activities needs to grow to help the organization grow.
The Strategies and tactics presented today are aimed at • Increasing Brand Awareness • Gain monetary and furniture donations to meet market demand • Improve community awareness to increase volunteer involvement
Questions?