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
–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.
6
IV. Overall Messaging Framework
Live UNITED
United Way
Worldwide
Advancing the Common Good
UWBA
Core Message
Harness expertise, creativity and philanthropy
to create pathways out of poverty
Key
Messages
Impact
Areas
•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 potential
Survival:
Meeting Basic Needs
Stability:
Achieving Financial Stability
Prosperity:
Empowering the Next Generation
V. Constituent/Stakeholder Analysis
• Program Partners
• Clients
--Number
--Number
--Number
--Type
--Type
--Type
--Value drivers
--Value drivers
--Value drivers
--Decision process
--Decision process
--Decision process
--Relevant Services/
Programs
--Relevant Services/
Programs
--Relevant Services/
Programs
•
Donors
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
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 broadbased?
• How do all the channels work together -need to hit same message to same grop using
multiple distribution channels?
VIII. Communications Calendar
TIMELINE
January
February
March
April
May
June
July
August
September
October
November
December
Mass Media
End Poverty buzz
building
Advertising
Poverty Campaign
Launch
PR
UWBA Events
Year-Round Workplace
Strategic Communications
to Stakeholders
Newsletter
Annual Report
Newsletter
All Constituents w/ Email
Community Conversations
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
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
2 Emails
YR-round
commun
YR-round
commun
Regular Twitter posts, periodic Facebook posts
Social Media
(All Constituents Opting In)
CEOs ECCs/Companies
’10 Materials @ Campaign Kickoffs
Letters to lapsed
corporate gifts
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
Direct Mail: annual gift
request
I-Givers
New Markets/Clusters
Independent Earners &
Lapsed Donors
Lapsed e-pledge
letter
New Donors
Leadership Giving
Tocqueville
Friends & Family
Event
Emerging Leaders
Community Impact
Newsletter
Lapsed Donor Survey
Direct Mail: annual gift
request
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.
X. Conclusion
Summarize all of the above.
Educati
on
efforts
Thank you!
Any questions?
Educati
on
efforts