Strategy and Marketing Communication

Organizational Planning Marketing Plan for News Letter and Operations

Prepared By: Lawrence Samuels

August 10, 2012

Company Confidential

Colorado Springs, CO 801918

Thank you for providing me the opportunity to conduct an analysis and plan for our marketing and business efforts for our Newsletter. For our future marketing efforts, I found that targeting segments through proper communication channels will be effective at gaining desirable results. Also, we must position ourselves to gain as much information as possible about our campaigners’ activities and practices. The recommendations in the analysis include:

Conducting a Survey Segmenting our customers Targeting our customers Use of communication channels Creating a database and gathering information

The services we provide as a Non-profit is essential to our community. Not only will we need to know more about our Campaigners but also our need to effectively manage each process and organization will depend on our communication and ability to gain commitment. To accomplish this we must treat each client differently, make a connection, and then create a competitive environment that is rewarding.

Thank You,

Lawrence SamuelsLawrence Samuels

[email protected]

PS. Refer to our marketing plan for Customer analysis, Industry trends, strategies and possible repositioning

Internal Marketing and Campaign Department Account Management

Channels

The use of Multichannel Marketing to reinforce, attract and build lasting relationships Direct, Indirect and Electronic Channel Alliance – gathering information to use resources from multiple clients to further

development and competition.

Our Role

Our role is to be an influencer to aid in decision making and provide direction. Situational leadership is dependent on the capabilities and resources of our organizations and to maximize the control and use of information.

Creating classes of organizations Creating a lifecycle Recording present and past results Coordinating activities and communications that strengthens the process Assign individuals that are responsible for the roles of each organization Assigning individuals that work with multiple organizations, cross selling, and maximizing the

abilities of the full workforce Intensive to selective distribution of information

Dealing with Objections for Effective Management

For Communicating with target segments and increasing our ability to penetrate as many businesses as possible:

Acknowledge and convert the Objection Postpone Agree and Neutralize Accept Close and Productive Follow ups

Results

Compare, analyze and Record Results

Market Analysis for Newsletter : SWOT Analysis

Efforts to Build Strengths

Target our Corporations for maximum market penetration The use of Media to attract and encourage participation Flexible newsletter for different target audience

Efforts to Minimize Weaknesses

Hands on Assistance with Small Business Use bargaining power to assist with incentives Constant communication and provide direction

Opportunities Form a competitive environment between the different corporations Encourage volunteers through incentives, rewards, and recognition

Refer to e-Newsletter action plan for creating a competitive environment by gathering and sharing information.

“A Beginning and a end is just a race”

Use market based grouping

Current Customers

Service Goals

The chances of success are elevated by segmenting our market and developing a high impact strategy for each market. The proper use of our communication channels to either delegate, increase competition, or to gather useful information among our corporations will help us delegate the processes. On the contrary, direction among our non-profits and small business requires proper handling, encouragement and the use of our bargaining power to aid the process. The objective is to

Corporations Non-Profits Small Business Institutions

Driving Forces

Use of Information and Our Bargaining Power

Managing Communicate Channels

Gaining Commitment

Delegate Particular Companies

Resisting Forces

Business Needs

Inappropriate behavior: Responses to information communicated

False expectations

Ineffective Management

build off each customer segment point of difference and either provide delegation or facilitation to aid their process.

80/20 rule: identify high stakeholders and provide delegation

Resources

Point of contact : Refer to dealing with objections One on One Encouragement: Personal interviews, selecting targeting Visit to offices: gain information Email, Mail, Social Networks, Phone: communication channels Create an Effective Database: Information Management Total amount per business up to date: Effective goal setting Campaigners partners and associates: Information, long-term solutions and opportunities Information: our most valuable asset

Product Features

Volunteer: Target Campaign: Target Individual Benefit verse Big Picture: Influences in newsletter

Expenses

Administrative Create a “goodwill fun” for efforts to assist businesses or Negotiation Economic: Opportunity costs associated

SynergyLocating the market potential, Set as a goal. Also Industry potential by target segment. Refer to previous years or financial statements for goodwill. Conduct a pre-Campaign survey to gather expectations and capabilities

Product DifferentationUsing different strategies for different markets to attract involvement "How to be a hero in many ways than one"

Compatability of Businesses Objectives verse ResourcesProvide assistance if necessary for business to particpate. Future benefits.

Get Competition Involve.Communicate competition Form a competitive Environment and raise the stakes

Situational Analysis

Assistors and Resistors

Action Plan

Action Steps What Who How Where When

1.Conduct a survey to gather Expectations and Capabilities.

Survey Businesses Electronic Workplace

Pre-Campaign

2. Segment the corporations, small business, and nonprofits based on survey results.

Identification All involve Based on Survey results/Agenda

Workplace

ASAP

3. Create communication channels and goals for each segment

Email, person Contact, Social networking

Individual and Business

Research, Ask for commitment

internal and External

ASAP

4. Use bargaining power to gain useful incentives and involvement

Incentives, Rewards, Recognition

Corporations and Small Business

Increase competition and Bargaining power

Local During Campaign

Sources of Assistance Sources of Resistance Who Businesses of all shapes and sizes Behavior among organizatons

What Research, Rewards, Recongintion, Incentives Unable to acquire the resources

Where Food vendors, Gas Stations, Retail Stores Inability to gain commitment

When During Campaign and Afterwards, Communication

Why Encouragement-Empowerment-Competitive Environment Communication

How Advertise, Communicate Rewards Outlets, effectively communicating the message

Implementation in Newsletter/Internal and External

Sales Process for Campaign Department and Communication

Set direction by providing information on what is to be achieved Setting objectives by specifying the what needs to be achieved and the actions to achieve them Educating on the proper use of resources to reach desirable goals Key account management and distribution of useful information to workforce

Qualitative Analysis – Implementation

Use of influencers Behavioral Evaluation per segment and individual, listen and respond, then communicate Use of emotional Intelligence, use newsletter as education or training mechanism

Communication to Segments

The tasks of each involve The person and actions necessary to complete the tasks Deadline What is to be delivered

Assessing the organization for selective targeting and newsletter behavior also, for point of contact

Common interest Abilities and capabilities Education of workforce Personal goals, mission, vision Personality of those involve Environment

Newsletters

Action Steps Newsletter 1 Newsletter 2

Service ThemeThe tasks/Objective - our overall purpose"hero" Influencer,

Ask for Commitment/our mission alignment with their goals

Providing options and

useful linksSet direction by providing information on what is to be achieved

Words from campaign contacts, (internal Marketing )

Indepth per segment

Educating on the proper use of resources to reach desirable goals, Example, Epledge, their organization communication efforts

How to provide Incentives, Rewards, Recognition

Examples

Training through available information and Success stories

Share the results of the innovator,

first organization to bring results, How they done it

Time line/Behavior TimeLine/Delegate TimeLine/motivate

211 ProgramSchool ReadinessSuccess by 6Epledge

Advertising for future Programs and Resources


Information Gathering Provide link for survey Provide link for survey

Action Steps Newsletter 1 Newsletter 3 Newsletter 4

Service Theme

The tasks/Objective - our overall purpose"hero" Influencer,

Overall Purpose/Personal Influence

Overall purpose/Interpersonal influence

Providing options and useful links

Set direction by providing information on what is to be achieved Words from Campaigners

Word from other members of the staff

Indepth per segment

Educating on the proper use of resources to reach desirable goals, Example, Epledge, their organization communication efforts

The Race: Remind of PPUW Rewards for Achievement

Remind of an overall Goal, Provide overall progress to this point

Examples


Present Success Stories and Results

Share results of Lower 10 percent and top 10 percent

Time line/Behavior

TimeLine/Delegate TimeLine/motivate TimeLine/Empower





Information Gathering

Provide link for survey

Provide link for survey/Phone interviews


Action Steps Newsletter 1 Newsletter 3 Newsletter 5 Newsletter 6

Service Theme

The tasks/Objective - our overall purpose “hero" Influencer,

Overall Purpose/Personal Influence Remind Remind


Set direction by providing information on what is to be achieved

Words from Campaigners

Words from the community

Words from the president

Indepth per segment

Educating on the proper use of resources to reach desirable goals, Example, E-Pledge, their organization communication efforts


Reward candidates

Selective assistance, Dependent upon Results

Examples



Dependent upon information up to date


Time line/Behavior

TimeLine/Delegate TimeLine/motivate

TimeLine/Empower

TimeLine/situational









Provide link for survey/Phone Interviews


Action Steps Newsletter 1 Newsletter 3 Newsletter 7 Newsletter 8 Newsletter 9

Service Theme

The tasks/Objective - our overall purpose “hero" Influencer,

Overall Purpose/Personal Influence Remind Remind


Set direction by providing information on what is to be achieved

Words from Campaigners

Dependent on progress

In-depth per segment

Educating on the proper use of resources to reach desirable goals, Example, EPledge, their organization communication efforts




Examples

Training through available information and

Success stories




Time line/Behavior

TimeLine/Delegate

TimeLine/motivate

TimeLine/situational

TimeLine/Situational

Deadline Announcement/Direct













Topics:

Leadership Workforce, getting the right people (HR Driven) Organization Development Incentives, Rewards, Recognition – Application Technology Social media Programs Fundraising, Volunteering Video competition Up to date events

Documents

Strategy and Marketing Communication