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Executive Summary
Wichita Indochinese Center (WIC) has been helping immigrants and refugees in Wichita, KS for three decades to learn the English language, citizenship skills, and other “soft skills” to be able to not only find work, but be successful in their chosen career. At WIC, there is a passion for helping students that is undeniable and hard to find with any other ESL program. This marketing plan was built through the SWOT Analysis. It shows the current condition of WIC and how the execution of the Creative Strategy, Media Plan, and Public Relations program will help build brand awareness and appeal to their target market. The marketing objectives will be showcased through the website and broadcast, interactive, and print media with a rational, emotional, demonstrative, slice-‐of-‐life, and testimonial advertising appeals and execution. With the marketing campaign and help of donors and sponsors, WIC can Improve lives for a better Wichita.
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Table of Contents
EXECUTIVE SUMMARY 2 MARKETING PLAN 4 I. Current Situation Analysis 4 A. Analysis of the Current Internal Environment 4 B. Analysis of the Current Target Market 5 C. Analysis of the Current External Environment 6 II. SWOT Analysis 7-‐8 III. Marketing and Communications Goals and Objectives 8 IV. Marketing Strategies 10-‐12 V. Implementation 12-‐13 CREATIVE STRATEGY 14 I. Creative Strategy 14-‐15 II. Message Strategy Breakdown 15 A. Product Concept 15 B. Target Audience 16 C. Accepted Consumer Belief 16 D. Key Selling Idea 16 E. What Media Vehicles will be used? 16-‐17 F. Desired Consumer Response 17-‐18 G. Justification for this Strategy 18 H. Examples 19-‐29 MEDIA PLAN 30 I. Determine Media Strategy 30-‐31 II. Determine Media Tactics/Vehicles to be Used 31 A. Broadcast 31-‐32 B. Print 32 C. Other Media 32 1. Interactive Media 32-‐33 2. Other Print Media 33 3. Website 34 III. Budget 34 IV. Timeline 35 PUBLIC RELATIONS 36 I. Public Relations Program 36 A. PR Strategies 36-‐37 B. Public Relations Tactics 37 1. Fund Raising Event 37 2. Press Releases 37-‐38 3. Internet Websites 38-‐39 4. Press Conference 39 C. Rationale 40 D. Examples 40-‐44
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Marketing Plan I. Current Situation Analysis
A. Analysis of the Current Internal Environment
Wichita Indochinese Center (WIC) has been in Wichita, Kansas for three decades
now. It is a non-‐profit school that teaches the English language to immigrants and refugees in the Wichita community. Mohan Kambampadi is the Director at WIC, and there are eleven individuals on the Board of Directors. WIC has eight part-‐time instructors, one part-‐time bookkeeper, two part-‐time coordinating helpers, and one part-‐time janitor. Also, Work Force Alliance provided two front desk employees for WIC and pays for these employees. In 2014, there were 309 students enrolled for the year. WIC believes in “teaching people how to fish and not just giving them fish”; the instructors are highly reputable and known for being passionate towards educating.
WIC does have a mission statement, but does not have any brand identity. WIC is
a misleading name that confuses consumers about the organization and what it offers. Currently, there is no point of differentiation between the WIC and other businesses that offer the exact same services. WIC has no commercial resources to print or design media ad campaigns; that would have to be done by an external agency. However, WIC does have basic in-‐house capabilities such as developing flyers and maintaining social media websites. When asked, Mohan was unable to determine a budget for a marketing plan. WIC may be incapable of planning their resources or have no marketing funds available at this time.
WIC has a website and Facebook page to market the school, although the website
has not been updated since 2008. The Facebook page has over 60 likes and a little over 24 visits. Other than this, WIC’s primary form of advertising is word-‐of-‐mouth communication. The students at WIC as-‐well-‐as instructors serve as brand ambassadors. Recently, WIC has advertised on RadioLOBO1065 allowing them to gain more of a Hispanic market share.
Publicity is Wichita Indochinese Center’s only means of mass communication.
Over the years, the Wichita Eagle, KAKE News, and KWCH 12 Eyewitness News has done news releases and articles covering student success stories at WIC. The publicity from this has helped WIC gain credibility. Students like Lisa Wang acclaim, “this is my biggest success.” Wang was able to find work due to attending the WIC.
WIC has reached out to multiple businesses in the Wichita area for donations,
which has led the organization to some success, but mostly, nothing in response. Because of this, WIC is pessimistic and too prideful to contact these businesses a
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second time. At this time, WIC has not contacted the most relevant (probably) businesses that could potentially benefit from partnering with them.
B. Analysis of the Current Target Market
This past year, WIC had 309 students enrolled at their facility. WIC’s classes are
available for all races and not just for the Indochinese race. Specifically, 50% of the students are Vietnamese and 45% are Hispanic students, which is interesting because there is a stronger Hispanic population in Sedgwick County. According to the 2010 United States Census, Sedgwick Country had a Hispanic population of 13% and an Asian population of 4.1%, which respectively fits the Hispanic and Asian population for the zip code WIC does business out of. Based on race, ethnicity, and population percentages, and class attendees, it would appear that Vietnamese or Asian would have more awareness and usage of WIC. However, there is just one caveat; race does not eliminate one from knowing or possessing the English language. Some other races have the English language as their primary language. For instance, Asian Americans that claim to be Asian, but yet speak English natively. Later in this text, psychographics will be covered in more detail and how language is more of a social construct.
Another target market for WIC is the state government and Kansas Board of
Regents. This is due to WIC being segmented by adult learning and English for speakers of other languages (ESOL). Another reason the government is a target market is the fact that WIC has their facility given to them in a form of a grant; WIC only has to pay $10 per year for facility use.
Other target markets would include foundations and charity donors. WIC
currently receives funding from nine different foundations: The Kansas Health Foundation, Wichita Community Foundation, Dollar General Literacy Foundation, Downing Foundation, Cargill, Emprise Bank, Congregation of St. Joseph, Clifton Square Foundation, and S.M. & Laura H. Brown Charitable Trust. These foundations have generously funded WIC over the years and now WIC is seeing a recession of funds. In the Wichita area, WIC has a fragmentary list of donors. In fall of 2010, Kansas Health Foundation gave $20,266 to WIC. The grant was intended to pay for one instructor and a computer consultant. Other organizations have donated with undisclosed amounts or no online record of stewardship from WIC. A majority of the Wichita Foundations put out press releases. For example, Emprise Bank had WIC listed in their annual report for investors to see. Yet, most news reports just talk about the gift giving and not the amounts donated to WIC. The oldest searchable online donation records can be found on the Kansas State Department of Education site. According to their state funding report, WIC had a total aid of $55,188.21 for state fiscal year 1999.
The geographics of the foundations that have funded the WIC are located all over
the Wichita, Kansas area. However, the Dollar General Literacy Foundation is
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located in Goodlettsville, Tennessee, and is one of two foundations that give from outside of Kansas. In order to continue to receive funding from the Dollar General Literacy Foundation, WIC must be located near a Dollar General retail store. In 2012, Dollar General Literacy Foundation had a giving total of $12,575,824 with a maximum literacy donation of $15,000.
These foundations are the heartbeat of WIC. They are what help Indochinese
refugees earn a honest living in the United States, specifically in Kansas. Mohan said in his interview with the class that some of the funds are unavailable due to lack of ‘fund matching’. Some of the top tier foundations are unable to donate to organizations with a small market presence. Simply put, donors want to see their funds in action. The foundations that are willing to fund WIC typically give small gifts in amounts of money. WIC primary target market should be these small donors for now and expanding to larger donors in time. C. Analysis of the Current External Environment Since the Wichita Indochinese Center is apart of a non-‐profit sector in Kansas, it
receives an education grant from the state every year to pay for various costs. These costs include books, supplies, employee salaries, etc. The grant does not cover everything needed to support the WIC. Each year, WIC has to reapply to receive this grant. In 2014-‐2015, there were 382, 368 people living in Wichita, Kansas. Out of that
number, 15% of the population is Hispanic or Latino, 4% is Asian, 4% is two or more races, 6% is some other race, and below 1% of the population is three or more races. Potentially, there are thousands of people in the Wichita community that could benefit from WIC. According to the Bureau of Labor statistics, the unemployment rate in Wichita,
KS was 4.2% in December 2014, with job growth of 0.30%. Future job growth over the next ten years is predicted to be 35.00%. The economy is said to be good in Wichita, KS…as long as consumers are able to find a job. With WIC teaching English classes, immigrants and refugees would hopefully be able to find a job easier. Content and mobile marketing are the current trends today. Businesses are
communicating with customers and prospects without selling. By giving consistent, valuable information, it leads to more business and loyalty. Also, people are relying on mobile marketing more and more. Consumers are constantly conducting activity through their smartphone to find out personalized information about a particular good or service. WIC’s current competitors are: Rosetta Stone, Wichita Area Technical School, ESL
Programs, and the Intensive English Language Center at Wichita State University.
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II. SWOT Analysis Strength:
1. Advertising • Word-‐of-‐mouth • Radio lobo
2. Built network of past donors 3. Lower administrative overhead when compared to the United Way
Foundation 4. Highly reputable instructors
Weakness:
1. Marketing • No brand image • Online web-‐page content • Wichita Indochinese Center is a misleading name
2. Finance • Mohan seems frugal about WIC’s budgeting or the lack of
organization in his facility when compared to other 501(c)3 organizations that can submit upon request quickly.
• Too prideful to ask for money or donations for his facility • Only charging $20 per student every 6 months
3. Old computers and technology 4. Interior/exterior upgrades needed for the building 5. Parking
• Limited space to park
Opportunities: 1. Funding
• Donors • Partnerships with local businesses
2. Publicity 3. Technology development 4. Higher student enrollment 5. Help students become taxpayers in Wichita
Threats:
1. Funding • Other 501(c)3 organizations that have more access to funding,
e.g. the Oaklawn Activity Center that operates in a heavy Hispanic community
• Financial pressure to pay for books, supplies, unexpected facility problems, etc.
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2. Competition • Free online linguistic lessons, “Google It.” • Other businesses that offer the exact same services as the WIC
3. Economy • Potential for unemployment rates • Unemployment=no money to enroll at WIC
4. Although people immigrate to the United States for a host of reasons, there is still the idea of ethnocentric behavior and viewing your culture and way of life as superior to other cultures
5. Seasonal weather conditions • Snow and icy roads
6. Parking • Limited space to park
III. Marketing and Communication Goals and Objectives
A. Marketing Objectives
The first objective is to reach out and obtain donors and partners by 15%. Funds and donations from donors and partners for WIC need to be increased by $35,000.
The second objective is to apply and write for grants. These grants will be used for exterior, interior, and equipment upgrades. Plan to obtain a Cargill grant to improve the technology at WIC. This will improve the knowledge of resources used in the classes for students.
The plan will be implemented by starting at the beginning of the next 6-‐month
sessions, which is May 2015 to May 2016. Each month, go through a checklist of what WIC has accomplished for the marketing promotions and what still needs to be achieved in the coming month.
B. Target Markets
Ultimately, the target market will be prospective donors and sponsors who would like to donate their time and money to an excellent non-‐profit organization, WIC. Money from donors would continue to help new immigrants and refugees learn English as their second language and achieve success in life and business; eventually, this would better the Wichita community.
First, target wealthier and/or more influential people in the Wichita
community who would like to put their money to an excellent cause. Next, target people who are now successful in Wichita who once came from similar situations as current WIC students. This would give WIC the possibility of having more
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connections for future donors and students. Also, target businesses such as Boeing, Beechcraft, Cornejo & Sons Construction, and/or other businesses that employ a large number of people, particularly with the majority being immigrants or refugees. Target businesses who are wanting current and future employees to know and have English as their second language. This will better their business and make work more cohesive for their employees, including a good image for their business. Lastly, target past students who have taken WIC classes and are now successful in their current field of work. These students may want to donate time or money because of their personal connection with WIC.
Based on demographics of the target market, the gender will be male and
female, the age will range from 35-‐64, the race will be White, Asian, and Mix, the life state will be Y1 midlife success, F1 Accumulated Wealth, M1 Affluent Empty Nesters, the Birth Area will be Baby Boomers, the household size will range from 2-‐5 people, resident tenure is mostly owners or homeowners, and the marital status will be married.
The psychographics of the target market are: Movers and Shakers, Upward
Bound, Winner’s circle, Blue Blood Estates, Second City Elite, Big Fish Small Pond, Country Squires, and God’s Country.
Geographic’s of the target market are within Sedgwick county but largely zoned in on Wichita. The donors and sponsors to target would be zip code 67205, 67235, 67212, 67228, etc. The population range of Wichita and surrounding areas range from under 10,000-‐45,000. The metropolitan area would be downtown Wichita, Kansas, and the density is town/rural, suburban, and second city.
The socioeconomic of the target market is: a household income of $80,000-‐
120,000+, an education of graduate +, and the occupation includes management, white collar, and a mix.
Based on this information, these donors and sponsors will best suit WIC because of the amount of funds they have on hand, the businesses’ influence in the Wichita community, the opportunity to support an educational cause, businesses’ wanting to improve the language of its employees, improve the public image the business portrays, and give back to an organization that has personal meaning or parallel life situations.
C. Communications Objective
Through the promotional campaign, two goals that need to be achieved are to create awareness in the Wichita community concerning WIC and also gain comprehension of what services they provide.
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Each target market will reach a certain level of the communications effects pyramid during the marketing campaign. These numbers are based off of the population of Wichita, 382,368 people.
The first objective is to develop 90% Awareness of WIC in Sedgwick County; this means that 344,132 people will hear and learn about WIC even though it may not apply to them or their current situation. If asked what WIC is, residents may be able to explain what the facility is and what it offers. This will happen through media and advertising.
The second objective is to develop 70% Knowledge/ Comprehension of WIC;
267,657 residents will reach this level through brand knowledge. These individuals understand the benefits of WIC and why it is such an important asset to the Wichita community. Also, people will see how it is different from other competitors.
The third objective is to develop a 40% Liking, or 152,947 people, in the Wichita community, where donors and partners may live. With this level, marketers can find out how well the WIC is liked, and if there is a problem, it can be fixed.
The fourth objective is to develop a 25% Preference level, which is 95,592 people in Wichita. Quality, value, and performance of WIC will be stressed during this level to build consumer preference.
The fifth objective is to develop 20% Trial. This is 76,473 people. Trial is the behavioral state of mind of donors. Through trial, advertising techniques will be used to gain donors and students.
Lastly, the sixth objective is to develop 5% Repurchase/ Regular use, which is approximately 19,118 people in the Wichita community. The purpose of this objective is for consumers to donate money and keep supporting and using the product. IV. Marketing Strategies
The goal of WIC is to create awareness of the facility. By marketing this
organization as an important resource for immigrants and refugees in the Wichita community, it can become a product that is useful by not only giving students the ability to learn English, but also allowing them to become taxpayers in Wichita or surrounding areas. However, before this product can be marketed, a brand image needs to be established. Once there is brand identity associated with WIC, it will be easier to market.
WIC will be presented as a passionate and caring organization; the instructors love educating and personally care for the student’s success in life and business skills. At other English Secondary Language Skills in Wichita and Let’s
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Help, a United Way organization, in Topeka, students will not find the same passion as what the WIC has.
By passionately telling the story of WIC and how it became a school by Mohan, the facility can gain a competitive advantage. By showing prospective donors and partners what the time and donations will be put towards, how compassionate the workers are, that WIC is a great organization, and that it is greatly appreciated and not taken for granted, it will satisfy the needs of these individuals.
Since the current trends in today society are content and mobile marketing, more and more individuals will be looking at WIC’s website for more information regarding the facility. This means that the website needs to be updated with clear, accurate content that is short and reliable; no paragraphs of information. Also, it needs to be easy to navigate.
Print material will be used to market this product. This will include creating a brochure that is directly related to the target market. Brochures will be passed out at workforce centers, public libraries and local clubs that allow solicitation for philanthropy. Flyers and posters will be made with QR codes, so encoders on the go can scan the posters with their smartphones and learn more about WIC.
Through the use of social media, such as Facebook, Twitter, and Instagram, WIC can gain more awareness in Wichita and surrounding areas. More information needs to be posted through these pages such as hours of operation, classes, location, services the facility offers, pictures, and videos of students learning or new developments.
To target businesses and employers in the Wichita community, WIC will participate in job fairs, cooperative education programs through local colleges, and host fundraising events showcasing the school.
Also, awareness will be created through emails sent to prospective donors and sponsors with a follow-‐up phone call. WIC needs to show prospective donors and sponsors what their donation will be put towards. The facility would like to match the $35,000 grant given to the business by the state, help with exterior and interior building repairs and modifications, help with equipment upgrades for the students and employees, help students find bilingual jobs, increase student enrollment and awareness in Wichita, and encourage youth involvement.
To keep a competitive advantage over the competition, WIC will need to keep in touch with prospective donors and sponsors by always touching base with them and continuously cultivating and building a relationship. By using the SWOT Analysis, it will guide the promotional campaign by focusing on what the opportunities and strengths the WIC has. The weaknesses and threats against the WIC should also be of importance during the promotional campaign.
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Another competitive advantage the WIC has is the location of the facility compared to its competitors; it is centrally located in Wichita unlike other schools. Even though parking is an issue at the facility because of limited space, there are side streets and businesses that could be used for parking. This will be mentioned through the website, social media pages, and brochures/flyers.
The last marketing strategy is to have donation and giving plans available on the WIC website. Donors to the organization can purchase fund baskets that fit their philanthropic needs and pick where in the organization they want their funds to go. Having a donation link on the website would allow WIC to gain more market share of donors.
V. Implementation What are the advertising and marketing actions taken?
Broadcast, print, and interactive media will be used to advertise and market WIC. The broadcast media used will be phone calls and E-‐mail; advertising on television and the radio is too expensive for the allotted amount in the marketing budget. Brochures and flyers will be used for print media, and the interactive media used will be social media sites to communicate to donors’ online as-‐well-‐as students and WIC’s website. It’s conceivable that Facebook, Twitter, and Instagram will be used in ongoing marketing efforts. When will these activities occur?
Marketing actions will occur from June 2015-‐continuning. The new website will launch mid-‐summer. Flyers and brochures will be printed 3-‐weeks prior to class enrollment every 7-‐11 weeks. It will be this frequent because there are new morning classes launching every 7 weeks, and new evening classes starting ever 10-‐11 weeks. Phone calls and E-‐mails will start June 2015 and occur 2-‐3 times every 7-‐11 weeks.
Who is responsible for completion?
Our group will design and complete the marketing material and have the material ready for use by the WIC. Printing of actual print materials (flyers & brochures) will need to be done by WIC or a commercial print shop. All vector graphics and illustration work will be given to WIC. The website will be designed by the marketing group but the software coding will have to be done by a web developer. To actually get the website and social media sites up and running, there will need to be a marketing intern. This individual can be chosen through Wichita State University’s Cooperative Education and Internships (COOP). They offer paid and non-‐paid internships. How will they be monitored?
Using tools such as Constant Contact tool from ConstantContact.com, Facebook Insights and Twitter statistics will help us monitor our overall reach and
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engagement with WIC’s target market. Website traffic will be monitor by the web-‐servers themselves and the data will be compiled into statistical software. Marketing presence can also be monitored by how many internship inquiries the company receives from local colleges.
What makes you think they will work?
WIC’s primary target market is routinely immersed in philanthropy and community involvement. Social media will allow for greater awareness and market presence. By utilizing these channels correctly and more effectively, WIC will be able to connect with a larger target audience. Having community involvement creates a better brand image.
Why will these strategies work?
Mohan Kambampadi and WIC are responsible for the implementation of the campaign following presentation of materials. If followed correctly, there should be an improvement from WIC’s current marketing position. Not one single marketing plan is flawless; however, these tools are a mere guide and shall be used as intended.
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Creative Strategy
I. Creative Strategy
The overall campaign theme is improving lives for refugees and immigrants in the Wichita community. The campaign will focus on showing donors what they are supporting and what their donations are going towards. An informational and emotional appeal will be used to market the campaign; this will be carried out through slice of life, demonstration, and testimonial advertising.
Rational appeals are informative in nature; the information is communicated to persuade the target audience to buy the product or service. Information in rational appeals caters to utilitarian needs rather than physiological needs. Donors like Dollar General Literacy Foundation receive no product or service in return for their donation. However, donors still need information about what the company does and what they have to offer consumers. For companies like WIC, which operate heavily off donors, they have to create a strong emotional imagery that catches the physiological needs and interests of donors. This appeal will be used with print and social media as well as the website; it will give the target audience an opportunity to read and process information about WIC.
An emotional appeal is the best way to attract donors to WIC because it will connect these donors to WIC on a deeper level than just being aware of the facility and liking it. It will showcase that WIC is trustworthy, supportive, and reliable and cares about the success of WIC’s students. This will create passion and loyalty. An emotional appeal will motivate WIC’s target market to make immediate decisions. WIC has hundreds of different needs and so does their donors. Some donors may have community improvement for urban area initiatives, and other donors may be literally focused on supporting ESOL facility growth for non-‐English speaking immigrants. Communicating the correct emotional imagery to these donors will give them more personal satisfaction than rational appeals ever would.
Slice of life advertising is based off a product/solution format. It portrays a real-‐life situation involving a problem or conflict that consumers may face in their daily lives and how the ad’s product or service can resolve the problem. This execution technique will show WIC’s students facing the challenge of surviving in a predominately English-‐speaking community and seeking to become a taxpayer. This challenge will be solved with prospective donor’s support and WIC’s services, so that students can celebrate success and freedom after achieving their goals.
Demonstration advertising demonstrates the effectiveness of the product and the way it may be used. It will be used in both print and social media in a step-‐by-‐step basis of what the students at WIC do. This will help to create awareness in a way that is easy for prospective donors to see.
Testimonials will be used to enhance WIC’s credibility. It will showcase students who have been greatly impacted in a positive way by attending WIC and also see the facility as a huge benefit to the Wichita community.
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The advertising must be able to communicate that WIC’s needs are ongoing and that WIC needs support to better the lives of refugees and immigrants. For example, the typesetting on an advertisement could read, “With your donation, you will be helping families better adjust in their community, learn English, and become taxpayers.” Another advertisement could use imagery to communicate, “Not knowing a language is NOT equal to lack of intelligence.”
The slogan for WIC is Improving Lives for a Better Wichita. It will communicate to prospective donors what WIC is trying to sell, which is a non-‐profit organization that is dedicated to improving the language of immigrants and refugees. Plus, WIC wants to give students a chance at achieving a better lifestyle for themselves and more importantly, their families. WIC will be attaching and using the slogan with all of their advertising and marketing campaigns. WIC is advertising to create awareness, increase the number of students, and attract prospective donors and sponsors. By advertising, it gets WIC in the community’s mindset. It spreads the word from individual to individual about the specific details and the passion with this organization. From advertising, individuals and/or businesses that are interested in being donors will see an amazing non-‐profit that is in need of financial help. The competitive environment is high with direct and indirect competitors. Directly, other ESL programs, like Wichita Area Technical School and the Intensive English Language Center at Wichita State University, compete with WIC. Both of these programs have the same “ big idea” as WIC, which is teaching the English language. Indirectly, Rosetta Stone is available at most bookstores and Wal-‐Mart to purchase right away. Because of these competitors, it could greatly affect the marketing, message, and slogan that WIC is representing. Even though the facility has been around for three decades, WIC does not have as high of brand awareness as these other programs, and the technology, interior, and exterior at WIC is not as updated as other programs. Donors are more likely to support an organization that they are aware about and know is a benefit to the Wichita community. II. Message Strategy Breakdown A. Product Concept The idea that WIC is selling to donors is to better the lifestyle that refugees and immigrants are currently living in Wichita and surrounding areas while giving them endless opportunities after completion of classes. These people will need to take classes with this organization in order to learn the English language, other citizenship skills, and become taxpayers. Students need this as a resource to better the lifestyle that they are currently living. When WIC is marketed as a resource, it is seen as a benefit to immigrants and refugees and gives a level of satisfaction after it is used. It is important to show how passionate WIC is for this ESL program and their students.
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B. Target Audience When marketing WIC, our goal is to get the attention of businesses in Wichita that heavily employ immigrants and refugees. Specifically, Cornejo & Sons Construction, Boeing, Beechcraft, Spirit, Cargill, and any other factory, meat packing, and landscaping businesses that employ many people and/or immigrants and refugees. Other than being involved in a non-‐profit organization within the community, these donors have the opportunity to improve the synergy of their companies. Donors will have a personal satisfaction knowing that they put their money to good use and had a hand in helping others achieve their dreams while helping their business as well. By helping WIC, it will give their own name a positive image in the Wichita community. Currently, donors see this a facility that teaches English in Wichita but do not know the importance of its existence. Our goal is for them to see WIC as a product that can provide endless opportunities that other organizations cannot give to immigrants and refugees with the same passion. WIC can improve lives for a better Wichita.
C. Accepted Consumer Belief Prior to the advertising campaign, it will be assumed that the majority of consumers have never heard of WIC. If they have, it is only because of word-‐of-‐mouth communication or receiving a Christmas card from the organization. Consumers believe that it is second language learning center that educates adults who are either immigrants and/or refugees. Through advertising, the goal is to create awareness with the target market. The services that WIC provides, what they represent, their brand, the quality of this organization, and basic contact information are all things that the advertising needs to convey to consumers. The basic problem that needs to be addressed is the fact that WIC does not have a current marketing plan or any advertising at all. D. Key Selling Idea Improving Lives for a Better Wichita conveys the importance of having WIC as a resource for individuals to use in becoming a successful taxpayer. WIC needs to be positioned as an organization that immigrants/and or refugees look to when they need help learning the English language. Therefore, the slogan should convey to the target audience that WIC would have a helping hand in improving the lives of immigrants and/or refugees in the Wichita community that will in turn improve Wichita. E. What media vehicles will be used? The media vehicles that will be used to convey WIC’s message are brochures, flyers, a teaser ad, Facebook, Twitter, Instagram, WIC’s website, E-‐mail, and phone
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calls. Each of these serves a specific purpose that will help consumers gain awareness of WIC.
Like it was mentioned in the marketing plan, content and mobile marketing are two current trends in today’s society. Having a website for WIC and social media accounts will be extremely helpful for people to learn more about the facility and gain publicity. The first thing that consumers do is pick up their smart phone to get on the Internet to learn more about an idea that sparks their interest. Running a website and multiple social media accounts takes time but will be very effective in the long run. Having a basic website for an organization is what the public relies on when they need information concerning something. This will have all of WIC’s information in detail, as well as testimonials to increase the credibility of the organization. The social media accounts will be for consumers to look at on a daily basis. On Facebook, consumers can see pictures, videos, status updates, and current information on the facility. Instagram is a great way to show pictures and videos of current students learning in a positive environment with the support of WIC. The last social media tool will be Twitter; it is a great way to share brief bits of information about WIC that can include links to correlate with other tools. Also, pictures can be uploaded here too. Using Twitter gives WIC the opportunity to have its information read by thousands of people. Brochures and flyers with details and pictures about the organization will be used for print media. They can be used to hang up at certain locations, passed out at job fairs and other community events, attached to E-‐mails, and in the lobby of WIC for people to look at. Also, a teaser ad will run in Splurge Magazine, a local Wichita read. It will be released each month for a year. WIC will use E-‐mail to communicate with prospective donors/sponsors about the organization, what they are trying to achieve, and how the donors can help them get there. Even though it is not as personable as a phone call, the best way to sometimes contact a busy business person is through E-‐mail; most people stay updated with their E-‐mail accounts. Lastly, WIC will make phone calls to prospective donors/sponsors. This will show that WIC is motivated and cares about finding a donor. Through phone calls, WIC will get an idea of exactly how consumers feel about the organization. WIC can add a personal touch and make a connection with these consumers by relaying the passion the facility has for helping immigrants and/or refugees. It is important to always make follow-‐up phone calls and give a personalized thank you. F. Desired Consumer Response Based off of the communications pyramid, there are a certain number of consumers that will be reached through the use of the advertising campaign. The first objective is to develop 90% Awareness among 344,132 people through social and print media. Both of these have become a popular way to view information. The second objective is to develop an understanding among 70% of the target market, which is 267,657 people. These people will see how WIC is different
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from its competitors after comprehending the information that is distributed on the website and print and social media. The third objective is to develop a 40% Liking, or 152,947 people, in the Wichita community. An image will be created through the advertising campaign that will appeal to prospective donors. The fourth objective is to develop a 25% Preference, which is 95,592 people. This will be created through print and social media because it will show the quality, value, and performance of WIC. The fifth objective is to develop 20% Trial. This is 76, 473 people that are showing interest in WIC and even donating money to the organization. Lastly, the sixth objective is to develop 5% Repurchase/Regular use, which are approximately 19,118 people in the Wichita community. After the marketing campaign, these people will feel confident enough to donate to WIC more than once. Also, after developing a regular use of WIC, it will help to spread the word of the organization and to keep gaining awareness throughout Wichita. G. Justification for this Strategy The target market consists of prospective donors/sponsors primarily in the Wichita community who are interested in financially helping a non-‐profit organization. The message and strategy will work with these individuals because it will showcase WIC and what the organization has to offer refugees and/or immigrants. To showcase WIC, the media vehicles will do their job. The website, Facebook, Twitter, and Instagram will allow consumers to perform personal research on their own about WIC. All of the details concerning the organization, plus pictures and videos, will be posted through these accounts. This will show that WIC is apart of the mobile marketing trend. With the help of brochures and flyers at community events, actual businesses, and job fairs, people that do not have social media accounts will be able to see information about WIC. In addition, print media will be ‘in your face’ and allowing consumers to look at it right away. Through phone calls and E-‐mails, WIC will have the opportunity to gain new donors by adding a personal touch and making a connection with these individuals. Also by making phone calls and sending emails, it will allow WIC to constantly be communicating with prospective donors with updates and information. Not only will consumers become more aware of WIC through social and print media, they will see how passionate and caring WIC is for their students by the image created through the campaign. The target market will be more intrigued in an organization that advertises their own facility, utilizes social media, and is continuously keeping updated with the current trends.
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H. Examples
Teaser Flyer & Flyer Website
PURPOSE
Create curiousity and awareness with prospective donors/sponsors of what WIC is and what WIC does. Visual aid.
PURPOSE Gives more information about WIC than the brochure
AUDIENCE Prospective donors/sponsors
AUDIENCE Prospective donors/sponsors Future or current students
FREQUENCY Max use is 6 months
FREQUENCY Update website every semester. So update it every 5 months.
INTERACTION Low/Medium INTERACTION Low/Medium
TONE Emotional, Slice of Life TONE Informative, Competitive Advantage
Facebook (FB) Printed Brochure
PURPOSE
To keep prospective donors/sponsors up to date on what is gong on with the WIC. Showing what they are doing at the WIC and students using the WIC
PURPOSE Inform prospective donors/sponsors of what WIC is and what WIC does. Visual aid.
AUDIENCE Prospective Donors/Sponsors Future or Current Students Wichita Community
AUDIENCE Prospective donors/sponsors
FREQUENCY Update weekly, one post a week. FREQUENCY 1 printed brochure a year
INTERACTION Medium/High INTERACTION Low
TONE News, Competitive Advantage, Humor TONE Informative, Emotional,
Competitive Advantage
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Twitter Instagram (IG)
PURPOSE Gives updates on WIC (same as FB and IG)
PURPOSE
Shows prospective donors/sponsors what WIC has been up to and keeps them updated visually. Perhaps of students utilizing WIC, recognizing donors/sponsors, and teachers of WIC. Showing them updates being made at WIC (Showing them what their money is being put towards)
AUDIENCE
Prospective donors/sponsors who may be younger and not ready to donate?? Future/Current Students Wichita Community
AUDIENCE Prospective Donor/Sponsors Future or current students Wichita Community
FREQUENCY Update weekly, tweet one time every week. FREQUENCY Update weekly, post a photo every
week
INTERACTION Medium/High INTERACTION Medium/High
TONE News, Competitive Advantage, Humor TONE News, Competitive Advantage,
Humor
Emails Phone Calls
PURPOSE
Email prospective donors/sponsors before making a phone call. Email may be the most effective because of our TM being prospective donors/sponsors. By explaining WIC and linking in an information brochure of WIC for more visual aid.
PURPOSE After emailing call prospective donors/sponsors and have a conversation with them about WIC
AUDIENCE Prospective Donors/Sponsors AUDIENCE Prospective Donors/Sponsors
FREQUENCY
2-3 emails before making the first phone call. Even after the phone call send an email thanking them for their time and consideration or donation.
FREQUENCY One phone call per 2-3 emails sent out.
INTERACTION High INTERACTION Medium/High
TONE Informative, Emotional TONE Informative
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Twitter and Instagram
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Website
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Printed Brochure
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Teaser Flyer
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Improv ing l ives for a Better Wich ita
WOULD YOU SPEND $20 TO CREATE 19 MORE
TAXPAYERS?
Wichita Indochinese Center 2502 E. Douglas Ave, Wichita, KS Monday-Friday, 8am-5pm (316) 689-8729
only at
English and citizenship classes are taught to immigrants and refugees to help ensure they become taxpayers and
have more opportunities.
WE ARE
FFlyer
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Emails and Phone Calls
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Media Plan
I. Determine Media Strategy
The media plan listed below is a way for WIC to effectively gain prospective donors by showing them how they can help improve immigrant and refugee’s lives. The media mix includes objectives sought, product or service characteristics, the budget, and individual’s preferences. The media selected is to ensure maximum coverage and reach while staying in the budget issued. By selecting geographic coverage, it will target prospective donors and sponsors more efficiently and not allow for much wasted coverage/media overexposure. Choosing continuity as the scheduling type for WIC will be effective and efficient. Continuity means to advertise year round even when there are no classes in session at WIC. This will keep WIC in the consumer’s mindset and also continue to create awareness. By advertising year round, it will create a strong awareness in the Wichita community about WIC and what they do. Unduplicated reach will occur during this marketing promotion because the chances of a prospective donor/sponsor reading an advertisement such as a flyer and running into WIC’s social media presence online is not very likely.
Frequency will be high for the amount of times a prospective donor/sponsor sees the broadcast and interactive media used by WIC. Phone calls and E-‐mails will be varying 2-‐3 times every 7-‐11 weeks, and Facebook, Twitter, and Instagram will all post information, pictures, or videos once a week. The website, flyer, brochure and teaser ad will be of lower frequency because prospective donors/sponsors may not see them as frequently as the social media accounts and receiving phone calls and E-‐mails. This is why WIC will be using continuity scheduling.
This all will be effective because phone calls will establish a more personal connection with prospective donors/sponsors. The phone calls will have 5% Repurchase/ Regular Use and reach 19,118 people in the Wichita community and surrounding areas. E-‐mails will create an evoked mindset in the target market because of continuously seeing WIC’s slogan and brand and learning about the organization. E-‐mail will reach a 20% Trial level, which is 76,473 people.
The website will be both accessible on its own and linked into E-‐mails and social media accounts, which will give prospective donors/sponsors the ability to research WIC for further information and give them the ability to donate on their own time. The website will be focused on rational appeal because of the detailed information provided on it. In addition, the website will have a donor box to show contribution amounts made to WIC in the past 5 years. This ‘box’ will also have preset dollar amounts that donors can select from when giving to WIC. Having a preset dollar amount will help aid in converting site visitors into donors. The website will have 70% Knowledge/Comprehension and reach 267,657 people.
Instagram will have weekly updates of WIC sharing photos of the organization’s facility, staff, students, and donors. This will create awareness and stay current with topics going on at or with WIC. Instagram will use slice of life and demonstration appeals to show pictures of how donations have helped the facility
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with new updates or pictures of students who completed classes at WIC and are now succeeding in Wichita. Instagram will reach 25% Preference level, which is 95,592 people.
Twitter will be successful with tweeting about donations, updates made to the facility, and testimonials from WIC’s students. Twitter would be able to use the demonstration, slice-‐of-‐life, testimonial, and rational appeals. Twitter will reach a 25% Preference level, which is 95,592 people.
Facebook is a good social media tool to keep track of consumer’s awareness regarding WIC based on the amount of friends and “likes” the facility has. Through Facebook, stories can be shared and statuses’ updated about WIC. The testimonial appeal, rational appeal, and demonstration appeal will all be used. Through Facebook, it will reach a 40% Liking level, which is 152,947 people.
The teaser ad creates awareness throughout the Wichita community by being placed in Splurge magazine, WIC’s lobbies, universities or colleges, and corporate offices/business to let management know how they can help and improve their workforce. The teaser flyer will communicate the emotional appeal very well with the barbed wire and the “Almost There” headline portraying the struggles the immigrants and/or refugees may have gone through when they did not have the ability to communicate successfully and other personal issues with coming to a foreign place. The teaser ad will have 70% Knowledge/Comprehension and reach 267,657 people.
The brochure and flyer will provide brief descriptions and information pertaining to WIC so prospective donor/sponsor can learn a little bit more about the organization. They will also be placed around the Wichita community at universities or colleges, WIC’s lobby, and different businesses. This is a good way for WIC to share their passion for helping others in need. The emotional and rational appeal will be used in the brochure and flyer. With the brochure and flyer, the reach will be 344,132 people because it will reach a 90% Awareness level.
II. Determine Media Tactics/Vehicles to be Used
A. Broadcast The broadcast media used will be phone calls and E-‐mails. They will begin June 2015 and occur 2-‐3 times every 7-‐11 weeks. The reason for this is because morning classes are every 7 weeks from January 12-‐June 25th. Evening classes are every 10-‐11 weeks from October 13th-‐June 25th. The phone calls and E-‐mails will still take place from June 25th-‐October 13th to keep WIC fresh in donor’s minds. Plus, in hopes of having new donations by time the next class starts. To place phone calls and send E-‐mails, it will free of charge other than what is already paid for a landline and Internet connection. However, television and radio broadcasting will not be used because the costs exceed the allotted amount of money in the budget. Phone calls and E-‐mails will work to WIC’s best advantage because it allows WIC to
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have a personal connection with donors, keep individuals who have donated to WIC updated with information about the facility, and remind/contact new prospective donors about WIC. The reach for E-‐mails will be 76,473 people in Wichita because it will reach the 20% Trial level on the communications effects pyramid. Phone calls will reach 19,118 people with the 5% Repurchase/ Regular Use level.
B. Print A teaser ad will be issued in Splurge Magazine, a local Wichita read. It will be released each month for a year at a cost of $375 per year. The teaser ad will be 3.5 inches x 4.75 inches, be in full color, and run towards the middle of the magazine. This will start January 2016 and go until December 2016. This will be a great opportunity to advertise to the older generation of the Wichita community who most likely do not have a social media account to see WIC’s updates and current information. By advertising in Splurge magazine, the target market chosen for this marketing plan will be directly targeted. Splurge primarily targets females, and an educated/upscale audience. Splurge normally covers topics such as living, shopping, dining, and playing in the home of Wichita. Splurge distributes 20,000 copies to over 200 strategic locations throughout Wichita and they also have an estimated readership of 70,000 people. WIC will gradually see return on investment. By featuring a teaser ad in Splurge for 6 months, it will create buzz and curiosity. Inquiries will be expected from the teaser ads since it is a way to hook the reader and make them want to find out more about WIC. The remaining 6 months the ad will change from a teaser ad to a regular ad that may go into a little bit more detail with information and explain what WIC is and what they are trying to do as an organization, which is “Improving lives for a better Wichita”. The teaser ad will reach 267,657 people because it will reach the 70% Knowledge/Comprehension level.
C. Other Media 1. Interactive Media a. Facebook strategy Today, there are approximately 1 billion active Facebook users. Using Facebook to market WIC is a great way to spread awareness concerning the organization. It will be updated and available to view 24.7. WIC will post on the Facebook site at least once a week with details about
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classes, what is going on, pictures and videos. Facebook will be free of charge. Facebook will reach 152,947 people in Wichita and surrounding areas. It will reach the 40% Liking level. b. Twitter strategy The reason for using a Twitter account is to get the attention of businesses and/or business owners who also use Twitter to market their business. This account will showcase WIC and the opportunities the organization provides. It will be updated and available to use 24.7. This will also be a great way for prospective donors and/or donors to “Tweet” to WIC and “Retweet” information about WIC. At least once a week, there will be a tweet that contains information, a picture, or video about WIC. This Twitter account will be free of charge. Twitter will reach 95,592 people in Wichita and surrounding areas because it will reach the 25% Preference level. c. Instagram strategy As an image-‐based media, Instagram will be used to only showcase pictures and videos concerning WIC. For example, pictures can be posted of students learning or a video of the interior of the facility. This is a great way for prospective donors to physically see the organization and what it is offering to students. At least once a week, there will be a picture or video posted on the Instagram account. This will be free of charge. Instagram will reach 95,592 people because it will reach a 25% Preference level. 2. Other Print Media The brochure and flyer will first appear June 2015 and then occur 3 weeks before each new class starts January-‐June and October-‐June each year. This is once a month for morning classes and once every month and a half for evening classes. The brochure and flyer will be available in the lobby of WIC, different college and universities, and community events. The flyer will run 8.5 inches by 11 inches, full color, portrait style, and one-‐sided. The brochure will be 8.5 inches by 11 inches, tri-‐fold, double-‐sided, landscape style, and full color. There will be 200 copies of brochures and 200 copies of flyers printed off at Office Depot for 0.59 cents per copy. In addition, there will be 150 copies of the teaser ad printed off at Office Depot for 0.59 cents per copy as well. When uploading these documents online through Office Depot, they often run sales promotions to be aware of. There are none right now. Through the brochure, flyer, and teaser ad, it will reach 344,132 people because it will reach 90% Awareness.
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3. Website The easiest way for consumers to see general information regarding a service or product is through a website. WIC will have a current website available for people to see at all times. It will be updated with contact information, information on the organization and classes, price of the classes, testimonials, a chance to donate money, and pictures. Due to market through the website, it will cost to actually run the website and the labor of keeping it updated. To make sure that costs are not over the budget limit, collaborate with Wichita State University’s COOP for a Marketing intern during the January-‐May, May-‐August, and August-‐December months. This could either be a non-‐paying internship or a low-‐paying internship, such as 0.75 cents per hour. This would be flexible hours, as long as the intern met the requirements of Mohan, WIC, and WSU. The website will reach 267,657 people because it will reach the 70% Knowledge/Comprehension level. III. Budget
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IV. Timeline
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Public Relations
I. Public Relations Program A. PR Strategies For the people that are aware of WIC, the overall attitude is positive towards the organization. The only problem is that not very many people in Wichita and surrounding areas are familiar with the organization and what it does. The public who are aware of WIC and what WIC does believe that it is an excellent organization that teaches for a good cause and improves the lives of students, which is what would give them a positive attitude. The people who are not aware of WIC most likely do not have a positive or negative attitude towards the organization since they are unfamiliar with the product as a whole. Many people have never heard of WIC, and do not even know such an organization exists in Wichita. There is confusion based on the immigrants and refugees that WIC teaches (some people may think it is just for the Indochinese race) and what service WIC provides. For instance, on Billy Chatanooga’s YouTube Channel, he portrays WIC as a place where people go to learn karate. Although this video was intentionally made with a humour appeal, it does a great job at conveying the idea that American culture misunderstands other cultures and their offering.
WIC themselves do not have strict policies that are currently in place. There are no policies that would restrict strategies to be implemented. However, there is an external issue that may affect strategies. External issue that being, welfare restrictions may cause a disruption of attendance flow. Currently, the state of Kansas is creating new restrictions for welfare candidates. Not only is the state restricting the amount that can be spent by welfare recipients, they are also limiting card usage. Since the amount is more limited on the cards for welfare recipients, this could affect the attendance at WIC if potential students did not have the funds to pay for class fees.
WIC’s public relations strategy will be focused around the use of press releases, its website, social media, and a press conference. Through the public relations strategy, consumers will no longer hold any confusion about this product and what it serves, which will give hopefully all, if not all, the majority of Wichita, a positive attitude towards WIC. Each press release will be released throughout the year to gain attention from prospective sponsors and donors, as well as the general public, to help gain awareness. Word-‐of-‐ mouth communication is one of the most effective marketing tools, and by gaining publicity through the public relations strategy; people can spread the word about WIC. WIC’s new marketing program will be ready for action towards the end of May 2015, therefore, there will be a press release letting the public know that WSU marketing students created a campaign for WIC.
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The next press release will be September 2015 to keep prospective sponsors/ donors in the consumer’s mindset; it will let the public aware that they can help refugees and immigrants become taxpayers with the help of WIC. The third press release will be in February 2016 to let the public know that WIC is hiring marketing interns. This will be great for prospective and current donors and sponsors because it informs them that WIC is staying up-‐ to-‐date with their marketing program, their funds are being used for a great cause, and it lets the prospective donors and sponsors more aware about WIC. Lastly, there will be a fourth press release May 2016. This press release will announce how WIC is involved in the community and continuing to earn a positive image throughout the Wichita area. Once again, this will inform prospective donors and sponsors about the organization and how it is passionate towards helping others.
In addition, WIC’s success stories can be read on the website and various newspaper articles, like the Wichita Eagle and the Sunflower. On the social media sites, there will be “Tweets” on Twitter, pictures on Instagram, and status updates on Facebook about these testimonials. For example, Van Tran and Ngoc Trang Nguyen’s stories can be told. Tran graduated from Wichita State with a Bachelor’s Degree in Mechanical Engineering and Nguyen went from being a non-‐English speaking immigrant to East High’s Valedictorian in four years. These women serve as leaders for WIC’s brand image and help develop an emotional connection with readers and website visitors.
B. Public Relations Tactics
1. Fund Raising Event Donations are available to be made through WIC’s website.
Donors have the option of selecting what dollar amount(s) they would like to donate to WIC. It is available at their own leisure and time frame. Ideally, WIC would like to have a higher conversion rate of website visitors to donors; to do this, WIC will be using WeDidIt’s website interface to manage donations as well as create a crowdfunding page. Crowdfunding is the practice of funding an organization by raising many small amounts of money from a large number of people. Going after a larger group of people will help spread word-‐of-‐mouth communication about WIC. As mentioned earlier in the media budget, WeDidIt is free (single crowdfunding page only) to use. However, it will be the responsibility of WIC’s marketing interns to develop the crowdfunding page. The crowdfunding page will be linked directly to WIC’s website with minimal effort. Oscar Winberg is the Fundraising Optimization Specialist at WeDidIt; he will be WIC’s advisor and can be reached at <[email protected]>. Additional information can be found online at www.wedid.it. Note: this is not a dot-‐com address.
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2. Press Releases The first public relations tactic is to use press releases. This
will build the target market’s awareness of WIC. There will be four press releases throughout the year, starting at the end of May 2015 and ending May 2016. The four press releases will be mainly targeted towards prospective donors and sponsors but also towards the general public as well. Each press release will cover a different topic concerning WIC and be sent to the Wichita Eagle, Wichita Business Journal, the Sunflower, and Wichita Register. The press releases will be sent at 8:57am on Tuesday mornings. Each press release will be sent on different dates, which are labeled on the press release examples.
a. WICHITA STATE MARKETING STUDENTS CREATE CAMPAIGN FOR
LOCAL NON-‐PROFIT There will be a press release on May 26, 2015 that will let the public know what WIC is and that Wichita State University marketing students created a campaign to help market their organization. It will inform the public on why this product is beneficial to the Wichita community and the purpose it serves.
b. HELP A WICHITA NON-‐PROFIT MAKE IMMIGRANTS TAXPAYERS The second press releases will be on September 22, 2015. It will inform the community how WIC is creating taxpayers and how they are helping lowering unemployment rates. Some stats are given so reporters don’t have to look up the information.
c. ATTENTION MARKETING STUDENTS! WICHITA INDOCHINESE CENTER IS HIRING MARKETING INTERNS The third press releases will be on February 23, 2016. This press release is made so that WIC can find the best possible candidates for their intern positions. Detail requirements for interns are listed the press release along with length of internship.
d. WICHITA INDOCHINESE GROUND BREAKING COMMUNITY PROJECT The final press release will be made on May 24, 2016. WIC has a strong history with volunteering in the community. Most of this history is unspoken of. In this press release the community is made aware of the improvements that were made possible through WIC’s contributions and volunteers.
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3. Internet Websites Another public relations tactic is to use the Internet website
and social media. WIC will use the website and social media to promote their brand image and update prospective donors and sponsors on current events surrounding the organization.
WIC’s website will be a tool used to provide facts, testimonials, donation opportunities, and current news about WIC. It will be easy to navigate and become a “go-‐to” for prospective donors and sponsors to learn more about the organization. All of the information that will be listed on the website will also be conveyed through social media.
Social media is a creative way to promote positive current events and quickly take care of the negative events that may occur. Facebook, Twitter, and Instagram are used by millions of people in the U.S. every single day and can be faster at breaking news than traditional mediums such as television, radio, and newspapers.
Facebook will be used for the target market but also attract a more broad audience as well. Facebook will post status updates, pictures, videos, and information to encourage people to donate to WIC and become more aware of their brand image.
Twitter will be used to connect more specifically with the target market. Information will be easy to see because of re-‐tweets and hashtags. The tweets will have information regarding current events happening and testimonials. Also, the target market can tweet back and forth with WIC if they happened to have any questions or concerns. Twitter also allows users to post pictures.
Instagram is the last social media platform that will be used to promote WIC. WIC will post pictures and videos on Instagram. This allows the target market to see what the organization has to offer. WIC’s resources and events will be posted, as well as pictures of students that give testimonials.
4. Press Conference On Wednesday, May 27, 2015, at 10:12 am, there will be a
press conference held at Wichita Indochinese Center, 2502 East Douglas, Wichita, KS 67214-‐4514. This location will be a good way to show the target market, as well as the public, where the organization is located and what it looks like. Prospective donors and sponsors will be able to see what their funds could be potentially donated towards.
Just like it was mentioned in the target market section, the companies that are a part of the target market and will be invited to attend are: Cargill, Cornejo & Sons, Beechcraft, Spirit, Cessna, landscape businesses, and other large factories and plants, Wichita State University, and KOCH, which includes the specific departments
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that deal with giving back to the community and making donations to causes that fit their company image. By inviting these companies or corporations to the press release, they will gain awareness about WIC and what WIC is trying to achieve and how they can help. These companies and corporations typically employ new immigrants and refugees, so it would be beneficial to donate to an organization that would help current or future employees at their business. This would improve the work environment and synergy of the business.
All three news stations in Wichita, KAKE, KWCH, KSN, will be invited to attend as well as the reporter for the Wichita Eagle and the Sunflower to broadcast information about the press conference on the daily news and in the newspaper. The general public will be invited to attend the press conference, so they too can learn more about WIC. Even though they may not be involved with any of the companies or corporations invited, they may still be interested in looking for a non-‐profit to donate to.
WIC will be announcing their future plans regarding their community projects. In addition, WIC will announce the companies they have formed a coalition with to help battle illiteracy.
C. Rationale
The rationale behind the press releases and conference is to create a positive PR image. By having four press releases and a conference, it will show the public what WIC is doing as an organization for Wichita, which is Improving lives for a better Wichita. The PR tactics will show the target market and general public that WIC is helping students become the educated, tax-‐paying citizens they wanted to become along with improving their overall lives and well-‐being. Each story of the press release will help WIC gain awareness, clear up confusion, and lastly, answer questions pertaining to what WIC is and the purpose that it serves. By doing this, it shows the target market how they can help fund this non-‐profit organization and more specifically, what the funds would go towards. Since the power of social media is so strong, it will play a vital part in helping WIC keep a positive PR image. Millions of people rely on social media every day. Through the use of Facebook, Twitter, and Instagram, WIC will gain more exposure and reach to large audiences for free. Overall, these PR tactics will give the public a positive attitude towards WIC and earn their trust for building a brand image that would become a preference for one to donate to.
D. Examples
WIC will not be using any promotional materials. There were not enough funds left in the budget, nor set aside for any such materials. Listed below are the Press Release examples.
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