Serving, One Hero at a timeCatch 22

Mission Visions and Values

A Catch 22 is a dilemma or difficult circumstance from which there is no escape because of mutually conflicting or dependent conditions

Mission:To guide our clients through their personal dilemmas and provide resources that will help them resolve conflict in all the circumstances of their life so they can see the Hero that lives within them

Vision:To communicate our mission in a manner that engages people to get involved by donating time, money or personal resources that will support the Heroes we serve

The Integrated Marketing Communications Plan (IMCP) directs the actions that create “flow from the mission, vision, and values to the overall business strategy” (Zoeller, 2017)

Analysis• Gather Data• Sort• Identify

Customer• Target• Select Media

Identity• Unique• Positioning• Offer Value• Brand• Logo• Slogan

Goals• Specific• Measureabl

e• Timing• Awareness• Listen• Communica

te• Sell

Budget• Amount• Advertisement• Promotion• Media Division• Unexpected

Measurement• KPI• Sales Revenue• Customer Value• New Contact Rate• Conversion

• ROI• Cost Per Lead• Inbound Marketing• % of Conversion• Sales Increase

Integrated Marketing Communication Plan

Mission Statement:To guide our clients through their personal dilemmas and provide resources that will help them resolve conflict in all the circumstances of their life so they can see the Hero that lives within them

SWOT:Strength, Weaknesses, Opportunities, Threats

Destination:

Organizational Strategies: Create calendar that reflects daily, weekly and monthly tasks required to implement Strategic Plan. Invite volunteers and clients to participate in planning and implementing organization and operations.

Strategic Planning Process

Vision: To communicate our mission in a manner that engages people to get involved by donating time, money or personal resources that will support the Heroes we serve

S.W.O.T.Strength• Staff• Participants• Volunteers

Weakness• Fundraising• Marketing• Community

Connections

Opportunities• Development• Community

Outreach

Threats• Misinformation• Other Charities

Though marketing and development activities we can connect with our community and create accurate awareness in order to reach our target participant and develop support among community leaders and local philanthropist

Analysis• Gather Data• Sort• Identify

Customer• Target• Select Media

Analysis Gather Data: Landing page, social media, email response, donations, volunteers

Data Gathered: Name, address, email, donation timing and amounts, volunteer hours.Sort Data Target Audience: Adults who are passionate about helping Veterans/Veterans Helping VeteransSecondary Audience: Working adults who contribute time and/or money, raising socially conscious children. Retirees who contribute time and/or money, Older, experienced adults who are valuable assetsSelect Cost Effective Media: Word-of-mouth social Media, Free Community Bulletin Boards, Church Bulletins/Newsletters, Email. Community outreach sponsors.

Identity• Unique• Positioning• Offer Value• Brand• Logo• Slogan

Identity

Protect those who served for you!

You can change a life, one hour at a timeVolunteers ONE

One Volunteer, One HourBe the Bright One, Donate

Unique: Recognition and standing above other help organization can be achieved through inviting messagesPositioning: A memorable experience and positive outcome will position us above competition and engage donors and volunteersOffer Value: self-satisfaction and proven results will grow lifetime value to volunteers and donorsBranding: Easily recognizable, with meaningful, transparent communications directed at the target audience

Identity: Use the insight from gathered data to communicate and position the brand and bring value to the donors, clients and volunteers

Goals• Specific• Measureabl

e• Timing• Awareness• Listen• Communica

te• Sell

GoalsSpecific: Increase donationsRise in community awarenessIncrease services to clientsAttract more volunteersMeasurable:Percent increase in donationsExpanded mailing list/social media followers/participation in eventsBrand recognitionAchievable:Present unified communication planMeasure resultsRelevantFocus on expanding servicesEngagement of target audienceOffer valueTime-BoundMarketing calendar for eventsUse current events on social mediaOngoing analysis and adjustments

Listen: Use data gathered to understand needs, wants and desires of target audiencesCommunicate: Let the clients and volunteers know you are listening, you are interested and you hear what they want and need. Present the Brand Story, through words, pictures and shared experiences.Serve: Offer Life Time Value, rewarding experiences and quality time

Budget• Amount• Development• Advertisement• Promotion• Media Division• Unexpected

Budget

Unlike an organization that is designed to sell products and return revenue, our offering is less tangible. Our budget must be supported by sponsorship, grants and the generosity of donors and volunteers. Development is as important as the services we provide

Analysis: Ongoing analysis will provide insight to Return on Investment through Key Performance Indicators. Quick action will be necessary to be exceptional guardians of the investment of donors. By diligently using only those avenues that have the highest ROI we can remain transparent in business practices and report the highest results for each dollar spent.

Development: Implementation of the strategic plan that is focused on fundraising, recruitment and services

Connect: Utilize free, business building connections and accounts. Partner with business organizations, Chamber of Commerce, free directories, like Yelp, Yahoo Local, even Craig’s List can reach the target audience. Submit press releases to local news media and create partnerships with sponsors through all marketing activities

Measurement• KPI• Donations Increase• Customer Value• New Contact Rate• Conversion

• ROI• Cost Per Lead• % of Conversion• Engagement

Measurement

ROI: By analyzing the conversion rate and the increase engagement, we can understand the value of our investment of time and focus spending on those media outlets that will produce the high-test return of donations per dollar invested.

KPI: New clients, volunteers and donor conversion rates, income tracking will show the media outlet that is most effective for each digital channel and word-of-mouth placement.

PartnersCollaboration: Working together to solve problems by creating ownership among internal stakeholders. Showing value, quality and benefits to them for their participation. Presents simple, clear plans that are easy to communicateGood Business

Practices: Businesses that make good decisions over the long-term.Reasonable Government:Not big government or small government but good government.Good Leaders:Security: Local public safety (Morohn, 2008)

Internal stakeholders: Board of Directors, paid staff, corporate sponsors, clients, volunteers and donors

Buy-In Message:Increase donations, serve more clients, increase engagement, gain more sponsors

Messaging

Protect those who served for you!

You can change a life, one hour at a timeVolunteers ONE One Volunteer, One HourBe the Bright One, Donate

Finding and delighting a niche market then communicating a unified, transparent message will create engagement, and making engagement simple, will win our target audiences.

The challenge is to stand out among similar charity organizations.

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