2. A special ThankYou to…
David Benson and supporting staff at The Damiano Center for their time spent working alongside us
throughout the past months.
JimVileta for his expertise and guidance through our research phase of this project.
John Kratz for his enthusiasm and support while leading us through this program.
Sandi Larson, Curt Walczak, and The Center for Economic Development for your assistance.
The Labovitz School of Business and Economics for creating the Student to Business Initiative program.
We are grateful for the opportunity to apply our creativity and strategic thinking to make a difference in
our community.
Aleah Salloway for her creative talent and diligent work ethic.
1
3. Prepared with assistance from the UMD Center for Economic Development and
the Labovitz School of Business and Economics
Presented on December 11th, 2014 by:
“Marketing is no longer about the stuff you make, but about the stories you tell.”
— Seth Godin
Our Philosophy
We believe the defining component of an effective integrated marketing communications plan is
storytelling. Our approach is simple: to not only help those in need, but to allow them to be heard.
Creating better communities stems from a desire to selflessly serve others.As an agency, we strive to
provide our clients with clarity, consistency, and the necessary tools to maximize their potential.
Our Team
MollieVanArsdale | Katie Swanson | Jessica Jensen 2
4. Table of Contents
1 Acknowledgements
2 Agency Philosophy
3 Table of Contents
4 IMC Definition
5 Executive Summary
6 Business and Communication Objectives
7 Situational Analysis
Internal Analysis
External Analysis
Environmental Trends
Competitive Analysis
10 Target Audience Analysis
Market Segmentation
Brand Character
Positioning
14 Creative Strategies
The Golden Circle
Key Messages
Brand Standards
17 Promotional Mix
Paid Media
Owned Media
Earned Media
25 Plan Implementation
Budget
Implementation Timeline
Measurement Tools
28 Sources
3
5. What is IMC?
Integrated Marketing Communications (IMC) is a strategic approach to advertising by
means of unifying promotional vehicles through the use of consistent communication.
All communication efforts such as advertising, sales promotion, public relations, direct
marketing, personal selling, online communications and social media work together to
share the client’s story in a manner that emotionally resonates with their target audience.
4
6. Executive Summary
This IMC plan is the foundation upon which The Damiano Center can implement a solid advertising
campaign.We strive to increase awareness, subsequently resulting in tangible results, such as a greater
number of donors and volunteers. We did an extensive amount of research to identify an accurate
target market, segmented into three key audiences, for more effective advertising. After completing the
research, we applied marketing concepts with consumer trends to ensure successful executions of our
recommendations.
Our general goal is to help The Damiano Center increase donations by 10% in the coming year and
also increase volunteer engagement on a recurring basis.These recommendations include strengthening
their online presence, integrating the use of more social media platforms, modifying the newsletter
design, and promoting a consistent brand identity.
5
7. Business and Communcation Objectives
Business Objectives:
• Increase private monetary donations from businesses and individuals
• Increase the number of consistent volunteers
Communication Objectives:
• Engage target market on existing social media platforms
• Educate and inform community of the wide array of services The Damiano Center offers and
their importance to those who utilize them
• Develop messaging strategies that resonate with our target audience using various platforms
• Continuously engage current donors, volunteers and supporters of the organization
• Boost brand recognition through the consistent use of unified brand standards in all
communication efforts
• Overcome common community misconceptions. Inform community that:
-Damiano Center offers more services than simply existing as a soup kitchen
-CHUM is distinct from Damiano Center and other nonprofits in the region
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8. Situational Analysis
INTERNAL ANALYSIS
Previous promotional efforts:
Paid Media
• Direct mail (newsletter and direct appeal letter)
• Minnesota Public Radio spots
• Thank you letters to donors
Owned Media
• Facebook page
• Website
• Volunteer database
• Donor database
• Annual report
• Branding
• Online giving
Earned Media
• Facebook advertising from aimClear
• Media coverage
• Two promotional videos produced by professional companies
• Business sponsorships with local companies
• Word of mouth
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Internal Strengths:
• Increased volunteer and donor activity during holiday season
~ 34% of individual contributions are received in November and December
• Committed, quality volunteer base
Internal Weaknesses:
• Volunteer shortage during summer months
• Community lacks awareness of range of services offered
• Duluth community is unaware of the need and high demand for services
9. EXTERNAL ANALYSIS
By supporting The Damiano Center, donors and volunteers hope to achieve:
• Recognition
Donors: Brand Awareness and Return on Investment
Volunteers: Words of Affirmation
• Contribute toward a cause that they care about
• Be a part of a meaningful organization
How donors and volunteers perceive The Damiano Center:
• Assume demand for services is greatest during the winter
• View soup kitchen as their primary service
ENVIRONMENTAL ANALYSIS
Current trends that may affect the promotional program:
• Opening of Steve O’Neil Apartments will likely increase demand for
services
• State of economy affects how much discretionary income donors have
to give
• Economic conditions also influence demand for the use of services
Situational Analysis
8
10. Competitive Analysis
Services
Mission
1,463
• Stabilization
Services
• Distributive
Services
• Outreach and
Organizing Services
People of faith working
together to provide
basic necessities,
foster stable lives,
and organize for just
and compassionate
community.
293
• Clothes that Work
• Community Services
• Kids Café
• Clothing Exchange
• Soup Kitchen
Building a Stronger
Community, Serving
People in Need.
151
• On-site meals
• Food Shelf
• Hygiene kits
• Referral sources
• Support groups
• Overnight stay
(25 max)
Provide a Christian
community, open to
families and all people
who come to us for a safe,
caring environment for
building up, with dignity and
compassion, the Hope of
our fellow man.
Hubspot
Website
Grade
50/100 35/100 35/100
Lack social media and not
set up for search engine
optimization
Not mobile friendly Lack marketing analytics and
not set up for search engine
optimization
Rationale
9
11. TARGET AUDIENCE
We feel that Damiano’s target audience conveys the following personality traits:
Compassion | Selflessness | Generosity | Kindness
Volunteer Demographics
Gender: Male and Female
Ages: 55-64 years old
Life Stage:Adult, Senior, Empty Nesters, Retired
Birth Era: Baby Boomers
Marital Status: Married,Widowers
Volunteer Beliefs & Attitudes:
Damiano is run almost entirely by volunteers. For this reason, having a large number of
volunteers on hand is imperative to the ongoing success of this organization.The target
age for volunteers is active 55-64 year old Baby Boomers looking to stay active while
giving back to their community.They find fulfillment by selflessly donating their time and
skills to prepare hot meals or assist with running other programs that Damiano provides.
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12. Individual Donor Demographics
Gender: Male and Female
Age: 55-64 years old
Life Stage:Adult, Senior
Birth Era: Baby Boomers
Marital Status: Married
Annual Income: $75,000+
Individual Donor Beliefs & Attitudes:
Damiano cannot rely on grants alone to provide the
necessary funding.They also need to focus their efforts
on individual donors.This market segment consists
of individuals with discretionary income, college
graduates who have a strong desire to give back to the
community, as well as have an emotional connection to
The Damiano Center.
Business Donors Beliefs & Attitudes:
Mid-sized to large businesses in the Duluth area who
care about Damiano’s cause.These companies have the
means to help and want to contribute in the efforts of
providing life changing programs and services to the
less fortunate. May also be seeking to continuously
improve the public’s perception of their company.
11
Market Segmentation
13. Brand Character
The Damiano Center has a very strong reputation that holds integrity and accountability among the
Duluth community. For over 30 years, they have served those in need and continue to grow and
adapt to the needs of the community.
Their commitment to providing quality meals and services make them a reliable place for assistance
and support. Damiano has worked hard to build innovation and a sense of hope within their
organization in aspiration that those in need will feel heard, respected, safe, and supported.
The Damiano Center’s character can be described as:
Altruistic | Welcoming | Respectful | Dependable | Uplifting
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14. Positioning
What is Positioning?
“The art and science of fitting the product or service to one or more segments of the market in such a way
as to set it meaningfully apart from competition.”
The Damiano Center is a nonprofit organization that cares about the well-being of our community. Knowing
people feel safe and nutritiously fed due to their actions fills their hearts with joy. They are dedicated to
helping those in need by means of food, clothing, bus fare, and job seeking materials.
A key differentiator of The Damiano Center is the wide range of services they provide. Damiano strives to
not only serve as a soup kitchen, but also as a place for new beginnings through their various programs. As
an organization, they are committed to building people up to reach their full potential and continue to better
themselves.
Positioning Statement
For the generous citizen searching for a meaningful way to enrich lives and make a difference in the Duluth
community, The Damiano Center is a place where those in need will not only be helped, but will have their
stories be heard.
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15. The Golden Circle
WHAT
HOW
WHY
Serving our neighbors in need using five programs:
Soup Kitchen, Clothes That Work, Clothing Exchange,
Kids Café, Community Services.
Each person has a story to share. It is our job to not
only help others, but to allow them to be heard.
Hardworking personnel, dedicated volunteers,
generous donors, and a community that cares.
Why? How? What?
Feel Think Act
“People don’t buy what you do,
they buy why you do it.” —Simon Sinek
Messaging should come from the core
and start with the WHY.
14
16. Key Messages
The following call-to-action statements can be used to motivate and
engage your audience to create desirable results.
o Hear their stories.
o Lend a hand to help fight hunger.
o Be the difference.Volunteer.
o There are more ways to give than money. Give your time!
o Our vision needs you.
TAGLINE
TRUELINE
MISSION
As many stories as the people we serve.
Building a Stronger Community,
Serving People in Need.
New beginnings start here.
Our focus for this campaign was to share compelling stories that inspire our audience.With storytelling at the core of our
communication strategy, all messaging should resonate emotionally with our audience.
Your over-arching strategy for achieving your purpose is your mission, which remains unchanged.We have developed a
trueline, which is an internal expression of your brand’s most compelling differentiator.The campaign tagline serves as
the out-facing expression of your trueline.
15
17. Brand Standards
By establishing brand standards to be followed across all marketing and communications, customers will be more likely to
notice, recognize, and remember your organization. Our rebranding reccomendations are included below.
C: 34%
M: 13%
Y: 77%
K: 0%
C: 61%
M: 38%
Y: 83%
K: 20%
C: 46%
M: 15%
Y: 8%
K: 0%
C: 99%
M: 89%
Y: 27%
K: 14%
C: 0%
M: 27%
Y: 71%
K: 0%
C: 5%
M: 58%
Y: 59%
K: 0%
Font:
Century Gothic, Regular
16
18. Promotional Mix
17
Paid EarnedOwned
Direct Mail Website
Facebook Page
LinkedIn Page
Testimonials
Promotional mix is a blend of paid, owned, and earned media. Similar to a tripod, each media element is an important part
of the whole and contributes to the overall marketing strategy.The illustration below outlines our recommended elements
that will work together to form a cohesive marketing mix.
19. An updated newsletter will revitalize the organization’s
image. It is best used for sustaining support and
encouraging donor loyalty. In order to continually drive
donor retention, we have redesigned the template of the
newsletter.
Key additions to the layout include:
• Volunteer / Board Member Spotlight
• Timely In-kind Donations
• Additional Story (either an industry related story,
program update, or emotional story)
We chose to print in full color with the understanding
that it engages the reader most effectively. As
previously constructed, photos and content for the
newsletter should be sent to ProPrint for formatting
and printing each quarter.
In an effort to become more sustainable and cut costs,
we included an option for recipients to opt-out of
direct mail and receive the newsletter electronically
by emailing info@damianocenter.org.
Direct Mail
18
20. Webpage Redesign
Using a platform calledWix, we developed a new webpage forThe Damiano
Center. One of the key determinants for selectingWix was its ease of use
and simplistic approach to web design. With no HTML experience needed,
this website redesign is a realistic and managable solution. We recommend
implementing the following changes to make your webpage easy to navigate
and reflect a modern look.
Responsive Web Design
With over one-third of viewers accessing webpages on a tablet or mobile device,
a website that supports all platforms is essential. Responsive web design allows for
easy and accurate viewing, regardless of the device being used.
e-Newsletter
We recognize the power of print, but believe there is benefit for publishing the
newsletter online for public viewing.
Social Media Buttons
In order to expand your online presence, the inclusion of social media buttons on
your homepage is a simple way to connect readers to your social media platforms.
Consistency
Using a consistent color scheme that aligns with brand standards will aid in brand
recognition and help viewers remember your organization.
Sticky Content
With storytelling at the core of our messaging strategy, we developed a separate
page titled,‘Hear Their Stories’.This area can serve as a central hub for sharing
compelling stories that were previously classified as news.
19
21. Social Media: Facebook
Facebook is the most widely used social networking platform, so nonprofits should use it to their advantage.
MKJ Creative advises setting up a monthly calendar describing the content to be posted. By doing so, you can
target posts to highlight events, program needs, community outreach opportunities, stories of those impacted, or
statistics that reflect the importance of supporting your services.
Page Design
· Profile Picture: New logo
· Cover Photo: Incorporates tagline (as picured right)
Messaging Strategy
· Share interactive statuses to keep followers engaged
· Post compelling stories to continuously gain supporters and followers
Visual Storytelling
• Post pictures of individuals using their services (e.g., children at Kid’s Café doing art projects)
• Emphasize donor, volunteer, and board member involvement
Make each post count by offering something valuable or interesting to your audience.
• Minimum: 2 posts per week
• Aim for quality content vs. quantity
• Facebook engagement is best on Sundays and Wednesdays
• Track follower engagment and traffic using dashboard to determine optimal times to post
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22. Social Media: LinkedIn
Most nonprofits rely on Facebook,Twitter, andYouTube for their social media presence. However, many fail to recognize the
substantial impact LinkedIn could have on their networking efforts. By expanding your social media presence, you are broadening
your outreach and will gain a larger following. LinkedIn will help you gain access to more supporters through networking.
21
Get your Damiano’s name out there by sharing your mission statement and
background. It would be helpful to state the programs offered to give readers a
better idea of what it is you do and the services you provide to the community.
It is essential to inform and invite current board members, donors, and volunteers
to follow The Damiano Center. The ability to view users who have visited your page
provides insight on your target audience and opportunities to broaden outreach to
potential donors and volunteers through direct mail.
A successful social media presence comes from keeping your followers informed.
Post about events, fundraisers, stories, organizational needs, and the difference you
are making within the community. A great tool to drive engagement is to ask and
answer questions that followers may have.
We highly recommend upgrading to a Business Plus membership for $59.99/month.
Buying annually will save you 20%, for an annual cost of $575.88.
Key features include:
• 10 InMail™ messages: Lets you contact anyone on LinkedIn
• Who’s Viewed Your Profile: See who’s viewed you in the last 90 days and how they found you
• Premium search filters: Zero in on the right people, faster
• Expanded network visibility: Get more profile info for people you’re not connected to
23. Social Media: LinkedIn Demographics
22
LinkedIn is a viable social media platform for connecting with prospective donors, volunteers, and board members.
As the graphs below demonstrate, LinkedIn serves as a key touch point for your target market segments.
24. Testimonials
23
“A community that cares for its citizens most in need is a
community that flourishes.” – Laurie O’Neill, Board Member
“None of what Damiano does happens by accident. It takes a lot
of work in raising funds and organizing effort for it to provide its
services. The Damiano Center’s successes are those of the many
who support it.” – John D. Kelly, Board Member andVolunteer
Word-of-mouth advertising is a powerful tool for establishing credibility and value to your organization. Written testimonials are
a form of earned media that serve as social proof. Hearing the stories of how Damiano has impacted the lives of volunteers,
board members, donors and guests emotionally resonates with the people they are shared with. The following testimonials can be
incorporated throughout promotional materials, such as the newsletter, webpage and social media.
“The staff is the critical element in Damiano’s mission of service.
They are energetic, caring people who inspire by their example
in carrying out work that is essential to our society. If the
character of a community is revealed in the way it provides for
those who suffer misfortune, and I believe it is, Damiano is a
reflection of the strength of ours.”
– John D. Kelly, Board Member andVolunteer
“We started volunteering at The Damiano Center through a
class we are taking at St. Scholastica. Our time here has been
so rewarding. We love seeing the friendships built between
the children at Kids Café and the kids’ attachment to us. We
know some of these children’s families are going through tough
times, so being able to give them a few hours of escape to just
play with other children, do arts and crafts, or play foosball and
board games is an amazing feeling. While we are here, we also
educate the children on basic health practices. For example,
sharing the importance of brushing your teeth and nutritious
foods to eat. Overall, we truly enjoy our time volunteering here
and can tell we make a difference in these children’s lives, even
if it’s only for a few hours.”
– Lindsay and Roxanne, Kids CaféVolunteers
“The community should care because we are all better off
when we are all better off. The more a person’s basic needs
are tended to, the less emergency care s/he will need, the less
trauma s/he is likely to experience. Keeping that to a minimum
benefits us all. People can donate money, of course, to fund the
programs and to help with building costs. Volunteers do much of
the work of the center and are always needed and welcomed.”
– Mary Dragich, Board Member
25. Testimonials
24
“I started volunteering at The Damiano Center early June and
fell in love with what this nonprofit does for our community. I
was so inspired that I joined the AmeriCorps. The AmeriCorps
placed me at The Damiano Center, which I could not be happier
about; my family and friends are here. There is no other job that
would be more satisfying for me, no matter the pay. I believe
so strongly in Damiano and think their services greatly and
positively influence the people who come here. They are a safe
haven to those in need.” – John, Kids Café Staff“I supportThe Damiano Center because Damiano delivers
essential services to members of our community with care
and respect.This care and respect is evident in the services
that Damiano develops and provides and in how the staff
treats the precious investment from the community that
makes our mission possible. I believe this depth and breadth of
commitment are exceptional qualities that make all forms of
support for Damiano go that much further in alleviating real
needs and encouraging positive outcomes for people.”
— Margaret Hodnik, Board Member
“I am a single mother of five children with little to no support.
Every day is a struggle to put food on the table for my children,
and many days I wasn’t able to.Then one day I heard about The
Damiano Center and all of the services they provide. I have now
been coming here for about six years. I know without Damiano
my family and I would not have survived; they were our saviors.
I now spread the word to everyone I meet in need of help. I am
so thankful for what they do here and the people I have met
throughout the years.”
– Heather, mother of a Kids Café participant
“Damiano is people working together to meet basic human
needs: food, clothing and dignity. Spend some time there and
you will see people, serving and being served, becoming part of
a community in which each gives to the other. I think that this
is something that attracts volunteers and keeps them coming
back.” – John D. Kelly, Board Member andVolunteer
26. Monthly Quarterly Annually
CAMPAIGN BUDGET $22,000
PAID MEDIA
Printing & Mailing Newsletter $1,188.17 $4,752.68
(postage not included)
OWNED MEDIA
eCommerce Wix Account $16.17 $194.04
LinkedIn Business Plus Account $59.99 $575.88
TOTAL COSTS $5,522.60
Budget
25
Advertising BudgetPrevious Advertising Costs
27. Implementation Timeline
Annual Marketing Schedule
26
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Direct Mail Newsletter
Webpage Launch
Rebranding Launch
LinkedIn Page Launch
Social Media Marketing Schedule (Monthly)
Week 1 Posts promoting timely community events for the month
Week 2 Posts sharing empowering stories of how Damiano has impacted individuals
Week 3 Posts containing statistics related to hunger and poverty
Week 4 Posts recognizing volunteers, donors, and/or board members
We recommend a minimum of two posts per week across all social media platforms. More posts equals more exposure!
28. Measurement Tools
Facebook
Using dashboard, you can monitor and measure your posts outreach. Its easy-to-read graphs present an overview
of page likes, post likes, post reach, clicks, engagement and more.
LinkedIn
By subscribing to a premium version of LinkedIn for a small monthly fee, you will be able to see who is looking at
your site. As a result, you can track and target who your audience is on this particular platform.
Direct Mail
To measure direct mail, utilize the enclosed donation envelopes recipients mail back to analyze the effectiveness
and donor response rate.You can also attach a survey question to the donation envelope asking if the recipients
would rather have the newsletter sent via email to reduce their carbon footprint.
Website
We encourage you to use Google Analytics, a free service offered by Google that gathers web traffic statistics.
Not only will Google Analytics allow you to track sources of website traffic, but you will also be able to evaluate
online giving and which links on your page are getting the most clicks.
For a step-by-step explanation on how to set up Google Analytics, we suggest referencing the following site:
https://support.google.com/analytics/answer/1008080?hl=en
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“Linkedin.com Traffic and Demographic Statistics by Quantcast.” Quantcast, 28 Nov. 2014.Web.
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