kgm presentation-lisa
TRANSCRIPT
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KALAMAZOO GOSPEL MISSION!
2016 STRATEGIC MARKETING RECOMMENDATIONS
Christopher Heimrich Phillip Kary III Ryan Kenny Laura Mullen Matthew Smith
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AGENDA !
Overview & Current Situation!!Millennials !!Primary Research Results!!Problems and Opportunities! !Recommendations & Strategies
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OVERVIEW & !CURRENT SITUATION!
DIRECT MARKETING • Grizzard
EVENTS
• A variety of community events
NEWSLETTER • Potential opportunities
for improvement SOCIAL MEDIA
• Facebook, Instagram & Twitter
WEBSITE • www.kzoogospel.org
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THE MILLENNIAL GENERATION!
TECHNOLOGY AS A CHALLENGE
Information Overload
TECHNOLOGY AS A LIFESTYLE
The Digital Era
EDUCATION & EMPLOYMENT
Millennials are the most educated generation
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THE MILLENNIAL GENERATION!
RELIGION Religion is not as dominant
as it used to be
SOCIAL AWARENESS Eager to contribute
PURCHASING HABITS Millennials value their
own opinion
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PRIMARY RESEARCH RESULTS !
Methodology
312Total Respondents
62% are Christian
72% volunteer
Only 9 volunteer at
KGM
Limited awareness Issues within community
KEY INSIGHTS
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SUMMARY OF KEY RESEARCH INSIGHTS !
Limited awareness of the Kalamazoo Gospel Mission
Not yet financially stable
Not likely to be affiliated with religion
Aware of homelessness as an issue
Crave informative, transparent and authentic communication
Volunteer on a regular basis
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ISSUE AWARENESS & KGM PERCEPTIONS !
#1 #2 #3
Drinking & �
DrivingHomelessness Poverty
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KGM AWARENESS !
6 out of 10 respondents indicated that they have heard of the KGM
Ways respondents have heard of the KGM
60% word-of-mouth
24% news stories
29% social media
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PROBLEMS & OPPORTUNITIES !
Limited awareness among Millennials
Limited understanding of Millennials
Outdated visual identity standards
Insufficient human resources
Increase engagement opportunities with WMU & surrounding community
Develop relevant & compelling content that can be easily shared across platforms
Create contemporary, consistent & more effective visual identity standards
Create marketing & communication internship
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OVERVIEW OF RECOMMENDATIONS & STRATEGIES !
Message Content Strategy!!WMU !!Kalamazoo Community!!Possible Communication Channels!!Message & Creative Recommendations!
"Website Enhancements !"Social Media Enhancements !
!Staffing !!
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MESSAGE CONTENT STRATEGY !Message content should facilitate desired behavior !!“Why does someone give?” !!Motivation is a key psychological driver to donor behavior !
We recommend that additional research should be conducted with KGM donors and volunteers so that a deeper understanding can be
ascertained, and hence, more relevant and resonant strategies can be developed.
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ENGAGEMENT RECOMMENDATIONS !
Bronco Bash!!First-Year Experience Program !!WMU’s Residence Life !!Individual College Connections!!Government and Nonprofit Job Fair -WMU Career & Student Employment Services!
Western Michigan University
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ENGAGEMENT RECOMMENDATIONS !
Church!Involvement !!!
Kalamazoo Community
Parochial School Volunteer
Partnerships!
Park Street & Farmers
Market !
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COMMUNICATION CHANNEL RECOMMENDATIONS !
BlogTips for Writing a Successful Blog • Focus on the donors and volunteers • Tell stories about real people • Use pictures • Call them to action • Post regularly (at least once
per month)
“Healing Waters” • Increase points of distribution • Transfer to be completely
online
Newsletter
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COMMUNICATION CHANNEL RECOMMENDATIONS !
E-NewsletterBest Practices of an E-mail Newsletter Format • Prioritizing for a mobile design • Limiting stories and calls to action to 5
or less • Integrating your donate button and
social media networking icons • Enabling screenshots of videos • Adding opt-ins to the newsletter on
other platforms • Never sending the newsletter as a
PDF attachment
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COMMUNICATION CHANNEL RECOMMENDATIONS !
Direct MailCurrent Provider: Grizzard Communication Group
• KGM has a unique & local story • Tailor and personalize messages to
different groups • Motivation is a key psychological driver
to donor behavior • Psychological factors should be used in
market segmentation
“Deliver the right message, getting to the right people, at the right moment and the
right number of times”
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MESSAGE & CREATIVE RECOMMENDATIONS !
Consolidation!"Simple, more concise message that is "consistent across omnichannel "marketing!
!Visual Clarity & Tone !!Visual Consistency !
Website Enhancements
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ONLINE PRESENCE!
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MESSAGE & CREATIVE RECOMMENDATIONS !
FACEBOOK LINKEDIN TWITTER
INSTAGRAM YOUTUBE SOCIAL MEDIA SCHEDULING
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STAFFING RECOMMENDATIONS !
Full-Time Employee(s) !!Full-Time/Part-Time Internship(s) !!Potential Responsibilities: • Creation of creative assets
(videos, blogs, newsletters, e-mail, or photos)
• Providing support in updating the website and/or database
• Monitoring the effectiveness of website, social media or other marketing campaigns
• Maintaining a consistent and interactive social media presence
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QUESTIONS?!!!