Mission Statement:“We assist the poor and those in need of consolation, seeking out and utilizing every resource. Being mindful of the sanctity and dignity of all, any charitable work that advances those goals

is within the mission of St. Vincent de Paul.”

Media Plan1

Table of Contents

Situation 2

SWOT 3

Background 4

Audience and Current Users 5

Objectives 6

Media Mix 7

Schedule 8

Budget 9

Evaluation 10

2

St. Vinnie’s reaches its target audience through television, radio, newspaper and signage, but is that enough to really impact and motivate 22-35 year-olds to donate their time for the long term? It is possible that the volunteers that are needed are unaware of all the volunteer opportunities provided by SVDP and even that the organization provides more than a “goodwill” type of retail store. There are few promotions that easily convey to potential volunteers the many services that St. Vinnie’s provides. Informing the public of all that St. Vinnie’s provides is a great opportunity for them to gain interest from both new and past volunteers. The “goodwill” retail type market is already saturated and it seems individuals in the community only volunteer and donate based on convenience or when it’s mandated. Volunteering needs to be much more than that. It needs to be a fun and rewarding experience that encourages involvement in the community for a long period of time.

Situation

3SWOT

StrengthsOpportunities

WeaknessesThreats

-Rewarding-Benefits the community-Many different ways to volunteer

-Unintended religious associations-People are unaware of what they do-Name recognition is confusing for most

-Engage with a group of people that want meaning in their life-Have volunteers build relationships with each other to encourage them to come back

-Goodwill-Only have people volunteer for the perks offered/volunteers find no genuine engagement-Audience cannot find time to volunteer

4

The 6 Core servicesAffordable Housing: Provides 1,000 affordable rental units to

those in need.

Homeless Services: Provides shelter and help for homeless individuals and families.

Self-Sufficiency Services: Partners with government agencies and small businesses to provide help to those who can’t find

work.

Emergency Services: Provides services for families and individuals who have fallen on tough times and need a helping

hand.

Recycling Programs: These programs divert millions of pounds of waste from landfills and provide revenue to fund the

organization.

Retail Stores: The stores sell second-hand items and provide the bulk of revenues for the organization.

St. Vinnie’s of Lane County was founded in 1954, not long after the

first retail store was built. Since then it has grown to become the largest nonprofit organization in the area. The orgainization is independently

managed but has affiliations with St. Vinnie’s Society National Council

and the Catholic Church.

3 Main Goals:

1. To create a social safety net for the community to help failing state

and federal programs.2. To create long-term and perma-

nent jobs.3. To create a stable platform for

affordable housing.

Background

5Audience

· Individuals between the ages of 22 and 35· These individuals balance their lives around their jobs, families, and extra-curricular activities.· These individuals are young, single, predominately white, and are represented evenly between both males and females.· They have been living in the same area most of their lives and commonly have family members living nearby.· Most of them have at least some form of higher education or are in the process of completing: – 2yr degree, technical classes, community college, business certifications, etc. but they have not completed a 4-yr college degree.· They receive most of their news and information electronically – through computers, TV’s, and smartphones. They are active users in Facebook.

6

Advertising Objectives:-Communicate with potential volunteers that donating time is much more than a good deed, it’s for people in the neighborhood to meet and build lasting relationships while having fun and helping the community.- Change perspective of St. Vinnie’s from “religious organization” to “a cool fun way to spend your time while meeting people.”- Make volunteering a hip trend.

Marketing Objectives:- Bring in more volunteers that are younger in age and more likely to build a loyalty to St. Vinnie’s i.e. volunteer multiple and want to serve on boards for the organization.- Make people aware of volunteer opportunities.- Increase engagement by communicating that volunteering can teach people valuable skills that can be applied to their future career all while discovering new interests.

Objectives

Media Objectives:-Website & Video Testimonials: Get potential volunteers engaged with the brand and excited about volunteer opportunities.-Outdoor: Engage potential volunteers where they are most likely to be commuting i.e. buses and bikes. Offer bus passes for those who volunteer 10+ hours a month.-Bars/Social Events: Make volunteers feel like they are appreciated and give them the opportunity to engage with others who are volunteering. Allows them to build relationships with the other volunteers, giving them more incentive to come back. Makes volunteering social and therefore worthwhile.

7

Outdoor: We will place advertisements around other common areas that our target audience frequents, such as grocery carts, bike racks and bus shelters around Lane County. Local markets such as Sundance, The Kiva and Capella Market will be the target locations for our grocery cart advertisements.

LTD:Our audience is environmentally conscious and is trying to save money. Therefore, public transportation is their primary mode of transportation. We will put advertisements on the outside of the LTD buses. These advertisements will be in St. Vinnie’s colors and will include where to find more information on how to get involved. Along with advertising on buses, we will offer an incentive program for volunteers. We want to propose to LTD that for every 10 hours a month an individual volunteers, he or she will receive a free monthly bus pass.

Media Mix

8

Internet:Engaging our customers through Facebook will be integral in the effectiveness of our cam-paign. Providing an outlet for discussion with our audience will allow for better communica-tion of upcoming volunteer opportunities as well as ways to get involved.

Bars, Coffee Shops, Restaurants and Campuses: We will place flyers, stickers, coasters, pens and other swag around places that St. Vinnie’s target audience congregates. At these same locations we would have a monthly mixer or happy hour to reward volunteers for their hard work. These mixers will also be an opportunity to introduce new people to St. Vinnie’s volunteer program.

Media Mix

Redesigning the volunteer portion of the St. Vinnie’s website will make it more interactive and aesthetically pleasing for users. This will cause prospective volunteers to stay on the website for longer and will enhancing engagement with our audience. Posting videos with testimonials from people who have built lasting relationships through volunteering will enhance the message.

Schedule9

Medium Jan Feb Mar Apr May Jun Jul Sept Oct Nov Dec

Facebook

Swag

Events

Outdoor

Internet

LTD

10Budget

Exterior Bus Advertisement $3220Outdoor $1000Swag $415Internet $500

Evaluation11

Facebook: Evaluated by how many people engage with the page i.e comments and postings. The content of this engagement can also be evaluated for how positive or negative the comments and postings are. Likes of the Facebook page can also be used as a measurement for evaulation.

Website/Videos: Evaluated by tools such as Google Analytics which will calculate how many people visit the site per day, and how long they engage with the website. Videos posted to Youtube can be evaluated by number of views, likes, comments, and shares.

Bars/Restaurants:Evaluation of this particular part of the media mix will be determined by how many people attend the social functions at the bars/restaurants that St. Vinnie’s sponsors, and by how much swag is picked up from local bars, coffee shops, etc.

Outdoor: Success will be determined by usage of the bike racks that are painted to be St. Vinnnie’s advertisements, and a survey will be conducted among volunteers to ask how they heard about volunteer opportunities.