IMC Campaigns Class Recommendation

Overview
 Goals
● Launch the organization
● Build awareness around Nehemiah’s mission
● Gain a more widespread donor base
 Objectives
● Launch event to kick off Nehemiah Collaborative
● Create a marketing plan to help give Nehemiah
Collaborative essential marketing pieces and tools
● Target existing donors of 4 organizations and reach
out to new specified audiences
Overview Of Primary Audiences
● Individual Donors*
● Churches/Church Members*
● Clark/Fulton and Stockyards Community
members
● City and Council Officials
● Business Owners*
● Volunteer Schools*
● Local Media/Bloggers
 Competition
● Loft Home
● Fairfax Renaissance Development
Corporation
● Enterprise
● CHN Housing Partners
● Habitat for Humanity
● Burten, Bell, Carr Development, Inc.
How Competition Reaches Audience
● Hosting free educational lectures and
classes to the community.
● Free classes to the community.
● There seems to be a lack of facebook
pages for competing organizations.
● Place emphasis on volunteer/donation
tab on website.
 Creative Platform
“I S H ”
Overall Campaign
Launch Event
Purpose:
Inspire Participation
Introduce Nehemiah Collaborative
Raise Funds
Bolster Support

Target Audiences: Timing:

Donors April 15-22
Local Church National
Goers Volunteer Week
Volunteers
 Breaking Ground, Breaking Bread Launch Event

Timing:
Mid-January (Save the Date)
Mid-March (Formal Invitation)

Cost:
Get local vendors to sponsor
Build a Birdhouse Event
Direct Mail/ Hand-Deliver Campaign
Purpose:
Build Awareness
Inspire Participation

Target Audiences:
Individual Donors
Churches/Church Members
Business Owners
Volunteer Schools
Individual Donors

Cost: Raw materials, printing, and postage

Timing: Two-Time Distribution (Early January and Mid-March)
Community Distribution

Cost: Raw materials, printing, and postage

Timing: Two-Time Distribution (Early January and Mid-March)
Church Distribution

Cost: Raw materials and Printing

Timing: Two-Time Distribution (Early January and Mid-March)
 Bookmark

Cost: Raw materials and printing

Timing: Two-Time Distribution
(Early January and Mid-March)
 Businesses and Volunteers

Cost: Raw materials, printing, postage

Timing: Two-Time Distribution (Early January and Mid-March)
Social Media Campaign
Purpose:
Create an Online Presence
Build Awareness
Demonstrate Nehemiah’s
Positive Community Contribution

Target Audiences:
Individual Donors
Churches and Church Members
Business Owners (specifically
young professional millennials)
Polaroid Testimonies

No Cost
Platform: Instagram
Timing: Posting 2 times per week (January-April)
Polaroid Testimonies

No Cost
Platform: Instagram
Timing: Posting 2 times per week (January-April)
Polaroid Testimonies

No Cost
Platform: Instagram
Timing: Posting 2 times per week (January-April)
 Social Media Ads

Cost: Boosting Facebook and LinkedIn Ads

Platform: Facebook and LinkedIn
Timing: Bi-Weekly (January-April)
Email Campaign
Purpose:
Build Awareness
Spread Nehemiah's Mission
Promote Long-Term Engagement

Target Audiences:
Individual Donors
Churches/ Church Members
Volunteer Schools
Local Media
Local Bloggers
 Donor Email
Campaign

Cost:
Custom Email Templates
Timing:
Monthly(January-April)
General Overview
Campaign

Cost: Custom Email Templates

Timing: One-time distribution
March
Email Updates

Cost: Custom Email Templates

Timing: Post Nehemiah Project
Completion
 Radio Campaign
Purpose:
Build Awareness
Inspire Participation

Target Audiences: Timing:

Individual Donors Mid-March through
Business Owners Mid-April
Local Church Goers

Cost: Range from $20-$80 per ad depending on the day part

Promotional Events
Purpose:
Inspire Participation
Introduce Nehemiah
to the Community

Target Audiences:
Donors/ Potential
Donors Local
Church Goers
Volunteers
 Local Christian Events

Cost:
Ads for Programs: $50-100 for quarter page ad
Booth at Event: $400.00
Run the Business Brand Assets
Run the Business Brand Assets
● Updated Website
○ Make sure the donate button is easy to find and at the top of the web page since it is what you
want people to do.
○ Repurpose copy and detail in at a glance one pager
○ Improvement of content, experience, layout
● Email
○ Templated with letterhead
○ Signatures
● PowerPoint Template
○ Brand specific template to use when presenting to donors or city officials
● Event Booth Materials
○ Brand specific table decor to demonstrate who the brand is
■ Banners
■ Table cloths
■ Giveaways (pens, t-shirts, stress balls)
Additional Ideas:
QUESTIONS?