East Bay Coalition for the Homeless - Roger Williams University

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East Bay Coalition for the Homeless Project Roger Williams University Fall 2012 Marketing Research Class Michele Abramowitz Leah Barwise Marissa Berardi Alyssa Brangi Megan Breault Matthew Connolly Daniel Czasonis Lauren Dranoff Hillary Dutton Victoria Fernandez Ross Fitzgerald Matthew Grossbard Holly Hancock Anker Johansen Karlene Kiskinis Erynne Landry Amanda Lingg Christopher O’Keefe Shane Parcel Lisa Reddy Matthew Silva Anthony Summa Kathleen Micken, Professor of Marketing Spring 2013 Marketing & Web Development Center Class Michele Abramowitz Kelsey Alexander Morgan Barresse Leah Barwise Jacqueline Bole Cindy Brenner Phuong Ha Bui Samantha Cloutier Christine Couto Ross Fitzgerald Karlene Kiskinis Kaitlyn Lauer Christina Micela David Milano Kyle Palmer Rebecca Quigley Alexa Roberto Gabriela Sanchez-Vega Matthew Silva Margaret Sullivan Laura Walter Courtney Way Alan Williams Cody Young Alan Cutting, Professor of Web Development Kathleen Micken, Professor of Marketing iii
Table of Contents Executive Summary....................................................................................................................... 1 Project Goals & Objectives............................................................................................................ 2 Research....................................................................................................................................... 3 Situation Analysis........................................................................................................................... 6 Organization Analysis......................................................................................................... 6 Competitive Analysis.......................................................................................................... 7 Target Market..................................................................................................................... 13 SWOT Analysis.................................................................................................................. 14 Marketing Objectives & Strategies................................................................................................. 15 Position Strategy................................................................................................................ 16 Creative Objectives, Strategies & Tactics...................................................................................... 17 Logo................................................................................................................................... 18 Tag Line............................................................................................................................. 19 Additional Messaging......................................................................................................... 20 Website.............................................................................................................................. 21 Communication Objectives, Strategies & Tactics........................................................................... 22 Social Media....................................................................................................................... 23 Blogging................................................................................................................. 24 Facebook............................................................................................................... 25 Twitter..................................................................................................................... 27 LinkedIn.................................................................................................................. 28 Email Marketing...................................................................................................... 29 Youtube/Vimeo....................................................................................................... 30 Public Relations.................................................................................................................. 31 Press Releases...................................................................................................... 32 Events..................................................................................................................... 33 Public Service Announcements.............................................................................. 35 Press Conferences................................................................................................. 35 RIPTA Advertising................................................................................................... 36 Promotions......................................................................................................................... 37 Donor Premiums..................................................................................................... 38 Business Cards & Rack Cards............................................................................... 39 Brochures............................................................................................................... 41 Wrist Bands & T-Shirts........................................................................................... 43 Campaign Evaluation..................................................................................................................... 44 Appendices.................................................................................................................................... 45 iv
Page 1 and 2: EAST BAY COALITION FOR THE HOMELESS
Page 3: CPC Project Disclaimer: The reader
Page 7 and 8: Project Goals & Objectives Client R
Page 9 and 10: Fall 2012 Baseline Board Survey See
Page 11 and 12: Situation Analysis Organizational A
Page 13 and 14: Competitive Analysis: Internet Acce
Page 15 and 16: Competitive Analysis: Social Media
Page 17 and 18: Competitive Analysis: Differential
Page 19 and 20: SWOT Analysis Strengths 1. Staff’
Page 21 and 22: Positioning Strategy There are a nu
Page 23 and 24: Logo The existing logo, while recog
Page 25 and 26: Additional Messaging Under the “O
Page 27 and 28: Communication Objectives, Strategie
Page 29 and 30: Blogging Blogs provide a voice for
Page 31 and 32: Facebook Guidelines & Strategies 1.
Page 33 and 34: LinkedIn LinkedIn can help the EBCH
Page 35 and 36: Youtube/Vimeo Short videos provide
Page 37 and 38: Press Releases/Media Advisories/New
Page 39 and 40: Suggested Events 1. Walk-together:
Page 41 and 42: RIPTA Advertising A program of “i
Page 43 and 44: Donor Premiums There are a number o
Page 45 and 46: Sample Executions Sample Business C
Page 47 and 48: EAST BAY COALITION FOR THE HOMELESS
Page 49 and 50: Campaign Evaluation What to Track W
Page 51 and 52: Appendix A Fall 2012 Research Repor
Page 53 and 54: Executive Summary This report discu
Page 55 and 56:
Research Process Research Objective
Page 57 and 58:
Findings and Analysis Statistical A
Page 59 and 60:
If you were not on the EBCH board,
Page 61 and 62:
If you were asked to describe the E
Page 63 and 64:
If the EBCH did not exist, what wou
Page 65 and 66:
EBCAP Board Responses: Again, messa
Page 67 and 68:
The spread of the ratings is presen
Page 69 and 70:
C. How the Relationship with the EB
Page 71 and 72:
Board Survey 66
Page 73 and 74:
THESE ARE QUESTIONS FOR EBCH BOARD
Page 75 and 76:
ALL RESPONDENTS SEE THE REMAINING Q
Page 77 and 78:
ALL9 * Listed below are four potent
Page 79 and 80:
ALL14 How effective is each of thes
Page 81 and 82:
Appendix B December 13, 2012, EBCH
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You would continue to advocate for
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How many events per year... Should
Page 87 and 88:
Differentiating Characteristics •
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Appendix C Spring 2013 Research Res
Page 91 and 92:
Education 60% 50% 40% 30% 20%
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Familiarity w/ Other Organizations
Page 95 and 96:
Donations: EBCH and Others Reasons
Page 97 and 98:
Donate to other charities 100% 90%
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Know Anyone Associated with the EBC
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Message Effectiveness Tested five r
Page 103 and 104:
This first question is a SCREENING
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FD5 How likely are you to encourage
Page 107 and 108:
FD9 Why do you no longer donate to
Page 109 and 110:
CD5 How likely are you to encourage
Page 111 and 112:
CD10 Which of these fundraising eve
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CM4 What percentage of people in th
Page 115 and 116:
CM8 How likely might you be to dona
Page 117 and 118:
CM12 What factors do you consider w
Page 119 and 120:
CL5 What is the highest degree or l
Page 121 and 122:
Networked Nonprofits: Maturity of P
Page 123 and 124:
At this stage, the organization doe
Page 125 and 126:
Organizations in this category have
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122
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124
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FOR IMMEDIATE RELEASE East Bay Comm
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Appendix G Radio PSA Alert Template
Page 135 and 136:
Appendix I Press Kit Guidelines Wha
Page 137 and 138:
Appendix J WordPress Guide 132
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