PowerPoint Presentation
MichelleParker
MARKETINGNobody wants to be sold, but everybody wants to be
helped.- John C. Maxwell
1
Strategic Planning and ConsultationHelping organizations
strengthen audience connections and meet revenue goals.
Successfully DesignedDirect Response PromotionsTraditional
Proven Promotions:Price Breaks to Encourage AcquisitionTiered
discounts to encourage larger package buys.Straight dollar amount
discounts and BOGOs.Roll-over and pro-rated packages for in-season
buyers.Innovation: Case StudyName Your Price AppealIt sounds risky
but it has been tested.Successfully implemented on campaigns for
two different arts organizations, two different disciplines, Name
Your Price has made a positive impact on subscription acquisition
campaigns. This offer is best for a re-approaches to subscription
buyers during a transition.Real ResultsSeats increased 100% and
orders increased 86%. Proven strategies and resultsOrganizational
modifications no cookie cutter plansExperience and expertise
Innovation
Symphony FundraisingStrategic PartnershipCase Study: Improving
Return of New DonorsDesigned Challenge Grant Appeal to Encourage
Continued Giving: 2:1 Match is the main tool increasing acquisition
participation. Introduced additional 1:1 Match for First Year
Donors. Created Case with Measurable Results: Approach Pops Single
Ticket Buyers with broader educational statistics to engender
public service appeal.
Year One
Year Two with New Appeal
Marketing ContentAppeal ScriptsDirect Response
MailCopywritingSocial Media Plans
Cause MarketingAppeal Scripts
Excerpt: First Ask Since the launch of the campaign, 460 million
meals have been provided to hungry children. However, our fight
doesnt end until EVERY child in America gets the food they need,
and the sad truth is that millions of children are still
struggling. I'm calling you today to invite you to renew your
support by joining our special group of monthly supporters known as
the Hunger Core. No Kid Hungry looks to this group for a dependable
source of income that is used to help as many kids as possible
month-after-month.
Together, we can connect more children to reliable breakfast and
summer meal programs. We are looking to increase the Hunger Core
group by 500 members this month in order to meet the needs of these
hungry children. We need to enroll 30 new monthly donors today to
reach this goal. May No Kid Hungry count on you to be one of these
members with a monthly, tax-deductible gift of $[first sustainer
ask]?
Cause Marketing Post Approach Mail
More Examples of Mail Appeals Available Upon Request
Copywriting SamplesRevitalizing an Older Brand: Neutrogena
ProjectBanner and Print Ads
Script SamplePlacement: National spot for mainstream radio like
94.7 Wave and 98.7. Include pop and classic rock. Timing would be
multiple plays during morning and evening commute two months before
contest deadline.Ambient sounds of an office.FRIEND: Excited.
Nancy, are you entering the contest?NANCY: I just started using
Neutrogenas Healthy SkinAnti-Wrinkle Cream two weeks ago.FRIEND:
And I can already see a difference! Ill shoot the video.NANCY: But
what would I say?FRIEND: You feel better about your skin. Its
glowing, and Bill actually took you out on game night.NANCY: A
first in 7 years.FRIEND: Come on. You could star in a commercial
with Jennifer Garner.NANCY: Or, win free product. FRIEND: Enough to
share. Go to Neutrogena.com to check for details. NANCY: Where?SFX:
typingFRIEND: neutrogena.com under Be a Healthy Skin Star.NANCY: We
better hurry. Submissions are due March 31st.
Radio Spot-30 sec Be a Healthy Skin Star
Neutrogena Copywriting Project
Social Media PlanBusiness to Business MarketingShow the Positive
Face ofThe goal is communicating to current and future clients what
we already know. We have a talented, knowledgeable staff that
cares. We have a large percentage of personnel who are involved in
humanitarian activities. We have professionals who have been
partnering in integrating non-profit strategies for more than 25
years. SD&A Teleservices should be seen not just as a
telemarketer, but also as an advisor.SD&A should use social
media to leverage positive persona while providing useful
information to non-profits and build attention through more
consistent and prolific public content. Much of our strategy work
is done remotely. Our calling staff operates after our clients
normal business hours. While account services and business
development do travel and attend conferences to improve
relationships, this travel is very expensive. We need more ways to
stay connected to clients and build relationships.Telemarketing
companies have very little online presence. But, consultants who
work on integrating telemarketing plans are on line. SD&A
should get into this circle of influence. The general public will
not be speaking about or be aware of SD&A on social media
platforms. This is primarily because the public sees us as the
voice of our partner organizations. However, the client is
concerned about how we portray them in conversations. We can use
our success stories to communicate how serious we are about quality
work, building on each positive phone call. This will be done
through professional social media platforms and SD&A owned
blogs and interactive sites.
https://www.facebook.com/SDA-Teleservices-Inc-121635254763/?fref=ts
https://www.linkedin.com/company/sd&a-teleservices-inc
Market Research ConsultingNew MethodologiesResearch Plan for
Performing Arts Center
New Data AnalysisSales data trends and customer loyalty data
cluster analysis is clouded by the economic environment of the past
decade. New loyal customers are needed for the health of the
classical series, but a deeper understanding of motivators for
repeat package buying is needed. Qualitative Research Goals for
Focus GroupsExamine the game changers in buying a package versus
single tickets from the customer perspective.Define the qualities
customers value most when choosing classical music concerts?Explore
how many buyers are attending other venues for classical
music.Understand why some target customers dont buy
packages.Discover new reasons for classical full subscription and
CYO repeat purchases.
Integrated Marketing CommunicationFull Consultative Planning
Excerpt of IMC ExampleOur Communitys Home for Culture &
Entertainment
The primary benefit of this center is providing cultural events
and entertainment for the local community. There are other theaters
in near by communities that provide similar entertainment. The
Theatres prices are slightly higher than their competitors for some
of the products. The main differentiator is the location. The area
around the theater is more picturesque than the other community
theatres. It is so beautiful that many weddings are planned in the
pavilion, and the surrounding restaurants are classier.While the
performing arts center has varied products to market, all of the
messages should refer back to one single message to focus the
persona and brand in marketing media. The main message should be,
We are our communitys home for culture and entertainment. This
message could become a slogan that strategically appears with the
name. Pictures of the location, such as the already published
pictures of the fountain area and theatre, will have a more
prominent placement with the name. This will highlight the
differentiator
Target Audience Analysis
Main Message and Brand Image Media Mix and Message Goals Public
Relations
Internet Marketing Social Media
Direct Marketing and PromotionsOutside Marketing and
FlyersGeneral Media Mix Timing
Full Plan Example Available Upon Request
Brand Management Experiential Promotion The Body Shop is an
Energized Brand that Needs GroomingTheir target groups are people
who care about the environment. But, they are also people seeking
beauty products, better skin, or fresh scents. These
points-of-parity for the brand have gotten overshadowed and almost
lost in the brands communication. As a result, the brands relevance
is weak.If The Body Shop turned its brand focus back to the
customers interactions with the natural products, then the
relevance factor could grow. Engaging more with customers on the
products online and through retail will build up the relevance
level in the energy chain.
Experiential showcases at specific environmental and organic
events would get new customers interacting the product. This will
also speak more to emotional needs of the customer to feel good
about looking good. Products for body and soul includes meeting
personal needs and a wider customer focus.Once the brand is
strengthened, they can build more marketing initiatives for public
knowledge and esteem. The brand should be present at places more
than shopping malls. They could use contests and interactive
methods to promote more public trials that extend into more online
retail options. These will help the brand move from a curiosity to
a unique leadership position competing with Bath & Body
Works.
Curiosity
LEADER
BAV chart results used in consulting
For More
Information:https://www.linkedin.com/in/michellebaldwinparkerhttp://www.sdats.com/the-team/#[email protected]
