Integrated Marketing Communications Plan
Rhetorical by Nature
Introduction
Sara Safari
● Professor, author, climber, activist● 2012 inspiration
Climb Your Everest (CYE)
● Empower Nepali Girls, OMID Foundation, Kupona Foundation● $1 per foot of elevation● RBN
Situation Analysis: SWOTStrengths
● Actively involved○ ENP and OMID
● Strong mission and vision○ Empower women and girls globally
● Excellent reviews○ Courage, passion, storyteller
● Global impact○ Iran and Nepal
Weaknesses
● Brand development○ Sara or Climb Your Everest
● Mixed social media○ Personal vs. Organizational
● PR is done by one person○ Small network with DIY fundraising
Situation Analysis: SWOTOpportunities
● Social media○ Frequent, consistent messaging
○ Use Hootsuite
● Expand sponsorships○ REI
○ Scheels
○ Dick’s Sporting Goods
Threats
● Confused donors○ Why donate to CYE instead of directly to
the charity?
● Two websites○ Split traffic
○ Creates confusion
Target Market AnalysisCurrent donors, volunteers, and supportersPotential donorsGeneral public
DemographicsPsychographicsGeographics Behavioristics
Primary research - questionnaire and surveysSecondary research - CYE and supplementary material
Seek to understand
Marketing Segments
Research Methods
Target Market SegmentsDemographics
● Age 25 to 55 years● Female (70%)
Caucasian (62%)● Married (50%)
Geographics
Western United States, but well traveled and influenced by many cultures.
Psychographics
● Open to new experiences
● Extrovert● Conscientious
Age categories of First Time Viewers
BehavioristicsFirst Time Viewers
Overall Evaluation80% applaud professionalism and aesthetics but want more focus on the charities.
Graphics ImpressionsInspiring adventure, freedom, power, grandeur, struggle, beauty, fun, vanity, edgy, and momentous.
Want to learn more about CYE?90% likely or somewhat likely
BehavioristicsDonating & Booking
58.8% donate due to the mission and cause of the organization.
78.8% like to donate with a credit or debit card on a private website.
50.6% are more likely to donate after listening to a speech about the cause.
50% of the donors give monthly.
BehavioristicsDonating & Booking
Is it clear how to donate or book Sara to speak?
No, because…● It's too confusing with links going to other organizations● Links difficult to find because they blend into the design● It’s clear how to donate but not why
Yes, if...● More research on the organization● Reputable endorsements● Info on how their money would benefit the organization
Donating
21% Yes57% Maybe21.4% No
Booking
46 % Yes14 % Maybe39 % No
BehavioristicsDonating & Booking
1. Greater personal familiarity with the organization
2. A stronger and clearer message
3. Know how their donation would be used by CYE
4. Straightforward facts and testimonials from well-known figures
5. A stronger connection between what Sara does and how it helps beneficiaries
What would persuade you to think differently?
BehavioristicsCommunication Channels
Social media (35 donors)Website (16 donors)Newsletters (6 donors)
Methods of receiving news from an organization
Consumer ProfilesCurrent DonorChelsea
● 30 years old, Married, Female
● Values family, travel, and community
● Likes hiking and reading
First Time ViewerMegan
● 46 years old, Married, Female
● Volunteers, educated, religious
● Likes sports and baking
Potential DonorBen
● 29 years old, Single, Male● Believes in the cause of
the non-profit he donates to monthly with credit card
The Climb Your Everest brand’s compelling messaging and persuasive storytelling creates strong donor support.
Objectives, Strategies, & Tactics
Build credibility with a reputable donation platform.
● Link a crowdfunding platform with website
● Garner trust and encourage new donations by being seen as a viable, credible, and charitable organization
Increase brand recognition through
endorsements and support from prominent
donors.
● Implement a consistent donation source, testimonials, and increased networking
● Devote all communication and marketing to one beneficiary of the current climb
Credibility Increase credibility and trustworthiness by 30%
among donors within the next 6 months.
Join women’s groups to strengthen network and connections with working professionals.
● Sponsor an event with another nonprofit
● Connect with university civic engagement and volunteer centers
Objectives, Strategies, & Tactics
Utilize social media platforms to solicit speaking engagements to enhance CYE’s presence and increase donations.
● Connect with organizations and solicit free speaking engagements for their employees
● Create a demo video, or a Facebook Live video
Convince current donors’ networks to facilitate
speaking engagements.
● Connect with donors through email, social media or phone to request donors to become an active change agent with CYE
Speaking Increase speaking engagements by 25% by 2023.
Objectives, Strategies, & Tactics
Develop and use consistent messaging for the
CYE brand.
● Redirect the old Sara Safari website ● Develop and use a vision and mission statement● Develop and use a style guide ● Link all social media platforms
● Develop and use a content publishing calendar.
Increase visual content on the website and social
media channels that highlight the impact of CYE in the
lives of individual girls.
● Use more pictures of individual girls that show how
money is being used successfully● Establish a Youtube channel● Promote and use Facebook Live, or similar platform,
when possible to share the story of an individual girl to show how money is being used successfully
Messaging Increase impact focused messaging, to current and potential followers, of the Climb Your Everest Brand by 30% within the
next 6 months.
Sample Collateral Materials
Evaluation Plan Objective One: Credibility
● Tool: April 2018 Survey
Objective Two: Speaking
● Tool: Running spreadsheet
Objective Three: Messaging
● Tool: 6-Month Checklist
Overall Evaluation
● Annual Perception Survey● Annual Report● Timeline
Concluding Thoughts