1. United Way of the Bay Area Micheline Savarin, VP of Marketing July 19, 2011 How to Build a Marketing & Communications Plan

2. I. Executive Summary Begin with a high-level summary of the marketing plan, which should include the following: –Purpose –Mission Statement –History you want to give the audience –Strategic Focus for the course of the Marketing Plan

3. II. Challenges and Opportunities List three to five of the largest marketing challenges you face and how you can overcome them __________________________________________ ___ 1.Increase Brand Recognition (EXAMPLES) 2.Increase Market Share 3.Position UWBA as an innovator for making change on our road to cutting poverty in half in the Bay Area by 2020 4.Foster relationships and partnerships with community businesses and organizations

4. III. Situation Analysis Analyze the situation, looking at internal and external factors __________________________________________ Your Company’s Analysis (INTERNAL) Organization goals and priorities Products to marketing Market share Competitor Analysis (EXTERNAL) Market position Market shares

5. III. Situation Analysis (Contd.) Additional internal and external factors: __________________________________________ Macro-environmental PEST analysis Political and legal environment Economic environment Social and cultural environment Technological environment SWOT Analysis The firm’s internal attributes can be classed as strengths and weaknesses. The external environment presents opportunities and threats.

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7. IV. Overall Messaging Framework Live UNITED Advancing the Common Good Harness expertise, creativity and philanthropy to create pathways out of poverty 1:5 Bay Area families cannot make ends meet By 2020, help 187,000 families get out of poverty Harness the power of all sectors, through collective impact Co-create a Roadmap Mobilize an Army of Champions Continuous evaluation and program improvement Help individuals and companies realize their philanthropic potential Survival: Meeting Basic Needs Stability: Achieving Financial Stability Prosperity: Empowering the Next Generation United Way Worldwide UWBA Core Message Key Messages Impact Areas

8. V. Constituent/Stakeholder Analysis Donors --Number --Type --Value drivers --Decision process --Relevant Services/ Programs Program Partners --Number --Type --Value drivers --Decision process --Relevant Services/ Programs Clients --Number --Type --Value drivers --Decision process --Relevant Services/ Programs

9. VI. Segmentation Matrices Segments must be: Substantial: the segment has to be large and profitable enough (strong ROI) Accessible: it must be possible to reach it efficiently Differential: must respond differently to different marketing mix Actionable: you must have a unique product/ service for the segment Measurable: size and impact can be measured

10. VII. Marketing Channels & Tactics What channels (print, newsletters, e-blasts, in-person meetings) will be used to communicate with each constituent? What will be 1:1 and what will be broad- based? How do all the channels work together -- need to hit same message to same grop using multiple distribution channels?

11. VIII. Communications Calendar

12. IX. Short & Long-Term Metrics and Projections The selected strategy’s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts and expenses as well as the results of a break-even analysis.

13. X. Conclusion Summarize all of the above. Educati on efforts

14. Thank you! Any questions? Educati on efforts