Developing a Marketing Plan for Vincentian Organizations

SOCIETY OF SAINT VINCENT DE PAUL ONTARIO REGIONAL COUNCIL FALL 2018 ONRC MEETING - September 28 & 29, 2018 Sarnia, Ontario BUILD YOUR OWN MARKETING PLAN Workshop Peter Albano, Director of Communications, SSVP Brant Pat Lenz, President, SSVP Brant

BUILD YOUR OWN MARKETING PLAN Workshop Why should a Vincentian organization have a marketing plan? Rule 3.20 Public Awareness & Communications The Society should inform the general public as well as the civil and religious authorities of its works, achievements and needs. SSVP Canada Strategic Plan 2015-2020 Pillar #3 Promotion For the success of local activities/projects

BUILD YOUR OWN MARKETING PLAN Workshop Goals for this workshop For participants Complete a draft marketing plan for your Vincentian organization Develop an understanding of the process of building a marketing plan For presenters Provide highlights of marketing plan development Facilitate work of participants

BUILD YOUR OWN MARKETING PLAN Workshop Establish Goals The purpose of this section is to record specifically what your Conference/Council wants to achieve in its role as a Vincentian organization in your geographic market. Typically, two to three goals are doable.

BUILD YOUR OWN MARKETING PLAN Workshop Establish Goals examples Enhance contact with those in need in area. Improve service to homeless individuals in area. Increase financial/material resources available for distribution to neighbours in need Increase awareness of poverty issues in area.

BUILD YOUR OWN MARKETING PLAN Workshop Identify Objectives Objectives are different from Goals. Objectives will be specific, concrete, measurable and achievable. Objectives deal with the marketing of your Conference or Council &/or Special Work(s) while goals deal with the organizational vision of these.

BUILD YOUR OWN MARKETING PLAN Workshop Identify Objectives examples Increase general financial donations by 10% in the next fiscal year. Increase number of home visitors in conference by 4 in the next 12 months. Increase number of social media contacts by 15% in the next 12 months. Maintain net Store revenue (while implementing minimum wage regulations).

BUILD YOUR OWN MARKETING PLAN Workshop Define your market Identifying what is important to your local Vincentian group by knowing and understanding your market will help you stay focused. The following points of reference can define your market: geography, people served, other charitable organizations, opportunities/threats and revenue.

BUILD YOUR OWN MARKETING PLAN Workshop Define your market - examples Primary purpose: provide emergency support (financial and in- kind) to those in need Those served (nature, number, region): seniors + working poor + single men Other organizations in market: Salvation Army, Food Bank, Opportunities: Partnerships with community agencies Threats: New thrift store opening in area, increase in local need, aging volunteer base Sources of resources (financial, human, in-kind): parish collections, school social justice campaigns, government grants, thrift store shoppers

BUILD YOUR OWN MARKETING PLAN Workshop Define your Brand The brand positioning of the Society of Saint Vincent de Paul has long been established by the International Confederation of Saint Vincent de Paul-published Rules and can best be described by its Mission and Values. If you have created a visual identity for your local conference or Council then describe it here. If you operate a thrift store or provide an exclusive service (meal program, housing etc.) to those in need in your local market describe that service and its visual identity (name and logo/wordmark).

BUILD YOUR OWN MARKETING PLAN Workshop Define your brand - examples For Council: SSVP Lakeshore ONRC For special works: Vincenpaul Community Homes Vinnies Feel Good Shopping Camp Ozanam North of 60

BUILD YOUR OWN MARKETING PLAN Workshop

BUILD YOUR OWN MARKETING PLAN Workshop Define your Target Audience Identification of your target audience refers to those groups of people who you want to reach through your marketing/communications efforts. Those groups typically consist of: Internal groups (Primary & Secondary) i.e. people most closely associated with the Society of Saint Vincent de Paul and External groups (Primary & Secondary) i.e. those that are served by SSVP and those that can help with this service

BUILD YOUR OWN MARKETING PLAN Workshop Define your target audience - examples Internal Primary: Deanery and conference parishioners who are active in their respective church communities Secondary: Current SSVP Brant volunteer members External Primary: Catholic Board of Education administrators, teachers, staff, students, and retirees Secondary: neighbours-in-need, donors, thrift shoppers, partner charitable agencies, political groups (municipal, provincial and federal - elected representatives & staff), the media

BUILD YOUR OWN MARKETING PLAN Workshop Marketing Strategy and Tactics Remember to keep the ideas relevant. Only those ideas that follow the written strategy should become public. All tactics should include rationale for use. Create a communications calendar. This planning document will help keep you on track and keep you active. It will help reduce the risk of communicating non-strategic information and prevent non-action.

BUILD YOUR OWN MARKETING PLAN Workshop Marketing Strategies - examples Print Materials - information brochure, displays (table top/free- standing or floor), posters, donation and In Memoriam Cards, thank you Cards, bag stuffers Website Blog, regular content updates Email Social Media - Facebook, Instagram, Snapchat, Twitter Community outreach and events Public relations - media releases (Know your local news people.) Video informational, recruitment

SSVP Brant 2018 Communications Calendar Month Neighbour in Need Thrift Store shopper Donor in kind Donor - $ Volunteer current Volunteer new/short term January Free taxclinics Notice re Store re-location Notice re Store re-location Men s/children s winter coats--- Thanks to parish donors February Notice re Store re-location Winter clothing sale Valentine s Notice re Store e-location Winter clothing sale Always need bedding- In Honour donations welcome for your Valentine?-- Appreciation Dinner in April ?Set up March break c.i. students-- March Notice re Store re-location date Easter Notice re Store re-location date Details about useful food donations ------ In memoriam donations welcome-- Confirm for App n Dinner Notice re Store re-location date April Notice re Store re-location date Notice re Store re-location date Always need pots & pans-- Donate via Canada Helps on fb/website--- Recruitment---- May Notice re Store re-location date Notice about Store closing dates (summer holiday wkd Saturdays)------ Notice re Store re-location date Notice about Store closing dates (summer holiday wkd Saturdays)------ Always need bedding-- In memoriam donations welcome-- Notice about Store closing dates (summer holiday wkd Saturdays) Summer c.i.students-- June Notice re Store re-location date -------- Notice re Store re-location date -------- In honour donations welcome for your teacher(s)-- Pics /notes from National AGM------ July Notice re Store re-location date ------- Notice re Store re-location date -------- Always need pots & pans-- August Notice re Store re-location date -------- -------- Always need bedding--

BUILD YOUR OWN MARKETING PLAN Workshop Creative Strategy to support Marketing Tactics This section of the Marketing Plan becomes more tangible. Ideas transform into specific actions. This is what the public will see, hear and read about SSVP. The creative visual and verbal messages must also follow the Marketing Strategy, Objectives and Goals. Be diligent in communicating the proper message.

BUILD YOUR OWN MARKETING PLAN Workshop Creative Strategy brief example pt. 1 Define the project. Society of Saint Vincent de Paul, Particular Council of Brant, Volunteer Recruitment Video Objectives: The Volunteer Recruitment Videos will: help create greater Awareness of the Society of Saint Vincent de Paul help create enough interest in individuals to consider volunteering or actually volunteer Target Audience The Primary Target audience will be parishioners within the five Councils within the Particular Council of Brant. They will likely be retired however; adults from all age groups will be welcomed. The Secondary Target audience will be young people in high school, college and university specifically those who are interested in or majoring in Social Services. What is the key messaging? The key messaging to be conveyed through all videos in the words of the Vincentian in the video (so as not to sound contrived or rehearsed) is: Who are VincentiansWhat do Vincentians do Why do we need volunteers How can you (prospective volunteers) help What are the key benefit/unique position? The key benefit or unique positioning presented through the videos will be: Self-fulfillment (feeling good about oneself for helping out a worthy cause) Helping the poor (our neighbours in need) Support for key benefit/unique position Support for the key benefit or unique positioning will be demonstrated by examples provided by each respective volunteer in their own words. Tone & Manner This is what we want the target audience to: Notice: welcome Vincentian volunteers serve the poor Others who want to make a difference in their lives and the lives of others are Your volunteer work is valued Believe: Feel:You will feel excited and motivated. You will personally be fulfilled Volunteering for the Society of Saint Vincent de Paul will make a positive difference in your life and the lives of those you serve. You will feel that it is easy to bet involved. You will feel as though you should take action and get involved.

BUILD YOUR OWN MARKETING PLAN Workshop Creative Strategy brief example pt. 2 Mandatories: The Society of Saint Vincent de Paul Particular Council of Brant word mark logo The Society of Saint Vincent de Paul Particular Council of Brant website address The Society of Saint Vincent de Paul Particular Council of Brant email address Video footage of our new store (exterior and interior) Interdependencies Prior to going public, the Society of Saint Vincent DePaul Particular Council of Brant current President and the Volunteer Recruitment Video committee will approve all videos. All prospective Volunteer Recruitment Video candidates will be interviewed by one or more members of the Volunteer Recruitment Committee to reveal their key messaging points. One or more of the members of the Volunteer Recruitment Committee will record each volunteer with an iPhone. (Primarily, Emmett however, Peter G. and Peter A. are able to assist) Emmett will be responsible for editing all videos into final, finished recordings Recordings will be conducted at the new store or if necessary, at a mutually convenient location for the volunteer. Committee members have identified the following candidates however; there may be more people who are able and willing but yet to be identified. Kristine P., Emmett, Peter G., Peter A., Pat L., Elke, Lorraine C., Denise, Mary G., M.J. Bishop, Kim T., Anita R., Paul R., Jordi B., Danielle C., Dean N., Andrew H., Andrew B., Tracy Austin, students who participated in the North of 60 project TIMELINE EXPECTATIONS and Sign-off approvals: Date: Video Shoot dates: Weekends of Sept. 15, 22, 29, Oct. 8 Client Initial: Video Editing dates: Between Oct 8 and Oct 15 Client Initial: COMPLETION date: October 15, 2018 Client Initial:

BUILD YOUR OWN MARKETING PLAN Workshop Et cetera Marketing plan > business plan Quality of paper Brand consistency SSVP Brant story