Here is my first stab at the execution portion. I'm not sure if this is where this is suppose to head or not but I wanted to give it a go before class tonight. The description in the syllabus was different the tradition 4P's so I'm guessing a little as to how this should be structured. But I did get scratch the surface on the fun part of the execution the media and methods used to communicate the message.
Communication Plan:
Communication Objective:
Improve the donor’s perception of 60-Mile Men’s ability to support walkers through the promotion of non-financial support provided by 60-mm. This change in perception will be measured by the change in
Media and Execution:
facebook / Twitter:
Training Tip Tuesday a weekly tip to FB fans with a tip for preparing for the 3-Day.
Fund-raising Friday: a weekly tip on fund-raising
Blog:
Guest post about walking with a 60-MM
What it meant to be a 60-MM man.
Calendar:
Addition of monthly testimonials from walkers that have benefited from 60-Mile Men.
Launch Party Slide Show:
Slide show of pictures of 60-MM on event mixed with stories from walkers
Buttons:
Develop a frequent buyer reward such as a sticker or pin.
Product Definition:
An improved self image knowing that not only are you providing a financial benefit to Susan G. Komen for the cure but you are making it easier for somebody else to participate and complete a breast cancer 3-Day through the financial, emotional, educational, and physical support provided by 60-Mile Men across the country.
Key Points of emphasis:
1. Support provided to walkers
2. Self image
3. Helping other
4. Supporting the 3-Day walker
Collaborators:
Past 60-Mile Men:
Currently previous 60-Mile Men are not responsible for selling additional calendars. Establishing a motivation for them to promote the calendar to the people that bought it in the years past will be critical to reaching the target customer.
Apparel Provider:
Develop unique products for each year that will generate a demand to buy new products each year. Something like a concert T-Shirt.
Subscribe to:
Post Comments (Atom)
Interesting ideas to help raise awareness of what 60 MM is all about. Since you have so many great candidates to be in the calendar, I wonder if it would make sense to incorporate a fundraising component into being selected for the calendar. The leading fundraiser could be guaranteed a spot. Not sure how that might work into your retention strategy, though.
ReplyDeleteI like the concept of communicating the true end-benefit of the gift rather than just the satisfaction of supporting a friend. How does the core competence of recruitment play into this proposition?
Very informative blog. Nice work!