Integrated Marketing Communications Project Orange Analysis Essay Example

have a dedicated marketing team member. By implementing a promotion mix that includes personal selling, direct marketing, advertising, sales promotion, publicity and events, as well as word-of-mouth tactics, ACH can effectively convey a clear and compelling message about their vision and mission to both clients and contributors. Their goal is to provide secure housing and support for homeless single women and mothers in Orange County through the implementation of an MIMIC strategy. However, they currently lack the capacity to serve all clients in need due to inadequate funding and support from government agencies and other organizations crucial for their operations. Therefore, ACH requires a clear plan for their clients to address this issue.
Although temporarily focusing on reminding people may help reduce demand for their services, ACH cannot neglect the issue of homelessness among mothers and children in the area. Once the marketing strategy for contributors is successfully implemented, ACH can shift its focus towards targeting clients who need their assistance.

ACH currently lacks sufficient funding to support the potential service opportunity they have. The marketing efforts of MIMIC should prioritize individual contributors instead of government and grant support organizations. This shift is necessary because opportunities for government support are decreasing and these organizations, which ACH heavily relies on, are experiencing significant cutbacks. Additionally, obtaining grants from organizations has become more challenging for ACH.

Therefore, ACH needs to concentrate its marketing strategy on individuals as well as businesses and organizations within the local Orange County communities. The proposed MIMIC strategy will allow ACH to prioritize informing and persuading stages in their promotional methods.

The severity of homelessness in local Southern California regions remains largely unknown to Orange County communities;Educating

others about the importance of this issue and distinguishing the ACH organization are crucial objectives. Personal selling is utilized by ACH to inform and generate funds from various sources such as government entities, businesses, and high-net worth donors through federally sponsored grants, local governments, and individual donor contributions. Presently, personal selling serves as a means to inform others about Koch's mission. This method involves one-to-one communication, promptly addressing inquiries, and effectively conveying the need and value. Currently, ACH does not have a dedicated business development resource or team responsible for prospecting and qualifying potential donors. Instead, personal selling responsibilities are handled by different members of the board of directors when necessary. These individuals possess extensive knowledge regarding ACH's mission, history, target market, and services for homeless mothers. At present, grant money from the government agency Housing and Urban Development (HUD) serves as the primary source of funds for ACH. To increase individual donations, ACH will need to reach out to additional individuals and businesses. Building a qualified prospect list - a compilation of potential donors - can be achieved without cost by conducting internet searches to gather information. Cold calling local businesses and previous donors can also be accomplished by searching through local city websites. Accessing this free information provides valuable leads in expanding funding opportunities for ACH.

One approach is to collect brochures from local community events, as they often contain a list of corporate and personal sponsors. Once the prospect list is created, it should be organized into groups on a spreadsheet. These groups may include individuals, small businesses, large businesses, local government, and federal contacts. All groups should share attributes such as

contact name, phone number, email address, and best time to call. The list should then be sorted in descending order based on potential donation dollars or importance.

Research should be conducted on each individual or entity to gather as much information as possible for developing a specific strategy for the personal selling process with each contributor if necessary. During the pre-approach stage, the goal is to learn about the prospect through thorough research using cost-effective tools like the internet. This research can then be applied in developing strategies targeting specific needs and desires of individual customers or entities.

When deciding how to contact potential donors, it's important to consider the size of the donation. In-person meetings are recommended for donations over $1,000 while phone calls are suitable for smaller amounts.

When approaching individual donors at ACH (organization name), it's crucial to prioritize listening and understanding their needs rather than giving a sales pitch.

ACH must demonstrate how their support will help achieve Koch's goals and emphasize the organization's core values and benefits. Non-profit donors value integrity and want assurance that funds are used for the cause. Customers can access more details about ACH, Koch's alumni, the positive impact of shelters on local communities, and detailed accounting records explaining fund allocation by visiting specific links on www.. This emphasizes the high quality of work and services provided by ACH. It is also recommended to establish contact with the designated person for federal grants at Wholeheartedness.Org to maintain agency awareness.

Grant approvals do not follow the stages of personal selling as they are written and approved by the federal government. Communication should be managed by a member of the

board of directors to avoid misunderstandings. Public speeches and events should aggressively pursue personal selling by conveying ACH's story, goals, deeds, and values. Objections and resistance can be overcome by posing questions that allow potential donors to find their own answers. When reaching out to individuals and potential contributors, attention, interest, desire, and action must be secured. However, securing attention during phone calls poses more challenges compared to face-to-face conversations.The success of generating desire from potential donors depends on their past donation history. The process of selling to potential donors includes capturing attention, sparking interest, creating desire, and prompting action. Overcoming objections is crucial in personal selling because potential donors have the authority to challenge statements made by salespeople. Koch's sales team should possess the necessary skills for effectively handling objections by skillfully questioning individuals in a way that encourages them to address their own concerns. Each team member should be proficient in negotiations and adept at overcoming objections. To support personal sales calls conducted over the phone, a resource containing a compiled list of the top ten objections and scripted answers should be distributed among the sales team members. The closing stage of ACH's personal selling process is crucial as it involves securing commitment from potential donors. This commitment can take various forms, such as making a donation, scheduling future meetings, accepting information on women's homelessness in Orange County, or agreeing to attend a meeting that could lead to a donation. Keeping records of previous calls and discussed topics is advantageous when dealing with high-net individuals as it helps establish positive relationships with potential donors. By referencing this information during conversations with potential donors,

the organization maintains a favorable image and increases the likelihood of obtaining donations.To ensure donor satisfaction and avoid alienating potential donors, it is important to limit frequent calls to individuals to no more than every six months. Customizing personal selling strategies for each target customer is crucial, as using the same approach for every contact can have negative consequences. When effectively utilized, personal selling can yield impressive outcomes. Sales management should prioritize continually expanding a high-quality respect list and ensuring that the sales team consistently contributes to achieving desired results. The strategy is most effective when used to generate local awareness within the community. Those responsible for personal selling should find ways to motivate themselves and bring passion to their work by supporting initiatives like helping more women, constructing new shelters, and indirectly improving the lives of their children.

Regarding incentives for top sales performers in ACH, alternative methods can be implemented such as dedicating a wall in the office that displays each sales member and the total amount of donations they have generated for the current month. At the end of each month, non-material prizes like humorous job titles and a specially decorated cubicle can be awarded to the sales member with the highest sales. In ACH, direct marketing involves directly communicating with carefully targeted individual contributors in order to elicit an immediate response.Direct marketing is a personalized form of promotion that focuses on selling through direct contact with potential contributors using marketing middlemen. It heavily relies on customer databases and involves selecting individuals who will receive promotional efforts. If successful, these targeted individuals will provide a direct response in the form of a donation

or referral. Direct marketers acquire knowledge about their prospects and customers by developing a history of offers and responses, which allows for more effective targeting. This type of marketing includes various promotional media such as face-to-face selling, catalog arresting, telemarketing, direct-response television marketing, kiosk marketing, and online marketing.

ACH aims to increase donations from individuals, businesses, and interest groups to better serve homeless women and children in Orange County. Limited funds have prevented the organization from fully implementing a direct marketing campaign; however, it recognizes that future success requires adequate publicity and promotion. To reach more donors and contributors, ACH plans to allocate more resources towards promotion. Direct-mail marketing is seen as a valuable tool because it allows for targeted outreach and personalization.Although it may be more expensive to reach a thousand people through direct-mail marketing compared to mass media, these individuals are often more likely to become potential donors. ACH can analyze historical data from donation lists to identify recurring donors who are likely to contribute again in the future, thereby optimizing their direct-mail marketing expenses. By segmenting prospects based on demographics such as age, sex, income level, education background, or previous mail-order purchases and targeting special interest groups, ACH has an opportunity for effective outreach efforts. Building an effective target mailing list can be achieved by obtaining mailing lists from other non-profit organizations or collecting information at non-profit events. This helps reduce the cost of direct-mail marketing by narrowing down the list of potential contributors. Once a targeted mailing list is established, it is important to include a call to action in the direct mail that includes a toll-free phone number and website URL

for easy contact with ACH. Additionally, including donation reply forms and postage-free reply envelopes in the mail makes the donation process easier and enhances response rates. Another successful technique is catalog marketing where various types of catalogs such as full-line merchandise catalogs, specialty consumer catalogs, and business catalogs are sent out.Statistics indicate that 71% of Americans prefer to shop from the comfort of their homes using catalogs, whether through phone, mail, or the internet. Many businesses have found catalog marketing to be an effective means of introducing their products and services to potential customers. ACH can also utilize catalog marketing as a way to educate the Orange County community about homelessness and promote their organization. While initially costly due to printing and mailing expenses, catalog marketing may still be considered in future plans once these costs are better accounted for in the marketing budget.

Telemarketing is another valuable tool that allows companies to acquire new orders, maintain customer relationships, generate prospects efficiently, and provide customer service support effectively. Compared to mail order, telephone-based ordering provides a more personalized and interactive experience. It serves as an effective medium for two-way communication where representatives can actively listen to customers' needs. Telephone conversations also offer opportunities for up-selling and cross-selling by presenting additional choices during calls, increasing the likelihood of larger purchases or introducing customers to other available products.

ACH can establish a telemarketing system by initiating a toll-free number accessible by the general public. This toll-free number has the potential to attract a significant increase in incoming calls from potential prospects.The provision of a toll-free number acts as an incentive for curious prospects interested in ACH. As the volume

of incoming calls increases, there is a greater opportunity for the organization to showcase itself and secure additional contributions. The challenge in telemarketing lies in hiring proficient and effective telemarketers, which ACH should carefully consider while providing quality training and performance incentives if financially feasible. Additionally, ACH can utilize phone calls as an outbound telemarketing tool to target business contributors, considering the high cost associated with hiring and retaining telemarketers. Talented volunteer telemarketers could be motivated by their performance to make outbound calls to local businesses. Unlike traditional TV commercials, direct-response television marketing involves infomercials that last 30- to 60-minutes. These infomercials aim to combine product sales with educational information and entertainment. Advocates believe that the extended length allows advertisers to build a rapport with viewers and overcome initial skepticism by presenting a compelling story detailing specific product features and benefits. Infomercials are typically used for complex or technologically advanced products requiring extensive explanation due to their high cost; however, using this type of advertising tool during the initial stages of the MIMIC marketing launch is not recommended due to its expense.Transactions in direct marketing can occur anywhere, not just in physical storefronts. They can take place through mail, phone, internet, interactive television, or even at a kiosk. A kiosk is a small building or structure that houses units for selling or providing information.

ACH can utilize kiosks during special events or at specific locations as an alternative to permanent structures and buildings to avoid associated costs. Technology, particularly computer-based technology, has played a crucial role in facilitating direct marketing activities. Having a fully functioning website is essential for ACH to effectively reach the public quickly.

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are opportunities to enhance the existing website's attraction and engagement with web users and prospects. ACH should establish an affiliate program with similar non-profit organizations in Orange County to increase public visits. This can be done through link building where websites of affiliate program members provide reciprocal links.

Collaborating with other non-profit organizations results in free advertising and increased targeted traffic for all parties involved. For example, when a browser visits one affiliate's website, they will easily find links to other non-profit organizations in the area including Koch's URL.

In addition to affiliations, other effective online promotion ideas include search-related ads and sponsorships from sponsors' websites.Koch's website should provide a convenient way for viewers to donate to the organization. Currently, donations can be made through mail, phone, or at the headquarters in Huntington Beach. However, this may discourage potential donors who are unwilling to spend extra time and effort. Therefore, it is urgent to have an online donation service that allows visitors to donate immediately using secure methods like credit card, bank account, or PayPal. Additionally, acknowledging contributors will encourage future donations. To track all received donations effectively and gain insights into funding trends, it is recommended to establish an entry list.

To attract first-time viewers and encourage repeat visits on the current website, success stories should be uploaded along with videos and regular updates on news, events, and fresh content. ACH aims to create brand awareness while celebrating its 10th year of operation and educate the local community about the services offered in order to obtain support. In Orange County specifically, there is a lack of education about homelessness as communities hesitate to address the issue

within their own neighborhoods due to the "not in my backyard" sentiment. To increase contributions and garner support from the local community, ACH needs to send out an informative message highlighting success stories that educates people about homelessness.Using a range of media options in Orange County, including newspapers, television, direct mail, radio, magazines, outdoor advertising, Yellow Pages, newsletters, brochures, telephone and internet will assist ACH in increasing visibility through local advertising. This approach will also effectively educate the general public and local communities about homelessness. The comparative chart offers insights into the benefits and limitations of each media type for ACH's objectives.