East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
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Table of Contents<br />
Executive Summary....................................................................................................................... 1<br />
Project Goals & Objectives............................................................................................................ 2<br />
Research....................................................................................................................................... 3<br />
Situation Analysis........................................................................................................................... 6<br />
Organization Analysis......................................................................................................... 6<br />
Competitive Analysis.......................................................................................................... 7<br />
Target Market..................................................................................................................... 13<br />
SWOT Analysis.................................................................................................................. 14<br />
Marketing Objectives & Strategies................................................................................................. 15<br />
Position Strategy................................................................................................................ 16<br />
Creative Objectives, Strategies & Tactics...................................................................................... 17<br />
Logo................................................................................................................................... 18<br />
Tag Line............................................................................................................................. 19<br />
Additional Messaging......................................................................................................... 20<br />
Website.............................................................................................................................. 21<br />
Communication Objectives, Strategies & Tactics........................................................................... 22<br />
Social Media....................................................................................................................... 23<br />
Blogging................................................................................................................. 24<br />
Facebook............................................................................................................... 25<br />
Twitter..................................................................................................................... 27<br />
LinkedIn.................................................................................................................. 28<br />
Email Marketing...................................................................................................... 29<br />
Youtube/Vimeo....................................................................................................... 30<br />
Public Relations.................................................................................................................. 31<br />
Press Releases...................................................................................................... 32<br />
Events..................................................................................................................... 33<br />
Public Service Announcements.............................................................................. 35<br />
Press Conferences................................................................................................. 35<br />
RIPTA Advertising................................................................................................... 36<br />
Promotions......................................................................................................................... 37<br />
Donor Premiums..................................................................................................... 38<br />
Business Cards & Rack Cards............................................................................... 39<br />
Brochures............................................................................................................... 41<br />
Wrist Bands & T-Shirts........................................................................................... 43<br />
Campaign Evaluation..................................................................................................................... 44<br />
Appendices.................................................................................................................................... 45<br />
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