This is an Integrated Marketing and Communication (IMC) plan developed for Peruvian Hearts by graduate students in Westminster College’s Master of Strategic Communication program – Team Enjine A.
What is IMC?
An IMC plan covers all the different ways an organization communicates about itself to the world. It’s a combination of marketing, advertising, promotion, public relations, and communication strategies and tactics. An IMC plan is the roadmap an organization follows to make sure messages and images are consistent across multiple platforms – ensuring goals are achieved with maximum effect.
Peruvian Hearts IMC
This IMC plan contains the following:
Situational Analysis
We analyzed competitors of Peruvian Hearts (PH) then evaluated PH’s image, brand, distribution, business-to-business model, and public relations.
Target Audience Analysis
We researched how and why donors give to non-profits. Then we determined who Peruvian Hearts’ target audience is and how to speak to them.
Objectives, Strategies, and Tactics
The objectives are the “what” this plan will accomplish. Strategies and tactics are the “how.”
Creative Brief
This section of the IMC plan can be pulled out and used independently to define and strengthen PH’s brand. It outlines brand and messaging guidelines when creating communication materials. Templates of a press release, E-newsletter, donor appreciation pieces, and various social media elements are included for PH to use in the future.
Evaluation Plan
This is a guide to determine how well each component of the IMC plan works.
Significant Findings and Recommendations
Team Enjine A’s research revealed Peruvian Hearts has many strengths to build upon and opportunities for achieving the organization’s goal to significantly increasing donations and operating budget. This is a goal that ultimately leads to educating more young women in an effort to end poverty and gender inequality in Peru.
The objectives of the IMC plan are:
- Generate awareness
- Create personal connections
We provide several strategies and tactics to accomplish those objectives including:
- A monthly E-newsletter
- Donor appreciation letters
- Social media posts that leverage press coverage
Defining Peruvian Heart’s brand is one of the most critical strategies outlined in the IMC plan.
Brand Identity
Our analysis found the brand of Peruvian Hearts isn’t consistently conveyed in all communications. Brand is how people understand what Peruvian Hearts is about. Mottos, message themes, and the organization’s mission are not always easily identified.
The analysis we conducted revealed brand confusion between the Peruvian Promise program and Peruvian Hearts. We found Peruvian Hearts is almost always described using values of the Promise program. For example, the top result of a Google search is “Peruvian Hearts – Empowering girls through education.” The top of the Peruvian Hearts annual newsletter is branded with the Educate, Empower, Dream motto that speaks directly to the Promise program’s goals.
Peruvian Promise IS Peruvian Hearts
We are recommending that Peruvian Hearts no longer distinguish Peruvian Promise as one of several programs or services. That means we’re suggesting that the name Peruvian Promise stop being used all together because Peruvian Promise IS Peruvian Hearts.
Summary
This IMC plan provides a foundation of consistent messaging and clear brand identity necessary for Peruvian Hearts to harness its marketing efforts and increase support of its powerful mission.