This IMC plan will focus on reaching and engaging with Experiencers and Believers. Based on what we learned from researching the Experiencer and Believer groups (detailed in the target market analysis section), we have identified two marketing objectives for PH:
- Generate awareness
- Create personal connections
Our ultimate goal for the recommendations in this report is to raise funds for PH. The objectives we have identified can be achieved through careful strategizing, which will enable PH to move forward with their marketing and communications campaign. Additionally, the strategies and tactics we suggest achieve these objectives and help PH reach their goal of increasing revenue. We focused on the following aspects of the marketing campaign to leverage PH’s presence and successfully achieve the identified objectives:
- Brand positioning statement (Who is PH?)
- Unique selling proposition (What sets PH apart?)
- Strategies and tactics (How can PH market themselves?)
By focusing on these aspects, PH will be able to generate awareness and create personal connections. This directed focus will ultimately aid the organization in reaching its goals of creating a cohesive brand, and increasing donations and support.
Brand Positioning Statement
The brand positioning statement (BPS) is a crucial part of a marketing campaign for any organization because it brings into focus the development of a marketing strategy and the plans and tactics that support that strategy. Our research indicated that PH needed a BPS. In looking at the mission of PH, we determined that it was important to write a brand positioning statement that not only highlights the fact that Ana is a Peruvian girl who wants to help other Peruvian girls, but also speaks to the motto of PH: “Embrace, Empower, Dream.” These are very powerful elements of PH, and we wanted to ensure that the BPS represented them. The brand positioning statement that supports our strategies and speaks to the essence of PH is:
Brand Positioning Statement
Peruvian Hearts works to end poverty and gender inequality by educating young women and creating community leaders in Peru—one girl at a time. Peruvian-born Ana Dodson developed this nonprofit organization to enable young women to embrace education, believe in their own power, and dream of a life beyond the conditions into which they were born.
This statement has been created based upon the unique selling points of PH, as well as components of the organization that key members of the organization have identified as their brand. Additionally, we based this statement on our research of how to best appeal to the organization’s target audience, and will allow PH to achieve its objectives.
Unique Selling Proposition
The unique selling proposition (USP) describes the characteristic(s) that makes the PH organization stand out from every other organization. The more unique PH is, the more it will stand out to donors and be given a significant advantage.
We reviewed the PH website, social media and videos, along with other sites that have similar programs. The unique characteristics that we identified were Peru, educational scholarships, close-knit mentorship, creating leadership, giving girls control over their lives, and ending poverty. These were all components of Peruvian Promise. As a result, the USP we recommend is:
Unique Selling Proposition
We unlock the potential of Peru by empowering their young women to become leaders through humane living conditions, educational scholarships, close-knit mentorships, and community service.
These phrases represent the same ideas found in the USP.
- Educate the girl, unlock the power of Peru
- Unlock the power of Peru, educate the girl
- Educate, Empower, Dream
- Changing Peru-one girl at a time