To help PHAME raise the capital needed to buy a new building. This will be achieved by first increasing community awareness about PHAME and thus enhance future donor engagement and student base. Second, increasing existing donor contributions by conveying how their additional donation will greatly help PHAME in better fulfilling their stated mission.
The marketing campaign proposed will help garner funds of $500,000 over a period of 6 months in order to obtain a new building. PHAME’s advertising budget for this campaign is $30,000. This limited budget will be targeted at the main segments that we identified, using effective media channels.
We started this campaign with a Situation Analysis including a SWOT Analysis and a Competitive Analysis. Then a Creative Brief which includes budgeting, channels and media mix. And we concluded with specifications on Campaign Measurements.
PHAME’s most significant strengths are its passionate & experienced board and its unique business function. Its main weaknesses are lack of an own building and low to moderate brand recognition in the Portland community. By optimizing its current strengths, PHAME will be able to build brand recognition, act against the threat of competition and raise adequate funds to construct/purchase a building. This new building will present PHAME with the opportunity of expanding its service base to a much larger audience.
Even though PHAME sees no direct competition in the industry, customers and donors might not share the same deep level of understanding that PHAME has about their business. Hence it is important to consider the following organizations as possible competitors.
Individual donors are a potential source of massive capital funds as they constitute the majority of PHAME’s funding. Since only 30% of the donations can be attributed to foundations and corporations, this segment will not be targeted in this campaign.
For relatives of disabled individuals PHAME provides the ability to help their loved ones because PHAME enriches lives through programming the showcases talents and abilities.
For socially engaged people, PHAME offers a way of obtaining self-satisfaction because of the noble cause associated with PHAME.
For art lovers, PHAME offers a way of connecting with their passions whilst helping people with developmental disabilities, because of the quality performances of PHAME students.
Our proposal consists of three main pieces of communication. These are a flyer, a display ad/banner and a video.
