Embracing dignity for a better tomorrow

Marketing Plan- Fall 2015

Presented by StockPRo

Zoe Sorrentino
Lauren Hoffman
Chris Castillo

Table of Contents:
Executive Summary.pg. 2
Background and Situational Analysis..pg. 3

SWOT Analysis....pg. 4
Social Media.pg. 5
Campaign Plan..pg. 6
Budget...pg. 8
Implementation.pg. 9
Evaluation.pg. 10
Appendix...pg. 11

Executive Summary
Allies In Caring, Inc. is a multicultural organization dedicated to helping individuals, who
have emotional and behavioral problems, move toward recovery, health and greater
independence through counseling, education and community support.
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The organization works to build collaborative relationships with clients, service providers
and community partners. With a sense of shared responsibility, they form a therapeutic alliance
with our clients, nurturing self-awareness, mindfulness and kindness. As a team, they explore
without judgment both, problems and potential to move further.
Enhancement with clients engagement in treatment comes through:
Paying attention to the goals that are important for the client.
Honoring the clients experiences and views.
Drawing out resources and intrinsic motivation that already exist in the client.
Affirming the clients capacity to choose in every situation.
Identifying and reducing the barriers that get in the way of the pursuit of the clients
goals.
To respond and make sense of the complexity of needs of multicultural clients, culturally
affirmative skills are applied such as:
Language accessibility; English, Spanish and Sign Language
Knowledge of the specific effects of culture on the client, and
Use of culturally and developmentally appropriate treatment goals, process, and
content.
Services provided through the organization include:
Initial clinical assessment
Bio-psychosocial evaluation
Medication management
Individual, group, and family therapy
Preventive therapy
Psycho-education
Group therapy

Background & Situation Analysis

The individuals and families that Allies in Caring serve thrive despite the adversity they
face in society. The clients develop into more skillful, mindful, and compassionate human beings
through the process of learning how to cope with their challenges, and how to master their

environment. By developing coping skills and accessing their internal and external resources,
they need to live healthier and meaningful lives, as contributing members of society.
However, with the low income of support from the government and minimal donations,
Allies in Caring is a standstill. The organization needs to have a stronger presence on social
media in order to raise awareness about the services they provide to the community. By attracting
donors from outside audiences, the organization will be able to strive and complete the mission
they have set out to accomplish.

SWOT Analysis
Strengths
Offers Unique Services

Weaknesses
Lacking social media prevalence

Wide Array of Services

Funded mostly by donations
Highly trained and educated staff
Lacking brand awareness
Diverse Staff allows broader clientele
Cannot market directly to patients
Only agency in NJ to provide clinical support
to deaf/hard-of-hearing clients

Opportunities
Consistent social media could boost support
An open house or mixer event could garner
donations

News coverage of an event within AiC could

also boost support

Using twitter effectively could reach a

younger demographic

Threats
Sustainability problems due to inconsistent
funds and donations
Services are given based on referral instead of
patient choice
Hard to measure impact of certain programs

Social Media
Boosting Allies In Carings social media presence will only make the organization stronger
and more successful. By raising the number of their followers on Twitter and the number of likes
on their Facebook page, it gives us a chance to spread awareness about their services. Social

media is used by almost every company or organization today. Whether or not the companies
presences creates an impact directly to their future clients, it will always be getting the word out
to the public. Any publicity is good publicity. This company needs positive publicity and a push
on social media to help get the donations that they need to support their services.
Twitter
Create a Hootsuite account to schedule future tweets to keep the audience engaged and to also
keep them updated on all things related to Allies In Caring.
Share a post in regards to donations once per week.
People will want to know what you the company is doing on a daily basis. Share photos of in
office work.
Share motivational quotes/stories to show the caring services this organization provides.
Update Twitter header photo. This photo should be something that stands out to future clients and
make people want to press the link to Allies In Carings website.
Twitter Bio (Example): Allies In Caring, Inc. is a multicultural organization dedicated to
helping ***It must be short and to the point, they can read the rest of the information on the
website.***
Facebook
Facebook is the most important social media platform when it comes to sharing news. It reaches
people of all ages and can easily be promoted.
The cover photo needs to updates as it looks outdated. The photo needs to stand out and grab
future clients attention.
Each social media outlet should have one scheduled post per day.
Share pieces of your website weekly, including the mission, vision, the volunteer page, and
more.
Hootsuite
Hootsuite is a tool to manage social networks, schedule messages, engage your audiences, and
measure ROI right from the dashboard.
This is a free service which will help with all aspects of social media.
Plan ahead and discuss with the Allies In Caring team what they want your key messages to be.
Having an account with Hootsuite will only benefit the organization and save your team time of
having to worry about posts each day.

Campaign Plan
Overarching goal: To increase awareness of Allies in Caring that results
in more donations given to the non-profit organization.
Objective 1: Build awareness on Facebook by gaining 100 more likes to the
Allies in Caring page by December 31, 2015.
Strategy: By increasing awareness on Facebook, we can target the group most likely to donate to
Allies in Caring. A large percentage of the American adult population uses Facebook. The age
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group with the strongest presence are adults 30-49. Of that age group, at least 74% have an
annual income between $50,000 and $74,999. Women lead this group, therefore hopefully posts
with emotional appeal will encourage likes and shares of the page.
Tactic: In order to target this group on Facebook, it was already mentioned that posts with
emotional appeal will strike an interest resulting in likes and shares on Facebook. Allies in
Caring can highlight on families with success stories explaining the services they provide. Once
a larger following is established on Facebook, a GoFundMe page can then be created. Donations
can either go to the organization itself or the families directly. That can be established at a later
date closer to creating the donations page.

Objective 2: Gain awareness through potential news outlets.

Strategy: Putting one of Allies in Carings familys success stories in a local newspaper would
give a lot of exposure to the company as well as serve to show credibility in the work they do for
families. The newspaper article could also give information on the needs of AiC which could
garner interest from potential readers. Considering most news stories now print on and offline,
the online article could also be shared in various media outlets to create more buzz.
Tactic: The first step here would be to talk with Ivette Guillermo-McGahee and find a family
whos had success with AiC that would be willing to talk about their story. We would then
interview the family and create a news article talking about their experiences and how AiC has
helped them move forward. We would then work to get that story in a local newspaper and, once
printed, share the story in every social media outlet available. Ideally, the news article would
contain AiCs social media information as well, which would direct more traffic to those pages.

Objective 3: Collect donations for families involved with Allies in Caring.

Strategy: With building all the awareness for this company across social media, it would help to
have a donation drive of some sort. The more people that become aware of this organization and
start sharing their page, the more likely they are to also donate. This company is looking for
more than just cash donations. The families they are assisting are looking for things such as coats
to get them through these upcoming winter months.
Tactic: The first step of this process would be to discuss with the workers at Allies In Caring
what exactly they need. It will be important to know what our main target is in regards to the age
group and size of the family. Our firm would have to plan an event or pick certain dates to collect
and drop off these items. We would need to promote this drive in a professional matter along
with giving our viewers just the right amount information. For example, why we are doing this
and who will these items be going to?

Budget
Our services our free. However, the budget would be targeted towards fundraising. We must
promote the business and figure out ways to get the top donations.

Implementation
When we first met with the Allies In Caring team they came to us explaining their
services and exactly what they wanted us to work on. Throughout the semester we focused
mainly on Allies In Carings social media pages. Our main goal was to improve their audience
engagements and number of followers. The numbers were very low and not something that
people would necessarily look into. We started this process by sharing their pages on our own
personal pages as well as spreading the word on campus.
To increase awareness we set up a tabling event to promote and of course raise awareness
of this organization. In promotion of their services we held a coat drive for their clients from
October 12, 2015 to October 21, 2015. In order to collect a high number of donations, our team
spent a lot of time sharing ads on social media as well as hanging up physical copies of flyers
around Stockton University.
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The overall goal of our work is to increase donations for the organization and that can
only be done with an influx of awareness.

Evaluation
Social Media

Twitter
Starting number of followers as of September 9th, 2015 was
Number of followers as of November 19, 2015 is 17
Facebook
Starting number of likes as of September 9th, 2015 was 43
Number of likes as of November 19, 2015 is 117
Coat Drive

Collectively, we were able to raise over 50 coats of various styles and sizes for the
families of Allies in Caring to keep warm this winter. Other donations included childrens
clothing, and miscellaneous winter apparel items such as gloves, hats, and scarves. The coat
drive was greatly impacted around campus and an overall success. We dropped off the donations
on October 23, 2015 to the Allies in Caring office in Hammonton, NJ. From there, the donations
were distributed to the families and anything left over was brought to GoodWill.

Appendix

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