Great news! You were just hired at (Your Chosen Charity, please have approved before you begin)! They are looking to expand their not-for-profit charity and have hired you to come up with a complete Cause-Related Marketing Plan to raise money for their cause. You should start by researching the charity and comparing similar charities in the area. I have listed some suggestions below to get you started. Good Luck!
Follow the steps below to get started creating your Marketing Plan:
1. Search online for local business/charity competition or national business/charity competition that is similar to your chosen charity. Examine their websites, television advertisements, and any other form of marketing information that you can find. Explore what marketing techniques they are using and explain how your chosen business/charity could use the same or similar techniques. Why have you chosen these techniques, and what are the pros and cons of using these techniques. This is a starting point, NOT a section in the marketing plan. The information gathered in this step will help you throughout your marketing plan when creating different sections of the plan.
2. Create a strategy that provides details to your plan and how you will achieve these tasks. Think recipe fashion. Do not just provide an ‘end’ result; explain how the result will be achieved. Remember, you are creating an event that will raise money for the charity while partnering with a local business. You are NOT creating a marketing plan ON the charity, but on the marketing strategy for your event. Please be mindful of this, while you will include information about the charity and business, it is a marketing plan for an event, not a business plan.
3. The following components are required within your marketing plan: Executive summary (or abstract, NOT BOTH), 4 P’s of marketing, SWOT analysis, segmentation, sales forecasts, and strategy. APA formatting is required. Please check at the library or online for APA guidelines that are current. Please note, these are not ALL sections that could or should be included, these are just the minimum suggested sections. Please add ALL sections necessary for your plan in addition to these required sections. APA formatting is required.
4. The marketing plan should be a minimum of 10 pages long and a maximum of 20 pages long. The page count DOES NOT include title page, references, or appendix. ALL components must be APA formatted. Please do not include colorful pages or formatting as this is NOT APA and is not necessary. Graphics or images are acceptable but should be no more than a ¼ of a page if included within the plan. Larger than that should be included in the appendix. Do note, images are subtracted from the page count requirements, so do not expect to use images or graphics as a filler for content. References are expected and required.
Charity Ideas: Save the Children, American Red Cross, Susan G. Komen.
Some Business partnerships already in existence: Walgreens and Red Nose Day, Ford and Susan G. Komen.
Please choose a current charity that is in existence and a business that is in existence that can partner for an event. For example; Walgreens and Red Nose Day sponsor a joint 5K run.
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