MarketingPlan

SituationAnalysis
Legacy166wasfoundedin2006,andbeganitsoperationsinApril2010.Itisa
nonprofitcreatedtoreducetheeffectsofintergenerationalpovertythroughthearts,culture,
educationandcommunitycollaborations.Theorganizationplanstoimplementartsprogramming
inelementaryandmiddleschoolsinlowincomeneighborhoods.Currentlytheorganizationis
conductingvariousprogramsandinitiativesthatareinlinewithitsmissionstatement.Inorder
toshowcasequalityperformancesandtoprovideprogramsforchildren,Legacy166mustraise
funds.TicketsalesandgrantsonlycoveraportionofLegacy166sexpenses,whichmeansthe
organizationmustraisetherestthroughthegenerosityofpatronsandsupporterswhobelieve
Legacy166willdeliverthekindofexcellenceonthestageandinitsprogramsthatwillbenefit
children,teachers,aspiringartists,underservedcitizens,andthecommunityatlarge.

ProblemsandOpportunities
Problems
Legacy166isselfemployedbythefounderandexecutivedirector,GregoryCyprian.
CyprianiscurrentlyworkinganotherjobandworkingonbuildingLegacy166inhisfreetime.
Thereforethenonprofitislackingkeycomponentsincludingacomprehensivemarketplan,
staff,andinfrastructurethatisneededtoeffectivelyandefficientlyruntheorganization.Given
thefactthatitislackingintheattentionitdeserves,Cyprianadmitsthelackofawarenessinthe
MobileCommunity.ThelackofcommunityawarenessisthebiggestproblemthatCyprian
faces.Legacy166spurposeandmissionaredependentuponitsdonors/volunteers/atrisk
children.Becausethesegroupsarenotalwaysconsistentorrecurring,particularlydonors,itis

hardforLegacy166tohaveareliableplanforthefuture.Legacy166facesfinancialtroubles
andneedsamoreestablisheddonorbase.Similartomanynonprofits,Legacy166facestough
competitionfromothernonprofitsintheMobilearea.Withouttheproperinfrastructuresuchas
website,artsupplies(whetheritbemusicalinstrumentsorpaintingsupplies),andphysicalspace
(suchasbuildings),Legacy166facestroubleexpandingitsorganizationnameandidentity.The
lackofresourcesmakeithardtocompetewithothertoptierorganizationsinthearea.

Opportunities
Legacy166hasmanyopportunitiesandthegreatestroomforgrowth.Cyprianexudesa
greatdealofpassionandunderstandshisniche.Heisnotegotisticalbuthasagreatdealofpride
forhisorganizationandthedirectionhewantstoseetheorganizationgrow.Cyprianspends
mostofhistimeworkingongrantstoreceivemoneyforLegacy166.Thereisanopportunityto
expandonalltheproblemsthatLegacy166facesbyexecutingthismarketingcampaign.

TargetMarkets
TheprimarymarketsforLegacy166are:
Donorsages4065
Volunteersages25+
Parentsages2145
Childrenages512

GoalsandObjectives
Goal
PurpletieswilleffectivelypositionLegacy166intothemindsofitstargetmarketsand
establishaconsistencyinLegacy166sbrandimagethroughafullyintegratedmarketcampaign.

Objectives
Needtoraiseawarenessby25%inmobilecounty
Needtoraiseawarenessby15%inbaldwincounty

 Needindividualstodonate
Needindividualstovolunteer
Needparentstoenrollchildren
NeedchildrentorelatetoLegacy166

PrimaryResearch
TheprimarywaysPurpletiesaccumulateditsresearchwasthroughtwomeans:intercept
surveysandfocusgroups.

Interceptsurveysofarandomsampleofpeople(385).
Focusgroupof12individualsfromtheMobilecommunityonFeb.25,2016(Note:The
focusgroupwasoriginallyscheduledforFeb.23,2016butduetosevereweather
warningsinMobileCounty,itwasrescheduledtoFeb.25,2016.)

Surveys
InterceptSurveys
PurpletiescollectedinterceptsurveysfromthreelocationsaroundMobileCounty.
Throughouta3weektimeperiod,membersofPurpletieswenttotheGovernmentPlaza
Building,MoorerSpringHillPublicLibraryBranch,andtheWestMobileLibraryBranchtoget
adiverserepresentationoftheMobileCountydemographic.

Findings:
Majorityofthesurveyorswerebetweentheagesof1945(59%)
ThebreakdownbymajorityethnicitiesisasfollowsWhite70%andBlack
25%
Wenoticedthatmanyofoursurveyorshadadecentamountofeducation:High
School/GED13%,SomeCollege30%,CollegeGrad31%,andGradDegree
16%
Theincomeresultsthataremostsignificantaretherangesof$20,00049,999
(28%)and$50,00075,999(22%).

 Wefoundthatmajority(70%)ofsurveyorsdonothavechildrenintheelementary
ormiddleschoolsinthearea.
70%chosenottoanswerwhethertheirchildwasenrolledinpublicorprivate
schools.
4%ofthosesurveyedkneworhaveheardofLegacy166.
OutofthevastwaysofacquiringinformationthetopfourwaysarethroughWord
ofMouth(67%),TV(58%),SocialMedia(49%),andRadio(47%).
ThefollowingresultswerepolledonifsurveyorshaveeverheardofLegacy
166sdifferentprograms.OthernonprofitprogramsintheMobileareawere
polledaswellRollingReading(9%),GAP(9%),ACE(10%),JazzNJuice(4%).

FocusGroups
Threefocusgroupswereconductedwithpeopleofallageswithdifferentbackgroundsin
theMobilecommunity.Thepurposeofthefocusgroupsweretodeterminewhichconceptofthe
fourdesignedbyPurpleTieswasmostengaging,memorableandeffective.
Theconceptstestedwereasfollows:
A+
MyLegacybeginswith
ThroughtheArts
Create
Findings:
ThroughtheArtsconceptwasselectedbythemajorityofthefocusgroupparticipants.
Themessagewasclearamongtheparticipants,howeverthereisnotenoughinformation
Inregardstothephotowiththesaxophone:Itneedstobemoreeyecatchingorengaging
totheaudience,andthefontcouldbechangedtobemoreappealing
Thefocusgroupsthoughtthecopywasgood
Billboardwasafavoriteinthegroups
Campaignwaseasytoreadandunderstand
However,bringinmorediversity

 Bighitwiththecomputerimage
Immediateconnection

PositionStrategy
WewillpositionLegacy166asapremiernonprofitthatreachesunderprivileged
childreninMobileandBaldwinCountyThroughtheArts.Legacy166standsforreachingand
reducingtheeffectsofintergenerationalpovertythroughthearts,culture,education,and
communitycollaborations.WearepositioningLegacy166throughvariousimplementationsof
eventsandcontinuingitsalreadyestablishedprogramsforatriskyouth.Thestorybehind
Legacy166iscrucialandwillbeintroducedforthefirsttimesincetheorganizations
establishmentandwillserveasanintegralandsynonymouspartofitsbrandname.Throughthe
unifiedconceptofThroughtheArtswewillcreatealastingfoundationthatcanbeusedfor
yearstocometoattractitstargetmarket.

BrandingStrategy
ThroughourpositioningeffortswewillcreateanewbrandimageforLegacy166to
showitsstrengthstoitstargetmarket:beinganallinclusiveorganizationthathasimmense
potentialandvalue.Legacy166willdifferentiateitselffromothersimilarorganizationsin
MobileandBaldwincountiesthroughextensivecampaign.ThroughtheArtsenablesitstarget
marketstoachievetheirgoalsatanycapacity.ThroughtheArtsyoucandonate.Throughthe
Artsyoucanvolunteer.ThroughtheArtsyoucanenableyourchildtobecomealasting
impactonyourfamily.ThroughtheArtsyoucanbecomesomethingbiggerthanyourselfand
thosearoundyou.ItencompassesthemissionofLegacy166inthemindsofitstargetmarket.In
referencetoourresearch,Legacy166haslittletonorecognitionwithinitscommunity.

TimelineandBudget
ThecampaignyearissetforJanuary1st,2017toDecember31st2017
Thebudgetforthecampaignis$40,000incash,and$10,000indonationshowever,
theremaybeideasthatareincludedinthisplanbookmayexceedthesetbudget


EvaluationPlan
WewillevaluatethesuccessoftheThroughtheArtscampaignattheendofthe
campaignyearutilizingabenchmarksurveyandothermeansofevaluations.
BenchmarksurveyofMobileandBaldwincountiestoassessawarenessofLegacy166
(beginning2018)
InternalevaluationoftargetmarketsinMobileCountyata25%increaseand15%
increaseinBaldwincounty(beginning2018)
Internalevaluationsofsocialmediasitesandorganizationwebsiteinordertostayon
trackwiththeobjectiveofgaining2,000individuals.(biweekly)
Internalfinancialevaluationsofdonoractivitytostayontrackwiththeobjectiveof
increasingdonationsby20%andnewfundraisingprogramsthatwillgenerate$25,000
(monthlyandbeginning2018)