Serenity House Integrated Marketing Communications Plan

INTEGRATED MARKETING COMMUNICATIONS DEVELOPMENT CAMPAIGN DECEMBER 9, 2015

SERENITY HOUSE

BACKGROUND »  Located in Victor, NY

–  In operation for 16 years

» Comfort home for individuals who are in their final three months of life –  Alternative to hospitals, nursing homes and in-home care

»  Equipped to take on two residents and their families at a time –  Provides 24-hour care at no cost

»  Funded by United Way

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OBJECTIVES » Create a volunteer recruitment strategy to increase volunteer base in

both the short and long term » Articulate and increase awareness of the Serenity House brand »  Increase public relations efforts


VOLUNTEER INITIATIVE

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AUDIENCE ARCHITECTURE: KEY STAKEHOLDERS »  Internal

–  Board members –  Staff/volunteers –  Current families

»  External –  Families of former residents –  Prospective residents and their family members –  Third-party establishments (hospitals, nursing homes, etc.) –  Community leaders/elected officials –  Regional media –  Corporations and foundations


COLLEGE INTERNSHIP PROGRAM » Rochester has a large number of colleges in the area. Educating these

college students about Serenity House can lead to a huge potential increase in volunteers.

»  Tactics –  Develop an internship program that gives hands-on experience working in

this environment –  Attend informational events for students in nursing, physical therapy or

occupational therapy programs


THE COLLEGE COMMUNITY


MARKET RESEARCH Target demographics

» Millennials –  Ages 18-34

» Generation X –  Ages 35-50

» Baby Boomers –  Ages 51-69


TARGET PERSONA: JOHN »  John is a Millennial looking to advance

his education and expand his volunteer experience.

» He is actively involved in school, and is a

bright, motivated student. »  John grew up in the Rochester area and will continue to volunteer at

Serenity House on his breaks from college and during his summers at home. He also recommends volunteering at Serenity House to his friends to fulfill their required volunteer hours.


TARGET PERSONA: AMY »  Amy is a middle-class mother of two who

is looking for more ways to get involved in her local community.

»  She thinks Serenity House is a good fit for

her volunteer work. A colleague recommended that she volunteer at the organization after telling her about their experience.

»  She is conscious of the fact that her parents are growing old and has been

looking at potential care options. »  Amy chooses to also donate to Serenity House because her employer will

match any donation she makes. © Dixon Schwabl Inc. 2015 10

TARGET PERSONA: MARY » Mary is a Baby Boomer who likes to donate

to Serenity House because she is thinking of her future and the futures of her older loved ones.

» Mary spends her free time with her

grandchildren and family, as well as with friends. She likes to send her time volunteering for causes she believes in.

» Mary is conscious of the fact that she is getting older, and she has

been looking at potential resources for her future the futures of her loved ones.


STRATEGY » By targeting Millennials, Generation X and Baby Boomers, Serenity

House will be able to attracted long-term volunteers and donations. » With an integrated marketing campaign, our goal is to build brand

awareness for Serenity House while increasing its social presence and rebranding its image.

» During this campaign, the organization will remain committed to

providing the best hospice care.


REBRANDING


CAMPAIGN CREATIVE

Rebranding » Deliverables

–  Logo –  Tagline –  Brand board

»  Color palette »  Font selection »  Logo variations

–  Mock website


CURRENT LOGO


CONCEPT: WARMTH


WARMTH » Many people have negative stigmas about hospice homes and are

under the impression that they are cold, sad places. Serenity House is here to change that impression. With this new, updated brand image, there will be no doubt that each individual will be treated with warmth, love and maturity from the moment they come through the front door.

»  Feelings of sadness and of being alone are common for individuals looking into hospice for their loved ones. Serenity House is here to change that by opening their doors to a warm, loving home where comfort and positive emotions are abundant.


INSPIRATION »  This logo offers Serenity House a change from its previous logo. » With a new color palette featuring only warm colors, this will

immediately give prospective guests and donors positive feelings of warmth.

»  The ornate decorative accents and clear, distinct font radiate feelings

of maturity and care that are appropriate for adults. »  The word “hospice” is also included in this logo, making sure nobody

will mistake Serenity House’s cause.


MOCK WEBSITE



“From the beginning of a very difficult time in our lives, you never left our sides, even after the end.”

—Testimonial


Here at Serenity House in Victor, NY, our main priority is your peace of mind.


Learn more about our five core values and how you can help make a difference today.

Dignity

Hope

Comfort

Safety

Peace

Internship Program Volunteer Community Events

PUBLIC RELATIONS INITIATIVE


TACTICS »  Print

–  Press release –  Media alert –  Calendar listing –  Fact sheet –  Media pitches

» Digital –  Social media content calendar –  Editorial calendar

»  Event –  Skate with the Blue Devils promotion


THIRD-PARTY RELATIONSHIPS »  Importance of partnering with external organizations

–  City Mattress –  Thomas Creek Ice Arena & PRO Shop –  Victor Blue Devils


SKATE WITH THE BLUE DEVILS PROMOTION » Date: December 19, 2015 »  Event name: Skate With The Blue Devils »  Event description:

–  Skate With the Blue Devils is a fundraiser with a mission to increase awareness and raise money for Serenity House, a local hospice home. Guests will have the opportunity to attend a meet-and-greet with the varsity ice hockey team and coaching staff.

»  Tactics to promote event: –  Social media (Facebook) –  PR materials


SATURDAY, DECEMBER 19 (MORNING) »  Platform: Facebook » Boost: $15 » Audience: men/women, ages 13-65+, Rochester +25 miles, high

school/college students, athletes and volunteers »  Image:

»  Text:

–  Today marks the inaugural Skate With the Blue Devils to benefit Serenity House, beginning at 1 p.m. Don’t miss the opportunity to skate with your favorite Blue Devils and get their autographs.


SATURDAY, DECEMBER 19 (NIGHT) »  Platform: Facebook » Boost: $10 » Audience: men/women, 13-65+, Victor +25 miles, high school/

college students, athletes and volunteers »  Image: post photos taken during the event and have a wide variety of

groups »  Text:

–  To everyone who came out to support Skate With the Blue Devils, thank you. Without you, this terrific event wouldn't have be successful. Serenity House will be able to keep its doors open for another year. Can’t wait to see you all next year!


Serenity House Integrated Marketing Communications Plan

Marketing

Transcript of Serenity House Integrated Marketing Communications Plan