Index:Creative BriefSituation AnalysisSWOT AnalysisKey Strategic Campaign DecisionsResearchGoals and ObjectivesTarget AudiencesBrand PositioningCampaign TacticsCampaign StrategyMedia StrategyObjectivesSelectionPlanning and BuyingMessage StrategyConsumer InsightMessage ObjectivesMessage Design and ExecutionEvaluation EffortsAppendix A: Ads

Situation Analysis The Westminster Economic Development Initiative (WEDI) was created as a mission of Westminster Presbyterian Church to improve the quality of life for residents on the west side of Buffalo. It became a separate organization in 2007. Currently WEDIs approach to improve the west side includes ENERGY after school program, economic development programs and the West Side Bazaar. The mission of WEDI is to offer programs to provide business and educational opportunities for the people of the west side. Their vision is to strive for a vibrant, stable and inviting West Side community. According to Partnerships for the Public Good (Buffalo Brief), the top five countries of origin to settle in the Buffalo Metro area between 2007 and 2012 were Burma, India, China, Thailand and Canada. The top five languages spoken in Buffalo public schools between 2013 and 2014 include Spanish, Karen, Arabic, Somali and Nepali. Also according to the Buffalo News analysis data of refugees and immigrant assistances on October 21, 2007, the top five nations that resettled in Erie County between 1997 and 2006 were Somalia, Bosnia, Sudan, Burma and Vietnam.The West Side of Buffalo lies between Richmond Avenue and the Niagara River. Refugees and Immigrants, mainly from Somalia, Sudan and Burma have settled in this area. The west side has for many years been neglected. Its average annual income is about $9,000, which puts it among one of the lowest income urban neighborhoods in the United States. There are some key communication problems that WEDI is facing. WEDI is having problems with reaching new individual donors and volunteers. They want to reach residents in Buffalo area and beyond to become monthly donors. According to Michelle Mahoney, Capacity Building Specialist at WEDI, about 81% of non-profit donations come from individuals. Currently online WEDI offers a new sustainable giving page for potential donors. This allows individuals or businesses to select an amount to donate per month. Depending on the amount donated, donors will have access to updates on WEDI and the West Side Bazaar.

SWOT AnalysisA SWOT analysis was created to better understand the strengths, weaknesses, opportunities and threats of WEDI. Strengths Diverse programs offered West Side Bazaar Business Development Planning Business Micro Loan ENERGY after school program Social media presence Blog Facebook Twitter Instagram YouTube Only organization in WNY with business and finance services tailored to refugees Serve over 300 refugees and immigrants 15 graduates left the West Side Bazaar to expand their businesses West Side Bazaar proximity to Buffalo State College 2.7 miles from campus

Creates a sense of community among refugeesWeaknesses Minimal Website Weak awareness of growth among donors Low number of individual donors

Opportunities Use of Social Media to increase donor awareness New print materials with WEDI green and yellow flower Raise awareness by utilizing population at Buffalo State College Build a thriving monthly donor basis to create a predictable source of income (Ex. UNICEF)

Threats General publics perception of West Side Buffalo Media coverage of the west side Competition among other west side organizations for donations/volunteers (Ex. The Green Development Zone) Competition among other vendor base markets (Ex. Broadway Market)

Demographics:Profiles Buffalo, NY (14222) houses, apartments, residents, cars, jobs....City: Buffalo, NYCounty: Erie County, NY

Estimated zip code population in 2011: 15,077Zip code population in 2010: 14,046Zip code population in 2000: 14,365

Mar. 2012 cost of living index in zip code 14222:106.6(more than average, U.S. average is 100)Average age: 20-30 Years old for males and females.

For population 25 years and over in 14222:High school or higher: 94.8%Bachelor's degree or higher: 60.1%Graduate or professional degree: 31.5%Unemployed: 7.4%Mean travel time to work (commute): 17.8 minutes

Salary/wage: $42,484 (reported on 85.7% of returns)Here:$42,484State:$50,673

Net capital gain/loss: +$13,912 (reported on 23.7% of returns)Here:+$13,912State:+$23,581

Key Strategic Campaign Decisions:The brand positioning takes a look at something few to no other organizations in Buffalo can offer, culture. The element of a new and even exotic culture can be a very appealing element to the campaign. It can be marketed like traveling without traveling.

GoalOur primary goal is to strengthen donor interest and awareness for WEDI. By achieving these goals, more donors will invest in the organization. This will allow the organization to thrive and continue to help refugees and immigrants in the Buffalo region.

ObjectivesIn order to track the impact weve made on WEDI, weve set a few goals which are easily measurable. These goals are: To increase donor contribution by at least 10%, to increase the number of donors by 10%, to stimulate brand loyalty, and to stimulate recall of brand messaging.

Target AudienceWe have conducted informal research and decided to focus our efforts on two key target audiences. Our first target audience will be local philanthropic organizations who have a history of donating to local charitable organizations. Ideally, these organizations would also have a history of supporting organizations who are actively involved in the community, or fund organizations in order to get involved in the community. The other audience we will target are residents of Buffalo, preferably those who live on the West Side. These residents would ideally be between the ages of 18-40, have expendable income, either rent or own homes on the West Side, and would be opinion/community leaders so they could influence and encourage others who live in the area to become monthly or recurring donors.

Brand PositionOur brand position has a few features that helps us secure donations from our key target audiences. Our first point is to let our audiences know that they are helping people in need. By getting our audiences to feel empathetic, as well as informing them of WEDIs goals, audiences will feel more inclined to donate on a monthly basis. Our second key point is to let our audiences know where their money is going. In a day and age where a very little percentage of donations to most major non-profits actually go towards helping the cause, it is important to notify our donors that their donations will be kept local, and that they are going directly to helping citizens in the West Side that are actively trying to improve the community by bring world cultures to Buffalo. Our third point is to include a mission statement from WEDI. By including this, donors are more likely to see that this is a worthy cause to support on a monthly basis. Lastly, we wanted to create an effective advertisement that would create loyalty and recurring donations.

Campaign StrategyOne tool wed like to implement is promotional media, such as billboards, flyers, etc. The reason wed like to incorporate this form of advertising is because it is extremely visible, and spreads our message to a large number of people on a daily basis. Billboards, even though stationary, can advertise to anyone driving nearby. This means that we would be appealing to anyone who works or spends time in Buffalo, whether they live there, or they commute from surrounding areas, such as the Southtowns or Northtowns.

One of the resources we decided to use is print media. This includes flyers, brochures, and banners/posters. This form of media is easily produced and can be placed almost anywhere, whether it is hung up in small local business on the West Side or in the Elmwood Village, making it easier for potential donors to see. The reason why we decided to use this form of advertisement is because it allows us to inform our key publics both verbally and visually about the work that their donations can do. We can easily convey the message we are trying to send with just a few simple sentences and signage.

Another resource wed like to use is internet media. This includes various platforms of social media including Facebook, Twitter, Instagram, and others. This would also entail banner messages and e-mailing lists. The reason why we decided to implement this tool is because most of our target audience, if not all of it, accesses one or more of these forms of media on a daily basis. With this kind of exposure spread across multiple platforms, it will be simple to convey our message and our goals to our publics. The last resource wed like to implement is a recurring payment plan. By this, we mean that we can enroll new and recurring donors into monthly or yearly payment options. By offering our donors to choose how much theyd like to spend on a monthly or yearly basis, wed take a lot of hassle out of writing a check every month of every year, worrying about funds, or even remembering to donate on a regular basis. This idea would help ensure a consistent flow of donations.

Objectives: To reach target audience with lowest cost possible. Budget of 1000, to gain recurring small time donors. Where: Online, small businesses on Elmwood, Hertel, Delaware, grant street surrounding neighborhoodWhat: Flyers, Handouts, Brochures, Internet Banners, Email Blasts, print advertising, social media ads Facebook/Instagram/twitter, press release- newspaper, billboard?When: As soon as possible, now that the weather is nice and people are more likely to visitHow: Street team, hand deliver promotional media, social media volunteer to input campaign strategy, use other groups volunteers to help disseminate informationBudget: research on how much all of this will cost 1000 dollar budget (each promotional tool)

Media Strategy (IMC Plan)

Media Objectives:

By way of distributing brochures, flyers as well as online and social media promotion, we aim to change the way people think of WEDI when they hear their name. Each individual advertisement is strategically set up in a way so viewers can see places such as the West Side Bazaar as a cultural attraction where people can experience great food and culture at affordable prices. We also intend on working on the refugee angle, which will further our goal in selling WEDI as an organization specializing in authentic stores and experiences.

Media Selection:

Our intended targets have been made clear to us over the course of the last few weeks. The residents of the Elmwood Village will be the best choices for donors for a few reasons. Not only do the residents of the Elmwood Village have the disposable income to donate to WEDI, they also have a relationship with their community so they wont need as much convincing to donate. With that being said, our advertisements will be displayed around the Elmwood Village (mostly the small business district) headed towards downtown.

For our intended targets, we feel that it is best to use brochures, flyers, internet banners, e-blasts, print advertising, social media marketing (Facebook, Twitter, and Instagram), a news release, newspaper, and possible a billboard. The Elmwood Village has a diverse group of residents that covers an array of different demographic features. With this in mind, we felt it was best to have different kinds of advertising to ensure that the most amount of content is viewable to the most amount of people for the least amount of money. For all intensive purposes: we are considering The Elmwood Village as all the small businesses in the small business district on Elmwood Avenue, as well as Delaware Avenue, Hertel Avenue, and small businesses on Grant Street near the West Side Bazaar.

Media Planning and Buying: Budget Allocation Promotional Brochures and Flyers $0- for paper products $0- for printing $25- for gas to distribute flyers Internet Banners $500- for 1 month banner ad on the Life Section of the Buffalo News Website Print Advertising $120 x 2- for 2 consecutive full-page Ads in the Sunday Edition of The Buffalo News Social Media $0- for creation and maintenance of new social media accounts News Release $0- for creation of news/press release Google Advertising $275- for 1 month of top of the page treatment (meaning our website will be the first on the page when specific keywords that we designate are searched in our demographic areas) Public Access $0- for support from local stations

Vehicle Selection: Promotional Fliers- already having access to a large scale printer and paper source will make this a relatively small piece of our operations budget. These promotional items will spread our message clearly and quickly over our target demographic areas with no buffer in between our message and our intended targets. Internet Banners- these items reach a large market instantaneously but have the slight downside of being overlooked by many visitors to the website. This facts will determine the placement and frequency of the appearance. The Buffalo News website is where we would reach our intended demographic of possible contributors and the life section is where they will best be found Print Advertising- the Buffalo News print edition is going to be the most effective vehicle for getting our message to our intended demographic. The Sunday edition is the one that is read most thoroughly by buyer of the paper and with leisure time on the weekend they are less likely to glance over an Ad about their community asking for help. Local papers are also a prime spot because if youre picking up a local free paper then youre already looking for information on local issues and more prone to care about the issues presented in that paper. Social Media- this is a dangerous tool for companies if they do not understand how to use it. Constant maintenance and updates are needed for people to want to stay relevant in todays fast paced society. You also, as a business, need to provide an incentive for customers to check in on your social media profiles. The only way they will is if it benefit them in some way. A new Facebook, Instagram and twitter accounts are needed along with constant updates and promotional items for frequent visitors. News Release- With budgetary cutbacks at most American media outlets editors and producers are always looking for free news. Providing a well-designed news release will write half of the story for a media outlet prompt a follow up interview and possible expose for the WEDI Google Advertising- having to pay to be the first on the list of google searches may seem pointless but it the fastest way to be recognized on the web. This allows us a guarantee that when people in our demographic search certain key word that our website will be the first on the list. Local Public Broadcast Stations- A telethon is great way to get people to donate money and local stations are there to help the underfunded reach a large audience. Local stations are always looking for local stories to tell and what better way than to provide them with multiple stories all in one location.

Media Calendar

MAY start posting flyers around Elmwood and Delaware Avenue in store fronts and displaysEND OF MAY Finalize advertisements for local newspapers (ArtVoice, Buffalo News, Buffalo Spree)JULY E-mail blasts sent out to selected organizations and employees with donation information AUGUST First newspaper ad releaseEND OF AUGUST Internet banners begin to be posted on site like the Buffalo News and Local Business sitesSEPTEMBER Google advertisement beginsEND OF SEPTEMBER Social media volunteers begin on Twitter and InstagramONCE A WEEK Posts on Social Media about campaign/messageNOVEMBER Second newspaper ad release as well as press release being sent out to local OutletsOCTOBER Radio station mentions if possibleEARLY NOVEMBER Send out news release of success of campaign and how much money is raisedAFTER EVERY DONOR CONTRIBUTES Follow up with promotional products, thank you letters, and newsletter of organization.

These advertisements will be most effective during the spring and summer because people usually have more free time and spend more time outdoors. To be specific, we think the sooner the better when it comes to implementing the tactics mentioned. They can run until late fall season (maybe mid-late October).

Message StrategyConsumer InsightThe consumer will care about WEDI because they feel an emotional attachment to the community. Buffalo is known for being the city of good neighbors, and were going to play off of that notion of helping people out. This will resonate especially with our older demographic because of the donor value. Our slogan makes the donor feel like they are a part of something cultural, unique, diverse, and needed. Helping people feels good, even more so when the people youre helping are a part of the community you live in. We understand our customers at this level and hope to resonate with them to gain recurring donors.

Message Objectives: Promote brand recall through our slogan repeated over different media, Become a Part of the Global Community in Our Backyard. Link key attributes to the brand name like diversity, ethnicity, globalism, culture, and donor to WEDI and the West Side Bazaar. Persuade the consumer to donate, even if it is $10 dollars a month, it matters. Affective association of key attributes to the message and brand. Situate brand socially get people to pay attention, and then spread knowledge through word of mouth. E-mail blasts, social media attention all contribute. Define the Brand Image through cohesive advertisements.

Selling Premise:Donate to WEDI because a donation will help the growth and development of people who need to be assimilated into society. These donations will benefit the community by expanding the bazaar and allowing Buffalo to remain a cultural hub of opportunity.

Other non-profits in the area like the Buffalo City Mission focus on objectives of low cost donations. Which, is completely different from what we want. We want recurring donations to build a relationship with our donors and have them feel like they are a part of something influential, opportunistic, and fun!

Message Design and ExecutionA Global Community in Our Backyard is the slogan that we want to stick. It makes sense, it has a nice tone to it and signifies the impact of a donation. The poster ads are very factual, while the internet ads and newspaper ads are highly visual. They place people that could be found at the bazaar, like the Burmese or Iraqi, and places them in our community like on Elmwood, or Bidwell. This image brings the message home and allows us to recognize what WEDI really is.

Uses of color are extremely important too. Our information ads like posters and logo design will be simple, white, green, and blue. The colors represent worldliness, globalism, and unity. Our print ads are vibrant, realistic photos which will grab attention. WEDI and our message will be in white text so it will be visible and easily read.

Evaluation

Newspaper ad A

Newspaper ad B

Poster design

Internet Banners

Press Release

CONTACTJOHN SMITH716-393-4088info@wedibuffalo.org

FOR IMMEDIATE RELEASE

Buffalos West Side Unites with WEDIWEDI Invites Donors to Help Unite Buffalos West Side

BUFFALO, N.Y. --- WEDI (Westminster Economic Development Initiative, Inc.) is reaching out to residents and businesses of Buffalo in an effort to bring the West Side closer together. WEDI is a non-profit organization that exists to give immigrants and refugees the opportunity to live the American dream and open their own businesses.

These small businesses not only give opportunities to qualified future-entrepreneurs, but will also promote culture, education and diversity to an evolving city of Buffalo. WEDI can continue to help build a better and more culturally diverse marketplace with the help of monthly donations provided by the neighborly residents and businesses of Buffalo. Donors can visit https://wedi.nationbuilder.com/donations to take their first step in building a better Buffalo.

WEDI is best known for businesses like The Westside Bazaar, which is a small business on 25 Grant St. that has immigrant/refugee vendors operating their very own small independent businesses. From Ethiopian food to Burmese jewelry, The Westside Bazaar has authentic culture at affordable prices.

Beginning as a project of Westminster Presbyterian Church, WEDI has become their own separate non-profit organization in 2007 where they have had the pleasure in helping start up close to 15 businesses in Buffalos West Side.

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E-Mail Blast

Subject: Help Build a Better Buffalo with WEDI

Body:

Attention proud and resilient residents of Buffalo,

On behalf of WEDI (Westminster Economic Development Initiative, Inc.), we strongly urge you to consider becoming a donor to help promote the ethnic and cultural diversity of Buffalos West Side.

WEDI is a non-profit organization that helps immigrants and refugees get started in opening their own businesses that can help the whole community!

To learn more about WEDI, or if youre interesting in donating, click here.

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