Components of EMWC Mobile Marketing Plan
Now that we know the purpose of the plan, we have put together the components of the mobile marketing plan. We have decided that EMWC needs a texting service that can alert donors and volunteers of upcoming events and service needs. EMWC also needs a mobile-friendly website that offers quick information and an opportunity for people to donate money to the cause.
According to Tag.Microsoft.com, Americans spend 2.7 hours per day socializing on their mobile devices. That is twice the amount of time the average person spends eating and a third of the time the average person spends sleeping.
Text messaging would reach the target market for EMWC faster than email (unless their audience also has email on their phones). The text messaging portion of the mobile marketing plan will use text messaging to send information regarding volunteer opportunities and upcoming event reminders. Our Century College Advertising and Promotion Team had originally thought of using Constant Contact as a texting service since EMWC already had an account with them, but it appears by their website that they are no longer offering the Live Feedback service. Other services we have looked into offer a monthly fee between $19.99 and $50.00 depending on how many messages an organization would be sending a month.
The second part of our mobile marketing plan is to develop a mobile website for EMWC. Since the mobile site will be viewed primarily on mobile phones, the site has to be easy to load and have only the important information because the screen is so much smaller. This site would have a simplistic look and the information would include the following content:
- About Us: Brief company history, stats on past, present, and future number of families the organization hopes to help, upcoming events.
- Volunteer Now: Page that shows current volunteer opportunities and a way for potential volunteers to submit information.
- Donate Now: Payment page that allows potential donors to donate via the mobile website.
Along the bottom of the mobile website will be information on how to contact EMWC. We believe that this website will make it easier for millenials to find view the EMWC website and shows that EMWC is moving toward a more technically advanced form of communication.
Purpose of EMWC Mobile Marketing Campaign
The purpose of the EMWC mobile marketing campaign is to reach more volunteers and donors in the age range of 18 – 40 years old. In order to end the cycle of homelessness, EMWC must cycle in new support from the surrounding community. EMWC is not well known in its own community. The volunteer base is aging as well as those that are donating to the organization currently. This campaign needs to draw the interest of 18 – 40 year olds that are employed and want to help end the homeless epidemic through volunteerism or monetary support to EMWC.
The 18 – 40 year old demographic is part of the Millenial and Generation X segments of the population. The Pew Research Center has done extensive studies on different aged demographics and their usage of technology. Two of the most recent reports that we will be using data from are Millenials, a Portrait of Generation Next and How Mobile Devices are Changing Community Information Environments. These reports show that Millenials and Generation X are becoming more attached to their mobile devices than ever before. Here are some of the statistics found:
- 84% of American adults own a cell phone.
- 2/3 of cell phone users take advantage of mobile phone features, such as texting, emailing, web browsing, and apps.
- 21% of those ages 30 – 49 get news alerts about their local community sent by text or email to mobile devices, versus 17% of those ages 18 – 29.
- 63% of college graduates who own cell phones or tablets get local news and information on their mobile devices.
- 21% of this Millenials say that helping people who are in need is one of the most important things in their life.
Due to increasing use of mobile devices and the fact that mobile devices are becoming the main source in which people get their updates and news, EMWC needs to use this channel to communicate with potential volunteers and donors. The purpose of the mobile campaign will be to attract and inform donors and volunteers of opportunities and needs for EMWC. The challenge will be formulating a campaign that lies within the non-profit’s budget, while receiving an optimum number of new supporters.
Mobile Marketing Campaign How To: Introduction
Image retrieved for Google Images
EMWC is a place where homeless families go to get their lives back on track. The program prevents and ends homelessness for families with children through housing, resources and opportunity. Parents can attend classes to manage a budget, get job training or even college degrees, and counseling to move past the road blocks of homelessness. Children get a stable environment where they are fed and clothed, there’s a roof over their heads, and they get to go to school. The family stays in the housing until they are self-sufficient, they are not kicked out after 30 or 60 days.
Our team decided that mobile marketing should be part of the campaign, so I thought I would blog about how we work out a mobile campaign for this program. My plan is to show our mobile campaign from start to finish in five steps/articles. Please stay tuned for the first step: Determining What the Campaign Needs to Accomplish.
Learning Mobile Marketing 