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Marketing Plan

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Igor Ferreira Dos Santos

on 19 May 2014

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Transcript of Marketing Plan

Marketing Plan

Marketing Goals:

Organizational Vision:
To promote democracy by providing underprivileged young individuals in developing countries with access to digital media.

Organizational Goals:
Expand its impact in the Global South, particularly in East Africa, improving existing infrastructure and adding more projects to support a larger amount of people throughout different community based organizations.
- Increase workforce by recruiting and managing new staff;
- Raise awareness of Leapfrog’s impact and needs,
always aiming to increase number of supporters and partners.
- Build a marketing structure, in order to facilitate development
of key partnerships and successful marketing and fundraising campaigns.
Policies and practices that affect marketing success:
- Promoted third party content should always have reference to the original source.
- Avoid bad word-of-mouth marketing (competitors). Focus on relevant information and issue resolution.
- Having a clear and consistent way of communicating.
- Commitment to all stakeholders involved in terms of delivery.
- Operations of collecting and delivering in several countries around the world.
E-waste prevention, teacher training, technical support, hardware&software installation.
IT Refurbishing partner, recycling partner, technicians network, project follow up & evaluation.
Presence in several social medias.
- Strongly structured and informative main webpage. Information is organized, clear, concise and detailed.
E-newsletter subscription and news section on webpage.
- Blog with information about the organization, strategic partners, beneficiaries and general solution for social problems.
What we do and How we do sections.
Apply for computers and give computers section!
Relevant sections: volunteer, partners, mission, accountability, support us, organization policies.
Marketing audit:
- Marketing efforts have to be consistent.
- Necessary initial amount of content to start social medias/webpage.
Constant content creation for promotion of new marketing & fundraising campaigns and promotion via banners and videos.
- Fulfill initial workforce demand.
- Focus is on the "tone of the message".
- Communication efforts have to be according to the audience.
- Use of distinct messaging in the different social platforms
- Messaging has to be bring relevant information with it.
- Message should be clear, organized and concise.
New workforce demand

- marketing & social media:
Management of social media accounts:
- content selection and distribution
- interacting and communicating with several audiences via social platforms.
Support development of fundraising and marketing campaigns.
Engaging in discussions on current and future marketing efforts.
* Marketing Campaign: messaging development of educational cartoons/videos (information about the cause, organization and "calls to action")

- graphic & design:

Development of banners for webpage and social platforms;
Video editing for YouTube channel, development of banners and videos for marketing & fundraising campaigns;
Development of Leapfrog products, such as design of T-shirts stamps.
Support elaboration of presentations (folders, power point, etc.) involving prospective donors, partners and other stakeholders.
* Marketing Campaign: Development of educational cartoons/videos (Leapfrog logo character teaching about the cause, the organization and being the voice of "calls to action").


6% of donors regularly donate to new causes or nonprofits each year.
65% of donors sometimes donate to new causes or nonprofits each year.
57% of these donors actively seek for information related to the cause.
72% of these donors actively seek for information related to the organization.
Ideal is that occasional donors become more like regular donors.
Disclosure of demanded information is vital to success of fundraising and marketing goals.
Information delivery to donors: storytelling, financial reports, organization and cause updates, etc.
Information followed by a "call to action" to captivate prospective donors and supporters to take action.

- What's in for Leapfrog:

Cross-promoting: associating Leapfrog's name with important partner companies to raise credibility and awareness of the organization and its operational processes, as well as the causes it supports.
Assuring partnerships that will bring resources constantly in order to expand the organization's operations.
To increase its own network by benefiting from the partner companies' large existing network.

- How to do it?

Look for organizations that demand help, create action and budget plan and finally create fundraising campaigns.
Assure that donated computers are within their useful life period and that they are not companies' disposable e-waste.
Feedback of learning courses through an interviewing process that can at the same time generate storytelling content.
At the end of their useful lives, computers donated to the civil organizations should be recycled or refurbished and finally replaced.
Address other social issues within the area where Leapfrog and the civil organizations operate in platforms of discussions where stakeholders who may have an interest are.

Government bodies:

Interest in addressing social needs through partnerships.
Find essential that organizations have a democratic dispensation, firmly rooted in society and with popular participation and voluntary support.
Recognize the role that NGO's plays in social development.
Looking to share vision and common goals with prospective partners addressing social issues.

Target Audiences
& Segments

Members (Volunteers/ interns/ employees):

Understand Leapfrog's role in society and their role within the organization.
Interest in contributing to a bigger picture.
Potential to make a promptly big impact in the organization.
- Keep them up to date on what is going on within the organization and with other stakeholders.
Keep them directly involved.
Offer proper training and delegate relevant responsibilities.
Regular meetings to discuss development of several current and future projects.
- The organization must have a "face" and a "voice", which the audience recognizes as unique.
- The audience must easily recognize Leapfrog's presence in all platforms available, and development of imaging and messaging should be consistent.
- Development of a corporate manual, serving as a guideline for stakeholders who may have a particular interest in the organization.
- Focus on messaging leads to trust as donors and clients/communities see words and actions that line up time and again.

- Act as a leader in the Global South, particularly in East Africa.
- Act not as a beneficiary, but as a partner to the several stakeholders that somehow contribute to the organization.
- Act as a global supporter and leader of social and environmental issues.
Message Development:
Content creation
- Content should be focused mainly on the issues of the addressed causes by Leapfrog, as well as relevant information about the organization.
- Promote expertise and generate a higher interest on both the organization and its supporting causes.
- Increase credibility on addressing the issue by distributing relevant information for different stakeholders.
Opportunity to exchange expertise with other important stakeholders via social and discussion platforms.

Donors' information demand on social cause:

78% - Information about potential long-term benefits to society from addressing or resolving the issue.
(self-generated content, third party content)
68% - Information about who the issue affects.
(feedback, storytelling)
62% - Current approaches that have been proven to address the issue.
(self-generated content, third party content)

Donors' information demand on organization:

75% - Information about the impact the nonprofit is making.
(storytelling, project feedback and other data)
68% - Information about fundraising or overhead costs.
(financial report, internal audit)
63% - Information about the social issue the nonprofit addresses.
(self-generated content, third party content)

Partners companies:

Act in response to likelihood of government action on climate change and other environmental issues.
Emphasis that the governments of booming emerging markets place on good corporate citizenship.
Trend of pro-social corporate behavior that simultaneously delivers bottom-line results and community benefits.

- What's in for companies:

Reuse of computers in a sustainable way for social benefit.
Save space/money by clearing warehouse.
Support fight against e-waste.
Generate a higher level of interest in their social and environmental policies (vital for its stakeholders).
Cross-promoting: associate its name with Leapfrog - as a organization that uses its best practices to fight vital social and environmental issues.
Network bridging: tap into the organization's network in order to address sustainable development issues in Kenya and other developing countries.

- How to do it?

Action plan (collection, transportation, installation) and budget plan for each donation/ fundraising/ marketing campaign.

Refurbish/recycle donated computers at the end of their useful lives. Computers would be then replaced. Viable option is to partner/work with the East African Compliant Recycling in Kenya.

Generate higher level of interest on the companies social and environmental policies through self-generated content, promoted on main webpage and social platforms.

For partners who cooperate in a regular basis, there should be space on the main webpage in a section dedicated to info about partnerships and partners. They may also have a direct space on the social platforms, such as on the LeapfrogTV channel on YouTube.

Create a platform of discussion between Leapfrog and the partner companies in order to discuss issues and solutions regarding a more sustainable way of operating for both the company and the organization.

- What's in for civil organizations:

Receiving the needed physical infrastructure in order to operate learning centers.
Financial support for salary and internet expenses.
Opportunity to increase significantly its social impact by providing a quality service for social benefit.
Use of Leapfrog's network in order to increase its own impact by having other needs fulfilled.
Civil Society Organizations:

Interest in providing the community with a better infrastructure.
Interest in having a quality service for its beneficiaries.
Interest in promoting social inclusion and fulfilling social needs.
Interest in benefiting from Leapfrog's network.

- What's in for Leapfrog:

Increase networking in the operational area, always aiming to develop stronger relationships with prospective stakeholders.
Constantly increase its impact through partnering with new civil society organizations and through constant development of existing partnerships.

- What's in for governments:

Partnering with an organization that uses its "best practices" to promote democracy and social inclusion.
Sharing of ideas to find new solutions for existing problems.
Expanding its social impact through networking.

- How to do it?

Serve a social role of "watchdogs", constantly researching about issues regarding the supported causes and promoting it for democratic purposes.
Commitment to best practices in serving social role.
Developing the notion of acceptance by both parties that their respective roles are of equal importance in the pursuit of their shared vision and goals, specifically as they relate to social justice and equality.
Join platforms of discussion to share and gain expertise on the issues of the supporting causes and new solutions, while at the same time increasing its network in order to expand operations. (VENRO).
Messages, Methods
& Tactics

Call to action:

- Learn about IT solutions for developing countries (through content distribution).
- Collaborate on a project with us (volunteer).
- Apply for job/ send your resume.
- Follow/ like/ subscribe to social pages.
- Like/ share/ RT updates and ask questions/leave comments.
- Share your story:
- direct messaging with donors;
- partners promotion on webpage and social medias;
- teachers; partner civil organizations; children within projects.
- Donate for fundraising campaigns or directly to Leapfrog e.V.
Stimulate debate in society via social platforms (promote social cause in both developed and developing countries).
Full transcript