Marketing Plan Outline - Make-A-Wish

I am currently a social media marketing intern for the Make-A-Wish Foundation of AK & WA. With that said, the statements I may make in the following post are of my own personal opinion and are not representative of the Make-A-Wish Foundation and its mission.

1. Brief Description of Client:

The Make-A-Wish Foundation of Alaska and Washington is a non profit that grants wishes to children between the ages of 2 ½ and 18 with life-threatening medical conditions. The foundation aspires to bring hope, strength, and joy to sick children and their families. Typically, wishes fit into four categories: I wish to be, I wish to meet, I wish to go, I wish to have.

2. Areas of social media that are best match for client:

Facebook is probably the very best social media site for Make-A-Wish to utilize. This is due, in part, to the fact that many of Make-A-Wish’s target market and followers happen to be mothers. (And the number of moms on Facebook is currently skyrocketing.)

YouTube is another great social media tool that Make-A-Wish should utilize as much as possible. Multimedia, including video tends to be very effective in word of mouth marketing and advertising. Sharing wish stories via YouTube is a great way to spread awareness of Make-A-Wish and its unique mission.

3. Word-of-Mouth Marketing Plan

Talkers: volunteers, past donors, wish recipients/their family, people who know someone who had a wish granted

Topics: unique non-profit with an inspiring mission, appeals to people’s emotions, you can become a volunteer and help make a child’s wish come true, “wish stories,” variety of promotions with numerous businesses (AVIS, Brooks Brothers, Macy*s, Alaska Airlines)

Tools: videos on Youtube page, Facebook, twitter, website, email newsletters, blog?

Taking Part: careful monitoring of Facebook/Twitter and promptly replying to any comments or tweets, use Hootsuite to schedule tweets

Tracking: Google alerts/analytics, Tweetdeck (keep track of mentions on Twitter), keeping track of email “open rate,” Facebook Insights

*I also plan on including a SWOT analysis & timeline for implementation.

4. Mobile Marketing:

QR Codes: A QR code could be placed within quarterly Wishful Thinking newsletter. The QR code could be paired with a story about a recent wish that was granted. QR codes could be added to the back side of all employee business cards. This QR code could lead individuals to the "About Us" section of our local chapter of Make-A-Wish. Scanning a QR code would be a simple way for individuals to participate in any sort of contest or sweepstakes Make-A-Wish holds.

At this point in time, I’m not sure that mobile phone apps are necessarily relevant…

5. Does it make sense for your client to create an alliance with a partner for cause marketing?

I’m not sure how feasible this idea is, but I think it would be cool to see Make-A-Wish form some sort of alliance with a non profit like the National Children’s Cancer Society. Perhaps a joint fundraiser or benefit?

Our local chapter of Make-A-Wish could also partner with a local company, (restaurant, jewelry store, retail store,)—proceeds of a special “Make-A-Wish” day would benefit the foundation, while also helping bring business to the local company.

6. Ethical standards appropriate to your client.

“We will always disclose any relationship we may have with corporate sponsors or partners.”

“Employees who hold a personal blog, Facebook account, or other form of social media tool must clearly identify themselves as Make-A-Wish affiliates when making comments or references to Make-A-Wish. In addition, they must clearly state that their posts are of their own opinion and are not the views of Make-A-Wish.”

“We will comply with all FTC laws and regulations governing social media and disclosure.”