IMC PLAN AND ADVERTISING CAMPAIGN By Angel Jones

Overiew

1. The Pitch
2. Situation
3. Objectives
4. Strategies & Tactics
5. Educational Outreach Program- Phase One
6. Educational Outreach Program- Phase Two
7. Creatives Viceos
8. Print Ads
9. Promotional Content Image
10. Appendix
11. References

The Pitch

Situation

Our mission at the San Antonio Food Bank (SAFB) is to extinguish hunger throughout Southwest Texas by enriching our community through advocacy, donations, distribution, and programs. As the oldest food bank in Texas, our vision is to provide food and resources for our clients now, and their self-sufficiency in the future (San Antonio Food Bank, 2022). We make this possible through our strong organizational values of challenging the status quo.

While our strengths enable us to operate at a high level, our strategic position is focused on improving awareness and engagement in college students, through social media campaigns and partnerships with surrounding businesses.

Objectives

The strategic objective of this campaign is to improve awareness and engagement in volunteers and donations from students through an educational outreach program. A phasing of advertising on social media and interpersonal marketing will target local students and residents of San Antonio.

Our approach involves combining trending material with our research, to generate fresh and modern social media content. Additionally, creating partnerships with businesses enables us to arrange educational expos at their locations, which will involve promotions, QR codes, participation incentives, and live music.

These strategic objectives will be evaluated by these metrics:

• Record of participants
• Direct sign-ups and donations
• Website traffic
• Social media analytics

Audience Analysis

San Antonio Food Bank’s primary target audience is local students, its secondary audience are San Antonio residents. On, average, the local student demographics are 58% Hispanic, 22% White, and 7% Black (Data USA, 2022).

In a survey we conducted regarding students between the ages of 18 and 26,

• 95% were slightly familiar about the SAFB
• 83% showed interested in donating or participating

The psychographic data showed the most used social media platforms were,

• Instagram
• YouTube
• TikTok

And the preferred methods of outreach were,

• Social media ads
• Public exposure
• Emails & texts

Strategies & Tactics

We plan to improve engagement and create awareness on the San Antonio Food Bank’s (SAFB) social media pages, through

1. New ad-supported content that reflects the interests of local students
2. Partnerships with surrounding businesses

Our primary research involved a survey administered to college students in San Antonio. This data reflected,

• Demographics
• Donation and volunteer interest
• Degree of familiarity with the SAFB
• Top three social media platforms used
• Preference to receiving information about the SAFB

Our secondary research involved data from data collection agencies and various government and college sources. This data included,

• Demographics in San Antonio and Texas
• Social media statistics according to certain demographics
• Data from colleges throughout San Antonio
• Projected population growth of youth in Texas

This vital research enables us to target a specific audience and curate distinct material, that reflects both the interests and behaviors of our target audiences.

Educational Outreach Program- Phase One

The first phase of our Educational Outreach Program is to use our research and work cohesively with the marketing and public relations departments of the SAFB, to improve social media content and create new research-based advertisements.

This ad-supported content will be posted on YouTube, Instagram @safoodbank, and Facebook @SanAntonioFoodBank.

Our approach on Facebook & Instagram includes:

• A new content calendar with scheduled live broadcasts
• Various posts that contain SAFB programs and events
• Photo dumps
• Different “call to action” prompts
• Participating incentives
• Hosting account takeovers with our partners

Each one of these posts will either have a specific button or link embedded within them, that will direct the user to a simple SAFB pop-up, with the option to “Volunteer”, “Donate”, or Learn More”.

Educational Outreach Program- Phase Two

The second phase of our Educational Outreach Program involves interpersonal marketing through a method that was preferred by the students in our survey, public exposure.

New partnerships with local colleges and businesses such as coffee shops, grocery stores, bars, and food trucks will enable us to generate more engagement and awareness through marketing and creative advertisement images across San Antonio.

Our incentives for business partnerships include affiliation with the SAFB, community service hours, and a 501(c) (3) letter for tax deductions.

Next, we will host expos in tents with the specific businesses shown in figure C, which will be staffed by students and eventually future volunteers. Having alliances with these specific businesses creates a gold mine for sensory marketing and advertising stimuli, as well as high traffic in younger demographics.

Our elements of appeal include these promotional incentives:

• Live music
• Free food
• Raffles
• Coupons
• Parking passes
• Discounts
• Collegiate merchandise
• SAFB donor/ volunteer Fiesta medals

“Under conditions of high involvement, a person will be more likely to process the content of the message, form an attitude about it, and make a decision. Under low involvement, a person will respond to the style of the message rather than substance” (Softchalk)

Because we understand that attitudes and information processing varies per individual, the Elaboration Likelihood Model is the foundation behind our Educational Outreach Program.

The benefit of combining new social media content and attractive marketing throughout numerous locations, creates more accessibility, allowing for reinforcement of memories through state-dependent retrieval, familiarity, pictorial cues, and salience.

The return of this investment will surely be reflected through increased engagement and awareness, but more importantly considers the transition of culture and behavior amongst a fast-growing population of youth in Texas.

Creative Videos

30-second Public Service Announcement

30-second YouTube Ad (Client Homepage)

30-second Audio Ad (Streaming & Podcast)

15-second Audio Ad (Streaming & Podcast)

Print Ads

Social Media Posts

Promotional Concept Image

Appendix

Image A

YouTube audience in the US includes 90% of people from the ages 18 to 64, 87% of all college students, 82% of all income types, and 82% of all ethnicities, therefore we expect to gain exposure in these target audiences (Pew Research Center).

Image B

Facebook audience in the US includes 73% of people from the ages 18 to 64, 72% of all college students, 69% of all income types, and 70% of all ethnicities (Pew Research Center)

Comptroller.texas.gov

• According to U.S. Census Bureau data, one of every 10 persons under the age of 18 in the U.S. lives in Texas.
• Between 2010 and 2018, Texas added about 3.5 million residents, more than any other state. That’s a 13.9 percent increase, more than twice the nation’s 5.8 percent growth.
• In the state as a whole, TDC predicts a 43 percent rise in the under-18 population by 2050, or 3.2 million more children.
• That’s more than seven times the 5.8 percent growth rate expected for the nation’s child population. By 2050, 22.7 percent of Texas’ population will be under 18.

Pew Research Center

Instagram

• 71% of US adults from ages 18 to 29 say they use Instagram
• 48% of US adults from ages 30-49 say they use Instagram
• 44% of ppl who attended some college use Instagram
• 49% of college graduates say they use Instgram
• Among US adults who use Instagram, 59% use it daily

Facebook

• 70% of US adults from ages 18 to 29 say that use Facebook
• 77% of US adults from ages 30-49 say that use Facebook
• 73% of US adults from ages 50-64 say that use Facebook
• 70% of ppl who made less than 30K say that they use Facebook
• 76% of ppl who made 30k-50k say that they use Facebook
• 77% of ppl who made 50k-75k say that they use Facebook
• 70% of ppl who made more than 75K say that they use Facebook
• 64% of ppl with no education say they use Facebook
• 71% of ppl who attended some college use Facebook
• 73% of college graduates use fb
• 70% of urban, 70% of suburban, 67% of rural population say they use Facebook
• 67% of white, 74% of black, and 72% Hispanic say they use Facebook
• Among US adults who use Facebook, 70% use it daily

YouTube

• 95% of US adults from ages 18 to 29 say that use YouTube
• 91% of US adults from ages 30-49 say that use YouTube
• 83% of US adults from ages 50-64 say that use YouTube
• 75% of ppl who made less than 30K say that they use youtube
• 83% of ppl who made 30k-50k say that they use YouTube
• 79% of ppl who made 50k-75k say that they use YouTube
• 90% of ppl who made over than 75k say that they use YouTube
• 70% of ppl with no education say they use YouTube
• 86% of ppl who attended some college use YouTube
• 89% of college graduates use YouTube
• 84% of urban, 81% of suburban, 74% of rural population say they use YouTube
• 79% of white, 84% of black, and 85% Hispanic say they use YouTube
• Among US adults who use YouTube, 54% use it daily

UnderstandingHouston.org

• San Antonio- 48.6% of residents by selected Metropolitan Statistical Area (MSA) who gave $25 or more to charitable organizations in 2019.
• Percentage of household by income group that made charitable contributions in 2018. Average charitable contribution per household by income group in 2018.
• Frequency of volunteering: 3.7% everyday, 18% few times per week, 29.3% few times per month, 19.2% once a month, 29.9% less than once a month.

Data USA

• The enrolled student population at The University of Texas at San Antonio, both undergraduate and graduate, is 57% Hispanic or Latino, 22.3% White, 8.09% Black or African American, 5.47% Asian.
• The enrolled student population at San Antonio College is 64.3% Hispanic or Latino, 21.8% White, 6.93% Black or African American, 3.5%.
• The enrolled student population at St. Mary's University, both undergraduate and graduate, is 59.9% Hispanic or Latino, 23% White, 3.79% Black or African American, 3.04% Asian, 1.13%.
• The enrolled student population at University of the Incarnate Word, both undergraduate and graduate, is 51.6% Hispanic or Latino, 21.4% White, 8.99% Black or African American, 6.14% Asian.

References

“About Us.” San Antonio Food Bank, SAFB, 6 Sept. 2022, https://safoodbank.org/about-us/.

Accounts, Texas Comptroller of Public. “Young Texans: Demographic Overview.” Young Texans: Demographic Overview, 2020, https://comptroller.texas.gov/economy/fiscal-notes/2020/feb/texans.php.

Board, Conner. “New USDA Report Shows Texas Is One of the Most Food-Insecure States.” Kvue.com, 19 Sept. 2021, https://www.kvue.com/article/news/local/new-usda-reports-shows-texas-is-one-of-the-most-food-insecure-states/269-447da291-e6fe-4a6a-986a-5fb21f61eefc.

“Consumers and the Communication Process: Get to Know Your Audience.” Softchalk Cloud, https://softchalkcloud.com/lesson/serve/h7EfQjpeOKAGa5/html.

“Philanthropy and Volunteering.” Understanding Houston, 2022, https://www.understandinghouston.org/topic/civic-engagement/philanthropy-volunteering#charitable_giving.

“San Antonio College.” Data USA, https://datausa.io/profile/university/san-antonio-college#:~:text=The%20enrolled%20student%20population%20at%20San%20Antonio%20College%20is%2064.3,Hawaiian%20or%20Other%20Pacific%20Islanders.

“Social Media Fact Sheet.” Pew Research Center: Internet, Science & Tech, Pew Research Center, 7 Oct. 2022, https://www.pewresearch.org/internet/fact-sheet/social-media/.

“St. Mary's University.” Data USA, https://datausa.io/profile/university/st-marys-university.

“The University of Texas at San Antonio.” Data USA, https://datausa.io/profile/university/the-university-of-texas-at-san-antonio.

“University of the Incarnate Word.” Data USA, https://datausa.io/profile/university/university-of-the-incarnate-word.