COM 418 Project Plan Brief

Project Plan Brief

The Belle Center

3/28/2021

Overall Goals:

Our “Donor-Centric” plan aims to target and engage current and potential donors to The Belle Center through a number of avenues. There is a targeted plan to engage them on social media, legacy media, collaborations and events, but the overall goal is to highlight the good work done every day by The Belle Center and increase brand awareness and image integrity.

Target Audience:

We have two separate target audiences which are intertwined, but distinct. Our first audience is the potential donors, who are adults, generally from the West Side of Buffalo, many of whom have benefitted from The Belle Center’s services, who have money for charitable donations. Our second audience is the community that The Belle Center serves. In order to increase brand awareness and image integrity, we need to engage this audience and encourage interaction to promote word of mouth advertising.

Measurable Objectives:

Our goal is to increase awareness of the new donor program launch and we hope to see an increase of 100 new donors by November 1st. In addition, we project that our efforts at improving brand awareness and image integrity should increase demand for The Belle Center’s services by 10%. With proper management of social media, exposure through legacy media and events, we can expose The Belle Center to hundreds, if not thousands of potential donors and clients.

Risks:

Risks include possibly overburdening the scarce resources of The Belle Center. Possible negative image association if partnered with an improper collaborative organization.