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EDGE MEDIA. Meet the Principal Vickie Isaac, Director 26 years of marketing experience Former director of talent agency Former director of record company.

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Presentation on theme: "EDGE MEDIA. Meet the Principal Vickie Isaac, Director 26 years of marketing experience Former director of talent agency Former director of record company."— Presentation transcript:

1 EDGE MEDIA

2 Meet the Principal Vickie Isaac, Director 26 years of marketing experience Former director of talent agency Former director of record company 5 years in broadcast Master s Degree in Human Relations & Counseling Adjunct Professor teaching marketing, ethics, & leadership courses Vickie Isaac, Director 26 years of marketing experience Former director of talent agency Former director of record company 5 years in broadcast Master s Degree in Human Relations & Counseling Adjunct Professor teaching marketing, ethics, & leadership courses

3 Client Services Marketing Consultation Market Research Marketing Strategy Media Planning Production Services Media Purchasing Public Relations Graphic Design Display Design Web Design Internet Advertising Search Engine Optimization/Social Media Optimization Text Message/Mobile Marketing Corporate Consultation (Vickie) Marketing Consultation Market Research Marketing Strategy Media Planning Production Services Media Purchasing Public Relations Graphic Design Display Design Web Design Internet Advertising Search Engine Optimization/Social Media Optimization Text Message/Mobile Marketing Corporate Consultation (Vickie)

4 Marketing Process Needs Analysis to identify goals, strengths, & weaknesses Market/Industry Research & SWOT Analysis including strengths, weaknesses, opportunities, timing, & growth goals Identify target markets Media Analysis for usage of target audiences, pricing Marketing Recommendations including appropriate promotional elements, media mix Media Purchasing Campaign Monitoring Adjustments based on results Needs Analysis to identify goals, strengths, & weaknesses Market/Industry Research & SWOT Analysis including strengths, weaknesses, opportunities, timing, & growth goals Identify target markets Media Analysis for usage of target audiences, pricing Marketing Recommendations including appropriate promotional elements, media mix Media Purchasing Campaign Monitoring Adjustments based on results

5 Sample Market Research National research to reveal trends and socio-graphic data Local market research to refine target demographic. Local market sociographic research to capture WHO potential customer is and HOW to most effectively reach them with your message. National research to reveal trends and socio-graphic data Local market research to refine target demographic. Local market sociographic research to capture WHO potential customer is and HOW to most effectively reach them with your message.

6 Goals of 2006 – 2007 Marketing Strategy The purposes of the marketing efforts for the fiscal year are as follows: Increase overall financial support for Client. Increase customer base for XYZ Retail Outlet to increase cash flow. Increase pool of qualified potential homeowners. Raise local awareness for Client to impact donations and volunteers. The purposes of the marketing efforts for the fiscal year are as follows: Increase overall financial support for Client. Increase customer base for XYZ Retail Outlet to increase cash flow. Increase pool of qualified potential homeowners. Raise local awareness for Client to impact donations and volunteers.

7 Goal #1 Increase Overall Contributions

8 National Market Research American Households Charitable Contributions by Category Scarborough USA 2005

9 National Market Research Charitable Contributions by Age Scarborough USA 2005

10 National Market Research Charitable Contributions by Household Income Scarborough USA 2005

11 National Market Research Charitable Contributions by Gender

12 Contributions to National Christian Non-Profits U.S. Based Parachurch Organizations Percentage of adults who donated to Christian non-profits - 36% (est. 77,820,671) Mean per capita giving to parachurch non-profits $176 *For the purpose of this data, parachurch is defined as any religious organization that is not a church. Source: The Barna Group 2000 SAMPLES OF LARGEST PARACHURCH ORGANIZATION REVENUE Name Revenue Size Feed The Children $967,079,081 World Vision, Inc., U.S. $685,770,000 Catholic Relief Services $499,641,000 Food For The Poor, Inc. $465,677,192 King Benevolent Fund $432,402,687 Campus Crusade for Christ, Inc.$404,686,000 Christian Broadcasting Network$377,636,474 Samaritan's Purse $206,088,721 Operation Blessing International $192,844,785 Trinity Broadcasting Network $184,324,689 Source: Ministry Watch, March U.S. Based Parachurch Organizations Percentage of adults who donated to Christian non-profits - 36% (est. 77,820,671) Mean per capita giving to parachurch non-profits $176 *For the purpose of this data, parachurch is defined as any religious organization that is not a church. Source: The Barna Group 2000 SAMPLES OF LARGEST PARACHURCH ORGANIZATION REVENUE Name Revenue Size Feed The Children $967,079,081 World Vision, Inc., U.S. $685,770,000 Catholic Relief Services $499,641,000 Food For The Poor, Inc. $465,677,192 King Benevolent Fund $432,402,687 Campus Crusade for Christ, Inc.$404,686,000 Christian Broadcasting Network$377,636,474 Samaritan's Purse $206,088,721 Operation Blessing International $192,844,785 Trinity Broadcasting Network $184,324,689 Source: Ministry Watch, March 2005

13 National Research Contributions Summary 57% of all charitable giving in the United States is to religious and social care organizations. More year old persons contribute to non- profits than any other age group at 21%, followed by year olds at 19%. By combining the age cells of 40-49, 40% of all adults contributing are included in this category. More females give to charitable organizations than males, with 52.5% of women nationally contributing to non-profit organizations as compared to men, with 47.5% contribution levels. Adults with a household income of $50K and above account for 56% of all individuals contributing to charitable organizations. Approximately 4.5 billion dollars were contributed to the top ten Christian non-profit organizations in % of all charitable giving in the United States is to religious and social care organizations. More year old persons contribute to non- profits than any other age group at 21%, followed by year olds at 19%. By combining the age cells of 40-49, 40% of all adults contributing are included in this category. More females give to charitable organizations than males, with 52.5% of women nationally contributing to non-profit organizations as compared to men, with 47.5% contribution levels. Adults with a household income of $50K and above account for 56% of all individuals contributing to charitable organizations. Approximately 4.5 billion dollars were contributed to the top ten Christian non-profit organizations in 2005.

14 Phoenix/Arizona Market Research

15 Arizona Market Research Who is the Donor? Source: Arizona State University, College of Public Programs, Center for Leadership & Management

16 Phoenix Market Research Who is the Donor? Household Charitable Contributions by Category Scarborough USA 2005

17 Arizona Market Research Donations by Category Source: Arizona State University, College of Public Programs, Center for Leadership & Management

18 Arizona Market Research Who is the Donor? Rate of Giving by Household Income Source: Arizona State University, College of Public Programs, Center for Leadership & Management

19 Arizona Market Research Donor by Age Cell The age of the donor affected the giving rate only slightly. The age category had the highest rate of household giving, at 91.2 percent. Source: Arizona State University, College of Public Programs, Center for Leadership & Management Ages 18-30: 84.8% Ages 46-60: 88.0% Ages 61-70: 85.6% Ages 71 +: 83.9%

20 Arizona Market Research Why Donors Give

21 Arizona Research Donor Trends The likelihood of giving also increases with educational attainment. 56.4% of people with less than a high school education gave at while 95.6% of those with a postgraduate degree gave. Volunteering for an organization significantly impacts willingness to contribute financially.

22 Competitive Analysis of Arizona Public Charities by Income/Assets Number of Registered Organizations Number of Organizations Filing Form 990 * Gross Receipts Reported on Form 990 * Assets Reported on Form 990 * A. Less than $100,000 2, % %29,673,2021.3%78,968,8343.1% B. $100, , % %48,496,1462.2%75,837,3973.0% C. $250, , % %64,220,7322.9%97,985,8703.9% D. $500, , %1267.3%86,985,1733.9%129,944,3405.2% E. $1-5 mil % %462,927, %576,700, % F. $5-10 mil %382.2%258,640, %254,130, % G. $ mil %472.7%1,185,104, %1,231,054, % H. More than $100 mil. 10.0%10.1%103,574,0614.6%74,740,3323.0% Total 3, %1, %2,239,622, %2,519,363, % * Organizations that filed Form 990 within 24 months of the 2006, May BMF release date SOURCE: Internal Revenue Service, Exempt Organizations Business Master File (2006, May)The Urban Institute, National Center for Charitable Statistics, ©2006http://nccsdataweb.urban.or

23 Arizona Market Research Non-Profit Organizations by Type of Organization Public charity or private foundation Number of Registered Organizations Number of Organizations Filing Form 990 * Gross Receipts Reported on Form 990 * Assets Reported on Form 990 * Other Nonprofits % %748,756, %1,115,071, % Public Charity 3, %1, %2,247,326, %2,530,497, % Private Foundation %733.6%15,141,2210.5%26,988,8380.7% Total 3, %2, %3,011,224, %3,672,557, % * Organizations that filed Form 990 within 24 months of the 2006, May BMF release date SOURCE: Internal Revenue Service, Exempt Organizations Business Master File (2006, May) The Urban Institute, National Center for Charitable Statistics, ©2006http://nccsdataweb.urban.org

24 Arizona Research Who is the Competition? The Non-Profit Sector Arizona nonprofits inject nearly $10 billion into the Arizona economy; their payroll alone is nearly $3 billion Arizona nonprofits employ more people than the transportation, communications and utilities industries COMBINED Combining staff and volunteer hours, the Arizona nonprofit workforce is larger than ALL GOVERNMENT COMBINED - thats larger than state government, all counties, all cities, all public schools combined Nearly 6 out of 10 Arizonans volunteer their time to nonprofits, averaging nearly 4 hours per week Arizonas nonprofit sector is a growth industry - in 2004, 1 new nonprofit was created EVERY HOUR of the work week 60% of Arizona nonprofits have annual budgets below $250,000 87% of Arizonans report making annual contributions to nonprofits Sources: The Spirit of Arizona, Tim Delaney/Arizona Community Foundation, 2003; Center for Leadership, Ethics & Public Service, Arizona nonprofits inject nearly $10 billion into the Arizona economy; their payroll alone is nearly $3 billion Arizona nonprofits employ more people than the transportation, communications and utilities industries COMBINED Combining staff and volunteer hours, the Arizona nonprofit workforce is larger than ALL GOVERNMENT COMBINED - thats larger than state government, all counties, all cities, all public schools combined Nearly 6 out of 10 Arizonans volunteer their time to nonprofits, averaging nearly 4 hours per week Arizonas nonprofit sector is a growth industry - in 2004, 1 new nonprofit was created EVERY HOUR of the work week 60% of Arizona nonprofits have annual budgets below $250,000 87% of Arizonans report making annual contributions to nonprofits Sources: The Spirit of Arizona, Tim Delaney/Arizona Community Foundation, 2003; Center for Leadership, Ethics & Public Service, 2005.

25 Phoenix Research Competitive Analysis Media Spending Reports Religious and Social Care Local Advertisers Goodwill Salvation Army United Way St. Vincent de Paul Arizona Project Challenge Foundation Phoenix Rescue Mission Wish Center Organization Religious and Social Care Local Advertisers Goodwill Salvation Army United Way St. Vincent de Paul Arizona Project Challenge Foundation Phoenix Rescue Mission Wish Center Organization

26 Phoenix Market Research Who is the Donor? Charitable Contributions by Household Income Scarborough USA 2005

27 Phoenix Market Research Who is the Donor? Charitable Contributions by Age Scarborough USA 2005

28 Phoenix Market Research Who is the Primary Donor? Charitable Contributions by Gender

29 Phoenix Research Contributions Summary Over 87% of all Arizonans contributed an average of 3% of their annual income, for an average contribution of $1572 per year. 63% of all charitable giving in Phoenix is to religious organizations. More year old persons contribute to non-profits than any other age group at 91.2% This statistic represents the total number of contributors as opposed to the total dollar amount given. More females give to charitable organizations than males, with 53.4% of women nationally contributing to non-profit organizations as compared to men, with 46.6% contribution levels. Adults with a household income of $60K and above give at the highest rate, in the high 90 th percentile. There is a direct correlation between increased educational attainment and increased giving. There is a direct correlation between volunteering and financial contribution. There is a direct correlation between relationship and financial contribution. The more personal the contact, the more likelihood of receiving a financial contribution. Target summary for donor base: Adults age 31 and over with a bachelors degree or more, household income of $60K and above, and contributed to a social or religious organization. Target summary for donor base: Adults age 31 and over with a bachelors degree or more, household income of $60K and above, and contributed to a social or religious organization. Over 87% of all Arizonans contributed an average of 3% of their annual income, for an average contribution of $1572 per year. 63% of all charitable giving in Phoenix is to religious organizations. More year old persons contribute to non-profits than any other age group at 91.2% This statistic represents the total number of contributors as opposed to the total dollar amount given. More females give to charitable organizations than males, with 53.4% of women nationally contributing to non-profit organizations as compared to men, with 46.6% contribution levels. Adults with a household income of $60K and above give at the highest rate, in the high 90 th percentile. There is a direct correlation between increased educational attainment and increased giving. There is a direct correlation between volunteering and financial contribution. There is a direct correlation between relationship and financial contribution. The more personal the contact, the more likelihood of receiving a financial contribution. Target summary for donor base: Adults age 31 and over with a bachelors degree or more, household income of $60K and above, and contributed to a social or religious organization. Target summary for donor base: Adults age 31 and over with a bachelors degree or more, household income of $60K and above, and contributed to a social or religious organization.

30 Phoenix Research Media Usage Habits for Donor Adults 31+, HHI $50K+, Bachelors degree or higher, and Contributor to Social or Religious Organizations

31 In Conclusion… Through a thorough needs analysis and comprehensive research, we have an understanding of who your customer is, and how to reach them. The next piece of research is in-depth media analysis to determine how to reach the most of the target demographic in the most cost efficient manner. We will create an integrated, targeted marketing plan to maximize advertising efficiency and increase sales leads. Edge Media provides the resources and focused attention to the marketing process that enable your organization to do what you do best. Our job is to help your company succeed. Through a thorough needs analysis and comprehensive research, we have an understanding of who your customer is, and how to reach them. The next piece of research is in-depth media analysis to determine how to reach the most of the target demographic in the most cost efficient manner. We will create an integrated, targeted marketing plan to maximize advertising efficiency and increase sales leads. Edge Media provides the resources and focused attention to the marketing process that enable your organization to do what you do best. Our job is to help your company succeed. EDGE MEDIA

32 SAMPLE OF CLIENTS SERVED Habitat for Humanity Valley of the Sun Food for the Hungry The Book of Hope Good Shepherd Bank Your Circle of Wealth Financial Advisors Pro Formance Financial Group Investors Advantage Del Mar Homes LLC Destany Homes, LLC Sante Professional Healthcare Center for Arizona Policy Chem-Dry Genesis Center for Recovery Calvary Center Habitat for Humanity Valley of the Sun Food for the Hungry The Book of Hope Good Shepherd Bank Your Circle of Wealth Financial Advisors Pro Formance Financial Group Investors Advantage Del Mar Homes LLC Destany Homes, LLC Sante Professional Healthcare Center for Arizona Policy Chem-Dry Genesis Center for Recovery Calvary Center

33 Samples GRAPHIC DESIGN SAMPLE

34 DISPLAY DESIGN SAMPLE

35 WEB DESIGN SAMPLES

36 Search Engine Optimization Client Sample Results

37 CONTACT INFO VICKIE ISAAC DIRECTOR EDGE MEDIA X 1 VICKIE ISAAC DIRECTOR EDGE MEDIA X 1


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