Marketing plan development for icc by Carol Kinney

ICC will condense its programs and will seek greater participation from target segments in the form of internships and volunteer associates that will perform a variety of important duties and act as liaisons for International Christian Concern to the general public. Since ICC is strategically located in Washington, D.C., a greater emphasis will be placed upon advocacy on behalf of persecuted Christians. In order to accomplish such goals, ICC will hire a Volunteer Coordinator, a Public Relations Manager and a Lobbyist. ICC also is actively seeking to diversify its regional manager and Board of Directors positions from all male roles to adding some females. By adding women to the organizational structure, International Christian Concern will be able to increase aid and support for the unique needs of women and children who are suffering persecution and better relate to the portion of potential donors who are not currently represented within the organization. Additionally, ICC plans to increase low-cost, high volume advertising through computer technology of a new and improved website, which will better reflect the image and three A tenets: Advocacy, Awareness and Assistance. In turn, this will result in increased donations, or revenue, for the assistance programs. International Christian Concern (ICC) was founded in 1995 by Steve Snyder who began serving the persecuted Church in 1986 when he assumed the presidency of Christian Solidarity Intl. USA Division. In 1995, ICC became a completely independent organization. After Mr. Snyder suddenly passed away in 2002, Jeff King assumed leadership of ICC and came to ICC after spending years in the banking industry and from serving 11 years with Campus Crusade for Christ. ICC is a non-denominational organization strategically based in Washington, D.C., and assists all persecuted Christians who affirm the Apostlesâ&#x20AC;&#x2122; Creed and believe that the Bible is the inspired word of God. ICC operates under the assumption that the persecuted church cannot easily afford to be isolated based on denominational differences, and feels that there exists a Biblical mandate to support persecuted Christians. By acting as a bridge between believers in free countries and believers in persecuted countries, encouragement, prayers and aid are sent to those who are suffering for their Christian faith. Education of free believers on persecution is a necessary and important role of ICC. ICC constantly monitors Christian persecution around the world and offers practical assistance through prayer, advocacy, financial support, indigenous pastor training, and community building projects. This marketing plan outlines how ICC will extend its geographic coverage within the next five years. Carolâ&#x20AC;&#x2122;s Executive Summary for International Christian Concern: International Christian Concern (ICC) currently operates as a 501c(3) organization, compliant with United States government regulations of not-for-profit organizations. As such, ICCâ&#x20AC;&#x2122;s policy is to generate funds through funds from the private sector and individuals, and to utilize as much of those donations in the manner in which each giver chooses. Over eighty-six percent of each donation is given directly to the program in which each donor chooses. The small remainder is spent on administrative and operational expenses. These

sound fiscal practices, with a strong emphasis placed upon good Christian stewardship dealings with the money that is donated, have earned ICC top honors with charitable watchdogs in the past. Good stewardship of the finances is the main contributing factor for allowing International Christian Concern to be able to offer many different programs that aid those who are suffering persecution for their faith in Jesus Christ in other countries. These programs range from providing for the physical needs of those persecuted and their families, to addressing specific spiritual needs that are unique to these people, such as providing Bibles which are a precious commodity to believers dwelling in countries in which their governments do not approve of such literature. These programs, while important to survival and spiritual wellbeing of persecuted Christians, are just a portion of ICC’s purpose. ICC also lobbies government officials in the United States to create or alter foreign policy in regards to persecuted Christians, and act as a liaison between free believers and persecuted Christians. ICC encourages all free Christians to act responsibly as mandated by scripture to pray, advocate for and support the persecuted. International Christian Concern is unique amongst its competitors, in that its home office is located in Washington, D.C. and is one of the few of its kind located on the East Coast of the United States. This strategic location is not only beneficial to ICC’s advocacy focus to the Legislative Branches of governments, but also is easily accessible to several major metropolitan areas on the East Coast, making it a prime location for a large amount of potential donors. ICC strives to reach out to potential donors by serving as a multimedia informational center. ICC currently hosts its own website, prints a bi-monthly newsletter that is available in standard print form or through email, and has links to popular online social networks. The multimedia information gives up to date news about those who are persecuted, ways in which donors/members can be involved and organizational information. The three A’s of ICC tenet is Advocacy, Awareness and Assistance, which are all featured on the organization’s website. ICC has plans to increase membership enrollment through the website, which will also increase financial donations to not only sustain the organization, but provide increased funds into the assistance programs. ICC also is actively seeking to diversify its regional manager and Board of Directors positions from all male roles to adding some females. By adding women to the organizational structure, International Christian Concern will be able to increase aid and support for the unique needs of women and children who are suffering persecution and better relate to the portion of potential donors who are not currently represented within the organization. Additionally, ICC plans to increase low-cost, high volume advertising through computer technology will increase awareness of the organization itself and it’s Three A’s tenet, which in turn will create more revenue into its financial assistance programs. While ICC is relatively a newcomer in this mission field in comparison to a few of its larger competitors, it is confident that by increasing awareness of the organization and its purpose amongst potential donors in the private and individual sectors, it will continue to grow in organizational strength and advocacy/assistance programs on behalf of those suffering persecution for their faith in Jesus Christ. Social: *Increase in population of non-democratic countries that persecute Christians. * Growing concern and awareness of Christian persecution. • Expansion of social networks.

Threats and opportunities: As the population of countries that have a history of persecuting Christians increases, so will the persecution, to the point of possibly making Christianity extinct in these regions. However, with the expansion of social networks, the awareness of the atrocities committed against Christians in non-Western countries, also increases. Once the awareness increases, so too will the concern, thus creating an opportunity for Western Christians to unite in prayer, and financial and spiritual assistance, as the Bible instructs. This is an opportunity for Christians around the world to share their commonalities. Economic: * Economic downturns and increased unemployment rates. • Cost of travel to persecuted nations increasing. • Aging western population who are concerned about retirement funds. As the economy worsens in developed countries, resulting in increased unemployment rates, this will have a negative impact upon donations made to our organization. The aging population will also pose a threat to donations, as this age group will be more concerned about holding onto their savings in order to live or to help their own families out, than to donate money to people that they do not even know. Another threat in a bad economy is the rising cost of travel from Western countries to the countries that promote persecution. Increase in travel costs could mean fewer trips to personally support the persecuted in prisons, refugee camps, and mission centers. Technological: • Increased use of internet. • Technologies making one larger global community. • Technology making it easier to communicate. Increased technological advances pose no threat to the organization but rather can only help spread information about persecution. The internet is viewable by people all around the world. Persecuted Christians in other nations, who may have access to a computer, may also be able to be spiritually uplifted by support offered on websites and blogs. While this may not be available to everyone, this is a viable option as technology becomes cheaper and more accessible. Western Christians can also become more aware of issues facing Christians through internet news sites, websites and blogs. Competitive: • Increased developments and contributions made by larger competitors. • Consumer driven performance comparisons. • Increasing governmental influence made by competitors. Competition toward this organization is not a threat, per say, as any developments made by any Christian missional organization, are to be considered an opportunity to carry out God’s plans for His people. However, in order for this organization to become a contender in this field, it must be aware of the advances that are made by its competitors. Careful financial self regulation and reliable, scripturally based initiatives will result in glorification

of God and His people through ICC and will make ICC a trustworthy servant of the Lord that consumers can turn to. Regulatory: • Legislation regarding Christian not-for-profit organizations increasingly stricter. • Greater concern for privacy and personal information collection. • Fear of potential socio-economic retaliation. As the separation of church and state is pushed to limits in Western governments, the governments are forced to create legislation that poses stricter regulations upon Christian not-for-profits, such as the already instituted regulations of grant applications made by such organizations. This could pose a threat to ICC who may wish to seek additional funding for special programs. The growing trend of government officials to disassociate themselves with any subject or organization that has Christian ties is also a potential threat. Greater concern for privacy and personal information collection, especially in regards to internet transactions, could pose a threat to ICC in a decrease in donations. This could happen if ICC’s web host is infected with a virus and all donor names and personal information falls into the wrong hands. While ICC may not be directly at fault, this could potentially damage its reputation and result in lawsuits and class action cases against it. As far as I can tell, there are no shareholders within International Christian Concern, especially since it is not-for-profit organization. International Christian Concern is held to a higher moral standard than some organizations and businesses, as it is Christian by nature and is held accountable to the standards set within the Bible. This includes everything from dealing with governmental agencies, to making sure that each employee is not only aware of the code of ethics, but subscribes to it. Dealings with potential donors (customers) and the general public need to live up to these codes as well. Since ICC’s chief goal is to address social responsibility to persecuted Christians, it is important to stay that course. Potential ethical issues that may arise within this organization could mostly fall under the ethics of competition. Since ICC deals with governmental agencies, lobbying for foreign policy reform, it could fall prey to receiving bribes from governmental officials or agencies in exchange for silence on important information that could implicate U.S. involvement in countries that promote Christian persecution. ICC is especially susceptible to this compared to some of the larger missional organizations that work in the same ministry, as it does not appear to have a governing board of directors, and essentially operates with four employees, one being the president. It would also be fairly easy for the president or one of the other three employees to divert donations into personal accounts, or to fail to implement their mission statement. Suggestions for ICC to ward off any ethical issues are to continuously pray for God’s approval and guidance in this mission, conduct semi-annual social audits, to recruit a

governing board of directors who are diverse in experience and skills yet in agreement of ICC’s commitment to God’s Word, and to hire an outside accounting firm that is skilled in not-for-profit accounting practices and who understand Christian principles. ICC is unique in that it faces an ethical issue that cannot, and should not, be avoided or adhered to. This dilemma falls under a utilitarianism. In dealing with persecuted Christians, often governmental agencies and laws need to be ignored for the greater good. While these earthly governments say that it is illegal for a person to own a Bible, ICC is under no obligation to adhere to this, due to a mandate set by God. ICC may also have to smuggle Christians out of a country to provide safety. It is ICC’s moral obligation and Christian duty to try to work with government agencies, but sometimes the greater good wins. The Bible tells us that Christian persecution will occur when God’s laws, rather than manmade ones, are followed and is to be expected (Matt. 5:10; 13:21; Mk. 4:17; Lk. 21:12; Jn 15:20; Rom. 8:35; 1 Cor. 4:12; Gal. 6:12; 2 Tim. 3:12). The example that the Bible gives regarding helping those who are persecuted comes from the establishment of the Jerusalem collection (1 Cor. 16:1, c.f. Gal. 6:10) which aided the Jewish believers who were now being persecuted for following Jesus’ Way and to remember believers that are in prison (Matt. 25: 31-46, Col. 4:18; Heb. 13:3). Since these are Biblical mandates set forth by God, it may be necessary to skirt man made laws to achieve these mandates. 1. Looking at the family life cycle, the demographic target market for International Christian Concern would be three separate groups, each with a different reason. The first group would be the young singles. While this group is mainly concerned with purchasing things that meet all of the hierarchy of needs, with the exception of safety needs, as learned from a previous lesson, this group tends to be more socially aware of needs in the world and look for ways that they can become involved to better the world. This group would most likely be the group to encourage advocacy and action volunteering for ICC. The next group would be middle-aged persons without children. This group is ideal because of the higher amount of discretionary income within this group. This group would most likely be the group to engage in prayer ministry on behalf of ICC and the group that would be most consistent in a monthly giving program. The third group would by older persons. This group, while they have more health related expenses, also may be encouraged in prayer ministry and may consider a large one-time financial donation to spearhead a special project. Another characteristic that is important to look at is the growing subcultures within the United States. These subcultures may have a personal connection or family history with a specific location in the world that is experiencing persecution and will want to become involved. Of course, the main target market of ICC is all Christians, and more specifically those in Western cultures, since this is Biblically mandated. Western Christians also are financially better off than most other Christians, regardless of income, and are in a position to join together in service to the persecuted church. This would fall into consumer lifestyle groups (ideals-motivated, achievement-motivated, self-expressionmotivated groups). ICC may also wish to have a special focus on how Christian parents can educate their children about persecution without scaring them to raise up an entire generation of Christians that care for the persecuted, which would be a behavior learning experience. Another factor that is important to ICC’s success is “word of mouth”:

spreading the news about the persecuted church and how ICC is helping via Christian churches and groups. 2. For each of the target markets, an educational system regarding ICC’s involvement in helping persecuted Christians must exist in order for the groups to become aware of the problem of persecution. Once the problem is related and is reality for the target markets, the function that they will serve within ICC is unique to that age group. Young single persons are more apt to take risks. While they may wish to donate financial resources, this group will be the ones who are more willing to get their hands dirty for ICC. They may wish to become involved in mission trips, become political activists and lobbyists, and organize community awareness programs. This solves the problem for this age group to be active within an organization, without a major financial contribution that they do not have in this point of their lives. Middle-aged persons will most likely be the ones who will be interested in monthly donation programs and organizing home and church prayer ministries. This age group is the group that may be looking for something to occupy their time, since their children are out of the home. This is also the age group that will have more discretionary income each month to commit to an ongoing ministry. ICC will show them the benefits of contributing that income to ICC, rather than other organizations. Older persons will be the ones who could contribute most to financially supporting special one-time needs or emergency needs projects, as they may have amassed some amount of wealth and are looking for ways that they can financially contribute, although health reasons may prevent them from being physically active within ICC. ICC can also solve the problem that this age group may have: no family to leave their money to upon their death. ICC can offer “planned giving” information on how an estate donation will be used to aid the persecuted for years to come so that the person can contribute long after they have passed on. Subculture target groups are groups that will be targeted upon special needs occurring within the world. For example, if a situation arises in Mexico, then Hispanic groups can be targeted for emergency aid. They will also be classified under the “All Christians” target market. The “All Christians” target has the main objective to solve the problem that all Christians have to be obedient to God’s Word. By following Biblical examples, Christians who help their persecuted brothers and sisters bring glory to God. 3. Marketing Mix: Promotion is key to ICC’s future success in the mission field, as is the “product” or quality of service that they offer the persecuted church and the Western Christians. Psychological influences: Motivation, Perception, Learning and Values (beliefs, attitudes) are all influences that ICC can identify with to communicate with the consumer and give scriptural basis for each. Situational Influences:

The three situational influences that will have the most affect on the marketing mix for ICC will be the purchase task, temporal effects and antecedent states. Sociocultural Influences: Personal influence, reference groups, family and culture/subculture all influence ICC’s marketing mix. 1. International Christian Concern is a religious mission. 2,3. -------

4. 813110 Religious Organizations This industry comprises (1) establishments primarily engaged in operating religious organizations, such as churches, religious temples, and monasteries and/or (2) establishments primarily engaged in administering an organized religion or promoting religious activities. Cross-References. Establishments primarily engaged in-• Schools, colleges, or universities operated by religious organizations are classified in, Sector 61--Educational Services; • Radio and television stations operated by religious organizations are classified in Subsector 515, Broadcasting (except Internet); • Publishing houses operated by religious organizations are classified in Subsector 511, Publishing Industries (except Internet); • Establishments operated by religious organizations primarily engaged in health and social assistance for individuals are classified in, Sector 62--Health Care and Social Assistance; and • Used merchandise stores operated by religious organizations are classified in Industry 453310, Used Merchandise Stores. 2007 NAICS

2002 NAICS

1997 NAICS

Corresponding Index Entries

813110

Bible societies

813110

Churches

813110

Convents (except schools)

813110

Missions, religious organization

813110

Monasteries (except schools)

813110

Mosques, religious

813110

Places of worship

813110

Religious organizations

813110

Retreat houses, religious

813110

Shrines, religious

813110

Synagogues

813110 813110 813110 Temples, religious Obtained by http://www.census.gov/cgi-bin/sssd/naics/naicsrch? code=813110&search=2007%20NAICS%20Search, 27 September 2010. Over the past few weeks, I have been able to pray about and think about International Christian Concern and the direction that I would, as their marketing manager, recommend that they take over the next five years in order to gain a greater share in their market. It will be my recommendation that for this time frame, ICC would be wise to first build up domestic partnerships before entering the global market. At the same time ICC could continue to accept donations through their website from foreign consumers, but their main market should be in the United States in these next five years. Strategically placed in Washington, D.C., ICC should re-examine the structure of their organization to become more involved in advocacy for Christian rights in foreign nations. This course of action will ensure that growth to their education and aid programs. By focusing on lobbying and advocacy within the United States government, ICC will carve their niche within this market and give them uniqueness over their competition. I realize that this course of action may involve some revamping of previous marketing data collection on this project, but feel that ICCâ&#x20AC;&#x2122;s role in Christian mission to the persecuted church can become greater than it currently is. ICC currently is involved in ten different programs to aid the persecuted church in foreign countries. It is my opinion that they cannot continue to compete in all ten of these areas with larger missions and gain a larger market share at the same time. By focusing on advocacy, ICC can pull ahead of the competition in this area. Once ICC does this, then they can grow their missional organization by reintroducing other programs. While ICC should not eliminate all aid programs at this time, it would better serve the organization to choose three areas to offer aid and to focus more time on advocacy. This would course of action is beneficial to ICC in a number of ways. Less programs to support makes bigger financial impact on the ones that are chosen which equals more aid to the persecuted church. The three programs will have to be chosen carefully so that potential donors will feel emotionally connected to them and be moved to donate. Cutting programs will also be cost effective to ICC. Since ICC also has a very small staff, this narrow focus will give employees more time to advocate, educate and give greater attention to the three programs. It is my opinion that ICCâ&#x20AC;&#x2122;s passion to help the persecuted church has driven them to try to get their hands into too many different areas of the mission. This spreads time and money too thin and not enough attention can be paid to any one particular area. Instead of ICC branching into foreign markets at this time, it would be wiser for them to concentrate on improving their serve within the United States. My Marketing Plan Information needed Number of active Christian churches in the United States broken down by

Source of information United State Census Bureau, internet search

Priority Ranking 3

denomination Number of professing and U.S. Census Bureau, 1 active Christian internet search Congressmen Number of professing and U.S. Census Bureau, 2 active Christian Senators internet search What programs would Internal data, talking to and 4 potential donors most likely surveying prospective to be passionate about donors donating to that would also reflect ICC’s mission and goals What programs would Internal data, talking to and 6 potential volunteers be surveying prospective passionate about being volunteers involved in that would also reflect ICC’s mission and goals Which internet search Internet search, internal and 7 engines to register website external data with Which direct advertising Internet search, external 8 reaps the most benefits data How many college and Internet search, external 5* university Christian groups data collection are in U.S. and where are they located How many other Christian Internet search, external 5* organizations (men’s, data collection women’s, youth, etc) are there in U.S. and where is there a high concentration of mission oriented groups * these are same priority as both of these would be considered potential volunteers.

Churches

Church College organizations Students

Young Adults (25-35)

Senior Citizens (60+)

Middle Aged persons (36-60) 2

General Donations

Funding for Bibles

Aid for families of 3 persecuted/martyred pastors Aid for 3 underground pastors Hands of Hope 1

Community Rebuilding Funding for Legal Assistance Funding for Radio, Web and TV broadcasting Prayer

â&#x20AC;&#x153;Stay Informedâ&#x20AC;?

Advocacy: Petition signing Advocacy: Contacting elected officials Volunteers

Internships

Shoe boxes for orphans at Christmas Christmas Card campaign

0-no market, 1-small market, 2-medium market, 3 large market

Since International Christian Concern is spreading the available resources of time, money and focus too thin for the staff that it employs at this time, this forecast will involve a threestep process. The process includes dividing the programs into two separate divisions, eliminating or consolidating programs and where ICC should focus all resources. First the programs offered to consumers oriented are divided into two categories and are highlighted in purple for donation oriented programs and in light-blue for action oriented programs. This is necessary to divide the programs in this manner, because the criterion for judging their worth to ICC is different. Looking at the potential income from the donation programs, it is my recommendation that ICC eliminates the following programs from its offerings: Hands of Hope, Community Rebuilding, and Funding for Legal Assistance. The recommendation comes from the

projected low market share in all target segments. This allows for ICC to focus all resources on four specific donation programs: Bibles, Families, Underground Pastors and Broadcasts. ICC currently donates 86.6 percent of all incoming donations to nine programs which if evenly spread out is only approximately 9.62 percent per program. From a hundred-dollar donation, this equals only $9.62 per program. It is my recommendation that ICC donates 76 percent of all donations to these programs, increasing the share of each segment to $19 per program, if spread evenly amongst the four. Some programs will most likely receive more income than others, but this is a fair representation of what will be expected.

10 8 6 4 2 0

The “Where most needed” program has been consolidated into “general donations” since “where most needed” can be applied to organizational needs, as well as needs of the persecuted which makes them all general donations. It is my recommendation that ICC increases the current 8.4 percent share of donations earmarked for administration to 15 percent to allow for the restructuring of general donations to include “where most needed.”

ICCâ&#x20AC;&#x2122;s administration costs will remain at 8.4 percent, and will give them a fund of 6.6 percent in which to provide for emergency needs of the persecuted, which may include legal assistance and rebuilding of communities. This recommendation will increase the current three-percent spent on fundraising and awareness efforts to 9 percent, giving ICC opportunities to grow their market share amongst competitors. The criteria for action-required orientated programs are not based upon potential usage, as is the donation orientated programs. These programs, with the exception of internships, do not cost ICC a significant amount of resources, outside of recruiting. These programs call upon all Christians to come to the aid of the persecuted. ICCâ&#x20AC;&#x2122;s role in this is to provide awareness and encourage advocacy and participation. The six-percent increase to the fundraising budget will cover these costs. The forecast has determined that the focus of these programs will be as followed and will follow a cyclic pattern over the course of the year to better serve the targeted segments at the appropriate time of year: January-Advocacy, both programs, when Congress and Senate are in session to all target 100 80 60

East

West

North

0 1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

segments with a market share of above zero. February- Internships to segments at 2 or 3 of market share; Volunteers to segments at 2 or 3 of market share. March- Advocacy, both programs, when Congress and Senate are in session to all target segments with a market share above one. April- Prayer to all target segments May-June General Awareness (Stay informed) campaigns to all target segments of 1 or 2 to increase awareness. July- General Awareness to Churches and Church organizations, encouraging participation in World Communion Sunday (Oct.) and International Day of Prayer (Nov.). August-October-Both Christmas programs to all target segments above zero. September-Advocacy, both programs, to all target segments above zero, before government adjourns sessions. October-General Awareness to all target segments greater than zero. November- Volunteers to all target segments valued at 2 or 3. December-Prayer to all target segments This is the only overlap of focus and should be divided as follows: August will be the initial and major focus for Christmas programs to allow for time for segments to plan, receive items/work on cards/ mail to ICC so that ICC has time to ship or

deliver overseas. September’s focus will be divided equally between Christmas programs and Advocacy. October will be divided by 15% on Christmas projects and 85% on General Awareness. My Marketing Plan College Students

• •

Volunteer/internships for residents of the East Coast. Political Internships working in Washington, D.C Middle Aged * Senior Citizens * Churches * Church Organizations * Young Adults Internships/Employment on East Coast, in Washington, D.C. The one difference of ICC that I will be emphasizing is its strategic location in Washington, D.C. and it is the only one of its kind located on the East Coast, which is where I will be advising ICC to focus its attention. I will also not be advising any new services/products during this time of restructuring and reorganizing its marketing strategy. While I have some ideas for new ways that the persecuted church can be services, it is my recommendation that ICC focus its attention on gaining a higher market share at this time. As already done in a previous lesson, Hands of Hope, a service in the decline stage has been eliminated. Ironically, this is the only product that ICC offered that had a branded name. The following programs are divided into categories representing the three A’s of ICC: Advocacy, Awareness, and Assistance. Advocacy Petition Signing Contacting Governmental Officials Volunteers * Internships *

Life Cycle Growth Growth Introductory Growth

Awareness Prayer Stay Informed Volunteers * Internships *

Growth Introductory Introductory Growth

Assistance Underground Pastors

Growth

Aid for Families of Persecuted/Martyred Pastors Bibles General Broadcasts Christmas programs

Growth Growth Introductory Growth Growth

* These overlap into different categories. Recommendations: • •

•

• •

•

Volunteers, General Donations and Staying Informed are not new programs to ICC, however they are new in that the recommendations of this marketing plan have reorganized each to fit the new organizational structure. Volunteers: More volunteers are to be sought. The function of volunteers will be to speak at church groups, churches, and colleges about the three tenets of ICC and organize prayer meetings and vigils, as well as organize local drives for Christmas programs, generate new donors and organizing petition signing. Volunteers should be strategically placed throughout the entire East Coast. A new staff member will need to be added to serve as Volunteer Coordinator. The Volunteer Coordinator will seek and train all volunteers, as well as provide support and organize international mission trips to aid the persecuted. At least one intern will be assigned to assist the Volunteer Coordinator. A branding name will need to be added for Volunteers that will represent their function and ICC’s mission. The “Stay Informed” awareness program will also need a new branding name. This program will provide a quarterly print newsletter, issue letters of urgency requesting aid, send news via email to current and potential supporters, press releases and magazine articles, and update ICC’s website on a daily basis. This program should be headed by a public relations manager, who will also be assigned an intern. ICC website’s subtitle will need to be changed as “Your Bridge to the Persecuted Church” could be potentially found to be an infringement upon a competitor’s volunteer program branding title (Open Doors; Bridge Builders). The new General Donation fund will also need a branding name that goes above and beyond the title of “Where Most Needed.” The name should reflect the newly organized structure of the fund and set this fund apart from all competitors’ “Where Most Needed” funds. All programs in the growth stage should also receive branding names, especially the Underground Pastors assistance program. People of Western Culture may not fully understand the term “Underground” nor grab their attention enough to grow this program. Careful attention should be paid to increasing awareness of advocacy programs of petition signing and contacting governmental officials. An experienced lobbyist should be added to the staff on a full-time basis and should be assigned at least one intern. The job of the lobbyist will be to call attention of matters of U.S. foreign policy regarding basic human rights violations, particularly to Christians,

•

in foreign countries. Since ICC is strategically located in Washington, D.C. this program will be a major key element of increasing ICC’s success and will be the point of difference from all competition. Titles in bold face represent three new full-time staff members. These new members should be professing Christians, familiar with the persecuted church and be willing to work for a substantially less income than they would in the private sector. The new staff members will provide much needed assistance to the already small staff and will free time from the regional managers and president so that they can concentrate on direct contact with persecuted Christians and work with the new full-time lobbyist on matters of foreign policy that coincides with each region of the world.

Since I am doing my marketing plan on a not-for-profit, price is a little different so I figured out some very basic figures, based upon ICC’s financial reports and proposals in my marketing plan to figure a break-even strategy, which would be a blessing to a not-for-profit. I also propose a strategy that will make this feasible. While my plan will increase the General/Administrative/Fundraising Expenses percentage from the current 14.6% to 24%, this plan will allow actually more money to be concentrated into the newly organized programs, thus increasing ICC’s impact on aid to persecuted Christians. ICC’s actual 2009 financial records: Income 799,402 General & Administrative Expenses Fundraising Program Expenses Total Expenses

86,771 30,243 756,772 873,786

Planned Income/Expenses: Income General/Admin Fundraising Program Expenses

2011 2012 2013 2014 2015 952,70 986,050 1,020,561 1,056,280 1,093,249* 6 * * * 142,90 147,907 153,084 158,442 163,987 6 85,744 88,744 91,850 95,065 98,392 724,05 749,398 775,626 802,772 830,869 7 • • • • • • • This reflects a 3.5% increase in income each year for the next five years

•

There will need to be a big focus on increasing income in 2011, but can be accomplished through the efforts of the public relations manager (creating larger awareness of ICC, encouraging planned estate giving, and low-budget fundraising efforts). The increase in General/Administrative Expenses will help to cover new salaries of Lobbyist, Public Relations Manager and Volunteer Coordinator. These positions will not pay what they would in the private sector ($67K, www.swz.salary.com, 02 Nov. 2010). Each position will pay around $20,000. The lobbyist will need to live in the Washington, D.C. area in order to be effective, but the other two positions would not require residence in D.C., which may help to entice people. Additionally, the type of people that ICC would attract to the organization would have to have a passion for working for Christ and His people, as opposed to earning a substantial salary. While it would be ideal to hire experience people for these positions, entry-level associates would most likely be more financially feasible, which would also reflect ICC’s good stewardship practices.

In 2005 Total Expenses for ICC was 484,034, and Total Income was 626,109. In four years, ICC increased expenses by approximately 44%, while only increasing their income by about 21%. The Fundraising Expenses (15,806) and General Administrative Expenses (40,477) nearly doubled in the same time period, while Program Expenses (expenses relating to aid directly to persecuted Christians) only increased at about 43%. During 2009, under the current aid organization, approximately each program that ICC supported received $7,866.67 (756,772/9 programs). Under this marketing plan, the four consolidated programs (Bibles, Families, Underground Pastors and Broadcasts) would each receive $181,014.25. By reorganizing programs in this manner, ICC can have a larger impact, carve out a niche for themselves that would give them a substantial market share and point of difference from their competitors, and increase value of their services to the persecuted church and to their donors. The other option that differs slightly from the previously proposed reorganization would be to remove the “where needed most” from general expenses to cover emergency requests, community rebuilding and legal assistance would be to create a new organized program to cover these possible expenses (although they will not be equal in focus to the other programs) would be as follows: Bibles, Families, Underground Pastors and Broadcasts – each get 22% of the program expenses ($159,292), and “where most needed” would get 12% (86,889). This is still a bigger impact than what ICC is currently offering at a larger amount of aid. I believe that this is what I will use for my final marketing plan.

Marketing Channel for ICC’s target market segments in the United States: ICC will serve as the “producer”; volunteers will serve as “retailers” by relaying ICC’s information to the target segments. While this may appear to be a direct channel in that the volunteers would willfully be participating in ICC’s business, ICC will need to assume the risk that the volunteers could stray from ICC’s mission and message by integrating their own agendas and thoughts. In order to protect its own interests, ICC will need to view volunteers as separate from ICC, but yet integral members of the supply chain. It is recommended that ICC operate under a contractual vertical marketing system with all volunteers. This will protect ICC from a number of legal issues. For example, a volunteer may be involved in a car accident on the way to a speaking engagement. A contractual relationship provides safeguards for ICC in being named as a co-defendant in a trial nor financially obligated for any damages/health care needs. Marketing Channel for ICC’s ultimate target market: Up to this point, ICC’s ultimate market, the persecuted church, has not been included in a target segment, as they will be the ones who receive all of the services provided by ICC and the segments in the United States, free of charge or obligation. However, in order to reach the persecuted church members, ICC will need to be mindful of the supply chain in the following manners: Getting Supplies/Aid to the “Persecuted Church” Logistics will need to be evaluated on each individual case, or a group of situations that reoccur to evaluate the proper distribution channel. In every case however, it is recommended that supplies or financial aid to the persecuted church is distributed to those in need through a local agency or partner church in order to reach those in need. A network of local churches or agencies will especially be useful and efficient for when an ICC representative cannot be present. Logistics of actually getting to the partners will need to be evaluated each time as different foreign laws may restrict certain supplies imported into their countries, different military factions and groups may need to be evaluated (will the local factions steal the supplies or require a large amount of money (briberies) paid in order for supplies to reach the persecuted, and different shipping methods, postage rates and times, or companies may be needed for different supplies. Logistics will also need to be evaluated on an “as needed” basis each time that an ICC representative travels to a foreign country. Airline rate differ, accommodations may or may not be provided free of charge through the local partner, and travel costs will vary from location to location, as well as meal costs. Logistics, in this manner, will also need to be evaluated each time that a volunteer group visits a foreign country on behalf of ICC.

In both cases, ICC will need to be knowledgeable of local customs, so that local people are not offended and no laws are broken. ICC will need to be the direct source of communicating this information to volunteer groups, as the representatives for ICC will have experience that will be vital to ensuring safety of volunteers and maintaining good relations with local partners/persecuted church. A streamlined version of this may be applied to providing radios for their broadcast service and Bibles by applying the same general supply chain (manufacturers, through either a broker, or a wholesaler, to ICC). ICC will then need to apply different logistics methods as mentioned above. For the Christmas shoebox program, again a local partner or agency will be key, but at the rates and laws change from year to year, logistics will need to be reviewed each shipment to each different company. A standard logistics can be applied to how the shoeboxes are to arrive at ICC (Local churches/organizations in United States acts as sole distributor by collecting boxes at their own site and are responsible for either shipping boxes to ICC or delivering them to ICC themselves. ICC will then need to have a location set each year from August to November, to warehouse boxes in and ship to foreign countries from. ICC can save money by seeking a local church/organization in the greater Washington, D.C. area that may donate unused warehouse space as an end-of-the-year tax break. However the supply chain will operate, dependent upon each circumstance, ICC will need to be efficient in providing assistance when and where it is needed. ICC will rely heavily upon communication between partner agencies and churches, target segments in the United States, volunteers, and perhaps even seeking information from competitor groups. Logistics will play an important role in the life of ICC. While International Christian Concern will utilize a website to gain consumers in the target segments and increase market share, I would not classify this as part of a retail mix. This is especially true since it is a not-for-profit. The breadth and depth of the “product line” is narrow. The value is high, yet the target segments are not receiving the product or services for themselves, but “purchasing” them for others in need. The goal of ICC is not to promote itself as a retailer, but to increases its profitability and market share by creating awareness, teaching advocacy and creating a strong desire for the target segments to give not only their money for aid, but their time to join the fight against persecution. ICC will use the website to promote all of these ideals, and not serve as a retailer of services or products. 1. Target Audience: First stage of promotion: Pull strategy Churches Second stage of promotion: Pull strategy College Students/Young Adults/Church Organizations

Third stage of promotion: Push and Pull strategies Middle-aged and Senior citizens in churches and homebound seniors Objectives: First stage: Increase awareness of ICCâ&#x20AC;&#x2122;s services and need for volunteer intermediaries Second stage: Increase awareness of ICCâ&#x20AC;&#x2122;s services and need for involvement in advocacy and mission Trips, internships. Third stage: Increase awareness of need for volunteer prayer intermediaries and aid to support ICCâ&#x20AC;&#x2122;s Services to the persecuted church, growing the data base. Promotion Budget: Since ICC is a relatively small not-for-profit and holds a small market share value at this time, during reorganization and growth, it is recommended that the budget follow an all-you-can afford approach. Since each stage of the promotion is not more important than the other, the budget will be divided equally between the three stages. Promotional tools: First stage: Direct Marketing, utilizing existing data base and other methods of internet marketing, public relations (booths at Christian concerts, symposiums, and other trade events plus lobbying efforts and press releases to Christian publications, church based newsletters, denominational publications) and personal selling (speaking engagements to churches to introduce ICC services and encourage involvement). Second stage: Personal selling to college students and Christian organizations, public relations (press releases to college newsletters/Christian campus groups. Also advertising in denominational publications and public relation events at Christian campus events, youth rallies, along with direct marketing. Third stage: Direct marketing (mail and internet) and personal selling through educated volunteer intermediaries.

Design promotion: ICC will continue to use their branding symbol and forms of communication will convey one message: Advocacy, Awareness and Assistance (which also answers question 3 in textbook, as each promotion will follow this missional statement). The design should also elicit an emotional response that will cause and overwhelming need to action through ICC. Promotion Schedule: As soon as IMC program is ready to be implemented within the first year of reorganization, the first stage will begin and run for a period of one year, with direct mail having different focus each month. The second stage will begin the following July from when the first stage is implemented, and will run as needed through the year (public relations events averaging 1-2 per month) with higher concentrations in August and February. The third stage will be an ongoing effort by volunteer intermediaries, but will have higher concentrations in direct mail in January, April, July and November. This aggressive IMC program, while lengthy in time, is needed to grow ICCâ&#x20AC;&#x2122;s market share and will focus on a different feature each month. This will not be as costly as expected as most of the communications tools will be low cost or free of charge. 2. Pre-testing will consist of using two focus groups that will consist of diverse members from each target segment put together from surrounding churches, organizations and college campuses. Each group will contain a sampling of all target segments on a voluntary basis (provide a brunch or lunch for their participation) and will consist of 18 persons/group. The groups will meet one time each on different days during the course of a one month period and will review promotional design. The testing will be conducted by the public relations manager. Post-testing: At the end of one year, ICC will conduct an IMC audit and will evaluate all aspects of promotions, employee/volunteer feedback, and increase of involvement of target segments in ICC operations. At the end of the audit, promotional efforts will be adjusted to the outcome of the audit and will recycle itself accordingly through the five year reorganization. 1. ICC will utilize radio, magazines, internet and direct mail as their advertising mediums with a high focus on internet and direct mail. These will all compliment each other by using the same message of Advocacy, Awareness and Aid in each medium. ICC will not stray from this tenet. 2. The consumer-oriented sales promotions will consist of premiums in the form of free t-shirts, baseball caps, pens, posters to college students and volunteers. Free posters will also be given to churches to display. Free prayer booklets will be given to all who sign up to be prayer volunteers. These premiums will entice consumers, but also benefit ICC by becoming a recognizable brand in the market and will help remind consumers of the plight of the persecuted and the need for advocacy, awareness and aid, plus help spread the word when the premiums are worn or left behind somewhere (pens and booklets).

3. Training of volunteers will act as a distributor sales force to ICC. The volunteers will be acting as intermediaries on behalf of ICC and will need to be trained in order to ensure that ICCâ&#x20AC;&#x2122;s message will be effectively communicated in the manner in which ICC approves. ICC will also be involved in a form of cooperative advertising, perhaps linking to other sites about the persecuted church for a smaller percentage of advertising costs. Public Relations will play a major role in ICC. ICC will plan events at colleges, universities, church organizations, churches, youth rallies, Christian concert venues and near Capital Hill in Washington, D.C.(with a lobbying focus). They will also issue press releases to Christian publications, news media and place public service announcements on various television networks within the target region of the Eastern United States and then moving westward in select markets. Building My Marketing Plan 1. ICC will be selling to each of the indicated target segments: college students/young adults, middle-aged persons, senior citizens, churches and churchbased organizations. 2. The information that will need to be gathered for each target segment is as follows: College Students/Young Adults: a. What college they are affiliated with, if any. b. Are they familiar with the plight of persecuted Christians? c. What group or Christian denomination they are affiliated with, if any. d. Cultural trends for this target segment. e. Effective means of communication for this segment. f. Promotional items that would capture this segmentâ&#x20AC;&#x2122;s attention. g. Events in which ICC can participate in or partner with. h. Do they have a history in volunteer-based travel with another organization? Middle-Aged persons: a. What denominations they are affiliated with, if any. b. Effective means of communication for this segment. c. Events in which ICC can partner with. d. Income levels. e. General interests/concerns of this segment. f. Are they familiar with the plight of persecuted Christians? g. Where have they traveled to? h. Involvement in wars.

Senior-citizens: a. Income/savings levels.

b. c. d. e. f. g. h.

Effective means of communication for this segment. General interests/concerns of this segment. What denomination are they affiliated with, if any. Prayer life of each individual in segment. Are they familiar with the plight of persecuted Christians? Where they have traveled to in their lifetime. Involvement in wars.

Churches: a. What denomination are they. b. Are they familiar with the plight of persecuted Christians? c. What is their dedication level to mission; what missions have they been involved in, in the past? d. Percentage of giving to missional organizations. e. Effective communication mean. f. Do they have congregants that would be ideal candidates for regional volunteer membership from the middle-aged target segment? g. Prayer focus for each target church. h. Number of college students/young adults, groups/organizations, middle-aged and senior citizens in each target church. Church organizations: a. Age and gender of group members. b. Focus of group/organization. c. Level of missional dedication. d. Mission trip history, if any. e. Denomination affiliation. f. Are they familiar with the plight of persecuted Christians? g. Effective communication means. 3. Approaching each target segment will be tailored to each individual target segment, based upon relationship building. The first impression of ICC will need to be compassionate, passionate for the persecuted church, personal to the individual target segment or group segment showing humor, friendliness and open communication while portraying the serious side of ICCâ&#x20AC;&#x2122;s goal. ICCâ&#x20AC;&#x2122;s salesforce will need to be empathetic to both the persecuted and the target segments in western cultures. This is key to growth of ICC. 4 & 5.. Until ICC trains their volunteer salesforce, ICC executives will need to present potential involvement and partnership ideals to the target segments. The first stage will require that ICC have a personal partnership with one key church for every 100-250 miles within the Eastern Coast of the United States. This will be accomplished by personally extending invitations for partnership, then visiting those that show interest. Once at the church, church members can be recruited for the volunteer salesforce positions, prayer partners, possible mission trips, and/or fundraising.

Once volunteers are in place and trained, the presentation of each volunteer will be developed by ICC to include all of ICC’s core mission statement, tenets, and information that will be dispersed from ICC directly. Each volunteer will bring their own personality traits to the presentation; for this reason each volunteer will videotape them giving a presentation, send it to ICC for review, and once approved, will visit target segments within their area to advocate for involvement in ICC on behalf of the persecuted church. Colleges, churches, organizations, individuals will all need to be contacted by the volunteer and/or ICC can arrange for presentations by the volunteer based upon requests received directly through ICC. The next stage will be to expand westward through the United States to the middle, central and western states by repeating the process in each geographical area. Building My Market Plan International Christian Concern has a website in place, however, it needs to reflect reorganizational attitude with the following recommendations:  Removal of programs that ICC will no longer be focusing on in the assistance link.  New information designed to attract target segments to volunteer activities in the “How You Can Help” link. This information needs to stand out more and be tailored to fit each segment.  “Your Bridge to the Persecuted Church” in the subtitle under the site’s main heading needs to be changed so that it does not infringe upon competitor program (Bridge Builders, Open Doors).  The site’s colors, red, black and white, are very dark and gloomy. While the subject matter of ICC is often dark and gloomy, the site’s colors should reflect a more positive attitude to counteract the nature of the information. This will give the impression to target segments that there is hope and joy in helping ICC reach its missional goals, instead of being overwhelmed to the point where advocacy, assistance and awareness seems futile through ICC.  At the present time, a majority of ICC’s pictures are in black and white. More color photos, with a few black and white and even some sepia photos would lend variety to the photos and bring the people to life for the target segments.  Greater emphasis needs to be placed on the blogs that ICC offers on their website, by placing this on the main page instead of buried inside a link.  The main page needs to be more user friendly; there are too many words and not enough access to links.  The website needs to highlight ways that target segments can instantly be involved in seeking awareness, lending assistance/financial aid and seeking to reform governmental agencies through advocacy, as well as promote longer-term and higher commitment in these tenets from the target segments. While the site

does offer these at this time, often times there is too much information to sift through, or the information is too imbedded in links which may cause the target segments to quickly leave the site without becoming involved. All of these recommendations will create higher value of ICCâ&#x20AC;&#x2122;s work and will inspire target segments to lend their time and financial support to ICC, which will help ICC to gain a higher market share amongst their competitors.

T y p e n a m e h e re T y p e t it le h e re T y p e n a m e h e re T y p e t it le h e re

T y p e n a m e h e re T y p e t it le h e re

20 15

Current per program

Restructured per program

3-D Colum n 3

0 percent

Current program offerings percentage/pr ogram

Restructured program percentage/pr ogram

0 87%

3-D Colum n 3