Volunteer work.

1. Organizational Planning
Marketing Plan for News Letter and Operations
Prepared By: Lawrence Samuels
August 10, 2012

2. Company Confidential
Colorado Springs, CO 801918
Thank you for providing me the opportunity to conduct an analysis and plan for our marketing and
business efforts for our Newsletter. For our future marketing efforts, I found that targeting segments
through proper communication channels will be effective at gaining desirable results. Also, we must
position ourselves to gain as much information as possible about our campaigners’ activities and
practices. The recommendations in the analysis include:
Conducting a Survey
Segmenting our customers
Targeting our customers
Use of communication channels
Creating a database and gathering information
The services we provide as a Non-profit is essential to our community. Not only will we need to know
more about our Campaigners but also our need to effectively manage each process and organization will
depend on our communication and ability to gain commitment. To accomplish this we must treat each
client differently, make a connection, and then create a competitive environment that is rewarding.
Thank You,
Lawrence Samuels
Lawrence Samuels
Nowandlater2012@gmail.com
PS. Refer to our marketing plan for Customer analysis, Industry trends, strategies and possible
repositioning

3. Internal Marketing and Campaign Department Account Management
Channels
The use of Multichannel Marketing to reinforce, attract and build lasting relationships
Direct, Indirect and Electronic
Channel Alliance – gathering information to use resources from multiple clients to further
development and competition.
Our Role
Our role is to be an influencer to aid in decision making and provide direction. Situational leadership is
dependent on the capabilities and resources of our organizations and to maximize the control and use of
information.
Creating classes of organizations
Creating a lifecycle
Recording present and past results
Coordinating activities and communications that strengthens the process
Assign individuals that are responsible for the roles of each organization
Assigning individuals that work with multiple organizations, cross selling, and maximizing the
abilities of the full workforce
Intensive to selective distribution of information
Dealing with Objections for Effective Management
For Communicating with target segments and increasing our ability to penetrate as many businesses as
possible:
Acknowledge and convert the Objection
Postpone
Agree and Neutralize
Accept
Close and Productive Follow ups
Results
Compare, analyze and Record Results

4. Market Analysis for Newsletter :SWOT Analysis
Efforts to Build Strengths
Target our Corporations for maximum market penetration
The use of Media to attract and encourage participation
Flexible newsletter for different target audience
Efforts to Minimize Weaknesses
Hands on Assistance with Small Business
Use bargaining power to assist with incentives
Constant communication and provide direction
Opportunities
Form a competitive environment between the different corporations
Encourage volunteers through incentives, rewards, and recognition
Refer to e-Newsletter action plan for creating a competitive environment by gathering and sharing
information.
“A Beginning and a end is just a race”

5. Small
Corporations Non-Profits Institutions
Business
Use market based grouping
Current Customers
Driving Forces
Use of Information and Our Bargaining Power
Managing Communicate Channels
Gaining Commitment
Delegate Particular Companies
Resisting Forces
Business Needs
Inappropriate behavior: Responses to information communicated
False expectations
Ineffective Management
Service Goals
The chances of success are elevated by segmenting our market and developing a high impact strategy
for each market. The proper use of our communication channels to either delegate, increase
competition, or to gather useful information among our corporations will help us delegate the
processes. On the contrary, direction among our non-profits and small business requires proper
handling, encouragement and the use of our bargaining power to aid the process. The objective is to

6. build off each customer segment point of difference and either provide delegation or facilitation to aid
their process.
80/20 rule: identify high stakeholders and provide delegation
Resources
Point of contact : Refer to dealing with objections
One on One Encouragement: Personal interviews, selecting targeting
Visit to offices: gain information
Email, Mail, Social Networks, Phone: communication channels
Create an Effective Database: Information Management
Total amount per business up to date: Effective goal setting
Campaigners partners and associates: Information, long-term solutions and opportunities
Information: our most valuable asset
Product Features
Volunteer: Target
Campaign: Target
Individual Benefit verse Big Picture: Influences in newsletter
Expenses
Administrative
Create a “goodwill fun” for efforts to assist businesses or Negotiation
Economic: Opportunity costs associated
Synergy
• Locating the market potential, Set as a goal. Also Industry potential by target
segment. Refer to previous years or financial statements for goodwill.
• Conduct a pre-Campaign survey to gather expectations and capabilities
Product Differentation
• Using different strategies for different markets to attract involvement "How to be
a hero in many ways than one"
Compatability of Businesses Objectives verse Resources
• Provide assistance if necessary for business to particpate. Future benefits.
Get Competition Involve.
• Communicate competition
• Form a competitive Environment and raise the stakes

7. Situational Analysis
Assistors and Resistors
Sources of Assistance Sources of Resistance
Who Businesses of all shapes and sizes Behavior among organizatons
What Research, Rewards, Recongintion, Incentives Unable to acquire the resources
Where Food vendors, Gas Stations, Retail Stores Inability to gain commitment
When During Campaign and Afterwards, Communication
Why Encouragement-Empowerment-Competitive Environment Communication
How Advertise, Communicate Rewards Outlets, effectively communicating the message
Action Plan
Action Steps What Who How Where When
1.Conduct a survey to Survey Businesses Electronic Workplac Pre-
gather Expectations and e Campaig
Capabilities. n
2.Segment the Identification All involve Based on Workplac ASAP
corporations, small Survey e
business, and nonprofits results/Agend
based on survey results. a
3. Create communication Email, person Individual Research, Ask internal ASAP
channels and goals for Contact, and Business for and
each segment Social commitment External
networking
4. Use bargaining power Incentives, Corporations Increase Local During
to gain useful incentives Rewards, and Small competition Campaign
and involvement Recognition Business and Bargaining
power

8. Implementation in Newsletter/Internal and External
Sales Process for Campaign Department and Communication
Set direction by providing information on what is to be achieved
Setting objectives by specifying the what needs to be achieved and the actions to achieve them
Educating on the proper use of resources to reach desirable goals
Key account management and distribution of useful information to workforce
Qualitative Analysis – Implementation
Use of influencers
Behavioral Evaluation per segment and individual, listen and respond, then communicate
Use of emotional Intelligence, use newsletter as education or training mechanism
Communication to Segments
The tasks of each involve
The person and actions necessary to complete the tasks
Deadline
What is to be delivered
Assessing the organization for selective targeting and newsletter behavior also, for point of contact
Common interest
Abilities and capabilities
Education of workforce
Personal goals, mission, vision
Personality of those involve
Environment

9. Newsletters
Action Steps Newsletter 1 Newsletter 2
The tasks/Objective - our overall Ask for Commitment/our mission
Service Theme purpose"hero" Influencer, alignment with their goals
Providing options and Set direction by providing information Words from campaign contacts,
useful links on what is to be achieved (internal Marketing )
Educating on the proper use of
resources to reach desirable goals,
Example, Epledge, their organization How to provide
Indepth per segment communication efforts Incentives, Rewards, Recognition
Training through available information Share the results of the innovator,
and first organization to bring results,
Examples Success stories How they done it
Time line/Behavior TimeLine/Delegate TimeLine/motivate
211 Program
School Readiness
Success by 6 Advertising for future Programs and Advertising for future Programs
Epledge Resources and Resources
Information
Gathering Provide link for survey Provide link for survey

10. Action Steps Newsletter 1 Newsletter 3 Newsletter 4
The
tasks/Objective -
our overall
purpose"hero" Overall Purpose/Personal Overall purpose/Interpersonal
Service Theme Influencer, Influence influence
Set direction by
providing
Providing information on
options and what is to be Word from other members of the
useful links achieved Words from Campaigners staff
Educating on the
proper use of
resources to
reach desirable
goals, Example,
Epledge, their
organization The Race:Remind of Remind of an overall Goal,
Indepth per communication PPUW Rewards Provide overall progress to this
segment efforts for Achievement point
Training through
available
information and Present Success Stories Share results of Lower 10 percent
Examples Success stories and Results and top 10 percent
Time TimeLine/Delegat
line/Behavior e TimeLine/motivate TimeLine/Empower
211 Program
School Readiness Advertising for
Success by 6 future Programs Advertising for future Advertising for future Programs
Epledge and Resources Programs and Resources and Resources
Information Provide link for Provide link for Provide link for survey/Phone
Gathering survey survey/Phone interviews interviews

11. Action Steps Newsletter 1 Newsletter 3 Newsletter 5 Newsletter 6
The
tasks/Objective -
our overall Overall
purpose “hero" Purpose/Personal
Service Theme Influencer, Influence Remind Remind
Set direction by
providing
Providing information on
options and what is to be Words from Words from the Words from the
useful links achieved Campaigners community president
Educating on the
proper use of
resources to
reach desirable
goals, Example,
E-Pledge, their Selective
organization The Race:Remind of assistance,
Indepth per communication PPUW Rewards Dependent upon
segment efforts for Achievement Reward candidates Results
Training through
available Present Success Dependent upon Dependent upon
information and Stories information up to information up to
Examples Success stories and Results date date
Time TimeLine/Delega TimeLine/Empowe TimeLine/situation
line/Behavior te TimeLine/motivate r al
211 Program
School
Readiness Advertising for Advertising for future Advertising for Advertising for
Success by 6 future Programs Programs and future Programs future Programs
Epledge and Resources Resources and Resources and Resources
Provide link for Provide link for
Information Provide link for survey/Phone survey/Phone Provide link for
Gathering survey interviews Interviews survey

12. Action Steps Newsletter 1 Newsletter 3 Newsletter 7 Newsletter 8 Newsletter 9
The
tasks/Objective Overall
- our overall Purpose/Pers
purpose “hero" onal
Service Theme Influencer, Influence Remind Remind
Set direction by
providing
Providing information on
options and what is to be Words from Dependent on
useful links achieved Campaigners progress
Educating on
the proper use
of
resources to
reach desirable The
goals, Example, Race:Remind
EPledge, their of PPUW Selective Selective
organization Rewards assistance, assistance,
In-depth per communication for Dependent Dependent
segment efforts Achievement upon Results upon Results
Training
through Present Dependent Dependent
available Success upon upon
information and Stories information up information up
Examples Success stories and Results to date to date
Deadline
Time TimeLine/Deleg TimeLine/mo TimeLine/situa TimeLine/Situa Announcement
line/Behavior ate tivate tional tional /Direct
211 Program Advertising
School for future Advertising for Advertising for Advertising for
Readiness Advertising for Programs future future future
Success by 6 future Programs and Programs and Programs and Programs and
Epledge and Resources Resources Resources Resources Resources
Provide link
for
Information Provide link for survey/Phon Provide link Provide link for Provide link for
Gathering survey e interviews for survey survey survey

13. Topics:
Leadership
Workforce, getting the right people (HR Driven) Organization Development
Incentives, Rewards, Recognition – Application
Technology
Social media
Programs
Fundraising, Volunteering
Video competition
Up to date events