MARKETING PLAN FOR

THE ARC OF DUNN

COUNTY
This plan was developed by Samuel Bauer, Jazmin Griffin-Taylor, Rhiannon
Roehl, Abdulaziz Abadi, and Kathryn Kreibich

Table of Contents
1.Executive
Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.......2
2.Situational
Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
......2
2.I. Social Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . .
..........2
2.II. Environmental Factors . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . .2
2.III. Technological Factors . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . .2
2.IV. Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . .2
2.V. Tentative Target Market . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . .2
2.VI. Marketing Objectives . . . . . . . . . . . . . . . . . . . . . .
..........2
3.S.W.O.T. and Key Factors from Situation
Analysis . . . . . . . . . . . . 3
2.I. Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
...........3
2.II. Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . .3
2.III. Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . .
..........3
2.IV. Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . .3
4.Marketing Strategy . . . . . . . . . . . . . . . . . . . . . .
...............4

5.Key
Policies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . .4
6.Administrations and Controls . . . . . . . . . . . . . .
. . . . . . . . . . . . . . .5
7.Communication and
Timing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
8.Appendix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . .7

1. Executive Summary
For years, the Arc of Dunn County has been dependent on government funding and donations
for much of their income. With recent changes to government policy though the Arc needs to
generate more donations. This is difficult however, because only the local consumers that utilize
their services are aware of this organization. Since the Arc serves the entire Dunn County there
are numerous untapped donors. These donors would be willing to donate if only they were aware
of the Arc. Our marketing strategy is to increase awareness which would in turn increase
donations.
We attempt to increase awareness by redesigning the Arcs promotional material, making it
possible to donate online easily, and hosting a silent auction event. Our efforts to increase
awareness will have a positive impact on donations too. This is because once the community
understands what the Arc does they will feel more comfortable donating. Also, the silent auction
will be a cost-free event for the Arc where the reap all the benefits.

2. Situation Analysis

There are six main factors to consider when rebranding an organization which includes:
social factors, environmental factors, technological factors, competitors, tentative target market,
and the marketing objectives.
I.
Social Factors: There are many different social factors that can affect The Arc of Dunn
County which include customer lifestyle changes, education levels, religious beliefs,
average disposable incomes, social class, family size and structure, attitudes towards
work, career, leisure and retirement, life expectancy, and population growth.
II.
Environmental Factors: With the holidays approaching, people are more likely to give
donations than any other time of the year. October to December is known to be the
Season of Giving, which is due to the high number of donations given by individuals
during this season.
III.
Technological Factors: Over the past ten years, the internet has made roots within the
American culture - specifically through the growing use of social media. Between social
media advertisements, status updates and check-ins, networks such as Facebook and
Twitter can catch a persons attention in the comfort of their own homes. Todays
consumers are tech savvy, and looking for the next best thing.
IV. Competition: In terms of non-profit organizations, competition is a bit different as most
of the organizations give the proceeds back into to the community. On a national level,
The Arc of Dunn County has a few larger organization competitors, those of which
include United Way, The Salvation Army, and Feeding America. On a local level, The Arc
of Dunn County must compete for donations from organizations like Bridge to Hope and
WestCap.
V. Tentative Target Market: One of the first steps in creating a successful marketing plan
is figuring out who the tentative target market(s) is/are. For this marketing plan, we
conducted research and surveyed 25 people and found the biggest trend in donations from
the Baby Boomer generation (those between the ages of 50 to 60). This data can be found
in (8.2.II). Once we had our tentative target market we used Nielson to assist us in
understanding trends within the local Baby Boomer generation located in Dunn County.
Our customer profile therefore is for a woman named Janine. Janine has no children,
attends church weekly, has a bachelors degree, and goes out to eat two to three times per
week with her average disposable income. From our questionnaire, we also discovered
Baby Boomers prefer to donate in the Winter, with this data (8.2.II) we assume that
Janine and her husband donate once in winter around the holidays to feel a part of the
community. Typically, they donate to their church as well as an organization to help
children. We discovered that Baby Boomers prefer to donate in the form of fundraisers
and online (8.2.II).
VI.
Marketing Objectives: The objective of this marketing plan is to generate a five percent
profits increase for The Arc of Dunn County, as well as bringing in more volunteers to
help their cause and most importantly, generating new and greater publicity for their
cause.

3. S.W.O.T. and Key Factors from Situation Analysis

I. Strengths: The Arcs strengths are that their organization morals and mission are very
appealing to the community members that are aware of their presence. Another strength
of The Arc is that because the organization is benefiting the community, once people are
aware of the organization there will be a want to assist this organization.

II.

III.

IV.

Weaknesses: The Arcs biggest weaknesses is that awareness is very low in Dunn
County, thus making donations hard to get. Also because of the low awareness,
volunteers are hard to find. Social Media is quickly increasing in the advertising world,
and The Arc is not taking advantage of free social media. There are sites such as
Facebook, Twitter, and Instagram that are great ways to gain a social reach and create
awareness about future fundraisers. Social media can also give updates to those who
follow, it makes it personal and keeps volunteers and donors involved with the
organization. Another weakness is that to donate online consumers need to click on many
tabs and scroll to the bottom of the page to find a donation link. The last weakness The
Arc has is in their name itself Arc must be explained to be understood. Few people
know what The Arc of Dunn County is and thus do not want to donate blindly to an
organization where they dont know what their money is being used for.
Opportunities: Some opportunities that The Arc is presented with is advancing free
advertisement to create awareness. By doing things such as redesigning their promotional
material, participating in Local Business Fundraisers, and holding events for all
demographics, the Arc can easily get their name and their cause out there so that more of
the community will understand their mission statement. On their website, currently they
have plenty of unused space which could easily be used to ask for donations. Another
opportunity that we propose is The Arc holds a fundraiser - Dinner on The Arc, and the
opportunity for the event are endless. We believe that local business will donate silent
auction baskets to a local organization if asked in advance. Because Menomonie is a
college town, if you pair up with a student organization you can rent banquet halls on the
University of Wisconsin-Stout campus, thus saving money on venue for fundraiser.
Threats: Some major threats that The Arc faces is that they receive government funding,
but over the past few years the funds have been decreasing. Another threat that The Arc
faces is that because the organization in Dunn County is so small and awareness is so
low, it will be hard to get the community to trust and give donations.

Strengths
The money stays local
Provides assistance to the disabled

Weaknesses
The name/logo is not understandable
Limited Funds

Opportunities
Redesign promotional material
Local business fundraisers

Threats
Low government funding
Lack of Awareness/ publicity
Small organization

4. Marketing Strategy

The objective of this marketing plan is to generate a five percent profit increase for The
Arc of Dunn County. We will do this by raising awareness through redesigning the promotional
materials used, making donating online easy, and hosting a silent auction dinner event for the
community.

4. Key Policies
Our first tactic to increase awareness is to redesign the promotional materials used.
Currently the pamphlets The Arc produces are not being taken because consumers are not aware
what they are for. The pamphlet handouts need to demonstrate not only what the Arc does, but
also how to donate to the organization, and where the funds are going. By changing the fonts,
colors, and content it would increase awareness because it would catch the consumers eye.
Our second tactic to increase awareness is to make it possible to donate directly on the
website. With the websites, current redesign there is a large space where a donation button and
instructions could easily go on the home page. An example is included in the Appendix (8.1.II).
We will utilize PayPal to make donations possible online. Underneath the donation button we
will explain where the funds are allocated so consumers know exactly where their money goes.
We estimate that this will increase donations because every link within the website will still show
the donation buttons on the side of the screen.
Our third tactic to increase awareness and donations is to host a silent auction event
called Dinner on the Arc. Through polling consumers, we found that people would rather give
things than money as well as go to a fundraiser with a group. An example of the poll used can be
found in the Appendix (8.2). For this event, we will be asking local business to donate items or
gift cards. Some companies to consider asking are:

Walmart

Menards

Farm and Fleet

Applebees

CEC 5 Movie Theatre

Marions Legacy

The Raw Deal

Mayo Clinic

UW-Stout

We will also be asking the community and student organizations to donate items for baskets
as well. Our goal is to have approximately 20 plus baskets on the night of our event. Basket ideas
include:

Movies

Travel

Gift cards

Restaurants

Spas

Golf courses

Wineries

Sporting events

Amusement parks

Jewelry

Our goal for the first year is to raise between 1,050 and 2,200 dollars. We estimate to make a
three-dollar profit from each ticket sold for 15 dollars, and a profit of 30-80 dollars per basket.
We assume attendance will be between 150-200 people. The overall cost for the Arc will be
approximately 1,800- 2,400 dollars which will be covered by the cost of the ticket. If the Arc
teams up with a student organization on campus, then there will be no cost to rent the Great Hall.
Since this is a first-time event we will sell tickets cheaper to raise awareness for the Arc and

bring in consumers. Once this is an established event on campus, and the Arc is an established
organization we can raise more money from ticket sales by increasing the price of the event.

6. Administrations and Control

The Arc of Dunn County would be the main administrator of The Dinner on the Arc. A
second administrator can then be added by collaborating with a student organization on the
campus of the University of Wisconsin-Stout (Listed below are suggested organizations that
participate in volunteering and fundraisers).
By collaborating with one of these organizations, it will allow for The Dinner on the Arc
to be held for free in the Great Hall of the Memorial Student Center.
Organizations to Consider Partnering with:

Ally Initiatives Club

Event Technology Crew
Phi Upsilon Omicron - Tau Chapter (Phi U)
Stout Council on Family Relations
Greek Organizations:
o Gamma Sigma Sigma National Service Sorority (Gamma Sigma Sigma)
o Alpha Phi Sorority (Alpha Phi)
o Delta Zeta Sorority (Delta Zeta)
o Sigma Sigma Sigma Sorority (Sigma Sigma Sigma)

7. Communication and Timing

This event should take place the first weekend of December. However, planning should
start in early February due to the scope of the event. The event itself will be hosted on a Saturday
from six to ten pm.
Time Ling:
February to March Create a committee for the Dinner on the Arc event
March to September Gather donations and put out advertisements (Forming an excel
document containing companies contacted for donations and what they donated.)
August Begin selling tickets
December Event held first weekend

8.Appendix
8.1.
8.1.I.
8.1.II.
8.1.III.
8.2.
8.2.I.
8.3.

Redesigned promotional materials

Redesigned Pamphlet
Redesigned Website for Donations
Redesigned Logo
Questionnaire
Results
Dinner on the Arc Mock Up Poster

8.1

Redesigned Promotional Materials

8.1.I.

Redesigned Pamphlet

10

8.1.II.

Redesigned Website for Donations

11

8.1.III.

Redesigned Logo

12

8.2

Questionnaire

Sample Survey

13

Market Research
State of Being:
1. Select age
a. Under 25
b. 26-35
c. 36-45
d. 46-55
e. 56+
2. Marital Status:
a. Single
b. Married
c. Divorced
3. Average Income:
a. Under $30k
b. 30k-50k
c. 50k+
4. Number of people living in the house that are dependent of you: _________________
5. Employed:
a. Full Time
b. Part Time
c. Unemployed
Mental

1. Do you think donating is important? Yes / No

a. Why?
____________________________________________________________________
2. Do you think donations to charities change society? Yes / No
3. What types of charities are most important to you?
a. Food
b. Animals
c. Children
d. Medical
e. Research
f. Other
4. What encourages you to donate?
a. Advertisements
b. Personal Experiences
c. Testimonials
d. Ease of Donating
e. Other: ____________________________________________________________
5. Whats the easiest way for you to donate?
a. Online
b. Fundraisers
c. Impulse
d. Other _____________________________________________________________
Past and Present

14
1. Have you donated to a charity in the past year? Yes / No
2. What season do you generally donate in?
a. Spring
b. Summer
c. Fall
d. Winter
2. If you could help uplift your society, which way would you like to do so?
a. Fundraiser
b. Volunteer
c. Donate
d. Other: ____________________________________________________________
3. What is the easiest way to get ahold of you?
a. Phone (calls)
b. Phone (Text)
c. E-mail
d. Direct mail
5. Did your parents donate to charities during your youth? Yes / No
Future
1. Are you planning to donate in the next year? Yes / No
2. How frequently are you planning to attend a fundraising event for a non-profit organization?
a. Every week
b. Once a month
c. Every couple months
d. Once a year
e. Every now and then
f. Never
3. What would stop you from donating in the future?
___________________________________________________________________
4. What organizations do you plan to donate to in the future?
___________________________________________________________________
5. What would prevent you from donating to an organization?
___________________________________________________________________

Volunteering
1. Have you volunteered in the past year? Yes / No
2. What encourages you to volunteer for a charity?
_________________________________________________________________
3. What type of organizations do you like to volunteer for?
a. Food
b. Animals
c. Children
d. Medical
e. Research
f. Other: ______________________________________________________
4. Would you prefer to donate to a charity or volunteer your time?
a. Donate
b. Volunteer
5. Do you find volunteering to be something easier done with a group or individually?

15
a. Group
b. Individually

8.2.I.

Results

16

Season donated in
Number of people
16

15

14
12
10
8
6
4
2

2
0

Winter

Spring

Summer

Fall

Age Group

12%

18%

71%

Under 25

26-35

36-45

46-55

56+

17

Charities Donated To

20%

20%

10%
20%
10%
20%

Food

Animals

Children

Medical

Research

Other

18

8.3. Dinner on the Arc Mock Up Poster