______________________________________________________________

452 Communications
Emily Drago: Agency Director
Mattie Gainer: Research Director
Christine Corson: Tactical Planning
Caroline Arnold: Tactical Planning
Cassie Grimm: Creative Director

______________________________________________________________

Background + Situation
Analysis
History
Problem
Strengths

Opportunities
Threats
Weaknesses

______________________________________________________________

Research
Primary Research
-Interview with
corporate member
-Interview with MBE
-Interview with
minority student
-Millennials + social
media survey

Secondary
Research

-Industry
publications
-Government
requirements
-Untapped business
areas
______________________________________________________________
-Millennial social
media usage

Primary Research + Findings

______________________________________________________________

Interview with Corporate

Member
Key Findings:
CVMSDC has great resources and a
passionate staf
Corporate members are most driven by a
suppliers ability to meet their needs at a
competitive price
CVMSDC can improve communications

______________________________________________________________

Improvements to CVMSDC website

Interview with MBE

Key Findings:
Friendly, helpful, welcoming staf with great
services
CVMSDC is easy to contact by phone but
could improve email communications
Rarely engages with website or social media
sites
______________________________________________________________

Interview with Minority

Business Student
Key Findings:
Student was unaware of CVMSDC but aware
of the need
Minority students face adversity and believe
corporate sponsorships are a good way to
diversify the workplace

Online communications tools work best for

______________________________________________________________
millennials

Improvements to the CVMSDC website

Millennials and Social Media

Survey
Key Findings:
Over half of millennials polled spend more
than two hours a day on social media
Social Media is the second most influential
force for informing millennials about
businesses
50% of millennials engage with brands and
______________________________________________________________
companies
on social media

Secondary Research + Findings

______________________________________________________________

Secondary
Research
+ a
Industry
Publications:
Creating
win-win for corporations
Findings and MBEs
Why supplier diversity?
Success stories
What CVMSDC corporate members
are saying

______________________________________________________________

Secondary
Research A+tool
Government
Requirements:
for fostering
relationships
Findings
CVMSDC has the opportunity to be an
expert in the area of government
requirements
Communicating government
requirements to corporations could
help CVMSDC build mutuality between
corporations and minority suppliers
______________________________________________________________

Secondary Research +
Millennials
Findings
Millennials: the future of minority
suppliers

By 2025, millennials will account for 75% of

the global workplace

Reaching millennials where they are

Digital nativesstrongly linked by social
media
Hard to gain trust: Nine in ten believe that
companies share too much information via
______________________________________________________________
social media platforms.

Secondary Research +
Expansion on the Southeast Coast
Findings

______________________________________________________________

Secondary Research +
Expansion on the Southeast Coast
Findings
Newport News, VA

Shipbuilding, military, and aerospace

The Small, Women-owned, and Minorityowned Business certification program
(SWAM)

Wilmington, NC

Rapid growth in the 1990s

Ranked 14th Best Places for a Start-up
Wilmington Minority Professional Networking
Group (WMPNG)

Charleston, SC

Shipping terminals owned by SC Ports

Authority, Boeing, and the technology
______________________________________________________________

Objectives, Audience,
Strategies

______________________________________________________________

Audience

Poten
tial
Potential
corporate
members of
CVMSDC in the
Carolinas and
Virginia

Current
Current corporate
members of
CVMSDC in the
Carolinas and
Virginia

MBEs currently
MBEs
not Minority Entrepreneurs
using CVMSDCs
Young
______________________________________________________________
currently using
services
CVMSDCs

Objectives

Reposition
brand
Generate
perception
awareness
as a
of
trustworth
CVMSDC
Improve
y
among
the way
investmen
MBEs and
CVMSDC
t to both
corporatio
communic
MBEs and
ns by 2015
ates with
corporatio
year end
potential
ns
and
Increase
Increase
current
positive
online
clients
media
communic
coverage
ation by
______________________________________________________________
by 65%
40%

Strategies
Use segmented media to communicate
CVMSDC messages to target audiences
Communicate to both current and future
millennial entrepreneurs
Use face-to-face communication to
attract new corporations and MBEs
Create a defined company culture and
consistent
brand message to
______________________________________________________________
communicate positive brand perception

Tactics

______________________________________________________________

Media Relations
Pitch Stories
Media Kit
To
Staf Bios
community/busin
Brochure
ess news outlets
Press Release
Champions of
Invitation to
Diversity two
Speed Dating
page spread in
Event
Charlotte
Business
Journal
______________________________________________________________

Media Relations

Brand Perception
New Logo
Office Workshop

Elevator Speech
Brand Story

______________________________________________________________

Online Presence
Website
Content/Appearan
ce
Social Media
CVMSDC Industry
Blog

______________________________________________________________

Online Presence

______________________________________________________________

Online Presence

______________________________________________________________

Community Outreach
Engage with College
Entrepreneurship Programs
CVMSDC College Ambassador
Program
Philanthropic Work

______________________________________________________________

Special Events
Speed Dating/Networking
Event
Southeast Seminars

______________________________________________________________

Timetable

Budget
TACTIC

EXPENSE

ESTIMATEDCOST

Media Kit
Speed Dating
Southeast Seminars*
Brand Logo (optional)
OfficeWorkshop
Entrepreneurship Programs*

Materials/ Shipping
Catering
Travel (gas)
Graphic Designer
Catering
Travel Expenses

$250.00
$400.00
$140.00
$600.00
$120.00
$225.00

CollegeAmbassador Program

Printing/ Shipping
orientation materials

$50.00

Philanthropic Work

Craft supplies, Food,

Transportation

$700.00

WebsiteContent and Appearance

(optional)
TOTAL

FreelanceDesigner

$840.00
$3,325.00

______________________________________________________________

Evaluation
Objective 1: Awareness
Pre and post-campaign surveys to MBEs
and corporations not currently using
CVMSDC services

Objective 2: Reposition Brand

Pre and post in-depth interviews with MBEs

and corporations currently using CVMSDC
services

Objective 3A: Improve

Communication with
Current Clients

______________________________________________________________

Pre and post in-depth interviews with

MBEs and corporations currently using

Evaluation
Objective 3B: Improve Communication
with Potential Clients
Exit surveys at the three Southeast Seminars

Objective 4: Increase Positive

Media Coverage

Media impressions, story tracking and

Objective
5: Increase Online
content analysis

Communication

Track origin to website, measure number

of comments and posts on social media
______________________________________________________________
sites,
conduct content analysis on online
communication

Thank you!