An Advertising and Promotion Plan For a Nonprofit Educational Television Organization

Abstract

This advertising and promotion plan has been designed for a nonprofit television station in order to increase donation quantity and social media reach. Detroit Public Television is a nonprofit educational television station affiliated with the Public Broadcasting Service. It has a broadcasting range of the metro Detroit area and its surrounding areas of upper Ohio and parts of Canada. The target audience that Detroit Public Television will be pursuing in this advertising and promotion plan is males and females 18 to 30. This target audience has been chosen because Detroit Public Television has a vast social media following. Detroit Public Television's social media team is currently utilizing a number of social media pages on Twitter, Facebook, Instagram, and other social media outlets. The social media team, however, is new and is trying new ways of connecting to social media users around the area. They are doing a great job so far, but they are looking for new ways to advance their tactics of social media usage. The SIP starts with a review of current literature pertaining to advertising strategies and theories. These particular strategies are based on market segmentation, branding, marketing techniques, social media statistics, and internet marketing strategies. A key theory that will be used is a branding strategy known as "controlled branding". Controlled branding will be used for the actual social media plan that will span over months. An advertising and promotion plan will follow the literature review. This advertising and promotion plan will include a situational analysis, SWOT analysis, consumer data, social media plan, and print ad. The situational analysis will deal with the macro environment and microenvironment of Detroit Public Television, and will give key data on market size, trends, opportunities, and many other key aspects of the organization. The main goal of this advertising and promotion plan will be to increase Detroit Public Television's donation quantity and social media reach.