Content

1. Executive Summary

1. Purpose of the Plan

This marketing plan aims to serve as a tool for administering the initial launch of a not-for-profit cause to bring awareness and relief response to the environmental disaster that attacked the Philippines beginning September 27, 2009. The cause ultimately intends to seek the support of the general public across economies, regions, and social status. However, for scholastic purposes and constraints, the cause will initially be introduced to target market segments of volunteers actively participating in not-for-profit support.

2. Brief Description of the Cause.

Rain Love on Manila is a not-for-profit cause that seeks to use the graphic design of its identity to raise awareness and funds as a response to the call for relief in the Philippines after the series of natural disasters since September 2009. One of the steps in accomplishing this goal is by the production and sale of graphic tees globally, the proceeds of which will be distributed among a list of beneficiaries in the Philippines. Another is by the promotion and collection of old clothes, medicines, canned food, and other daily consumables to create care packages for shipping back to the victims in the Philippines. The ultimate goal of the cause is to develop and execute creative means to use the identity design to promote compassion and generosity for the Philippine community; therefore, the steps toward that goal can be numerous. However, for the sake of this academic exercise, the focus of this report will be on the marketing of Rain Love on Manila as a cause that seeks the production and sale of graphic tees. Therefore, the role of the marketing plan is to appeal to an audience that will support Rain Love on Manila in terms of that particular function.

3. Parent company's broad positioning. The organization behind the cause of Rain Love on Manila seeks to become a product leader, a market maker or an innovator.

2. Brand Name and Product Positioning

1. Rain Love on Manila

2. Broad Positioning: Product leader/Market maker/Innovator

3. Specific Positioning: Best designed

4. Value: More for more. You get more emotional gratification, for

donating more time, money, and resources.

5. Total Value Positioning:

Rain Love on Manila is a unique initiative to raise awareness and relief response for the victims of the super typhoons in the Philippines from September 27 to October 15, using design. The design is an identity of relief - which can be used to brand any relief effort by both volunteer members or target partner organizations. The first effort is a branded shirt campaign, wherein shirts bear the logo of the cause, and are sold, and/or sold and sent to a victim. The second effort is a branded care package drive, which will be shipped to Rain Love on Manila volunteers that will distribute them accordingly. The cause of Rain Love on Manila is open to creating and executing more branded efforts in order to fuel awareness and generosity back to the Philippine community.

Rain Love on Manila is the only cause that gives the option of clothing the victim. It is also the only cause that is supported internationally. Rain Love on Manila is the only cause that grows with their supporters' ideas. It is the only cause that has both online and physical distribution methods. Rain Love on Manila is a call to act and not just to empower. Rain Love on Manila is a cause that seeks not only buyers of the shirt, or donors of care packages, but volunteers that will keep supporting the cause and its various methods of spreading awareness and providing relief.

3. Situational Analysis

1. Current market analysis.

There is no accessible data that measures the total amount or activity of volunteers in the Philippines connected to the relief of super typhoons Ketsana/Ondoy and the following others. However, volunteering to help was issued in several forms, such as:

1. responding to the disaster site and saving victims from imminent danger

2. providing means to save victims via rafts, surfboards, jet skis

3. housing victims in evacuation centers

4. collecting, packing, transporting and donating care packages for the victims

5. cleaning the damaged property

6. donating money to organizations

7. hosting benefit parties

8. conducting benefit concerts

9. attending benefit activities

10. calling out to Filipino organizations abroad for assistance

11. designing and selling shirts with inspirational messages and donating the sales to the victims

There are several groups that have organized relief operations, whether or not they belong to the official list of agencies that have the authority to conduct national fundraising campaigns.¹

However, since the aim of the cause and consequently this marketing plan is to reach out to volunteers everywhere, there are findings on volunteer statistics in the US that can be analyzed.

The Bureau of Labor Statistics of the US Department of Labor reports that in 2008, approximately 61.8 million people, volunteered for or through an organization at least once. According to the report, women volunteered more frequently than men despite age differences, educational attainment, and other similar demographic aspects. Individuals between the ages of 35-44 also were found to be most likely to volunteer. Those who have attained a higher level of education volunteered more frequently. People who are currently employed volunteered more than those who do not have any jobs.²

Of the different ways to volunteer, the most common activity that people engage in is fundraising, followed by tutoring or teaching. Men offer manual labor, supervisory and/or management skills, while women fundraise, teach, collect, prepare, distribute and serve food. Findings also state that college graduates are found to readily offer services in terms of managing or teaching others. And, most volunteers decide to offer their services to a cause most often because they were asked by someone already active in the same cause.

Based on primary data gathering research, of which the 27 respondents are within ages 20-36, all Facebook users, with a 1:3 ratio in favor of women, volunteers have most commonly attained the educational level of bachelor's degree. These volunteers most commonly work full-time and study full-time, rent their current place of residence, do not have kids, and earn a steady source of income. The same respondents belong to the following fields: advertising, marketing, PR, legal service, architecture, teaching, public service, etc. The media they most often use include Internet search engines, Internet emailing, followed by Facebook, TV, and print magazines and newspapers.

Findings show that the top reasons the respondents volunteer are because:

1. It is a chance to help others
2. It allows them to give something back to society
3. It allows them to support an important cause
4. It makes them feel like they're doing a good job
5. It will improve the community

On the other hand, the least common reasons the respondents have for volunteering are:

1. To socialize with people like them
2. Because they know someone who has benefited from the organization
3. Because they can build a network of contacts

Volunteers also are most ready to offer money, followed by managerial and organizational skills, talents, and resources both material and contact. However, volunteering becomes difficult to accomplish and/or sustain because of schedule, financial liquidity and the lack of information how to begin volunteering.

Most individuals who volunteer learn about the opportunity from personal contact. About 40% become involved because someone asks them and over 25% learn about the work from a relative or friend involved in the activity. Less than 20% seek out the activity on their own. 3

4. Segmentation