1 of 27

Edesia Nutrition

01

Edward Cardarelli, Shelby DeGrenier, Adam Kaiser, Mckenzie Phelps

Marketing Strategy Proposal

Donate Today, Feed a Child Tomorrow

2 of 27

Today's Agenda

2

Brief coverage of research

Introduction of target market

Slogan/SWOT

Promotional campaign

Concluding statements

3 of 27

3

Research

4 of 27

Our Findings

4

After reading some information about Edesia, would you be interested in making small monthly donations?

Are you consistently donating to a non-profit organization? If so how frequently?

5 of 27

Our Findings Continued

Americans donated $471.44 billion in 2020, 5.1% increase from 2019

Accounted for 2.3% of GDP in 2020

In 5 of the past 6 years charitable giving by individuals has increased
The largest source of donation came from individuals (69%) in 2020

Foundations 19%
Corporations 4%

Americans donate 7x more than Europeans
60% of households participate in charitable giving

5

Source: National Philanthropic Trust, The Philanthropy Roundtable, Define Financial

Donors that set up recurring monthly donation give 42% more than one time givers

6 of 27

Competitors

6

Direct Competitors:

7 of 27

7

Target Market

8 of 27

8

26-45 year olds

60% of households headed by 26-45 year old donate

Middle/ Upper Class

A third of low income (25k-45k per year) individuals donate annually
97% of wealthy households donate annually

Source: Philanthropy Roundtable

9 of 27

9

Reasons for Selecting Target Market

Young, long-term donors
Ability to spread awareness on their own social media
Get other friends and families involved
Currently in the workforce - annual income

10 of 27

10

Slogan/SWOT Analysis

11 of 27

11

“Donate Today, Feed a Child Tomorrow”

Our Slogan

12 of 27

12

S

W

O

T

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

-Products that are proven to work

-Strong message that inspires people to help

- Low social media presence

-No major streamline of monthly donations from the community

-Reaching and converting new demographics

- Expanding into more countries

- Other large nonprofit organization

ex: American Red Cross

-Platform and provider confusion

13 of 27

Edesia’s Current Issue

Not enough annual donations

Widen and amplify the public’s awareness of Edesia’s name and purpose, generate year-round donor support from our target market

Increase Edesias website clicks by 50% in the next year

13

14 of 27

14

Promotional Campaign

15 of 27

Promotional Mix

Social Media Advertising

Instagram
Facebook

Partnering with Small, Local Businesses

Round up option
Tip jar

Celebrity Endorsement

Ryan Reynolds
Blake Lively

15

16 of 27

16

Social Media Presence

Facebook and Instagram ads
Targets individuals
Attracts people to website
Promotes awareness on large scale
Shareable
57% of users are within target market
“Charitable giving tools”

Set up recurring monthly payments through app

17 of 27

17

All in one tool for creating, managing, and tracking
Exposes campaigns to specific target markets
ROI tracking
Budget depends on average cost-per-purchase of product, and risk tolerance

Facebook and Instagram Ad Manager

18 of 27

Celebrity Endorsement: Ryan Reynolds and Blake Lively

Liked by target market
Family image, likeable, no past controversies
History of charitable giving

Donated $500,000 to a Canadian clean water charity
Donated $1 million to the U.N refugee agency for Ukraine
Donated $1 million to NCAAP and ALCU

18

19 of 27

Ryan Reynolds and Blake Lively Instagram Plan

19

Instagram

Ryan Reynolds 42.9 million instagram followers
Blake Lively 32.1 million instagram followers

Train and educate Reynolds and Lively on Edesia cause

Social media scripts, monthly posts
Simple/easy plan

Volunteer in Africa to distribute products

Videos

Low Cost

20 of 27

20

Partnering with Small, Local Businesses

Tip jar goes to Edesia
Credit/debit card reader prompt to round up to the nearest dollar as a donation to Edesia
Small Businesses

Personable
Trustworthy
Convincible

21 of 27

21

22 of 27

22

23 of 27

Promotional Mix

Our 3 promotional mixes blend together
Ryan Reynolds and Blake Lively have a large following on social media and are very well known celebrities
Through the promotion of Edesia on Facebook, Instagram and our celebrities, people will be more likely to make consistent donations

23