This summer, 451 Marketing’s 20 were divided into two teams, and given the opportunity to develop a full comprehensive marketing strategy for a local non-profit organization.
Cody Prudhomme, a rising Junior at the University of Massachusetts Amherst worked with Special Olympics Massachusetts
(SOMA), while Grace Wu a rising Junior at Boston University worked with Interise
, a non-profit dedicated to helping with the growth of small businesses.
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Team Special Olympics MA on presentation day![/caption]
What was your initial reaction upon being introduced to your client?
G: Interise’s logo reminds me of the Incredibles!
C: I was very excited to work with Special Olympics Massachusetts (SOMA) because I have volunteered at their events several times before.
What were some of the challenges of working on a team with 9/10 other interns?
G: Probably just meeting up with everyone since we work on different days and we have other intern work to complete. But I’m lucky to have really hardworking team members who are willing to stay around after work. We even take turns editing our Dropbox documents!
What were some of the challenges of working with a non-profit?
C: With SOMA, it was unique to have market an organization with the intention of recruiting volunteers instead of trying to promote a product per say. Also at a smaller company I found that many employees wear multiple hats, and they do not have the time or resources to fully dedicate themselves to designing a marketing plan with the assistance of an outside firm.
Could you briefly describe your team's final results and the recommendations you made to your client?
G: We completed several competitive audits and developed a strategy based on the research we had done. Our PR team put together a media list and press kit, which included a press release on Interise’s 10th
year anniversary event “Thrive!” and CEO Jean Horstman’s biography. Our social media team created a four platform social strategy as well as a blogging strategy that would improve Interise’s social network and presence as a socio-economical thought leader. And lastly, our SEO team made content suggestions that would optimize Interise’ web presence both on-page and off-page.
C: We developed a complete, comprehensive content strategy for SOMA, which encouraged posting on a daily basis across all social platforms. The acronym S.P.O.R.T. was used to diversify content topics (Supporters, Progress, Our Word, Recipes, and Training) to appeal to a wide variety of audiences. We developed a content campaign known as “Our Word” to help place the focus of the content on the athletes through a picture based campaign that relies on quotes from the athletes themselves. We also developed full PR and SEO campaigns designed to maximize the reach of our content campaigns and SOMA as a whole.
What was the most rewarding part of working with a non-profit organization?
C: Knowing that we were able to help a non-profit organization that runs with a small number of employees was extremely rewarding, but by far the most rewarding aspect for me was knowing that we helped position these hard working and dedicated athletes the credit and recognition they deserve.
What are a few tips you would give to others who are working with non profits?
G: Knowing the mission and the target audience is key! Then you know how to approach a wider audience and expand your goal.
As the interns return to school after a summer of hard work and growth, they take with them the experience of being able to have made a large impact on two great non-profit organizations that are now positioned to spread the goals of their organizations throughout the Greater Boston area and well beyond.
consisted of Abby Bunting, Alison Takahashi, Bryan Perley, Cambria Davies, FeiFei Ling, Grace Wu, Jackson Downing, Kayla Rodriguez, Lindsey Galvin and Raisa-Dielle Riikonen!
Team Special Olympics Massachusetts
consisted of Abigail Weit, Carly Meyerson, Cody Prudhomme, Daniel Griffin, Gianni Frattoli, Ivy Hsuan-Yu Hou, Kayla Setters, Kelly Caprio, Matt O'Connor, Sara Borestsky and Wylie McKenzie!
*Compiled by Cody Prudhomme, Journalism and Economics majors at University of Massachusetts Amherst (Class of 2016).