Kyla Brooks

April 23, 2017

Malin M 12:10

Integrated Marketing Communication Plan: The National Coalition of 100 Black Women

Slide 1: Title Slide

Slide 2: Situational Analysis
- NCBW launched on October 24, 1981
- A non-profit organization dedicated to its mission to advocate on behalf of black women and girls to
promote leadership development and gender equity in the areas of health, education and economic
empowerment.
- Having several local chapters allows NCBW to focus on the advocacy priorities that impact their
cities the most, but the chapters communication with their audiences has been a challenge
(communication in this case including active engagement between the chapter and its audience as
well as the audience with each other about NCBW).
- With this understanding, the potential to address specific issues relevant to the citys demographic
must be considered.
o Great opportunity for this in DC Chapter
o Not only is D.C. the political epicenter of America, but over 52% of the women are black. Due
to health issues that disproportionately affect high rates of black women, these circumstances
are the catalyst for a highly personal, political and profound statement for NCBW.
Slide 3:
- Goal: educate African American millennial women about the health priorities of NCBWs Metropolitan
DC Chapter for 2016.
- S.M.A.R.T. Objective: Gain 60 members of women ages 18-24 in the National Coalition of 100
Black Womens Metropolitan DC Chapter by the end of October 2017.
 - Audience: The audience for the National Coalition of 100 Black Women are black women and girls of
all ages. However, to ensure the success of this campaign, it is important to determine publics.
Publics are active audiences, meaning that its members share common interests, have shared
consequences, and face similar issues that they all are conscious of.
o This campaign targets black women between ages 18-24 who are currently enrolled in a
prominent DC college or university. This is a key public to target due to their fast-paced
lifestyles that usually lead to the neglect of their healththeir physical, sexual and mental
health all suffer.
- For black women, this can be a potentially grave situation because they are more prone to
potentially fatal health issues in the future (i.e. HIV or breast cancer
- Additionally, black women in college are avid users of social media which will be a crucial component
of reaching out.

Slide 4: Strategy
- NCBW celebrates its 35th year, the organizations mission remains unchanged. This monumental year
is the perfect time to re-establish this organizations dedication to the mission in a profound way.
- There is no better time to remind often unrecognized black women to reclaim that their lives matter
too by putting their health first. Therefore, I want to address health that affect black women.
- The National Coalition of 100 Black Women takes on a massive commitment to help eliminate health
disparities, prevent/decrease mortality, improve health outcomes and access to affordable health
care, encourage culturally competent research on chronic diseases affecting African American
women while increasing the quality of life for black women. These broad goals all require one
common thingeducation
- We are more prone to various health issues than most other American demographics. College
women have very active lifestyles, and their health often takes backseat too early in life, sadly
continuing throughout the rest of their adulthood. Black womens health should not be at the bottom
of our list of concerns.
- The DC chapter is in a unique position to educate our sisters their health.
- From this belief, the Get Black About Health campaign was born. We want black women to know
that several health issues target them disproportionately and that these black health issues must be
taken personally to create change.

Slide 5: Key Messages

 - Key Messages serve as the main point, issue or take away that we want our public to understand and
comprehend. The key messages serve as the thread that ties all the other information together. Our
overall message to Get Black About Health conveys that there are health issues that
disproportionately affect black women. We want our public to personalize these issues so they will
seek more education and act in ways that will help us meet our goals and objectives. Because of
this, we need all our key messages to elicit various emotional responses, and we will support these
messages with relevant information using our tactics.
- Key Message 1 (overall message): Our health is personal.
o This echoes the sentiment behind our Get Black About Health campaign. We want black
women to be subjective about their health so they will learn the risks they face at their unique
intersection or race and gender.
- Key Message 2 (overall message): My health is beautiful
o A play off the well-known saying, My Black is Beautiful, we want black women to see their
health in a positive light by being informed.
Slide 6: Key Message 3 (August) -- HIV is Not for Us
o HIV disproportionately affects black women, especially in the Metropolitan DC area. We
want to send the message that despite this well-known fact, we can be informed and
prevent the spread of this disease through education.
Slide 7: Key Message 4 (September) -- Black Girls are Healthy Too
- We want to encourage the idea that black girls can be healthy. Childhood obesity threatens the
health of one-fifth of the nations African-American girls, but many are our girls are capable of
being just as healthy as the rest of them. We want older black women to take responsibility for
their little sisters, daughters, nieces and friends. Our Girls Are Missing.
- This chilling message catches attention, a very necessary thing for sex trafficking. Child sex
trafficking is a very overlooked topic, and we want to be clear that we notice that black girls are
the most affected.
Slide 8: Key Message 5 (October) -- Pink is NOT the new Black
- Breast cancer has the highest mortality rate for Black women even though we are less likely to
get it. This message is meant to convey that although black women are dying at alarming rates
because of cancer, it is not meant for us.
Slide 9: Key Message 6 -- Our Girls Are Missing.
 - This chilling message catches attention, a very necessary thing for sex trafficking. Child sex
trafficking is a very overlooked topic, and we want to be clear that we notice that black girls are
the most affected.
Slide 10: Key Message 7: Were Not Angry.
o Too often, we are labeled as angry black women. Mental health issues are often
overlooked in the black community, and that anger could be indicative of so much more.
We want to dismantle that stereotype and open up black womens minds to learning about
and treating their mental health.
o Good month to focus on mental illnesses as people experience seasonal depression
Slide 11: Key Message 8: Black Hearts Beat
o Heart disease is the leading cause of death in black women, but most black women are
unaware of this fact. This jolting message is meant to instill fear without being too terrifying.

Slide 12: Infographic a small fact sheet related to health issues addressed in our campaign
- Tactics are the tools that we employ to carry out the campaign.
o Reasons these specific tactics are necessary
One of the major threats of this organizations success is the lack of recognition
amongst the younger generation of black women in DC. Ignoring issues that impact
black women will impede DC chapters success going forward. At worst, the lack of
recognition amongst these women can lead to the future extinction of this chapter.
The women we are targeting with this campaign are avid users of various social
media platforms, and often look to them to find their news and learn about ways to
get involved. Strong social media presence can increase the organizations ability to
communicate with the public. Once communication becomes easier, it will increase
the accessibility of the organization.
However, accessibility is a useless resource without abundant information. This calls
for strong sources (beyond social media) that provide our public with information
about the organization and its history, mission, core values, and programs. This
information must be comprehensible, professional and detailed.
- This is an example of an infographic for HIV/AIDS

Slide 13: Tactics

- There are several other tactics (or tools) we will use
 o Blog: This post is less than 400 words and will be designed to further engage our public
around the goals of the Get Black About Health campaign. This blog is meant to be
informative, lighthearted, and relevant
o Digital Ad: This visually heavy, promotional ad will have messaging that is transferable
across several platforms (mobile, print, TV, radio).
o Ezine: This publication consists of two feature stories no longer than 600 words each and
four column articles no longer than 350 words each. This will be released monthly and
include engaging graphics, fonts and photos.
o Facebook Strategy: This will be the official Facebook page for the campaign. It will include
photos, videos, links, news of interest, events and inspirational quotes that will attract our
targeted public.
o Feature Story: A 1,200 word long-form story on a topic relevant to the organization and
campaign. This story is meant to be engaging, interesting and persuasive to help advance
the goals of the campaign.
o Microsite: The microsite is designed to launch and promote the campaign. It can be
considered the home base for our campaign that reflects our messaging and sets the
foundation for the campaigns aesthetic. There will be links to all social media channels as
well as the other various tactics used. This site will include information about the
organization and the campaign and links to the various tactics
o Podcast: This podcast will feature a special guest, and surround an issue or event in our
campaign.
o Social Media Release: This tactic serves as a one-stop-shop where the media and our
audience can stay up to date regarding a key story relating to our campaign. All relevant
information is in one place and serves to spark and host conversations.
o Sponsored Facebook, Instagram and Twitter posts: These posts are paid media that will
promote the campaign in some way.
o YouTube Video: This video will introduce a product, service or issue rewlated to your IMC
campaign. The video is meant to be entertaining, informative and in alignment with the
messages of the IMC.
Slide 14: Conclusion