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An Integrated Marketing Communications Plan for Watsi

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Joe Bucher's thesis project for an MA in Integrated Marketing Communications from St. Bonaventure University. Aug. '14
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  An Integrated Marketing Communications Plan for Presented by Joe Bucher  An Integrated Marketing Communications Plan or WatsiBy Joe BucherIMC Class o 2014IMC 830: IMC Campaign ProjectSubmitted in partial ulfillment o the requirements or the degree o Master o Arts in Integrated Marketing Communications in the Graduate School o theRussell J. Jandoli School o Journalism and Mass CommunicationSt. Bonaventure University, St. Bonaventure, New York March 2014 Approved ____________________________________ IMC Program Director: Brother Basil J. Valente, O.F.M. Date _________________________________________  3 Executive Summary One billion people worldwide do not have access to the resources needed to afford vital medical treatments.Watsi’s mission is to address this global issue that has not received the adequate attention and care that it should. Watsi, a nonprot crowdfunding organization, provides funds for patients needing low-cost, high-impact procedures in underserved countries. Despite being a new, small, startup nonprot organization, they have had a substantial impact on the international healthcare model. However, there are still plenty people who need help and no shortage of people that could donate.To increase the number of patients Watsi can help across the globe, an integrated marketing communications plan must be implemented. This plan will use traditional, digital and event marketing to increase awareness of Watsi’s brand, the target market’s understanding of crowdfunding, and the amount of unique donors to Watsi over one year.It will also create a community of like-minded philanthropists that can help Watsi understand the evolution of its target audience while creating a conversation about the international healthcare crisis.
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