Empowering Change to Shape Tomorrow: An Integrated Marketing Communications Plan for the Building Wealth Initiative

We are witnessing a renaissance — one where organizations are expected to be a community with a valued culture. With the rise of this wave, incorporating integrated marketing communications (IMC) into organizations is more vital than ever. This project uses the public relations theory of relationship management, and the marketing model of AIDAR (attention, interest, desire, action, retention) to craft a professional IMC plan for the Building Wealth Initiative (BWI), an Inland Empire nonprofit organization specializing in financial literacy and services. The project uses focus groups and secondary research through informal online observations to gain the essential understanding for creating the IMC plan. The expected outcomes of this project’s implementation include raising community awareness and engagement for BWI. Though this plan is made for BWI, its outline and content can be used by any person or organization to create an IMC plan of their own.