The course description and project scope outlined for "Integrated Marketing Communications Plan" (Mark 2400) are tailor-made for LDAC's current strategic action plan. A key component of our plan is to drive traffic to our website (ldac-acta.ca) for support of our mission. And a key driver for that is Google Adwords. We have recently been approved for a non-profit Google Grant for Adwords, allowing us to use up to $10,000/month in free Adwords advertising ($329/day).

The challenge is to maximize the Adwords Grant by developing effective campaigns, ads, ad groups and keywords that utilize the ad allocation and maximize clicks to our website. Ultimately we want to attract and engage new supporters to sign up for e-newsletters and to donate to our cause.

LDAC Vision:

A Canada where people with learning disabilities have equal opportunity to reach their potential, and to thrive in their communities.

LDAC Mission:

We work nationally with our regional and local partners to build awareness about learning disabilities in communities across Canada. We help empower those living with learning disabilities to achieve their educational, employment, health and personal goals.

Deliverables for the project could include:

• Overview of target market and rationale
• Social media strategy
• UnBounce and Google Adword analysis
• Media recommendations - including website names, magazine titles, newspaper titles, etc.
• Example of potential web banner ad
• Budget of proposed activities
• Posting online or web video ad (optional)
• YouTube strategy (optional)
• Event sponsorship recommendations coupled with catchy PR story
• Additional creative marketing ideas.