Team USA

1. Team USA Virginia Special Olympics

2. Problem Statement Contributions to Virginia Special Olympics have declined, affecting the future of the organization and those who participate in its events. In 2010, individual contributions decreased by half from the previous year. The loss in contributions will begin to have an impact on the organization's mission. Without an increase in contributions, Virginia Special Olympics cannot afford materials and expenses needed to support future Special Olympics events.

3. Decline from 2009 to 2010 Donations Years Individual Donations to Virginia Special Olympics

4. Situation Analysis

5. Target Publics • Individual donors (new and established) • Individuals who participate in sports • Females age 25-44 in Central Virginia

6. Goal Our goal is to improve the public’s awareness of Virginia Special Olympics and subsequently increase donations from target audiences.

7. Objective Through a communication campaign targeting specific audiences, increase donations by 40% in the next 12 months.

8. Strategies and Tactic 1. Strategy (Awareness): Generate local awareness of the Virginia Special Olympics programs. Tactic 1.1: Blitz cards and QR code Brochures Key Message: • Blitz Cards--Upcoming Virginia Special Olympics events • Brochure--General Organization Information Measurement: Google Analytics Tactic 1.2: Professional and Collegiate Athlete Involvement Measurement: Athlete Participation, News Story Coverage, Event Attendance

9. Strategies and Tactic 2. Strategy(Acceptance): Create an emotional connection by outlining the benefits this program has on the Special Olympians’ lives. Tactic 2.1: Create a consistent commercial and billboard concept Key Message: Stories Measurement: Survey Tactic 2.2: Grocery store print materials Key Message: Stories Measurement: Survey

10. Strategies and Tactic 3. Strategy (Action): In an effort to boost donations, inform communities about donation decreases (using statistical data for support) and its consequences. Tactic 3.1: PSA Key Messages: Every penny counts, tangible financial impact Measurement: Survey and track calls/websites Tactic 3.2: Round up to the dollar program at grocery stores Measurement: Track transactions

11. Program Implementation

12. Budget $1,000 (Printing Budget) $500 (Survey Postage/Materials) $5,000 (Video Production Budget) $10,000 (Billboard) ------------------------------------ $16,500 (Total Maximum Budget)

13. Feedback and Program Adjustment • Survey • Donation Tracking • Google Analytics • Attendance • Phone Tracking

14. Questions?

15. Works Cited 2011 Annual Report. Rep. Virginia Special Olympics, n.d. Web. <http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/SO_11_Annual_ReportFINAL.pdf>. "Billboard Advertising in 300 Cities - Billboard Ads Company." Billboard Advertising in 300 Cities - Billboard Ads Company. N.p., n.d. Web. 09 Aug. 2012. <http://www.bluelinemedia.com/billboard-advertising>. "Countdown to January: 2013 World Winter Games." Be a Fan. N.p., n.d. Web. 09 Aug. 2012. <http://www.specialolympicsva.org/>. Day, Rhonda. "How to Measure the Impact of Billboard Advertising Campaigns." Helium. Helium, 01 Apr. 2007. Web. 09 Aug. 2012. <http://www.helium.com/items/629962-how-to-measure-the-impact-of-billboard-advertising-campaigns>. Special Olympics Virginia. 2009 Annual Report. Rep. Special Olympics Virginia, n.d. Web. 10 Aug. 2012. <http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/2009_Annual_Report.pdf>. Special Olympics Virginia. 2010 Annual Report. Rep. Special Olympics Virginia, n.d. Web. 10 Aug. 2012. <http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/SO_Annual_ReportFINAL.pdf>.

16. Appendix