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Campaign Proposal 2012

Campaign Proposal 2012. Raise Awareness of JDRF and increase participation therefore generating an increase in donations for research. Draw in more registrations from outside of the eastern part of the state $ 300,000 statewide . Goals.

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Campaign Proposal 2012

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  1. Campaign Proposal 2012

  2. Raise Awareness of JDRF and increase participation therefore generating an increase in donations for research. • Draw in more registrations from outside of the eastern part of the state • $300,000 statewide Goals

  3. -Increase amount of walkers from the western part of the state to participate. • -Increase donations to $60,000 more than last year Objectives

  4. * Groups sharing a common interest in an organizating • Individuals diagnosed with Juvenile Diabetes • Family & friends of those diagnosed • Professionals working to treat Juvenile Diabetes (doctors, nurses, researchers, etc…) Public

  5. * Certain characteristics to help an organization reach goals • Our market includes ALL: • Genders • Ages • Levels of income • Levels of education Market

  6. Encourage people do donate through: • Use varying forms of media to educate publics • Advertise and hold events aside from the walk • Increase marketing to central and western South Dakota Our Plan to Do it

  7. Communication Tactics

  8. Interpersonal communication • Organizational media • News media • Advertising & promotional media Implement:

  9. Television • Magazines • Radio • Sanford • Billboards • Lewis Pharmacy • Sioux Falls Organizations • Sioux Falls Women, Moms Like Me, etc. Donations are Key

  10. Free Advertising: • Facebook • YouTube • Phone • E-mail Social Media

  11. Nonprofit Organization • 80% goal amount is attained yearly • Research to find a cure • Fiscal Year • July 1st – June 30 • Promotion begins in the fall • Majority December – January Financial Plan

  12. Proposed Timeline

  13. Based on a 12-13 month scheme • Beginning in February • Ending the following February • Most emphasis on months • November – January/ Early February Proposed Timeline

  14. February of 2011 • Receiving final data/ statistics about previous walk • Setting up dates for the 2012 JDRF Mall Walk • Setting goals and objectives for 2012 • Financial • Media partners • Begin search for major sponsors Proposed Timeline

  15. March – May • Finalize date with Empire Mall • Finalize major sponsor selection • Determine levels of sponsorship • June – September • Send out letters of sponsorship/awareness • Begin announcing on Facebook, Twitter, JDRF website, newsletters • Develop flyers Proposed Schedule

  16. October • Open website for online registration • Place first press release to media • Send registration reminders by Email, Text, Post mail • Post flyers for registration • November • Stress momentum for the walk • Send representatives to businesses and organizations to speak • Begin day of walk information brochure Proposed Schedule

  17. December • Radio interviews/ television spots • Prepare and order signage for day of walk • Issue second press release • Contact sponsors to determine any final requests Proposed Schedule

  18. January • Finalize number of preregistered participants • Day of JDRF Walk • Final registration of participants • Post signage of sponsors • Ensure designated photographer is prepared • After Walk • Review and Evaluate Proposed Schedule

  19. Post Walk • Review and Evaluate • Send letters of appreciation • Send press release of the walks success • Radio • Television • Newpaper/magazines • Place ads of gratitude to all who contributed Proposed Schedule

  20. Implementation reports: documents how the program tactics were carried out. Includes a schedule of progress to date toward implementing each tactic and identify and potential gaps, or delays that could hurt plan. • Progress reports: (For midcourse correction) • Final Reports/ Summative Reports: Review the whole of the program, the final gauge of how well the organization preformed. When to Evaluate

  21. After only Study: Implement a tactic, measure its impact. • Before and After studies: observing before any PR program is implemented, the initial observation provides a benchmark to compare studies that will be conducted later. (Measure support before the message) • Quantitative research surveys/ content analysis / cost-effectiveness studies/ readership studies/ head counts/ tracking feedback • Qualitative research interviews/focus groups/case studies Studies:

  22. By what criteria should the program be judged? • What Information is needed to make the assessment? • What standards and reliability are needed for the assessment? Evaluation Plan

  23. Enhance Message Reach • central and western SD • Get a donation for JDRF Mall Walk bracelets • Located at hospitals, pharmacies • Twitter • Bulk SMS marketing text messages Recommendations

  24. Executive Summary

  25. Proposal for actions during 12 month period prior to event • Walk date: January 28, 2012 • Fundraising Goal: $300,000 • Theme: “Wild for a Cure” • Location: Empire Mall, Sioux Falls, SD Annual JDRF Walk

  26. Identify Publics and Market • Generate advertising campaign • Hold event • Evaluate success Actions

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