Campaign Book Final(Int)

7/30/2019 Campaign Book Final(Int)

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ymbi agency

APR 433: Public Relations Campaigns


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Young Minds, Big Ideas Agency

Alex MashburnHaley Scanlan

Erin WaitsLouanne Elliott

Rebecca HowardKelly Watson

Chase Eley

APR 433: Public Relations CampaignsDr. Kenon A. Brown

ymbi agency

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Executive Summary

YMBI Agency was presented with a unique opportunity to work with United Cancer Survivors of America

Inc. (UCSA), a 501 (c)(3) nonprot based in Hoover, Ala. YMBI began this process by conducting a thorough

situation analysis of UCSA and its two previous organizations, Students of Survivors (SOS) and Athletes

Kickin Cancer (AKC), which are now scholarship programs within UCSA. Because of UCSAs competitive

advantage over other nonprots, YMBI found that the organization has a huge opportunity for expansion. In

order to grow into a nationally recognized nonprot, UCSA must develop strategic ways to build awareness

and create sustaining fundraising initiatives to develop strong relationships within its local community.

Upon coming to this conclusion, YMBI constructed two strategic goals for this campaign. The rst goal

was to increase awareness and establish a positive perception of UCSA and its new brand identity in

Tuscaloosa and Jefferson counties. The second goal was to create a sustaining fundraising initiative

for UCSA in Tuscaloosa and Jefferson counties. YMBI accomplished these goals in Tuscaloosa by

implementing Break Habits, Beat Cancer 2013, a short-term campaign that took place the week before

the University of Alabamas spring break. Through awareness tables, various bar events and a donation

incentive program focused on a theme of cancer prevention and awareness, YMBI raised $1,055 for

UCSA. Break Habits, Beat Cancer 2013 also generated 11,827 social media impressions in just nine days.

In order to assist UCSA in accomplishing its goals in the Jefferson County area, YMBI created a long-

term campaign called Expanding UCSAs Foundation for the Future. This campaign targets college

students; high school parents, faculty and administration; and local businesses and allows UCSA to build

a strong foundation in its local community. Through various print, face-to-face and online tactics that

YMBI has created for the organizations use, YMBI believes that UCSA can develop lasting relationships

with these target audiences in Jefferson County and raise funds in preparation for its future expansion.


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T a b l e o f

chapter three:break habits,

beat cancer 2013

chapter one:

introduction

Overview

ClientBackground

Agency Prole

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4

5

chapter two:campaign focus

SituationAnalysis 8

ProblemStatement 11

AudienceProle 12

Primary ResearchSummary 15

11Goals

Introduction

Objective OneStrategy, Tactics,Evaluation

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18

20Objective TwoStrategy, Tactics,Evaluation


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appendices

C o n t e n t s

chapter fve:

campaign logistics

ImplementationBudget 34

35Proposed Long-TermBudget

36Short-Term CampaignTimetable

37Long-Term CampaignTimetable

chapter four:

expanding UCSAsfoundation for

the future

Introduction

MissionStatement

2223

24College StudentsObjectives, Strategy,Tactics, Evaluation

28

High SchoolAdminstration,Faculty & ParentsObjectives, Strategy,Tactics, Evaluation

30Local BusinessesObjectives, Strategy,Tactics, Evaluation

ReferenceList A-1

Demographics B-1

PrimaryResearchInstrument D-1Short-TermTactics E-1

C-1MediaOutlets

Long-TermTactics E-14EvaluationResearchinstruments F-1CampaignContactInformation G-1


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Chapter One


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4

Introduction

Overview

In Public Relations Campaigns (APR 433), students are given the opportunity to work with a real client inimplementing a short-term campaign and developing a long-term campaign for the organizations targetaudiences. By having the opportunity to implement an actual campaign, students obtain valuableexperience and insight into the research, planning and development of public relations strategy. Thissemester, two student agencies are working with United Cancer Survivors of America Inc. (UCSA), aunique nonprot based in Hoover, Ala. Patricia Lee is the founder and president of UCSA and can becontacted by phone at 205-790-0366 or by email at [email protected].

Client Background

UCSA was founded on Dec. 1, 2012, by Patricia Lee and is based in Hoover, Ala. This new nonprot is aunion of Lees two previous organizations, Athletes Kickin Cancer (AKC) and Students of Survivors (SOS),which are now scholarship programs under the umbrella of UCSA.AKC was founded in March 2006 by Patricia Lee and is based in Hoover, Ala. The mission of the AKCscholarship program is to provide college scholarships for senior high school athletes who have foughtcancer and undergone cancer treatment while still competing in sports. The program is open to all 50states and provides at least one scholarship per year. AKCs scholarship is called the Champion of Lifescholarship, and the minimum amount awarded to the recipient is $1,000. AKC also provides monetarygifts to the winners of its Inspiration Award and Athletes of the Month.

SOS is a byproduct of Patricia Lees AKC scholarship program and is also open to all 50 states. Leefounded SOS to provide scholarships for children whose parents have survived cancer. According to theSOS website, these parents have been hit nancially with the costs of treatment and medical bills.Consequently, many do not have the means to send their children to college. SOS awards onescholarship per year to a student whose parent has fought cancer sometime during the students fouryears of high school. Along with the $1,000 scholarship, the recipients family is also awarded matchingfunds to assist with medical bills and expenses.


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Agency Prole

Ambitious,innovative, driven. YMBI is an agency focused on extending all thedynamic characteristics that young public relations professionals possess tobenet every tactic, every campaign, every client. We are a group of young mindswho consistently formulate and execute big ideas. Each member of YMBI Agencyexhibits a unique set of skills and mindsets that allows us to efciently approachand resolve every problem from the research stage all the way to a camaignscompletion and evaluation.

Introduction


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Rebecca HowardMedia Relations Coordinator

Rebecca Howard will graduate in May 2013 with a Bachelor of Arts inCommunication. She is majoring in public relations while pursuing a minor in arthistory. Rebecca is currently the campus representative for PINK by VictoriasSecret, the top loungewear brand in the country. As a campus rep, she conductsregional market research and implements branding events and mediacampaigns to raise awareness and excitement about the brand.Rebecca works as media relations coordinator for YMBI Agencyand coordinates any and all print and broadcast media efforts. 6

Alex MashburnAgency Leader

Alex Mashburn will graduate in May 2013 with a Bachelor of Arts inCommunication. She is majoring in public relations while pursuing minors inconsumer sciences and computing technology and applications. Alex is amember of the University of Alabama (UA) PRSSA executive board and serves a

an account executive for the on-campus public relations rm, Capstone Agency.Through these and other roles, she has developed strong leadership skills and apassion for public relations. Alex is the agency leader of YMBI Agency andoversees its day-to-day operations as well as assists in research, planning,implementation and evaluation.

Agency Prole

Haley ScanlanResearch Director

Haley Scanlan will graduate in May 2013 with a Bachelor of Arts inCommunication. She is majoring in public relations while pursuing a minor ingeneral business. Haley has been working as the assistant professor to Dr.

Stanley E. Jones in the UA Aerospace and Engineering Department since May2012. In this position, she has had the opportunity to participate in many researcexperiments to determine the best course of action to reach an outcome.Haley serves as the research director of YMBI Agency and has worked toevaluate results to help determine several aspects of the campaign.

Erin WaitsCreative Director

Erin Waits will graduate in May 2013 with a Bachelor of Arts in Communication.She is majoring in public relations and pursuing a minor in English. Erin has been

working as the assistant to the director of special programs of the UA Systemsince August 2012. In this position, she has had the opportunity to participate inthe research and development of various marketing and community relationsprograms. She is also a member of and writes for the UA PRSSA newslettercommittee. Erin is the creative director of YMBI Agency and creates and designscampaign materials such as the campaign proposal, campaign book and theagencys identity system.


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Kelly WatsonDirector of Public Relations

Kelly Watson will graduate in May 2013 with a Bachelor of Arts inCommunication. She is majoring in public relations while pursuing a minor

in business management. Kelly currently serves as co-captain of the ESPNUCampus Crew, a student marketing group focused on increasing awarenessand excitement of ESPNU on campus through social media, event planning andon-site premium distribution. Kelly has also worked with a variety of studentorganizations on campus, specically within the communication realm, such asthe Student Government Association, Student Recreation Center and Pi Beta Phsorority. Kelly serves as the director of public relations and special eventsassistant.

Chase EleySpecial Events Coordinator

Chase Eley will graduate in May 2013 with a Bachelor of Arts in CommunicationHe is majoring in public relations while pursuing a minor in computersciences. Along with participating in many research initiatives and campaigns,Chase worked as a team leader while developing a communication plan

alongside the Autism Society of Alabama in 2012. After graduation in May, Chaswill be attending law school in Birmingham at Samford University, CumberlandSchool of Law in hopes of earning his JD. Chase serves as the special eventscoordinator for YMBI Agency and plans, schedules and coordinates all specialevents for YMBIs short-term campaign.

Louanne ElliotSocial Media Coordinator

Louanne Elliott will graduate in May 2013 with a Bachelor of Arts inCommunication. She is majoring in public relations while pursuing a minor inEnglish. Throughout college, Louanne has assisted the Alabama International

Justice Mission leadership team as advertising coordinator. In this position, shehas arranged and evaluated publicity efforts by creating fliers and press releaseand conducting surveys. In fall 2012, she also created media kits and campaignplans for the Autism Society of Alabama. Louanne is the social media coordinatfor YMBI Agency and has worked to develop a strong digital presence.


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Chapter Two


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Campaign Focus

Internal ImpedimentsIn order for UCSA to operate at its highest efciency, additional employees are needed. Each staffmember needs a specic job, not just a title. An increase in staff would also help in reaching all 50 stateswith scholarships as UCSA could allocate duties to more employees. In addition, the organization needsto honor the merger of AKC and SOS internally. On the UCSA website, there should only be a scholarshiptab linked to a description of the two awards instead of having three different websites. By calling eachscholarship a program with titles of old organizations, audiences could get confused.

External EnvironmentSupporters

According to the AKC website, past sponsors include Doug Bell Communications, Concord FinancialGroup (Birmingham, Ala.) and Mesothelioma Center (Orlando, Fla.). According to the SOS website, pastsponsors include Bruce Ofce Supply (Birmingham, Ala.), El Gringo Restaurant (Birmingham, Ala.),Mesothelioma Center (Orlando, Fla.), Megan Davis Salon (Hoover, Ala.), The Stewart Organization(Birmingham, Ala.), Starbucks (Lakeshore, Ala.) and Wined Down (Hoover, Ala.). WorkPlay Theatre,located in Birmingham, Ala., is also an ongoing sponsor and the venue for the SOS Music Fest.

CompetitionIn the Birmingham area, there are other nonprots that benet cancer survivors and are competing withUCSA. The American Cancer Society has a branch in Birmingham and a Facebook following of 597. TheAmerican Cancer Society Junior Executive Board of Birmingham (JEB) also hosts a fundraising event at

WorkPlay Theatre called Black Out Cancer. Since the Black Out Cancer event was created in 2003, JEBhas raised close to $600,000, according to acsevents.org. Birmingham news anchor Brenda Ladun alsohosted her 8th Annual Brenda Ladun 5K/1 Mile Conquer Cancer Run on March 3, 2012.

According to komenncalabama.org, the Komen North Central Alabama Afliate was formed in 1994. In2012, they held the 21st Annual Susan G. Komen North Central Alabama Race for the Cure. Susan G.Komen for the Cure is a national nonprot that has invested almost $2 billion working to end breastcancer.

External ImpedimentsSome external impediments include the recent name change, the poor economic situation, andcompetition from other cancer organizations. UCSA is also geographically limited to the state ofAlabama; however, UCSA would like to expand to other states. Although most of the sponsors are fromAlabama, where the organization is based, most scholarship recipients have come from other states. The2012 SOS scholarship winner Alicia Ducett is from Georgetown, Ky. Past Athletes Kickin Cancerscholarship winners have come from Pennsylvania, Colorado and Alabama.


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Public PerceptionWith the new merger of AKC and SOS, UCSA lacks awareness and a positive perception of its new

identity and scholarship programs. Although UCSA has its own website, there is a lack of communicationopportunities with its target audiences through the website. There is no contact form, and the site onlyprovides the email addresses for the organizations staff. To build a positive perception of itsorganization, UCSA must communicate with its target audiences in an efcient and timely manner. At thepresent time, UCSAs website only serves as an information hub; however, it must become interactive tobuild a sustaining donor and volunteer base.

UCSAs Facebook page currently has 67 likes. For UCSA to achieve its goal of becoming a nationallyrecognized nonprot, it must obtain a much larger following on social media since its target audiencesuse social media on a daily basis. The comments posted on its Facebook page are only from theorganizations staff, so there is a lack of interaction and engagement between followers and the

organization. The SOS Facebook page has 53 likes, and the AKC Facebook page has 66 likes. There arefew posts by people outside of the organizations on both sites; however, all of the posts about bothorganizations are positive. There are no other social media accounts for the three organizations. To avoidconfusion of its target audiences, UCSA must consolidate its Facebook accounts into one account toallow for efcient and effective communication.

Campaign Focus


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Campaign Focus

Goals

The goals of YMBIs campaign are:

To establish awareness and a positive perception ofUCSA and its new brand identity in Tuscaloosa and

Jeerson counties.

To create a sustaining fundraising initiative forUCSA in Tuscaloosa and Jeerson counties.

By establishing awareness and a positive perception of UCSA and its new brand identity, UCSA will betaking the rst step toward its goal of national expansion. Increasing awareness is especially importantto the availability offundingfor scholarships, donors and sponsors for UCSA in the future. According toour research, only 22 percent of our target audiences are aware of UCSA and its recent merger. Due to itsrecent merger, UCSA needs to ensure consistencyin its new brand identity in order to increase potentialdonors and sponsors awareness of the organization and to guarantee positive public perception of itsscholarship programs.

A sustainingfundraising initiative is vital to thegrowth and successof UCSA and its scholarshipprograms. Currently, donations are lacking which has caused the organization to be unable to reach itsgoals. A long-term, sustaining fundraising initiative would empowerUCSA to expand internally andexternally, thus allowing it to examine more ways to promoteits cause and scholarships.

Problem Statement

As a result of its recent merger, UCSA lacks the necessary awareness, internal stafng and funding

needed to reach its ultimate goal of national expansion. To reach this goal, UCSA must rst developstrong relationships, donor and volunteer bases, and fundraising initiatives locally before expandingstatewide, regionally and nationally.


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Campaign Focus

UCSAs primary goals are to gain awareness and create sustaining fundraising initiatives. Achieving these

goals will increase the availability and funding of scholarships to high school seniors and their familieswho have fought and overcome the battle against cancer. To assist UCSA in achieving these goals, it iscrucial to focus on publics that are accessible and have the willingness and ability to make donations.

College StudentsCollege students are an important public that will help raise awareness of UCSA in Tuscaloosa andJefferson counties. UA reached a record-high enrollment in fall 2012, with 33,602 students attending theCapstone. According to UAs website, in the 2011-2012 academic year, more than 26,000 studentscompleted approximately 1,121,341 hours of community service with more than 183 communitypartners. In addition to this statistic, there were an estimated 11,000 students who participated inservice learning courses led by faculty members from every college on the UA campus. Thiscommitment to helping others and dedication to higher education relates to UCSAs purpose and YMBIsgoal to gain awareness and raise funds for the organization.

According to the Journal of Advertising Research, college students are considered to be trendsetters. Italso found that college students believe they are expected to attain a high standard of living aftergraduating college. Current college students make up a portion of Generation Y, also known as theMillennial Generation, as they were born between the early 1980s and the early 2000s. According to astudy by the American Psychology Association (APA), Generation Y is considered to be the most stressedgeneration currently living in the world. This study also concluded that over half of millennials said thatstress had kept them awake at night during the last month. According to the APAs study, stress plays a

large role in medical problems such as obesity, diabetes and cardiac arrest.

According to Strategic Planning for Public Relations, members of Generation Y use the Internetfrequently; however, they do not necessarily visit websites of the organizations and brands that they like.They also do not read newspapers often but do listen to the radio. In general, college studentsreceive information via social media and through their friends and family. According to our primaryresearch, 96 percent of students at UA use social networking two or more times per week as a source ofnews and information.

In past campaigns classes, student agencies have interacted with college students through fundraisers,such as bar nights and raffles, to benet Lees previous organization, AKC and SOS. Although the student

agencies have raised money for these organizations, survey responses from UA students indicate thatless than 30 percent have heard of AKC, SOS or UCSA prior to completing the survey.

Audience Prole


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Campaign Focus

Based on our research of college students, it is important to target this audience for our short-term

campaign in order to meet UCSAs short-term goals. Members of YMBI Agency identify with collegestudents and have a close connection with the college community, making targeting this audience lessdifcult. According to research, current college students have vast experience in volunteering in thecommunity and value higher education. Research also indicates that college students are among someof the most stressed individuals in the world, which can lead to serious health conditions. YMBIscampaign will use this information to not only spread awareness about UCSA but to also help collegestudents reduce their amount of stress by promoting both physical and mental health.

High School Parents, Faculty and AdministrationHigh school parents, faculty and administration within the Tuscaloosa and Jefferson County schoolsystems are a vital audience to focus on for building awareness and fundraising initiatives for UCSA. Both

school systems are known for providing education rooted in community development and effectivelyproviding for the diverse needs of all learners. According to our research, 94 percent of high schoolparents, faculty and administration believe that nonprots are important to Jefferson and Tuscaloosacounties, and 88 percent support high school athletics. The values of this particular audience connect tothe driving force behind UCSA. However, only 31 percent of this audience has heard of UCSA. Thispresents a unique opportunity to implement strong awareness campaigns that could develop intosustaining fundraising initiatives for the organization.

Most studies report that nine out of 10 people know someone who has had cancer or have had itthemselves. Based on YMBIs primary research, 80 percent of high school parents, faculty and

administration are more likely to donate to an organization when they have a personal connection to thecause. This audience also has a stronger tendency to donate to a cause that provides relief to highereducation costs and supports students affected by cancer in some way. High school parents, faculty andadministration also have a closer connection to the potential scholarship applicants than most audiencesdue to the nature of this demographic. By targeting high school parents, faculty and administration, thereis the potential for sustaining fundraising initiatives to consistently provide funding for scholarships on ayearly basis for UCSA.


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Campaign Focus

Local Businesses

According to our primary research, local businesses have a high regard for nonprots in Jefferson andTuscaloosa counties and believe they are benecial to the community. Our research also indicates thatthis audience donates more frequently and in larger amounts to nonprots than any of the otheraudiences surveyed. Many businesses prefer to partner with local nonprots to promote and raisemoney for a worthy cause. According to Harvard Business Review, nonprots and businesses have along history of collaboration, and both can benet from forming an alliance. Effective collaborationsbetween nonprots and businesses are characterized by clear purpose, mission congruency, effectivecommunication and deep reciprocal commitment. According to Forbes magazine, Tuscaloosa is rankedin the top 60 Best Small Places for Business and Careers in America and is ranked in the top 5 inAmericas Hardest Working Cities. This indicates the potential for a mutually benecial partnershipbetween UCSA and a local business. A solid partnership between UCSA and a local business has thepotential to increase awareness and funding of the organization. Businesses in Jefferson andTuscaloosa counties communicate heavily through social media with their stakeholders. The use ofsocial media among local businesses will allow more online interaction and engagement between thenonprot and its stakeholders.

Audience Prole


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Campaign Focus

High school Parents/Faculty/Administration: 16 respondents 5 respondents (31 percent) have heard of UCSA, and 2 respondents (13 percent) have heard of AKC

or SOS. 15 respondents (94 percent) believe that nonprot organizations are important to Jefferson and

Tuscaloosa counties. 6 respondents (38 percent) donate to nonprots several times a year. 10 respondents (63 percent) would prefer to donate through special events; 9 respondents (56

percent) would prefer donating through religious organizations. 12 respondents(80 percent) are encouraged to donate if they have a personal connection to the

cause; 7 respondents (47 percent) are encouraged by deductions on their taxes. 14 respondents (88 percent) support high school athletics. 12 respondents (75 percent) enjoy attending sporting events; 13 respondents (81 percent) enjoy

outdoor activities. 13 respondents (81 percent) use email two or more times per week as their source of news andinformation; 12 respondents (75 percent) use websites two or more times per week as their sourceof news and information; 12 respondents (75 percent) use friends, peers and family members two ormore times per week as their source of news and information; 10 respondents (63 percent) use radiotwo or more times per week as their source of news and information.

9 respondents (56 percent) use social media two or more times per week as a source of news andinformation.

11 respondents (85 percent) use Facebook; 8 respondents (62 percent) use YouTube; 7 respondents(54 percent) use Twitter.

Primary Research Summary


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Campaign Focus

Local Businesses: 20 respondents identied themselves as businesses owners or managers 8 respondents (40 percent) have heard of UCSA, and 5 respondents (25 percent) have heard of AKC

or SOS. 19 respondents (95 percent) believe that nonprot organizations are important to Jefferson and

Tuscaloosa counties. 10 respondents (50 percent) donate to nonprots several times a year. 6 respondents (29 percent) are willing to donate $151-$200 annually. 14 respondents (70 percent) would prefer to donate through special events. 16 respondents (80 percent) support high school athletics. 12 respondents (75 percent) enjoy attending sporting events; 13 respondents (81 percent) enjoy

outdoor activities. 19 respondents (90 percent) use websites two or more times per week as a source of news and

information; 16 respondents (76 percent) use email two or more times per week as a source of newsand information. 14 respondents (70 percent) use social media two or more times per week as a source of news and

information. 15 respondents (100 percent) follow nonprot organizations on Facebook; 7 respondents (47 percen

follow nonprot organization on Twitter. 18 respondents (100 percent) use Facebook; 13 respondents (72 percent) use Twitter; 11

respondents (61 percent) use YouTube; 8 respondents (44 percent) use LinkedIn; 8 respondents (44percent) use Pinterest.

Primary Research Summary


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Chapter Three


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Break Habits, Beat Cancer 2013

Strategy:

According to our research, only 18 percent of college students are aware of UCSA, and only 13 percentare aware of Lees previous organizations, AKC and SOS. Based off these research ndings, it wasimperative that YMBI Agency create an awareness campaign to not only generate recognition of therecent merger of AKC and SOS into UCSA but to create a positive perception of the organization and itsscholarship programs. In addition, research revealed that 84 percent of college students use friends,family and peers two or more times per week as sources of news and information. Based on thisstatistic, YMBI Agency utilized face-to-face communication to endorse UCSA by word-of-mouth. YMBIAgency accomplished this by setting up awareness tables at high trafc areas including a UA gymnastics

meet and two locations on campus to generateawareness.

Our research also indicated that 96 percent of collegestudents use social networking two or more times perweek as a source of news and information. Inaddition, survey results indicated that 99 percent ofcollege students use Facebook, and 79 percent use

Twitter. Based on these statistics, YMBI Agency usedsocial and digital media to work in conjunctionwith awareness tables.

For the short-term campaign, YMBI chose to target college students in Tuscaloosa County. According toour research, only 18 percent of college students in Tuscaloosa County are aware of UCSA, and only 13percent are aware of Lees previous organizations. To increase awareness of UCSA among this targetaudience, YMBI strategically set up awareness tables in areas of high trafc on campus. Because 45percent of college students in Tuscaloosa County actively seek information about cancer prevention andawareness, general information about UCSA, as well asinformation regarding cancer prevention through healthy diet andexercise, were provided to students the week before spring break. Toraise funds for UCSA, YMBI created a donation incentive program inwhich students could donate to receive a chance to win prizepackages related to our campaign theme.

Introduction

Objective 1: To increase awareness of UCSA among 750 collegestudents in Tuscaloosa County by April 5, 2013.


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When a student visited an awareness table, he or she was given the opportunity to log onto theirpreferred social networking site, such as Facebook or Twitter, and like, follow or mention UCSA. As afurther incentive to do this, YMBI Agency provided promotional materials to students, donated by theMicrosoft campus representative.

Implementation began the week prior to the University of Alabamas spring break. According to ourresearch, 45 percent of college students actively seek information about cancer prevention andawareness. To further generate awareness of UCSA and to provide vital information regarding cancerprevention to college students, YMBI Agency provided materials such as brochures and push cards atawareness tables (See Appendix E-1-E-4). A flash website was also created to disseminate thisinformation (See Appendix E-6). Because it was the week before Spring Break, these materialspromoted cancer prevention through healthy diet and exercise.

Tactic 1: Gained awareness of UCSA through the use of bro-chures and pushcards that contained information about UCSA

and its social networking accounts, which were distributed atawareness tables. (See Appendix E-1-E-3)

Tactic 2: Advocated healthy diet and exercise as well as can-cer prevention through brochures. (See Appendix E-4)

Tactic 3: Created a flash website that includedinformation regarding UCSA, YMBI Agency, cancerprevention, healthy diet and exercise, and a donation page toinspire convenient donations while also promoting the

fundraising events. (See Appendix E-5)

Tactic 4: Raised awareness of healthy diet, exercise and can-cer prevention through multiple blog posts that appeared on thecampaigns flash website. (See Appendix E-6)

Tactic 5: Developed a social media plan to promote the donation incentive program, awareness tablesand UCSA. (See Appendix E-7-E-9)

EvaluationBy disseminating tactics both in person at events and through social media, our awareness objectivewas exceeded. A total of 583 people were given information through face-to-face communication at theawareness tables set up at all events during implementation week. According to GoogleAnalytics, 35 unique visitors went to the campaigns flash website. YMBI Agency also usedcampaign-themed Twitter and Facebook event accounts that were tracked by Twitonomy, which

revealed that we generated 11,827 social media impressions.


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Objective 2: To raise $1,000 for UCSA from college students inTuscaloosa County by April 5, 2013.

Strategy:

In order to assist UCSA in reaching its goals, YMBI Agency developed donation-based events andprograms to raise funds to contribute to the nonprots internal and external costs. According to ourresearch, 79 percent of college students prefer to donate to nonprot organizations through specialevents. Based on these statistics, YMBI Agency assumed that by organizing donation-based events andprograms that involved sporting events, the objective of raising $1,000 could be reached.

YMBI Agencys fundraising campaign was centered on a donation-based event that encouraged

donations from college students for the chance to win a male or female spring break prize package.Local businesses donated merchandise, gift cards and other items to be included within the prizepackages, so all donations directly beneted UCSA. The fundraising campaign was called Break Habits,Beat Cancer 2013 and promoted cancer prevention and awareness through healthy diet and exercise.According to our research, 36 percent of college students are willing to donate between $1 and $50annually to nonprot organizations. By making a donation of $5, a student had the chance to win a springbreak prize package while they learned how they could reduce their risk for cancer through healthy dietand exercise. By providing this information, YMBI emphasized UCSAs message of conquering cancerand recognizing those who have done so. Accordingto our research, 81 percent of college students wouldmost likely donate to a nonprot if they had apersonal connection to the cause. Many students havebeen indirectly touched by cancer and were morewilling to donate since UCSAs message of conqueringcancer was emphasized in these materials.

This fundraising event was held at awareness tableslocated at a UA gymnastics meet, the Ferguson Centerand the Student Recreation Center. Because 51 percentof college students who completed the survey said theypreferred to donate online, they had the opportunity

to log on to YMBI Agencys flash website and make a donation to receive a ticket online using PayPal.Students also donated cash at the tables. At the end of implementation, YMBI Agency drew one male andone female name as winners of the prize packages.


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To launch implementation of Break Habits, Break Cancer2013, YMBI Agency hosted a kickoff event at the

Houndstooth, a local bar that is frequented by collegestudents in Tuscaloosa. According to YMBIs research, 71percent of college students consumed alcoholic beveragesat special events. Based on this statistic, having an event ata local bar was the most effective way to raise awareness ofthe donation-based event and also serve as a supplementalfundraising event. At the bar event, YMBI Agency set up adonation/awareness table where college students had theopportunity to make a donation to receive a ticket to win aprize package and were also given information regardingUCSA, healthy diet and exercise, and cancer prevention. To close the campaign, YMBI Agency held an

event called Party for a Purpose at Moes BBQ featuring the band Mother Funk. Moes donated 30percent of the door cover charge.

Tactic 6:Created fliers to promote fundraising events that were distributed via Facebook andTwitter and strategically placed in various locations on campus such as the Ferguson Center.(See Appendix E-10-E-11)

Tactic 7: Raised funds for UCSA by creating a ticket attached to the bottom of a push card that alsoincluded information about UCSAs social media accounts. (See Appendix E-12)

Tactic 8: Promoted the fundraising events and ticket sales through Facebook and Twitter. OnFacebook, the fundraising events and ticket sales were promoted through visual fliers. On Twitter, thefundraising events and ticket sales were promoted by using hashtags and tweeting about events, healthydiet and exercise and cancer prevention tips for college students preparing for spring break.

(See Appendix E-13)

EvaluationBy having a donation-based incentive program and hosting two events, YMBIAgency raised a substantial amount of money for UCSA. A total of 133donation tickets were sold. The Houndstooth donated $150 after the launch

party, and $240 was raised from Party for a Purpose at Moes BBQ. All threefundraisers raised a total of $1,055,exceeding YMBIs objective.


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Chapter Four


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Expanding UCSAs Foundation for the Future

Mission StatementIn order to solidify UCSAs mission to provide scholarships to high school students through itsscholarship programs, UCSA must have a concise and effective mission statement.

According to the organizations website, UCSAs existing mission statement is,

A very unique nonprot which not only provides college scholarships but also, additional funding to thecancer surviving parent of the scholarship winner. We have two programs; Students of Survivors andAthletes Kickin Cancer. We are open to all 50 United States. One winner is selected annually for eachprogram. However, it is our ultimate goal to award two scholarships per state annually with giving theadditional nancial award to the cancer surviving parent of the SOS winner.Although this statement contains vital information about the organization, UCSAs mission statementshould be a short, concise statement that can be easily read and understood by members of theorganizations target audience. Establishing a mission statement that is short, concise and effectivelydescribes UCSAs purpose and mission will also allow staff members to more easily and accuratelyportray the organization. This will also assist UCSA in forming a unied identity and can be used incommunication materials and face-to-face meetings to increase awareness and fundraising for theorganization.

YMBI proposes the following new mission statement for UCSA:

To provide college scholarships and additional assistance to

enrich the lives of those who have survived and been aectedby cancer.

This mission statement does not include information about UCSAs specic scholarship programsas does the current mission statement; however, it describes the main purpose of UCSA and is easyto remember. Once someone hears this mission statement and is interested in the cause, they canthen research more about either the Athletes Kickin Cancer and or Students of Survivors scholarshipprograms. Having a clear message of purpose and intent is vital to building relationships with donors,staff, scholarship recipients and volunteers.


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College students, aged 18-24, make up a generation called the millennials. According to the PewResearch Center, nearly 57 percent of millennials say that they have worked with a nonprot in the past12 months. Also, according to our research, 36 percent of college students are willing to donate $1-$50 annually. Therefore, UCSA needs an annual fundraising initiative in order to receive donations fromthis audience more effectively and efciently. Because 79 percent of college students prefer to donatethrough special events, YMBI plans to create a sustaining fundraising initiative for college students. Bybuilding strong relationships with student organizations on campuses in Tuscaloosa and Jeffersoncounties, UCSA can increase awareness of the organization and its scholarships, generate a positiveperception and increase its funding.

According to our research, only 18 percent of college students in our target areas are aware of UCSA. Bypartnering with college students through student organizations and helping them implement their ownshort-term fundraising and awareness campaigns, UCSA can increase awareness among this targetaudience. Many universities and colleges are located in Tuscaloosa and Jefferson counties, including

Shelton State Community College, Stillman College, University of Alabama, University of Alabamaat Birmingham, Samford University, Birmingham Southern University and Jefferson State College.Therefore, YMBI will seek partnerships with student organizations within these colleges by creatinginformational materials to pitch the partnership to the various groups. Ideal student organizations topitch this partnership to include Greek organizations, health awareness and promotion groups, intramurasports teams and honor societies looking for community service.

Because 99 percent of college students use Facebook, according to our research, YMBI will pitchpartnerships to the various student organizations through the organizations Facebook page and totheir organization leader. In addition, follow up phone calls will be made and direct mail letters will besent because our research shows that most college students believe that social media is not a credible

source. YMBI will compile a contact list of potential organizations who might be interested in helpingUCSA, so this strategy can be easily implemented by UCSAs internal staff in the future (See AppendixG-1-G-4).

After identifying groups that would be willing to develop a campaign to benet UCSA, YMBI can providethe necessary materials, including a communication packet and a social media plan for themto use to develop their own unique events, initiatives and tactics (See Appendix E-15-E-19).


College Students

Objective 1: Increase awareness of UCSA to 3,000 college students inTuscaloosa and Jeerson counties by May 31, 2014.

Objective Two: Raise $3,000 for UCSA by creating an annual fundraisingprogram for college students in Tuscaloosa and Jeerson counties by May 31,2014.

Strategy:


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By utilizing previously created tactics and suggesting established partnerships with local businesses thathave donated materials for previous fundraisers, students can easily implement their own campaignswithout much assistance from UCSA. Many organizations already have fundraisers in place and oftenlook for organizations to donate their time and money to helping. For example, many fraternities at theUniversity of Alabama hold crawsh boils in the spring for a philanthropy of their choice. By providinginformation directly to fraternity and sorority presidents, UCSA provides an easy opportunity forpartnerships in events similar to this example.

In addition to providing the communication packet and sample social media plan, YMBI will pitch specicevents to the partnering organizations that would encourage other college students to learn about UCSA.For example, because 71 percent of college students consume alcohol at special events, a bar crawl inthe Birmingham area will be pitched to the student organizations as a sample fundraising event (SeeAppendix E-14). Because 76 percent of local business owners use email, bar owners would be asked toparticipate via email (See Appendix E-17). The participating bars will be asked to take donations at the

door and when tabs are closed. Print materials about UCSA would be placed throughout the participatingbars to encourage donations and increase awareness (See Appendix E-16). Local bands would be askedto play at the participating bars in support of UCSA and to provide entertainment to the bar patrons.Because 99 percent of college students use Facebook and 79 percent use Twitter, digital fliers couldalso be created to promote the bar crawl (See Appendix E-18). In addition, print fliers could be placedthroughout college campuses in the Jefferson County area (See Appendix E-15).

In addition to pitching to student organizations to hold their own fundraisers, YMBI will organize anannual sustaining fundraiser for these organizations. Based on our research, 87 percent of collegestudents enjoy attending sporting events, 84 percent enjoy outdoor activities, and 71 percent consumealcoholic beverages at special events. These statistics lead to the assumption that at least $3,000 can

be raised annually by implementing a team-based volleyball tournament. In order to incorporate collegestudents in both Jefferson and Tuscaloosa counties, the tournament will be held at an outdoor venue inBirmingham. Students will be encouraged to register a team of 6-10 at a $25 entry fee. In addition, wewill strategically set up a partnership with Jim N Nicks because of a previously established connectionwith their marketing director, as well as knowledge of Jim N Nicks existing philanthropy efforts. We willask them to provide food and alcohol (in moderation) for the event, which will be sold to the participantsand fans (See Appendix E-21). Because alcohol is being offered, transportation will also be providedto and from each college that has a team. As the tournament gains popularity each year, awareness ofUCSA and donations for the organization will increase.

In order to nd teams to participate in the volleyball tournament, YMBI will pitch the event to variouscollege student organizations at several campuses in Tuscaloosa and Birmingham (See Appendix E-25)Because 84 percent of college students receive their news through word-of-mouth, event fliers will beemailed directly to student organization leaders so it can be disseminated to the other members (SeeAppendix E-20). In addition, fliers will be sent directly to the organizations Facebook, Twitter, and othersocial networking accounts, because 96 percent of college students identied social mediawebsites as their most used news source. We will also encourage registered teams to sharevia social media that they are participating in the event in order to reach their friends.



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Evaluation

UCSA should keep track of how many college student organizations show interest in holding individualfundraisers and how many actually agree to do so. In addition, UCSA should keep in touch with the

organizations that hold fundraisers by inquiring how many people attended each event, how many socialmedia hits the organization got, how many print materials were handed out, and how much money wasraised. Noting how many organizations agree to do repeat fundraisers is also a signicant evaluation tool

The success of the volleyball tournament should be gauged primarily by how many people participated.This includes the number of people who played, volunteered or donated materials to aid UCSA in theevent. Second, the number of people the digital fliers reach should be kept track of through a socialmedia statistics website such as HootSuite. Lastly, the amount of money raised through entry fees, foodand alcohol is a strong indicator for the success of the event and ultimately the objective.


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High School Parents, Faculty and Administration

Objective: Increase awareness of UCSA among high school parents, faculty

and administration in Jeerson County to 60 percent by May 31, 2014.Strategy:

Only 31 percent of high school administration, faculty and parents in Jefferson County is aware ofUCSA. Based on this statistic, YMBI Agency believes that the organization should focus on increasingawareness of UCSA locally to build a strong foundation before expanding outward. Although only 31percent of this target audience is aware of UCSA, research revealed that 80 percent of high schoolparents, faculty and administration are willing to donate money if they have a personal connectionto the cause. Therefore, YMBI Agency proposes that UCSA directly provide information about itsscholarship programs to Jefferson County high schools to increase awareness of the organizationand its scholarship programs. According to YMBIs research, 75 percent of this target audience getsinformation about fundraising opportunities through word-of-mouth. If UCSA can increase awarenessof its scholarship programs to this target audience, then there is an increased likelihood that high schoolparents, faculty and administration in Jefferson County will increase awareness of the organizationwithin the community through positive word-of-mouth.

According to YMBIs research, 65 percent of high school administration, faculty and parents believethat face-to-face communication is the most credible source of information. By creating informationalpackets about UCSA and its scholarship programs that are hand-delivered to high school administration,UCSA can increase awareness amongst this target audience most effectively (See AppendixE-30-E-32). Based on this statistic, YMBI Agency also proposes that UCSA CEO and founder Patricia Lee

arrange speaking engagements with local high schools to increase credibility of UCSA and awarenessamong this target audience.

Tactic 1: Create a UCSA fact sheet to include in information packet to provide the high schools withgeneral information about the nonprot and its scholarships. (See Appendix E-30)

Tactic 2: Design a UCSA contact push card with all of the nonprots social media accounts, website,URL, email address and phone number. (See Appendix E-31)

Tactic 3: Create a formal letter to high school administration from the founder, Patricia Lee, explainingthe scholarship eligibility, application process and the nonprots background to be included in theinformation packet. In addition, the letter will contain a request to speak about her experience with cancerto parents, faculty and administration. (See Appendix E-32)

Tactic 4: Create an email from UCSA inviting parents, faculty and staff to nominate children who maybe eligible for the available scholarships to be disseminated through email. (See AppendixE-33)


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Tactic 5: Design a UCSA-themed magnet with the schools varsity football schedule to give to parents.(See Appendix E-34)

Tactic 6: Write a formal letter to parents detailing UCSA and its scholarship programs to go along withmagnets to be sent home with students. (See Appendix E-35)

Tactic 7: Develop an outline of talking points to provide to Ms. Lee for potential speeches she will giveto high school parents, faculty and administration. (See Appendix E-36)

EvaluationBy sending information home with parents and requesting meetings with faculty and administration,,UCSA should be able to reach many high schools in the Jefferson County area. UCSA should keep trackof the number of meetings administration agrees to schedule, a head count of people who attend the

meetings, and how many magnets/letters are sent home to parents. Ultimately, the number of scholar-ship applicants and nomination letters is the greatest indicator of the success of this objective.


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Local Businesses

Objective 1: Establish a long-term, sustaining partnership with a businessheadquartered in Birmingham, Ala. by May 31, 2014.

Strategy:

In order to increase awareness of UCSA and its scholarship programs and present the opportunity forfundraising initiatives, it is crucial that UCSA form partnerships with businesses located in Birmingham,Ala. According to YMBI Agencys research, 95 percent of businesses in Jefferson County believe thatnonprots are important to their communities, and there are many businesses in the city of Birminghamand surrounding areas, increasing UCSAs chances of forming a partnership. Research also revealed that50 percent of local businesses in Jefferson County donate to nonprots several times a year. To assistthe organization in building a strong foundation locally before focusing on reaching its ultimate goal of

national expansion,YMBI Agency believes that UCSA should seek partnerships with businesses located inBirmingham, Ala. Since UCSA is also headquartered in Hoover, Ala., seeking a partnerships withbusinesses in Birmingham would also be the most accessible for the nonprot.

In a Fox Business News article, Mary Rosenbaum explains that according to a 2010 study conductedby Cone Inc., 90 percent of consumers want to know what cause a business supports, and 79 percentof consumers would switch to a brand associated with a good cause. Thus, YMBI Agency will choosethree businesses for UCSA to contact regarding its desire to create a partnership. These businesses willbe chosen based on the alignment of their existing philanthropic efforts with UCSAs cause; however, newbusinesses who could benet from a partnership with a local nonprot to increase awareness and reachits target demographic will also be considered. According to an article written by Danielle Sonnenberg onTheStreet.com, a leading digital nancial media company, corporate sponsors you depend on forfunding are primarily interested in what you can do for them. In order to successfully create apartnership with a business, Sonnenberg explains that nonprots should seek long-term partnershipsthat align with the companys existing goals and mission.

YMBI will create a proposal packet for UCSA President Patricia Lee and/or Director of Public Rela-tions Alex Avram to present to business owners or managers in face-to-face meetings (See AppendixE-45-E-48). According to Sonnenberg, it is best to leave the businesses with printed materials whileutilizing face-to-face communication about the benets of a partnership. This could lead to furtherawareness of the nonprot, possible fundraising through donations, and, most importantly, the

possibility of a long-term, sustaining partnership. As Rosenbaum also pointed out, donating orcontributing to a local cause is also benecial for businesses, so materials will focus on how thepartnership will benet the business as well as UCSA.


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Tactic 1: Develop a pitch letter to send to businesses that provides information about UCSA and itsscholarship programs and requests a meeting to discuss the possibility and benets of sponsorship.(See Appendix E-37-E-39)

Tactic 2: Create a fact sheet about UCSA, its mission, and scholarship programs to be included withpitch letter to businesses. (See Appendix E-40)

Tactic 3: Develop talking points to be used during follow-up telephone call to businesses, conrmingreceipt of pitch letter and fact sheet and requesting a meeting to discuss the possibilities and benets ofsponsorship. (See Appendix E-41)

Tactic 4: Develop a follow-up email to send to businesses, conrming receipt of pitch letter and factsheet and requesting a meeting to discuss the possibilities and benets of sponsorship. (See AppendixE-42-E-44)

Tactic 5: Develop a proposal letter that outlines the mutual benets and different options forsponsorship to leave with businesses after face-to-face meetings. (See Appendix E 45-E-47)

Tactic 6: Create an information sheet that contains the options for sponsorship in a two-tier model toleave with businesses after face-to-face meetings. (See Appendix E-48)

Tactic 7: Develop talking points to be used during face-to-face meetings with businesses. (See Appendix E-49)

Tactic 8: Develop a thank you letter to send to businesses after meeting. (See Appendix E-50-E-52)

Evaluation

By strategically targeting local businesses and tailoring tactics to each, UCSA should be able to form atleast one partnership with a business in Birmingham. Evaluating this objective will be simple. Keepingtrack of the number of meetings with businesses, and ultimately how many go forward with thepartnership are the key indicators.


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Local Businesses

Objective 2: Raise $750 through an annual partnership with Southern Charm

Monogramming Co. by utilizing consumers in Tuscaloosa and Clark countiesby May 31, 2014.

Strategy:

In order to increase funds for both organizations, a partnership between Southern CharmMonogramming Co. (SCMC) and UCSA will be formed in honor of both founders cancer survivalbackgrounds. According to the previously mentioned Fox Business News article, 79 percent ofconsumers said they would switch to a brand that is associated with a good cause, and 83 percent saidthey wish more of the products and services they purchase and retailers they use would support goodcauses. Based on these statistics, SCMC will develop a cancer awareness line of monogrammedproducts to support UCSA. Because of SCMC founder Ashley Taubes battle with pancreatic cancer in2012, the partnership will be promoted throughout the month of November, Pancreatic CancerAwareness Month.

During this month, 20 percent of the sales from the cancer awareness line will go directly to UCSA. Theproducts will be sold on the SCMC website and on UCSAs Charity Auction Bay to reach both of theorganizations supporters effectively. Because our research shows that most of the target audiences useemail as a source of news and information, an email blast will also be sent to supporters of bothorganizations announcing the partnership and the campaign (See Appendix E-58).

The collaboration will be introduced and promoted through an Im Thankful digital media campaign.This promotion will communicate a message that SCMC and UCSA are partners in supporting cancersurvivors. A blog will be created that will feature stories of cancer survivors of various ages and varioustypes of cancer (See Appendix E-53-E-55). Past UCSA scholarship recipients will be asked to share theirstories in order to maintain positive relationships. The blog will also provide information about bothorganizations and pictures of the partnership line. YMBI has also created a social media plan for UCSAto follow to disseminate information about the partnership and sale through digital fliers placed onFacebook (See Appendix E-59).The hash tag #ImThankful will be used across social media platformsthroughout the promotion.

According to Blue Ribbon Consulting, the agency who represents SCMC, research shows that 66

percent of mothers use the radio two or more times a week as a source of news and information. Inaddition, 71 percent nd radio to be a credible source of news and information. These statistics revealthat it would be benecial for SCMC and UCSA to run a radio news release for the Im Thankfulcampaign, as mothers are a target audience for both organizations (See Appendix E-60).


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Tactic 1: Create a blog to feature cancer survivor stories during the month of November to promote

the #ImThankful campaign and the cancer awareness product line. (See Appendix E-53-E-55)

Tactic 2: Create digital fliers to be disseminated via Facebook to promote the partnership and sale.(See Appendix E-56-E-57)

Tactic 3: Develop an email blast to send to current supporters of SCMC and UCSA, notifying them ofthe partnership. (See Appendix E-58)

Tactic 4: Develop a social media campaign using the Im Thankful theme to share survivalstories and promote the partnership through Facebook. (See Appendix E-59)

Tactic 5: Create a radio PSA to be aired on strategic radio stations to encourage sales andawareness of the partnership. (See Appendix E-60)

EvaluationIn order to measure the success of the partnership with SCMC, UCSA should keep track of how manyunique views the Im Thankful blog receives using Wordpress analytics. In addition, Twitonomy shouldbe used to see how many people the social media campaign reached to gauge awareness. Mostimportantly, the total amount of revenue that the partnership line generates should be used to determineif the objective was reached.


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Chapter Five


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Implementation Budget

Budget Total$200

Printing$118.47

Publix$50.00

Target

$21.78

Crimson CopiesBrochures

Push Cards

KinkosFliers

Unit Price0.50

0.39

0.69

Quantity50

150

30

Subtotal29.50

58.50

20.70

Tax2.655.26

1.86

Total32.15

63.76

22.56

WeeblyFlash Website

Unit Price9.75

Quantity1

Subtotal9.75

Tax1.86

Total22.56

PublixGift Card

Unit Price25.00

Quantity2

Subtotal25.00

Tax0.00

Total50.00

TargetTowel

Unit Price19.99

Quantity1

Subtotal19.99

Tax1.79

Total21.78


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Proposed Long-Term Budget

Printing$261.29

OfceSupplies$23.13

Magnets$36.30

Stamps$23.00

Kinkos

Pitch Packet: College Student Organizations

Pitch Packet: Local Businesses

Pitch Packet: High School Administration

Winners Certicate

Push Cards

Fliers

Unit Price

4.50

3.50

4.00

0.89

0.59

0.69

Quantity

10

3

20

1

200

10

Subtotal

45.00

10.50

80.00

.89

118.00

6.90

VistaPrint

Magnets

Unit Price

0.18

Quantity

200

Subtotal

36.30

Thrasher Brothers

Bus (56 people)

Unit Price

800

Quantity

1

Subt

1,600

Walmart

Manila Clasp Envelope - 100 per box

8x11 Winners Certicate Frame

Thank You Cards - 50ct

Unit Price

21.99

6.14

8.00

Quantity

1

1

1

Subto

21.99

6.14

8.00

USPS

Stamps

Unit Price

0.46

Quantity

50

Subtotal

23.00

BudgetSubtotal

$1,956.72

Tax$176.10

Budget Total$2,132.80

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Short-Term Campaign Timetable

January

February

March

2013

January 14: YMBI Agency was formed.

16: Group meeting to begin initial research

18: Group meeting to analyze secondary research

23: Group meeting to plan primary research

28: Initial client meeting

February 1: Primary research proposal turned in

4: Finalized questionnaire and target audiences

8: Launched questionnaire

18: Analyzed results from questionnaire

20: Met to complete campaign proposal

22: Objectives and strategies were decided

24: Met with business owners to plan prizepackages

26: Campaign update meeting

28: Met with bar owners and venue managers

March 2: Finalized awareness table locations and began developing tactics

6: Met to nalize prize packages and critique tactics

8: Finalized tactics

10: Launched flash website

12: Submitted initial blogs to flash website

14: Group meeting to nalize campaign details

15: Campaign launch event at The Houndstooth; social media efforts began

16: Met as a group to evaluate; blogged about event

18: Awareness table event at the University Recreation Center; met as a group to evaluate and

blog about event19: Awareness table event at the Ferguson Center, Day One

20: Awareness table event at the Ferguson Center, Day Two; blogged about event

21: Final awareness table event at the University Recreation Center; met as a group to evaluateand blog about events

22: Drew names of prize package winners; wrote the evaluation for the fundraisers36


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Long-Term Campaign Timetable

June

2013

July

August

November

Week 1: Update mission statement on websiteand Facebook.

Week 2: Contact local outdoor venues viaemail to reserve outdoor space for volleyballtournament.

Week 3: Contact charter bus company forvolleyball tournament to ask for discountedcost of services.

Week 4: Begin pitching to local businessesabout partnership.

Week 1: Order magnets to distribute to high schoolparents.

Week 2: Follow up with businesses about partnershipopportunities.

Week 3: Schedule meetings with businesses aboutpartnership.

Week 4: Send thank you cards to any businesses thatagreed to have meetings.

Week 1: Begin contacting studentorganizations via email to tell them aboutvolleyball tournament.

Week 2: Finalize volleyball tournament venue.

Week 3: Send pitch emails to studentorganizations describing fundraising

opportunities at targeted colleges.Week 4: Contact Ashley Taube of SouthernCharm Monogramming Co. requestingpartnership in November

Week 1: Update Facebook cover photo toadvertise partnership with Southern Charm

Monogramming Co and begin blogging.Disseminate digital fliers.

Week 2: Contact scholarship recipients forsurvivor stories in blog and release PSA.

Week 3: Continue blogging for

partnership campaign.

Week 4: Wrap up partnership campaign.37


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Long-Term Campaign Timetable

2014

December

February

April

March

January

May

Week 1: Evaluate the success of the partnership with SouthernCharm Monogramming Co.

Week 2: Follow up with student organizations regarding volleyballtournament and fundraisers.

Week 3: Keep promoting fundraisers with college studentorganizations.

Week 4: Pitch to new businesses about partnership opportunities.

Week 1: Mail registrationpackets to studentorganizations that haveexpressed interest inparticipating in thevolleyball tournament.

Week 2: Continuingmeeting with high school

administration.

Week 3: Follow upwith businesses aboutpartnership opportunities.

Week 4: Continuepromoting volleyball event.

Week 1: Secure volunteers toact as referees for the volleyballtournament.

Week 2: Finalize transportationschedule with charter buscompany.

Week 3: Determine volleyball

tournament bracket.Week 4:Secure volunteers for set-up and event.

Week 1: Purchase any necessary items that may nothave been donated for the volleyball tournament.

Week 2:Send reminder emails to student organizationsabout date, location, time and fees for volleyballtournament.

Week 3:Disseminate information about volunteeropportunities for the volleyball tournament viaFacebook.

Week 4:Finalize registration and bracket schedule forvolleyball tournament.

Week 1: Hold thevolleyball tournament.

Week 2: Evaluate thesuccess of the volleyballtournament.

Week 3: Send thankyou notes to all who

participated in thevolleyball tournament.

Week 1: Evaluate successof partnerships with localbusinesses.

Week 2: Send thank you notes tostudent organizations who heldfundraisers.

Week 3: Evaluate success ofstudent organizations fundraisingefforts.

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Reference List

http://millionvoicesagency.wordpress.com/

http://www.tuscaloosanews.com/article/20121115/news12/121119863

http://www.prweb.com/releases/2008/10/prweb1525534.htm

https://www.facebook.com/StudentsOfSurvivorsInc/timelinehttp://www.workplay.com

http://acsevents.org

http://komenncalabama.org

http://quickfacts.census.gov/qfd/states/01/0177256.html

http://factnder2.census.gov/bkmk/table/1.0/en/ACS/11_5YR/DP02/1600000US0177256

http://www.onlinetuscaloosa.com/media.html

http://www.mondotimes.com/1/world/us/1/56

www.theplanetweekly.com

http://www.dchsystem.com/body.cfm?xyzpdqabc=0&id=36918&action=list

http://tuscaloosaweb.com/media/

http://www.apr.org/about-us

https://www.facebook.com/americancancersocietybirmingham?ref=ts&fref=ts

http://main.acsevents.org/site/TR/CommunityFundraisingPages/CFPFY10Mid-South?sid=105703&-

type=fr_informational&pg=informational&fr_id=26322

https://www.facebook.com/events/196533257112088/

http://ww5.komen.org/AboutUs/AboutUs.html

http://www.ua.edu/quickfacts/know.htmlhttp://www.apa.org/news/press/releases/stress/2012/generations.aspx

http://www.hufngtonpost.com/arianna-hufngton/millennials-stress_b_2718986.html

http://www.tcss.net

http://www.jefcoed.com

http://www.cancer.org/cancer/cancerbasics/questions-people-ask-about-cancer

http://hbswk.hbs.edu/item/2489.html

http://www.forbes.com/pictures/eemh45egmjj/5-tuscaloosa-ala/

http://www.forbes.com/places/al/tuscaloosa/

http://smallbusiness.foxbusiness.com/marketing-sales/2012/01/31/philanthropy-and-small-busi-

ness-win-win-situation/

http://www.thestreet.com/story/10392717/3/how-to-get-sponsorship-for-your-nonprot.html

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Demographics for Tuscaloosa & Jeerson Counties

Tuscaloosa CountyAccording to the 2011 U.S. Census Bureau, Tuscaloosa has a population of 91,605, making it the fthlargest city in Alabama. The female population accounts for approximately 51.9 percent, and the malepopulation accounts for 49.1 percent. In 2010, Tuscaloosa consisted of 53.8 percent Caucasian, 41.5percent African American, 3 percent Hispanic and 1.8 percent Asian. According to the U.S. CensusBureaus 2007-2011 American Community Survey 5-Year Estimates, there were 71,818 people, aged18 and over; 59,564 people, aged 21 and over; 11,173 people, aged 62 and over; and 9,486 people, aged65 and older in Tuscaloosa. There were 17,373 family households and 14,611 nonfamily households. Theaverage household size was 2.54, and the average family size was 3.31. The population of residents aged16 and over, who was employed, was 74,075. The median household income was $34,359, and the meanhousehold income was $54,033.Race: White: 67.3% Black: 30%

Hispanic/Latino: 3.1% Asian: 1.3% American Indian and Alaska Native: 0.3% White (Not Hispanic): 64.6% Person reporting two or more races: 1%Jefferson CountyAccording to the 2011 U.S. Census Bureau, Jefferson County has a population of 658,931 residents. Thefemale population accounts for 52.7 percent, and the male population accounts for 47.3 percent. In 2011,the Jefferson County population consisted of 54.7 percent Caucasian, 42.3 percent African American, 4percent Hispanic and 1.5 percent Asian. There were 170,207 family households, and the average

persons per household was 2.48. According to the U.S. Census Bureaus 2007-2011 AmericanCommunity Survey 5-Year Estimates, there were 502,252 people, aged 18 and over; 475,515 people,aged 21 and over; 104,316 people, aged 62 and over; and 86,037 people, aged 65 and older in JeffersonCounty. There were 170,207 family households, and the average persons per household were 2.48. In2011, the median household income was $58,813.Race: White: 54.7% Black: 42.3% Hispanic/Latino: 4.0% Asian: 1.5% American Indian and Alaska Native: 0.4% White (Not Hispanic): 51.4%

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Media Outlets for Tuscaloosa & Jeerson Counties

C-1

Tuscaloosa CountyPrint MediaAccording to TuscaloosaWeb.com, Tuscaloosas major daily newspaper is The Tuscaloosa News.

Tuscaloosa Magazine and Tidesports.com are also afliated with the newspaper. The Birmingham metroareas major newspaper is The Birmingham News. Also serving the Tuscaloosa community is TheCrimson White (CW), UAs student-operated newspaper. The CW is published four times per week duringthe academic year and weekly during the summer. Normally, 15,000 copies are distributed perpublication of the CW. Along with newspapers distributed throughout the Tuscaloosa and Birminghamarea, there is also a variety of magazines. These magazines include Alabama Heritage Magazine,Birmingham Magazine and Birmingham Business Journal. Southern Progress is also based out ofBirmingham, Ala., and distributes Southern Living, Cooking Light, Health, Sunset and Coastal Living.

Broadcast Media & RadioTuscaloosa is part of the Birmingham-Tuscaloosa-Anniston television market, which is the 40th largest

in the nation. All major networks have a presence in the market. The television stations serving theBirmingham-Tuscaloosa-Anniston area are ABC 33/40-TV, FOX 6 WBRC-TV, CBS-42 WIAT-TV andNBC-13 WVTM-TV. UA also operates WVUA7-TV and WVUA-FM 90.7 The Capstone from its College ofCommunication and Information Sciences. Alabama Public Radio (APR), the states largest public radionetwork, is also based out of Tuscaloosa, Ala., and is operated by UA. Alabama Public Radio serves thewestern half of the state of Alabama including Tuscaloosa, parts of the Birmingham metro, and portionsof west and central Alabama. Clear Channel Communications and Cumulus Media Networks both ownand operate a number of the radio stations throughout the Tuscaloosa-Birmingham area as well.Jefferson CountyPrint MediaAccording to Alabama Media Group, The Birmingham News is Alabamas largest newspaper. It retainsthe largest media reach in the Birmingham Metro area, reaching over 439,000 readers each week. TheWednesday edition of The Birmingham News features six subregional sections named East, Hoover,North, Shelby, South and West that cover news stories from their corresponding areas. The NorthJefferson News is a newspaper based in Gardendale, which is published every Wednesday and hasa circulation of 3,000. The papers coverage area includes Gardendale, Fultondale, Morris, Kimberly,Thafford, Bagley, Corner and Hayden. Other publications similar to The North Jefferson News includeThe Leeds News and The Western Star (Bessemer). Another form of print media in Jefferson Countyis Birmingham Magazine. According to the magazines media kit, the readers of Birmingham Magazineare mostly affluent and college-educated. In 2011, Scarborough Research discovered that 79 percent of

Birmingham Magazines readers have attended college, and the median household income is $89,000.


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Broadcast Media and RadioSimilar to Tuscaloosa County, Jefferson County is also part of the Birmingham-Anniston-Tuscaloosatelevision market, which is the nations 40th largest. All major networks have a presence in the market.

The television stations serving the Birmingham-Tuscaloosa-Anniston area are ABC 33/40-TV, FOX 6WBRC-TV, CBS-42 WIAT-TV and NBC-13 WVTM-TV. Over 45 radio stations serve the JeffersonCounty market, claiming the nations 56th largest radio market. Major broadcasting companies who ownstations in this market are Clear Channel, Cox Radio, Citadel Broadcasting and Crawford Broadcasting.The Rick and Bubba Show, which is syndicated to over 25 stations primarily in the Southeast, plays onJefferson Countys WZZK-FM. Jefferson County is also home to WJOX, which is syndicated and carriednationwide on Sirius digital radio. The worlds largest Catholic media outlet and largest religious networkof any kind, EWTN (Eternal World Television Network), operates in Jefferson County, broadcasting toapproximately 150 million homes worldwide. WZGX (1450 AM) operates within Bessemer andbroadcasts Spanish language programming and music aimed at the growing Hispanic population ofJefferson County. It also broadcasts high school football games on Friday night.


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Outside panels of UCSA brochures


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Inside of Brochures

Inside panels of UCSA brochures


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Outside panelsof BHBC13brochures

Inside panelsof BHBC13brochures


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BHBC13 flash website


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Sample BHBC13 blog post


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BHBC13 Social Media Plan

Agency: Young Minds, Big Ideas Agency (YMBI)

Client: United Cancer Survivors of America, Inc.

Campaign Goals

1. To establish awareness and a positive perception of UCSA, Inc. and its new brand identity in

Tuscaloosa and Jefferson counties.

2. To raise funds for UCSA and its scholarship programs.

3. To raise awareness of cancer while promoting healthy habits to college students the week before

spring break.

Target AudiencesCollege Students

Social Media Platforms1. Facebook2. Twitter3. Wordpress4. Pinterest

Month: March

Events and Promotions1. Gymnastics Meet Awareness Table2. Spring Break Prize Package raffle3. Motivation Monday, Turn it up Tuesday, Wellness Wednesday, Tone it up Thursday awareness tables4. Break Habits, Beat Cancer Kickoff Party at Houndstooth on March 16, 20135. Party for a Purpose at Moes BBQ on March 21, 2013

Key Themes and Messages

1. Healthy lifestyle choices today can help prevent cancer tomorrow.

2. Donate $5 to UCSA for your chance to win a Spring Break Prize Package from YMBI.

3. Promote cancer ghting foods and healthy exercising.4. Promote events that will raise funds for UCSA.


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BHBC13 Social Media PlanSample MessagesPlatform #1: Twitter1. Is that dessert tempting you? Dont cave! Try a glass of Silk Soy Chocolate Milk instead!2. Its #MotivationMonday and only 6 days away from SB13! Stay motivated. Youre almost there

3. Everyone check out our prize packages you can win on our website. Bhbc2013.com4. Apples, green tea, coffee, blueberries, whole grains #CancerFightingFoods5. Come see us at the gymnastics meet tomorrow night to learn more about #UCSA!

Platform #2: Facebook1. Post flier of our weekly events2. Post flier of BHBC Kickoff Party3. Post flier of Party for a Purpose4. Post link to website5. Post link to blog

Platform #3: Pinterest1. Motivation Monday board included inspirational quotes about staying healthy.2. Turn it Up Tuesday board included songs to listen to on Spring Break.3. Wellness Wednesday board was comprised of healthy recipes and cancer ghting foods.4. Tone it up Thursday board included work out and exercise tips.5. Skin Care board was comprised of sunscreen home remedies and facts about skin cancer.6. Beat Cancer board consisted of public gures that had battled cancer and inspirational quotes about

overcoming cancer.7. Little Victories was a board dedicated to recipes for sweets since everyone needs to reward

themselves after a great work out.

Platform #4: Wordpress1. Blog about YMBI and our goal in promoting UCSA2. Blog informing people about seeing us at the gymnastics meet.3. Blog about eating disorders.4. Blog about how to x a healthier plate.5. Blog about the work out craze from a mans perspective.

SchedulePosts to each platform began March 11, 2013 in order to get the word out about BHBC and garnerfollowers for our campaign. The week that was dedicated to building an audience consisted of 3 to 4Tweets a day and roughly 1 blog post a day. Posts were scheduled to take place mostly between 9 a.m.and 3 p.m. According to online research, this was the time frame in which most people were likely to notonly check their social media, but also interact with it (i.e. click, favorite, like, retweet, etc.) Duringimplementation week, which began March 18, 2013, 3 to 4 Tweets were sent out a day and two blogswere posted per day. Fliers were posted on our Facebook event page in order to promote our events. OurPinterest page was also launched during implementation week. The Pinterest consisted of7 boards that were created to inform our audience of how to stay healthy and preventcancer.


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Sample Facebook posts and tweets


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BHBC13 Print Event Fliers


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BHBC13 Print Event Fliers


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BHBC13 Donation Ticket


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BHBC13 Digital Event Flier


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To: Student Organizations

From: Alex Avram

Subject: Philanthropy/Volunteer Opportunity

Dear President [Name],

My name is Alex Avram, and I am the director of public relations for United Cancer Survivors of America

Inc. (UCSA).

United Cancer Survivors of America (UCSA) is a unique 501(c)(3) nonprofit located in Hoover, Ala., and

our mission is to provide college scholarships and assistance to enrich the lives of those who have

survived or been affected by cancer. To achieve this, UCSA awards two scholarships per year through its

Athletes Kickin Cancer and Students of Survivors scholarship programs.

Through the Athletes Kickin Cancer scholarship program, UCSA awards a $1,000 scholarship to one high

school senior that has battled cancer during his or her four years of high school while competing in a

sport. Through the Students of Survivors scholarship program, UCSA awards a $1,000 scholarship to one

high school senior whose parent has battled and survived cancer sometime during the students four

years of high school. In addition, this program provides $1,000 in matching funds to assist the recipients

family with medical costs.

There are many different opportunities to raise awareness and funds for UCSA, and we would like to

give your organization the opportunity to hold its own fundraiser to support UCSA. If this sounds likesomething your organization would be interested in doing or are currently looking for an organization to

hold a fundraising event for, please contact me, and I can send you more information about UCSA and

an information packet to help you plan your event.

Please let me know if you have any questions or concerns, and I would be happy to assist you in any way

that I can. Thank you for your time, and I hope you will consider holding a fundraising event to benefit a

wonderful, local cause.

Sincerely,

Public Relations Coordinator

United Cancer Survivors of America, Inc.

To learn more about UCSA, visit www.unitedcancersurvivorsofamerica.org .

Stay connected with UCSA:

United Cancer Survivors of America Inc.

Pitch Email to Student Organizations


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Birminghams Five Points South

The University of Alabama at Birmingham presentsThe University of Alabama at Birmingham presents

benefitting

Saturday, June 1, 2013

8 p.m. - 2 a.m.

Pick up your wrist band and drink card atMellow Mushroom and start the crawl!

Make sure to get your free drink and check outdrink specials at all of these great locations:

Mellow Mushroom Pizza

Blue Money Lounge

World of Beer

Daves Pub

The J. Clyde

Innisfree

Basecamp

The Saloon

Tickets available for purchase at the door for $40

or in advance for $35 at unitedcancersurvivorsofamerica.org

Sample Event Flier for Student Organizations


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To: Local Bar Owners

From: [Student Organization]

Subject: UCSA Bar Crawl

Dear [Bar Owner Name],

My name is [Insert Student Org. Name Contact], and I am the [Officer Name] for [Student Organization

Name] and would like to tell you about a wonderful nonprofit organization and how [Bar Name] can

help in enriching the lives of those who have survived or been affected by cancer.

United Cancer Survivors of America (UCSA) is a 501(c)(3) nonprofit located in Hoover, Ala., and their

mission is to provide college scholarships and assistance to enrich the lives of those who have survived

or been affected by cancer. To achieve this, UCSA awards two $1,000 scholarships per year through its

Athletes Kickin Cancer and Students ofSurvivors scholarship programs.

In order to raise awareness of UCSA, [Student Organization Name] is organizing a bar crawl that will takeplace on Friday, March 5. In order to make this bar crawl successful, we need the help of local bar

owners like you. Would you be willing to allow your bar to be a venue for this event?

Before the bar crawl, posters and push cards will be provided to place inside of each participating bar.

All advertising and promotion for the event would be taken care of by [Student Organization Name]

members and volunteers. The only thing we ask of bar staff is to ask for donat

Documents

Campaign Book Final(Int)