1. Mam SanaBeb Feliz Healthy Mom, Happy Baby

2. Mam SanaBeb FelizKATS Advertising Presents: Mam Sana Beb FelizAn advertising campaign for the March of Dimes Piedmont-Shenandoah Valley Division, in conjunction with the requirements of SMAD 256 under the direction of Professor John Guiniven. Anne Blessingblessiam@jmu.edu Tim O'Keefeokeefetc@jmu.edu Kelsey Schum schumkm@jmu.eduStephanie Synoracki synorasm@jmu.eduMam Sana Beb Feliz 2 3. Table of ContentsSection I: Executive Summary...4Section II: Situational AnalysisA. Situational Analysis...5B. Opportunities...5C. Threats.5D. Allies.....5E. Opponents...5F. Problem Statement.......6Section III: Campaign Goal and ObjectivesA. Goal....................7B. Objectives.........7Section IV: Mission Statement...8Section V: Target MarketA. Targets Market...9B. Analysis of Publics.10Section VI: Recommended TacticsA. YouTube Channel .11B. Short Message Service Marketing..12Section VII: Sub-TacticsA. Mobile Site.18B. Spanish Speaking Student Intern...19C. Gmail Account...20Section VIII: Recommended AdvertisingA. Printed Flier....21B. La Gran D Radio Public Service Announcement.......24C. Design.....26D. Suggested Colors...27E. Suggested Fonts.28Section IX: Budget..29Section X: Evaluation..30Section XI: Appendix....31Mam Sana Beb Feliz 3 4. Section I: Executive SummaryKATS Advertising has developed an advertising campaign that specifically targets young Hispanic women in Harrisonburg, Virginia. Currently, the March of Dimes Shenandoah Valley chapter lacks the resources to provide for this demographic. This is a major problem as Hispanics make up 14% of the total Harrisonburg population, and the amount of Hispanic teenagers that are pregnant is double the state percentage (findourreason.org). Ultimately, the Shenandoah Valley chapter aims to increase event attendance at its local events, and increase donated funds to the chapter. To tackle this issue, KATS developed a campaign that would first make the Hispanic community more aware of March of Dimes and their mission of improving the health of babies, and secondarily increase the action of attending March of Dimes events. Given the time, resources, and primary issue of the local March of Dimes chapter, KATS purposely focused on reaching Harrisonburg Hispanics. KATS would look to expand this target market in the future with more time and resources available.KATS conducted both qualitative and quantitative research in Harrisonburg to develop their strategy. A survey was generated and distributed to the Harrisonburg High School Spanish Club (with 40% returned results), and our team met with local citizens knowledgeable on our demographicthis includes Carol Quintero from La Gran D radio, Sandy Hernandez, Director of Hispanic Ministries from Alianza Church, and Candace Avalos, advisor of Harrisonburg High School Spanish Club. Our data showed that mainstream social media tactics (including Facebook, Twitter and blogs) would not be the most effective tactic to reach young Hispanic women, as they are more likely to communicate through their cell phones (with each other), and download videos off of the Internet than access social networking sites (Forrest Research). Because of this, KATS concentrated on developing a YouTube channel and a Short Message Service (SMS) to inform Hispanic women about healthy decisions regarding pregnancy. Additionally, the chosen tactics are low cost, but high impact, in order to make a true connection with the Hispanic community, and ultimately drive traffic to the March of Dimes office in Harrisonburg and the national and regional Web site. KATS Advertising found that the March of Dimes nationally effectively utilizes Twitter and Facebook, thus KATS did not want to develop conflicting messages. Through the work on this campaign, KATS Advertising members collaborated on a wiki site. Mam Sana Beb Feliz 4 5. Section II: Situational Analysis Situational Analysis: Premature births account for nearly 12% of live births in the United States. This is a serious condition that can lead to cognitive impairment or disabilities. Specifically in Harrisonburg, the Hispanic population continues to grow; it is largest minority group in Harrisonburg with 13.8% of the population (US Census 2008). Within this demographic, the teen pregnancy rate remains high at 33%, which is double that of the state. This demographic will be key market for this campaign.Opportunities: Increased awareness of March of Dimes mission Increased attendance at local March of Dimes sponsored events Increased utilization of March of Dimes resources Increased funding for March of Dimes initiatives Increased marketing to a specific and neglected target marketThreats: Rejection of message due to cultural differences Language barrier Apathy Misunderstanding of March of Dimes purpose Misunderstanding of our campaign Lack of finances Campaign does not reach the target market Allies: JMU March of Dimes Collegiate Council Local Sponsors of March of Dimes Local Churches with Hispanic outreach programs such Blessed Sacrament Catholic Churchand Covenant Presbyterian La Gran D Radio JMU Spanish Department Opponents: Residents not open or welcome to cultural integration Those adverse to sexual education and outreach to teen pregnancies Mam Sana Beb Feliz 5 6. Problem Statement The March of Dimes Piedmont-Shenandoah Valley Division does not effectively reach the local Hispanic population. Some reasons for the lack of adequate message delivery include language barriers, lack of finances and resources, and insufficient knowledge on how to reach the Hispanic community. The Hispanic population equates for about 14% of the total Harrisonburg demographic, making them the largest minority in the area. Neglecting this growing ethnic group would hinder the local March of Dimes chapters ability to grow and provide the best services for the entire community. Therefore, it is crucial that this demographic be addressed and integrated into the March of Dimes mission through Mam Sana Beb Feliz. Mam Sana Beb Feliz 6 7. Section III: Campaign Goal and Objectives Goal: To create awareness of the March of Dimes mission and premature birth risks among the young Hispanic women of Harrisonburg. Objectives: To have at least 60% of our target audience identify the March of Dimes as a leadingresource for pregnant women, their infants, and families by November 2010. To have at least 50% of our target audience aware of the lifestyle choices that lead to premature birth by November 2010. Mam Sana Beb Feliz 7 8. Section IV: Mission Statement March of Dimes Mission: Our mission is to improve the health of babies by preventing birth defects, premature birth, and infant mortality. The March of Dimes carries out this mission through programs of research, community services, education and advocacy to save babies lives. Tie-in to March of Dimes Mission: Even though we are targeting a specific ethnic group in a specific geographical location, our campaign exemplifies the mission of the March of Dimes. Our campaign is designed to provide young women of childbearing age with a safe and comfortable resource during and after their pregnancy. This campaign offers educational information, as well as encouragement to women during a crucial and exciting time of their lives. Mam Sana Beb Feliz will be able to serve the Hispanic women of Harrisonburg by providing them with resources and information that promote healthy life choices while pregnant and ultimately result in preventing birth defects, premature birth, and infant mortality. By personalizing the March of Dimes mission specifically for them (our campaign will be entirely in Spanish), these women will feel more comfortable to receiving our message. Anonymity is also an important aspect of our campaign as women can opt in to view our information, and contact the March of Dimes chapter willingly. Mam Sana Beb Feliz 8 9. Section V: Target MarketTarget market: Hispanic women ages 15-24 Explanation: According to the Centers for Disease Control and Prevention, in 2006, nearly 450,000births were to mothers between the ages of 15 and 19. Hispanic young women had thehighest birth rate--three times that of white teenage women. According, the to National Campaign for Pregnancy, young women who have unplannedpregnancies are more likely to lack the prenatal vitamins necessary to ensure a healthy andfull-term birth. Moreover, six in ten pregnancies to women aged 20-24 are unplanned. In 2008, teen pregnancies across America rose for the first time since 1991 (CNN Health) In Harrisonburg, the teen pregnancy rate is double that of the state average. The current Hispanic population of Harrisonburg is estimated at 19,866 (La Gran D) Virginias Hispanic population tripled from 152,000 in 1990 to 460,000 in 2006; 6% of thepopulation of the Commonwealth (La Gran D) According to the Virginia Employment Commissions projections, Virginias Hispanicpopulation will double between 2006 and 2030 Mam Sana Beb Feliz 9 10. Section V: Target MarketAnalysis of Publics: Our client expressed a desire to more effectively reach the Hispanic population of Harrisonburg. We decided that this target group was worth investing our time into, and have provided a campaign specifically geared toward their needs. Our research following this decision proved our target market to be extremely important in regards to pregnancy care and premature birth. First of all, according to the U.S. Census Bureau the Hispanic population in Harrisonburg in 2008 was 13.8% of the citys population. This ethnic group stands as the highest minority population in Harrisonburg. Researchers at Yale School of Medicine found a gene, ENPP1, which is common to Hispanic women. This ENPP1 gene is linked to premature birth and low birth rate among women of this ethnicity (Yale). Whether a baby is born prematurely or not has to do with both the genetic makeup of the mother and the unborn child. In addition, Hispanics by culture are more concerned with the present rather than the future. They tend to focus more on short-term needs rather than long term needs. Therefore, health related messages must appeal to their present life. Research by the March of Dimes in 2003-2005 shows that Hispanics had a 12% preterm birth rate and by 2006, there was a significant increase in Hispanic premature births, but relatively no change among non-Hispanic whites and black women. Numerous factors play a role in premature births, yet some medical conditions have a larger role in others among Hispanic women. These medical conditions include diabetes, obesity, hypertension and intimate partner violence. Lastly, Hispanics have different belief systems when it comes to preventative health care and medical care. Spiritual beliefs about fate and lack of individual control over outcomes are part of the reason for this difference. Therefore, Hispanics have a higher risk for life threatening medical conditions, such as giving birth to a preemie. All of this research supports our campaign and the importance of reaching the Hispanic women in Harrisonburg, Mam Sana Beb Feliz 10 11. Section VI: Recommended Tactics A) YouTube Channel: Mam Sana Beb Feliz YouTube Channel will host weekly videos that feature young Hispanic women and men talking candidly about various topics regarding teen pregnancy. The channel will feature three different characters: Candace: A young, college-aged Hispanic woman from Guatemala that will talk abouthow she helped two of her best friends overcome teen pregnancy and give birth tohealthy babies. Candace will offer health tips and personal stories to viewers.Sara: An 18-year-old Hispanic woman who lives in Harrisonburg and is currently four weeks pregnant. She will offer encouragement to women going through her same situation and viewers will be able to see how the March of Dimes positively affects and supports Saras pregnancy. Gomez: a 22-year-old male whose younger fianc is pregnant with their first child. Gomez will speak to viewers offering a males perspective on pregnancy and how he is preparing for the birth of his child. The channel videos will be current, upbeat, and honest. Hispanic women will be able to watch people just like them go through situations just like theirs. This viral marketing tactic of mentioning March of Dimes services will enable Hispanic women to reach out to the March of Dimes and take advantage of their services.Additionally, the videos will be no longer than 90 seconds and will be spoken primarily in USA Spanish (the dialect that American born Hispanics most commonly use).The YouTube channel is accessible through a mobile phone or any Internet connection, and will host a variety of links to the March of Dimes Piedmont Shenandoah Division site, and other March of Dimes resources and contact information. All of Mam Sana Beb Feliz tactics will refer back to the March of Dimes and their overarching mission to ensure the birth of healthy babies.Anyone can subscribe to the YouTube channel to receive e-mail alerts of when the channel is updated with new videos. It can also be added to any YouTube users favorites although a viewer does not have to have a YouTube account to view the videos. Mam Sana Beb Feliz 11 12. B) SMS Marketing: Short Message Service is a blast text messaging advertising technique that was most prominently utilized in the Obama Campaign of 2008. The SMS text messages will be sent weekly to any person that opts in to receive them and in either Spanish or English. To opt in is simple, a person simply texts Mam Sana Beb Feliz e-mail address (MamaSanaBebeFeliz@gmail.com) to be added to the directory. The messages will be 160 characters and will be on relevant topics for a pregnant woman. For example, when a woman is six months pregnant, she will receive a text message that details a new symptom she might be experiencing. Ideally, Mam Sana Beb Feliz will continue and extend past the birth of the baby, offering mothers healthy tips and encouragement post delivery. For fast and effective delivery, KATS recommends utilizing Gizmo SMS website service. Gizmo SMS allows users to send hundreds of text messages for free through their website.Each text message will have a link to a mobile site that can be accessed on any mobile phone. The mobile site will link to the March of Dimes website and to the Mam Sana Beb Feliz YouTube channel for more resources. To sign up for text messages, KATS recommends distributing fliers that advertise the free service. Local school counselors, hospitals, and Hispanic establishments (and churches with outreach programs) will also be informed of this SMS service. A text message can easily be passed on, and this viral marketing technique will allow the receiver to forward a message to a friendeffectively expanding our reach. Mam Sana Beb Feliz 12 13. Section VI: Recommended TacticsWhy Did We Choose a YouTube Channel? The most popular TV outlet posted on YouTube are Spanish soap operas or telenovelas (BetweentheScreens) Hispanics turn to YouTube for two things: Information and Entertainment (HispanicPRWire) 123-Ingles Case Study: 123-Ingles.com is a YouTube channel where a Spanish professor posted videos that taughtEnglish to Spanish speakers. 80% of his viewers were American Hispanics ranging fromdishwashers in Miami who wanted to better their English to first generation Americans whowanted to learn more about the livelihood and experience of being American. The videoshave been reproduced over two million times boasting hundreds of positive comments andfive star evaluations. The biggest success was that people learned through video in one weekwhat they had not learned in five years. (HispanicPrWire) This example proves Hispanics are open to learning through videos Hispanics are proud of their heritage and culture and thus, their messages should be targetedto reflect that. How Will We Evaluate its Effectiveness? YouTube receives above 1.2 billion steams/day worldwide (Techcrunch) o This means every person on the Internet is watching on average one You Tube video per a day o YouTube has 40 % of the online market share for video (Comscore) We will use: YouTube Insight, a free tool that allows any YouTube member to view detailedstatistics about the videos they upload o How often videos are viewed in different geographic regions o How popular videos are relative to all videos in that market over a given period of time o Lifecycle of the videos (How long does it take the video to become popular?) o Demographics (age range) of who is watching the videos o What countries/geographic locations the videos are popular in o How viewers discovered the video (what location they came from)Mam Sana Beb Feliz 13 14. We will also track:o Number of Channel Viewso Views for each Individual Videoo Channel Commentso Individual Video Commentso Channel Subscribers This will allow us to:o Tailor marketing for campaigno Tailor marketing for advertiserso Improve popularity for Mam Sana Beb Felizo Create new content that appeals to target audienceso Translate videos to different languages and styles of the Spanish languageMam Sana Beb Feliz 14 15. Section VI: Recommended TacticsBlast Text Messaging: Short Message Service (SMS) Text messages are 160 characters in lengtho 20 more characters than a Twitter post Twice as many people text message than they do email (Sell Phone Marketing) The highest group of respondents to SMS advertising efforts are consumers between the agesof 15-17 (Direct Marketing Association)Why Did We Choose Blast Texting? Hispanics depend on their cells phones for more services than any other ethnic group, turning to it for text messaging, downloading music, surfing the Internet and e-mailing. (SF Chronicle) HIspanics are more likely than any other ethnic group to text message, instant or picturemessage, send e-mails, check the weather, get news and sports updates, and receive stockquotes through their cell phones. (Forrester Research) The demographics for those Hispanics that rely on their mobile phone for this information islower than those that are not Hispanic. (Forrester Research) 59% of Hispanic adults have a cell phone, 49% use it to send and receive text messages. (Pew)o 18% of Hispanic adults have a cell phone but do not use the Interneto 36% of Hispanic adults neither have a cell phone nor an Internet ConnectionBenefits of Blast Texting: Instant delivery. Messages will be sent right away and viewed as soon as the user chooses to. Receptive Audience. Opt in marketing tool. Customers choose to receive these messages bygiving out their cell phone number and choosing to accept the text message when it arrives. Viral Marketing. If users like what messages they are receiving, they can easily forward it totheir friends and other people. This passes on the message to an audience the organizationwould not have otherwise been able to reach. Low cost. The messages can be pre-written, and blast texted from the Internet. Mam Sana Beb Feliz 15 16. Accessibility. People are so reliant their cell phones and have them with them 24/7. Therefore,they will always have access to their text messages Paperless. This is a green initiative, as the message does not require paper. Customizable. We can write our own campaign messages. Personal. All these features equate to advertising to the customer on their terms.What It Will Do For Us: Increase awareness of Mam Sana Beb Feliz and the March of Dimes Generate a customer opt-in database Drive up attendance to March of Dimes sponsored events in Harrisonburg Improve customer loyalty to the March of Dimes organizationCase Study: Obama & his Texting Campaign (GigaOM) President Obama effectively utilized blast texting to collect millions of voter contacts and toconnect with a younger audience. o 3.9 million people signed up for blast text messaging services (Obama) He used blast texting to: o Conduct non-intrusive surveys Are you registered to vote? What zip code are you in? o Send reminder messages about the cutoff dates for vote registration and absenteeballots o Invite people to campaign events in their area code o Remind people to go out and vote on Election Day Praise for his campaign (Slate Magazine) o It was the cheapest and most effective way of contacting voters via the phone(compared to robo-call from telemarketer companies, a method previously used) Mam Sana Beb Feliz 16 17. o Text messages are short: People will read short messages and have short attention spanso Voters who were texted on Election Day were 4% more likely to cast a ballot (Bloomberg), which is moving the target audience into an action state of mindHow Will We Tailor Our Messages? Hispanics respond better to emotions and not rationale (New Media Strategies) Each message will consist of healthy tips and encouragement that corresponds with what apregnant woman is going througho The messages are broken up in weekly segments to coincide with a womans stage of pregnancyHow Will We Evaluate its Effectiveness? Branded messages have the capability to include a link to a mobile web page that features additional information about the campaign and serviceso All activity can be tracked via various online reporting systems to measure success Each message has the capability to host polls and surveys to compile important consumer dataand feedbacko Customers can also provide more in depth responses by using an e-mail address Track text message subscribes Track area codes, neighborhoods, and demographics of subscribers Mam Sana Beb Feliz 17 18. Section VII: Sub-tactics Mobile Siteo A Mobile Site is a web site that is specifically designed for optimum performance when viewed not on a regular computer screen but on a small mobile device such as a cell phone, or PDA Regular web sites can be viewed on mobile devices but they are not a comfortable user experience (Internet Marketing Dictionary)o Mobile sites can be linked directly to SMS messages that are sent to cell phones, and are free of charge through the mobile site service Mobile Site Galureo Mam Sana Beb Feliz would link to its own personal mobile site that would include: Mam Sana Beb Feliz YouTube channel Link to the March of Dimes Virginia Chapter web site March of Dimes Piedmont-Shenandoah Division contact information Upcoming March of Dimes events in the Shenandoah Valley Mam Sana Beb Feliz 18 19. Spanish Speaking Student Interno The Piedmont-Shenandoah Division of the March of Dimes does not have the current resources to add a full-time staff member to oversee this campaign projecto James Madison University Foreign Languages Department coordinates several student internships within the Harrisonburg community, in which the student receives course credit hours in exchange for relative worko KATS proposes that a Spanish Major student be hired on at the March of Dimes for a few hours a week each year to oversee the progress of this campaign and to help the client wherever necessary Duties could include, but are not limited to: Sending out SMS messages via software Delivering advertisements of Mam Sana Beb Feliz campaign Updating the YouTube Channel weekly Interpreting voicemails or e-mails that are received Outreaching to the Hispanic community for event programming and participation Contact for a Spanish Student Intern: John A. Tkac, Spanish Professor, James Madison University tkacja@jmu.eduMam Sana Beb Feliz 19 20. Gmail Accounto To better track Mam Sana Beb Feliz e-mails and messages, KATS created a personal Gmail Account MamaSanaBebeFeliz@gmail.como This account will help the client better organize her incoming e-mails, and be able to personalize responses per each customero All YouTube and SMS messages will link back to this e-mail account to gain a sense of consistencyo All SMS subscribers will text their cell phone numbers to this account This allows the staff member to view all subscribers in one place and tomonitor the success of the SMS strategyMam Sana Beb Feliz 20 21. Section VIII: Recommended AdvertisingPrinted Flier: A brightly colored printed flier will be placed at locations in Harrisonburg where Hispanics visit. The flier will be used to promote the Mama San Bebe Feliz campaign and the services it provides. Someone may take the flier and pass it along to a loved one who is pregnant, thus spreading the message in a printed manner. The printed flier will target the entire Hispanic community, and not just Hispanic teens, in order to pass along the message. As the campaign expands, more places for the flier may be added. Hispanic Outlets in Harrisonburg, Virginiao Skyline Literacy Language Instruction: o975 South High Street o New Bridges Immigration Center:o 70 South High Street o The Health Department: o 110 North Mason Street o Rockingham Memorial Hospital: o 35 Cantrell Avenue o Big Brothers, Big Sisters of Harrisonburg/Rockingham:o 225 North High Street o Our Community Place:o 17 East Johnson Street o The Boys and Girls Club of Harrisonburg: o 620 Simms Avenue o Harrisonburg High School (in nurses office, guidance counselors office, 4T program): o 1001 Garbers Church Road o Raguel Tienda Grocery: o 620 Hawkins Street o BBB Supermarket: o 1061 South High Street o El Dorado Mexican American Grocery:o 3432 North Valley Pike o Mi Mercadito Grocery: o 250 Poplar Circle o La Flor De Mexico: o 1171 South High o Alianzo Hispanic Outreach at Covenant Presbyterian: o 546 West Mosby Road o Blessed Sacrament Catholic Church: o 154 North Main StreetInstructions on how to participate in the campaign will be clearly printed on the front of the flier, and more detailed information on the back of the flier. The suggested size for the flier is a half sheet (4.25 x 5.5 inches, vertical), printed on glossy cardstock. The benefit of this design is that is appeals to a wider range of people and appears to be a fun and welcoming message. This puts the focus on the message and the campaigns opportunities and not on the fact that the teenager is pregnant reinforcing the anonymity of this campaign.Mam Sana Beb Feliz 21 22. Section VIII: Recommended Advertising Printed Flier (front): Mam Sana Beb Feliz 22 23. Section VIII: Recommended Advertising Printed Flier (back): Mam Sana Beb Feliz 23 24. Section VIII: Recommended AdvertisingPSA Announcement: To further inform Harrisonburg Hispanics about our campaign, we chose to utilize a Public Service Announcement to be played at La Grand D Radio station, free of charge. La Gran D reaches the Shenandoah Valleys Hispanic population. PSAs are messages aired by radio (and some television stations) that inform the public about a public service provided by a non-profit organization (i.e. The March of Dimes). Radio PSAs create greater awareness because of the number of people who tune in to La Grand D while driving, in the office, working at home, or even working in their front yard on the weekends. PSAs range from 10-60 seconds long.KATS proposes to air a PSA between the hours of 3-6pm Monday-Friday because this is the time that our target audience is most likely to listen to La Gran Dafter school and just before dinner. La Gran D radio is personality driven and features popular Mexican regional music. Hispanics love radio and listen an average of 3 hours and 11 minutes a day. Most significantly, they perceive commercials as a positive source of information (La Gran D). The two highest age groups that listen to the station are between the ages of 18 and 24 and 25 and 34directly targeting our market. La Gran D Radio Contact: Carol Quintero 105.1 FM PO Box 752 Harrisonburg VA 22803 540-437-2353Mam Sana Beb Feliz 24 25. PSA Script #1: INFORM Young Spanish Woman: Are you pregnant or know someone who is? Visit Youtube.com/ MamaSanaBebeFeliz the new YouTube channel specifically for pregnant women and their families. Here youll find resources, weekly video blogs and tips on how to get through your pregnancy and have a healthy baby. Pregnancy can be a hard thing to go through alone, and Mama Sana Bebe Feliz connects you to other locals who are experiencing the same thing. You can even sign up for our text messaging service that includes health tips on how to ensure good health for you and your baby. For a healthy mom calls for a happy baby! Mama Sana Bebe Feliz is sponsored by the March of Dimes Shenandoah Valley chapter. Call 540-434-7789 to talk to a March of Dimes representative. PSA Script #2: RELATE Young Spanish Teenager: I am a Hispanic woman. I am 16 years old. And I am pregnant. I felt totally alone when I found out I was expecting my first child, but thats when I turned to Mama Sana Bebe Feliz. I visited their YouTube channel and watched weekly videos that talked about how I would be feeling, what sorts of foods I should be eating and they even offered me healthy tips to make sure I was taking good care of myself and my baby. I wanted the best for my baby, and Mama Sana Bebe Feliz helped me do that[baby laughs in background]Now, I am a proud mother to Carolina who was born 7 pounds and 8 ounces and with tons of black hair! Thank you Mama Sana Bebe Feliz for helping me care for my baby girl.Older Woman: Are you pregnant or know someone who is? Visit Youtube.com/MamaSanaBebeFeliz. You can even sign up for our text messaging service or contact us at the March of Dimes, Shenandoah Valley at (540) 434-7789. Mam Sana Beb Feliz 25 26. Section VIII: Recommended Advertising Design: The design is meant to be bold, memorable, and eye-catching. The chosen colors of this campaign are red, yellow and orange. Mam SanaBeb FelizMam Sana Beb Feliz 26 27. Section VIII: Recommended AdvertisingSuggested Colors:RedYellowOrangeR: 217 R: 234R: 242G: 37G: 232G: 99B: 44B: 84 B: 34 Mam Sana Beb Feliz 27 28. Section VIII: Recommended Advertising Suggested Fonts: Mama Sana Bebe Feliz design: Lithos Pro Black: AbcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZAll other text: Gill Sans: abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ Mam Sana Beb Feliz 28 29. Section IX: Budget ProgramUnit Cost QuantityTotal CostYouTube Channel$0/per subscriber weekly$0 SMS Marketing$0/per messageweekly$0 GizmoSMS *Standard Text Messaging Rates apply to receiverChapter Intern Class Creditas needed $0 Fliers $0.49 per/sheet 500 $249 Glossy cardstock $0 per/sheet500 $0 (Sponsored)PSA$02x daily$0 La Gran D3-6 pmMobile Site$0per selected texts$0 Mobilesitegalure.comGmail Account$01 account $0 Mam Sana Beb Feliz 29 30. Section X: Evaluation Evaluation for the overall Mam Sana Beb Feliz campaign for the March of Dimes Piedmont- Shenandoah Division will be evaluated by increased attendance of Hispanics at March of Dimes events (such as the annual March for Babies), increased donations to the organization, and increased traffic both in the Harrisonburg office and on the regional level. Individual tactics (YouTube channel and SMS) will be evaluated using specific tools noted on the tactics pages.Mam Sana Beb Feliz 30 31. Section XI: AppendixA) Memos:TO: Mary Knapp, Division DirectorFROM: Steph Synoracki (synorasm@jmu.edu)Others in Attendance: Anne Blessing, Tim OKeefe, Kelsey SchumRE: March of Dimes campaignMary, Thank you for taking the time to meet with us and share your knowledge of the March of Dimes and what you hope to achieve through this campaign. After the presentation and discussion session, these are the key points that we heard:Target audience is primarily tweens and teens, especially local Latino and African-American groupsCampaign should focus on education among communities at risk and awareness of the services March of Dimes provides as well as the impact of the decisions tweens and teens make nowMarch of Dimes is for all babies (not just those who are ill)March of Dimes does not pay for advertising, therefore a zero budget campaign is required (creatively using community partners for printing and other advertising needs)Community partners are an important part of relaying the March of Dimes message to target publicsHow March of Dimes develops relationships in the community is one way to measure success; but researching metrics available to organizations will also be importantThe campaign should have a time frame of approximately one year and two months, or Nov. 2010; November is National Prematurity Month If there is anything we misunderstood, please let us know. We look forward to our next meeting. Thank you. Sincerely,Steph (Group 1) Mam Sana Beb Feliz 31 32. TO: Mary Knapp, Division DirectorFROM: Steph Synoracki (synorasm@jmu.edu)Others in Attendance: Anne Blessing, Tim OKeefe, Kelsey SchumRE: Conference Report- Strategy and PlanningMary,Thank you for taking time out of your busy day to meet with us again. After your approval of ourgoals/objectives and discussing our target population in more detail and your insight on where to gofrom here, these are the key points from our meeting: Your division of the March of Dimes does not have much previous experience with the Hispanic/Latino populationYou have partnered with high school clubs such as FBLA, FCCLA, Neo-Clubs and Key Clubs, which all have a children first visionHarrisonburg High School has its own Spanish interpreter who may be an excellent resource; also First Standing broadcastingThe Hispanic/Latino population in Harrisonburg, Va is 13.8% (the largest minority group); language barriers are a big concernResearch shows that Hispanics and Latinos dont believe in preventive care partially because of spiritual beliefs about their lack of control over an outcomeResearch has also shown that there is a gene (ENPP1) linked to premature birth among Hispanic womenHispanics are more concerned with the present rather then the future, which leads to another reason they dont believe in preventive caremessage needs to appeal in their present and immediate lifeWe are in the process of researching local and national resources (radio, newspapers, TV, etc.) for theHispanic/Latino population, as well as developing our strategy and possible tactics based on what ourresearch shows. We will be in touch shortly with further research and our communication methods.Thank you again for meeting with us.Sincerely,Steph Synoracki (Group 1)Mam Sana Beb Feliz 32 33. TO: Mary Knapp, Division DirectorFROM: Steph Synoracki (synorasm@jmu.edu)Others in Attendance: Anne Blessing, Tim OKeefe, Kelsey SchumRE: Conference Report- Update 1Mary,I would like to provide you with a brief update of our progress and strategic plan. We have set up ameeting with Carol from La Gran D for next week. At this meeting we will discuss how the radiostation markets to the Hispanic/Latino population and receive information on the Hispanic/Latinolisteners of La Gran D. The universitys current SGA President is of Hispanic background and workswith the Spanish Club at Harrisonburg High School. We have developed a short informational surveyto hand out to this group of high school students. We have begun investigating possible tactics to carryout our strategic advertising plan. Research has shown that texting is popular among Hispanic/Latinoteenagers and the ethnicity in general. Research also shows that many individuals of that ethnicityutilize YouTube for information and enjoyment. We plan to use both of these outlets to achieve ourgoal and objectives.Goal: To create awareness of the March of Dimes mission and premature birth risks among the Hispanic and Latino community of Harrisonburg.Objectives: To have our target audience identify the March of Dimes as a leading resource for pregnant women, their infants and families by November 2010. To have 70% of our target audience aware of the lifestyle choices that lead to premature birth by November 2010.We will provide you with an update after our meeting with Carol and on any further developments.Sincerely,Steph Synoracki (Group 1) Mam Sana Beb Feliz 33 34. TO: Mary Knapp, Division DirectorFROM: Steph Synoracki (synorasm@jmu.edu)Others in Attendance: Anne Blessing, Tim OKeefe, Kelsey SchumRE: Update 2Mary,As mentioned in our previous memo, we had planned to meet with Carol Quintero from La Gran D.Last week we met with Carol at the station and discussed the Hispanic/Latino culture and thepopulation in Harrisonburg. I just wanted to provide you with a brief synopsis of the meeting. La Gran Ds listener base reaches a coverage area of 600 watts and 20,000 individuals La Gran D is the only Spanish station in Harrisonburg, no competition In small towns, Hispanics are shy to call in because others may recognize their voice Hispanics are not bothered by ads; they want to feel the Im your buddy sentiment Non-profits have used La Gran D as an effective resource, special deals exist for non-profits La Gran D reaches mostly adult Hispanics/Latinos (parents of teens); pass messages along Teens are listening, calling in and sharing stories (after 3pm) Many sponsorship opportunities are available for non-profits through the station Hispanic/Latino population in Harrisonburg is diverse (richpoor and educatednoteducated); agriculture aspect of the city brought about these ethnic groupsGoal: To create awareness of the March of Dimes mission and premature birth risks among the Hispanic and Latino community of Harrisonburg.Objectives: To have our target audience identify the March of Dimes as a leading resource for pregnant women, their infants and families by November 2010. Mam Sana Beb Feliz 34 35. To have 70% of our target audience aware of the lifestyle choices that lead to prematurebirth by November 2010. We are currently working on further developing our tactics and putting them into action. We willprovide you with an update of our progress next week. Sincerely,Steph Synoracki (Group 1)Mam Sana Beb Feliz 35 36. Section XI: AppendixB) Information Survey Responses: Used to survey Hispanic teens1) Where do you get information? (Internet, newspaper, TV, etc.) I get information from the Internet2) Whos opinion do you trust the most? (parent, sibling, peer, teacher, etc.) I trust my moms opinion, but I also trust some of my older friends opinions3) Do you have access to the Internet? How often do you go on the Internet? Do you use social media? (Myspace, Facebook, YouTube, etc.) Yes, I do have access to Internet and I use it almost everyday. I also do use social media.4) Do you text? Would you say texting is a popular form of communication among you and your friends?I do text and yes I do say texting is a popular way of communication among me and my friends.5) What radio stations, TV stations do you listen to? I don't really listen to the radio but when I do I listen to a hispanic radio station and i watch almost all hispanic station. _________________________________________________________________1) Where do you get information? (Internet, newspaper, TV, etc.) internet and tv2) Whos opinion do you trust the most? (parent, sibling, peer, teacher, etc.) sibling3) Do you have access to the Internet? How often do you go on the Internet? Do you use social media? (Myspace, Facebook, YouTube, etc.) yes about 5 times a day and yes4) Do you text? Would you say texting is a popular form of communication among you and your friends? yes, i think it is a popular form of communicating among friends5) What radio stations, TV stations do you listen to? 99.1,87.7, 99.5 _____________________________________________________________________1) Where do you get information? (Internet, newspaper, TV, etc.) The Internet2) Whos opinion do you trust the most? (parent, sibling, peer, teacher, etc.) Some times parent but mostly peer3) Do you have access to the Internet? How often do you go on the Internet? Do you use social media? (Myspace, Facebook, YouTube, etc.) Yes!!! Once a week! I use Youtube and Myspace!!Mam Sana Beb Feliz 36 37. 4) Do you text? Would you say texting is a popular form of communication among you and your friends?Yes! Yes i would say texting is a popular way of communicating with me and my friends.5) What radio stations, TV stations do you listen to? La Preciosa 1) Where do you get information? (Internet, newspaper, TV, etc.) I get information from the TV and Internet2) Whos opinion do you trust the most? (parent, sibling, peer, teacher, etc.) Parent3) Do you have access to the Internet? How often do you go on the Internet? Do you use social media? (Myspace, Facebook, YouTube, etc.) Yes twice a weak for social media (Facebook) and YouTube I go in 5 times a week4) Do you text? Would you say texting is a popular form of communication among you and your friends?Yes I text. Yes I would say that texting is a popular form of communication among you and your friends because that the 21st century style.5) What radio stations, TV stations do you listen to? I listen the TV station of Dish ChannelMam Sana Beb Feliz 37 38. Section XI: AppendixC) Week-by-Week Text Messages: Scripts for the SMS service tactic Each message ends with a link to the mobile website WEEK MESSAGE1 Start off healthy! Eat fruits & veggies and stop smoking & drinking alcohol. Plan a Dr. Appt too2Exercise on a regular basisonly 30 min. a dayhelps keep your