Integrated Marketing Communication Proposal - Make-A-Wish Michigan

Michigan

Integrated Marketing Proposalpresented for

Make-A-Wish Michigan Campaign Proposal. Copyright © 2015 TOTL Marketing. CONFIDENTIAL.

Proposed By:

550 SW 9th Street, Suite 303 Des Moines, IAwww.totlaffectmarketing.com

Effectively engaging Millennials in the mission of Make-A-Wish Michigan.

Date Proposed: December 21, 2015

Integrated Mark eting Communications Agency

Becky Sidles | Founder & CEO550 SW 9th Street, Suite 303 Des Moines, IA (515) 231-2628 | [email protected]

December 21, 2015

Ms. Karen DavisPresidentMake-A-Wish Michigan7600 Grand River Ave. Suite 175Brighton, MI 48114

CC: Ms. Sherri CollinsVice President of Marketing and Brand Advancement

Dear Ms. Davis,

On behalf of Total Affect, I want to thank you for the opportunity to present a proposal for your consideration and partnering with us in the future success of Make-A-Wish Michigan. Our mission is to look between the lines, think outside the lines and, ultimately, find the necessary steps to execute in positive changes toward success for our partners. Due to our passion for improving quality of life for all, we focus on aligning ourselves in partnership with non-profit organizations like yours to further our mission in influencing positive change in the world.

Inside these pages you will follow our journey from getting to know you, getting to know the MIllennial generation and finding the intersection to form a life-long relationship between the two of you. Our approach encourages one-to-one communication through multi-media, public engagements and personal interactions. Additionally, we will help to engage your current team of employees and volunteers under one methodology in achieving your mission and goals -- making the sum greater than the equal of each of your parts. Most importantly, we will show you how to measure your success after executing each of the strategies outlined, so you can understand the why behind the results, hold us accountable and further execute to consistently move toward further success.

We are excited for this opportunity and I look forward to speaking with you further after you’ve reviewed this proposal. Any pressing questions, please contact me at (515) 231-2628. I plan to follow up with you in one week to speak in greater detail.

Sincerely,

Becky Sidles

Becky SidlesFounder & CEO


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Table of ContentsOpening Letter 2

About TOTL Affect 4-5

Executive Summary 6-7

Situation Analysis Make-A-Wish Michigan Background 9-11The Competitive Landscape 12-13Challenges & Opportunities 14

Target Audiences Millennials 15-16Internal 17

SWOT Analysis 18

Focus Group Summary 19-21

Make-A-Wish Brand Evaluation Perception 22Personality 23Positioning 24-26

Integrated Communication Strategy Statement 27-28

Communication Plan Creative Brief 30Campaign Objectives 31Big Idea 32Market Area 33

Media Plan 34Campaign Touchpoints

Website and Social Media 35-38WAM YPro 39-41Walk for Wishes 42-44MileMatch App 45-46Diversity Outreach 47-48Internal Communications 49Lunch & Learn Series 50-52Mentors in Joy 53Corporate Partnership 54Highway 96 Music Tour 55-56

Budget Summary 57

Campaign Timeline 58

Evaluation and Measurement 59-61Conclusion 62

Appendix A TOTL Affect Press Release 64

Appendix B Focus Group Moderator’s Guide 66

Appendix C References 68-71

Who is TOTL Affect?TOTL Affect is an integrated marketing communications agency specializing in non-profit organizations. AsAristotle said, “the whole is greater than the sum of its parts” so TOTL Affect strives to bring the parts back to one – one brand, one identity, one mission – and make a difference to our partners and their success.

Working as one with each client, we pride ourselves on taking execution to the next level and improving results exponentially.

Just as we encourage in our client, TOTL Affect provides a connected team of talent, which allows us to give your organization tailored and exceptional customer service – we’ll be that missing part of your team needed to achieve your goals.

Why TOTL Affect?Change is difficult and rebuilding a team to share the thoughts of the whole is rare – it sounds straightforward in theory but it’s really hard in practice. We at TOTL Affect have experience in finding the motive, teaching the habits and remaining a partner through execution.

Our PartsMarket Research Creative Strategy and ExecutionDigital and Social MediaPR CommunicationsMedia PlacementAnalysis and Metrics

af • fect1 /e ‘fekt/

verb: have an effect on; make a difference to

OR touch the feelings of (someone);

move emotionally[


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About TOTL Affect3


Agency Credentials



LETTERHEAD

EXAMPLE

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Make-A-Wish Michigan is more than just a nice thing. Working each day to grant the wishes of Michigan children with life-threatening illnesses, Make-A-Wish Michigan enriches the human experience with hope, strength and joy. These wishes cannot come true without the funds to achieve them, so much of the work Make-A-Wish Michigan does every day is engaging volunteers, corporate partners and individual donors to help in their mission. In 2016, you’ve set the challenge to grant even more wishes and objectives to raise $1.2 million and increase volunteers by 20%.

We can make it happen. It is recognized that the millennial generation is the largest and most powerful generation to come of age. They are educated, they are passionate and they want to give back to causes they believe in and can experience the direct results of their efforts with. This 12-month integrated marketing communications plan integrates this desirable, powerful audience’s desires with the needs and mission of Make-A-Wish Michigan creating an intimate, mutual, all-in relationship that will last far beyond 2016.

Through the creation of a young professionals led, YP Wishleaders Council, as an initiative of Make-A-Wish Michigan the efforts to grant more wishes can multiply. By offering leadership roles and positions that will be responsible for direct results, Make-A-Wish Michigan is addressing a need of the millennial generation other organizations often overlook. As these leaders are accepted in to these roles and begin to build the membership, the YP Wishleaders Council will be an ever-expanding network of brand ambassadors to share, encourage and engage others with Make-A-Wish Michigan.

To ensure success in the first year, and offer a foundation to build upon, the leadership board of the YP Wishleaders Council will be responsible for the execution and measurement of the plan to follow. The plan will reach beyond the primary goals of Make-A-Wish Michigan through successful integration of 8 communication touchpoints:

• YP Wishleaders Council - the creation, membership recruitment and awareness efforts of this new opportunity will build a network of passionate, giving millennials to empower others with the Make-A-Wish Michigan brand

• Highway 96 Music Tour - a big, bold, new event to engage millennials integrating their passion as a community for music and giving back

• WAM YPro - this new, 13.2 mile ride option with the YP Wishleaders Council will engage more millennials with the signature Wish-A-Mile event and integrate the group with one of the most impactful efforts of the year

• Walk for Wishes Team Challenge - YP Wishleaders Council will challenge four teams to raise the most donations with the award of an unforgetable experience

Executive Summary6


• MileMatch App - development of a mobile application to make airline miles simple and offering at your touch reminders of your available miles to donate

• Driving Diversity - efforts throughout the year will encourage both Arabic and Spanish-speaking millennials to become members of the group and encourage deeper involvement as a volunteer

• Internal Retention - critical internal communication strategies to integrate YP Wishleaders with the whole organization will build a deep, life-lasting relationship

• Lunch & Learn Series - corporate partners will be engaged with opportunity to host and educate these young professionals seeking professional development to grow and learn as they build their careers

• Mentors in Joy - another corporate engagement program will get YP Wishleaders in the door to empower businesses to activate their employees in support and charitable responsibility together in achieving the overall goals

Lastly, we outline the critical measurement plan that integrates effortlessly and will allow for an accurate analysis of the plan’s success in achieving the outlined objectives.

Executive Summary7


Background

History of Make-A-Wish MichiganIt began with a wish.

In the Spring of 1980, U.S. Customs Agent Tommy Austin shared a story of a seven-year-old boy, whose mom was a family friend, and his fight with leukemia with Officer Ron Cox. Chris Greicious, the seven-year-old boy, wished to be a police officer “to catch the bad guys” with Austin. Pulling together his resources, Officer Cox sets up a tour for Chris and his family of the Department of Public Safety. The next day, two officers, met Chris at his home with a full officer’s uniform and battery-powered motorcycle driving test to “qualify for motorcycle officer’s wings” -- Chris’ wish had been granted.

Just a few days later, Chris passed. Touched by the experience, Officer Frank Shankwitz spoke with Kathy McMorris, the wife of another DPS officer, about sharing the same joy with other children. That summer, a group of DPS officers, friends and family gathered -- Make-A-Wish began.

In 1982, NBC Magazine heard about the little organization granting wishes to children fighting for their lives. After running the story on television nationwide, the requests to be a part of the cause grew exponentially. Answering the calls, Make-A-Wish became incorporated in May of 1983 -- chapters opened nationwide.

Make-A-Wish Michigan granted its first wish in 1984 when Joshua, an 11-year-old boy fighting a brain tumor, boarded a plane for Walt Disney World® Resort.


“They work day in, day out to make wishes come true, and I got to be part of one today with two

incredible girls, Maddie and Shannon, whose dream was to be

a supermodel for a day.”-Karlie Kloss

[ [Make-A-Wish Background

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MISSION:Make-A-Wish Michigan grants

the wishes of children with life-threatening medical conditions

to enrich the human experience with hope, strength and joy.[ [

Make-A-Wish Michigan TodayIn 2015, Make-A-Wish Michigan granted just over 440 wishes of ailing Michigan children. All raised proceeds and donated gifts of support stay in Michigan. Most importantly, 80% of every dollar donated directly supports granting a wish. Although a team of full-time staff manage the day in day out operations of the organization, it is only with the help of over 700 volunteers annually the number of wishes are able to be granted.

To fulfill its mission and grant wishes, Make-A-Wish Michigan works to obtain and retain volunteers, raise funds and secure corporate sponsorships. Through 31 years, there are key programs of importance that have found continual success:

Walk for WishesHeld in both Detroit and Grand Rapids, Walk for Wishes in-vites the community out to a safe, family-friendly location for a 1.5 mile walk, refreshments, entertainment and activities. Participants pay an entry fee and are further encouraged to raise a minimum $100. The day of the event, Wish families are on site to share their story and participate themselves. In 2015, the two walks combined hosted over 4,600 walkers and raised over $575,000 (Make-A-Wish Michigan, 2015).

Wish BallThis formal black-tie event becomes a captivating celebration of the Wish kids and those who made their dreams come true. Again held in both Detroit and Grand Rapids, the Wish Ball connects well with community leaders and secures many corporate sponsors. Tickets starting at $250 make this event exclusive and pristine.

Kids for Wish KidsMake-A-Wish Michigan empowers children to help by putting the efforts in their hands. This popular program allows kids to choose an idea for a fundraiser, then organize and manage their project from start to finish.

Make-A-Wish Background10


“Throughout the year, we work really hard and try to stay in shape for this race. To be able to share in this experience and connect with everyone makes it all worth it in

the end.” - Laurie Sabin[ [

Wish-A-Mile Bicycle TourThis three-day, three hundred mile bicycle tour across the state has become the pillar event of Make-A-Wish Michigan. In 2014, nearly 1,000 riders and 300 volunteers participated raising a staggering $2.1 million (Make-A-Wish Michigan, 2015).

The grand event consists of food and rest night stops, entertainment, a joint one-day 50 mile ride and a Jr. half mile kids’ ride for ages 5-13. In the final mile of the journey, the route is designated as the Silent Mile, lined with the images of the children lost to their illnesses. Then, the journey concludes with the Heroes Hurrah, a finish line celebration where riders are presented their medallions from Wish kids.

Truly notable about this event is the number of riders that have continually joined the ride each year since the first. Only an average of 200 riders each year are rookies (Webinar, 2015). A Detroit News article quotes rider Al Peterson who rides with team “David’s Heroes” - David passed 25 years ago and Al continues to ride (Smith, 2015).



Competitive LandscapeKeeping the objective in mind, to engage Millennials with Make-A-Wish Michigan, the following organizations are those also keying in on this target audience and asking for them to give of their time or money:

Detroit Institute of Arts (DIA)Since 1885, this institute has been a beacon of culture for the city of Detroit. The DIA’s collection is among the top six in the United States, with diverse exhibits dating

from prehistory through the 21st century. With a mission to “create experiences that help each visitor find personal meaning in art”, the DIA has been a founding organization at engaging wtih the younger generations. According to Felton (2015), “its Founders Junior Council, open to DIA members under the age of 40, celebrated its 50th anniversary last year.” Members of the council enjoy benefits such as advanced purchase tickets to annual events, exclusive curated tours, entry to networking events, special exhibit previews and more. Investment to the council ranges from $50 - $250, plus the time to attend events. (Detroit Institute of Arts, n.d.)

Southeast Michigan American Heart AssociationAs an affiliate branch of the American Heart Association, this group has been working toward their mission of “building healthier lives, free of cardiovascular diseases and stroke” and “helping individuals and communities build a culture of

health so all people can live life to the fullest with healthy hearts and brains. Their efforts consist in fundraising for nationwide research, education through collateral and events, as well as continual community activations, such as their teaching gardens.



Following other AHA branches, the branch launched a Young Professionals Board in 2014. The board was tasked with raising $50,000 annually and planning an event to engage their peers that coincided with the annual Heart Ball. In the first year, the board exceeded their fundraising goal and successfully organized a Pulse Party event, an outdoor extension of the Heart Ball at an affordable cost to their peers. (Felton, 2015)

Ronald McDonald House of Southeast MichiganWith locations in Detroit, Grand Rapids and Ann Arbor, the Ronald McDonald House “provides an environment of love, kind-

ness and a support system to families during their most difficult time in life, when a child is receiving medical treatment at local facilities.” As children under 21 are receiving treatment, the parents, legal guardians, siblings and other family members are eligible to stay. Asking families to donate just $10 per night for their stay, funds raised are used for the expenses of upkeep, food, toilet-ries and other daily needs for the Ronald McDonald House to provide to their guests during their stay. (Ronald McDonald House of Detroit, n.d.)

In 2013, the organization developed its junior board with the inten-tion to increase the success of their social outreach and train up-and-coming board members. Junior board members serve six year terms to learn the ins and outs of “being an ambassador, fundraising and supporting the charity.” (Felton, 2015).



Challenges & Future OutlookIn order to reach a higher level of serving their community, Make-A-Wish Michigan faces three primary challenges:

Limited ResourcesAccording to the Michigan Nonprofit Association (MNA), there are more than 42,000 nonprofit organizations throughout the state. Both geographically and operationally diverse, this mass number has a large impact on the Michigan economy receiving more than $69 billion in annual revenue and spending more than $80 billion. According to the U.S. Census Bureau, the median household income in Michigan was $49,847 in 2014 and the state’s Millennials are facing the largest decline in median income of any state for those ages 18-35 at a staggering 26% (Glazer, 2015). Make-A-Wish Michigan must find their position to reach in to the hearts of more Millennials who give of their limited income and solidify relationships so they are choosing them to build a partnership of giving.

Increased NeedNonprofit Finance Fund’s 2014 State of the Sector Survey reported that approximately three out of every fournonprofits report an increase in demands for their services. Make-A-Wish Michigan faces this same challenge with approximately 800 Michigan children being newly diagnosed with an eligible threatening illness in the coming 12 months. With the current resources, Make-A-Wish granted just over only half that number of wishes in the previous 12 months. The challenge here lies in both outreach to educate those eligible to nominate for a wish to do so and increasing the resources two-fold to be able to grant them.

Perception of ServicesThere are consumers who believe the core purpose of Make-A-Wish addresses a want of the ailing children, but is not a necessity in their journey to wellness. In a 2010 blog post, Micheal Dickens wrote “by campaigning for their own cause, MAW draws funding away from causes that do much more good for the world...Donors have a limited amount of money that they are willing to give to charity, and by giving it to MAW, they fail to give it another, more beneficial cause.” He cites beneficial causes as those funding medical research or direct treatment of children. Make-A-Wish was built from addressing the needs of the hearts, not just of the ailing children, but of their family, friends and communities who feel the affect of their illness as well. To combat this perception, Make-A-Wish must stand strong and clear of their mission and further educate on the effects proven from having a wish granted.



Millennials, those born between 1981 and 1997, ages 18 to 34, are the first generation to grow up native to the digital world. This generation is “confident, self-expressive, liberal, upbeat and open to change” (Pew Research, 2010). They are on course to becoming the most educated generation in American history, with 33% having a four year college degree or more (Pew Research, 2014). The impact this generation has and will continue to have on the future of all industries, including nonprofits, is undeniable.

The largest population of millennials in Michigan are the youngest of the generation, college students located primarily at the state’s largest universities in Ann Arbor and East Lansing with enrollments of 43,625 and 50,081 respectively (NCES College Navigator, 2015). Statewide Michigan has struggled to retain college graduates. Millennials hold just 25.2 percent share of the total population (Detroit Data Guru, 2015). For millennials, it is not just about where the jobs are. According to Leon

Drolet, chair of the Michigan Taxpayers Alliance, “even if millennials themselves want traditional values, they want a place where they can choose how they live” (Buss, 2015). State politics on topics such as gay rights, reasonable marijuana laws and the like steer this generation to feel constrained rather than relaxed. Those of the generation who are making a life in Michigan geographically locate to the suburbs and city centers of Detroit and Grand Rapids.

By the end of the decade, one in every three adults will be a member of the millennial generation, bringing their values, work ethic and leadership styles to America’s workforce. In the workplace, millennials want to find purpose, making meaning and not just money. According to Kristin Turner, a Royal Oak, MI millennial, “I want a family experience at work; I want to like where I work and believe in the work that I do” (Walsh, 2015). Millennials seek group-oriented leadership styles, collaborative environments and places they can expand

Target Audience15


their skills. Lou Glazer, president of Ann Arbor-based Michigan Future Inc., says of the generation “They are very interested in developing their craft, even if that means developing that craft with a job move.” Growth and development are important in work and in life.

Just as in the workplace, millennials look to find purpose within their communities as well. In the Case Foundation’s 2014 Millennial Impact Report, 97 percent of millennials said they prefer to use their skills to help a cause (Bussa, n.d.). With the burden of student debt still on their heels, millennials often seek ways to give other than monetarily. In 2013, only 12% gave more than $1,000 (Bussa, n.d.). Both the Case Foundation and our own primary research reveal a key takeway: driven by the cause, millennials want to engage with organizations in a meaningful way that produces tangible results.

Millennials are truly the future of information consumers and able to access news from a record number of sources. “Steeped in digital technology and social media, they treat their multi-tasking hand-held gadgets almost like a body part – for better or for worse” (Pew Research, 2010). The limitless information available on the Internet can also create information overload for millenials who are not quite comfortable navigating on their own (Palfrey & Gorham, 2008).

Despite the abundance of information sources, for this generation the most trusted source is in their peers. According to Boston Consulting Group (2012), “the definition of an ‘expert’ has shifted from someone with professional creditions to potentially anyone with firsthand experience, ideally a peer or close friend.” For nonprofits, like Make-A-Wish, it is increasingly

important to tap in to the networks of current volunteers and continually engage peer groups. Despite many nuances, behaviors and characteristics identified here the most important point is to recognize the variances within the millennial generation. Where 19-year-old Amy may be driven by cause marketing, local shopping and things that are familiar to her; 22-year-old Mark may own and consistently use multi-devices, contribute to online content and be on the road to great success and wealth; each may display many of the generalized characteristics of millennials, but will not respond to a one-dimensional, un-individualized marketing message unless it tailors to their triggers.

Target Audience16


Secondary Audience

It is as important to engage and fully integrate the internal audience of Make-A-Wish Michigan with communication and the campaign for full integration and increased success. This audience consists of the 33 current staff members, 23 board members, current corporate partners and the current over 700 active volunteers. An internal communication plan reinforces amongst employees of the authenticity, importance and relevance of the organization’s purpose and strategic goals.

Those who work for Make-A-Wish Michigan come from various backgrounds, both in and outside of non-profit work, and span across multiple generations. Now driven by a single purpose, they work in a collaborative, positive and supportive environment to carry out the daily operations necessary to grant wishes. Past development intern, Daniel Proctor, describes his time with the team as, “the best learning experience I’ve had so far - challenging, yet extremely rewarding, and taught me how to be persistent but patient at the same time” (Make-A-Wish, n.d.).

Employees are more trusted by external audiences than upper executives. According to the 2014 Edelman Trust Barometer survey, 22% consumers say employees are most trusted source for information about how a company serves its customers and prioritizes customer needs ahead of company profits. Internal communications builds trusting relationships within the organization, which reflects in to trusting relationships between the organization and its external audiences.

Active Make-A-Wish Michigan volunteers are demographically diverse and have a wide-span of motivations for involvement. Each, however, has been touched deeply by their experience and embraced the mission and values of the organization. Tim, a long-time volunteer, shared his experience in a Reddit Ask Me Anything session describing the most rewarding part as, “talking to kids. Kids who most other adults either 1 - stick them with needles or 2 - keep asking them how they are doing. I get to talk to them about planning the thing that will likely be their favorite day (s) of their life” (Reddit, 2013). Most of those who have volunteered have returned to volunteer again and many are active consistently for a number of years.

Internal communication will be an intentional piece of the proposed strategy shared - building a stronger network of ambassadors to spread the mission of Make-A-Wish Michigan effectively, accurately and actively.

Target Audience17


Strengths• Strong brand awareness• 100% local • Only 20% operating costs - $0.80 of every

dollar goes directly to granting a wish• Network of brand ambassadors from those

granted wishes, their family, friends and community members

• Active third-party support relationships• National and international resources with

affiliationtonationalMake-A-Wish organization

• Four-star charity by Charity Navigator

Weaknesses• Perceived as national organization - not local• Heavily dependent on PR tactics and in-kind

media support - minimal paid media spend• Limitedincurrentresourcestofulfillfull

needs of Michigan community • Not perceived as an essential need to the

children and families served• Messaging is event and/or fundraising

generic and not segmented for different target audiences - may not resonate ef-ficiently

• Audience unfamiliar with ways to be involved beyond a donation

Opportunities• Growth of social media and digital media

offersbudgetefficientmethodsforreachingaudiences

• Millennials seek emotional/personal con-nection offered by involvement

• Millennials want to make a difference to their local communities in ways that further their personal motivations/goals

• Leverage corporate sponsorships with great affiliationtooremployee-baseofMillennials

• FulfilldesireofMillennialstofindmeaningin their actions - further push involvement beynd a donation

Threats• Michigan struggling to retain Millennial

college graduates - political and economic factors not matching with generational values

• Burdened by debt and economic factors - less disposable dollars available for charitable giving

• Largenumberofnon-profitinvolvementanddonation choices local to Michigan

• Millennials slow to trust businesses and organizations

• Work and social priorities within Millennials distribution of their time

HarmfulHelpful

Inte

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Ext

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This SWOT analysis helps to identify and highlight the strengths, weaknesses, opportunities and threats that face Make-A-Wish Michigan. In doing so links can be made between what strengths can best be leveraged to overcome the weaknesses and threats, as well as what opportunities can best push the organization’s goals. Our TOTL Affect team has used this SWOT analysis to develop the most effective campaign.

SWOT Analysis18


The SetupA focus group consisting of eight individuals, ages 25 to 48 (just 2 participants skewed out of the millennial generation), was conducted Saturday, October 31 to gather primary research of opinions, attitudes and perceptions of charitable giving, volunteerism, Make-A-Wish and direct feedback on potential executions for a future communication strategy. The group, led by a moderator, participated in open dialogue for just over a 60-minute scheduled period.

The FindingsThe first part of the dialogue focused on the group’s general attitudes and perceptions toward charitable giving and volunteerism. All but two participants currently gave of both their time and money in some manner throughout the year. These manners varied from frequent serving of time on a non-profit organizational board, to monthly volunteer activities, to annual giving or volunteer events. When asked what influenced their involvement most, all participants chimed in at the mention of direct impact and passion for the particular cause.

Other incentives mentioned were friends of influence, faith-based initiatives and incentives through their employers. When asked what was most important to them in choosing an organization, majority mentioned transparency of contribution use – where the money goes – as the primary factor in becoming a long-term partner.

Rounding out the general conversation, participants noted that the most impactful contribution was their time in participating in hands-on volunteer activities where you can directly interact with the receivers of your contribution. Then, prior to moving in to the executions, when asked for general feedback on their knowledge of Make-A-Wish as an organization. The most notable insight was that many of the participants did not realize how locally focused Make-A-Wish is with individual chapters, but view it most as a

“For example, the Animal Rescue League. I have animals, that I rescued, and I want to give back to help the others. But for the events I participate in, it could be as simple as ‘that looks

like something fun to do.’”

Shannon, 28-year-old, ISU Extension - registrations

“As a non-profit, there should be somewhere you can access the

financial information. Especially on the administrative cost side,

what percentage is going toward administrative side? If they’re

maxing it out at 10 – 20%, I might look at other

organizations going toward the same cause that are closer

to the 5 – 7% range and give my attention to them”

Chris, 37-year-old, Meredith Corporation - sales

Focus Group Summary19


national organization. This is notable, as in the earlier conversation, they all noted preference to local organizations with local impact.

The FeedbackIn the second half of the focus group, three creative executions with varying core foundations were presented to the group for feedback. The goal was to find what resonated best, worst and, more importantly, what drove excitement and inspired action andwhat didn’t.

The first concept shared a campaign focused on specific, individ-ual wishes and engaging millennials to become part of each by

contributing to specific pieces. For example, if it was a young boys wish to become a Hollywood stuntman, individuals could give their airplane miles to fly him to California, they could give toward his outfit, the training sessions, the crew and the celebrity who would join him (potentially Jackie Chan himself!). All throughout if you affiliated to building the wish, you would follow its progress through email and social updates as each portion was met and the countdown could begin to the day of the wish. Many of the updates would include individual check-ins with the wish kid and/or personal messages from him to the “builders”. Following the wish a wrap up video would be sent as a thank you to all the “builders” who made it possible.

The second concept is to build continued engagement and buy in, Make-A-Wish will fill a board of young adults to serve an

active one year term alongside the governing board. The board will be given responsibility to plan a quarterly fundraising event, provide insight and opinion in additional planning meetings and fundraising efforts. The board will meet for an hour a month outside of the governing board meeting, which will be a one-hour meeting, and be asked to attend various events. They will also serve as brand ambassadors on family home visits and other occasions throughout the year. In creating the board, Make-A-Wish is continually engaging

Key Feedback - Concept #1

Liked the ability to choose what you

give toward & have direct impact

Likedseeingthespecificsand

progress of the wish

Cautioned on communicating too

much with those who give

Most believable if picked up by local media

Mentioned “add-on” to purchases

(i.e. airline miles)

Respond best Oct – End of Year during

the “giving time of year”

Timing not as important in

volunteering or event participation

Key Feedback - Concept #2“Investing your time and your energy gets to your heart” – Shannon“Long-term strategy, as you build

your Boards you build brand ambassador network” - Kerry

To apply, would want to know mission, responsibilities, time commitmentToo much time is more than average of 5 hours per week

Involvement creates a continual conversation – you feel a part of the organization

1

2



and creating a cohesive partnership with the millennial generation in a meaningful and fulfilling manner.

The final concept presented focused around the perception that the money isn’t making a direct

affect on the organization’s mission. Make-A-Wish, however, has no limit to the impact they can make on the community; the more dollars raised in a year the more wishes granted. There is no shortage of wish applications and there is no shortage of opportunity to grant each and every one of them – except money and resources. This concept would drive this message home with a play on what many are familiar with from childhood in that a genie can only grant three wishes. Make-A-Wish, with the resources, is not limited to just three wishes.

The group ended with a second general discussion on media and marketing incentives. One participant greatly supported video messaging, but warned against anything over 90 seconds in length. The group had a consensus on no direct mail or phone calls. When it came to how much to ask for, the participants agreed that anything under $20 would most likely illicit a direct action, but any ask over $50 needed to tie in to an event or return on investment directly back to them as the giver.

Key FindingsOverall, the focus group offered many great pieces of insight and details on their current relationship with charitable giving, Make-A-Wish as an organization and how to best reach them with communication efforts.

What became most clear throughout the focus group is the desire by millennials to find meaningful, leadership opportunities that produce tangible local results of positive change. The focus group’s reaction and comments to the concept of the young professional board were strong, engaged and resonated most. This result has driven our direction in developing the most effective strategy proposed today.

For execution, it became clear that millennials are media savvy and strong digital users. They want to be reached conveniently and often, but not too often. Emails and social media communication that they can be notified of but engage with at their liesure was most desired. However, they cautioned on communicating too often as to be overwhelming - one email per week at most. Through any digital platform, video communication allows them to both hear and see the story making the emotional connection that will drive them to action.

Based on these findings, our team has developed a strong and effective strategy for reaching millennials and driving the given objectives to success.

3Key Feedback - Concept #3Familiar tie-in with genie and granting wishes

Message is too obviousNeed the emotion of the direct stories

to be interested“I want to be inspired and feel like I’m makingasignificantdifference”-Sandy



Brand PerceptionMake-A-Wish Michigan as an individual chapter was difficult to gather primary or secondary research on perception as the biggest weakness is in audience understanding that Make-A-Wish is 100% local impact, meaning local funds are used to grant local wishes. During our focus group, consisting of 8 adults, not one was familiar with this aspect of the organization. However, one of the strongest advantages of the Make-A-Wish brand is its consistency from chapter to chapter. For this reason, we will speak toward the perception of Make-A-Wish America as it relates to Make-A-Wish Michigan.

Make-A-Wish is one of the most recognized brands in the non-profit industry, sitting thirty-fifth on Cone’s Power 100 Nonprofit list (Cone, n.d.). Ranking lower than American Heart Association and St. Jude, but without presence from Ronald McDonald house; Make-A-Wish finds itself right in amongst its closest competitors. Each of the 8 focus group participants were familiar both with the name of Make-A-Wish.

The impact Make-A-Wish has on the families it serves and those directly connected to them is undeniable. As one Wish mom, Michele Eddy, describes it as, “profound, absolutely profound..it was totally out of the illness turned into fun” (Make-A-Wish, n.d.). Others who have participated in events, such as WAM and Walk for Wishes further describe them as uplifting, life-changing and how they find themselves hooked to continue coming back year after year.

It is this profound impact that is not perceived as clearly by those who have not directly experienced an event or

wish before. In our focus group, when asked to summarize what it is Make-A-Wish does, 4 of 8 participants simply said “grant wishes for sick children” - no more, no less. Karen Davis, President of Make-A-Wish Michigan, discussed a challenge of fighting the perception of nice, but not essential. The impact beyond the wish is not resonating to the outside audience, and unless directly connected to the individual child with the wish, therefore not translating in to engagement by time or money.

Perceived as good, but not as local; Make-A-Wish Michigan has a real opportunity to exponentially grow millennial participation, build a network of passionate brand ambassadors and further impact the state of Michigan with granted wishes, through further transparency, education and communication.

the Brand22


Brand PersonalityEvery brand has a personality - it’s part of how consumers perceive the brand and how the brand differentiates itself from the competition (Walshe, 2012). Four personality traits Make-A-Wish Michigan must fully adopt to effectively reach millennials are: honest, positive, direct and connected.

HonestWith a multitude of information at their fingertips and growing up in the world of immediate “news”, millennials are the slowest generation to trust. They care most about who an organization impacts and less about the organization itself. It is important for Make-A-Wish Michigan to be transparent in reporting their financials, organizational structure, wish granting processes and any changes with millennials to build lasting relationships.

PositiveMillennials want to connect emotionally to the story of those whose lives the organization impacts, including how it will impact their own, but in a positive way. Every communication should exude the experience of either having a wish granted or granting a wish through action shots of the activities, interactions and emotions throughout the events. Although it is important to connect the story with the struggle the child is going through, millennials want the sunshine and not the rain clouds.

DirectResults drive millennials to action. In work, home and in giving, they want their individual contributions to have direct impact on final outcomes. Make-A-Wish Michigan must offer direct connection to the change each individual can have with a donation of time and/or money.

Millennials are also burdened with student debt and entry level wages. Tight on funds and time, contribution processes must be direct so it is easy for millennials to give at the very moment they desire to do so.

ConnectedWith millennials, creating lasting relationships is about immersing them as individuals in to your organization - keeping them excited about your cause with consistent engagement and communication. Millennials have the highest social networking penetration of any generation and the highest Facebook and Twitter use rates to match (eMarketer, 2013). Make-A-Wish Michigan must use these social platforms consistently, efficiently and effectively to engage and connect the millennial generation.

Connection is also important in encouraging ambassadors of the brand amongst the generation. Because millennials are socially connected online, they have the ability to influence hundreds of others very quickly. Make-A-Wish Michigan can create an environment of passion within millennial donors and volunteers, then encourage them to spread their passion with their networks to further the cause.

the Brand23


Brand PositioningBrand is one of the most valuable assets a non-profit organization has in vying for donor, volunteer and community attention. Make-A-Wish, as a national organization, has a widely recognized brand. According to Teresa Pusziai, Director of Planning Giving, “when people think of charities for children, it’s not unusual to have the Make-A-Wish Foundation pop up in their top three.”

Make-A-Wish Michigan, as one of the national chapters, carries this recognized brand positioning themselves as an organization granting wishes for children with life-threatening illnesses relieving them of the stress and struggle they are going through in their medical journeys if even for a short period of time.The logo uses a serifed, easy to read, font with a

shooting star visual element. Resonating across all ages, the star connects with wishes and dreams as it is a visual symbol used in many children’s rhymes, books and movies. The simplicity of the recognized Make-A-Wish blue and white repeats throughout all communication efforts both digitally, in print and on-site signage at events.

The Make-A-Wish Michigan website is built responsively for engagement across any platform. This resonates well with the target millennials, as 1 in 5 rely exclusively on

smartphones and tablets to get on the Internet (Rodriquez, 2015). Highlighted front and center on the site’s home banner is an image of a Wish kid and a portion of their testimony. Although images speak a thousand words, videos speak even stronger to the millennial audience responsible for four of every ten digital video views (Cohen, 2013).

The same Wish kid imagery and storytelling is carried through across Facebook, Instagram and Twitter. Make-A-Wish Michigan positions themselves well as a socially active organization, posting consistently on a daily basis across each platform and more frequently during event coverage.

the Brand24


As we discovered in our focus group, millennials want to be emotionally connected to the causes they give to. Many of the images posted are Wish kids smiling faces up close before, during or after experiencing their wish. Posting images like Ubon’s that visually connect the experience’s emotions to the viewer will resonate more strongly.

Make-A-Wish does participate in retargeting with digital ads for user’s who have visited one of their sites, but perhaps not engaged with the brand by taking the next step to donate. These ads bring the volunteers to the forefront with a message to get to know them better as individuals. With targeting by age, to ensure the volunteers are of the same generation as the user, this will resonate greatly with millennials who trust their peers more than corporate representatives.

Beyond the screen, Make-A-Wish communicates through direct mail for specific event invites and twice a year with a donation campaign. These pieces continue the

clean, but recognizable look with a dominant image, using an image of the past year’s event. Included in the event invites are supporting corporate sponsor logos for recognition. It is important to recognize these sponsors as potential participants may affiliate themselves with them and connect further to the organization. For millennials, again representing millennial peer involvement is important in gaining event registrations. In our focus group, it was clearly stated that this generation would also prefer not receiving mail pieces.

the Brand25


Missing across all Make-A-Wish Michigan’s current efforts and positioning is one very important aspect - local community-action, activation and change. Millennials affiliate most closely to local causes, even before the organization and what it does for them. According to Brenner (2015), “sixty-four percent of millennials studied said that they respond more positively to brand messages that are tailored to their cultural interests”. From both primary and secondary research, we’ve found that millennials are driven by local, tailored and emotionally connected messaging in order to drive action. To better position Make-A-Wish Michigan to effectively reach this generation, a refined positioning statement would read:

[ [Make-A-Wish Michigan enriches the lives of local Michigan children with life-threatening illnesses and their families by granting their wishes,

allowing them forget about their fight for awhile. Our mission is only possible with the generosity, love and support of

local Michigan community members.

the Brand26


Rational Factors(product related)

Emotional Factors(customer related)

• Established organization• Gives families an intangible support • Build a network with others in your

community through volunteers, staff, families, etc.

• 89% medical professionals believe brand influences kids’ physical health

• 81% of parents of kids granted wishes observe better willingness to comply to treatment

• All locally raised donations stay in-state to grant wishes of local Michigan children

• International reach and support from corporate Make-A-Wish allow endless wish possibilities

• $0.80 of every dollar goes directly to making a wish

• I want to support my community members experiencinglife-changingfights

• I want to be a leader within my community

• I want to feel a tangible difference when giving of my time or money to a cause

• I want to connect personally with those who I am helping

• Ineedopportunitiestogivethatfitwithin my tight schedule and budget

• I will invest in my local community first,morethenintheorganizationfor what it does

• I am slow to trust until getting to know an organization’s mission and values

• I want to be emotionally invested in any effort that I give to

• I want to feel residual positivity in my own life from the experience of giving

For Millennials, who want to empower their local communities, Make-A-Wish Michigan is the organization providing meaningful leadership opportunities. Unlike other supporting organizations,

Make-A-Wish Michigan empowers volunteers with personal interactions to the children and families being served.

Integrated Communication Strategy Statement

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ICSS RationaleThrough primary and secondary research, it became clear that millennials have a strong desire to give back and pay forward. However, burdened with student debt and busy building a career, it takes a few key qualities for an organization to capture this audience: a local difference, a variety of ways to be involved and engaging leadership opportunities. In a focus group, one participant said, “investing of your time and energy gets to your heart.” Another participant built on the statement, adding “involvement in building an event shapes brand ambassadors. I’m more likely to talk to friends, family and others as I am involved in a project more than I would for just running in a 5k or one-time event.” Secondary research supports these findings as Asghar (2014) reports millennials “want to find purpose” and our “focused on making meaning, not just money.”

The integrated creative strategy statement drives home these important qualities at the intersection of millennial desires and values Make-A-Wish exemplifies: involvement opportunities beyond a donation, leadership development, and local community impact. Most importantly, the ICSS keeps the core mission of Make-A-Wish Michigan front and center building the bridge between the millennial volunteer and the children and families they will support. This bridge feeds the heartsong of the target millennial and the valued qualities of involvement mentioned rationalize the decision to take action on getting involved.

Integrated Communication Strategy Statement

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Communication Plan


Why are we advertising? To encourage millennials to donate their time, support and monetarily to Make-A-Wish Michigan. To raise $1.25 million and increase volunteers by 20%.

Whom are we talking to? Millennials, 18 - 34, who desire to expand their leadership role within their local community by supporting an impactful local cause.

What do they currently think?I think Make-A-Wish Michigan grants wishes to ill children nationwide. It’s a good thing they do, but I don’t feel that my donations make an impact on their success. It is important to me to connect emotionally with an organization’s cause, more so than the organization itself.

What would we like them to think? Make-A-Wish Michigan exists and all locally raised funds are used to grant the wishes of local Michigan children in my community. By getting involved, I have opportunity to personally connect with those I am impacting.

For Millennials, who want to empower their local communities, Make-A-Wish Michigan is the organization providing meaningful leadership opportunities. Unlike other supporting organizations, Make-A-Wish Michigan empowers volunteers with per-sonal interactions to the children and families being served.

What is the single most persuasive idea we can convey? By supporting Make-A-Wish Michigan, millennials are leading their local communities in empowering children with life-threatening illness and their families with hope, strength and joy.

Why should they believe it? Make-A-Wish Michigan has already granted over 8,000 local wishes and impacted the lives of over 700 volunteers. 89% of medical professionals believe the wish granting process improves a child’s physical health and 81% of parents observe better willingness to comply with treatment - this doesn’t even touch on the intangible positive and emotional support that feeds back in to the families and communities of these children

Are there any creative guidelines? There will be a variety of tactics carried out for this campaign, including but not limited to: the development of a replicable, bold, state-wide event, social media content and advertising plan across Facebook, Twitter, Youtube and Instagram that includes video, public relations efforts with local media outlets, email marketing and limited direct mail.

Consideration must be given to the following:• Reaching Spanish and Arabic speaking audiences• Integration with current Walk for Wishes and Wish a

Mile events for increased millennial participation• Internal communications• Corporate relations

Message requirements include:• Must use the term “life-threatening illness” to

describe eligiblity of children served • Must use Make-A-Wish branding guidelines for

logo and color pallette

Client: Make-A-Wish Michigan Date: 11/16/15Type: Integrated Marketing Campaign Pages: 1

Creative Brief30


The overall goal for the campaign is to effectively engage the millennials, men and women ages 18 to 34,of Michigan with the mission of Make-A-Wish Michigan in order to create lifelong volunteer and donor relationships. Two primary goals drive the campaign strategy:

1. Raise $1.25 million

2. Increase volunteers by 20%

To accomplish these overarching goals for the organization, TOTL Affect established the following campaign objectives to track and measure success:

1. Expose 40% of Michigan’s post-graduate millennials, ages 22 - 34, to Make-A-Wish Michigan’s local mission a minimum twice per month during the campaign period.

2. Gain 30,000 first-time millennial, ages 18-34, donors during campaign period with 10% donating more than once.

3. Increase Make-A-Wish official event participation of millennials, ages 18-34, by 20% across all 2016 events.

4. Diversify volunteers by seeking to grow by 200 new active volunteers, with a minimum 45 being either Arabic or Spanish-speaking.

5. Grow existing corporate partner engagement by 20% increasing contributions by an equal 20%.

6. Earn donations of a minimum 3 million airline miles to fulfill client need for this form of giving.

7. Achieve 80% internal awareness of campaign, with 75% positive reception.

Campaign Objectives31


Summary and RationaleMarketers in the non-profit arena are realizing the power and potential of the millennial audience. Millennials connect and engage with organizations differently than the generations before them, primarily because they could care less about the actual organization itself. Instead, “millennials desire to affect THEIR cause through YOUR organization with their friends” (Hawthorne, 2015). The generation is group-oriented, locally driven and seeking opportunities they can engage with on their own terms.

This campaign is not just going to provide Michigan’s millennials a scale of opportunities to connect with Make-A-Wish Michigan in a variety of ways -- but, instead, embrace them and encourage their leadership in developing, sharing and connecting with their peers to engage with the cause.

Through the creation of the YP Wishleaders Council, Make-A-Wish Michigan empowers young professionals to lead involvement of their peers in making the difference and driving the mission of Make-A-Wish Michigan within their local communities. According to Bussa (2015), millennials, “want to engage and perform meaningful work that produces tangible results.” The YP Wishleaders Council gives the chance to go beyond engaging at a passive level and makes young

leaders responsible for producing the tangible goaled results.

Two levels of participation will be available within YP Wishleaders Council, general council members and council board chair. The board will be a small group of 10-12 young professionals responsible for leading the success of the full organization; while members will receive event benefits and participate at a more flexible level.

YP Wishleaders Council will be responsible for executing the suggested integrated marketing communications plan set to introduce their organization, build member-ship and drive success of the two primary goals set for their first year in driving donations of $1.25 million and increasing volunteers by 20%.

#NEXTwish is a momentum building campaign utilizing the peer network that stands so strongly amongst millennials to share genuine communication. The tactics the YP Wishleaders Council will execute will build buzz, start authentic conversation and drive deep engagement all while encouraging continued giving of time and money toward the goals.

Campaign Strategy32


The MarketIn order to reach the most young professionals per dollar spent, this plan will focus its efforts on two major markets with the most dense millennial, outside of current college students, populations:

Grand Rapids Detroit

It is expected that a YP Wishleaders Council be launched in each of the two cities and that the two networks will reach beyond city borders to millennials in surrounding areas, especially the collegiate millennials in school at East Lansing and Ann Arbor with a minimum of one of the tactics.

Campaign Strategy33


The YP Wishleaders Council #NEXTwish campaign will use media strategically to create continuous conversation, as well as key moments of impact to reach non-member Michigan millennials with action-driving creative messaging. Following this plan will provide key touchpoints of interaction to build affinity, drive participation and create a cohesive, loyal membership.

Media PlanPaid media will be essential in building awareness of the Wishleaders opportunity and #NEXTwish message. It will likely be targeted, strategic media buys that are the first interaction the target audience will have with Make-A-Wish Michigan.

Millennial media interaction is selective, cluttered and ever-evolving. According to Steel and Marsh (2015), millennials go without corded television and look toward their devices to stream TV, music, videos, games and other entertainment online. In fact, millennials average nearly 40 hours a month interacting with smartphone based entertainment (Steel and Marsh, 2015).

TOTL Affect reccommends a media plan that reflects these trends and targets strategically to maximize return on investment. The following platforms will be used to communicate the campaign touchpoints as outlined in the next section:

• Online video• Social media advertising• Re-targeting banner ads• Pandora music advertising• Mass transit advertising

Public Relations PlanEarned media will be a top priority throughout the YP Wishleaders Council #NEXTwish campaign to reinforce and elevate the message within the target markets. The public relations plan will support building awareness of the Wishleaders mission, progress and happenings leading up to and after touchpoints as outlined in the next section.

The following will be specific objectives of the public relations plan:

• Receive mentions or retweets/posts from ten influential Michigan media and organizations by December 2016.

• Earn 4 instances of local TV news coverage within each target market by December 2016.

Communication Plan34


michigan.wish.org/wishleadersDevelopment of a secondary website for the new Make-A-Wish Michigan YP Wishleaders Council will be the core touchpoint of the campaign. The website will act as a resource for both potential and current members of the group to register/renew membership, sign up for event participation, see a calendar of events and interact with a blog reporting the group’s happenings.

YP Wishleaders BlogThose appointed to the YP Wishleaders Council Board will be responsible for coordinating blogging efforts with the group members to post weekly. Posts will consist of personal tesitmonies of involvement and practical, listical format content (i.e. 5 Things You Didn’t Know about Wish-A-Mile). Millennials are busy and ad-avoidant. Valued content that resonates and is easy to digest and share is vital to driving traffic. We’ve learned this success from Buzzfeed, which over 50% of U.S. millennials consume regularly (Van Natten, 2015). TOTL Affect will provide an editorial calender of suggested topics to coordinate with the efforts of the #NEXTwish campaign.

facebook.com/WishleadersMI // twitter.com/WishleadersMIAs the Wishleaders will be responsible for achieving the objectives of the campaign and creating lasting relationships specific to the millennial audience, TOTL Affect recommends the creation of a separate Facebook page and Twitter handle for Make-A-Wish Michigan YP Wishleaders Council. A monthly editorial calendar will be devel-oped as a foundation, with each page having significant strategies to complement the #NEXTwish campaign as outlined in the following campaign timeline.

promotionThe website and social channels will have presence on all YP Wishleaders Council collateral, Make-A-Wish Michigan cross-promotion on the main site and in email newsletters; as well as individual promotion to drive traffic and gain followers through targeted social advertising.

TOTL Affect recommends Make-A-Wish Michigan to create a partnership with BuzzFeed Motion Pictures at a minimum spend of $50,000 in 2016 for the creation of a series of 7-10 videos to take viral for the YP Wishleaders Council efforts (Sternberg, 2013). Three of the videos will be produced as general recruitment and promotion videos for YP Wishleaders Council and distributed spring, late summer and winter time periods.

Website and Social MediaBUDGET: $50,700 // JANUARY 2016 - ON-GOING

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RationalThe website and social channels specific to the Make-A-Wish Michigan YP Wishleaders Council are the foundational touchpoints in driving our goals to success with the millennial audience. According to the 2015 Millennial Impact Report, 78 percent of millennials prefer to perform cause work in groups rather than independently. The secondary sites will serve as the communication points for the group to share peer-to-peer. The YP Wishleaders branding will be cohesive across all pages, collateral and advertising allowing for streamlined processes in taking action to registration, donation or participation. With the benefits of membership that will be offered for the YP Wishleaders Council, including discounts on event registration, it is vital to drive the audience through secondary pages to avoid confusion with Make-A-Wish Michigan’s efforts directed at other audiences.

Budget considerationsWebsite Development $12,000

-includes integration with current online payment system

12-month On-going Maintenance $1,200

Social Site Launch (3-month consult) $22,500- includes 12-month editorial calendar

Online Video Advertising $15,000

Potential 12-month ROICost: $50,700Visitors (estimated): 528,000Donation Rate: 5.00%Average Donation: $20.00Total Donations: $528,000

Estimated ROI: 104%

Website and Social MediaBUDGET: $50,700 // JANUARY 2016 - ON-GOING

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Website and Social MediaEXECUTION PIECES

About Us Event Calendar Get Involved Blog

Make-A-Wish Michigan Wishleaders Council mission is to provide a forum to develop and

enhance professional growth, leadership skills and civic duty in a fun and social atmosphere.

WAM YPro Kennedy’s Story MileMatch





Make-A-Wish Michigan YP Wishleaders Council

Make-A-Wish Michigan YP Wishleaders Council

875 people like this

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Buzzfeed Motion PicturesEXECUTION PIECES

Young Male: “I’m a social person and I moved here in May of 2013. Since then I’d been looking for ways to be more involved with the community. When I heard from a friend about YP Wishleaders Council, I looked right away when the next meeting would be.And here I am activating my peers, organizing great events and having fun impacting my community.”

Pierre Alain- BlosseYP Wishleaders Board Chair, 2016

[FADE TO BLACK. Reads “New Member Meeting February 2016]

Female VO: “Make-A-Wish Michigan recognized that young professionals in Michigan have a voice and a bigger role to play. They formed YP Wishleaders as a way to make that happen.”

Emily SmithYP Wishleaders Board Chair, 2016 Young Female: “It’s really cool to put your finger on something. To point to

an image of a child’s smile, knowing what they’re fighting and be able to say ‘I had an impact on that’.”

Young Male 2: “I don’t want to do just do my job as much as I like being a part of this thing. I really want to be a part of something more than that. I want to be someone who can help make an impact on a place that I grew up in.”

Female VO: “These young individuals are doing amazing things. And it’s not just us here at Make-A-Wish Michigan and the children and families they served who can see that.’”

Young Male VO: ““After just a few months, I can say that most of the people I know in Detroit are through YP Wishleaders or connected to YP Wishleaders in some way.”

[FADE TO WHITE: YP Wishleaders Logo and Website Listed on Screen

Cory SharpYP Wishleaders Board Chair, 2016

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aflexibleintroductiontosignatureeventYP Wishleaders Council will be responsible for promotion, registration and execution of a 13.2 mile ride that will loop in with both the WAM 50 and WAM 300 on the final day for the Silent Mile and conclude together at the Heroes Hurrah. Participating riders will meet in Jackson, Michigan for a complimentary breakfast buffet from Big Boy Restaurant complete with french toast, bacon, endless mimosas and AM brews. Registration for YP Wishleaders Council members will be $25 and non-members can join for $35. All participants will be encouraged to raise a minimum of $150 to participate. Those who reach various milestones of funds raised will be eligible to win prizes from secured corporate partners that will be announced at the breakfast.

Reached minimum $150 10 winners of $25 gift cards from local restaurantsDoubled Up to $300 5 winners of sponsored prizes valued at $50 - $75Excelled to raise $1,000 1 winner of two-night stay and park passes to Cedar Point Theme Park

For the active and daring, YP Wishleaders Council will also have a sponsored WAM 300 team. The Board will work to plan nightly accomodations, meals and optional bus transportation for those struggling. YP Wishleaders Council members will receive a discount on registration of $20, making the total $75, and only be required to raise $500 to participate. This provides active millennials an opportunity to experience the full event with their peers in a worry-free way.

promotionTo drive their efforts for participation in the WAM YPro, YP Wishleaders Council will follow a communication strategy in the first quarter of the year including the following efforts:

• Web registration page • Social media posts (1-2 weekly)• Inclusion in weekly Wishleaders email newsletter• Online video advertising • Pandora advertising

WAM YProBUDGET: $17,167 // JULY 31, 2016

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RationalMillennials are pinched for both time and money, yet place an equal value on each of these assets (Bussa, 2015). Offering the lower-mileage, lower-cost, group involvement in the Wish-A-Mile ride gives first-time millennial participants less reason to consider it “too” much. Increasing involvement in a way that ties in to the two most meaningful, and often memorable, aspects of the ride, the Silent Mile and Heroes Hurrah, will leave a lasting impression increasing the rate of return riders with the hope they will increase to the WAM 50 and, eventually, to the full WAM 300 when they’re ready. Keeping the requirement to raise funds and making it a competition feeds into millennials’ psychographics, they want to lead their pack and they tend to give to their friends (Newlon, 2013).

Millennials spend more time on social networks than any other generation, an average 26 hours a month - nearly an hour a day - just on Facebook’s mobile app (Beck, 2015). Similarly, Pandora sees an enormous listening audience of over 78 million unique visitors each month, with the average listener tuning in for approximately 21 hours (Pandora, n.d.). The active, engaged audience paired with the targeting capabilities and measurement tools available on each platform make them the most efficient for reaching the target millennials.

Budget considerationsBreakfast Venue + Catering (for 125 riders) $2,250 Online Video Advertising $5,000Facebook Advertising $1,500Professional Voiceover $1,200Pandora Advertising $6,500Branded WAM YPro Wrist Sweatbands (quantity 300) $717

Potential 3-month ROICost: $17,167Riders (estimated): 140Average Donations Raised: $198Total Donations: $27,720

Estimated ROI: 161%

WAM YProBUDGET: $17,167 // JULY 31, 2016

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WAM YProEXECUTION PIECES

:30 Make-A-Wish Michigan “WAM YPro” Pandora Radio Script

SFX: [CROWD CHEERING, BICYCLES RIDING ACROSS SMALL GRAVEL OR PAVED ROAD]

YP FEMALE: Last year was my first year riding with WAM and I had no idea what I was getting myself into except a bike ride that was helping my little sister grant her wish to see the ocean. At the finish line, I was blown away by the fun I had, the people I’d met and the stories I heard. WAM is an experience...it will change not just the children’s lives but yours too.

WISHLEADERS PRESIDENT: In 2016, YP Wishleaders Council wants you to join us for WAM YPro, a half-day, 13.2 mile ride alongside the WAM riders for their final miles.

WISHLEADERS PRESIDENT: We’ll bring the bacon and brews...you bring your bike. Together we’ll ride to grant the next wish.

SFX: [beat-driven pop music]

V.O.: Register by May 1st at michigan.wish.org/wishleaders to save and receive inaugural WAM YPro swag.

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Themed Team Fundraising ChallengeYP Wishleaders will have four teams of up to 25 individuals for the Walk for Wishes event in Grand Rapids. Responsible for encouraging registrations and fundraising participation, the teams will work together toward a fun-draising goal of $3,750, or approximately $150 per person. Teams will choose a theme to dress up as the day of the event representing YP Wishleaders Council on site. The winning team will be recognized in the opening ceremonies and win a private dinner out with a Wish family or two and opportunity to present the child’s granted wish to them.

#NEXTwish Interactive Booth at Signature EventYP Wishleaders Council will coordinate volunteers to host a booth at Walk for Wishes - Grand Rapids. The booth will be an interactive Game Truck running from 9AM - 12PM. Volunteers will create a positive experience for walk partici-pants coordinating time of play for the games available and interacting with children waiting their turn.

promotionPromotion will lean heavily on social media for the Walk for Wishes opportunities available to YP Wishleaders members. A Facebook event will be created showing who is going to the event, interested in the event and giving a space for friends to invite others to join them. Using the YP Wishleaders’ Facebook and Twitter pages, weekly posts will encourage registration to both participate and/or volunteer at the booth, beginning eight weeks out from the event. This event will be the second opportunity to partner with BuzzFeed Motion Pictures on a viral video to promote participation.

As this is a team participation challenge, word-of-mouth will be the strongest asset to filling teams to capacity and raising maximum funds. YP Wishleaders Council will provide ample materials to members including email scripts and postcard handouts for their use in driving donations.

Walk for Wishes - Grand RapidsBUDGET: $6,267.73 // SEPTEMBER 10, 2016

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RationalWalk for Wishes-Grands Rapids is a well-organized, well-attended signature event. To drive increased participation from millennials, they simply need to hear about it and know they don’t have to participate alone. According to Bussa (2015), millennials “can tell when an organization is feeding them all the things they need to hear and when someone is taking their own initiative. They want the more authentic information.” By engaging and empowering the members of YP Wishleaders Council to organically drive participation in the event, new individuals will par-ticipate because of their personal relationship with one of the group members creating a genuine connection and interest in the cause. Offering the winning team of the fundraiser the opportunity to a private dinner with a Wish family or two and to present their granted wish cements the connection between their hard work in fundraising and giving of their time and money with the direct results Make-A-Wish Michigan has on local Michigan children. This is key to creating a long-lasting partnership with millennials as a non-profit organization.

Budget considerationsGame Truck Rental (4 hours, 9am - 12pm) $479Online Video Advertising $5,000Facebook Advertising $500Postcard Fundraising Handouts (quantity 5000) $288.73

Potential 8-week ROICost: $6,267.73Participants (estimated): 100Average Donations Raised: $191Total Donations: $19,100

Estimated ROI: 304%

Walk for Wishes - Grand RapidsBUDGET: $6,267.73 // SEPTEMBER 10, 2016

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Walk for Wishes - Grand RapidsCREATIVE EXECUTIONS

“She basked in the glamour of walking on

the red carpet.”Kassuandra, now 7 years old, was diagnosed at birth with cardiomyopathy, a serious condition of the heart that will require surgery every four years to replace a battery in her pacemaker.

For Kassaundra’s wish, she became a superstar for a day with her own music video, red carpets, screaming fans, photo shoot and radio interviews.

Lead the next wish.Donate to YP Wishleaders Walk for Wishes

team at michigan.wish.org/Wishleaders.

JOIN US!Make-A-Wish Michigan YP Wishleaders offers two ways of involvement at:

Saturday, September 10 • John Ball Zoo • Grand Rapids

PARTICIPATE DONATE

Join 1 of 4 themed teams OR

volunteer at our interactive gaming booth.

Support your fellow YP Wishleaderwith a monetary donation toward their individual and team goals.

Lead the next wish. Find out more at

michigan.wish.org/Wishleaders

Postcard Front

Postcard Back

Make-A-Wish Michigan YP Wishleaders Council added

10SEPT

YP Wishleaders Grand Rapids at Walk for WishesSat 8:30 AM • John Ball Zoo 40 guests

Facebook EventFacebook Post

Make-A-Wish Michigan YP Wishleaders CouncilAugust 21

YP Wishleaders will host a booth for wish kids and their families to visit at the upcoming Walk for Wishes held at John Ball Zoo. Interested in helping out? Email [email protected]!Don’t forget to register for the walk at michigan.wish.org/walkforwishes

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a simple platform to make a big differenceTOTL Affect recommends a subtle and on-going approach for encouraging the donation of airline miles. Our internalteam of app developers will work to build a simple-platform MileMatch iOS application. MileMatch will allow users to create a profile that stores their credit card information most used for purchasing plane tickets. The app will then track the number of miles they collect and, through push notification and email, send reminders monthly of unclaimed miles available for a donation. Additionally, the MileMatch app will allow Make-A-Wish Michigan to share specific needs for miles needed in granting an upcoming wish, wish success stories and more.

In order to allow full development of the platform with credit card privacy and encryption software, the team will work to meet a deadline of March 1 allowing promotion prior to spring break and summer travel season.

promotionAmongst millennials, two primary sub-audiences will be targeted to drive downloads and usage of the MileMatch app: college students and business professionals. Promotion will include Facebook, online retargeting banner ads and collegiate newspaper display ads in both The Daily Michigan (University of Michigan) and The State News (Michigan State University). YP Wishleaders will support the promotion for peer-to-peer encouragement of participation.

RationalMillennials were estimated to have traveled more than generation Xers in 2015 with individuals taking a higher number of trips from 4-6 and up to as many as 12 (Winship, 2015). As many individuals flying this frequently may jump at the credit card offerings to collect rewards, points and miles; millennials are not following the trend or falling for the perks. According to Lebowitz (2014), “as many as 63% of millennials, ages 18 to 29, don’t own a single credit card.” To combat, TOTL Affect looked to the development of the MileMatch app that allows users to upload any method of payment they use when purchasing tickets and easily track collected miles then, just as easily, donate their unused mileage at the touch of a finger.

Budget considerationsInternal App Development (iOS only) $51,454Collegiate Newspaper Display Ads $16,848Retargeting Banner Ads (4 month campaign) $6,750Online Video Advertising $5,000

MileMatch App - Wishes in FlightBUDGET: $80,052 // MARCH 2016 - ON-GOING

Potential 12-month ROICost: $80,052App Users (estimated): 3,400Average Miles Donated: 1,200Total Miles Donated: 4,080,000 (valued at $81,600)

Estimated ROI: 98%

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MileMatch App - Wishes in FlightCREATIVE EXECUTIONS

Username

Password

Learn More

Donate now

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Radio Baladi Arab-American AdvertisingTo reach the Arab-American millennials and grow the diversity of volunteers for Make-A-Wish Michigan, YP Wishleaders Council will drive a diversity campaign at two key times of year, the first and fourth quarters. Utiliz-ing the institutional radio broadcast, Good Morning Michigan with Laila Alhusinni, the campaign will reach a wide Arab-American listening audience in the Detroit region.

TOTL Affect recommends securing a package of 6 ads per show for 13 total shows in a 12-month period. 8 shows will be used in the first quarter February - March to garner volunteers going in to the main summer time events and 5 shows will be used in the fourth quarter as millennials begin to plan their involvement for the next year. Commercials will be 60 seconds in length and be accompanied with a 300x200 banner ad on the station’s website as added value during the months of airtime only.

“Siguiente Deseo” - Targeted Spanish CommunicationAs part of the YP Wishleaders foundation #NEXTwish campaign to gain members and encourage volunteers, messaging will be translated/composed in a Spanish format. This will include primarily Facebook and online banner ads as well as the use of two of the video collaborations with BuzzFeed Motion Pictures. Facebook ads will be targeted to hispanic millennials within Michigan target markets of Grand Rapids and Detroit. Online banner ads and the videos will be targeted to both english and spanish language sites frequented by the hispanic millennials within the target markets.

Diversity OutreachBUDGET: $28,850 // JANUARY - ON-GOING

Become a YP Wishleader

Experimenteel siguiente deseoExperimenteel siguiente deseo

Voluntarios con Make-A-Wish Michigan se convierten en las manos

líderes en la fabricacíon de los sueños de un niño de Michigan hecho realidad.

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RationaleThe median age of the 447,000 Hispanics in Michigan is 25, meaning they are a large constituent of the millennial market and key segment to reach in driving the goals of the campaign (Pew Research Center, 2011). These Hispanic millennials are now the children and grand-children of Latino immigrants, changing their media habits to digital and more and more to English-language content. According to Goffan (2015), “they are more likely to choose to visit English-language websites alone rather than both English- and Spanish-language sites (38% vs. 25%). Still, their heritage is important to them and they identify strongly with their culture. The recommended forms of communication for reaching them will find these individuals where they are online and share the Make-A-Wish YP Wishleader Council and #NEXTwish message with them in a meaningful way to drive community and action.

Arab-Americans hold their culture very closely to their heart. With current events, it is important for Make-A-Wish and the YP Wishleaders Council to take their message of spreading hope, strength and joy to them and ask for them to join them and making that same change in the lives of local children. Utilizing a popular radio broadcast with Radio Baladi will efficiently reach a mass audience at key times of year.

Budget considerationsRadio Baladi Ad Program $5,850BuzzFeed Motion Pictures (2 videos) $10,000Retargeting Banner Ads (6 month campaign) $10,000Facebook Advertising $3,000

Potential 8-week ROICost: $32,350Volunteers gained (estimated): 60

Estimated ROI: 1 volunteer for every $539 spent

Diversity OutreachBUDGET: $28,850 // JANUARY - ON-GOING

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YP Wishleaders Weekly - email newsletterIt will be key for the YP Wishleaders Board to be able to communicate with the full membership. The group will be setup with a CRM list integrated in to the current Make-A-Wish Michigan CRM system with access to use the system to send mass emails. A weekly email newsletter will share upcoming events, hot news and status toward goals, as well as highlight past wish reveals, event photos and happenings.

Integration with Make-A-Wish Michigan Executive Board & CommitteesA key component of the YP Wishleaders Board position is to grow in your leadership skills and knowledge of the inner workings of non-profit administration. Each Board member will sit on another committee within Make-A-Wish Michigan, while the YP Wishleader President and Vice President will sit on the Executive Board. By attending these additional meetings, YP Wishleaders will be able to connect their efforts cohesively with those of the full organization, and these millennials will receive valuable professional experience.

YP Wishleaders highlight within Volunteer VoiceEach week in the Volunteer Voice a new small column or article will be added to recognize the YP Wishleaders group. Content may be their latest fundraising achievement, a photo from an event the group hosted, a new member profile or their latest Wish reveal. It will vary throughout the year, but be a key element in creating a bond between the millennial volunteers and the veterans of Make-A-Wish offering mentorship opportunities and creating the life-lasting relationship with the organization.

Wish Ball Table & RecognitionIn celebration of the contributions the YP Wishleaders Council bring to Make-A-Wish Michigan throughout the year, they will receive a single table at the Wish Ball for Board members to attend. During the evening, YP Wishleaders will be recognized and have opportunity to grant one of the evening wishes as their final wish reveal of the year. The value of sharing this final, professional and exquisite evening with these millennials creates a stronger bond with the group.

Budget considerationsCRM System Management AvailableTable at Wish Ball November ‘16 $2,500

Potential 8-week ROICost: $2,500Volunteers retained (estimated): 240Estimated ROI: 1 volunteer for every $10 spent

Internal CommunicationsBUDGET: $2,500 // JANUARY 2016 - ON-GOING

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a professional development opportunity YP Wishleaders Council will partner each month with a corporate sponsor to host a lunch and learn event at their place of business or a nearby community room/restaurant depending on available space. Each event will give the corporate partner opportunity to educate a group of young professionals on their industry and/or a relevant hot topic. For example, a financial planning group may present on reducing college debt. In exchange, young professionals get the opportunity to engage with these professionals on a small group basis, ask questions and network with business leaders and their peers within the community.

Each participating corporate sponsor will agree to cover the cost of food/drink for lunch and match the registration sales in gift to Make-A-Wish Michigan. YP Wishleaders Council members registration will be $15 and non-members can attend for $25. TOTL Affect expects each event to have an audience of 50 - 75 guests.

promotionThe corporate lunch and learn series will be a staple event of the YP Wishleaders Council. Promotion will begin with each month’s event present on the YP Wishleaders online event calendar. A 6-week standard promotion leading up to each event will include:

• Facebook event page• Facebook post boost• Facebook event share from corporate partner’s page• Inclusion in email newsletter

Lunch & Learn SeriesBUDGET: $1,200 // JANUARY 2016 - DECEMBER 2016

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RationalMichigan businesses are struggling to gain and retain millennial employees. Millennials look for specific qualities in employers that have often been overlooked in the past. According to Walsh (2015), “a huge difference with this generation is they are looking for employment where they can expand their skill sets; learning on the job is really important to them.” And millennials will leave for better opportunities if they’re not getting what they desire. YP Wishleaders Council has an opportunity to partner with corporate sponsors to provide a mutually beneficial platform for employers to offer learning opportunities to their employees while also gaining community responsibility points through raising funds for Make-A-Wish Michigan. Research allows us to estimate that this Lunch & Learn series will be one of the highest coveted executions.

Budget ConsiderationsFood/Drink Provided by corporate sponsorVenue Provided by corporate sponsorFacebook post boosts $1,200

Potential 12-month ROICost: $1,200Registrations (estimated): 750 (70% members, 30% non-members)Donations raised (estimated): $13,500Donations matched: $13,500Total donations: $27,000

Estimated ROI: 225%

Lunch & Learn SeriesBUDGET: $1,200 // JANUARY 2016 - DECEMBER 2016

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Lunch & Learn SeriesCREATIVE EXECUTIONS

Facebook Event Cover Photo

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an engagement opportunity for Michigan businessesYP Wishleaders will manage a corporate engagement program encouraging small and medium-sized businesses to activate their staff in creating fundraisers for and raising awareness of Make-A-Wish Michigan. As a Mentor in Joy, a business agrees to create a unique program engaging their staff with the Make-A-Wish Michigan brand and raise funds to donate. Individual programs may include office miniature golf, casual Friday for a cause (where employees donate to dress down for a day), penny wars and more.

To attract businesses to the Mentors in Joy program, YP Wishleaders will activate small groups of 3-4 members and a Board representative to complete office visits at over 100 area businesses, in both the Grand Rapids and Detroit markets, sharing the concept with corporate leaders. After each visit, the team will leave behind a packet and follow up within a two-week period with a call to the decision maker on their interest.

promotionPromotion for the individual businesses to gain employee participation and support will be completed internally. YP Wishleaders will provide participating businesses with design templates to assist. Participating businesses will also receive recognition on the YP Wishleaders Facebook page through posts sharing their success stories.

RationalCorporate relationships are vital in increasing fundraising efforts as they can often donate or raise funds at a higher rate than the adverage individual. Employers throughout Michigan have a need to attract and retain the millennial workforce. Millennials, unlike any generation before them, looks beyond the job description when searching for a positions. According to Walsh (2015), they look at their profession as a representation of lifestyle and values. This means “they want to work for companies that are not only supporting the communities in which they live, but those building a community of peers and social networks.” Make-A-Wish Michigan, with the YP Wishleaders Council, has an incredible opportunity to fulfill this need and tap further in to the giving potential of their corporate neighbors.

Budget considerationsCorporate Visit Gas & Expenses (100 Visits) $2,500Leave Behind Packets (100 @ $2.50 each) $250Sponsored LinkedIn Posts $750

Mentors in JoyBUDGET: $3,500 // FEBRUARY 2016 - DECEMBER 2016

Potential 12-month ROICost: $3,500Mentors secured (goal): 40Average donations raised (estimated): $12,500Total donations: $500,000

Estimated ROI: 1429%

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YP Wishleaders Monthly Social HourPresenting Sponsor $25,000

Walk for Wishes - Southeast MichiganYP Wishleaders Booth $15,0004 Wishleader Team Match $5,000

Walk for Wishes - Western Michigan YP Wishleaders Booth $15,0004 Wishleader Team Match $5,000

Wish Ball - Southeast MichiganYP Wishleader Table $10,000

Wish Ball - Western Michigan YP Wishleader Table $10,000

WAM YProPresenting Sponsor $10,000Breakfast Sponsor $5,000

Highway 96 Music TourPresenting/Stage Sponsor $25,0004 Inspiration Sponsors $15,0004 Hope Sponsors $10,0004 Strength Sponsors $5,000

TOTAL SPONSORSHIP $155,000

Corporate SponsorshipBUDGET: N/A // JANUARY 2016 - DECEMBER 2016

Just as Make-A-Wish Michigan seeks corporate partners in sponsorship of their events throughout the year, YP Wishleaders will provide opportunity to secure corporate partners for their activities as well. The following outlines each of the opportunities that will be available:

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a new, big, bold and most importantly replicable eventYP Wishleaders will be responsible for the complete execution of a new event within the calendar year tailored to reaching their peers: the Highway 96 Music Tour. The tour will travel to three cities in three nights - Grand Rapids, Lansing and Detroit. Featuring four local bands, and potentially a smaller national act (i.e. Jana Kramer) if can be booked partnering with National Make-A-Wish at a rate within budget, the tour will be held in popular medium-sized concert venues in each city:

Grand Rapids - The Pyramid SchemeLansing - The Loft Detroit - Saint Andrews Hall

Prior to each show, a meet and greet session will be held for VIP ticket holders that will feature not just one or more of the bands but a Wish family as well. They will have opportunity to share their story with this small, intimate group of attendees and provide a connection to the cause. VIP Tickets will be $65 with general admission tickets priced at $40.

promotionTo drive awareness and ticket sales for the Highway 96 Music Tour, the YP Wishleaders Council will follow a communication strategy following a 6-week schedule beginning the end of April prior to students leaving for summer break and pick up again August as the event nears closer. The following efforts will be included:

• Online Ticketing Site• Social media event page & posts (1-2 weekly)• Inclusion in weekly Wishleaders email newsletter• Mass Transit Advertising• Online video advertising with Buzzfeed Motion Pictures (2 videos - promotional and wrap-up after event)• Pandora advertising

Earned media will be essential to the communication strategy. A press release will go out mid-April introducing the event with additional releases as bands are added to the line up and a final press release once tickets are sold out. Additionally, YP Wishleaders will work to secure radio interviews on top stations in each market:

Grand Rapids: 98.7 WFGR, 95.7 WLHT, Star 105.7Lansing: 97.5 WJIM, 92.9 WLMIDetroit: 104.3 WOMC, 99.5 WYCD, 92.3 WMXD, 96.3 WDVD, 98.7 WDZH

Highway 96 Music TourBUDGET: $62,000 // October 15 - 17, 2016

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RationalMillennials favor the music industry. According to Nielsen (2014), “on average, [they] spend $7 more on music than the total market, accounting for 31 percent of total spending on music.” As the most culturally diverse generation, it is not surprising that millennials lean to music to cross cultural divides, find self-expression, relax. Music is also more accessible than ever before with the growth of digital formats and online streaming. Tapping in to the affinity the generation finds with music closes the decision gap in deciding to participate, with the addition that the money goes back to their local communities, TOTL Affect expects this event to surpass expectations in millennial participation and fundraising.

Budget considerationsVenues $15,000Local Bands $6,500Jana Kramer $15,000 Online Video Advertising (2 videos, pre and post event) $10,000Facebook Advertising $3,000Pandora Advertising $6,500Transit Advertising (4 Cities, 12 buses, 4 weeks) $6,000

Potential 3-month ROICost: $62,000Attendees (estimated): 2500Ticket Prices: $45/$65 (20% VIP Ticket Holders)Total Donations Raised: $112,500

Estimated ROI: 181%

Highway 96 Music TourBUDGET: $62,000 // OCTOBER 15-17, 2016

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Budget Summary

YP Wishleaders OperationsWebsite Development (responsive) $12,000Online Payment System IncludedCRM System (integrated from current) IncludedSite Maintenance (12 months) $1,200Social Media Launch (3 month consult) $22,500Wish Ball Table $2,500

Subtotal: $38,200

YP Wishleaders MarketingBuzzfeed Motion Pictures Videos $15,000

Subtotal: $15,000

WAM YProBreakfast Venue + Catering $2,250Buzzfeed Motion Pictures Video $5,000Facebook Advertising $1,500Pandora Advertising $6,500Professional Voiceover $1,200Branded Wrist Sweatbands (quantity 300) $717

Subtotal: $17,167

Walk for Wishes - Grand RapidsGame Truck Rental (4 hours) $479Buzzfeed Motion Pictures Video $5,000Facebook Advertising $500Postcard Fundraising Handouts (quantity 500) $288.73

Subtotal: $6,267.73

Lunch & Learn SeriesFacebook Advertising $1,200

Subtotal: $1,200

MileMatch Mobile AppInternal App Development (iOS only) $51,454State News - Michigan State Display Ads $10,108Michigan Daily - Display Ads $6,740Buzzfeed Motion Pictures Video $5,000

Subtotal: $73,302

Diversity Outreach Radio Baladi Advertising (78 Ads) $5,850Buzzfeed Motion Pictures Videos (2) $10,000Retargeting Banner Ads (6 month campaign) $10,000Facebook Advertising $3,000

Subtotal: $28,850

Mentors in Joy Corporate Visits (100; gas and expenses) $2,500Leave behind Packets (100; $2.50 each) $250Sponsored LinkedIn Posts $750

Subtotal: $3,500

Highway 96 Music TourVenues $15,000Local Bands $6,500Jana Kramer (national act) $15,000Buzzfeed Motion Pictures Video (2) $10,000Facebook Advertising $3,000Pandora Advertising $6,500Transit Advertising (4 cities, 12 buses, 4 weeks) $6,000

Subtotal: $62,000

Total Expenses: $245,486.73

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Ultimately the ability of this campaign to achieve the set objectives and goals is the true measurement of its success. As a brand new arm, the YP Wishleaders, will be responsible for the execution of the tactics outlined, it will be essential to utilize measurement practices to qualify how will each objective was achieved. These measurement results will allow Make-A-Wish Michigan to work closely with the YP Wishleaders Board to make informed decisions moving forward in to 2017 and beyond strengthening the group’s success. This section outlines clear measurement procedures for each of the campaigns objectives.

Objective: Expose 40% of Michigan’s post-graduate millennials, ages 22-34, to Make-A-Wish Michigan’s local mission a minimum twice per month during the campaign period.

Measurement: As TOTL Affect found in our pre-campaign focus group, many millennials don’t recognize Make-A-Wish chapters as local organizations or realize they’re funds go to helping local children. In November, after the final campaign event, the Highway 96 Music Tour, an online awareness survey will distribute via email and social media to Michigan millennials in effort to gain 908 responses. According to Relevant Insights (n.d.), this sample size will allow us a confidence level of 90% and low margin of error of just +/- 2.5%. Questions will range from awareness, perception, involvement and comparisons to other local non-profits.

Budget: $3,500 administration and reading of survey results.

Objective: Gain 30,000 first-time millennial, ages 18-34, donors during campaign period with 10% donating more than once.

Measurement: YP Wishleaders will create a separate CRM file that cross-references with the current CRM in place for Make-A-Wish Michigan. From the onset of the campaign, the current number of millennial donors will be recorded. Each aspect of the campaign drives donations through an online system. This will increase the number of registered donors within the CRM system. Quarterly throughout the campaign, both the number of new millennial registered donors and those who’ve donated multiple times will be pulled to track progress toward achieving the objective.

Budget: No additional fees beyond existing agency fees.

Campaign Evaluation 59


Objective: Increase Make-A-Wish official event participation of millennials, ages 18-34, by 20% across all 2016 events.

Measurement: In order to track successfully, the 2015 event participants will be crossed referenced with the current CRM system to pull an accurate count of those Make-A-Wish has demographic information on file. This will give a base number of participating millennials to achieve 20% growth over. Each of the YP Wishleaders campaigns will of-fer a separate registration website as members receive discounts off event costs. All registrations made through a YP Wishleaders form will pull into the separate YP Wishleaders CRM file allowing us to pull new participant numbers and track toward goal.

Budget: No additional fees beyond existing agency fees.

Objective: Diversity volunteers by seeking to grow by 200 new active volunteers, with a minimum 45 beingeither Arabic or Spanish-speaking.

Measurement: Prior to launching any campaign pieces, the current number of volunteers, as well as the number of those who are either Arabic or Spanish-speaking will be pulled as a base to work from for measurement. All volunteers are asked to complete an intake form that will ask where they heard about Make-A-Wish Michigan, if they are a YP Wishleaders member, age and ability to speak either Arabic or Spanish. This information will be uploaded to the volunteer database and tracked quarterly for progress toward achieving the campaign objective.

Budget: No additional cost beyond existing agency fees.

Objective: Grow existing corporate partner engagement by 20% increasing contributions by an equal 20%.

Measurement: From the onset, the 2015 corporate partners will be pulled, as well as their contribution total, to mark as the base for growth in achieving the objective. As corporate partners are secured in support of YP Wishleaders campaign efforts, they will be asked to note in their transaction or Make-A-Wish will note on the invoice/receipt that the amount is specified to the YP Wishleaders campaign. For the annual report, this process will allow YP Wishleaders to report their increased corporate partner engagement separately.

It is also important to measure the corporate partner satisfaction with their engagement. In November, as part of the Mentors in Joy program and Lunch and Learn series, satisfaction surveys will be administered to each of the corporate partners. Their executives and those most tightly involved in working with YP Wishleaders will be asked to complete the survey, which will consist of a range of quantitative and qualitative questioning to allow open format questions for specific feedback. The surveys will be available online and partners will be informed via email, as well as through direct mailed ‘thank you’ letters.

Budget: $1,750 for survey adminstration, results reading and mailling of ‘thank you’ letters



Objective: Earn donations of a minimum 3 million airline miles to fulfill client need.

Measurement: The MileMatch mobile application will be built to collect minimum required information from individuals prior to donating their airline miles. It will ask for an agreement to specific privacy policy that includes Make-A-Wish permissions to pull their name, location, demographics and track the number of miles donated. This database will be the primary source for tracking success on achieving our objective. The permissions will ask separately if an individual would like to engage further with Make-A-Wish Michigan, the YP Wishleaders and allow for cross-referencing into the large CRM system for future engagements.

Budget: No additional cost beyond the quoted cost for app development.

Objective: Achieve 80% internal awareness of campaign, wtih 75% positive reception.

Measurement: To measure internal postive reception objectively, a third-party outside of TOTL Affect and Make-A-Wish Michigan, will be hired to administer quarterly surveys with the staff and active volunteer database. These surveys will have standard attitude based questions and also change questions to track awareness of the various new events and happenings with the YP Wishleaders campaign. Qualitative comments will be welcome with one open-ended question at the end of each quarter’s survey. Answers will be scaled accordingly toward a defined meaning of “positive reception” in relation to the campaign.

It will also be critical to measure the members of the YP Wishleaders carefully to ensure success in continuing the group into 2017 and beyond. In November, an online survey will be opened. Members will be informed of the survey through the weekly email newsletter and social media. Participation will be encouraged through a prize of an iPad Mini 2. Questions will range from participation and perception of the group to activity preferences and future outlooks. TOTL Affect looks to have a participation rate of at least 50% of the YP Wishleaders membership as of October.

Budget: $3,600 for administration and results reading, plus an additional $599 for iPad Mini 2.



Millennials are tough. They’re unlike any generation before them - experiencing their first time away from home at college, finding their way in to their first jobs, developing a career, connecting with new peers and creating a life as a young adult before they meet their soulmates and build families. Their lifestyle, values and ideas are often lumped in to standard stereotypes, when millennials are far from standard. They are individuals and they look to connect with brands and organizations that don’t just recognize this but embrace it.

This campaign has been carefully developed to address your individual needs as an organization - to raise $1.25 million dollars and increase your volunteer base by 20% - to address millennials and their individual desires - to experience first hand the benefits and results of giving back to an organization making local differences and become leaders in their communities by finding the intersection of each and creating life-long relationships.

TOTL Affect completed extensive market research, through both primary and secondary sources, to uncover this often untendered desire of millennials to lead, to be intimately involved in the cause behind an organization’s brand. The organization of the YP Wishleaders Council and the #NEXTwish campaign doesn’t just address this desire but provides an outlet for Make-A-Wish Michigan and millennials to work side-by-side together in achieving both their goals. Young professionals in these core Michigan communities won’t only be giving to the cause, they’ll be responsible for its success. Make-A-Wish can expect this campaign to have lasting affect extending far beyond 2016.

This complete marketing proposal identifies a research and data-driven strategy to address what we heard as your biggest need at this time. It highlights tactics to actively engage and retain millennials with Make-A-Wish Michigan. TOTL Affect is prepared and excited about the opportunity to present these ideas to you and begin our own con-nected relationship with you in spreading hope, strength and joy to the children and families you serve.

Conclusion

For Millennials, who want to empower their local communities, Make-A-Wish Michigan is the

organization providing meaningful leadership opportunities. Unlike other supporting organizations, Make-A-Wish Michigan

empowers volunteers with personal interactions to the children and families being served.

[ [TOTL Affect is ready to lead the next wish.

62


APPENDIX A


CONTACTBecky Sidles(515) [email protected]

FOR IMMEDIATE RELEASE: January 1, 2015

TOTL Affect Looks to Evoke Change within Midwest Non-ProfitsA new integrated marketing communications agency challenges to think outside the lines.

Des Moines, IA (January 1, 2015) - TOTL Affect, a start-up integrated marketing communications agency, headquartered in the heart of Des Moines is open and taking on new non-profit organization partners in business.

TOTL Affect was founded by Iowa native, Becky Sidles, when she identified too many patterns in non-profit marketing. “Marketing today has to look beyond the traditional box, between the data and outside the lines to make a difference. Especially with non-profits who need to connect individually with each of their volunteers and donors on a personal level that can only be defined one-on-one and certainly not within a box,” Sidles explains of her observations. “I created TOTL Affect to partner with organizations in deep research, strategy development and creative execution, which are the necessary steps to effect their future growth and success.”

TOTL Affect is a full-service agency offering services from market research, digital and social media, PR communications to media placement and measurement analysis. “It is the core of our agency that the whole is greater than the sum of its parts. We bring all aspects under one roof to ensure one message flows through all aspects of our business partners. At any point that a connection is made those on both ends will hear, see and understand the message,” says Sidles.

The team at TOTL Affect consists of experienced, passionate professionals with proven skill in analytics, writing, technology, graphics and an understanding of consumer behavior and business. Between the team, the leadership and their approach non-profits can be sure that with TOTL Affect they will see measurable results.

TOTL Affect is currently accepting new clients. For more infomation about the agency or to schedule a needs consultation, please visit totlaffectmarketing.com.

###

About TOTL AffectTOTL Affect is an integrated marketing communications agency headquartered in the Des Moines metro. Specializing in research and creative execution, TOTL Affect tailors campaigns for non-profit organizations to evoke change from their traditional donor relation systems and further their growth and success. For more information on TOTL Affect, visit totlaffectmarketing.com.

64


APPENDIX B


I. Introduction

II. General Charitable Giving Discussion• Who gives their time or money currently to an organization? • How did you choose the organizations you do give to? • What factors are important to you for an organization to have? • How much of an impact do you feel your contributions make? • Is everyone familiar with Make-A-Wish? • What is it that you know of the organization?

III. Campaign 1 Overview• Describe “Build A Wish” campaign and tactics that would be used • Discuss reactions and feedback

IV. Campaign 2 Overview• Describe “Millennial Board” campaign and tactics that would be used• Discuss reactions and feedback

V. Campaign 3 Overview• Describe “Three Wishes” campaign and tactics that would be used• Discuss reactions and feedback

VI. Impressions Overall• Which execution resonated most? Why? • Which executino resonated least? Why? • Was the connection with Make-A-Wish made? • Would you get involved if presented with any of the executions? Why or why not?

VII. Conclusion• Last comments or questions• Thank you to participants for their time

Moderator’s Guide66


APPENDIX C


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