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Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
Grandview Childrens Centre Presentation
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Grandview Childrens Centre Presentation

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  • 1. Charity Book Fair Direct Marketing Plan
  • 2. <ul><li>Client </li></ul><ul><li>Background </li></ul><ul><li>The Event – Charity Book Sale </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Target Market </li></ul><ul><li>Communication Strategy </li></ul><ul><li>Creative Rationale </li></ul><ul><li>Production </li></ul><ul><li>Return on Investment </li></ul>
  • 3. <ul><li>Grandview Children’s Centre </li></ul>Pam McColl Foundation Director Grandview Children's Centre 600 Townline Road South Oshawa, ON, L1H 7K6 905.728.1673 X 2240 [email_address] Vicky Earle Executive Director Grandview Children's Centre 600 Townline Road South Oshawa, Ontario, L1H 7K6 905 728 1673 x 2258 [email_address]
  • 4. <ul><li>History </li></ul><ul><li>Providing rehabilitation and education services to children with special needs since 1954. </li></ul><ul><li>Over 17,000 children with special needs have benefited from a wide array of services. </li></ul><ul><li>Mission Statement </li></ul><ul><li>Grandview Children's Centre works with families </li></ul><ul><li>and their children and youth with special needs </li></ul><ul><li>to achieve their personal best. </li></ul>
  • 5.  
  • 6. <ul><li>Financial Objectives </li></ul><ul><li>Book sale goal = $5000 </li></ul><ul><li>Response Rate Goal for DM Activities = 4% </li></ul><ul><li>Return on Investment = 107% </li></ul><ul><li>Marketing Objectives </li></ul><ul><li>Raising awareness of the book fair </li></ul><ul><li>Reaching out to a larger audience </li></ul><ul><li>To target new prospects </li></ul><ul><ul><li>Viral marketing, social networking, word-of-mouth, targeted prospecting </li></ul></ul><ul><li>Encourage past donors and individuals on the house list to donate </li></ul>
  • 7. <ul><li>The Offer </li></ul><ul><li>Donating to Grandview Children’s Centre </li></ul><ul><li>Used book purchases </li></ul><ul><li>Monetary donations </li></ul><ul><li>The Incentive </li></ul><ul><li>Helping children and families </li></ul><ul><li>Recognition </li></ul><ul><li>Placing donors’ names on the Winter Wonderland Wall </li></ul><ul><li>Great books at a low cost </li></ul>
  • 8. <ul><li>Book purchasers </li></ul><ul><li>Current Grandview Donors </li></ul><ul><li>Local Businesses </li></ul><ul><li>Friends and family of current users of Grandview services </li></ul><ul><li>Schools </li></ul><ul><li>Hospitals </li></ul><ul><li>Senior’s Centres and Community Centres </li></ul><ul><li>Courtice Flea Market Patrons </li></ul><ul><li>Individuals targeted to donate to the cause </li></ul><ul><li>If they can’t attend the book sale, individuals are asked to make a monetary donation </li></ul>
  • 9. <ul><li>Features </li></ul><ul><li>Used books are inexpensive </li></ul><ul><li>Children are in need </li></ul><ul><li>Benefits </li></ul><ul><li>Get great books at a great low price </li></ul><ul><li>Help children reach their full potential </li></ul>
  • 10. <ul><li>Print </li></ul><ul><li>Postcards </li></ul><ul><li>Letters to Donors </li></ul><ul><li>Acknowledgement </li></ul><ul><li>Cards </li></ul><ul><li>Online </li></ul><ul><li>Emails </li></ul><ul><li>Video </li></ul><ul><li>Facebook Event </li></ul>Pieces
  • 11. <ul><li>Overall - optimistic, informative, warm </li></ul><ul><li>Cluster A: </li></ul><ul><li>Schools </li></ul><ul><li>Cluster B: </li></ul><ul><li>Senior’s Centres </li></ul><ul><li>Community Centres </li></ul><ul><li>Cluster C: </li></ul><ul><li>Local Businesses & Corporations </li></ul><ul><li>Hospitals </li></ul><ul><li>Cluster D: </li></ul><ul><li>Current Grandview Donors </li></ul><ul><li>Friends & family of current users of Grandview services </li></ul>Informal, electronic, fun Formal, information, benefits Formal, electronic, benefits, statistics Formal, reminder of benefits, some statistics, recognition
  • 12. *For those who buy books at the book fair or make a monetary donation. Target Market Postcards Corporate Letter Individual Letter E-mail Video Facebook Event Acknowledgement Card* Schools       Hospitals       Senior’s Centres    Community Centres       Local Businesses       Current Grandview Donors      Friends & family of current users of Grandview services      Courtice Flea Market Patrons  
  • 13. <ul><li>Desired Perceptions: </li></ul><ul><li>Grandview Children's Centre helps children achieve their personal best </li></ul><ul><li>The need for support is greater than ever </li></ul><ul><li>Call to Action: </li></ul><ul><li>Donate to Grandview Children’s Centre </li></ul><ul><ul><li>Supporting the Charity Book Sale </li></ul></ul><ul><ul><li>Monetary Donation </li></ul></ul>
  • 14. Front
  • 15. Back 600 Townline Road S. Oshawa, ON, L1H 7K6 Dear Friend, We sincerely hope that you will be able to join us for the book fair at Courtice Flea Market on February 21 st and 22 nd , 2010 . However, if you are unable to attend, please show your support by donating online at: www.grandviewcc.ca/donations/bookfair Thank you for your support!
  • 16. Mrs. Jane Sample 1234 Main Street, Apt. 431 Whitby, ON, L1N 6A1 600 Townline Road S. Oshawa, ON, L1H 7K6 DISCOVER A NEW FEELING OF WARMTH THIS WINTER…
  • 17.  
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  • 19. <ul><li>Features </li></ul><ul><li>Logo </li></ul><ul><li>Tagline </li></ul><ul><li>Snowflakes </li></ul><ul><li>Clear call to action </li></ul><ul><li>Facts and figures </li></ul><ul><li>Bold , i talics , CAPS, underlining </li></ul><ul><li>Picture </li></ul><ul><li>Post Script </li></ul>
  • 20. Donation Form* <ul><li>2 Versions </li></ul><ul><li>Corporate </li></ul><ul><li>Individuals </li></ul><ul><li>Corporate Sponsorship </li></ul><ul><li>amounts are </li></ul><ul><li>10x higher </li></ul>* Form used on letter to individuals
  • 21.  
  • 22.  
  • 23. http://www.youtube.com/watch?v=wNkjDnoeGYQ
  • 24. Front: Back: <ul><li>Functions: </li></ul><ul><li>Mechanism to measure response </li></ul><ul><li>Capture contact information </li></ul><ul><li>Acknowledge supporters </li></ul>For book buyers and monetary donors
  • 25. <ul><li>DM ADS </li></ul><ul><li>POSTCARD </li></ul><ul><li>Format: 5”x 8” </li></ul><ul><li>Full Colour Cardstock </li></ul><ul><li>Double Sided </li></ul><ul><li>Preprinted Indicia and Grandview Address </li></ul><ul><li>QTY: 1000 </li></ul><ul><li>DM PACKAGE </li></ul><ul><li>OUTER ENVELOPE </li></ul><ul><li>Size: No. 10 windowed </li></ul><ul><li>Preprinted Indicia, Grandview Address, Tagline, and Back Flap </li></ul><ul><li>QTY: 1000 </li></ul><ul><li>SPONSORSHIP LETTER </li></ul><ul><li>Format: 8.5” x 14” </li></ul><ul><li>Full Colour, Plain Paper </li></ul><ul><li>QTY: 700 Individual; 300 Corporate </li></ul><ul><li>BRE </li></ul><ul><li>Size: No. 10 envelope </li></ul><ul><li>Preprinted Indicia and Grandview Address </li></ul><ul><li>QTY: 250 </li></ul><ul><li>FOLLOW-UP </li></ul><ul><li>ACKNOWLEGEMENT </li></ul><ul><li>CARDS </li></ul><ul><li>Format: 4” x 5” </li></ul><ul><li>Full Colour Plain Paper </li></ul><ul><li>Double-sided </li></ul><ul><li>QTY: 100 </li></ul>
  • 26. The Printing House Ltd . 325 Hopkins Street Whitby, ON, L1N 2C1 905-665-1010 www.tph.ca
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