Laura Setter_Honors College Thesis_Shriners Advertising Campaign
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My USF Honors College thesis. It is a proposed, innovative advertising/marketing campaign for the Shriners Hospitals for Children - Tampa, designed to build USF Tampa student awareness of the hospital ...

My USF Honors College thesis. It is a proposed, innovative advertising/marketing campaign for the Shriners Hospitals for Children - Tampa, designed to build USF Tampa student awareness of the hospital on campus and raise funds.

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Laura Setter_Honors College Thesis_Shriners Advertising Campaign Laura Setter_Honors College Thesis_Shriners Advertising Campaign Presentation Transcript

  • A Proposed Advertising/+ Marketing Campaign for the Shriners Hospitals for Children - Tampa Honors Thesis: Spring 2011 - Fall 2011 Laura Setter
  • “Never doubt that a small group of committedpeople can change the world. Indeed, it is theonly thing that ever has.”
  • Table of ConTenTs Executive Summary................................................02 Business Category Information...........................03 Current Brand Positioning....................................04 Competitive Analysis.............................................05 Target Audience Profile.........................................10 Proposals Positioning & USP........................................16 Brand Manifesto..........................................17 Messaging Strategy.....................................18 Objectives.....................................................19 Shriners + U Campaign Overview............20 Media Selections & Tactics........................21 Example Executions Bus Benches..................................................23 Newspaper - Oracle.....................................25 Appendix..................................................................26 01
  • ExecutiveSummary Executive Summary The main communication problem Shriners Hospitals for Based on the research and objectives the message Children - Tampa is encountering is that most USF students strategy of this campaign will focus first on informing the are unaware that the hospital exists on the USF campus, or USF Tampa students that there is a Shriners hospital on our that it offers excellent volunteer opportunities. The campus campus, and secondly that the hospital could use our help is so large and fragmented that students never visit the as students. Shriners - Tampa area. The main idea of this campaign is “Shriners + U” The first objective of this campaign is to increase (pronounced “Shriners and you”). The goal of this campaign awareness among USF Tampa students that the Shriners is to connect the Shriners hospital to USF in the minds of Hospitals for Children - Tampa is located on the USF Tampa USF Tampa students. campus. The second objective is to create interest in My research also suggests that USF Tampa students are Shriners Hospital for Children - Tampa’s mission and heavy users of social networks, and “creators” of digital/ values, which will result in an increase in volunteer efforts social content. by the USF Tampa students. This campaign will use that to its advantage by asking My research suggests the majority of USF students feel USF Tampa students to create digital/social content to raise personally responsible for making the world a better place, funds for the Shriners Hospital on our campus. and they pay more attention when solicited by a company with a deep commitment to a good cause. 02
  • Business Category Information Product Category Shriners Hospitals for Children-Tampa is one of 22 What has been hurting a lot of the local nonprofit non-profit hospitals that specialize in pediatric specialty hospitals is that they do “everything for everyone.” This care and orthopedics, including: various bone and muscle kind of mentality causes those hospitals costs to dramatically problems such as cerebral palsy, scoliosis, and other limb increase because their employees must be professionally and growth problems.1 The main difference between trained and have the proper equipment in a wide range of Shriners and other non-profit hospitals is that it treat its areas in health care. The one thing that Shriners can use to patients absolutely free of charge. This allows for a unique its advantage is that its hospitals are specialized in one or perspective for the USF Shriners campaign. two services per hospital. This allows for Shriners to cut Currently, 77% of the 2,033 U.S. nonprofit hospitals are down on many costs that other hospitals have to spend not profitable.2 Times are especially rough on those the majority of their funds on.5 Shriners Hospital needs to hospitals that treat patients who are uninsured.3 This has promote awareness and fundraising in order to survive and caused for a dramatic rise in Medicare costs, and since surpass all the economical problems that nonprofit nonprofit hospitals get a rather large tax break, it is hospitals are facing in the current economy.6 causing for our economy to suffer.41 Cabalo, Jesus. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 7 May 2010. Web. 26 Feb. 2011. <http://sahibshrine.org/hospitals/index.html>2 Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr. 2008. Web. 27 Feb. 2011. <http://www.tampabay.com/news/business/article447120.ece>.3 Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr. 2008. Web. 27 Feb. 2011. <http://www.tampabay.com/news/business/article447120.ece>.4 “Bay Area Nonprofit Hospital Income | Tampabay.com - St. Petersburg Times and Tbt*.” Tampa Newspapers: The Times, TBT & Tampabay.com. American Hospital Information, 2009. Web. 27 Feb. 2011. <http://www.tampabay.com/specials/2008/ interactives/hospital-finance/>.5 Christensen, Clayton M. “Disrupting The Hospital Business Model - Forbes.com.” Forbes.com - Business News, Financial News, Stock Market Analysis, Technol- ogy & Global Headline News. 31 Mar. 2009. Web. 27 Feb. 2011. <http://www.forbes.com /2009/03/30/hospitals-healthcare-disruption-leadership-clayton-christensen- strategy-innovation.html>. 036 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
  • Current Brand Positioning Brand Shriners International is a fraternity based on fun, viewed as patients, but instead are viewed and treated like fellowship and the Masonic principles of brotherly love, family. relief and truth.7 The Masonic Shriners’ red fez and The most impressive part of Shriners-Tampa is that 91- mini-scooter parades are the goofy side to their serious 93% of all the funds raised and/or donated goes directly to support of the Shriners Hospitals For Children.8 The one the children or research.11 The majority of Shriners thing that the Shriners make sure of is that “Everything Hospitals for Children’s effort is aimed simply at is for the children.9” From the exam rooms, to the type of maintaining all 22 hospitals. flooring and colors of the walls, there is an overarching This could explain why USF students are currently theme within these hospitals that everything truly is done unaware of the hospital. There simlpy haven’t been any for the children.10 messages out there about the hospital and its mission on The Shriners Hospitals for Children- Tampa is also very our campus because the hospital does not have a budget proud of its family-like atmosphere, where ‘patients’ aren’t for advertising. 7 “Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Feb. 2011. <http://www.shrinershq.org/ShrinersHQ/>. 8 Andrews, Michael C. “Shriners Hospitals for Children: Information from Answers.com.” Answers.com: Wiki Q&A Combined with Free Online Dictionary, Thesau- rus, and Encyclopedias. 2010. Web. 20 Feb. 2011. <http://www.answers.com/ topic/shriners-hospitals-for-children.>. 9 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 10 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 11 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.04
  • Competitive AnalysisCompetitorsThe main competitors for volunteering, fundraising andawareness are Moffitt Cancer Center and MetropolitanMinistries.12 While, both offer different services than 14Shriners - Tampa, they are competitors in the sense thatthey currently hold the top of mind position for charitablecauses in the local area, and have the most sought afterpositions in volunteering within the USF studentcommunity.13 1512 “CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Jan. 2011. <http://leadandserve.usf.edu/servevolunteer.php>.13 “CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Jan. 2011. <http://leadandserve.usf.edu/servevolunteer.php>.14 “Moffitt Cancer Center Logo.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 1996. Web. 28 Nov. 2011. <http://www.moffitt.org/>.15 “Metropolitan Ministries Logo.” Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2011. <http://www.metromin.org/>. 05
  • Competitive Analysis Moffitt Cancer Center Communication messages for Moffitt Cancer Center try to educational, motivating, and inspirational.19 The tagline of convince people already highly involved within the community Moffitt Cancer Center is “Total Cancer Care.”20 that supporting a leading cancer research hospital through Current positioning and strategies of Moffitt Cancer community service and donations will help advance cures Center include the Miles for Moffitt race held in the spring and means of prevention.16 Moffitt Cancer Center on the University of South Florida campus.21 In terms of supports this claim by showing how fund raising and the current project this analysis suggests that Shriners volunteering directly affect advancements that have been Children’s Hospital should make a larger effort in accomplished in cancer research.17 promoting how the hospital is changing the children’s lives The brand character of Moffitt Cancer Center is the and that fund raising events such as a race, like the Miles “leader in scientific discovery” and this translates into for Moffitt, could definitely be something that Shriners compassionate care, cures, and prevention of cancer for could create for itself. our community and the world.18 The message tone of Moffitt Cancer Center is 16 “Connect With Us.” Children’s Hospital Los Angeles. Jan.-Feb. 2010. Web. 11 Jan. 2011. <http://www.chla.org/site/c.ipINKTOAJsG/b.5207559/k.3E23/Childrens _Hospital_Los_Angeles_____LA8217s_first_and_largest_hospital_dedicated_specifically_to_treating_children_throughout_Southern_California.htm>. 17 Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Jan. 2011. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. 18 “Moffitt Cancer Center - Mission and Values.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 8 Jan. 2011. <http://www.moffitt.org>. 19 Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Jan. 2011. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. 20 “Cancer Center - Cancer Treatment Center - Total Cancer Care from Moffitt Cancer Hospital Tampa, Florida.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 6 Jan. 2011. <http://www. moffitt.org /site.aspx?spid=54A14FA0FD654729A5D617402FBBACDA&ForwardFrom=EDB6E253685745BDB8D071B6C45DBD1C&ForwardFrom=5EAD8CB006 D32541ACA03E11380ECF3146>. 21 “Miles for Mofftt at the University of South Florida.” Florida Bank’s Miles of Moffitt. 2006. Web. Jan. 2011. <http://www.milesformoffitt.com/>.
  • Competitive AnalysisMoffitt Cancer CenterAdvertising ExamplesMagazine Ad - Full Page, Full Color Internet Banner Ad 23 Internet Banner Ad Promotional T-Shirt 23 24 22 Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - 22 H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Jan. 2011. <http://www.moffitt.org/>. Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - 23 H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Jan. 2011. <http://www.moffitt.org/>. 07 24 “Miles for Moffitt Logo.” Miles for Moffitt at the University of South Florida. 2006. Web. 28 Jan. 2011. <http://www.milesformoffitt.com/>.
  • Competitive Analysis Metropolitan Ministries Communication messages for Metropolitan Ministries try to The tagline of Metropolitan Ministries is “Hope Lives persuade people to donate food, money, or even volunteer Here.”29 Current positioning and tactics of Metropolitan services to help the organization be more successful.25 Ministries are stating it is one of America’s most effective Metropolitan Ministries supports this claim by faithfully and innovative caregivers to the homeless.30 reaching out to poor, hungry and homeless men, women In terms of the current project, this analysis suggests and children in their time of need — providing life-changing that Shriners should take a more promotional approach, 26 answers and the proper motivation to get to a better place. the way Metropolitan Ministries has done. Metropolitan The brand character of Metropolitan Ministries is to alleviate Ministries advertises its accomplishments and really suffering, promote dignity and instill self-sufficiency...as an focuses on the fact that the majority of the work is done by expression of the ongoing ministry of Jesus Christ.27 volunteers. It knows how to truly show what the volunteers The message tone of Metropolitan Ministries is spiritual can do for others. This is an approach Shriners - Tampa and motivational.28 should take into consideration. 25 26 “Who We Are.” Metropolitan Ministries. 2008. Web. Jan. 2011. <http://www.metromin.org/whoweare.aspx>. “What We do.” Metropolitan Ministries. 2008. Web. Jan. 2011. <http://www.metromin.org/whoweare.aspx>. 27 “Mission and Vision Statements.” Metropolitan Ministries - Helping Tampa Bay. 2008. Web. 28 Jan. 2011. <http://www.metromin.org/whoweare/missionvisionguid- ingvalues.aspx>. 28 “Welcome.” About: Earn Your Wings. Metropolitan Ministries. Web. Jan. 2011. <http://www.metromin.org/about-earnyourwings>. 29 Metropolitan Ministries - Helping Tampa Bay. 2009. Web. 28 Jan. 2011. <http://www.metromin.org/>.08 30 Fitzgerald, John. “Giving.” Giving:: Metropolitan Ministries. NCH, 3 Apr. 2010. Web. 10 Feb. 2011. <http://www.metromin.org/giving>.
  • Competitive Analysis Metropolitan Ministries Advertising ExamplesDirect Mail Christmas Postcard Internet Banner Ad 32 Internet Banner Ad Promotional Pin 31Direct Mail Envelop Design 34 33 31 31 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/news/mediaresources.aspx>. 32 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/>. 33 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Jan. 2011. <http://www.metromin.org/>. 09 34 “Seminole Hard Rock Why Hunger Charity Event.” What’s Up Tampa Bay. Web. 28 Jan. 2011. <http://whatsuptampabay.blogspot.com/>.
  • Target Audience ProfileTarget Audience Profile This campaign targets the Tampa USF college community, specifically USF college students who are enrolled at the Tampa campus. I chose to solely target USF Tampa college students in this campaign because the students are the largest population on campus, and the objective is to raise awareness and interest in the Shriners mission on campus. I have the largest probability of meeting that objective by targeting the largest population. 10
  • Target Audience Profile USF Student Demographics USF Student Psychographics The majority of the USF Tampa community population While USF college students are from a variety of different is made up of students. USF Tampa has a student popula- backgrounds and have a variety of different experiences, it tion of 40,486, as compared to a faculty and staff popula- is possible to identify general commonalities among them. tion of 14,952.35 According to the USF System Fact Book On average college students spend 13 hours a week 2010/2011, about 60% of the student population is female preparing for and participating in class, 3.5 hours a week on and about 40% is male.36 The average age of undergraduate campus not preparing for class, 5 hours a week participat- students is 23 while the average age of graduate students ing in co-curricular activities, and 12 hours a week relaxing is 33.36 and socializing.37 Ultimately, the goal of this campaign is to It is important to note that most USF students are just reach USF students during those 3.5 free hours on campus, becoming adults. USF is their first taste of independence, and convert some of that time, and some of the 12 hours and their first real taste of responsibility. College is the relaxing, into time spent volunteering or raising funds. time when students leave childhood and become adults. On a national level, 80% of fraternity and sorority members In effect, college students (the primary target) have more participate in fundraising events compared with only 43% of in common with the children being treated at the Shriners non-Greek members, and 60% of seniors and 37% of first-year Hospitals for Children - Tampa than the faculty and staff at students do community service or volunteer work.37 This the university. This is another reason to solely target means that it is advantageous to target fraternity and sorority students. members and seniors because they are more likely to participate.35 “STUDENT HEADCOUNT.” USF INFOCENTER. USF, 2010. Web. 18 Jan. 2011. <http://usfweb3.usf.edu/infocenter/?silverheader=&report_ category=STU&report_type=SMAJS&reportid=64828>.36 USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Jan. 2011. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)> 11 USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Jan. 2011. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.37
  • Target Audience Profile USF Student Psychographics Continued Most USF students are Millennials, born between 1979 This research indicates that students will be more likely and 2001. The majority of Millennials (61%) feel person- to pay attention to our message because Shriners ally responsible for making a difference in the world.38 Hospitals for Children - Tampa is deeply committed to Nearly eight out of ten want to work for a company that helping children and their families. If Shriners - Tampa can cares about how it contributes to society.38 Millennials are engage and communicate with the USF students a group of a civic-minded generation; they believe it is their responsibility brand ambassadors will emerge from those students who to make the world a better place, and 78% of Millennials believe in Shriners cause. The research also suggests that believe that companies have a responsibility to join them nearly 80% of USF students will be more likely to want to in this effort.38 “An overwhelming 74% surveyed indicate work with Shriners because Shriners cares about its impact they are more likely to pay attention to a company’s overall on the lives of children. messages when they see that the company has a deep commitment to a cause.”38 Millennials say they are prepared to reward or punish a company based on its commitment to social causes.38 38 “Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source. 24 Oct. 2006. Web. 28 March. 2011. <http://www.causemarketingforum.com/page.asp?ID=473>.12
  • Target Audience Profile USF Student Psychographics Continued College students want to make the world a better place, A common belief among college students is “Everyone but we can also assume that because they are in college deserves to have their say.”40 According to New York-based they want to improve themselves. Volunteering has been market research firm, the Zandl Group, “There’s a sense shown to aid in developing professional skills, skills that that everyone can be a star. It’s very populist. Talk shows, are necessary for professional success after graduation. In reality TV and the Internet have created a mindset in which a study by Markitects, Inc. titled How Volunteerism Shapes every voice gets an equal hearing.”40 Professional Success, “Eighty-three percent of participants For college students: getting heard, having a say, and reported that they acquired, improved or developed their becoming well known, is not only easy, it seems almost leadership skills due to volunteer participation, while natural. College students can create their own web sites, seventy-eight percent reported improvement in their com- make movies with their own web cams or digital cameras; munications skills.”39 or even be on television. It is common to post thoughts, Volunteering for Shriners will not only allow students pictures and writings online.40 This is an important insight to be part of a good cause, but it will also build valuable to consider when planning social and digital media skills that will aid them in their professional careers. placements.39 “How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volunteermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_ Professional_Success.pdf>. American Demographics. “Getting Inside Gen Y - Generation Y - Statistical Data Included - Page 5 | American Demographics.” Find Articles at BNET | News 1340 Articles, Magazine Back Issues & Reference Articles on All Topics. 2001. Web. 27 March. 2011. <http://findarticles.com/p/articles/mi_m4021/is_2001_Sept_1/ ai_78426787/pg_5/?tag=content;col1>.
  • Target Audience Profile USF Student Psychographics Continued In this digital age it is also important to consider where USF students are on the “Social Technographics Ladder”41 when planning a marketing campaign to reach them. According to Fig 3-4 from “Groundswell” USF students, or at least the age group USF students fall into, are 110% more likely to be “creators” on the ladder than the average U.S. adult, and 135% more likely to be “joiners.” This means that USF students are more likely to upload/publish content online, and maintain/visit a profile on a social networking site. This insight will play an integral role in the overall Shriners + U campaign. 41 Bernoff, Josh & Li, Charlene. “Groundswell:winning in a world transformed by social technologies.” Harvard Business Review Press. Boston, Massachusetts. 2011.14
  • Target Audience ProfileUSF Student Psychographics Continued I also completed a small survey, with 24 USF students of various ages from 18-39. This survey was not randomly sampled, or sanctioned by the IRB, so the results could not be extrapolated to the entire USF student population. However my findings are still enlightening for the campaign. I found that 18 of my respondants (75%) had heard of the Shriners fraternity, but when questioned further 17 respondants (71%) could not recall anything in particular about the fraternity. I also found that 20 (83%) of my respondants had heard of the Shriners Hospitals for Children, but only 8 (33%) knew that there was a Shriners hospital on campus. Those that did know cited either their major, (i.e. nursing or medical) or a friend who was a patient in the past, as the reason they knew about the hospital on campus. 41 Bernoff, Josh & Li, Charlene. “Groundswell:winning in a world transformed by social technologies.” Harvard Business Review Press. Boston, Massachusetts. 2011. 15
  • Proposals Brand Positioning Positioning Statement The position Shriners Hospitals for Children - Tampa will A “One-of-a-kind hospital system to serve one-of- hold in USF students’ minds will be: Shriners Hospitals for a-kind kids, supported by one-of-a-kind employees Children Tampa is the number one philanthropic and fraternity” that is located on USF’s campus.42 organization in the USF community. Unique Selling Proposition There is no other place like Shriners Hospitals for Children - Tampa. Everything is for the children and the Shriners cover all the costs. No other hospital does that. What makes Shriners special is its ability to see and treat each ‘patient’ as the unique individual that he or she is and tailor a treatment to meet his or her needs in a nurturing and loving family environment. 42 Monigle Associates. < http://www.monigle.com/pdf/Shriners.pdf>. USF of Parking and Transportation Services.16
  • ProposalsBrand Manifesto Shriners Hospital for Children- Tampa A child enters through the doors and is drawn into our family bond, Receives the highest orthopedic expertise, at no cost to his or her family. Highly respected and trusted staff provides quality care that’s still unmatched. We focus on individuality, and discover unique personalities. Payment is made in unbridled giggles, hugs, kisses and sunshine-smiles. With passion, fueled by determination, courage, and strength, Our staff creates groundbreaking treatments and braces for children. Share in this family bond, and lend a hand to us, the Shriners next door. To raise awarenes that’ll create the interest, which will spark the desire To volunteer time, to the children and fundraising, which will enrich the lives of all involved. 17
  • Proposals The Pearl Messaging Strategy Where the key consumer insights The single most important idea meet the unique selling proposition College students feel a responsibility to make the world a The main message of this campaign will inform better place. Shriners Hospitals for Children - Tampa does USF Tampa students that participating in Shriners make the world a better place by aiding children in need + U helps a good cause, and can help build skills and their families. College students also tend to be creators for their own futures. My research suggests this is of digital content, and the largest segment of social the single most important idea to get across to USF network users. Shriners - Tampa is looking to raise students because students are committed to good awareness on campus and ultimately attract volunteers and causes and their own futures. fundraisers to its organization. Participating in the Shriners + U fundraising campaign, and becoming a Shiners + U member gives USF students an opportunity to make the world a better place while building skills that will make them more competitive in the professional world.18
  • ProposalsObjectives Rationale- To increase awareness that the Shriners Hospitals for As few as 10-30% of USF students are currently awareChildren-Tampa is located on the USF Tampa campus that Shriners Hospitals for Children-Tampa exists onamong USF students from about 10-30% to 30-50% between campus. That means it is feasible to use our messageJanuary 9, 2012 (the start of the Spring semester) and to increase awareness by 20% over a 12-month periodDecember 7, 2012 (the end of the following Fall semester). beginning in January 2012.- To create interest in the Shriners Hospitals for Children- The current percent of USF students who volunteer withTampa mission and values, which will result in an increase Shriners Hospitals for Children-Tampa is so small it isin volunteer efforts by USF Tampa students by 15% by negligible. Therefore it is viable to expect a 15%December 7, 2012. increase in volunteer efforts by USF Tampa students after a 12-month period.A preliminary survey would be done at the start of the Spring 2012semester to establish the starting awareness level. Then a finalsurvey would be done in December 2012 to determine if theobjective of raising awareness 20% was achieved. 19
  • Proposals Shriners + U Campaign Overview The Shriners + U campaign is an innovative campaign, hashtag #shriners+U. All other media would drive students targeted to USF Tampa students that will use digital/social to the bus benches and the Facebook page. media in conjunction with traditional, out of home (OOH) The idea is that students will want to participate because media to fund raise and build awareness for the Shriners of their desire to improve the world and help good causes, Hospitals for Children - Tampa. and USF students are more likely to participate in the The main media of the campaign are bus benches, and campaign because they tend to be creators of digital Facebook. Shriners + U bus benches would be placed along content. the Bullrunner bus stops on the Tampa campus. (example Members of the Shriners + U student volunteer organization bus bench executions are on pages 23-24) These bus benches would also volunteer their time at the Bull Markets on would ask students to take pictures of themselves with the Wednesdays, along with a Shriner. They would have a benches and then upload the photos to the Shriners + U booth with a Shriners + U banner set up to take photos Facebook page/tag the photos with Shriners + U. with. The Shriners + U members would then be the ones For each person in each photo uploaded to Facebook a uploading the photos of themselves and the other students local donor would donate $1 to the Shriners hospital. onto Facebook. Photos could also be uploaded to Twitter with the20
  • ProposalsMedia Selections & TacticsI have several media recommendations that I have chosen the campaign and as was said earlier will be the epicen-for their ability to reach USF students. ter of the fundraising effert of the campaign. Based on First, I recommend the use of USF campus bus the USF student target audience profile The use of Fa-benches, Bullrunner shelters and bus display ads on the cebook, and even Twitter should resonate well with theBullrunners. These particular media will play an integral creators in the target audience.role in the fundraising and awareness building of the The Marshall Student Center Feature Wall/LED wallcampaign. is another great opportunity to be present on campus in Newspaper display ads, and press releases in the a high traffic location, and the Marshall Center’s otherOracle are a great way to reach USF Tampa students high traffic moniters are open to the Shriners + Ubecause the Oracle is a targeted newspaper that solely student volunteer group.caters to the USF Tampa students. Bull Market Wednesdays are another opportunnity for Billboard bulletins in the surrounding USF Tampa the student volunteer organization to interact with otherarea are an excellent way to build reach and frequency students and raise funds for the Shriners + U campaignwith the target fast. with the help of a Bull Market booth, a Shriners + U A Facebook page for the Shriners + U student banner, and a Shriner volunteer.volunteer group will be the main social network tie-in of 21
  • Example Executions Shriners + U Example Executions22
  • Example ExecutionsBus Benches 24”H x 84”W 23
  • Example ExecutionsBus Benches Continued 24
  • Example ExecutionsOracle 2x5(3.9”W x 5“H)&PlacementExample 25
  • Example ExecutionsAppendix: Shriners Questionnaire If you answered yes, how did you hear about the Shriners Hospitals, and/or what do you know about the hospitals? Please do not put your name on this survey. Your answers are completely confidential and will never be seen by anyone other than Laura Setter. What is your gender? Where is the closest Shriners Hospital for Children? o Male o Female Are you aware there is a Shriners Hospital for Children on the USF Tampa campus? What is your age? o Yes What is your student classification? o No o Freshman Do you currently volunteer? o Sophomore o Yes o Junior o No o Senior o Other If you answered yes, what motivates you to volunteer? Why do you volunteer? What is your current major? Have you ever heard of Shriners? o Yes If you answered no, are there any reasons why you don’t volunteer? o No What do you know about the Shriners Fraternity? When you think about volunteer opportunities on the USF campus what do you think of? Have you ever heard of the Shriners Hospitals for Children? o Yes o No Are you aware there are volunteer opportunities for USF students at Shriners Hospitals for Children – Tampa? o Yes o No 1
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  • Shriners Hospitalsfor Children - Tampa® 27