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Shriners Hospital for Children-Tampa Plans Book

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A plans book for a campaign for the Shriners Hospital for Children-Tampa, which is on the USF Tampa campus

A plans book for a campaign for the Shriners Hospital for Children-Tampa, which is on the USF Tampa campus

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  • 1. Shriners Hospitalsfor Children - Tampa® For the children. For you. Creativity Strategy Team Project Fall 2010 November 30, 2010 Daniela Jimenez Laura Setter Josaurys Mota
  • 2. Table of ConTenTs Executive Summary...............................................03 Situation Analysis Product Category......................................04 Brand...........................................................05 Product/Service.........................................06 Consumer...................................................07 Geographic Market Area.........................08 Competitors...............................................09 Competitive Creative Analysis............................10 Target Audience Profile........................................14 Problem Statement & Objectives.......................19 Creative Strategy Statement...............................21 Creative Executions...............................................22 01
  • 3. 02
  • 4. ExecutiveSummary Executive Summary The main communication problem Shriners Hospitals for Children- Based on the research and objectives the message strategy of this Tampa is encountering is that most USF students are unaware that campaign will focus on informing the USF-Tampa students that volun- the hospital exists on the USF campus, or that it offers excellent teering for Shriners builds leadership skills, while helping a good cause. volunteer opportunities. The campus is so large and fragmented that The tagline will be “For the children. For you.”“For the children” refers to students never visit the Shriners - Tampa area. the mission and core value of Shriners Hospital for Children, and the way in The first objective of this campaign is to increase awareness among which USF students can make a difference. “For you.” relates to how USF Tampa students that the Shriners Hospitals for Children-Tampa is volunteering aids in the development of professional skills for the students. located on the USF Tampa campus. The second objective is to create This tagline links our message of leadership and personal growth with interest in Shriners Hospitals for Children -Tampa’s mission and values, the deep-seeded need of our target (USF students) to make the world a which will result in an increase in volunteer efforts by USF Tampa better place. students. All of the ads in this campaign will depict situations volunteers may Our research suggests the majority of USF students feel personally experience while working with Shriners - Tampa, and how those situations responsible for making the world a better place, and they pay more develop the volunteers’ leadership skills. attention when solicited by a company with a deep commitment to a We recommend the use of newspaper display ads in the Oracle, billboard good cause. bulletins in the surrounding USF Tampa area, bus transit posters on the Our research also suggests that volunteering aids in the Bull Runner shelters, Facebook “viral” ads, and the Marshall Student Center development of professional skills, skills that promote professional Feature Wall /LED wall. The creative executions reflect these success for college students after graduation. recommendations. 03
  • 5. Situation AnalysisSituation Analysis Product Category Shriners Hospital for Children-Tampa is one of 22 non-profit hospitals What has been hurting a lot of the local nonprofit hospitals is that that specialize in pediatric specialty care and orthopedics, including: they do “everything for everyone.” This kind of mentality causes those various bone and muscle problems such as cerebral palsy, scoliosis, hospitals costs to dramatically increase because their employees must 1 and other limb and growth problems. The main difference between be professionally trained and have the proper equipment in a wide Shriners and other non-profit hospital is that they treat their patients range of areas in health care. The one thing that Shriners can use to absolutely free of charge. This will allow for us to gain a unique their advantage is that their hospitals are specialized in one or two perspective for the USF Shriners campaign. services per hospital. This allows for Shriners to cut down on many Currently, 77% of the 2,033 U.S. nonprofit hospitals are not costs that other hospitals have to spend the majority of their funds 2 5 profitable. Times are especially rough on those hospitals that treat on. Shriners Hospital needs to promote awareness and fundraising in 3 patients who are uninsured. This has caused for a dramatic rise in order to survive and surpass all the economical problems that 6 Medicare costs, and since nonprofit hospitals get a rather large tax nonprofit hospitals are facing in the current economy. 4 break, it is causing for our economy to suffer. 1 Cabalo, Jesus. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 7 May 2010. Web. 26 Oct. 2010. <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 Nov. 2010. <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 Nov. 2010. <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 Oct. 2010. <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, Technolo- gy & Global Headline News. 31 Mar. 2009. Web. 27 Nov. 2010. <http://www.forbes.com /2009/03/30/hospitals-healthcare-disruption-leadership-clayton-christensen- 04 strategy-innovation.html>. 6 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
  • 6. Situation AnalysisBrandShriners International is a fraternity based on fun, fellowship and the The most impressive part of Shriners-Tampa is that 91-93% of all the 7 11Masonic principles of brotherly love, relief and truth. The Masonic funds raised and/or donated goes directly to the children or research.Shriners’ red fez and mini-scooter parades are the goofy side to their The majority of Shriners Hospitals for Children’s effort is aimed simply 8serious support of the Shriners Hospitals For Children. The one thing at maintaining all 22 hospitals. 9that the Shriners make sure of is that “Everything is for the children. ”From the exam rooms, to the type of flooring and colors of the walls,there is an overarching theme within these hospitals that everything 10truly is done for the children. The Shriners Hospitals for Children- Tampa is also very proud of itsfamily-like atmosphere, where ‘patients’ aren’t viewed as patients, butinstead are viewed and treated like family.7 “Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <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 Oct. 2010. <http://www.answers.com/ topic/shriners-hospitals-for-children.>. 9 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 051011 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
  • 7. Situation Analysis Product/Service Shriners Hospitals for Children-Tampa provides free specialty care to injury, rehabilitation or cleft lip and palate, the Hospital will fund a trip children under the age of 18, with the only requirement being that for the child and a Shriners representative to go to another Shriners 12 the patient’s condition must be treatable. The Tampa location specializes Hospital location and get the proper medical attention that the child 16 in orthopedic care. The Merriam-Webster’s dictionary definition of needs. The child’s family will not have to pay a single penny for any of orthopedic is: marked by or affected with a skeletal deformity, disorder, these services or the trip to another hospital, if necessary, the Shriners 13 17 or injury. Examples of orthopedic issues include bone and muscle cover all costs. After all, everything Shriners does is for the children. problems, such as cerebral palsy, scoliosis and other limb and growth Shriners Hospitals for Children is doing everything it can to survive 14 disorders. Shriners-Tampa also provides a wheelchair and walker in this brutal economy; therefore, it will soon start charging insurance 18 building center for any child, whether treated by Shriners or not, that companies, in place of closing down six locations. 15 may need one. If a child comes to the Tampa location in need of any of the other Shriners Hospital specializations, including: burn care, spinal cord “Shriners Hospitals for Children® Volunteer Opportunities in Tampa.” Shriners - Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tam- 12 pa/GetInvolved>. 13 “Merriam Webster: Dictionary: Orthopedic.” Merriam Webster Dictionary. Merriam Webster. Web. Nov. 2010. <http://www.merriam-webster.com/dictionary/ortho- pedic>. 14 “Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/ShrinersHQ/>. 15 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 1606 17 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 18 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
  • 8. Situation AnalysisConsumerThe consumers of the services provided by Shriners Hospitals for Chil- Shriners - Tampa is one of 3 hospitals that have a center specifically 19dren - Tampa are children with various bone and muscle problems. for building custom wheelchairs for children. Shriners - Tampa willShriners Hospitals for Children is a one-of-a-kind international health provide these absolutely free of charge and will build brand new 23care system dedicated to improving the lives of children by providing wheelchairs for the child as he or she grows.specialty pediatric care, innovative research and outstanding teaching 20programs. Children up to the age of 18 with orthopedic conditions are eligiblefor admission and receive all care in a family-centered environment 21at no financial obligation to patients or families. Children who are inneed of physical or occupational therapy can also be treated atShriners, and can also be provided with a specialized service in 22making custom-designed braces and artificial limbs.19 “Shriners Hospitals for Children® About Us.” Shriners - Welcome. Apr. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/About>.20 “Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospital- sfor Children?v=info>.21 “Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospi- tals forChildren?v=info>.22 “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>.23 Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. 07
  • 9. Situation Analysis Geographic Market Area The Shriners Hospital for Children - Tampa is a $30 million, 60-bed pediatric orthopedic hospital serving children in Florida, southern 24 Georgia and the Caribbean free-of-charge. The Hospital is located on the USF campus, near the Moffitt Cancer Center and the Health 25 Sciences building. The purpose if this campaign is to raise awareness, interest, and 26 volunteering/fundraising efforts for Shriners-Tampa. The USF Tampa campus is the most effective geographic area to target when it comes to raising volunteer and fundraising efforts because of the large 27 population of USF college students. The USF student community can cover the most ground in fundraising and awareness events dedicated to Shriners because it is the only community of its size in 28 the immediate are of the hospital. 24 “Shriners Hospitals for Children® Hospitals by Specialty.” Shriners - Welcome. 2010. Web. 10 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/Hospital- sBySpecialty>. 25 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>. 26 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech. 27 28 “Florida.it at Weblo Websites.” Weblo Virtual Domains, Property, Celebrity and Auction. 2010. Web. 10 Oct. 2010. <http://www.weblo.com/website/General/florida. it/493685/>.08 “USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>.
  • 10. Situation AnalysisCompetitorsThe main competitors for volunteering are Moffitt Cancer Center and 29Metropolitan Ministries. While, both offer different services thanShriners - Tampa, they are competitors in the sense that they currently 31hold the most sought after positions in volunteering within the USF 30student community. 3229 “CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>.30 “CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>.31 “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. 2010. <http://www.moffitt.org/>.32 “Metropolitan Ministries Logo.” Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. 09
  • 11. Competitive Creative AnalysisCompetitive Creative Analysis Moffitt Cancer Center Communication messages for Moffitt Cancer Center try to convince The message tone of Moffitt Cancer Center is educational, motivating, 36 people already highly involved within the community that supporting and inspirational. The tagline of Moffitt Cancer Center is “Total Cancer 37 a leading cancer research hospital through community service and Care.” 33 donations will help advance cures and means of prevention. Moffitt Current positioning and strategies of Moffitt Cancer Center includes Cancer Center supports this claim by showing how fund raising and the Miles for Moffitt race held in the spring on the University of South 38 volunteering directly affect advancements that have been Florida campus. In terms of the current project this analysis suggests 34 accomplished in cancer research. that Shriners Children’s Hospital should make a larger effort in pro- The brand character of Moffitt Cancer Center is to be the leader in moting how the hospital is changing the children’s life and that fund scientific discovery and translation into compassionate care, cures, raising events such as a race, like the Miles for Moffitt, could 35 and prevention of cancer for our community and the world. definitely be something that Shriners could create for themselves. 33 “Connect With Us.” Children’s Hospital Los Angeles. Jan.-Feb. 2010. Web. 11 Oct. 2010. <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>. 34 Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. 35 “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 Nov. 2010. <http://www.moffitt.org>. 36 Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. 37 “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 Nov. 2010. <http://www. moffitt.org /site.aspx?spid=54A14FA0FD654729A5D617402FBBACDA&ForwardFrom=EDB6E253685745BDB8D071B6C45DBD1C&ForwardFrom=5EAD8CB0 D32541ACA03E11380ECF3146>. 10 38 “Miles for Mofftt at the University of South Florida.” Florida Bank’s Miles of Moffitt. 2006. Web. Nov. 2010. <http://www.milesformoffitt.com/>.
  • 12. Competitive Creative AnalysisMoffitt Cancer CenterAdvertising ExamplesMagazine Ad - Full Page, Full Color Internet Banner Ad 40 Internet Banner Ad Promotional T-Shirt 40 41 39 Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - 39 H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>. Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - 40 H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>. 11 41 “Miles for Moffitt Logo.” Miles for Moffitt at the University of South Florida. 2006. Web. 28 Nov. 2010. <http://www.milesformoffitt.com/>.
  • 13. Competitive Creative Analysis Metropolitan Ministries Communication messages for Metropolitan Ministries try to persuade Current positioning and tactics of Metropolitan Ministries are stating people to donate food, money, or even volunteer services to help the it is one of America’s most effective and innovative caregivers to the 42 47 organization be more successful. Metropolitan Ministries supports homeless. this claim by faithfully reaching out to poor, hungry and homeless In terms of the current project, this analysis suggests that Shriners men, women and children in their time of need — providing life- should take a more promotional approach, the way Metropolitan 43 changing answers and the proper motivation to get to a better place. Ministries has done. Metropolitan Ministries advertises its accomplish- The brand character of Metropolitan Ministries is to alleviate ments and really focuses on the fact that the majority of the work is suffering, promote dignity and instill self-sufficiency...as an expression done by volunteers. It knows how to truly show what the 44 of the ongoing ministry of Jesus Christ. volunteers can do for others. This is an approach Shriners - Tampa The message tone of Metropolitan Ministries is spiritual and should take into consideration. 45 motivational. 46 The tagline of Metropolitan Ministries is “Hope Lives Here.” 42 43 “Who We Are.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>. “What We do.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>. 44 “Mission and Vision Statements.” Metropolitan Ministries - Helping Tampa Bay. 2008. Web. 28 Nov. 2010. <http://www.metromin.org/whoweare/missionvision- guidingvalues.aspx>. 45 “Welcome.” About: Earn Your Wings. Metropolitan Ministries. Web. Oct. 2010. <http://www.metromin.org/about-earnyourwings>. 46 Metropolitan Ministries - Helping Tampa Bay. 2009. Web. 28 Nov. 2010. <http://www.metromin.org/>. 47 Fitzgerald, John. “Giving.” Giving:: Metropolitan Ministries. NCH, 3 Apr. 2010. Web. 10 Oct. 2010. <http://www.metromin.org/giving>.12
  • 14. Competitive Creative Analysis Metropolitan Ministries Advertising ExamplesDirect Mail Christmas Postcard Internet Banner Ad 49 Internet Banner Ad Promotional Pin 48Direct Mail Envelop Design 51 50 48 48 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/news/mediaresources.aspx>. 49 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. 50 Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. 13 51 “Seminole Hard Rock Why Hunger Charity Event.” What’s Up Tampa Bay. Web. 28 Nov. 2010. <http://whatsuptampabay.blogspot.com/>.
  • 15. Target Audience ProfileTarget Audience Profile We are targeting the Tampa USF college community, specifically USF college students who are enrolled at the Tampa campus. We chose to solely target USF Tampa college students in this campaign because the students are the largest population on campus, and our objective is to raise awareness and interest in the Shriners mission on campus. We have the largest probability of meeting that objective by targeting the largest population. 14
  • 16. Target Audience Profile USF Student Demographics USF Student Psychographics The majority of the USF Tampa community population is made up of While USF college students are from a variety of different backgrounds students. USF Tampa has a student population of 40,486, as compared and have a variety of different experiences, it is possible to identify 53 to a faculty and staff population of 14,952. According to the USF general commonalities among them. System Fact Book 2010/2011, about 60% of the student population On average college students spend 13 hours a week preparing for is female and about 40% is male. The average age of undergraduate and participating in class, 3.5 hours a week on campus not preparing 54 students is 23 while the average age of graduate students is 33. for class, 5 hours a week participating in co-curricular activities, and 12 55 It is important to note that most USF students are just becoming hours a week relaxing and socializing. Ultimately, the goal of this adults. USF is their first taste of independence, and their first real taste campaign is to reach USF students during those 3.5 free hours on of responsibility. College is the time when students leave childhood campus, and convert some of that time, and some of the 12 hours and become adults. In effect, college students (our primary target) relaxing, into time spent volunteering or raising funds. have more in common with the children being treated at the Shriners Hospitals for Children - Tampa than the faculty and staff at the university. This is another reason to solely target students.53 “STUDENT HEADCOUNT.” USF INFOCENTER. USF, 2010. Web. 18 Oct. 2010. <http://usfweb3.usf.edu/infocenter/?silverheader=&report_ category=STU&report_type=SMAJS&reportid=64828>.54 USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)> USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.55 15
  • 17. Target Audience Profile USF Student Psychographics Continued On a national level, 80% of fraternity and sorority members to pay attention to a company’s overall messages when they see that 57 participate in fundraising events compared with only 43% of the company has a deep commitment to a cause.” Millennials say non-Greek members, and 60% of seniors and 37% of first-year they are prepared to reward or punish a company based on its 56 57 students do community service or volunteer work. This means that it commitment to social causes. is advantageous to target fraternity and sorority members and seniors This research indicates that students will be more likely to pay because they are more likely to participate. attention to our message because Shriners Hospitals for Children - Most USF students are Millennials, born between 1979 and 2001. Tampa is deeply committed to helping children and their families. If The majority of Millennials (61%) feel personally responsible for Shriners - Tampa can engage and communicate with the USF 57 making a difference in the world. Nearly eight out of ten want to work students a group of brand ambassadors will emerge from those 57 for a company that cares about how it contributes to society. students who believe in Shriners cause. The research also suggests Millennials are a civic-minded generation; they believe it is their re- that nearly 80% of USF students will be more likely to want to work sponsibility to make the world a better place, and 78% of Millennials with Shriners because Shriners cares about its impact on the lives of believe that companies have a responsibility to join them in this children. 57 effort. “An overwhelming 74% surveyed indicate they are more likely 56 USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>. 57 “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 Nov. 2010. <http://www.causemarketingforum.com/page.asp?ID=473>.16
  • 18. Target Audience Profile USF Student Psychographics Continued College students want to make the world a better place, but we can also assume that because they are in college they want to improve themselves. Volunteering has been shown to aid in developing professional skills, skills that are necessary for professional success after graduation. In a study by Markitects, Inc. titled How Volunteer- ism Shapes Professional Success, “Eighty-three percent of participants reported that they acquired, improved or developed their leadership skills due to volunteer participation, while seventy-eight percent 58 reported improvement in their communications skills.” Volunteering for Shriners will not only allow students to be part of a good cause, but it will also build valuable skills that will aid them in their professional careers58 “How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volunteermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_ Professional_Success.pdf>. 17
  • 19. Target Audience Profile The Pearl College students feel a responsibility to make the world a better place. Shriners Hospitals for Children - Tampa does make the world a better place by aiding children in need and their families. Shriners - Tampa is looking to raise awareness on campus and ultimately attract volunteers to its organization. Volunteering for Shriners 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. 5918 59 Pearl in Oyster. Photograph. Energy Aware. 2006. Web. 28 Nov. 2010. <http://energyaware.net/articles.php?a_id=8>.
  • 20. Problem Statement & ObjectivesProblem Statement & Objectives Problem Statement While Shriners Hospitals for Children-Tampa is located on the USF The main communication problem Shriners Hospitals for Children-Tampa Tampa campus, it is not located near any academic buildings. The is encountering regarding the USF student population is that most closest buildings are the Moffitt Cancer Center and the Health students are unaware that the hospital exists on the USF campus, or 60 Sciences building. that it offers excellent volunteer opportunities. While the hospital does offer residency programs for USF medical 61 students, those students who are not studying medicine may never visit or find out about the hospital because there are not any classes near the building or in the area. Only about 10% of USF students are studying medicine, that means as many as 90% of the USF student 62 population have never heard of Shriners Hospitals for Children-Tampa. 60 “USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>. 61 “College of Medicine Admissions.” USF Health - Education, Research, Healthcare in Medicine, Nursing, and Public Health. Web. 28 Nov. 2010. <http://health.usf. edu/medicine/mdadmissions/teaching_centers.htm>. 62 USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)> 19
  • 21. Problem Statement & Objectives Objectives Rationale - To increase awareness that the Shriners Hospitals for Children-Tampa As few as 10% of USF students are currently aware that Shriners is located on the USF Tampa campus among USF students from about Hospitals for Children-Tampa exists on campus. That means it is 10% to 30% between January 10, 2011 (the start of the Spring semester) feasible to use our message to increase awareness by 20% over a and December 9, 2011 (the end of the following Fall semester). 12-month period beginning in January 2011. - To create interest in the Shriners Hospitals for Children-Tampa mission The current percent of USF students who volunteer with Shriners and values, which will result in an increase in volunteer efforts by USF Hospitals for Children-Tampa is so small it is negligible. Therefore Tampa students by 15% by December 9, 2011. it is viable to expect a 15% increase in volunteer efforts by USF Tampa students after a 12-month period.20 63 Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.
  • 22. Creative Strategy StatementCreative Strategy Statement The Message will inform the USF-Tampa students that volunteering for Tagline will be For the children. For you. Shriners builds leadership skills, while helping a good cause. Rationale: “For the children” refers to the mission and core value of Support will be that Shriners provides volunteering, fund raising and Shriners Hospital for Children, and the way in which USF students can event planning opportunities all of which help the students become make a difference. “For you.” relates to how volunteering aids in the 64 leaders and help Shriners continue its mission of helping children. development of professional skills for the students. Rationale: Based on our research, the majority of USF students This tagline links our message of leadership and personal growth with 65 “feel personally responsible for making a difference in the world,” and the the deep-seeded need of our target (USF students) to make the world a majority of those who volunteer report improved leadership skills due to better place. 66 volunteer participation. Volunteering can be beneficial for both the student as well as for the hospital and the children. “Shriners Hospitals for Children® Volunteer Opportunities in Tampa.” Shriners 64 The brand character: Shriners Hospital for Children - Tampa has the spirit - Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tampa/ GetInvolved>. of a child; it is inspirational, giving and fun. 65 “Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source. Message tone will be virtuous, optimistic and playful. 24 Oct. 2006. Web. 28 Nov. 2010. <http://www.causemarketingforum.com/page. asp?ID=473>. Rationale: The message tone needs to convey the commitment Shriners - 66 “How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volun- teermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_Profes- Tampa has for children in order to get the attention of USF students sional_Success.pdf>. because most USF Students are more likely to pay attention when they 65 see a deep commitment to a cause. Because Shriners - Tampa is a children’s hospital we must also keep the fun and playful spirit of a child in mind. 21
  • 23. Creative ExecutionsCreative Executions I learned to entertain with my creativity and imagination. For the Children. For you. - Tampa - Tampa22 www.shrinershq.org
  • 24. CreativeExecutions 23
  • 25. Creative Executions I learned to inspire others to express themselves. For the Children. For You. - Tampa www.shrinershq.org24
  • 26. CreativeExecutions 25
  • 27. Creative Executions26
  • 28. Creative ExecutionsI learned to express myself freely from I developed managerial drawing with the children skills while organizing a soccer game. I refreshed my analytical on the sidewalk. skills by helping a child do his math homework. For the Children. For You. For the Children. For You. For the Children. For You. www.sh ri n ershq.o rg www.shri n ershq.org www.shri n ershq.org 27
  • 29. Creative Executions For the Children. For You. CreatB e e Co n fi d ent Inspire tient I n n o B e Pa vate - Tampa www.shrinershq.org28
  • 30. Creative Executions I learned how to budget while planning a field trip to a baseballFor the Children. For You. game for the - Tampa children. www.shrinershq.org 29
  • 31. Creative Executions Heather Scott Heather Scott Heather Scott I gained humility by working as part of a For the Children. For You. team. - Tampa www.shrinershq.org30
  • 32. Creative ExecutionsKimberly Smith Kimberly SmithKimberly SmithI learned to bepersistent whilehelping a childwalk again.For the Children. For You. -Tampa w w w. s h r i n er sh q . o rg 31