Presented by:
Table of ContentsExecutive Summary................................................2Introduction..............................
Executive Summary      Ignite has developed an integrated marketing solution to give greaterawareness to the ipourlife bra...
Introduction       ipourlife is a growing non-for-profit organization. To increase top of themind awareness in the Springf...
History of ipourlifeipourlife is a non-profit organization that began in 2009 after it’s founder, JulieHiggins, visited a ...
Objectives•   Increase Facebook and Twitter followers by 10% ever week.•   Establish long-term donators.•   Increase donat...
Research (SWOT)Strengths:ipourlife has developed a lot of support from celebrities and important opinionleaders both natio...
Research (SWOT)Opportunities:ipourlife has a great opportunity with all of the excitement supporters have for theirorganiz...
ResearchCurrent Social Media:98 people currently follow them on Facebook (as of February 27, 2011)Last post was November 2...
ResearchMost important reasons to support a cause:67.9% said whether or not a charity gives 100% back to the cause.3.3% sa...
Target MarketAccording to Julie Higgins, ipourlife currently seeks to target young teens in highschool. For the purpose of...
Competitive AnalysisConvoy of Hope:While this is a national organization, they areheadquartered in Springfield making it a...
Competitive Analysis                          One:                          This organization has over 2 million members b...
Positioning        ipourlife must recreate their brand image to set themselves apart from othernon-for-profit organization...
Creative- Billboards   MIKE Billbord          14
Creative- Website        15
Creative- Print Ad          16
Creative- Non-Traditionalipourlife CD:A great way to easily raise money is by finding local unsigned bands that are willin...
Creative- Social MediaTwitter:Twitter is an easy way to put up simple updates and announcements about ipourlifeto over 145...
Creative- Social MediaYouTube:Youtube is a free way to market your organization. YouTube gets 20 million viewers amonth. I...
Creative- Social MediaFlickr:Flickr is a photo management application that lets individuals post photos and videosto be vi...
Creative- Social MediaBlog:The blog we created is separated into three different areas, ipourlife, local, andinternational...
Creative- Social MediaFacebook:Having a Facebook page and a group page will allow ipourlife to reach over 600million peopl...
Creative- Social MediaFacebook Ads:Facebooks ads are a virtual way to plan a successful campaign online; create,target, an...
Creative- Social MediaFoursquare:Foursquare is a social networking application that lets individuals “check in” attheir cu...
Creative- Events        In the Springfield area we have multiple college campuses such as: MissouriState University Drury ...
Creative- EventsGrocery/Gas Station Donations:To create awareness and interest for ipourlife in our community we must enga...
Creative- EventsShanty-Night Live:An event that would be geared toward Greek life at Springfield colleges is “Shanty-Night...
Creative- EventsSteps for Water:One competition for athletic teams at both Missouri State University and Drurycollege shou...
Public Relations         Two weeks prior to each event or activity hosted by ipourlife we will senda press release to all ...
Budget   30
Flight         For ipourlife’s media scheduling we will combine continuous advertisingwith a flighting strategy during the...
Flight Schedule	                                      Jan	  	     Feb	  	   Mar	  	     Apr	  	     May	  	     Jun	  	   ...
MeasurementObjectives:• Increase Facebook and Twitter followers by 10% ever week.       (Easy to track in short time and i...
Measurement         We know that our ideas will have a great impact on ipourlife. In orderto test and prove our success we...
Measurment        Pictured above is a small scale example of what ipourlife’s database couldlook like. It is broken down b...
Conclusion         We feel very confident in our strategy and found it important to break downto the principles in adverti...
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ipourlife's Marketing Campaign

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A group project accomplished in Advanced Advertising 456 at Missouri State University. We volunteered as marketing associates for ipourlife. After understanding ipourlife's mission, our group offered a focused and more directed vision to most effectively reach a target audience. Events were created to bring in new volunteers and monetary donors.

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ipourlife's Marketing Campaign

  1. 1. Presented by:
  2. 2. Table of ContentsExecutive Summary................................................2Introduction.............................................................3History of ipourlife................................................4Objectives...............................................................5Research (SWOT)..................................................6-7Research..................................................................8-9Target Market........................................................10Compitive Analysis................................................11-12Positioning...............................................................13Creative .................................................................14-28 Billboards..................................................14 Website.....................................................15 Print Advertisment...................................16 Non-Traditional........................................17 Social Media............................................18-24 Events.........................................................25-28Public Relations......................................................29Budget.....................................................................30Flight........................................................................31Flight Schedule.......................................................32Measurement..........................................................33-35Conclusion...............................................................36
  3. 3. Executive Summary Ignite has developed an integrated marketing solution to give greaterawareness to the ipourlife brand name. After conducting primary and secondary research, we have determinedour best approach to creating growth for ipourlife is through expanding our targetmarket to 18-24 year olds. Because of this target market we have dedicated asignificant portion of our campaign to social media promotions and special events.We will also reach our target market through some traditional print media as well. Our tagline and main focus of the campaign is “the need is everywhere.” Wewant to focus on the fact that ipourlife is unique in that it works to promote a betterlife for those locally and internationally. This is ipourlife’s biggest selling point andthe drive of our campaign. With a promotional budget of $25,000, we will utilize social media toolssuch as Facebook and Twitter to push information out, Flickr and YouTube to show ourmarket visually who they are impacting, Foursquare to raise funds and traditionalmedia to raise awareness. We are also recommending that ipourlife modernize andre-organize their website to create better information flow and brand imaging. 2
  4. 4. Introduction ipourlife is a growing non-for-profit organization. To increase top of themind awareness in the Springfield area and nationally, ipourlife must create acohesive brand image. Currently, ipourlife raises these funds through private donations andsponsorships, a 5k race and Respect Revolution. Respect Revolution is ipourlife’slargest event not only because they have celebrity endorsement of Alyson Stoner,but also because the tour talks about touchy subjects for most young teenager girls and teaches them that in order for others to respect them, they must first respect themselves. ipourlife is growing faster than it can currently handle and Respect Revolution is becoming its own event rather than supporting and tying back to ipourlife. Through a more organized and maturely designed website, social media, traditional media, and events, we aim to make ipourlife easily recognizable within their competition. We will create a larger following by increasing their target market from Middle School to High School aged girls to 18- 24 year old college students and young professionals. 3
  5. 5. History of ipourlifeipourlife is a non-profit organization that began in 2009 after it’s founder, JulieHiggins, visited a refuge camp and was touched by the lack of respect womenreceived. ipourlife has since developed their mission into several categories.• Charity to local organizations that focus on: “Education, healthy living, or women’s empowerment.”• Gifting funds internationally: “For sustainability to El Salvador Refugees.” and “Clean water, a health center, and school in Chuko, Ethiopia.” 4
  6. 6. Objectives• Increase Facebook and Twitter followers by 10% ever week.• Establish long-term donators.• Increase donations by 50%.• Create a recognizable brand image.• Increase event attendance.• Find business sponsors that share similar target market 5
  7. 7. Research (SWOT)Strengths:ipourlife has developed a lot of support from celebrities and important opinionleaders both nationally and locally. This allows them to reach more people via socialmedia because so many people follow their opinions and statements. Because ofipourlife’s target market being teenagers to young adults, social media and celebritiesare a perfect draw for their campaign. They actually get to go to the other countryand work directly with the people they help. They also have a very good volunteerparticipation. Something ipourlife has that not many others do is that they give 50%to local nonprofits and 50% to international causes.Weaknesses:ipourlife’s greatest weakness is the fact that they are losing their identity throughRespect Revolution. The Respect Tour is only one aspect of all that ipourlife does,however, it dominates their social media and website. Also, the social media andwebsite are lacking in information and engagement with their target market. Theyare also not promoting their events and organization very well. We feel they couldhave a lot of free publicity that they are not utilizing. They are not publicizing theirmost unique features about the actual organization. 6
  8. 8. Research (SWOT)Opportunities:ipourlife has a great opportunity with all of the excitement supporters have for theirorganization and their willingness to donate anything from time and money to mobileapplications. They have support pouring in, they just need to channel, organize, focustheir volunteers to really utilize the help. The support will increase the people they canreach and in turn grow ipourlife. They also have a big opportunity to reach out to alot of college and high schools for support. Springfield has a lot in the area.Threats:The biggest threat ipourlife faces is becoming lost in the face of Respect Revolution.Their mission also threatens them significantly because it is very similar to other localand national, more well-known organizations. 7
  9. 9. ResearchCurrent Social Media:98 people currently follow them on Facebook (as of February 27, 2011)Last post was November 2, 2010)96 tweets, 18 following, 66 followers on TwitterPrimary Research:Our class surveyed over 800 people by posting and distributingsurveys through social networking sites. The majority of peoplesurveyed were young adults and 70.8% were female. A fewsignificant findings contributing to the focus of this campaignare found below:Reasons to support a cause:76.2% said because of personal beliefs/of interest to me.52.1% said they were influence by someone close.50.2% said they like to feel they can make a difference.48.3% said they had a personal connection. 8
  10. 10. ResearchMost important reasons to support a cause:67.9% said whether or not a charity gives 100% back to the cause.3.3% said they cared about celebrity involvement:7.9% said they cared if the charity targets their Generation: These last two were the items that ipourlife tends to focus on currently. Our data suggests that this is not the way to reach our target market.Best way to reach them:FacebookPositive word of mouthThrough groups they are involved inThey believe that contributing to local needs is the most important, but supportnational and international causes as well.People are most likely to donate to something that assists children followed byeducation, then healthcarePeople prefer runs/walks over concerts.90% of our survey audience has given to a cause, but the biggest reason listedas to why people have never donated to a cause is because they do not have themoney to do so. 9
  11. 11. Target MarketAccording to Julie Higgins, ipourlife currently seeks to target young teens in highschool. For the purpose of this campaign, we are extending this market to youngadults.Demographics:• Age: 18-24 (primary)• Gender: Female (primary) Male (secondary)• Location: Springfield, MO and surrounding Ozark area (primary)• Income: Under $20,000 (primary)Psychographics:• Active in organizations (church, academic, Fraternity/Sorority, work)• Currently in school, or recent graduate (high school-college)• Enjoys an active lifestyle (running etc)• People who have donated to causes in the past- through participation or donations 10
  12. 12. Competitive AnalysisConvoy of Hope:While this is a national organization, they areheadquartered in Springfield making it a bigcompetition. While they focus on mostly disasterrelief and food, they do partner with ipourlifeon several projects and it was Convoy, accordingto Julie Higgins, that found one of the refugeecamps ipourlife serves. Convoy of Hope hasweekly service opportunities that allow college, church and other organizations todonate to Convoy of Hope without actually having to donate their money. Becauseour target market has such a small income, this offers great competition to ipourlifewho has minimal non-monetary opportunities.Toms Shoes:Toms Shoes was started by Blake Mycoskie in 2006 when he visited Argentinaand met many children without shoes. He began Toms shoes so that for every pairof shoes that was purchased, another pair would go to someone in need. This isimportant children without shoes are at risk for infection and diseases. Toms has many campus clubs helping out on university campuses as well as internships, both of which appeal to a younger generation. They also have a signature event that is unlike any other organization: “One Day Without Shoes” in which 250,000 people went one day without shoes to raise awareness about the cause. While there are no specific celebrities on board, there are many celebrities that support the cause and wear Toms. 11
  13. 13. Competitive Analysis One: This organization has over 2 million members backing their cause. It is an organization that uses grassroots advocacy to fight extreme poverty, preventable disease and encourage education in Africa. The organization was founded by Bono, so like ipourlife, has celebrity backing. They emphasize to members that they want your voice, not your money because they do a lot of advocacy work. They have a student advocate group on college campuses (ie “The ONE Campaign at Missouri State University) and therefore can easilyreach the same target market we are aiming for.Uniceif:According to their website, “Unicef’s mission is to advocate for the protection ofchildren’s rights, to help meet their basic needs and to expand their opportunities toreach their full potential.” Uniceif has several different focus areas, but they allrelate to children’s rights. They focus on to poverty,violence, disease and discrimination that serve asobstacles keeping a child from success and healthyliving. Uniceif has been in operation since 1946 andhave a very large following.Something that they do that relates to our targetmarket is the trick-or-treat for Uniceif that allowschildren the opportunity to give up collecting candy onHalloween in exchange for donations to Uniceif. It is away to allow people with a smaller income to donateto a worthy cause. 12
  14. 14. Positioning ipourlife must recreate their brand image to set themselves apart from othernon-for-profit organizations in the Springfield area and nationally. ipourlife standsproud in their community’s roots and donates 50% of their proceeds to local charitiesin the Ozark area, while the other half is donated around the world to places suchas El Salvador and Ethiopia. By using relational positioning ipourlife can reach college students andyoung professionals between the ages of 18-24. ipourlife we will differentiatethemselves from other non-for-profits in the area. We will create an emotionalconnection between our community and men, women, and children in strugglingnations. ipourlife aims to empower young and matured women across the worldthrough both male and female audiences. By advocating community members to “pour” their lives into someone else,they will in turn create a better life for themselves through the use of a improvedipourlife website, blogs, social media, and organizational appearances. On anindividual level, ipourlife will first push individuals to be more self aware. By betterunderstanding themselves, they can more easily understand and respect others.Next, with opened eyes, community members will see that as humans, we are allmore alike than we are different. We all need shelter, water, education, love, and self confidence. Across theworld the severity of these things change, but are none-the-less present. Finally,community members will be able to better relate to their neighbors here in theUnited States and others around the world that are also struggling with these issues.With the accomplishment of the community building their own self-worth, they alsohave the satisfaction of helping others create self-respect within them. 13
  15. 15. Creative- Billboards MIKE Billbord 14
  16. 16. Creative- Website 15
  17. 17. Creative- Print Ad 16
  18. 18. Creative- Non-Traditionalipourlife CD:A great way to easily raise money is by finding local unsigned bands that are willingto donate a song or two to put on an album that ipourlife can sell at businessesaround town, online on the ipourlife website and at ipourlife events.The CD’s will be purchased through Oasis CD Manufacturing at a cost of $1.09per CD for 1,000 CDs. We recommend buying 1,000 CDs to allow a trial run. Theyprovide everything after giving the initial tracks of music to be put on the album.Oasis will print the album artwork you want with the case. The CD will also beavailable for purchase on iTunes and CDBaby.com. Once receiving the CD’s, ipourlifewould require the bands that donated songs to buy back 50 CD’s for $5 a piece. Theremaining CDs will be sold at ipourlife’s events.The total cost of this would be $1,090 to Oasis CD Manufacturing. ipourlife can selleach CD for $5 making a $3.91 profit per CD. If all CDs are sold, ipourlife will makea profit of $3,910 plus the sales from iTunes and CDBaby.com. 17
  19. 19. Creative- Social MediaTwitter:Twitter is an easy way to put up simple updates and announcements about ipourlifeto over 145 million people. We would use the TweetReach option that gives ipourlifea chance to see measurable results about how engagement is with particular targetmarkets, which for ipourlife is male and female college students and young profes-sionals between the ages of 18-24. The TweetReach application allows ipourlife tomeasure if this outlet is paying off and reaching their target market as desired. Linksto other ipourlife social networking sites will be easily accessible from our Twitterpage. 18
  20. 20. Creative- Social MediaYouTube:Youtube is a free way to market your organization. YouTube gets 20 million viewers amonth. In this visually-rich society, to reach our target market we need to be reachingthem through visually appealing images rather than simply words. ipourlife can raiseawareness for their cause by uploading videos taken from refugee camps to showAmericans the living conditions in the country and where their efforts are going.Video clips from their two main events, the Respect Revolution concert and the 5K run,would be uploaded to create curiosity in participating next year in the events andto show the entertaining and active ways ipourlife raises money and awareness. Ifipourlife wanted to create a commercial, YouTube would be a free way to get thecommercials out to their target audience. ipourlife’s target audience is 18-24 yearolds which is the main viewers using YouTube. 19
  21. 21. Creative- Social MediaFlickr:Flickr is a photo management application that lets individuals post photos and videosto be viewed by others. These photos and videos will be embedded into our Twitter,Facebook, and Blog. Flickr asks the photo submitter to organize tags which enablesearchers to find image when searching a related topic. This gets ipourlife’s imageout to the public that may not know too much about ipourlife. 20
  22. 22. Creative- Social MediaBlog:The blog we created is separated into three different areas, ipourlife, local, andinternational. The ipourlife section would be a place for ipourlife to post informationabout what they are doing as a non-profit and up and coming and prior events. Thelocal section of the blog is a place where readers can find local information aboutthe needs around the United States and how people can help. It’s also a place whereipourlife can talk about local newsworthy happenings that may affect how ipourlifedonates its time and resources. The last part of the blog, is where ipourlife can postinternational efforts, needs, and news. This last portion would allow readers to havea deeper understanding of what is going on in the world and how they can help.Overall the blog will be used as an informational and emotional resource and canhelp with donation efforts and allow an open forum for readers. 23
  23. 23. Creative- Social MediaFacebook:Having a Facebook page and a group page will allow ipourlife to reach over 600million people all over the world through one venue. Facebook is the quickest way tocontact your audience all over the world through a single message. Facebook makesit possible for an organization to use cause marketing. ipourlife’s Facebook page willreach their target market and provide information about upcoming events, volunteeropportunities, and fundraising. We will set up an ipourlife causes application that allows users to “like” their cause, share their cause with others, and donate to the cause. We would register ipourlife through Guidestar, which is the database that pulls the beneficiary’s information. Once registered, users simply click the “Donate” button where they can donate by credit card any amount they choose (which can be done once or monthly). The causes link allows you to share your mission, fundraising, impact, bulletin, photos, and people can also post on the wall. Non-profits usually spend 20-40% of their money on fundraising; through Facebook they can raise awareness forfree.Links to other ipourlife social networking sites will be easily accessible from ourFacebook page. 22
  24. 24. Creative- Social MediaFacebook Ads:Facebooks ads are a virtual way to plan a successful campaign online; create,target, and budget your ad; and test different versions of each ad head-to-headto discover what works. Facebook Marketplace would allow ipourlife to show socialendorsements for an ad which makes it more appealing to your audience. Ipourlifewill use Facebook ads to promote their website and/or events. Facebook ads appearon the sidebar of Facebook users’ profile page. Facebook users will be able to seethe ad by ipourlife and find out simple information that can drive them to learn moreat their website. Users can also “like” the ad, which allows them to express theirsentiment about the ad/cause and share it with their friends. 23
  25. 25. Creative- Social MediaFoursquare:Foursquare is a social networking application that lets individuals “check in” attheir current location. When the person checks in their friends/family can see theindividuals name, the name of their current location, and possibly who else is withhim or her. During our yearlong “Keep the Change” ipourlife Benefit, each timea person lets ipourlife keep their change at the participating business they can“check in” on foursquare and let friends and family know. We could also rally otherstores/restaurants to give customers 10-15% off their purchase if they “check in”on foursquare on a particular day. We would also use foursquare to “check in” atipourlife events, which brings awareness to the organization and their events. 24
  26. 26. Creative- Events In the Springfield area we have multiple college campuses such as: MissouriState University Drury College, Evangel University, Everest College, Baptist BibleCollege, Cox College, Vatterott College, and Ozark Technical College. This is a hugebase to find volunteers and raise funds for ipourlife. By creating competition withinthese colleges and between them, students can participate and raise awarenessof ipourlife’s cause while engaging students to be proactive within our community.Missouri State University, Drury College, and Evangel University all have collegiateathletics in addition to Missouri State University and Drury College having activeGreek communities. Volunteers will also be used to conduct and conferences assemblies at collegeuniversities as well as local high schools in the Springfield/Ozark area such as BaileyAlternative High School, Central High School, Glendale High School, Hillcrest HighSchool, Kickapoo High School, and Parkview High School. Volunteers will spreadipourlife’s mission, self-empowerment and ipourlife’s global and regional impact.The presentation is meant to be moving and very visual. During this presentationipourlife will pass around a bucket giving students an opportunity to donate anyspare change to the cause. 25
  27. 27. Creative- EventsGrocery/Gas Station Donations:To create awareness and interest for ipourlife in our community we must engage ourtarget market of 18-24 year old college students and young professionals. In thebeginning of summer (June) we will partner up with Springfield area community gasstations and grocery stores for a donation drive. Businesses involved could includegrocery stores such as Dillions, Price Cutter, Aldi, Walmart, and Sam’s Club . Gasstations could include Kum & Go, Casey’s General Store, Rapid Roberts-Conoco,Fast-N-Friendly, Phillips 66, and Break Time. Donation cards of $1, $5, $10 will beavailable for purchase at customer check-out to raise funds for ipourlife. Each storewill have the customer sign their name on the ipourlife card, then hang it up for othercustomers to see. These cards will not only create funds for ipourlife, but also createawareness of ipourlife as a prominent charity in Springfield.Keep the Change:To more closely address our target market, we will start a Keep the Changedonation drive at local businesses geared toward modern college students andyoung professions. A different business in downtown Springfield will be given aparticipating month. Within this month, with a purchase from their store, customerswill be given the option for ipourlife to keep their change from their purchase or adonation could simply be made. Businesses could include: 3House Boutique, 5 PoundApparel, Amy Cakes, Apple Empire, Blush Downtown-Boutique, Envy Clothing, GlobalFayre, Good Girl Art, INDIE Boutique, Moxie Cinema, Staxx Apparel, and The Cup. 26
  28. 28. Creative- EventsShanty-Night Live:An event that would be geared toward Greek life at Springfield colleges is “Shanty-Night Live”. This is a perfect opportunity for corporate sponsors to be hit hard inour community. Shanties will begin to be constructed by Greek members on eachcollege campus in a high-traffic locale late in the afternoon. Donations of cardboard,tape, aluminum, etc… to build the shanties will be given from local businesses suchas Lowes, Home Depot, and Habitat for Humanity Re-sale Shop. Once constructed,participants will stay in their newly built shanty until midnight. At midnight, a candlelight session will be held to speak on the refugees that live this way in El Salvador andthe hope for a better tomorrow for them. Before everyone leaves the site, signs willbe hung up around the Shanty village stating facts, quotes, and provoking emotionalquestions about refugee life so students the next day on campus can see and witnessrefugee life for themselves. T-shirts will be provided for participants. This event wouldbe a perfect opportunity for media coverage by local news for ipourlife, “Shanty-Night Live” sponsors, and the Greek community at both colleges.Benefit Dinner:We will hold a family dinner. Groups such as Moms Like Me, Women’s Intersports Net-work, Dress for Success, Shakti Women, Women’s Ministry Network, Missouri Women’sCouncil, and Women Supporting Women in Business will be contacted to market thedinner to their members and friends. The dinner will address issues such as ipourlife’smission, refugee life, and women’s empowerment. A first course will be served of theexact rations of food that is given in the El Salvador refugee camp. Then the maincourse dinner will fixed to mimic foods similar to that eaten in El Salvador. After andduring dinner a speaker will speak on women’s role in society here and in El Salvador.It will focus on the struggles we all face and how we are all more alike than we aredifferent. 27
  29. 29. Creative- EventsSteps for Water:One competition for athletic teams at both Missouri State University and Drurycollege should include “Steps for Water”. It will be a competition relay race. Onaverage, the people in a Ethiopian village that ipourlife is helping must walk 1 hourto find clean water, which translates to approximately 3 miles or about 6,000 steps.ipourlife will use the money raised to benefit the building of a well in betweentwo villages in Ethiopia to reduce the amount of time to get water to 10 minutes,cut the distance to .5 miles, and minimize the amount of steps to 1,000. Walkerswill raise donations for the walk by collecting donations from community membersbefore the relay. The relay will be .5 miles to symbolize the new well being built.Each organization’s team will be split up across the walking course at 5 differentcheckpoints approximately 350 yards apart. Each checkpoint will have 3-4 teammembers. Each team will carry a bucket of water between each check point. Theteam to complete the course with the most amount of water left in the shortest timewill win. When choosing a route for the relay, a street in downtown Springfieldwould be an ideal choice for attraction and finding sponsorships. 28
  30. 30. Public Relations Two weeks prior to each event or activity hosted by ipourlife we will senda press release to all the major media outlets, such as; 417 magazine, KY3, News-Leader, and Community Free Press. We will also send out public service announcementsto local radio stations to reach the part of our younger target audience that does notuse paper media or watch the news. Some stations we will contact are, Power 96.5,Alice 95.5, 105.9 KGBX, and KTTS 94.7. Majority of radio stations to a set numberof public service announcements for free, we will attempt to use one of those spotsto save money in our budget. We will also promote upcoming events and activities through our socialmedia outlets. We will have daily updates on our Facebook page, Twitter account,and blog about the event and where to get more information. Videos of the pastyears events will also be uploaded on YouTube so our target audience can see whatthe event entails. 29
  31. 31. Budget 30
  32. 32. Flight For ipourlife’s media scheduling we will combine continuous advertisingwith a flighting strategy during the month of May and June. Most of the media scheduleis continuous which means year-round. We are going to distribute a direct mail pieceduring the month of May. This will be distributed to households throughout Springfield. We also will run a one-panel billboard ad during May also to coincide withthe direct mail. As far as E-Marketing goes it is very critical to the success of ourcampaign. Social media will be updated weekly if not daily. Our unique FourSquarepromotion will create a strong push to help raise funds for ipourlife. In addition to social media, we are going to host some events that will createstrong publicity and hopefully create some well needed buzz. School assemblies arean event that will help connect to high school students. An assembly will be held everymonth at various Springfield schools. A “Steps for Water” event will be a competitionamong athletes from Missouri State, Drury, and Evangel. In addiction to that event, we will also host a “Shanty Night Live” for Greeks tohelp promote the ipourlife cause. A promotional CD will also be available throughoutthe year on a first come first serve basis. A great donation drive called “Keep theChange” is something that we feel will raise some additional revenue for our cause.With the combination of these various media outlets we hope to create a strongfoundation for Ipourlife. 31
  33. 33. Flight Schedule   Jan     Feb     Mar     Apr     May     Jun     Jul     Aug     Sep     Oct     Nov     Dec    Print                          Direct  Mail             X               X    Billboard             X                      417  magazine  Ad             X              E  Marketing                          Twitter  /Facebook   X   X   X   X   X   X   X   X   X   X   X   X  Updates  Four-­Square  Promotion   X   X   X   X   X   X   X   X   X   X   X   X  Website   X   X   X   X   X   X   X   X   X   X   X   X  Facebook  Updates   X   X   X   X     X     X     X     X     X     X   X   X  E-­Blasts   X   X   X   X   X   X   X   X   X   X   X   X    Events                          School   X   X   X   X   X   X   X   X   X   X   X   X  Assembly/Conference  Benefit  Dinner             X              Steps  for  Water                 X          Shanty  Night  Live         X                  Additional  Media                          YouTube  Video   X   X   X   X   X   X   X   X   X   X   X   X    Keep  the  change  donation   X   X   X   X   X   X   X   X   X   X   X   X  drive  Promotional  CD   X   X   X   X   X   X   X   X   X   X   X   X     32
  34. 34. MeasurementObjectives:• Increase Facebook and Twitter followers by 10% ever week. (Easy to track in short time and is a reachable goal)• Establish long-term donators.• Increase donations by 50%.• Create a recognizable brand image.• Increase event attendance.• Find business sponsors that share similar target marketTracking:• Create a database to monitor donations. (Who is giving, where do they live, how much, how often, predict future donations by looking at frequencies, address/email address, contact info)• Issue a 5 question survey at events and incorporate the survey into a raffle for an incentive.• Track blog hits and uploads• Track attendance at events and compare the previous events.• Insert a tracking hit meter on website. (See how many hits and when the homepage is being visited.) 33
  35. 35. Measurement We know that our ideas will have a great impact on ipourlife. In orderto test and prove our success we will look at our objectives before our plan takesaction and compare it to the statistics that we will track during our plan. One of the biggest ways we can track donations is by creating a databaseusing something as simple as Microsoft Access. ipourlife will be able to look at whois donating and where they live. An example would be if billboards are placed intwo separate parts of town, when the number of new supporters stops expandingin that one particular area, ipourlife will know to move that billboard ad is not aseffective in that area anymore. We also would link all the contact information so that we can sendnewsletters and other direct mail pieces to specific supporters thanking andinforming them. ipourlife will compare the attendance from the previous years’events with future events. Small, simple surveys will be handed out for attendeesto complete for an entering into a drawing when people at our events. Prizes caninclude donations of t-shirts from sponsors, ipourlife benefit CD’s, and donatedgift cards from local businesses`. We will also monitor the amount of traffic onsocial networking sites. ipourlife can use this information to invest in future events inparticular regions. 34
  36. 36. Measurment Pictured above is a small scale example of what ipourlife’s database couldlook like. It is broken down by: First Name, Last Name, Address, City, Zip Code,State, Email, $ Donation, Date Donated, Age, and Gender. With access, an advancedsort and filter can be achieved. In this document, input is sorted by “$ Donation” isdescending order, then “Date Donated” in descending order, and finally by “Age”in descending order. With these filters, if the “$ Donation” is the same between ID8 and 4, the next information to be sorted is the “Date Donated” and so on. Thesort and filter feature is beneficial for ipourlife because it allows a breakdown ofall ipourlife supporters. Adding supporters and their information is easier than withother traditional record keeping methods. Through Microsoft Access, informationcan be linked to Excel where charts and graphs of information are easily produced.In Excel, ipourlife can calculate even the most advanced statistics in a matter ofseconds with accuracy. 35
  37. 37. Conclusion We feel very confident in our strategy and found it important to break downto the principles in advertising to successfully manage our channels and fulfill ourobjectives. Ignite has used the budget and made sure the money being spent will begoing to the most important and vital areas. We feel the events that we came upwith have great potential to not only raise a good amount of money but also createawareness for the ipourlife cause. Our campaign proposes that we focus mainlyon creating a brand image and using social media to expand and find loyal long-term supporters to build a strong and dependable base for the beginning of a newcharity.Measuring Success:It will be important that we precisely calculate the numbers we gather becausewithout that accuracy we can’t prove what we have done has worked. The greatthing about having so many channels of advertising allows us to see each one’ssuccess or failure and can tell us the areas we need to improve upon.What to Look Forward to:Once we can establish a brand image, we feel advertising in especially local areaswill become easier. Then when area businesses see a new trend they will want topartner up and at that point ipourlife will be like the snow ball effect and ipourlifewill become a household name for charities. By letting people know this is a localcharity that is here to stay, finding new supporters should not be a problem. We willalso be able to manage our growth since we have so many channels that people cancontribute through. 36

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