Final Project

2. Introduction
Founded 37 years ago
Provides emotional and
physical healing
Receives hundreds of
participants annually.

3. Marketing Goals
Increase awareness of organization.
Increase the number of volunteers and donors.

4. Target Market
Chagrin Falls, and the
rural areas surrounding
it.
Older Individuals
willing to volunteer.
Households with
larger incomes to
donate.

5. Exposure

6. Competitors

7. Target Audience
Volunteers
Rural
Age 45-65
Women
Part-Time or Retired
Monetary Donators
Rural
< $100,000 Annual
Income
Age 45+
Couples

8. Media Behaviors
Create a fulfillment
aspect
Use real testimonies
Wish list and other
needs

9. Media Habits
Tight Community
Social Media--24%
(Patterson, 2015)
Equine Magazine and
HRTV
Word of Mouth
Advertisements

10. Radio

11. Out-of-Home

12. Newspaper

13. Print

14. More Mediums Can be Beneficial
Able to reach more people
Provides a different angle
Allows audience to reconnect to previous mediums
More times exposed the better

15. Media Vehicles Used
Radio
Out of Home-
Billboards
Newspaper
Direct Mail

16. Budget
2012/2013 Revenues =
$1,754,856
2012/2013 Fundraising
Expenses = $155,662
Expected Revenues =
$2,000,000
New budget using 10%
of sales = $200,000

17. Budget Breakdown by Medium
Percentage of Budget Dollar Amount
Radio 30% $60,000
Out of home 30% $60,000
Newspaper 25% $50,000
Direct Mail 15% $30,000
Totals 100% $200,000

18. Budget Breakdown- Month Percentages
Radio Out of home Newspaper Direct Mail
January 4.2% 0% 4.2% 8.3%
February 4.2% 0% 4.2% 8.3%
March 4.2% 6% 4.2% 8.3%
April 10% 8% 10% 8.3%
May 12% 13% 12% 8.3%
June 12% 18% 12% 8.3%
July 12% 18% 12% 8.3%
August 12% 18% 12% 8.3%
September 12% 13% 12% 8.3%
October 9% 6% 9% 8.3%
November 4.2% 0% 4.2% 8.3%