2. ‘Put life into a child’s
day, and not days into a
child’s life’.
By Clem Keane, Ellen Doyle, Olivia
Burke, Deirdre Mulligan & Katie
O’Driscoll
3. Introduction
We have put together an IMC campaign strategy to
fundraise for LauraLynn. The campaign will involve
an event ‘Strictly LauraLynn’ which is complied of
an 8 week dance programme.
4. Brief Background
• Charity dates back to 1925.
• The LauraLynn Children's Hospice Foundation was
founded in 2001 by Jane and Brendan McKenna in
memory of their daughters, Laura (4) and Lynn (13),
who both tragically died of unrelated illnesses within
two years of each other.
• In September 2011 LauraLynn House, Ireland’s first
and only children’s hospice was opened in
Leopardstown Co. Dublin.
6. 1.Mission Statement
• “LauraLynn Children's Hospice supports children
with life limiting conditions and their families by
providing high quality transitional care, home
support, respite, crisis and end-of-life care.
• Their services are available to children with high
medical and nursing needs from birth to 18”.
• The Vision: all children who need us, can access
us.
7. Strenghts
• A large database of engaged supporters that are open to receiving
communications from the charity/ effective PR & media relations/ fantastic
support from online community. The charity has a very good reputation amongst
the community. As LauraLynn was set up by a mother and father who lost both
their children to a life-limiting illness they have first-hand experience and can
help parents/relatives and children fight through the tough times.
Weaknesses
• No allocated advertising budget as they receive no additional funding for the
hospice service in LauraLynn House (must raise €2.5m annually to keep LauraLynn
House open). There are very limited resources available to them. (Short staffed)
Opportunities
• Charities are eligible for tax deductions, developing partnership with other
programs, good press, and fundraising.
Threats
• Very vulnerable in the economic crisis. They depend on donations which consumers
cut back on when money is tight. Any small scandal relating to charities can have a
huge impact. For example: The top up in CEO salaries would have a massive
impact on donations for charities. Other charities can also be a threat as if a
consumer was to donate money every month or once off, how do they chose which
charity out of them all
2. SWOT
8. 3.Overall marketing
objectives
• Increase brand awareness during the final quarter of 2014.
• To multiply the number of volunteers with the charity.
• To increase the amount received in donations. Total
expenditure increased by €221,860 year on year from
€5,472,260 to €5,694,120, therefore an increase in
donations is vital.
• To grow the number of online visitors to both the LauraLynn
website and also social media sites such as Twitter and
Facebook.
• Generate media coverage on the charity.
9. 4.Target Market
• Two categories,
(1) the consumer
(2) the corporate or business sector
10. 5.Marketing Mix
• Product – ‘Strictly LauraLynn’
• Place - The Royal Marine Hotel
• Price – Tickets €20
• People – Dancers, volunteers, customers, staff at
the Royal Marine Hotel
11. 6. IMC Objectives
• Brand awareness by a minimum of 10% during the
final quarter of 2014.
• To multiply the number of volunteers with the charity..
• By holding the event “Strictly LauraLynn” we hope to
sell 500 tickets at €20 generating €10,000 plus
donations.
• To grow the number of online visitors to both the
LauraLynn website and also social media sites such as
Twitter and Facebook.
14. Sales Promotion
• There will be no free
gifts or discounted
prices on tickets etc. as
we want all proceeds
made from ticket sales
to go straight to the
charity.
15. Digital Marketing
• Two types of Digital marketing:
o Pull digital marketing
o Push digital marketing
• Images and flyers will be some of the
promotions online that will create a
campaign for our campaign “Strictly
LauraLynn”.
16. Sponsorship
• For the event we have gotten P&G (Proctor &
Gamble) to sponsor us. We felt that the company
represented the LauraLynn foundation well as it is a
family oriented company.
• P&G is funding the raffle prizes and is also funding
The venue for the event in The Royal Marine Hotel in
Dun Laoghaire.
17. Direct Marketing
• To promote and market the event we will
use email marketing.
• This will be done through the contacts the
charity has already gained through
volunteers, donations and e-zines
18. 8. Budget
• October – Highest advertising costs. This is the
launch of our campaign. Bus advertisement
• November- Reminder advertisement. 4 sheet
(small billboard).
• December- Strongest month for advertising.
Newspaper advertisement – ‘Southside People’.
• January- Reminder advertisement. Deadline for
dance programme. 4 sheet
• February- Second highest advertising expense.
Bus advertisement and newspaper
advertisement.
19. Marketing Expenses
Marketing Tools October November December January February Total
Advertising
Bus € 551.00 € - € - € - € 217.00 € 768.00
Newspaper- Southside People € - € - € 47.68 € - € 47.68 € 95.36
4 Sheet € - € 198.00 € - € 198.00 € - € 396.00
Total Advertising € 551.00 € 198.00 € 47.68 € 198.00 € 264.68 €1,259.36
PR n/a n/a n/a n/a n/a n/a
Sales Promotion n/a n/a n/a n/a n/a n/a
Digital Marketing n/a n/a n/a n/a n/a n/a
Sponsorship n/a n/a n/a n/a n/a n/a
Direct Marketing n/a n/a n/a n/a n/a n/a
22. References
• About Us: Our Aims. (n.d.). Retrieved from LauraLynn Ireland's Children's Hospice:
https://www.lauralynn.ie/lauralynn-house.html [Accessed: 10th February 2014]
• Charity Rate on RTÉ Radio. (n.d.). Retrieved from RTE Media Sales:
https://www.rte.ie/radio/advertising/documents/Charity%20Rate%20on%20RTE%20
Radio12.pdf [Accessed: 10th February 2014]
• Definition of 'Sales Promotion'. (n.d.). Retrieved from The Economic Times :
http://economictimes.indiatimes.com/definition/sales-promotion [Accessed: 10th
February 2014]
• Digital Marketing and Privacy. (1998). Retrieved from Roger Clarke:
http://www.rogerclarke.com/ [Accessed: 10th February 2014]
• Kotler. (n.d.). My Strategic Plan. Retrieved December 03, 2013, from
http://mystrategicplan.com/resources/mission-statements-in-strategy-development/
[Accessed: 10th February 2014]
• Newspapers. (n.d.). Retrieved from AMG Global:
http://www.amediagroup.com/newspapers.html [Accessed: 10th February 2014]
• Push and Pull Marketing Strategies . (n.d.). Retrieved from Marketing Made Simple:
http://www.marketing-made-simple.com/articles/push-pull-
strategy.htm#.Ux9IibGvm70 [Accessed: 10th February 2014]
• The Charities Act. (n.d.). Retrieved from The Wheel:
http://www.wheel.ie/content/charities-act [Accessed: 10th February 2014]
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