Millennials Campaign for Make-A-Wish Michigan

Make-A-Wish Michigan Campaign Proposal. Copyright ©2016 MentalMedia Consultants. CONFIDENTIAL.
Produced for: Produced by:
IMC Campaign Proposal for
Make-A-Wish Michigan
Providing Millennials with information to participate with Make-A-Wish
Michigan for support, volunteer work and organization duties.
MentalMedia Consultants
103 Chestnut Dr.
Charleston, WV 25301
April 27, 2016

EGriffith 636: Campaign 4/27/2016
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103 Chestnut Drive │ Charleston, West Virginia 25301 │ 304.234.9101 │ mentalmedia.com
Table of Contents
Opening Letter.................................................................................................................................4
Logo and Business Card...................................................................................................................5
Executive Summary.........................................................................................................................6
Mission..........................................................................................................................................6
Approach ......................................................................................................................................6
Agency Credentials.......................................................................................................................7
Press Release...................................................................................................................................8
Situation Analysis............................................................................................................................9
Make-A-Wish: It All Started With .................................................................................................9
Competition................................................................................................................................11
Partners and Sponsorship...........................................................................................................13
Target Audience ............................................................................................................................15
SWOT Analysis...............................................................................................................................22
Focus Group Report.......................................................................................................................23
Focus Group Analysis..................................................................................................................24
Key Findings .......................................................................................................................25
Brand Positioning..........................................................................................................................27
Brand Personality..........................................................................................................................31
Generous ....................................................................................................................................31
Trustworthy ................................................................................................................................32
Purposeful...................................................................................................................................32
Heroic..........................................................................................................................................33
Brand Perception...........................................................................................................................33
Strengths of Make-A-Wish Michigan..........................................................................................33
Weaknesses of Make-A-Wish Michigan.....................................................................................34
Current Audience........................................................................................................................35
Integrated Communication Strategy Statements (ICSS)..............................................................36
Rationale.....................................................................................................................................36

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Creative Brief.................................................................................................................................38
Communication Media Plan..........................................................................................................39
Communication Objectives................................................................................................39
Communication and Media Strategies ..............................................................................39
Rationale............................................................................................................................40
Campaign Tactics/Touchpoints..........................................................................................41
Social Media.......................................................................................................................41
E-mail Marketing................................................................................................................43
Online Video Series............................................................................................................44
Special Event: Make-A-Wish Michigan Fashion Show.......................................................46
Wish-A-Mile (WAM) Bicycle Tour ......................................................................................47
Grand Rapids Walk For Wishes..........................................................................................48
Wishes in Flight..................................................................................................................50
Corporate Partners ............................................................................................................52
Internal Communications...................................................................................................55
Budget Summary...........................................................................................................................56
Flowchart.......................................................................................................................................57
Creative Examples.........................................................................................................................59
Evaluation......................................................................................................................................62
Conclusion......................................................................................................................................63
Works Cited ...................................................................................................................................64

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March 28, 2015
Ms. Karen Davis
President
7600 Grand River Ave. Suite 175
Brighton, MI 48114
CC: Ms. Sherri Collins
Vice President of Marketing and Brand Advancement
Dear Ms. Karen Davis:
Thank you for the opportunity to submit a campaign proposal to Make-A-Wish Michigan. Here
at MentalMedia Consultants, we strive to make the best of every situation we encounter as a
marketing agency. The Make-A-Wish Foundation efforts work closely with children all over the
United States. The great impact this has on young individuals is a cause MentalMedia
Consultants would love to encourage and promote for this project.
MentalMedia Consultants provides some of the best marketing and communication work in the
business. Here at our agency, our work is focused on creating outstanding marketing campaigns
that focus on work with nonprofit organizations. Focusing on the Millennial generation for this
project, Make-A-Wish Michigan will see the potentials of marketing to this demographic
through the research shown throughout the given document. Brining in a certain appeal to
Millennials will provide a long-term effect of potential volunteers, donations and sponsors for
years to come.
MentalMedia Consultants’ philosophy is to provide marketing expertise to the smallest of
projects to the greatest ideas imaginable. Our agency wants to make ideas into a reality,
including working for the greater good of communities. With work in public relations, social
media, direct marketing and creative execution, among other characteristics, MentalMedia
Consultants is here to do the work that is needed for Make-A-Wish Michigan.
Again, thank you for this opportunity and we look forward to working more with you over the
next few weeks. Please feel free to contact me at any time you see fit.
Best regards,
Emily Griffith
Founder & CEO of MentalMedia Consultants

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Logo and Business Card
Front Business Card Design:
Back Business Card Design:

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MentalMedia Consultants: Executive Summary
Located in Charleston, West Virginia, MentalMedia Consultants provides the latest and greatest
in integrated marketing techniques. Our agency believes that making an impact and creating
something worthwhile is sure to keep people talking. Ideas provide the base for what our agency
can accomplish. Anything from the smallest of businesses to the greatest of nonprofits,
MentalMedia Consultants provides the effort needed for a great campaign. With expertise in all
things related to integrated marketing, our agency is sure to get the job done creatively and
efficiently.
Mission
Our agency is set on creating personal marketing schemes for all types of businesses. Taking an
idea and turning it into something greater is the type of potential MentalMedia Consultants sees.
Brining awareness to knowledge that can be shared helps our team approach any organization’s
ideal. This will allow for your organization to be showcased in the best way possible.
Approach
MentalMedia Consultants takes an idea and goes with it in full force. Marketing is our game and
we take our game very seriously. As an agency that promotes businesses to the fullest ability,
MentalMedia Consultants wants to We are here to strengthen the idea you have set for your
business.

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Agency Credentials
At MentalMedia Consultants, our in-house marketing team prides themselves on the services we
can supply. Our agency likes to collaborate with businesses and help prepare ideas for ultimate
marketing expertise. With the help of integrated tools, creativity can be accomplished in a
proficient way. MentalMedia Consultants’ services are available through each agent’s personal
credentials. Each service provided is worked in to make efficient marketing and to create a
campaign that manages to put everything into perspective.
Services at our agency range widely. These services include the following:
 Public Relations
 Digital Marketing
 E-mail Marketing
 Guerilla Tactics
 Research
 Mobile Marketing
 Social Media Marketing
 Video Production
 Web Design and Development
 Analytics
 Branding
 Creative Initiatives

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PRESS RELEASE
For Immediate Release
January 1, 2016
MentalMedia Consultants Create ‘Mind’ Over Matter Campaigns
Agency Announced Open for Business
Charleston, WV (January 1, 2016) – MentalMedia Consultants, an integrated marketing
agency, is being put to good use. Located in Charleston, West Virginia, the full-service
marketing agency is making a name for itself, providing services to local businesses in the
Charleston area.
“We want to provide the best marketing services in Charleston,” says Emily Griffith, CEO
and Founder of MentalMedia Consultants. “Our agency is going to set the standard for others
in the Charleston area.” Unlike other marketing agencies in Charleston, MentalMedia
Consultants builds off of a business’ ideas and makes a statement by communicating with
target audiences.
As a new entrepreneur and marketing representative, Griffith has found herself somewhere
she never thought possible. Goal and plan oriented, MentalMedia Consultants provides
services ranging from logo design to full marketing campaigns. The agency also provides
plans for businesses on a budget.
“Our team wants to provide our services to multiple audiences,” says Griffith. “If there is a
business that needs assistance with marketing initiatives or a creative outlet, we can do the
job. We have options for our community and we want to make sure our community is taken
care of when it comes to marketing.”
MentalMedia Consultants is now taking consultations for businesses. For more information
on setting up a consultation, contact Emily Griffith at 304-234-9101.
Contact:
Emily Griffith – CEO & Founder of MentalMedia Consultants
(304) 234 – 9101
egriffith@mentalmedia.com

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Situation Analysis
Make-A-Wish: It All Started With…
In the spring of 1980, Chris Greicius had one wish: to be a police officer. After being
diagnosed with leukemia, young, seven-year-old Chris wanted “to catch bad guys” which
would soon become a reality. People began hearing of this story and news spread of the
amazing act performed by complete strangers to help a child in need of support. With the
start of a $15 donation, by that November, the wish-granting organization became a non-
profit. “Make-A-Wish granted 14,800 wishes last year alone – on average, one every 35
minutes. But for every wish granted, another child is diagnosed with a potentially qualifying
condition” (Make-A-Wish, 2016). Thanks to one astounding act, children across the United
States are able to benefit from the Make-A-Wish Foundation and the volunteers who
contribute to the overall experience.
Make-A-Wish Michigan provides the same opportunities as any other Make-A-Wish entity.
Donations, fundraising, volunteering, sponsorships and promotions are all a part of what help
Make-A-Wish Michigan possible. There are also ways to refer a child for a wish, which is
another way to help the effort. Having all these possibilities to get involved is sure to help
individuals with the opportunity to want to help. However, the outreach method is something
else to be discussed.
Make-A-Wish Michigan is accessible on several platforms of social media. These include
Facebook, Twitter, Pinterest, Google Plus, YouTube and Instagram. Make-A-Wish
Michigan’s Facebook page stays updated, informing the public as to who is receiving wishes

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and stories about the children involved. Besides photos and videos, information on upcoming
events is listed on the page, as well. Twitter provides a lot of the same information, yet there
is more use of #ShareYourEars on the page due to the participation of Disney and Disney
Parks where those in support of Make-A-Wish can post pictures of themselves in Mickey
Mouse ears with use of the hashtag. Social media is a great part of any organization and helps
consumers find out more about a cause or foundation. In fact, 65% of American adults use
social media with young adults (18 to 29) are the most like to use these sites – nearly 90% of
these individuals use the sites (Perrin, 2015). This is also an indicator for where many
individuals get their information.
Events surrounding Make-A-Wish Michigan are interests for the parties involved. The Wish-
A-Mile (WAM) Bicycle Tour, Walk for Wishes and Wishes for Flight are all three major
events for Make-A-Wish Michigan.
WAM Bicycle Tour is one of the largest events for Make-A-Wish Michigan. “Riders will
travel across Michigan during the three-day WAM 300 tour, which covers 300 miles of
Michigan countryside. The 300 coincides with the WAM 50, a one-day, 50-mile ride on July
31, 2016” (Make-A-Wish, 2016). Last year, the event was able to raise over $2.1 million
with nearly 1,000 riders and 300 volunteers. Events like this should strive for this kind of
participation. The Walk for Wishes event includes two walks in the 2016 year. Last year,
Make-A-Wish Michigan raised more than $500,000 with over 4,000 participants.
Registration for these types of events is available online including information about
sponsorships (2016). The last event, Wishes in Flight, allows patrons to donate air miles,
helping children and families travel to make their wishes come true. Contributors include

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Delta, United, American Airlines, Southwest and jetBlue, whereas patrons can contribute by
contacting the helplines for each airline or filling out the form online (2016).
The Make-A-Wish Foundation and Make-A-Wish Michigan have contributed to the
wellbeing of children across the United States. Parents, volunteers and health care
professionals have found the organization to be a great “turning point” for helping children
and families combat health issues. According to the Make-A-Wish website, “A combined 89
percent of doctors, nurses and health professionals surveyed say they believe a wish
experience can influence wish kids' physical health” (Make-A-Wish, 2016). The experiences
involved have actually helped children feel better about themselves and helped strengthen the
families involved. This is something else that is increased in volunteers involved. “Ninety-
five percent of community volunteers reported an increased sense of compassion and 84
percent felt an increased faith in humanity” (2016). The work completed by Make-A-Wish
Michigan is great and provides a support system that can be added to for years to come.
Competition
Make-A-Wish Michigan competitors include the following: Ronald McDonald House Charities,
Shriners Hospitals for Children and Boys & Girls Clubs of America. These competitors provide
some of the same opportunities of that of the Make-A-Wish Foundation as well as the chapters
involved.
Ronald McDonald House: “Helping families stay close to their child through a network of local
Chapters”(RMHC, 2016).

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Children receive treatment and support from Ronald McDonald House Charities. Families are
also able to receive assistance as to where they can stay close to the child at little to no cost.
Families are never turned away and if the family is unable to pay for any reason, the fee is
waived.
Ronald McDonald House Charities wants to set forth these strategic priorities:
 Expanding our reach by both creating and growing existing programs - including
Ronald McDonald Houses and Ronald McDonald Family Rooms
 Strengthening our global network through staff development and education, and
ensuring the financial sustainability of RMHC and its Chapters around the world
 Mobilizing support to increase the understanding of RMHC programs; thereby allowing
us to support more children and families around the world (2016).
Like Make-A-Wish Michigan, there are different chapters, multiple volunteer opportunities,
ways to donate and different ways to provide a different life for an ill or injured child.
Shriners Hospitals for Children: “Become the best at transforming children’s lives by
providing exceptional healthcare through innovative research, in a patient and family centered
environment” (Shriners Hospitals for Children, 2016).
Shriners Hospitals provides care to children with illnesses and diseases. Although there is less
volunteer opportunities, there are ways to donate to the organization. This organization not only
provides treatment to children, it also makes use of and provides new research methods when
helping these children.

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Boys and Girls Clubs of America: “To enable all young people, especially those who need us
most, to reach their full potential as productive, caring, responsible citizens” (Boys & Girls
Clubs, 2016).
Boys & Girls Clubs of America is made up of several independent organizations that provide
care to children and teens. The programs offered include education, health, character building
and other specialized programs to help kids succeed. This is an organization that acts more of a
support system rather than providing health care services or wishes to children.
Partnerships and Sponsorship
Make-A-Wish Michigan provides sponsorship and corporate partner opportunities. This helps
the organization obtain more backing therefore more lives can change and wishes can be granted.
Sponsorship, cause marketing and internal giving are options for partnerships. Some of the major
partners include Disney, Macy’s, American Airlines and Subaru, to name a few (Make-A-Wish
America, 2016).
Make-A-Wish Michigan has also been able to obtain local sponsors. Some of the sponsors
include:
 EATON
 Greenbridge Dream Team Foundation
 Meijer
 Pepsi
 Planet Fitness
 Saint Joseph Mercy Health System
 Teeny Tiny Toy Store
 Quicken Loans
 Farmers Insurance
 Bosch

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These sponsors have contributed to building awareness and fundraising for Make-A-Wish
Michigan (Make-A-Wish Michigan, 2016).

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Target Audience
Millennials make up over 80 million of the United States population. This is a generation who
are starting careers, some actually have families and they represent 30% of total retail sales in the
United States. These are individuals who are less likely to live independently, likely due to the
recession. Last year, information regarding education to jobs involving Millennials was an
indicator of this generation. “The better fortunes for college-educated young adults are more
apparent in job-holding. As of the first third of 2015, 85% of college-educated 25- to 34-year-
olds were employed. In 2007, 87% of this group had jobs” (Fry, 2015). These are individuals
living in urban areas, getting married later rather than sooner and make around $25,000 to
$48,000, on average, a year (Council of Economic, 2014).
As a generation that has been shaped by technology, this is a group that is more likely to engage
in online activities (i.e. social media), talk about music, social issues are primary and it has
affected the generation’s “expectations for creativity and innovation in their own work lives”
(2014). Millennials, in general, want to make a difference and social media and technology are
ways to help connect and distribute information. Socially aware, Millennials value family, are
rated higher in happiness, tend to save more money, yet want the best when it comes to brands.
This generation is incredibly diverse.
Through their diversity, Millennials are all about giving. “Approximately 25.3% of American
over the age of 16 volunteered through or for an organization between September 2010 and
September 2014” (National Center, 2014). Of this volunteer percentage, “…70 percent of
millennials spent at least an hour volunteering their time to a cause they cared about, with more

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than one-third volunteering 11 hours or more” (Schulte, 2015). On average, 84% of Millennials
made a donation to a charity, giving approximately $481 annually. In fact, this is a generation
that has been associated with family oriented activities that they are more likely to give to
children’s charities over any other cause. This is followed by religious associations and health-
related charities (Dowdy, 2015).
Millennials want to feel like they are making a difference and when it comes to volunteering or
making a donation, this generation wants to feel valued. “With millennials, it’s all about
immersion—getting them in the door, then keeping them excited about your cause with
consistent engagement and communication” (Hawthorne, 2014). Getting Millennials involved
should be an easy opportunity. Events are a way to get them going. Letting these individuals in
on the action and taking part is crucial to make this generation want to get involved. Providing
them with information regarding events, volunteer and donation opportunities will make them
better understand that their efforts are needed.
Getting involved in activities is what drives a lot of individuals in this generation.
 They are personally involved in 8 or 9 activities and take part in 4 or 5.
 7 in 10 are driven by personal gratification and enjoyment.
 Only 2 in 10 get involved in activities just because their friends are doing it (Soanes,
2013).

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Millennials do prefer doing individual activities, such as bike riding, swimming or cooking, but
do like to do these types of activities in a group setting. Knowing this, Make-A-Wish Michigan
events are able to contribute through walks, cycling and other forms of volunteer happenings.
Millennials who see a common interest with Make-A-Wish Michigan will be more interested in
participating with the organization. Providing information that allows Millennials to see what is
available and how they can help children in the process is sure to bring more of this generation
into the picture.
Traveling is also a crucial part to the dynamic that makes up Millennials. For example,
Millennials are 84% more likely to travel abroad to help out with a cause (Dodd, 2015). Getting
these individuals to want to help out with local charities rather than hitting the road is something
Make-A-Wish Michigan should focus on within this campaign.
This generation wants to make a change and be heard. Activities that inspire and transpire from
one generation to the next is an important factor to help market to Millennials. Millennials want
to give, it is just the push in the right direction that gets them going. “…it is the desire to be
issue based and take activism roles that influences their generation to donate to children's and
religious charities. Millennials are giving in two ways…One by impulse, donating a dollar at the
checkout counter or contributing to a Salvation Army bell ringer, for example. Second, by
focusing on local causes like a neighborhood children's charity or school” (Dowdy, 2015).
Though this generation wants to provide something substantial to a nonprofit, the one thing
standing in Make-A-Wish Michigan’s way would be other nonprofits.

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Millennials want to be active with nonprofits, it is just finding the one that fits will they take
some sort of action. Providing these individuals with information about Make-A-Wish Michigan
and the Make-A-Wish Foundation of America are what the organization should strive to ensure.
Seeing as how Millennials are drawn to social media, taking initiative through online methods is
key to making the campaign work. Showcasing stories about wishes bring granted, information
about volunteer opportunities and events coming up through Make-A-Wish Michigan or
affiliated sponsors are important gestures to get Millennials motivated. If Millennials see an
event happening in a local area, then they are more likely to go out and participate.
Secondary Audiences
Corporate Partners: “Corporate sponsors are essential in helping Make-A-WishMichigan
accomplish its mission. Through the generosity of businesses ranging from family-owned local
enterprises to some of the world’s largest corporations, we are able to share the power of a wish”
(Make-A-Wish Michigan, 2016).
Sponsors are an important part to any nonprofit organization. These are there when all else fails
and can make the best out of any situation. Corporate sponsors want to be associated with
something that will give their brand a good name for consumers to associate with and make
potential purchases.
 91% of global consumers are likely to switch brands to one associated with a good cause,
given comparable price and quality
 61% of consumers are willing to try a new brand, or one they’ve never heard of, because
of its association with a particular cause

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 50% of global consumers said they would be willing to reward companies that give back
to society by paying more for their goods and services (44% in the U.S. and 38% in
Canada) (Horrigan, 2016).
Make-A-Wish Michigan currently has over 50 corporate sponsors and continues to grow.
Reaching out to new local and corporate sponsors will provide more potential donations to be
made and connections to gain in the long run of this campaign.
Hispanic and Arabic Consumers: These consumers are a growing market and need to be
engaged in different ways. Hispanic consumers are using the most mobile devices and 49% are,
in fact, changing up their smartphones within the next six months. Just like any other Millennial,
Hispanic consumers expect a lot from a brand (or nonprofit) and expect certain needs to be met.
Relationships are important and can make a great difference when marketing to these
individuals. According to recent Nielsen stats, “‘Latinos stream 6 hours and 15 minutes of online
video per month, 60% more than non-Hispanic users.’ To remain being relevant and win U.S.
Hispanics, marketers and brands will put more emphasis on video content specifically targeted to
and designed for Hispanics” (Pavlika, 2015).
Arab Millennial consumers are very much like any other consumer. These are individuals who
want to be associated with reputable brands and want to let others know what they think of a
product or service. “As with millennials everywhere else in the world, those in Arab nations are
active consumers, researching products and services and are very comfortable with spreading the
word widely about their brand and service experiences – positively and negatively” (Kellas,

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2014). Intent on keeping up with expansion in the online world, Arab Millennials want to think
in modern terms and are more accepting of modern values and beliefs (2014).

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SWOT Analysis
The SWOT analysis for Make-A-Wish Michigan is used to clearly display the Strengths,
Weaknesses, Opportunities and Threats associated with this nonprofit. In order to better
understand Make-A-Wish Michigan, the SWOT analysis will show these characteristics within
both internal and external gateways.
The Strengths, Weaknesses, Opportunities and Threats represented in this chart are all related to
Make-A-Wish Michigan and what needs are being addressed.
Strengths Weaknesses
Opportunities Threats
Internal
External
 Completely local organization; funds stay
with Michigan.
 Great brand recognition with supporters
who are passionate about what they do.
 At least 80 cents to every dollar raised
goes back into the organization.
 Volunteer opportunities have supplied
over 700 individuals with Make-A-Wish
contributions.
 Over 8,000 wishes have been granted to
Michigan children.
 Millennials need a way to connect with
 Social media outlets need to engage this
audience on a different level.
 Average $8,000 cost per wish.
 Funding is lacking to reach the goals set
by the organization.
 Volunteer opportunities should be
intriguing to Millennials.
 Millennials want to contribute.
 Social media outreach is a great way to
connect with Millennials.
 Millennials are able to provide donations
and volunteer work to causes like Make-
A-Wish Michigan.
 More partnerships could be obtained
through outreach.
 Millennials want to be associated with
something bigger than themselves.
 Competition potentially gaining Millennials
attention first.
 Millennials seeing lack of an impact in work
completed.
 Lack of emphasis on wishes making an
impact.
 Overdone kindhearted efforts by Make-A-
Wish Michigan.
 Difficulty getting donations from Millennials
primarily due to recession and lack of
employment.


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Focus Group Report
Welcome to my IMC 636 Capstone research focus group. Today we will be focusing on Make-
A-Wish Michigan and what you think about it.
In front of you is a general information sheet that I would like you to fill out. Please be aware
that you have the right to refuse any question and that all information gathered here is
confidential and will only be used for the purpose of this study. This focus group session will be
kept completely confidential and all information gathered here today will be used in helping me
shape my campaign for Make-A-Wish Michigan. Thank you again for participating in this study.
Participant Information:
Age:
Sex:
Occupation:
Salary/Income:
Geographic Location:
Race:
The Purpose:
The purpose of this focus group is to obtain a better understanding of how the target audience,
young adults aged 20-33, view Make-A-Wish Michigan. This focus group will also help gain a
better understanding of how this group could be more involved and what would make these
individuals more interested in Make-A-Wish Michigan’s volunteer, donation and events.
Preliminary Questions:
1. What do you know about Make-A-Wish or Make-A-Wish Michigan?
2. Have you ever been involved in donations or events for Make-A-Wish? If
so, what?
3. Are you involved now? If yes, why? If no, why not?
Concept 1:
Volunteering is a huge part of Make-A-Wish Michigan. Volunteer opportunities are available at
different events throughout the year. Make-A-Wish Michigan volunteers are actually able to
participate in numerous community service events associated with the Make-A-Wish
Foundation. Below is a list of statements that you will rate between not satisfying, satisfying and
most satisfying.
 I enjoy being involved with nonprofit organizations.
 It is important for me to know that I am volunteering for a worthy cause.

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 I think donating my time is more important than donating money.
 I think nonprofit organizations are in it for the money.
 I want the organization I support to value my opinions.
Concept 2:
Make-A-Wish Michigan has several events throughout the year. These events include Walk for
Wishes, Wish-A-Mile Bicycle Tour, Wish Ball and a few other events. These are volunteer
oriented and depend on donations. Below is a list of statements that you will rate between not
satisfying, satisfying and most satisfying.
 I like participating in nonprofit events.
 Nonprofit events are more fun when my friends are involved.
 Nonprofit events are a waste of my time.
 I like to participate in nonprofit events because they keep me active in my community.
Concept 3:
Donations help make wishes possible. Donations also contribute to the Make-A-Wish
Foundation as a whole. Below is a list of statements that you will rate between not satisfying,
satisfying and most satisfying.
 It is important for me to know that my donated dollars are going towards a nonprofit I
support.
 It is important for me to know where my donated dollars are going.
 Donating my time is more important than donating dollars.
 I do not think my donated dollars will make that much of a difference.
Extra Questions:
1. Is there anything else that could help get you involved in Make-A-Wish?
2. What would encourage you to participate in any of these events?
3. What would discourage you from participating in any of these events?
Focus Group Analysis
Individuals involved with this focus group were between the ages of 20-33, 4 of the 6 were
employed full-time and attended some type of secondary education institution. When presented
with Concepts 1-3, participants were given information prior to the focus group on Make-A-
Wish Michigan. This information was straightforward and would not persuade participants in a

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certain way as to how to think about Make-A-Wish Michigan. Information obtained came from
what the participants’ thought about this nonprofit organization after looking through the
information given before the focus group.
Key Findings
Concept 1
This group was familiar with Make-A-Wish and new that volunteer opportunities existed within
the organization. However, the group did not know that personal events could be hosted and used
to gain awareness for the Make-A-Wish Foundation. Participants did note that they each had
participated in some type of fundraising event or nonprofit organization within the last year.
After elaborating on the statements each person found either satisfying or most satisfying,
participants said they liked volunteering because they felt like they were making a difference.
Each person also noted that having support from the organization, such as hearing a “Great job!”
or “We would like you to volunteer with us again.”, participants said that reinforcement made it
feel like it was more worthwhile to volunteer.
Concept 2
Events made for a good conversation within the focus group. Elaborating on not only Make-A-
Wish Michigan events, the participants pulled from previous experiences. Most of the
participants had worked with nonprofit events during college or on a college campus. Although
they said Make-A-Wish was never involved on their campus, they wish they had known more
about hosting events for nonprofits like Make-A-Wish Michigan. Participants mentioned

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volunteering at events was always more exciting when their friends were involved, or to at least
meet new people.
Concept 3
Regarding donations, one out of the six participants had made a monetary donation within the
last year. After asking the others their reasoning behind not donating money to a nonprofit
organization, most felt their money was not needed, but rather their time. However, participants
did include the fact that if donating dollars to a nonprofit, they would like to see exactly where
that money is being used.

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Brand Positioning
Make-A-Wish Michigan pulls at the heartstrings. As an organization that has provided help to
local communities across the state of Michigan, it has made a name for itself by helping over
8,000 children with life-threatening medical conditions. This organization has also provided
volunteer opportunities across all 83 counties in Michigan. As one of the 60 chapters for Make-
A-Wish, this organization is now a part of the No. 2 health nonprofit in America (Make-A-Wish
Michigan, 2016).
Wishes make a difference. According to a 2011 study, research showed that children who
received wishes had the potential of having that positive turning point become a progressive start
to the child’s battle with an illness. Research also showed that “A combined 89 percent of

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doctors, nurses and health professionals surveyed say they believe a wish experience can
influence wish kids' physical health” (2016). The influence these wishes have on children is
enough to get anyone involved. Individuals who see a difference within an organization are sure
to see that part in them come out when involved with an organization like Make-A-Wish.
Make-A-Wish Michigan provides a lot of information through the use of online methods and
social media. Hashtags, such as #WFWDetroit, #shareyourears and #sharethelove, are used
occasionally when referring to specific events or posts. This is something that could use some
improvement. Posts providing information on children and wishes granted are a priority and are
shown throughout all forms of social media. Facebook, Twitter and YouTube are primary
sources of this information.

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Millennials love to use social media. In fact, “88% of Millennials get news from Facebook”
(American Press Institute, 2015).
Seeing as how Millennials interact with social media as much as they do, providing more
information on events and stories about children are sure to get the attention of this generation.
Promoting everything offered by Make-A-Wish Michigan to get Millennials involved is going to
be a great push for this part in the campaign.
Showcasing wish stories in a new light will attract more Millennials to the organization. These
stories can pertain to the child, the volunteers or the donations received. This is about reinitiating
the idea of what Millennials should be thinking about Make-A-Wish Michigan.

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Brand Personality
The great thing about Make-A-Wish Michigan is the fact that there are many ways to describe
the organization. The list has dwindled down to four personality traits. The four that best
describe the organization include: Generous, Trustworthy, Purposeful and Heroic. Those
involved with the organization are aware of these traits, but in order to connect with Millennials,
letting these consumers in on what the organization stands for is an important feature.
Generous
“More than 80 percent of each
dollar spent directly benefits
the Michigan wish-granting
program” (Make-A-Wish
Michigan, 2016).
Make-A-Wish Michigan’s goal
is to provide wishes to children
with life-threatening illnesses.
Without the kindness of others, Make-A-Wish Michigan would not be possible. Giving
Millennials this type of information and showing this generation how generous Make-A-Wish
Michigan and the Make-A-Wish Foundation is a step in a meaningful direction.
Millennials are now known as a generous generation. In fact, “A hefty 84 percent of millennials
made a charitable donation in 2014, and 70 percent spent at least an hour volunteering, according

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to the Millennial Impact Report by research group Achieve, which surveyed more than 2,500
millennial employees and managers” (Dowdy, 2015). The fact that Millennials are a generation
who are strapped for cash and have an immense amount of debt, primarily due to school, their
generous motives provide enough feedback to show how these individuals work. “…younger
donors want to feel more invested in a cause. Choose a different word, with a different
connotation: investment” (Hu, 2014).
Trustworthy
Millennials value a brand or organization that shouts ‘trustworthy.’ “Trustworthiness, the
attribute which underpins a consumer’s belief that a brand will deliver consistent quality”, is one
of the most important qualities consumers look for within a brand or organization (Brown, 2012).
Make-A-Wish Michigan promotes this personality within everything the organization
contributes. For example, fundraisers that are held depend upon volunteers and the donations that
are collected. Without these attributes, Make-A-Wish Michigan would not be able to host wishes
for children in the state of Michigan. Contributors are able to see where the donations are going
and that helps tremendously for letting others know that trustworthy is what Make-A-Wish
Michigan represents.
Purposeful
As mentioned before, Make-A-Wish Michigan provides wishes to children with life-threatening
illnesses. There is a purpose to this organization. Children need the support of friends and family
to see themselves get better and providing them with a purpose to get better is all the more
reason for others to contribute to Make-A-Wish Michigan. The organization has granted over

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8,000 wishes since the chapter came into existence (Make-A-Wish Michigan, 2016). Each wish
helps a child overcome an illness and provides a purpose to that child once again.
Heroic
A hero can be found in the smallest of occasions. Although Make-A-Wish Michigan is no small
occasion, the volunteers and sponsors come in all shapes and sizes. Wishes would not be able to
be granted without the help of those involved. The actions taken to make these wishes come true
are amazing and Make-A-Wish Michigan is just one of the few nonprofits that provides these
types of services.
Brand Perception
Make-A-Wish Michigan has made an impact through the children it has helped, the volunteers it
has encouraged and the overall positive ideal it has set for years to come.
Strengths of Make-A-Wish Michigan
Make-A-Wish Michigan has a strong brand perception and recognition. Consumers are able to
identify it by the characteristics and mission set forth by the organization. Communities
influenced by Make-A-Wish Michigan have found a sense of togetherness from these
experiences. “Ninety-five percent of community volunteers reported an increased sense of
compassion and 84 percent felt an increased faith in humanity” (2016).
Other facts that show Make-A-Wish Michigan’s strengths include the following:
 Volunteers feel more compassion after becoming a part of the organization.

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 Children and their families experience more happiness when involved; better state of
mind.
 Children who have wishes granted are more likely to comply with extensive and difficult
medical treatments.
 “Even during the holiday months when the little things in life seem to fall behind, Make-
A-Wish is still working just as hard to grant wishes for local children” (Wheels for
Wishes, 2015).
Make-A-Wish is making a positive impact. Information gathered from the focus group
conducted by MentalMedia Consultants showed that Millennials have an interest in the
organization and have found it to be beneficial to children, communities and anyone involved.
“On average, millennials give an annual gift of $481, according to Blackbaud's Next Generation
of American Giving report. And they prefer donating to children's charities more than any other
cause, followed by places of worship and health-related causes” (Dowdy, 2015). Millennials will
share in the strengths of Make-A-Wish Michigan.
Weaknesses of Make-A-Wish Michigan
Make-A-Wish Michigan, however, could use a boost in getting more involved with
organizational opportunities. Competitive organizations, such as Ronald McDonald House
Charities, Shriners Hospitals for Children and Boys & Girls Clubs of America raise awareness
constantly. Millennials who see these types of organizations may go to them instead of Make-A-
Wish Michigan. This organization should make use more of social media and modern day
advertising to promote the organization.

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Current Audience
Many people see Make-A-Wish Michigan and the Make-A-Wish Foundation as reputable
organizations. From what was gathered from the focus group, participants found the organization
to be helpful, but could use some work when it came to advertising. Though the organization has
the best intentions, there is more that could be accomplished when it comes to event recognition
and social media encounters for Millennials. Current audiences view Make-A-Wish and Make-
A-Wish Michigan in a positive light and expect the needs of children in need of wishes to be
granted. Knowing this information, Make-A-Wish Michigan is to reach out to Millennials in a
similar, yet repositioned way that will draw in new volunteers and potentials for donations.

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Integrated Communications Strategy Statement (ICSS)
Rational Factors Emotional Factors
Core Strategy Statement
Rationale
Provided is a Venn diagram featuring factors intertwined within this campaign. Rational and
emotional factors have been taken into consideration in order to make a statement that best
reflects what this campaign wants to accomplish or oversee. Rational factors include statements
that reflect what Millennials currently think or should be thinking about Make-A-Wish
Michigan. Emotional factors include statements that showcase what pulls at the heartstrings
Make-A-Wish Michigan provides Millennials with an outlet for helping
children across the state of Michigan.
 Volunteer work and
donations are a great part
of this nonprofit.
 Wishes help the children
and families in this local
community.
 The organization has
provided positive
recognition within the
community.
 Donations gathered are
used to help with a child’s
wish, including travel
donations.
 Fundraisers are a primary
part of making this
organization work.
 Helping children in my
community is
something I want to
do.
 When donating money
or time, I want to know
what it is going
towards.
 Supporting a cause
that I believe in is an
important part of my
voice.
 Knowing that I am part
of a greater cause is
important.
 Finding a common
connection with an
organization.

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when showcasing what Make-A-Wish Michigan does for children. Millennials will want to be
involved if these types of statements are brought forth when marketing this campaign.
Statements in orange represent key statements that reinforce the Core Strategy Statement.
The ICSS brings out the ideas enforced by Make-A-Wish Michigan to appeal to Millennials.
Millennials are interested in giving to causes that speak to them. The fact that Make-A-Wish
Michigan has helped over 8,000 children, Millennials will want to help make a difference in each
child’s life. Support for Make-A-Wish Michigan is needed. Speaking to the emotional and
rational needs of Millennials is crucial to make this work. Providing a positive impact within the
state of Michigan and the charitable organization will have a long-lasting effect.

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Creative Brief
Client: Make-A-Wish Michigan Date: 3/28/2016
Type: Advertising Pages: 1
ICSS: Make-A-Wish Michigan provides Millennials with an outlet for helping children across
the state of Michigan.
Why are we advertising?
To promote volunteer and fundraising opportunities and raise awareness for Make-A-Wish
Michigan.
Whom are we talking to?
The Millennial generation who live in the state of Michigan.
What do they currently think?
Millennials want to volunteer and be a part of something that gives back to the community. They
know Make-A-Wish Michigan makes a difference. However, they possibly do not see
themselves as being needed by the organization.
What would we like them to think?
Make-A-Wish Michigan makes a difference in the lives of children all over the state of
Michigan, and Millennials can help in making those differences. This can be helped with
donations, volunteering and improving community operations overall.
What is the single most persuasive idea we can convey?
Fundraising can be done by anyone, volunteering and contributing to the community is important
and making an effort to be involved is more important than anything else.
Why should they believe it?
Money raised goes straight back into Make-A-Wish Michigan to help the children in need.
Are there any creative guidelines?
 Ideas must showcase generosity, trustworthiness, purposefulness and heroism.
 Use of traditional logos and colors that represent Make-A-Wish Michigan should be
used.
 Social media will be a primary target for marketing purposes.

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Communication Media Plan
Communication Objectives
 Reach 25% of the target audience by the end of the 12 month period.
 Increase social media engagement by 65% between Make-A-Wish Michigan and
Millennials over the course of the 12 month period.
 Raise $1.5 million through donations from the target audience over the 12 month period.
 Increase the number of volunteers within the target audience by 60% by the end of the 12
month period.
 Acquire 90% campaign awareness within the internal target audience over a 6 month
period.
Communication and Media Strategies
Millennials have gained a slight awareness of Make-A-Wish Michigan, but there is so much
more that can be accomplished to prove to these individuals that this organization provides the
best to children in need. Using the following as a guide to the overall strategy Make-A-Wish
Michigan should use to help the target audience understand their need within the charity.
The following strategies support the aforementioned objectives and information provided
throughout this IMC proposal for Make-A-Wish Michigan.
 Communicate with the target audience on a daily basis through E-mail, social media or in
person to recruit 145 new volunteers over the course of this campaign.

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 Look to current volunteers or employees who have a story to tell on how they feel they
have made a difference while being involved with Make-A-Wish Michigan.
 Use digital and traditional marketing interactions targeting Hispanic and Arabic
consumers in the target audience to bring in 45 new volunteers.
 Create a new event to raise $100,000 in donations for Make-A-Wish Michigan to be used
within this campaign.
 Attract more Millennials to participate with The Wish-A-Mile (WAM) Bicycle Tour by
applying a friend and family oriented atmosphere and to get $35,000 in donations.
 Raise $90,000 in donations (20% increase) for the Grand Rapids Walk for Wishes.
 Raise 3 million miles for Wishes in Flight throughout the campaign.
 Add 60 new corporate partners (20% increase) within the local area to help increase
donations by 20% ($3 million to $3.6 million).
Rationale
The strategies listed above help support the overall campaign and would be beneficial in
reaching the primary target audience and secondary audiences. Social media is a huge draw for
the target audience, whereas 43.5% of Millennials said social media is the way they spread the
word about products and services, showing that it is an important part of these consumers’
engagement and loyalty associated with a brand, or in this case, a charity/nonprofit organization
(Smith, 2015). Events and connecting with current consumers involved with Make-A-Wish
Michigan provides an understanding and reiterates the idea of an ideal friendly nonprofit
atmosphere.

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Campaign Tactics/Touchpoints
Millennials want to be persuaded in such a way as to where it is less like traditional advertising
and more welcoming. The tactics and touchpoints created by MentalMedia Consultants will be
utilized in such a way as to show the target audience that Make-A-Wish Michigan is a friendly
atmosphere that wants to help children with life altering illnesses by granting wishes and doing
so much more for the communities in Michigan. The goal of this plan is to get the target
audience on board with Make-A-Wish Michigan as well as have a plan that resonates with
internal members and partners within the organization. This is a vision that expresses the
objectives and ideas for Make-A-Wish Michigan so that goals are met and success stories can be
told.
Social Media
Over the 12 month long campaign, MentalMedia Consultants will illustrate the message of
#WISHESONFLEEK through the use of several marketing vehicles, including social media. To
appeal to Millennials, social media usage includes Facebook, Twitter, Instagram, YouTube and
Pinterest. Using these avenues for targeting Millennials, posts will be created to spread
awareness about the WISHES ON FLEEK campaign. There are plenty of ways to reach out to
this audience, but a few of the ideas for social media posts include:
 Donate or volunteer with Make-A-Wish Michigan
 Participate with one of the fundraising events held in the 2016 year
 Host a WISHES ON FLEEK fundraising event where proceeds are donated to Make-A-
Wish Michigan

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The campaign will make it easy for Millennials to share and want to share content on social
media. The use of #WISHESONFLEEK will be an easy way to track what is being shared and
how it is being shared by the target audience. Posts, such as photos, statements, videos, etc. will
use the hashtag to show what is happening within the campaign. The use of the hashtag
encourages participation with Millennials in mind. This is not a campaign targeting ‘for the
moment’ appeal. This is a campaign that wants to create life-long brand advocates who see
potential in Make-A-Wish Michigan for years to come, as well as think “What are they going to
do next?”.
Hispanic and Arabic Translation: This is a campaign that can be tweaked to fit Millennials in the
Hispanic and Arabic sectors. Similar, yet modified hashtag and posts can be used for marketing
purposes to draw in these individuals in hopes of obtaining volunteers and donations over the 12
month time frame.
Rationale: Social media is a great way to interact with Millennials. As provided in the Target
Audience section of the proposal, Millennials share, comment and relate to social media on a
different level. It makes sense for social media to be included in the campaign for engaging
purposes.
Budget Allocation: $72,000
Besides ad space being purchased on social media (more information located below), graphics
and video will be used for reaching the target audience through social media which is further
explained in the Budget Summary. Social media advertising rates are include for the following
sites:

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 Facebook Ads: Based on a either CPC or CPM, MentalMedia Consultants will set a
budget for $27,000 over the course of the 12 month campaign.
 Twitter Ads: Depending on engagement, MentalMedia Consultants will set a budget of
$15,000 for Twitter advertising over the course of the 12 month campaign. Seeing as how
the Twitter followers are lower than that of Facebook, the budget is lower.
 YouTube Ads: A budget will be set for $30,000 of the budget to be used for the over
campaign. This is also based on a CPC or CPM basis, whereas MentalMedia Consultants
will use CPC to get the most for the budget.
Evaluation: MentalMedia Consultants will be able to evaluate all social media outlets through
personalized methods associated with each social media site. Analytics collected on each site
will be able to tell us what is working for the campaign and who is being reached.
E-mail Marketing
E-mails can be sent out to employees, previous volunteers, Facebook and Twitter followers and
others who have attended Make-A-Wish Michigan events before. E-mails containing information
on the upcoming events and newsletters would be sent out once a month (over 12 months). E-
mail addresses will have been obtained from past events and current supporters (i.e. corporate
partners, volunteers, employees, etc.). A lot of the information will of course be about WISHES
ON FLEEK, which will include links to the social media sites to connect and information on the
use of #WISHESONFLEEK for social media and overall campaign purposes.
Rationale: Keeping information continuous and consistent with the target audiences is a great
way to keep it current without being overwhelming. E-mails also provide information that keeps

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the audience engaged through campaign reviews and stories, upcoming events and showing the
social media involvement within the campaign.
MentalMedia Consultants would request the use of e-mail marketing provider Pinpointe to
distribute the traceable e-mails. With potential for 200,000 subscribers a month (adding in
expected growth), cost includes $480 per month with features on those who unsubscribe and read
the e-mails. Analytics are available for use with purchase, as well. Total cost for use of Pinpointe
would be $5,760 (Pinpointe, 2015).
Evaluation: Pinpointe provides analytics with purchase of monthly plans. These analytics will
help MentalMedia decipher the click-rate, open-rate, new subscribers, unsubscribers, social
media impact, etc.
Online Video Series
MentalMedia Consultants will create two, 1 minute videos for YouTube as well as several 15-30
second videos for Instagram, Facebook or other useful social media channels. Intertwining the
videos to bring awareness to the WISHES ON FLEEK campaign, viewers will be able to view
the videos in hopes of inspiring viewers to get involved and become a part of the Make-A-Wish
Michigan mission. The two longer videos will discuss the WISHES ON FLEEK ideal with
information on donating, volunteering and overall, getting involved with the campaign. The
shorter videos will showcase more of what individuals can do with the campaign (i.e. featuring
volunteers and current individuals at events, etc.).

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Rationale: Millennials enjoy looking to videos on YouTube, Facebook or other social media
platforms 76% of the generation follow YouTube brands and 84% follow Facebook videos.
Overall, 80% of Millennials use videos to make purchasing decisions (Dieker, 2015). In this
case, Millennials will use the videos to find out more about Make-A-Wish Michigan and the
WISHES ON FLEEK campaign.
 Production costs: Includes script writing, storyboarding, location use, shooting schedule,
etc.). Videos will be uploaded online and can be used throughout the campaign for
multiple purposes.
o $4,000 (per 1 minute video)
o Script writing: $600
o Location services: $2,300
o Talent: $750
o Computer usage/animation: $2,000
o Editing: $1,800
o Music licensing fees: $250
Evaluation: YouTube offers analytics and tools for tracking the effectiveness of the videos. This
will allow MentalMedia Consultants to see the audience demographics, ratings, traffic sources
and sharing statistics. MentalMedia Consultants will be able to track the ongoing presentation the
videos are offering to the viewers. This includes reviews, comments and sharing going on within
different platforms, more so with YouTube. Facebook, Twitter and other social media platforms
will also be able to analyze and monitor the videos and sharing. Videos sent through e-mail will
be able to be monitored through Pinpointe’s system.

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Special Event: Make-A-Wish Michigan Fashion Show
WISHES ON FLEEK will be the latest event coming from MentalMedia Consultants to be
hosted by Make-A-Wish Michigan. This event is intended to bring out a fun and youthful flair to
the organization while raising awareness and bringing in donations. The overall goal is to raise
$100,000 through this new event for Make-A-Wish Michigan. This event will be held at the
Downtown Conference Center of Western Michigan University. This is a central location with
plenty of space and parking available. Local designers will be located to showcase their own
designs on anyone five and up. Event supporters will be able to purchase the fashions shown,
make bids on their favorite fashions and donate in general to the event. Tickets will be $100 per
person. Refreshments will be served throughout the event. This event will be for one evening in
the year of this campaign.
Rationale: Millennials want to be in to know. Finding out about up-and-coming fashion
designers in Michigan will get these consumers talking. Talking is what works the best when it
comes to fashion for Millennials because they feel like there are more aware of the situation
compared to anyone else. Getting this information on social media as to where this generation
will start to talk and share the material is the idea. If Millennials know that these are new
designers that no one knows about just yet, then they feel like there is something in it for them to
be involved. Millennials will share more information if they feel this way about the event
(Coffee, 2014).
 Downtown Conference Center:$2,000

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 Refreshments: $8,000
 DJ Rental: $499
 Social Media: No cost for this part of the plan.
 Posters and Flyers:$217
Evaluation: This will be based on the number of social media shares and engagements gained
after a period of time. The use of #WISHESONFLEEK will be able to be tracked on all forms of
social media before and after the event. This part of the campaign will be run over a one month
period. After the event will MentalMedia Consultants be able to see how this event went as far as
donation gain and overall involvement.
Potential Return on Investment: With the use of the $10,716 of the budget, the $100,000 in
donations will be able to be gained through the participants and those who pay the $100 to come
to the event. 100% of the profits made that evening will go towards Make-A-Wish Michigan.
Having at least 1,000 consumers come to the event will allow for the $100,000 to be gained in
that contribution alone.
Wish-A-Mile (WAM) Bicycle Tour
As the largest fundraiser hosted by Make-A-Wish Michigan, the WAM Bicycle Tour is meant to
raise money for families in need for their wish child. Over the years, WAM has been able to get
more than 1,000 cyclists and volunteers to participate in the tour. With the WAM 300 tour,
WAM 50 and WAM Jr., adding an extra spark to the mix will be just the thing to get more
Millennials involved. Millennials enjoy activities that can involved friends and family, however,
due to the time consuming idea that comes from this fundraiser, Millennials may have trouble
coming up with a reason to get involved.

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Adding a shorter course to the tour would increase participation as well as make an impact on
participants for future involvement. With the addition of a five mile ride for the younger
generation, it is one that does not require a lot of time and can go along with the other tracks
throughout the same event dates. An Instameet will be included in the event, letting Millennials
get involved through social media by using a hashtag like #WISHAMILE so MentalMedia
Consultants can track the event via Instagram.
Rationale: Millennials love to be involved with events; primarily events that involve the main
event (bicycle tour) and a virtual effort (Instameet) (Sorrells, 2013). Adding an extra track to the
other three on the event dates will allow Millennials to feel more involved with the event and
help them connect via the Instameet.
Budget Allocation: The addition of the extra event should be of no extra cost along with the use
of Instagram for the Instameet. Advertising cost for the event will be included in e-mails sent as
well as the use of social media ads on Facebook, Twitter and other useful channels.
Grand Rapids Walk For Wishes
Donations will need to increase by 20% for this year’s Walk For Wishes in Grand Rapids. In
order to accomplish this task, volunteers and attendees will need to be more pumped for what
this event represents. This is an event that celebrates all the wishes that have been made possible
by volunteers, families, friends and donations, yet wants to bring more awareness to what it
represents to grant more wishes in the future.

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Implementing a registration fee would be a start to the process. Although the event is normally
free, this is something commonly done with similar events in the nonprofit sector. Registration
fees would include $10 for early registration, $15 for day of event and free for children 10 and
under. With advertising used through social media and on the Make-A-Wish Michigan website,
information can be evaluated on a click-rate basis as well as the amount of donors who go
through the website to pre-register.
Rationale: Millennials are drawn most to nonprofits that benefit children. If our target audience
sees how much this event benefits children and the wishes granted, then they will be more likely
to get involved and donate. This also means that they will be more likely to pre-register or
register on the day of the event. It is about making an impact on social media and online efforts
to draw attention to the event, and reiterate the idea of WISHES ON FLEEK.
Budget Allocation: Including this with the other efforts used in the campaign, no other costs
will be needed for the Walk For Wishes Grand Rapids event.
Evaluation: Event funds can be tracked through click-rate and the amount of individuals who
pre-register. Registration will not be tallied until the day of the event to see how well the event
grew. Google Analytics and social media analyzers can be used to define the effectiveness of this
event.
Potential Return on Investment: Though there are no additional costs for this part of the
campaign, the addition of registration fees will be a part of 20% increase ($90,000) in donations.
This will also help in obtaining impressions for social media and the overall event.

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Wishes in Flight
E-mails will be sent for this part of the campaign. Information included about the Wishes in
Flight event would persuade consumers to donate flight miles for Make-A-Wish Michigan.
Seeing as how consumers who attend the Wish-A-Mile Bicycle Tour and Walk for Wishes will
be traveling to the event, in one way or another, sending e-mails to those who attend the events
afterwards will reinitiate the idea of donating and the need for flight miles. Though the e-mails
have already been factored into the budget allocation for the entire campaign, other ideas for
advertising to consider are as follows.
 Airport Advertising: Interchangeable ads between terminals draw a lot of attention at
airports. Advertising this way allows for a lot of people at one time to view the upcoming
event. Placing ads at the Detroit Metropolitan Wayne County Airport, Gerald R. Ford
International Airport and Bishop International Airport will allow for multiple consumers
to see the ads in one area.
For a four week interval, airport advertising can be purchased. This specific
campaign will use digital displays (two per airport) to advertise Wishes in Flight.
Prices range between $3,500 to $9,500 for the use of digital displays only (Blue
Line Media, 2016). These ads will be displayed at airport terminals for 12 months
out of the 12 month campaign goal. This will allow enough time for travelers to
have the potential to donate the 3 million airline miles needed for the campaign.
Social media will also be used to encourage the donation of airline miles.

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 Travel Bloggers: Millennials are really into travel. These are also individuals who look to
blogs for information before making purchasing decisions, so the same can be said when
looking for information on traveling. 33% of Millennials actually view blogs, which
means this is an audience that can be tracked and influenced (Schawbel, 2015). Using
travel bloggers to post for Make-A-Wish Michigan and have a type of guest blogger for
social media or the Make-A-Wish Michigan blog. Guest bloggers will be promoting the
Wishes in Flight donation campaign.
Budget Allocation: This will come at no cost for the budget. Bloggers will have to be willing to
help the Make-A-Wish Michigan campaign and this requires MentalMedia Consultants to reach
out to these individuals.
Evaluation: Based on the click rates for social media postings hosted by the travel bloggers and
donations made will MentalMedia Consultants be able to see an impact. Google Analytics will
be able to be used on the posts and blog pieces hosted by the bloggers.
Potential Return on Investment: The potential for these ideas to go well is great. There is
information to back up what is shown here as well as what is being invested in these placements.
Seeing as how 3 million flight miles are wanting to be raised for children associated with Make-
A-Wish Michigan, there are opportunities for this to occur. 83% ROI is possible for these
vehicles to be used and established in the campaign.

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Corporate Partners
Reaching out to local sponsors is the main target for this part of the campaign. This will allow
for MentalMedia Consultants to focus on the 60 new corporate partners that Make-A-Wish
Michigan would like to add to increase donations within the organization. Although local
partners alone will not be enough to generate donations, these are an important part of the
corporate partnerships to help make a difference. National corporations will be intertwined in the
generation of donations, as well.
 E-mail Targeting: National and local partners will be contacted through e-mail marketing
methods that are already available through the e-mail site set up for distribution. These e-
mails will include information about upcoming events (i.e. Walk For Wishes, Wish-A-
Mile Bicycle Tour, etc.) and how these partners can be of help to the organization. This
will utilize the #WISHESONFLEEK event and hashtag strategy to draw more attention to
what needs to be accomplished. Pinpointe as the e-mail provider uses evaluation methods
that will help MentalMedia Consultants determine how this marketing is being used and
if it is working. This will be run over the course of six months.
 Restaurant Week: Held in Grand Rapids, Restaurant Week will be a week dedicated to
raising awareness for Make-A-Wish Michigan for local sponsors to help endorse and for
national corporate sponsors to find out about through marketing. This week will be used
to gain donations from local sponsors through a 10% of local revenue from the week to
go towards donations for Make-A-Wish Michigan. Consumers will be charged at
restaurants $30 per meal for a three course meal (appetizer, main course and dessert).

53
This will be included at all restaurants participating in the event. Getting at least 5,000
Millennial consumers to participate will be the primary goal for this event.
o Social Media: Of course, social media will be a huge deal for this whereas
targeting local consumers of Michigan and the city of Grand Rapids to come out
for this week of good food for a good cause. Social media encounters will be of
no cost, in general, however, the use of paid ads will cover $500 of the $250,000
budget.
o Posters and Flyers: Posters and flyers will be used to gain attention to the event.
The posters will include information about the event and what restaurants will be
included. Showing that more information can be found on social media or on the
Make-A-Wish Michigan site will also be include. Poster and flyer prices vary.
These will be placed in Grand Rapids, where the population reaches over 193
thousand consumers. With the use of Printkeg for printing purposes, a total of
$217 (Printkeg, 2016).
o Radio Advertising: Advertising rates for one of Grand Rapids’ more favorable
radio stations, 105.3, ads cost on average $112 per 30 second ad per week
(Gaebler Ventures, 2015). Seeing as how this is only a weeklong event, ads will
be played for the month leading up to the event. A total of $448 will be used
towards this avenue for endorsing the event.
Rationale: Millennials are a mix of a little of every type of person, including foodies. Of the
Grand Rapids population, 30.7% are 25 years or older with a Bachelor’s degree, 66.7% have a

54
job of some sort and food sales were over $448 thousand last year. There is also a Hispanic
population that consists of 15.6% (United States Census, 2015).
Of the $250,000, the $1,165 used for this part of the campaign will allow for proper advertising
to be used for the event.
Evaluation: Social media will be moderated with shares and likes on the platforms that are used.
Depending on the outcome of the restaurant week will MentalMedia Consultants be able to see
how well this event does for bringing in donations and helping to draw in corporate partners.
Potential Return on Investment: Growing donations by $600,000 will be accomplished
through the 20% from Restaurant Week and the donations from local and national corporate
sponsors. Millennials will be incorporated into the mix and will provide donations to the event. If
5,000 Millennials were to participate in Restaurant Week at $30 each with 20% of that going
towards donations, a projected $30,000 will be raised.

55
Internal Communications
MentalMedia Consultants wants Make-A-Wish Michigan to reestablish a connection with the
internal partners (i.e. volunteers, employees, etc.). To kick-off the campaign, a kick-off event
will be held at the Make-A-Wish Michigan headquarters in Brighton, Michigan. This event will
introduce everyone involved to #WISHESONFLEEK and the new improvements to the
upcoming events. The event is intended to be fun and casual as internal sectors are informed of
the new marketing plans. T-shirts will be distributed and internal media options to be included
are video introduction and social media inclusion.
Horderves and soft drinks/water (light refreshments) will be included at the event for at least
800 people. This will be approximately $6 per person; $5,000 for food and drinks. $2,000 will be
used to get at least 1,000 t-shirts (RushOrderTees, 2016). Other projected costs include: DJ:
$499, Karaoke: $99 and Videographer: $1,000 (Party Pros, 2016).
Evaluation: This event will be evaluated based on overall event attendance, social media impact
and acknowledgment of future events brought to these individuals by Make-A-Wish Michigan.
Potential Return on Investment: The importance of this event is the fact that it will help to
bring attention to the cause and bring in potential volunteers and advocates. Although $8,598 of
the budget is being used, there will be a potential of 90% volunteer and internal committee
involvement within the six month time frame needed to make an impact.

56
Budget Summary
Social Media Paid Advertising
Facebook: $27,000
Twitter: $15,000
YouTube:$30,000
Total: $72,000
E-mail Marketing
$480 per month Total: $5,760
Video Series
$4,000 per minute video
Script Writing: $600
Location Services: $2,300
Talent: $750
Computer Animation: $2,000
Editing: $1,800
Music Licensing Fees: $250
Total: $15,700
WISHES ON FLEEK
Downtown Conference Center: $2,000
Refreshments: $8,000
DJ: $499
Posters and Flyers: $217
Total: $10,716
Wishes in Flight
Digital Displays: $3,500-$9,500 Total: $42,000
Restaurant Week
Social Media: $500
Posters and Flyers: $217
Radio Advertising: $448
$1,165
Kick-Off Event
Refreshments: $5,000
T-Shirts: $2,000
DJ: $499
Karaoke: $99
Videographer: $1,000
Total: $8,598

57
Flowchart
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
WISHES
ON
FLEEK
Social
Media
Website
Event
E-mail
Wish-A-
Mile
Social
Media
Event
E-mail
Grand
Rapids
Walk For
Wishes
Airport
Ads
Travel
Bloggers
Social
Media
Corporate
Sponsors
E-mail
Restaurant
Week
Social
Media
Posters
and Flyers
Radio Ads

58
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Internal
Kick-Off
Event
E-mail
Video
Series
YouTube

59
Creative Examples
E-mail Header Example

60
Airport Digital Display
Facebook and Twitter Examples

61
Event Poster Examples

62
Evaluation
MentalMedia Consultants is positive this campaign will be the product of dedication and hard
work. This campaign has been created to provide reasons for more people to get involved, make
donations and create a sense of community togetherness in the state of Michigan. To make sure
this campaign is going smoothly and at optimal sufficiency.
Most of the campaign is being monitored through social media accounts, Google Analytics, paid
e-mail servers and consumer participation at events. These separate accounts for evaluation will
measure the overall acceptance of the campaign through the individual events and campaign
objectives.
Restated Objectives:
 Reach 25% of the target audience by the end of the 12 month period.
 Increase social media engagement by 65% between Make-A-Wish Michigan and
Millennials over the course of the 12 month period.
 Raise $1.5 million through donations from the target audience over the 12 month period.
 Increase the number of volunteers within the target audience by 60% by the end of the 12
month period.
 Acquire 90% campaign awareness within the internal target audience over a 6 month
period.
Millennials will be accepting of the campaign through the several tactics that intertwine what
Millennials want out of a nonprofit organization nowadays. Seeing the main objectives come to

63
life from month to month within the 12 month campaign will drive the rest of the campaign. The
amount of donations gained from the different events will also be a great indicator for how this
campaign does in the year. Overall, this campaign will establish a connection with Millennials
and gain attention from future and current volunteers, corporate partners and the internal
constituents.
Conclusion
MentalMedia Consultants wants to provide Make-A-Wish Michigan with the best campaign that
provides all the elements needed to make an impact on the nonprofit segment. The elements
included will show to not only Millennial consumers that there is much more to a nonprofit
organization, but to those who are in the Michigan communities or have been involved before
with Make-A-Wish Michigan. For an organization that started with one wish, it has certainly
come a long way and continues to expand with each new year.
This campaign was designed for long-term impacts to be made and reused for years to come. It is
intended to bring people together, help sick children in need and communicate a message that
will be shared greatly within the Michigan communities. MentalMedia Consultants sees the great
potential in Make-A-Wish Michigan and with the use of this campaign and methods provided,
this organization will see more volunteers, donations and community commitment in the year.

64
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Kellas, S. (2014, July 9). Your YOLO is Making Me LOL – Do We Know Enough About the
Millennials?. Retrieved from http://www.sevendots.com.
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