Downtown Credo is a nonprofit coffee shop in Orlando that supports other local nonprofits through its profits. One of its partner organizations is New Image Youth Center, which assists inner city youth. Downtown Credo wants to raise awareness and funds for New Image Youth Center. It proposes a dance-a-thon event that would be promoted to its target market of 21-35 year olds in the Orlando area to both support New Image Youth Center and gain exposure for Downtown Credo. A survey will be conducted to evaluate interest and design of the potential dance-a-thon event.

1. Downtown Credo
in support of
New Image Youth Center

2. Organizational Summary
Downtown Credo is a 501(c) organization
operating as a non-profit coffee shop in
Orlando, Florida. The revenue received
from the coffee shop operation supports
other partnered non-profit organizations
in the local community. The coffee shop
is donation based pricing for their freetrade and eco-friendly goods. Downtown
Credo has community events for
entertainment and the equip the
community. Outside of their own events,
Downtown Credo also helps create
events and programs for the partnered
non-profits. One of the partnered nonprofits is New Image Youth Center, which
is located in the Parramore district of
Orlando, Florida. New Image Youth
Center’s mission is to assist inner city
youth through education and positive
programs.
PHOTO CREDIT: DOWNTOWNCREDO.COM
PHOTO CREDIT: TWITTER.COM/NEWIMAGEYOUTH
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3. PHOTO CREDIT: ROMAN RUSINOV

4. Partnership Goal
Downtown Credo and New Image Youth
Center are looking for fundraising
initiatives to support and raise awareness
about New Image Youth Center.
Downtown Credo desires to mobilize
clients and the local community, that
make up their target market, to support
the center.
GOAL:
By partnering together, we hope to
garner brand awareness and community
engagement, while raising support for the
center.
How can this GOAL be
reached?
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5. Event Research for
Goal Initiative
1
Create an event that gathers
the influencers of the city.
Create an event that will give
5 positive exposure to Downtown
Credo and New Image Youth
. Center.
2 Create an event that raises
financial support.
6
Create an event through
social media marketing.
3 Create an event that markets
to the key demographic and
buyer persona.
7
Create an event that will gain local
media attention.
4 Create an event that is fun and
engaging.
8 Create an event that gains interest in
long-term corporate sponsors.
5

6. Event Description for Goal Initiative
After accessing the desires for the event, we would like to propose the first
annual Downtown Credo Dance-A-Thon that benefits New Image Youth Center.
A Dance-A-Thon event will raise funds for New Image Youth Center, while
providing positive exposure for Downtown Credo. The Dance-A-Thon event will
take place in January 2014, after the 2013 holiday season. The initiative and
campaign will be promoted and marketed with the hopes of 300 in attendance
raising a goal of $10,000 for the New Image Youth Center. The event could be
hosted at the premiere night lounge; Elixir located in downtown Orlando.
The Downtown Credo Dance-A-Thon would be a twelve-hour dancing event,
where participants can raise sponsorship for the number of hours they continue
dancing.

7. Buyer Persona
The Key Participant
The buyer persona is a young-adult,
hipster, and vegetarian named Quinoa.
Quinoa is twenty-four year old female
residing in the Colonial Town district in
Orlando, Florida. She is a freelance
wedding photographer who completed her
Bachelor
degree
in
Interpersonal
Communications from the University of
Central Florida. She lives communally in a
house with four other young women. They
spend their time working from local coffees
shops, gardening, attending local farmer’s
markets, dancing and drinking at local
bars. She produces enough income to
cover her expenses while still being able to
travel and have free time.
PHOTO CREDIT: PINTEREST
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8. Target Market
Research and Analysis
The target market is a
young adult between the
ages 21-35 who are either
graduates
or
pursuing
graduates while employed.
The target market would be
residence
from
the
Downtown Orlando area
suburbs that enjoy being
connected to local events
and organizations. These
are young adults who
frequent local cafes, art
galleries, and open-mic
nights. They also spend
their weekend time going
downtown to bars or clubs.
Their psychology is that
of an easily swayed and
influenced
spender,
interested in the hip
events and fear being left
out. They embody a
“young and free” lifestyle,
even into there 30s,
experiencing a peter-pan
syndrome. On average,
the target market would
attend up to two events
weekly and pay from $5$10 as a cover for clubs,
gallery events, bars, or
concerts.
They are young adults who
enjoy dancing and socially
drinking. They also hold
various personal convictions
dictating their lifestyle
choices, for example
veganism, free-trade buy,
etc. The target market wants
to feel as if they are
contributing to change in
society but want to be
catered to, entertained,
without too much social and
monetary investment.
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9. Current Situation
Downtown Credo has local brand awareness and is gaining publicity, but often fails
at engaging through their social media platforms.
They do have a current employee with the responsibility of the social media
platforms. Currently, Downtown Credo hosts community events, but is not equipped
to properly market these events.
The relationship between Downtown Credo and the target market is a face-to-face
relationship. The relational moments are seen in the coffee shop more than outside
the shop.
Supporters and frequenters of the coffee shop and its events have positive
feedback. These people often use word-of-mouth marketing which is how new
interest is gained. Since Downtown Credo does not have a consistent conversation
with the target market through social media platforms, new interest is missed.
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10. 10

11. Competitive Analysis
The main market leader is this coffee and community industry is Stardust Café
in Winter Park, Florida. The café has games and DVDs to watch, hosts the
Monday Audubon Farmer’s Market, small performers, and other community
events. Considered a direct competitor, a large indirect competitor would be
Starbucks since it’s an international brand for coffee distribution. Starbucks
however does have social engagement through social media but does not hold
local community events, so in the case of the Dance-A-Thon; it should not be a
direct competitor. Stardust offers a great calendar of events and is consistently
hosting events that the garner a large following and participants.
Where as, Downtown Credo has less frequent community events. I believe
having consistency in an offering for the target market to participate in, builds
momentum and following. The Dance-A-Thon event will be set apart from
Stardust events because it will be hosted outside of the café environment at a
premiere bar location with larger square footage. As well, Downtown Credo’s
events benefit local charities or non-profit organizations and Stardust’s
proceeds’ benefit the café and artists solely.
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12. SWOT ANALYSIS
STRENGTHS
Coffee shop
patrons/customers are
greeted and explained
the story behind
Downtown Credo’s
operation.
The services/products
provided are donationbased, so cheaper than
competitors.
The coffee used is free
trade and assisting
growers in developing
countries.
Patrons/Customers like to
spend hours at the
location due to the
friendly environment.
WEAKNESSES
Proper instructions are
not always given to new
patrons/customers.
Baristas are
overwhelmed by chatty
customers and
withdraw.
Can not offer incentives
since services/products
could be free.
Little social media
investment in current
audience.
Events not
marketed/promoted
OPPORTUNITIES
Social media can be
utilize to engage, reach
out, and invest in current
and potential clientele.
Creative solutions for
incentives.
Influencers from the
Florida Hospital and other
corporate partners.
Target markets
Event and rental space
development.
Communication strategy
created so all
employees/volunteers
pass information
correctly.
THREATS
Niche market targeted.
Competitive intentions
from Stardust Film and
Coffee.
No growth due to lack
of social engagement.
Employees do not pass
on the culture of
Downtown Credo.
Possible future
locations.
Poor communication
Inconsistent
community events.
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13. Evaluation and Pitch
The Dance-A-Thon initiative needs substantial research to properly market the event and garner appropriate attendance and participation
for a successful night. A primary research goal is to discover if the target market has interest in participating, and in what form of
fundraising.
Research is needed to decide if we should pursue business sponsors for the event. Local businesses and corporations can use donations
or charitable giving to gain positive publicity. They enjoy partnering with non-profit organizations or causes that help the local community.
Hope College in Holland utilized pledges from business donors to support the million dollar building plan for a new sports arena. Obtaining
a few business sponsors for the event will benefit the business, the event, and New Image Youth Center.
Through my research, pledging for the dancers should be used, and one-time donations used for supporting the event.
As well, research should be conducted to see if events where part of the proceeds benefit charity have higher attendance. Microsoft New
Zealand hosted a Teched event, had one of the largest turnouts by population due to engaging consistent events, and announced that it
would be giving away Microsoft software to 27,000 eligible charities locally. I believe organizations that give back, usually have higher
attendance at conferences and events.
Even recently, a group of Orlando “leading technology partners” awarded bicycles to A students at Tangelo Park Elementary School during
their first “parade of bicycles” event. Companies are interested in investing in the future generation and helping children (NACR). I believe
that with this information, one could surmise that business and the general public have a positive outlook to being involved with charitable
giving and events when it helps children.
Finally, research will need to provide data if the target market invest in social ways to help to community. In the Journal of Marketing
Management, analysis who volunteers. Through their statistical analysis, people who volunteered did so in groups most often. People
enjoy investing not by just giving money or donating goods, but by physically being involved. The long-term joy of socially contributing in a
group seems to pay off. I have grouped the participants into single participants, group participants, and couple participants for the event.
The research design to answer these key needs will be done by surveying 100 people from the target audience at random from Orlando’s
population of 249,562 per the 2012 U.S. Census Bureau. This will provide randomization in gender, economic status, age, and ethnicity.
The survey will be delivered in an online method to allow for anonymity .

14. SMART GOALS
Specific: Collect online
surveys to represent the
populations interest in
event details.
Measurable: Receive
100 online surveys to
analyze data.
Time-bound: One
month target date to
collect 100 online
surveys.
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15. GENDER RATIO
For Online Survey
53%
Fifty-three percent of the Orlando population is
female. Out of 100 collected online surveys,
we hope that this percentage represents
female survey participants.
47%
Forty-seven percent of the Orlando population
is male. Out of 100 collected online surveys,
we hope that this percentage represents
female survey participants.
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16. Survey Distribution
Projected Schedule and Numbers
WEEK 1
WEEK 2
WEEK 3
WEEK 4
Number of
Surveys Sent
50
50
50
10
Goal Number of
Surveys
Completed
30
35
30
5
Varied Amount
20
15
20
0
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17. Media
Schedule
Targeting
-Print Flyers
-Online Events Blogs
-Print Publications & Newspapers
-Online Publications & Newspapers
-Paid Online Ads
-Radio Ads
-Television Ads
-Unpaid Online Ads or Social Media Promotion
-Email blasts
Goals
-Probono
-Article coverage pre and post event
-On the night event coverage and live tweeting
-Solicite Volunteers
-Solicite Ticket Purchases
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18. Budget
Event Business Sponsors - $1,000
Includes 4x6 banner advertisement at the event, partnership logo on event website
and volunteer t-shirts.
Confirmed Event Business Sponsors – Florida Hospital and Evergreen Lawn care.
Premium Event Business Sponsors - $5,000
Includes 4x6 banner advertisement at the event, partnership logo on event website
and volunteer t-shirts, and logo of red-carpet scrim.
Confirmed Premium Event Business Sponsors – New Image Youth Center, Downtown
Credo, and Elixir Bar Room and Hash House.
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19. Integrated Marketing
Strategy
-Street Marketing
-Flyers
-Websites
-Social Media
-Event listings on event calendars
-Article coverage
-Paid Facebook post promotes
-Radio and TV air time
-Email newsletter/email blasts
-Word of mouth
-Local bloggers
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20. Carilee Spence
Orlando, Florida
Carileespence.com
Carilee.spence@gmail.com
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21. Thank you

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