The document is a marketing communications campaign proposal by Red Hare Creative to engage millennials in Make-A-Wish Michigan's mission to grant wishes. It outlines goals to raise donations to $1.25 million and increase volunteer numbers by 20% through a strategic $250,000 integrated marketing plan called 'Imagination.' The campaign intends to create engaging events for millennials, balance traditional and digital marketing approaches, and utilize public relations tactics to ensure successful outcomes.

1. INSPIRING AND ENGAGING
MILLENNIALS TO JOIN
MAKE-A-WISH MICHIGAN’S
WISH GRANTING MISSION
December 21, 2015
An Integrated Marketing Communications
Campaign Proposal Created for
INSPIRING AND ENGAGING
MILLENNIALS TO JOIN
MAKE-A-WISH MICHIGAN’S
WISH GRANTING MISSION
December 21, 2015
An Integrated Marketing Communications
Campaign Proposal Created for
AUDUBON, NEW JERSEY
Make-A-Wish Michigan Campaign Proposal Copywrite ©2015 Red Hare Creative. CONFIDENTIAL
RED HARE CREATIVE

2. Make-A-Wish Michigan Campaign Proposal | 3
December 21, 2015
Ms. Karen Davis, President
Make-A-Wish Michigan
7600 Grand River Ave. Suite 175
Brighton, MI 48114
CC: Ms. Sherri Collins, Vice President of Marketing and Brand Development
Dear Ms. Davis,
We here at Red Hare Creative are extremely excited and grateful to have the opportunity
to further the mission of Make-A-Wish Michigan. We believe everyone deserves a chance
to see their dreams fulfilled, and are enthusiastic to work on such an awe-inspiring cause.
As you read through this proposal you will find we have a unique approach to marketing.
We are strategic by keeping the client and the consumer in mind. But our skills do not end
there, we are creative and like to look at a situation and then turn it inside out to see what
else we can glean. We want you to think of Red Hare Creative not as your agency, but an
extension of your marketing department. We want to be your marketing superheroes.
The proposal was constructed two key overarching campaign goals in mind. First is to
increase donations to $1.25 million, the second is to increase the number of volunteers by
20% during the 2016 calendar year. Our methods consist of a strategic $250,000
integrated marketing communication plan executed over a period of twelve months. This
campaign will be called Imagination, and will focus on recruiting Millennial donors and
volunteers in the state of Michigan.
My team and I look forward to having the chance to work with you. I will call your office on
Monday, January 2 to set up a meeting to discuss our proposal in greater detail.
Sincerely,
Kate LaCorte
Founder and CMO

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TABLE OF CONTENTS
Executive Summary 5
About Red Hare Creative 6
Make-A-Wish 8
Situational Analysis 11
Competitor Analysis 14
Target Market Description 18
SWOT Analysis 22
Focus Group Report 23
Integrated Communication 24
Strategy Statement 24
Brand Positioning 25
Brand Personality 25
Brand Perception 26
Creative Brief 27
Integrating the Idea at Various Communication Touch points 28
Communications Plan 30
Internal Communication Plan 54
Communication Plan Timing Flowchart 55
Campaign Budget Summary 56
Evaluation Plan 58
Conclusion 62
Appendix 63
Press Release 64
Focus Group Moderator Guide 65
References 67

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EXECUTIVE SUMMARY
The size of a wish is limited only by imagination. The Millennial group is
not far from childhood themselves, and Red Hare Creative plans to
remind them exactly how important imagination is in furthering the
mission of Make-A-Wish Michigan.
Significant research has been conducted, including a focus group study
of Millennials that produced noteworthy insights. This particular group is
certainly open to donating their time or money to Make-A-Wish
Michigan. However, they don’t give blindly. They research all their
options and they look if there is something in it for them. There appears
to be two main motivators for this Millennial group, the cause either
needs to be fun and beneficial for them, or they must have some other
personal connection to it.
With the needs of the organization in mind, two key campaign objectives
were identified; to increase donations to $1.25 million, and to increase
the number of volunteers by 20% during the 2016 calendar year. This
will be executed via eight deliverables; to build one replicable event
tactic, develop a plan to attract more Millennials to Wish-A-Mile,
increase donations 20% for the Grand Rapids Walk for Wishes, raise 3
million miles in 2016 for Wishes in Flight, develop a promotion to recruit
45 Spanish-speaking volunteers, creation of an internal communication
plan for employees and volunteers, and finally to develop a plan to retain
and grow corporate partner engagement by 20%.
Millennials need to see immediate results, and they need to have fun
doing it. Therefore, Red Hare Creative will create events and
opportunities for Millennials to engage with current Make-A-Wish
Michigan employees and volunteers and have fun at the same time! This
will be key in the Imagination Campaign.
Throughout the campaign, Red Hare Creative will provide realistic plans
with achievable results. This proposal will blend traditional tactics, the
leveraging of technology, and a heavy dose of public relations. The
rollout of this campaign will include an integrated marketing
communication approach that will build multiple touch points in the
segment.

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ABOUT RED HARE CREATIVE
Conventional wisdom says those who are slow and
steady win the race. Here at Red Hare Creative, we
believe in today’s world of rapid communication and
24-hour news, if you take the tortoise route, you’ll
never make it to the finish line.
Just because we’re fast doesn’t mean we cut corners
or take the easy way out. We’re strategic. We’re
thoughtful. We get to the root of the issue. Fast.
So fast, some say we’re faster than a speeding
bullet—but that might just be folklore.
Think of the Red Hare Creative team as your own
personal marketing department, delivering creative
ideas, strategic plans, and amazing results at the
speed of thought.
We are Red Hare Creative.

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WHAT WE DO
Red Hare Creative is a full service agency founded in the suburbs of
Philadelphia in 2016. As an integrated marketing communication
agency, we understand marketing needs come in all shapes and
sizes. Therefore, we specialize in utilizing strategy, digital and content
marketing, and brand management to get the most out of any
budget. Our expert team has experience from the hyper local to the
global level. No company or challenge is too big or too small.
AGENCY CREDENTIALS
Red Hare Creative may be a new face on the block, but our team has
the combined experience of over 30 years in the marketing
profession. Kate LaCorte, our founder, has worked in a variety of
organizations ranging from start-ups and non-profits to large, national
and global fortune 500s. Kate brings experience from the world of
planned giving, HR consulting and outplacement, local media, and
insurance—a range that will surely benefit any organization partnering
with Red Hare Creative

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MAKE-A-WISH
Hope, strength and joy. These three words describe the core of
Make-A-Wish Michigan. Bringing hope, strength and joy not only to
the child in need, but their family and the community in which they
live.
Volunteers, donors, and supporters advance the Make-A-Wish
Michigan vision to grant the wish of every child diagnosed with a life-
threatening medical condition (Make-A-Wish, 2015). In the United
States and its territories, on average, a wish is granted every 37
minutes (Make-A-Wish, 2015). The Michigan chapter alone has
granted over 8,000 wishes in its 30 years (Make-A-Wish Michigan,
2015). The organization believes a wish experience can be a game-
changer (Make-A-Wish, 2015). And this one belief guides and inspires
the entire organization to grant wishes that change the lives of the
kids they serve (Make-A-Wish, 2015).
The values of Make-A-Wish Michigan serve as the map to attain their
vision of granting the wish of every eligible child and are the guidelines
to the organizations priorities and lead the way in everything they do
(Make-A-Wish International, 2015). This is an organization who values
integrity and approaches every aspect of their work with unwavering
standards of honesty, transparency, and respect for wish recipients,
their families, and supporters (Make-A-Wish International, 2015). This
is clear with their business practices to always put the interests of
wish children first (Make-A-Wish International, 2015)., this is an
organization that aspires to be the best in it’s class and embraces the
challenge to exceed expectations at every opportunity (Make-A-Wish
International, 2015).
Make-A-Wish Michigan doesn’t just stop at granting a wish for a
child; they foster a community with their mission and are always
looking for ways to collaborate not only with their staff but also with
volunteers and donors (Make-A-Wish International, 2015).

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BRANDING
Make-A-Wish Michigan has a very strong brand at the state, national,
and international levels. Brand guidelines are clear and concise
making it easy to interpret for thousands of employees and
volunteers. Many brand and event toolkits are available on the Make-
A-Wish Michigan website for download, as well on the national and
international websites. The brand has a strong sense of self and is
easily recognized. The large images and bright Make-A-Wish
Michigan blue are friendly and cheerful reminders of how gratifying
wish granting is. The look and feel is carried out in all Make-A-Wish
Michigan materials, whether they are direct mail pieces for events,
websites and landing pages, event materials or social media
presences. Overall, it is a cohesive and well-executed brand.
SOCIAL MEDIA
When looking at the social media presences of the organization it’s
active on the major channels Facebook, Twitter, Instagram and
YouTube. However, some channels are more active than others.
The YouTube channel for example has a host of videos, 95 to be
exact, but the last one is from seven months ago. It appears more as
a hosting area for videos, rather than a strategic social and search
platform. This is the only social page that doesn’t reflect any
branding.
Facebook and Twitter both receive regular and valuable content
updates. Ranging from updates on wish kids and their wishes, to
updates about the national Make-A-Wish brand and event or
fundraisers that are going on. While all of this is solid and valuable
content it doesn’t leave a lot of room for conversation with the
followers. The current social approach seems to be more of a
megaphone than a conversation.
The Instagram account for Make-A-Wish Michigan seems to be the
social heartbeat of the organization. The updates come on a regular
cadence and have dozens of likes and comments. Despite having the
smallest online audience out of Facebook, Twitter, and Instagram
with only about 1,500 followers, it surely is the most engaged.

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WEBSITE
While the Make-A-Wish Michigan website is easy to navigate and
search, it looks exactly the same as any other Make-A-Wish chapter
site. This is clearly a deliberate branding choice, but can be confusing
to the users who may be looking for the local chapter site. The
website is responsive which makes for a great user experience
whether they are on a mobile device, tablet, or desktop.

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SITUATIONAL ANALYSIS
Nonprofit organizations in today’s economy have several unique
challenges they must overcome in order to accomplish their goals.
WORKFORCE CHALLENGES
In recent years there has been widespread concern in the nonprofit
sector about premature turnover of development directors, lengthy
vacancies in the role, and the seemingly thin pool of qualified
candidates from which organizations can choose (Cornelius & Bell,
2013). The development director is commonly labeled a “revolving
door” position, and “the hardest to fill and retain” by executives,
board members, funders, and capacity builders alike (Cornelius &
Bell, 2013). At the same time, development directors frequently
lament the lack of consistent attention to fund development from
executives, staff, and board members, creating a frustrating scenario
(Cornelius & Bell, 2013). There are considerable problems in the
development director role across the sector, but there are also
deeper challenges that undermining the ability of nonprofits to raise
the money they need to succeed (Cornelius & Bell, 2013).
Organizations aren’t finding enough qualified candidates for
development director jobs (Cornelius & Bell, 2013). Executives also
report performance problems and a lack of basic fundraising skills
among key development staff (Cornelius & Bell, 2013). Beyond
creating a position and hiring qualified candidate, organizations and
their leaders need to build the capacity, the systems, and perhaps
most importantly, the culture to support fundraising success
(Cornelius & Bell, 2013).
LACK OF BOARD SUPPORT
Executives overwhelmingly say board engagement in fundraising is
lacking (Cornelius & Bell, 2013). Three out of four executive directors
with operating budgets of under $1 million call board member
engagement insufficient (Cornelius & Bell, 2013). 17% of executive
directors report their boards have no involvement in fundraising at all
(Cornelius & Bell, 2013). One in four executives report that they lack
the skills and knowledge to secure gifts and one in five don’t

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particularly like doing it (Cornelius & Bell, 2013). An overwhelming
majority of executives— 79%—agreed that executive competency in
securing gifts is “very important” (Cornelius & Bell, 2013). However,
26% identified themselves as having no competency or being a
novice at fundraising (Cornelius & Bell, 2013). Further, among
executives who reported that asking individuals for contributions was
one of their primary responsibilities, 18% said they dislike it (Cornelius
& Bell, 2013).
SOCIAL ISSUES FACING NON-PROFITS
MORE DEMANDS TO SHOW RESULTS
A majority of charitable organizations are struggling to find KPIs and
other metrics to measure their effectiveness, with donors biting at
their heels (Perry, Preston, & Walla, 2012). The “overhead ratio”—the
share of a nonprofit’s money that it spends on administration—is
under assault from nonprofit experts, but it still holds sway with many
donors and some charity regulators (Perry, 2011). No perfect
evaluation measure has come along to replace it, and perhaps it’s
unrealistic to think one could (Perry, Preston, & Walla, 2012).
INNOVATION (AND COMPETITION) FROM SOCIAL
ENTERPRISES
Excitement about organizations that use a for-profit business model
to help solve social and environmental problems showed no signs of
abating (Perry, Preston, & Walla, 2012). Several states,
including California, created new corporate structures that allow
companies to incorporate social purpose into their businesses and
put social goals ahead of profits (Perry, Preston, & Walla, 2012).
SKILLED VOLUNTEERS ARE THE NEW PRO BONO
It used to be that pro bono publico was only for lawyers and CPAs.
Now all types of skilled volunteers are looking for ways to contribute
their expertise to causes (National Council of Nonprofits, 2015). They
are linking up with nonprofits through “supported pro bono”
programs that streamline the process. They ensure that the project is
teed up and ready for a volunteer, and that the candidate has the

12. Make-A-Wish Michigan Campaign Proposal | 13
right expertise and also understands the nonprofit landscape
(National Council of Nonprofits, 2015).
DONORS DON’T JUST GIVE, THEY EXPECT TO ENGAGE
Today a donor’s “engagement journey” to a nonprofit looks very
different from the past (National Council of Nonprofits, 2015). Different
donors take different journeys, which are driving nonprofits to
segment their messages and strategize communications across
multiple channels and devices (National Council of Nonprofits, 2015).
This is bigger than just “mobile” (National Council of Nonprofits,
2015). Being up-to-speed with the latest technology and best
practices in communications/marketing is no longer optional; it’s
mandatory for a nonprofit’s sustainability and effectiveness (National
Council of Nonprofits, 2015).
THE RESOURCE SQUEEZE
Nonprofit leaders’ biggest challenge for 2015 remains finding
resources, including raising the money needed to sustainably
advance nonprofit missions.
ADVANCING MISSIONS THROUGH ADVOCACY
Nonprofit staff, board members, and grant makers alike are
becoming more aware of the need to engage in advocacy to remove
barriers, protect, and promote nonprofit missions (National Council of
Nonprofits, 2015).
TRUTH TRUMPS MYTHS ABOUT OVERHEAD
Nonprofits are increasingly pushing back against the widespread
misunderstanding of overhead and using transparency to help
donors, grant makers, and governments understand that it costs
something to deliver a nonprofit’s mission (National Council of
Nonprofits, 2015).

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COMPETITOR ANALYSIS
Make-A-Wish Michigan has a unique and inspiring cause, however
there are some organization that may compete for volunteers and
donations. These organizations all seek to help children who are
suffering life-threatening disease but accomplish this in many different
ways.
FIRST TIER:
THE RAINBOW CONNECTION
Since 1985 thousands of Michigan children with
life threatening illnesses have experienced their
most special dream come true due to the Rainbow
Connection (The Rainbow Connection, 2014). The
Rainbow Connection is a Michigan based charity dedicated to
granting wishes for Michigan children who are literally fighting for their
lives (The Rainbow Connection, 2014). The Rainbow Connection’s
annual budget is $2.3 million (The Rainbow Connection,
2014). Dreams can be as simple as a computer, going to the Super
Bowl, or a glorious trip to Disney World, this organization makes
dreams come true throughout the year (The Rainbow Connection,
2014).
FIRST TIER:
ST. JUDE CHILDREN’S
RESEARCH HOSPITAL
St. Jude Hospital has spent more than half a
century finding cures and saving children, and
groundbreaking research has helped push the
survival rate for childhood cancer from less than
20% in 1962 to more than 80% today (St. Jude
Children's Research Hospital, 2015). Unlike other hospitals, the
majority of funding for St. Jude comes from generous donors (St.
Jude Children's Research Hospital, 2015). It costs $2 million per
day to operate St. Jude, and public contributions provide 75 percent
of the funds necessary to operate the hospital (St. Jude Children's
Research Hospital, 2015).

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The kids who come to St. Jude are suffering from life-threatening
childhood illnesses and approximately 7,800 patients are seen each
year (St. Jude Children's Research Hospital, 2015). Families never
receive a bill from St. Jude for treatment, travel, housing or food (St.
Jude Children's Research Hospital, 2015). While insurance is
accepted, many services provided by St. Jude have never been
covered by insurance, and will not be in the future (St. Jude
Children's Research Hospital, 2015). In fact, only 12% of the money
to operate the hospital comes from insurance recoveries and 10%
comes from grants (St. Jude Children's Research Hospital, 2015).
This is different than most other hospitals that can generate more
than 90% of their revenues from insurance recoveries and other
sources (St. Jude Children's Research Hospital, 2015).
SECOND TIER:
RONALD MCDONALD
HOUSE CHARITIES
Adult parents, legal guardians, siblings and
other family members of children being cared
for in a local hospital are eligible to stay with
the Ronald McDonald House (Ronald McDonald House of Detroit,
2015). The child must be younger than 21 years of age (Ronald
McDonald House of Detroit, 2015). The organizations request a
donation of $10 per night; however, they will never turn a family away
due to a lack of funds (Ronald McDonald House of Detroit,
2015). Since then, Ronald McDonald House has provided thousands
of families and children with desperately needed stability at a time
when serious illness or injury has turned their world upside down
(Ronald McDonald House of Detroit, 2015). Families are able to live
right by the hospital at the Ronald McDonald House of Detroit, so
they can keep providing their kids with everyday acts of love: home-
cooked meals, bedtime stories, hugs and kisses (Ronald McDonald
House of Detroit, 2015).
The first Ronald McDonald House opened on October 15, 1974 in
Philadelphia, PA (Ronald McDonald House of Detroit, 2015). But it
didn’t take long for the idea to quickly spread across the United

15. Make-A-Wish Michigan Campaign Proposal | 16
States (Ronald McDonald House of Detroit, 2015). With guidance
from the national McDonald’s Corporation, the doors of RMHC
Detroit opened in November of 1979, adjacent to the DMC Children’s
Hospital of Michigan, becoming the 11th Ronald McDonald House
location to open (Ronald McDonald House of Detroit, 2015). Since
the opening of the Detroit house, locations have also opened in Ann
Arbor and Grand Rapids (Ronald McDonald House of Detroit, 2015).
There are more than 300 Ronald McDonald House locations around
the world (Ronald McDonald House of Detroit, 2015).

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CHARITY NAVIGATOR RATINGS
Below is a chart of current ratings from Charity Navigator, which
provides a snapshot view of how Make-A-Wish Michigan compares
to their competitors in various areas. As the chart shows, Make-A-
Wish Michigan is equal to or outperforms many of the competitors in
a variety of categories.
The Rainbow Connection is the most direct competitor of Make-A-
Wish Michigan. They outperform MAWM in a many individual
categories, but overall MAWM has a larger revenue base, therefore
giving an advantage in its ability to grant more wishes. As for St.
Jude’s Children Hospital it is not as highly rated as MAWM, it also has
significantly more expenses—which is not surprising considering it’s a
research hospital. Finally, Ronald McDonald House, while not a top
tier competitor, is still one MAWM should keep an eye on. MAWM
outperforms in more categories than not, but Ronald McDonald
House has a stronger fundraising efficiency, which could be enticing
to potential donors.
(Charity Navigator, 2015)
Organization Make-A-Wish
Michigan
The Rainbow
Connection
St. Jude’s Children
Hospital
Ronald McDonald
House Charities of
Southeastern
Michigan
Overall Rating 4 Stars 4 Stars 3 Starts 2 Stars
Accountability &
Transparency (out
of 100)
97.00 92.00 100.00 96.00
Finance
(out of 100)
92.91 91.96 83.90 69.61
Program
Expenses
82.4% 90.7% 68.3% 71.1%
Administrative
Expenses
8.4% 4.1% 10.8% 11.3%
Fundraising
Expenses
9.0% 5.1% 20.7% 17.5%
Fundraising
Efficiency
$0.09 $0.05 $0.19 $0.18
Primary Revenue
Growth
11.7% 7.6% 8.2% -1.5%
Program
Expenses Growth
10.8% 7.8% 4.6% -3.5%
Working Capital
Ratio (years)
0.26 0.97 2.67 2.43
Revenue $6,303,731 $2,031,576 $1,330,639,597 $1,186,683

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TARGET MARKET DESCRIPTION
The Millennial generation, also known as Generation Y, ranges in age
from 18 to 34 (Pew Research Center, 2014). It is estimated there are
79 million Millennials (25% of the general population) in the United
States, exceeding their Baby Boomer parents by about 3 million
(Interbrand Design Forum, 2015). They are relatively unattached to
organized politics and religion, linked by social media, burdened by
debt, distrustful of people, in no rush to marry, yet optimistic about
the future (Pew Research Center, 2014). This group has just begun
to venture out on its own; starting their first jobs and buying their first
homes, this of course comes the responsibility of making all of their
own purchasing decisions (Interbrand Design Forum, 2015).
Research shows about 75% of Millennials stated they were primarily
responsible for most of these household decisions (Interbrand Design
Forum, 2015). Just 26% of this generation is married (Pew Research
Center, 2014). Accenture estimates that Millennials hold over $600
billion in spending power (Interbrand Design Forum, 2015).
BRANDS AND SOCIAL RESPONSIBILITY
Looking at the generation as a whole, there are three key
considerations Millennials use when choosing a brand:
trustworthiness, high quality, and low price (Interbrand Design Forum,
2015). Like any other generation, Millennials are far from a
homogenous group (Handley, 2013). In order to truly unlock their
potential, Make-A-Wish will need to show an understanding of their
audience, speak in their language, and provide something of value
because when engaged in a meaningful way, they’ll respond
(Handley, 2013).
Millennials are looking for authentic ways to make a difference
(Tandon, 2014). That means they want transparency, they want
immediacy, and they want to be a part of the critical equal (Tandon,
2014). The more direct the interaction, the more powerful the
experience (Tandon, 2014). Millennials want to be able to see the
change personally (Tandon, 2014).

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RACE
This is America’s most racially diverse generation, a trend driven by
the large wave of Hispanic and Asian immigrants who have been
coming to the U.S. for the past half century, and whose U.S.-born
children are now aging into adulthood (Pew Research Center, 2014).
43% of Millennial adults are non-white, the highest share of any
generation (Pew Research Center, 2014). About half of newborns in
America today are non-white, and the Census Bureau projects that
the full U.S. population will be majority non-white sometime around
2043 (Pew Research Center, 2014).
POLITICS
The racial makeup of today’s young adults is one of the key factors in
explaining their political liberalism (Interbrand Design Forum, 2015).
Across a range of political and ideological measures, white
Millennials, while less liberal than the non-whites of their generation,
are more liberal than the whites in older generations (Interbrand
Design Forum, 2015). Pew Research Center surveys show that half of
Millennials (50%) now describe themselves as political independents
and about three-in-ten (29%) say they are not affiliated with any
religion (Pew Research Center, 2014). These are at or near the
highest levels of political and religious disaffiliation recorded for any
generation in the quarter-century that the Pew Research Center has
been polling on these topics (Interbrand Design Forum, 2015).
TRUST, OPTIMISM, AND BURDENS
Millennials have emerged into adulthood with low levels of social trust
(Pew Research Center, 2014). In response to a long-standing social
science survey question, “Generally speaking, would you say that
most people can be trusted or that you can’t be too careful in dealing
with people,” just 19% of Millennials say most people can be trusted,
compared with 31% of Gen Xers, 37% of Silents and 40% of
Boomers (Pew Research Center, 2014).
This generation is somewhat more upbeat than older adults about
America’s future, with 49% of Millennials saying the country’s best
years are ahead, a view held by 42% of Gen Xers, 44% of Boomers

19. Make-A-Wish Michigan Campaign Proposal | 20
and 39% of Silents (Pew Research Center, 2014). However, the new
generation of college graduates also has their own economic burdens
(Pew Research Center, 2014).
As Generation Y is entering adulthood with record levels of student
debt: Two-thirds of recent bachelor’s degree recipients have
outstanding student loans, with an average debt of about $27,000
(Pew Research Center, 2014). Two decades ago, only half of recent
graduates had college debt, and the average was $15,000 (Pew
Research Center, 2014). With a larger strain on finances, Generation
Y may be more hesitant to donate their earnings to a nonprofit, or
may donate less than those without such a large financial burden.
RECOMMENDED SEGMENT FOCUSES
CONFIDENTLY CONNECTED
The segment of Millennial Make-A-Wish should focus on could be
called “Confidently Connected” (Handley, 2013). This group is
satisfied and upwardly mobile, and they advocate for their generation
(Handley, 2013). In social media, they’ll post about news that matters
to them and they have a strong point of view but are seldom offensive
(Handley, 2013). They’re a group of motivators, posting inspirational
quotes, business tips, and guidance (Handley, 2013). Confidently
Connecteds are the most likely to engage with brands in positive
ways (Handley, 2013). They are avid sharers who respond to
promotions, hashtags, giveaways, and sweepstakes (Handley, 2013).
For them, these actions are less about branding themselves and
more about sharing great deals with others and engaging with the
brand in order to receive something (Handley, 2013). Since this group
is so eager to engage and share they are primed to help spread and
support the Make-A-Wish Michigan mission.
To reach this desirable audience, marketers need to be additive in
their quest for enrichment, Confidently Connecteds curate brands
and experiences as a way of adding value to their life (Handley, 2013).
If you’re not adding, you’re subtracting from their precious time
(Handley, 2013). This is particularly important to Make-A-Wish when
creating volunteer activities or events for this group.

20. Make-A-Wish Michigan Campaign Proposal | 21
Generation Y are careful planners and educated consumers, and
Confident Connecteds in particular spend after they’ve done
extensive research (Handley, 2013). However, they are also more
likely to respond to corporate social responsibility efforts (Handley,
2013). This group is particularly interested in health & wellness,
sporting goods, consumer electronics, and home goods (Handley,
2013).
INDIE DREAMERS
The second group Make-A-Wish should focus their efforts and time
are the Indie Dreamers group of Millennials. While this group may not
directly interact with Make-A-Wish, they have a loud and strong voice
that could cascade throughout the Confidently Connected group.
This group talks in a similar way to the Confidently Connected
segment, but will buzz more about good and bad experiences with a
brand, either by talking about them personally or directly to the
company using their Twitter handle (Handley, 2013). They also mock
those who are out of style or outdated (Handley, 2013). This means
they can be a brand’s greatest advocates or biggest detractors
depending on their whims (Handley, 2013). This is a group that is well
adjusted and socially aware, and they enjoy artistic expression
(Handley, 2013). They use social media to share their most valuable
opinions and unique life experiences, as well as to connect with their
friends and followers (even though a significant portion of their
followers may be people they’ve never met) (Handley, 2013).
In order to reach this audience, brands must be quirky and unique;
the Indie Dreamers want to stand out (Handley, 2013). This group
values brands that set them apart and highlight their individuality and
creativity (Handley, 2013). Brands need to be valuable to their life
pursuit; the Indie Dreamers are always looking for the benefit in things
especially how they support their personal goals and identities
(Handley, 2013). Make-A-Wish will need to provide them with
information, connections, or experiences that support their
individualistic drive (Handley, 2013). This group is particularly
interested in financial services, home goods, food & drink, and
entertainment (Handley, 2013).

21. Make-A-Wish Michigan Campaign Proposal | 22
SWOT ANALYSIS
Make-A-Wish Michigan (MAWM) has strong brand recognition and
perceptions. This may be due to the fact they are a local chapter of
an international brand. However, this can be a double-edged sword
for MAWM because financial donations could easily be routed to the
national or international groups instead of the local chapter. However,
overall the organization is widely perceived to provide a benefit to the
children it reaches. Medical professions believe it is a critical part of a
child’s treatment plan.
Strengths Weaknesses
• Largest wish-granting
organization in the United States
• Medical professionals see wishes
as an important part of the health
management process.
• 4-star rating on Charity Navigator,
the top rank any nonprofit can
receive
• Strong national brand recognition
and perception
• Active Social Media presence
• Does not help future children
• Does not proactive in research or
development
• Competes with national and
international brand for donations
• Marketing outside of events is
minimal
• Wish delivery relies heavily on
volunteers and not dedicated staff
• Relaying on traditional marketing
tactics
Opportunities Threats
• Find a Corporate Socially
Responsibility partner
• Millennials want to help and give
back to an organization they
believe in
• Millennials are the most racially
diverse group in history, with a
significant portion being Hispanic.
• Create a strategic social media
presence to successfully engage
with Millennials
• Create unique volunteer
opportunities for Millennials to
partake in
• Limited Social Impact compared
to other causes
• Economy stability influences
financial donations
• Increase fundraising competition
from other children’s nonprofit
organizations
• Other nonprofit organizations are
targeting Millennials for
volunteerism
• Donor fatigue

22. Make-A-Wish Michigan Campaign Proposal | 23
FOCUS GROUP REPORT
The objective of the focus group was to develop an understanding of
what motivates Millennials to donate their time or money, and to what
degree do they know about Make-A-Wish Michigan. There were eight
participants, four women and four men. They ranged in age from 21
to 32. Five were Caucasian and three were of Asian or Islander
decent. All hold a college degree, full-time job and have a household
income between $30,000 and $70,000. The findings from the focus
group were very insightful. The focus group was held virtually via a
Google Hangout since a mutually agreeable time and physical
location was not available. There seemed to be two camps, those
who are willing to help any great cause and the second who are
extremely selective and want to see their efforts immediately make an
impact.
All of the focus group participants had a strong grasp of the Make-A-
Wish mission, and were able to easily tell me what the organization
did. The majority also had a positive view of the brand as a whole.
The only exception was an individual who is a fundraiser for a local
children’s hospital. She did not like that Make-A-Wish Michigan
doesn’t help those with chronic diseases, just life threatening. This
was a point that seems to turn her off from the entire organization.
A large barrier to entry for donation was the availability of expendable
income. If it was available, the group was more than willing to donate,
but if it wasn’t they weren’t likely to supplement their time instead.
When it comes to volunteering their time, they care about the
organization but they also care that they have some interest in the
actual activity.
Some in the group will go as far to see if the nonprofit they are
donating to needs volunteers or money more before they decide to
donate.
Some in the focus group who would only engage with an organization
if they felt peer pressure or were "guilted" into it by a friend, family
member or colleague.

23. Make-A-Wish Michigan Campaign Proposal | 24
Additionally, some of the people in my group were motivated because
it feels good to get involved in something that means a lot, but that
it's also something different to do. So they are more willing to do
something that’s a fun activity or easy to donate money. They aren’t
looking for a huge commitment.
When the group was asked what type of causes or organizations they
current donate their time or money to, it was a wide range. Some
prefer to support hyper local causes, or people they personally knew
such as Toys for Tots or the military. While others in the group prefer
to help cause close to their heart such as education, animal rescues,
or health research. The general consensus was they wanted to be
able to see if their help, even if it was small, was having an effect on
organizations.
A final interesting finding was the want to contribute to the greater
good. So those who promoted education or research did so because
they felt it helped society more than granting a wish for an individual
child.
Conclusion
Overall the focus group of Millennials is open to donating their time or
money to Make-A-Wish Michigan. However, they don’t blindly give.
They research, they weigh their options and they do look if there is
something in it for them. There appears to be two main motivators for
Generation Y, it either needs to be fun and beneficial for them, or they
must have a personal connection to the cause.
INTEGRATED COMMUNICATION
STRATEGY STATEMENT
Make-A-Wish Michigan is a unique organization focused on bettering
the spirit of a child and their family during a dark period of their lives.
For Millennials looking to donate time or money to helping children,
Make-A-Wish Michigan provides a strong mission and gratifying
brand.

24. Make-A-Wish Michigan Campaign Proposal | 25
BRAND POSITIONING
The current Make-A-Wish Michigan
brand follows the look and feel set by
the national brand. It includes bright
blue and white colors, and a
contemporary and clean feel. Large
photos of events and happy wish
children are used in marketing
materials.
While the brand does a good job of
communicating its cause, it doesn’t
communicate why this is important for someone in Generation Y to
care about it more than any other great cause. This is the most
important element to remember when communicating with
Millennials. You need to provide the why, and once Make-A-Wish
Michigan succeeds in doing this, the how and what will follow.
BRAND PERSONALITY
When thinking about branding, it’s important to think about the
personality traits one would like to be associated with the brand. We
here at Red Hare Creative believe there are four traits that should be
presented to the Generation Y audience for Make-A-Wish Michigan.
FUN
Millennials want to help a great cause but they also want it to be fun.
Therefore, we need to ensure the “fun factor” is at an all time high
when we are presenting volunteer opportunities to this group.
HELPING THE GREATER GOOD
Generation Y are known for their social consciousness. This is
something that can easily be leveraged when asking for donations
especially in small amounts. They want to feel they are helping
something bigger than themselves, and if it’s easy—even better!

25. Make-A-Wish Michigan Campaign Proposal | 26
INCLUSION
It’s more fun to be in a group so when messaging for volunteer
activities encouraging this group to bring friends is key. They want to
help, but they also want their friends to join them.
TOP TIER ORGANIZATION
Finally, this generation is known for their good tastes. Therefore,
Make-A-Wish Michigan needs to do a little bragging. Millennials want
to associate themselves with groups that are cream of the crop, they
aren’t interested in up and comers. Make-A-Wish Michigan needs to
have a little swag when recruiting volunteers and donations.
BRAND PERCEPTION
The Make-A-Wish Michigan brand is well perceived in the community
and by their peers. Make-A-Wish® has been recognized in the
following ways: rated in the top percent of all commercial American
brands for quality (Make-A-Wish, 2015). They have been rated in the
top 5 percent of all commercial American brands for its emotional
connection to consumers (Make-A-Wish, 2015). The brand has been
rated top five in program quality, likelihood to recommend, brand
energy and positive feelings (Make-A-Wish, 2015). In 2011, Good
Housekeeping voted it one of the best five charities for kids (Make-A-
Wish, 2015). The American Brands Council includes it in one of only
sixty “strongest and most trusted” brands (Make-A-Wish, 2015).
These awards and traits were not called out specifically during the
focus group but the overall perception was extremely positive. This
group felt that is was an organization with a unique and fun cause.
Many felt that they knew about the brand but weren’t quite sure how
to help, so there seems to be a bit of disconnect between the brand
and Generation Y. This is an opportunity for engagement.

26. Make-A-Wish Michigan Campaign Proposal | 27
CREATIVE BRIEF
Client: Make-A-Wish Michigan Date: December 1, 2015
Type: Integrated Marketing Communication Campaign Pages: 1
ICSS: Make-A-Wish Michigan is a unique organization focused on
bettering the spirit of a child and their family during a dark period of
their lives. For Millennials looking to donate time or money to helping
children, Make-A-Wish Michigan provides a strong mission and
rewarding experience.
Why are we advertising?
To engage the constantly connected millennial segment in the
mission of Make-A-Wish Michigan by donating their time and money
to a gratifying cause.
Whom are we talking to?
The Generation Y segment that enjoys engaging with brands and
sharing information with others.
What do they currently think?
Make-A-Wish Michigan is a nonprofit granting the wish of a child with
life-threatening diseases.
What would we like them to think?
Make-A-Wish Michigan is a cause I deeply care about, I enjoy being
part of, and I want to influence others to help as well.
What is the single most persuasive idea we can convey?
Become part of a universal cause by fulfilling the dream that comes
from child’s imagination.
Why should they believe it?
Make-A-Wish is the largest wish granting organization in the world.
Are there any creative guidelines?
Stay within the overarching brand guidelines of the organization. Use
a large amount of photos of children’s wishes being granted, and
fundraising events.

27. Make-A-Wish Michigan Campaign Proposal | 28
INTEGRATING THE IDEA AT VARIOUS
COMMUNICATION TOUCH POINTS
STATEMENT OF IDEA
The size of a wish is only limited by imagination. The Millennial Group
is not far from childhood themselves, and Red Hare Creative plans to
remind them exactly how important imagination is. Millennials need to
see immediate results, and they need to have fun doing it. Therefore,
Red Hare Creative will create events and opportunities for Millennials
to engage and have fun at the same time!
Throughout the Imagination Campaign, Red Hare Creative will
provide realistic plans and achievable results. This proposal will blend
traditional tactics, the leveraging of technology, and a heavy dose of
public relations. The rollout of this campaign will include an integrated
marketing communication approach that will build multiple touch
points in the segment.
SPECIFIC CAMPAIGN TOUCH POINTS
• Paid Advertising
o Print
o Digital
o Social Media
o Radio
• Events
o Feed the Imagination
Event
o Wish-A-Mile
o Walk for Wishes
o Wishes for Flight
• Public Relations
o Community
Partnerships
o Business Outreach
• Direct Marketing
o Direct Mail
o Email Marketing
• Social Media
o #WishGranter Volunteer
Campaign
• Content Marketing- Video
• Corporate Partnerships
• Internal Communications
Plan
• Out of Home
o Transit Shelters
o Mass Transportation

28. Make-A-Wish Michigan Campaign Proposal | 29
GOALS
1. Raise $1.25M in 1 year from all sources
2. Increase volunteer participation by 20%
OBJECTIVES
1. Build one new, big, bold replicable event tactic targeting
Millennials to raise at least $100,000 in net donations.
2. Develop a plan to attract more Millennials to The Wish-A-Mile
(WAM) Bicycle Tour.
3. Develop a plan to increase donations 20% for the Grand
Rapids Walk for Wishes, increase from $75,000 to $90,000.
4. Develop a plan to raise 3 million miles in 2016, 50% more than
in 2015 for Wishes in Flight.
5. Develop a promotion to recruit 45 Spanish-speaking
volunteers to better meet the needs of the diverse audience
that Make-A-Wish Michigan services.
6. Create an an internal communication plan and tactics for
employees and volunteers.
7. Develop a plan to retain and grow existing corporate partner
engagement from 300 to 360 corporate partners (20%) growth
and grow contributions from $3 million to $3.6 million, also a
20% increase.
8. An additional communication touch point can be any
combination of advertising (traditional and/or non-traditional),
direct marketing, social media and PR executions you
choose. You may choose to include a guerrilla touch point or
an additional event touch-point. It’s all up to you---after all, it is
your agency.

29. Make-A-Wish Michigan Campaign Proposal | 30
COMMUNICATIONS PLAN
FEED YOUR IMAGINATION EVENT
OBJECTIVE
Build one new, big, bold replicable event tactic targeting Millennials to
raise at least $100,000 in net donations.
Investment: $62,500
EVENT ELEMENTS
Red Hare Creative is recommending a rooftop party called Feed Your
Imagination. This event will consist of a party held on either a parking
garage, or a rooftop garden of a building that could hold 500 people.
For the attendee’s $40 donation, they will receive access to a night of
fun festivities including wine tastings, dessert cook off contests and a
silent auction. The event will have tapas style food and a DJ. This
event will provide a great opportunity to attract corporate sponsorship
on multiple levels.
SWEET CHARITY DESSERT CONTEST
The dessert contest will also be an opportunity for corporate
sponsors to participate. Fifteen local restaurants, bakeries, and
confections will be invited to participate in the contest. They will be
required to pay an entry fee of $750 each and provide a sample size
of their signature dessert for 500 guests. There will be three winners;
audience choice, judges’ choice, and best presentation. Winners will
receive a plaque and bragging rights for the year.
SILENT AUCTION
Silent Auction items must be provided by Silver and Bronze
Sponsors. If the sponsor does not want to give a physical item they
can give cash and Make-A-Wish Michigan can purchase an item
instead.
BLIND WINE TASTING
A Blind Wine Tasting Event will be set-up as an activity for guest of
legal age to partake in. Attendees can pay an addition $5 to

30. Make-A-Wish Michigan Campaign Proposal | 31
participate. This is not a traditional tasting but rather the wines have
their labels removed and are “blind”. Those who enjoy wine tasting
like to experience the wines with little knowledge of what it is they are
trying (Sheet, 2015). Using a blind score sheet guests give an
objective assessment the wines and guess the type of wine, the
region of the wine, and wine price (Sheet, 2015). Wine will be
donated by the Bartending service.
RAFFLE TICKETS
Tickets will be offered for sales before and during the event. It will be
a 50/50 raffle and the winner will be announced at the end of the
night.
CORPORATE SPONSORSHIP
There will be four levels of sponsorships. They are as follows:
TITLE SPONSOR
The Feed You Imagination Title Sponsor will be a $10,000
investment. They will receive 20 tickets to the event. Their name and
logo will be billed as “Presented By” on all promotional materials.
Their logo will appear along with the Make-A-Wish Michigan logo on
the step and repeat. There will only be one title sponsorship available.
GOLD SPONSOR- SWEET CHARITY DESSERT TITLE SPONSOR
The Gold Sponsor will be a $5,000 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. Their name and logo will be billed as
“Presented By” on all Sweet Charity Dessert Contest promotional
materials. There will only be one Gold Sponsorship available for
Sweet Charity Contest.
GOLD SPONSOR- BLIND WINE TASTING TITLE SPONSOR
The Gold Sponsor will be a $5,000 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. Their name and logo will be billed as
“Presented By” on all Blind Wine Tasting promotional materials. There
will be one Gold Sponsorship available for the Wine Tasting.

31. Make-A-Wish Michigan Campaign Proposal | 32
SILVER SPONSOR
The Silver Sponsor will be a $2,500 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. There will be five Silver Sponsorships available.
They must provide a silent auction item or cash equivalent worth
$250 or more, in addition to the $2,500 investment.
BRONZE SPONSOR
The Bronze Sponsor will be a $1,500 investment. They will receive 10
tickets to the event. Their name and logo will appear on all
promotional materials. There will be fifteen Bronze Sponsorships
available. They must provide a silent auction item or cash equivalent
worth $100 or more, in addition to the $1,500 investment.
EVENT PROMOTION
SOCIAL MEDIA
There will be a variety of social media assets created to promote
Feed your Imagination. Cover photos, tweets and posts will be
created for posting on the Make-A-Wish Michigan Facebook, Twitter,
and Instagram accounts. The social media updates will provide a
constant stream of updates about the event. These will also be
boosted through paid advertising to expend the reach beyond of just
the friends and followers of Make-A-Wish Michigan. Display
Facebook and Instagram ads will also be targeted to those who are
between 21 and 33 in the Michigan area, but are not friends of Make-
A-Wish Michigan.
In addition to social media post boosts, a robust digital paid
campaign will be run. Instagram will be vital in this area. Photos and
short video ads will be utilized.
Social Media assets to promote the event such as banners, posts,
and badges will be provided to all sponsor and restaurant
participants.

32. Make-A-Wish Michigan Campaign Proposal | 33
PUBLIC RELATIONS
A series of public appearances for the leadership of Make-A-Wish
Michigan would be set up to talk about the Make-A-Wish mission
along with the new event. These would range from popular radio
stations and that top television broadcast affiliate stations (FOX, MSN,
CBS, ABC) in Michigan.
A pitch of special interest stories to the top ten local newspapers
along with this. An idea of this would have a special series covering
the preparation of the event; this could include both written and video
pieces. This would be pushed out on their social media channels and
reposted by MAWM.
Press Releases will be sent out three times over a period of three
months. The first will announce the event and the specifics, and
encouraging people to join. The second will highlight the corporate
sponsors who have already signed up to sponsor the event. The last
press release will be published after the event to announce the
amount raised and give statics are the number of participants.
DIGITAL ADVERTISING
Display and video advertising will be used to target Millennials in the
Michigan areas who are foodies. Remarketing will be heavily used to
capture those who have shown interest. There will be a landing page
set up and a form to fill out so attendees could buy tickets and added
to the email marketing list.
EMAIL MARKETING
There will be a cadence of emails sent out. There will be two groups,
friends of MAWM who have not signed up for the event, and second
group of people who have committed as attendees. Email Templates
will be provided to sponsors to send to their lists as well. Restaurants
participating in the Sweet Charity Dessert Contest will be provided
with an additional HTML template to promote the event to their lists.

33. Make-A-Wish Michigan Campaign Proposal | 34
RADIO ADVERTISING
A series of radio ads will be executed on the top 40, alternative rock,
country, and hip hop stations. The ads will be 30-seconds in length
and will run for 2 months prior to the event.
DIRECT MAIL
A post card will be sent out to all current volunteers and donors on a
distribution list provided by Make-A-Wish Michigan. Red Hare
Creative would also distribute these cards to a list of professional
Millennials provided by third-party vendor, Acxiom. There have been
17,000 identified individuals who are age 22 to 33 and are interested
in charitable causes in Grand Rapids who would receive the post
card invitation (Acxiom, 2015). The post card will send out eight
weeks prior to the event. No formal invitation will be sent. This
marketing piece will be simple, showing the casual but fun evening
event. Please see the example in figure 1.
FIGURE 1: POST CARD EXAMPLE

34. Make-A-Wish Michigan Campaign Proposal | 35
RESULTS PROJECTIONS
Estimated projections for the Feed the Imagination event are as
follows, with Sponsorship opportunities projected to bring in more
than two-thirds of the revenue at $67,500. The total projected
revenue for this event is over $100,000.
Ticket Sales $40 x 250 tickets $10,000.00
Silent Auction 20 items $12,000.00
50/50 Raffle Tickets $5 x 500 tickets $2,500.00
Blind Wine Tasting $5 x 200 tickets $1,000.00
Sweet Charity
Dessert Contest
15 restaurants at $750
each
$9,750.00
Title Sponsor 1 $10,000.00
Gold Sponsors 2 $10,000.00
Silver Sponsors 5 $25,000.00
Bronze Sponsors 15 $22,500.00

35. Make-A-Wish Michigan Campaign Proposal | 36
WISH-A-MILE
OBJECTIVE
Develop a plan to attract more Millennials to The Wish-A-Mile (WAM)
Bicycle Tour.
Investment: $37,500
EVENT PROMOTIONAL ELEMENTS
To entice Millennials to participate in the Wish-A-Mile event, Red Hare
Creative recommends a series of tactics that will engage Millennials
on the platforms and channels they are. Specifically targeting those
interested in sports, health and wellness when available will help to
engage with those most likely to participate.
ONLINE ADVERTISING
Paid online advertising will focus heavily on video ads. These
would be placed in social streams,
along with YouTube channels and
paid video ads, these would also
target Millennials who have shown an
interest in sports, health and
wellness.
The video ads would be a series of
simple tip type videos, similar to
those seen on Buzzfeed or
Refinery29, please see Figure 2 for
an example of creative. They would
be 15 to 30 seconds in length as to
make sure not to lose the viewers’
attention. The topics would range
from bike safety during events to
easy ways to volunteer. The key is to make them simple,
approachable and fun. Valuable content that will leave just enough
questions so that the viewer has to click through.
FIGURE 2: VIDEO POST EXAMPLE

36. Make-A-Wish Michigan Campaign Proposal | 37
PUBLIC RELATIONS
Some aggressive (but fun!) public relations tied in with a really strong
social campaign could jump start this amazing event and stir up the
millennial ranks!
Red Hare Creative would begin by lining up a series of public
appearances of Wish-A-Mile organizers. These would range from
popular radio stations and the top television broadcast affiliate
stations (FOX, MSN, CBS, ABC) in Michigan. The appearances would
be more than just brief sit down interviews but rather fun segments.
For example, a big wheel racer contest where they would talk about
the fun of the race and different ways to help in through donations
and volunteer opportunities. These should be light and playful, but
also informative.
In addition to this, Red Hare Creative would work with the top local
newspapers in the state to feature special interest stories about Wish-
A-Mile. The series would cover the preparation of the event in both
written and video pieces. This would be pushed out on their social
media channels and reposted by MAWM.
Press releases will be sent out four times over a period of six months.
The first will announce the event and the specifics, and encouraging
people to join. The second will highlight the corporate sponsors who
have already signed up to sponsor the event. The third email will
again outline the event, give an overview, and mention the sponsors.
This third email will go out eight weeks prior to the event as to
convince anyone who may still be one the fence about participating.
The last press release will be published after the event, covering items
such as the amount raised and the number of participants.
The main rationale and motivator to use traditional broadcast and
news sources is to create valuable content that can later be shared
online to various social channels. This content will help share in the
experience of the event. In 2013, David Rabkin of American Express
stated that to appeal to Millennials, an organization must provide the
value of experiences (Sinkinson, 2013). This may be true across all
generations, but it’s much more pronounced among Millennials, as
they want experiences more than things (Sinkinson, 2013).

37. Make-A-Wish Michigan Campaign Proposal | 38
SOCIAL MEDIA CAMPAIGN
Each of the media pieces will be posted to the social channels. Then
these will be boosted to reach an extended audience. The Wish-a-
Mile Facebook page will be turned into “follow us on our journey”
channels. Live tweeting and Instagram posting of the segments will
be posted so the audience can interact by tracking the riders’
progress and cheer the riders and volunteers on. A dedicated
hashtag will be created to track the posts, #MIWishRide. Wish-A-Mile
committee members will be a critical part of this, as they will also be
asked to post their work related to Wish-A-Mile on the event to social
channels. This could consist of planning meetings, or working with
volunteers.
RADIO ADVERTISING
A series of radio ads will be executed on the top 40, alternative rock
and hip hop stations. The ads will be 30-seconds in length and will
run for 2 months prior to the event.
EMAIL MARKETING
A cadence of emails will be sent out over a period of six months.
These will start out slow, once every few weeks initially and increasing
in frequency as the event nears. The messaging will be a two-
pronged approach. The first will encourage previous donors to sign
up for the event and build a team. These messages will be
continuous. The second group will begin once an individual has
donated, or signed up for a team. These messages will be positive
and engaging to “hype-up” the Wish-A-Mile event. The videos
created will also be showcased in both sets of emails. After the event
two more emails will go out to all that participated. The first will thank
the volunteers and riders for all their hard work, it will also include a
survey for feedback on the event. The second will announce the
amount raised during this event.

38. Make-A-Wish Michigan Campaign Proposal | 39
RESULTS PROJECTIONS
The projected results for the Wish-A-Mile is a significant increase in
interest and participation from the Millennial segment. Especially with
tight targeting to those who are interested in sports and wellness
activities, the participation rate is expected to dramatically increase.
In addition to this, the extended public relations efforts may create a
bleed over effect and result in greater interest from those on the
fringes of the Generation Y segment as well.

39. Make-A-Wish Michigan Campaign Proposal | 40
GRAND RAPIDS WALK FOR WISHES
OBJECTIVE
Develop a plan to increase donations 20% for the Grand Rapids Walk
for Wishes ($75,000 to $90,000).
Investment: $37,500
EVENT PROMOTION ELEMENTS
The plan to increase donations by $15,000 will be achieved in a two
step approach, first Red Hare Creative would look to leverage the
large college campus community across Michigan in a state-wide
challenge. The second is the promotion of the walk in those college
areas to leverage not only the buzz on campus but also in the
community.
RACE TO THE FINISH CHALLENGE
Red Hare Creative would utilize a
community outreach approach to
engage local college sorority and
fraternity chapters with the Race to the
Finish Challenge. Make-A-Wish Michigan
will challenge the Greek communities of
5 colleges to compete in fundraising.
Each campus will recruit a team to
participate in the walk. Then these teams
will need to raise funds, the campus with
the greatest donations will earn a plaque
and bragging rights for the year. They
will have January to September to raise
the money. Teams must physically
participate in the walk.
FIGURE 3: RACE TO THE FINISH CAMPUS FLYER
TEMPLATE EXAMPLE

40. Make-A-Wish Michigan Campaign Proposal | 41
Make-A-Wish Michigan will provide promotional toolkits for the
challenge, these would be hosted on a landing page. These will
consist of posters, social media banners, cover photos, posts, and
corporate sponsorship forms. There will also be directions and ideas
for ways to raise money such as;
• Bingo
• Penny wars
• Bake Sales
• Community-wide children’s carnival
• Intramural Tournaments such as flag football, softball, kickball,
volleyball, and Ultimate Frisbee
• Karaoke for a Cause
• Campus wide scavenger hunt
• Fort Building Contest
SOCIAL MEDIA
A massive push on social media will be necessary for this. This will
include paid advertising. The advertising would target all currently
enrolled students at the five competing schools. There would be
separate campaigns and landing pages for each school. Even though
the Greek organizations will be leading the fundraising efforts, they
will be acting as representatives for their schools.
EMAIL MARKETING
By working with the Greek organizations, HTML template emails will
be provided that they can send out campus wide to gain interest.
There will also be an edition of emails that can be sent to the
college’s alumni network.
RADIO ADVERTISING
A series of radio ads will be executed on the top 40, alternative rock
and hip hop stations. The ads will be 30-seconds in length and will
run for 2 months prior to the event.

41. Make-A-Wish Michigan Campaign Proposal | 42
ON CAMPUS ADVERTISING
On Campus advertising such as the school radio, newspaper, and
broadcast station will have advertising for the Race to the Finish
challenge. This will be pending availability and access to student run
programs. Sets of banners will also be provided to each campus to
hang at the student union and other gathering spots.
OUT OF HOME
Transit Shelter advertising will be
purchased on and near each
campus to promote the Race to the
Finish Challenge. Advertising will also
be purchased on mass transit
system lines that run to the
campuses. See figure 4 for an
example of mass transit advertising.
PUBLIC RELATIONS
Press Releases will be sent out four
times over a period of ten months.
The first will announce the event and
the specifics, and encouraging people
to join. The second will highlight the corporate sponsors who have
already signed up to sponsor the event. The third email will again
outline the event, give any overview of it, and mention the sponsors.
This third email will go out eight weeks from event time as to get
some final riders. The last press release will be published after the
event to announce the amount raised and show statistics on the
number of participants.
FIGURE 4: MASS TRANSIT ADVERTISING EXAMPLE

42. Make-A-Wish Michigan Campaign Proposal | 43
RESULTS PROJECTIONS
The projected results for the Walk for Wishes event is a significant
increase in interest and participation from the college-aged Millennial
segment. This age group is both highly competitive and socially
conscious. Tapping into that sense of challenge and friendly
interschool rivalry will only increase the possibility of participation. In
addition, the extended public relations, and strategic media buying
efforts may create a bleed over effect and result in greater interest
from those on the fringes of the Generation Y segment as well as the
communities in which the universities reside.

43. Make-A-Wish Michigan Campaign Proposal | 44
WISHES IN FLIGHT
OBJECTIVE
Develop a plan to raise 3 million miles in 2016 (a 50% more than
increase over 2015).
Investment: $37,500
TACTICS
CURRENT CORPORATE PARTNERS
Red Hare Creative proposes a plan to leverage the existing
partnerships with Delta, American Airlines, United and Jet Blue to
assemble a lists of Michigan based customers who who currently
have an unused point balance. The use of these lists will consist of a
cadence of communications via direct mail and email marketing to
urge these customers to donate their miles.
For those who click through, highly targeted remarketing display ads
will run to those who fall within the millennial segment. These ads will
only be triggered if a customer clicks through but does not donate.
Therefore, a separate landing page will need to be created to properly
funnel these users outside of the
normal MAWM website traffic flow.
In addition to this, banner ads will be
included on all boarding passes, and a
message will be included in the safety
video and a script will be provided for
airlines without a safety video. Flyers
for donations will be available in the
seats of the aircraft. See figure 5 for an
example of advertising on a boarding
pass.
FIGURE 5: BOARDING PASS ADVERTISING EXAMPLE

44. Make-A-Wish Michigan Campaign Proposal | 45
NEW CORPORATE PARTNERS
The second approach that will be used here will focus on growing the
corporate partner program. Targeting key travel site companies such
as Hipmunk, Kayak, Expedia, and Travelocity and helping to enlist
them in the cause for donating miles.
This may take the form of in-kind gifts for display advertising, email
marketing, and audience extension on their site.
Others in the travel industry will also be targets such as travel
magazines, AAA, and tourism boards.
FLYER MILES SPONSORSHIP
There is a great opportunity for Make-A-Wish Michigan to grow their
Wishes in Flight with a new donation program. This would be an
employee matching program for donating their flight miles. For
example, if an employee donates 500 miles, the organization will
donate a financial amount to match. So if the assumed rate of 2 cents
per mile, an organization would be donating $100 toward make a
wish. On the Wish in Flight donation website a field can be added that
asks, “Are you an employee of ______” with a drop down of all
participating organizations. Once selected, a receipt will be sent to
the organization as well so they are aware of their commitment. Each
partner may cap how many miles they will match each year.
PROGRAM PROMOTIONAL TACTICS
EMAIL MARKETING
An email campaign will be created to engage volunteers, corporate
partners and donors. It will be a 5-part series explaining what the
miles are used for and the impact to the wishes.

45. Make-A-Wish Michigan Campaign Proposal | 46
TRANSIT ADVERTISING
Transit lines running to airports will sport
aggressive advertising about the Wished On
Flight program. It will direct the audience to text
“WISHES” to MAWM for more information. The
text will then reply and ask for their email
address. Once they respond an email will be
sent with information on how to donate their
miles. The advertising SMS system will feed into
the email marketing system so the entire profile
and data is kept in one place. Figure 6 shows an
example of the advertising used in transit
shelters.
RESULTS PROJECTIONS
Leveraging already existing partnerships in a
fresh and unique way will create greater
opportunity, reach a larger audience, and create
further dialog with the corporate partners. The
projected results for the Wishes in Flight
program is a significant increase in interest and
participation from the Millennial segment who
enjoys travel. By utilizing data in a strategic and
streamlined way, targeting those most likely to
respond will provide a large payoff.
FIGURE 6: TRANSIT SHELTER ADVERTISING EXAMPLE

46. Make-A-Wish Michigan Campaign Proposal | 47
#WISHGRANTER VOLUNTEER CAMPAIGN
OBJECTIVES
1. Develop a promotion to recruit 45 Spanish-speaking
volunteers to better meet the needs of the diverse audience
that Make-A-Wish Michigan services.
2. Develop an additional communication touch point.
Investment: $37,500
CAMPAIGN ELEMENTS
Millennials are known for the “what’s in it for me” attitude, so a social
and video campaign will tell the stories of six volunteers. These will be
Spanish speaking to help gain volunteers from the Spanish-speaking
community.
In 2015, eMarketer expects 25- to 34-year-olds to make up the
largest segment of digital video viewers of any age group, accounting
for more than 18% of the 204.2 million digital video viewers in the US
(eMarketer, 2015). Adults aged 18 to 34 have the highest levels of
digital video viewer penetration among all age groups, reaching levels
of more than 90% (eMarketer, 2015). There is a shifting landscape of
video viewing options, fluid boundaries between traditional TV and
digital video, and changes in the millennial mindset toward video
content—all of which contribute to their screen time and content
choices (eMarketer, 2015).
VIDEO CAMPAIGN
The six individuals will each film four videos. They will vary from 15-
seconds, 30-seconds, 1-minute and 2 minutes. These will each
follow the same formula. They will talk about how and why they
became involved with Make-A-Wish Michigan. Next they will talk
about which wish had the biggest impact on them. Finally, they will
talk about why it’s important to volunteer with Make-A-Wish. These
videos will be produced in both Spanish and English. This video
series will be a touch point that can not only stand on it’s own, but
could be utilized to benefit other objectives such as overall volunteer
recruitment.

47. Make-A-Wish Michigan Campaign Proposal | 48
SOCIAL MEDIA
These videos will be posted on Facebook, Twitter and Instagram on
the Make-A-Wish Michigan accounts. These posts will be boosted to
increase visibility.
INSTAGRAM
An Instagram campaign will highlight current
volunteers with a short story of their experience.
Using the hashtag #DesearOtorgante which
means #WishGranter. These will be posted in the
current stream of Make-A-Wish Michigan’s
Instagram account in addition to being a
sponsored post.
FACEBOOK
The video campaign will be pushed out through
the MAWM Facebook page, and it will boosted to
increase visibility. There will be a link included to
direct to a landing page to collect volunteer
information.
TWITTER
Similar to Facebook, the video campaign will be
pushed out on Twitter with a bit.ly pointing to a
landing page to capture volunteers.
LINKEDIN
LinkedIn is an important social channel when it
comes to acquiring volunteers as may Millennials may see it as a
benefit on a resume. Posting to the Make-A-Wish Michigan profile
page will allow volunteers and employees to push the announcement
out to their own networks.
YOUTUBE
Prior to the campaign starting, the Make-A-Wish Michigan page will
undergo branding update including a new cover photo and
organization of videos in playlists. Then a new playlist will be created
under the new #WishGranter and #DesearOtorgante hashtags.
FIGURE 7: INSTAGRAM POST EXAMPLE

48. Make-A-Wish Michigan Campaign Proposal | 49
VIDEO ADVERTISING
Outside of social media, an aggressive video advertising campaign
will run across the Google Network. It will appear on partner websites
as well as YouTube. The targeting will be to Millennials only to ensure
the messaging is correct. A second set of video ads featuring the
Spanish-speaking versions will also be targeted to only show the
video to those who may identify with it.
REMARKETING
Since all of the advertising will be pointing
to a landing page, it creates a fantastic
opportunity to use remarketing for this
group. The time of year and their
geographic location will determine what ad
they are served. The ads will be based on
the need for volunteers whether it’s for the
Feed the Imagination event, or the Wish-A-
Mile. These will be highly targeted to
ensure a stronger conversion rate. Figure 8
shows an example of a remarketing ad.
PRINT
To help reach the Spanish population, we will also run print
publication advertisements in the popular local Hispanic La Voz and
El Vocero. Three months’ quarter pages, all size ads will be full color,
for each publication.
COMMUNITY OUTREACH
Red Hare Creative would also like to propose a partnership with the
Michigan Hispanic Chamber of Commerce. The Michigan Hispanic
Chamber of Commerce is the premier gateway to the state’s 11,000
Hispanic businesses and over 400,000 Latino consumers (Michigan
Hispanic Chamber of Commerce, 2015). Therefore, this partnership
could easily access not only thousands of volunteers but also
corporate partnerships.
FIGURE 8: REMARKETING AD EXAMPLE

49. Make-A-Wish Michigan Campaign Proposal | 50
Working with the chamber and their list of contact a series of emails
and direct mail pieces will be sent to members. In addition to this an
ad will be placed in the monthly newsletter to their members.
Flyers will also be sent to local churches in large Hispanic
communities and for display on their community bulletin boards. In
addition to this, a request for volunteers will be asked to be added in
the weekly church announcement bulletin.
RESULTS PROJECTIONS
The projected results for the #WishGranter campaign is a significant
increase in interest and participation from the Millennial segment,
especially the Spanish-speaking group. By purchasing specific
speaking media, it will create a sense of familiarity with the Spanish-
speaking community. The video campaign will provide insight into
what it means to be a volunteer and create an opportunity of
conversation with the brand. In addition to this, the extended
community outreach may result in greater interest from those on the
fringes of the Generation Y segment as well.

50. Make-A-Wish Michigan Campaign Proposal | 51
CORPORATE PARTNERSHIP OPPORTUNITIES
OBJECTIVE
Develop a plan to retain and grow existing corporate partner
engagement 20%; growth and grow contributions from $3 million to
$3.6 million.
Investment: Included
EVENT CORPORATE SPONSORSHIP OPPORTUNITIES
FEED YOUR IMAGINATION EVENT
This event will provide a great opportunity to attract corporate
sponsorship on multiple levels. Sponsorship opportunities are
projected to bring in more than two-thirds of the revenue for the
event.
There will be four levels of sponsorships. They are as follows:
TITLE SPONSOR
The Feed You Imagination Title Sponsor will be a $10,000
investment. They will receive 20 tickets to the event. Their name and
logo will be billed as “Presented By” on all promotional materials.
Their logo will appear along with the Make-A-Wish Michigan logo on
the step and repeat. There will only be one title sponsorship available.
GOLD SPONSOR- SWEET CHARITY DESSERT TITLE SPONSOR
The Gold Sponsor will be a $5,000 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. Their name and logo will be billed as
“Presented By” on all Sweet Charity Dessert Contest promotional
materials. There will only be one Gold Sponsorship available for
Sweet Charity Contest.
GOLD SPONSOR- BLIND WINE TASTING TITLE SPONSOR
The Gold Sponsor will be a $5,000 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. Their name and logo will be billed as

51. Make-A-Wish Michigan Campaign Proposal | 52
“Presented By” on all Blind Wine Tasting promotional materials. There
will be one Gold Sponsorship available for the Wine Tasting.
SILVER SPONSOR
The Silver Sponsor will be a $2,500 investment. They will receive 15
tickets to the event. Their name and logo will appear on all
promotional materials. There will be five Silver Sponsorships available.
They must provide a silent auction item or cash equivalent worth
$250 or more, in addition to the $2,500 investment.
BRONZE SPONSOR
The Bronze Sponsor will be a $1,500 investment. They will receive 10
tickets to the event. Their name and logo will appear on all
promotional materials. There will be fifteen Bronze Sponsorships
available. They must provide a silent auction item or cash equivalent
worth $100 or more, in addition to the $1,500 investment.
WISHES IN FLIGHT CORPORATE SPONSOR OPPORTUNITIES
NEW CORPORATE PARTNERS
The second approach that will be used here will focus on growing the
corporate partner program. Targeting key travel site companies such
as Hipmunk, Kayak, Expedia, and Travelocity and helping to enlist
them in the cause for donating miles.
This may take the form of in-kind gifts for display advertising, email
marketing, and audience extension on their site.
Others in the travel industry will also be targets such as travel
magazines, AAA, and tourism boards.
FLYER MILES SPONSORSHIP
There is a great opportunity for Make-A-Wish Michigan to grow their
Wishes in Flight with a new donation program. This would be an
employee matching program for donating their flight miles. For
example, if an employee donates 500 miles, the organization will
donate a financial amount to match. So if the assumed rate of 2 cents
per mile, an organization would be donating $100 toward make a
wish. On the Wish in Flight donation website a field can be added that

52. Make-A-Wish Michigan Campaign Proposal | 53
asks, “Are you an employee of ______” with a drop down of all
participating organizations. Once selected, a receipt will be sent to
the organization as well so they are aware of their commitment. Each
partner may cap how many miles they will match each year.
RESULTS PROJECTIONS
Red Hare Creative is projecting a dramatic increase in Corporate
Partnerships due to the wide variety of opportunities available. There
are single opportunities to be a sponsor, as well as investing in year-
long programs both at the social responsibility level as well as at the
employee participation level. Moreover, giving different type of
opportunities provides areas for different type of companies to
participate and therefore creating a larger pool of possible employees
learning about the mission of Make-A-Wish Michigan.

53. Make-A-Wish Michigan Campaign Proposal | 54
INTERNAL COMMUNICATION PLAN
OBJECTIVE
Create an internal communication plan and tactics for employees and
volunteers.
COMMUNICATION TACTICS
INTERNAL NEWSLETTER
A newsletter will be sent out to highlight recent “wins”. Spotlights of
team members will be featured as a way for others to learn those
involved in the Make-A-Wish Michigan mission.
This will also be a place where needs for volunteers will be expressed.
The newsletter will be sent via email and posted on the internet.
ROUND TABLE DISCUSSION GROUPS
focus groups with employees and volunteers will help to open the
communication between the two parties. These meetings will be held
quarterly, with a different group of employees and volunteers
attending each one. Sign ups will be sent out the month prior.
TEAM CHALLENGES
In addition to round tables, Red Hare Creative recommends quarterly
team building exercises to help build relationships between volunteers
and employees. This is will give an opportunity for Make-A-Wish
volunteers get to know the employees and build relationships outside
of the normal volunteer-employee c.
RATIONALE
The rationale behind the team challenges and round tables are to
bring the two groups together on a regular basis. This creates an
opportunity for discussion, feedback and idea creation. The
newsletters create a more formal way to communicate with the entire
employee and volunteer teams.

54. Make-A-Wish Michigan Campaign Proposal | 55
COMMUNICATION PLAN TIMING FLOWCHART

55. Make-A-Wish Michigan Campaign Proposal | 56
CAMPAIGN BUDGET SUMMARY
Objective Element Description Total Cost
Evaluation Evaluation Research, Monitoring, Measurement $3,750.00
$3,750.00
Build one new,
big, bold
replicable
event tactic
targeting
Millennials to
raise at least
$100,000 in net
donations.
Feed Your
Imagination
Event
Urban Institute for Contemporary Arts venue (3-hour
event)
$2,880.00
San Chez Catering (included gratuity) $15,000.00
Sound and DJ (included gratuity) $1,080.00
We Pour Bartender Service $720.00
State of Michigan Event Liquor License $75.00
Photo Booth Rental by Little Black Booth $775.00
Raffle Tickets $20.00
Event Security $216.00
Event
Promotion
Social Media Advertising Campaign $13,000.00
Social Media Assets, Posting, Monitoring Included
Event Art Assets $5,000.00
Public Relations Management Fee Included
Press Release & Wire Placement $1,000.00
Post Card Invitations (includes mail and postage) $1,500.00
Radio Advertising $15,000.00
Email Marketing Included
$56,266.00
Develop a plan
to attract more
Millennials to
The Wish-A-
Mile
Event
Promotion
Video Advertising $9,500.00
Display Advertising $5,000.00
Social Media Advertising $7,500.00
Radio Advertising $5,000.00
Press Release & Wire placement $1,000.00
Public Relations Management Fee Included
Social Media Assets, Posting, Monitoring Included
Video Creation $7,484.00
Event Art Assets $2,500.00
$37,984.00
Sources: (CostHelper, Inc, 2015), (San Chez, 2015), (Expedia Media Solutions, 2015), (Little Black Booth, 2015), (Urban Institute for
Contemporary Arts, 2015), (CostHelper, Inc, 2015), (We Pour, 2015), (Michigan Department of Liscensing and Regulatory Affairs, 2015),
(Michigan Live LLC, 2015) , (El Vocero Hispano, 2014), (La Voz, 2015), (LAMAR, 2015), (Clear Channel Outdoor, 2015), (ALPERT, 2015)

56. Make-A-Wish Michigan Campaign Proposal | 57
Objective Element Description Total Cost
Develop a plan
to increase
donations by
20% for the
Grand Rapids
Walk for
Wishes.
Race to
Finish
Challenge
Toolkit Creation and Execution $5,000.00
Landing Page creation, host, management $2,000.00
Community Outreach Management Included
Event
Promotion
Social Media Advertising Campaign $7,500.00
Social Media Assets, Posting, Monitoring Included
Transit Shelter Advertising $3,000.00
Mass Transportation Advertising $5,000.00
Public Relations Management Fee Included
Press Release & Wire Placement $1,000.00
Radio Advertising $15,000.00
Email Marketing Included
Campus Media Promotion $5,000.00
Event Art Assets $3,000.00
$46,500.00
Develop a plan
to raise 3
million miles in
2016 for Wishes
in Flight.
Current
Corporate
Partners
Direct Mail Campaign $5,500.00
Email Marketing Included
Remarketing $15,000.00
Flyers $3,000.00
Art Assets $5,000.00
Program
Promotion
Email Marketing Included
Transportation Advertising $4,000.00
Direct Mail $5,500.00
SMS System Included
$38,000.00
Develop a
promotion to
recruit 45
Spanish-
speaking
volunteers and
create an
additional
communication
touch point.
Video
Campaign
Video Creation $12,000.00
Social Media Advertising Campaign $9,000.00
Social Media Assets, Posting, Monitoring Included
Video Advertising $15,000.00
Community Outreach Management Included
La Vos Bilingual Magazine Print Advertising $6,000.00
El Vocero Print Advertising
$3,000.00
$45,000.00
Agency Fees $22,500.00
Total Budget $250,000.00

57. Make-A-Wish Michigan Campaign Proposal | 58
EVALUATION PLAN
Evaluation may be the last step in the process, but at Red
Hare Creative, we feel it is the most critical. With constant
monitoring, analysis, and understanding of the consumer
reaction to different elements in the campaign, it allows for
more agile, real time marketing. By monitoring all elements on
a monthly basis, if changes are needed, they can be made
quickly. Below outline the tools we use at Red Hare Creative,
our method of evaluation and rationale for doing so.
The investment for this comprehensive service is $3,750 per
year.
EVALUATION TOOLS:
• All social media traffic will be benchmarked through
Radian6, a social media measurement tool.
• All Public Relations tracking will be done through
Radian6 and BurrellesLuce.
• Google Analytics will be used for all website and landing
page measurement.
• Google Adwords will be used as the online advertising
media buy, unless otherwise noted.
• Third Party direct mail vendor is Acxioim.
OBJECTIVES
There are two objectives for the Imagination Campaign first is
to increase donations to $1.25 million, and second, to
increase the number of volunteers by 20% during the 2016
calendar year.

58. Make-A-Wish Michigan Campaign Proposal | 59
EVALUATION & RATIONALE:
Reports will be provided and reviewed with Make-A-Wish
Michigan on a monthly basis. Reports will be broken out by
deliverable and in a more holistic view by channel. Custom
reports and alternate formats can easily be provided if desired.
PRE-EXECUTION COMMUNICATION RESEARCH
EVALUATION
In-depth analysis of competitors, current market place and
target audience including a focus group of Millennials.
RATIONALE
A focus group of Millennials was held to gain exact insight into
nonprofit giving. In-depth analysis helps to provide a
groundwork of knowledge to build a smart and thoughtful
campaign around.
POST-EXECUTION EVALUATION
OWNED MEDIA
EVALUATION
Social media channel, websites, landing pages, and email
marketing campaigns will be tracked each month for
engagement, reach and conversion. These metrics will also
include click through rates, impressions, clicks, email send
counts, online traffic, page views, and conversation rates.
RATIONALE
By tracking the entire sequence of interaction online we can
see if there are any significant drop off points. If there are, we
can adjust to ensure better conversation rates. This also
allows to see what tactics may be more successful and allow
for campaign adjustments to use the most successful tactics.

59. Make-A-Wish Michigan Campaign Proposal | 60
EARNED MEDIA
EVALUATION
Public Relations and community outreach efforts will be
measured in audience reach. While the digital engagement
reports will surely overlap some of the data provided, we are
mostly interested in the universal size of the possible audience
our message is hitting. This section will also review mentions
and placements from any earned media.
RATIONALE
By tracking what stories the media and its audience finds
important or interesting will help to continue to craft successful
public relation efforts.
PAID MEDIA
EVALUATION
Digital advertising (social, display, video and remarketing), print
advertising, radio advertising, and out of home advertising will
be tracked by placement and impression. Digital will also
include click through rates, impressions and conversation
rates.
RATIONALE
Keeping a close eye on paid advertising will help to maximize
the budget, and target audience to make the biggest impact. If
a campaign is outperforming another, it will service as a best
practice for the campaign.
EVENT SUCCESS
EVALUATION
The success of this event will be measured by number of
registrations, attendees, and donation revenue. In addition to
this, post event surveys will be given to sponsors, volunteers
and attendees to glean insights for the next year. The amount
of sponsorships and revenue secured will be evaluated.

60. Make-A-Wish Michigan Campaign Proposal | 61
RATIONALE
By conducting a post-mortem of the event, it will provide
insights into what worked well and what could be improved for
the next event.
CORPORATE SPONSOR MANAGEMENT
EVALUATION
Volunteer sign-ups, and participation will be monitored. This
will also include a break out of new vs. returning volunteers.
RATIONALE
By monitoring who is signing up, and if they are return or new
volunteers we can gauge the success of the #WishGranter
campaign or if there are opportunities for improvement.
VOLUNTEER MANAGEMENT
EVALUATION
Volunteer sign-ups and participation will be monitored. This will
also include a break out of new vs. returning volunteers.
RATIONALE
The rationale for using this medium is the significant time
Millennials spend online, and their large consumption of video
content.

61. Make-A-Wish Michigan Campaign Proposal | 62
CONCLUSION
Integrated Marketing Communication (IMC) is a holistic
approach to marketing and branding. It allows the brand to
ensure it is presenting a cohesive representation to the
market. Additionally, IMC permits a brand to deeply
understand and interact with the consumer it is marketing to.
It also provides guidance for how the brand can position itself
in places where their customers already are.
With this ideal in mind, Red Hare Creative blends the
expectations of the consumer and the brand into a focused
multi-channel campaign.
Our team combines a unique blend of imaginative talents with
experience in both nonprofit and corporate organizations,
which we feel positions Red Hare Creative strongly to serve
the needs of Make-A-Wish Michigan.

62. Make-A-Wish Michigan Campaign Proposal | 63
APPENDIX

63. Make-A-Wish Michigan Campaign Proposal | 64
PRESS RELEASE
FOR IMMEDIATE RELEASE
January 1, 2016
Red Hare Creative, A New Full Service Marketing
Agency comes to South Jersey
AUDUBON, NJ (January 1, 2016) — Red Hare Creative (RHC), a full service integrated
marketing agency opened its doors today in South Jersey. RHC understand marketing
budgets come in all sizes and each challenge is unique. Red Hare Creative specializes in
utilizing strategy, digital and content marketing, and brand management to get the most
out of any budget. Their expert team has experience from the hyper local level to global
and everywhere in between. No company, or challenge is too big or too small.
“We are excited to join and get to know the wonderful South Jersey business community.
We can’t wait to learn how Red Hare Creative can help further their hopes and dreams of
their businesses,” stated Kate LaCorte, the Founder and CMO of Red Hare Creative.
“We have assembled a fantastic team of passionate, strategic, and creative people who
can’t wait to jump in and get started. I would call the team, our Marketing Superheroes—
they want to save the day.”
To celebrate the launch of Red Hare Creative group, a small party will be held at the
popular Wine and Brick Oven Pizza restaurant, Treno in Westmont, NJ. Local businesses,
nonprofit groups, and local organizations are welcome to join in the celebration and toast to
a new partnership. In the spirit of the event, Red Hare Creative will be raffling off free two-
hour consulting sessions to help organizations assess their marketing needs.
###
About Red Hare Creative
Red Hare Creative is a full service integrated marketing communication firm serving non-
profits, b2b and niche consumer brands. Specializing in content marketing, social and
digital marketing, and brand development. We help bring creative insights and execution to
any size marketing challenge. For more information on how Red Hare Creative can help
your business grow, visit RedHareCreative.com or connect with us on Facebook and
Twitter @RedHareCreative.

64. Make-A-Wish Michigan Campaign Proposal | 65
FOCUS GROUP MODERATOR GUIDE
Focus Group Object: To develop an understanding of what motivates Millennials to
donate their time or money, and to what degree do they know about Make-A-Wish
Michigan.
Participants:
• 8 participants
• 4 women, 4 men
• 5 Caucasian, 3 Asian/ Islander
• Age between 21 and 32
• Household income: $30,000 to $70,000
• All employed full-time, range from corporate to non-profit to government
Welcome
Thank you for taking your time today to sit down and discuss your views on
nonprofit giving and Make-A-Wish Michigan. What we discuss today will be used as
research for my final master’s program project to help develop an integrated
marketing communication proposal to engage Millennials like yourself with the
Make-A-Wish mission.
Over the next hour we will discuss what motivates you to give your time or money
to a charitable organization, why type of organizations you like to give to and what
your thoughts and feelings are on Make-A-Wish specifically. This session will be
recorded so I can accurately represent your quotes and ideas into my proposal but
will remain anonymous.
The Rules
I will be asking a series of questions to the group, everyone is allowed to respond
but please be courteous and respectful of others and their opinions in the group.
Questions
Start by going around the room stating everyone’s name, and their favorite
organization to donate to.
Then move to more generic questions about giving time or money to an
organization, such as;
• Do you prefer to donate your time or money to a charity?

65. Make-A-Wish Michigan Campaign Proposal | 66
• What type of causes do you usually donate to?
• Would the type of cause persuade you more, or the activity?
• What would you say motivates you to spend so much of your time doing
these great things?
Now start to talk about Make-A-Wish more specifically. Since this is to judge
awareness of the brand, do not provide any information initially. Once everyone has
given their initial thoughts provide any information about Make-A-Wish that may be
beneficial to the audience.
• Have you ever heard of Make-A-Wish?
• Would you say you have a positive view of the MAW brand?
• Would you consider donating your time or money to MAW?
• Would helping to grant a child's wish be something you'd be interested in?

66. Make-A-Wish Michigan Campaign Proposal | 67
REFERENCES
ALPERT, L. I. (2015, January 29). BuzzFeed
Nails the ‘Listicle’; What Happens Next? The
Wall Street Journal, pp.
http://www.wsj.com/articles/buzzfeed-nails-
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