Myself and my two fellow interns were tasked with creating and presenting an intergrated marketing campaign for Serenity house which was in need of rebranding, public relations iniciatives, and a strategic voluneteer recruinemnt strategy.

1. INTEGRATED MARKETING COMMUNICATIONS DEVELOPMENT CAMPAIGN
DECEMBER 9, 2015
SERENITY HOUSE

2. BACKGROUND
» Located in Victor, NY
– In operation for 16 years
» Comfort home for individuals who are in their final three months of life
– Alternative to hospitals, nursing homes and in-home care
» Equipped to take on two residents and their families at a time
– Provides 24-hour care at no cost
» Funded by United Way
© Dixon Schwabl Inc. 20152

3. OBJECTIVES
» Create a volunteer recruitment strategy to increase volunteer base in
both the short and long term
» Articulate and increase awareness of the Serenity House brand
» Increase public relations efforts
© Dixon Schwabl Inc. 20153

4. VOLUNTEER INITIATIVE
4 © Dixon Schwabl Inc. 2015

5. AUDIENCE ARCHITECTURE: KEY STAKEHOLDERS
» Internal
– Board members
– Staff/volunteers
– Current families
» External
– Families of former residents
– Prospective residents and their family members
– Third-party establishments (hospitals, nursing homes, etc.)
– Community leaders/elected officials
– Regional media
– Corporations and foundations
© Dixon Schwabl Inc. 20155

6. COLLEGE INTERNSHIP PROGRAM
» Rochester has a large number of colleges in the area. Educating these
college students about Serenity House can lead to a huge potential
increase in volunteers.
» Tactics
– Develop an internship program that gives hands-on experience working in
this environment
– Attend informational events for students in nursing, physical therapy or
occupational therapy programs
© Dixon Schwabl Inc. 20156

7. THE COLLEGE COMMUNITY
© Dixon Schwabl Inc. 20157

8. MARKET RESEARCH
Target demographics
» Millennials
– Ages 18-34
– HHI: <$18,000
» Generation X
– Ages 35-50
– 24% of Generation X individuals have shared a picture on a social media
platform
» Baby Boomers
– Ages 51-69
– According to Marketingsherpa, 11% of Baby Boomers have some type of
presence on social media
© Dixon Schwabl Inc. 20158

9. TARGET PERSONA: JOHN
» John is a Millennial looking to advance
his education and expand his volunteer
experience.
» He is actively involved in school, and is a
bright, motivated student.
» John grew up in the Rochester area and will continue to volunteer at
Serenity House on his breaks from college and during his summers at
home. He also recommends volunteering at Serenity House to his
friends to fulfill their required volunteer hours.
© Dixon Schwabl Inc. 20159

10. TARGET PERSONA: AMY
» Amy is a middle-class mother of two who
is looking for more ways to get involved in
her local community.
» She thinks Serenity House is a good fit for
her volunteer work. A colleague
recommended that she volunteer at the
organization after telling her about their
experience.
» She is conscious of the fact that her parents are growing old and has
been looking at potential care options.
» Amy chooses to also donate to Serenity House because her employer
will match any donation she makes.
© Dixon Schwabl Inc. 201510

11. TARGET PERSONA: MARY
» Mary is a Baby Boomer who likes to donate
to Serenity House because she is thinking
of her future and the futures of her older
loved ones.
» Mary spends her free time with her
grandchildren and family, as well as with
friends. She likes to spend her time
volunteering for causes she believes in.
» Mary is conscious of the fact that she is getting older, and she has
been looking at potential resources for her future the futures of her
loved ones.
© Dixon Schwabl Inc. 201511

12. STRATEGY
» By targeting Millennials, Generation X and Baby Boomers, Serenity
House will be able to attract long-term volunteers and donations.
» With an integrated marketing campaign, our goal is to build brand
awareness for Serenity House while increasing its social presence and
rebranding its image.
» During this campaign, the organization will remain committed to
providing the best hospice care.
© Dixon Schwabl Inc. 201512

13. REBRANDING
13 © Dixon Schwabl Inc. 2015

14. CAMPAIGN CREATIVE
Rebranding
» Deliverables
– Logo
– Tagline
– Brand board
» Color palette
» Font selection
» Logo variations
– Mock website
© Dixon Schwabl Inc. 201514

15. CURRENT LOGO
© Dixon Schwabl Inc. 201515

16. CONCEPT: WARMTH
16 © Dixon Schwabl Inc. 2015

17. WARMTH
» Many people have negative stigmas about hospice homes and are
under the impression that they are cold, sad places. Serenity House is
here to change that impression. With this new, updated brand image,
there will be no doubt that each individual will be treated with
warmth, love and maturity from the moment they come through the
front door.
» Feelings of sadness and of being alone are common for individuals
looking into hospice for their loved ones. Serenity House is here to
change that by opening their doors to a warm, loving home where
comfort and positive emotions are abundant.
© Dixon Schwabl Inc. 201517

18. © Dixon Schwabl Inc. 201518

19. INSPIRATION
» This logo offers Serenity House a change from its previous logo.
» With a new color palette featuring only warm colors, this will
immediately give prospective guests and donors positive feelings of
warmth.
» The ornate decorative accents and clear, distinct font radiate feelings
of maturity and care that are appropriate for adults.
» The word “hospice” is also included in this logo, making sure nobody
will mistake Serenity House’s cause.
© Dixon Schwabl Inc. 201519

20. © Dixon Schwabl Inc. 201520

21. MOCK WEBSITE
21 © Dixon Schwabl Inc. 2015

22. © Dixon Schwabl Inc. 201522

23. © Dixon Schwabl Inc. 201523

24. © Dixon Schwabl Inc. 201524

25. PUBLIC RELATIONS INITIATIVE
25 © Dixon Schwabl Inc. 2015

26. TACTICS
» Print
– Press release
– Media alert
– Calendar listing
– Fact sheet
– Media pitches
» Digital
– Social media content calendar
– Editorial calendar
» Event
– Skate with the Blue Devils promotion
© Dixon Schwabl Inc. 201526

27. THIRD-PARTY RELATIONSHIPS
» Importance of partnering with external organizations
– City Mattress
– Thomas Creek Ice Arena & PRO Shop
– Victor Blue Devils
© Dixon Schwabl Inc. 201527

28. SKATE WITH THE BLUE DEVILS PROMOTION
» Date: December 19, 2015
» Event name: Skate With The Blue Devils
» Event description:
– Skate With the Blue Devils is a fundraiser with a mission to increase
awareness and raise money for Serenity House, a local hospice home.
Guests will have the opportunity to attend a meet-and-greet with the
varsity ice hockey team and coaching staff.
» Tactics to promote event:
– Social media (Facebook)
– PR materials
© Dixon Schwabl Inc. 201528

29. SATURDAY, DECEMBER 19 (MORNING)
» Platform: Facebook
» Boost: $15
» Audience: men/women, ages 13-65+, Rochester +25 miles, high
school/college students, athletes and volunteers
» Image:
» Text:
– Today marks the inaugural Skate With the Blue Devils to benefit Serenity
House, beginning at 1 p.m. Don’t miss the opportunity to skate with your
favorite Blue Devils and get their autographs.
© Dixon Schwabl Inc. 201529

30. SATURDAY, DECEMBER 19 (NIGHT)
» Platform: Facebook
» Boost: $10
» Audience: men/women, 13-65+, Victor +25 miles, high school/
college students, athletes and volunteers
» Image: post photos taken during the event and have a wide variety of
groups
» Text:
– To everyone who came out to support Skate With the Blue Devils, thank
you. Without you, this terrific event wouldn't have be successful. Serenity
House will be able to keep its doors open for another year. Can’t wait to
see you all next year!
© Dixon Schwabl Inc. 201530

31. © Dixon Schwabl Inc. 201531