This document provides an integrated marketing plan for the non-profit organization ipourlife. Key elements of the plan include expanding the target market to 18-24 year olds and dedicating a significant portion of the campaign to social media promotions and special events to reach this target. The main focus of the campaign is "the need is everywhere" to highlight ipourlife's work locally and internationally. The $25,000 budget will be used for social media, traditional media, website updates, and events. Goals include increasing social media followers and donations while creating a recognizable brand.

1. Presented by:

2. Table of Contents
Executive Summary................................................2
Introduction.............................................................3
History of ipourlife................................................4
Objectives...............................................................5
Research (SWOT)..................................................6-7
Research..................................................................8-9
Target Market........................................................10
Compitive Analysis................................................11-12
Positioning...............................................................13
Creative .................................................................14-28
Billboards..................................................14
Website.....................................................15
Print Advertisment...................................16
Non-Traditional........................................17
Social Media............................................18-24
Events.........................................................25-28
Public Relations......................................................29
Budget.....................................................................30
Flight........................................................................31
Flight Schedule.......................................................32
Measurement..........................................................33-35
Conclusion...............................................................36

3. Executive Summary
Ignite has developed an integrated marketing solution to give greater
awareness to the ipourlife brand name.
After conducting primary and secondary research, we have determined
our best approach to creating growth for ipourlife is through expanding our target
market to 18-24 year olds. Because of this target market we have dedicated a
significant portion of our campaign to social media promotions and special events.
We will also reach our target market through some traditional print media as well.
Our tagline and main focus of the campaign is “the need is everywhere.” We
want to focus on the fact that ipourlife is unique in that it works to promote a better
life for those locally and internationally. This is ipourlife’s biggest selling point and
the drive of our campaign.
With a promotional budget of $25,000, we will utilize social media tools
such as Facebook and Twitter to push information out, Flickr and YouTube to show our
market visually who they are impacting, Foursquare to raise funds and traditional
media to raise awareness. We are also recommending that ipourlife modernize and
re-organize their website to create better information flow and brand imaging.
2

4. Introduction
ipourlife is a growing non-for-profit organization. To increase top of the
mind awareness in the Springfield area and nationally, ipourlife must create a
cohesive brand image.
Currently, ipourlife raises these funds through private donations and
sponsorships, a 5k race and Respect Revolution. Respect Revolution is ipourlife’s
largest event not only because they have celebrity endorsement of Alyson Stoner,
but also because the tour talks about touchy subjects for most young teenager girls
and teaches them that in order for others to respect
them, they must first respect themselves. ipourlife
is growing faster than it can currently handle and
Respect Revolution is becoming its own event rather
than supporting and tying back to ipourlife.
Through a more organized and maturely
designed website, social media, traditional media,
and events, we aim to make ipourlife easily
recognizable within their competition. We will create
a larger following by increasing their target market
from Middle School to High School aged girls to 18-
24 year old college students and young professionals.
3

5. History of ipourlife
ipourlife is a non-profit organization that began in 2009 after it’s founder, Julie
Higgins, visited a refuge camp and was touched by the lack of respect women
received. ipourlife has since developed their mission into several categories.
• Charity to local organizations that focus on:
“Education, healthy living, or women’s
empowerment.”
• Gifting funds internationally:
“For sustainability to El Salvador Refugees.”
and
“Clean water, a health center, and school in
Chuko, Ethiopia.”
4

6. Objectives
• Increase Facebook and Twitter followers by 10% ever week.
• Establish long-term donators.
• Increase donations by 50%.
• Create a recognizable brand image.
• Increase event attendance.
• Find business sponsors that share similar target market
5

7. Research (SWOT)
Strengths:
ipourlife has developed a lot of support from celebrities and important opinion
leaders both nationally and locally. This allows them to reach more people via social
media because so many people follow their opinions and statements. Because of
ipourlife’s target market being teenagers to young adults, social media and celebrities
are a perfect draw for their campaign. They actually get to go to the other country
and work directly with the people they help. They also have a very good volunteer
participation. Something ipourlife has that not many others do is that they give 50%
to local nonprofits and 50% to international causes.
Weaknesses:
ipourlife’s greatest weakness is the fact that they are losing their identity through
Respect Revolution. The Respect Tour is only one aspect of all that ipourlife does,
however, it dominates their social media and website. Also, the social media and
website are lacking in information and engagement with their target market. They
are also not promoting their events and organization very well. We feel they could
have a lot of free publicity that they are not utilizing. They are not publicizing their
most unique features about the actual organization.
6

8. Research (SWOT)
Opportunities:
ipourlife has a great opportunity with all of the excitement supporters have for their
organization and their willingness to donate anything from time and money to mobile
applications. They have support pouring in, they just need to channel, organize, focus
their volunteers to really utilize the help. The support will increase the people they can
reach and in turn grow ipourlife. They also have a big opportunity to reach out to a
lot of college and high schools for support. Springfield has a lot in the area.
Threats:
The biggest threat ipourlife faces is becoming lost in the face of Respect Revolution.
Their mission also threatens them significantly because it is very similar to other local
and national, more well-known organizations.
7

9. Research
Current Social Media:
98 people currently follow them on Facebook (as of February 27, 2011)
Last post was November 2, 2010)
96 tweets, 18 following, 66 followers on Twitter
Primary Research:
Our class surveyed over 800 people by posting and distributing
surveys through social networking sites. The majority of people
surveyed were young adults and 70.8% were female. A few
significant findings contributing to the focus of this campaign
are found below:
Reasons to support a cause:
76.2% said because of personal beliefs/of interest to me.
52.1% said they were influence by someone close.
50.2% said they like to feel they can make a difference.
48.3% said they had a personal connection.
8

10. Research
Most important reasons to support a cause:
67.9% said whether or not a charity gives 100% back to the cause.
3.3% said they cared about celebrity involvement:
7.9% said they cared if the charity targets their Generation:
These last two were the items that ipourlife tends to focus on currently.
Our data suggests that this is not the way to reach our target market.
Best way to reach them:
Facebook
Positive word of mouth
Through groups they are involved in
They believe that contributing to local needs is the most important, but support
national and international causes as well.
People are most likely to donate to something that assists children followed by
education, then healthcare
People prefer runs/walks over concerts.
90% of our survey audience has given to a cause, but the biggest reason listed
as to why people have never donated to a cause is because they do not have the
money to do so.
9

11. Target Market
According to Julie Higgins, ipourlife currently seeks to target young teens in high
school. For the purpose of this campaign, we are extending this market to young
adults.
Demographics:
• Age: 18-24 (primary)
• Gender: Female (primary) Male (secondary)
• Location: Springfield, MO and surrounding Ozark area (primary)
• Income: Under $20,000 (primary)
Psychographics:
• Active in organizations (church, academic, Fraternity/Sorority, work)
• Currently in school, or recent graduate (high school-college)
• Enjoys an active lifestyle (running etc)
• People who have donated to causes in the past- through participation or
donations
10

12. Competitive Analysis
Convoy of Hope:
While this is a national organization, they are
headquartered in Springfield making it a big
competition. While they focus on mostly disaster
relief and food, they do partner with ipourlife
on several projects and it was Convoy, according
to Julie Higgins, that found one of the refugee
camps ipourlife serves. Convoy of Hope has
weekly service opportunities that allow college, church and other organizations to
donate to Convoy of Hope without actually having to donate their money. Because
our target market has such a small income, this offers great competition to ipourlife
who has minimal non-monetary opportunities.
Toms Shoes:
Toms Shoes was started by Blake Mycoskie in 2006 when he visited Argentina
and met many children without shoes. He began Toms shoes so that for every pair
of shoes that was purchased, another pair would go to someone in need. This is
important children without shoes are at risk for infection and diseases. Toms has
many campus clubs helping out on university
campuses as well as internships, both of which
appeal to a younger generation. They also
have a signature event that is unlike any
other organization: “One Day Without Shoes”
in which 250,000 people went one day
without shoes to raise awareness about the
cause. While there are no specific celebrities
on board, there are many celebrities that
support the cause and wear Toms.
11

13. Competitive Analysis
One:
This organization has over 2 million members backing
their cause. It is an organization that uses grassroots
advocacy to fight extreme poverty, preventable
disease and encourage education in Africa. The
organization was founded by Bono, so like ipourlife,
has celebrity backing. They emphasize to members that
they want your voice, not your money because they do
a lot of advocacy work. They have a student advocate
group on college campuses (ie “The ONE Campaign
at Missouri State University) and therefore can easily
reach the same target market we are aiming for.
Uniceif:
According to their website, “Unicef’s mission is to advocate for the protection of
children’s rights, to help meet their basic needs and to expand their opportunities to
reach their full potential.” Uniceif has several different focus areas, but they all
relate to children’s rights. They focus on to poverty,
violence, disease and discrimination that serve as
obstacles keeping a child from success and healthy
living. Uniceif has been in operation since 1946 and
have a very large following.
Something that they do that relates to our target
market is the trick-or-treat for Uniceif that allows
children the opportunity to give up collecting candy on
Halloween in exchange for donations to Uniceif. It is a
way to allow people with a smaller income to donate
to a worthy cause.
12

14. Positioning
ipourlife must recreate their brand image to set themselves apart from other
non-for-profit organizations in the Springfield area and nationally. ipourlife stands
proud in their community’s roots and donates 50% of their proceeds to local charities
in the Ozark area, while the other half is donated around the world to places such
as El Salvador and Ethiopia.
By using relational positioning ipourlife can reach college students and
young professionals between the ages of 18-24. ipourlife we will differentiate
themselves from other non-for-profits in the area. We will create an emotional
connection between our community and men, women, and children in struggling
nations. ipourlife aims to empower young and matured women across the world
through both male and female audiences.
By advocating community members to “pour” their lives into someone else,
they will in turn create a better life for themselves through the use of a improved
ipourlife website, blogs, social media, and organizational appearances. On an
individual level, ipourlife will first push individuals to be more self aware. By better
understanding themselves, they can more easily understand and respect others.
Next, with opened eyes, community members will see that as humans, we are all
more alike than we are different.
We all need shelter, water, education, love, and self confidence. Across the
world the severity of these things change, but are none-the-less present. Finally,
community members will be able to better relate to their neighbors here in the
United States and others around the world that are also struggling with these issues.
With the accomplishment of the community building their own self-worth, they also
have the satisfaction of helping others create self-respect within them.
13

15. Creative- Billboards
MIKE Billbord
14

16. Creative- Website
15

17. Creative- Print Ad
16

18. Creative- Non-Traditional
ipourlife CD:
A great way to easily raise money is by finding local unsigned bands that are willing
to donate a song or two to put on an album that ipourlife can sell at businesses
around town, online on the ipourlife website and at ipourlife events.
The CD’s will be purchased through Oasis CD Manufacturing at a cost of $1.09
per CD for 1,000 CDs. We recommend buying 1,000 CDs to allow a trial run. They
provide everything after giving the initial tracks of music to be put on the album.
Oasis will print the album artwork you want with the case. The CD will also be
available for purchase on iTunes and CDBaby.com. Once receiving the CD’s, ipourlife
would require the bands that donated songs to buy back 50 CD’s for $5 a piece. The
remaining CDs will be sold at ipourlife’s events.
The total cost of this would be $1,090 to Oasis CD Manufacturing. ipourlife can sell
each CD for $5 making a $3.91 profit per CD. If all CDs are sold, ipourlife will make
a profit of $3,910 plus the sales from iTunes and CDBaby.com.
17

19. Creative- Social Media
Twitter:
Twitter is an easy way to put up simple updates and announcements about ipourlife
to over 145 million people. We would use the TweetReach option that gives ipourlife
a chance to see measurable results about how engagement is with particular target
markets, which for ipourlife is male and female college students and young profes-
sionals between the ages of 18-24. The TweetReach application allows ipourlife to
measure if this outlet is paying off and reaching their target market as desired. Links
to other ipourlife social networking sites will be easily accessible from our Twitter
page.
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20. Creative- Social Media
YouTube:
Youtube is a free way to market your organization. YouTube gets 20 million viewers a
month. In this visually-rich society, to reach our target market we need to be reaching
them through visually appealing images rather than simply words. ipourlife can raise
awareness for their cause by uploading videos taken from refugee camps to show
Americans the living conditions in the country and where their efforts are going.
Video clips from their two main events, the Respect Revolution concert and the 5K run,
would be uploaded to create curiosity in participating next year in the events and
to show the entertaining and active ways ipourlife raises money and awareness. If
ipourlife wanted to create a commercial, YouTube would be a free way to get the
commercials out to their target audience. ipourlife’s target audience is 18-24 year
olds which is the main viewers using YouTube.
19

21. Creative- Social Media
Flickr:
Flickr is a photo management application that lets individuals post photos and videos
to be viewed by others. These photos and videos will be embedded into our Twitter,
Facebook, and Blog. Flickr asks the photo submitter to organize tags which enable
searchers to find image when searching a related topic. This gets ipourlife’s image
out to the public that may not know too much about ipourlife.
20

22. Creative- Social Media
Blog:
The blog we created is separated into three different areas, ipourlife, local, and
international. The ipourlife section would be a place for ipourlife to post information
about what they are doing as a non-profit and up and coming and prior events. The
local section of the blog is a place where readers can find local information about
the needs around the United States and how people can help. It’s also a place where
ipourlife can talk about local newsworthy happenings that may affect how ipourlife
donates its time and resources. The last part of the blog, is where ipourlife can post
international efforts, needs, and news. This last portion would allow readers to have
a deeper understanding of what is going on in the world and how they can help.
Overall the blog will be used as an informational and emotional resource and can
help with donation efforts and allow an open forum for readers.
23

23. Creative- Social Media
Facebook:
Having a Facebook page and a group page will allow ipourlife to reach over 600
million people all over the world through one venue. Facebook is the quickest way to
contact your audience all over the world through a single message. Facebook makes
it possible for an organization to use cause marketing. ipourlife’s Facebook page will
reach their target market and provide information about upcoming events, volunteer
opportunities, and fundraising.
We will set up an ipourlife causes application that allows
users to “like” their cause, share their cause with others,
and donate to the cause. We would register ipourlife
through Guidestar, which is the database that pulls the
beneficiary’s information. Once registered, users simply
click the “Donate” button where they can donate by
credit card any amount they choose (which can be done
once or monthly). The causes link allows you to share your
mission, fundraising, impact, bulletin, photos, and people
can also post on the wall. Non-profits usually spend 20-
40% of their money on fundraising; through Facebook they can raise awareness for
free.
Links to other ipourlife social networking sites will be easily accessible from our
Facebook page.
22

24. Creative- Social Media
Facebook Ads:
Facebooks ads are a virtual way to plan a successful campaign online; create,
target, and budget your ad; and test different versions of each ad head-to-head
to discover what works. Facebook Marketplace would allow ipourlife to show social
endorsements for an ad which makes it more appealing to your audience. Ipourlife
will use Facebook ads to promote their website and/or events. Facebook ads appear
on the sidebar of Facebook users’ profile page. Facebook users will be able to see
the ad by ipourlife and find out simple information that can drive them to learn more
at their website. Users can also “like” the ad, which allows them to express their
sentiment about the ad/cause and share it with their friends.
23

25. Creative- Social Media
Foursquare:
Foursquare is a social networking application that lets individuals “check in” at
their current location. When the person checks in their friends/family can see the
individuals name, the name of their current location, and possibly who else is with
him or her. During our yearlong “Keep the Change” ipourlife Benefit, each time
a person lets ipourlife keep their change at the participating business they can
“check in” on foursquare and let friends and family know. We could also rally other
stores/restaurants to give customers 10-15% off their purchase if they “check in”
on foursquare on a particular day. We would also use foursquare to “check in” at
ipourlife events, which brings awareness to the organization and their events.
24

26. Creative- Events
In the Springfield area we have multiple college campuses such as: Missouri
State University Drury College, Evangel University, Everest College, Baptist Bible
College, Cox College, Vatterott College, and Ozark Technical College. This is a huge
base to find volunteers and raise funds for ipourlife. By creating competition within
these colleges and between them, students can participate and raise awareness
of ipourlife’s cause while engaging students to be proactive within our community.
Missouri State University, Drury College, and Evangel University all have collegiate
athletics in addition to Missouri State University and Drury College having active
Greek communities.
Volunteers will also be used to conduct and conferences assemblies at college
universities as well as local high schools in the Springfield/Ozark area such as Bailey
Alternative High School, Central High School, Glendale High School, Hillcrest High
School, Kickapoo High School, and Parkview High School. Volunteers will spread
ipourlife’s mission, self-empowerment and ipourlife’s global and regional impact.
The presentation is meant to be moving and very visual. During this presentation
ipourlife will pass around a bucket giving students an opportunity to donate any
spare change to the cause.
25

27. Creative- Events
Grocery/Gas Station Donations:
To create awareness and interest for ipourlife in our community we must engage our
target market of 18-24 year old college students and young professionals. In the
beginning of summer (June) we will partner up with Springfield area community gas
stations and grocery stores for a donation drive. Businesses involved could include
grocery stores such as Dillions, Price Cutter, Aldi, Walmart, and Sam’s Club . Gas
stations could include Kum & Go, Casey’s General Store, Rapid Roberts-Conoco,
Fast-N-Friendly, Phillips 66, and Break Time. Donation cards of $1, $5, $10 will be
available for purchase at customer check-out to raise funds for ipourlife. Each store
will have the customer sign their name on the ipourlife card, then hang it up for other
customers to see. These cards will not only create funds for ipourlife, but also create
awareness of ipourlife as a prominent charity in Springfield.
Keep the Change:
To more closely address our target market, we will start a Keep the Change
donation drive at local businesses geared toward modern college students and
young professions. A different business in downtown Springfield will be given a
participating month. Within this month, with a purchase from their store, customers
will be given the option for ipourlife to keep their change from their purchase or a
donation could simply be made. Businesses could include: 3House Boutique, 5 Pound
Apparel, Amy Cakes, Apple Empire, Blush Downtown-Boutique, Envy Clothing, Global
Fayre, Good Girl Art, INDIE Boutique, Moxie Cinema, Staxx Apparel, and The Cup.
26

28. Creative- Events
Shanty-Night Live:
An event that would be geared toward Greek life at Springfield colleges is “Shanty-
Night Live”. This is a perfect opportunity for corporate sponsors to be hit hard in
our community. Shanties will begin to be constructed by Greek members on each
college campus in a high-traffic locale late in the afternoon. Donations of cardboard,
tape, aluminum, etc… to build the shanties will be given from local businesses such
as Lowes, Home Depot, and Habitat for Humanity Re-sale Shop. Once constructed,
participants will stay in their newly built shanty until midnight. At midnight, a candle
light session will be held to speak on the refugees that live this way in El Salvador and
the hope for a better tomorrow for them. Before everyone leaves the site, signs will
be hung up around the Shanty village stating facts, quotes, and provoking emotional
questions about refugee life so students the next day on campus can see and witness
refugee life for themselves. T-shirts will be provided for participants. This event would
be a perfect opportunity for media coverage by local news for ipourlife, “Shanty-
Night Live” sponsors, and the Greek community at both colleges.
Benefit Dinner:
We will hold a family dinner. Groups such as Moms Like Me, Women’s Intersports Net-
work, Dress for Success, Shakti Women, Women’s Ministry Network, Missouri Women’s
Council, and Women Supporting Women in Business will be contacted to market the
dinner to their members and friends. The dinner will address issues such as ipourlife’s
mission, refugee life, and women’s empowerment. A first course will be served of the
exact rations of food that is given in the El Salvador refugee camp. Then the main
course dinner will fixed to mimic foods similar to that eaten in El Salvador. After and
during dinner a speaker will speak on women’s role in society here and in El Salvador.
It will focus on the struggles we all face and how we are all more alike than we are
different.
27

29. Creative- Events
Steps for Water:
One competition for athletic teams at both Missouri State University and Drury
college should include “Steps for Water”. It will be a competition relay race. On
average, the people in a Ethiopian village that ipourlife is helping must walk 1 hour
to find clean water, which translates to approximately 3 miles or about 6,000 steps.
ipourlife will use the money raised to benefit the building of a well in between
two villages in Ethiopia to reduce the amount of time to get water to 10 minutes,
cut the distance to .5 miles, and minimize the amount of steps to 1,000. Walkers
will raise donations for the walk by collecting donations from community members
before the relay. The relay will be .5 miles to symbolize the new well being built.
Each organization’s team will be split up across the walking course at 5 different
checkpoints approximately 350 yards apart. Each checkpoint will have 3-4 team
members. Each team will carry a bucket of water between each check point. The
team to complete the course with the most amount of water left in the shortest time
will win. When choosing a route for the relay, a street in downtown Springfield
would be an ideal choice for attraction and finding sponsorships.
28

30. Public Relations
Two weeks prior to each event or activity hosted by ipourlife we will send
a press release to all the major media outlets, such as; 417 magazine, KY3, News-
Leader, and Community Free Press. We will also send out public service announcements
to local radio stations to reach the part of our younger target audience that does not
use paper media or watch the news. Some stations we will contact are, Power 96.5,
Alice 95.5, 105.9 KGBX, and KTTS 94.7. Majority of radio stations to a set number
of public service announcements for free, we will attempt to use one of those spots
to save money in our budget.
We will also promote upcoming events and activities through our social
media outlets. We will have daily updates on our Facebook page, Twitter account,
and blog about the event and where to get more information. Videos of the past
years events will also be uploaded on YouTube so our target audience can see what
the event entails.
29

31. Budget
30

32. Flight
For ipourlife’s media scheduling we will combine continuous advertising
with a flighting strategy during the month of May and June. Most of the media schedule
is continuous which means year-round. We are going to distribute a direct mail piece
during the month of May. This will be distributed to households throughout Springfield.
We also will run a one-panel billboard ad during May also to coincide with
the direct mail. As far as E-Marketing goes it is very critical to the success of our
campaign. Social media will be updated weekly if not daily. Our unique FourSquare
promotion will create a strong push to help raise funds for ipourlife.
In addition to social media, we are going to host some events that will create
strong publicity and hopefully create some well needed buzz. School assemblies are
an event that will help connect to high school students. An assembly will be held every
month at various Springfield schools. A “Steps for Water” event will be a competition
among athletes from Missouri State, Drury, and Evangel.
In addiction to that event, we will also host a “Shanty Night Live” for Greeks to
help promote the ipourlife cause. A promotional CD will also be available throughout
the year on a first come first serve basis. A great donation drive called “Keep the
Change” is something that we feel will raise some additional revenue for our cause.
With the combination of these various media outlets we hope to create a strong
foundation for Ipourlife.
31

33. Flight Schedule
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Print
Direct
Mail
X
X
Billboard
X
417
magazine
Ad
X
E
Marketing
Twitter
/Facebook
X
X
X
X
X
X
X
X
X
X
X
X
Updates
Four-­Square
Promotion
X
X
X
X
X
X
X
X
X
X
X
X
Website
X
X
X
X
X
X
X
X
X
X
X
X
Facebook
Updates
X
X
X
X
X
X
X
X
X
X
X
X
E-­Blasts
X
X
X
X
X
X
X
X
X
X
X
X
Events
School
X
X
X
X
X
X
X
X
X
X
X
X
Assembly/Conference
Benefit
Dinner
X
Steps
for
Water
X
Shanty
Night
Live
X
Additional
Media
YouTube
Video
X
X
X
X
X
X
X
X
X
X
X
X
Keep
the
change
donation
X
X
X
X
X
X
X
X
X
X
X
X
drive
Promotional
CD
X
X
X
X
X
X
X
X
X
X
X
X
32

34. Measurement
Objectives:
• Increase Facebook and Twitter followers by 10% ever week.
(Easy to track in short time and is a reachable goal)
• Establish long-term donators.
• Increase donations by 50%.
• Create a recognizable brand image.
• Increase event attendance.
• Find business sponsors that share similar target market
Tracking:
• Create a database to monitor donations.
(Who is giving, where do they live, how much, how often, predict future
donations by looking at frequencies, address/email address, contact info)
• Issue a 5 question survey at events and incorporate the survey into a raffle for an
incentive.
• Track blog hits and uploads
• Track attendance at events and compare the previous events.
• Insert a tracking hit meter on website.
(See how many hits and when the homepage is being visited.)
33

35. Measurement
We know that our ideas will have a great impact on ipourlife. In order
to test and prove our success we will look at our objectives before our plan takes
action and compare it to the statistics that we will track during our plan.
One of the biggest ways we can track donations is by creating a database
using something as simple as Microsoft Access. ipourlife will be able to look at who
is donating and where they live. An example would be if billboards are placed in
two separate parts of town, when the number of new supporters stops expanding
in that one particular area, ipourlife will know to move that billboard ad is not as
effective in that area anymore.
We also would link all the contact information so that we can send
newsletters and other direct mail pieces to specific supporters thanking and
informing them. ipourlife will compare the attendance from the previous years’
events with future events. Small, simple surveys will be handed out for attendees
to complete for an entering into a drawing when people at our events. Prizes can
include donations of t-shirts from sponsors, ipourlife benefit CD’s, and donated
gift cards from local businesses`. We will also monitor the amount of traffic on
social networking sites. ipourlife can use this information to invest in future events in
particular regions.
34

36. Measurment
Pictured above is a small scale example of what ipourlife’s database could
look like. It is broken down by: First Name, Last Name, Address, City, Zip Code,
State, Email, $ Donation, Date Donated, Age, and Gender. With access, an advanced
sort and filter can be achieved. In this document, input is sorted by “$ Donation” is
descending order, then “Date Donated” in descending order, and finally by “Age”
in descending order. With these filters, if the “$ Donation” is the same between ID
8 and 4, the next information to be sorted is the “Date Donated” and so on. The
sort and filter feature is beneficial for ipourlife because it allows a breakdown of
all ipourlife supporters. Adding supporters and their information is easier than with
other traditional record keeping methods. Through Microsoft Access, information
can be linked to Excel where charts and graphs of information are easily produced.
In Excel, ipourlife can calculate even the most advanced statistics in a matter of
seconds with accuracy.
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37. Conclusion
We feel very confident in our strategy and found it important to break down
to the principles in advertising to successfully manage our channels and fulfill our
objectives. Ignite has used the budget and made sure the money being spent will be
going to the most important and vital areas. We feel the events that we came up
with have great potential to not only raise a good amount of money but also create
awareness for the ipourlife cause. Our campaign proposes that we focus mainly
on creating a brand image and using social media to expand and find loyal long-
term supporters to build a strong and dependable base for the beginning of a new
charity.
Measuring Success:
It will be important that we precisely calculate the numbers we gather because
without that accuracy we can’t prove what we have done has worked. The great
thing about having so many channels of advertising allows us to see each one’s
success or failure and can tell us the areas we need to improve upon.
What to Look Forward to:
Once we can establish a brand image, we feel advertising in especially local areas
will become easier. Then when area businesses see a new trend they will want to
partner up and at that point ipourlife will be like the snow ball effect and ipourlife
will become a household name for charities. By letting people know this is a local
charity that is here to stay, finding new supporters should not be a problem. We will
also be able to manage our growth since we have so many channels that people can
contribute through.
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