2. 2
Erin Watkins
Makenzie Smith
Jennifer Nelson
Kendall Kapperman
Executive Copywriter & Creative Director
Director of Public Relations & Events
Budget Allocator & Programming Specialist
Research Analyst & Editor
3. 3
Table of Contents
Introduction
Executive Summary
Mission Statement
Objectives
Situational Analysis
SWOT
Target Markets
Competitive Analysis
Brand Awareness and Identity
Positioning Statement
Creative Brief
Brochure
Flyers
Billboards
Community Garden Sign
Promotions
Media Brief
Website
Social Media
Fundraising Event
Public Relations
Budget
Media Plan
Measurement
Suggestions
Conclusion
References
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4. 4
Ozarks Wellness Network (OWNit) is a volunteer led organization composed of more than 40 community
establishments in the Tri-Lake area (Stone and Taney counties). Together they are committed to pooling and
coordinating resources to offer assistance to those who need support in the area. OWNit provides assistance
and resources with its eight action teams: healthy lifestyle, food security, substance abuse, child and family
safety, dental health, access to care, senior health, and mental health.
When the latest Community Health Needs Assessment (CHNA, 2012) was released and viewed by community
leaders (Cox Medical Center and Taney County Health Department), they knew that action needed to be
taken. The results of the assessment showed children and families in the Tri-Lake area did not know where
they were going to find their next healthy meal, had difficulties accessing healthcare, suffered from substance
abuse and mental health issues that were going untreated, and possessed too many unhealthy habits. OWNit
believes that these results are threatening families, economic stability as a community, and the future of Stone
and Taney counties. Overall, this meant there were people in the Tri-Lake area that are unhealthy and hurting
and need help. This need for help is what developed OWNit and its mission. The Ozarks Wellness Network is
dedicated to promoting healthier and safer lifestyles through the efforts of working together to do more.
With this plansbook, Fuse Integrated Communications wants to convey OWNit’s message, “Together we can
build a healthier community” because alone we are only one resource, but together we are a team with multiple
resources. This campaign includes a fundraising event, a educational opportunity for students, donations to
the local food pantries, website improvements, increase in social media, brochures and flyers, a billboard
campaign, and garden signs for the current OWNit community gardens.
Introduction
5. 5
Fuse Integrated Communications has created a tactical marketing plan to make Ozarks Wellness Network well known
to three select target markets. We hope this plansbook will create a strong foundation that OWNit will continue to build
on. Our team spent weeks gathering secondary research on each target market, specific marketing tactics, and other
nonprofit organizations in the area.
Fuse Integrated Communications focused our marketing efforts towards three target markets: students, contributors,
and recipients. Our student target market age range is 5 to 18 years old. The goal for this target market is to
promote healthy behaviors early in childhood development that will continue to be practiced throughout their lives.
The contributing target market has a yearly household income of $75,000 or more. We feel this target market has the
means to donate to OWNit’s cause based on their income. Our recipient target market has a yearly household income
of $35,000 or less. This income level was chosen as the target market because these individuals need the most help.
The three target markets will be reached in a variety of ways and from numerous angles:
• Billboard
• Flyers
• Brochure
• Radio advertisements
• Social media outlets
• The Hunger Banquet Fundraising Event
• OWNit KIDS Program
These communication pieces will highlight how Ozarks Wellness Network promotes healthy lifestyles in Stone and
Taney Counties as well as what OWNit plans to do in the future. They will ensure that information about what OWNit
stands for is easily accessible and spread across the Tri-Lake area.
These strategies will be tracked through event attendance, weekly social media analytics, website hits, success of
the flyers, brochure pick up results, and billboard association. These measuring techniques will allow OWNit to alter
methods and improve as needed to ensure future brand success for the Ozarks Wellness Network.
Executive Summary
6. 6
Mission Statement
The mission of Ozarks Wellness Network is to provide local health and wellness initiatives in two coun-
ties, promote a healthy community, and enable residents to take ownership of their health.
There are a lot of duplicate services doing the same work in Stone and Taney Counties that promote and
help build healthy lifestyles for those in need of assistance. OWNit wants to work together with these
companies and agencies in the Tri-Lake area in order to provide more resources and assistance to those
who need it. OWNit wants to give the message, “If we work together, we can do more” to agencies and
organizations and give the message, “We are a trusted and credible resource of assistance to build a
healthier lifestyle,” to those in need. OWNit wants to create a positive image for themselves and their
partners in the area to demonstrate they are truly interested in helping members of the community.
7. 7
Objectives
Primary Objective:
Create a complete integrated communications plan
for OWNit to inform the community on: what the
organization is, why it is important, and what it has to
offer in the name of wellness and prevention.
Develop a stronger brand identity
Increase awareness
Communicate what OWNit offers and what it
provides community members of Stone and
Taney Counties
Determine what people currently know about
this organization, including their perceptions
and misperceptions on wellness
Develop unique promotional strategies to reach
target markets
Create communication pieces that are easily
accessible to people of the Stone and Taney
County area that contain information about
OWNit’s initiatives
Research similar programs that are successful in
introducing their programs
Publicize existing key events and develop a new
fundraising event
8. 8
Objectives
Partnering with other organizations and
agencies to pull resources and efforts
together to create a healthier community
Define three target markets to focus
communication efforts towards
Reach target markets through innovative
promotional strategies that draw attention to
the organization and increase knowledge of
OWNit and it’s mission
Develop and orchestrate a memorable
fundraiser event that raises money and
provides public awareness of OWNit and
the current state of the Tri-Lake community
Create the OWNit KIDS Program to educate
students in Stone and Taney Counties on
health and wellness
Increase OWNit’s activity and appearance
on social media
Execution of Objectives:
9. 9
SWOT
Strengths:
• Design concept of OWNit logo
• Specific action teams
• Passion for helping the community
• Current community partners
• OWNit community gardens
• Clearly defined objectives and mission
• Volunteer efforts
Weaknesses:
• Difficulty reaching high school students
• Low funding
• Under recognized for involvement
• Lacking specific target markets
• Low credibility in the community
• Cohesiveness within organization
• Lacking information on website and
Facebook page
Opportunities:
• Offer classes at College of the Ozarks
for the recipient target market
• OWNit KIDS Program for elementary
and high school students
• Updated website with more information
• New fundraising event
• Combine efforts with more organizations
and agencies in the community
• Free billboard use
• Federal and state grants
Threats:
• Other nonprofit competitors
• Under funding
• Low credibility
• Low brand awareness
• Vulnerable to economic crisis
• Little access to target market
• Fragile representation in the
community
10. 10
Target Markets
For this campaign, Fuse Integrated Communications selected three target markets to meet OWNit’s
objectives and reach a variety of individuals. The three target markets are: students, contributors, and
recipients.
Students: 5 - 18 years old
Current students in elementary and high school:
• Stone: 2,477
• Taney: 3,879
Targeting students will allow OWNit to promote healthy behaviors early in childhood development that
will continue to be practiced throughout their lives. Elementary students will be participating in The OWNit
KIDS Program and high school students will be serving as their mentors during the program to complete
their A+ Scholarship mentoring hours. We decided to not directly target middle school students because
they will already be involved in the program in elementary and high school. Students will also share their
wellness knowledge from The OWNit KIDS Program with their parent or guardian, which will increase the
reach of the programs objectives.
11. 11
Target Markets
Contributors: Household yearly income of more than $75,000
Residents in this yearly income range:
• Stone: 20%
• Taney: 19%
Fuse Integrated Communications selected residents living in Stone and Taney Counties based on their
yearly income of more than $75,000 to make up the contributors target market. We found that residents
who fall into this range have the ability to donate to OWNit. Our research showed that the residents of
Stone County with a yearly income of more than $75,000 reside in tact 905 and 906.1, which is located
in the Branson area. Residents of Taney County with a yearly income of more than $75,000 reside in tact
4802.01 and 4803.01, which is the Rock Away Beach and Table Rock Lake area of the county.
12. 12
Target Markets
Receivers: Household yearly income of less than $35,000
Residents in this yearly income range:
• Stone: 36%
• Taney: 40%
Based on the results from our research, Fuse Integrated Communications found that a large portion of
Stone and Taney Counties residents make less than $35,000 a year. We feel that these individuals and
families need OWNit’s help the most due to their low yearly income. These residents live in tact 901,902,
904, and 906.2 of Stone County and tact 4801.05, 4801.06, 4802.02, 4804.01, 4804.02, 4805.01, and
4805.02 of Taney County.
13. 13
Competitive Analysis
“Together we can build a healthier community,” a simple phrase that says it all. The Ozarks Wellness
Network strives to improve the health of Stone and Taney County members through action teams that
focus on specific health and wellness topics. However, OWNit is not the only organization with aspirations
to improve the quality of life for residents in Stone and Taney Counties. Love INC and Jesus was Homeless
also cater to those in need.
Love INC is a collaboration between local churches and community agencies, ministries, government,
and schools to provide help for the disadvantaged. Two of Love INC’s events include: Christmas gifts
for children and School Readiness. They also offer free budgeting classes to help people organize and
manage their finances.
Jesus was Homeless helps the homeless, hungry, and hurting by providing meals, employment training
and access to health care. This care is also extended to those that live in weekly and extended stay
motels. One of their events is called Meet the Doc that involves participants paying a small fee to have
medical and dental check ups and vaccinations. Jesus was Homeless also holds classes twice a week
titled Jobs for Life Classes that teach participants the skills needed for the workforce.
OWNit does not consider these organizations that have the same mission to help community members in
Stone and Taney Counties to be their competition. OWNit considers these organizations an opportunity
to work together to build a healthier community by providing assistance to those who need it most.
14. 14
Brand Awareness & Identity
Awareness
One of OWNit’s goals is to increase awareness of the organization and what they do currently and plan
to do in the future. OWNit’s primary objective is for Stone and Taney Counties to be informed of: what
the organization is, why it is important, and what it has to offer in the name of wellness and prevention.
Brand awareness will be achieved by the OWNit KIDS Program for students, establishing signs at the
current OWNit community gardens, orchestrating a memorable fundraising event, increasing OWNit’s
presence on social media sites, and advertising to the target markets with flyers, brochures, and a
billboard campaign.
Identity
Another objective for OWNit, is to develop a stronger brand identity.There are other nonprofit organizations
in the Stone and Taney County area that offer health and wellness assistance to community members.
However, OWNit differs from these other organizations because they want to be known as the group that
builds a team of agencies to bring resources together for community members to easily access. With
creative and innovative marketing strategies, OWNit will build a unique brand identity that will be known
across the Tri-Lake area.
15. 15
Positioning Statement
OWNit offers community members of Stone and Taney Counties local health and wellness initiatives to
enable residents to take ownership of their health and promote an overall healthier community.
There are other nonprofit organizations in the area that provide services for residents that need wellness
assistance. OWNit wants to be seen as the bridge that brings together resources and funding from these
similar organizations and agencies in the Tri-Lake area to provide community members with everything
they need to live healthier lifestyles. This organization also wants to be seen as a credible and reliable
resource of assistance for members of Stone and Taney Counties. Volunteers of OWNit are truly interested
in creating a healthier community and this should be easily recognized.
Each creative piece used in this campaign will draw attention and create awareness for OWNit by
containing information that educates the community on OWNit’s objectives and mission statement.
16. 16
Creative Brief
The purpose of this creative campaign is to establish awareness of OWNit’s mission and objectives to
support Stone and Taney Counties. The creative pieces introduced will also increase brand awareness
and create a positive image for OWNit and everything they contribute to the community.
The recipient and contributing target markets will be the primary focus for the brochure, flyers, and
billboard concepts. OWNit’s brochures will be placed at local hotels that the recipient target market are
residing and at the fundraising event. The first flyer will be posted in the region that the recipient target
market lives to reach them in a traditional way since most of the target market does not have easy access
to technology. The second flyer will promote and inform the contributing target market about The Hunger
Banquet Fundraising Event. Lastly, the billboards will be targeting both the contributing and recipient
target markets to create a general awareness of OWNit.
The last creative piece is a garden sign for the OWNit community gardens. OWNit currently has twelve
community gardens that provide a healthier and sustainable quality of food for the food pantries in Stone
and Taney Counties. The purpose of the community garden signs is to relate the gardens directly to
OWNit for their contributions.
20. 20
Community Garden Sign
OWNit community garden located near the
Salvation Army’s Branson office
Together We Can Build a Healthier Community
Community
Garden
Together We Can Build a Healthier Community
21. 21
Promotions
Brochure
Brochures will be located at the less expensive hotels in the Tri-Lake area year round for community
members to grab for more information about OWNit. Providing 35 to 50 brochures to each hotel, depending
on the size, will allow hotels to distribute and display brochures to their local guests who could benefit
from the OWNit programs. Also, continually checking to see how many brochures have been picked up
will help determine which hotels locals are frequently staying at. Recommended hotels for brochures
include:
• 1st Inn Branson
• Fall Creek Inn and Suites
• Windmill Inn and Suites
• Greenbrier Inn
• Southern Oaks Inn
• Windsor Inn
• Carriage House Inn
• Angel Inn
• Lakeview Inn
• Rosebound Inn
• Branson Vacation Inn and Suites
• Scenic Hills Inn
Brochures will also be provided at The Hunger Banquet Fundraiser to offer community members with
more information and references.
22. 22
Promotions
Flyers
The first flyer will be posted three times throughout the year in the highly populated, low income areas
of Stone and Taney Counties. Flyers will appear during the highest unemployment rates of the year
in January and March.The unemployment rate is 15.5% in January, 16.2% in February, and 10.9% in
March. There will be a large volume of flyers hung up in January and March because these are the
first few months of the year where unemployment rates are at their highest percentage. Hanging flyers
in January will draw attention to OWNit right when the community members need help the most. The
Hunger Banquet Fundraising Event held in December will be used as a resource to fund the increased
need of resources for the beginning of the year. Flyers will also be hung up in March to continue to
promote OWNit during high levels of unemployment in Stone and Taney Counties. In July, flyers will be
hung up once again, but in smaller quantities, to refresh community members’ knowledge of OWNit.
The second flyer will be an informational flyer about The Hunger Banquet Fundraising Event. The flyers
will be posted at partner agencies and organizations businesses to target the contributing target market.
The Hunger Banquet is in December, therefore the flyers will be posted in October to inform individuals
about the upcoming event. At the bottom of the flyer, there will be pull off tabs for people to RSVP to the
banquet.
23. 23
Promotions
Billboards
A billboard campaign in the Stone and Taney County area will be used for one year and because OWNit is
a nonprofit organization, the leasing space for the billboard will be free of charge. OWNit will be targeting
locals, therefore a poster billboard will be used instead of a bulletin billboard. Poster billboards are located
on primary and secondary traffic areas where locals live and will reach more of OWNit’s target markets.
Poster billboards also provide four times more impressions per dollar than radio and magazines, eight
times more than TV and eleven times more than newspapers. The billboard will be changed once after
six months, to equal two poster billboards during the length of the campaign. Since each poster will be
used for six months at a time, it would be wise to use polyethylene for the advertisement to be printed
on. The size of the billboards will be 10’ 2.5” by 22’ 5.5” with a bleed of 10’ 6.5” by 22’ 9.5”.
Radio Advertisements
From the beginning of October to the end of November, radio advertisements on the following radio
stations in the Tri-Lake area will be aired to promote The Hunger Banquet Fundraising Event: Hometown
Radio (KOMC, KRZK), KLFC Radio, KHOC Radio, and Radio Talon (KSWM, KKBL, KQMO). These
advertisements will be directed towards the contributing target market to provide details about the event
including the date, time, place, and how to RSVP. Since OWNit is a nonprofit organization, these short
advertisements will be free of charge.
24. 24
Media Brief
The goal of this media campaign is to increase awareness and public knowledge of Ozarks Wellness
Network through website enhancements and the use of Facebook and Instagram. The main focus of the
OWNit website will be to increase the amount of information throughout the website. The current state
of the website is appealing, but needs more depth for individuals to really understand what OWNit does
and why it is an important organization to support. Currently, the OWNit Facebook page is active with
event information, but is hard to find. With a link on the website and an increase in “likes,” accessibility
to the page will be improved. Lastly, an appearance on Instagram would appeal to the individuals that
are more visual than others with pictures and other graphics to promote OWNit.
25. 25
Website
Overall, the current OWNit website is very appealing to the eye, but lacks information. The photos on
each page provides a soft and happy mood and relates to OWNit’s objective of helping members in Stone
and Taney Counties be healthy and happy. Below are Fuse Integrated Communication’s suggestions to
enhance the current website:
More information
Each tab on the main menu bar needs to contain more information, especially about each action team.
The action team pages would also be another great location to include success stories or quotes from
individuals that praise OWNit. Each action team needs to include everything that it does and the steps
they are individually taking to help citizens of Stone and Taney Counties. This will provide individuals with
more knowledge about each action team to help them understand what OWNit does.
26. 26
Website
Success stories
OWNit helps a lot of individuals in the community and deserves recognition for these efforts. Including
success stories under the “How Are We Doing” tab will show those that view the website specific examples
of how OWNit has helped someone in need. People that are debating seeking help will find the stories from
peers a credible source of information about OWNit. A short clip of an interview with someone personally
affected by OWNit’s benefits will prove to individuals that this program works and could help them too.
Having the success stories presented as a video instead of a short story will draw more attention and appeal
more to those that are undereducated in the recipient target market.
27. 27
Website
“Donate” Tab
OWNit needs funding to provide residents of Stone and Taney Counties with the resources they need.
Introducing a “donate” tab to the menu bar will make it easy for contrinutors to give monetary donations
directly to OWNit and it’s mission.
Facebook Link
OWNit’s Facebook profile is difficult to find when searching on Facebook. To make finding the page
easier, a link in the top left corner on the main menu bar will be added. This link will bring more exposure
to OWNit’s Facebook profile. With more people viewing the Facebook page, the number of “likes” OWNit
will have will increase.
28. 28
Website
Post More Events
At the bottom of each page, there is a banner that says, “Upcoming Events.” This calendar is lacking
events and makes it seem like OWNit does not participate or host a lot of events. Creating more events
and posting them to this calendar will make OWNit look more engaged and credible.
Create a Primary Contact
To make it easier for individuals to contact OWNit, there should be a primary contact number and email
on the “Contact Us” page. For example, there is a person to contact under each action team. If individuals
do not know which action team they need the most or if they need help from more than one action team,
providing one primary contact will help individuals know exactly who to reach out to and that person can
direct them to the corresponding contact.
“Join us” Link
On the home page, the last sentence of the introduction reads, “Want to make a difference in a life? Join
us!” To increase the amount of volunteers or donations, the “Join us!” should be a link that leads to a form
to provide contact information. This would make it easier for those who want to be involved with OWNit
figure out how to get involved right away.
29. 29
Website
Color Coordinate Action Teams
OWNit has eight action teams that each serve specific functions to help the community with health and
wellness. Color coordinating the action teams will improve readability and visibly to differentiate each
team from each other. This will also help with the branding of each individual team.
30. 30
Social Media
Facebook
Facebook has more than 400 million active users and 3 million active pages. More than 20 million
people become fans of Facebook pages each day. The high volume use is the reason Fuse Integrated
Communications sees Facebook as a very effective source to make connections with people who are
willing to help the community, as well as people that are in need of support.
31. 31
Social Media
Strengths:
• Visually attractive pictures and colors
• Link to website
• Posting event flyers
Weaknesses:
• No overview
• Solution: Add biography: “OWNit is a non-profit organization in Stone and Taney Counties. We
help families and individuals who are looking for help in the area of health, substance abuse,
mental health, child and family safety, food security, dental health, access to care, and senior
care help.”
• Lack of brand awareness
• Solution: Advertise “Like us on Facebook.”
• Solution: To obtain more followers, OWNit will be paying $5.00 a day for a total of three months
to purchase “likes.” Facebook will show the OWNit website to the population we are targeting
specifically under “businesses you may know” until OWNit receives seven to twenty-seven “likes.”
This will be taking place during January and February to increase followers. In May, OWNit will
purchase “likes” again to further increase the amount of followers. The importance of this is to
expose more people to OWNit’s Facebook page and create more awareness of events.
• No reviews of the organization
• Solution: With growing popularity, this will most likely increase reviews.
32. 32
Social Media
Instagram
OWNit does not have Instagram at this time. Instagram will be a beneficial source of social media for
OWNit because the information is delivered through pictures and videos. Instagram is a newer form
of social media and will allow people of all ages to be informed of upcoming events and the resources
OWNit provides. The main objective of OWNit’s Instagram is to deliver information also found on the
website and Facebook in a simpler, quicker fashion.
34. 34
Fundraising Event
Hunger Banquet
To raise money and awareness, OWNit will host a Hunger Banquet Fundraising Event to educate the
contributing target market about the imbalanced distribution of food in Stone and Taney Counties.
Guests will RSVP to the event in advance to allow OWNit to plan accordingly to the amount of guests
that attend the event. When guests arrive to the banquet, they will pay the entrance and meal fee and
receive a profile card at random indicating which lifestyle segment meal they will be receiving. Each
guest pays the same amount of money, but not all guests will receive the same quality or quantity of food.
How the food is served is also affected based on the lifestyle segment. This includes dining utensils and
atmosphere as well. The profile card will also include a description of the lifestyle an individual in their
food category would live. This would include their income, education level, occupation, and information
about the segment the individual is apart of. Before the meal will begin, there will be a brief presentation
explaining the purpose and symbolism of The Hunger Banquet.
The objective of The Hunger Banquet is to inform guests about the lack of food and quality of food that
exists close to home and how donating to OWNit will help those that do not know where they are going
to find their next meal.
35. 35
Fundraising Event
Date and Time
December 10, 2016 at 6PM
Price
$17 adult ticket
$4 child ticket (12 and under)
Donations appreciated
Venue
Boys and Girls Club of the Ozarks
Caterer
Jamie’s Creative Catering and Event Planning
Advertising
Social Media
Flyers located at partner businesses
Radio advertising:
Taney County: Hometown Radio (KOMC, KRZK),
KLFC Radio, KHOC Radio
Stone County: Radio Talon (KSWM, KKBL, KQMO)
36. 36
Fundraising Event
To determine the lifestyle segments for The Hunger Banquet, Fuse Integrated Communications first
collected data about the average amount of income for members of Stone and Taney Counties. We then
took this data and made five segments in correspondence to average income: low, low/middle, middle,
middle/high, and high. These income levels were used to determine the meal that would be served in
each segment.
For this fundraising event, we decided to cap the amount of guests at 200 to accommodate to the capacity
of the Boys and Girls Club of the Ozarks and the amount of resources needed to conduct the event.
Below is the segments divisions based on income and the 200 guest cap:
Low ($0 - $25,000) 54 people
Low/Middle ($25,000 - $35,000) 30 people
Middle ($35,000 - $75,000) 74 people
Middle/high ($75,000 - $150,000) 36 people
High ($150,000+) 6 peple
37. 37
Fundraising Event
Menu
Low (54 people):
• Food: Bagged Ham and cheese sandwich and chips
• Beverage: Water only
• Set-up: Disposable plates and cups, and plastic-ware
Low/Middle (30 people):
• Food: Boxed pulled pork sandwiches, baked beans,
cornbread stuffing
• Beverage: Water only
• Set-up: Plastic plates and cups, and plastic-ware
Middle (74 people):
• Food: Roasted turkey and dressing, roasted garlic
mashed potatoes, green beans, and garden salad
• Beverage: Choice of tea or water
• Set-up: Tablecloths, common plates and cups,
silverware, and paper napkins
Profile Card
38. 38
Fundraising Event
Middle/high (36 people):
• Food: Herb roasted beef tenderloin oscar, grilled asparagus with a balsamic reduction, twice
baked potatoes, fresh roll, and strawberry, walnut and spinach salad
• Beverage: Choice of water, tea, lemonade or soda
• Set-up: Nice tablecloths, nicer plates, glassware, silverware, and linen napkins
High (6 people):
• Entrée choice: Boursin and crab stuffed chicken with a roasted red pepper béchamel or bacon
wrapped smoked pork tenderloin with a merlot reduction
• Choose of two sides: Grilled asparagus with a balsamic reduction, garlic roasted vegetables,
braised brussel sprouts, twice baked potatoes, or duchess potatoes
• Choice of one salad: Mixed greens with strawberries, mandarin oranges, sugared pecans and
goat cheese, or mixed greens with feta, grape tomatoes, sugared pecans and craisins
• Each meal served with a fresh roll
• Beverage: Choice of water, tea, lemonade or assorted sodas
• Set-up: Nice tablecloths, freshly picked flowers center piece, high quality plates, glassware,
silverware, and fine dinning napkins
40. 40
Public Relations
OWNit Gardens
In 2015, The Taney County Health Department was awarded the Healthy Eating Active Living (HEAL)
grant through the Missouri Department of Health and Senior Services. OWNit was a part of the partnership
to plant twelve community gardens throughout Stone and Taney Counties. The community gardens
include: onions, cauliflower, peas, cabbage, kale, broccoli, and potatoes that are distributed to local food
pantries. These gardens are a step towards a healthier and sustainable food source for Stone and Taney
Counties. In order for OWNit be recognized as a part of this movement, Fuse Integrated Communications
has created a sign to be placed at each garden location.
In order to promote OWNit, Fuse Integrated Communications implemented the use of the OWNit
community gardens, food pantry collections, OWNit KIDS, and OWNit High School Program. These
programs allow OWNit to make a direct connection with the community and maximize the use of low cost
public relations.
41. 41
Public Relations
OWNit KIDS Program
OWNit KIDS is an in school program that will target elementary students ages five to ten. The program
will take place during P.E. classes throughout the academic school year. The goal of this program is to
inform children of the importance of overall good health and teach them how to take care of themselves
physically and mentally.
OWNit KIDS promotes:
• Healthy lifestyles
• Importance of exercise
• Practicing good hygiene
• Dangerous side effects of substance abuse
Food Pantry Collection and Donation
Non-perishable food item bins will be set up in public places in Stone and Taney Counties to collect and
donate items to local food pantries. Below is a list of the public locations to place collection bins:
• Grocery Stores: Country Mart, Price Cutter, and Harter House
• Churches: Lady of the Cove Catholic Church and Branson Christian Church
• Schools: Hollister School District, College of the Ozarks, Ozark Technical Community College: Hollister
Donations from food collection bins will be sent to North Stone County Food Pantry and Cam Food Pantry.
42. 42
Public Relations
Activites for promoting a healthy lifestyle:
Heart Obstacle Course
• Objectives: Discuss and learn key terms associated with the heart. Learn how the heart transports
blood throughout the body and the importance of the heart.
• Materials Needed: Red and blue gym floor tape, red and blue hula hoops, tumbling mats, scooters,
balance beam, red and blue dodgeballs, two buckets, labels for parts of the heart, and music.
• Set-Up:
• Using the red and blue gym floor tape, form a large heart that fills the entire gym.
• Use red hula hoops that stand vertically for arteries and vertical blue hula hoops for veins.
• Tape arrows on the floor to provide direction for the children.
• Make labels for the different parts of the heart and attach them to hoops or cones as needed.
• Place 20 red dodgeballs to represent the oxygenated blood in a bucket located by the lungs, and
20 blue dodgeballs to represent deoxygenated blood in a bucket at the area between the red and
blue capillaries.
• Within each chamber of the heart, place equipment for a physical activity that can be done while
the child is in that chamber. Examples include: a mat to do log rolls, hopscotch, a balance beam,
or a scooter to ride around a designated path.
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• How To Play: The activity begins in the “lungs.” The students picks up a red dodgeball (oxygenated
blood) while standing in the lungs and takes a deep breath. They follow the arrows that lead them into
the left atrium to play hopscotch. Then the child crawls through an obstacle that is labeled the mitral
valve. Once in the left ventricle, students ride a scooter around an arrowed path and follow the arrows
to the aortic valve into the aorta. Students follow the arrows around the outside of the heart and make
their way through the vertical hula hoops that serve as the arteries, arterioles and small capillaries. In
the capillaries, a gas exchange takes place and students leave the red dodgeball in the box. Students
then take an exercise card out of the exercise bucket and perform the exercise. Students then pick up
a blue dodgeball from the box and crawl through the blue capillaries and veins until they get to the top
of the “heart.” Students enter the heart through a hoop labeled the vena cava (this is where all blood
enters the heart). Students are now in the right atrium. They lie on the mat and perform a log roll down
the mat while holding onto the blue deoxygenated dodgeball. They crawl through the tricuspid valve
into the right ventricle. While in the right ventricle, they walk across balance beams that are placed
in the shape of a “V.” Students then travel through the pulmonary valve, then through the pulmonary
artery and back into the lungs, where the process begins again. Students place the deoxygenated blue
dodgeball in the box as they exhale and pick up an oxygenated red dodgeball to begin the trip again.
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Activities for promoting a healthy lifestyle:
Healthy Highway
• Objectives: Students will be able to identify health risk factors and understand the importance of
exercise.
• Materials Needed: Cones, masking tape, paper signs indicating risk factors, signs indicating “Land of
Health,” poster board, and markers.
• How to Play: Students begin at the starting line and move along the line through each risk factor
area without being tagged. The final destination is the “Land of Health.” Each risk factor the students
encounter will have two taggers on the line. The taggers may move side to side on the line and reach
out to tag, but their feet must stay on their lines. If a student is tagged, he or she must step outside the
cones and return to the starting line to start over. When a student reaches the “Land of Health,” he or
she marks a tally on the poster board by his or her name and then heads back to the starting line to
begin again. Taggers are changed every two to three minutes.
*Other activities similar to Heart Obstacle Course and Healthy Highway available at http://www.heart.
org/idc/groups/heart-public/@wcm/@fdr/documents/downloadable/ucm_467893.pdf
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Activities to encourage exercise:
• Invite College of the Ozarks athletes to come to schools and talk about how sports have improved the
quality of their lives.
• Playing tag and running
• Team sports and individual sports
• Healthy Highway
• Heart Obstacle Course
Promote good hygiene:
• Invite dentist or dental hygienist to visit the school to talk about the effects of bad dental hygiene and
how to practice good hygiene.
o Ask dentist or dental hygienist to donate dental hygiene items to use as trivia prizes
Education of substance abuse:
• Presentation showing the consequences of drug use:
o Health issues
o School failure
o Criminal actions
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Public Relations
OWNit High School Program
The OWNit High School Program is a subset of the OWNit KIDS Program that targets students age 14 to
18 years old. The idea of this program is to include older students in order to reach more of the student
body. It’s objective is to familiarize high school aged students with the importance of overall health. To do
this, high school students will be participating in the OWNit KIDS Program as mentors to the elementary
students. By mentoring the elementary students, high school students will be able to earn their mentoring
hours that are required for the A+ Scholarship.
High school students role:
• Mentor elementary students during the OWNit KIDS Program to earn A+ Scholarship mentoring hours
• Learning the importance of health and wellness through the OWNit KIDS Program
• Serve as role models for the elementary students
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Budget
For this marketing campaign, OWNit did not have a predetermined budget. Understanding that OWNit
does not have a lot of funding, Fuse Integrated Communications took full advantage of nonprofit free
resources and kept spending to a minimal.
Creative
Items Vendors Quantity Price CPM Total
Brochures Overnight Prints 1000 $ .12 $ 124.75 $ 124.75
Flyers Overnight Prints 250 $ .43 $ 434.20 $ 108.55
Billboard 2 $ 300.00 $ 600.00
Website
Enhancements
Digital Medium 2 Hours $ 80.00 $ 160.00
Videographer C of O Student 2 Hours $ 250.00 $ 500.00
1,493.30
Events
Items Vendors Quantity Price CPM Total
OWNit KIDS Program:
Heart Obstacle:
Scotch Duct Tape -Red Wal-Mart 3 $ 3.28 $ 9.84
Scotch Duct Tape -Blue Wal-Mart 3 $ 3.28 $ 9.84
Healthy Highway:
Masking Tape 2” Wal-Mart 4 $ 2.48 $ 9.92
Poster Board 11” X 14” Wal-Mart 1 $ 2.00 $ 2.00
Crayola 64 Marker Set Wal-Mart 1 $ 19.97 $ 19.97
Hunger Banquet:
Flyers Overnight Prints 150 $ .68 $ 676.67 $ 101.50
Postcards Overnight Prints 200 $ .24 $ 237.50 $ 47.50
Low Income Meals Jamie’s Creative
Catering
54 $ 8.00 $ 432.00
Low/Mid Income Meals Jamie’s Creative
Catering
30 $ 10.00 $ 300.00
Middle Income Meals Jamie’s Creative
Catering
74 $ 15.00 $ 1,110.00
Mid/High Income Meals Jamie’s Creative 36 $ 17.00 $ 612.00
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Media Plan
Media PlanJanuary February March April May June July August September October November December
4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26
Social Media:
Instagram
Facebook
Published “Likes”
Events:
Hunger Banquet
Flyers
Radio Advertisements
OWNit KIDS
Food Collection for
the Food Pantry
Creative:
Brochures
Flyers
Billboard
Website Updates
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Measurement
Tracking Success:
• Keeping track of attendance for every meeting
• Measure current attendees and new attendees over the course of the next year
• Suggest keeping track of attendance at each meeting for overall growth rates
• Track growth of current events
• Track social media analytics weekly
• Note increase of Facebook “likes”
• Note new Instagram “followers”
• Measure how well the promotional strategies reach the specific target markets
• Track website hits
• Track success of communication pieces, such as the brochures and flyers
• Brochures will be tracked by continually checking the hotels to see the amount of brochures taken
• The Hunger Banquet flyers will be tracked by how many people RSVP
• Survey community members to find out their perceptions and misperceptions on wellness
• Record answers of current members of OWNit as to why they joined the program and what specifically
attracted them
• Keep donors interested by showing them the analytics of OWNit’s progress
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Suggestions
Below are ideas that Fuse Integrated Communications suggests to further increase efficiency to consider
once OWNit has put this marketing campaign into effect:
• Collect information from those that join the OWNit contributing team and form a database. This
database can then be used to send monthly newsletters about events and the progress OWNit is
making in building a healthier community.
• Stickers on doors and cars in the future once being a supporter of OWNit becomes a social image
• Search engine optimization to make OWNit appear when searched instead of having to search
“Ozarks Wellness Network.”
• Based on the success of The Hunger Banquet, consider making the event an annual fundraising
event.
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Conclusion
Through this plansbook, Fuse Integrated Communications has offered a way for Ozarks Wellness
Network to develop a stronger brand identity and increase awareness of what OWNit has to offer
and can provide for the community members of Stone and Taney Counties. Our campaign includes a
fundraising event, an educational opportunity for students, donations to the local food pantries, website
improvements, increase in social media, brochures and flyers, a billboard campaign, and garden signs
for the current OWNit community gardens. All of these efforts are communication pieces that contain
information about OWNit’s initiatives and objectives that reach out to each target market. The target
markets should understand what OWNit is, why it is important, and what it has to offer in the name of
wellness and prevention through all of the communication pieces mentioned in this plansbook.
