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Project Overview - Auburn Oaks at Samford Park

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Michael Tullier, MPA, APR
Michael Tullier, MPA, APR

A project management overview of marketing efforts behind the 2016 Auburn Oaks at Samford Park fundraising effort. The program included offering 10 trees descending from Auburn University's historic Auburn Oaks at Toomer's Corner for philanthropic naming and planting on the university's Samford Park Lawn.

Government & Nonprofit
1 of 9
Project Overview: Auburn Oaks at Samford Park
Marketing Partners Forestry and Wildlife Sciences Development Communications and Marketing Facilities Management
Preliminary Planning Considerations  Naming opportunity philanthropic investment?  Number of trees?  Random selection?  Deadlines and donor commitments?  Recognition opportunities?  Event opportunities for tree plantings and tree dedication?
Marketing Strategy  Centrally Managed Website  Online form for random selection  Examples of donor recognition plaques  Storytelling/Newswriting  OCM Online Newsroom  Auburn Magazine  Auburn Commons e-newsletter newsletter  Auburn Football Illustrated  Advertising  Auburn Magazine  Donor Outreach  E-solicitation  Peer-to-peer collateral  Social Media  Planting Day Activities, News Coverage & Marketing
Marketing Tactics & Timeline Week of 08.24.15  Website/Online form goes live  Auburn Magazine ad/article ad/article 09.22- 26.15  Donors contacted  Agreements distributed 09.02.15  E-solicitation drops  OCM news release  Social media awareness begins 10.05- 12.13.15  Agreement and pledge payment deadlines 09.11.15  Auburn Commons article 02.05.16  Board of Trustees consider proposed namings 09.12.15  Auburn Football Illustrated article 03.10.16  Planting media event  OCM news release 09.15.15  Online form terminates at COB April.16  Campaign Quarterly cover story
Centrally Managed Website
News & Storytelling OCM News Release Sept. 2 Auburn Magazine Article Week of Aug. 24 Auburn Football Illustrated Article Sept. 12 Auburn Commons Article Sept. 11
Advertising& Collateral Auburn Magazine Ad Week of Aug. 24 Donor Outreach Social Media E-solicitation Sept. 2 Facebook Awareness
Tree Plantings News Coverage & Marketing OCM News Release March 10, 2016 Campaign Quarterly Cover Story Spring 2016 Lamppost Banners April 2016

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Project Overview - Auburn Oaks at Samford Park

  • 2. Marketing Partners Forestry and Wildlife Sciences Development Communications and Marketing Facilities Management
  • 3. Preliminary Planning Considerations  Naming opportunity philanthropic investment?  Number of trees?  Random selection?  Deadlines and donor commitments?  Recognition opportunities?  Event opportunities for tree plantings and tree dedication?
  • 4. Marketing Strategy  Centrally Managed Website  Online form for random selection  Examples of donor recognition plaques  Storytelling/Newswriting  OCM Online Newsroom  Auburn Magazine  Auburn Commons e-newsletter newsletter  Auburn Football Illustrated  Advertising  Auburn Magazine  Donor Outreach  E-solicitation  Peer-to-peer collateral  Social Media  Planting Day Activities, News Coverage & Marketing
  • 5. Marketing Tactics & Timeline Week of 08.24.15  Website/Online form goes live  Auburn Magazine ad/article ad/article 09.22- 26.15  Donors contacted  Agreements distributed 09.02.15  E-solicitation drops  OCM news release  Social media awareness begins 10.05- 12.13.15  Agreement and pledge payment deadlines 09.11.15  Auburn Commons article 02.05.16  Board of Trustees consider proposed namings 09.12.15  Auburn Football Illustrated article 03.10.16  Planting media event  OCM news release 09.15.15  Online form terminates at COB April.16  Campaign Quarterly cover story
  • 7. News & Storytelling OCM News Release Sept. 2 Auburn Magazine Article Week of Aug. 24 Auburn Football Illustrated Article Sept. 12 Auburn Commons Article Sept. 11
  • 8. Advertising& Collateral Auburn Magazine Ad Week of Aug. 24 Donor Outreach Social Media E-solicitation Sept. 2 Facebook Awareness
  • 9. Tree Plantings News Coverage & Marketing OCM News Release March 10, 2016 Campaign Quarterly Cover Story Spring 2016 Lamppost Banners April 2016