adv 498 final
TRANSCRIPT
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Today’s Outline● Goals● Research Reminders
○ Target & Secondary Audiences
● Key Insight● Main Message● Creative Concepts
○ Social Media, Direct Mail, Website, Money Globes, Fundraising Dinner, Email, Posters
● Market Research● Media Strategy
○ Customer Journey
● Budget● Recommendations● Contact Info escapADe
Primary & Secondary GoalsPrimary:Increase ECIRMAC’s monetary donatıons by $5,000 by June of 2017.
Secondary:Create partnershıps wıth restaurants in order to have money jars & fundraisers to raise awareness for ECIRMAC.
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Passionate Patty● Lives in Urbana-Champaign area● Working woman● Has kids, loves spending time with family● 30-45 years old● Facebook user● Involved within their community● Reads newspaper● Loves traveling and adventure
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Secondary AudienceLocal Champaign Restaurants & Businesses
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Key InsightIt’s difficult for
Americans to relate to the struggles of
immigrants and refugees.
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ECIRMAC makes the foreign familiar
for refugees and immigrants.
Main Message
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Creative Concept
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What if You Were You Somewhere Else?Immigrants and refugees know the feelings of uncertainty and unfamiliarity all too well. We want potential donors to put themselves in their shoes to get a feel for what they feel everyday. To bring to life “what ıf you were you somewhere else”, we decided to use maps,
globes and pieces of different languages to set the scene of being in a foreign place.
Social Media- Facebook
escapADeHere is a clean, updated version of ECIRMAC’s Facebook with a general image of what truly represents your organization.
Social Media- Facebook
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Over the years, we have helped immigrants and refugees from all over the world get settled into their new homes. Hearing their stories is what makes our job so rewarding. Now, we want to hear your story. Where did your family come from? How did you get to where you are today? Comment your story below and make sure to visit ECIRMAC.weebly.com to hear stories of the families we’ve helped. #ECIRMACstories
WHAT IF YOU WERE YOU SOMEWHERE ELSE?Somewhere in a foreign country, surrounded by unfamiliar faces, speaking a language you can’t comprehend…Put yourself in the shoes of immigrants and refugees and think of a time you felt out of place, out of your comfort zone. Help make the foreign familiar for immigrants and refugees in Central Illinois byvisiting ECRIMAC.weebly.com and DONATE TODAY.
Social Media- Twitter
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#ECIRMAC #LanguageTrivia Guess that language: chào bạn
13.6% of Illinois residents are foreign born. #ECIRMAC #facts
Spin the globe on the #ECIRMAC website to see how we’ve made a difference in #chambana. http://ecirmac.weebly.com/stories
October 20
October 14
October 17
Tweets can include
language trivia,
statistics & links to the
website.
Direct Mail
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E C I R M A CYOU can help make the
foreign familiar for immigrants & refugees.
DONATE TODAY.
Contains bi-monthly newsletters and a smaller, pre-addressed envelope to return donations in.
Website
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To be consistent with Facebook, here is how the
cover photo works for the
website, as well.
Their Stories
Home About Us Learn More Recent News Take Action Contact Us Their Stories
WHAT IF YOU WERE YOU SOMEWHERE ELSE?To put yourself in the shoes of immigrants and refugees, spin the globe to hear
personal stories from the families we’ve helped.
SPIN
CÂU CHUYỆN CỦA CHÚNG TA
Money Jars
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WHAT IF YOU WERE YOU
SOMEWHERE ELSE?
Real globes with coin slots will be used as money
jars at local restaurants.
@ECIRMAC
Fundraising Dinner
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Money globe donation jars will be displayed with the addition of Language Trivia. Each table will be themed a different country and will have little pieces of paper that have that country’s language on one side and english on the other.
LANGUAGE TRIVIAchào bạn
Hello!
Front:
Back:
Sent monthly; we’ve attached a sample email to
begin the campaign in January.
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Posters
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Posters will be hung at local restaurants, as
well as, local businesses such as Target, Harvest Market,
County Market and more.
Digital Ad - online newspaper
escapADeThe vertical ad space is a perfect size for the poster and will attract the attention of readers by looking like a “We’re Hiring” sign.
Market RESEARCHTo test our creative concept, we emailed Stephanie Record, a woman who portrays
all the characteristics of “Passionate Patty”. We sent her the “We’re Hiring” Poster and asked for her feedback and suggestions.
“It’s clean and simple. I like that.”
“I did visit the website briefly after I viewed the ad.”
“I’m a little unclear of what the purpose of the ad is.”
Using this feedback, we edited the poster to make it CLEAR that the purpose was to get consumers to make a DONATION.
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Media StrategyLaunch the campaign in January 2017 (and end ın June, because of ımmıgrant herıtage month).
Use social media, restaurant fundraisers & money globes, emails, direct mail, posters, digital ads, and the annual fundraising dinner to lead our target audience to make donations directly and through the website. By using social media, email, and the newspaper ads to promote the restaurant fundraisers and the annual fundraising dinner. After the annual fundraiser, encourage attendees to donate and share the Facebook post about donating.
Our strategy will focus on raising awareness about not only ECIRMAC, but also the foreign struggles of immigrants to encourage donations.
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Customer JourneyDirect Mail
Online Digital Newspaper Ads
Website
Restaurant Fundraiser & Money Jars
Fundraising Dinner
Social Media
Monetary Donations
Posters
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SCHEDULE January February March
W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Direct Mail
Social Media
Restaurants
Website
Digital Ad
Fundraising Dinner
Posters
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SCHEDULE April May June
W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24
Direct Mail
Social Media
Restaurants
Website
Digital Ad
Fundraising Dinner
Posters
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Total Cost of premium package: $2,142.65
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Total Labor Hours: 60
Media: Hours:
Social Media Scheduling 48 hours (1hr/week x 48 weeks)
Creating & delivering Money Globes/Jars 4 hours
Writing Emails 6 hours (1 hr/month x 6 months)
Website 2 hours
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Total Cost of Standard Package: $1,044.65
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Recommendations ● Implementing “Making the Foreign Familiar” as tagline● Make Facebook “non-profit” to add donate button● Schedule Facebook posts directly on Facebook at the beginning of every week,
posting once a day (or at least once every-other day). ● Utilize Hootsuite to schedule tweets at the beginning of every week● Add “Stories” tab to your website to allow users to interactively “spin” a digital
globe that lands on a different country and then leads to a family’s story from that country
● Add “community partners” page on website to recognize local restaurants and other groups where money globes are located
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Thank You!
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Gracias! xiè xie
cảm ơn/cám ơn感恩Je vous remercie
多謝 Спасибо
Contact infoMan Berg Allie Busse Tianna Lutz Nick Philips Alexa Vichio
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CopywriterAccount Planner
Strategist &Media Planner
Research DirectorArt Director & Creative Director