grandview childrens centre presentation

Charity Book FairCharity Book FairDirect Marketing PlanDirect Marketing Plan

Client Background The Event – Charity Book Sale Objectives Strategy Target Market Communication Strategy Creative Rationale Production Return on Investment

Grandview Children’s CentreGrandview Children’s CentrePam McColl Foundation Director Grandview Children's Centre 600 Townline Road South Oshawa, ON, L1H 7K6 905.728.1673 X 2240 pam.mccoll@grtc.ca

Vicky Earle Executive Director Grandview Children's Centre 600 Townline Road South Oshawa, Ontario, L1H 7K6 905 728 1673 x 2258 vicky.earle@grtc.ca

History• Providing rehabilitation and education services to children

with special needs since 1954. • Over 17,000 children with special needs have benefited from

a wide array of services.

Mission Statement Grandview Children's Centre works with families and their children and youth with special needs to achieve their personal best.

Financial Objectives• Book sale goal = $5000• Response Rate Goal for DM Activities = 4%• Return on Investment = 107%

Marketing Objectives• Raising awareness of the book fair• Reaching out to a larger audience• To target new prospects

Viral marketing, social networking, word-of-mouth, targeted prospecting

• Encourage past donors and individuals on the house list to donate

The Offer• Donating to Grandview Children’s Centre Used book purchases Monetary donations

The Incentive• Helping children and families• Recognition Placing donors’ names on the Winter Wonderland Wall

• Great books at a low cost

Book purchasers Current Grandview Donors Local Businesses Friends and family of current users of Grandview services Schools Hospitals Senior’s Centres and Community Centres Courtice Flea Market Patrons

Individuals targeted to donate to the cause If they can’t attend the book sale, individuals are asked to make a

monetary donation

FeaturesFeatures

• Used books are inexpensive

• Children are in need

BenefitsBenefits

• Get great books at a great low price

• Help children reach their full potential

Print • Postcards• Letters to Donors• Acknowledgement Cards

Online• Emails • Video• Facebook Event

PiecesPieces

Overall - optimistic, informative, warm Cluster A:• Schools

Cluster B:• Senior’s Centres• Community Centres

Cluster C:• Local Businesses & Corporations • Hospitals

Cluster D:• Current Grandview Donors• Friends & family of current users of Grandview services

Informal, electronic, fun

Formal, information, benefits

Formal, electronic, benefits, statistics

Formal, reminder of benefits, some statistics, recognition

Target Market PostcardsCorporate

LetterIndividual

LetterE-mail Video

Facebook Event

Acknowledgement Card*

Schools

Hospitals

Senior’s Centres

Community Centres

Local Businesses

Current Grandview Donors

Friends & family of current users of Grandview services

Courtice Flea Market Patrons

*For those who buy books at the book fair or make a monetary donation.

Desired Perceptions:• Grandview Children's Centre helps children achieve

their personal best• The need for support is greater than ever

Call to Action: • Donate to Grandview Children’s Centre

Supporting the Charity Book Sale Monetary Donation

Front

Back

600 Townline Road S. Oshawa, ON, L1H 7K6

Dear Friend,

We sincerely hope that you will be able to join us for the book fair at Courtice Flea Market on February 21st and 22nd, 2010.

However, if you are unable to attend, please show your support by donating online at:

www.grandviewcc.ca/donations/bookfair

Thank you for your support!

Mrs. Jane Sample

1234 Main Street, Apt.

431Whitby, ON, L1N 6A1

600 Townline Road

S. Oshawa, ON, L1H

7K6

DISCOVER A NEW FEELING

OF WARMTH THIS

WINTER…

FeaturesFeatures• Logo• Tagline• Snowflakes• Clear call to action• Facts and figures• Bold, italics, CAPS, underlining• Picture• Post Script

Donation Form*

2 Versions• Corporate• Individuals

Corporate Sponsorship amounts are 10x higher

* Form used on letter to individuals

http://www.youtube.com/watch?v=wNkjDnoeGYQ

Front:

Back:

Functions:• Mechanism to measure response • Capture contact information• Acknowledge supporters

For book buyers and monetary donors

DM ADSDM ADSPOSTCARD• Format: 5”x 8” • Full Colour Cardstock• Double Sided• Preprinted Indicia and

Grandview Address• QTY: 1000

DM PACKAGEDM PACKAGEOUTER ENVELOPE• Size: No. 10 windowed• Preprinted Indicia, Grandview

Address, Tagline, and Back Flap• QTY: 1000

SPONSORSHIP LETTER• Format: 8.5” x 14”• Full Colour, Plain Paper• QTY: 700 Individual; 300

Corporate

BRE• Size: No. 10 envelope• Preprinted Indicia and Grandview

Address• QTY: 250

FOLLOW-UPFOLLOW-UPACKNOWLEGEMENT

CARDS• Format: 4” x 5”• Full Colour Plain Paper• Double-sided• QTY: 100

The Printing House Ltd.325 Hopkins StreetWhitby, ON, L1N 2C1

905-665-1010 www.tph.ca