grandview childrens centre presentation
DESCRIPTION
TRANSCRIPT
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 [email protected]
Vicky Earle Executive Director Grandview Children's Centre 600 Townline Road South Oshawa, Ontario, L1H 7K6 905 728 1673 x 2258 [email protected]
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
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
