MARCH OF DIMESNORTHEAST RELEASED

100 North Laura Street Suite 601Jacksonville, FL 32204Phone:(904)-250-0070

Email: contact@northeastreleased.com

Secondary Research• Meeting with First Coast March of

Dimes manager• March of Dimes website

• History• Mission• Goals• Present programs• Sponsors and partners

Primary Research• Survey

1. Sex2. Age3. Race4. How long have you lived in Jacksonville?5. Before today were you aware of March of Dimes?6. Rate your opinion of importance for what you believe is a healthy

pregnancy?• Strongly agree• Agree• Neither agree nor disagree• Disagree

7. Does Jacksonville have a problem with the infant mortality rate?8. What do you think can be done to prevent premature births and

positively affect the infant mortality rate in Jacksonville?

Situation Analysis• Opportunity or Problem

• Jacksonville’s population: 836,507• In 2012, Jacksonville’s infant mortality

rate was 7.2 per every 1000 live births or .72 percent

• Proactive or Reactive• Proactive• Reach out to target audience• Increase social media presence

Situation Analysis• Core Problem/Opportunity

• Analysis of the organization• March of Dimes contributed in the

following ways:• Polio vaccine• Discovery of specific genes that

contribute to birth defects• Education on folic acid• NICU patients

Situation Analysis• Internal Perception

• March of Dimes annual report

• External Perception• March of Dimes NEFLA @MarchofDimes

has 440 followers and 378 tweets• March of Dimes Florida Chapter

Facebook page has 7,874 likes

SWOT Analysis• Strength

• Many sponsors and supporters

• Opportunity• Create more social

media presence• Educate youth about

safe pregnancy• More donors and

volunteers• Increase funding from

newly implemented fundraising tactics

• Weakness• Lack of social media

presence• Lack of public

knowledge of what March of Dimes does

• Limited funds

• Threat• Lack of community

participation or awareness

• Poor economy

Audience Analysis• Target: Pregnant women and teens• Nickname: Healthy Humans Florida• Demographic:

• Age, sex, ethnicity

• Psychographics: • Values, attitudes, interests, lifestyle

• Stakeholders:• Insurance providers• High school students and parents

Goal• Raise awareness in the community

about the risks of premature births and how to maintain a healthy pregnancy

Objectives1. Increase participants in March for

Babies event by at least 50 percent by May 2014

2. Increase fundraising by 10 percent from 2013 event to 2014 event

3. Increase presence on social media by 30 percent by May 2014

Objective 1• Strategy 1 – Visit high schools and host

informative seminars• Tactic – Assembly at high school

• Strategy 2 – Team up with high schools and encourage students to attend events• Tactic – Connect with schools

• Strategy 3 – Inform community about local celebrities• Tactic – Ashley Greene

Objective 2• Strategy 1 – Reach out to local

corporations• Tactic – Contact business partners to

participate in fundraisers

• Strategy 2 – Create online team fundraising competition• Tactic – Contact local businesses to

donate gifts

Objective 3• Strategy 1 – Create Facebook page

• Tactic – Online fundraising competition

• Strategy 2 – Create Instagram profile• Tactic – Online fundraising competition

• Strategy 3 – Create Twitter page• Tactic – Online fundraising competition

Budget• Brochures: 2000 x $0.25 = $500• Posters: 100 x $1.50 = $150• Pens: 500 x $0.50 = $250• Banners: 2 x $200 = $400• Advertising: $1200• Agency fee: $2500

Calendar• Campaign runs from February 1 – May 31, 2014

• February 17 – Purchase promotional materials• March 3 – April 11 – Hold seminars at local high

schools• February 24 – March 7 – Contact local businesses

via phone for donations• March 10 – 21 – Visit businesses and corporations

for donations• March 10 – 21 – Gather volunteers to help with

March for Babies event• March 24 – 28 – Contact news stations and radio

to advertise for march for Babies

Evaluation• Objective 1

• Record the number of participants in the 2014 March for Babies event and compare with the number from the 2013 event

• Objective 2• Compare the amount fundraising and donations

received from previous year, as well as the success between previous fundraising strategies and newly implemented fundraising strategies

• Objective 3• Track media impressions on Facebook, Instagram and

Twitter and analyze whether it increased or decreased from the years before with the involvement of social media