ADV 498 FINAL

30
escapADe

Transcript of ADV 498 FINAL

Page 1: ADV 498 FINAL

escapADe

Page 2: ADV 498 FINAL

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

Page 3: ADV 498 FINAL

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.

escapADe

Page 4: ADV 498 FINAL

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

escapADe

Page 5: ADV 498 FINAL

Secondary AudienceLocal Champaign Restaurants & Businesses

escapADe

Page 6: ADV 498 FINAL

Key InsightIt’s difficult for

Americans to relate to the struggles of

immigrants and refugees.

escapADe

Page 7: ADV 498 FINAL

ECIRMAC makes the foreign familiar

for refugees and immigrants.

Main Message

escapADe

Page 8: ADV 498 FINAL

Creative Concept

escapADe

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.

Page 9: ADV 498 FINAL

Social Media- Facebook

escapADeHere is a clean, updated version of ECIRMAC’s Facebook with a general image of what truly represents your organization.

Page 10: ADV 498 FINAL

Social Media- Facebook

escapADe

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.

Page 11: ADV 498 FINAL

Social Media- Twitter

escapADe

#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.

Page 12: ADV 498 FINAL

Direct Mail

escapADe

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.

Page 13: ADV 498 FINAL

Website

escapADe

To be consistent with Facebook, here is how the

cover photo works for the

website, as well.

Page 14: ADV 498 FINAL

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

Page 15: ADV 498 FINAL

Money Jars

escapADe

WHAT IF YOU WERE YOU

SOMEWHERE ELSE?

Real globes with coin slots will be used as money

jars at local restaurants.

@ECIRMAC

Page 16: ADV 498 FINAL

Fundraising Dinner

escapADe

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:

Page 17: ADV 498 FINAL

Email

Sent monthly; we’ve attached a sample email to

begin the campaign in January.

escapADe

Page 18: ADV 498 FINAL

Posters

escapADe

Posters will be hung at local restaurants, as

well as, local businesses such as Target, Harvest Market,

County Market and more.

Page 19: ADV 498 FINAL

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.

Page 20: ADV 498 FINAL

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.

escapADe

Page 21: ADV 498 FINAL

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.

escapADe

Page 22: ADV 498 FINAL

Customer JourneyDirect Mail

Online Digital Newspaper Ads

Website

Restaurant Fundraiser & Money Jars

Fundraising Dinner

Social Media

Monetary Donations

Email

Posters

escapADe

Page 23: ADV 498 FINAL

SCHEDULE January February March

W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Direct Mail

Social Media

Email

Restaurants

Website

Digital Ad

Fundraising Dinner

Posters

escapADe

Page 24: ADV 498 FINAL

SCHEDULE April May June

W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24

Direct Mail

Social Media

Email

Restaurants

Website

Digital Ad

Fundraising Dinner

Posters

escapADe

Page 25: ADV 498 FINAL

Total Cost of premium package: $2,142.65

escapADe

Page 26: ADV 498 FINAL

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

escapADe

Page 27: ADV 498 FINAL

Total Cost of Standard Package: $1,044.65

escapADe

Page 28: ADV 498 FINAL

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

escapADe

Page 29: ADV 498 FINAL

Thank You!

escapADe

Gracias! xiè xie

cảm ơn/cám ơn感恩Je vous remercie

多謝 Спасибо

Page 30: ADV 498 FINAL

Contact infoMan Berg Allie Busse Tianna Lutz Nick Philips Alexa Vichio

escapADe

CopywriterAccount Planner

Strategist &Media Planner

Research DirectorArt Director & Creative Director