InterAds Jesse Landa, Chance Lillehei, Afton Wolter

1520 St. Olaf Avenue Northfield, MN 55057

lillehei@stolaf.edu

January 26, 2016 Sarah VanSickle, Executive Director Project Friendship 1651 Jefferson Parkway Northfield, MN 55057 Dear Sarah VanSickle: Enclosed is our business proposal for the Project Friendship 5K Fun Run. The proposal is split into four major sections: a needs statement, project description, a progress plan, and financials. We believe that by using our plan, and the deliverables with it, Project Friendship will be able to create a unique, cohesive, and fun event. After examining a number of similar events hosted by both for- and non-profit organizations, our team developed this proposal. We paid particular attention to 5K and race events that placed an emphasis on fun, rather than competition, to gain knowledge on what components made them successful. In addition, we evaluated a number of marketing strategies that can be used to provide exposure and interaction with events. The needs statement begins our plan, and emphasizes the purpose of the event, which is to create awareness of the benefits of Project Friendship for all parents with young children in Northfield and neighboring areas. Next is the project description, which provides specific steps on how we plan to market the event as well as materials to have at the event. To conclude the proposal, the final two sections contain a plan of how we will progress through the necessary steps to create and deliver the materials and finally, a detailed financials section that includes expenses. Sincerely, InterAds cc: Professor Rebecca Richards, St. Olaf College

EXECUTIVE SUMMARY As stated in our email correspondence, the mission of Project Friendship is to “empower[s] Northfield youth by instilling confidence and direction through an ongoing relationship with a college-aged mentor.”1 Currently, Project Friendship attracts the majority of its mentees from single parent and or low-income households, typically through the recommendation of a school counselor or teacher. While this demographic is important, and will always be a significant portion of individuals that the organization serves, the benefits of youth mentoring extends to all children. The purpose of the 5K Fun Run is to engage the Northfield community, specifically parents with children between 2nd and 7th grade, and encourage them to have their kids participate in the program. Creating a culture where it is normal for parents to engage directly with Project Friendship will not only strengthen the awareness of the organization, but also cultivate continuous growth. In order to successfully achieve Project Friendship’s need to engage with a broader audience, we propose a variety of print and digital deliverables. We believe by unifying our print and online materials, that we can not only create awareness and attendance for the race, but also form a larger web presence to connect with past alumni, students, and parents. Over the next two weeks, we plan to meet several checkpoints: an initial proposal revision on January 17th, a final proposal revision on January 21st, a deliverables review on January 22nd, and a final deliverable deadline on January 25th. In addition, we will create a PowerPoint and materials by January 24th for the final presentation to the client on January 26th. Research and revision will be a continuous process until the final presentation date. At a tentative budget of under $500, we chose creative alternatives to the average 5K materials. Focusing on the power of community and children’s creativity, we chose to have mentees create the integral start and finish banners. The time investment required from Project Friendship includes printing and updating logistical information, as well as physically placing the deliverables around Northfield and the event.

1 “Yesterday’s Meetings.” Message to English 287. 14 Jan. 2016. E-mail.

TABLE OF CONTENTS Need Statement………………………………………………………………………………..

1

Project Description……………………………………………………………………………

2

Plan and Progress……………………………………………………………………………..

8

Budget…………………………………………………………………………………………

9

Appendix………………………………………………………………………………………

11

Bibliography………………………………………………………………………………….. 13

1

NEED STATEMENT “Project Friendship empowers Northfield youth by instilling confidence and direction through an ongoing relationship with a college-aged mentor.”2 -Sarah VanSickle, Executive Director Project Friendship’s primary need is to illustrate the value of their organization directly to the parents of children. The current model of attracting mentees to the program, relies heavily on third party individuals, such as school counselors or teachers, to begin the interaction between the child and Project Friendship. The purpose of the 5K fun run is not only a 50th year celebration for the organization, but also to demonstrate that a program like Project Friendship is available to all children and parents in the Northfield community, regardless of socioeconomic status. The majority of Project Friendship’s current mentees are from single parent and/or low-income families, and they aim to expand their organization to all parents in the Northfield area. Project Friendship’s website reports that, “Of the 76 children matched in 2013-2014, 14% were Latino and 50% were from single parents and/or low-income families.”3According to Mentoring.org, “7 million individuals ages 8 to 18 with no risk factors have never experienced a mentor,”4 showing that millions of children who are not considered “at risk” have never had a mentor. Additionally, a substantial part of Northfield’s population are children who fit into the 2nd grade to 7th grade age group that Project Friendship seeks to serve. According to the 2010 census, “11% of Northfield’s population is between the ages 5 and 14,”5 which is indicative that there is a potential need for more mentees. As detailed in our initial meeting, “It [the 5K fun run] is not necessarily to make money but to break even… the focus is just community awareness so that parents know we exist.”6 In addition to gaining awareness, Project Friendship’s 5K fun run is a celebration of the 50th anniversary of the organization’s existence. The run is an opportunity for the organization to reconnect with Project Friendship alumni and former mentors or mentees, as well as collect their stories. Other benefits of the 5K run include supporting Northfield’s Healthy Community Initiative (HCI) and offering an entertaining day for kids, parents, and students to experience together.

2 “Yesterday’s Meetings.” Message to English 287. 14 Jan. 2016. E-mail. 3 "Project Friendship." Project-friendship. Web. 14 Jan. 2016. 4 “The Mentoring Effect:Young People’s Perspectives on the Outcomes and Availability of Mentoring” Mentor. Web. 14 Jan. 2016 5 “2010 Demographic Profile - Northfield” Census.gov. Web. 14 Jan. 2016 6 Sarah VanSickle, 2016, Introductory Client Meeting, Munch Room, St. Olaf College.

1

2

PROJECT DESCRIPTION Designed Deliverables 1) Interactive Signage Amount: 2 signs per mile- 6 total Material: 8 ½ X 11 laminated paper Information: Historical or exciting facts about Project Friendship Software: InDesign Purpose: Signage that is located at various points along the race will provide information about Project Friendship and the benefits of youth mentoring. Course-material of this nature will be important to dispelling the notion that a child needs to be “at-risk” to benefit from a mentor. Research: Running events that are interactive, such as color runs or themed runs, have proven to be more successful at drawing participants who don’t consider themselves “runners”. The Color Run, which was founded in 2011, has already tripled in the number of events and claims to be the largest event series in the world. The inclusion of signs near mile markers will incorporate information about Project Friendship while also encouraging runners to continue on the race.7 2) Photo Interaction and Event Area Amount: 3 Material: Foam boards from Sign Design; X-acto knife to cut out the middle of the poster Information: “Running for Friendship, #ProjectFriendship” Software: InDesign Purpose: Similar to the above deliverable, photo opportunities and posters will create a fun, and positive atmosphere for participants. In addition, a booth or event area for taking photos is a perfect way to unite the participants in the 5K with Project Friendship’s social media presence, taking photos and then posting them online will encourage and drive traffic to the pages. Research: Photo opportunities during the race would be what truly make this event a fun run, it would lighten the mood and allow runners to interact with the course during the race. Similar to the aforementioned color run, the photo interactions would give Project Friendship's participants a unique experience. 3) Highway Banner Amount: 1 Material: Order 2x8 vinyl custom banner online at esigns.com Information: Project Friendship, 5K fun run, date, location, registration information

7 "About Us - The Color Run™ - The Happiest 5K On The Planet!" The Color Run About Us Comments. Web. 14 Jan. 2016.

2

3

Software: InDesign Purpose: Create awareness for the event to drivers along one of the most popular intersections in Northfield, this will be particularly helpful for attracting parents who commute often. At the initial meeting, a large banner was requested at the intersection of Highway 3 and 19. The aforementioned intersection has a variety of sight lines for drivers to see banner. Research: According to the 2011 Forbes article covering the effects of outdoor advertising, “[the average American] spends upwards of 20 hours per week and travel more than 200 miles per week.” The Arbitron National In-Car Study concluded 58% of drivers “learned about an event they were interested in attending” from a billboard/outdoor advertising.8 4) Promotional Posters Amount: 30 Material: 11x17 poster paper Information: Name of the event, Project Friendship, 5K fun run, date, location, registration information Software: InDesign Purpose: Posters will be crucial to creating general awareness for the event. Strategically placing posters and signs around the town, including venues such as schools, coffee shops and stores, will increase exposure and garner interest among the target audiences (parents, students, alumni). Research: General event posters can be placed around Northfield to spread awareness of the event. Diversifying the locations of where they’re placed will ensure that all of the target audiences are engaged. This could include at schools, coffee shops or local stores. The Houston Chronicle’s Small Business section recommends posters as a low budget advertising method: “Posters provide a logical and cost-effective way of communicating to a particular target market”9. 5) Registration Form Amount: Based on amount of online registrations before the event Material: 8x11 printing paper, ink Information: Participant information, consent information Software: Microsoft Word Purpose: Registration forms eliminate liability and provide necessary safety information. It would be advantageous to have this form online to make it easier and more convenient for

8 Olenski, Steve. “Does Outdoor Advertising Still Work?”. Forbes: Leadership. Web. 14 Jan. 2016 9 Tolliday, Daniel. "The Advantages of Posters." The Houston Chronicle: Small Business. Web. 14 Jan. 2016.

3

4

signup, while also creating hard copies for day-of signup if necessary. Moreover, online registration could expand Project Friendship’s database. Research: According to www.RaceEntry.com, a website that specializes in creating race events, first aid and hydration stations are necessary components of any race, regardless of the distance or level of competition10. Suggested Future Deliverables 6) Email Promotion/Advertisement Amount: Two versions: Parents and college students Material: Email account Information: Event logistics; why they should participate and how they can get involved Software: Microsoft Word Purpose: Utilizing email aliases at Northfield public schools for parents as well college students at Carleton and St. Olaf will be an effective way to create interaction with the target audiences. Research: One of the stated goals of this event is to create awareness for all parents in the Northfield area, and email is one of the most effective ways to reach parents. According to 2012 article, Email Marketing: A Study in Demographics “adults over the age of 35, email was preferred by roughly 80% over direct mail, text messages, Facebook, Twitter, mobile apps, LinkedIn or telephone solicitations”. In regards to college students, all students at Carleton and St. Olaf have their own academic email, which is easily accessible.11 7) Start/Finish Banners Amount: 11 Letters Material: 24x36 inch craft paper; laminating machine; markers Information: Start, Finish Software: Print center (see Julie Rappe), paper, markers Purpose: Start and finish banners are fairly standard at any type of race, whether it is competitive or just for fun. The banners will also provide an area for non-runners to cheer on, meet and congratulate the runners before they start and after they have finished. By including mentees in the design process of the Start and Finish banners, it creates more incentive for mentee attendance. The non-traditional banners also add to the relaxed fun run atmosphere that the organization hopes to achieve, while maintaining basic 5K structures. Research: Any form of race event, competitive or noncompetitive, needs to have a banner to signal the beginning and end of the race. It also can signal the beginning of the post-race events,

10 "How to Organize a 5K." Race: Successful Planning Guide. Web. 14 Jan. 2016. 11 Pluth, Lisa. "Email Marketing: A Study in Demographics." Email Marketing: A Study in Demographics. Web. 14 Jan. 2016.

4

5

such as entertainment, food, games, and photography. The creation of banners using mentees will also emphasize the casual-nature that Sarah requested. 8) Event Bibs Amount: 200 Material: Order online at bibnumbers.com; safety pins Information: Project Friendship, 5K Run, registration number Software: InDesign (Appendix A: Race Bib Example) Purpose: Event bibs will be available for both the 5K and the 1K and will be a type of memento for participants. Additionally, the bibs and their numbers will serve as a way to keep track of runners for safety purposes. Research: www.RaceEntry.com recommends including event bibs for 5Ks to differentiate runners. Even though this race will not be timed, it would also be beneficial to include bibs for the younger participants as a reward for their participation. 9) General Event Signage Amount: 10 Material: White-gloss paper, ink Information: Food, first aid, hydration station, bathrooms Software: InDesign Purpose: The creation of clear and concise signage will allow for individuals at the event to have an experience that is easy to navigate and has all the necessities. It is necessary to have at any type of event, regardless of the scale. Research: Popular Race events such as Race for the Cure, RBC Run for the Kids, and TC in Motion, all have a variety of signs to direct individual to facilities, food and other aspects of the event. It is standard protocol for any type of race event. 10) Newspaper/site article and or advertisement Amount: 1 Material: Call or email Northfield News to set up Information: Event logistics, photo Software: InDesign Purpose: One of the stated needs is to draw parents of children in Northfield, who are unaware of Project Friendship, to the event. Creating an article or advertisement in The Northfield News/Southerminn.com will provide exposure to the target audience of parents.

5

6

Research: The Northfield News is the only locally printed newspaper specifically for Northfield, Minnesota, and would target parents in the local area. Additionally, if posted on their website, the event’s exposure would grow due to Southerminn.com having many different printed publications. 11) Facebook Event Page Amount: 1 Material: Facebook account, photos Information: Event logistics, mentor/mentee comments, questions from participants Software: Facebook Purpose: Establish a presence on social media with an event page will be beneficial to attracting and maintaining a connection to college students and parents. It will be a space to provide updates and reminders for the event. Research: Facebook event pages for similar events, always have an event related cover photo, whether a graphic or a picture from a previous year. Examples include: The Hot Chocolate 15K &5K12 and RBC Run for the Kids13. 12) Coffee Cup Stickers Amount: 400 (200 at St. Olaf and 200 at Carleton) Material: Address labels, ink Information: Event logistics, how to register Software: Avery Purpose: Placing advertising for the 5K on coffee cup sleeves at St. Olaf’s Cage Cafe and Carleton’s Sayles Cafe would be a unique way to advertise for the event in an out of home manner. Students who ordered any form of hot drink from the cafe would almost certainly notice the sticker. Research: Coffee cup advertising has become increasingly more popular over the past few years. Research done by Media Life Magazine shows that: “Coffee drinkers spend between 37 and 40 minutes with each cup, which they often consume while sitting at their computers at work”.14 Even if an individual doesn’t see the sticker immediately, chances are they will at some point before finishing their drink. 13) Porta Potti Trivia Amount: 6 Material: 8x11 printing paper, ink 12Hot Chocolate 15K & 5K Facebook - https://www.facebook.com/HotChocolate15K/ 13 RBC Run for the Kids Facebook - https://www.facebook.com/RBCRunfortheKids/ 14Vazquez, Diego. “Your client’s ad on coffee cups”. Media Life Magazine. Web. 14 Jan. 2016.

6

7

Information: Historical and fun facts about Project Friendship Software: Microsoft Word Purpose: Another way to provide fun and interactive information about Project Friendship, trivia questions about the benefits of youth mentorship will be placed on the outside of the door of the porta potti with the answer on the inside of the door. Research: Susan G. Komen’s Race for the Cure 2015 event in Minneapolis featured porta-potty trivia about breast cancer and their foundation. While unorthodox, this type of trivia creates a captive audience where individuals at the race will be exposed to it by having to use the facilities. *See flowchart in Appendix B.

7

8

PLAN AND PROGRESS

Collaborating as a team is vital throughout the entirety of the project, especially in the beginning stages. In order to move forward with the project in agreement, our team will meet as a whole to discuss and formulate the various ideas for the project. To ensure that the intended goals are reached on schedule, our team will divide the specific tasks equally and according to individual skill expertise. The step-by-step timeline will keep us on track, while holding each member accountable for completing his or her individual work on time. As for the deliverables, we will first design a poster together to create a tone and style that we agree upon. By taking this step as a unit, we can maintain the same themes throughout our individual work. Finally, collaboration is key in merging the deliverables together and presenting the information.

Date Work to Complete

January 11 Formulate questions and materials for client meeting

January 12 Meet with client to receive information about the event

January 13/14 Organize ideas and create proposal guide based on client’s requests

January 15 Proposal Guide Due

January 17 Create formal proposal; assign roles to begin crafting deliverables

January 19 Formal Proposal Due

January 22 Review drafts of deliverables; determine necessary steps to complete

January 24 Formulate presentation material and PowerPoint

January 25 Finalize deliverables and presentation

January 26 Board of Directors Meeting

January 27 Revise deliverables based on feedback from client

January 28 Final Deliverables Due

To monitor both in- and out-of- class work on the deliverables, our team will have daily check-ins in person or via email to update members on what progress has been made that day and on what deliverables. For the writing portions of our project, our group utilizes Google Drive in order to visibly track the work completed by each member. As for the deliverable designs, each member of the team will share their progress by sending a JPEG of the design via email each day. To professionally communicate questions or concerns, our team will discuss and solve problems during face-to-face meetings.

8

9

BUDGET The following table includes a list of expected expenses based on current and suggested deliverables. We recommend laminating these products, at additional cost, to combat variable weather conditions. Printing estimations are from the St. Olaf Print Center Price Sheet.15 Other price estimations were found through online research and informational phone calls. Key: Red=Print Materials Blue=Digital Media Green=Other

Deliverables Approximate Cost of Product

Potential Costs associated with Product

Signage Along the Run (6) Wooden Stakes (6)

$3.00* $10.00

Poster “Frames” (3) (signs.com)

$57.83 --

Highway Banner (1) Metal Stakes (2)

$150.00 $5.00

11 by 17 Advertising Posters (30) $21.00 --

Start & Finish Banners Rope/Suspension System

TBD --

Race “Bibs” (200) Safety Pins (400)

$60.00 $8.00

Coffee Cup Stickers Ink

$30.62 --

General Signage Food (2) First Aid (2) Hydration Station (2) Bathroom (4)

-- $1.10* $1.10* $1.10* $2.20*

Porta Potti Trivia (6) $3.30

Registration Forms (online copy) -- --

Graphics for emails (College and Parents) -- --

Facebook Page & Graphic -- --

15 http://wp.stolaf.edu/printcenter/files/2015/02/Print-Center-prices-Jan-2015-ccc.pdf

9

10

Ad in the Northfield News ONLINE 1 week, Homepage Ad, 3 by 3 OTHER OPTIONS Online 1 week on a story $51.00 Online 1 week Web Banner $165.00 Print 3 by 3 B&W Saturday + Wednesday $120.80

$81.00

--

TOTAL $435.25

*See pie chart in Appendix C.

10

11

APPENDIX Appendix A: Event Bib Example

Appendix B: Project Deliverables Flowchart

11

12

Appendix C: Budget Pie Chart

12

13

BIBLIOGRAPHY

1. “Yesterday’s Meetings.” Message to English 287. 14 Jan. 2016. E-mail. 2. “Yesterday’s Meetings.” Message to English 287. 14 Jan. 2016. E-mail. 3. "Project Friendship." Project-friendship. Web. 14 Jan. 2016. 4. The Mentoring Effect: Young People’s Perspectives on the Outcomes and Availability of Mentoring” Mentor. Web. 14 Jan. 2016 5. 2010 Demographic Profile - Northfield” Census.gov. Web. 14 Jan. 2016 6. Sarah VanSickle, 2016, Introductory Client Meeting, Munch Room, St. Olaf College. 7. "About Us - The Color Run™ - The Happiest 5K On The Planet!" The Color Run About Us Comments. Web. 14 Jan. 2016. 8. Olenski, Steve. “Does Outdoor Advertising Still Work?”. Forbes: Leadership. Web. 14 Jan. 2016 9. Tolliday, Daniel. "The Advantages of Posters." The Houston Chronicle: Small Business. Web. 14 Jan. 2016. 10. "How to Organize a 5K." Race: Successful Planning Guide. Web. 14 Jan. 2016. 11. Pluth, Lisa. "Email Marketing: A Study in Demographics." Email Marketing: A Study in Demographics. Web. 14 Jan. 2016. 12. Hot Chocolate 15K & 5K Facebook <https://www.facebook.com/HotChocolate15K/> 13. RBC Run for the Kids Facebook <https://www.facebook.com/RBCRunfortheKids/> 14. Vazquez, Diego. “Your client’s ad on coffee cups”. Media Life Magazine. Web. 14 Jan. 2016. 15. http://wp.stolaf.edu/printcenter/files/2015/02/Print-Center-prices-Jan-2015-ccc.pdf

13