M ARCH OF DIMES
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Transcript of M ARCH OF DIMES
MARCH OF DIMESNORTHEAST RELEASED
100 North Laura Street Suite 601Jacksonville, FL 32204Phone:(904)-250-0070
Email: [email protected]
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