Make A Wish Michigan IMC Campaign

Make-A-Wish Michigan Campaign Proposal. ©2016 Creatilytical Marketing. CONFIDENTIAL.

WHERE LEFT AND RIGHT BRAIN MEET

An IMC Proposal to engage and inspire millennials to participate in Make-A-Wish Michigan’s mission.

Rebecca FrishmanCreatilytical Marketing

[email protected]

773.357.7091


7191 Dodge St.•Omaha, NE 68132 773-357-7091 creatilytical.com @creatilytical @creatilytical

Ms. Karen DavisPresidentMake-A-Wish Michigan7600 Grand River Ave. Suite 175Brighton, MI 48114

CC: Ms. Sherri CollinsVice President of Marketing and Brand Advancement

April 27, 2016

Dear Ms. Davis:Thank you for allowing Creatilytical marketing to present our 2016 integrated marketing communications proposal for Make-A-Wish Michigan. A child’s life should not be spent in a hospital or stuck in the house. Your mission to bring strength, joy, and hope to wish kids and their families is inspiring and we are honored to work with you.

Our mission is simple, to bring the creative and analytical together to produce campaigns that inspire. We want you to be a partner, not just another client. Each team member is passionate about the brands we work with and believes in each mission. This campaign aims to inspire Millennials to be a part of something bigger. It offers a new way to reach out to Millennials to become volunteers and donate money. We specialize in social media, public relations, and branding. Using analytics and research we will lay out eight deliverables and how to achieve them. The goal of this campaign is to grant more wishes by raising $1.2 million and increase volunteers by 20%.

Thank you for your consideration. We look forward to being your partner to execute this multi-faceted campaign. I will call on Monday, May 2 to schedule a discussion between our teams about this proposal. I look forward to speaking with you.

Best wishes,

Rebecca S. FrishmanFounder & CEO – Creatilytical [email protected]

Make-A-Wish Michigan Campaign | 3


Make-A-Wish Michigan is more than a wish-granting factory. There is science to back up

the fact that granting wishes influences a child’s health. 89 percent of doctors, nurses and

health professionals surveyed say they believe a wish experience can influence wish kids’

physical health (Wish Impact, 2016). Make-A-Wish approaches everything they do with

honesty and transparency with respect for wish recipients and their families. These wishes

cannot be granted without the involvement from volunteers, donors, corporate partners,

and Make-A-Wish Michigan staff. You’ve asked for Creatilytical’s help in putting together

a plan to grant even more wishes by raising $1.2 million and increase volunteers by 20%.

Together we can grant more wishes. It is stated that Millennials are the largest generation to

date. This is why Creatilytical will be targeting Millennials in this campaign. They are a unique

generation in the fact that they are so widespread in life cycles and psychographics. It will be

a challenge to find some common ground, but everyone wants to help his or her community.

Millennials are also known as the “me” generation. If there’s nothing in it for them personally,

professionally, or socially, they’re probably not going to get involved. Creatilytical will outline

how to get Millennials involved and make them feel like each one of them can make an impact.

This campaign will outline a variety of events and a public relations campaign to change the

stigma of Make-A-Wish Michigan to Millennials. This proposal will blend public relations,

communications, and traditional and social media marketing to create an integrated marketing

campaign for Make-A-Wish Michigan. We will provide realistic plans and give projected results

so you can see how this plan will affect Make-A-Wish Michigan. No matter what, this campaign

will emulate Make-A-Wish Michigan’s mission, to grant wishes of children with life-threatening

medical conditions and enrich the human experience through hope, strength, and joy.


Throughout my life I’ve been taught that people are either more creative or more analytical, but I never felt

like I fit in to just one box. I make lists, enjoy logic problems, and am good at math, so I guess you could say

I’m “left-brained.” I love music and art; I tend to have big ideas and an eye for color, fashion, and graphic

design. In this case you could say I’m “right-brained.” The point in the middle of these two is where ideas and

execution come to fruition. This is when Creatilytical Marketing was born.

For an integrated marketing communications campaign, you want a team that is creative and analytical.

Creatilytical Marketing is not the typical marketing agency. We take everything we know about the client,

research the target market, and drive measurable results.

Creatilytical is not another agency, we want to be your partner and help your brand thrive. Our mission is

simple, to bring the creative and analytical together to produce campaigns that inspire. Each team member

is passionate about the brands that we work with and believe in your mission. By partnering with us, you

have found a team that will continuously have your company on their brain and find new ways to help you

succeed.



There is so much noise in the world today that we need to find new ways to stand out. This is where the

creative team comes in to play. At Creatilytical Marketing we are able to find new ways to cut through the

noise to your target market. Whether it is through digital, social, or traditional media.

CREATIvE

If we are creating a campaign that will cut through the noise than our research has to be done well. We not

only have to know about your company, but what makes the target market tick. We use this information,

analyze it, and create a strategic plan that will put our creative work into motion.

ANALyTIC

• Analytics

• Branding

• Communications

• Creative

• Digital Marketing

• Graphic Design

• Market Research

• Public Relations

• SEO

• Social Media Marketing

• Web Design

OuR SERvICES


FRONT

BACk


LETTER

HEAD



“We grant the wishes of children with life-threatening medical conditions to enrich the human experience

with hope, strength and joy” (Our Mission, 2016).

Make-A-Wish is values driven with five core values:

1. Integrity

2. Child Focus

3. Excellence

4. Community

5. Inspiration

These five core values serve as a map to

attain their vision. “They are a clear guide to

our priorities and lead the way in everything

we do” (Our Values, 2016). Make-A-Wish

approaches everything they do with honesty and transparency with respect for wish recipients and their

families. Their business is centered on a children first philosophy because the children are why they do

what they do. They try to exceed expectations with every wish they grant. They “foster a collaborative,

global community composed of staff, volunteers and donors with the collective ability to make the

broadest possible range of wishes come true” (Our Values, 2016). Finally, their inspiration comes from

their wish kids, kids with enthusiasm, imagination, and creativity that keeps Make-A-Wish focused to

grand wishes with hope, strength, and joy.

Make-A-Wish Mission


Since Make-A-Wish was founded, they have granted over 180,000 wishes. In 2015, Make-A-Wish granted

more than 14,800 wishes, the most they’ve ever granted in one fiscal year. Make-A-Wish impacts health,

state of mind, and strengthens communities. “A combined 89 percent of doctors, nurses and health

professionals surveyed say they believe a wish experience can influence wish kids’ physical health” (Wish

Impact, 2016).

The IMpAcT

Chris Greicius was a seven-year-old boy with leukemia. He dreamed of

being a police officer “to catch bad guys.” Tommy Austin told Ron Cox

about Chris and asked for his help. It became their mission to help

grand Chris’ wish. “On April 29, Chris comes from Scottsdale Memorial

Hospital to the empty lot by DPS at Lewis and 19th Avenue. There he

and his parents are given a tour. That’s when Lt. Col. Dick Schaefer

gives the boy a “Smokey Bear” hat and one of his own old badges, and

Chris becomes Arizona’s first and only honorary DPS officer”

(How it all Started, 2016). Chris Greicius passed away on May 3.

After Chris’ funeral the officers that were a part of making this wish

happen started talking. They saw the impact it had on the community and Chris’ family. “That summer,

a group of working-class DPS officers, friends and family gather. That meeting marks the beginning of

Make-A-Wish” (How it all Started, 2016). By spring of 1981, they had raised $2000, enough to grant their

first official wish. The first official wish was put together with the help of the Phoenix Fire Department

for Frank Salazar. “Under the leadership of Jack Stanford, the little engine that could, does, and the

national Make-A-Wish Foundation is incorporated in May of 1983” (How it all Started, 2016).

The STArT of The foundATIon

hISTory

Make-A-Wish Michigan was founded in 1984. Since founded they have granted over 8,000 wishes. “There

are more than 450 medically eligible Michigan children dreaming, planning and awaiting their wishes”

(Michigan Wish Facts, 2016). Make-A-Wish Michigan hopes to grant 400 wishes this year. More than 78%

of Michigan wishes include travel, which costs money and airline miles. The only way for wish kids to get

their wishes granted is if people donate time and money.

The MIchIgAn chApTer


fInAncIAlSMake-A-Wish Michigan’s “fundraising efforts, fiscal

practices, and business operations all are designed to

support a single purpose: to grant wishes that change

lives” (Managing Funds, 2016). The average Michigan

wish costs $8,000 with 80 cents of each dollar going

directly towards a wish. The 2015 fiscal year’s annual

report hasn’t been published yet. For 2014, Make-A-

Wish Michigan’s total contributions and investment

income totaled $6,950,049. Their in-kind contributions

totaled $1,558,960. The total number of wishes granted

at the end of 2014’s fiscal year was 366. Out of those

366, 255 of those wishes included travel, and 181 of

those 255 wanted to go to Disney World (Annual

Report, 2014).

Parents have reported that the wish experience made their children happier and strengthened their

families. Make-A-Wish gives communities a chance to help others out. “Ninety-five percent of

community volunteers reported an increased sense of compassion and 84 percent felt an increased faith

in humanity” (Wish Impact, 2016).


The Wish-A-Mile Bicycle Tour is Michigan’s largest fundraiser.

“Riders will travel across Michigan during the three-day WAM 300

tour, which covers 300 miles of Michigan countryside. The 300

coincide with the WAM 50, a one-day, 50-mile ride on July 31, 2016.

And back by popular demand, the WAM Jr., a half-mile kids’ ride

for ages 5-13” (Wish-A-Mile Bicycle Tour, 2016). The 2015 WAM Tour

Walk For Wishes

raised over $2.1 million with almost 1,000 riders and 300 volunteers involved.

Wish Ball

The last major event is also a nationwide fundraiser, the Wish Ball. The Wish Ball is a black-tie gala

to help support the wishes of children with life-threatening conditions. Make-A-Wish Michigan

hosts two Wish Ball’s, one near each Michigan office. This year’s theme “will celebrate the

SUPERHERO in all of us and our ability to make wishes a reality” (Wish Ball, 2016).

SIgnATure evenTSMake-A-Wish Michigan holds three signature events.

Walk For Wishes is a nationwide Make-A-Wish fundraiser, but Make-A-Wish Michigan hosts two

annually. One is in the spring in Southeast Michigan and the other is in the fall in West Michigan.

Walk For Wishes

The Southeast Michigan walk is held at the Detroit

Zoo. “Last year, you helped raise more than $485,000

with a record-breaking attendance of more than

4,000 participants” (Walk For Wishes, 2016). The West

Michigan walk is held at the John Ball Zoo. “Last year,

you helped raise more than $120,000 with a record-

breaking attendance of more than 600 pre-registered

participants” (Walk For Wishes, 2016).


WAyS To helpThere are many different ways to help or get involved with Make-A-Wish Michigan.

There are several ways to give. The first option is monetary donations. Another option is through

donations in-kind. “As part of our wish granting process, volunteers provide a few small gifts

to each wish child and their siblings leading up to and on the day of their wish” (In-Kind, 2016).

Donating through work whether it is planned giving or matching gifts through your company.

Adopt-A-Wish is another type of monetary donation. “With a gift of $6,000 you can grant you can

grant a child’s wish like meeting Mickey Mouse at Walt Disney World. With a gift of $10,000 you

can you can grant a child’s wish like a swimming pool in their own backyard, a trip to Hawaii to go

snorkeling and see volcanoes, a trip to Paris for a modeling experience or setting sail on a once-in-

a-lifetime cruise” (Adopt-A-Wish, 2016). The last two ways to donate are donating airline miles or

participating in season of wishes.

GivinG

volunteerinG

There are three types of volunteers for Make-A-Wish Michigan. Wish-Granting Volunteers must be

21 years old. “A wish-granting team is two trained volunteers who meet with our wish kids and their

families to help capture the child’s wish and enhance the wish throughout the process” (Volunteer

Opportunities, 2016). Volunteering for one of the five major Make-A-Wish Michigan events is an

opportunity to “help us make the magic happen by staffing our registration tables, handing out

T-shirts, cheering on participants or welcoming attendees. Opportunities may also include speaking

engagements, check pick-ups, representing Make-A-Wish at various activities hosted by community

groups or businesses and distributing flyers or posters to promote an upcoming event” (Volunteer

Opportunities, 2016). Finally, an office volunteer needs to be located near one of the two Make-

A-Wish Michigan offices. “This may include jobs such as helping with mailings, filing, answering

phones, taking donations, data entry and other functions” (Volunteer Opportunities, 2016).


MArkeTIng coMMunIcATIonSTheir marketing communications strategies are the best ways for them to keep in touch with volunteers

and donors, or potential volunteers and donors. Make-A-Wish Michigan is active on Facebook, Twitter,

Instagram, and YouTube. Their Facebook has over 11,000 likes and they post daily during the workweek

(Facebook, n.d). Make-A-Wish Michigan’s Twitter has over 2,500 followers and they tweet multiple times

per week and multiple times per days during the week (Twitter, n.d). They have been active on Instagram

longer than other businesses. Currently they have approximately 1,800 followers and tend to post pictures

of events and wish kids wishes coming true (Instagram, n.d). Their YouTube channel is a great source of

information (YouTube, n.d). They have highlights from Make-A-Wish Michigan events, news or tips for

upcoming events, and clips of granted wishes. Make-A-Wish Michigan hasn’t been mentioned on Make-A-

Wish America’s Wish Nation Blog since September 2014. However, they have been in the news recently and

stay active through press releases sent to news stations and bloggers.

Make-A-Wish Michigan relies heavily on its website and local media to tell wish stories. In an interview with

Karen Davis and Sherri Collins of Make-A-Wish Michigan, they said how they don’t have a large budget for

paid media and tend to rely on earned media. They have good connections with local news sources and are

able to get coverage on wish-granting activities through those connections. They also said that they had a

billboard campaign for Make-A-Wish Michigan’s 30th birthday. Make-A-Wish Michigan dedicates as much

resources towards granting wishes as possible, leaving little money for marketing campaigns.

sponsorships

Make-A-Wish Michigan has several sponsors at different levels. The highest sponsors are

sponsorships worth $25,000+. The next level of sponsorship is from $10,000-$24,999. The smallest

sponsorship is $5,000-$9,999. A few of the biggest Make-A-Wish Michigan sponsors include Meijer,

Pepsi, and Planet Fitness (Our Sponsors, 2015).


MAke-A-WISh MIchIgAn fAcebook

MAke-A-WISh MIchIgAn TWITTer

MAke-A-WISh MIchIgAn InSTAgrAM


coMpeTITorSMake-A-Wish Michigan needs to continually improve their marketing communication strategies because

they have to compete with, not only, other large non-profits across the nation, but local non-profits as well.

How can a non-profit have competition? Aren’t they all trying to help people in need? Yes, but Make-A-

Wish Michigan needs to compete for volunteers, donations, and sponsorships. Everybody can’t give to every

cause. Economists stated, “By 2018, the state is projected to recover 73 percent of the jobs lost during the

last decade” (Vanhulle, 2016). People, Millennials in particular, like to choose a few charities and give more

than give a little to a lot, according to a survey given by Creatilytical Marketing. There are several other

wish-granting organizations that are in direct competition with Make-A-Wish.

The dreAM fAcToryThe Dream Factory was founded in 1980, around the same time as Make-A-

Wish. It has 34 local chapters and is all volunteer based. Their mission, “We

grant dreams to critically and chronically ill children from the ages of three

through eighteen” (Dream Factory, 2013). Since they do not have employees

at each of their local chapters, they use 90 cents to every dollar on making a

child’s dream come true. Their total monetary support from 2013 was $2,535,722

(Dream Factory, 2014).

Key Differences

• A higher percentage of money goes directly towards granting dreams.

• It grants dreams for children with chronic illnesses in addition to kids with life-threatening

illnesses.

• Volunteer based at the local level with employees at the national level.


hope kIdS“HopeKids provides ongoing events, activities and a

powerful, unique support community for families who

have a child with cancer or some other life-threatening

medical condition. We surround these remarkable

children and their families with the message that hope

can be a powerful medicine” (HopeKids, 2016). HopeKids has 4 local chapters, with one national chapter. They do not plan individual events for kids with life-

threatening illnesses. They plan events throughout the month that any child with a life-threatening

illness and their family can attend.

Key Differences

• They are group events rather than individual wishes for kids.

• HopeKids is more of a religious organization with their values including bible verses.

• All events are free to Hope Kids and families

The grAnTed WISh foundATIonThe Granted Wish Foundation’s Mission is, “Providing

wishes to enrich the lives of physically challenged

children and young adults” (Granted Wish, 2015). The

organization was founded in 2005 in Canton, OH.

They have three programs including, wish fulfillment, adopt a family, and Rosalie’s House.

Key Differences

• They are local to Ohio.

• They work with physically challenged children along with terminally ill children.

• They offer housing to low-income families similar to Ronald McDonald House Charities.


kIdS WISh neTWork“Kids Wish Network is an international charitable

organization dedicated to infusing hope, creating

happy memories, and improving the quality of

life for children having experienced life-altering

situations. Kids Wish Network assists children and their families through several key programs”

(Kids Wish, 2016). Kids Wish Network was founded in 1997 and grants wishes for children with life-

threatening conditions.

Key Differences

• They provide funeral assistance after a wish child’s passing.

• Kids Wish Network on Tour is a program that helps at-risk children who are facing abuse,

poverty, neglect, homelessness, etc.

• Kids Wish Network is international.


One of the major challenges that Make-A-Wish Michigan faces is the recession. Michigan was hit the

hardest and for the longest with the closing of auto manufacturers. This recession changed the way people

gave money to charities. The recession seems to be coming to an end in Michigan. “Not only is the Detroit

region the birthplace of the automotive industry, it currently produces more cars and trucks than any other

state in the country. In 2014, more than 2.3 million cars and trucks rolled off Michigan assembly lines –

over 1.5 million at assembly plants located in the Detroit region” (Detroit Chamber, 2015). Along with the

economy, Make-A-Wish Michigan has some competition. There are other wish-granting organizations and

other non-profits that are competing for donations and volunteers.

Other challenges that Make-A-Wish Michigan faces are social issues. Millennials in particular are interested

in where their money is going. A survey conducted by Creatilytical Marketing states that 64.3% of

respondent’s conducts research on a non-profit before donating. “Worst Charities gain their titles by how

much they raise in donations and how little of that money goes to the actual causes they advertise. As

these deceptive organizations ask you for your financial support, they lie about to where or whom that is

allotted, sometimes paying themselves ‘multiple salaries’ and ‘consulting fees’” (Salzillo & Kos, 2015).

Potential donors or volunteers are starting to doubt if the organizations they used to support are actually

doing good for the people they claim. Another issue that has come up is called compassion fatigue.

“Compassion Fatigue is a state experienced by those helping people or animals in distress; it is an extreme

state of tension and preoccupation with the suffering of those being helped to the degree that it can create

a secondary traumatic stress for the helper” (Figley, 2015). Finally, with technology making it easier to get

the word out and ask for donations, it becomes a catch-22 with information overload. During a focus group

given by Creatilytical Marketing, one thing that was brought up is that if Millennials feel annoyed by an

organization or someone asking to donate repeatedly, they turn off to the organization altogether.

chAllengeS


Millennials, were born somewhere between the years 1980 and 2000. They comprise about 24% of the

US population, which comes to about 77 million people (MarketingCharts Staff, 2014). Their income

level is lower than other generations. The younger millennials have a median income of $25K, whereas

the older millennials have a median income of $48K (MarketingCharts Staff, 2014). This attributes to

the age difference and experience level.

Generation Y, otherwise known as Millennials, are the largest generation in the United States. Millennials

represent one-third of the total U.S. population (Council of Economic Advisors, 2014). Besides being the

largest generation in the U.S., Millennials are also the most diverse generation. Millennials differ from

other generations because they are the first generation to grow up with technology in their houses during

their developmental years. Due to this, they are known as ‘digital natives.’ Millennials have “taken the

lead in seizing on the new platforms of the digital era—the internet, mobile technology, social media—

to construct personalized networks of friends, colleagues and affinity groups” (Pew Research, 2014).

Millennials sleep next to their cell phones, stream more music than any other generation, have social

media profiles that they maintain, and share selfies on social media.

Demographics

millennials


Even though Millennials make up the largest generation in the U.S., the population of Millennials is

slowly declining in Michigan. “About 22% of Michigan residents are 18 to 34 years old, known as the

millennial generation. That’s down from 1980, when 30% of Michigan’s population was in that age

group” (Tanner, 2014). A study done by Nielsen shows that Millennials are primarily in the West Coast

of the U.S., whereas Baby Boomers are located on the East Coast. It also shows that Millennials have a

desire to live in urban environments and are “doing away with the suburban picket-fence mythology”

(MarketingCharts Staff, 2014). Only 21% of Millennials are married, 4% have been separated/divorced,

and 75% are single and have never been married (Richfield Hospitality, 2014). Also, 36% of millennial

women have had children (MarketingCharts Staff, 2014).

“Millennials are the most ethnically and racially diverse generation, with 19% being Hispanic, 14%

African-American, and 5% Asian” (MarketingCharts Staff, 2014). With all the diversity though, only

38% of Millennials are bilingual. Along with being the most diverse, they are also the most educated

generation with 23% holding a Bachelor’s Degree or higher.

Despite being the most educated generation, “their entry into careers and first jobs has been badly set

back by the Great Recession, but they are more upbeat than their elders about their own economic

futures as well as about the overall state of the nation” (Pew Research, 2010). Millennials are like other

generations in the fact that they put parenthood and marriage above a career and financial success.

Millennials can be broken up into three different types of psychographics.

psychographics


ConneCtors

Connectors are very much like networkers. They are very social people and share a lot online. They

like to make connections and they find value in having a lot of social media followers, shares, and

likes. “For them, these actions are less about branding themselves and more about sharing great

deals with others and engaging with the brand in order to receive something” (Handley, 2013). They

are the Millennials that are most likely to connect with a brand online and share what they’re doing.

They want people to see that they are helping the community and they tend to share any time they

do a good deed. Don’t be fooled by their show-off personalities. They do their research online before

making any decision on spending money.

Dreamers

Dreamers could also be called creatives. They want to fix something that’s broken. They have

dreams of making the world a better place. This group of Millennials wants to stand out and have

personal goals or big dreams. “One of the first places we checked on our journey was Detroit. We

were fascinated by the dynamics at work with a younger generation busy appropriating, fixing and

remixing the American Dream – transforming abandoned factories into hack spaces, disused cycle

tracks into playgrounds, distressed storefronts into galleries for emerging artists and untangling

arcane local government departments” (Shore, 2012). They support causes that provide them with

connections or experiences that support their own goals or dreams.

Creatures of Habits

Creatures of Habits don’t like to go out of their comfort zone. They tend to post about everything

online. They post who they’re with, where they are, what they’re eating, etc. Even though they post

everything, “they are difficult to pull into the fold; they are content in the brands they know and

love, and reluctant to engage outside the familiar” (Handley, 2013). They also don’t tend to follow

brands on social media or share posts from brands.


Make-A-Wish Michigan has multiple current corporate sponsors. There are different levels of corporate

sponsorships. During this campaign, attracting new corporate sponsors can be the second priority.

Social Media is a great way for companies to share their support of non-profits and non-profits sharing

their connections to companies.

Millennials are an important target market for Make-A-Wish Michigan, but there are two other target

markets they can’t forget about. The first would be corporate sponsors and the second is internal

constituents.

corporate sponsors

seconDary target marKet

Internal constituents are another important target market for Make-A-Wish Michigan. This market

is made up of management staff, volunteers, and event leaders. Since Make-A-Wish is a national

organization, the Michigan chapter needs to keep in contact with the national chapters to make sure

everything runs smoothly.

internal constituents


A SWOT Analysis is a tool used to take an organization’s current, and future, temperature. Figuring out the

internal and external forces that could affect Make-A-Wish Michigan is a good starting point in a campaign.

Strengths and weaknesses are usually internal forces, whereas opportunities and threats are external

forces. Strengths focus on current positive, internal functions, while opportunities are future positive,

external functions. Weaknesses focus on current negative, internal forces, and threats are future negative,

external forces that Make-A-Wish Michigan might not be able to control.

RATIONALE

Currently, there seems to be no generation segmentation in Make-A-Wish Michigan’s marketing tactics.

Make-A-Wish America works directly with celebrities to grant wishes, but there are celebrities that

live in Michigan that Make-A-Wish Michigan could create a relationship with. From the research that

Creatilytical has done through a focus group and survey, a lot of millennials don’t know about wishes in

flight or how to donate frequent flyer miles. A weakness that Make-A-Wish Michigan is the amount of

WEAkNEssEs

Make-A-Wish has strong brand recognition. A lot of millennials know about Make-A-Wish and what

they do through news stories, social media, or ESPN My Wish week. The fact that Make-A-Wish

Michigan has granted so many wishes locally is strength in itself. They are active on social media

including Facebook, Twitter, Instagram, and posting videos on YouTube. Make-A-Wish Michigan has a

lot of local partnerships within Michigan, but also national partnerships because of the Make-A-Wish

brand name. They are also partnered with organizations at universities throughout Michigan, including

Chi Omega. Also, from an interview with Karen Davis and Sherri Collins from Make-A-Wish Michigan,

they spoke to how they communicate with other Make-A-Wish chapters and the national office through

the intranet. These are things that this campaign can enhance and utilize to market directly to our

primary and secondary target audiences.

sTRENgThs


Threats are hard to control because they are external, negative forces, but there are ways to push

through or avoid some. Social media is a huge plus, but it can also be a huge negative if the wrong

story goes viral. Keeping the conversation positive and looking at wishes that changed a child’s life

is a great way to help positive stories go viral. Scandal’s are always a possibility, but keeping a degree

of separation from celebrities and organizations has helped Make-A-Wish in the past stay out of the

negative spotlight. Airlines are always changing their programs or putting new stipulations on frequent

ThREATs

There are many opportunities for Make-A-Wish Michigan. A major one since Make-A-Wish is a national

brand, a lot of people don’t realize that money donated stays local. This could be a huge opportunity to

gain donors and volunteers that care about their community. Millennials have major trust issues with

non-profits right now since there are so many news stories coming out about CEO’s taking most of

the money that is donated to certain charities. Being able to say that 80% of every dollar goes directly

towards a wish is a huge plus for the millennial audience. Even though Make-A-Wish America works

with celebrity endorsements, Make-A-Wish Michigan can work with local sports teams to help grant

Michigan wishes that are in relation to athletics. This can include minor league and collegiate athletics

considering how many fans Michigan and Michigan State have. Social Media is a great way to get stories

about these wishes out. One thing that was talked about during the focus group put on by Creatilytical

was that millennials want to feel a connection to the people they are helping with donations or

volunteering. Another opportunity would be to collaborate with other regional Make-A-Wish chapters.

OppORTuNITIEs

travel that kids wish for. This means that Michigan wishes tend to be more expensive than some other

wishes. The average Michigan wish costs $8,000 with 80 cents of each dollar going directly towards

a wish (Managing Funds, 2016). Finally, wishes are perceived as things that the children don’t actually

need, unlike finding a cure for cancer or other diseases. These are things that will be addressed in this

campaign to improve.


flyer miles, but having a written agreement with the airlines about Make-A-Wish’s use of miles can

help. The challenge with competitors was touched on a little in the last section, but the best way to

deal with competitors is to discuss why Make-A-Wish Michigan is the choice to volunteer or donate

and stay mission oriented. Finally, the economy is a major threat. Michigan’s economy has already been

through a recession, and one of the longest recessions in the country. There is always a possibility that

the economy could take another down turn, but if Make-A-Wish Michigan creates a positive connection

with donors and volunteers, people might choose to keep working with the organization even when

they don’t have the money because Make-A-Wish Michigan deals a lot with hope.


On March 6, 2016 a focus group was conducted by Creatilytical Marketing to gain personal knowledge

on Millennials and how they thought about Make-A-Wish and non-profits in general. The focus group

consisted of ten millennials: five men and five women. The discussion was open and participants were

encouraged to converse openly and honestly.

THE FOCUS GROUP

Every millennial in the focus group had heard of Make-A-Wish, but none knew that each state had their

own chapter. Half of the group knew about some events that Make-A-Wish put on because of the Greek

system in college and going to a school with a Chi Omega chapter. They all knew about Make-A-Wish’s

mission and three had been involved in helping grant a wish.

The focus group discussed how they hear about non-profits and what makes them want to donate or

volunteer. They agreed that they preferred to have a personal connection to the organization. Eight out

of ten in the group said they would follow a non-profit on social media, but they agreed if they posted

too much they would unfollow. They don’t like to feel like they are constantly being asked for donations

or time. They did however say they would want personal stories and updates on children that they

might be helping through social media or email.

None of the Millennials had heard about “Wishes in Flight.” They showed a lot of interest, but don’t get

the chance to fly a lot to save up miles. The group agreed that if more airlines promoted it, they would

be willing to give miles. The focus group also discussed the opportunity for their employers to have a

match my donation program.

THE FindinGS


The overall consensus from the focus group was that they wanted to see the impact they made if they

were taking the time to volunteer or donate money. As millennials they wanted to feel a connection to

the children or people they were helping if they were taking the time to volunteer or give money from

what little they had to give. Most millennials are still paying off student loans, starting full-time jobs,

or starting a family. This takes a majority of their money and they are trying to save for the future. If

they are putting donations into their budget, they want to see the impact they are having.

Millennials are called generation me sometimes because they want to know what’s in it for them. One

of the key takeaways from this focus group is that Millennials don’t want to give unless they can see

how they are making a difference. They understand that it might be doing good for the family or child,

but they want to feel good by making others happy. Keeping Millennials in the loop by email or social

media and sharing personal stories might be the connection that keeps them coming back to volunteer

and donate.

Another takeaway is that not enough millennials know about Wishes in Flight. They also don’t have the

money to rack up airline miles yet, or if they do have some, they don’t know how to access them. This

is a miscommunication between airlines and Millennials, but is something that Make-A-Wish Michigan

could fix. Putting into place a step-by-step program on donating airline miles and working with airlines

to get the word out might gain more miles donations from Millennials. Also, creating a program with

corporations to donate the miles that are collected through business travel is a great way to increase

miles donations.

KEy TaKEawayS


Finally, Millennials tend to like to do things in groups. A common theme from the focus group was that

one of them wouldn’t sign up for the Wish A Mile Bicycle tour if a friend wouldn’t join in too. Creating

training programs and teaming up with local cycling classes to help prepare riders would be a great

way to allow Millennials to socialize and prepare. They can go into the training program with a friend,

but might make another friend in the program that really wants to participate, while the original friend

isn’t cut out for it. The Millennial might still go through with the bicycle ride if they’ve made another

friend who is prepared and has trained for it.


The purpose of this diagram is to illustrate where the connection between what Millennials want and what

Make-A-Wish Michigan offers overlaps. The mutual relationship between the organization and the target

market gives insight into the Integrated Communication Strategy Statement.

INTRODUCTION


Millennials cover such a wide range of years; it makes it hard to pinpoint exactly what life stage

everyone is in. This is a strange time because some are just leaving college, still in debt from student

loans, or starting their first jobs and the rest are getting married and starting families. Millennials still

remember their childhood and sympathize with the children from Make-A-Wish Michigan or thinking

that this could be their child.

Millennials are at the point in their life where they feel like they need to start giving back to the

community, but are unsure how much is enough and if they’re really making an impact. Make-A-Wish

Michigan gives millennials the opportunity to be a part of an organization that is nationwide, but

supports local children. Millennials are worried about where their money is going since they are starting

to learn how to budget or re-budget with new families.

The integrated communication strategy statement shows the intent of Make-A-Wish Michigan and

how the target market is involved. Make-A-Wish Michigan is in the business of granting wishes and

Millennials want to feel that they are making an impact in their community. Millennials need to feel like

their contribution, even a small one, matters. They don’t have a ton of money to donate or a lot of time

to volunteer. If Make-A-Wish Michigan can make each Millennial feel important, they will be more likely

to continue giving and trying to recruit friends to get involved as well.

ICSS RaTIONale


Make-A-Wish began as an effort to fulfill one child’s wish. It ended up becoming one of the leaders in wish

granting charities. The staff and volunteers believe in the power of a wish, they’ve seen the impact it has

on the children. They believe in their mission and strive to grant more wishes in the future.

Make-A-Wish America has a high rate of brand recognition, however individual state’s chapters have

lower brand recognition. Creatilytical Marketing conducted a focus group with millennials to discuss their

feelings about non-profits, Make-A-Wish Michigan, and/or Make-A-Wish America. Among millennials,

they feel that if they can’t give substantially, it might not help make an impact. The participants knew

about Make-A-Wish, knew it was a good cause, but didn’t feel a connection to it. Also, a majority of

millennials in the focus group or through a survey said that they hadn’t participated in a Make-A-Wish

event, and if they didn’t they might not have realized it.

BRAND PERCEPTION


When speaking to focus group participants and the surveyed millennials about how they chose their

charity of choice, the majority said that a personal connection is the most important non-profit criteria.

The focus group participants spoke about how they wanted to help their community, but would prefer to

volunteer as a social setting rather than just to help out. They would be more likely to volunteer their time

if they were going with a friend, or a group bonding activity. They also want to know how volunteering

their time or donating their money helped a child. They spoke about how they would be more willing to

save money to donate a complete wish to a kid, rather than a little bit here or there. This was because

they would feel a stronger connection to the kid whose wish was granted than a possible ten kids’ wishes.


Make-A-Wish Foundation of America was ranked 9th for brand image, but 35th overall for a non-

profit according to a study done by Cone Communications. “The consumer survey also revealed a key

takeaway for all nonprofits – say what you do. The results found nonprofits with a clear mission/issue

in their titles (e.g., the National Cancer Coalition) have higher consumer perception rankings than

organizations in the same sector whose names are more ambiguous (e.g., City of Hope)” (List, 2009).

Millennials don’t know about the impact granting a wish has on a child. “A combined 89 percent of

doctors, nurses and health professionals surveyed say they believe a wish experience can influence

wish kids’ physical health” (Michigan Wish Facts, 2016). Millennials like to know information about an

organization especially when there are so many non-profits to choose from. In the digital age there is

an information overload and sometimes Millennials want to be told why one non-profit is better than

another and how it’s making a difference.

MIllENNIAls ATTITuDE

Millennials have expressed positivity towards Make-A-Wish Michigan as a brand and want to make a

difference. Due to a lack of information being shared with potential donors and volunteers, millennials

don’t feel a personal connection to the organization.

BRAND PERCEPTION sTATEMENT


Every brand has a personality. It is a way that consumers view a brand and differentiates it from its

competitors. “Understanding brand personality also helps select the most appropriate message

and media, or more effective and suitable sponsorships or partnerships. Ultimately, understanding

a brand personality enables the brand owner to deliver a consistent brand experience that connects

with consumers and leaves a deeper and more sustainable impression” (Millward Brown, n.d). Four

characteristics that can be attributed to Make-A-Wish Michigan are magical, authentic, dynamic, and

heroic. These four attributes will resonate with millennials and keep a consistent campaign.

BRAND PERsONAlITY

There isn’t a better word to describe Make-A-Wish Michigan or the way the wish kids feel when their

wish is granted. It is a magical experience. “Ninety-nine percent of parents reported that the wish

experience gave their children increased feelings of happiness and 96 percent said that the wish

experience strengthened their families” (Michigan Wish Facts, 2016). Feeling magical is feeling like

you’ve been removed from every day life. Every one involved with Make-A-Wish Michigan from the staff,

to volunteers, to wish kids, and donors they all feel magical when being a part of making a wish come

true. It also will help Millennials relate to the wish kids, whether it’s how they used to feel as children or

how they want their children to feel. Giving back to the community is magical.

MAGICAl

Being real or authentic is something that, at a certain age, people start to look for. Millennials are now

at that age where being real, being trustworthy, and honest are traits that they want in an organization.

If millennials are going to carve out time in their schedule or add donating to their budget, they will

do the research to see which organizations are worthy of their time and money. They want to make a

difference, but only if they can see that they are effecting change and not lining a CEO’s pockets.

AuThENTIC


Life is fluid and always changing. Having Make-A-Wish Michigan show that they are leading the way in

non-profits while adapting to the times is a great way to attract Millennials. Being dynamic is also about

having a positive attitude and high energy. Both of those personality traits are of people that are willing

to help, relate to the wish kids, and people you want around kids who have a life-threatening illness.

DYNAMIC

A hero is someone who is admired for courage. The wish kids are heroic, their families are heroic,

and there is a piece in everyone that wants to be heroic. Using this type of personality trait to attract

Millennials to Make-A-Wish Michigan will ultimately benefit the organization. Millennials see

themselves as leaders and trendsetters. They want to be looked up to while helping others.

hEROIC


Make-A-Wish Michigan’s current brand positioning centers around their mission, which states that, “We

grant the wishes of children with life-threatening medical conditions to enrich the human experience with

hope, strength and joy” (Our Mission, 2016). Even though there are many organizations out there stating

that they are helping sick children or children in need, a majority of them don’t grant wishes, and some of

them use a larger percentage of donations for salaries rather than helping the children. The message that

Make-A-Wish Michigan grants wishes is different than other organizations because they are helping the

child right now, rather than searching for a cure in the future. If one of the things Millennials look for in an

organization is seeing the impact they’re making, research focused non-profits are not going to be able to

show it. Make-A-Wish Michigan is able to show the impact those donors and volunteers make by posting

videos and sharing stories about the kids and their wishes.

The current theme on Make-A-Wish Michigan’s social media is for the campaign #ShareYourEars. “To

honor the 100,000th Disney wish granted globally, and in celebration of Disneyland® Resort’s 60th

Anniversary, fans were invited to share images of Mickey Mouse Ears, or any creative ears at all to help

grant wishes” (Share Your Ears, 2016). Along with this campaign theme, Make-A-Wish Michigan’s creative

executions tend to share about the events that are coming up.

BRAND POsITIONING


This current brand positioning shows Millennials what events are coming up, but it doesn’t create a

connection with them. Millennials are in to the “what’s in it for me?” Take for instance the ice bucket

challenge for ALS, it was a social media campaign and even if the Millennials weren’t donating the

money, they got to share a video of them making a difference, even if it was just so their ice-bucket

challenge video could go viral. It made a lot of Millennials feel like they were a part of something bigger.

Since Millennials are the most diverse generation, showing diversity through their ads and videos are

a great way to get different cultures involved with Make-A-Wish Michigan. Millennials know that

wishes are fun, but they don’t understand that each wish costs a lot of money. Sharing information and

personal stories are going to be what grabs Millennials’ attention.

BRAND REPOsITIONING

Make-A-Wish Michigan strives to find the magic again and for each wish kid and their family to have a

newfound strength, hope, and joy. Make-A-Wish Michigan offers donors and volunteers a chance to help

bring a little magic back into these sick kids lives.

Creatilytical recommends refreshing their brand. We want everyone involved with Make-A-Wish

Michigan to feel like they are a part of something authentic and that there is magic inside all of us.

Millennials can be someone’s hero by donating or volunteering and here’s the proof through the

campaign.

BRAND REPOsITIONING sTATEMENT


For Millennials who think their time or money doesn’t make a difference, Make-A-Wish Michigan offers

them a chance to grant a wish and gain satisfaction by seeing the impact they had on a child.

Client: Make-a-Wish MiChigantype: integrated Marketing CoMMuniCations CaMpaignintegrated Creative strategy stateMent

Why are We Creating this CaMpaign?To raise $1.25 million in donations and increase the number of Make-A-Wish Michigan volunteers by 20%.

People age 18–35, otherwise known as Millennials, currently living in Michigan.WhoM are We talking to?

What do they Currently think?I don’t have enough time or money to give back, but I would add it to my budget and carve out time if I

knew I was making a difference and could see the impact I had. I also don’t see the benefit in granting a

wish when I could help with finding a cure for a disease.

Giving to Make-A-Wish Michigan is easy, lots of ways that you can offer your time or donate money, and

every penny helps. Also, wishes bring hope and can bring healing to the children facing life-threatening

medical conditions and their families.

What Would We like theM to think?

What is the single Most persuasive idea We Can Convey?Make-A-Wish Michigan doesn’t require a large time commitment and any amount of money can make a

big difference in the life of a Wish Kid.

Because every dollar counts and they can volunteer per event or per kid’s wish, it’s not an all or nothing

opportunity.

Why should they believe it?

are there any Creative guidelines?• All creative and branding guidelines must convey Make-A-Wish Michigan identity standards including

logos, fonts, colors, and language.

• A campaign that is conveyed through social media, traditional media, and digital media.

• The personality of the campaign should be magical, authentic, dynamic, and heroic.


Creatilytical has created a plan for Make-A-Wish Michigan that utilizes traditional and digital media to

gain donors, volunteers, and make lifelong brand advocates. After extensive research, Creatilytical found

what Millennials looked for in a non-profit organization. Millennials will be the target audience for this

communications and media plan.

Millennials want to make a difference and like the credibility of a large organization, but helping on the

local level. After a focus group, conducted by Creatilytical Marketing, we learned that Millennials want to

feel like they made an impact otherwise they won’t want to volunteer time or give monetary donations.

They want to know that their money or time made a direct impact on a child for Make-A-Wish Michigan.

Cash: Creatilytical wants to help Make-A-Wish Michigan grant as many wishes as possible in the 2016-

17 year, and cash donations is what will make that happen. This campaign outlines a plan to net $1

million in cash through fundraising events.

Frequent Flyer Miles: Most wishes that are granted by Make-A-Wish Michigan include air travel. As a

result, we plan to raise 3 million air miles.

Donations

CREatiVE tHEME

The overall goal for this campaign, which starts July 1, 2016 through June 30, 2017, is to raise $1.25 million in

donations and increase the number of Make-A-Wish Michigan volunteers by 20%.

CaMPaiGn GoaL

Through the development and execution of this proposal, Creatilytical Marketing will accomplish the

following objectives on behalf of Make-A-Wish Michigan by June 30, 2017.

CaMPaiGn oBJECtiVEs


Make-A-Wish Michigan events and wishes don’t happen without the help of their volunteers. Which is

why we will increase volunteer retention of Millennials by 140 people, with 45 of them speaking Spanish

or Arabic to better serve the Make-A-Wish Michigan community.

VoLuntEERs

An important source of funding for Make-A-Wish Michigan comes from their corporate sponsors.

We will increase the number of corporate partners by 20%, from 300 to 360, and the corporate

contributions from $3 million to $3.6 million.

CoRPoRatE sPonsoRs

An internal communications program is critical to ensuring that marketing efforts, created by

Creatilytical, are represented and executed by all management, staff, and volunteers at the local,

regional, and headquarters level.

intERnaL CoMMuniCations

Create one new, big, bold replicable event tactic targeting Millennials to raise at least $100,000 in net

donations.

Increase donations by 20% for Walk For Wishes Detroit.

EVEnts

Creatilytical seeks to increase participation in the Wish-A-Mile Bicycle Ride by 150 millennial riders, 75 in

the 300-mile ride and 75 in the 50-mile event.

EVEnt PaRtiCiPation

Besides increasing participation and raising more funds for Make-A-Wish Michigan, a main objective of

this campaign aims to change the perception Millennials have on Make-A-Wish Michigan. Creatilytical

will first address the reason why Make-A-Wish Michigan is worth their limited time and/or funds.

Second, we want to communicate how magical Make-A-Wish Michigan volunteers and donors are by

helping grant wishes and that each volunteer’s time or donor’s money directly affects a Michigan Wish

Kid.

PuBLiC RELations


Create one new, big, bold replicable event tactic targeting Millennials to raise at least $100,000 in net

donations.

Objective

Creatilytical Marketing is recommending a night with the Detroit Pistons called Swishes for Wishes. This

will be a two-part event. It will take place on Sunday, December 11 and Wednesday, December 14. Swishes

for Wishes will take place in between Thanksgiving and Christmas because that is when people tend to

be the most giving for charities. It will take place at a rivalry game Pistons vs. Celtics, because it will have

larger crowds, if not be a sell-out game. The event will raise $100,000 in net donations. It will also be a

great time to get more volunteers for Make-A-Wish Michigan.

event details

This event will be targeted to older Millennials with children. The first part will allow kids to shoot

around on the court with the Detroit Pistons during a daytime practice and will cost $150 per child,

with a maximum of 500 children. There will be ten groups of 50 kids in one hour shifts, each getting

30 minutes to shoot around on the court. While one group is shooting around, another group will get a

tour from the head coach of the facility including the locker-room and media boxes. When families sign

up they will signup for hour 1 or 2 and will be given parking passes for the event. After signing up for the

event you will be entered into a drawing to win suite tickets to the Swishes for Wishes Pistons game.

Four families will be chosen and given a maximum of 4 suite tickets. Additional raffle tickets will be

available to purchase for $20 each additional ticket. All proceeds from this portion of the event will go

directly to Make-A-Wish Michigan.

daytime shOOt arOund with the PistOns

The second part of the event will be the actual Swishes for Wishes Pistons game. There will be several

minor events taking place during the game.


For every three-pointer that a Detroit Piston makes, Meijer, a sponsor of Make-A-Wish Michigan and

the Pistons, will donate $500 to Make-A-Wish Michigan. The Pistons average about 9 three-pointers per

game.

swishes fOr wishes

There will be a table for a silent auction in the concourse. All the money raised at the Silent Auction will

go to Make-A-Wish Michigan. The items will include 2 autographed basketballs, 5 autographed jerseys,

and 4 courtside seats to another home game. The minimum bid for each item is:

• Autographed Basketball – $500

• Autographed Jerseys – $250

• Courtside Seats – $1,000

Make-A-Wish Michigan will need 5 volunteers to run this table.

silent auctiOn

There will be a raffle to compete in the half-court shot competition. Each raffle ticket will cost $5 and

a total of 3 contestants will be chosen. If they make the shot they will get a round-trip ticket voucher,

courtesy of Delta Airlines. Since the Detroit airport is a Delta-hub they will be more likely to donate to

Make-A-Wish Michigan. This will also be the time where Make-A-Wish Michigan promotes their Wishes

in Flight program.

half-cOurt shOt

The proceeds from the 50/50 Payday raffle tickets, sold by the Come Together Foundation, will go to

Make-A-Wish Michigan.

50/50 raffle


In the concourse, along with the silent auction table, on the other side of the arena, Make-A-Wish

Michigan will have their own table. Make-A-Wish Michigan will need two shifts of 3 volunteers for this

table. Since Millennials want to know how their contributions help, there will be a place to write down

their email to get updates on Wish Kids’ wishes fulfilled. At this Make-A-Wish Michigan table you can

donate, learn how you can help, sign up for the Wish-A-Mile event or Walk for Wishes, pick up a flyer on

Wishes in Flight, or sign up to be a volunteer.

make-a-wish michigan vOlunteer table

Creatiltyical Marketing will create special t-shirts for this event to support Make-A-Wish Michigan,

while representing Detroit Pistons pride. There will be a total of 1,000 shirts made and they will be sold

for $20 each.

swishes fOr wishes t-shirts

event PrOmOtiOn

Creatilytical will create a variety of social media assets to promote Swishes for Wishes. Cover photos,

tweets, and posts will be made for the Make-A-Wish Michigan Facebook, Twitter, and Instagram

accounts. Creatilytical will be in contact with the Detroit Pistons’ Director of Marketing and Public

Relations, along with their Community Relations Coordinator. The social media posts will provide

information about the event while promoting Make-A-Wish Michigan. Along with normal social media

updates, Creatilytical will be using paid advertising to expand the reach beyond Make-A-Wish Michigan

followers. The Facebook and Instagram ads will be targeted to Michigan residents between the ages of

21 and 35.

sOcial media


The leadership at Make-A-Wish Michigan will be the faces and voices of this event. Creatilytical will set

up appearances on local news broadcasts and morning talk shows (CBS, NBC, ABC, FOX). We will also

set up morning radio show interviews. Along with the interviews, press releases will be sent to the local

media including print, television, and radio. There will be two press releases, one prior to the event to

encourage people to buy tickets to the daytime shoot around or the Pistons Swishes for Wishes game.

The second press release will be after the event to announce the amount raised and highlighting a

child’s wish fulfilled because of the event, creating that personal connection with Millennials.

Public relatiOns

Revenue:

Tickets: $150 x 500 kids = $75,000

Shoot-Around Raffle: $20 x 100 tix = $2,000

Three-Pointers: $500 x 9 = $4,500

Silent Auction: $20,000

Half-Court Shot Raffle: $5 x 500 tix = $2,500

50/50 Raffle (Net Profit): $5,000

T-Shirts: $20,000

Total: $129,000

Expenses:

Printing: $5,000

T-Shirts: $5,000

Social Media Advertising: $20,000

Press Release & Wire Placement: $2,500

Total: $32,500

budget

Creatilytical will create posters to be printed and posted in high-traffic areas. They will also be placed

on public bulletin boards at coffee shops, local gyms, elementary schools, and at Make-A-Wish

Michigan sponsors locations.

Publicity


• July-August: Confirm Event with Pistons Organization

• October 1: Launch social media campaign

• October 1: Pistons pre-season games begin. Scoreboard messages and announcements made

throughout pre-season.

• October 15: Publicity campaign begins.

• November 1: Public Relations campaign begins with radio show and television broadcast interviews

throughout the month of November and ending December 10.

• December 11: Swishes for Wishes – Shoot-Around Event

• December 14: Swishes for Wishes – Celtics vs. Pistons

timeline

Dollars raised at this event will be the primary measure of success. The goal of this event is to raise

$100,000 net donations, but with a donations table, Creatilytical is projecting to raise $125,000 net

donations. If we achieve over $100,000, the event will have been a success.

Since another goal of the event is to get emails and new Make-A-Wish Michigan volunteers, the measure

will be the amount of new names/emails Make-A-Wish Michigan collects, and how many respond to

the initial “Thank you for becoming a volunteer” email. If we get 50 new volunteers, this event will be a

success.

Creatilytical will conduct a post-event survey for the Swishes for Wishes Shoot-Around Event. The survey

will ask:

• Level of satisfaction with the event.

• Did your child enjoy playing basketball with the Pistons, or would they have preferred a different

sport?

• Was the pricing reasonable?

• Would you be willing to pay more for a longer session or one-on-one time with a Piston?

evaluatiOn


creative executiOns

TweeT 1Shoot around with the Detroit Pistons –

Dec. 11 #SwishesforWishes

http://bit.ly/SwishesforWishes

TweeT 2Win a round-trip ticket anywhere in the

world at the Pistons game – Dec. 14

#SwishesforWishes

http://bit.ly/SwishesforWishes

Facebook PosT

Want the chance to shoot hoops with the Detroit Pistons? If your child is under

12 years of age, they can have an opportunity to shoot hoops with the Pistons on

Sunday, December 11. Your family can also take a tour of the facilities to see where the

Pistons spend their time off the court. Registration fee is $150. Donations to Make-A-

Wish Michigan are welcome.

twitter

facebOOk

Facebook cover PhoTo


InsTagram Image

Shoot hoops with the Pistons on the 11th, then come back and see them take on the Boston Celtics

on the 14th. You could win a round-trip ticket anywhere in the world. Follow the link in our profile

for more information. #SwishesforWishes

instagram

InsTagram PosT

t-shirt


POster

scOre bOard


Develop a plan to increase participation in the Wish-A-Mile Bicycle Ride by 150 millennial riders to the

Wish-A-Mile Bicycle Tour.

objective

The Wish-A-Mile Bicycle Ride is Make-A-Wish Michigan’s largest event. The 29th annual ride will happen at

the end of July 2016. Riders are getting older, so Creatilytical has made a plan to help entice Millennials to

ride for a cause. For this event, Creatilytical will target millennials interested in sports, health and wellness

that are more likely to participate in a physically demanding event when it goes towards a good cause.

event details

Creatilytical has come up with an idea for “training” classes for the race. The classes will start 8 weeks

before the race takes place. Millennials like to socialize, but they also like to be prepared. They don’t

want to attempt a physical event if they haven’t trained. Make-A-Wish Michigan will team up with cycle

studios across Michigan to create a training program. This class will take place 5 times a week for 8

weeks prior to Wish-A-Mile. This will be a place for people to socialize so they have people to complete

this tour with. The class will be a one-time fee of $250. The cost will cover the facility costs and the

instructor’s salary; the rest will be donated in one final lump sum by each cycle studio to Make-A-Wish

Michigan. This will give the cycle studio the option to waive their fees and donate everything to Make-

A-Wish Michigan if they get enough people to sign up for regular classes at their studio.

cycling training classes

Millennials love to be a part of something bigger. They also like to share it with friends. Creatilytical has

an idea for a social media campaign that will make Millennials want to be a part of the Wish-A-Mile

Bicycle Tour. Snapchat will feature a story “live” during the weekend of the event. Anyone in the vicinity

of the race can use the Snapchat Filter and be added to the live event. Michigan residents with Snapchat

will be able to view the event as it’s happening from the perspective of the riders or people following

along recording the event.

snapchat story


event promotions

Creatilytical will create a variety of social media assets to promote the Wish-A-Mile Bicycle Tour, along

with the Cycling Training Classes and the Snapchat Story. Cover photos, tweets, and posts will be

made for the Make-A-Wish Michigan Facebook, Twitter, and Instagram accounts. Creatilytical will be

in contact with the cycle studios that decide to partner with us for this event to make sure their social

media is relaying the information as well. The social media posts will provide information about the

event while promoting Make-A-Wish Michigan. Along with normal social media updates, Creatilytical

will be using paid advertising to expand the reach beyond Make-A-Wish Michigan followers. The

Facebook and Instagram ads will be targeted to Michigan residents between the ages of 21 and 35. From

this targeted ad, I’d hope to gain a minimum of 50 NEW riders along with monetary donations and

possible volunteers. If the Millennial clicks through to the website, they would be prompted with a “get

more information” option to ad their email.

social media

Press releases will be sent to media outlets before the classes begin, before the event, and after the

event. The two press releases prior to Wish-A-Mile will give information about the event and how to

sign up. Make-A-Wish Michigan leadership will be available for any interviews that local stations want

to conduct. Make-A-Wish Michigan will choose two wish kids to be featured after Wish-A-Mile, and

they will be the story that Creatilytical focuses on for the last press release post-WAM.

public relations


Radio advertising will focus on iHeart Radio, Pandora, and Spotify ads. With iHeart Radio, you can target

people based on the music they listen to. Along with using iHeart Radio to advertise on their app and

website, you can choose to advertise on the Michigan iHeart Radio Stations. That allows a wide range

of music choices and cuts through both the app and the traditional radio. Cities with iHeart Radio in

Michigan include:

• Ann Arbor

• Battle Creek

• Detroit

• Flint

• Grand Rapids

• Kalamazoo

• Lansing

• Muskegon

• Saginaw

Each city has anywhere from 5-25 different radio stations.For Spotify ads, Creatilytical would target

athletic Millennials using a workout playlist. With the radio ad, if they’re using the app, they can click on

the ad while listening to get more information. The same prompt “get more information by adding your

email” would pop up. If the targeting is done correctly, this could gain another 100 riders from different

areas of Michigan. This could also create a sense of connection between Make-A-Wish Michigan and

Millennials and they might end up following them on social media and signing up for direct emails to

learn more and get involved. Hearing about how the wishes change the kids lives, along with repetition

between mediums, might create a more lasting impact than a :30 second radio ad.

radio advertising

Results Projection:

75 WAM-300: $10,000

WAM-300 Pledges: $200,000

75 WAM-50: $5,000

WAM-50 Pledges: $50,000

Total: $250,000

Expenses:

Printing: $2,500

iHeart Radio: $5,000

Pandora: $2,500

Spotify: $5,000

Instagram: $5,000

Facebook: $5,000

Snapchat Geofilter: 96 hours = $5,000

Total: $30,000

budget

• May: Start social media posts about Cycling Training Classes

• June 2: Cycling Training Classes start

• June 5: Radio advertisements start

• June 10: Social Media campaign begins

• June 20: First press release is sent to the media

• July 3: Sponsored social media posts get pushed

• July 15: Interview with local media

• July 28: Snapchat filter is introduced

• July 28: Snapchat story begins

• July 29: WAM 300

• July 31: WAM 50

• August 1: Thank you notes are hand written for all the volunteers

• August 2: Thank you emails are sent to all participants

• August 15: Press release about the success of the event is sent out

timeline


We will measure the success of WAM 2016 in two ways. The first will be, did we gain new riders. If we

gained more than 75 new riders for both the 300 and 50-mile tours, the event will have been a success. The

second will be did we get more in total donations than our goal of $2.2 million.

Creatilytical will track social media engagement, mentions, and metrics. For this specific event we will keep

a close eye on the mentions and metrics including likes, shares, comments, etc.

evaluation


creative executions

TweeT 1Tour Michigan like never before -- Bike

300 miles through the open roads of

Michigan #WishAMile

http://bit.ly/WishAMile

TweeT 2Race around the track of the Michigan

Speedway to raise money for Make-A-Wish Mi--

on a bicycle #WishAMile

http://bit.ly/WishAMile

twitter


Facebook PosT

Cycle your way to 300. Find a Planet Fitness near you to train for the Wish-A-Mile

Bicycle Tour in July. The bicycle tour will start in Traverse City and end with a 50 mile

bike ride around Michigan International Speedway. Click the link below to learn more!

Facebook

Facebook cover PhoTo

InsTagram Image

Tour Michigan like never before! Bike 300 miles through the open

roads of Michigan while raising money for Make-A-Wish Michigan.

Follow the link in our profile for more information. #WishAMile

instagramInsTagram PosT


radio ad

t-shirt

snapchat geo-Filter


Increase donations by 20% from $460,000 to $550,000 for Walk For Wishes Detroit.

objective

This plan will not only increase donations by $90,000, but will increase participation by 10% at Walk For

Wishes Detroit. Creatilytical will look at how to leverage the large college campuses close to Detroit

include Michigan’s big two, Michigan State and University of Michigan. We will try to utilize social media

and word-of-mouth on college campuses and the community.

event details

Most people will register for a walk even with a mandatory fee, but they’re more likely to pay the fee

if they get something to show off that they participated. Creatilytical has come up with the idea of

requiring a registration fee that increases, as time gets closer to the walk. It will start out being a $25

registration fee until 3 months before the event. At that point it will increase by $5 every two weeks

until it hits $50, which will be the maximum registration fee. Each participant will then be encouraged

to raise money to support his or her walk. With the mandatory fee they will get a Walk For Wishes

t-shirt, Make-A-Wish Michigan Sunglasses, and walk entry fee.

RegistRation Packet

One thing that Millennials love to do, especially the psychographic of connectors, is share everything

online. Putting into play a Geo-Snapchat filter for the event will allow walkers to share their event with

friends, save photos with the filter, and post them to social media. This will bring awareness to Make-A-

Wish Michigan, and although will not increase the amount of participants for that day, it will probably

raise money for Make-A-Wish Michigan.

snaPchat FilteR


event PRomotions

With the target market that we are trying to engage for this event, social media will be a necessary

tactic. A massive push on all social media channels will be rolled out, including paid advertising on

Instagram. Creatilytical will be in contact with communications departments from Michigan State,

University of Michigan, and Detroit surrounding colleges. We will also enroll the help of the Greek

systems on campuses, especially the ones with active Chi Omega chapters. Creatilytical will use the

college students as a resource to share posts from Make-A-Wish Michigan and get teams together for

Walk For Wishes.

social media

Besides a social media push, Creatilytical will be in contact with school newspapers, radio, and

broadcast stations to advertise the Walk For Wishes. Appealing to their “real life experience” side,

college students should be willing to get the word out. We will also supply the campus with posters to

put up on community bulletin boards. Chi Omega and the Greek system will be encouraged to create

their own posters for the event to get the word out.

on-camPus adveRtising

An email marketing campaign will come out and be sent to current college students and alumnae of

the universities, Greek system or organizations. An HTML template will be created and provided to the

presidents of on-campus and community organizations.

email maRketing


Results Projection:

Registration: $200,000

Donations: $425,000

Total: $625,000

Expenses:

Printing: $5,000

T-Shirts: $25,000

Sunglasses: $4,500


Snapchat Filter: 6 hours = $500

Total: $45,000

budget

• January 15: Emails sent to Detroit surrounding Colleges

• January 20: Follow up phone calls to communication department and Greek system heads

• January 30: Print materials and email templates are dispersed to colleges and alumnae organizations

• February 1: Social Media campaign launches

• February 6: $25 registration pricing

• February 20: $30 registration pricing

• March 6: $35 registration pricing

• March 17: St. Patrick’s Day Sale $25 registration pricing

• March 20: $40 registration pricing

• April 1: Reminder emails are sent to already registered participants

• April 3: $45 registration pricing

• April 17: $50 registration pricing

• May 6: Walk For Wishes 2017

• May 8: Thank You emails sent to participants and volunteers

timeline2017


The success of this event will be primarily measured by the amount of money raised. Since the objective

for this deliverable is to raise 20% more money than previous years, if Make-A-Wish Michigan raises more

than $550,000, the event will have been a success.

Second measurement will include two surveys. The first set of surveys will be sent to participants in

Walk For Wishes 2017. The second set of surveys will be sent to the colleges and organizations we were in

contact with.

evaluation

• Level of satisfaction with the event.

• Level of satisfaction with communication prior to event.

• Was the pricing reasonable?

• Would you be willing to fundraise more if there wasn’t a registration fee?

• Did you think the registration fee was reasonable for the swag received?

• How can we improve for next year’s Walk For Wishes?

FiRst suRvey Questions:

• Did you know about the Walk For Wishes?

• If you didn’t attend Walk For Wishes, what was the reason?

o Distance

o Date conflict

o Uninterested

o Price

o Other

• Would you have attended if you’d heard about the event?

• Where would you like to see information on campus about Make-A-Wish Michigan?

second suRvey Questions:


cReative executions

TwiTTer

Take steps towards changing a child’s life

and granting their wish. #WalkForWishes

http://bit.ly/WalkForWishes

Facebook

Need to hit your step goal on your FitBit? Come walk at the Detroit Zoo. You will change a child’s life

by granting their wish.

social media

insTagram

Lace up your sneakers and come out

to the Detroit Zoo. You can get your

steps in and grant a child’s wish.

#WalkForWishes


snaPchat geo-FilteR


aPPaRelT-shirT

sunglasses


Raise 3 million air miles since most wishes that are granted by Make-A-Wish Michigan include air travel.

objective

campaign tactics

Creatilytical has come up with a plan to make it easier on Millennials to donate their miles to Make-

A-Wish Michigan. We want to create a partnership with Award Wallet. Award wallet is a program that

helps you keep track of all your reward programs. The one consensus that every Millennial came to

in the focus group that we held was that they didn’t know how to view their miles or if they had any

miles because they barely travel. It will then allow you to donate your miles, whether it is from all of

the airlines at once, or specify the amount, or specify which airline to take the miles from. No matter

how many miles you donate, you will get email updates with stories about children’s travel wishes

come true. This makes Millennials feel connected instead of just giving up miles and not knowing where

they’re going.

award wallet

Creatilytical Marketing has a plan to leverage existing partnerships with airlines, and build new

partnerships with travel websites. A lot of Millennials have thrown in the towel for booking trips by

themselves. It is much easier to use websites that plan everything for you. We will use banner ads on

both the websites and in the apps of these partners. The banner ads will consist of the PR campaign

slogan “Be A Genie, Donate Miles.” When you click on the ad, you will be directed to the Make-A-Wish

Michigan website, Wishes in Flight landing page.

corporate partners

On top of travel related partnerships, Creatilytical wants to use new partnerships with Fortune 500

companies located in Michigan. With these partnerships, we would want to create a plan that allows

for a miles-match program. The company can decide to match the employee mile for mile or mile for

dollar.

Flyer miles match programs


campaign promotions

Creatilytical will create advertisements to be put up in Michigan airports. Depending on the airport and

how up-to-date it is, we will either create a printed advertisement to hang in the airport, or a digital

advertisement to be put on digital signs and TVs within the airport. We will also create the same ads to

be placed at airport bus or transit stops.

airport advertising

Social media will also be a key to this campaign. We will use sponsored ads and connections with our

corporate sponsors to get the word out about the Wishes in Flight program. The social media ads will

link directly to the Wishes in Flight information page on Make-A-Wish Michigan’s site.

social media

An image will be created to disperse to all airline and travel partners to send to their clients about

donating unused miles. The email will also be given to Award Wallet to send to their clients about

possibly donating unwanted miles to Make-A-Wish Michigan.

email marketing

Results Projection:

Average Miles Donated: 1,000

Total Miles Donated: 3,750,000

Valued at: $75,000

Expenses:

Retargeting Banner Ads (6 month): $10,000

Airport Advertising: $5,000


Email Marketing: Included in Agency Fees

Total: $30,000

budget


• July 1: Send out emails to travel companies to get meetings to talk partnerships

• July: Meetings with travel sites to create a partnership

• July 15: Meeting with Award Wallet to create a partnership

• July 30: Email templates will be dispersed to all corporate travel partners with information about

Wishes in Flight

• August 1: Social Media campaign will begin with a push in September after summer vacations have

been taken before holiday vacations are booked.

• September 1: Banner ad campaign begins and will end March 1

• September 10: Email templates will be dispersed to corporate partners about Flyer Miles Match

program

timeline

The success of this campaign will be based on several things including number of new partnerships, click-

through-rates on emails, and most importantly, the amount of miles donated.

We are hoping to build partnerships with at least 3 new travel sites and a partnership with Award Wallet. If

we achieve these partnerships, this tactic will have been a success. We will be using MailChimp to monitor

the emails and collecting data from partners about their CTR. If we get a 15% open rate and a 3% CTR we

will consider this tactic a success. If more than 3 million miles are donated at the end of the campaign in

June 2017, this campaign will have been a success.

evaluation


creative executionsairport advertising

Bus stop

terminal


email template


social media

FaceBook

twitter

Use @AwardWallets to track your frequent flyer

miles. When you hit 1,000 miles, donate to grant

a child’s wish! #WishesInFlight http://bit.ly/

WishesInFlight

instagram

Travel the world, rack up frequent flyer miles, and

donate the ones you don’t use. You could change a

child’s life by granting their wish! Click the link in our

profile for more information. #WishesInFlight


Create a public relations campaign that will change the perception Millennials have on Make-A-Wish

Michigan.

Objective

#BeAGenie is derived directly from the integrative communications strategy statement that Creatilytical

came up with. If Make-A-Wish Michigan is in the business of granting wishes and Millennials want to make

an impact on the children, what better way to create a campaign than to make Millennials feel like they’re

magic too. This campaign hopes to inspire Millennials to participate in Make-A-Wish Michigan’s mission

through donations and volunteering.

be A Genie cAmpAiGn

This campaign will be used throughout the rest of the deliverables to create a cohesive theme for the 2016-

17 year. This PR campaign wasn’t used in the events because Creatilytical felt that each event needed its

own identity. The rest of the objectives all come back to how Millennials see Make-A-Wish Michigan and

if that will impact their donations or volunteering. This campaign will also be used internally, because we

don’t want there to be any disconnect between Make-A-Wish Michigan staffers, volunteers, or sponsors,

especially when they’re all working towards the same goal.

cAmpAiGn detAils

cAmpAiGn prOmOtiOns

A social media campaign will be implemented to boost Make-A-Wish Michigan recognition. We want

Millennials to see the impact they’ve made and can make in the future if they were to Be A Genie.

sOciAl mediA


Facebook

The campaign will be pushed on Facebook. Photos and videos of wish kids trips along with the

child saying thank you to their Genie. The child won’t say a name or who their genie is, but that

will resonate more with Millennials. They will start to wonder if it was their dollar that made that

trip happen. Also on Facebook, you will be offered to change your profile picture to a temporary

#BeAGenie Make-A-Wish Michigan photo.

Instagram

The campaign will also go out through Instagram with the hashtag, #BeAGenie. The photos and

videos will be posted on Make-A-Wish Michigan’s Instagram. We will use paid advertising to push

the regular photos or videos so they look normal in the Instagram feed and not like an ad. They will

then be linked to the Make-A-Wish Michigan donation page. From that page, they can choose to

donate or search the website for information on volunteering.

twItter

The Twitter campaign will be a little different. There will be more conversation happening under the

hashtag #BeAGenie. Creatilytical will make sure that there are one or two visual tweets per day,

but the majority of the tweets will include a bit.ly pointing to a landing page for donations and/or

volunteer information. We will also make sure to engage and publicly thank volunteers or donors

that want public recognition. This will show other Millennials that they could be recognized for

being a genie.


Monthly emails will go out to our volunteers. We will be talking with corporate sponsors to see if they’d

be willing to send emails to their contact list. The email would include information about how the

company has donated to Make-A-Wish Michigan and how to Be A Genie by volunteering or donating

money.

emAil mArketinG

Flyers and posters will be made to post around the community, in gyms, on college campuses, etc. to

get the word out about Make-A-Wish Michigan and #BeAGenie.

print

Postcards will be made and sent to current volunteers, past volunteers, and any contact Make-A-Wish

Michigan has in their database. The postcards will go out in four bursts, as to not overwhelm Make-A-

Wish Michigan volunteers.

direct mAil

Expenses:

Direct Mail: $10,000

Print: $10,000


T-Shirts: $10,000


Total: $50,000

budGet


• July: We will ask companies if we can send emails to their contacts.

• August: Direct Mail campaign begins, first burst of direct mail.

• September: Social media campaign begins

• October: Flyers and posters will be dispersed

• November: Second burst of direct mail

• January: Make-A-Wish Michigan Be A Genie Facebook Profile Picture is introduced

• February: Third burst of direct mail

• May: Fourth and final burst of direct mail

• Monthly emails sent out

timeline

The success of this campaign will be measured in a trending topic #BeAGenie. If we can get this trending

in Michigan at least once throughout the year, we will have succeeded in social media. Other factors of

success include donations and number of new volunteers. Another success will be if we can get more than

just Make-A-Wish Michigan employees to change their Facebook profile photo.

evAluAtiOn

creAtive executiOnssOciAl mediA

twItter

Wishes don’t come true by rubbing a lamp -- they

can only be granted with the support from our

community. #BeAGenie http://bit.ly/BeAGenie


t-shirts

Facebook

Instagram

Check out the video below to see how Johnny got drafted to the Detroit Lions. Everyone at Make-

A-Wish Michigan feels like a genie being able to grant someone’s wish. Thank you to all who

contributed. This wish couldn’t have come true without you!

Aladdin got his 3 wishes by rubbing a lamp. This little girl got

her wish by the help from our community. Follow the link in

our profile for more information on donating, volunteering, or

becoming a sponsor. #BeAGenie


Develop a plan to recruit 45 Spanish-speaking volunteers to better meet Make-A-Wish Michigan’s diverse

audience. Also, increase volunteer retention of Millennials by 140 people.

objective

Make-A-Wish Michigan events and wishes don’t happen without the help of their volunteers. Millennials

are a part of the “me” generation. They are have the “what’s in it for me?” attitude. Creatilytical thinks

the best way to retain volunteers is through social media and community outreach. The total Hispanic

population in Michigan is 447,000 and their average age is 25, but 48% of the Hispanic population only

speaks English at home (Pew Research, 2011).

campaign tactics

We want every volunteer to feel like they are special and that his or her time is invaluable. Using the

Be A Genie campaign across social media will help spread the word and allow Millennials to create a

conversation. We also want to get out to the community by setting up tables at career fairs, book fairs,

etc. at surrounding college campuses.

volunteers – be a genie

Since most of the Hispanic Millennial population in Michigan speaks English, we don’t want to take a

lot of resources by creating all new products. What we do want is for the Hispanic community to feel a

sense of pride in their heritage and culture. What this means is we will be creating some print materials

in Spanish, but there won’t be much wording on the material. We will use words like “voluntario”

and “Ser Un Genio” for volunteer and Be A Genie. We will also reach out to the community and

Hispanic community leaders. We will have print materials at corporate partner’s locations in heavily

concentrated Hispanic areas.

voluntarios – ser un genio


Creatilytical has come up with a plan to get more diversity on Make-A-Wish Michigan’s YouTube

Channel. We will promote the YouTube Subtitle Translate feature. This feature will allow Make-A-Wish

Michigan to create one video, but let countless others watch and enjoy even if they don’t speak English.

We will promote on social media, email marketing, and Make-A-Wish Michigan’s website.

Youtube subtitle translate

campaign promotions

We are going to be using both hashtags #BeAGenie and #SerUnGenio for this social media campaign.

Cover photos, tweets, and posts will be made for the Make-A-Wish Michigan Facebook, Twitter, and

Instagram accounts. We will use Facebook, Twitter, and Instagram to create a community for the

volunteers. A massive push on all social media channels will be rolled out, including paid advertising

on Facebook and Instagram. The paid advertising will target Millennials age 18-35. We will use Cookies

to target if they see the Be A Genie ad or Ser Un Genio. We will also use social media to push YouTube

Subtitle Translate.

social media

We will print postcard-sized handouts. They will be printed back-to-back and have information about

being a volunteer. Half will be in English and the other half will be in Spanish. This will make it so all

Millennials can get more information on volunteering.

print

Creatilytical proposes a partnership with Michigan Hispanic Chamber of Commerce, along with Latino

Fraternal Organizations. This will help us get the word out to the Hispanic community about being

a volunteer. This partnership wouldn’t just help gain volunteers, but could be a great way to get new

corporate partners.

communitY outreach


Expenses:

Printing: $5,000



Total: $20,000

budget

• July 1: Meet with community leaders and show them the Ser Un Genio campaign

• July 15: Get print materials into the community

• July & August: Set up a table at college orientations

• August: Social Media campaign begins

• September: Talk to Latino Fraternal Organizations about volunteering

• Send out monthly emails to volunteers about what’s going on and how their time is helping a Wish

Kid in Michigan.

timeline

This program will be a success if they get 45 new volunteers that speak a second language. The number of

volunteers and a satisfaction survey will evaluate this program. Next, we will evaluate at the end of the

year how many volunteers signed up at the beginning of the campaign and are still volunteering at the

end of the year. It will be a success if we can make a long-lasting impression and the volunteers from the

beginning are the same at the end of the year.

evaluation


creative executionssocial media

YouTube


InsTagram

Bring the magic to a child’s life. Volunteer

with Make-A-Wish Michigan and be

someone’s genie. Follow the link in our

profile to learn more. #BeAGenie

Llevar la magia a la vida de un niño.

Voluntario con Make -A -Wish Michigan

y ser genio de alguien. Siga el enlace

en nuestro perfil para saber más.

#SerUnGenio


print

FronT

back


Develop an inspirational internal communication campaign to ensure that marketing efforts, created by

Creatilytical, are represented and executed by all management, staff, and volunteers at the local, regional,

and headquarters levels.

objective

campaign tactics

Nothing brings people closer than a healthy dose of competition. Creatilytical proposes a quarterly

challenge. Each quarter employees will be able to enter to win a small prize of dinner for two at a

restaurant. At the end of the year, the leadership will choose one overall winner of the Be A Genie

Challenge and they will win 6-night, 7-day, all-expenses paid trip for 4 to Disney World! The challenge is

simple; to enter you need to write a blog post (a post on LinkedIn counts) or record a video, maximum

of 3 minutes, about how you Make-A-Wish Michigan has made an impact on your life and what ways

you emulate a genie. The winners will be announced through social media.

be a genie challenge

A newsletter will be sent out monthly. In the newsletter there will be information about new

volunteers, donations raised, progress on events, etc. Along with information about Make-A-Wish

Michigan employees including proposals, marriages, babies, a weight-loss goal, basically anything that

employees want to share. There will also be a feature on which wishes were granted and their success.

internal newsletter


Prize Expenses:

Disney World: $3,500

Round Trip Airfare x 4: $1,500

Dinner for 2 x 4: $2,000

Total: $7,000

budget

• July 1: Be A Genie Challenge starts

• September 30: Quarter 1 Winner chosen

• December 31: Quarter 2 Winner chosen

• March 31: Quarter 3 Winner chosen

• June 30: Quarter 4 Winner chosen

• June 30: Grand Prize Winner of the Be A Genie Challenge announced

• Newsletters will be sent on the 15th of every month

• Submissions for information to be put in the newsletter must be handed in by the 10th, otherwise it

will be pushed to the following month’s newsletter

timeline

The goal for this campaign is to inspire Make-A-Wish Michigan workers and to give them a chance to show

their pride about what they do and be rewarded for it. The effectiveness of this campaign will be shown in

the number of entries for the challenge. Also, the number of stories submitted for the newsletter and the

CTR for the newsletter as well, since it will be digital.

evaluation


Increase the number of corporate partners by 20%, from 300 to 360, and the corporate contributions from

$3 million to $3.6 million.

objective

campaign tactics

The Swishes for Wishes event will need at least one travel sponsor for the half-court shot prize. We

will contact Delta first to see if they want to be the corporate sponsor for this event, but if not we can

continue down the list and try travel websites like TripAdvisor. Creatilytical has come up with a plan to

put flyers and business cards in the company suites at the basketball game. The flyers will talk about

how your companies can Be A Genie and grant a child a wish.

swishes for wishes

Creatilytical had laid out a few options for corporate sponsors. The first was gaining travel websites

as corporate sponsors. Partnering with travel sites like TripAdvisor, Kayak, TriVaGo, etc. would give

Make-A-Wish Michigan more options to book trips for Wish Kids. The second was the corporate Miles

Match program. This is a great opportunity to offer to potential corporate partners as a supplement to

their sponsorship package. If they were willing to donate 1 million miles over the course of a year, they

would be considered a Gold sponsor ($25,000+). This might seem more reasonable to some smaller

companies than giving $25,000 as a donation.

wishes in flight

Throughout this campaign, we’ve briefly touched on how to gain new corporate sponsors based on the

events already planned. Here are the details to each plan.


“The Michigan Hispanic Chamber of Commerce is the premier gateway to the state’s 11,000 Hispanic

businesses and over 400,000 Latino consumers” (MHCC, 2015). Reaching out to both the Michigan

Chamber of Commerce and Michigan Hispanic Chamber of Commerce, would give Make-A-Wish

Michigan leadership more opportunities to network with business leaders who might be looking at a

local organization, with national recognition, to donate their money to.

michigan hispanic chamber of commerce

Results Projection:

20 NEW Corporations ($25,000+):

$500,000

30 NEW Corporations ($10,000-$24,999):

$450,000

10 NEW Corporations ($5,000-$9,999):

$75,000

Total: $1,025,000

Expenses:

Print: $8,000


Total: $8,000

budget

• July 1: Send out emails to travel companies to get meetings to talk partnerships

• July: Meetings with travel sites to create a partnership for Wishes in Flight

• July 15: Meeting with Award Wallet to create a partnership for Wishes in Flight

• August 1: Email airline connections about Swishes for Wishes sponsorship

• December 15: Hand flyers and business cards to arena staff to place in corporate suites for the Swishes

for Wishes game

• Send out monthly emails to update current sponsors about Make-A-Wish Michigan

• Attend monthly Michigan Chamber of Commerce meetings

• Attend Michigan Hispanic Chamber of Commerce events

timeline


The success of this campaign will be based on the amount of new sponsors we get and how many we can

retain. Another evaluation will be the open rate and click-through rate of emails sent. Using MailChimp,

Creatilytical will be able to see how many contacts made during events are opening the emails and looking

to find out more.

evaluation


The objective of this campaign was to raise over $1.2 million. This means that Make-A-Wish Michigan can

grant at least 120 wishes. If Creatilytical’s plan is executed as planned, Make-A-Wish Michigan will have a

successful year. The results were estimated, but by using this schedule, Millennials will understand why it’s

important to support Make-A-Wish Michigan.

Raised oveR $1.2 million

Another objective for this campaign was to increase the number of volunteers from 690 to 830: an

increase of 20%. By using these events to network with the community, create a new impression, and use

them for public relations, Creatilytical is confident that this plan should gain you 140 new volunteers.

volunteeRs


Millennials are unlike any other generation before them. They are the first generation to grow up with

Internet at their fingertips. At this point they are the generation that is widespread with their lifecycle

events. Some are in college, some are graduating and looking for their first real job, some are married with

kids and secure in their financials. This changes the way we approach them about non-profits. We need to

find a common bond that all different age of Millennials can relate to. That is what this plan was about.

Creatilytical came up with a campaign “Be A Genie.” The Millennial could be young and still relates to

their childhood and magic, or they could be older and relates magic to their own children. Being a genie

and granting a child a wish that they might not get the chance to experience otherwise, is what Make-A-

Wish Michigan is about. That’s what this campaign tries to get across. You can be the direct link to putting

a smile on a sick kid’s face no matter how much money or time you can give. Each donation makes a

difference.

An integrated marketing campaign is a holistic approach to marketing and branding. Creatilytical tried to

make the campaigns flow into one another, across all marketing channels. That way people will relate all

of the pieces together and Make-A-Wish Michigan will register in their minds more frequently during a day,

week, or even a year.

This campaign is not only creative, but also data driven with analytics to back up the work. It highlights

tactics that engage Millennials with Make-A-Wish Michigan. Creatilytical has made it a priority to keep

Make-A-Wish Michigan’s mission prominent within this campaign. Together we can grant more wishes and

be someone’s genie.

PRESS RELEASEFOR IMMEDIATE RELEASEJanuary 1, 2015

CREATILyTICAL MARkETIng OPEnS TO BECOME ThE nEw BRAInS In ThE BuSInESSA new IMC agency hopes to bring new ideas for businesses around the states.

OMAHA, Neb. (Jan. 1, 2015). –– Creatilytical Marketing is a new startup integrated marketing communications agency that is hoping to change the way audiences view brands. They are beginning their journey by helping non-profits who cannot afford the same quality of work that for-profits, until now.

Creatitlytical Marketing founded by Rebecca Frishman, who finds both the creative and analytical sides to marketing enjoyable and equally important. The agency is a full-service agency that combines the traditional public relations agency with a fusion tech-advertising agency. The goal of Creatiltytical is to utilize the unique talents of the team to create a campaign that changes the way people think.

Each member of the Creatilytical team is passionate about each client’s mission. They learn something new with each client that they work with and use it to make themselves, the client, and hopefully the world a better place. “We want to create the client’s ideal dream, but use research and analytical tools to make it a realization. We become a partner and collaborator with our client to make sure that our visions stay as one,” says Frishman. “Starting with non-profits will help our team stay grounded and keep our brains focused at what we are working towards.”

Creatilytical Marketing is currently accepting new clients. For more information please visit their website at creatilytical.com.

###

About Creatilytical MarketingCreatilytical is a collaborative effort to keep marketing communications fresh. The firm specializes in hybrid style marketing combining the creative with analytical in a “one-stop shop.” Learn more about our firm at creatilytical.com or go social and follow us on Twitter, @creatilytical.

Make-A-Wish Michigan Campaign | ##



• To gain personal knowledge about Millennials

• To determine how Millennials perceive Make-A-Wish Michigan

• To compare how Make-A-Wish is viewed to other non-profits

• To brainstorm ideas for the campaigns in the proposal

Research Objectives

• Sunday, March 6, 2016 at 5 p.m. EST

• 10 Millennials

o Five Men

• 26 – 2

• 27 – 1

• 28 – 1

• 30 – 1

o Five Women

• 24 – 3

• 26 – 1

• 28 – 1

• Format: open conversation with discussion topics provided

Focus group

I. Introduction

• Thank participants for their time

• Explain IMC program and Capstone

• Explain Make-A-Wish Michigan and Campaign Goals

II. Ice Breaker

• Do you tend to stick to one charity or have a few?

• How did you choose your charity of choice if you have one?

• Is it because you know someone effected or because it’s easy in regards to location?

• In other words, do you go out of your way to find the charity you want to give to or do you

wait until you see an event in your area?

• Do you think you’re better at donating time or money to non-profits?

III. Media Consumption

• Do ads, tv or web, change your opinion on where to donate time or money?

• Do you follow any nonprofits on social media including Facebook, Twitter, Instagram,

YouTube, etc.?

• Would you be inclined to follow a nonprofit if you became a sponsor or member?

• Besides the mission of the nonprofit, what would make you follow them on social media?

IV. Campaign Concepts

A. Donations

• Do you prefer to give money over time?

• Do you feel that your donation isn’t making a difference?

• Do you feel like your donation dollars are being used effectively?

B. Volunteering

• Is it important for you to know your time is making a difference locally?

• Do you prefer to be a member before volunteering time?

• Do you prefer to be in direct contact with the people you’re helping?


Discussion Topics


C. Event Attendance

• Do you tend to participate in the fundraising because of the activity or event?

• What types of events do you prefer to attend?

• Does the event drive your attendance or the cause?

V. Make-A-Wish

• How do you feel Make-A-Wish does with reaching out to millennials?

• Do you see any Make-A-Wish ads? If so where?

• Have you donated any time or money to Make-A-Wish? If so what drove you to do so?

• What is your opinion of Make-A-Wish, if you have one?

VI. Closing Statements

• Any questions or comments before we rap this up?

• Thank them again for taking the time out of their day.


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MakeAWishMI

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