Sample Communications Plan - MitoCanada Foundation (Client Work)

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Table of Contents

Executive Summary ………………………………………………………………………………………………………………….2 Overview & Situational Analysis/Goals……………………………………………………………………………..……...3 SWOT Analysis….…………………………………………………………………………………………………………………..….4 Audiences………………..………..…………………………………………………………………………………………….…….…5 Objectives..…………………………………….…………………………………………………………………………………………5 Key Messages/Theme…….………………….………………………………………………………………………………..……6 Strategies………..………….…………………………………………………………………………………………………………….7 Tactics…..………………..…………………………………………………………………………………………………………….….7 Tactics cont’d……………………………………………………………………………………………………………………………8 Tactics cont’d…………………….……………………………………………………………………………………….…………....9 Tactics cont’d………………………..………………………………………………………………………………………….……..10 Tactics cont’d………………………………………………………………………………………………………………….……….11 Tactics cont’d…………………..…………………………………………………………………………………………………..….12 Evaluation………………………..……………………………………………………………………………………………….…..…13 Evaluation cont’d……………………………………………………………………………………………………………..….….14 Evaluation cont’d……………………………………………………………………………………………………………..….….15 Evaluation cont’d……………………………………………………………………………………………………………..….….16 Evaluation cont’d……………………………………………………………………………………………………………..….….17 Evaluation cont’d……………………………………………………………………………………………………………..….….18 Appendixes Media Release………………………………………………………………………………………………………………..…..……19 Media Advisory….……………………………………………………………………………………………………………..….….20 News Feature …………………………………………………………………………………………………………………………..21 Radio PSA…………..……………………………………………………………………………………………………………..….….22 Television PSA…………………………………………………………………………………………………………………..….….23 Fact Sheet………….………………………………………………………………………………………………………………….….24 Event Poster………………………………………………………………………………………………………………………….….25 Donor List………….………………………………………………………………………………………………………….…..….….26 WordPress Blog………………………………………………………………………………………………………………..…..….27 Instagram Account………………………………………………………………………………………………….………..…..….28 Media List………………………………………………………………………………………………………………………….……..29

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Executive Summary

Situational Analysis MitoCanada increases awareness, support and research for mitochondrial diseases in Canada but receives minimal funding to do so. The foundation depends on charitable donations to finance mitochondrial research and help increase awareness of the disease. The general public and medical and health care sector are under educated on mitochondrial diseases and this is why MitoCanada formed a foundation to support research and support efforts. SWOT Analysis Strengths • First and only mitochondrial research and

support foundation in Canada

Weaknesses • Limited funding • Young charity/Still growing

Opportunities • Attract media attention • Partner with local businesses

Threats • Struggling economy • Number of not-‐for-‐profits in the area to

compete with Objectives 1. To increase overall awareness of mitochondrial diseases to ultimately help promote

improvements in diagnosis of the disease, support and research by December 31, 2015. 2. To increase fundraising dollars compared to $294,258.99 from 2013 by 5%, in order to

increase research opportunities by December 31, 2015. 3. To target the medical and healthcare community in order to secure a minimum of two

research partnerships by December 2015.

Strategies & Tactics 1. Utilize media relations to raise awareness within the general community. • Tactics: Media Kit, Television-‐Featured Story, PSAs, News Feature 2. Launch special events to inform and highlight the realities of mitochondrial diseases. • Tactics: Running on Empty 2.0, Fundraiser/Raffle, Informational Booth, Guerilla Marketing 3. Promote awareness of MitoCanada and mitochondrial diseases through social media. • Tactics: Instagram, Interactive blog, Facebook/Twitter, YouTube Channel & ‘MitoVideo’ Evaluation MitoCanada will evaluate each strategy and tactic to determine if they will satisfy specific objectives made to help achieve foundational goals. Various evaluation tools will be used to determine how successful MitoCanada’s strategies and tactics are to achieve SMART objectives that will enhance the foundations presence in the community and increase funds for mitochondrial research and support efforts.

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Overview MitoCanada Foundation was formed in 2009 by a group of mitochondrial disease patients, families, caregivers and friends, with support from dedicated medical professionals. MitoCanada focuses on three main areas that help support those affected by Mitochondrial Diseases. The foundation provides support and awareness to Canadians directly and indirectly affected by the Mitochondrial Diseases and most importantly supporting the advancement of mitochondrial research. The foundation hopes to reach patients, parents, caregivers and the medical community by providing analytical information that will improve the quality of life and sense of community for those affected. “Mitochondrial disease” relates to a group of disorders and each condition is a result of a genetic mutation – a specific change in the genetic material of the mitochondria. When a mutation has formed, this causes the mitochondria to fail and produces less energy in the cells than the body needs to function. The cells will either stop working or die, which results in either the body not functioning properly or several health problems to arise. Failures of the mitochondria can cause damage to cells of the brain, heart, liver, skeletal muscles, kidney and the endocrine and respiratory systems. Research has indicated that the disease affects one in five thousand individuals. This shocking statistic is why MitoCanada is passionate about advancing research conducted on the disease in hopes to one day to be more educated in ways to help those suffering from Mitochondrial Diseases at early stages, because there is no cure for the disease. Situational Analysis MitoCanada Foundation focuses on supporting those affected by mitochondrial diseases directly or indirectly by providing them with increasing awareness of the disease through funding the advancement of medical research. Minimal amount of research has been done and medical practitioners are not fully educated on the disease because of this. MitoCanada receives minimal to no funding from grants they apply for to supply research initiatives. This in turn means that MitoCanada heavily depends on charitable donations and fundraising efforts to finance the research that needs to be done to educate MitoCanada’s various audiences. Due to the complexity and challenges of diagnosis, and broad spectrum of symptoms, it is estimated that less than 10 percent of people affected receive a diagnosis. MitoCanada’s biggest challenge that they want to overcome is to raise awareness and recognition of the disease within the general population, as well as the medical and healthcare community. The foundation also wants to support research that aims to improve the identification and treatment of mitochondrial diseases. Goals: • Increase awareness to medical practitioners and the healthcare sector • Support the growing need for mitochondrial research and fundraising efforts • Increase fundraising efforts in the community and advance fundraising initiatives

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SWOT Analysis Strengths: • MitoCanada employees have real-‐life experiences with individuals suffering with

mitochondrial diseases. • MitoCanada Foundation is a registered charity organization that supports the advancement

of mitochondrial research. • MitoCanada is the first and only mitochondrial research and support charity organization in

Canada. • Helps new and existing mitochondrial families receive necessary information about

mitochondrial diseases. • MitoCanada develops support networks and sessions for those affected directly or indirectly

by the diseases across Canada. • MitoCanada hosts various events that promote mitochondrial research and awareness. Weaknesses: • MitoCanada receives limited funding and grants to properly promote and open new offices in

all provinces across Canada. • MitoCanada is a young charity organization that is still growing resulting in limited exposure. • Minimum knowledge by medical professionals on the disease. Opportunities: • Garner media attention to educate the general population about mitochondrial diseases. • Additional research and significant developments can be made towards helping those who

suffer directly or indirectly from mitochondrial disease. • Expand offices across Canada to increase awareness of the diseases. • Develop school partnerships with ‘Running on Empty 2.0’ event package. • New partnerships with businesses or athletes to create fundraising opportunities and

awareness. • Company cause marketing – partnering with local businesses that are willing to donate a

portion of their proceeds for a day to MitoCanada. • Increase volunteer base and funds – Volunteering efforts with local schools/groups/teams. Threats • Economic times could make donating to charities difficult for the general population. • An over-‐saturated non-‐profit market makes it difficult for individuals to choose which charity

they would like to support. MitoCanada, being less prominent than other charities, may not be top of mind.

• Competing events may decrease the amount of funds and support MitoCanada receives. • Limited understanding of mitochondrial diseases may deter individuals from supporting

MitoCanada.

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Audiences Primary: • Patients • Children • Adults • Parents with Mito-‐children • Caregivers • Media • Volunteers • Doctors/Medical Professionals • Medical/Science Researchers • Hospitals/Doctors Offices • Government/Government Officials Secondary: • Schools • Community Leaders • Community Centers • Walk-‐in clinics • Medical Equipment suppliers • Nutritionists/Dietitians • Pharmaceutical professionals • Donors • Board of Directors/Advisors Objectives 1. To increase overall awareness of mitochondrial diseases to ultimately help promote

improvements in diagnosis of the disease, support and research by December 31, 2015.

2. To increase fundraising dollars compared to $294,258.99 from 2013 by 5%, in order to increase research opportunities by December 31, 2015.

3. To target the medical and healthcare community in order to secure a minimum of two research partnerships by December 2015.

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Key Messages 1. “Your kind donations can help us raise the necessary awareness about mitochondrial

disease.”

2. “Our major focus is to help individuals suffering with mitochondrial diseases live longer, happier, and productive lives.”

3. “Those suffering with mitochondrial diseases have no endurance for day-‐to-‐day activities that everyone else find effortless. MitoCanada is the only Canadian organization that advocates for those affected directly or indirectly by the disease.”

4. “There is no cure for mitochondrial diseases. MitoCanada supports the advancements of mitochondrial research in order to increase awareness of these diseases with medical professionals and the general public.”

5. “MitoCanada fights for the those that don’t have the energy to.” 6. “Living with the ‘invisible disease’ can leave those affected directly or indirectly with open-‐

ended questions due to limited research done. MitoCanada fights for the right to have those answers and funds the advancement of mitochondrial research.”

Themes 1. “Running on Empty” • Battery and Toy Analogy à A battery can be used over and over again until the battery gets

weak and the toy eventually runs out of “energy.” Those suffering with mitochondrial diseases cannot put a new battery in. They have chronic fatigue and “run on empty” on an everyday basis.

2. “The realities of Mito” 3. “Mito: the Invisible Disease”

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Strategies 1. Utilize media relations to raise awareness within the general community about MitoCanada

and mitochondrial diseases.

2. Launch special events to inform and highlight the realities that those living with mitochondrial diseases deal with on a day-‐to-‐day basis.

3. Promote awareness of MitoCanada and mitochondrial diseases through social media in interactive ways.

Tactics Strategy #1: Utilize media relations to raise awareness within the general community about MitoCanada and mitochondrial disease.

Tactic 1: Media Kit • A media kit will be created to expose the media to MitoCanada in an effective and detailed

way to increase the possibility of media exposure and coverage. • The kit should be delivered to media outlets in Brantford, Hamilton and all surrounding areas. • The media kit should include: a media release, MitoCanada fact sheet, brochure, newsletter

and backgrounder. Other materials can be included depending on the subject matter. • The media release will highlight MitoCanada as a foundation and all their supporting efforts.

The rest of the kit will showcase how mitochondrial research is important for the community to understand that other diseases are linked with mutated mitochondrial cells. The kit will help media personnel understand the foundation as a whole so that it can be most accurately represented in any media coverage.

Tactic 2: Television-‐Feature Story • The television-‐featured story will be created to give consumers information about

MitoCanada and mitochondrial diseases that will be aired on national television stations in Brantford, Hamilton and surrounding areas.

• The segment will feature various aspects that MitoCanada is involved with: their office, Account Executive, Vicky Spadoni speaking on behalf of the foundation, coverage at MitoCanada events, family support videos, etc.

• Using experience testimonials from families that are affected directly or indirectly by mitochondrial diseases will create a more personal experience for viewers.

• This provides high reach in a shorter time to achieve MitoCanada’s objectives and in hopes to maximize fundraising efforts.

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Tactic 3: Public Service Announcement for Television and Radio • Public service announcements approximately one minute long for television and 60 seconds

long for radio can be used to inform the public about mitochondrial diseases and the MitoCanada Foundation.

• The public service announcements can use shocking facts to grab viewers and listeners attention and increase awareness of the diseases.

• Public service announcements can use key messages and/or themes to educate their audiences on how they can help MitoCanada and also support those affected directly or indirectly by mitochondrial diseases.

• Important facts should be used to make the announcement more interesting and seem more relevant to the public (ex. Mitochondrial diseases affect 1 in 5,000 individuals during their lifetime).

• The television PSA should be made with visuals in mind, while the radio PSA should be made with more auditory effects, however the script and messaging can remain very similar.

Tactic 4: News Feature • Various news features can be created and distributed to print media in hopes of gaining

coverage of the story or follow up interview. • New feature topics can include: a closer look at mitochondrial research, selected families

struggles/ways to survive day-‐to-‐day when dealing with mitochondrial disease, etc. • News Features include real people, facts, and support that can give a bigger picture of

MitoCanada and more specifically research advancements for mitochondrial diseases. • Ensure that MitoCanada branding is correctly displayed and all necessary contact information

is presented. • Using news features as a tactic will give a personal element to each feature and not just

information on mitochondrial research. Viewers will have more of an emotional connection to features.

• Ensure that MitoCanada logo and signage is present on news features and high-‐quality pictures.

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Strategy #2: Launch special events to inform and highlight the realities that those living with mitochondrial diseases deal with on a day-‐to-‐day basis.

Tactic 1: Running on Empty 2.0 • Host an event at the Kiwanis Boys and Girls Club Hamilton East that teaches children and

their parents about mitochondrial diseases and the MitoCanada Foundation. • Children learn about the realities of those with mitochondrial diseases by participating in an

educational obstacle course. The course forces children to feel and think about their bodies struggling in different ways.

• Children will be given MitoCanada swag, certificate of participation and MitoCanada fact sheet as a take home that will help educate parents on what their children learnt about.

• A child with mitochondrial disease will make an appearance to the event, which will make the learning experience more impactful and create a ‘wow’ factor for the event. This ‘wow’ factor will make the event more memorable for the children as they will be able to see an example of an individual who suffers on a day-‐to-‐day basis with facts that children learned about in the obstacle course.

• Lunch will also be provided at the event sponsored by Pizza Pizza and Dominos. Sponsorship letters would be sent out to local grocery stories to obtain gift cards or juice boxes for attendees at the event.

• The event can be used as a pilot event if MitoCanada decides they would like to pursue annual children’s events through the Kiwanis Club, other community centers or with the school board. Evaluating the event to see how successful it is will give a better report that can be submitted to school boards with a DIY event kit for elementary schools to use as a yearly fundraising event.

Tactic 2: Fundraising Raffle Sale • Host a raffle/fundraising table at Mohawk College to raise funds to contribute to research

related to mitochondrial diseases. • Raffles will take place in a high traffic area of the school where many students will be exposed

to the fundraiser. • Raffle tickets will be sold for $5 for an arms length of tickets. • MitoCanada signage, brochures and factsheets will be present on fundraising table to help

raise awareness about MitoCanada and mitochondrial diseases. • All funds raised will go directly to the MitoCanada research fund.

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Tactic 3: Informational Booth • Informational booths will be set up in hospital lobbies or common areas to expose doctors,

employees and the general public on information about mitochondrial diseases and how MitoCanada funds and support medical research.

• Informational booth should include: brochures, fact sheets, Mito signage and contact information.

• Booth should have one or two MitoCanada representatives or volunteers working that are educated about mitochondrial diseases and MitoCanada. This will allow those who have question to be answered right away and see if they want to get involved with MitoCanada in any way.

• Having an informational booth will also be a good way to generate donations towards research initiatives.

• Informational booths need to be eye catching and branded with MitoCanada signage and colours to create a branded, put together and credible image. Having swag, donation sheets, sponsorship packages, etc. will make MitoCanada be more prepared for any questions or requests.

Tactic 4: Guerilla Marketing • Place giant mitochondria in a high volume place in Brantford, Hamilton and surrounding areas

to generate awareness and interest. Facts about MitoCanada and mitochondrial diseases will be shooting out of the mitochondria.

• Shocking exposure to MitoCanada and mitochondrial diseases in public places will force information into the minds of the audience.

• MitoCanada’s website will be on the display and will generate the general public to look up the website to gain more information on the foundation and the diseases.

• Another example that MitoCanada can use is people dressed up as biological phenomenon like cells around the display, performing a dance-‐mob around it. This will shock the general public and leave them wanting to more. The dance-‐mob can go from high-‐intensity to low-‐intensity/slow-‐motion dancing to showcase the realities of mitochondrial diseases.

• Exposure in public places, as well as gatherings in the medical community (conferences, seminars, dinners etc.) is an excellent way to gain exposure but also increase awareness in both the general public and medical sector.

• The purpose is not to educate people about the details of MitoCanada or mitochondrial disease, but to encourage them to know that it exists, in a lasting and impressionable way. It is also used to encourage them to visit all social media and website to gain additional information.

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Strategy #3: Promote awareness of MitoCanada and mitochondrial diseases through social media in interactive ways. Tactic 1: Instagram • An Instagram account will be created for MitoCanada with their handle: @mitocanada. • Various hashtags will be created to be trending on Instagram that can create awareness

around MitoCanada Foundation and various events that MitoCanada hosts. Examples: #mitodad #mitomom #runningonempty #runningonempty2.0 #mitoresearch #mitosupport

• Members and families can submit photos to MitoCanada to be posted on @mitocanada with their own hashtags. Families can write their own little story to go with their photo and MitoCanada can publish these.

• Using trending pre-‐made hashtags, it allows users to click on the hashtag and see all photos that are linked with the same tag in one place.

• Under each photo, stories and comments can be created to explain what one is feeling, important key messages that MitoCanada wants users/audiences to know, and increase awareness with inspirational photos.

Tactic 2: Interactive blog • Use a free-‐host web site such as: Weebly, WordPress, and/or Blogger, etc. and create a

community blog www.mitocanadafoundation.wordpress.com. • The blog can feature: information on MitoCanada, mitochondrial diseases recent studies,

medical professional testimonials and research studies, support stories, family testimonials, recent diet trends that will benefit suffers of mitochondrial diseases, etc.

• All content provided by MitoCanada will allow users to be updated with mitochondrial diseases and in return, followers can post comments and feedback on all content.

• An interactive blog allows MitoCanada’s key audiences to stay connected and up-‐to-‐date with information in a more interactive way. The blog will connect to YouTube to connect videos to the blog to showcase various research, testimonials, mitochondrial diagrams etc.

• MitoCanada’s blog will be linked and promoted to other social media platforms. • Members and families can post personal stories about their experience with the MitoCanada

Foundation (on how it has helped them with something particular) and also on their experiences living with or knowing someone in their family with the disease.

• Ensure that the blog uses MitoCanada branding colours, logos, and photos following privacy laws with participants in the photographs.

• Ensure that the blog is easy to follow and navigate, and is updated regularly (at least two postings a week) to show followers that MitoCanada is up-‐to-‐date with information.

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Tactic 3: Facebook/Twitter • Create a stronger online presence on both social media platforms (Twitter and Facebook) to

increase mentions and follow backs. • Link Instagram page, YouTube page and Blog to both Facebook and Twitter pages to have all

information in one place and an easy way for users to surf all accounts. • Ask engaging questions to followers on both Facebook and Twitter to have a more personal

level with them. Starting engaging conversations will give a more personal element to Facebook and Twitter accounts.

• When posting event information on both networks, ensure that regular updates are done to intrigue followers on these events. Posting short information in various posts will keep followers wanting more instead of posting all information at one time.

• Ensure that both social media platforms following privacy laws for all photographs. Tactic 4: YouTube Channel & MitoVideo • Create a MitoCanada YouTube channel where MitoCanada followers can stay up-‐to-‐date with

the organization and new initiatives. • The YouTube Channel will follow other YouTube users with information that is relevant for

MitoCanada’s key audiences. For example: medical research, mitochondrial research and information, family support videos, vegan recipes, etc.

• Members and families of MitoCanada can post and/or send videos created to MitoCanada and those can be posted to the YouTube account.

• MitoCanada can create a “MitoVideo” that can be posted on their YouTube account and also linked to other social media platforms. The video can start off with videotaping the general public asking them if they know what mitochondrial disease is. Having this content as an opening video will show the lack of knowledge of the disease and how increased awareness will benefit MitoCanada’s audiences. The rest of the video can have family support stories and Account Executive, Vicky Spadoni, speaking on behalf of the foundation.

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Evaluation Strategy 1 – Media Relations Using media relations as a strategy, the following tactics align with the objective to increase awareness to help promote improvements in diagnoses within the general public by 2015. Tactic 1: Media Kit – will be evaluated to determine: - Is the media kit informative and helpful towards increasing mitochondrial awareness? - Will media outlets use all content provided in media release? - Which media outlets will run our story? How many outlets will run our story? - If the media release is used in the newspaper, which section? - If promoted on radio/television, when will it be aired and on what segment/station? - What will the quality of the coverage be? Positive or negative? - Will the media release be used verbatim? - Were all audiences possible reached?

Evaluation Tool: Media Relation Points (MRP) will be used to measure any editorial print and broadcast coverage regarding the news piece that various media outlets run. MRP will allow MitoCanada to analyze if media channels used content within the media kit. This tactic and tool will meet the objective of informing and educating the general public about MitoCanada and the disease. Tactic 2: Television Feature Story – will be evaluated to determine: - Which media outlets will run the feature story? How many outlets will run the story? - When will the story air? How long will the story run for? - Which parts of the feature story will media channels use? - What will the quality of coverage be? Positive or negative? - How many viewers will watch the television segment? - What audience demographics will be reached? - Will there be a positive or negative reaction to the feature from the general public?

Evaluation Tool: Data retrieval and analysis will be used to evaluate how the public will react to MitoCanada’s feature story being presented and how many media impressions to determine the number of people who were exposed to the segment. By evaluating using data retrieval and analysis, MitoCanada will be able to determine if the television feature story will meet the objective of increasing awareness and in hopes raising funds for the foundation. Tactic 3: Public Service Announcements – will be evaluated to determine: - Which media outlets will run the PSA? How many outlets will run the PSA? - If promoted on radio, when will the PSA be used and on what segment? - If promoted on television, what station/channel will run the PSA and at what time will the

story air? - What will the quality of the coverage be? Positive or negative?

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Evaluation Tool: Media Content Analysis will be used to evaluate how many outlets ran the PSA’s and the quality of coverage we received. By using media content analysis, we will be able to determine if the PSA’s met our objective to increase awareness of MitoCanada and its cause. The PSA’s will meet this objective by having high reach target audiences through radio and television. Tactic 4: News Feature – will be evaluated to determine: - Will media outlets use all content provided in the news feature? - Which media outlets will run the feature? How many outlets will run the feature? - If the news feature is used in the newspaper, which section is it in? - What will the quality of the coverage be? Positive or negative? - Will the news feature be used verbatim? - Will the Executive Director of MitoCanada be quoted correctly?

Evaluation Tool: Systematic tracking will be used to evaluate and measure the amount of media exposure. Also, the tone of the coverage, key points and the types of new outlets will be measured to determine if the news feature is a valuable tactic to meet objectives. The news feature will meet the objective that targets the medical field due to medical research used within the feature. Additionally, the feature can meet the objective of the need to increase awareness for research and improved mitochondrial diagnosis for all patients, due to the personal stories and content in the feature.

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Strategy 2 – Special Events Using special events as a strategy, the following tactics will speak to all three objectives. The events will assist in the need for mitochondrial awareness and research in the general public to ensure that medical professionals provide proper diagnosis. Additionally, special events will increase the exposure of fundraising efforts and partnership opportunities. Tactic 1: Running on Empty 2.0 – will be evaluated to determine: - How many children will attend this event? - Will children understand MitoCanada’s overall message and mitochondrial facts? - Will there be negative or positive feedback from attendees? - Will attendees be more informed and educated at the end of the event about our cause? - Will this event be able to be repeated again and implemented into schools? - Will media channels respond to the media release sent out and come to the event?

Evaluation Tool: Surveys can be used after the event to determine if attendees had a positive or negative experience at the first Running on Empty 2.0. It will be effective in determining if attendees were informed and educated about MitoCanada and mitochondrial diseases. The event will also be measured to see if the effectiveness of the obstacle course showcased the reality of how those affected with the disease feel. This tactic speaks to the objective of increasing awareness of the disease. If the event has positive feedback and is taken to school boards, the objective of increasing funds for the foundation can be achieved with MitoCanada pledge forms. Tactic 2: Fundraiser – will be evaluated to determine: - How much money will be raised? - Was our table informative and educational about the effects of mitochondrial disease and

MitoCanada Foundation? - How many brochures and fact sheets will be taken? - Was the fundraiser in a high volume area? - Were funds raised more from raffle prizes or personal donations? - Were people supportive of this cause? Was there positive or negative feedback? - How many people will want to know further information about MitoCanada and the

disease? Evaluation Tool: MitoCanada representatives will calculate how much money was raised through an in-‐house tally of funds. During the fundraiser, if individuals wanted more information they could write their email on a sign-‐up sheet for further communication with MitoCanada. The fundraiser materials (fact sheets and brochures) will be benchmarked to evaluate how many attendees at the fundraiser took these materials home and how many were left over. This fundraiser tactic will align with the objective of raising funds for MitoCanada and increasing awareness of the disease and the importance of proper diagnoses to the general public.

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Tactic 3: Informational Booth – will be evaluated to determine: - How many brochures and fact sheets were taken? - How effective will the booth be at informing and educating people on the effects of

mitochondrial disease? Will there be positive or negative feedback? - Is the informational booth located in a high-‐volume area of the hospital? - Will the booth connect MitoCanada with medical professionals in the building? - How many people approached us to hear MitoCanada’s messages? - How many people were already informed on this disease? - Were people supportive of this cause? - How many people wanted to know further information? - How many people wanted to donate or volunteer their time to support the cause?

Evaluation Tool: Surveys will be distributed from the information booth to evaluate if people were receptive to MitoCanada’s messages and if they found the booth to be educational. The survey will ask if these individuals wish to either volunteer their time or financially support the foundation. A comment box will be at the bottom of the survey for any general comments, opinions or questions that individuals may have after approaching the booth. MitoCanada can then contact them back with answers for their questions. This ties to the objective of increasing awareness and targeting the medical community for the importance of mitochondrial research, in hopes of securing a minimum of two partnerships by the end of 2015. Tactic 4: Guerilla Marketing - Will the giant mitochondria catch the general public’s eye? - How effective will the visual be for MitoCanada exposure? - Will the giant mitochondria receive positive or negative feedback overall from people? - Will the general public contact MitoCanada after seeing the visual? - How many people wanted to know further information? If the public contacted

MitoCanada for more information, how many were because of seeing the visual? - Did guerrilla marketing persuade individuals to donate or volunteer? - Was the giant mitochondria placed in a highly populated area?

Evaluation Tool: Content analysis will be utilized to determine how many people were exposed to the visual during the time period used. This will include researching statistics: number of commuters, demographics, psychographics and travel information. Also, MitoCanada can evaluate the success of guerilla marketing by how many emails they received specifically regarding the visual. Having wide exposure of a mitochondria cell will help evaluate how this tactic meets the objective of increasing awareness in the general public.

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Strategy 3 – Social Media Using social media as a strategy, the following tactics will speak to the objective of the importance of mitochondrial research to support the need of increasing awareness for proper diagnoses for families affected directly and indirectly by the disease.

Tactic 1: Wordpress Blog – will be evaluated to determine: - How many followers/viewers will the blog receive? - Will followers post positive or negative comments about content posted? - Will followers post their own content to make the blog interactive? - How many followers will the blog capture? - Will blog be easy for viewers to navigate? - What audiences will be reached using the blog? - Will the blog increase MitoCanada’s online presence and expand their audience base? - Will the blog help to get MitoCanada’s overall message/key messages across? - Does the blog increase support of the foundation (i.e.: donations, volunteers, etc.)?

Evaluation Tool: An online poll will be posted on the blog to evaluate feedback to determine if the interactive blog is valuable to audiences and visitors. The poll will also ask visitors to judge if the content is informative and entertaining. In the comment section of the blog, MitoCanada will analyze the positive and negative comments that the blog secures to determine if the blog is a valuable tactic. This tactic will help evaluate if awareness of the disease and MitoCanada has increased by the end of 2015. Tactic 2: Instagram Account – will be evaluated to determine: - How often will MitoCanada post picture/videos on the account? - How many follows will the account obtain? - Will MitoCanada members send pictures and videos to the foundation to post on the

account? - How many likes will pictures/videos receive? - Will pictures/videos be able to paint an overall story for viewers? - Will content support the organization overall message? - How many shares and comments will the account receive on each posting?

Evaluation Tool: Web site analytics and content analysis will be used to evaluate how many views, followers, likes, comments, and shares MitoCanada’s account will receive, as well as the overall feedback is positive or negative. The account will align will the objective of increasing awareness by determining how many followers it obtains. Tactic 3: Facebook/Twitter - Will posts encourage two-‐way conversation? - Will social media accounts receive an increase in followers, likes, comments, etc.? - Will using short burst of information for events be more successful in creating excitement

for followers?

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- Will constant posting and tweeting receive positive or negative feedback? - How often will content be posted? What kind of content will be posted? - How many new followers will social media accounts receive? - How many retweets will MitoCanada receive?

Evaluation Tool: Google analytics and TweetBeep will be used to evaluate the effectiveness of Facebook and Twitter platforms. These evaluation tools will show MitoCanada who is posting about the foundation and what they are posting. MitoCanada can determine how many new followers, likes, comments, shares and retweets they receive by benchmarking. Using social media will satisfy the objective of increasing awareness of MitoCanada and the need for fundraising efforts by the public. Knowing what the public is saying on a platform they use is important tool of reaching MitoCanada’s audiences. Tactic 4: YouTube (“MitoVideo”) - How many subscribers will MitoCanada’s YouTube channel? - How many views will the “MitoVideo” receive? - Will there be positive or negative comments on videos uploaded to MitoCanda channel? - How annually will MitoCanada post on the channel? - Will the channel receive an increase in followers, likes, comments, etc.? - Will content support the organization overall message? - Will YouTube videos be shared on other social media channels? - Does this account increase support of the foundation (ie: donations, volunteers, etc.)?

Evaluation Tool: MitoCanada can use YouTube analytics to evaluate demographics, likes, subscribers, comments, audience retention, traffic sources, etc. This tactic will match up with the objective of increasing awareness and support the general public with mitochondrial facts, research and education. The MitoVideo will showcase the general public’s lack of knowledge of mitochondrial diseases and the need for research, awareness and support.

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Appendix: Media Release – Running on Empty 2.0

For$Educational$Purposes$Only$!

www.mitocanada.org! !email:[email protected]! Charitable!Registration!#:!81258!6667!RR0001!

!MitoCanada!260!St.!Paul!Ave.,!P.O.!Box!26014!Brantford,!ON!N3R!7X4!!FOR!IMMEDIATE!RELEASE!

Contact:$Samantha$Fichtner$Account$Executive$The$Agency$at$Mohawk$College$samantha.fichtner@mohawkcollege.ca$P:$613G608G5977$

$

MITO!WHAT?!MITOCANADA!!!

Hosting!First!Running!on!Empty!2.0!

Hamilton,!ON.!March!2014!–Mitochondrial$Diseases$affect$1$in$5,000$individuals$and$are$rarely$diagnosed$right$away.$

This$leaves$children$and$parents$with$openGended$questions$waiting$for$answers$that$even$medical$professionals$are$

unable$to$answer.$MitoCanada$Foundation$provides$support$and$awareness$to$those$affected$directly$and$indirectly$

by$Mitochondrial$Diseases$and$most$importantly$funds$the$advancement$of$mitochondrial$research.$$

MitoCanada$will$be$hosting$their$first$“Running$on$Empty$2.0”$event,$which$will$provide$education$on$

Mitochondrial$Diseases,$but$also$demonstrate$the$reality$of$how$those$suffering$with$the$disease$feel$on$an$everyday$

basis.$The$event$will$take$place$on$March$14,$2014$from$11G1$p.m.$at$the$Kiwanis$Boys$and$Girls$Club$Hamilton.$$

“It$is$extremely$important$that$the$younger$generation$along$with$others$understand$what$mitochondrial$

disease$is,”$said$Vicky$Spadoni,$Executive$Director$at$MitoCanada.$“Having$children$participate$in$an$obstacle$course$

will$exert$them$physically$until$they$hit$the$wall$where$they$cannot$go$on$until$they$rest.$This$is$how$individuals$

suffering$with$mitochondrial$diseases$feel$on$a$dayGtoGday$basis.”$

MitoCanada$provides$support$and$awareness$to$Canadians$directly$and$indirectly$affected$by$Mitochondrial$

Diseases$and$raises$funds$for$the$advancements$of$mitochondrial$research.$The$foundation$hopes$to$reach$patients,$

parents,$caregivers$and$the$medical$community$by$providing$analytical$information$that$will$improve$the$quality$of$

life$and$sense$of$community$for$those$affected.$$

$

G30G$

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Appendix: Media Advisory

MEDIA ADVISORY Attention: Editors/Producers/Reporters March 11, 2014

MitoCanada’s ‘Running on Empty 2.0’ Event The MitoCanada Foundation will be hosting an event at the Kiwanis Boys and Girls Club to educate children on the realities of mitochondrial disease. This event will help to increase awareness for this charitable organization. WHO: The MitoCanada Foundation and Mohawk College PR

students; Vicky Spadoni, Executive Director at MitoCanada will be speaking during opening speech

WHAT: ‘Running on Empty 2.0’ obstacle event to educate children on the realities of mitochondrial disease and how patients living with this disease feel on a regular basis. WHERE: The Kiwanis Boys and Girls Club. The event will be held

in the gymnasium of the venue. 45 Ellis Avenue, Hamilton, Ontario. Just off of Barton Street East.

WHEN: Mar. 14, 2014 - 11-1 p.m. WHY: The event is being held in order to increase awareness

and knowledge of mitochondrial disease to educate the public on the organization.

HOW: This event can help people understand the realities of mitochondrial disease and what the symptoms are. MEDIA OPPORTUNITIES: Vicky Spadoni and the Mohawk College PR students will be made available for media to interview.

-30- Media Contact: Shelby VanderEnde Account Supervisor The Agency 519-872-5315 [email protected]

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Appendix: Sample News Feature (first page example/template)

!more!&

FOR$EDUCATIONAL$PURPOSES$ONLY$$$FEATURE$MitoCanada&Foundation&260&St.&Paul&Ave&Brantford,&ON&Contact:&Shelby&VanderEnde&Phone:&519!872!5315&[email protected]&&&

MitoCanada:$A$Not9for9Profit$Fighting$the$Invisible$Disease$&&& Mitochondrial&disease&has&attacked&the&Spadoni&family.&After&years&of&

misdiagnoses&and&complete&uncertainty&on&what&was&wrong&with&Vicky&Spadoni’s&

son&Adam,&he&was&finally&diagnosed&with&

mitochondrial&disease.&The&majority&of&Canadians&

have&never&heard&of&this&disease&and&many&medical&

professionals&have&yet&to&come&across&it&in&their&

careers.&To&provide&some&context,&Vicky&explained&

Mito&like&a&battery.&A&young&child&receives&a&new&toy&for&Christmas&and&plays&with&it&

over&and&over&again&until&the&battery&eventually&runs&out.&Once&the&battery&runs&out,&

you&can&easily&pop&in&a&new&battery&and&it&will&run&just&like&new.&With&mitochondrial&

disease,&you&can’t&put&a&new&battery&into&the&person&suffering&and&therefore,&they&are&

always&running&on&empty.&Also&known&as&“The&Invisible&Disease,”&mitochondrial&

disease&is&a&result&of&the&failure&of&the&mitochondria.&Mito&is&a&result&of&either&

inherited&or&mutations&in&a&persons&DNA,&which&lead&to&altered&functions&of&the&

protein&and&molecules&that&live&within&a&mitochondria.&Mitochondria&are&responsible&

for&giving&a&persons&body&90&percent&of&its&necessary&energy&to&aid&in&proper&body&

function&and&growth.&When&the&mitochondria&fail,&the&body&receives&less&and&less&

This%is%MitoCanada’s%official%logo%

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Appendix: Radio PSA

SAMPLE 60 SECOND RADIO PSA SCRIPT FOR EDUCATIONAL PURPOSES ONLY Title: Realities of Mito Client/Sponsor: MitoCanada Foundation Length: 60 seconds Air Dates: September 15-21st, 2014 MUSIC: “Ohhh Child” (Establish, then under) (3 seconds) ANNCR: SFX: shock sound (2 seconds) ANNCR:

ANNCR:

MUSIC: (Ends fades out) (2 seconds)

SFX: people talking (2 seconds)

ANNCR: (after a short 1 second pause)

MITOCHONDRIAL DISEASE… THE INVISIBLE

DISEASE…YOU’VE PROBABLY HAVE NEVER

HEARD OF IT BECAUSE IT AFFECTS ONE IN

FIVE THOUSAND PEOPLE… MITO HAS NO

KNOWN CURE.

THIS DISEASE ATTACKS YOUR MITOCHONDRIA

AND LEAVES YOU SUFFERING FROM STROKE

LIKE SYMPTOMS…SEIZURES AND INTENSE

MIGRAINES!

MITOCHONDRIAL DISEASE IS REGULARLY

MISDIAGNOSED BUT THIS CAN BE FIXED BY

INCREASING AWARENESS ABOUT THIS

ILLNESS. THE MITOCANADA FOUNDATION

PROVIDES AWARENESS…SUPPORT AND

RESEARCH FOR THOSE AFFECTED BY

MITOCHONDRIAL DISEASE.

LETS SPREAD THE WORD ABOUT MITO AND

EDUCATE PEOPLE ON THE REALITIES OF

MITOCHONDRIAL DISEASE… VISIT WWW-DOT-

MITOCANAD-DOT-ORG TO HELP MAKE MITO

KNOWN IN THE COMMUNITY!

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Appendix: Television PSA

SAMPLE 30 SECOND TV PSA or VNR PRODUCTION SCRIPT Title: Realities of Mito Client: MitoCanada Foundation Length: 30 seconds Air Dates: October 1-7th, 2014 DESCRIPTION ESTABLISHING SHOT: Child in fetal position, holding his head in pain. SFX: Child whining in pain. RT: 08 WS: Child crying in pain. SFX: “Mommy!” RT: 03 CU: Child’s face in panic RT: 02 SEQUENCE: Begin with MS of child on the ground crying and mother calling the emergency room at the hospital. SOT: Mothers panic face ZOOM into bright lights and FADE to black RT: 08 SOT: Emergency Room monitors beeping. Nurses diagnosing child. (Establish and then under to end.) RT: 04 THREE SECOND OF BLACK CHYRON: Help increase awareness of mitochondrial diseases... WE ARE HERE TO HELP! RT: 02 TOTAL RT: 0:30

SCRIPT

MALE V/O: ……………………………………………………………

ONE IN FIVE THOUSAND INDIVIDUALS ARE

DIAGNOSED WITH MITOCHONDRIAL DISEASES!

MALE V/O:

SUFFERS ARE REGULARLY MISDIAGNOSED

DUE TO LACK OF RESEACH ON THE DISEASE…

MALE V/O:

HAVING NO ANSWERS LEAVES THOSE

SUFFERING DIRECTLY AND INDIRECTLY WITH

ANXIETY AND FEAR!

……………………………………………………………..

MALE V/O: Following Emergency Room monitors beeping

MITOCANADA FOUNDATION HELPS WITH

SUPPORT FOR THOSE AFFECTED WITH

MITOCHONDRIAL DISEASE AND FUNDS

RESEARCH ON THE DISEASE TO GIVE THOSE

WITH NO ANSWERS…ANSWERS!

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Appendix: Fact Sheet

www.mitocanada.org 519-754-4208 [email protected]

SINCE 2010

Mitochondrial Disease affects 1 in 5000

No known cure and there are limited treatments "It is not just a battery", mitochondria are the body’s battery. Like batteries, they work really well for a while and

eventually they stop working in affected individuals. Think of the flashlight that continues to dim until the light

no longer shines. Sometimes called the invisible disease – not everyone exhibits outward signs every single day

Cells begin to die when they lack energy, eventually causing organs to die, potentially causing human death

Most children do not live longer than their mid-teens. The disease is also found in adults.

Mitochondrial dysfunction leads to degenerative disease of the heart, muscles, kidneys and more Is related to Autism, Parkinson's disease, Alzheimer's disease, Lou Gehrig's disease and other neuromuscular

conditions Mitochondrial disease is genetic for the most part Some symptoms may include: developmental delay, regressed development, seizures, migraine headaches,

stroke like symptoms, muscle weakness, and more…contact us for more information

MitoCanada exists to provide support and practical information that will help to improve the quality of life and

sense of community for patients and their families.

MitoCanada = Connect Canadians directly and indirectly affected in all corners of Canada

MitoCanada is the only Canadian Organization available to mitochondrial disease affected individuals.

MitoCanada, in its short life, has raised $150,000 to support Canadian Research initiatives in the quest to find

better treatment options and a cure. Prior to MitoCanada there was no significant funding available for

Canadian Research.

Mito Mail Program - connects children affected by mitochondrial disease and their siblings with others facing

similar challenges in an effort to build friendships within the community.

Peer Support Program affected individuals are matched with another mito client who volunteers as a Peer

Support Volunteer. There is no need to feel alone and as a "mito family" we are available to support others who

are newly diagnosed, facing challenges or just need a friendly ear who understands.

Lending Library -resources can be lent out

1:1 phone, Skype or video calls available Monday to Friday 9-5 pm EST (off hours can be arranged)

“Quilts of Hope” Project raises public awareness – quilters make and donate the quilts

Team MitoCanada - provides a means to raise awareness for MitoCanada and Mitochondrial Disease through

the participation of team members in sport of all types. “Competing for those who can’t.” MitoMiles Newsletter is produced twice a year and reports on events, research updates and profile stories.

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Appendix: Event Poster

March 14, 2014 from 11am - 1pm

Boys and Girls Clubs of Hamilton

“Running On Empty” 2.0

Donations to further support the MitoCanada Foundation are greatly appreciated!

Come out to support the MitoCanada Foundation and take part in an obstacle course which will educate

participants on the reality of Mitochondial Disease.

Join us after for free pizza & drinks for lunch!

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Appendix: Donor List

Donor%List%–%Event%“Running%on%Empty%2.0”%%

1. Domino’s%Pizza%% 1171#Upper#James#Street## Hamilton,#ON## L9C#3B2## Amount:#32#large#pizzas###

2. Pizza%Pizza%% 73#Wilson#Street#West## Ancaster,#ON## L9G#2B7#% Amount:#5#large#pizzas###

3. Food%Basics%# 71#Wilson#Street#West## Ancaster,#ON## L9G#1N1## Amount:#$25.00#gift#card###

4. Sobeys%%% 977#Golf#Links#Road## Ancaster,#ON## L9K#1K1## Amount:#$35.00#gift#card##

5. Giant%Tiger%%# 82#King#George#Road## Brantford,#ON## N3R#5K4## Amount:#$25.00#gift#card##

6. Giant%Tiger%# 969#Upper#Ottawa#Street## Hamilton,#ON## L8T#4V9## Amount:#$25.00#gift#card###

7. Target%# 640#Queenston#Road### Hamilton,#ON## L8K#1K2## Amount:#$100.00###

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Appendix: WordPress Blog

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Appendix: Instagram Page

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Appendix: Media List (Brantford & Hamilton area)

Sample Communications Plan - MitoCanada Foundation (Client Work)

Documents

Transcript of Sample Communications Plan - MitoCanada Foundation (Client Work)