Shriners Hospital for Children-Tampa Plans Book

For the children. For you.Creativity Strategy Team Project

Fall 2010November 30, 2010

Daniela Jimenez

Laura Setter

Josaurys Mota

Shriners Hospitalsfor Children - Tampa®

01

Table of ConTenTs

Executive Summary...............................................03

Situation Analysis

Product Category......................................04

Brand...........................................................05

Product/Service.........................................06

Consumer...................................................07

Geographic Market Area.........................08

Competitors...............................................09

Competitive Creative Analysis............................10

Target Audience Profile........................................14

Problem Statement & Objectives.......................19

Creative Strategy Statement...............................21

Creative Executions...............................................22

Executive Summary

ExecutiveSummary

03

The main communication problem Shriners Hospitals for Children-

Tampa is encountering is that most USF students are unaware that

the hospital exists on the USF campus, or that it offers excellent

volunteer opportunities. The campus is so large and fragmented that

students never visit the Shriners - Tampa area.

The first objective of this campaign is to increase awareness among

USF Tampa students that the Shriners Hospitals for Children-Tampa is

located on the USF Tampa campus. The second objective is to create

interest in Shriners Hospitals for Children -Tampa’s mission and values,

which will result in an increase in volunteer efforts by USF Tampa

students.

Our research suggests the majority of USF students feel personally

responsible for making the world a better place, and they pay more

attention when solicited by a company with a deep commitment to a

good cause.

Our research also suggests that volunteering aids in the

development of professional skills, skills that promote professional

success for college students after graduation.

Based on the research and objectives the message strategy of this

campaign will focus on informing the USF-Tampa students that volun-

teering for Shriners builds leadership skills, while helping a good cause.

The tagline will be “For the children. For you.” “For the children” refers to

the mission and core value of Shriners Hospital for Children, and the way in

which USF students can make a difference. “For you.” relates to how

volunteering aids in the development of professional skills for the students.

This tagline links our message of leadership and personal growth with

the deep-seeded need of our target (USF students) to make the world a

better place.

All of the ads in this campaign will depict situations volunteers may

experience while working with Shriners - Tampa, and how those situations

develop the volunteers’ leadership skills.

We recommend the use of newspaper display ads in the Oracle, billboard

bulletins in the surrounding USF Tampa area, bus transit posters on the

Bull Runner shelters, Facebook “viral” ads, and the Marshall Student Center

Feature Wall /LED wall. The creative executions reflect these

recommendations.

Situation Analysis

Situation Analysis

Shriners Hospital for Children-Tampa is one of 22 non-profit hospitals

that specialize in pediatric specialty care and orthopedics, including:

various bone and muscle problems such as cerebral palsy, scoliosis,

and other limb and growth problems. The main difference between

Shriners and other non-profit hospital is that they treat their patients

absolutely free of charge. This will allow for us to gain a unique

perspective for the USF Shriners campaign.

Currently, 77% of the 2,033 U.S. nonprofit hospitals are not

profitable. Times are especially rough on those hospitals that treat

patients who are uninsured. This has caused for a dramatic rise in

Medicare costs, and since nonprofit hospitals get a rather large tax

break, it is causing for our economy to suffer.

What has been hurting a lot of the local nonprofit hospitals is that

they do “everything for everyone.” This kind of mentality causes those

hospitals costs to dramatically increase because their employees must

be professionally trained and have the proper equipment in a wide

range of areas in health care. The one thing that Shriners can use to

their advantage is that their hospitals are specialized in one or two

services per hospital. This allows for Shriners to cut down on many

costs that other hospitals have to spend the majority of their funds

on. Shriners Hospital needs to promote awareness and fundraising in

order to survive and surpass all the economical problems that

nonprofit hospitals are facing in the current economy.

Cabalo, Jesus. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 7 May 2010. Web. 26 Oct. 2010. <http://sahibshrine.org/hospitals/index.html> Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr. 2008. Web. 27 Nov. 2010. <http://www.tampabay.com/news/business/article447120.ece>. Hundley, Kris. “Nonprofit Hospitals Can Be Money-making Operations - St. Petersburg Times.” Tampa Newspapers: The Times, TBT & Tampabay.com. 11 Apr. 2008. Web. 27 Nov. 2010. <http://www.tampabay.com/news/business/article447120.ece>. “Bay Area Nonprofit Hospital Income | Tampabay.com - St. Petersburg Times and Tbt*.” Tampa Newspapers: The Times, TBT & Tampabay.com. American Hospital Information, 2009. Web. 27 Oct. 2010. <http://www.tampabay.com/specials/2008/ interactives/hospital-finance/>. Christensen, Clayton M. “Disrupting The Hospital Business Model - Forbes.com.” Forbes.com - Business News, Financial News, Stock Market Analysis, Technolo-gy & Global Headline News. 31 Mar. 2009. Web. 27 Nov. 2010. <http://www.forbes.com /2009/03/30/hospitals-healthcare-disruption-leadership-clayton-christensen-strategy-innovation.html>. Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.

1

2

3

4

1

2

3

4

5

5

6

6

Product Category

03 04

Situation Analysis

“Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/ShrinersHQ/>. Andrews, Michael C. “Shriners Hospitals for Children: Information from Answers.com.” Answers.com: Wiki Q&A Combined with Free Online Dictionary, Thesau-rus, and Encyclopedias. 2010. Web. 20 Oct. 2010. <http://www.answers.com/ topic/shriners-hospitals-for-children.>. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.

7

8

9

10

11

Brand

Shriners International is a fraternity based on fun, fellowship and the

Masonic principles of brotherly love, relief and truth. The Masonic

Shriners’ red fez and mini-scooter parades are the goofy side to their

serious support of the Shriners Hospitals For Children. The one thing

that the Shriners make sure of is that “Everything is for the children. ”

From the exam rooms, to the type of flooring and colors of the walls,

there is an overarching theme within these hospitals that everything

truly is done for the children.

The Shriners Hospitals for Children- Tampa is also very proud of its

family-like atmosphere, where ‘patients’ aren’t viewed as patients, but

instead are viewed and treated like family.

The most impressive part of Shriners-Tampa is that 91-93% of all the

funds raised and/or donated goes directly to the children or research.

The majority of Shriners Hospitals for Children’s effort is aimed simply

at maintaining all 22 hospitals.

7

8

9

10

11

05

Situation Analysis

“Shriners Hospitals for ChildrenÂ® Volunteer Opportunities in Tampa.” Shriners - Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tam-pa/GetInvolved>. “Merriam Webster: Dictionary: Orthopedic.” Merriam Webster Dictionary. Merriam Webster. Web. Nov. 2010. <http://www.merriam-webster.com/dictionary/ortho-pedic>. “Home - Shriners International.” Shriners - Welcome. 24 Feb. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/ShrinersHQ/>. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010. Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.

12

13

14

15

16

17

Product/Service

Shriners Hospitals for Children-Tampa provides free specialty care to

children under the age of 18, with the only requirement being that

the patient’s condition must be treatable. The Tampa location specializes

in orthopedic care. The Merriam-Webster’s dictionary definition of

orthopedic is: marked by or affected with a skeletal deformity, disorder,

or injury. Examples of orthopedic issues include bone and muscle

problems, such as cerebral palsy, scoliosis and other limb and growth

disorders. Shriners-Tampa also provides a wheelchair and walker

building center for any child, whether treated by Shriners or not, that

may need one.

If a child comes to the Tampa location in need of any of the other

Shriners Hospital specializations, including: burn care, spinal cord

injury, rehabilitation or cleft lip and palate, the Hospital will fund a trip

for the child and a Shriners representative to go to another Shriners

Hospital location and get the proper medical attention that the child

needs. The child’s family will not have to pay a single penny for any of

these services or the trip to another hospital, if necessary, the Shriners

cover all costs. After all, everything Shriners does is for the children.

Shriners Hospitals for Children is doing everything it can to survive

in this brutal economy; therefore, it will soon start charging insurance

companies, in place of closing down six locations.

18

12

13

14

15

16

17

18

06

Situation Analysis

“Shriners Hospitals for ChildrenÂ® About Us.” Shriners - Welcome. Apr. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/About>. “Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospital-sfor Children?v=info>. “Shriners Hospitals for Children: Facebook Fan Page.” Welcome to Facebook. 2010. Web. 27 Sept. 2010. <http://www.facebook.com/index.php?#!/ShrinersHospi-tals forChildren?v=info>. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>. Frantom, Frank. “Shriners Hospital Tour.” Personal interview. 16 Oct. 2010.

19

20

21

22

23

Consumer

The consumers of the services provided by Shriners Hospitals for Chil-

dren - Tampa are children with various bone and muscle problems.

Shriners Hospitals for Children is a one-of-a-kind international health

care system dedicated to improving the lives of children by providing

specialty pediatric care, innovative research and outstanding teaching

programs.

Children up to the age of 18 with orthopedic conditions are eligible

for admission and receive all care in a family-centered environment

at no financial obligation to patients or families. Children who are in

need of physical or occupational therapy can also be treated at

Shriners, and can also be provided with a specialized service in

making custom-designed braces and artificial limbs.

Shriners - Tampa is one of 3 hospitals that have a center specifically

for building custom wheelchairs for children. Shriners - Tampa will

provide these absolutely free of charge and will build brand new

wheelchairs for the child as he or she grows.

19

20

21

22

23

07

Situation Analysis

“Shriners Hospitals for ChildrenÂ® Hospitals by Specialty.” Shriners - Welcome. 2010. Web. 10 Oct. 2010. <http://www.shrinershq.org/Hospitals/Main/Hospital-sBySpecialty>. Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech. “The Tampa Shriners Childrens Hospital.” Sahib Shriners Home Page. 2009. Web. 27 Nov. 2010. <http://sahibshrine.org/hospitals/index.html>. Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech. “Florida.it at Weblo Websites.” Weblo Virtual Domains, Property, Celebrity and Auction. 2010. Web. 10 Oct. 2010. <http://www.weblo.com/website/General/florida.it/493685/>. “USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>.

24

25

26

27

Geographic Market Area

28

The Shriners Hospital for Children - Tampa is a $30 million, 60-bed

pediatric orthopedic hospital serving children in Florida, southern

Georgia and the Caribbean free-of-charge. The Hospital is located on

the USF campus, near the Moffitt Cancer Center and the Health

Sciences building.

The purpose if this campaign is to raise awareness, interest, and

volunteering/fundraising efforts for Shriners-Tampa. The USF Tampa

campus is the most effective geographic area to target when it comes

to raising volunteer and fundraising efforts because of the large

population of USF college students. The USF student community can

cover the most ground in fundraising and awareness events

dedicated to Shriners because it is the only community of its size in

the immediate are of the hospital.

24

25

26

27

28

08

Situation Analysis

“CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>. “CLCE: Volunteer USF.” Center for Leadership & Civic Engagement. 2010. Web. 27 Oct. 2010. <http://leadandserve.usf.edu/servevolunteer.php>. “Moffitt Cancer Center Logo.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 1996. Web. 28 Nov. 2010. <http://www.moffitt.org/>. “Metropolitan Ministries Logo.” Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>.

29

30

Competitors

The main competitors for volunteering are Moffitt Cancer Center and

Metropolitan Ministries. While, both offer different services than

Shriners - Tampa, they are competitors in the sense that they currently

hold the most sought after positions in volunteering within the USF

student community.

29

30

32

31

31

32

09

Competitive CreativeAnalysis

Competitive Creative Analysis

Communication messages for Moffitt Cancer Center try to convince

people already highly involved within the community that supporting

a leading cancer research hospital through community service and

donations will help advance cures and means of prevention. Moffitt

Cancer Center supports this claim by showing how fund raising and

volunteering directly affect advancements that have been

accomplished in cancer research.

The brand character of Moffitt Cancer Center is to be the leader in

scientific discovery and translation into compassionate care, cures,

and prevention of cancer for our community and the world.

The message tone of Moffitt Cancer Center is educational, motivating,

and inspirational. The tagline of Moffitt Cancer Center is “Total Cancer

Care.”

Current positioning and strategies of Moffitt Cancer Center includes

the Miles for Moffitt race held in the spring on the University of South

Florida campus. In terms of the current project this analysis suggests

that Shriners Children’s Hospital should make a larger effort in pro-

moting how the hospital is changing the children’s life and that fund

raising events such as a race, like the Miles for Moffitt, could

definitely be something that Shriners could create for themselves.

“Connect With Us.” Children’s Hospital Los Angeles. Jan.-Feb. 2010. Web. 11 Oct. 2010. <http://www.chla.org/site/c.ipINKTOAJsG/b.5207559/k.3E23/Childrens _Hospital_Los_Angeles_____LA8217s_first_and_largest_hospital_dedicated_specifically_to_treating_children_throughout_Southern_California.htm>. Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. “Moffitt Cancer Center - Mission and Values.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 8 Nov. 2010. <http://www.moffitt.org>. Walewski, Nicole. “Moffitt Cancer Center - Total Cancer Care.” Moffitt Campaign: Total Cancer Care. 2009. Web. 9 Nov. 2010. <http://www.coroflot.com/nicole _walewski/Print-Ads/8>. “Cancer Center - Cancer Treatment Center - Total Cancer Care from Moffitt Cancer Hospital Tampa, Florida.” Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. 2004. Web. 6 Nov. 2010. <http://www.moffitt.org /site.aspx?spid=54A14FA0FD654729A5D617402FBBACDA&ForwardFrom=EDB6E253685745BDB8D071B6C45DBD1C&ForwardFrom=5EAD8CB0D32541ACA03E11380ECF3146>. “Miles for Mofftt at the University of South Florida.” Florida Bank’s Miles of Moffitt. 2006. Web. Nov. 2010. <http://www.milesformoffitt.com/>.

33

34

35

36

37

38

Moffitt Cancer Center

33

34

35

36

37

38

10


Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>. Moffitt Cancer Center. Advertisement. Cancer Centers - Cancer Hospital & Treatment Center - H. Lee Moffitt Cancer Center & Research Institute Cancer Hospitals - H. Lee Moffitt Cancer Center & Research Institute. Web. 28 Nov. 2010. <http://www.moffitt.org/>. “Miles for Moffitt Logo.” Miles for Moffitt at the University of South Florida. 2006. Web. 28 Nov. 2010. <http://www.milesformoffitt.com/>.

39

40

41

Moffitt Cancer Center Advertising Examples

Internet Banner Ad

Internet Banner Ad

Magazine Ad - Full Page, Full Color

Promotional T-Shirt

41

40

39

40

11


Communication messages for Metropolitan Ministries try to persuade

people to donate food, money, or even volunteer services to help the

organization be more successful. Metropolitan Ministries supports

this claim by faithfully reaching out to poor, hungry and homeless

men, women and children in their time of need — providing life-

changing answers and the proper motivation to get to a better place.

The brand character of Metropolitan Ministries is to alleviate

suffering, promote dignity and instill self-sufficiency...as an expression

of the ongoing ministry of Jesus Christ.

The message tone of Metropolitan Ministries is spiritual and

motivational.

The tagline of Metropolitan Ministries is “Hope Lives Here.”

Current positioning and tactics of Metropolitan Ministries are stating

it is one of America’s most effective and innovative caregivers to the

homeless.

In terms of the current project, this analysis suggests that Shriners

should take a more promotional approach, the way Metropolitan

Ministries has done. Metropolitan Ministries advertises its accomplish-

ments and really focuses on the fact that the majority of the work is

done by volunteers. It knows how to truly show what the

volunteers can do for others. This is an approach Shriners - Tampa

should take into consideration.

“Who We Are.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>. “What We do.” Metropolitan Ministries. 2008. Web. Nov. 2010. <http://www.metromin.org/whoweare.aspx>. “Mission and Vision Statements.” Metropolitan Ministries - Helping Tampa Bay. 2008. Web. 28 Nov. 2010. <http://www.metromin.org/whoweare/missionvision-guidingvalues.aspx>. “Welcome.” About: Earn Your Wings. Metropolitan Ministries. Web. Oct. 2010. <http://www.metromin.org/about-earnyourwings>. Metropolitan Ministries - Helping Tampa Bay. 2009. Web. 28 Nov. 2010. <http://www.metromin.org/>. Fitzgerald, John. “Giving.” Giving:: Metropolitan Ministries. NCH, 3 Apr. 2010. Web. 10 Oct. 2010. <http://www.metromin.org/giving>.

4243

44

45

46

Metropolitan Ministries

42

43

47

44

45

46

47

12


Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/news/mediaresources.aspx>. Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. Advertisement. Metropolitan Ministries - Helping Tampa Bay. Web. 28 Nov. 2010. <http://www.metromin.org/>. “Seminole Hard Rock Why Hunger Charity Event.” What’s Up Tampa Bay. Web. 28 Nov. 2010. <http://whatsuptampabay.blogspot.com/>.

48

49

50

Metropolitan MinistriesAdvertising Examples

Internet Banner Ad

Internet Banner Ad

Direct Mail Christmas Postcard

Direct Mail Envelop Design

Promotional Pin

51

48

49

50

51

48

13

Target Audience Profile


We are targeting the Tampa USF college community, specifically USF

college students who are enrolled at the Tampa campus. We chose to

solely target USF Tampa college students in this campaign because

the students are the largest population on campus, and our objective

is to raise awareness and interest in the Shriners mission on campus.

We have the largest probability of meeting that objective by targeting

the largest population.

14


The majority of the USF Tampa community population is made up of

students. USF Tampa has a student population of 40,486, as compared

to a faculty and staff population of 14,952. According to the USF

System Fact Book 2010/2011, about 60% of the student population

is female and about 40% is male. The average age of undergraduate

students is 23 while the average age of graduate students is 33.

It is important to note that most USF students are just becoming

adults. USF is their first taste of independence, and their first real taste

of responsibility. College is the time when students leave childhood

and become adults. In effect, college students (our primary target)

have more in common with the children being treated at the Shriners

Hospitals for Children - Tampa than the faculty and staff at the

university. This is another reason to solely target students.

“STUDENT HEADCOUNT.” USF INFOCENTER. USF, 2010. Web. 18 Oct. 2010. <http://usfweb3.usf.edu/infocenter/?silverheader=&report_category=STU&report_type=SMAJS&reportid=64828>. USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)> USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>.

53

54

15

USF Student Demographics

53

54

USF Student Psychographics

While USF college students are from a variety of different backgrounds

and have a variety of different experiences, it is possible to identify

general commonalities among them.

On average college students spend 13 hours a week preparing for

and participating in class, 3.5 hours a week on campus not preparing

for class, 5 hours a week participating in co-curricular activities, and 12

hours a week relaxing and socializing. Ultimately, the goal of this

campaign is to reach USF students during those 3.5 free hours on

campus, and convert some of that time, and some of the 12 hours

relaxing, into time spent volunteering or raising funds.

55

55


On a national level, 80% of fraternity and sorority members

participate in fundraising events compared with only 43% of

non-Greek members, and 60% of seniors and 37% of first-year

students do community service or volunteer work. This means that it

is advantageous to target fraternity and sorority members and seniors

because they are more likely to participate.

Most USF students are Millennials, born between 1979 and 2001.

The majority of Millennials (61%) feel personally responsible for

making a difference in the world. Nearly eight out of ten want to work

for a company that cares about how it contributes to society.

Millennials are a civic-minded generation; they believe it is their re-

sponsibility to make the world a better place, and 78% of Millennials

believe that companies have a responsibility to join them in this

effort. “An overwhelming 74% surveyed indicate they are more likely

to pay attention to a company’s overall messages when they see that

the company has a deep commitment to a cause.” Millennials say

they are prepared to reward or punish a company based on its

commitment to social causes.

This research indicates that students will be more likely to pay

attention to our message because Shriners Hospitals for Children -

Tampa is deeply committed to helping children and their families. If

Shriners - Tampa can engage and communicate with the USF

students a group of brand ambassadors will emerge from those

students who believe in Shriners cause. The research also suggests

that nearly 80% of USF students will be more likely to want to work

with Shriners because Shriners cares about its impact on the lives of

children.

USF. Tampa: USF, 2004. Student Engagement. 2004. Web. 11 Oct. 2010. <http://nsse.iub.edu/2004_annual_report/pdf/annual_report.pdf>. “Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source. 24 Oct. 2006. Web. 28 Nov. 2010. <http://www.causemarketingforum.com/page.asp?ID=473>.

56

57

USF Student Psychographics Continued

56

57

57

57

57

57

16


College students want to make the world a better place, but we

can also assume that because they are in college they want to improve

themselves. Volunteering has been shown to aid in developing

professional skills, skills that are necessary for professional success

after graduation. In a study by Markitects, Inc. titled How Volunteer-

ism Shapes Professional Success, “Eighty-three percent of participants

reported that they acquired, improved or developed their leadership

skills due to volunteer participation, while seventy-eight percent

reported improvement in their communications skills.”

Volunteering for Shriners will not only allow students to be part of

a good cause, but it will also build valuable skills that will aid them in

their professional careers

“How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volunteermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_Professional_Success.pdf>.

58

17

USF Student Psychographics Continued

58


The Pearl

College students feel a responsibility to make the world a better

place. Shriners Hospitals for Children - Tampa does make the world a

better place by aiding children in need and their families. Shriners -

Tampa is looking to raise awareness on campus and ultimately attract

volunteers to its organization. Volunteering for Shriners gives USF

students an opportunity to make the world a better place while

building skills that will make them more competitive in the

professional world.

18Pearl in Oyster. Photograph. Energy Aware. 2006. Web. 28 Nov. 2010. <http://energyaware.net/articles.php?a_id=8>.59

59

Problem Statement& Objectives

Problem Statement & Objectives

While Shriners Hospitals for Children-Tampa is located on the USF

Tampa campus, it is not located near any academic buildings. The

closest buildings are the Moffitt Cancer Center and the Health

Sciences building.

While the hospital does offer residency programs for USF medical

students, those students who are not studying medicine may never

visit or find out about the hospital because there are not any classes

near the building or in the area. Only about 10% of USF students are

studying medicine, that means as many as 90% of the USF student

population have never heard of Shriners Hospitals for Children-Tampa.

The main communication problem Shriners Hospitals for Children-Tampa

is encountering regarding the USF student population is that most

students are unaware that the hospital exists on the USF campus, or

that it offers excellent volunteer opportunities.

“USF Parking and Transportation Map.” USF of Parking and Transportation Services. <http://usfweb2.usf.edu/parking_services/maps/Visitor_Map_2008-09.pdf>. “College of Medicine Admissions.” USF Health - Education, Research, Healthcare in Medicine, Nursing, and Public Health. Web. 28 Nov. 2010. <http://health.usf.edu/medicine/mdadmissions/teaching_centers.htm>. USF. Pocket Facts. Tampa: USF, 2010. USF Pocket Facts 2010. Web. 15 Oct. 2010. <http://www.usf.edu/pdfs/USF_PocketFacts.pdf)>

60

61

62

Problem Statement

19

60

61

62

Problem Statement& Objectives

- To increase awareness that the Shriners Hospitals for Children-Tampa

is located on the USF Tampa campus among USF students from about

10% to 30% between January 10, 2011 (the start of the Spring semester)

and December 9, 2011 (the end of the following Fall semester).

- To create interest in the Shriners Hospitals for Children-Tampa mission

and values, which will result in an increase in volunteer efforts by USF

Tampa students by 15% by December 9, 2011.

Objectives

20

Rationale

As few as 10% of USF students are currently aware that Shriners

Hospitals for Children-Tampa exists on campus. That means it is

feasible to use our message to increase awareness by 20% over a

12-month period beginning in January 2011.

The current percent of USF students who volunteer with Shriners

Hospitals for Children-Tampa is so small it is negligible. Therefore

it is viable to expect a 15% increase in volunteer efforts by USF

Tampa students after a 12-month period.

Deemas, Beth Anne. “Shriners Campaign Brief.” 5 Oct. 2010. Speech.63

Creative Strategy Statement

Creative Strategy StatementThe Message will inform the USF-Tampa students that volunteering for

Shriners builds leadership skills, while helping a good cause.

Support will be that Shriners provides volunteering, fund raising and

event planning opportunities all of which help the students become

leaders and help Shriners continue its mission of helping children.

Rationale: Based on our research, the majority of USF students

“feel personally responsible for making a difference in the world,” and the

majority of those who volunteer report improved leadership skills due to

volunteer participation. Volunteering can be beneficial for both the

student as well as for the hospital and the children.

The brand character: Shriners Hospital for Children - Tampa has the spirit

of a child; it is inspirational, giving and fun.

Message tone will be virtuous, optimistic and playful.

Rationale: The message tone needs to convey the commitment Shriners -

Tampa has for children in order to get the attention of USF students

because most USF Students are more likely to pay attention when they

see a deep commitment to a cause. Because Shriners - Tampa is a children’s

hospital we must also keep the fun and playful spirit of a child in mind.

Tagline will be For the children. For you.

Rationale: “For the children” refers to the mission and core value of

Shriners Hospital for Children, and the way in which USF students can

make a difference. “For you.” relates to how volunteering aids in the

development of professional skills for the students.

This tagline links our message of leadership and personal growth with

the deep-seeded need of our target (USF students) to make the world a

better place.

“Shriners Hospitals for ChildrenÂ® Volunteer Opportunities in Tampa.” Shriners - Welcome. 2010. Web. 19 Oct. 2010. <http://www.shrinershq.org/Hospitals/Tampa/GetInvolved>. “Cone 2006 Millennial Cause Study - Cause Marketing Forum - Cause Related Marketing Source.” The Cause Marketing Forum - Cause Related Marketing Source. 24 Oct. 2006. Web. 28 Nov. 2010. <http://www.causemarketingforum.com/page.asp?ID=473>. “How Volunteerism Shapes Professional Success.” Markitects, Inc. <http://cdn.volun-teermatch.org/www/corporations/resources/docs/How_Volunteerism_Shapes_Profes-sional_Success.pdf>.

64

65

66

64

65

66

65

21

Creative Executions

Creative Executions

22

For the Children. For you.

I learned to entertain with my creativity and imagination.

www.shrinershq.org- Tampa- Tampa

Creative Executions

23

Creative Executions

24www.shrinershq.org

- Tampa

For the Children. For You.

I learned to inspire others to express themselves.

Creative Executions

25

Creative Executions

26

Creative Executions

27

www.shri n ershq.org

I learned to express myself freely from drawing with the children on the sidewalk.

For the Children. For You.For the Children. For You.


I developed managerialskills while organizing a soccer game.


I refreshed my analytical skills by helping a child do his math homework.For the Children. For You.

Creative Executions

28

For the Children.

For You.

- Tampawww.shrinershq.org

Create

Be Patient

Be Confident

Innovate

Inspire

Creative Executions

29

www.shrinershq.org- Tampa

I learned how to budget whileplanning a field trip to a baseball game for the children.

For the Chi ldren. For You.

Creative Executions

30

Heather Scott Heather Scott

Heather Scott

I gained humility by working as part of ateam.

www.shrinershq.org- Tampa

For the Children. For You.

Creative Executions

31

Kimberly Smith Kimberly Smith

For the Chi ldren. For You.

Kimberly Smith

I learned to be pers istent whi lehelping a chi ldwalk again .

-Tampawww.shr inershq.org

Shriners Hospital for Children-Tampa Plans Book

Health & Medicine

Transcript of Shriners Hospital for Children-Tampa Plans Book