plansbook casa de sara

8/3/2019 PlansBook Casa de Sara

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SummerCampaignBy:


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computer program that analyzes thestatistics on input data. The surveytallied the age, gender, and race of theparticipants as well as their media habits,activity with charitable organizations in

general, social media use, awarenessof the client and more. The researchwas conducted with street surveys andvoluntary participation on the parts ofthe respondents. The differing locationsallowed us to diversify our sample aswe collected over the four-day period.In order to reach the part of our targetaudience that was already currentlyinvolved with charitable organizations,

Blue Print attended the AmericanDiabetes Association, Race for theCure event on Saturday, June 11 inWorlds Fair Park where more surveyswere distributed.

|ResultsThe survey of the primaryaudience provided useful

and insightful informationabout the target marketthat will assist Blue Printin creating an effectivecampaign for Casa de Sara.The respondents of thesurvey were mostly female,of the participants in Blue Prints primarysurvey were White, accounting for 86.6%

Table2

that they were currently acharitable organization donorInterest in charities concernedwith children and internationalissues are relevant to Casade Sara and its endeavors,and gauging the respondentsviews on these topics will certainly playa role in the execution of the campaign.

they were interested in charities thatdealt with children. The percentage ofhigher than the other charitable category

choices which included animalrights, environmental, disasterrelief, health care, and church

Respondent interest ininternational issues wasThe preliminary interestin international issues is acampaigns approach tohighlighting aspects of Casade Sara and establishing a

charitable interest that reaches furtherthan the local Knoxville community.

Local media usage and programchoice was primarily focused on fourmajor news outlets that provide localnews through broadcast, print, radio,

and online platforms. The fouroutlets provided as preferences

were WATE TV, WBIR TV, TheKnoxville News Sentinel, andUT campus news outlets. Thenews outlets were chosen fortheir popularity in the Knoxvillecommunity and the fact thatthey covered television, printand online medium as well

as represented different Knoxvilleaudiences. Respondents were able

to select all that applied. As shownin Chart 4 the highest preference forsurvey respondents mentioned theMetropulse as well as their local churchcommunications to receive Knoxvillerelated news.

Primary Research

Chart 3

Chart 410


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|ResultsThe secondary audience also provideduseful insights that will be implementedinto Blue Prints future campaign for

the primary samples interest in charitiesinvolving children and internationalissues in general. Respondents thatreported they were interested in charitiespercentage is high when analyzing ayouthful audiences concern for charitiesinvolved with other youth. The survey

18-24 year old participants reported thatinternational issues interested them.

The social media activity of this targetmarket will be advantageous to theawareness and engagement portionsof Blue Prints campaign for Casa deSara. The awareness of the client in

high potential for growth through socialmedia vehicles. According to 2009 dataFacebook, 22% on Twitter and 21% onYoutube. Secondary sample respondents

as that is the vehicle used to distributethe survey. Presented above in Chart8, Blue Prints surveyresults supported theSimmons data that thisage group is as active asthey come in the socialmedia arena. This samplealso chose social mediaas the preferred methodof staying informed of acharitable organization

The preferred donation scenarios of these

respondents, as illustrated in Chart 9,

Chart7

Chart8

Chart 11

unveiled the situations this groupdeemed most likely to yield donationsfrom and the members of their peergroup.

Chart 10

Respondents from the secondarysample reported that they were more

likely to be a one time donor than aregular donor as illustratedin Chart 10.

Chart 9

As represented in Chart11, secondary sampleparticipants respondedthat disaster relief, closelyfollowed by children, werethe highest rated topicsof charitable organization

interest.

Primary Research12


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provide in traditional media is lessenedonline as users have the control and canscroll past or click out of advertisementsfrom the sites they visit, and therefore

an audience member could be at thebottom of a page of content before theadvertisement had even conveyed itsentire message.

TacticsMultiple online sites will be used topromote Casa de Sara. Paid media willinclude The Knoxville News Sentinel,Google Adwords and Facebook. Aleaderboard advertisement will be

purchased for The News Sentinel.Casa de Sara will only utilize up to$15.00 per day at $2.70 per click onGoogle Adwords. This is estimated atan average of 4 - 5 clicks per day ona Google ad. Casa de Sara will onlypay when their advertisement is clickedon the site. Keywords such as localindependent charities, children charities,

charities for children and internationalorganizations for children will all triggera search for Casa de Sara. Facebookadvertisements will be utilized at $5.00per day at as low as $.02 per click.The target audience in Knoxville, ages18 -24 is also a key focus for theseadvertisements.

Sara online will include event and

community calendars, online news articlescommunity calendars on WBIR, WATEand MetroPulse will promote Casa deSara events and general efforts of theorganizations. Press releases will be sent

to freelance reporters of The KnoxvilleNews Sentinel to be highlighted on thenewspapers website and all events willbe submitted to YourNews to be featuredas well. Locally, it is important for Casawww.knoxvilletennessee.org. There will bea small description of Casa de Sara and alink to the organizations website.

|CinemaAdvantages

Cinema advertising will allow Casa deSara to reach a large number of peopleat one time. This medium will be usedto target a broad local audience. Theseadvertisements combine sound with vision

and motion to convey the advertisersmessage in an entertaining way. Inaddition, the audience has no otherdistractions in this environment and candedicate 100% if their attention to theadvertising messages.

Disadvantages

During the time period that advertisementsare shown, moviegoers tend to be

concerned with other activities likebuying snacks and using the restroom.Additionally, many audience membersmake a point to arrive just minutesbefore the movie begins, bypassing theadvertisements all together.

TacticsCasa de Saras PSA will play at two localRegal theaters in Knoxville. The PinnacleStadium theater in Turkey Creek andThe Rivera in downtown Knoxville willboth play the PSA for four weeks. ThePSA will be played before all moviesduring the four week period and on loopduring an advertisement in the lobby ofeach theater. This will occur the monthsof November and December during theholiday season.

Media Strategy


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Event Promotions

Tactics

students

featuring the Casa de Sara logo

Casa de Saras presence at theHola Festival will help expand localawareness and recognition of theorganization and its mission.

Loris Story atThe Square Room

fundraising event of 2011 at The SquareRoom in Market Square. This event isa follow up to the Hola Festival and willintegrate both previous and potentialnew donors to Casa de Sara. This twohour event will be held on Sunday,and a live music performance.

Tickets will be available for pre-sale onCasa de Saras website and will be solddirectly to the fundraising efforts for

the new school as the event costs willcome from the advertising budget. Theevent will generate fundraising for thenew school by enticing new donors whileretaining others that will continue tosupport Casa de Sara.

Loris Story at The Square Room is apublic event that will attract the generalpublic and supporters of Casa de Sara.The event will be advertised at the HolaFestival and publicized by The SquareRoom Street Team along with other mediatactics that will be later discussed.

The Art of Change:Casa de Sara at The KMAA promotional event for Casa de Sarawill be held at The Knoxville Museum ofArt January 28, 2012 from 7-9 pm. Casade Sara will invite its donors, and localThe Art of Change event will suggestdonations to Casa de Sara while theguests enjoy art displays and wine andhors doeuvres. Entertainment for theguests will be provided by SaxophoneJack and Friends who will play throughoutthe night. Guests will mingle and interactwith Santoro and other members ofcharitable organizations for a nightof enjoyment with an opportunity forfundraising through a suggested donation.Suggested donations will be supported bysold for categories of prizes. Suggested

Spa, Downtown Grille and Brewery,Sweet Ceces, Fox Den Golf Course,The Ice Bears and UT Athletics.

de Saras advertising campaign and willkeep the organization visible amongthe audience. Santoro will addresssupporters of Casa de Sara and keepthe public interested in the future of theorganization.

|Secondary AudienceGames for Change atWorlds Fair Park

Games for Change will be the onlyevent for the secondary audience usedto spur one time fundraising effortsand awareness. The games will be apay an entry fee that is used to supportthe construction of the new school.The games chosen include a threelegged race, sponge relay, beach ballcarry, water balloon toss, rolling people,

clothes relay and egg drop. Teams willthat will pay $25 per team to compete.Casa de Sara will partner with UTministry organizations and Team Vols.The event will target local 18-24 yearold, not limited to UT students.

Participants in Games for Change havethe opportunity to win a Casa de Sara


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|Situation Analysisquickfacts.cfm>

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|Primary Research

Sources


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