Play-2-Day

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Andrea OswaldIan Dawe

CMMU 4665 Summer 2010

Table Of Contents

Executive Summary................................................................................3

Situation Analysis...................................................................................4

Product Research..........................................................................4-5

Target Market................................................................................5

SWOT Analysis............................................................................6

Marketing Strategy..................................................................................7

Promotional Campaign Objectives.........................................................7

Campaign Strategy................................................................................8-10

Creative Strategy.........................................................................11

Media Placement Strategy.....................................................................12

Advertisements......................................................................................13

Print Advertisements................................................................14-17

Radio Advertisements..............................................................18-20

Direct Marketing Advertisements...............................................21

Television Advertisements........................................................22-24

Website.........................................................................................25

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Executive Summary !

! The Play-2-Day advertising plan examines the establishment of charitable

campaigns for children suffering with cancer and the campaigns developed for children

focused hospitals. There will be a presentation of the Play-2-Day’s primary target market

along with a look into some strengths, weaknesses, opportunities and threats this type of a

campaign may encompass. Through the Play-2-Day marketing strategy and promotional

campaign objectives there will be a clear understanding of how this campaign will

contribute to children suffering from cancer and blood disease, the steps that will be taken

to contribute to these patients and what the main objectives of this campaign are striving

to communicate. With these components the advertising plan will move into a deeper

analysis of the Play-2-Day operation and what steps were taken to project the campaign

strategy creatively. The Play-2-Day advertising plan will conclude with the constructed

Denver Metro area advertisements.

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Situation Analysis

! Charitable foundations have been around for many years and the non-profit

industry has been at an all time high. The American Institute of Philanthropy has

dedicated an entire website to a consumer in search of various types of charities and

organizations. Out of the 990 charity organizations members of this website, children's

charities were only represented in a few of the sub categories, but did receive high index

ratings for the work and contributions made by these organizations1. In our current

society it seems as though no matter where you turn there is a good cause just wanting

your support, but what better a cause then children? For many years the Children’s

Hospital organization has produced a number of events, fundraisers, silent auctions, run-

walks, outdoor events, benefit dinners you name it the Children’s Hospital has produced

such an event. Through research of other children focused charities, children’s hospitals,

and child focused fundraisers it seemed as though there was a lack of a market for a

campaign that directly benefitted the children everyone was raising money for.

The Children’s Hospital along with St. Jude’s Children’s Hospital have been the

leaders in pediatric medicine raking 23 in the country for top charities in the US2. In

conducting research for children’s charities one or both of these leading Children’s

facilities were almost always included in the promotional campaigns. The way these

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1 American Institute of Philanthropy. (2010). Charity Rating Guide. Chicago. http://www.charitywatch.org/contact.html

2 National Center for Charitable Statistics. (2007). Top 25 Children’s Charities.

http://more.4kids.info/652/top-childrens-charities/

organizations have created a brand of charity and community within their hospitals has

immensely affected how quickly their brand is noticed by a consumer.

Target Market Target audience geographically is driven towards community members through

out the Denver Metro Area. Males and females who would believe in supporting causes

centered around children/family and believe in improving the quality of life for those

who cannot help themselves. Demographically there are no limitations by race, age,

socioeconomic status, cultural background, ethnicity, religious or political for the Play-2-

Day target market. The Play-2-Day also has a secondary target market that it appeals to

through the campaign advertisements. Due to this being a children’s charitable campaign

the secondary target market would appeal to the patients of the Center for Cancer and

Blood disease, but also the children of the primary target market as well.

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SWOT Analysis

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Strengths

•Baskets not only provide fun for the day,

but for future treatment

•Local retailer involvement

•Proceeds for baskets filter back into the

Center for Cancer and Blood Disorders

•Volunteer based

•Campaign that supports children in the

community

•Allows for donations to continue year

round, not just during the holidays

Weaknesses

•Informing the public on how to properly

purchase/donate a basket

•Having local retailers donate products

along side the competition

•Baskets are only supporting the Center

for Cancer and Blood Disorders

•Campaign may be too similar to holiday

fundraisers

Opportunities

•Promoting Day-2-Play campaign on social

networking sites would engaged

community members to purchase baskets.

•Team up with local radio station and news

station to attend and promote Day-2-Play

•Expanding campaign to benefit to all of

Denver Children’s Hospital

Threats

•Local gift basket companies are already

established in the metro area

•Large retailer may already sponsor a

similar campaign

Marketing Strategy

! The product strategy for the Play-2-Day campaign centers around the Play-2-Day

baskets that will provide the patients of the Center for Cancer and Blood Disease an

escape from their treatments and an opportunity to get back to the thing children enjoy

the most, play time. The placement strategy will have a base in local retailers who have

donated products for the baskets, local doctors offices, radio stations and printed

campaigns featured in Denver’s newspapers and magazines. The pricing strategy reflects

the target market of this campaign and their willingness to contribute to a greater cause.

The baskets will be subjectively priced at a $25.00 donation fee. The rest of this report

will discuss the promotional strategy.

Promotional Campaign Objectives• To provide the patients at the Center for Cancer and Blood Disease the tools to enjoy the time

they spend at Children’s Hospital.

•To create awareness about childhood cancer.

•To introduce a campaign that gives back to these patients all year round.

•To change the communities views about making charitable donations more than just once a

year.

•To present a new wave of products that benefit the “consumers” directly instead of a product

that benefits a cause or condition.

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Campaign Strategy

1. Who is my target?

Target audience is driven towards community members through out the Denver

Metro Area. Males and females who would believe in supporting causes centered around

children/family and believe in improving the quality of life for those who cannot help

themselves. Demographically there are no limitations for the Play-2-Days target market.

2. Where am I now in the mind of this person?

Children’s Hospital is widely known for the care they provide to their patients and

families. I know that around the holiday’s many companies and community members

through out the metro area make donations to the hospital. The media also lends a hand

around the holiday’s to give back to the hospital as well running teddy bear drives and

telethons. Play-2-Day sounds like a great campaign to help out the children receiving

treatment at this facility, but I donated through out the holidays.

3. Where is my competition in the mind of this person?

When purchasing a gift basket to benefit the Play-2-Day campaign the patients of

the Center for Cancer and Blood Disorders (CCBD) will enjoy a day of play. These

baskets seem to be filled with items many ages and genders could enjoy and would help

pass time during treatments. Other gift basket companies do produce baskets for children

that have products such as Hannah Montana, Sponge Bob, Spider Man, Tinker Bell and

the cast of High School Musical that can be modified for birthdays, holidays and even

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back to school. Most children these days are driven by what characters are “in,” so most

children would appreciate these baskets.

4. Where would I like to be in the mind of this person?

There are various campaigns around the Denver Metro area that support children

or cancer research, but Play-2-Day Baskets are allowing the community to band together

to provide children the opportunity to fuel their imagination through coloring packets,

blocks and building sets, music, board games, craft kits, play dough, music, books and

much more. I know that all of the donated proceeds from the baskets will be formed

together and donated to the Children’s Hospital CCBD. The Play-2-Day Baskets

campaign allows the community to give to those who are unable to help themselves,

insuring that healing and laughter continues on the 7th floor of Children’s Hospital.

5. What is the consumer promise, the “big idea”?

The Children’s Hospital Center for Cancer and Blood Disorders (CCBD) has been

providing care for children, adolescents and young adults with cancer and non-malignant

blood diseases in the Rocky Mountain Region for many years. The Play-2-Day campaign

would allow the patients of the 7th floor to drop the title patient and get back to being a

“kid” for the day. Each child would receive a gift basket based on appropriate age group

and gender at the beginning of Day-2-Play followed by different established stations of

Face Painting, Art Zone, Groove and Move Karaoke, Bear Time and much, much more.

These Play-2-Day baskets are for the children battling various types of cancer and blood

diseases that prevent them from enjoying the day-to-day pleasures of simply just being a

kid. Buy purchasing these fun filled baskets you are ensuring the children of the 7th floor

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Center for Cancer and Blood Disorders can not only view a better today but a colorful

tomorrow.

6. What is the supporting evidence?

The Children’s Hospital Center for Cancer and Blood Disorders (CCBD) facility

has been constructed around the specific clinical and emotional needs of these young

patients from family lounge/play areas, creative centers, low lighting, child friendly

colors and so much more (Children’s Hospital 2010). This institute has understood

through research that children will heal more quickly in a pediatric setting that includes

various types of stimulation and activity. Play-2-Day would be a campaign supporting

the Children’s Hospital mission to “improve the health of children through the provision

of high-quality coordinated programs of patient care, education, research and

advocacy” (Children’s Hospital 2010).

7. What is the tone of voice for the advertising?

Causing community members of Denver to come together and provide the young

cancer patients of Children’s Hospital “A day to laugh, A day to dance, A day to sing. A

Day-2-Play.”

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Creative Strategy

! The major appeals that will be seen through out the Play-2-Day campaign are

Pathos and Ethos. The Pathos appeal is associated directly with the audiences’ search for

assisting those who can not assist themselves. The act of giving can be a very powerful

and rewarding act that gives the contributor a sense of purpose. The emotional

connection to this campaign will be displayed through out the various advertisements by

using a positive approach to cancer and blood disease compared to the somber approach

many other advertisers use. As this is a campaign for the benefit of children and a

hospital there will be appeal using Ethos. This campaign wants to emphasize the many

years of exceptional service the Denver Children’s Hospital Center for Cancer and Blood

Disease provides for their patients on a 24 hour basis. This particular unit has been a

forerunner in the Children’s Hospital community for their extensive research and trial

treatments for these conditions. This campaign will place the ethical practices of

Children’s Hospital on a forefront as to draw in the audience to understand the need for

this type of a campaign.

The way the appeals of the Play-2-Day campaign will be displayed is through an

immense use of color, bold lettering and strategic placement of phrases. Since the

primary target market of our campaign is geared towards consumers in the Denver Metro

area there will be a great use of the Denver Children’s Hospital logo and hospital pictures

through out the campaign. The use of color is appealing not only to our primary target

market but to a secondary market of children and child patients in the Denver area as

well. Children are drawn to the brightness of an advertisement and to the incorporated

bold lettering as well. This use of a creative strategy allows the Play-2-Day campaign to

target a specific market and secondary market directly.

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Media Placement Strategy

As discussed earlier much of the media advertising for the Play-2-Day campaign

will be placed in local Denver Metro area businesses that donated products for the

baskets. Another local office the Play-2-Day promotions will be seen is various doctors

offices with concentrated pediatric areas. Following these local business will be the

weekend publications of the Denver Post and the monthly issue of 5280 magazine. The

produced radio advertisements will air on Alice 105.9 during the morning and afternoon

rush hours 3 days a week.

The reason the Play-2-Day campaign placements were directly geared around the

Metro areas was due to the location of the primary Children’s Hospital in downtown

Denver. This campaign wanted to display a real sense of community by having local

vendors sponsor Play-2-Day. Promotions were also selected to be placed in pediatric

doctors offices because many of the cancer and blood disease diagnosis's are given here.

It was important to project the radio advertisements on to Alice 105.9 due to their

previous history with contributing to the Children’s Hospital and many other deserving

organizations.

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Advertisements

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Print Advertisements

Children’s Hospital Center for Cancer and Blood Disorders

One-page spread

“ All Smiles”

Visual: Close-up of three children, 2 girls and a boy. Claudia, Hana,

Kavahn are standing together, draped in hand crafted necklaces

wearing a smile from ear to ear.

Headline: A Smile That is Worth Giving

Copy: Play-2-Day Baskets insure that the healing power of

imagination and laughter continues at The Children’s Hospital

of Denver’s Center for Cancer and Blood Disorders. Donate a

smile today. Donations for Play-2-Day baskets maybe made at

http://www.thechildrenshospital.org/give/index.aspx

Logo: Play-2-Day; Denver Children’s Hospital

Baseline: A Day 2 Laugh, A Day 2 Dance, A Day 2 Sing. A Day-2-Play.

Mandatories: (none)

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A Smile That Is Worth Giving

Sociosqu netus semper aenean amet

Play-2-Day

! Play-2-Day Baskets insure that the healing power of imagination and laughter continues at The Children’s Hospital of Denver’s Center for Cancer and Blood Disorders.

A Day 2 Laugh. A Day 2 Dance. A Day 2 Sing.! ! ! A Day-2-Play

Donations for Play-2-Day baskets maybe made at http://www.thechildrenshospital.org/give/index.aspx

Children’s Hospital Center for Cancer and Blood Disorders

One-page spread

“The Missing Piece”

Visual: Close-up of a hand holding a puzzle piece up in the sky

with mild clouds in the background.

Headline: Imagine: What If You Were The Missing Piece?

Copy: The Denver Children’s Hospital Center for Cancer and

Blood Disorders has dedicated years of service to make

sure the young patients staying in this facility feel right at

home. Join us Denver, to lend a helping hand in making

sure the laughter stays alive. Donate a Play-2-Day basket

and help the patients of Denver Children’s Hospital have

a play day everyday!

Logo: Children’s Hospital

Baseline: To donate a Play-2-Day basket visit www.play2day.org or

www.thechildrenshospital.org/give

Mandatories: (none)

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To donate a Play-2-Day basket visit

www.play2day.org or www.thechildrenshospital.org/give

imagin

e

What If You Were The Missing Piece?

!

!

!

!

" The Denver Children’s Hospital Center for Cancer and

Blood Disorders has dedicated years of service to make

sure the young patients staying in this facility feel right at

home. Join us Denver, to lend a helping hand in making

sure the laughter stays alive. Donate a Play-2-Day basket

and help the patients of Denver Children’s Hospital have

a play day everyday!

Radio Advertisements

Children’s Hospital Center for Cancer and Blood Disorders“Laughter: The Healing Medicine”: 30 Radio

Female Announcer portraying an upbeat, nurturing, and light hearted person.

SFX Group of children laughing softly and progress to louder tone.

LITTLE BOY 1 Nurse Jenny I got bubbles in my basket!

LITTLE GIRL 1 Nurse Jenny I got sparkly nail polish in my basket! Oh! And

coloring books my favorite!

ANNCR Nurse’s like Jenny have been apart of making a child’s

experience here at Children’s Hospital Center for Cancer as

comfortable as possible. You too can be apart of giving back to

Denver’s premier Children’s Hospital by taking a second to

purchase a Play-2-Day basket. Donate today, because everyday

should be a play day at Children’s Hospital. For donation

information please visit out website at

childrenshospitaldenver.com and click on Play-2-Day!

NURSE JENNY Alright kids now who wants their face painted?

GROUP

OF CHILDREN ME!!!!!

SFX Fades with children’s laughter

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Children’s Hospital Center for Cancer and Blood Disorders“Getting Real”: 60 Radio

Alice 105.9 radio personalities Slacker and Steve, “getting real,” with their audience about the Play-2-Day campaign for Denver Children’s Hospital. They will speak with two patients Brayden 5 and Chloe 8 from the CCBD unit and allow them to tell their stories.

SLACKER & STVEVE: YI!

STEVE: Hey Alice listeners Slacker and Steve here!

SLACKER: And we wanted to talk to you about the Denver

Children’s Hospital Center for Cancer and Blood

Disease.

This center has dedicated many years of service to

the young patients in need through out Colorado

like my good friends Brayden and Chloe here.

STEVE: Brayden why don’t you tell the Alice listeners what

a day at Children’s Hospital is like.

BRAYDEN: Well every morning I get to eat breakfast in the

playroom because the sun shines brighter in there .

Then I get to read books with Nurse Jenny while

I have a tube in my arm that puts in medicine to

make me feel better .We go on the slides and blow

bubbles, it’s really fun.

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STEVE: Brayden isn’t the only patient having fun, what

about you Chloe? What is a Day like for you at

Children’s Hospital?

CHLOE: As soon as I get out of bed I go down to the nurses

station and say good morning to everyone! And my

friend Hana and I get to sit in our special chairs and

paint each others nails while we get some medicine.

We both love pink!

SLACKER: Chloe and Brayden are having loads of fun while

receiving treatment at Children’s Hospital because

of the Play-2-Day baskets donated by you Denver.

STEVE: That’s right Alice listeners you too can be apart of

making sure everyday is a Play Day at Children’s

Hospital. So donate a Play-2-Day basket now by

visiting our website for more information.

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Direct Marketing Mailer

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CLIENT: Children’s Hospital CCBD

JOB: :30 TV

TITLE: “ Play In the Hallway”

Video

MS of an empty Children’s Hospital Hallway.

Cut to CU of a group of the CCBD patients hiding around the corner of the hallway. Patients are in huddled together with coloring books, bubbles, small toys etc.

Cut to MS of Nurse walking around the hallways looking for her friends. She stops when she hears the SFX.

CU of Nurses face with a large smile. Nurse turns and speaks to patients.

Fade to White Screen showing still shot of some CCBD patients with Play-2-Day Baskets. Children’s Hospital Logo and the Play-2-Day Logo at bottom with colorful lettering.

Audio

SFX: Children softly giggling

SFX: A quiet shhhhhh

SFX: Light footsteps against floor

SFX: Stop footsteps

VO: I think someone found their Play-2-Day baskets

SFX: Fade with soft giggling

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TV Advertisements

CLIENT: Children’s Hospital CCBD

JOB: :30 TV

TITLE: “Bundle of Joy”

Video

Opens with an outside shot of Children’s Hospital. Bottom lettering “Come on In”

Cuts to image of a young patient and nurse enjoying each others company

Cuts to image of a father and his young son painting in the playroom

Audio

SFX: “Sweet Pea” by Amos Lee plays in background

VO: Thank You Nurse Jenny!

VO: Painting is my favorite daddy!

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Cuts to an image a mother and her daughter playing doctor with the child’s teddy bear

Cuts to image of a group of little girls playing dress up.

Fades to a black screen with

the Children’s Hospital and

Play-2-Day logos and

websites

VO Mother: Are you giving

your new bear medicine to

make him feel better Jacob?

VO Jacob: Yes mommy, just

like the nurses do for me

SFX: Girls laughter

VO: I’m so happy we have

these Play-2-Day baskets!

Now we can have fun, laugh

and play all day!

VO: Donate today Denver!

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