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  • Rebuilding Together Knoxville Integrated Marketing Communications Plan

    BLLAK, Inc. Advertising/PR Campaigns 470

  • Amanda Andrews is from Harriman, TN. She has a bachelor’s degree in communication from Tennessee Technological University. She is a master’s degree candidate in public relations at the University of Tennessee.

    Leah Thompson is from Maryville, TN. She is a bachelor’s degree candidate in advertising minoring in business at the University of Tennessee. She is a member of the UT Ad Club and is pursuing portfolio school in the fall.

    BLLAK, Inc. is a full-service communications agency of four University of Tennessee communications students. Two members specialize in public relations, with the other half concentrating in advertising.

    Brad Craig is from Midland, MI. He is a bachelor’s degree candidate in advertising minoring in business at the University of Tennessee. He is a member of the UT Swim Team and placed 20th for men’s 100m and 31st for 200m breaststroke in this year’s Olympic Trials.

    Lindsey Korthoff is from Memphis, TN. She is a bachelor’s degree candidate in public relations at the University of Tennessee. She is a member of Alpha Chi Omega and the College Republicans.

  • EXECUTIVE SUMMARY

    Rebuilding Together Knoxville approached BLLAK, Inc. to create a campaign that will both improve awareness and increase donations of both time and money in the Knox County area. We will accomplish this objective by participating in well-known local events and working with popular local businesses.

    It was necessary to understand the community and its demographics. We distributed two paper surveys around various parts of the Knox County area. After analysis of the research, we identified a target segment of men and women who live and/or work in Knox County and are over the age of 18 and are interested in giving to a charity/non-profit organization. We also identified two strong advertising concepts: a safe and healthy home and Green home renovations. Both concepts will be combined and utilized in our campaign: A Safe and Healthy Homecoming. All our communications, regardless of medium, will feature information about both these concepts. Currently, there is a strong presence of volunteers in the Knox County area. However, BLLAK, Inc. will shed light on a group that does not appear in large numbers, yet appears eager to support RTK. These residents are not yet loyal donors, but through BLLAK, Inc.’s integrated marketing and public relations campaign, this will change. So who exactly are these donors? The donors are men and women, who live and/or work in Knox County and are over the age of 18 who are who are interested in supporting non-profits. This group’s presence will be vital to increase participation numbers for next year’s builds and create a new generation of loyal donors.

    As Rebuilding Together Knoxville seeks to reduce its impact on the environment, all materials used in the course of the campaign will be recycled, sustainable, or eco-friendly. Traditional print media was not indicated by our research as the form of communication in which Knox County residents typically find out about area events. So, our use of the medium will be light , allowing us to focus more attention to more creative methods of connecting with community members.

    We will work in coordination with local sponsors that are dedicated to making a difference in their Knox County community. These businesses will help Rebuilding Together Knoxville expand its reach. In the end of the campaign, a web of sponsors will emerge - each interacting with one another as well as with Rebuilding Together Knoxville.

    BLLAK, Inc. will implement an integrated campaign that is focused equally on marketing, advertising and public relations. This campaign will focus on a series of monthly events that directly impact the local community and support a variety of local businesses or organizations. We seek to create awareness while simultaneously acquiring donation for future builds. We call potential donors and volunteers to action through a creative campaign that encompassed various forms of paid, earned, owned, and shared media.

  • Local Non-profit Home Improvement Organization Overview 1

    Table of ConTenTs

    Situation analySiS

    Client Profile 3 Local Non-profit Home Improvement Organization Analysis 4 Giving Opportunity Analysis 5

    Primary reSearch 7 target market Profile 9

    aPPendix 23 referenceS 27

    camPaign objectiveS 9 concePt teSting 9 creative Strategy 10 media objectiveS 11 camPaign inveStmentS 11

    your Path to a Safe and healthy homecoming 14 evaluation 22 concluSion 22

  • Situation analySiS Local Non-profit Home Improvement Organization Overview

    According to the Giving USA Foundation, charitable giving has risen over the past 40 years, from more than $110 billion in 1970, to nearly $300 billion in 2010.1 The largest jump in charitable giving was from 1995 through 2000, with an increase of approximately $100 billion. (See Graph 1.) The reason for the significant rise in contributions was not reported but could be due to a number of economic and social factors.

    History of Charitable Giving in the United States

    1

    Source: www.givingusareports.org

    Graph 1 – Total Giving, 1970-2010

    In 2010, the amount of charitable giving was estimated to have exceeded $290 billion dollars nationally. This was an increase of approximately 3.8% over the previous year.2 The top contributions were made toward religion (35%), education (14%), and foundations (11%).3 Charitable giving to non-profit human services was the fourth-largest sector, accounting for 9% of overall annual contributions– an increase of 2.3% from 2009. (See Chart 1.) Edith H. Falk, chair of Giving USA Foundation, explains this increase as a response to the economy, as many individuals increased donations to organizations benefiting those affected by the economic downturn. Falk illustrates that, “despite the fragile economic recovery, Americans continued-- and even increased-- their support of organizations and

    causes that matter to them in 2010. The$10.59 billion increase in the estimated total suggests that giving is beginning to recover as the economy slowly climbs out of the recession.”4 Additionally in 2010, approximately $26.49 billion dollars was allocated to organizations providing relief and recovery services– a 1.5% decline when adjusted for inflation. This decrease in giving may reflect a shift in donor priorities as the economy gradually becomes more stable.5

    Source: www.givingusareports.org

    Chart 1 – 2010 contributions: $290.89 billion by type of recipient organization

    Corporate Social Responsibility (CSR) initiatives have been present in the United States since the 1970’s. The foundation for this initiative began with 18th century philosopher Adam Smith’s theories on economics and society in his book, “An Inquiry into the Nature and Causes of the Wealth of Nations.” The book stated that needs and wants could be obtained by the open interrelations of people and organizations. This has been described as the foundation upon which the concept of CSR came into existence.6

    Brief history of corporate social responsibility

    Seasonality of Giving

    December tends to be the highest month of charitable giving for Americans for a number of reasons. One of the most obvious reasons is that December is generally accepted as the “season of giving.” It is the

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  • 2

    Non-profit organizations exist to serve the public and better the environment. Unfortunately, the economic crisis has negatively impacted the industry. With U.S. debt inflation and unemployment up,9 non- profits face the repercussions of an economy that is financially unstable.10 Although the recession started in 2008 and only lasted 18 months,9 the consequences have grievously persisted, adversely affecting the non-profit industry. As a result of the economy, the industry is extremely apprehensive that collectively, it might not be able to raise a sufficient amount of money to make a difference. Non-profits are sustained by the aid of “wealthy individuals, corporations, foundations, and their own investments.”11 With these groups worried, and ultimately, unwilling to be as giving as prior to the recession, the industry needs to reposition its strategy. The needs of the American people are accumulating, and the demand for non-profit services is increasing year-after-year.12 However, without funding, non-profits will be unable to follow through with their purpose and mission. Table 2 highlights unemployment, poverty, and education statistics in Knoxville for 2010. The economy has not affected the fact that RTK

    The Economy

    Five generations constitute and control the social and cultural trends affecting non-profit organizations and its services. The Boomers, philosophical