Rebuilding Together KnoxvilleIntegrated 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 7target market Profile 9

aPPendix 23referenceS 27

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

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

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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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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, philosophically, have the biggest influence, but soon the torch will be passed to Generation X. These two generations have the biggest opportunity to capitalize on social and cultural trends in a powerful way.14

Fundraising values are an important cultural consideration since non-profits are accountable to philanthropists who donate monetarily.15 According to the Donor’s Bill of Rights, donors have the right to remain anonymous or may wish to be acknowledged.16 Furthermore, financial stress is a huge industry-wide trend negatively affecting non-profits. The consequences of government funding and personal financial disarray will heavily burden non-profits.14

Additionally, the lack of funding is an unfortunate trend in the current economic climate. Improving fundraising campaigns is essential. Capitalizing on business mergers may be an important way to increase opportunities of acquiring stakeholders and/or garnering greater amounts of money. Another excellent, and often overlooked initiative, is liability. “Funders want stable, well-managed and trustworthy organizations that generate clearly defined and measurable impacts.”17

Technology is a current social fad. The increasing speed at which technology transmits information is astounding and very beneficial to non-profits. Not only is it free, but it screams that “we are available and reachable twenty-four hours a day, seven days a week.”14 This trend is the best possible way to reach audiences. Corporate Social Responsibility initiatives are an emerging priority for non-profits. It was with the

Societal/Cultural Considerations

time of year when gifts are bought for loved ones and the Salvation Army Santas greet shoppers with the familiar sound of ringing bells and a warm smile. While some may donate for the good feeling of helping those in need, many have additional reasons for contributing. December is the month to show loved ones just how much they are appreciated, but it is also the last month of the year to give while also receiving a tax break. A 2011 article from CNN Money stated that about $28 billion dollars was donated in December 2010 alone.7 The article also described how donations to charitable organizations allow individual tax-write offs and can sometimes even save those who donate from paying capital gains taxes. Additionally, RTK specifically has acknowledged April as national rebuilding month; therefore, it would be ideal for RTK to join with other affiliates across the country during this month to take on homes and families in need. “‘National Rebuilding Month serves as a foundation of Rebuilding Together’s core mission to provide safe and healthy homes for our neighbors, and it raises awareness... for the critical need that remains in many communities,’ says Gary A. Officer, president and CEO of Rebuilding Together.”8

Source: http://quickfacts.census.gov/qfd/states/47/47093.html

Table 2 – Knox County Statistics

is located in the Volunteer State. The philanthropic spirit here is unbreakable, in spite of local funding cuts. The ineffectiveness of the economy, mixed with the hope of RTK, will interest the spirit of board members, volunteers, and funding alike, “because [these] services benefit our community as a whole.”13

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challenges of the economic crisis that CSR initiatives began to appear as a trend. Possibly Smith foreshadowed the probability of such events, avowing “that the needs and desires of society could best be met by the free interaction of individuals and organizations in the marketplace.”18 Currently, CSR Globe houses a directory of over 500+ multinational organizations.19

All of these trends need to be carefully considered, recognizing their relevance and importance to non-profit organizations. Capitalizing on the appropriate types of people to run RTK is as vital as CSR initiatives. A stable and durable workforce will increase budgeting and relationships with donors, and a community of board members, donors, and volunteers can convene virtually with technology as the focal point.

Client Profile

Founded 21 years ago by a small group of volunteers, Rebuilding Together has grown to become the nation’s leading non-profit dedicated to preserving homeownership and revitalizing communities.20 The organization maintains that everyone deserves a safe and healthy home. Rebuilding Together works by this vision, seeking to help the elderly and/or disabled homeowners stay in their homes, help displaced victims of natural disasters reconstruct their communities, and to provide safe and accessible homes for veterans. The national initiative, Rebuilding Together, is a four-star, non-profit charity.21 According to Charity Navigator, a four-star ranking indicates that Rebuilding Together is ranked at the “Good” scoring level.22 It also signifies that it exceeds industry standards and performs as well as or better than most charities dedicated to the same cause. Rebuilding Together has an overall national

History & Core Values on a National and Local Level

score of 64.25 out of 70.21

Scripps Networks Interactive (SNI) came to Knoxville in 1994 with the purchase of Cinetel Production, which later became HGTV.23 Through the success of HGTV, SNI began to launch a variety of other well-known lifestyle TV networks, such as the Food Network in 1997 and DIY Network in 1999.23 SNI has continued to both acquire and create niche lifestyle-oriented programing and content. It currently holds six major networks to its name: HGTV, DIY Network, Food Network, Travel Channel, Cooking Channel, and Great American Country.24

In 2007, HGTV began working with Rebuilding Together on its “Change the World: Start at Home” campaign that revitalizes communities with home-building projects, including the fifty-home rebuild in New Orleans.25 The success of the national initiative led to a three-year national commitment by HGTV and DIY Networks in late 2010 to serve as Rebuilding Together’s national television media partners.25 In 2010, SNI relocated its headquarters from Cincinnati, OH back to Knoxville, where the original HGTV had been launched.26

SNI assembled a team for a new Rebuilding Together project at its headquarters soon after this relocation. The Rebuilding Together Knoxville chapter was launched in September 2011. The establishment of this chapter began after several years of both the HGTV and DIY Networks partnering with Rebuilding Together.27 The fundraising efforts of RTK prior to the first build consisted of taking on the SNI affiliates for the initiative. Through this alliance, all efforts to raise awareness, materials, and volunteers were coordinated through SNI as well as the HGTV and DIY Networks.

Rebuilding Together’s mission, “bringing volunteers and communities together to improve the homes and lives of homeowners in need,” effectively encompasses its passion for performing charitable services.20 The vision of this non-profit organization is best captured in its existing tagline, “A safe and healthy home for every person.”20 The tagline simply explains its goal to provide people with sustainable living and affordable homeownership through its humanitarian work. Rebuilding Together Knoxville is a local chapter of this organization and is still in its earliest stages of development. It currently shares Rebuilding Together’s mission and tagline with little separation from its parent branch.

Positioning

LNHIO Analysis

The Knoxville chapter of Habitat for Humanity opened and began building affordable housing throughout Knox County in 1985.31 Since then, the Knoxville chapter alone has built more than 400 homes in the Knoxville area, making affordable living available to those in need.31 Habitat Knoxville has partnered with more than 34 groups across Knoxville in an effort to strengthen its organization, bolstering its resources and number of volunteers.32 As it has maintained a well-known presence for the past 27 years, the Knoxville chapter of Habitat is the primary LNHIO for RTK. Habitat for Humanity sells its homes at no profit and offers new home owners a mortgage financed 25 to 30 years at 0% interest, making ownership easier for those in need.31 To have the families truly appreciate the magnitude of what they receive, the organization requires each family contribute “500 hours of sweat”, a small price to pay for receiving a new house.31

Primary LNHIO

Source: www.facebook.com/KnoxvilleHabitatforHumanity

Habitat for Humanity portrays itself as an organization that is “giving a hand up, not a hand out.”31 Habitat aids individuals in the quest to own his/her own home and expects homeowner contribution in its projects. Families who will own Habitat houses are invested in the entire process, from the building and purchase of the house to paying the mortgage.31 Habitat wants individuals to feel as if they have done almost everything on their own and bring the process as close to a traditional home purchase as possible.

Positioning

Media/Online Presence Habitat maintains a strong online and media presence as both a national and regional brand. To encourage participation, the homepage of Habitat Knoxville’s website features apparent links visitors can click to apply for a house, donate money, or volunteer. To keep people up-to-date with goings-on and to illustrate its work, Habitat Knoxville provides photo galleries and online videos on its website.33 These videos include a time lapse of a build and a PSA video for homeowners asking viewers, “What will you build?”33

To keep up with the growing use of social media, Habitat Knoxville also maintains a Facebook page that features links to its website and an RSS feed. Not foregoing traditional media, Habitat Knoxville also sends a newsletter to its subscribers. The national Habitat organization has a Twitter account that is strong, with more than 33,000 followers.

Rebuilding Together declared April as its National Rebuilding Month, which acts as a month-long call to service those in need of home repair.28 The recognition of this month is embraced by community leaders and national corporate partners as a way of bringing immediate, large-scale impact to communities across America. Since the 2007 alliance of Rebuilding Together and HGTV, Rebuilding Together has been branching out across the country with local chapters. Although their logos may be slightly varied from city to city, the main goal of serving others through community involvement is always the same.

Promotion

Rebuilding Together and its local Rebuilding Together Knoxville chapter have both established a presence online with separate websites. Nonetheless, RTK’s website links to the national site for donation purposes as well as additional information regarding the organization. However, RTK’s website is slightly inadequate, neglecting to supply a way to donate to its own branch.20 Although Rebuilding Together has extended out into the realm of media advertising via television, RTK has not established any media presence beyond its website. In terms of social media, Rebuilding Together owns both a Facebook and a Twitter page. These outlets allow people to follow the organization with ease at any time, while also providing an accessible way to display photos and information concerning previous and upcoming projects. Rebuilding Together has about 2,000 followers on Twitter29 but an overwhelming 8,000 people have liked it on Facebook.30 RTK has some big shoes to fill since it has yet to fully explore social media vehicles as a means of procuring awareness and support.

Media/Online Presence

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Secondary LNHIOs

Source: www.facebook.com/unitedwayknox

United Way was established in 1887 as a national organization. The Greater Knoxville area chapter opened its doors in 1922.34 The United Way of Greater Knoxville works with grant making, helps set up a community care fund, serves as a non-profit management center, and offers help with outcomes-based investment processes.35 The United Way of Greater Knoxville works with people who struggle with bad home lives and those struggling to feed themselves. Dealing with housing issues is only one facet of what the organization does, but when the United Way of Knoxville partakes in housing efforts, it typically builds entire homes or helps to build housing complexes.

United Way of Greater Knoxville portrays itself as an organization improving lives by utilizing the caring power of the local community.36 The organization helps to mobilize people, identifies and resolves pressing community issues, and helps organize and operate fundraisers.36 Built upon its name, United Way unites with schools, local government agencies, businesses, neighborhood associations, and religious communities, among others.36

Positioning

Media/Online Presence The United Way of Greater Knoxville has an online presence but not a strong one. The national brand has a Twitter account with 13,000 followers, and United Way of Greater Knoxville also has a Twitter account with 1,200 followers. Additionally, the Greater Knoxville group has a Facebook page, but it is not consistently managed. However, on its website, the Greater Knoxville organization maintains a blog that is updated regularly with happenings within United Way, featuring campaign videos.37 Furthermore, the national family has a Google+ page.

Source: www.facebook.com/KnoxCareManagement

Knox Care Management Services supports families by caring for the elderly and/or disabled. Assistance offered by Knox Care Management Services includes geriatric care management, crisis intervention, a retainer program, and an assessment and care plan.38 Knox Care provides not only assistance in home improvements but also comfort to ease the struggle of taking care of elderly family members.

Knox Care serves as a “community resource for the Greater Knoxville area.”39 Its focus is to make life easier not only for the elderly but also for the families caring for their aging loved ones. Knox Care Management works as a team to assist these families.39 It is an organization that can help provide the assistance needed to allow an elderly individual to safely stay in his or her own home. Assisting in such home renovations is just one of the many forms of sustenance Knox Care provides.

Positioning

Media/Online Presence Knox Care management has both a Facebook and Twitter account. However, the Twitter account is hard to access via search, as the page is the owner’s (Nancy Tillery Walker) Twitter handle. The Facebook page for Knox Care is operational; yet, it is not updated frequently. Knox Care provides a monthly newsletter to subscribers that includes an “Ask a Caregiver” section, and it provides an online directory of services and local programs.39

Giving Opportunity Analysis

According to the 2010 US Census, the state of Tennessee had a population of 6,403,353. These individuals occupied 2,812,133 individual housing units with 69.6% of these being owned homes. Although the median household income is $43,314 statewide, 16.5% of Tennesseans live below poverty level– 2.7%

Tennessee Demographics

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In the same year, 432,226 Tennesseans called Knox County home42– making it the third largest county in the state.43 Individuals living in Knox County occupied 194,949 individual housing units with 67.2% of these being owned homes– relatively the same as state home ownership percentages. Knox County’s median household income of $46,759 is a bit higher than the state average. This is understandable, as both the county’s percentages of high school graduates and those holding at least a bachelor’s degree are higher than state averages (by 5.8% and 11.1% respectively). In Knox County, 13.7% of residents live below the poverty line. Additionally, 31,018 Knox County residents are veterans– relatively the same percentage as the state. Knox County also has relatively the same percentage of residents over the age of 65 as the state,42 approximately 3,000 elderly residents at or below 80% Area Median Income. More than 4,000 of those are categorized as frail elderly.20 The current unemployment rate for Knox County is 5.8%.44

In 2006, more than 70 corporations maintained headquarters in the Knoxville area.45 Currently, 1,777 “attractions and businesses” maintain membership in the Knoxville Chamber. More than 250 of these businesses offer services and/or products that can directly be used to refurbish homes.46

Knox County Demographics

There are many benefits to supporting others through charitable donations of time, money, and/or items. At an emotional level, volunteer work can prove personally satisfying, as one gives of his or her self to help another. For example, “when we share our time and talents, we: solve problems, strengthen communities, improve lives, connect to others, and transform our own lives.”47 At a physical level, research suggests a correlation between volunteering and health benefits. In 2007, The Corporation for National and Community Service issued a press release about such studies that “show that volunteers have greater longevity, higher functional ability, lower rates of depression, and less incidence of heart disease.”48 Also, at a fiscal level, donations of money or items can literally pay off. The federal government offers tax incentives for charitable

Benefits

Evident from examination of demographics, home ownership is of high priority at both the state and local Knox County level. It should be noted, however, there are a few marked differences in demographics that illustrate Knox County’s ability to support giving at a higher level. According to Volunteering in America, there are “factors that influence volunteering. It is indicated that “volunteering rises with education [and that] the capacity of a community’s associations impacts volunteer rates.” These factors are met in the Knox County community.50

The area exhibits a high commitment to giving. For example, the City of Knoxville dedicates a web page to promoting local volunteer opportunities. Twenty-five volunteer-based organizations are currently listed.51 Such organizations are supported by the 27% of Knoxville residents who volunteer at an average of 24 hours of volunteer time per person annually.52 (See Figure 1.)

Involvement

Source: www.volunteeringinamerica.gov/TN/Knoxville

Figure 1 – Trends and Highlights

Secondary research provided an overall understanding of the current non-profit environment at the national level. This research also indicated that non-profit organizations are strongly supported within Knox County. It also became evident there is a large number of residents within the area that are elderly, veterans, or low-income. Primary research must be conducted to deepen the understanding of Knox County giving. Researchers hope to use a survey to identify holes in secondary research, such as information source preference, baseline charity/non-profit organization involvement, and how individuals decide to give. These questions, as well as others, will deepen the understanding of Knox County giving and aid in the development of a campaign plan.

higher than the national average. Additionally, more than half a million Tennesseans are veterans, and 13.4% of state residents are over the age of 65.40 The current unemployment rate for the state is 7.8%.41

donations. The Internal Revenue Service provides Publication 526 to U.S. taxpayers for clarification. The 24-page document outlines all rules and regulations of such tax incentives, inclusive of “contributions you can deduct.”49

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Primary reSearch Our goal for this study was to determine more information about Knox County residents and employees in order to illicit donations for Rebuilding Together Knoxville. Researchers initially collected secondary data to address what would most encourage individuals to give to a charity/non-profit organization. BLLAK, Inc. then defined three categories of giving from this secondary research: donating items, donating money, and/or donating time. Primary research was needed to specify how residents of and employees in Knox County prefer to give across the categories. Additionally, primary research helped identify both Knox County respondents’ perception and awareness levels of Rebuilding Together Knoxville. It also sought to pinpoint how the respondents feel about charities and non-profit organizations overall.

Method

BLLAK, Inc. distributed a paper survey that consisted of 36 questions. The first two questions of the survey screened respondents for a minimum age of 18 and residency and/or employment in Knox County. A copy of the survey is provided in the appendix. A pilot test was conducted by researchers the day prior to survey distribution. Five people were selected at random when researchers were in public places in Knox County. No discrepancies were identified. IBM SPSS was used for data analysis.

Research Design

Sample We made an effort to select a representative sample of Knox County (n=104) and surveyed people across east, west, and downtown Knoxville. In order to get the largest sample, researchers conducted the survey on Sunday afternoon from 1:00 to 5:00 pm.

Sample Profile Of the 104 surveyed, female-respondents overshadowed men, with 59.6% female and 39.4% male. Respondents’ age varied from 18 to 81 years old, with the highest majority of those analyzed 18 to 25 years old, accounting for 42.3% of the sample population. The second most frequent age range was 26 to 33, accounting for 30.8%. This indicates that the sample is dominated by young professionals. 54.8% of the

sample population acknowledged they work in West Knoxville, but only slightly over a third of these (37.5%) actually lives in this area. When asked about housing arrangements, 52.9% of those surveyed replied they rent. Respondents were also asked about their history of monetary donation to charities or non-profit organizations. The amount of respondents that had donated in the past was strikingly high at 80.8%. When asked which type of charity or non-profit they are most likely to support, 72.8% of respondents replied that they preferred to support local chapters.

key findingS

Awareness of Rebuilding Together Knoxville is very low. Another frequency analysis was run on how aware Knox County residents and employees were of Rebuilding Together Knoxville. Results indicated that an overwhelming majority of respondents (70.2%) were not at all aware of Rebuilding Together Knoxville. A much smaller percentage of respondents (14.4%) reported being slightly aware of the organization. Prior key findings identified that respondents were willing to give to a charity/non-profit organization, but such a low level of awareness among respondents means these Knox County residents and employees were not even knowledgeable of the opportunity to give to Rebuilding Together Knoxville.

Figure 2 – Sample Profile

Most respondents found out about Knox County news and events from TV news. Another frequency analysis was run on where or how Knox County residents and employees typically found out about local news and events. Results revealed that the majority of respondents (37.5%) got their information from TV news. The second most popular outlet was through social networking sites (18.3%).

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Facebook is by far the most used social networking site. Since the sample indicated they frequently find information about Knox County news and events through social networks, researchers ran a frequency analysis on which social networking sites respondents stated they used the most. Results show that over half (55.6%) of respondents surveyed use Facebook. YouTube is the second-most popular social networking site (34%), followed by Twitter (26.8%).

Figure 3- Information source preference

Respondents prefered to give of their time, not their money. Half of respondents (50%) prefer to provide support to a charity/non-profit organization through volunteering. The percentage of those who were willing to provide monetary support to a charity/non-profit organization was about a quarter lower at 26.9%. This proves that gaining financial support from Knox County residents and employees will take a concentrated effort.

50%26.9%

23.1%

Respondents were more likely to donate money when told how the donation will be used. Researchers have run a frequency analysis on what would most encourage respondents to donate to a charity/non-profit organization. The majority of respondents (61.5%) preferred to know how the donation is being used. This is interesting, as the prior key finding indicated that more respondents preferred to volunteer over making a monetary donation to a charity/non-profit organization. Therefore, messages from Rebuilding Together Knoxville requesting financial support should clearly illustrate how the money will be used.

Figure 4 - Giving preferences

Figure 5 - Encourage donation

Gender did not affect the likelihood of making a monetary donation. Researchers have run a two-by-two chi-square test comparing gender with the likelihood of an individual making a monetary donation to a charity/non-profit organization. More female respondents (59.5%) donated to a charity than males (39.3%). Yet, there was no significant difference found between men and women affecting the likelihood of an individual making a monetary donation to a charity/non-profit organization. Therefore, the communication should not specifically be targeted to either gender.

After viewing a commercial for a national initiative, awareness increased among the local chapter. Researchers have run an independent samples t-test that compared level of awareness of Rebuilding Together Knoxville against whether a respondent had seen a Rebuilding Together commercial on HGTV. The

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target market Profile The target market profile is 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. According to primary research, those respondents who had donated to a charity/non-profit organization in the past was strikingly high at 80.8%. When asked to clarify which type of charity/non-profit they are most likely to support, 72.8% of respondents replied they prefer to support local chapters. This is important, as RTK is a local chapter of a national, non-profit initiative. RTK is seeking to increase both awareness of the organization and donations made to it. Ergo, these individuals would be a prime target audience.

mean for those who have not seen a commercial (4.81) was higher than those who had seen the commercial (3.54). This told us that those who had not seen the commercial were less aware of Rebuilding Together Knoxville than those who had seen the commercial. Based on Levene’s Test for Equality of Variances, we saw a significance level of .000, which is less than P<0.05. This conveyed that we could assume there was a significant difference. The t-value was -6.153, with 26.408 degrees of freedom. There was a significant difference between the two groups. Therefore, viewing national Rebuilding Together commercials on HGTV affected the likelihood that an individual would be more aware of Rebuilding Together Knoxville.

RTK is seeking an increase in awareness and monetary donations. BLLAK, Inc. has identified the following objectives.

Objective 1: To increase awareness of Rebuilding Together Knoxville from 14.4% to 40% by the end of the year-long campaign (August 2, 2013). Primary research indicates that the level of awareness of RTK is very low. Implementing an integrated communications and advertising plan focused on how the non-profit operates will help RTK increase awareness among Knox County residents and employees. BLLAK, Inc. feels that working with social networking site Facebook and local TV news channels

camPaign objectiveS

offers the greatest opportunity to increase awareness. Objective 2: To raise $12,000 in donations from individuals for Rebuilding Together Knoxville by the end of the year-long campaign (August 2, 2013). Both primary and secondary research disclose how many individuals support charitable giving. Specifically, we know Knox County residents and employees would be willing to donate money to a non-profit organization when they understand how the money will be used. Since awareness of RTK is currently low, this goal would only require an average daily donation of approximately $33.33. The amount being raised by such a lesser-known, newer, Knox County non-profit could in itself be utilized in communication from the organization to increase awareness of RTK.

BLLAK, Inc.’s proposed one-year-long campaign plan will be split into three phases. The first three months, August to October, will focus on increasing awareness of RTK. Phase two, November to April, will continue to stress the importance of increasing awareness while furthering focus moreso on illiciting donations. Phase three, May to July, will be a solid donations effort, leading to the final month of the campaign- a four-home build day in August.

Timeframe

concePt teSting To define a communications strategy for RTK, five concepts were identified and tested. These concepts were derived from RTK’s list of visions and the national program information sheet. They consisted of existing ideas, such as a safe and healthy home for every person, preserving affordable home ownership, revitalizing communities, providing free home modifications and repairs, and a commitment to Green housing. Concepts were tested on 26 individuals by use of a questionnaire. Respondents ranked these concepts on how they affect the believability, uniqueness, relevance, and overall opinion of the organization, as well as how they influenced their likelihood to donate to and/or volunteer with RTK.

Strong Concepts Only the concept of “Green housing” illustrated a difference in respondents’ perception of relevance. While other concepts only varied by 0.1 point, “Green

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Figure 6 - Concept testing results: means

housing” ranked 0.4 points higher. However, overall relevance still ranked low between moderately and only slightly relevant. “Green housing” demonstrated even stronger results in the category of uniqueness, proving a solid difference between the other concepts. The concept of a “safe and healthy home” was the strongest rated for believability- but at only 0.2 points greater than the “Green housing” concept. Both of these concepts were among the two consistently highest rated by respondents. Additionally, when asked to indicate an overall favorite concept at the end of the questionnaire, respondents selected “Green housing”, followed closely by a “safe and healthy home.” When looking at response numbers as absolutes, the “Green housing” concept proved most favorable overall.

Key Findings Secondary research suggested that individuals within Knox County are greatly committed to giving to charity/non-profit organizations through both the giving of time and money. Primary research specified that in order to increase these individuals’ commitment to monetary donations, organizations should precisely indicate how these financial contributions are being utilized. Concept testing reestablished these facts, as likelihood to donate to and volunteer with RTK stayed consistently moderate, regardless of the concept tested. Similarly, overall opinion of the non-profit organization maintained decidedly moderate. However, when specified to respondents that RTK’s efforts are Green, a significant level of change was observed. Again, detailing exactly how monetary funds and volunteer hours are used elicits a noteworthy response.

creative Strategy Since primary research testified that awareness of RTK is low, it is imperative to build knowledge of RTK’s overall mission- which is to provide a “safe and healthy” home for low-income Knox County residents. Despite this concept testing the second strongest, the message still needs to be communicated to build overall awareness of RTK. “Green housing” proved to be the strongest. However, it cannot be solely be relied upon, as it does not convey the overall mission of RTK. A combination of the two concepts is essential to both increase awareness and drive donations simultaneously. Secondary and primary research further support this idea. Since secondary research revealed that Knox County residents are interested in giving to charity/non-profit organizations, our first step in the creative process will be to communicate what RTK is and does. Furthermore, primary research illustrated that by specifying how monetary donations will be used, the likelihood of an individual donating to a charity/non-profit organization can increase. Consequently, our second step in the creative process will be to communicate Rebuilding Together’s national “Green housing” initiative. As we recommend a creative strategy based on RTK’s devotion to Green initiatives, we also call for RTK to implement such eco-friendly practices in its strategic business plan. Doing so illustrates an unbreakable loyalty to this important mission. Therefore, this marketing campaign will focus on a non-traditional creative strategy that follows this Green path. RTK will use very little in the way of print media, but when it pursues this medium, the organization will always

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utilize recycled or sustainable paper products. This commitment extends to all other mediums, inclusive of RTK promotional items for sale and all other items used by the non-profit in any capacity.

Positioning

We are a local, non-profit organization providing no-cost, Green housing

repairs and modifications for veterans, the disabled, and those living in poverty.

media objectiveS As aforementioned, the target is 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. They tend to hear about local news and events through local television and primarily use Facebook for social media. In order to hone in on this target, media objectives will be centered on specific monthly events held within Knox County. Local media will be used in all occasions, with focused use around popular athletic events, entertainment, and dining. Please reference Figure 19 for more specific information regarding the distribution of this media budget. Creating awareness of RTK is integral to the success of this campaign. As primary research indicated

Figure 7 - Media Objectives

that current awareness level is very low, advertising must convey the basic facts about the organization. As also specified by primary research, these ads must indicate how donations to the organization will be used in order to increase the potential for donations. Because of these two factors, the medium may vary, but the message must remain consistent. A combination of traditional and social media will aid RTK in obtaining a reach of 40% of the target (roughly 137,196 individuals) at an average frequency of four. A static message will ensure that the target clearly understands the goals of the RTK marketing initiative. These messages will be timed on a nearly-monthly basis, offering consistent advertising throughout Knox County over the course of the campaign. Media will become more social media-driven as the campaign nears the last two planned events.

camPaign inveStmentS Before implementation of the year-long marketing campaign, there are a few investments that need to be made. This initial prep work will allow RTK to partake in more creative opportunities and will also provide more donation options to the target. We recommend RTK create and maintain a Facebook page, perform website upgrades, and purchase event booth supplies.

RTK Facebook Creation Primary research indicated that respondents used Facebook the most, more than all other social media platforms. This points to a strong need for the

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Figure 8 - Newly created RTK Facebook RTK Website Update Before implementation of the year-long campaign, RTK has the opportunity to update its website. First and foremost, a donation link is essential at the top of the homepage. There must be no confusion on how to make charitable contributions as increasing donations is an objective of this campaign. Additionally, the link to the national Rebuilding Together Facebook page must be replaced with a new link to the newly-created RTK Facebook page. Recently- acquired sponsors’ logos should be placed at the bottom, linking to each sponsor’s website. RTK should request these sponsors to reciprocate in turn, providing a link to the RTK website on their websites. A calendar of events should also be displayed to indicate the current month’s sponsored activities. All links on the website should be checked for proper function. A current weakness of the site is the “Get Involved” tab on the homepage. There is an opportunity here to provide discernible differences between the “Donate” and “Volunteer” forms. The “Donate” form does not provide a direct way to make monetary donations. As awareness of RTK is currently low, providing a popular, well-trusted vendor for online payments, such as PayPal, is strongly encouraged. PayPal offers a donate button or BLLAK, Inc. has designed a customized button RTK can implement. Although there is a small overall usage fee and per card or check transaction fee, PayPal offers discounted rates for 501(c)(3) organizations. There is no fee for account setup. The addition of a secure way to make donations would eliminate the current barrier to making financial

Figure 9 - Render of revised RTK Websitecreation of an RTK Facebook page. This page will play an integral part of the year-long campaign plan. It will operate in tandem with the RTK website. The Facebook page should offer once per week status updates, ranging from monthly partnerships with local businesses and events to Green tips and facts. From this media, RTK can post updates, comments, and photos to sponsors’ walls. This will increase awareness of RTK and extend its reach, gaining fans. These fans should be provided an opportunity to donate gifts of time, money, and/or materials under the information tab. A link should be provided to users, driving clicks to the RTK website where these donations can be processed securely. A link to the national organization should also be provided.

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contributions. Beyond any doubt, the “Who We Help” tab does a great job explaining the RTK mission. However, there is an opportunity here to provide a form. Applications should be provided both for those personally seeking RTK assistance and those individuals recommending others for aid.

RTK Event Booth The event booth is an integral part of our campaign strategy. As you will see in the coming pages, RTK will have a strong presence at Knox County businesses and events. These settings call for a way that RTK can be physically visible to individuals. This booth will serve to increase awareness of RTK and also serve as a place where monetary donations can be made to the organization. To be effective, the booth must be visibly appealing, while clearly indicating the organization it represents. The selected tent style accomplishes this. Likewise, the booth is large enough to house several RTK interns but is small enough to used in indoor locations. There are also items that should be contained in the booth. These elements will have permanent

Source: www.ecanopy.com. RTK logo placed for illustrative purposes.

placement for the duration of this year’s campaign. A cash box should be present (with change) at all events for cash donations. As previously recommended as a service provider for the RTK website, a PayPal mobile plug-in card reader should also be in use, as debit and credit transactions are increasingly popular. This reader is provided free of charge to all businesses utilizing PayPal. For the comfort of interns operating the booth, four folding chairs and a folding table is to be provided. The tent design implements a skirt for this table, and the space provides room for the cash box, a registration box, corresponding registration forms, and promotional items. The proposed registration forms would request contact information from booth visitors interested in giving to RTK. This would provide the organization with a list of individuals to contact in the future. Registration forms can be folded and dropped into the registration box. Since RTK currently has 25 Dremel Tool Kits available for giveaways, one should stand on the table as a sample. At the end of each event, an intern would draw a name from the registration box and contact the individual for pick-up of the free item. T-shirts have been designed for sale at the event booth. In coordination with sponsor Threds, RTK would be responsible for paying back to Threds $2.95 per shirt sold. With a proposed selling price of $15, this would yield a donation profit of $12.05 per

t-shirt. Booth workers will be wearing these as an example. Individuals who make a donation of any amount will be asked to write his or her name on a leaf that will hang on the RTK Giving Tree. This tree will grow in volume with each donation, increasing attention to the booth and drawing in more visitors. Conjointly, RTK will offer free promotional items at the booth. Pencils and bag clips will be purchased from Threds’ Green catalog. Also, small zip-top bags containing a pinch of pansy seeds will be available. These items will bear the RTK logo, all while preserving Green resources.

Figure 10 - Proposed RTK Booth

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Source: All images are from the manufacturers’ website. See the Appendix for details.

Figure 11 - Booth Elements

Figure 12 - T-shirt Render

your Path to a Safe and healthy homecoming

Campaign Plan

AUGUST

This campaign centers around the PEOS media model - paid, earned, owned, and shared. Paid media is media purchased by payment. Earned media is inclusive of media mentions and coverage that generates buzz and engages an audience. This is typically public relations activities. Owned media is media that is operated by the business itself. This is inclusive of a company Facebook and website. Lastly, shared media is media that is a partnership between a business and a sponsor. As aforementioned, we seek to reduce our impact on the environment. Therefore, you will not see many traditional forms of media implemented here. Instead, you will see heavy reliance on alternative mediums and discussion of the PEOS strategy.

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Through a partnership with Chick-fil-a West Town Double Drive Thru, RTK will host a Spirit Night to raise donations for the proposed August 2013 four-home build. When a restaurant patron mentions RTK, a portion of the sale will fund the organization. The RTK booth will be on-site to draw attention to the restaurant and will serve to inform visitors about RTK’s initiative and the Spirit Night. The Chick-fil-A cow and Chilly the Knoxville Ice Bear have been invited to spend time with RTK at the both.

Phase 1

August 13-17 PAID MEDIA: Run one commercial each day for Chick-Fil-A on WBIR ($150 slot from 5-7am). This totals $750. Additionally, one PSA spot will run free of charge each of these days per air availability. Also run one commercial each day on 10News2 ($15 slot). This totals $75.

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Figure 13 - Commercial Storyboard

August 13 EARNED MEDIA: On August 13, send event information to WBIR via link provided at www.wbir.com/streetcrews to obtain free, on- location Chick-Fil-A coverage.

August 17 OWNED MEDIA (Facebook): On August 17, post “The cows are going Green this Monday! We can’t wait to see you at the Chick-fil-A West Town Double Drive Thru for RTK Spirit Night!” A headshot of the Chick-fil-A cow should accompany the post. SHARED MEDIA (Chick-fil-A Facebook): Request that on August 17 Chick-fil-A also post an update regarding the RTK Spirit Night. Welcome them to post this update on the RTK Facebook wall.

August 20 OWNED MEDIA (Facebook): Take a photo of the booth and post to both the RTK and

Chick-fil-A West Town Double Drive-Thru Facebook pages. “Come on down and grab a Chick-fi-A sandwich with us! Mention RTK and a portion of the night’s proceeds will sponsor us.”

SHARED MEDIA (Chick-fil-A Facebook): Request that on the day of the event Chick-fil-A post an update about RTK on-site for RTK Spirit Night. Support the posting of a photo that shows RTK interns, the cow, and the Chick-fil-A operator or marketing lead. Welcome them to post this update on the RTK Facebook wall.

SEPTEMBER

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September 2 PAID MEDIA: Will receive logo placement on large banner in prime location and a logo BoomCrew staff/volunteer t-shirts. Also includes on-site 10’x10’ booth space with power and distribution rights for branded giveaways (no resale). This totals $1,000.

OWNED MEDIA (Facebook): Upon tent setup, take a photo of interns at the event booth with Boomsday activity in the background. “Come downtown and celebrate the 25th anniversary of Boomsday! We can’t wait to see you!”

SHARED/EARNED MEDIA (Facebook):Post on both RTK, Chick-fil-A West Town Double Drive-Thru, and WBIR Facebook walls to garner likes and follows.

OCTOBER

Figure 14 - Table Tent Render Boomsday is a Knoxville tradition celebrating its 25th year. RTK has partnered with the event to increase awareness among downtown visitors for the fireworks spectacular. Boomsday saw 400,000 people in attendance last year and expects a 10% increase this year. During this single nine-hour event, event managers expect vendors to see a 3 :1 return on the advertising dollar.

Nama has partnered with RTK for the month of October. This local restaurant is dedicated to sponsoring non-profits in its community and welcomes the opportunity to work with RTK. The Knox County sushi bar invites table tents to be placed on its 50 tables and in its bar areas. Two-sided, vertical table tents feature both information and photos on a recycled cardstock and are printed using soy ink. The company we have selected for table tent printing certifies all materials used in the making of the product to be sustainable. These table tents will be displayed the entire month. They encourage Nama patrons to visit both the RTK Facebook page and website to learn more about the organization and to make monetary donations. Name maintains a “Donation Request” page on its website

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PAID MEDIA (Table Tents): Table tents will be placed on each table and in bar areas for the entire month. Fifty table tents made from recycled materials will cost $94.63. SHARED/EARNED MEDIA (Nama Facebook): On the day of table tent setup, request Nama request to take a photo of a restaurant patron seated by an RTK table tent. Ask the patron what they learned about the organization and request a quote be permitted with the photo post. Encourage Nama to post this update on the RTK Facebook wall.

OWNED MEDIA (Facebook): Repost Nama’s update on Chick-fil-A and WBIR Facebook walls. This combined approach to shared and owned media will earn RTK Facebook likes and follows.

NOVEMBER

PAID MEDIA (Vol Playbook): $1,000 OWNED MEDIA (Facebook): Post on game day, “If you’re headed to the UT game, make sure and check us out in the Playbook! We’re so happy to have worked with The Vol Network on our ad! Go VOLS!”

Figure 15 - Playbook Ad Render

A Safe and Healthy Homecoming

We are a local, non-profit organization providing no-cost, Green housing repairs and modifications for veterans, the

disabled, and those living in poverty.

We pride ourselves on our Green initiatives. We seek to reduce our impact on the environment and

to help lessen energy use of homeowners to save them money

To learn more or to make a donation visit:

www.rebuildingtogetherknoxville.orgFacebook.com/RebuildingTogetherKnoxville

under the “About Us” tab. RTK’s website will be listed here to further promote the non-profit.

Phase 2

Knoxville is the heart of Knox County, and the heart of Knoxville is orange. The playbook is a free publication provided to the first 30,000 fans before each University of Tennessee home football game. It is distributed at entry gates and in Vol Village and Tennessee Park. It is also available in skyboxes and club seats, and the media is provided copies. The Vol Network estimates readership of 100,000. Playbook content includes University of Tennessee football stats, rankings, and a variety of articles and features. The Vol Network offers RTK one full page, full-color advertisement within the playbook during one

game in November (game to be mutually agreed upon). As an RTK sponsor, The Vol Network provides this paid advertisement at half the normal per game rate. The Vol Network has expressed a desire to continue to work with RTK throughout the spring and invites the non-profit to contact them and work on collaborative efforts.

DECEMBER

The Copper Cellar Family of Restaurants was approached to partner with RTK as a campaign

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JANUARY

The Knoxville News Sentinel offers free ad space to non-profits. We recommend RTK complete the KNS Sponsorship Guidelines and Request Form upon return to work from the holiday season. This form will request free ad space for the month of July when the RTK Benefit Concert will be held in Market Square. As primary research did not indicate newspaper to be a main information source regarding Knox County events, this free ad spaces offers RTK the opportunity to stay within its target but to also reach outside it with no risk of loss as there is no financial investment.

FEBRUARY

PAID MEDIA (Sponsored Game Night): $1,000 OWNED MEDIA (Facebook): Post, “We’re getting Chilly! The Knoxville Ice Bears welcome you down to the Coliseum for RTK Night. Come chucks some pucks to benefit RTK! Tell Chilly we sent you!” A photo of Chilly the Ice Bear should accompany the post. SHARED/EARNED MEDIA (Facebook): Post this update on Chick-fil-A, WBIR, Nama, and KNS Facebook walls to garner likes and follows.

Figure 16- Seat Flier Render

sponsor. The business confirmed receipt of all requested information regarding RTK and the proposed campaign plan. However, as of plan book publication, the Copper Cellar Family has yet to reply to the sponsorship request. As with Nama, it was proposed that table tents be placed in the Knoxville area Copper Cellar Family restaurants. Additionally, a bookend commercial was suggested. This commercial would seek to increase turnout to the restaurants during the Copper Cellar Family donation month.

OWNED MEDIA (Facebook): Post at noon each Monday of the month,“Giveaway time! You have 2 hours! Like us and your name goes into a construction hat for a chance to win a Dremel Tool Set and coupons from Chick-fil-A West Town Double Drive Thru! We draw for the winner at 2:00 sharp! Tell your friends!”

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, and Ice Bears Facebook pages. This will increase likes and follows.

Chilly the Knoxville Ice Bear has invited RTK to his house for a February game night. The Knoxville Ice Bears have partnered with RTK to host a sponsored game night. At this game, RTK would team up with another local non-profit for the ability to sell Ice Bears tickets. $6 from each ticket sold will directly benefit the respective non-profit. An in-seat flier will be provided to fans at the game. This flier will feature the RTK logo and information about the non-profit. Additionally, bathroom fliers will announce this sponsored night. The game offers RTK a unique opportunity to both partake in a popular Knoxville event while simultaneously receiving media mentions. Arena, radio, and TV announcers will provide these RTK mentions as part of the sponsored night. The RTK booth may be set up in the Coliseum lobby for t-shirt sales and donations, and the night’s Chuck-a-puck proceeds will benefit RTK. With an average of 3,600 in attendance per game and the media mentions, the sponsored game night helps RTK to span a wide reach.

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MARCH

OWNED MEDIA (Facebook): Post at noon each Monday of the month,“You know the DRILL! Giveaway time! You have 2 hours! Like us and your name goes into a construction hat for a chance to win a Dremel Tool Set and coupons from Chick-fil-A West Town Double Drive Thru! We draw for the winner at 2:00 sharp! Tell your friends!”

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, and Ice Bears Facebook pages. This will increase likes and follows.

APRIL

PAID MEDIA (Letter mailing): $19.80, inclusive of specialty envelope, stamp, and printing

OWNED MEDIA (Facebook): Once per week post a fact or ask questions about Green home renovations. Phrase the post for engagement. For example, “Do you have any questions about making your home Green? Ask away! We want to get you answers in celebration of National Rebuilding Month!” A Rebuilding Together photo of repair work or royalty-free image of Green home repair should be used in each post.

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, and Ice Bears Facebook pages. This will increase likes and follows.

Figure 17- Contractor Letter

Dear [NAME OF CONTRACTOR/BUILDER],

Rebuilding Together Knoxville would like to invite you and your coworkers to participate in our second annual build in August 2013. We are a local, non-profit organization providing no-cost, Green housing repairs and modifications for veterans, the disabled, and those living in poverty. We pride ourselves on our Green initiatives, seeking to reduce our impact on the environment and to help lessen energy use of homeowners to save them money. We understand your company is a member of the U.S. Green Building Council, and we at Rebuilding Together Knoxville believe a dedication to Green building is illustrative of the highest level of personal and professional integrity. Without companies who are committed to protecting and preserving the environment, this shared vision of environmentally-friendly construction and renovation would not be possible. On August 2, Rebuilding Together Knoxville will renovate 4 homes of local Knoxville residents with the help of its partnering organizations and local volunteers. We would be honored to have your company partner with us, and our current sponsors, to help make these repairs and modifications as efficient and environmentally-friendly as possible. Rebuilding Together Knoxville understands that your time is valuable. Therefore, we would like to extend a variety of sponsorship options to you. [COMPANY NAME] can sponsor our cause by donating building materials, tools, or your time. We would be honored to have your company join our alliance to provide relief to Knoxville residents in need. We appreciate your time and commitment to sustainable living. [Signed by SCRIPP’s Personnel] [Job Title]

To donate time or materials to our 4-home improvement project, please contact [NAME] by phone at [###-###-####], or by e-mail at [e-mail@address.com] To learn more, please visit www.rebuildingtogetherknoxville.org

Visit us on Facebook at Facebook.com/RebuildingTogetherKnoxville

MAY

National Rebuilding Day is typically held on the last Saturday in April. As the current campaign has sought to increase low RTK awareness levels up to this point, RTK can harness this month to secure local contractor involvement in the planned August 2013 four-home build. In keeping with RTK’s dedication to Green practices, only U.S. Green Building Council certified contractors/builders in Knox County should be contacted for participation. A letter has been drafted and speciality envelopes have been selected for the mailing. All chosen materials are recycled or certified sustainable. These letters should be mailed by mid-April, and contractors should be contacted via phone and/or email on National Rebuilding Day to confirm August build participation.

Phase 3

The Market Square Farmer’s Market offers one free vendor spot to a non-profit. The Market begins this month and runs through November. RTK has spoken with Market officials to verify qualification for the free location. RTK should contact the Market in January when the Market begins creating its schedule to officially secure the location as it is first-come, first-serve per week. RTK will set up the event booth each Wednesday

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OWNED MEDIA (Facebook): On Saturday, after putting up the RTK event booth, an intern is encouraged to visit vendor booths and select an item to photograph. Request permission from the booth vendor, and post the photo and colorful description about the day at the Farmer’s Market. For example, “What a beautiful tomato! I may grab some bread from the vendor next door and have some breakfast. Good morning from the Market Square Farmer’s Market!”

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, and Ice Bears Facebook pages. This will increase likes and follows.

RTK BenefiT ConCeRT

Source: www.cityofknoxville.org/parks/marketsq.asp

of the month from 11 a.m. to 2 p.m. and each Saturday from 9 a.m. to 2 p.m. As free booth space in prime location of the target, the Market offers a wonderful opportunity to speak with and gain donations from Knox County residents and employees. Last year, more than 58 vendors selling a variety of goods participated in the Farmer’s Market. This is a wonderful opportunity to spend face-time with members of the target, increasing reach.

JULY

A benefit concert featuring Brad Blackwell and The Black Cadillacs has been arranged. The concert is scheduled to take place on the Market Square Stage Wednesday, July 24 from 7 to 10 p.m. The stage is tentatively booked with the city for this date and time. The RTK event booth will be set up on the Square by the Stage. Chilly and the Chick-fil-A cow have been invited to the benefit concert, and the Chick-fil-A West Town Double Drive-Thru has volunteered coupons for giveaway at the concert. A Special Events Form must be filed with the city and a $250 stage use fee submitted for authorization to finalize the event. The form and fee must be submitted at the Special Events Meetings held by the city the fourth Thursday of each month (except November and December) at 9 a.m. at the Knoxville Civic Coliseum. This must be accomplished at least 45 days prior to the event. However, much earlier is preferred to guarantee this date and time. Additionally, insurance is required for the event per the City of Knoxville. Piggybacking off the city’s insurance by use of the Tulit Policy will run approximately $300 for the event. A noise permit is not required unless RTK elects to run the event past 10 p.m. As aforementioned in the media strategy for the event, we suggest the use of sidewalk chalk as a method of advertising. A chalk permit must be acquired from the city a week prior to the benefit concert. Because RTK will be paying for Market Square Stage use, there is no fee for the permit, but one must still be obtained. This benefit concert will feature a viral ad campaign, focussing on creative, daily updates on Facebook that are shared with RTK sponsors and their respective Facebook followers. This is intentional as viral events are popular and increase buzz. They also fit in line with the campaign’s Green strategy. This viral approach eliminates paper waste and concentrates on gaining engagement online. In the event that RTK secures more artists for participation in the benefit concert and a larger space is needed, The World’s Fair Park Amphitheater has also been tentatively scheduled for Saturday, July 27.

July 15 EARNED MEDIA: Send event information to WBIR via link provided at www.wbir.com/ streetcrews to obtain free, on location coverage of the event.July 17 OWNED MEDIA (Website): Post countdown

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Figure 18- Example of countdown clock

clock on the homepage.

OWNED MEDIA (Facebook): Post screenshot of the countdown clock on the wall with something like, “Hmmm. Wonder what this is about?” SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, Ice Bears, Brad Blackwell, and The Black Cadillacs Facebook pages. This will increase likes and follows and increase event turnout.July 18 - 23 OWNED MEDIA (Facebook): Post daily photos of the sidewalk chalk renderings around town. Tell passersby about the benefit concert, and when the first person shows interest, photograph him or her by the chalk making being expressive. The update should be intriguing. “HE knows! And he’s pumped! Something about us and Brad Blackwell on the Square next week.” As the days get closer, give away more event information.

SHARED/EARNED MEDIA (Facebook): Post these updates to the Chick-fil-A, WBIR, Nama, Ice Bears, Brad Blackwell, and The Black Cadillacs Facebook pages. This will increase likes and follows and increase event turnout. July 24 PAID MEDIA (Market Square Use): $550

OWNED MEDIA (Facebook): Sell the event in the morning on Facebook. Release all event information and include photos of Brad Blackwell and The Black Cadillacs.

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama, Ice Bears, Brad Blackwell, and The Black Cadillacs Facebook pages. This will increase likes and follows and increase event turnout.

AUGUST 2, 2013

July 15 EARNED MEDIA: Send event information to WBIR via link provided at www.wbir.com/ streetcrews to obtain free, on location coverage of the event.August 2 OWNED MEDIA (Website): Post photo of volunteers that will be participating.

OWNED MEDIA (Facebook): Post photo of volunteers that will be participating. Post should convey gratitude to all the individuals who gave of his or her time in the past year. For example, “Our sincere thanks to you all for making this day a reality! Every penny has helped get us to today. We’re repairing 4 Knoxville homes!” A photo album of the job sites should be created upon project completion.

SHARED/EARNED MEDIA (Facebook): Post this update to the Chick-fil-A, WBIR, Nama,

Figure 19

Build Day

RTK will have selected the four homeowners in the months prior. By this time, contractors have been confirmed. The donations and volunteers are in place. This is the day of the four-home build!

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evaluation

Evaluation assessment is necessary to gauge the effectiveness of BLAAK, Inc.’s year-long campaign. After the airing of Rebuilding Together Knoxville commercials, a survey should be administered to the target market in order to measure the reach of the advertisement within the target audience. Additionally, upon completion of the year-long campaign, all implemented strategies should be assessed for effectiveness.

Donation Measure: Tally all donations made online and at the event booth.

Media effectiveness: There are various ways BLLAK, Inc. went about generating awareness about RTK and its goals. Our group has concluded that advertising through different channels will reach our target market most efficiently. We have decided to air a commercial on WBIR Channel 10 and 10News2 as the network has the largest reach in our area. Additionally, the Olympic Games will be airing on the NBC affiliate during the suggested commercial air time. This event will draw in even a larger audience than is typical for the channel. An advertisement will also run in the UT Playbook during football season, and sponsor with local organizations around the greater Knoxville area for promotional events. In February, there will be a Sponsored Ice Bears game night that will host a Chuck-A-Puck donation drive for RTK. While a percentage of donations from the Chuck-A-Puck donations will go towards RTK, an additional $6 of each ticket sold will also go toward RTK in support of its goals. This will bring in proceeds while simultaneously reaching an average of 3,600 fans at the game. Through its partnership with Chick-fil-a West Town Double Drive Thru, RTK will host a Spirit Night to raise donations this August. Nama has also agreed to partner in support of RTK by displaying RTK’s table tents on each table, enabling diners to donate to the non-profit if they choose to do so. The Market Square Farmers’ market is also willing to allow RTK one free booth for the month of May as a way to raise awareness and donations. RTK

will also make an appearance at Boomsday in an effort to gain awareness and support for its initiative. Finally, RTK will hold a concert featuring well-known Knoxville talent such as Brad Blackwell and The Black Cadillacs. The RTK set-up booth will at each event to provide information about RTK’s initiative, ways to donate and donor-appreciation gift bags. Booth workers will wear the RTK t-shirt at each event.

Awareness Measure: Through tracking the number of followers on RTK’s Facebook, Twitter and homepage, we can effectively measure the target audience’s level of awareness concerning RTK and its goals. We can also sufficiently gauge the target’s general awareness at different stages of the campaign by administering surveys. RTK should administer a post-commercial survey of the target market to assess the commercials’ reach and frequency aired on both WBIR Channel 10 and 10News2. A second survey should be administered post-campaign in order to address specific questions aimed at determining which paid media vehicle respondents gained awareness of Rebuilding Together Knoxville through.

Event Assessment: In a post-campaign survey questions should be asked to verify specific awareness of Chick-fil-A, Nama, benefit concert, Ice Bears game, Farmer’s Market, and Boom’s Day events. If respondents are aware of these, gauge reaction to RTK booth at these event.

concluSion BLLAK, Inc. has provided you with a one-year campaign plan set to increase both awareness levels and monetary donations for RTK. All strategies and tactics are backed by research, and we believe implementation of our plan will provide you with solid results. We hope to see you August 2, 2013 providing a safe and healthy homecoming to four Knox County homeowners and their families.

Ice Bears, Brad Blackwell, The Black Cadillacs, and participating contractors’ Facebook pages. This will increase likes and follows and hopefully stimulate donations via the web.

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aPPendix

Booth Registration Form

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Sponsors Contacts

The Black Cadillacs blackcadillacsband@yahoo.com Maddie Sullivan, Booking maddiesullivan@weareyounggiant.com

Brad Blackwell http://www.bradblackwellmusic.com/contact.php blackwellbrad@facebook.com

Boomsday Rachael Oberman Ellis Director of Community Outreach Visit Knoxville 301 South Gay Street Knoxville, TN 37902 Phone: 342-9108 rellis@knoxville.org

Chick-Fil-A West Town Double Drive-Thru Ashley Sachs, Marketing Department 7063 Kingston Pike Knoxville, TN 37919 Phone: 207-7833

Copper Cellar Family of Restaurants Marketing Department P.O. Box 50370 Knoxville, TN 37950 Phone: 637-3400 info@coppercellar.com

The Farmers’ Market at Market Square Charlotte Tolley, Farmers’ Market Director Phone: 405-3135 charlottetolley@hotmail.com

Ice Bears Nathan Elliott, Director of Promotions and Game Operations 500 Howard Baker Jr. Drive Knoxville, TN 37915 Phone: 525-7825, extension 103 nelliot@knoxvilleicebears.com

Nama Stephanie, Manager 5130 Kingston Pike Knoxville, TN 37919 Phone: 588-9811 srh1087@gmail.com

Threds Jennifer Phillips 10529 Lexington Drive Knoxville, TN 37932 Phone: 525-2830 JPhillips@threds.com

Vol Network/IMG College Mike Steiner, Account Executive 6701 Baum Dr. Suite 100 Knoxville, TN 37919 Phone: 212-3570, ext. 107 mike.steiner@imgworld.com

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Media and Purchasing Contacts

Booth Tent Ecanopy.com 3953 Hickory Hill Road Memphis, TN 38115 Phone: 1-800-445-5611 info@ecanopy.com

Display Tree New Tech Display 2600 S. Broadway Los Angeles, CA 90007 Phone: 213-747-6700 sales@newtechdisplay.com

Knoxville News Sentinel Sponsorship Request Angie Howell Senior Marketing Manager 2332 News Sentinel Drive Knoxville, TN 37921 Phone: 342-6870 HowellA@knoxnews.com

Leaves and ornament hooks Hobby Lobby 11040 Parkside Drive Knoxville, TN 37934 Phone: 671-5530

Market Square Stage Judith Foltz, Director Office of Special Events Room 578, City County Building Phone: 215-2024 jfoltz@cityofknoxville.org

PayPal www.paypal.com Sales: 1-877-419-6879

Seeds Lowe’s Home Improvement 210 North Peters Road Knoxville, TN 37923 Phone: 690-9770

Table, Chairs, Donation box, Cash box, Envelopes, Printing, and Stickers Staples www.staples.com 1-800-333-3330

Table Tents UPrinting www.uprinting.com Phone: 1-888-888-4211

WBIR-TV Channel 10 Alison Whitehouse, Account Executive 1513 Bill Williams Avenue Knoxville, TN 37917 Direct: 541-5393 Cell: 705-2181 Cell awhitehouse@wbir.com

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Contractor ContactsU.S. Green Building Council Certified

Built Green, Inc.Mark Ballard, President401 Henley Street, Mezzanine LevelKnoxville, TN 37902Phone: 643-2382www.builtgreeninc.com

Blaine Construction CorporationGary Bennett, President6510 Deane Hill Drive Knoxville, TN 37919 Phone: 693-8900info@blaineconstruction.comwww.blaineconstruction.com

QE Construction & Quality ExteriorsJordan Howell, PresidentKnoxville Office133 Lovell Rd.Knoxville, TN 37934Phone: 622-7580www.qeconstruction.com

Anthony & Gordon ConstructionRichard A. Justice, President616 Luttrell Street Knoxville, TN 37917Phone: 546-1776rajustice@anthonyandgordon.comwww.anthonyandgordon.com

Partners DevelopmentKevin Matherly, VP Project Management510 Union Avenue Knoxville, TN 37902Phone: 524-7777kmatherly@partnersinfo.comwww.partnersinfo.com

Retenbach Constructors IncorporatedBrent Blalock, LEED AP, Vice PresidentP.O. Box 11087Knoxville, Tennessee 37939 Phone: 546-2440www.retenback.com

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