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Skyline Literacy Campaign

Team 2Megan BrothersSarah Hasnain

Claudia PitarqueLaura Russo

Kara Schab

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Executive Summary

Non-profit organization dedicated to promoting learningand literacy through out the Shenandoah Valley.

Skyline Literacy is facing a shortage ofdonorcontributions and a lackofawareness of the company

SMAD 256 has planned an advertising campaign to assist inobtaining an increase in awareness for the company aswell as increase in financialcontributions fromexisting and potentialdonors.

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Past Events Auction and dinner to

celebrate its 25th

anniversary

Scrabbletournament withthe JMU Honors program

Utilize various types ofprintmedia (flyers and brochures)that reach limited audience

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Situational Analysis Limitedfundingtechnology

programs not up to date

Limitedwebpresence(corporate website, Facebookand Twitter)

Reaching donors biggestproblem

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Target Marketsdonors

Rockingham/Harrisonburg community Stable jobs Local business owners Local Harrisonburg/Rockingham

residents

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Goals

Increase and diversifyamount ofdonors in orderto let the organization advance with innovative tools

and technology.

With increased donors, more money will bring inresources to helpvolunteerswork in an efficient

manner

Increaseawareness of company and resources

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Objectives

To increase the number ofpotentialdonorsfor Skyline Literacy by 20% within five months,

as well maintaining positive relationship withthese donors

To increase the amount ofdonations fromcurrentdonors by 15% within 5 months

To increaseawareness of the organization to75% by the end of the second quarter

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Strategies

1.Radio commercial that advocateswhat Skylinedoes2.Insertion in churchnewsletter to appeal to thosewith interest in donating to the organization

3.Insertion in highschoolnewsletter to reachstudents parents who could be interested in

donating (football games, $)4.Having proceedsnights at various restaurants in

Harrisonburg to help fundSkyline

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Tactics News Release Free 30 second PSA on WMRA Updated and improved brochure Sponsor a student Updated flyers Social MediaVolunteer Blog

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Press

Release

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Updatedbrochure

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Sponsor a student

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Flyers

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SocialMedia

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Volunteer Blog

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To recapProblems

Deficientfinancial supplylack of funding and donationsLackofawareness about the existence of the organization as awhole

Opportunities

Potential to reach a diversepopulation through socialmediausage such as Facebookand ablog

Potential to acquire newdonors through insertions in variousnewspapers, and flyers

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Evaluation of the campaign

Byadopting our campaign, Skyline will be able to continue itsmission to educate and serve learners in the Harrisonburg community

To measure the success of our campaign: Calculate current amount oforganizationalfunding to figure

out ROI

Financialstatus in each following quarter (measureincrease) Onlinepresence (likes on Facebook, blog comments)Increasedtraffic to company

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Thanks for your time!

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Any

Questions?