work sample_class project (2) '15
TRANSCRIPT
City Rescue MissionMarketing Proposal
Table of Contents
Memorandum
Creative Briefkey insights, brand personality, desired response, implementation
Creative Workonline, outdoor, radio, brochure, non-traditional, events, PR, promotions
Media Plan
Situation Analysisclient history, client description, competition, target audience
Strategic Researchsecondary research, consumer behavior survey, SWOT, customer profile
1
3
9
15
19
35
Memorandum
Nick Donabedian(Branding)
Morgan Hill(Creative)
Kevin Fanning(Media)
Rikki Jarvis(Branding)
Harrison Drake(Research/PR)
Shannon McGreal-Miller(Media/PR)
Sarah Mellado(Creative)
We would like to thank Lansing City Recue Mission for opening your doors to us, allowing us to work with you, and helping us to understand more about the challenges your organization faces on a daily basis. We are excited about the campaign we have created and are confident that our proposal will help build your brand and successfully carry you into the future.
1
Situation Analysis
4
Client History
Hope Food Shelter
since 1911
The Lansing City Rescue Mission is the largest emergency shelter in Michigan’s capital area. They are one of the proudest and longest serving charities in the
city of Lansing. Created in 1911, during the rise of the great depression, Thom-as and Emily Dalton sheltered people in their own home. In 1948, the first ever “Jesus Saves” cross lit the night sky over the shelter’s new building, now locat-ed on Michigan Avenue. They continue to provide hope, food, and shelter for
those those in need.
5
Client Description
104,184MEALS
52,834NIGHTS OF SHELTER
100WOMEN
& CHILDREN
58MEN
1, 630Hygiene Kits
755BiblicalSessions
In one year...City Rescue mission has provided
housing to...
(2013)
Around Town
Volunteers of America
Gateway Community
Services
Good Shepherd Mission
Glass House
Loaves and Fishes
City Rescue Mission
Haven House
7 1Homeless
shelters in the Capital Area
Lansing City Rescue Mission
Target Audience
Age:
24+ Menand
Women
Live/Work in Lansing
7
Strategic Research
10
Secondary Research
According to an annual survey from the Department of Housing and Urban Development, around 170,000 families needed shelter last year, up from 159,000 in 2008. It has been confirmed that 86,189 of those residing in the state of Michigan are homeless, with 14,267 in the South Central area. As of 2011, Lansing’s homeless community makes up nearly 8% of the state total. Included in this number are men, women, and children, as well as families and unaccompanied minors.
In 2007 non-profit organizations saw a peak in national giving, with monetary and tangible donations estimating $344.5 billion. Since then, support towards these charities have declined greatly. Whiledonations are still down nearly 8% since, research conducted by well-known news outlet, the Guardian, has shown a rise. Donations by individuals and corporations have increased by 3.5% since 2011. While the rise is modest it mirrors the recovering economy and provides hope for the future.
Using Mintel marketing research database, we were able to find the best practices necessary for reaching our target audience. One of the most salient facts we discovered is doners’ likleness to learn about charitable organizations through their social networks. Donating is a social activity and people often donate in groups. This can include donating time at events together as well as working with friends to collect items. This information also indicates that people love sharing their accomplishments and volunteer affiliations. Word of mouth and viral marketing approaches can be effective. Social media tactics are often helpful as they can increase viral marketing efforts. Videos and other materials on high media traffic sites, such as YouTube have proven to be effective. Viewing ads on informative news webpages can also be key in reaching the local public. Second to word of mouth, donors learn about charities though advertisements on television and radio news broadcasts as well as newspaper and magazine articles.
11
ResearchSurvey Results
Key Statistics
Haven’t heard of CRM Sponsored Drives
% Donate only once a year
Primarily make monetary donations
23
% Make July and August Donations11%24
Prefer to make monetary and food donations %44%84
Survey ResultsKey Statistics
SWOT AnalysisStrengths Weaknesses
ThreatsOpportunities12
Heavy volunteer involvement during the holiday season
Active on social media
Connections with local restaurants
Offering extra services
Central location
Lack of advertising Low budget
Lack of funding during the summer, spring, and fall
Heavy Reliance on volunteer support
Staff spread across multiple projects
Join the city’s efforts to inspire community pride
Expand donations by advertising year round
Increase awareness of homelessness in the general community
6 other shelters in the Lansing area
Misunderstanding of homelessness
Homeless “panhandling” and asking for money on the streets
Economy may harm donations
Low awareness of shelter
13
Customer Profile
27% Persons below poverty level
113,996 Lansing Population75% 18 years and older
52% Female 48% Male
61% White24 % Black
86% High School Graduates
25% hold a Bachelor Degrees
$37,128 Median Household Income
Creative Brief
16
What They Think:
Key Insight:
What we want them to think:
What we want them to do:
People like the idea of donating and believe that homeless shelters are generally helpful. Fifty six percent of people donate at least three times a year, based on our survey. People have a tendency to think of the homeless more in the winter than in other seasons. Many donate in the spirit of the giving season.
Seasonal donations have come to be a major issue, with 40% of our client’s donations coming in within a two month period.
We want people to realize that homelessness does not go away in the warmer months and that hunger is an issue year round. The number of people in need is continuing to grow and is not slowing down.
We want people to distribute their donations all year long and pay more attention to the specific items that they donate.
Brand Personality
17
Gen
uineLansing Strong
Hard Working
Trust
Hope
Res
cuer
Stab
ility
Sincerity
Faith
Creative Work
20
Online (Youtube)
AudioVideoCity Rescue Mission | Youtube: 30 sec | Name: Spring Cleaning
Fade in: A mother is upstairs in her attic. It is a nice springday outside with the sun’s light shining through the window. The mother is going through boxes and placing some items in an open box close to her.
Cut to: Two kids, a brother andsister, are laughing amongstthemselves as they look through kitchen’s cabinets.There is an open box on the counter with some items already in it.
Cut to: Dad is in the garage looking around and moving things in search for items to put in the open box near his feet.
SFX: Birds chirping fromoutside. Noise from mother shu�eling through the boxes.
SFX: Birds chirrping, quietlawn mower from the neighbor, and kids laughing and moving items.
SFX: A car from outside passesby and noises from the dad moving things around.
Fade in: A mother is upstairsin her attic. It is a nice springday outside with the sun’slight shining through thewindow. The mother is goingthrough boxes and placingsome items in an open boxclose to her.
SFX: Birds chirping fromoutside. Noise from mothershuffeling through the boxes
SFX: Birds chirping, quietlawn mower from theneighbor, and kids laughingand moving items.
SFX: A car from outside passes by and noises from the dad moving things around.
Cut to: Two kids, a brother and sister, are laughing amongst themselves as they look through kitchen’s cabinets. There is an open box on the counter with some itemsalready in it.
Cut to: Dad is in the garagelooking around and movingthings in search for items toput in the open box nearhis feet.
City Rescue Mission Youtube :30 Name: Spring Cleaning
21
AudioVideoCut to MCU of entitre family:Family holding their boxes outside an open garage. It is a beautiful sunny day.
SFX: Birds chirping outside, quiet lawn mower continues next door. Family laughter and chatter.
Mom, son, and daughter exit the screen smiling. Dad places box on the ground and closes the garage. Picks up his box and walks with the rest of the happy family.
SFX: Birds chirping outside, quiet lawn mower continues next door. Family laughter and chatter. Include garage door closing.
Fade in: Words appear on theclosed garage door. Fade out.
SFX: Birds chirping outside, quiet lawn mower continues next door.VO: Donate to the City RescueMission of Lansing by visitingtheir website at LCRM.ORG
Cut to MCU of entire family:Family holding their boxesoutside an open garage.It is a beautiful sunny day.
Mom, son, and daughterexit the screen smiling.Dad places box on the ground and closes the garage. Picks up his box and walks with the rest of the happy family.
Fade in: Words appear on theclosed garage door. Fade out.
SFX: Birds chirping outside,quiet lawn mower continuesnext door.VO: Donate to the City Rescue Mission of Lansing by visiting their website at LCRM.ORG
SFX: Birds chirping outside,quiet lawn mower continuesnext door. Family laughterand chatter. Include garagedoor closing.
SFX: Birds chirping outside,quiet lawn mower continuesnext door. Family laughterand chatter.
22
(Web Advertising)
Outdoor
23
dont let the season be the reason
give today to City Rescue mission make a donation today at lcrm.org
dont let the season be the reason
give today to City Rescue mission make a donation today at lcrm.org
give today to City Rescue mission make a donation today at lcrm.org
dont let the season be the reason
For outdoor advertising, we recommend a bus shelter ad featuring seasonal posters, reminding community members that homelessness is not seasonal, and that their donations are appreciated and needed year round. These ads would contain a tree that changes with the seasons.
Radio
24
Radio Spots
:10 Music: [Instrumental - Similar to Lose Yourself - Eminem]
Title: Tis the Season - Spring
VO: Gearing up for some Spring cleaning?! Donate your gently used items to Lansing City Rescue Mission! Visit
LCRM.org to see how you can make a difference in your city!
:10 Music: [Instrumental - STRONGER - KANYE WEST]
Title: NUMBERS - Summer
VO: This winter Lansing City Rescue Mission was able to keep 300 beds full. The number of those affected by homelessness and hunger
won’t go down during the hot months either. Visit LCRM.org to see how you can make a difference in your city,
because Homelessness isn’t seasonal!
25
Radio Spots
:10 Music: [Instrumental - Similar to My Time - Fabulous]
Title: Numbers Two - Summer
VO: 52,000 nights of shelter, 104,000 meals served, and 755 biblical counseling sessions. Lansing City Rescue Mission
makes a difference. The snow will be gone this summer, but these numbers won’t change. Visit LCRM.org to see how
you can make a difference, because Homelessness isn’ t seasonal!
:10
:10
:10 Music: [Instrumental - Similar to Remember the Name- Fort Minor]
Title: Warming Up - Summer
VO: This winter Lansing City Rescue Mission served upthousands of hot meals! The weather is warming up, but hunger
isn’t seasonal. Visit LCRM.org to see how you canmake a difference in your city!
Brochure
26
Contact Info. Mailing Address2216 S. Cedar StLansing MI 48910Office Hourse Monday - Friday 9:00 am - 5:00 pm
Women And Children Shelter2216 S. Cedar St.Lansing, MI 48910Must Call for Availabilty517-485-0145
Services ProvidedFinancial AssistanceFoodHygiene Items/Personal NeedsMissing PersonRehabilitation/Life Transformation ProgramsSalvationShelter
How to Donate
ww.lcrm.org@BeARescuer
Contact Info.
Donation Drives:
Michigan Ave Services Desk(Mens Shelter)613 E Michigan AveLansing, MI 48912Service HoursOffice Hours: 9-5 Mon-Fri
Donation Delivery Site607 E. Michigan AveLansing MI 48912
Hope Food Shelter
since 1911
Blue Jeans DriveMilk Money
Mission Needs DriveOperation: Birthday to the Rescue
Pack the PantryVBS to the Rescue
Pajama PartyPersonal NeedsPillow Fight
Sock HopT3 Drive
Undie Drive
SEJ U SAVES
Outside
Inside
For a brochure, we wanted something that was interactive and would stand out from others. This cross shaped brochure folds up into a small and portable piece that is easy for people to take with them if they’re interested in learning more information about the Lansing CityRescue Mission. The outside is the iconic Jesus Saves logo and the inside features information about some of the drives and services provided by CRM as well as ways to donate.
27
Try it out!
Non-Traditional
28
DON’T LET THE SEASON BE THE REASON
Front
Back
Nutrition FactsServing Size: City of LansingServings Per Container: 158 Men Women and Children
Nights of ShelterMeals ServedHygeine KitsBiblical Counseling Sessions
52,834104,184
1,630755
86,18969%32.7
7.6
100%100%100%100%
City Rescue Mission
State of Michigan
Homeless in MichiganHomeless Single Mothers and ChildrenAverage Adult AgeAverage Child Age
Commitment to:
City of LansingThe Fight Against HomelessnessOur “Mission”Faith
We would like to add to the pre-existing barrells that City Rescue Mission already puts out for donations. We will further reinforce our seasonal campaign with the all seasons tree graphic while raising awareness and informing the community about homelessness with the fact sheet on the opposite side.
Gallons of Giving
Sidewalk Stencil
29
30
Events
Sponsor a bedHow it Works:Sponsors interested will make a donation of $500 that will benefit one bed for an entire year. The donation will go towards the general operating costs which includes providing shelter, meals, counseling and ourlife transformation program.
Giving is Receiving:The donation to The City Rescue Mission of Lansing will benefit those in the community that need it the most. It will, first, provide the peace of mind that those in need are being provided for. To thank sponsors, a personalized placard will be put on the bed in their honor. In addition, a tax incentive will be available.
How to Sponsor:Interested participants may visit LCRM.org and select the “make a donation now” tab to find more information. There they will see the option to sponsor a bed. A simple comment box will be available to include their personal message. They will also be allowed the option of donating in person at the shelter.
Our Goal:The goal of this campaign is to have every bed at both the men and women’s shelter sponsored by the end of the 2014 year; That is 158 for the CRM women’s shelter and 58 for the men’s.
Photo Tour
31
How It Works:intersted participants will have the opportunity to sign up with City Rescue Mission to participate in a three hour walking photo tour capturing the City of Lansing. Photo tourists will learn basic camera tricks as well as a historical background of Lansing. the cost
Giving Is Recieving:Ohto tour guides will be invited to work with the City Rescue Mission. This voluntary position includes donating their time to help community members learn new skills and raise funds to help support the City Rescue Mission. The chosen tour guide will recieve increased awareness of their own work as well the peace of mind of helping their community.
How to Get Involved:Interested participants may visit LCRM.org and select the “make a donation now” tab to find more information. There they will see the option to sponsor a bed. A simple comment box will be available to include their personal message. They will also be allowed the option of donating in person at the shelter.
Our Goal:The goal of this campaign is to empower the community while capturing the essence of the Lansing area through photography and donations.
PR example:
32
Events
FOR IMMEDIATE RELEASE CONTACT: LCRM Rep.
April 15, 2014 517-485-0145
City Rescue Mission to host “Sponsor a Bed” Foundation
Shield Communications will organize the cause alongside sponsorship from
friendly souls.
Lansing, Mich.— Through resources provided by the City Rescue Mission, alongside
the efforts of Shield Communications, a “Sponsor a Bed” event was put into action as a
charitable effort to aid Lansing’s homeless community. This event will give local
individuals the opportunity to give back and make a positive impact in lives of the less
fortunate. The idea behind the campaign is to have any compassionate citizen make a
monetary contribution to the City Rescue Mission, which will allow them to sponsor a
bed for a lucky resident living at the shelter. The ultimate goal is to find a sponsor for all
174 of their shelters beds. It takes a donation of 500 dollars to sponsor a bed for an entire year. These contributions
will help fund the organizations operating costs, which include: shelter accessories,
meals, and counseling courses. In exchange for each charitable donation, the contributing
citizens will have the chance to interact with their benefactors through unique plaques.
All of these plaques will share a personal message from one of the sponsoring citizens. In
addition to the plaque, citizens will also receive a tax write off, which will be discussed in
detail while the sponsorship is getting finalized. Shield Communications and City Rescue
Mission are hoping to foster the well-being and sustainability of the shelter as a whole,
while also aiding in building morale. To learn more about this City Rescue Mission charitable event, visit our website at
lcrm.org ###
FOR IMMEDIATE RELEASE
CONTACT: LCRM Rep.
April 15, 2014
517-485-0145
City Rescue Mission to host “Be a Rescuer” Photo Tour
Shield Communications will conduct the tour alongside willing participants.
Lansing, Mich.— Through resources provided by the City Rescue Mission, alongside
the efforts of Shield Communications, a “Be a Rescuer” photo tour is set in store for the
City of Lansing in order to provide its residents with the opportunity to gain a new
perspective of their community. The event will give citizens the chance to learn new
photography skills as they follow a tour guide who will provide them with a unique
perspective of the many beautiful artifacts and rich history that Lansing has to offer. This
tour will encompass dates throughout all four seasons, specific in the months of February,
May, July and November.
The tour will consist of 5 mini-lessons. These include lessons in composition, shutter
speed, IOS, aperture, and depth of field. After each of these tutorials there will be a photo
challenge seeing who can capture the best photo, where specific incentives will be given
out, all of which will be different with each guide. Tours will last 3 hours long and
guarantee a complete walk through the entire city.
With all of this included, there will be a $65 dollar fee, which will all be received as
proceeds going directly to Shield Communications main client, the City Rescue Mission.
Here is a list of materials to consider bringing in order to be prepared: digital cameras,
spare batteries, memory cards, and a notepad to take notes on tips.
To learn more about this exciting tour, visit our clients website at lcrm.org
###
33
Super Sweet Rescuers
Promotions
These rescue suckers will be a sweet reminder to our current and future rescuers . This is a promotional item that will not be thrown aside and forgotten about. It is a fun way to get community members more involved with the mission. The suckers say “Give a super sweet donation today” and provide the website location where they can donate to the cause as well as the Twitter handle so that doners may engage with City Rescue Mission socially.
Media Plan
36
April MayJan. Feb. March
Brochure
PrintNewspaper
Radio
Poster
Traditional
Event Marketing
Sponsor-a-Bed
Photo Tour
Non-TraditionalGallons of Giving
Chalk Stencil
Outdoor
Video
Promotional Items
37
June Oct. Nov. Dec.July August Sept.
Thank You!
38
created by : SHIELDCOMMUNICATIONS