Post on 19-Aug-2015
transcript
+Massachusetts Council
on Compulsive Gambling
Strategic Plan for Marketing Communications
Alison Dennis Kim McGuire
Harrison Petit Michael Shea
+Market Situation
Need for a specific market
Need for a well-defined message Not against gambling at the collegiate level, but
want to serve as a save haven for those who exhibit characteristics of problem gambling
Little competition in market
Recent launch of Prevention Initiative Financial First Steps New improvements to Web site
+Situation Analysis
Strengths Nonprofit status Newly improved Web site 24-hour helpline Financial First Steps
Weaknesses Lack of defined message Issues with market penetration Lack of funding Overall lack of awareness
+Situation Analysis
Opportunities New target audience Growth in college market Teach young people about problem gambling Prevent future problems
Threats Growing gambling issues Growing popularity of online gambling
+Target Audience
Primary target College students aged 18-22 in the Boston Metro
area Boston College, Boston University, Harvard, College of
the Holy Cross, M.I.T, Northeastern University, University of Massachusetts Amherst, University of Massachusetts Boston
Secondary targets Presidents and Deans Parents of college students
+Target Media
Primary targets College newspapers (online & print) and radio
stations Major print publications in Boston area
Secondary targets Major radio stations in Boston area Major television stations in Boston area
+Program Objectives
Dedicated to reducing the social, financial and emotional costs of problem gambling
Intends to reach a new target audience
Aims to offer problem gamblers a comfortable place to seek help
Intends to raise awareness in new markets via social media
Intends to reach out to eight major colleges and universities in Massachusetts by 2009
Will increase the amount of events, speaking opportunities, and news coverage in the following year
+March Madness 2009 Campaign Elements
Public Service Announcements 60 second spots
Testimonials from college students suffering from problem gambling
Placed on all target radio stations The stations eight major colleges and universities
September 2008 start
+March Madness 2009 Campaign Elements
“March Madness Awareness” Goal of generating awareness on problem
gambling around the March Madness tournament Public service announcements
The 60 second radio spot
Electronic newsletters Updates on progress of programs, information on
upcoming programs
January 2009 start
+March Madness 2009 Campaign Elements
Electronic Newsletter Quarterly newsletter
Updates on programs of Council
September 2008 start December 2008, March 2009, June 2009 releases
+Strategy
Press Release “New Gambling Prevention Campaign For College Students” Announce Council’s intentions to work with aforementioned
colleges and universities on new prevention campaign
Appeal to School President Gauge interest of figureheads Tap into their interests to heighten chances of cooperation
Media Pitch Gauge interest of writers Appeal to their interests to ensure a positive article
+Elevator Pitch
Three main points we want to stress in the pitch:Our main goal is to provide awareness on
the negative financial and social effects of problem gambling.
Within the last year, we have launched our new Prevention Initiative.
If you would like to hear more, I am free next week and would love to talk to you more.
+Electronic Newsletter
Quarterly Newsletter
Constant Contact User-name and password-secure account
previously set up Template created to ease transition process
(“Copy of MassGambling 1”) 501-2,500 contact list category suggested
+Web Site & Social Media Evaluation
Web site Improvements needed:
More information on college students needed Making the “Self Assessment” link more accessible
Current positive elements Good use of press room, services section, and “Contact
Us”
+Web Site & Social Media Evaluation
Social Media Facebook
Utilize group feature
MySpace Create user page
YouTube Utilize viral video craze: public service announcements
+Company Descriptions
Three descriptions 100-word, 250-word, 500-word Different Web sites want specific lengths for
write-ups If the descriptions exceed the required length,
they are not used Allows for write-ups on the Council to be used on
a number of different Web based publications