PARTNERS

FOR A

HUNGER FREE

OREGON

VictoryLapAgency

Don Whitlatch, Crystal Greenberg, Shannon Kluss, Ian Fadden

Table Of Contents

1 Problem2 Factors of Hunger3 Objective4 Our Audience5 Our Thoughts6 Strategy7-14 Tactics and Executions

15 Media Plan16 Media Schedule17-18 Budget19 Recap20 Evaluation21-22 The Team

People who have plenty to eat, may still be malnourished if

they don’t eat the food that provides the right

nutrients, vitamins, and minerals.

kidshealth.org, oregonhunger.org

What’s the Problem?Oregon ranks #1 in the nation in

child hunger.

Half-a-million individuals throughout the state face the long-term effects of

hunger.

1

Factors of HungerHunger not only affects those without jobs, but those who have jobs but simply cannot financially support themselves and their families.

Concerns with malnutrition, decrease in job performance, and a stall in education are evident.

Emergency food programs are great for immediate help, but they don’t address the root cause of hunger.

2

Objective

To share knowledge about the benefits and resources for nutritional eating habits through an online platform (OregonNutritionFacts.com ). On our website they can find budgeting tips, low cost recipes and information on cheap, nutritional alternatives.

3

Our AudienceYoung wife and mother of two.

Husband was laid off as a mechanic and is struggling to find suitable work again.

Both have a high school diploma but lack any higher education.

It has become hard to provide a balanced meal for her family since this new financial struggle.

4

Our ThoughtsWhat they currently think: I have too many financial obligations to provide a daily nutritious meal for my family.What we want them to think: Even though I am extremely busy and on a thin budget, I can make sure my family has a healthy dinner each night.Single most important thought: I feel like a good mother when I can provide a balanced meal for my family without straining my budget.

5

Strategy

Bus PosterLittle League SponsorshipChurch Bulletin InsertWebsite: OregonNutritionFacts.com

Tactics:

Our strategy relies on four sets of media. After surveying people in rural areas, we felt the best way to reach our audience was through low cost, high visibility ads that have reach in both rural and urban settings.We believe there is a strong connection in community based settings like local churches and little league games.

All forms of media will direct people to our website.

6

Source: Lamarnorthwest.com

TacticsBus Poster (internal)• 24x48 “Michelangelo” display• Cost: $40 (production) $60 (display/4 weeks)=$100Target Bus Lines:Tri-Met Line 12 (Gresham-Portland-Sherwood)LTD Line 98 (Eugene-Cottage Grove)RVTD Line 12 (Medford-Pheonix-Ashland)Why these lines?All three lines travel through major urban areas as well as low income rural areas.

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Sources: ashlandlittleleague.org/sponsor, greshamlittleleague.com/sponsor

Little League Sponsorship

Cost: $450-$500 per league Target Leagues: Ashland Little LeagueThurston Little League (Eugene/Springfield area)Gresham Little League (Portland suburb)

Tactics

9

10

Source: Kinkos

Church Bulletin Insert8 1/2 x 11 Insert (500 sheets per church)Cost: $660 for 6,000 sheets of paperTarget Churches: St. Alice Church (Springfield)St. Mark (Eugene)Our Lady of Perpetual Health (Cottage Grove)First Baptist (Medford)First United Methodist (Ashland)Greater Gresham Baptist (Gresham)St. Rose (Portland)St. Joseph (Salem)Augustana Lutheran (Portland)Sacred Heart (Newport)Trinity Lutheran (bend)St. Mary’s (Corvallis)

Tactics

11

12

TacticsWebsite: OregonNutritionFacts.com

All executions include a link to website.

Site is run through Wordpress.com. Cost for domain is $17.99 per year.

Site will include: Budgeting tips, local communities, recipes and resources.

13

Website: OregonNutritionFacts.com

All executions include a link to website.

14

Media Plan

Low tech advertisements that are directly applicable to our target audience.

Attract the attention of people in creative, non-invasive ways.

Hit both urban and rural markets.

Drive traffic to our to our website.

15

Media Schedule

January February MarchApril May JuneJulyAugustSeptemberOctoberNovemberDecember

Bus Posters Little League Church Inserts

16

Budget$17

Bus Inside: Little League: Church Inserts: Website URL:Total:

$1,500$1,500-1,350$660$18$3678-$3,538

18

RecapWhat we want people to take away: The importance of a nutritional meal is paramount. No matter your economic situation, there are ways to budget for a nutritional and filling meal for your family.Executions: Low cost and wide spread ads that will evoke a positive emotion and get people to take this issue seriously.Single Most Important Thought: I feel like a good mother when I am able to provide daily nutritional meals for my family without overreaching my budget.

19

Recap EvaluationHow to measure success: By monitoring the site analytics we can determine the number of people who view and stay on our site. We plan for a steady increase in traffic as the word spreads.

We can determine success with our campaign by closely monitoring the USDA statistics which will show localized data in the areas where our executions will be placed.

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VictoryLapAgency

21

The Team

Crystal Greenberg-

Don Whitlatch-

Shannon Kluss-

Creative

Account Manager

Media Planner

Ian Fadden- Account Planner

22