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AN INTEGRATED CAMPAIGN FOR BEEKMAN THERAPEUTIC RIDING CENTER SPONSORED BY PROTECT AMERICA BY
AN INTEGRATED CAMPAIGN FOR
BEEKMAN THERAPEUTIC RIDING CENTER
SPONSORED BY
PROTECT AMERICA
BY
Dear representatives of Protect America,
Five Star Media would like to thank you for choosing our advertising class to be the leading participants in the first Pay It Forward challenge hosted by Protect America Cares. �is opportuni� was an incredible experience in which Five Star Media was able to implement marketing and advertising skills in the process of giving back to the greater Lansing, MI communi�.
�e chari� of choice was Beekman �erapeutic Riding center (BTRC). Five Star Media would also like to thank the center for agreeing to let us work with them and learn about their contribution to the residents of East Lansing and Lansing, MI. Watching the volunteers work with the horses to initially develop trust among trainer and horse was an unforgettable experience. Seeing that translate into a bond between horse and rider was incredibly rewarding and fueled Five Star Media’s e�ort to help Beekman �erapeutic Riding Center in any way possible.
�ank you for taking your time to allow us to present our work and overall advertising proposal to you. Five Star Media appreciates the opportuni� to learn and grow from this experience in more than one fashion. Please enjoy the following proposal for Beekman �erapeutic Riding Center, an amazing Lansing chari�.
Sincerely,
Samantha Blackmore Kelly Dakesian
Ha-Jin Kim Jenine Rowe Caroline Zieleniewski
TABLE OF CONTENTS
SITUATION ANALYSIS Company Background S.W.O.T. Problem/Opportuni� Market Research Summary Report Objectives
CAMPAIGN EXECUTION Creative Brief Outdoor Print Direct Mail Social Media Public Relations Media Flight Plan
APPENDIX �ank you! Contact Information
1 2 4 5 6 8
9 10 12 14 17 20 22
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Colby is one of the Beekman crew’s ten horses. He is a an expert of natural horsemanship!
SITUATIONANALYSIS
background
Protect America was founded in 1992 and has grown into one of the largest home securi� companies in the nation. �e company has protected more than 375,000 families in America with its state-of-the-art GE securi� system. Protect America is committed to protecting and defending the securi� of homes in America but has always been committed to a role in the communi� as well.
Protect America Cares is a section of the company that focuses on charitable giving. �e Ronald McDonald House, the Austin Zoo, Austin Pets Alive, Barkin’ Doggie Biscuits, the Cystic Fibrosis Foundation and Feed the Children are just a few examples of the many organizations that receive help from Protect America Cares.
Protect America has distinguished themselves from competitors with this vast commitment to charitable giving. �e company has marketed themselves through social media sites like Facebook, twitter, and blogs. �e company has also implemented a Pay It Forward challenge, utilizing talented Michigan State Universi� students to raise money for a chari� of their choice.
�e chari� selected for the Pay It Forward Challenge is Beekman �erapeutic Riding Center, located in Lansing, Michigan. Beekman �erapeutic Riding Center is a non-profit organization that allows people of all abilities, many with disabilities, to partner with horses using the techniques of natural horsemanship to strengthen the body. �e program has been in existence since 1979 but has had many struggles to gain recognition and support. �e center combines a school for children and riding arenas. Beekman �erapeutic Riding Center operates with a volunteer-only sta� and all of the ten horses at the center were donated. �e center does not limit lessons to students of the center; lessons are also o�ered to non-students.
�is is the only center of its kind located in Lansing, which sets the chari� apart from other non-profits in the area. �e center does not have an extensive marketing background, although they have experimented with a television advertisement and some event marketing.
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SWOT
STRENGTHS
Volunteer sta� Tax exempt Reasonable prices / low rates Combines a school with a therapy center which provides multiple opportunities for people to donate and volunteer Receiving help from Protect America Cares
Small budget for improvement Depend on outside contributions Lack of recognition Poor location (not present in the minds of Lansing residents)
WEAKNESSES
2
Eligible for grants and donations Close to universi� where many people may find interest in the chari� Could connect with many Lansing businesses for support
Su�ers the risk of being shut down without proper funding Competition with similar therapeutic riding centers in Michigan
OPPORTUNITIES
THREATS
3
PROblem / opportunity
�e Beekman �erapeutic Riding Center has had trouble gaining recognition and raising donations for the center. In 2005 the center was almost shut down because their main sponsor cut funds and the center has struggled ever since but remains strong and hopeful.
THE PROBLEM:
Protect America has provided a great opportuni� for Michigan State Universi� students to Pay It Forward and choose this chari� and work with them on marketing and fundraising techniques. Beekman �erapeutic Riding Center will be able to utilize fresh ideas to possibly implement in the future.
THE opporunity:
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From the survey results Five Star Media learned that Beekman �erapeutic Riding Center has low awareness within the communi�, but people are willing to help charities or non-profits. 73% of people said they would volunteer their time to a chari� or non-profit and 72% also said they would be willing to give a cash donation. Overall our survey results showed that Beekman �erapeutic Riding Center needs to raise their awareness within the Lansing area.
MARket rESearch
Data collecting methods
Five Star Media conducted market research pertaining to Beekman �erapeutic Riding Center. A survey was conducted of 184 people for primary research. �e survey contained 8 questions:
Do you donate to charities and/or non-profits?
If yes, what chari� or non-profits do you most donate to?
In what way(s) are you willing to help charities or non-profits?
Are in interested in horseback riding?
Have your heard of Beekman �erapeutic Riding Center?
What is your gender?
What is your age?
What is your income?
5
Summary report
A�er analyzing the survey results from 185 people, two main aspects were evident:Consumers are not aware of Beekman �erapeutic Riding Center. Also, most people who took the surveys are willing to help charities in some form, if they don’t already.
As a result, Five Star Media decided to focus on raising brand awareness of BTRC, which will therefore increase the opportunities for residents of the Lansing area to volunteer or donate to the chari�.
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7
39%
61%
NO YES NO YES
Other
Cash donationsDonating GoodsVolunteering time
Volunteering Equipment
Do you donateto charities?
Have you heard ofthe beekman therapeuticriding center in Lansing?
In what way(s) are you willing to help charities / non-profits?
85%
15%
2%
4%
33%
29%
32%
MARKETING OBJECTIVES
Raise awareness of a local Lansing chari� Increase involvement in the program
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CREATIVEEXECUTION
CREATIVE BRIEF
Client Protect America in support of Beekman �erapeutic Riding Center
Goal of Advertising Raise awareness in the Lansing communi� of the Beekman �erapeutic Riding Center to eventually
increase annual donations to the center
Target audience Adults in the greater Lansing area
PROBLEM Beekman �erapeutic Riding Center has had trouble gaining recognition and raising donations for
the center
SOLUTION Reinforce the idea that the Beekman �erapeutic Riding Center is still relevant in the Lansing communi�
Raise awareness to those that are unaware of the center in the communi�.
Link the center to new events which will reach a broader audience through traditional and digital
advertising strategies
Tone Informative, simple, encouraging
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RIDINGSINCE
1979
Outdoor advertising will be used to increase awareness of BTRC. If people are not aware of its existence, these ads like the one shown below will arouse curiosi� and interest in passersby.
EXIT XX
OUTDOOR
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PART OF THE
LANSING
FAMILY SINCE
1979
EXIT XX
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BTRC logo:Creates awareness of the chari�
Headline:Short and brief headline that unintrusively conveys BTRC’s involvement in the communi�
facebook:Social media logo where more information can be found
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Print ads will be used to showcase the chari� through a brochure and newsletter. �e main purpose of the brochure will be to inform potential donors on the cost of maintaining and running the BTRC. It showcases all of the costs involved with running the BTRC and how donations are distributed within the chari�.
BTRC will run a short update every other month in the Lansing School District Newsletter. �e main purpose of the newsletter will be to inform readers on recent updates or events that will be happening at BTRC.
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We are proud to offer riding and driving lessons to people of all ages(3 years and older), with and without disabilities.
Our experienced staff can teach skills in therapeutic riding, natural horsemanship, and driving to students from beginner through advanced levels.
PROGRAM SERVICES
Beekman Therapeutic Riding Center is a non-profit organization, through LEAF (Lansing Educational Advance-ment Foundation). It is located on the campus of the Marvin E. Beek-man Center, in Lansing, MI.
Our program has been in existence since 1979. It was founded by a former principal of the Marvin E. Beekman Center, John Breaugh, who saw a need for specialized horseback riding therapy for Beekman Center students, as well as others with disabilities, in the community.
Donations and volunteers from the community help support the continued operation of our program. BTRC is a not for profit 501(c)3 organization and relies 100% on the generosity of individuals such as you and the community to continue providing our services.
For donations, please make checksout to:
LEAF / Beekman RidingBeekman Riding2901 Wabash RoadLansing, MI 48910
If you would like more information,please contact our offices at 517 . 755 . 2174
Direct mail will be used to make people in the communi� aware of events put on by Beekman �erapeutic Riding Center. Mailing lists will consist of past attendees of events, volunteers, as well as parents within the Lansing school district. �e main purpose of these pieces will be to inform people about BTRC, as well as encourage attendance at events.
Direct mail
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DEAR LANSING COMMUNITY,
PLEASE JOIN OUR SILENT AUCTIONAT THE BEEKMAN THERAPEUTIC RIDING CENTER!
MONDAY, APRIL 9th
4:00 - 8:00 p.m.
2901 Wabash Road Lansing, MI 48910(517) 325-6740
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Beekman �erapeutic Riding Center is a non-profit organization that allows people of all abilities, many with disabilities, to partner with horses using the techniques of natural horsemanship to strengthen the body. �e Center operates with a volunteer-only sta� and all of the ten horses at the center were donated. �e center does not limit lessons to students of the center; lessons are also o�ered to non-students.
Please join our silent auction to help raise money for our chari�. Your presence is very important to us!
NO POSTAGENECESSARY
IF MAILEDIN THE
UNITED STATES
MR. DAVE REGANCOMM ARTS AND SCI404 WILSON RD ROOM 314EAST LANSING MI 48824 US
social media
Facebook is an important element for any business in today’s viral online world. Beekman �erapeutic Riding Center implemented a Facebook page a�er consulting with Five Star Media and has done an exceptional job developing it.
Facebook is a great way to update “friends” on opportunities to volunteer, to ride or to donate. Facebook also allows viewers to be invited and reminded of events hosted by BTRC.
A few ways to take the page to the next level would be to implement the newest “Timeline” template. �is allows for BTRC to have a banner picture that can immedi-ately draw viewers into detailed content below. Beekman �erapeutic Riding Center can post personal stories or recaps a�er a riding lesson (permission permitting).
Twitter would be a great resource for Beekman �erapeutic Riding Center to have quick updates on the center’s hours, events, etc. Twitter can also be used as an encouragement tactic to invite followers to come ride.
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BTRC’s old Facebook page had a minimal fan base and no information.No posts were being made and no pictures were uploaded.Five-Star Media spoke to the BTRC sta� about the importance and benefitsof social media, and urged them to improve their Facebook page.
BEFORE
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AFTER
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public relations
EVENTSPanda Express, Noodles & Co., and Summer event (Carnival & Silent auction)
Five Star Media implemented various fundraising events in the Lansing communi� to raise funds for BTRC but was also able to achieve more awareness of the chari� through these events. Panda Express at Michigan State and Noodles & Co. both agreed to host a fundraiser in which a portion of their profit was donated to BTRC when Five Star Media’s flyer was used. BTRC could also benefit from hosting other fundraising events that could be located on-site or at another Lansing location. Because BTRC is linked to the Lansing school district, we suggest hosting an on-site carnival for kids and most of the proceeds would be able to help the center. Another event that BTRC could benefit from is a silent auction in which local businesses could donate goods (such as dinner or movie passes) and the proceeds would go to BTRC.
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PRESS RELEASE
�e State News
Contact: Five Star Media FOR IMMEDIATE RELEASE
SECURITY COMPANY SELECTS MSU ADVERTISING CLASS IN MARKETING PROJECT
Protect America will work with selected class to raise money and awareness for chari�
Protect America is a major securi� company that has chosen Michigan State Universi� to represent them in a marketing project. Students in the Advertising 342 class at MSU were split into teams to work on a semester-long Pay-It-Forward challenge and advertising campaign on behalf of Protect America.
Teams of upper-level advertising students were given $500 and a Kodak video camera to document all of their work to be presented at the end of the semester. Protect America requested that the teams choose a smaller or lesser-known chari� to work with on behalf of Protect America. Many teams of students chose local Lansing charities and are busy raising awareness through fundraising events and creating e�ective marketing ideas.
Protect America is a major supporter of charities and has an organization within the company called Protect America Cares, which is linked to many major charities. �e company is linked to the military, promoting safe� with young children, and many animal charities. Marketing and advertising for their support of charities is done completely through social media.
�e students in the MSU advertising program said they are honored to have been chosen for such a major project and they are also excited for the opportuni� to help local charities raise funds and aware-ness.
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Contact: Five Star Media (517-555-7827)
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media FLIGHT PLAN
OUTDOOR
public relations
print ads
direct mail
social media
JAN feb mar apr may jun jul aug sep oct nov dec
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Some of the horses enjoying a daytime meal
APPENDIX
Thank you
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�ank you for your time and attention!
Sincerely,
contact information
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Samantha Blackmore
samblackmore52@gmai l .com313.320.2633
Kelly dakesian
kdakes ian@gmai l .com616.745.6115
ha-Jin Kim
ni jah.k im@gmai l .com517.402.8617
Jenine Rowe
rowejen i@gmai l .com734.812.3560
Caroline Zieleniewski
z ie len i8@gmai l .com517.282.7303
