Integrated Marketing Campaign for - WordPress.com · Integrated Marketing Campaign for A proposal...

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Proposed by:

CARPE NOCTEMCREATIVE MKTG.

Research. Create. Engage

Proposed on: December 21, 2015Olivia Reeder | Carpe Noctem

800 College Drive, Parkersburg, WV, 26101www.carpenoctemmktg.com | [email protected]

Integrated Marketing Campaign for

A proposal to engage the Millennial Generation in the activities and fundraising efforts of Make • A • Wish Michigan.

Make - A - Wish Michigan Campaign Proposal. Copyright © 2015 Carpe Noctem. CONFIDENTIAL.

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Table of Contents | Carpe Noctem

Executive SummaryBusiness CardsGreetingPress ReleaseAgency CredentialsSituation AnalysisTarget AudiencesSecondary AudiencesSWOT AnalysisFocus Group ReportBrand PositioningBrand PersonalityBrand PerceptionICSSCreative BriefCommunication ObjectiveCommunication PlanCommunication Plan SummaryCommunication Plan Budget SummaryConclusionReferences

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Executive Summary | Carpe Noctem

Thinking back on our childhoods, we tried to remember what we wanted most. If we had one wish, what would it be? For most of us, that was granted. Then, we considered how that wish was granted. To put it quite simply, our wishes would have remained in our heads if it hadn’t been for a community of people behind us. This really solidified the power and necessity of community in our minds.

Carpe Noctem started by researching Millennials and how the react to advertising. We wanted to reach them on a level that made them comfortable, We were able to determine that community is important for them, so we went from there. For Millennials who are looking to engage with a community of like-minded individuals, only Make-A-Wish Michigan’s community oriented organization can offer the personal connections that they need. Unlike nationwide organizations, Make-A-Wish Michigan offers Millennials the opportunity to see where their time and money is applied while forming authentic connections.

For Make-A-Wish Michigan, the need for community is no different. Luckily, the Millennial generation also values community and sees worth in creating lasting relationships with businesses, charities, and other people. However, Millennials are not willing to just sit back and write a check, or drop change in a bucket. They want to be involved. They want to see the change they enact. We were able to determine that Millennials do the most good when presented with a chance to show others the good that they do. Whether that involves buying a charity t-shirt, serving at a soup kitchen, or Instagramming their latest volunteer efforts; they want to be part of the change in their communities. Carpe Noctem will harness the power of community in this generation to create powerful relationships to last for many years.

The campaign before you in built around community: social, digital, physical, and more. A large chunk of the campaign is based on social communities. Millennials are active there, and they spend a large part of their time engaging in these communities. It only makes sense to reach them where they are comfortable and where they are native. A guerrilla tactic blended with social media that involves beautifying the community will also bring great value to this proposal. In this campaign, you’ll also find a striking event tactic to attract the target audience through popular interests in the Millennial generation. The campaign will explore traditional advertising methods, while still keeping in mind the habits of the target audience to meet the objectives that include increasing volunteers, sky mile donations, and general donations from the target audience. .

Millennials are mobile. This campaign is mobile. We seek to create a strong community for Make-A-Wish Michigan within the Millennial generation through positive engagement throughout one year. We don’t want to just talk at them, we want a conversation because each unique, individual voice makes a difference in a positive community.

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Olivia ReederCarpe Noctem MKTG, Founder & CEO800 College Drive, Parkersburg, WV, 26101

304•428•8900 | [email protected]


Research.Create.Engage.

Business Card | Carpe Noctem

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Ms. Karen DavisPresident, Make-A-Wish Michigan7600 Grand River Ave. Suite 175Brighton, MI 48114

CC: Ms. Sherri CollinsVice President of Marketing and Brand Advancement

Olivia Reeder | Founder & CEO304•428•8900800 College Drive, Parkersburg, WV, 26101www.carpenoctemmktg.com | [email protected]

Greetings Ms. Davis,

I would like to begin by thanking you for your for this opportunity to present Carpe Noctem’s campaign proposal for Make-A-Wish Michigan. We are excited and eager to share with you our ideas for an amazing campaign that meshes the social and digital space with the power of traditional community. With this campaign, we hope to partner with you and make more wishes come true.

At Carpe Noctem, we hold several beliefs close to our hearts. These beliefs are what our company is founded upon. We believe in the power of community, and this is how we approach marketing communication. We believe that every project is unique, and we believe that all of our efforts should be focused on your project. Therefore, we do not believe in a traditional 9-5 atmosphere - we want to live and breathe your project to find out where your target audience lives, engages, and thrives.

Carpe Noctem exists to engage and promote community. We know, that when working together, powerful things can happen. Make-A-Wish Michigan is no exception. By harnessing the power of the community, we can make your events bigger, your advertising brighter, and your donations larger. Our team excels in all fields of integrated marketing communications, but we specialize in digital and social media, branding, advertising, media placement, and public relations. Our specializations center around the idea of community and creating relationships with the publics at hand.

I look forward to speaking with you about this integrated marketing plan. I know this time of the year is busy for everyone, so I will follow up with you by phone on January 11 to answer any questions you might have about the proposal. If you have any questions between now and then, please feel free to contact me.

Thank you,Olivia Reeder

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CARPE NOCTEMCREATIVE MKTG. Contact:

Olivia ReederCEO & Founder

[email protected]•482•0838

For Immediate ReleaseJanuary 1, 2015

Integrated marketing agency Carpe Noctem opens for businessWest Virginia integrated marketing agency aspires to research, create, and engage

Parkersburg, W.Va (January 1, 2015) - Carpe Noctem Creative MKTG., an integrated marketing communications agency which specializes in non-profit work, launched today with the goal of creating authentic communities within the non-profit sector.

Carpe Noctem is the brainchild of West Virginia resident Olivia Reeder. Ms. Reeder has a passion for community and the relationships that exist between non-profit organizations and their publics. The agency’s experience in social media, media planning, and creative strategy and execution will help to accomplish its goal of creating and engaging communities.

“The main goal of Carpe Noctem is to create a community between our clients and their publics. We really want a community between all of us. In a community, people help each other, and we want to create that for our clients, “ Reeder said. “Carpe Noctem isn’t an average marketing firm, we invest in our clients and we want them to succeed while still staying true to their mission and goals.”

To create this community effectively, Carpe Noctem’s team is comprised of individuals from all different backgrounds with unique talents. Carpe Noctem believes that every project is different so each campaign is tailored to the project at hand.

Carpe Noctem is currently accepting a limited amount of clients. To connect with Carpe Noctem, please visit carpenoctemmktg.com, “like” Carpe Noctem MKTG. on Facebook, or join the conversation on Twitter at @carpenoctemmktg.

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About Carpe Noctem Creative MKTG.

Carpe Noctem is a full service integrated marketing communications agency headquartered in Parkersburg, WV. The team at Carpe Noctem specializes in creative and social strategies to help non-profits reach and connect within their communities through research, creation, and engagement. To connect with Carpe Noctem, please visit carpenoctemmktg.com, “like” Carpe Noctem MKTG. on Facebook, or join the conversation on Twitter at @carpenoctemmktg.

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We Believe While most are familiar with the Latin phrase “Carpe Diem” meaning “Seize the Day,” fewer are familiar with its counterpart “Carpe Noctem” meaning “Seize the Night.” This does not mean that we solely work in the dark, what it means is that we seize every opportunity to make a difference - in our jobs and our lives. We try to remember that although sunlight is beautiful, the moonlight is just as so - but you have to be awake to see it. Established in January 2015, we have a passion for helping and creating authentic relationships between non-profits and their supporters. Authentic relationships are different than your everyday work relationships that end with a firm handshake and curt email. We want your supporters to know you, and employees as people, not just a name and phone number in their contact. We Comprisedof young workers, we seek to make a difference and engage our community through our work.

We CreateOur mission at Carpe Noctem is to connect communities with non-profit organizations through organic and engaging methods. We identify opportunities and seek to create new ones when they do not exist. The causes we partner with become causes we support. Through integrated marketing, we bring your value to the front of the community and the communities of others while raising awareness and encouraging others to become part of it.

We PursueAt Carpe Noctem, we are a full Integrated Marketing Agency that seeks to excel in all areas of the field. We believe in the power of reaching communities on multiple touch points and carry that through on all of our plans.

Market Research

We believe in the power of research. Our team knows that your project is important, and we will provide the necessary research to approach your project in the best way possible. Our experience includes qualitative and quantitative research methods to fit any need.

Social

At Carpe Noctem, we believe in the power of community. The growing digital and social landscape means that our communities are growing as well. A non-profit cannot exist without community support. We tap that area, and create a desire to support within the target audience.

Agency Credentials | Carpe Noctem

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We EngageAt Carpe Noctem, our goal is to engage. We want to engage you, we want you to engage your community, and we want the community to engage others. Through research, creation, and engagement, we provide a full service plan that is smart and effective. Our team is made up of talented creatives who share our passions and are committed to providing quality results.

Media Planning

We believe that a good campaign becomes a great campaign when people are engaged. At Carpe Noctem, we excel in media planning to make sure the right people see the information at the right time. We use several types of data to determine, analyze, and target your ideal market while also determining where and how they are most likely to see your message.

Public Relations

At Carpe Noctem, we know that money is important, but we also know that relationships are important as well. We believe that by making sincere and authentic relationships between your organization and your community, we can help to create longstanding aid and volunteer efforts for your group.

Agency Credentials | Carpe Noctem



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History

It all started when a young boy had a wish to become a police officer. He knew he was dying from Leukemia, and so did his mother. With the help of the Department of Public Safety, that boy went on to become a police officer and “catch the bad guys.” He flew in a helicopter, he cruised in a patrol car, and he rode on the back of a patrol motorcycle. For that day, he became part of the force and their first and only honorary member (How It All Started, 2015). Although the boy passed, he inspired the officer to continue granting wishes as he became the co-founder of the Make-A-Wish foundation. In 1982, the first official Wish Kid was granted three wishes (How It All Started, 2015). He became a fireman, and passed shortly after. Make-A-Wish is granting futures that would have otherwise been erased.

In the same year, NBC did a piece on the organization and it broadcasted to millions of viewers (How It All Started, 2015). The nation was inspired by the idea of granting wishes, and becoming something bigger than themselves. As the phones started ringing, the founders realized that they weren’t quite ready to handle the inquiries. However, undaunted, they incorporated in 1983 (How It All Started, 2015). Make-A-Wish Michigan joined the ranks in 1984 when they granted the wish of Joshua who wanted to visit Walt Disney World. Make-A-Wish Michigan granted 15 wishes during its first year (Volunteer Match, 2015).

Today, Make-A-Wish hopes that they will one day have the opportunity to stop granting wishes and that all children will be healthy and free from life-threatening illnesses. However, in the meantime, the goal is to continue granting wishes to every eligible child.

“Because wishes make very sick kids feel better – and sometimes, when they feel better, they get better.”


Situation Analysis | Carpe Noctem

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Fundraising Challenges

Fundraising is a difficult task. Unfortauntely, there is no magic formula that will somehow make it work. How-ever, there is a good deal of research available to make it somewhat easier for driven organizations to continue making a difference in their communities.

Funds

A major issue in the world of fundraising is that many organizations are ashamed of how much they spend on fundraising. They are afraid that the public will view fundraising efforts as money being spent instead of money going into research, wish granting, or whatever else the organizaion funds (Harvard Business Review, 2010). To combat this, organizations cannot be afraid of large scale events and reaching out to previously untapped markets to boost the fundraising budget and in turn, boosting the revenue (Harvard Business Review, 2010).

Technology

Another major hurdle to overcome in fundraising is the ever-changing face of technology. Although it was previously understood that face-to-face is the best way to retain donors, research is now showing that organizations that use technology to render donations are having success in previously untapped markets (Swindoll, 2015). Technology still isn’t ideal for major gifts, but for general donations, it’s much easier for people to make a difference. The University of Louisiana Lafayette has used technology driven donations and raised $650,000 from a previously untapped market (Swindoll, 2015).

Perceived Need

The Millennial generation donates based on perceived need. So, for example, if there were a homeless man and a Salvation Army bell ringer outside on the sidewalk, the Millennial would be more likely to drop change to the homeless man rather than the Salvation Army. This is simply because the man’s need seems greater at the time (Swindoll, 2015). Millennials are more likely to donate to causes that will come to fruition sooner rather than later (Swindoll, 2015). They do not want their money tied up in large trusts, but would rather have good thigns happen while they cans till enjoy them.

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Competition

Although Make-A-Wish Michigan is the premier wish granting organization, there are several others in the field. The Granted Wish Foundation exists to help those who suffer from terminal diseases and includes children and young adults. Generally, the website looks much less professional than Make-A-Wish Michigan’s and it presents a much less compelling story. Additionally, they are a younger company which appears to be using Make-A-Wish’s success to launch another organization

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Kids Wish Network exists in a similar capacity to Make-A-Wish Michigan. They deal with terminally ill children as well as those who are suffering from poverty, abuses, and homelessness. They also operate several other initiatives aside from wish granting. Again, the website isn’t very cohesive and it looks like it’s operating on a much smaller scale and budget than Make-A-Wish Michigan. The site seems to be geared toward children rather than Millennials or older generations, and seems to lack a cohesive feel and brand.

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Make-A-Wish Michigan has several major promotional tools they use to gain supporters.

The Ride to Grant Wishes is a 300-mile bicycle loop that lasts three days and involves community members and charity riders from all over. The event is a hug fundraiser for the organization as it brings in over two million dollars each year. The event is accessible to all ages and income levels while promoting a cause via a fun activity.


The Wish Ball is a formal event with tickets available at $250 per person. The event celebrates the Wish Kids, and often hosts celebrity appearances. Last year, the event brought Ice Dancing Gold Medalists Meryl Davis and Charlie White (Wish Ball, 2015).

RIDE TO GRANT WISHES The 2015 Wish-A-Mile® Bicycle Tour offers many ways to get involved!

WAM 300 • July 23-26Three-day, 300-mile, fully supported tour through Michigan countryside starting in Traverse City and ending on the track at Michigan International Speedway

WAM 50 • July 26One-day, 50-mile tour starting and ending at Michigan International Speedway. This tour is ideal for both beginner and expert cyclists

WAM JR. • July 26Half-mile kids’ ride for children ages 5-13 on the Michigan International Speedway track

VOLUNTEERFrom marking the course, to providing refreshments at a break stop, to cheering on teams – volunteers are vital to WAM’s success. Volunteer on the WAM 300, 50 or at our finish-line celebration, Heroes Hurrah!

Photo by Andrew Knapik Photography

Promotion Tools

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May 2, 2015Detroit Zoo

walkforwishesmi.org

J.Ferrantino Charitable Foundation

Lead SponsorsHamilton Chevrolet

Home and Community Recreation Therapy Trusted Choice Michigan - Young Agents Council

Strength Sponsors

Joy Sponsors

FREEREGISTRATION!

Inspiration Sponsors Hope Sponsors

The Walk for Wishes is another major promotional event carried out by Make-A-Wish Michigan. The event is a huge turnout for the organization with last year bringing in over 4000 walkers. The focus is to celebrate wishes granted while raising money for future wishes. Last year, the event raised $460,000. A second Walk for Wishes raised an additional $120,000.

This year, Make-A-Wish has partnered with Macy’s in the form of writing letters to Santa. Macy’s Believe campaign encourages children to write their wishes to Santa, and mail them form their stores. This year, the Wish Writer, was introduced and $1 from each sale will go to benefit the Make-A-Wish foundation.

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Social ChatterMost notably about Make-A-Wish Michigan’s social chatter is that it really is rather quiet. On Facebook, the organization has 11,139 likes which is really rather small for a state-wide endeavor. Although they are active, the post are not engaging. Each post is receving likes, and only a select few have comments.

The Twitter for Make-A-Wish Michigan suffers from much of the same issues that the Facebook does. The organization is posting, but it’s not posting engaging content. As a platform favored by Millennials, the Twitter page needs more attention if they hope to reach that demographic.

However, there is no negative content on the social media channels. With the proper plan for media, they could really become a driving force behind reaching the target market.

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Easily recognizable, Make-A-Wish has high brand recognition as one of the most trusted charities in America (Wishmakers at Work, 2015). The brand is known as the largest wish granting organization in the world and they grant a wish, on average, every 38 minutes (Wishmakers at Work, 2015). Stated clearly on the landing page of their website, it states “We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.”

Although Make-A-Wish Michigan’s purpose is clearly stated, it’s a little bland and disconnected to resonate with the hip, community driven Millennial generation. For example, the webpage features the iconic blue and white for Make-A-Wish, but it’s dull and doesn’t require any engaging from the individual viewing it. This is the type of site that causes Millennials to disconnect.

Execution Assessment

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On the same page, information about the Wish Ball is provided in a module. Clicking through, the advertisement is bright and more fun featuring an attractive font and theme for the event. However, the price point of the event is not attractive for Millennials and likely will turn them off from entering further into the website.


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The “Ways to Help” page which should essentially function as the virtual handshake for potential volunteers delivers more like a cold shoulder. For a generation which has grown up with seamless websites and interactive content, they will be turned off by headers being placed over images skewing the subject’s eyes and a plain white background with a myriad of potential buttons to click.


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The Winter Appeal letter does show the difference that a donation makes, but it lacks the acknowledgment of a community the Millennials need. Additionally, the section to make donations online, or digitally, needs to be made easier.

Yes! I want to help wish kids like Eric.

CONTRIBUTION MADE BY:

Name:

Address:

City: State: ZIP:

Email:

Phone:

MY CONTRIBUTION: $35 $50 $100 Other $

I would like to be a monthly donor. Please charge my card $ per month.

Visa MasterCard AMEX Discover Check

Credit card number:

CVV: Exp. date:

Name on card:

Signature:

This gift is in honor of

This gift is in memory of

Please contact me about planned giving opportunities.

Please contact me about volunteer opportunities.

To make an online donation, visit michigan.wish.org/Appeal2015

Dear Make-A-Wish® Michigan Supporter,

My 13-year-old son Eric is the strongest boy I know. He deals with a variety of medical conditions, including eosinophilic esophagitis and ulcerative colitis, which prevent him from eating any food and requires him to use a feeding tube. Eric has a hearing impairment, in addition to muscle weakness and extreme pain, that makes it hard for him to socialize and fit in with others his age. It took more than six years for Eric to receive a diagnosis. While we visited doctors and he underwent test after test, his growth and internal development lagged due to lack of nutrition. There are no approved drugs or treatments for Eric’s condition, and we travel to Cincinnati, Ohio, every three months for biopsies.

We often feel alone because we don’t know anyone else with this rare disease. Last year, I thought I was going to lose my son. You don’t think you will have to watch your child suffer every day while you have no answers and there is no known cure.

I contacted Make-A-Wish Michigan after speaking with Eric’s doctor about qualifying for a wish. Eric knew he wanted something more than a trip – something that would be a permanent reminder of this wish experience. That’s how he chose a tree house.

When the builder Tim and his team first came over, Eric never left his room – he seemed distant. As time went on, Eric started to go outside and meet everyone. The volunteers would ask Eric for ideas on how to improve his tree house and he became involved in the process. Tim and his team showed Eric so much love and compassion. Without Make-A-Wish Michigan, we wouldn’t have these memories and friendships.

I had heard of Make-A-Wish Michigan before, but never realized the impact the organization would have on Eric’s life, much less on our immediate family, friends and strangers. Make-A-Wish Michigan came along when our family was being torn apart and they put us back together. The planning and building of Eric’s tree house gave our family something to focus on other than illness and helped us through some really tough times.

I am so grateful to Make-A-Wish Michigan for granting Eric’s wish. As a family, our desire is for every medically eligible child in Michigan to receive a wish and for their families to receive the healing that we have. Please donate today to help other children like Eric experience hope, strength and joy through the power of a wish.

Thank you,

Renee, wish mom

Your gift will help build more wishes like Eric’s

“

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The planning and building of Eric’s tree house gave our family something to focus on other than illness and helped us through some really tough times.

- Renee, wish mom


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Overall, Make-A-Wish Michigan is perceived well. They are the clear leader in the wish-granting sector of non-profits, and they are a trusted organization which can do wonders for the reputation of a non-profit.

The promotional tools are all great events, and are great fundraisers for Make-A-Wish Michigan. However, they are not geared toward the Millennial generation. It is suggested that new events and promotions be considered with the Millennial lifestyle in mind.

As for execution, it is once again lacking the appeal to the Millennial generation. The executions appear cluttered and could benefit from several pieces designed to reach and speak to the Millennial generation.

Summary

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DemographicsThe Millennial Generation is lazy, they expect instant gratification, and they are social to the point of hyper connectivity. Or, perhaps, the Millennial Generation sees the benefits of living a rich life, they expect technologies available to work for them, and they see the digital social space as a place to close physical boundaries. It’s all in how we choose to perceive this group – this is how we will determine the best way to connect with potential volunteers and donors.

The Millennial Generation is comprised of individuals born between the years of 1981 and 2000. The generation is about 77 million strong and they are comparable to the Boomers in size (Marketing Charts, 2014). The average Millennial salary is around $36k and fluctuates according to age (Marketing Charts, 2014).

Millennials represent the most educated generation with nearly 25% of them possessing a college degree or higher

(Marketing Charts, 2014).

They are a racially and ethnically diverse group who tend to congregate in urban areas and vibrant downtown centers (Marketing Charts, 2014).

The Millennial Generation is diverse with one in three being not white, and nearly half were raised by divorced parents (GreenBuzz, 2010). They are redefining what the American family looks like.

Target Audience: Millennials | Carpe Noctem

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PsychographicsAlthough the Millennial generation is often seen as a group of self-absorbed children, they are actually very concerned about charity work and working toward a “greater good.” A recent survey proved that 83% of surveyed Millennials believed that businesses and organizations should be working toward making the world a better place (MacQuarrie, 2015). This includes working on solving large issues like clean drinking water access and poverty.

Additionally, the same survey proved that Millennials believe that businesses and organizations are responsible for this because they see the government as a failing system (MacQuarrie, 2015). This generation feels failed by the government because they want to see their money, vote, or time in action and they feel that the government doesn’t provide this (MacQuarrie, 2015). Millennials expect quick results from any action.

This generation doesn’t just expect corporations to make changes and solve the world’s problems on their own. In the survey,

51% of Millennials want to be actively involved in making change while 69% believe companies should make it easier for them to enact change through

their transactions with the business or organization. MacQuarrie, 2015).

Target Audience : Millennials | Carpe Noctem

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Fundraising is a difficult task. In one day a person could be asked for money outside of the store, in a direct mailer, and by a phone call. This gets exhausting, and can lead to apathy from donors.

Millennials do not trust charity. This is major hurdle to overcome. They are afraid that the money they donate is going to a cushy corner office instead of the charity’s purpose (Hu, 2014). Millennials feel that the word donate is old, and they don’t respond well to it. They need to be addressed as investors. They are investing their money in a better future, and in a cause (Hu, 2014).

Another challenge in reaching Millennial donors comes in the platform in which the donation is received. Milennials value their time, and they have no interest in filling out a form for donations – it needs to be short and sweet (Hu, 2014). Additionally, Millennials donate sporadically and on whims. If they are asked to answer too many questions, or are given the chance the think, they may retract the donation as they are cautious buyers.

For Millennials, fundraising must also be a group effort. No longer can an anonymous donation do the trick. The Millennial needs validated in their donation – either a public show on social media through sharing or possibly a gift in return for donation.


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Target Audience PerceptionWith a determination to make the world a better place, the Millennial generation is interested in engaging. However, they expect smart and streamlined ways of participating. For example, from the focus group, it was determined that they would not pick up the phone to call about volunteering. They would inquire via social media, or look for information provided on the website. The generation may be short on cash and time, but they are interested in “making a difference,” as long as it’s beneficial to them. So, with the current marketing efforts and bland website, the Millennial focus group felt like Make-A-Wish Michigan was marketing toward older adults and that they felt insignificant because they couldn’t make large donations.

Needing to feel needed and validated are key parts of the Millennial psyche. Often referred to as the generation where everyone brought home a tee ball trophy, they crave the same validation as adults. They need to know they matter. They need to know that Make-A-Wish Michigan believes that they matter. Ideally, Millennials will think that Make-A-Wish Michigan is a place where they can enact change while forming authentic relationships.

Creating ActionMillennials are loyal donors as long as a proper relationship is formed. If Make-A-Wish Michigan has current Millennial donors or volunteers, it is important to use their social clout to recruit more. Gaining a Millennials’ trust, which is easy based on the overall positive perception for Make-A-Wish Michigan, can be the beginning of a landslide of positive engagement.

However, the effort must be executed on their terms.

Any sort of plan must contain instant gratification of some sort. This generation expects things to happen fast, and as such, they give in the same manner (Hawthorne, 2015).

Also, Millennials are turned off by organizations that ask for money first. They would like to be engaged as volunteers before any direct donations happen (Hawthorne, 2015).

A great example of how Millennials like to shop and donate is Toms One for One philosophy. Although no direct volunteer opportunities exist, the Millennial is getting something (a pair of shoes) while giving something (the other pair of shoes) to someone who is less fortunate. Also, this looks good to Millennials who believe that corporations are responsible for solving world problems.


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Secondary Audiences | Carpe Noctem

Corporate Sponsors

Internal Constituents

Make-A-Wish Michigan has three levels of corporate sponsorship available for purchase. The highest level is anything over $25,000 while the lowest level is anything between $5,000 and $9,999. Top level sponsors invlude nationwide chains with local offices in Michigan. They are clearly large companies with lots of purchasing power and employees like Pepsi, Planet Fitness, and Meijer (Our Sponsors, 2015).

Understanding Make-A-Wish Michigan’s internal constituents is important as well. Make-A-Wish Michigan has 700 registered volunteers and 550 of those are wish-granting volunteers. Wish-granting volunteers are specially trained to go into a child’s home and determine what their heartfelt wish is. They also start the paperwork process with the family to actually be able to make the wish come true. Additional internal constituents include employees of Make-A-Wish Michigan. There is currently an intranet site available for employees, but nothing is available for volunteers.

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SWOT | Carpe Noctem

For Carpe Noctem to successfully analyze Make-A-Wish Michigan and it’s communication prospects, a SWOT Analysis was created. A SWOT Analysis is a tool that helps to categorize the strengths, weaknesses, opportunities, and threats of an organization. Strengths and weaknesses come from within the organization, while opportunities and threats are external to the organization.

Strengths: An internal factor, strengths are positive for Make-A-Wish Michigan. Overall, Make-A-Wish Michigan’s strengths are rooted in its wonderful reputation. The brand has excellent charity scores for transparency and fund usage which contributes greatly to the reputation. One of the most important strengths seen here is that Millennials already see the brand as positive. This means that it will be easier to reach the target audience because they already have a positive association and less minds will need to be changed.

Weaknesses: Another internal factor, weaknesses are places where there might be cracks in the foundation that could use a little fortifying. Weaknesses are also something the can be fixed from the inside working out. One of the largest weaknesses for Make-A-Wish Michigan is the fact that much of its branding is geared toward older, established adults. For example, even the ticket prices for events are not within a Millennial budget and the time commitment required for Wish A Mile is not feasible either. This is also reflected in the lack of engaging social media posts.

Opportunities: Opportunities are factors that exist outside of the organization, but are places where growth and capitalization can occur. The biggest opportunity for Make-A-Wish Michigan is to reach out and leverage the Millennial population. What this means is that instead of just trying to market to them, actually use them in the creative execution. Millennials like to work together and support each other. So, while one Millennial might design the t-shirt, 20 more of his friends are likely to buy it and become involved with the brand.

Threats: Threats are also considered external to the organization, and are something that should be watched and assessed so the organization can stay ahead of the curve. For Make-A-Wish Michigan, the threats come from other organizations where the target market might opt to spend their time and money. This is important to know because Make-A-Wish Michigan can now watch the other organizations to see where the target audience is responding. Additionally, and slightly connected with the Weaknesses section, social media is a threat. With the ever evolving platforms, it is important that Make-A-Wish Michigan stay active on all social media platforms and continue to work on driving engagement.

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SWOT Analysis: Make-A-Wish Michigan

SWOT | Carpe Noctem

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Focus Group IntroductionCarpe Noctem hosted a focus group to evaluate interest in three potential concept ideas for Make-A-Wish Michigan. The information gleaned from this session will be used to further engage the target audience.

LocationThe setting for the focus group was a conference room at WVU Parkersburg in Parkersburg, WV. The room was large, but the conference table facilitated the group conversation well. The participants were all able to have good seating throughout the room. Light refreshments along with tea, lemonade, and water were provided for the participants to enjoy. The moderator recorded the session with an iPhone and welcomed participants as they arrived to the room. Before the session began, the participants chatted with each other and participated in an icebreaker game.

AttendanceThe request to attend was sent out to 13 people, and 10 actually attended. They were asked to sign release forms for the information provided during the focus group; all agreed to sign. The ages ranged from 18-28 and were all Caucasian. The participants were all residents of Parkersburg, which has an extremely high Caucasian population and is important to note.

Findings At the beginning of the focus group, attendees were questioned about their habits with charities and how they contribute. Overall, the consensus was that they did want to contribute, but time and finances were an issue. Ideally, they would like to contribute if they were getting something out of it (for example, they support Toms shoes which sends a pair of shoes to a child in need with each pair purchased). Additionally,

their limitations on time make them more inclined to attend events that are entertaining and double as charity events as well.

In general, they like to give in a herd mentality. Anything that would allow them to give with friends, or make them part of a group is a positive idea for them.

The group was also questioned about their knowledge of non-profit organizations. The top mentioned groups were UNICEF, Red Cross, Susan G. Komen, and Make-A-Wish.

Focus Group Report | Carpe Noctem

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Concept IdeasThe group was presented with three concept ideas presented to them in the following manner.

1Make-A-Wish Michigan would sell leather and metal bracelets with either charms embedded or attached (for women’s, the idea was to resemble an Alex and Ani bracelet). The bracelets would be distributed in local boutique shops and on the Make-A-Wish Michigan website. The charms will feature the word “Wish” in

English, Arabic (ةبغر), and Spanish (Deseo). Another version of the bracelet will feature a stylized bicycle image with Wish-A-Mile written on the charm.

2 Make-A-Wish Michigan will host an annual event in the form of a year-end benefit concert. The concert will have either a statewide celebrity or national celebrity host and feature well known acts in a variety show style. The cost of the ticket would cover expenses and serve as fundraising dollars.

3 Install a Wishing Well public art display in downtown areas that are populated heavily with Millennials. The Wishing Well would be a physical display that features an area to donate as well as places to write well wishes to display in local hospitals. Additionally, the spot will serve as a place to recruit volunteers.

Overall, the best-received concepts were the concert and the bracelets. Ticket price was the main concern As college students, they felt that anything over $100 per ticket would be too much, but depending on the act they would be willing to pay up to that. They also felt that the lineup of the concert was important, and they wanted a young “music festival” type feel.

The bracelets were well received as well. They felt that these were something they would definitely purchase because they are already interested in purchasing goods that show they support charities. They also like the idea of the bracelets looking similar to ones they already own because it’s part of a collection and “group” style. Additionally, it showed that they were active givers and it would result in recognition from their peers. They also suggested adding t-shirts as a part of the product line.

Finally, the Wishing Well was brought up to them. They really enjoyed that idea, but did not think it would succeed in a small town like Parkersburg, but thought it could succeed in larger urban area in Michigan.


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What this Means

When given the chance to make suggestions, they were all receptive to an idea that a participant brought up using social media. They thought that the concert should have a large social media influence and it needed to include a branded hashtag for the event so they could use that when they shared with friends.

In summation, the key findings from the focus group appear to be that

1) Millennials are interested in giving or volunteering, but are short on time and money.

2) Millennials want to form authentic connections through the products they purchase and with the charities. Thus, they expect full transparency when working with non profits.

3) Millennials expect to see their money or time go to a good use and they want other to know about it. For Make-A-Wish Michigan, these findings are very important.

The organization must offer alternative ways for Millennials to support the organization like through products that donate a portion back to the wish granting funds. Additionally, Make-A-Wish Michigan must publicize their accomplishments to validate the Millennials’ donations to their peers.


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To reposition the brand into a market that better serves Millennials, the following will serve as the new positioning statement.

Working as a community, Make-A-Wish Michigan grants the wishes of children with life-threatening medical conditions with the hopes of enriching the lives

of the children, their families, and the community while creating authentic and meaningful relationships.

The new positioning statement is crafted to reach the Millennial generation based on their need to form community and their need to create authentic relationships. The positioning statement is providing a broad base for the brand to build upon while still driving home the points of community, authenticity, and the need to provide children with hope during dark times. Additionally, the positioning statement ties into the human aspect of life where helping others will, in turn, help the volunteer to become a better person and to lead a better life.

Brand Positioning | Carpe Noctem

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AuthenticMillennials crave authenticity (Solomon, 2015). They desire a smooth communication process laden with honesty and “real” communication (Solomon, 2015). This means the communication style must be relaxed, and the barriers between “business” and “friend” must be broken down. Make-A-Wish must work toward creating an authentic voice that becomes relatable on a personal level.

TransparentBased on the results of the focus group, it is extremely important to Millennials that they know and understand where their money and time is being used. They were outraged to find out that other non-profits did not use all of their money for funding the organization. To them, numbers and facts are important, but disclosing them in an honest and easy-to-understand fashion is as equally important. Make-A-Wish must work toward sharing all of their numbers in a manner that is enjoyable (infographics, photos, etc.) that will satisfy and appeal to the Millennial cohort.

InvolvedMake-A-Wish Michigan will strive to become a community-minded organization which understands that it can only go forward through the formation of close and authentic relationships. Based on focus group results, Millennials enjoy doing charitable work while in a group atmosphere, and are driven by the donation habits of their peers. Make-A-Wish Michigan will work toward creating more events and creating relationships between the organization and its publics.

EmpoweredMillennials are the generation which has grown up with every bit of information waiting just a few key strokes away. With the takeover of the Smartphone, they have even more instantaneous access to anything they need. As such, the organization must act as a fact disseminator about itself. For example, they need to present the “why” of the organization and move forward with making the Millennials feel empowered and connected through their knowledge of the organization.

Brand Personality | Carpe Noctem

The new positioning of Make-A-Wish Michigan is tied into the personality of the brand as defined by the following four core concepts.

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Brand PerceptionThe Make-A-Wish brand is a trusted organization that is known for granting wishes of children who are suffering from life-threatening illnesses. They are able to provide experiences that the families of the children are not able to. Overall though, the focus group thought that Make-A-Wish Michigan only worked with “cancer kids” and “kids who are dying.” Clearly, the brand has made an impact because it was one of the few charities that the focus group was actually able to list by named (for example, they were only able to describe other charities and list parts of their branding packages).

The brand’s strengths include its ability to permeate popular culture, and to maintain an overall popular image while many non-profits

come under criticism for spending and CEO paychecks. Additionally, being rated as one of the most trusted charities in

America is great for image strength (Wishmakers at Work, 2015).

A major weakness in charity is that Millennials do not have the time or money to donate. Ideally, there would be a third way to participate in charity for this target market. As the focus group members were not part of the target audience, they thought that making contact with Make-A-Wish Michigan would be difficult. However, this is not a brand weakness. In general, in terms of volunteering, they would like to be contacted via social media.

Overall, Make-A-Wish is perceived as positive. Research reflects that Make-A-Wish is one of the most trsuted charities in existence. They work to make positive changes in the lives of children who are living with a life-threatening disease, and they do it efficicently. A major positive in their perception is that the company is transparent about thier funds. This makes it easier to trust, and support.

The perception of Make-A-Wish Michigan is better than competing organizations. It has yet to come under scrutiny for any sort of wrong doings, and the funds are distributed like they are supposed to be.

Brand Perception | Carpe Noctem

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Rational Factors Emotional Factors

• Need donation alternatives to money• Want to make changes in the world• Need something in return from donation• Want to help children• Need transparency in non-profits• Want to follow friends’ donation habits• Want to have a personal connection• Need to see an impact from the donation• Need to become part of a community

• Good brand recognition• Image is perceived as positive• Relatable through breadth of cases helped• Health professionals believe the Wish experience helps with the physical healing of a child• Volunteers experience an increased sense of compassion• The desire to help community is increased when partnering with Make-A-Wish.

For Millennials who are looking to engage with a community of like-minded individuals, only Make-A-Wish Michigan’s community oriented organization can offer the personal connections that they need. Unlike nationwide organizations, Make-A-Wish Michigan offers Millennials the

opportunity to see where their time and money is applied while forming authentic connections.

Rationale Make-A-Wish Michigan relies on its community to continue granting wishes to every child who has one. Those people come in the form of wish granters who form personal connections, those who go into the home to determine the child’s wish, the community members who donate their time, treasure, and talent to grant the wish, and many more. Without the like-minded individuals who are willing to lose sleep over custom bicycles or spend the day pretending to terrorize Gotham City, wishes would go ungranted.

Make-A-Wish Michigan needs to engage Millennials in their community. With the future of fundraising sitting in the hands of a generation that values transparency and genuine connections, it is crucial for Make-A-Wish Michigan to create events that foster relationships while, to allow Millennials to take ownership within the organization, and to show the power of a Wish.

Integrated Creative Strategy Statement | Carpe Noctem

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Creative BriefClient: Make-A-Wish MichiganType: Integrated Marketing Communication Campaign Date: 12/10/15

Why are we advertising?To increase participation in volunteering by 20% and raise $1.25 million.

Whom are we talking to?Millennials who are disengaged with charity contributions of any form, but would like to participate given the right opportunity.

What do they currently think?I think that Make-A-Wish Michigan is for kids who have cancer and get one wish granted before they die.

What would we like them to think?I think that Make-A-Wish Michigan forms a community of volunteers and children with wishes who work together to enrich each others’ lives through meaningful and lasting relationships.

What is the single most persuasive idea we can convey? That participating with Make-A-Wish Michigan will make you feel like a better person.

Why should they believe it?There are reports from the children and their families that Make-A-Wish Michigan has helped with the physical part of their disease. Helping others feel better feels good. Make-A-Wish Mighigan provides many outlets for being involved invluding donating, volunteering, and attending benefits.

Are there any creative guidelines? Multiple integrated communication touch points will be used including social and digital media and traditional methods such as direct mailers and radio ads. Additionally, the campaign will seek to create a physical product to allow for proceeds to go to Make-A-Wish Michigan. Another touch-point will involve a replicable year end concert to benefit the organization. All information disseminated will use proper Make-A-Wish Michigan branding, colors, and wording with an authentic tone to reach the Millennial audience.

Creative Brief | Carpe Noctem

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Communication Objectives | Carpe Noctem

Communication Objectives

Objective #1

Raise $1.25 million in donations from the Millennial and Corporate target audiences

within Michigan in one year starting January 1, 2016 through December 31, 2016.

Objective #2

Increase volunteers from the Millennial target audience by 20% in one year starting

January 1, 2016 through December 31, 2016.

Objective #3

Increase awareness of Make A Wish Michigan within the target audience by 30% in one

year starting January 1, 2016 through December 31, 2016.

Objective #4

Achieve 80% awareness of the campaign deliverable for internal constituents with a 90% positive attitude by August 31, 2016.

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Communication Plan | Carpe Noctem

Strategy #1:

Rationale: This strategy will work to fufill Objective #1 by illiciting donations through a year end event. Millennials love to participate and be part of something. Millennials dislike traditional marketing methods, but like to be part of experiential fundraising (Donor Drive, n.d.). This event, Blues, Brews & BBQ: A Community of Wishes, will serve to attract new volunteers, but also to raise at least $100,000 in donations from the two target audiences: Millennials and Corporate Sponsors. A committee of Millennials (Millennials like ownership within events (Donor Drive, n.d.)) and volunteers will exist to help create and execute the event. Tickets to the event will be sold for $75/ticket. The event will take place in August in Detroit, MI.

Create a year end event to draw in Millennial donations and awareness.

Tactic 1: Reach out to Millennials within the Detroit area who are popular on Instagram and Twitter to serve as a committee member.

Rationale: This tactic will give Millennials ownership of the event and allow them to create an event that speaks to their generation. Additionally, it will leverage earned social media impressions from the committee members.

Tactic 2: Partner with popular bands and talent throughout the state to present a variety style- benefit concert with a blues theme.

Rationale: The event will need an attraction to draw people into it. Popular bands throughout the area would be a solid choice. It will also bring it social media mentions from the bands’ publicity.

Tactic 3: Invite four local and statewide craft beer brewers to set up ($300/booth space) and offer tastings. Also, invite seven local and statewide Millennial-favorite restaurants ($300/booth space) sourced by Carpe Noctem and approved by the committee members. Each ticket will provide the bearer with three “tasting tickets.” Additional tasting tickets will be available for purchase. Each booth will provide 200 tastings and their booth fee can be considered a tax deductible donation.

Rationale: Millennials are drawn in by the idea of “hand-made” (Katz, 2015). Aside from bringing in the target audience with food and drink, the event will act as a show for the vendors as well. The booth space is reasonable, and they will be able to reach new clients as well.

Tactic 4: Reach potential attendees through a Facebook ad campaign targeting Millennials and corporate sponsors to run June and July. Also, it will be important to update the Make-A-Wish Michigan Instagram with frequently with pertinent information.

Rationale: To raise a significant amount of donations, it’s important that the target audience is continually reminded about the event. The social media campaign will serve as a touchpoint that connects the audience to the event and creates buzz.

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Tactic 5: Reach potential attendees through a billboard campaign in downtown Detroit and Ypsilanti to run three months prior to the event in June in three locations.

Rationale: The billboard campaign will serve as another method to raise awareness for the event as well as a touchpoint to keep the event relevant to the target audience.

Tactic 6: Mail postcards about the event to 4,000 corporate sponsors and Millennials that are currently listed in the Make A Wish Michigan database three months before the event in June.

Rationale: Although Millennials are connected fully to the digital age, there is a formality attached to receving paper mail (RIT, 2011). This will help to make sure that enough people buy tickets to sell out the event.

Tactic 7: Email all Millennials on the Make A Wish Michigan email list to invite them to purchase tickets for the event three weeks before the event.

Rationale: The best thing about email is that it’s free. For Millennials, it often comes to their phones, and it’s almost instant access to the target market. The email blast will serve as a quick way to update the target audience on the proposed music, food, and craft beer brewers as well as sell any remaining tickets to the event.

Budget: $33,936.95

• Instagram Branding Reach Out || Included in Agency Fee• Talent Fee || Eight Acts || $1,600 || $12,800• Media Kit to Present to Vendors and Musicians || Included in Agency Fee• Venue Rental || Detroit Historical Society Entire Museum || $4,000• 100 Venue Tables, Linen, and Décor Rental || $2,650• Billboards || Three Billboards || $1,200/month (FitSmallBusiness, 2015) || $10,800• Postcard Mailing and Printing || 4,000 Postcards || $1,980 (Vistaprint.com, 2015)• Mailing Lists || Included in Mailing and Printing Fee• Facebook Campaign || $800/month || $1,600• Email Blast || Included in Agency Fee• Ticket, Billboard, and Postcard Design || Included in Agency Fee• Ticket Printing || 2,500 Tickets || $106.95 (Next Day Flyers)

ROI: $75/ticket at 2,000 tickets = $150,000, 10 vendors at $300/space = $4,000; 353.78% ROI Evaluation: Ticket sales and response rates will be used to evaluate this component. Additionally, after the point of purchase, ticket holders will be asked to answer a short survey in which they tell where they heard about the event. Additionally, a social media tracker will be used to track the photos and statuses on the event to determine if it was recevied as positive by the target audience.

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“


makeawishmi

The Instagram community is a strong one. Make-A-Wish Michigan will raise interest about the event through Instagram postings. The postings will help to reach a new audience and convert them to being ticket holders for the event.

Calling all craft beer & bbq lovers. Make sure you’ve purchased your ticket for the MAWM Blues, Brews, & BBQ Fest. Link for purchase in profile - they’re almost sold out!

“BLUES

BBQbrews

Benefiting Make-A-Wish Michigan

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BLUES

BBQbrews

Benefiting Make-A-Wish Michigan

Join the Make-A-Wish Michigan community for a night of great talent, great music, delicious food, and craft beer.

August 13, 20167-11 p.m.

Detroit Historical Society


Millennials place value on the concept of receiving paper mail. It seems more formal, and in the case of invitations, it more frequently illicits a call to action to attend rather than just putting it in the junk folder like email. This touchpoint will convert potential target audience members to ticket holders to meet Objective #1.

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Strategy #2:

Rationale: This strategy will work to fulfill Objective #1 and Objective #3. By adding a shorter component that would work as a gym substitute, Objective #1 is met. Objective #3 is met through the aggressive campaign work. Although Wish A Mile is a great event, Millennials do not have the time to invest in such a long event. A shorter component will be added to the event that will allow us to reach the target market. The outdoor advertising will be the first touch point, while they will then be faced with the social media component as a reiteration of the former.

Inform Millennials about the Wish A Mile bicycle tour and the new shorter component through a social media and outdoor advertising combination.

Tactic 1: Reach Millennial bike commuters with full color outdoor advertising billboards (4) and trash can signs (10). The signs will remain up four months out of the year (03/16-06/16) leading up to the event. They will be placed in Detroit and Ypsilanti to reach college aged Millennials and those working and living around the metropolitan area.

Rationale: The signs will reach both car and bike commuters while trash can signs will associate Make A Wish Michigan with wanting to keep the city clean and enjoyable (Emerging Advertising Media, 2015).

Tactic 2: Provide Millennials with another component to Wish A Mile that is shorter and will allow for a quicker participation. Participants will have the option to ride a stationary bike where they will be sponsored by the hour with sponsorship levels starting at $25/hour. Participants will commit to ride at least two hours with a goal of raising at least $300.

Rationale: The shorter aspect of Wish A Mile will allow Millennials, who are often crunched for time, the opportunity to ride a stationary bike for charity. This will work in place of daily gym time.

Tactic 3: Pull in the target audience through Facebook and Instagram posts that feature the new stationary Wish A Mile alternative where it is promoted as a charitable substitute for the gym.

Rationale: Facebook and Instagram will be leveraged to create a quick and efficient method of spreading the word about the new event.

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Tactic 4: Reach the Millennial target audience through a targeted radio spot that suggests substituting a morning at the gym for a couple hours riding with the stationary section of Wish A Mile. The ad will run January – May 16 times/month or roughly every other day on a Top 40 station.

Rationale: Millennials are listening to more and more radio each day. This ad will act as a catalyst and plant the idea about subbing a day at the gym for a charity ride.

Budget: $66,795

• Four Billboards || $1,200/month (FitSmallBusiness, 2015) || $19,200• Billboard Design || Included in Agency Fee• Trash Can Design || Included in Agency Fee• Trash Can Signage || $375/can/month || $15,000 (Media Life, 2012)• Stationary Bike Rental || $75/bike at 100 bikes (estimate from gymsource.com) $7,500• Tent Rental for Bikes || Navi Trac Frame Tent || $2,895 for 3 Days (Great Lakes Tent Co., 2015)• Facebook Ad Campaign || $300/month for four months (March-June) || $1,200• Photography for Facebook Ad Campaign || Totaled into Cost of Strategy 3• 30 Second Radio Spot Production + 16 Airings || $3,500/month || $21,000 (Miboso, 2014)

ROI: 100 Bikes at $300/2 Hours || 10 Hour Day for 2 Days || $150,000/Day || $.18/Rider = 349% ROI

Evaluation: The event will be evaluated based on the amount of riders per hour. Additionally, the Facebook campaign will be evaluated through a social media tracker and click-throughs to the website.

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Don’t have time for the full Wish A Mile tour? We get it. This year, you can participate in Wish A Mile by joining the stationary tour. All you need is two hours and a passion to make a difference. Register today! www.tinyurl.com

The Facebook campaign for Wish A Mile will target those who are part of a gym community. Instead of attending a local spin class, this is a viable option that can stand in its place.

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Rationale: With the advent of Apple Pay, mobile shopping, and even sending cash through social media channels, people are more and more confident with exchanging money quickly and easily through their mobile devices. The app will be available to anyone through a basic download, and will launch with the Walk for Wishes Detroit segment. Objective #1 will be met with this strategy because it will raise money for Make-A-Wish Michigan in a modern fashion that Millennials are comfortable with. Additionally, it will meet Objective #2 because the app will keep a running calendar of volunteer opportunities with instructions on how to sign up.

Develop an app that allows families, volunteers, donors, and friends to registeronline, support, and challenge other walkers for Walk for Wishes Detroit.

Strategy #3:

Tactic 1: Reach potential donors from the Millennial target audience through an app that allows for easy donation, registration, and social media integration for Walk for Wishes Detroit.

Rationale: The app will integrate all parts of the event. Participants can challenge each other, supporters can just download the app to pledge, and it will also integrate with social media so people can share directly from the app.

Tactic 2: Provide press releases to the local news outlets about the new way to support the upcoming walk.

Rationale: The press release will present the app as a trusted and safe option to donating money to Make-A-Wish Michigan. It will also serve as a touchpoint for the campaign.

Tactic 3: Reach the target audience through transit media coverage in bus shelters through Detroit and those who are walking or biking to work and passing the bus shelter one month prior to the event.

Rationale: The transit media coverage will be effective because it will reach the target audience while they have time to play on their phones as they wait for their bus. For those biking or driving, it will act as outdoor advertising.

Tactic 4: Reach the Millennial target audience through social media targeting on Facebook that allows the user to click and be routed to the app store. The campaign will extend a month past the walk to encourage people to download and keep updated about next year’s event.

Rationale: Millennials use their phones for everything. Having the app will encourage them to interact with it, and potentially become donors or volunteers.

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Budget: $40,000

• App development with e-commerce integration || $25,000 (Adt Mag, 2014)• Press releases and earned media coverage || Included in Agency Fee• Bus Shelter Ad Design (4) || Included in Agency Fee• Bus Shelter Ads (4) || $3000/Shelter || $12,000 • Facebook Campaign || $500/month for 6 months || $3,000

ROI: Although app reach is difficult to determine before the launch, it is estimated that the bus shelter ads will reach a potential 100,000 bus passengers within a one-month period || .40/bus passenger. $55/average donation at a 2% return rate = 175% ROI

Evaluation: The primary evaluation method for this touchpoint will be app downloads and donations earned through the app. A secondary method will include tracking the social media repsonses from the app.

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The app will function as a landing point for anyone who is or wants to be involved with Walk for Wishes. This execution will be a great point to start facing the major fundraising challenge of technology. Additionally, it will make receiving donations easier for walkers.

The sponsor section will allow walkers to ask people to sponsor them right from their phones. It will be safe, and the donation can happen seamlessly.

The challenge section will allow walkers to issue challenges to each other to increase donations.

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Rationale: Business travel is unavoidable for many corporate professionals. By using indoor print advertising throughout the airport, we will be able to reach business travelers while they are thinking about miles. Additionally, the location of the touch points will also be placed to attract first class flyers who could also be tapped to donate. This strategy serves Objective #1 through donations of miles and money as well as Objective #3 through basic awareness in advertising.

Inform potential corporate partners about Wishes in Flight through marketing efforts involving indoor large print advertising in Detroit Metropolitan Wayne County Airport during the two heaviest travel months of the year (July and December).

Strategy #4:

Tactic 1: Reach corporate partners by placing two backlit diorama ads in the Detroit Metropolitan Wayne County Airport containing information about how to donate accrued miles. One will be placed near a terminal, and the other will be near the Delta Sky Club.

Rationale: This strategy is designed to target corporate sponsors and potential upper-class donors when they are aware of their sky miles. Many times, flyers are more aware of their miles during this time because they have checked them close to the flight. The heaviest travel months were selected to gain the most amount of views.

Budget: $29,300

• Two backlit diorama ads || $6,700/month average (Blue Line Media, 2015)• Product Design || Included in Agency Fee• Photography and videography for page ads || $2500

ROI: 2.6 million potential viewers/month average with a .003% response rate || 8,000 travelers/month average || 32,000 travelers total || $.92/traveler $25,000 in miles/month = 70.65% ROI

Evaluation: This tactic will be evaluated based on the increase of donated sky miles during the campaign as compared to the same time the previous year.

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This is one example of the airport diorama displays that will be used. It’s goal is to encourage people to donate their sky miles by showing them why they are so important.

Because you can’t drive to swim with the dolphins in Hawaii.

http://michigan.wish.org

Donate your extra sky miles & join the community of wish granters.

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Rationale: The Millennial generation likes to volunteer, but they also like to have physical proof that they did a good deed. The product will serve as a fundraising effort by being sold in 15 boutique stores throughout Michigan (focusing on Lansing, Detroit, and Ypsilanti). However, another version of the product will be reserved for volunteers only. This will increase the desire to volunteer once there is more than a good feeling attached (for example, a trendy t-shirt) as the end result. This strategy will meet Objective #2 by reaching more potential volunteers and Objective #1 through the sales of the t-shirt.

Design a tangible product to increase awareness of the brand and volunteers within the Spanish and Arabic speaking communities.

Strategy #5:


Tactic 1: Reach Spanish and Arabic speaking potential volunteers through the design of a new t-shirt targeted at Millennials. There will be two prototypes – one available for anyone, and one for volunteers only.

Rationale: Currently, graphic tshirts are popular among the Millennial generation. Sevenly, a company that designs and sells charity driven tshirts, has seen great success in this market. Make-A-Wish Michigan can do the same by selling shirts that benefit the charity. The popularity of the shirts will form a community of people who own them, and those who want to own them thus converting new consumers and volunteers.

Tactic 2: Reach potential volunteers through a targeted social media campaign on Facebook featuring the new product.

Rationale: The social media campaign will function as the vehicle to spread the word and create awareness about the product.

Budget: $10,495

• Three Hand Lettered Designs with Exclusive Rights || $125 Design || $375• One Color T-Shirt Printing from Custom Ink || $4.12/Shirt || 1000 Shirts || $4,120 (free shipping -)• Facebook Campaign || $500/month || 12 Months || $6,000

ROI: An average of 89,000 viewers per month || 10,680 Click Throughs at 1% Response Rate || $1.12/ClickThe t-shirts will be priced at $24.99 per shirt.$24.99/shirt at 2,000 shirts = 376.23 ROI

Evaluation: This component will be evaluated based on t-shirt sales and by using a social media analytics tracker.

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Shown here are two potential t-shirt designs for this campaign. The top left is an example of something that could work for volunteers while the bottom is one that can reach Spanish and Arabic speaking audiences.

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Rationale: As with any organization, it’s important that all the different people and groups are working together. The internal strategy will allow volunteers, workers, and other internal members to have a voice in the organization and feel updated with the newest events. Additionally, it could serve to keep current volunteers and bring back old ones. This strategy meets Objective #4.

Create an internal campaign (Wishmakers) that allows internal constituents to have a voice, and make them strong advocates for the brand using social media.

Strategy #6:


Tactic 1: Reach current and past volunteers along with employees with an intranet system (Wishmakers) that integrates video, social media, and blogging while fostering community.

Rationale: Although Make-A-Wish Michigan has an intranet system, it is more utilitarian and does not encompass all volunteers. This site will work for all employees and volunteers within Make-A-Wish Michigan. It will serve to create a community and to recruit new volunteers while retaining old ones.

Tactic 2: Connect with current volunteers through a weekly giveaway hosted on the Wishmakers website. Volunteers will have a place to submit content (photos, anecdotes, videos, etc.), and those who do submit, will be entered to win.

Rationale: This will require that the volunteers show where they volunteered. Those who want to win the giveaway will enter and it will encourage those who would like to win to start volunteering more frequently.

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Budget: $26,715

• Intranet Creation and Integration || $ 12,000 (North Patrol, 2015)• Intranet Design || Included in Agency Fee• Intranet Content Creation Photography || $200/hour || 10 Hours || $2,000• Intranet Content Creation Videography || 32 hours total || $120/hr || $3,840• Intranet Content Creation Video Editing || 3 min/video || $150/min || $7,200• Intranet Content Creation Graphics || $125/graphic || Included in Agency Fee• Announcement Email Creation with Infographic about Intranet || Included in Agency Fee• Weekly Giveaway (tshirt, mug, etc.) || $25 || 52 Weeks || $1300

ROI: The goal of this strategy is not to raise money, but to create a positive association. Therefore, the return on investment will be based on the findings of the evaluation.

Evaluation: Evaluation is key here. At the beginning, the middle, and the end of the campaign, the volunteers and employees will be asked to answer a climate survey regarding the website and how it works for them. Additionally, we will track website visits and what volunteers became more active because of the site.

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The design of the wish makers website will be sleek and minimal to appeal to the Millennial generation. It will feature places for volunteers to find opportunities, submit their hours for chance to win a gift, and to find out about all the newest plans for Make-A-Wish Michigan.

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Rationale: Corporate sponsorships are no longer a simple transaction of money followed by a tax break. Now, corporate partners, and potential corporate partners, want to know how their money is being spent (Birkbeck, 2011). Carpe Noctem will work with Make-A-Wish Michigan to research and target potential new corporate partners as well as current ones. Instead of a simple numbers report, that will now be accompanied by a dynamic video that walks the donors through the Wish process, and how their donation is changing lives. Video email converts 68% more leads and results in 81% more interaction (BombBomb, 2015). This strategy will fulfill Objective #1 in the sense that the videos will create a return of profit as new corporate sponsors join.

Design a series of videos to be disseminated through quarterly corporate emails that show where the corporate money donated to Make A Wish is spent, and how much an average wish costs.

Strategy #7:


Tactic 1: Provide corporate sponsors with a quarterly interactive email update (Wishes at Work) that includes a two new videos each quarter detailing how a Wish was granted along with a letter from a director, upcoming sponsorship opportunities, and events. The email will pertain to current corporate partners as well as new leads.

Rationale: The videos are important to keep corproate sponsors updated, but also actively involved. It’s easy to look at numbers and decide whether or not to donate. However, with a video, names are now linked to faces and a personal connection is formed.

Budget: $8,739

• BombBomb email video integration || $1299 one-time fee• Eight Wishes at Work videos (videography) 32 hours total || $120/hr || $3840 • Eight Wishes at Work (editing) 3 min/video || $150/min || $3600

ROI: 100 new potential partners targeted with a 68% response rate || 68 new potential partners interacting with Make A Wish Michigan || $129/partner24 New Corporate Partners at $25,000 each = 6765% ROI

Evaluation: The evaluation method used here will be to track the click-through response on the email as well as corporate donations as compared to previous months

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Wishes at Work: Taking Megan’s Wish from an Idea to a Reality

Join Us Today!

Dear [First Name],

It takes some serious effort to bring a Wish from an idea in a child’s head to something they actually experience in life. We certainly couldn’t do it without our amazing volunteers and the support of our corporate sponsors. [Company Name] [can be/is an] important part of the Make A Wish Michigan community. We rely on our community to make each and every wish come true. Megan’s story is just one of the Wishes that we grant. Join us as we walk you through the making of a Wish.

Sincerely,[First Name] [Last Name]


The email will be the first step in this process. The video will show what happens during a wish and then sponsors will be invited to learn more, and what the next steps are in becoming a corporate sponsor. It will fulfill the need for more corporate sponsorships.

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Rationale: The clean graffiti pieces are rising to popularity in larger cities. Carpe Noctem has seen first-hand the success of these unconventional pieces during a campaign in the company’s hometown. Millennials who are in the city and college area of Ypsilanti will see the pieces and be encouraged to share them on social media to raise awareness for Make-A-Wish Michigan. The timing was chosen to correlate with summer and fall months as the graffiti would be difficult to execute with snow on the ground. Additionally, Millennials find clean graffiti as a way of cleaning up the city and beautifying where they live – which is especially important to the Millennial generation (Evans, 2011). In terms of objectives met, this strategy will fulfill Objective #3 by creating awareness. Additionally, through creating awareness, there is a chance to recruit more volunteers thus fulfilling Objective #2.

Create awareness about Make A Wish Michigan through a cohesive series of clean graffiti pieces and social media impressions.

Strategy #8:


Tactic 1: Reach the Millennial target audience through a series of clean graffiti pieces relating to Make A Wish Michigan (Wish A Mile, Walk for Wishes, etc.) from March – October to be displayed in Detroit and Ypsilanti.

Rationale:

Tactic 2: Create a branded hashtag for the pieces that encourage viewers to snap a photo and share. The best photos will be shared on the Make A Wish Michigan Instagram and Facebook accounts.

Rationale: A branded hashtag is one of the best ways to raise awareness via social media. People will search for it, contribute to it, and try their best to take a photo the receives the most likes on social media. It will help to raise awareness of other events that are taking place in the Make-A-Wish Michigan community.

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Budget: $11,850

• 200 Clean Graffiti Pieces || $760/25 || $6,080 (Reverse Graffiti – to include installation)• 10 Stencils || $227/stencil || $2,270 (Reverse Graffiti) • Facebook Ads || $500/month || $3,500

ROI: The ROI on the clean graffiti pieces would be calculated by foot traffic in highly populated areas. Unfortunately, this information was not readily available. However, it could be calculated that even if only 10% of the Eastern Michigan enrollment (this is not calculating anything within Detroit) saw the pieces and hashtagged them on social media, the cost would only be $6.58/impression. Clearly, considering the size of the Detroit population, the final number will be much lower.

Evaluation: In this case, since we are judging awareness, evaluation is very important. Social media impressions will be closely tracked along with any earned media coverage from the graffitii. Additionally, a social media tracker will be used to track sentiment about the strategy.

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The clean graffiti will be applied with a pressure washer to dirty sidewalks. With the attached hashtag, the hope is to create awareness of Make-A-Wish Michigan throughout the Millennial population. Instagram (seen on the next page) and Facebook will be used to educate the population about the tactic, and what to do when they find one. Additionally, Make-A-Wish Michigan will share the posts on their Instagram and Facebook feeds.

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“ @janedoe found this design on 31st and Brown Ave. She said that she “just loves the bike designs.” Where have you seen our designs? Tag #wishmaker to show us.

“

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Communication Plan Summary | Carpe Noctem

Communication Plan Summary: January - June

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Communication Plan Summary: July - December

Communication Plan Summary | Carpe Noctem

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Communication Plan Budget Summary | Carpe Noctem

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Communication Plan Budget Summary | Carpe Noctem

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Conclusion | Carpe Noctem

Make-A-Wish Michigan fills a very specific and important role in the world. It gives hope in times that are very dark for children. It grants wishes that could go unrealized in the child’s life. Also, and possibly most impor-tantly, it forms a community of like-minded individuals who want to make a difference. Although the Make-A-Wish Foundation has been granting wishes longer than most Millennials have been alive, this campaign will now bring Millennials into the organization and give them the tools they need to make a difference.

Millennials have changed the face of marketing. They are not interested in seeing TV commercials that don’t have entertainment value, and a simple newspaper ad will likely not even warrant their attention.

Integrated marketing communications seeks to be a fresh face in marketing. One that can mesh all aspects of the brand while still being aware of the fact that a brand can change daily. Integrated marketing commu-nication is the confluence of all things marketing and communications packaged into a seamless design that resonates to all target audiences.

This campaign acts as the vehicle to bring all aspects of Make-A-Wish Michigan together. It starts with strong and researched marketing objectives and strategies that are followed by new and exciting communication tactics.

Throughout this campaign, you have undoubtedly read the terms “community” and “authentic relationships” over and over again. However, this campaign is built on those two principles. To engage the Millennial gener-ation properly, these two principles are key. Through these principles, Carpe Noctem will engage a generation that is known for being apathetic and self-absorbed. They will relate to the community that they crave, and their desires for acknowledgment of their good deeds will be met as well.

As a smaller non-profit, Make-A-Wish Michigan must rely on its community, and this proposal is the path to that render that support. Although there is always more that could be done, this campaign will be an excellent launching point for moving forward with the Millennial generation. Of course, Carpe Noctem will be there on this path as well, making sure that every road is crossed at the most beneficial time.

Carpe Noctem is not the agency to choose if you are hoping for a business relationship that ends after our contract runs out. However, if you are looking for life-long supporters who happen to know a thing or two about integrated marketing communications, then we are the agency for Make-A-Wish Michigan. We want to build those authentic relation-ships, promote change, and be active parts of community as well. We will lead by example, and together, we can create the biggest and brightest community for Make-A-Wish Michigan yet.

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References | Carpe Noctem

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