Amber KingICOM 305 - Public Relations CampaignsWalking Miracles Portfolio Submission

Executive Summary:Walking Miracles is a nonprofit organization that assists families who have been affected

by cancer. The assistance is through helping with travel expenses, counseling and patient navigation. In order to continue providing much needed services to those in West Virginia, Walking Miracles needs to establish their brand, ensure funds and make sure other needs are met. This is the core problem of the Walking Miracles Company and this can be turned into an opportunity for the company to expand.

The goal for Walking Miracles is to make sure that the company is able to continue providing for financial needs, supporting local families, and potentially expand. . The main goal of this company is to fill the growing need in the area.

The target audience and the key publics for Walking Miracles need to be reached. Potential patients are those who will need the services offered by Walking Miracles. Corporate donors need to also be reached. Childhood cancer survivors include those who have battled cancer at a young age and have survived to tell their story. Citizens living in the area are also a key public. They need to be aware of the company and do what they can to get the word out.

A few objectives need to be accomplished in order to help Walking Miracles continue to function. Updating the website and social media pages will allow for people to have easier access and more user friendly. Gaining 250 more followers or shares on the social media sites will help spread the word about the company. Increasing donations by 25% will allow for the company to help more families who are needing assistance. Incorporating more community involvement can impact the community in a positive way as well as the families in need.

Strategies have been determined to help the Walking Miracles Company. Raising more awareness about Walking Miracles by making more of an impact on social media can help get the word out. Having links and information posted on the social media websites will help spread the word about the company, childhood cancer and how people can help. A second strategy is getting information about the company in the hands of those who need it the most. Creating information packets and distributing them to families and corporations will help explain the goals and the background of the company.

The proposed budget for the company is $1000. Advertising on the radio would use $300 of the budget. Creating and distributing information packets would use $150. Having flyers and posters printed out for advertising purposed would cost around $50. The remainder amount of the budget would go towards the efforts of making sure family’s needs are met.

Three areas can be evaluated to check the progress. Updating the website and social media accounts to ensure user friendly access can be assessed by asking previous users to test the new, updated forms. Increasing the number of followers by the end of the year can be assessed by comparing followers during different periods of time. Increasing donations coming in by 25% by the end of the year can be also be evaluated.

Background and SWOT Analysis:Background:

External Environment:Being diagnosed with cancer comes with many unknown and unanswerable questions. The questions stem from a worry of the financial need and the fear of the unknown future. Walking Miracles was put in place to take care of part of that financial need.

Industry:Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of those affected by cancer. This company primarily focuses on those affected by pediatric cancer. Some of the strengths of this company is the exclusiveness to the Charleston area.

Client:Walking Miracles was founded by Brett Wilson who saw a need for these services in the local area. He believes that the travel expenses should never be a barrier for those who are needing treatment. Brett Wilson is a cancer survivor who went through the stages of cancer at a young age. He is quoted as saying that cancer knows no class. Cancer does not only affect the wealthy families, it also affects those in middle and lower classes. The company strives to offer support in travel assistance, counseling, and patient navigation. All of these services are able to be provided because of generous donations.

Product, service or issue:Services offered by Walking Miracles include a travel assistance program, counseling and patient navigation. Many families have to drive a long distance in order for a child to receive treatment. According to a survey, 38% of respondents say that they have limitations when it comes to traveling. Walking Miracles issues $200 gift cards to assist families with food, lodging, and transportation.

Planned improvements would be the potential of expansion. With more support coming in from donations, the Walking Miracles Company would be able to contribute more money to families and potentially offer more services.

Promotions:Walking Miracles has been able to help many families in the area receive the assistance needed providing them with a gift card that covers gas and for meals on the road. In three years, Walking Miracles distributed $25,000 dollars to those in need of travel assistance and other services. All of the funds were raised by donation or by fundraisers.

One fundraiser that the company has hosted includes an art auction and wine tasting. An upcoming event is a dance-a-thon that is scheduled to take place in April.

Walking Miracles has a website and a social media presence. The website could use some more updating in terms of information and becoming more user friendly. The social media platforms are Facebook and Twitter. These two forms of social media are a great way to reach a huge audience, but they need to be better kept up with and updated. Establishing a brand for the company could be beneficial in both the website and social media platforms.

Market Share:The market the Walking Miracles is located in is diverse. Many companies in this market are also wanting to contribute to finding a cure for cancer. Unlike St. Jude’s Research Hospital or the Make-a-wish foundation, Walking Miracles exclusively focuses on offering travel assistance, counseling, and patient navigation. While other companies may offer this type of service, Walking Miracles is exclusively located in the Charleston area.

Competition:Many companies provide assistance for those affected by cancer. These companies become a competition to Walking Miracles because they are better known. Donors who have always made donations to these larger companies may not want to donate to Walking Miracles because of traditional reasons or because they have little information about the company.

While these other companies are making great strides in the fight against cancer, Walking Miracles wants to use funds to allow locals to get to where they need to be to receive the treatment and receive education services. Since this is a local company, most of the funding for this company would be coming from the Charleston area, which is a relatively small city.

Resources:Walking Miracles is currently ran by one individual, Brett Wilson. He also works full time at another position while also being the founder and CEO of Walking Miracles. The company is limited to personnel and staff except for the volunteer board members and Mr. Wilson. Morgan Robinson, co-host of the Electric 102.7 morning show, is also contributing to this company. Familiar names like Sugar Ray Leonard and Landau Eugene Murphy Jr. are also on board with this company. This company is small and could use any more resources they can obtain.

SWOT Analysis:Completing a SWOT analysis on Walking Miracles, a few key points stick out about the company. Some strengths that the company has are the network of donors they have and how they are local in the Charleston area. Potential weaknesses are the website design and social media presence the company has. The company is also ran by one individual who does not have the time to devote to just certain aspects. Another weakness would be public awareness and how unknown the company is. The opportunities the company has is dealing with the potential to expand, make a greater impact in the community, and the ability to offer more education services. Threats to the organization are dealing with competing companies and the overall perception of the company. The threats fall along the lines of people not wanting to donate money to a company where little is known about it.

Market Research:Using a customer satisfaction survey as a tool, Walking Miracles found that 100% of the families say they would refer friends to this organization. Another statistic is that 87% of families said that the support received from Walking Miracles relieved stress on them.

SWOT Analysis:

Strengths:1. Exclusiveness to the Charleston area2. Network of donors

Weaknesses:1- Website design2- Social media presence3- Man power4- Not being well known (public awareness)

Opportunities:1. Education services2. Expansion3. Bigger impact in the community

Threats:1. Competitor companies2. Perception of the public (What does the

company do?)

Situation Analysis and Core Problem/Opportunity:

Situation Analysis:

Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of those affected by cancer. This company primarily focuses on those families affected by pediatric cancer. The company strives to assist family with travel assistance, counseling, and patient navigation. All of these services are only possible because of the generous donations from supporters. Currently, the company is managed by the founder and CEO, Brett Wilson. Walking Miracles has been able to raise $25,000 and distribute the money through cards to help assist families with lodging and travel needs. Walking Miracles has the potential to expand. With that opportunity to expand, more people would need to be involved with managing the company. In order to expand, offer more services, and make a bigger impact, more donations and supporters are needed. Walking Miracles has the potential to expand and make an even greater impact in the community. Events and reaching out and informing the community are just more possibilities to expand and make a greater impact in the Charleston area.

With most company in today’s economy, challenges and difficulties arise. Walking Miracles has the potential to make great strides, but the company faces some road blocks. With the company’s support coming from donations and supporters, Walking Miracles needs to be establish a brand, tell their story and make a bigger impression in West Virginia. Not many people know about the company. The lack of knowledge about the company leads to the lack of support and donations. Donations are not likely to be given to a company who is not well known. Establishing a recognizable logo or platform and firmly telling their story will let the public know what the goal is for the company. Potential difficulties could hinder the company’s success such as public awareness, financial needs and lack of man power. One man cannot plan all the events, run and post on social media accounts, update the website, and fundraise. These difficulties can be overcome to make Walking Miracles an even greater and stronger nonprofit company.

Core Problem/Opportunity:

In order to continue providing much needed services to those in West Virginia, Walking Miracles needs to establish their brand to ensure funds and other needs are met.

Goals and Objectives:Goal:

The goal for Walking Miracles is to make sure that the company is able to continue providing financial needs, support local families, and potentially expand.

Objectives:

1. Hiring Staff/Volunteers/Internship Opportunities Because Walking Miracles is currently a one-man show, having volunteers or more staff

members will help get more accomplished in the company. Internship opportunities will help not only the company, but also giving the person

interning valuable experience. Volunteers helping at events and making sure the event runs smoothly.

2. Updating website and social media Edit the website so that it is easier to navigate and more user friendly. Utilize the Facebook page to post inspiring stories, information, and what events are

coming up. Make social media accounts and website visually appearing. Updating the website and social media pages will help spread the word about the

company, keep people informed, and allow people to gain better insight about the company.

3. Gain 250 more followers/likes on social media within the next year Advertise social media page as a way to keep up to date with the company. Post facts/information that would interest followers. Offer a random selection of the pool of people who do like the page to receive something

free (gift card, t-shirt, etc.)4. Increase donations coming into Walking Miracles by 25%

Keep in contact with past donors to ensure they will continue to donate. Come up with creative fundraisers that people will want to attend. Gain more corporate sponsors through networking.

5. Incorporate more community involvement Set up a booth that provides information at various events in the community. Offer volunteer opportunities to the public and more ways for people to get involved.

Key Publics and Messages:Key Publics:

1. Potential Patients. This public includes those patients who have just receive a diagnosis or are currently undergoing treatment. When someone gets the diagnosis that the patient has cancer, life seems to be going fast paced and every second matters. The financial burden of medical expenses and costs immediately begin closing in on the families of the patient. They need to know that there is a way to help alleviate some of the cost of travel expenses and there is support for them. Those patients who are currently undergoing treatment may just now start experiencing financial hardships and need to know that there is help for them in order to continue treatments.

Self-interests: Well-being of the patient, finding a cure, receiving treatment needed for cancer, financial needs being met.

Relationship: Know that some organizations like the American Cancer Society and St. Jude’s exists but may not know that Walking Miracles is a local, nonprofit ready to help.

Opinion Leaders: Family and friends. Channels: Information pamphlets in hospitals, word of mouth by healthcare

professionals (doctors and nurses), social workers, posters in hospital, commercial advertising, social media.

2. Corporate Donors. This public includes those who are in the Charleston area or in other parts of the state of West Virginia. They have the means to potentially donate to a cause such as Walking Miracles. Corporate donors may already be donating to similar causes such as St. Jude’s or American Cancer Society, but they are not aware of Walking Miracles.

Self-interests: Helping causes, making a difference, having their name recognized as a donor, donating money.

Relationship: They may know that there are larger organizations like the American Cancer Society and St. Jude’s. They may not know that there is a local, nonprofit in the same area as them ready to help. They also may not know that there is a great need for assistance in the Charleston area.

Opinion Leaders: Other corporations in the area, presidents or CEOs in the corporation. Channels: Newsletters, annual reports, letters being sent out, information packets, social

media.3. Childhood Cancer Survivors. This public includes those individuals who battled cancer at a

young age. They went through the struggles of dealing with cancer and have survived. They know first-hand what the patient and family members are going though.

Self-interests: Finding a cure for cancer, telling their story, letting families going through the same circumstance that it is going to be okay.

Relationship: They know how cancer affects families and they know the suffering it causes. These publics will also know the financial burden this disease can become to those families.

Opinion Leaders: The individuals themselves may likely be able to convince people to donate to Walking Miracles. The family of those cancer survivors.

Channels: Letters, Newsletters, Annual Reports, Commercial, Information Pamphlets, Social Media.

4. Citizens. These publics include everyone living in the Charleston area. Everyone who lives in the community and are in surrounding areas. Citizens need to be made aware of the need to have

a nonprofit like Walking Miracles available to have the services utilized. Citizens need to be made aware of the opportunity to donate and potentially volunteer to make a difference.

Self-interest: Safety, Able to provide for themselves and family, knowing that their environment is a safe place to live, able to afford to live.

Relationship: Citizens may not be completely aware of the need for this service in the Charleston area. Once they are made aware or they know a friend who is dealing with a cancer diagnosis, they may be more aware of the need due to them witnessing it secondhand.

Opinion Leaders: Individuals who have a higher political status such as mayors of towns. Those who have a title in the community. Other opinion leaders may be those who are well known and trusted in the community.

Channels: Commercials, social media, flyers, posters, events in the community, Word of mouth.

Strategies and Tactics:Strategy one: Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics:

1. Create a recognizable brand or logo to have on every social media website platform. (Twitter, Facebook, Instagram and Website.)

2. Make the social media platforms (Twitter, Facebook, Instagram and website) more visually appealing.

3. Make the social media platforms easy to navigate and accessible.4. Update these social media platforms on a regular basis.5. Post inspiring stories from past and present patients on how Walking Miracles has or currently is

making a difference in their lives. 6. Encourage followers or subscribers to pass the word on. A lot of people know someone who is

affected by cancer. If everyone passes on the word, Walking Miracles will become better known.7. Promote events that are coming up involving Walking Miracles.

Strategy two: Raise awareness about the Walking Miracles Company by getting information into the hands of people who need it.

Tactics:

1. Create information packets.a. General information about the companyb. Testimonials from past or present patientsc. Statistics or survey results

2. Flyers or posters with the website to Walking Miracles placed in hospitals, doctor’s offices, etc.3. Create an infographic so information is easily readably and grabs someone’s attention.

Calendar and Budget:

Month:Week: 1 2 3 4 1 2 3 4 1 2 3 4

Key Public: General Public

Strategy:

Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics: Create a recognizable brand/logo XMake platforms more visually appealing XEasier to navigate and accessible XUpdate websites on a regular basis X - - - - - - - - - - XPromote events X - - - - - - - - - - XEncourage followers to spread the word X - - - - - - - - - - XRadio Advertisement X XPost inspiring stories X X X X X X

Key Public: Corporate DonorsStrategy: Increase the amount of donors

Tactics:Hold monthly informative open meeting to sponsors X X X

Create an information packet to distribute XReach out to corporations through newsletters X X X

Key Public: Potential Patients

Strategy:Let patients and families know about the company

Tactics:Form relationships with hospitals and doctors in the area X - - - - - - - - - - XHang up flyers with website information X X X

Walking Miracles Calendar

December January February

Detail QuantityPer Item

CostTotal

ProjectedSponsored

CreditActual

ProjectedKey Public: General Public

Strategy:

Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics: Create a recognizable brand/logo 0 -$ 0 -$ -$ Make platforms more visually appealing 0 -$ 0 -$ -$ Easier to navigate and accessible 0 -$ 0 -$ -$ Update websites on a regular basis 0 -$ 0 -$ -$ Promote events 0 -$ 0 -$ -$ Encourage followers to spread the word 0 -$ 0 -$ -$ Post inspiring stories 0 -$ 0 -$ -$ Radio Advertisement Contact Radio Station to run add 2 $150 $300 $300

Subtotal $300

Key Public: Corporate DonorsStrategy: Increase the amount of donors

Tactics:Hold monthly informative open meeting to sponsors Rent an area to hold meetings monthly 3 $143 $429 $429

Create an information packet to distribute 200 $0.75 $150 $150

Reach out to corporations through newsletters 0 $0 $0 $0

Subtotal $579Key Public: Potential Patients

Strategy:Let patients and families know about the company

Tactics:Form relationships with hospitals and doctors in the area 0 -$ -$ 0 -$ Hang up flyers with website information Have flyers printed out 2500 0.02$ 50.00$ 0 50.00$

Subtotals $50Category Subtotals $929 $929Campaign Total $929

Get quotes from different websites to create information packets to distribute

Budget

Evaluation Criteria and Tools:Objective one: Update the current website and social media platforms to make them easier to navigate and more user friendly.

Criteria: The current website and social media platforms will need to be updated in order to make them easier to navigate and more user friendly.

Tool: Ask people who had viewed the previous website and social media pages to see if they can see improvements in the current website and social media platforms. The people who have seen both the before and after of the website and social media will be able to determine if the objective has been accomplished.

Objective two: Increase the number of followers/likes on social media within the next year.

Criteria: The amount of followers/likes on the social media pages would need to increase within the next year.

Tool: Take a screenshot of the amounts of followers/likes on the social media pages at the beginning of the year and compare that to the total of followers/likes at the end of the year.

Objective three: Increase donations coming into Walking Miracles by 25% within the next year. (From $10,000 to $12,500)

Criteria: Donations coming into Walking Miracles will need to increase by $2,500 in order to have increased by 25%.

Tool: Check the total amount of donations coming into Walking Miracles at the beginning of the year and compare to the total amount of donations at the end of the year

The following assignments are the drafts submitted during the semester.

Executive Summary Draft:Walking Miracles is a nonprofit organization that assists families who have been affected

by cancer. The assistance is through helping with travel expenses, counseling and patient navigation. In order to continue providing much needed services to those in West Virginia, Walking Miracles needs to establish their brand, ensure funds and make sure other needs are met. This is the core problem of the Walking Miracles Company and this can be turned into an opportunity for the company to expand.

The goal for Walking Miracles is to make sure that the company is able to continue providing for financial needs, supporting local families, and potentially expand. There is a dire need for this company in the community. The main goal of this company is to fill the growing need in the area.

The target audience and the key publics for Walking Miracles need to be reached. Potential patients are those who will need the services offered by Walking Miracles. Corporate donors need to be reached on a business and financial standpoint. Childhood cancer survivors include those who have battled cancer at a young age and have survived to tell their story. Their struggles and advice will bring encouragement to those dealing with cancer today. Citizens living in the area are also a key public. They need to be aware of the company and do what they can to get the word out.

A few objectives need to be accomplished in order to help Walking Miracles continue to function. Updating the website and social media pages will allow for people to have easier access and more user friendly. Gaining 250 more followers or shares on the social media sites will help spread the word about the company. Increasing donations by 25% will allow for the company to help more families who are needing assistance. Incorporating more community involvement can impact the community in a positive way as well as the families in need.

A few strategies have been determined to help the Walking Miracles Company. Raising more awareness about Walking Miracles by making more of an impact on social media can help get the word out and community members involved. Having links and information posted on the social media websites will help spread the word about the company, childhood cancer and how people can help. A second strategy is getting information about the company in the hands of those who need it the most. Creating information packets and distributing them to families and corporations will help explain the goals and the background of the company.

The proposed budget for the company is $1000. The money would be used to go towards different areas. Advertising on the radio would use $300 of the budget. Creating and distributing information packets would use $150. Having flyers and posters printed out for advertising purposed would cost around $50. The remainder amount of the budget would go towards the efforts of making sure family’s needs are met.

Three areas can be evaluated to check the progress. Updating the website and social media accounts to ensure user friendly access can be assessed by asking previous users to test the new, updated forms. Increasing the number of followers and likes by the end of the year can be assessed by taking a screenshot of the total of followers and comparing that to the total amount of followers at the end of the year. Increasing donations coming in by 25% by the end of the year can be assessed by comparing the original amounts to the amount at the end of the year.

Background and SWOT Analysis Draft:Background:

External Environment:Being diagnosed with cancer comes with many unknown and unanswerable questions. The questions stem from a worry of the financial need and the fear of the unknown future. Walking Miracles was put in place to take care of part of that financial need.

Industry:Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of those affected by cancer. This company primarily focuses on those affected by pediatric cancer. Some of the strengths of this company is the exclusiveness to the Charleston area.

Client:Walking Miracles was founded by Brett Wilson who saw a need for these services in the local area. He believes that the travel expenses should never be a barrier for those who are needing treatment. Brett Wilson is a cancer survivor who went through the stages of cancer at a young age. He is quoted as saying that cancer knows no class. Cancer does not only affect the wealthy families, it also affects those in middle and lower classes. The company strives to offer support in travel assistance, counseling, and patient navigation. All of these services are able to be provided because of generous donations.

Product, service or issue:Services offered by Walking Miracles include a travel assistance program, counseling and patient navigation. Many families have to drive a long distance in order for a child to receive treatment. According to a survey, 38% of respondents say that they have limitations when it comes to traveling. Walking Miracles issues $200 gift cards to assist families with food, lodging, and transportation.

Planned improvements would be the potential of expansion. With more support coming in from donations, the Walking Miracles Company would be able to contribute more money to families and potentially offer more services.

Promotions:Walking Miracles has been able to help many families in the area receive the assistance needed providing

them with a gift card that covers gas and for meals on the road. In three years, Walking Miracles distributed $25,000 dollars to those in need of travel assistance and other services. All of the funds were raised by donation or by fundraisers.

One fundraiser that the company has hosted includes an art auction and wine tasting. An upcoming event is a dance-a-thon that is scheduled to take place in April.

Walking Miracles has a website and a social media presence. The website could use some more updating in terms of information and becoming more user friendly. The social media platforms are Facebook and Twitter. These two forms of social media are a great way to reach a huge audience, but they need to be better kept up with and updated. Establishing a brand for the company could be beneficial in both the website and social media platforms.

Market Share:The market the Walking Miracles is located in is diverse. Many companies in this market are also wanting to contribute to finding a cure for cancer. Unlike St. Jude’s Research Hospital or the Make-a-wish foundation, Walking Miracles exclusively focuses on offering travel assistance, counseling, and patient navigation. While other companies may offer this type of service, Walking Miracles is exclusively located in the Charleston area.

Competition:Many companies provide assistance for those affected by cancer. These companies become a competition to Walking Miracles because they are better known. Donors who have always made donations to these larger companies may not want to donate to Walking Miracles because of traditional reasons or because they have little information about the company.

While these other companies are making great strides in the fight against cancer, Walking Miracles wants to use funds to allow locals to get to where they need to be to receive the treatment and receive education services. Since this is a local company, most of the funding for this company would be coming from the Charleston area, which is a relatively small city.

Resources:Walking Miracles is currently ran by one individual, Brett Wilson. He also works full time at another position while also being the founder and CEO of Walking Miracles. The company is limited to personnel and staff except for the volunteer board members and Mr. Wilson. Morgan Robinson, co-host of the Electric 102.7 morning show, is also contributing to this company. Familiar names like Sugar Ray Leonard and Landau Eugene Murphy Jr. are also on board with this company. This company is small and could use any more resources they can obtain.

SWOT Analysis:Completing a SWOT analysis on Walking Miracles, a few key points stick out about the company. Some strengths that the company has are the network of donors they have and how they are local in the Charleston area. Potential weaknesses are the website design and social media presence the company has. The company is also ran by one individual who does not have the time to devote to just certain aspects. Another weakness would be public awareness and how unknown the company is. The opportunities the company has is dealing with the potential to expand, make a greater impact in the community, and the ability to offer more education services. Threats to the organization are dealing with competing companies and the overall perception of the company. The threats fall along the lines of people not wanting to donate money to a company where little is known about it.

Market Research:Using a customer satisfaction survey as a tool, Walking Miracles found that 100% of the families say they would refer friends to this organization. Another statistic is that 87% of families said that the support received from Walking Miracles relieved stress on them.

SWOT Analysis:

Situation Analysis and Core Problem/Opportunity Draft:

Situation Analysis:

Walking Miracles is a non-profit organization, based in West Virginia, which helps serve the families of those affected by cancer. This company primarily focuses on those families affected by pediatric cancer. The company strives to assist family with travel assistance, counseling, and patient navigation. All of these services are only possible because of the generous donations from supporters. Currently, the company is managed by the founder and CEO, Brett Wilson. Walking Miracles has been able to raise $25,000 and distribute the money through cards to help assist families with lodging and travel needs. Walking Miracles has the potential to expand. With that opportunity to expand, more people would need to be involved with managing the company. In order to expand, offer more services, and make a bigger impact, more donations and supporters are needed. Walking Miracles has the potential to expand and make an even greater impact in the community. Events and reaching out and informing the community are just more possibilities to expand and make a greater impact in the Charleston area.

With most company in today’s economy, challenges and difficulties arise. Walking Miracles has the potential to make great strides, but the company faces some road blocks. With

Strengths:3. Exclusiveness to the Charleston area4. Network of donors

Weaknesses:5- Website design6- Social media presence7- Man power8- Not being well known (public awareness)

Opportunities:4. Education services5. Expansion6. Bigger impact in the community

Threats:3. Competitor companies4. Perception of the public (What does the

company do?)

the company’s support coming from donations and supporters, Walking Miracles needs to be establish a brand, tell their story and make a bigger impression in West Virginia. Not many people know about the company. The lack of knowledge about the company leads to the lack of support and donations. Donations are not likely to be given to a company who is not well known. Establishing a recognizable logo or platform and firmly telling their story will let the public know what the goal is for the company. Potential difficulties could hinder the company’s success such as public awareness, financial needs and lack of man power. One man cannot plan all the events, run and post on social media accounts, update the website, and fundraise. These difficulties can be overcome to make Walking Miracles an even greater and stronger nonprofit company.

Core Problem/Opportunity:

In order to continue providing much needed services to those in West Virginia, Walking Miracles needs to establish their brand to ensure funds and other needs are met.

Goals and Objectives Draft:Goal:

The goal for Walking Miracles is to make sure that the company is able to continue providing financial needs, support local families, and potentially expand.

Objectives:

1. Hiring Staff/Volunteers/Internship Opportunities Because Walking Miracles is currently a one-man show, having volunteers or more staff

members will help get more accomplished in the company. Internship opportunities will help not only the company, but also giving the person

interning valuable experience. Volunteers helping at events and making sure the event runs smoothly.

2. Updating website and social media Edit the website so that it is easier to navigate and more user friendly. Utilize the Facebook page to post inspiring stories, information, and what events are

coming up. Make social media accounts and website visually appearing. Updating the website and social media pages will help spread the word about the

company, keep people informed, and allow people to gain better insight about the company.

3. Gain 250 more followers/likes on social media within the next year Advertise social media page as a way to keep up to date with the company. Post facts/information that would interest followers.

Offer a random selection of the pool of people who do like the page to receive something free (gift card, t-shirt, etc.)

4. Increase donations coming into Walking Miracles by 25% Keep in contact with past donors to ensure they will continue to donate. Come up with creative fundraisers that people will want to attend. Gain more corporate sponsors through networking.

5. Incorporate more community involvement Set up a booth that provides information at various events in the community. Offer volunteer opportunities to the public and more ways for people to get involved.

Key Publics and Messages Draft:Key Publics:

1. Potential Patients. This public includes those patients who have just receive a diagnosis or are currently undergoing treatment. When someone gets the diagnosis that the patient has cancer, life seems to be going fast paced and every second matters. The financial burden of medical expenses and costs immediately begin closing in on the families of the patient. They need to know that there is a way to help alleviate some of the cost of travel expenses and there is support for them. Those patients who are currently undergoing treatment may just now start experiencing financial hardships and need to know that there is help for them in order to continue treatments.

Self-interests: Well-being of the patient, finding a cure, receiving treatment needed for cancer, financial needs being met.

Relationship: Know that some organizations like the American Cancer Society and St. Jude’s exists but may not know that Walking Miracles is a local, nonprofit ready to help.

Opinion Leaders: Family and friends. Channels: Information pamphlets in hospitals, word of mouth by healthcare

professionals (doctors and nurses), social workers, posters in hospital, commercial advertising, social media.

2. Corporate Donors. This public includes those who are in the Charleston area or in other parts of the state of West Virginia. They have the means to potentially donate to a cause such as Walking Miracles. Corporate donors may already be donating to similar causes such as St. Jude’s or American Cancer Society, but they are not aware of Walking Miracles.

Self-interests: Helping causes, making a difference, having their name recognized as a donor, donating money.

Relationship: They may know that there are larger organizations like the American Cancer Society and St. Jude’s. They may not know that there is a local, nonprofit in the same area as them ready to help. They also may not know that there is a great need for assistance in the Charleston area.

Opinion Leaders: Other corporations in the area, presidents or CEOs in the corporation. Channels: Newsletters, annual reports, letters being sent out, information packets, social

media.

3. Childhood Cancer Survivors. This public includes those individuals who battled cancer at a young age. They went through the struggles of dealing with cancer and have survived. They know first-hand what the patient and family members are going though.

Self-interests: Finding a cure for cancer, telling their story, letting families going through the same circumstance that it is going to be okay.

Relationship: They know how cancer affects families and they know the suffering it causes. These publics will also know the financial burden this disease can become to those families.

Opinion Leaders: The individuals themselves may likely be able to convince people to donate to Walking Miracles. The family of those cancer survivors.

Channels: Letters, Newsletters, Annual Reports, Commercial, Information Pamphlets, Social Media.

4. Citizens. These publics include everyone living in the Charleston area. Everyone who lives in the community and are in surrounding areas. Citizens need to be made aware of the need to have a nonprofit like Walking Miracles available to have the services utilized. Citizens need to be made aware of the opportunity to donate and potentially volunteer to make a difference.

Self-interest: Safety, Able to provide for themselves and family, knowing that their environment is a safe place to live, able to afford to live.

Relationship: Citizens may not be completely aware of the need for this service in the Charleston area. Once they are made aware or they know a friend who is dealing with a cancer diagnosis, they may be more aware of the need due to them witnessing it secondhand.

Opinion Leaders: Individuals who have a higher political status such as mayors of towns. Those who have a title in the community. Other opinion leaders may be those who are well known and trusted in the community.

Channels: Commercials, social media, flyers, posters, events in the community, Word of mouth.

Strategies and Tactics Draft:Strategies and Tactics:

Strategy one: Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics:

8. Create a recognizable brand or logo to have on every social media website platform. (Twitter, Facebook, Instagram and Website.)

9. Make the social media platforms (Twitter, Facebook, Instagram and website) more visually appealing.

10. Make the social media platforms easy to navigate and accessible.11. Update these social media platforms on a regular basis.12. Post inspiring stories from past and present patients on how Walking Miracles has or currently is

making a difference in their lives.

13. Encourage followers or subscribers to pass the word on. A lot of people know someone who is affected by cancer. If everyone passes on the word, Walking Miracles will become better known.

14. Promote events that are coming up involving Walking Miracles.

Strategy two: Raise awareness about the Walking Miracles Company by getting information into the hands of people who need it.

Tactics:

4. Create information packets.a. General information about the companyb. Testimonials from past or present patientsc. Statistics or survey results

5. Place information packets in hospitals, doctor’s offices, etc.6. Flyers or posters with the website to Walking Miracles placed in hospitals, doctor’s offices, etc.7. Create an infographic so information is easily readably and grabs someone’s attention.

Calendar and Budget Draft:

Month:Week: 1 2 3 4 1 2 3 4 1 2 3 4

Key Public: General Public

Strategy:

Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics: Create a recognizable brand/logo XMake platforms more visually appealing XEasier to navigate and accessible XUpdate websites on a regular basis X - - - - - - - - - - XPromote events X - - - - - - - - - - XEncourage followers to spread the word X - - - - - - - - - - XRadio Advertisement X XPost inspiring stories X X X X X X

Key Public: Corporate DonorsStrategy: Increase the amount of donors

Tactics:Hold monthly informative open meeting to sponsors X X X

Create an information packet to distribute XReach out to corporations through newsletters X X X

Key Public: Potential Patients

Strategy:Let patients and families know about the company

Tactics:Form relationships with hospitals and doctors in the area X - - - - - - - - - - XHang up flyers with website information X X X

Walking Miracles Calendar

December January February

Detail QuantityPer Item

CostTotal

ProjectedSponsored

CreditActual

ProjectedKey Public: General Public

Strategy:

Raise more awareness about the nonprofit company, Walking Miracles, by making more of an impact on social media.

Tactics: Create a recognizable brand/logo 0 -$ 0 -$ -$ Make platforms more visually appealing 0 -$ 0 -$ -$ Easier to navigate and accessible 0 -$ 0 -$ -$ Update websites on a regular basis 0 -$ 0 -$ -$ Promote events 0 -$ 0 -$ -$ Encourage followers to spread the word 0 -$ 0 -$ -$ Post inspiring stories 0 -$ 0 -$ -$ Radio Advertisement Contact Radio Station to run add 2 $150 $300 $300

Subtotal $300

Key Public: Corporate DonorsStrategy: Increase the amount of donors

Tactics:Hold monthly informative open meeting to sponsors Rent an area to hold meetings monthly 3 $143 $429 $429

Create an information packet to distribute 200 $0.75 $150 $150

Reach out to corporations through newsletters 0 $0 $0 $0

Subtotal $579Key Public: Potential Patients

Strategy:Let patients and families know about the company

Tactics:Form relationships with hospitals and doctors in the area 0 -$ -$ 0 -$ Hang up flyers with website information Have flyers printed out 2500 0.02$ 50.00$ 0 50.00$

Subtotals $50Category Subtotals $929 $929Campaign Total $929

Get quotes from different websites to create information packets to distribute

Budget

Evaluation Criteria and Tools Draft:Objective one: Update the current website and social media platforms to make them easier to navigate and more user friendly.

Criteria: The current website and social media platforms will need to be updated in order to make them easier to navigate and more user friendly.

Tool: Ask people who had viewed the previous website and social media pages to see if they can see improvements in the current website and social media platforms. The people who have seen both the before and after of the website and social media will be able to determine if the objective has been accomplished.

Objective two: Increase the number of followers/likes on social media within the next year.

Criteria: The amount of followers/likes on the social media pages would need to increase within the next year.

Tool: Take a screenshot of the amounts of followers/likes on the social media pages at the beginning of the year and compare that to the total of followers/likes at the end of the year.

Objective three: Increase donations coming into Walking Miracles by 25% within the next year. (From $10,000 to $12,500)

Criteria: Donations coming into Walking Miracles will need to increase by $2,500 in order to have increased by 25%.

Tool: Check the total amount of donations coming into Walking Miracles at the beginning of the year and compare to the total amount of donations at the end of the year