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YOGA 4CHANGE

university of north florida

Fall 2015 Campaign Planbook


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On behalf of the 904 Creative team, I would like to thank you for giving us the

opportunity to partner with and design a campaign specially crafted for Yoga 4

Change.

The powerful dedication of Kathryn, Aidee and the entire Yoga 4 Change team

has been an inspiration for the components of this campaign, as well as to the

students in 904 Creative. I first met Kathryn on the pitch deck at One Spark 2015.

Her passion for the organization was reflected in every aspect of her speech, andI could instantly see that she cares so deeply about the lives of her students.

Each Yoga 4 Change teacher we have had the pleasure of working with these

past months has reflected that same spirit. Every element of the 4 Unity

campaign was inspired by their vision and devotion to helping transform lives.

904 Creative is an innovative and hardworking team of 20 students from

the University of North Florida communication department who have been

working to build an outstanding campaign that will increase awareness of the

organization and increase funding which will allow it to grow and change even

more lives on the First Coast and beyond.

We are confident these suggestions will help Yoga 4 Change achieve its mission

and lead to a thriving future.

Sincerely,

Frances Hanold

Campaign Director

Letter from the Director

Branding is our passion. Creative ideas are our specialty. By combining our expert

knowledge of strategic planning and branding with digital and traditional marketing,

we strive to reach beyond the obvious. We pride ourselves in presenting practical,

novel ideas for the future development of our clients.

904 Creative is an inventive group of strategists, artists, writers and thinkers.


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Account ExecutivesKat WilesCourtney Viger

Research

DirectorConnor Smith

Ryan CurryFrancesca Mishriki

Writers/Editors

Arena OwaisSarah Sloane

Events

Courtney McCleisterAmanda Taramona

Media Team

Courtney BrownVictoria Pittman

OUR TEAM Campaign DirectorFrances Hanold

Creative

DirectorCourtney Dawson

Ellie HinckAli Leeward

Communication

DirectorLauren Homsey

Kerri RobyLane Pittman

Brittney Snellgrove

Account ManagerCalypso Gibaldi

Leadership


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10

12

14

17

20

24

ExecutiveSummary

Client

Background

SWOTAnalysis

Situation

Analysis

Secondary

Research

Primary

Research

Campaign

Strategy

Branding

Strategy

Calendar

Evaluation

Budget

References

Tabl

eof

contents 40

44

70

72

74

77


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The 4 Unity campaign brings Yoga 4 Changes newly redesigned four Core Values to the

forefront of the organization, integrating them into its messaging. The logo, name and

messaging all reflect the four Core Values of the Yoga 4 Change curriculum, showing how

yoga transforms the lives of its students.

904 Creative also identified that potential donors are more willing to give if presented with

facts and statistics, which give credibility to the organization. To encourage donations to

inmates, the new messaging incorporates statistics about recidivism and brings a human

element to portraying members of this group.

Yoga 4 Change has an i mportant message to share with the community. Through a

combination of rebranding techniques and innovative tactics, the 4 Unity campaign is

designed to spread that message and inspire others to support its efforts to change lives

on and off the mat.

The campaign objectives were developed based on the needs Yoga

4 Change presented to 904 Creative and an assessment of the

organizations strengths, weaknesses, opportunities and threats

gathered during the research process.

This research determined that to satisfy the goals of this 12

month campaign increasing brand awareness and funding

Yoga 4 Change needs a unified message that will make a lasting

impression, unify the brand and communicate how yoga helps its

target groups move forward from their past.

Through an online survey, personal interviews and multiple focus

group discussions, 904 Creative discovered two significant areas

of concern that can be resolved using the tactics and messaging

presented in this plan book.

There is substantial interest among Jacksonville residents,specifically ages 18 to 33 and 34 to 69, in supporting and donating

to an organization like Yoga 4 Change and the people it serves.

However, many residents in the Jacksonville community are

uncertain how the organizations use of yoga helps treat the target

groups.

904 Creative designed an integrated digital and traditionaladvertising and public relations campaign using tactics thataddress the two largest concerns for Yoga 4 Change, a 501(c)(3)nonprofit whose mission is to promote healthy living and fosterself-confidence among veterans, inmates, at-risk youth andthose suffering from substance abuse through the practices andteachings of yoga.

execu

tive

summary

Potential donors are more willing to give ifpresented with facts and statistics, which givecredibility to an organization.


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Yoga 4 Change is a 501(c)(3) nonprofit based in Jacksonville, Florida

that promotes healthy living and fosters self-confidence in high-risk

populations in the community, including veterans, inmates, at-

risk youth and those suffering from substance abuse through the

practices and teachings of yoga.

By teaching a specially formatted curriculum, Yoga 4 Change helps

its students increase self-confidence, decrease stress and increase

impulse control. It also teaches themes including gratitude, anti-

bullying, forgiveness and vulnerability.

Yoga 4 Change was founded in 2014 by CEO Kathryn Thomas,

after she suffered a severe ankle injury during service as a Navy

helicopter pilot. After being told by doctors she would never make

a full recovery, Thomas began practicing yoga. It not only fully

rehabilitated her ankle, but also brought her peace of mind amidst

traumatic life changes.

She began teaching classes to at-risk children and realized how she

could spread the transformational practice of yoga to other groups

in the community.

Since the beginning of Yoga 4 Change, Kathryn and her team of

yoga instructors have taught more than 6,000 students in 50facilities in Jacksonville, providing a way for them to deal with

traumatic life experiences and helping them move forward to

become positive, contributing members of society.

To promote healthy living and foster self-confidence among

veterans, inmates, at-risk youth and those suffering from

substance abuse through the practices and teachings of yoga.

We believe our community can positively change by allowing

our students the ability to see that no matter their past, they

can move forward and contribute to society in a positive way.

In 2015, Yoga 4 Change achieved unprecedented success at One Spark, a crowdfunding

festival in Jacksonville. The organization was awarded $32,000 and an additional $2,000

in public contributions. It also achieved significant media coverage for its efforts at the

weeklong event.

Since One Spark, Yoga 4 Change has established a strong board of directors and continued

its own fundraising efforts through events and community partnerships.

Mission Statementclient

b

ackground


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- Organization/linear thinking

- Passion and dedication to cause

- Adaptability

- In fluential board of directors

- Difficulty in asking for funding

- Limited staff

- L ack of memorable, signature events

- Unvar ied social media content

- Low organization name recognition

A SWOT Analysis is a process used to assess the strengths,weaknesses, opportunities and threats of an organization. 904Creative identified the following key points to develop effective,research-based strategic tactics for the Yoga 4 Change campaign.

- Implementing effective fundraising events

- Improvi ng online presence

- Increasing partnerships and gaining donors

- Expansion into new markets

- Increasing opportunities with media relations

- Negative public perception and opinion of inmates

- Community confusion about how yoga transforms the lives of

students

- Low event attendance

- Lack of recurring and one-time donors, lack of funding to run

operations

- Brand confusion from similar organizations

- Competition for donor dollars

Strengths

Weaknesses

Opportunities

Threats

s

wot

ana

lysis


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Yoga 4 Change faces a need for funding to continue to operate and

serve its four demographics. Currently, the primary sources of funding

are from founders family and friends and remaining One Spark reward

money. A lack of brand awareness and public misconception of yogas

ability to assist at-risk and underserved members of the community

have created a disconnect between Yoga 4 Change and potential

donors and supporters. There is an opportunity to target millennials

and Generation X to increase event attendance and donations to theorganization. Creating a unified message that highlights the stories

of those whose lives have been changed by the program will increase

understanding and monetary support from the target audiences.

Yoga 4 Change is a 501(c)(3) nonprofitbased in Jacksonville, FL.

situa

tion

analysis


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CHANGING LIVES

ON AND OFF

THE MAT

.


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While conducting research for Yoga 4 Change, 904 Creative learned

many successful nonprofits that specialize in teaching yoga to

inmates use the word mindfulness to describe their practice.

This is a word Yoga 4 Change already uses and should continue to

use while networking and building its brand. It was also noted that

other organizations that had more Facebook, Twitter and Instagram

followers were interacting with their audience on social media with

comments.

We recommend that Yoga 4 Change increase the number of people

they follow on social media as well as like and comment on posts

and photos they are tagged in or that are posted to their accounts.

Many organizations use testimonials and blogs to spread the

word of how yoga has shaped lives; we recommend both as well.Yoga 4 Change currently uses the hashtag #yogisUNITE, which is

used almost exclusively by the organization and its followers. We

recommend continuing to use this hashtag consistently.

AnalysisOther organizations have previously used the practice of yoga to help students alleviate

symptoms of PTSD. Transformation Yoga Project, located in Avondale, Pennsylvania, offers

yoga classes for recovery. The organization works with local VA hospitals and community

veterans programs to provide its services to veterans in need. Similarly, Connected

Warriors, located in Boca Raton, Florida, was founded by a veteran to help others deal with

PTSD through yoga.

Additionally, Headstand, an organization with locations in California, New York and

Tennessee, works with more than 1,200 students in weekly or biweekly classes to combatstress through yoga and meditation.

Yoga is also used as a tool to help those who are incarcerated. Liberation Prison Yoga

works primarily out of Rikers Island a prison in New York and brings trauma-

conscious yoga programs to inmates. The organization has gained significant media

attention through celebrity endorsements including Yael Stone, an actress known for her

role as an inmate on Netflixs TV series Orange Is The New Black. Prison Yoga Project

operates out of Californias largest prison, San Quentin State Prison, and promotes safer

communities through yoga taught to inmates, specifically as a mindful practice to help

release unresolved trauma.

Industry Trends

secon

dary

research

Many organizations use testimonialsand blogs to spread the word ofhow yoga has shaped lives; werecommend both as well.


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Millennials are described as people who were born between 1981 and 1996. This includes

people between the ages of 18 and 33 years old. Millennials are more technologically

connected than any generation before them. The average millennial is active on four social

media platforms. They also use multiple devices to access their favorite media, such as

smartphones, tablets and computers. Because of this, millennials are more likely to see

advertising on one of these mediums as opposed to TV, radio or print. Because they are

so active on social media and the Internet, millennials want to be able to connect withthe companies they care about. This is often accomplished by following the preferred

organization on social media or attending events in their area. Millennials are very brand

loyal. However, an incentive is sometimes required to earn this loyalty. Members of the

millennial generation also want to know exactly where their money is going, especially

when it is being donated. This need can be met by providing frequent updates, charts

or infographics about how funding is being spent. Transparency in an organization or

company is a key selling point for millennials to become invested.

Millennials

Generation X is described as people born between 1965 and 1980. This i ncludes people

between the ages of 34 and 49 years old. Many Gen Xers saw their parents face jobinsecurity or layoffs due to the economic downturn in the 1980s. As a result, many do not

feel loyalty to a company, but instead feel a strong sense of loyalty to their coworkers,

emphasizing the need for word-of-mouth and third party recommendations. Members of

this group often distrust authority.

Generation X

Baby boomers are defined as people who were born between the years of 1946 and 1964.

Currently, this includes people between the ages of 50 to 69 years old. Boomers grew

up witnessing dramatic social change in the form of the ci vil rights movement and the

counterculture of the 1960s. These events and other social factors made the boomers

a competitive and independent generation. They can be very loyal to a cause if they

believe in it. According to Blackbaud (2014) baby boomers and Generation X donate

more frequently than millennials. Twenty one percent of boomers say they are sustaining

donors, meaning that they pledge their support on a monthly basis. Baby boomers

contribute 42 percent to online giving and 40 percent through direct mail. According

to digital marketing agency DMN3, baby boomers are best reached by email marketing

efforts, since email communication comprises 95 percent of internet activity by the group.

Baby boomers are most likely to donate to faith-based organizations and local socialservices.

Baby Boomers

This generation is independent and doesnt like to have others looking over their

shoulders. While Gen X can be charitable, they are skeptical when it comes to giving their

money away. Similar to millennials, transparency is key with Gen X. They need to know

exactly where their money is going and how it is being spent.

Audience Analysis


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83%

17%

Women

Men

050

100150

200250

18-24

25-34

35-44

45-54

55-64

65-74

75+

904 Creative has concluded that many millennials, Generation Xers

and baby boomers are all largely unaware of Yoga 4 Change and

its efforts in the Jacksonville community. During the donor focus

group, participants encouraged a cocktail hour fundraising event to

raise money.

During the brand awareness focus group with millennials,

participants were persistent about Yoga 4 Change needing

a presence at local events such as UNF Market Days and

arts markets. They also mentioned that live demonstrations

downtown, at the beach or on the UNF campus would help get

the organizations name out in the community and in turn build

brand awareness. All three focus groups also noted that the Yoga 4

Change slogan, Changing the world on and off the mat, should be

changed to Changing lives on and off the mat. Based on the onlinesurvey, we learned that the majority of people are most likely to

donate while attending an event for the organization.

Online SurveyAnalysis

primary

research

The majority of people are most

likely to donate while attending anevent for the organization.

Survey Results:

Over a two-week period, 904 Creative surveyed a variety of participants to determine

public awareness of Yoga 4 Change and the habits of potential donors. The survey was

completed by 448 people with 372 of the survey takers being female and 76 being male.

Age:

18-24 = 231

25-34 = 7335-44 = 28

45-54 = 62

55-64 = 36

65-74 = 14

75+ = 1

Zip Code Demographics:

After cross-referencing the zip code data from a survey with the Jacksonville Business

Journal on high income areas, 904 Creative determined the following areas to be the

best for gathering donors: Ponte Vedra Beach, Saint Johns County, Nocatee, Mandarin,

Jacksonville Beach area and the intracoastal.

Gender:Of the 448 participants, 83 percent were female

and 17 percent were male.


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0%

10%

20%

30%

40%

50%

EventOnline

CheckText to

DonateOver

the

Phone

32%

30%

20%

18%

< $10,000 $10,000 - $40,000 $40,000 - $70,000 > $70,000

Annual Income:

Thirty-two percent made less than $10,000.

Thirty percent made between $10,000 and $40,000.

Twenty percent made between $40,000 and $70,000.

Eighteen percent made over $70,000.

The education level of survey takers:

Thirty-one percent have a bachelors degree.

Twenty-nine percent have an associate degree.

Twenty-seven percent have a high school diploma.

Eleven percent have a masters degree.Two percent have a doctorate.

Familiarity with Yoga 4 Change:

Eighty-one percent are not familiar at all with Yoga 4 Change.

Sixteen percent are somewhat familiar and only 4 percent were very familiar.

Yoga class participation in the past six months:

Fifty-eight percent did not participate in a yoga class.

Forty-two percent had participated in a yoga class i n the past six months.

Donating in the past year to a nonprofit:

Fifty-four percent donated to a nonprofit in the past year.

Forty-six percent did not.

Popular nonprofit donations:

Hubbard House, Red Cross, Girl Scouts, Animal Shelters and United Way. $25 - $3582%

> $35

18%

Most important group:

Sixty-three percent said at risk youth.

Twenty-seven percent said veterans.

Eight percent said people suffering from substance abuse.

One percent said inmates.

Most popular methods of donating:

Fifty percent at an event.

Thirty-six percent online.

Eleven percent by check.

Three percent text to donate.Zero percent over the phone.

PSA video length before losing interest:

Fifty-one percent of participants would prefer PSA length to be at most 30 seconds.

Thirty-seven percent said between 30 to 60 seconds before losing interest.

Twelve percent would watch between a 60 to 90 second PSA.

Willingness to purchase an event ticket benefitting at risk youth, inmates and veterans:

Seventy-six percent would be willing to purchase a ticket.

Twenty-four percent would not purchase a ticket.

Amount willing to spend for an event being hosted by a nonprofit:

Eighty-two percent would spend $25 to $30.Seventeen percent would spend over $30.


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Being inclined to donate based off incentives such as a free water bottle, koozie, sticker

or magnet:

Fifty-two percent of survey takers said they would be willing to donate based off

incentives.

Forty-eight percent would not be inclined to donate based off incentives.

Being a sustainable donor for a nonprofit:

Eighty-two percent are not sustainable donors.

Eighteen percent are sustainable donors.

Reason for becoming a sustainable donor:A large portion stated because they believe in the organization and its mission.

When asked if they would consider auto-debiting to a they are passionate about:

Fifty-three percent would not.

Forty-seven percent would consider.

Millennial Focus Group904 Creative conducted a focus group on Oct 14, 2015 targeting the millennial generation

in order to better understand their connection to Yoga 4 Change and other nonprofit

organizations. The focus group consisted of 19 participants, ranging in age from 18 to 29.

Ten were male, nine were female and all of the participants were current students at UNF.

When asked about their thoughts on Yoga 4 Change:

- A majority of the participants had not heard of the organization.

- Others that had heard of Yoga 4 Change were unclear about its mission.

- 89 percent of participants suggeste d having a presence at UNF Market Days.

- 36 percent of participants stated that transparency is the single most important quality

for a nonprofit organization to have.

- A majority of participants stated that they would be more willing to donate after viewing

images of veterans and at risk youth.

- 100 percent of participants favored changing the organizations phrase to Changing lives

on and off the mat.

When asked if they would attend a fundraising event for Yoga 4 Change:

- 84 percent of participants stated that they would be willing to attend a fundraising event.

- Seven participa nts stated that they would be willing to pay up to $20 to attend a

fundraising

event.

- Three participants said they would only be willing to pay $10.

The research team gathered this information on millennials:

- They are willing to attend fundraisers but will not donate high amounts.

- Transparency is important. They want to know exactly where their money is going.

- They think that it is im portant to have a presence at UNF Market Days as well as

advertising around campus.

- Images of veterans and at risk youth are preferred for advertisin g and promotional

purposes.

- Despite winnin g One Spark, most of the participants had never heard of Yoga 4 Change.


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Nonprofit Focus Group

904 Creative conducted a focus group on Oct 18, 2015 at the North Florida Chapter of the

Cystic Fibrosis Foundation, a nonprofit in the Jacksonville area that benefits research for

cystic fibrosis. Our mission was to understand how a nonprofit organization functions

and to gather information and tactics that would benefit Yoga 4 Change. The participants

consisted of four females and one male between the ages of 46 and 60. All participants

had attended college and obtained a degree, be it bachelors or masters degrees.

When asked what would make Yoga 4 Change a more appealing organization to partner

with:- All participants said that Yoga 4 Change needs more publicity, especially online and on

social media.

- One participant said Yoga 4 Change should focus more on the health aspect of yoga to

appeal to a wider audience.

When asked their opinion on Yoga 4 Change:

- 100 percent of participants had never heard of the organization before.

- One participant said that Yoga 4 Change appeals to everyone. The organization is either

appealing because of their mission and acts of charity or appealing because they are

focused on health, both mental and physical.

The research team gathered these recommendations for Yoga 4 Change:

- Have Yoga 4 Change highlight the aspect of health to appeal to medically focused

organizations for a possible partnership.

- Educate and build awareness with the use of statistics and facts to back up claims and

create credibility.

Donor Focus Group

904 Creative conducted a focus group on Oct. 12, 2015 targeting Generation X and baby

boomers in an effort to understand how they perceive Yoga 4 Change as well as their

habits while giving donations to nonprofits. The participants consisted of 10 females and

two males. Their ages ranged from early 20s to late 60s. Six participants had attended

some college or had an associate degree, while five participants had obtained their

bachelors and one participant had their masters.

When asked their opinion on yoga:

- 42 percent of participants like yoga and do it occasionally, either at a studio or at home.- 25 percent of participants had tried yoga before but didnt enjoy it.

- 33 percent of participants had never tried yoga.

When asked their opinion on Yoga 4 Change:

- Half of the participants had heard of Yoga 4 Change, mostly through One Spark.

- Most participan ts were willing to donate to underprivileged youth and veterans, but not

to inmates.

- Particip ants were hesitant to donate to Yoga 4 Change because the organizati on does

not have a lot of public exposure. The organization needs to be better known to create

credibility.

The research team gathered these recommendations for Yoga 4 Change:

- Have a cocktail hour fundraising event to raise money.

- Partner with a corporation to create credibility and transparency.

- Release videos and PSAs under a minute long to retain the viewers attention.

- Create social media posts that highlight veterans and underprivileged youth to maximize

the number of people sharing content online.

- Create social media posts that highlight statistics about nonviolent offenders to increase

understanding and empathy for inmates.


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Personal Interviews: Corporate and SmallBusiness Sponsorships

904 Creative spoke to executives at top corporations and a small business owner in

Jacksonville, including Bank of America, Coca-Cola NA, Florida Blue and Jacksonville

Health and Wellness Center, through personal interviews to learn sponsorship tendencies

and criteria. 904 Creative used this data to create an effective corporate sponsorship

package. Yoga 4 Change can also analyze the information to establish sponsors and

increase donations to the organization.

Interview topics and trends:

Motivations for sponsorship

Most companies sponsor organizations to help the community, advance their mission and

gain advertising and recognition for corporate social responsibility.

Criteria for sponsorship

The sponsored organization must align with the companys mission and goals and be a

well-established nonprofit the company can trust.

Determining factors

Not aligning with the companys mission and predetermined causes significantly

decreases the likelihood of sponsorship. Additionally, a lack of financial statements and

proof of the organizations success decreases support.

Network

Knowing someone especially a community relations manager at a company

significantly increases the likelihood of sponsorship. Attending JAX Chamber and

community events can help build this network.

Sponsorship amounts

Amounts vary depending on the companys size and the size of the event. Offering

sponsorship levels is helpful for companies to clearly see individual benefits of

sponsorship.

Coca-Cola North America

Scott Williamson, Vice President of Public Affairs and Communications

Williamson spoke to 904 Creative and discussed the motivations and criteria Coca-Cola

uses to determine sponsorships. Williamson emphasized a key factor that was important

for each organization 904 Creative spoke with.

When tailoring a sponsorship letter, include phrasing and words the company uses in

describing its mission or sponsorship criteria.

Coca-Cola sponsors events that align with its missions of refreshing the world, creating

optimism and happiness and making a difference. It sponsors causes related to water,

women and well being, in addition to its recurring sports and event sponsorships.

The nonprofit organizations mission and goalsmust align with the goals of the company.


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Florida Blues sponsorship criteria can be found in the supplemental materials.

Yoga 4 Change would be the best fit for the Foundations Build Healthy, Strong

Communities grants. The grants support charitable organizations that meet all of the

following criteria:

- Located in Florida and serve Floridians

- Possess exemption by the Internal Revenue Service under section 501(c)(3) of the tax

code

- Address Florida Blue community outreach goals and targets

- Not duplicate the work of other organizations already supported by Florida Blue or the

Florida Blue Foundation within the same geographic or program area- Have a current, satisfactory audit conducted by a certified public accountant

- Have a long-standing reputation for credibility and integrity

The best method of contact for applying is to email [email protected]

or to call the Foundation at, 1-800-477-3736, ext. 63215.

Jacksonville Health and Wellness Center

Dr. John Repole, Owner

The Jacksonville Health and Wellness Center is a small business in Jacksonville offering

wellness services like nutrition, mental-health counseling. The company also has a

strong VA population in the office. 904 Creative spoke to owner Dr. John Repole about

the possibility of partnering and sponsoring Yoga 4 Change for the 2016 Yoga 4 Change

Yogathon.

Repole has a history of sponsoring health-related events in Jacksonville, such as the

Northeast Florida Veg Fest, in which he donated $750 for a program advertisement andlogo placements that reached 5,000 attendees. The company provides small sponsorships

to events that benefit us and benefit the community.

Its about what the organization is and what their goals are, Repole said. Were willing to

give as long as its in alignment with the companys mission.

In addition to sponsorships, Repole often organizes partnerships with other organizations

that involve no monetary exchange, but instead offer an exchange for advertising and

awareness by helping cross promote events and fundraisers.

Definitely keep us in mind as far as interest, Repole said. Contact the office directly and

follow up with email before the event.

Contact:

904-268-6568

[email protected]

http://drrepole.com/

Were willing to give as long as its in alignmentwith the companys mission.


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th J k ill it t i h h l d h bilit t b fThe 4 Unity campaign brings Yoga 4 Changes newly redesigned

gy


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Uniting the community to support underserved members of

Jacksonville is a main theme of the 4 Unity campaign and the

mission of Yoga 4 Change. The unifying rings of the new logo

represent the four groups Yoga 4 Change strives to serve and the

Core Values it teaches its students.

904 Creative consulted Senior Art Director Kendrick Kidd

of Shepherd a top advertising and marketing agency in

Jacksonville to receive feedback in the development of the logo.

With more than 10 years of design experience, Kendrick has been

responsible for branding and art for organizations such as the

Jacksonville Zoo & Gardens and Bold City Brewery.

Using the hashtags #4Unity and #4theChange, Yoga 4 Change can

integrate the theme into its social media promotions.

To fully integrate the concept into the Yoga 4 Change brand, 904

Creative suggests updating the website and collateral materials to

reflect the new logo and Core Values.

According to a study of 60 nonprofit websites by Neilsen and

Norman, many nonprofits fail to receive online donations because

the website fails to explain specifically how the organization helps

the cause. Additionally, our primary research shows members of

the Jacksonville community are uncertain how yoga helps and rehabilitates members of

the four target groups.

For this reason, 904 Creative redesigned messaging for Yoga 4 Changes curriculum and

suggests putting a heavy emphasis on promoting the following four Core Values on its

About Us - What We Teach webpage and all social media channels. Showcasing and

explaining the core values of what and how Yoga 4 Change teaches its students will create

a new level of understanding in the community and remove one of the organizations

primary threats.

y p g g g g y gfour Core Values to the forefront of the organization, integratingthem into its messaging. The logo, name and messaging all reflectthe Core Values of the Yoga 4 Change curriculum, showing howyoga transforms the lives of its students.

bran

ding

stra

tegy

The unifying rings of the new logo represent thefour groups Yoga 4 Change strives to serve andthe Core Values it teaches its students.

Suggested Website Copy frustration and vulnerability our students can understand and manage these emotions


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Family of MarksWe believe in teaching a set of Core Values that build inner strength and confidence within

Yoga 4 Change students, allowing them to lead healthier, more positive lives and improve

mental health and stability.

The unifying rings of our logo represent the four groups in our community we strive to

serve and the Core Values we instill:

1 - Forgiveness

2 - Confidence3 - Gratitude4 - Mindfulness

Through a series of structured classes, we identify the stressors and negative thoughts

that affect those we serve and put a name to them. By identifying feelings like anger,

Suggested Website Copy frustration and vulnerability, our students can understand and manage these emotions,allowing them to take control of their lives and interpersonal relationships.

Through our curriculum, our students learn that its appropriate to have feelings, but what

matters is how we interpret and react to them. We identify exact ways in which they can

forgive themselves, so they can move forward and work towards forgiving others. They

relieve expectations, self-doubt, self-judgment and learn how to manage their emotions.

After experiencing our program, our students can speak calmly and confidently, and they

can interact with those around them in a new, productive way. They gain the ability to see

that no matter their past, they can move forward and contribute to society in a positiveway.

Objective One Social Media Calendarny


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Objective OneTo increase Yoga 4 Changes brand awareness by 25 percent by

utilizing effective social media plans, creating a more engaging

visual experience on online platforms and improving Search

Engine Optimization (SEO).

According to Forbes, 80 to 90 percent of customers check an

organizations website before making a purchase. This behavioralso applies to social media channels and making donations.

An organizations online presence most commonly its website

and social media networks is often often the first impression

a viewer has with the brand. Brands that are interactive on social

media have a higher amount of followers, likes and shares, thus

increasing brand awareness. Enhancing Yoga 4 Changes online

presence in social media will raise awareness and build trust.

Strategy

- Social media calendar and guidelines

- Google Ad Grants guide and ad samples

- Video PSAs

Tactics

Social Media Calendar

Social media activity is an integral part of any organization or business. It is often the most

efficient tool an organization can utilize in order to communicate with target audiences.

Setting social media guidelines for various accounts enables an organization to have a

unified voice across all platforms. Guidelines also help to avoid any social media blunders,

including grammatical errors, poor timing, voice and more. Following a set of guidelines

will serve to enhance engagement with Yoga 4 Changes audience, media content and

brand.

904 Creative developed a week-by-week social media calendar that includes suggestedposts and timing around upcoming events for the months of January through September

2016. Also included is a social media guideline that highlights the best practices including

engagement, photo and video, voice, credibility, timing and hashtag use.

campaign

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Google Ad Grants Guide and Sample


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g p

Advertisements

Google Ad Grants is a Search Engine Optimization (SEO) tool designed to assist nonprofit

organizations. An organizations online advertisements are automatically shown in the

top of a Google search when users search for terms that align with targeted keywords for

Yoga 4 Change and its causes. The advertisements drive users to the website, increasing

awareness for Yoga 4 Change and building the initial relationship that leads to donations.

With Google Ad Grants, Yoga 4 Change can receive up to $10,000 of in-kind advertisingeach month, simply by applying and meeting a simple set of qualifications. Nonprofits

that strategically utilize this opportunity see benefits through increased donations, overall

brand awareness and website traffic.

904 Creative designed a step-by-step advertising campaign guide and sample

advertisements that will allow Yoga 4 Change to maximize utilization of this free, online

advertising platform.

Google Ad Grants has helped drive more than350,000 visitors to our site, bringing an additional$440,000 from more than 5,000 donations - andall without any cost to our organization!

-Kevin ConroyChief Product Officer, GlobalGiving

Video PSAs


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30-Second 4 Unity PSAYoga 4 Change supports a variety of groups in the community whose lives are affected by

some kind of trauma. Yoga helps them release negative and judgemental energy they are

constantly surrounded by and introduces a healthy coping mechanism for dealing with

daily stressors. This PSA shows these community members in their own environments,

and then shows them united together on the yoga mat. On the mat, they can practice

and can be healed physically, mentally and emotionally without judgement. Appealing

to both millennials and potential donors, this video can be used as a PSA in televisionappearances, on social media channels or on the website.

30-Second Inmate Rehabilitation PSAThrough primary research, 904 Creative determined that many individuals are hesitant

to donate to support inmates because a portion of their tax dollars already go to funding

prisons. To change this viewpoint and negate the stereotype of inmates, 904 Creative

designed a PSA that demonstrated the life of an inmate and his journey to rehabilitation,

which allowed him to rejoin his family. The video shows how he maintained his yoga

practice, reintegrated to society and how it has helped him cope with the negative

thoughts and obstacles he often faces.

30-Second Themed Core Value PSAThe 4 in Yoga 4 Change can stand for something bigger. 904 Creative determined that

condensing Yoga 4 Changes core values into four pillars of Forgiveness, Acceptance,

Mindfulness and Gratitude will help the target audience understand how yoga helps

change lives in Jacksonville and beyond. 904 Creative designed a sample video PSA

representing the core value of Mindfulness. Three additional videos could be created to

represent each of the values, featuring photos from Hemming Park yoga classes, inmates

and veterans.

Objective Two Media Listny


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jEnhance media relations by 50 percent and promote Yoga 4Change by utilizing a detailed media list, pitching plan and a digitaland printable press kit.

According to the National Center for Charitable Statistics, there

are more than 1.5 million nonprofits in the United States, each

competing for media coverage. Maintaining an up-to-date press kitand media list is necessary for providing resources for reporters

and increasing the organizations credibility.

Strategy

- Media list

- Media audit

- Sample email pitch

-Digital and printable press kit

Tactics

904 Creative compiled a detailed media list including a variety of print, radio and television

sources. The list contains contact information for each reporter as well as pitching

information for each outlet. We recommend that for the best response, Yoga 4 Change visit

the desired outlet in person after reaching out via phone and email. In addition to general

coverage about the organization, Yoga 4 Change can send the Yogathon press release and

digital press kit to media to promote the event.

Media AuditThe media profile and audit provide a specific breakdown of all media related aspects of

Yoga 4 Change. The audit shows specific times Yoga 4 Change was mentioned in articles,

social media outlets and other media sources. It also shows the dates in which each

mention occurred in order to better understand the most ideal times to pitch stories

related to the organization. 904 Creative recommends the information be uploaded to the

Press section of the organizations website. Updating the information on this spreadsheet

and the website will not only aid internal records, but will also prove to media that Yoga 4

Change remains a relevant topic to local news outlets.

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Digital and Printable Press KitSample Email Pitch


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904 Creative compiled and designed a press kit that will help build credibility and provide

vital information to reporters and members of the public looking to find more information

about Yoga 4 Change. Journalists need quick, easy access to facts, organizational

information and downloadable high-resolution images when writing an article. 904

Creative also provided writing copy for a separate webpage that can be added to

showcase the press kit.

River City Live is a news show recently added to WJXTs Channel 4 News4Jax that

highlights everything from live music, unique local stories, amazing restaurants and

recipes to steals and deals, fashion, fun contests and everything in between.

904 Creative developed a sample email pitch after speaking with Riley Wolf, the shows

production assistant. Based on her suggestions, the agency determined the most effective

way to pitch the story to her and the shows producer. Ms. Wolf, who is fond of Yoga 4

Change and its work through her involvement with Ignite Media news bureau at One Spark

2015, agreed to pitch the story to the shows producer.

This sample demonstrates how media pitches can be tailored to specific outlets, based

on the interests of the reporter or format of the specific TV show or print publication.

According to Forbes, the most effective media pitches are targeted and show the reporter

that the organization has a thorough understanding of his or her previous articles and

work.

The most effective media pitches are targetedand show the reporter that the organization hasa thorough understanding of his or her previousarticles and work.

Website Suggestions- Verify and highlight 501( c)(3) status at the beginning of the About Us section.

- Add descripti ons of four Core Values to the What We Teach section.

- Add monthly e-newslett er sign up button and sign up page.

- Add For the Press section to the About Us drop down menu, with a web page to

include the digital press kit items, outlined in the supplemental materials document

Digital Press Kit Webpage Copy.

- Rename Press section to In the News

- Update staff section to include new board of directors and remove Ellen DeGeneres to

decrease confusion and increase credibility.

- Update Every Week We Teach student numbers on the homepage to reflect c urrent

numbers.

- Keep header images on each webpage to a small, consistent size.


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4 Unity Events Fundraising Goal: $10,000. We predict if there are at least 100 attendees purchasing a $50donation ticket, then we will reach $10,000. Additionally, there is the option to pay $75


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904 Creative planned engaging events scheduled throughout the duration of the 4

Unity campaign. These events are designed to raise funds and enhance Yoga 4 Changes

presence in the community. See the supplemental materials for a complete event plan and

budget.

2016 Yoga 4 Change Yogathon

What is it?

The Yogathon will bring donors and awareness to Yoga 4 Change while showcasing the

four Core Values. The first annual event is an opportunity to receive individual donations

and establish recurring donors by creating a deep connection with supporters.

What to expect :

Volunteers will pledge to raise money by purchasing a $50 ticket donation that includes

access to four hours of yoga, interactive activities, beverages and snacks during the event.

We suggest volunteers ask friends and family for support to help reach their respective

pledged donation goals. Incentives are an integral part of fundraising. Offering rewards for

donation levels will encourage more donations and participation will increase as a result.

Where: The Field House at the University of North Florida, 1 UNF Drive Jacksonville, Florida

32224

When: Saturday, September 2016, 11 a.m - 3 p.m

Estimated Budget: (see complete budget for details)

Min: $914.17

Max: $1,214.17

y p p y

and receive a t-shirt, or for corporations or families to participate as a group of five for a

minimum donation of $325.

Monthly Dine 4 a ChangeGive Back Nights

Estimated budget: The budget for this fundraising event has no cost to Yoga 4 Change. The

collateral and marketing material cost is covered in the collateral budget. All costs of food


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What is it?

This casual event setup gives

attendees the opportunity for fun, food

and drinks along with the ability to

make a donation on a recurring basis

while engaging in the Yoga 4 Change

community.

What to expect:

Attendance will be dependent on the

level of marketing efforts. During the

event, encourage participants to like

Yoga 4 Changes social networks, sign

up for the e-newsletter and attend

future events. Invite them to next

months fundraising night and share

a bit of news about the organizations

success. As more board members,

volunteers and yoga teachers attend,

the event will become a regular

community meetup which will help

drive recurring donations.

Where: Local restaurants from Riverside to the Beaches.

When: Each month from January to September 2016.

and set up are covered by the restaurant.

Fundraising Goal: $100 - 500 per monthly give back night, depending on attendance.

Campeche Bay

What is it?

Campeche Bay is a fundraising event night where members of the community can enjoy a

night out with the family or friends while celebrating and donating to their favorite cause.

904 Creative suggests moving the event from August to June to spread funding evenly

throughout the campaign.

What to expect:

A relaxed community bonding atmosphere where there will be small talk among donors

and interested community members. This is a great opportunity to build the Yoga 4 Change

family and update community members on upcoming events, efforts and news.

Where: Campeche Bay Cantina, 127 1st Ave North Jacksonville Beach, Florida 32250

When: Tuesday, June 21, 2016, 7 p.m.

Estimated Budget: The budget for this fundraising event has no cost to Yoga 4 Change. Thecollateral and marketing material cost is detailed in the complete budget. All costs of food

and set up are covered by the restaurant.

Fundraising Goal: $1,000

encourage others to sign up for the monthly e-newsletter and follow social networks.

Have up to 10 teacher volunteers ready to engage in conversation with visitors to explain

h Y Ch i i Th l ff h b h h h


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Art Walk Guerilla Marketing

What is it?

The Downtown and Beaches Art Walks are an opportunity to showcase yoga flash mobs,

engage the community in social media contests and receive donations. The art walks are

targeted at bringing awareness to possible donors in high income areas.

What to expect:

Downtown Art Walk: Catch the attention of meandering art lovers with a yoga or

meditation flash mob and engage attendees with fun crafts for children. At the booth,

the Yoga 4 Change mission. Three volunteers can staff the booth, three can manage the

change cards activity, outlined below, and four can walk around driving foot traffic to the

booth and handing out flyers.

Beaches Art Walk: At this event at Jacksonville Beach, volunteers will walk around

and engage in word-of-mouth marketing. Opportunities for a flash mob are available,

depending on crowds and foot traffic. We recommend five volunteer teachers to walk

around and hand out flyers, driving traffic to the social platforms and website.

Where:

Downtown Art Walk: 117 W Duval St., Hemming Park, Downtown Jacksonville

Beaches Art Walk: In front of businesses along 1st St from Beach Blvd North to 5th Ave N.

When:

Downtown Art Walk: First Wednesday of every month, 5-9 p.m., setup begins at 3 p.m. Can

apply to be in three Art Walks a year. We recommend July, August and September because

they will culminate with Septembers Yogathon and National Yoga Month. After the first

month, there will be a $50 charge to participate.

Beaches Art Walk: Second Tuesday of every month from 5-9 p.m. We recommend

attending a many as possible, especially in the months leading up to the Yogathon.

Estimated budget: $124.92 for three months of Downtown Art Walk participation.

Fundraising Goal: Downtown Art Walk: $100. The primary goal for this event is to raise

awareness in the community to increase future donations. The benefits of raising

awareness outweigh the negative costs of participation.

Chill Out 4 Change


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What is it?

Chill Out 4 Changeis an all-inclusive silent auction event where attendees can enjoy

cocktails and hors doeuvres while shopping remarkable auction items from local

businesses. 904 Creative is proposing a change of date for the event, giving the event

a more cohesive theme and a memorable brand. 904 Creative has also designed new

collateral materials to enhance marketing for the event.

What to Expect:

This event is a social event that will focus on building the Yoga 4 Change family

by engaging community members in information and news about donations and

sponsorships. This event is also a great opportunity for teachers, board members and

potential donors to meet each other and come together to help Yoga 4 Change transform

lives on and off the mat.

Where: Royal Palm Village Wine & Tapas, 296 Royal Palms Dr, Atlantic Beach, Florida 32233

When: Wednesday, Feb. 24, 2016, Time 7 p.m.

904 Creative recommends the Chill Out 4 Change event move from September to

February so all efforts can be focused on planning and promotion of the Yogathon event

during National Yoga Month in September.

Estimated Budget: $42.16 (see complete budget for details)

Fundraising Goal: $6,000

Donor and Corporate Sponsorship Packet

A corporate sponsorship packet is a necessary tactic in gaining funding from donors and

Monthly e-Newsletter and Suggested Topics

904 Creative built a newly redesigned monthly newsletter that incorporates a streamlined


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A corporate sponsorship packet is a necessary tactic in gaining funding from donors and

for events. 904 Creative designed an informational packet that can be used as a press

kit and a corporate sponsorship packet by i nserting various documents. The corporate

sponsorship packet can be given to community relations managers at large companies or

small business owners to prepare for an event or promote general fundraising activities.

904 Creative built a newly redesigned monthly newsletter that incorporates a streamlined,

aesthetically pleasing format with necessary sections.

Baby boomers are best reached by email marketing efforts since email communication

comprises 95 percent of internet activity by the group, according to digital marketing

agency DMN3. 904 Creative has also provided descriptions of newsletter article content

for each month.

Potential partnership and sponsor list904 Creative identified a variety of potential donors and business partnerships to assist in

the financial growth of Yoga 4 Change. These donors have the funds to help Yoga 4 Change

flourish, and the business partners have a successful history sponsoring other nonprofit

organizations and events. These examples provide a list of specific donors and partners to

target and relationships to emulate.

Collateral Materials904 Creative identified a variety of potential donors and business partnerships to assist in

the financial growth of Yoga 4 Change. These donors have the funds to help Yoga 4 Change

flourish, and the business partners have a successful history sponsoring other nonprofit

organizations and events. These examples provide a list of specific donors and partners to

target and relationships to emulate.

We highly recommend Yoga 4 Change createa clearly visible newsletter sign-up button toincrease the number of sign ups and supporters.

Circle Sticker 4x 4 Basic Logo Sticker 3 x 7


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FORGIVeNESS


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FORGIVeNESS

CONFIDENCE

MINDFULNESS

GRATITUDE

[ ][ ]- Introduce new logo, tagline and theme

- Update website based on suggestions

- Begin Google Ad Grants campaign

- January e-newsletter

- Art Walk Downtown January 6

JacksonvilleBeach January 12

- May e-newsletter

- Art Walk

Downtown May 4

Jacksonville Beach May 10 [ ]- July e-newsletter

- Art Walk

Downtown July 6

Jacksonville Beach July 12


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[ ][ ]

JAN MAR JUN JUL AUG SEP OCT NOV DEC

Jacksonville Beach January 12

Dine 4 a Change January 27

[ ]- March e-newsletter

- Art Walk

Downtown March 2

Jacksonville Beach March 8

- Dine 4 a Change March 23

FEB[ ]- February e-newsletter

- Art Walk

Downtown February 3

Jacksonville Beach February 9

- Dine 4 a Change- Chill Out 4 ChangeFebruary 24

[ ]

- April e-newsletter

- Art Walk

Downtown April 6

Jacksonville Beach April 12

- Dine 4 a ChangeApril 27

- Dine 4 a Changeevent May 25

[ ]- June e-newsletter

- Art Walk

Downtown June 1

Jacksonville Beach June 10

- Campeche Day June 21

Begin promoting Yogathon event

[ ]- Dine 4 a Changeevent July 27

[ ]- August e-newsletter

- Art Walk

Downtown August 3

Jacksonville Beach August 9

- Dine 4 a ChangeAugust 24

[ ]

- September e-newsletter

- Dine 4 a Changeevent

- Contact media about Yogathon event

2 weeks before

- Yogathon event TBD Saturday in Sept.

[ ]CampaignEvaluation

APR

First Quarter

Second Quarter

Third Quarter

Fourth Quarter

MAY

To measure the results and effectiveness of the campaignobjectives, 904 Creative recommends completing the followingmeasures throughout the campaign and at its completion inSeptember 2016.

Objective Two

Enhance media relations and promote Yoga 4 Change by utilizing a detailed media list,

pitching plan and a digital press kiton


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Objective OneTo increase Yoga 4 Changes brand awareness by 25 percent by

utilizing effective social media plans, creating a more engaging

visual experience on online platforms and improving Search Engine

Optimization (SEO).

- Use Facebook Insights and Twitter analytics to track social media

growth and interactions each month, compared to the initial

media audit conducted by 904 Creative.

- Use Google and Facebook analytics to track video PSA

impressions each month.

- Use Google Analytics to track website hits, page visits and clicks

each month.

- Use Google AdGrants to track ad effectiveness and number of

clicks and visits to website each month.

- Conduct a follow-up focus group among target audiences to

determine their knowledge of Yoga 4 Change compared to initial

904 Creative primary research at the conclusion of the campaign.

pitching plan and a digital press kit.

- Use Facebook Insights and Twitter analytics to track social media growth and

interactions each month, compared to the initial media audit conducted by 904 Creative.

- Record and compare the number of published articles and television appearances about

Yoga 4 Change.

- Determine various media outlets viewership, distribution and reach at the conclusion of

the campaign.

- Utilize Google Analyti cs to determine the number of press kit downloads from the

website.

- Track the number of press kit deliveries that result in a published article or television

appearance.

Objective ThreeTo increase donations to Yoga 4 Change by $25,000 by growing event attendance,

identifying recurring donors, and providing donors with necessary organizational

information.

- Record the number of attendees and donations at events after each event.

- Record and compare the number of donati ons through the website Donate page at the

conclusion of the campaign.- Compare the number of consistent and one-time donors to the beginning of the

campaign.

- Compare the number of partnerships and sponsors of the organization and of individual

events.

evalua

tio

Yogathon

etCreativeLevels


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BUdge

Chill Out 4 Change

Art Walk

Level 1

Level 2

Level 3

https://www.blackbaud.com/nonprofitresources/fundraising-research#.Vjd5ChPF9lc 2014 Charitable Giving Report

https://www.blackbaud.com/nonprofitresources/fundraising-research#.Vjd5ChPF9lc Te Next Generation of American Givinge

s http://www.mediainsight.org/PDFs/Millennials/Millennials%20Report%20FINAL.pdfhttp://www.nonprofithub.org/fundraising/understanding-motivates-millennials-give-npo/

https://www accenture com/us-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail aspx


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http://www.forbes.com/sites/cherylsnappconner/2013/10/13/howto-pitchthepressthe8nofailstrategies/2/

http://nccs.urban.org/statistics/quickfacts.cfm

http://sumac.com/8brilliantnonprofitnewsletterideasfromtheexperts/ http://blog.hub-spot.com/marketing/nonprofitmillennialstatslist (nonprofits and millenials stats)

http://www.forbes.com/sites/steveolenski/2014/03/26/7reasonswhyyourbusinessshould-

investinseo/

http://www.dmn3.com/dmn3blog/3mosteffectivechannelsformarketingtobabyboomers

(http://www.slideshare.net/smaclaughlin/50fascinatingnonprofitstatistics). www.libera-

tionprisonyoga.com

http://prisonyoga.org/headstand.org

yogagangsters.org

www.transformationyogaproject.org/

connectedwarriors.org

hubbardhouse.org

www.woundedwarriorproject.org

http://www.pewsocialtrends.org/2015/03/19/comparing-millennials-to-other-genera-tions/#!13

http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-mil-lennial-consumer/2/

r

efere

nce https://www.accenture.com/us-en/insight-outlook-who-are-millennial-shoppers-what-do-they-really-want-retail.aspx

http://www.ncbi.nlm.nih.gov/pubmed/22365651

http://www.va.gov/opa/docs/suicide-data-report-2012-final.pdf

https://www.dosomething.org/facts/11-facts-about-high-school-dropout-rate

http://www.ojjdp.gov/ojstatbb/crime/JAR_Display.asp?ID=qa05200

http://www.cdc.gov/nchs/fastats/drug-use-illegal.htm

http://www.bjs.gov/index.cfm?ty=pbdetail&iid=5409

http://www.washingtonpost.com/news/wonkblog/wp/2014/04/30/the-meteoric-

costly-and-unprecedented-rise-of-incarceration-in-america/

http://www.dc.state.fl.us/oth/faq.html

www.dc.state.fl.us/pub/annual/index.html

http://www.dc.state.fl.us/pub/annual/1112/budget.html

http://www.cepr.net/documents/publications/incarceration-2010-06.pdf

https://www.blackbaud.com/nonprofit-resources/fundraising-research#.Vjd5ChPF9lc

https://www.blackbaud.com/nonprofit-resources/fundraising-research#.Vjd5ChPF9lc

http://www.bizjournals.com/jacksonville/news/2015/05/18/here-are-the-wealthiest-zip-codes-on-the-first.html

Qualtrics.com


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Special ThanksAmWINS Group for providing a focus group

Professor Bobbi Reid Doggett

Jessica Dubose, Logan Taylor and Mike Uribe PSA actors

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