Cynthia Rivera, Sabrina Argiro, Nicholas Ponce,

Priyanka Patel, Ali Mansoor, Matilda Koroma

1
Many middle-aged men and women tend to donate and belong to many charitable/non-profit organizations, but the Fisher House
Foundation is not included on any of their lists. Fusion Advertisings Be Your Heros Hero campaign will bring more awareness to
Fisher House, and will convince our target market that by donating, they will be helping Americas heroes, therefore making them a
hero, as well.
Our research reveals that men over the age of 45, and women over the age of 55 are more likely to be involved with a veterans
club, and are more likely to make charitable contributions. Also, men over the age of 55 who served in the armed forces, have
made the most charitable contributions within the last 12 months.
It was also discovered that many people within our target have similar views on what a hero is to them, and veterans fit the
description perfectly; therefore we will incorporate their perception of a hero into our campaign through media and below the line
tactics.
Creative components are integrated throughout this campaign through various scenarios of injured veterans and their families.
Print ads, billboard/airport ads, television and radio spots have been proven to be the most effective amongst our target, so we
plan to utilize these as much as possible, and to the best of our ability.
Our below the line tactics will include two major galasone in Bethesda, Maryland, and the other in New York City, a walkathon
in Washington, D.C. and New York City, and partnerships with the Tough Mudder Race, Build-a-Bear Workshop, and Heinz
Ketchup.
The family-oriented aspects of our campaign will increase awareness for Fisher House amongst our target, and will ultimately
encourage them to donate, and in turn, be their heros hero.

2
APPEALING TO FAMILIES WILL PROVE TO BE
SUCCESSFUL THROUGHOUT OUR CAMPAIGN.
Cynthi
a
The Fisher House Foundation is well known for its network of homes where military and
veterans families can stay for free, while a loved one is receiving treatment.
Fisher Houses are considered a home away from home for the veteran patients and their
families.
There are 62 5,000-16,000 square foot Fisher Houses located in the United States and Germany.
Each house has between eight to 21 suites, that are professionally furnished, and can accommodate 16 to 42 family members.
Some statistics:
The Fisher House Foundation has served over 180,000 families since it was first started.
It has saved families over $200 million in lodging and transportation costs.
Average stay: approximately ten days
It has been rated four (out of four) stars from Charity Navigator.
The foundation was given an A+ from the American Institute of Philanthropy.




3
FISHER HOUSE HAS BEEN PROVIDING VETERANS
AND THEIR FAMILIES WITH TEMPORARY HOMES
SINCE 1990.
" FI SHER HOUSE FACTS. " FI SHER HOUSE FOUNDATI ON. FI SHER HOUSE
FOUNDATI ON, N. D. WEB. 30 APR. 2014.
Cynthi
a
4
THE FAMILIES HELPED IN FY13 (OCT12-SEP13) WAS
SIGNIFICANTLY HIGHER THAN OIF/OEF FAMILIES ASSISTED IN
FY13.
Matild
a
" DDEAMC - FI SHER HOUSE STATI STI CS REPORT. " DDEAMC - FI SHER HOUSE
STATI STI CS REPORT. N. P. , 11 OCT. 2013. WEB. 10 APR. 2014.
<HTTP: / / WWW. DDEAMC. AMEDD. ARMY. MI L/ VI SI TOR/ FI SHER/ STATS. ASPX>.
5
OVER 4,000 MILITARY FAMILIES STAYED AT THE FORT
GORDON FISHER HOUSE AND EXPERIENCED AN
ESTIMATED OUT-OF-POCKET COST SAVINGS OF
$2,545,525.00 SINCE ITS OPENING IN APRIL 1993.
Families helped in FY13 (Oct12- Sep13) = 78
Number of OIF/OEF Families assisted in FY13 = 18
Lodging room nights provided = 2437
The average length of stay for FY13 = 32 days

Matild
a
" DDEAMC - FI SHER HOUSE STATI STI CS REPORT. " DDEAMC - FI SHER HOUSE
STATI STI CS REPORT. N. P. , 11 OCT. 2013. WEB. 10 APR. 2014.
<HTTP: / / WWW. DDEAMC. AMEDD. ARMY. MI L/ VI SI TOR/ FI SHER/ STATS. ASPX>.
6
IT WAS REPORTED THAT FAMILY-CENTERED CARE IS
AN IDEAL PHILOSOPHY FOR THE CARE OF
CHILDREN AND THEIR FAMILIES.
Family participation was viewed as essential for the childs care
Benefits includes many such as promotion of childs health and
comfort
Military families in Fisher Houses can have a positive effect on
their family members admitted at local medical facilities.


Matild
a
COYNE, I MELDA, ET AL. " WHAT DOES FAMI LY- CENTERED CARE MEAN TO NURSES AND
HOW DO THEY THI NK I T COULD BE ENHANCED I N PRACTI CE. " JOURNAL OF ADVANCED
NURSI NG 67. 12 ( 2011) : 2561- 2573. ACADEMI C SEARCH PREMI ER. WEB. 10 APR. 2014.
TO DETERMINE OUR TARGET, EXTENSIVE
RESEARCH WAS REQUIRED.
OUR RESEARCH PROCESS
7
1
.

E
X
P
L
O
R
E

To market to adults
between the ages of
50-65, we needed to
understand their
values, lifestyles, and
their donating habits.
Through our
extensive research,
we uncovered a key
shared attribute,
which linked our
target together.
2
.

A
N
A
L
Y
Z
E

We analyzed how our
target perceive
heroes, as well as
Fisher Houses
position in the
charitable foundation
market. Our findings
enabled us to
discover Fisher
Houses opportunity
with our target.
3
.

C
O
N
N
E
C
T

We leveraged our
findings to connect
our target to the
Fisher House
Foundation in a way
that reflects their
values and lifestyles.
20 Online
Responden
ts
25
TOTAL
5 In-
Depth
Interviews
Fisher
House
Foundatio
n
Adults
50-65
Cynthia and
Sabrina
THE VETERANS FOR THI S PAPER WAS GENERATED USI NG QUALTRI CS SOFTWARE,
VERSI ON 2014 OF THE QUALTRI CS RESEARCH SUI TE. COPYRI GHT 2014OF
COPYRI GHT] QUALTRI CS. QUALTRI CS AND ALL OTHER QUALTRI CS PRODUCT OR
SERVI CE NAMES ARE REGI STERED TRADEMARKS OR TRADEMARKS OF QUALTRI CS,
PROVO, UT, USA.
BABY BOOMERS ARE FAMILY ORIENTED.
8
Adults 55-59 Adults 60-64 Adults 65-69
Simmons 2011
Research
Described
themselves as
kind, good-
hearted, and
sincere
102 Index
Family life is the
most important
thing to them
100 Index
Enjoy Spending
time with their
family
102 Index
In depth
Interviews
I like donating to
veteran charities
because I am a
veteran and some
people did not
end up as lucky
as I did.
-Robert 56, NY
My hero is my
mom. She raised
four kids and
made sure we
always had
everything.
-Albert 61, NY
My mom is my
hero, she made
sure everyones
needs around her
were met before
her own.
-Sara 67, NY
KEY FINDING:
Baby Boomers highly
value their family and
share similar views to
what they believe a
hero is. Therefore,
their personality
reflects their donating
habits.
Cynthia and
Sabrina
SI MMONS MARKET RESEARCH BUREAU. SI MMONS ONEVI EW. THE BUREAU, 2011. WEB. 29
JAN. 2011
BABY BOOMERS LIVE DIFFERENT LIFESTYLES,
BUT HAVE SIMILAR VALUES.
9

Joe McFarren, 56,
Atlanta, GA
Meet Joe: He has
been married to his
wife Mary for 20 years.
They have 4 children
together. They often
donate to charity
organizations. A hero
to Joe is someone who
is selfless.

Michael Smith, 62,
Houston, TX
Meet Mike: He is a
retired veteran who is
married with 3 children
and 2 grandchildren.
He values quality time
with his family. A hero
to Mike is someone
who sacrifices
themselves for others.

Donna Jones, 67,
Rockaway, NJ
Meet Donna: She is a
retired school teacher
whose son served in
the army. She is an
active member of
various non-profit
organizations and
donates whenever she
can. Her son is her
hero.
Cynthia and
Sabrina
PEOPLE DONATE TO CHARITIES FOR
MANY REASONS.
WHY DO WE DONATE?
We are emotionally moved by a persons story.
We dont want to feel powerless in the face of need, knowing that we can help.
We want to change lives.
We feel fortunate, and want to give back to others.

We will integrate these motives into our campaign in order to appeal to our
target market, and to encourage them to donate to Fisher House.

10
HI GMAN, REBECCA, AND KATYA ANDRESEN. " THE SECRET TO GETTI NG PEOPLE TO
GI VE: 15 REASONS WHY PEOPLE DONATE. " NETWORK FOR GOOD. NETWORK FOR
GOOD, 6 OCT. 2012. WEB. 28 APR. 2014.
Cynthi
a
FISHER HOUSE FOUNDATION LACKS BRAND
IDENTITY.
American Red Cross
UNICEF
American Cancer
Society
St. Judes Research
Hospital
Wounded Warriors
Project

11
According to our primary
research, our target is not even
aware of Fisher House as an
established non-profit
organization. To them,
American Red Cross is their top
of mind organization.
Our task: to increase overall
brand awareness for Fisher
House Foundation.
Cynthia and
Sabrina
THE VETERANS FOR THI S PAPER WAS GENERATED USI NG QUALTRI CS SOFTWARE,
VERSI ON 2014 OF THE QUALTRI CS RESEARCH SUI TE. COPYRI GHT 2014OF
COPYRI GHT] QUALTRI CS. QUALTRI CS AND ALL OTHER QUALTRI CS PRODUCT OR
SERVI CE NAMES ARE REGI STERED TRADEMARKS OR TRADEMARKS OF QUALTRI CS,
PROVO, UT, USA.
IN ORDER TO INCREASE BRAND AWARENESS, AN IN-
DEPTH ANALYSIS OF FISHER HOUSE WAS NECESSARY.
Strengths Weaknesses
Houses are located close to medical centers, so transportation is
not needed
Families can stay in the houses for as long as they like
Received 4 out of 4 stars for 10 consecutive years on Charity
Navigator
Fisher House picked up the slack when the government shutdown
by paying the death benefits to military families who have lost a
soldier during this time in place of the Department of Defense
Over $40 million dollars in contributions, gifts, and grants donated.
There are many veterans organizations in competition with Fisher
House: Intrepid Fallen Heroes Fund, Operation Comfort, Aid for
Wounded Warriors.
Like Fisher House, many nonprofits share the mission to support
veterans and their families, as well: Elizabeth Dole Foundation,
Gary Sinise Foundation, Wounded Warriors Family Support, Home
for Our Troops.

Today, the Fisher House Foundation does not provide monetary
assistance to individual service members or their families, unless
related to the hospitalization of a service member or his or her family.
Encourages involvement. Volunteer opportunities: bring meals and
snacks for residents, help with general housekeeping chores, organize
good drives, babysitting services, holiday decorations, gardening,
support fundraising team members during race weekends.

Complaints about the salary made to the president, which is approximately
$408,889they stated they are unlikely to volunteer or donate to this
foundation.
According to one individual, she states, Four hundred thousand a year for
running a charity is almost oxymoronic. Ill find one whose leadership isnt so
highly paid.One review can be read by many people, affecting their
decision on whether or not to donate.



12
Priyank
a
" CHARI TY NAVI GATOR RATI NG - FI SHER HOUSE FOUNDATI ON. " CHARI TY
NAVI GATOR. CHARI TY NAVI GATOR, N. D. WEB. 1 MAY 2014.
BEFORE CREATING A CAMPAIGN, IT IS IMPORTANT TO
DETERMINE WHAT MUST BE ACCOMPLISHED.
Key Insight
Our diverse members of our target have a few things in
commonthey have similar views on what a hero is, and
highly value family life. They react well to organizations that
reflect these values and in-turn will convey good feelings
after donating.
Message
The Fisher House Foundations mission is to connect
veterans (heroes) with their loved ones during their times of
need, and by donating, our target can become their heros
hero.
Tone
Emotional, Serious, Heartfelt

Campaign Tagline: Be your heros hero

Brand Tagline: Because a familys love is good medicine




13
Reasons to Believe
A veteran is someone who is selfless and makes
sacrifices for others. Our target market also views a
hero in a similar sense. By combining these two
aspects, consumers will see that a veteran is a hero
to them.

Positioning Statement
Unlike other veteran-oriented nonprofit
organizations, Fisher House strives to help the
entire family. They do not just collect money to
donate to veterans, they provide frees housing to
the family of injured veterans.

Organizing Idea
The Be Your Heros Hero campaign will focus
around images and videos of what our target views
as heroes. We will show different ideas of popular
hero perceptions, and demonstrate that they can be
their heros hero by donating to our organization.

Cynthia and
Sabrina
OUR MICROSITE WILL PROVIDE EASY ACCESS TO
THE BE A HERO CAMPAIGN.
14
The website will be
easy to use, and will
have different tabs
for up-to-date
information about
our campaign.
The website will
include tabs for
donations, as well as
information on the
Gala and Walkathon
Ali
USING TRADITIONAL MEDIA, SUCH AS PRINT ADS,
TO REACH OUR TARGET
15
Background photography will feature a unique story of the veterans and their family in a single shot. This will convey a message filled
with emotions and empathy. The overall print will then express what a hero means. Finally, there will be the tagline of the Hero
campaign, Be Your Heros Hero. In addition, a link in fine print direct the audience to the website where they would be able to donate
for the cause.
The Result: Fisher House Foundation is presented as the trademark of the Hero.
Body Copy: A Hero is A
Selfless Person
Body Copy: A Hero is
Someone Who Makes
Sacrifices
Body Copy
Connotation of the word Hero
Image
Use of veterans with their loved
ones
Strong manifestation of emotions
that relates to each individual
Integration of Promotions
Bottom of ad reads: visit
www.BeAHero.com and Donate
Today!
Logo/Tagline
Continuation of the Fisher House
Foundation logo.
Introduces a new tagline which
reads: Be Your Heros Hero.
Ali
SI MMONS MARKET RESEARCH BUREAU. SI MMONS ONEVI EW. THE BUREAU, 2011. WEB. 29
JAN. 2011
ADDITIONAL PRINT ADS
16
Tone
Honest, emotional,
heartfelt.
Body copy starts
with: A Hero Is in
order to introduce
different
connotations in a
more expressive
manner.
Art Direction
Center folds the
main picture while
blurring or black &
white the
background.
Use of white color
for the font to ensure
simplicity.
Mandatories
Fisher House
Foundation logo on
the print ad.
Tagline Be Your
Heros Hero.
Show the website:
www.BeAHero.com
Showcase of
veterans with
families/loved ones.
Body Copy: A Hero is Someone
Who Fights For A Cause

Our research has told us that our target does not utilize social media or
the Internet as much as younger generations. We have chosen to use
print advertisements and television spots to reach our target.

Ali
SI MMONS MARKET RESEARCH BUREAU. SI MMONS ONEVI EW. THE BUREAU, 2011. WEB. 29
JAN. 2011
OUR TARGET RESPONDS WELL TO BILLBOARD
ADS.
17
Billboards will be created, keeping the text minimal, as they will be placed in high traffic areas. The
ads must have the tagline: Be Your Heros Hero, and display the website: www.BeAHero.com. Will
also showcase the Fisher House Foundation Logo.
Our secondary data
has told us that our
target responds well to
large billboard
advertisements.
(Simmons Index- 121)
Ali
SI MMONS MARKET RESEARCH BUREAU. SI MMONS ONEVI EW. THE BUREAU, 2011. WEB. 29
JAN. 2011
OUR TARGET RESPONDS WELL TO AIRPORT ADS.
18
Airport ads will be created and placed both inside and outside
of airport terminals (domestic and international). The ads
inside the terminal will mainly display text, showcasing the
tagline: Be Your Heros Hero, website: www.BeAHero.com,
and the Fisher House Foundation Logo. Ads outside of the
terminal will be very similar, with the addition of a photo of a
veteran with his/her loved ones/family.
Our secondary data
has told us that our
target responds well to
airport displays.
(Simmons Index- 114)
Ali
SI MMONS MARKET RESEARCH BUREAU. SI MMONS ONEVI EW. THE BUREAU, 2011. WEB. 29
JAN. 2011
VIDEO BRINGS THE MESSAGE TO LIFE.
19
Audio: Do I make you
proud By: Taylor Hicks starts
playing
Video: Soldier walks toward
his cot
Audio: Music remains
constant
Video: CU of soldiers face
looking at picture
Words across screen read
What defines a hero?
Audio: Music remains
constant
Video: Camera shows
soldier looking at photo of his
family
Words still remain across
screen read What defines a
hero?
Words slowly fade out
Audio: Music remains
constant
Video: Young son of injured
soldier is shown caring for his
father
Audio: Music remains
constant
Video: Family is walking
towards a house. Their backs
are facing the camera
Audio: Music remains
constant
Video: Young girl is riding a
bicycle while her amputee
father follows after her in his
wheelchair
Words across screen read:
A hero is a selfless person
who sacrifices themselves for
others
Audio: Music remains
constant
Video: Woman is seen
opening door for man in
wheelchair.
Words still remain across
screen read: A hero is a
selfless person who
sacrifices themselves for
others
Words slowly fade out

Audio: Music remains
constant
Video: Fisher House banner
is seen on screen

Audio: Music remains
constant
Video: CU of persons foot
and prosthetic leg are shown
while he/she participates in
physical activity

Audio: Music remains
constant
Video: Two young girls are
shown running towards their
parents

Cynthia and
Sabrina
20
Audio: Music remains
constant
Video: Woman reunites with
her loved one. Is shown
running and hugging man.
Words on screen read: You
can be someones hero
Audio: Music remains
constant
Video: Toddler is shown
reuniting with her father after
he returns from war
Words on screen still read:
You can be someones hero
Words slowly fade
Audio: Music remains
constant
Video: Fisher House flag is
waving in the background..
Words on screen read:
Fisher House has provided
free lodging for more than
178,000 military families
while veterans receive care
from military hospitals

Audio: Music remains
constant
Video: Veteran is seen
running out of his car and
reuniting with his family
outside his home. In the
center campaign slogan Be
Your Heros Hero is shown
and underneath it reads Visit
www.BeAHero.com
VIDEO BRINGS THE MESSAGE TO LIFE.
Cynthia and
Sabrina
RADIO ADVERTISEMENTS WILL REACH OUR
TARGET.
21
We are going to use radio as an outlet to advertise the
campaign to our users. We are going to have a 30
second spot that will play three times a day for a week,
when the majority of our target market tends to tune in.

We have incorporated the synergetic theme throughout
the campaign, i.e Be Your Heros Hero.

In the spot, we will start with a emotional yet inspiring
music piece, and then the announcer will say, What is a
hero? After that, there will be voiceovers of men and
women between the ages of 35-55, responding to the
question. Once all of the answers have been given, the
announcer will direct the audience to our website by
saying, Visit www.BeAHero.com and donate today, and
finish it off with, Be your Heros Hero.

The tone will be simplistic, but real with emotions.

Client: Fisher House Foundation
Campaign: Be A Hero
Title: Hero
:30 Radio
MUSIC AUDIOMACHINE BREATH AND LIFE
ANNCR: What is a Hero?
VO (Female, 35): A Hero is someone who put his life at risk
VO (Male, 45): A Hero is someone with a
noble cause
VO (Male, 55): A Hero is someone who fights
for freedom
VO (Female, 50): A Hero is someone who makes sacrifices
ANNCR: Visit www.BeAHero.com And Donate Today.
Be
Your Heros Hero
Ali
FISHER HOUSES 25
TH
ANNIVERSARY GALA WILL
RAISE FUNDS FOR THE FUTURE.
2015 marks the 25
th
anniversary of the Fisher House Foundation. To celebrate
their accomplishments for the last 25 years, Fisher House will host two Be a
Hero galas.
One will take place at the Hyatt Regency in Bethesda, Maryland, not far from Fisher Houses operations
headquarters, and the other will take place at the Grand Hyatt in New York City, where the foundations corporate
headquarters is located.
Fisher House will invite many prestigious guests and charge $500 per ticket. Each ticket
will include one admittance into the gala, and guests will be served a three course meal.
Each guest will also have the opportunity to participate in a silent auction. All proceeds from the
silent auction will be donated to the Fisher House Foundation. Items included in the silent auction
can be anything from concert tickets to VIP packages, or even signed sports jerseys.
The goal of this gala is to honor what Fisher House has done for the past 25 years, and raise money
for their future plans. This gala will also help increase brand awareness.


22
Sabrin
a
DIRECT MARKETING WILL PROMOTE OUR GALA.
We will send out invitations to our gala to our target via mail
The invitation will include the date, time, name of the venue, and price of the tickets
We will also send out invitations to people in our target who have been donating to other veterans
organizations, such as Wounded Warriors, Intrepid Fallen Heroes, etc.
We will send out invitations to philanthropists and strong supporters of non-profits organizations
We will invite journalists and magazine columnists from veterans magazines such as
The American Legion, U.S. Veterans Magazine and USA Today.
These journalists will report the success of the event and bring more brand awareness to people in our
target who read these magazines
A few weeks after the event is over we will send our guests and participants a pamphlet,
thanking them for attending the gala, and informing them on how much money was
raised for the foundation. They will see how much of an impact they made, and will feel
good about donating/attending.
This will encourage them to see the good in what they have done and continue donating to Fisher House
23
Sabrin
a
FISHER HOUSE WILL HOST THE BE A HERO
WALKATHON.
Fisher House will host a walkathon that will take place in Washington, D.C. and New York
City.
People are able to form teams and get people to sponsor them as they walk around
famous war memorials and national parks.
There will be booths that will be sponsored by different organizations that will have
activities for all ages.
They will include ones from the Army that will have fitness tests, as well as booths for children to make arts
and crafts for the people fighting overseas.
We will also invite families that have been fortunate enough to receive care from Fisher
House to talk about their experiences and how they have helped.
We will raise awareness for Fisher House in two of the most influential and populous
cities in America.
24
Nick
FISHER HOUSE WILL TEAM UP WITH THE
TOUGH MUDDER RACE.
The Tough Mudder race is one of the most popular and invigorating obstacle courses that is
designed to tests a persons strength, stamina, and camaraderie. For the past four years, the
obstacle course has gone global with having races in over seven countries, and over one
million racers that have registered.
Tough Mudder not only pushes people to their limits, they pride themselves on raising money
for non-profit organizations, like the Wounded Warrior Project.
Their fundraising tagline, Being a Tough Mudder means putting others before yourself,
especially those who risk their lives for the safety and freedom of our country, has inspired
people to raise over $6 million for non-profit organizations.
Fisher House will team up with Tough Mudder and help sponsor the races, along with getting
the mudders or racers to donate. The Mudders get people to sponsor them as they race
through 10-15 miles of the intense obstacle course, and in return, they get a prize such as a
certain percentage of their registration fee back, and different merchandise such as bracelets,
t-shirts, and jackets that Fisher House will provide so the participants can wear it with pride.
25
Nick
" WHAT I S TOUGH MUDDER?" TOUGH MUDDER. N. P. , N. D. WEB. 3
MAY 2014.
FISHER HOUSE WILL TEAM UP WITH BUILD-A-BEAR
WORKSHOP FOR THE ULTIMATE BUILD-A-HERO
EVENT.
Build-A-Bear Workshops nationwide will host a Build A Hero event on Veterans Day
(November 11
th
)
Throughout this event, Build-A-Bear workshop will hosts contests, discounts and interactive family days to get customers
involved.
Contests
There will be prizes given out for the most creative bear
There will be customized t-shirts for the teddy bear which include the writing My Hero Is ____ where customers
can handwrite who their hero is or what a hero is to them
Customers will be able to make a bear, and send it to injured veterans currently residing at a
Fisher House establishment. The bear will come along with a handwritten Get Well card
from the customer.
Build-A-Bear will also offer veterans 20% off their purchase on that day.
10% of all proceeds will be donated to Fisher House
26
Sabrin
a
HEINZ KETCHUP PARTNERSHIP
#OURTURNTOSERVE
In 2011, Heinz Ketchup launched the Our Turn to Serve campaign.
This program celebrates veterans who have served our country, and
raises awareness for a veterans foundation. For the past two years it
has been, Wounded Warrior Project.
How it works:
Each Heinz ketchup bottle with the Our Turn to Serve label contains a Quick
Response (QR) code that is scannable with a smartphone. The QR code will then
give instant access to step-by-step instructions to create and send a personalized
Thank You card to a veteran. For every Thank You card sent, Heinz will donate $1
to the Wounded Warrior Project, up to $250,000. Heinz will also donate an
additional 57 cents for every Thank You Card that is shared via Facebook or
Twitter by July 1, 2014.
27
Sabrin
a
" OUR TURN TO SERVE | HEI NZ KETCHUP. " OUR TURN TO SERVE | HEI NZ KETCHUP.
WOUNDED WARRI OR PROJECT, 2013. WEB.
FISHER HOUSE FOUNDATION IS GOING TO
PARTNER WITH HEINZ KETCHUP.
The Our Turn to Serve and Be Your Heros Hero campaign are going to merge.
Participants will be able to scan QR codes which will lead them to step-by-step
instructions on how to create and send a personalized Get Well card to an injured
veteran.
For every Get Well card sent, Heinz will donate $1 to the Fisher House Foundation.
This partnership will begin on Memorial Day and last until Veterans Day.

28
This time span gives us the top
three holidays where barbeques
are most popular throughout the
nation. Memorial Day (57%),
Independence Day (71%) and
Labor Day (55%). These holidays
are usually spent together with
families and the top condiment
used is ketchup (66%)
Sabrin
a
" MEMBER LOCATOR. " FOURTH OF JULY TOPS CHARTS AS MOST POPULAR OUTDOOR
COOKI NG HOLI DAY HEARTH, PATI O AND BARBECUE ASSOCI ATI ON. HPBA, 17 JUNE
2010. WEB. 07 MAY 2014.
" MEMBER LOCATOR. " FUN FACTS ABOUT BARBECUE HEARTH, PATI O AND
BARBECUE ASSOCI ATI ON. HPBA, N. D. WEB. 07 MAY 2014.
.
A SAMPLE BUDGET FOR THE GALAS WAS PUT
TOGETHER.
29
" FUNDRAI SI NG EVENT BUDGET. " ONLI NE FUNDRAI SI NG. DOJI GGY, 2014. WEB. 07 MAY
2014.
Sabrin
a
A SAMPLE BUDGET FOR THE GALAS WAS PUT
TOGETHER.
30
" FUNDRAI SI NG EVENT BUDGET. " ONLI NE FUNDRAI SI NG. DOJI GGY, 2014. WEB. 07 MAY
2014.
Sabrin
a
American Legion
Auxilary, $20,834
Armed Forces
Communication,
$279,473
Military Officer, $9,272
The Ameican Legion
Magazine, $69,790
TIME Magazine,
$706,000
USA WEEKEND,
$1,386,176
VFW Magazine,
$37,755
Total : $2,509,300
M
A
G
A
Z
I
N
E
S

USA WEEKEND
costs around $111
per thousand
customer

TIME magazine cost
$108 per thousand
customer

31
Ali
32
B
A
N
N
E
R

A
D
S

$20,000
$2,000
$750
Large BillBoards
Medium BillBoards
Small BillBoards
* per ad per 4 week period
Total : $800,000
Numbers of Billboards in
use:
Large Billboards 35
Medium Billboards 45
Small Billboards 15
Ali
33
A
I
R
P
O
R
T

A
D
S

$8,500
$14,500
Backlight Diorama (Baggage Claim)
Airport Banner
Total : $400,000
* per ad per 4 week period
Ali
34
T
O
T
A
L

B
U
U
D
G
E
T

$400,000
$800,000
$2,509,300
$500,000
$4,000,000
$100,000
$50,000
$10,000
$1,175,000
$100,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Total : $9,644,300
Ali
THE IDEAS WE HAVE PROPOSED FOR THIS
CAMPAIGN WILL LEAD TO THE FURTHER SUCCESS
OF THE FISHER HOUSE FOUNDATION.
Print, billboard, airport ads
30-second radio and television spots
Gala/walkathon
Partnerships (Mudder Race, Build-a-Bear, Heinz Ketchup
Increase brand awareness
35
Cynthi
a
THE IDEAS WE HAVE PROPOSED FOR THIS CAMPAIGN
WILL LEAD TO THE FURTHER SUCCESS OF THE FISHER
HOUSE FOUNDATION.
36
Sabrin
a
37
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2. Coyne, Imelda, et al. "What Does Family-Centred Care Mean To Nurses And How Do They Think It Could Be Enhanced In Practice."
Journal Of Advanced Nursing 67.12 (2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014.
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MediaMark.
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12. MRI+ MediaMark Fall 2012 Product: Financial Volunteered for a charitable organization Yes In Past 12 months, from MRI+
MediaMark.
13. Our Turn To Serve | Heinz Ketchup." Our Turn To Serve | Heinz Ketchup. Wounded Warrior Project, 2013. Web.
14. Simmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011
15. The Veterans for this paper was generated using Qualtrics software, Version 2014 of the Qualtrics Research Suite. Copyright
2014of copyright] Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of
Qualtrics, Provo, UT, USA.
16. "What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014.














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