IRN purple INTEGRATED MARKETING COMMUNICATION CAMPAIGN FOR SPRING HILL COLLEGE MOBILE, ALABAMAmobile, al 36608 purplet jes 4000 dauphin street Mr. Greg Cyprian Executive Director Legacy 166 800 Downtowner Bouleverd Mobile, AL 36609 Dear Me. Cyprian: Per your request, the PurpleTies Agency has developed a fll integrated marketing ‘communication plan fr your consideration and implementation. ‘After meeting with you, conducting surveys, focus groups, planing strategies and cresting {deliverables we are confident our work will exceed your needs and assist Legacy 166 in ‘establishing a strong positon and brand inthe Mobile and Baldwin County communities, This plans book will provide you with ou strategic plan and samples ofthe advertising, public relations and promotional materials to use in the campaign. Ithas been a pleasure working for you and we know that you will ke pleased with the direction ‘we have chosen for Legacy 166's future marketing endeavors. The PurpleTis teem would like to thank you for your tire and consideration. We look forvard to mesting with you and other representatives of Legacy 166 on April 26th at 6:30 PM to present the plan to you Sincerely, ‘The PurpleTies Agency Pete Amaen Brennan McLean Savannah Chamblee ‘Chis Porte Mageie Dalessio Shelby Ray Lourdes Gomez De Cordove ‘Jose Scheuren ‘Nick Gudry Dejan Stefanovic Patrick Lameka Jordan Travis Caroline MeGraw Paticia Y. Hartman, APRPurpleTies Agency Personnel Patek Lames ‘Account Executive Pete Amraen “rafic Manager Brennan MeLean “Marketing Director Mogaie Dalessio ‘Account Planner Shelby Ray Research Director Lourdes Gomez De Cordova Pubic Relation Director Caroline MeGraw Promtions etor Savannah Chamblee E-Marketing Cirector Jose Seheuren| Creative Direzor ontan Teas An Diretor Nick Guiry Copywriter Prducer Chis Ponti Video/Audio Frodution Dieetor Dejan Stefnovie Media Director PeaticieY- Hartman, APR Adjunct Instructor “Top of the Hill” Video Production Services “Team Leads: Lavra Fosberg Lave Brunson ‘Amy Zany Crews Janet Calhoun “Trevor Waren Jamie Marston Philip Ten Ryan Nobles, ProfessorTable of Contents Maaang Pa 7 ‘Stuson A Plone an Opie ‘eto a ea Oe Pay Ree ‘Stay Sent sa Reus remy BE eSBoRRER BEE bessaRa a GERER EERE Be seis agen ' eae 16 SiehExecutive Summary Legacy 166 was founded in 2006 and began operation n 2010 lea non-profit aimed at niching the ives of daadvantaged youth and thei Families by making cultural acvics parcipation by the youth. The mision of Legacy 166s to reduce the effects of tergenerationa! poverty through a, culture, education and community collaboration. The ats wae chose tobe the prefered vehicle because ofthe diy exposure and impact it could have in the ives of cikren, The goat ofthis Integrated Marating Campaign it crete «unified brand image tobe ilemented through advertising, public relations, pomotons, and Inlere/social mediamobile efforts, hus increasing svarness of the organization. AS. rest this wl crease bot the amount of cnaion and artneships, which wit help in accomplishing the mission of Legacy 166, lable for ‘To begin his campeign, Purples conducted random survey of the popltion of Mobile at ‘various locations throughout he cy. The survey was designed to eather information abot he visibility of Legney 16 in Mobile and Baldwin counties. W ‘working 0 creating a variety of diferent maskting end advertising concepts. Ths concepts were then conducting the survey, PuleTies was also testod infocus groupe te determine which concept would be most festive forthe sampaign, The fous exoup Fading concluded at “Though the Ars” was the bet concep for unifying marketing, retve, public relatons/promatons, an Internet in an integrated communications pln “The Marketing Plan was developed alr exensive research was done throughout the City of “Mobile, PurpleTis found that nly asl percentage of thse surveyed knew of Legacy 166 and its proprans (Less than 5% of respondents ha heard of Legacy 166). This lick of brand awareness was ‘aired with ack of knowledge abou the meaning of te name “Legacy 166." Thsplan deals the ‘branding and positioning strategies that wil increase the awareness ofthe organization in Mobile and Baldwin counties, and conveys how to mensure and exaust the progres accordingly, The Creative Pan features several components which wl be used to reach the variety of arget audiences withthe iteaded stteic messages and branding elements. There are four diferent target audiences: donors, oluteers, parents of a-rik youth nd the tis youth themes. Different ads ‘and material urge each specific aadience to inform them about Legacy 166 end why to get involved with the organization ‘The Public Relations and Promotions Plan features variety ferent events that Legacy 156 will hort with community partner to increas its presence in Mobile and Baldwin ounce, The six Aisferet events wl al be used to rise funds for Legacy 166. Also included inthis pan are promotional items thet he organization can dstibue at events an to supporters, sll to raze funds. Papier Agney 2 Ley 16 Senge an‘The leterme, Social Media, and Mobile Plan outlines what can be done to more fly uilize Legacy 165' website and socal media platforms. PorpleTis recommends changing the web adress from com" oor and designing the website so that its simple and easy 1 use, Acquiring an upto. ate email list of donors, supparters, and parents wil alow eser communication between the ‘organization and it audience. More information shoud be given onthe website and social medi about {the history and origins of Legacy 166 ‘The Media Plan cutis th decent media platforms that wil be purchased ar ulized for publi service announcements. Thet forms of medi include coil medi, ratio, rn, ad billboard. A ‘media schedule hes been developed ha will optimize reach and fequencyand ull the organization's sii inthe communi Purples Agency has actly ceseatched ad devine dei Ingrid Communiatons Plan that will postion Leaney 166 as a premier non-profit organization in Mobil and Baldwin counties helping atsk youth, The elowing suateyies wil ensure the objectives of Legacy 166 wil be met Pieris Asner : Lec 66 SleTd a MARKETING =Marketing Plan ation Analysis Legacy 166 ws founded in 2006, and begnn operations in Api 2010 It is non-profit ‘rpmizaton created reduce the es of mergenertonl poverty hough the as, cure, education, and community collaboations. The organization implements ans programming in lementaryand mide schools in low income eighborhoods, Currently the organization s conducting various programs and Invest re ia ie with ts sisson statement. In onder to showcase quality perfomance ad provide programs for iden, Lapiey 166 must aise finds. e221’ Juice ike les and grants only covera potion of Legncy 166's expenses. Therefore, the orpanization must ase theres through the generosity of patrons and supporters who believe Legacy 166 wil delve rogram that wl benefit children, teachers, aspiring artists, underserved citizens, andthe commit at large. Problems and Opportunities Problems “The lack of resources makes it hard foe Legacy 166 to compte with oher nom profits inthe ‘Mobile area The purpose and mission of Legacy 165 ae dependent upon donors and volunteers, Bese these groups are not evare othe organization rts programs iis hard for Legacy 166 to gt the ‘monetary and volnter help that is needed to accompli awareresscampsign, Legacy 166 faces rouble building its brand and identity and reaching the people it eds to ene, its goals and objectives. Without a consistent Legacy 166 only hasone staff member, the founder and executive director, Gregory Cyprian. Cyprian is curently working ful-sime job forthe Ciy of Mobile, publishing magazine, and handing allthe business of Legeey 165. The ton profits lacking key components, inching a comprehensive ‘marketing plan, sa, and infasuuctre ha are neded to effectively and ficiently rn the organization, “The lck of community awarines is the biggest problem tat Legacy 166 faces. Legacy 166 has man opportunites andthe pestests room fr growth. Cyprian exudes a erent eal of passion and understands his ihe. He has a great del of pride ia the mission of his orgnizatcn ‘andthe direction he wants tose it tke, Cyprian spends most of his time working on ean for Legacy 166. The opportunity exists build «large donor and votes se by making the organization beter ‘known nthe community. There re also opportunites to tie college interns and volunteers help in the effos of ising money, producing end staffing events and contributing othe work ofthe organization, Pane Amy ‘ ere 166 Site Pn,PurpleTies recommends that Mr. Cyprian seek out college inte ohelphim with social medi events, and office duis, while building strong voluter bas that can takeover some ofthe funetions ‘he is trying oil by hist Target Markets “The primary markets for Legncy 166 are: ‘© Donors (Adult ages 40-65, higher expendable incomes) 1 Voluners (Adults ages 25+) 1 Parents of tri chien (Primarily single working females with chiles, lower inome bracket ages 21-45) ‘+ Childeen (Elenentary and mide schoo, fom low income families, ages 5-12) Goals and Objectives Goal ‘Effectively postion Legacy 165 in the mins ofits target markets and esblish consistent brand lage forthe ergasization through a fll integrated marke campaign Objectives Increase aware of Legacy 166 by no les than 25% in Mobile County by the end of the ‘campaign yearand by 00 less than 15% in Baldwin County by the end ofthe campaign Year CCeateasocalmedia strategy that positions and promotes unified brand image ‘Atac scil media following of no less than 2,000 ndvideals bythe end ofthe campaign year Increase donations by 20% by the end ofthe eampaign year Tncrease partnerships fom Sto 10 organizations Create nev furdaising programs that will aise $25,000 Primary Research ‘Research Methods and Procedures Purples gtheced information about awareness of Legacy 166 a its aget demographic” ‘knowledge, giving habs and media preferences through quantitative and quate eserh inthe form ‘of surveys and focus gous. A ltercept Survey of random sample of 385 residents of Mobile and Baldwin counties was conducted, This onsite valid sample with e conics level of 95% ana margin of ero of ‘Thee focus groups oF people within the adult target demographics from tke Mobile community ‘were conducted to gate information on attudes about Legacy 166s mision an programs, and ott concepts forthe ntgrted marketing communications campaign Purples col ected survey data using various leations around Maile County ineuding, ‘Government Plaza andthe branches ofthe Mobile Public Library System o get diverse representation ‘ofthe Mobile County gopFindings: ‘© 59% ofthe pecple surveyed were berneen the apes of 1945 ‘© The breakdowa of ethnicity: White» 71%; Afican American ~25%; othe 5% (Census daa for Population of Mobile County by Etiniiy: Write 51%; African Americas 46%; 3¥ other) ‘© Ofthe people wrveyed, 123% had a high schoo! diploma or GED; 30% hd some allege ducati; 419 wer college gradites; and 16% had» praduat degree ‘+ Almost 70% ofthe people surveyed dd ot have chide in elementary cr middle schoo! Only 496 of ths surveyed knew or had heard of Legacy 166 ‘© Media used in sequiring community information: Word of Mouth 67%, TV 58%, Social Media 49%, and Radi 4% 1 Legacy 166 programs were relatively unknown, wth ll programs at or unde 10% of those surveyed Foss Groans “Three focus groups were conducted with people rom the Motilecommanity who were within the target audiences specifed by Legacy 166, The purpore ofthe focus groups was todetermine which campaign concep of te fur created by Purples was mot engaging, memoratie, ad effective, The {ocas groups also covered awareness and media preferences swell as volunteering and donating habits ‘The conceps tested wae a follows: re ‘My Legtey Bins With 1 Tirough the Ars + Create Fingings: ‘© The “Through he Ants concept was seecedby the majority ofthe focus group prtiipats, but twas suggested hat some element from the “Creale™ concept be used. ‘© The name Lepicy 16 was confurng to prticipant, who si it reminded them ofthe name of boro restuuret and had 9 messing. ‘© Participants fe it was necessary to explain the story ofthe Luke 1:66 reftrence throughout the campaign o give people an understanding of he organization's name. ‘© The focus groups thought the copy was lear and conse but more information about Legacy 166 need to 9 added. ‘© Photos neededto be engaging, eye-catching, and reflest more diversity anong children used to void the perception of ris ‘+The sample ilboard needed wo sea cles, large photo andthe copy’ nese o be ls than 7 words ‘+ There was an immediate emotional connection tothe cause Position Strategy Lege 166 mission i to reduce the effets of itrgenerationl over through heats, culture, edvation, andcommunity collaborations. Legacy 166 an be diferent from othe child wel non-profits bythe way it uses the ast keep stk iden in school ard to overcome the chin ‘of mul-genertional poverty. We wll positon Legacy 165 through implementation of events, ropes ager ’ ep 6 SranpiePen‘sdvertsing, and public relations efforts based on the concept “Trough the Ars” which sratgially diferentes Legacy 166 “The sor behind Legacy 166 it cracial and wil be introduced forthe est time sace the organization was founded wil eabish why the Legacy 166 brand name is imprtat aad how it comect to ais children, Though th unified concept of “Through the Ars” we will erate ating foundation that canbe used oatract donors and volunteers, and bring attention tothe work of Legacy 16 inthe commit. Branding Strategy “Throogh our posioning efor we wil creat new brand image for Legacy 166 that strtgicallydiferesates the orgaizaon fom others and revels its strengths. “Through the Arts™ enables the message to reach all of Legacy 166s diverse tage markets and unites the campaign “Through the Ants" connects with donas. “Through the Arts" conects wth volunteer. “Through the ‘Ans ages low income families and empowers them to halp their chilren “Through the As” demonstrates tha children can achieve hr deams and escape poverty, This concep differentiates ‘Leaney 166 from al other now-profis that help stsk youth and encompasses the mission of Legacy 166 {nthe minds oft target market. The concep nd the “Lake 1:66" referencet wil be wed in ll, ‘matrals to brand Legacy 166 the mds ofthe tage audience. “Everyone who ead hs wondaed shout aking, "What then i hs hil gogo be™ ‘Timeline and Budget ‘The campaign years set for Jnuary 1, 2017 to December 31, 2017 '= The Budge forthe campaign $40,000 in cash, and $10,000 ia “kind” donations Evaluation Plan ‘We will evaluate the succes ofthe “Through the Ars” campaign thoughout the cmpsign yea ac follows ‘© We will conduct benchmark sve of Mobile and Baldwin counties ever sx months to assess any inereaeinavareness of Lezacy 166 bgianng in June, 2017 ‘+ Wewill use weeklyimonthly etris from Facebook, Titer, and Google to aees the objectives sei for social medi, and use hits on the Legacy 166 website to analyze the eect of marketing (on avareness and binding trcughout 2017 ‘© ner nancial evasion o donor activity wil be used monthly thoughout 2017 to evs the objective of increasing donation by 20% and he new Fndrasing programs tat are to generate $25 000. Pals Agr 5 Ley 66 Steinrly] a CREATIVECreative Pian ‘Communication Problem survey of 385 poopl and thee focus groups to gather data on Legs 166's ‘awareness in the community, PupleTis has determined tha the organizations commination problem {statis unknown and peope do not know what itdoes, We hve conclude that we must educate he people of Mobile and Baldwin counties through sttegc messages and «unified campaign tha target its diverse markets ‘After onduct ‘Target Audience ‘The wet aniencs for Lean 166 vary. The strategic messages must also vary somewhat, but ‘lo be wie enough to build and snd position the organization, The target audiences for Legacy 166 Donors (Adults 40~65 years ld with large discretionary income) Volunteers (Adults 25+ years od, whe ae looking fora cause o serve) ‘+ Pareus of ask youth in low income families (Primarily single forales age 21 45 with clin in elementary and middle schoo, now income cea) 1 Avrsk children Ages 5~12,fr whom Lepaey 166 programs hve been developed) Communication Challenge ‘Tho communication challenge’ that Legacy 166d its programs are not known in the Mobile sd Balwin county ares. The organiation name doesnot signify wha the organization io does. ‘When asked wat the name reminded them of, the people in the fous groups responded tat he name sounded lke a bar or resaurnt, ‘What should our communication do? ‘Our communication effors must edvat the entire community to who Legacy 16 ie and what it does, We must ise community awarees ofthe organization and its programs, This means persuading people to donate and volunteer; convtcing parents of tsk children to enrll hem in Legaey 166 programs; and geting sik children think the Legacy’ 166 programs are “col Our efforts mast, strategically differentiate Legacy 166 rom its competitors en let people know tht Legacy 166 supports acation, xual programs, and community collaboration to rise faites ot of mul-genertional poverty “though the ats.” ule age » Lee 66 Sila‘How will we do this? ‘We will deliver stratepie messages in bth traditional and digital advertising, soci! medi, promotions and publications. Using he concept “Through the Arts to unify the campaign, we wil position Legacy 166i he minds ofits nrgetauences and build its rand In order to connect with our ‘target audiences, we will eeateemotionl bonds using persuasive messages and engaging and eye- ‘catching pictures and graphics. This integrated effort wil ul! brand awareness Fr the orgnization, ‘10 the doar and volunteer baset give the organization enough fending and manpower for its programs, and help atact ask youth and ther fais to take prin the Legacy 166 programs. “What isthe strate idea? The suategic idea is what makes Legacy 16 diferent from other pograns helping a-ak ‘len. We tested four concepts infocus groups and found thatthe concept “Through the Ars” was the ‘ost memorable and effective a reaching the diverse target markets, To donors this concept encourages ‘them to donate oheepatskcilden in school through Legtcy 166s programs In tems of parents, the eNeN Ie! eater NV ALIAILVIYD Sale esceN he!ToesNae eteeeeg ears Caco area ninlt® % sei60°99, Ka0b6a; mmm SLOV BHL HONOGHL 3417 S.0H9 V SDNWHOemer , ‘Client: Legacy 166 purplet jes See risa 7 as er Ss oeenseeas Vo (Male Charactor #2) Vo (Female Character) Vo (Male Charactor #1) VO (Female Character} SFX VO (Male Character #2) Vo (Female Character) VO (Male Character #2) VO (Male Character #1) ‘Vo (Female Character) Vo (Mate charactor #1) SFX Vo (Male Charactor #2) Vo (Announcer) Hey guys, have you heard of Legacy 168? Is that thenew restaurant in downtown Mobie? No te detnitely a bart No guys! Legacy 188 isan after school arts program meant to help at risk chikiren outside othe classroom by engaging them trough the art. 1 read ontne that kids that are involve in the arts have a 70% better chance of graduating Cel phone rating and clicks ‘Oh wow fm looking at heir website right now. Jazz'n Juce, Reading and Theater seres, an insrumert buyback program? Dont youav around? n old trumpet ying ‘Ya rom high school band. quess | could give toa bid nat needs it With al these programs it be a great way for us to volunteer Ordonate Let's head down now to hep out (Gar Screeches out the civeway Wait So do they sere burgers? Goto Legacy 166.019 to find out more about the programs to engage at rik chien ‘through the arts and now you can donate and voluntear. ‘What then wil this child be? Luke 1:66Purple Ties (Cyprian Legacy 166 Stony Video Cent: Legacy 166 (Video _ - Medium Close Up (non Tnenewerand Gree Corian (Video and editing team, you ned to insert ‘camera instructions and other video shots oF children where appropriate) [Auto 7 Iniriewer Were here with Greg Cyprian, Esecutive Director of Legacy 166, unique and life changing organization helping a-rsk youth from families witha history of iuergeneational poverty. “Me Cyprian, many people in Mobile and Baldwin County are not aware of your onganization and its programs aimed at keeping at-tisk youth engaged in education through the arts, We found that people hearing the name [Legacy 166 don't thnk about at-risk youth | Weuld you explain where the name came fom ane how it connects to your programs to help lovercome the effects of inerpenertional poverty in our community? Cyprian: (Cenainly. Ital began in 1986 when I would rive my daughier to Montessori Schoo! each ‘meming and reflect on the advantages and cexeriences she was receiving that my parents ‘Ud not afford to give me. T was thankful that ‘my parens did inal in me the importance of ‘edwation and how it could elevate my family from poverty one day. felt responsible to camry on their Tepacy” and pas it on for future geverations, ako began to think about how my parents, grandparents, and great-grandparens struggled ‘wih poverty bu stil sought wo provide a beter ‘opportunity for their children to sueced. 1 fofn thought about when | leamed that my _grent-grandfather couldn't ead, and how he ‘mae me red to him each night before I went Tobe,TAs Treminisced about these things siting in ‘rac one day, noticed the number 166 on 8 car license plate. Tat next day, a5 | drove ‘down the stect, I glanced ata house andthe address jumped out at me, It was 166. ays later | opened a newspaper and immediately ‘saw dhe number 166, nd [kept secing that ‘number everywhere I went 1 began to think there was something speci bout that number, and even played the lttery with once. But T knew that its purpose wasn’t inning the ltr. Su Il ouvert with the Lon. te fist of many, And I tried to sek the real meaning ofthe number 166 for the next ten yeas. I spoke to all sorts of people about what it could possibly signify. When 1 relocated my family to Mobile, | contined to encounter the number 166 My decision to start a non-profit organization was the result of two experiences in my first couple of years in Mobile. The schoo! system ‘vas seeking a tax inerease and threatened to iminate football and th ats rom their programs. Al high sehools had fully funded Ans programs, bt elementary and middle schools didn't. Growing up in New Orleans, 1 ‘was provided many opportunities in school through the arts and Knew how much exposure to the ans could impact schoolchildren positively ‘The second experience was through a nephew I ‘brought to Mobile to ive with me. He was strugzling in school asa seventh grader who could only read ata thied grade level I's difficult to get through high school ifyou can’t read ata high school level! On that day, 1 vowed to not only help him, but to honor my parent's and grandparents commitment to ‘education. These experiences were the genesis of Legacy 166,|TFnallyTound out what the 166 meant when | read in Luke, Chapter I, verse 66: "Everyone ‘who heard this wondered about it, asking, “What then sthis child going tobe? For the Lord's hand was with him.” Tiss the question we need to ask on behalf ofa-risk children from families living in poverty. And this isthe mission of Legacy 166, o help those children become educated etizens by engaging them in the arts to keep them motivated about staying in school ‘Ans education provides proven and successful strategy in engaging aris youth in ‘mainstream edveation. Studies show that children engaged inthe arts have higher fttendance rates, fewer disciplinary problems, improved math scores and higher graduation Interviewerto Cyprian Inerviewer: Interviewer (tun to adress eamera) ‘This story i truly astonishing and inspiring, How ean we give these children opportunites and overcome the effects of intergeneratcnal poverty? We must ask ourselves, “What then are these children going tobe?” Go to Legary166.20m to find out more about the programs to engage al-rsk children in the ats and how you can volunieer or donate. On tehalFor Me. C rion ane Legacy 166, thank you for watchin. | Black screen with logo, web addres and Luke 1:65 “Whatthenis this child going to be?" | ———purplet ies Sisecond Audio Spe ‘Ces Laney 168 "Done “With Ane Canpign™ Direcion ‘Aa SFX ‘Vo (Announcer) ‘Sound of ks playing and running around How many students op out of schoo! each day? 1507 500? 7,000 sudents drop out of school each day. Most ae als kis subject to inter ‘generational poverty, | Kids involved inthe arts have a 70 percent | greater chance of graduating, and Legacy 168 's hereto help them succeed. Go to Legacy 168.09 to rd out more about the programs to engage afisk children throug the arts and Row you ean donate and volunter. What then wil this child be? Luke 1:66vipE0 avor0 Ba, BOS STOP? MS: JAMALL, 7 years old, is an African anerican student. He gets on the bus. Carrying with him are his book bag and trumpet bag. As he gets on the bus, he is looked and Taughea’ at for nis nerdy appeal. CU: Jamal ignores the looks fand site in the front row of the bus. NARRATOR Education should not be laughing matter. MUSIC: “AUDEAMUS" BY CLOCKS AND CLOUDS WP. ELEMENTARY SCHOOL: MS: Jamall is in the Classroom taking notes and Ais clasanates throw paper balls and keep laughing at him for his nerdy appeal. VIS PX: Roll through a column eiseolve. Ms: Jamal, 14, is seen taking notes and applied to his clasavork with s reduced amount of elementary. ‘agsmates than in VIS FX: Roll through column dissolve. MS: Jamal, 18, is seen taking notes and applied fo his classwork with fever students than in middle school: NARRATOR Out of 100 elementary school children five drop out by middle school MUSIC: “AUDEAMUS" BY CLOCKS AND CLOUDS [NARRATOR Of the 95 elenentary school students ‘iho go to middle school, 19 drop out in high school. MUSIC: “AUDEAMUS" BY CLOCKS AND cLOUDS INT. THEATER STAGE: MS: Jamall steps out on the a theater stage. Ms: Janall sits on the chair ‘and takes out his trumpet. cU: Janall begins to play. MUSIC: *AUDEAMUS* BY CLOCKS AND cLOUDS NARRATOR Students involved in the arts have 2708 greater chance of graduating.‘vIpeO aup10 TARRATOR The programs that Legacy 166 offers to at risk youth are designed to engage them in the arts to give then a better chance at graduating from high school. "BLACK FRAME: Black screen: Legacy website, logo end Bible reference NARRATOR Por more information about the prograns at Legacy 166 or to donate, please visit legacy166.con “what then ig this child going to be?’ For the Lord's hand was with Rim. — uke 1:66second Ano Spt purplet ie “With Ants Campaign” Dirsaian adi SFX ‘Trumpat Playing (Up & Under) Vo (Announcer) Got some extra tine? 7,000 kts drop out of school each day. ‘Sludents involved inthe arts have a 70 pereentgreater chance of graduating. Legacy 16's loking for people who want to make a difference by volunteering in our afer school ars programs, Goto Legacy 188.0r to find out more about the programs to engage a isk chicren through the arts and Pow you can volunteer. What then wil this child be? Luke 1:66,‘vEDE0 ‘aub10 VWEDIM: Slow zoom _of TORT JOHNSON coloring in a coloring book. He looks up £0 ponder his future. theres a spotlight on him and the Foom is blacked out MEDIUM: (Continuous! Zoom out of Tonay Johnson coloring in a coloring book. we looks up fo ponder his future. ‘WaDE: Of a small girl ina ballet outfit dancing through a dark chalky studio. CLOSE UP: Of one of her fect plating on the ground. Of @ enall boy with a ston inva director's CLOSE UP: Of the boy pointing, looking at his crew and explaining the shots they needs WIDE: Of a small girl in full painters gear staring at a huge white canvas. CLOSE UP: of the boy looking up and nodding with a smile. WIDE: Of Tommy Johnson in @ suit standing center stage in a music hall in front a full Orchestra, ready to instruct then. MBDTIM: OF him lonking at the orchestra then to right at the conera with s confused Took: wo 7,000 students drop out of school each day, Most are at risk kids subject £0 inter-generational poverty. 800 Of these kids would not drop out if they were involved in after school arts programs. we So How does Legacy 166 help these Kids through the arts with their after school programs? vo. They help keep their feet on solid ground... ‘-.and give then just the right amount GF direction.- ‘with @ nice blank canvas to explore.vIDED avpro a So that they can do anything ‘Tomer _somsox_ ‘anything MEDIUM: Mirroring the same composition, angle, and Bnything..is possible through the arts. distance but st the table with his coloring book GRAPHIC: Ending Graphic with | Yo. ‘logo and call to action. Luke | For more information about the prograns 166 and the inke verse of Legacy 166, or to donate, please visit legacy1é6.compurplet ies 6 seand Aud Spot ‘Chen Leeny 166 Direaion o SFX ‘Trumpet Playing (Up & Under) ‘Vo (Announcer) We accept all insruments no matter the ‘oncition- from the lightly used saxophone to. | the overplayed harmonica with sou, SFX Full Jazz Band (Up & Under) Vo (Announcer) SFX ‘Vo (Announcer) SFX Vo (Announcer) Legacy 168's instrument Buyback Program will donate your instruments to at-isk enléren ‘Who have fhe desire to play music. Classical Music (Up & Under) 7,000 students drop out of schoo! each day, but studerts involved in th arts have 2 70% ‘greater chance of graduating. With the Instrumeni Buyback program, children have the opportunity to own and play instruments they atvervise wouldn't get Full Jazz Band (Up & Under) Go to Legacy 168.079 to fins out more about the programs to engage at isk chren through the ats and how you can donate. What ten il this child be? Luke 1:66 |avpr0 WEDTWN: OF GREGORY NATHANIAT Searching through his Sluttered garage looking for a serewiriver and sifts through the mess. He knock over a box to expose a Erombone. MEDIUM CLOSE UP: Eis Trombone is sticking out of the box reflecting light off of the garage Light. MEDIUM CLOSE UP: Greg looks Be the trombone with a smile Of sweet nostalgia. WIDE: Cut to Gregory in full Swing with his instrument. Playing wholeheartedly and chafisnatically. CLOSE UP: Gregory is still in full swing with hie instrunene. Playing wholeheartedly and charisnatically. MEDIUM: Gregory is still in full swing with his instrument. Playing wholeheartedly and charismatically. He backs into his garage door and Lt begins to open as he continues to play. MBDTUM: The garage door begins to open from the outside to see Greg gontinuing :0 play his instrument. OVER THE SHOULDER: Of Greg playing his instrument, on an 8 year old child watching in ave of the music he’s hearing that he never thought never even existed or was possible (GRECORY_WADHANTAT, (igh) (music starts playing[j-cut)vxDz0 OVER THE SHOULDER: OF the @ year old child. Greg is still Blaying, but soon realizes fhe child is there and is ave inspired by his music. He stops playing and moves toward the Kid OVER THE SHCULDER: Of Greg walking toward the kid and handing him the trombone. MEDIUM: Of toth Greg and the kia both with the trombone in their hand. Greg 18 bittersweetly happy, and the kid is In a mild shock. OVER THE SHCULDER: of Greg Gn the kid looking st the Eronbone with his mouth open as he tilts his head up to Greg with a big smile Graphic of Legacy 166 loco ‘and appropriate information GREGORY NATHANIAL, (old and zaspy) here kid. Hold on to this vo" Together, we can help kids through the ve Help them though our instrument buy back progran.purple , TetOCS PR & PROMOTIONS © 4.Public Relations & Promotions Plan Primary Communication Problems and Opportunities for Improvement ‘Asallosal 301K) 3, funding is necessary to build on Lepucy 166's ffs. The non-profit solely survives on grants and donations. However, it as never implemented a proper communications campaign ‘o establish brand awarnes. Legacy 166 wes soil media and the “Steppin” Ou” publication to reach its itende audiences, Ulinately these sloe have no been suicen to atin band awareness and properly potion the eranization. The retin ofa PR and Promotional Pan for Legacy’ 166s crucial ta establish brand awaren's and bullinga song donor and volunteer bse ‘Legacy 166 ha: several problems which clue being unknown in the community, having ‘unkown programs, and possesig a name tha is confsing tothe public. This lack of recognition tems from the dificult that Legacy’ 166 fices when commanicatng its mission with te commit. By .Internet, Social Medit ‘The mission of Legacy 166i “to reduc the effet of intergeneraional poverty through the As, Culture, Education, and Community Collaborations.” This mison is cared out through youth programs Reading and Theatre Children's Series, Liteaey Program Book Intative, ACE Program, Jazz N" Juice Mosie Series, ANerSchool Ars Enhancement Program, an he Instrument Buybeck Program. Several loca and national nonprofit organization hve partnered with Legacy 166 in support of sisson Including The Mobile Arts Council the Mobile County School System, Penelope Howse, zanam ‘Charitable Pharmacy, Mobile Baykeeper, andthe SvtisonanInsttation As Legacy 165 is approaching itssivth yearof operation, the organization hat made clea its desir to increase in awarenest and involvement. PupleTes Agency will help Legacy 166 schieve this goal through ll areas of ‘communication inehding the following Internet, Social Medi, and Mobile Communications Plan Client Gost ‘To crests cohesive brand identity and position Legncy 166 inthe minds ofthe target audiences E-Marketing Objectives, * Toinorese avarenes of Legacy 166 through advertising, public elation and social media strategies by no les than 25% in Mobile County and by no less than 5% in Baldwin County’ by nd of campaign year + Tocreste a social media strategy that poston the brand and establishes ses that promote a snified rand image “Toatrect following of ao les than 2,000 indivi by the end of the campaign year ‘To contibatet increasing donations by 20% by end of campaign yer ‘To contribute increasing partnerships fom Sto 10 organizations “Tone social mein to disrbute media information “Tore-design website to atract mor individuals and use website or branding/psitioning, ovations, and parersips. Problems and Opportunities ‘The Challens: “The greats challenge for Legacy 166i the lack of awareness and lack of involvement inthe ‘organization by the community. Very few people in the Mobile, Alabama are are familar with Legaey 166. More peificaly, when surveyed locally, nly 42% have even head ofthe noo profit and is programs. ‘Legacy 166 main problem can be summed up by its lack of internet presence. As of January 2016, Legey 166 operated a website, Lepacy166 com, However, the website has been shut down on several occasions doe to usknown crcunstanes. The organization @Leency166, however it as aot ben in use since 2012 with only 24 tweets, With over 30 “kes” to ate, the most wilized for of social media for Legacy 166s Facebook. There are multiple posts 0 owns a Twiterbndle, Pupletia Agoey “ Leg 16 Seg Plan‘monthly and sometimes weeky, but theres till minimum cutreach othe proper target maket The biggest issue surounding Lewy 166 Facebook page isthe content. The post ae clearly centered on ‘one ac and sometimes conan soae controversial subject matters such as pss about the “Black Panther Pay Although the Black Panther Party may be seen a cultural information, it tends to alienate potential dnors. Aside om Legacy 166's website an social media concems, the organization azo needs to promete itself using email ‘The Solution; PurpleTies as develpeda plan o promote Legacy 166 through soca media ina poive ligt. Anew cremive concept, “Thug the Ars," wll give audiences beter grasp of what Legacy 166s, “wht it does, how to donate, and how o conte the organization The “Through the Ar” ui ‘concep i eye-atching with is bright colors, relevant photographs, andthe Legacy 165 log and message clear onthe page. Fist nd foremost, Legacy 166° website wil need to be back online. Weslo recommend tht “Leaney 166 use the dom ame “Lepncy 166.07" The Legacy 166 Twiter account wil need to be evitlized and active, Mos importantly, Legacy 166s Facebook will need to be cleaned up" of ‘controversial, nd perceived negative posts. Only then can Legacy 166 implement the “Through the Arts ‘advertisements onthe soci media platforms. Finally, an accurate email ist of potential donors, sponsors, [rents and those wishing to be involved needs tobe obtained, This way, Legacy 166 can send a monthly ‘email updte of ow the progms are operating ood news, upcoming events, et, Emails known a very efiient method of reacting an orgenizatin’s target audiences with ile expense ‘Physical Analysis of Website and Social Media + Legacy 166 website bpn legs 166 com ‘© Outdned wetste appearance wih bright colors large fonts, nd too many illdowns (ocoteto be implies) ° Tabs i. Home (Keep) 1 Large “Buy Tickets” baton ~Link ads 0 Tntpaeww nobiles guild orl eee) 2 Upcoming event section 43. Textabou the 2016 season 4. Photo slideshow ik Abou Us 1 Textabout Legacy 166 Needs more about the Greg Cyprian story and ‘the “Luke 1:66" reference alti geney ” ep 166 Sia Pl2. Board of Directors is (not necesstry) ik Join Us |. Menu oF three more tabs: Become a Member, Volunteer, Sponsorships iw. Current Seaton 1. Menu of two more tbs: ACE, Jazz N" Juice Musi Sres ¥. Gallery |. Menu of one more tab: More Gallery Photos (delete) 2. Photos are unorganized vi Contact 1. Contat website form 2. Google Map office location 3 Greg Cyprian contact information shoud be anaymous) + Legacy 166 Twiner(@Legacy_166) [Note There isan additional Legacy 166 Twitter page, @Lepacy!66, which shouldbe removed (© Joined May 2011 © Following 2,9 followers © 2s wee 10 Most weetsare linked othe Legncy 166 Facebook, therefore unoriginal posts (© Nocover photo (© Link to unavailable website, hv legacy 166 ore (*This website out of order, bowever pli legacy 65.com! ) + Legacy 166 Facebook 0 334 tikes © Treviews 4.7 se (© Cove photo and profile picture are she cureat Legacy 166 logo ‘© Phone number present (© Linkto waaaiable website, apc lapaey ory (This websites out of order: however hinJtann ens 6com/) (© 50+ photos of students inthe program and advertisements; | photo of an eward— Community Service Award, Black in Government (0 Problems that need ob addressed: Posts re not “avers” and sem to center around ene race Ti, Overall active on Facebook, however most ae “shared” poss instead of original Puleis Agen ep 66 Steg Pni, Mukipl posts about the controversial “Black Panther Party" which may seem egative to donor rget audience ‘Strategy for Website Restoration Platform and Webpage Additions As it stands curenily, itis unclear whch web domain nme Legacy 166 mst use, Purples suggests sing yee 6 or, rter than egy 85 com to promote itsopration. The ‘domain name, ww eucy 6.08 ean be purchased trough nw GoDaddy com for $799, The Legacy 166 weit appears toe outdated the loud colors and large fons evcke an o-fashoned website theme. ‘The infomation, links, nd photos appear clutered throughout the many tbs. The st neds tobe simplified Accoring tothe current functional website, the website service provider indigo Bly PR. This _appzarsto bea local prviser, yet there are hundred of other web-hosting services manage a website PurpeTies suggest usrg www Wechlcom or waew.SuareSeace com for their eay-torase and recognizable features. They have simple to use templates that canbe personalized che organization. leis ene ° Lec 166i Pn‘Website Recommendations ‘Once the new Leaacy 166 website is up end runing it shouldbe comprised of five main tabs ‘+The ist wh shuld bean “About” seston, This sti shold gem bre ackground of Legacy 16 stating with Greg Cyprian personal story. ‘The next ib seul bea "News & Photos” section that showcases recent pictures of Legacy 166s programsin action. Photo of children enjoying Legacy 166 programs ace enticing for parents to enol her hiden in said programs aswel a for donors to er where their ‘contributions ae going. Ths section shoul also inlude good busines neve If applicable, ‘+The website should als contain a "Calendar and Event” ib, The calendar of events should lit the programs, themes and location; his shouldbe wpdited mt leat every 13 months Finally, am accra and easy-to-use donation ink to receive charitable cont butions should be ‘ded. This links importat to any aon profit website. Thi ink should be very prominent on the homepage and accesible en all othe pages. Some suggestion for es)-oare embeddable donation links include ys GoF ‘sons YosCaring com. PrPal elo has an etsy to use, nonproPt donation system tht ca be lized ona website, This show Purples sugset the website should be formate omepeee snout }-[promrams |] ews {enter 8] Sonate ‘Strategy for Social Media Renewal and Recovery “Maintaining an active presenceon sora media can be dict because it requires lot of ‘attention, It may be beneficial to hire a ater or menaging social medi, emails, and other internet promotion, Nonetheless, there are tols valle o help manage social mela accounts such a Hootie, ‘By scheduling Facebook and Titer posts ahead of ime through vs Hotaut.com, Legacy 166 can focus on other business asks rather han constantly ensuring thatthe Facebook and Twiter is updated “The Legcy 166 Facebook acount is fly active fora nonprofit The rst step in evtaizng ‘his Social mea platform iso ensure ll Facshook information (About Me, Location, Conse Phone "Number, Website ink is ecurte and vpo-date, Neat, some controversial posts shouldbe removed: in paticular, “shared” and original poss regarding the “Block Panther Party” Thowgh these posts may appeal to ace in demographic, tay offend others indifferent age uienes. A non-personal Facebook shouldbe «place to promotean organization or business services and share busines news; unslated Legacy 166 posts should be ae, Pits Ae) ° Let 166 Sie an‘Saunple Facebook Posts: (Chin rt sen Edt Jon us met ook ot marty ac Ne Ma Ses thea asic ‘ramus mah, Jee We precast sot sounds fi, ‘Ate Re Music Pago, The proga bereft tan epic 1 bl en ‘oble ByAnepe, Ozanan Granable Pharmacy, anaPeneae Hosea Vs Ssrweisao conan sro EN Post aout upcoming events should ince dts about the event, actions and tines if ‘applicable. Facebook as a“taging” feature where other pages canbe tagged in posto allow viewers ‘to click onthe tg to lar nore abou that page. The Facebook post above gives an insight te what he Jazz N Juice progam is cades ay ofthe ati sf the er organs being om ‘donations, and encourages viewers o vst the website o explore or donate, Gsm [5 prota vsee Lila ent nro your child curLogay 166 At-Sehoo Arts Enhancement Program| ‘Your chic wil be gien an opportunity to ey a, muse dance ra, and Potograhy Learn mora st ur wade wmlegacy 68.) “his post encourages parents to ell thei student in the I nny 186 Aft Seo Programs. ‘ives a brie explanation of whet the progam sand what thei students can lear. It lio offers the ‘saite domain in order for viewers en sa infra, iouie (3 Pot iat the kerae rogram Sack nda? Compares, ona ‘xgrizatons, ae grupsare encouraged ob boas or scat $150 br eden, cesseams (S50 press, schol (S50) Tne Ping Reader nesuragee zon fo volte oeadto casos eo part fu Woray eave aries EE Keep your audience upo-dete abort your programs by posting about them and what they ae. “This post fers dts bout what he Liteney Program Book rit donate per student, lssooms nd schools, Peis Agency st Lez 168 SomeLast, both the Lepcy 166 Facebook profile picture and cover photo are estentialy ented showeasng the log. Itmay be besficial 0 update one ofthe wo photos to something gang the ‘campaign, Tough the At. Here isan example of a Legacy 166 "Though the Ars” cover phot: ‘Dwiter ‘Tre social media plaform Twitter appeals toa younger demographic and fellow business audience. Trough strong Twit presence, Lemay 166 is mor inclined to atract solesents and _young parents a wel as remain in a positve ight wo potential parsers and donors. The Legacy 166 ‘Twit as not been use since July 2012, Tweets canbe posted orginally fom the Twiter website or pp, or ean be enked othe Legacy 166 Facebook account to keep posts upto-dete, An updated description, avatar or logo, and websit link is important for Twter followers swell Example Twitter Poss: De youhave alt tuner ut ang 0-4? Doo au At School Ate Erhacament Progam fo beetios ack yout aoao Ez ‘Titer pots can be icky because they’ can only we to 140 charters This ct is sora ‘othe point by posing an engiging question, then encouraging people to donate insrumens to suppor ‘Legney 166 program, nd expains that it will benefit “eel a-ick yout”. Laan mor shout hess and edtealone pera at your eh bent yng one 8nd avao Ey ales Aan 2 Lege 166 Span‘This tweet proms followers to visit Legey 166s website, Lacy 18 ACE Progra pseis Quen Bess The Sly fees aoa o BD tee | Its important keep audiences aware of wpcoming events such as this one. This twee gives tnany dtl (who, what, when, wher] ina short amount of eharces Gooele PuppleTies ecommends that Legacy 166 establish a Google landing page on which to post videos ‘of events and programs, This wil ao allow the ganization o pos the PSA and informations videos rested by Purples andthe Top of te Hil Vdeo Production Service, ‘Strategy for Obtaining, Utilizing, and Operating an Email List ‘Curent, tere ar two contact emails referenced on the Legacy 16 website. The ems via the “Contact” displays lgacacenec660l con th emi shown onthe “oin Us tab is Info@teaacs166.om (tis is loth email printed onthe Greg Cyprian’s busines cars). PurpleTies suggests obtaining and using nfoG@lsencs 166 ox. This an be tne once the ws legaev16S.ong website domain i purchased vin wow. GoDaddy.com We strongly believe tha using org” fr bath he website andthe main email adress wil strengthen Legacy 166's presence as an organiza Maintaining an email ists eral for any organization. Gathering comact information canbe sccomplised at promotional events such as fs, fundraising events, and the Legacy 166 programs. Not ‘only sit important to acquire afin’ names and ema addresses forthe emai lit, butt may be beneficial to ako gather tcirmulling adresse, phone numbers, genders, ges and feedback ogi 8 beter understanding of your demographics Fr Future reference, (Once Legacy 166 has sequiredits email ist subseribers, the organization can develop its email newsletter This canbe done through severl outs suchas IChimp.com or .ssomsunlsonas om tha allow ganizations to send scheduled, mated email through various plats fo prospective imported conics. The newsletter shouldbe ona schedule, wheter ha is ‘monthly, or quarterly. Donors wil especilly enjoy this Legacy 166 update to se ow ther contributions are being use, wile parents and oer scive participants may desire to se photos from the Legacy 166 proprans. You do need permission fom the email recipients to end newseters to them, however. Bath ‘Mall Chin and Constant Contetprofibit wer from sending spam, antes acy a eae 66 Si PnStrategy for Incorporating the Creative Concept into all the Companys Website and Social Media for Brand Consistency and Positioning PurpeTis" new concept, “Through he Ars” sims to give Legacy 16's target marks a beter grasp of whothe orgarzation i, what they do, how 1o donate, and how to cont the organization. The _advertsements cn be aceessble through pg and pf format, therefore shareable onthe Legacy 166 website, social media, and eal list. "Through the Ars post shoul be at least monthly in order to hep audiences aware ofthe campeign. ‘Strategy for using Internet, Socal Media, and Website for Soliciting and Receiving Donations Donations are cul past of any non-profit organization Donors, bth past and potent, need ‘tobe able to donate easily through a non-profi's webster soil medi. As previously stated, a donaon Tink shouldbe easy-to-use, Bath v0 Ga undMe com and ww VouCarng com ae easyo-se for “organizations and donors, For whichever donston site fused, donors should be able to safely and instantly add their monetary information, eet ar, PayPal, ete. The donation lnk should be very Prominent onthe website's hamepage trough a conspicuous “ation” and accesible on other pages. “The link shouldbe shared on social medi platforms often andlor placed in their respective bios ‘if applicable. Poss relevan: to donations should havea donation link or explain how to danateto ‘Lepney 166 ules ney s Leg 16 Seinpurple ,Media Plan Media Goal ‘+ Torsise awarnss of Legacy 166 among the angst audiences ‘+ Topersuade pans of ais children to eal thee children in Legay 166 programs + Tostract done and volunteer Media Objective ‘+ Toachieves reich no less than 25% in Mobile County, and 19% in Baldwia County # Toachives fequney of oles than 3 Media Rational ‘Wis importanto select the most efficient and cost effective media ott pssible to adverse the proprams and purpose of Legacy 166. PurpleTies has developed a mei plan hat wil elvr the stategc messages ote potential donors, volunteers, and prents of a-isk her The media outlets used ae cost effective and will maximize target reach and frequency ‘Newspaper/Magazine PurpeTies stroaly recommends the us ofthe printed mea in Mobile to expand the reach of the organization. The pemary esearch conducted by the agency showed the communications problem to be that Legacy 166is an nknown organization tothe community. In crder to expand the each ofthis advertising campsign cd deliver Lepacy 166's message tothe commanity, Purples strongly sieges using the Flowing pen: medi: “Mobile Area Chamber o Commerce Magazine & Email Newsletter Distributed to 20,000 bane in Mobile County Pablished once «mont (Print) 100+ email edresses pr weck Emil Newalte) Recommended chedule Paper (of page [3.78° W x 5.125" H], 4 tnes per year) Email (One weelper quae) cost: $1,820, ‘Lagniappe Magazine $82,218 the average income of the renders (Circulation approximately 92,000 readers Published weeky Recommended chedule Paper (page [5° W x 6° H]} 12 wees onthe year (3 werk per rates) Single see inserts (1 pee quater) Cost: $4,746 Plies eney % Ley Semele PanThe Catholic Wesk Estimated 69,679 people in the Catholic community inthe Mobile re Prblihed every two weeks Recommended schedule page (35 clin], 6 times per year) Cost $1938 a we 2,00 copes disvibte in Mobile area 6200 Emil subscribers ‘Average monthly webske page visitors 29,645 Paper issue published only Recommended schedsle Paper (4 page [-S"W x 5° HI. 3 times per year) Web sie ads ( (300 250 px, times eye) Email ads [120 x 450 px times yea) cost: 86,806, ‘The Tait Niche! Pape 27,00 copes disibute in Mobile, Baldwin, nd Escambia Countes Pblihed monthly Recommended schedule ([4" W x5" H], 4 times year) Cost: $700, ‘Steonin Out (Owned by Me. Greg Cyprian Published Monthy ‘Recommended schedule (1 page, 12 mesa yea) Cost: 0 ‘TV and Radio ‘The agency doesnot recommend the we of Redo and TY oats aos the Mobil are les ‘corporate underiing can be found, We do resommend tha rime be soicted as fee publi service angouncemeats when possible inorder o expand the reach of the campaign Use ofthese media outlets is ‘expensive, but would help Legacy 166 get more exposure among the target aiences. Both TV and Radio offer the opportunity o avers some ofthe event rd new upcoming programs tht Legacy 166 has wo offer. Many ofthe broadcast outlets ofe tlk shows that woud make excelent venbes for Greg Cyprian wo speak about Legacy 166 events. Purples has assembled list of Mobile Rao and Television stations: Alabama Py Reaching 97% of Houschkis throughout the tte on Broadcast, Cable, and Smlite Good Coverage across Mobile Metropolitan Ares Recommended Schedule: Using the 30sec and 60sec PSAs or commercials undewriten by 8 Corporate Sponsor (Cont $0 Paletir Ago 2 ec 66 Si PaWALA FOX 10 Afiine ‘Recommended Schedule: Using the 30sec and 60 see PSAs or commercials underariten by 8 Corporate Sponsor WAL also has a morning tlk show ea fates gues from nom profit organizations cost 90 WKRG=CBS Affine Recommended Schedule: Using the 30sec and 60sec PSAs or commercial underwriten by 8 Corporate Spasoe Cost: $0 WPMI-NBC Aftite Recommended Schedule: Using the 30sec and 60sec PSAs or commercials underurien by & ‘Corporate Sponsor Cost 30 WENA TV 55. CW Astlite Recommended Schedule: Using the 30sec and 60 see PSAsor commercials undrorien by & ‘Corporate Sponsor Cost $0 we, Recommended Schedule: Using the 30sec and 60sec PSAsor commercials underwrite by & ‘Corporate Spoasor Public radio owned by Universi of Al Cost $0, um, lsteners wth high household incomes S27EW EM 92 Recommended Schedule: Using the 30sec and 60 see PSAs commercials underuriten by 8 ‘Corporate Sponsor Alterative Inde Jaz Rook Bes ‘Good medi outlet to adverse Jazz Nui events Cont $0 POWER 88 Recommended Schedule: Using the 30sec and 60sec PSAs or commercial undererien by & Corporate Sponsor Christian Radio Staton Cost: $0 WMXC-HD2 EM 999 Recommended Schedule: Using the 30sec and 60sec PSAs or commercials underriten by & Conporste Sponsor Smooth Jaze Sion ‘Good media oitlt to avertse x2 N' Jue events Cost: 50 Pieler Agnes * en 166 Sm anDL, WALX, WGOK Recommended Schedule: Using the 30 see ad 60sec PSAs or commercials underwriten by & Conpomte Sponsor DLT als hosts a weety community show tha features guest from nom profi organtzaions Cost $0 Outdoor Billboards ‘The outdoor posters around the ety of Mobile ar an effective way to build frequency ‘and recall of campaign messages. The posters prove the necessary impact onthe target ‘audience in communities where they live and werk, Posters Posted i the prominent loestons around the city of Mobile Recommended schedsle:(10°5" «22°84 months per yer) [Lamar Outdoor also i known to donate Boards ha are ot uke to non-profits Cont: $4000, Social Media “The use of socal media wil iia incense the reach that Legacy 166 will achieve. The social med platforms have great penal for advertising and we wil lize the msjor socal media platforms that will belp Legcy 16 in th edverising campaign The PurpleTis suggest the use of following social media platforms: Eacebook “The agency recommends ulzing Focebook nt jus for poss, but alo for adversing. Reseach suggests thatthe primetime to read posts on Facebook i round lunch ine, The agency suggest that posts on Fecebok should be made anywhere fom 9:00am to 12:0 pm, Facebook is one ofthe most Viewed social eneia platforms. The PurpeTies suggests the use of pid advertising and boosted poste on Coa FOTAD [Enna Rae BAIL ——) ‘Sige 800-8 Purples recommends that Titer be used asa social madia outlet for advertising. Twiter i sovialmedia platform thats very poplar witha younger populstion (Millenia, Generation 2), and {ollowers can e-weet any post nd advertisements tat Legacy 16 makes. This will expand the reach ‘ofthe organization o new people who are fends with the people who have re-swested Legacy 166s posts. We alo suggest the use of paid advertising and boosed posts on Twister. ‘Per Day Cas TOTAL | Webnie Cie DAILY) arlene ney * egy 1 semepe anGoole PurpleTies recommends tat Legacy 166 exabish a Google lending page on which to post videos ‘of events and programs. This will also allow the organization o post the PSA and informational videos ‘created by PupleTies and the Top of the Hil Video Prodcton Service Average Daily Reach 2,554 ‘cost 80 Media Budget ‘Mobile Chamber of Commerce 1,820.00 Lagniappe Mapzine 746.00 ‘The Catholie Week I 1,938.00, |(MobileBay Magne SSS |The Thrifty Nickel 700.00 [Seppia’ Out SSS — | ‘Alabama Public Television 200 ‘WALA FOX 10 Affiliate 000 ‘WRG CBS Affiliate 0.90 ‘WPMINBC Afiiate 2.00 WENA TVSS SW Aiate 000 ‘Wa 000 ‘SAZEW FMRI 0.00 POWER 38 FM a5 0.00 WMRC-HD2989 0.00 WDLT, WBLX, WOOK 0.00 Posters £000.00 Facebook 1,820.00 Twitter 125.0 Google 0.00 ‘TOTAL MEDIA COST FE55.00 Parle: Aasey © Lege 66 SarinFlowchart ‘Newspaper and Magazine Media purplet iesHEN SMOL stpowi pes pee ex2y.04 200PMO,purple A e7AN 7-1) eee‘Campaign Budget Events $1300.00 $7392.00 ‘Speci ens S000 $2783.00 Printing & rodtion 5830000 00.00 ‘Media S000 $23455.00 (Tota Boece [sT0;00.00 $33,730.00" "56,270.00 ender badge ena) “Puplies Ageney o Lee 86 Semapurple ,Appendix Appendix A. Primary Research “Appendix B. Secondary Research ‘Appendix C. Release Forms “Appendix D. Civie Gab Direstory & “Appendix E. Case Stuy & Judging Forms Based Organizations Plies Ager Lege ee ea