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story that tells the life of Dottie and her survival of colon cancer, and her enthusiasm for antique motorcycle preservation. Through strategic campaign planning, Propulsion Communications ill provide a areness to Dottie!s story to attract funding for the Cannon"all #otorcycle Run, hich ill, in turn, "enefit "oth $ntique #otorcycle %oundation and Colon Cancer $lliance. Problem Statement: There are several motorcycle "logs&maga'ines that emphasi'e the Cannon"all #otorcycle Ride and it ill "e a challenge to shed light to one particular participant of the ride. $s ell, our client ants to find the most effective ay to sho the importance of preserving antique motorcycles and spreading a areness a"out colon cancer. Target Publics: (. #otorcycle riders, o ners, enthusiasts, mem"ers, etc. • #en ages )*+,- ho have families and are educated • $ntique motorcycle enthusiasts! ages ,* years. /. Colon Cancer • 0urvivors • People diagnosed ith Colon Cancer 1typically around ,* years and older2 • People ho 3no close relatives&family affected "y colon cancer 1a ide range of ages apply here2 Research: Colon Cancer Pu"lic: 4enerally, cancer donations appeal to the emotional side. There are certain cancers that receive more support due to notoriety, num"er of cases and organi'ational push. The tag line “5oin the fight” can "e seen on the $merican Cancer 0ociety e"site "eside any donation request. 6ne of the ays they "ring in their audience is "y having testimonials from survivors. $C0 focuses on the emotional dra and also provides accessi"le facts. The pu"lic that is targeted is usually the careta3ers of cancer patients and then the e7tension of family and friends. The line “The 6fficial 0ponsor of 8irthdays” is also used to appeal to the
humanity of the supporters. 0ince the general age of cancer patients ith colon cancer is ),+,* years of age, the main supporters ould "e ,*.. This, ho ever, e7cludes younger generations that are connected through family mem"ers, friends, and&or acquaintances that have had colon cancer. #ost adults ,* years and older are not on social media sites and, if so, do not use them as actively as young adults. #ost adults ,*. still su"scri"e to ne spapers and mailing lists. #otorcycle Pu"lic: $ccording to our secondary research, it appears that the "est target audience ho is most li3ely to donate is males ho are ages )*+,- ho have families and are educated. This is the "est target "ecause they sho the most interest in motorcycles in general. $dditionally, more than half of motorcycle riders have a median income that e7ceeds the rest of the 9.0. population: therefore, they have money to donate. $nother specific target audience is antique motorcycle enthusiasts ho are over ,* years old. $ccording to our research, people ho are mem"ers of an antique motorcycle organi'ation are typically ,* years and older. 0ince this is the age group of antique motorcycle organi'ation mem"ers, it is "est to target this demographic since there is evidence of their interest particularly in antique motorcycles. This interest in the preservation of antique motorcycles is 3ey in attracting more donors. $dditionally, ;7perian #ar3et Research has indicated that the current motorcycle enthusiasts are "et een ), and <, years old and tend to have a"ove+average educations and are esta"lished couples that live leisurely lifestyles. They are migrating to ard smaller eclectic to ns and cities to en5oy the slo er pace of smaller communities. 6verall, they are doing ell financially and tend to have active lifestyles and li3e to rela7 ith a close circle of friends. They still en5oy reading daily ne spapers and atching the ne s on T= and are average users of the >nternet primarily for utilitarian purposes. Challenges: • The Cannon"all is advertised in several motorcycle+dedicated maga'ines: therefore, it ill "e difficult to have our campaign ?stic3 out? through all the noise of other organi'ations tal3ing a"out the Cannon"all. Propulsion Communications must e7cel in strategically placing advertisements&ne s releases in places here there ill "e no other distractions, and particular focus on Dottie in association to the Cannon"all. There are not enough mem"ers to support $#%: attracting more mem"ers could "e difficult since there are other similar antique motorcycle organi'ations. There are several participants of the Cannon"all, so emphasi'ing Dottie@s importance over all other participants could "e difficult.
Goals: (. 6ur main focus is to tell Dottie!s story and in doing so "ring a areness to colon cancer, $#% and the overall o"5ective of raising money for the Cannon"all ride. /. Ae ant to raise BC*,*** through the “Ride, Dottie, Ride” campaign. Objectives: (. To set up a fundraising account through Cro drise that ill allo donors to sponsor Dottie "efore and during her ride. /. To have Dottie!s story featured in at least three local maga'ines. D. To gain one ma5or donor in the motorcycle industry, T= "usiness or paper media to support Dottie. ). To create an online presence Messages: (. #otorcycle $udience Primary: Dottie #attern!s story has significance to the antique motorcycle and cancer+affected communities. ;mphasi'ing and associating Dottie ith the Cannon"all Ride ill help spread the ord a"out antique motorcycle preservation as ell as the importance of supporting colon cancer research. 0econdary: 8ased on the research, people ho are most interested in motorcycles are males ages )*+,- ho are educated and have families. This particular audience already has a passion for preserving antique motorcycles: therefore, reaching out to this audience ill "e the most "eneficial for this campaign. 0ince the ma5ority of this audience has families, this could "e passed do n to their children creating a younger generation that ill appreciate and support the importance of antique motorcycle preservation. /. Colon Cancer $ffected $udience Primary: Colon cancer affects more than (**,*** people annually, not counting their family mem"ers. 8y supporting Dottie through the Cannon"all #otorcycle Ride, e can "egin to ma3e large strides in supporting colon cancer research and spreading a areness a"out it. 0econdary: 0ince colon cancer still affects so many people, and, ith the lac3 of funding for research, emphasi'ing the importance of hy donations are needed is vital in reeling in an audience to support Dottie. 0ho ing hat the money is used for, such as colonoscopy equipment, researchers, etc. could attract people and sho the importance of this campaign.
Motorcycle Strategies and Tactics: 0trategy (. To rationally appeal to motorcycle enthusiasts the importance of preserving the history and continuing the legacy of riding&maintaining antique motorcycles Tactics: • Create and rite solicitation letters • Arite Press Release Templates • Eetter to the ;ditor& Fe spaper $rticles • Post on $#%!s e"site • Prepare update letters via email, e"site and solicitation letters to $#% mem"ers 0trategy /. To target pre+esta"lished motorcycle social medias Tactics: • Contact through %ace"oo3 "y sending direct messages to motorcycle pages and as3 them to post updates, ne s releases and events • $s3 to post a feature a"out Dottie • $s3 to post pictures of Dottie ith a short description that relates "ac3 to her story Colon Cancer Strategies and Tactics: 0trategy (. To emotionally appeal to people directly and indirectly ho have "een affected "y cancer
Tactics • Arite a feature that directly addresses Dottie!s personal struggle ith cancer and relating it to her passion for riding motorcycles • $s3 doctor offices to place a flyer a"out Dottie near the reception des3 to spread a areness of her intentions to raise funds for cancer research through the ride • $s3 the CC$ to send out messages a"out Dottie and her mission 0trategy /. To reach out through social media that have a connection to cancer research Tactics • Contact through %ace"oo3 "y sending direct messages to cancer+related pages and as3 pre+esta"lished cancer research and support pages to post updates on Dottie!s status in the Cannon"all Ride • Post a feature a"out Dottie and her story on the %ace"oo3 page of a cancer research&support %ace"oo3 page
$s3 for the CC$ e"site to put a feature a"out Dottie!s testimony and her determination to participate in the Cannon"all #otorcycle Ride Evaluation: • Gave at least B(** in donations specifically through the Cro drise account "y Decem"er (*, /*(D • Gave three maga'ines in hand that have her story featured "y Decem"er (*, /*(D • Gave one ma5or donor e7plicitly agree in riting to a large donation 1B,,*** or more2 "y Decem"er (*, /*(D to the “Ride, Dottie, Ride” campaign $ccomplishing 4oals and 6"5ectives: Ae ere a"le to accomplish most of our goals, "ut these goals ill not "e truly accomplished until ne7t year around the time of the Cannon"all Run. The time constraint for this campaign along ith other limitations did not allo us to achieve our second goal of raising BC*,***: ho ever, through our efforts e hope to aid in propelling this campaign for ard in order to gain BC*,*** "y the time Dottie is finished ith the Cannon"all Run. To achieve our first goal, e created flyers to spread a areness a"out colon cancer and Dottie!s story in doctors! offices: ho ever, these fliers have not "een sent out yet. These flyers include the $#% and CC$ logos along ith their e"site addresses to give recognition to these organi'ations. Ae also created t o press releases, a solicitation letter template, a sponsorship pac3et template and a feature. The press release and feature ill tell Dottie!s story that ill, in turn, "ring a areness to her campaign that promotes CC$ and $#%. The feature is on the e"site to appeal to the target audiences so that they can personally connect ith her story and cause for doing the Cannon"all. $lso, the solicitation letter and sponsorship pac3et templates ill allo people to donate feasi"ly "y directing them to the Cro drise account and the “Ride, Dottie, Ride” e"site for more information on the campaign and its mission. Ae ere a"le to partially accomplish the second o"5ective of having three maga'ines to feature Dottie!s storyHDottie as intervie ed for an hour ith =;R=; #aga'ine and ill have an article pu"lished in early /*(). Dottie also has a t o page spread a"out her ride and life in the $#C$ maga'ine that pu"lished early Decem"er /*(D. The third o"5ective of having a ma5or donor as not accomplished due to the unresponsiveness of >ndian #otorcycle. Ae added another o"5ectives to satisfy the needs of our clients, Dottie #attern and ;d Ioung"lood, in having a strong online presence. Though it as not in our tactics, e reali'ed after meeting ith Dottie that creating a e"site ould give her a place to direct potential sponsors and people interested in learning more a"out her as ell as donating to the ride via Cro drise. This e"site ill also "e
posted under Dottie!s name on the official Cannon"all #otorcycle 0ite. The e"site includes Dottie!s feature, information a"out colon cancer a areness and motorcycle preservation, the missions of $#% and CC$, a "log updated "y Dottie and a donation page. Aith that, e ere a"le to contact CC$ hich agreed to post a"out Dottie to the CC$ %ace"oo3 and CC$ e"site: $#% also agreed to post a"out Dottie on its e"site. 8y creating the e"site and designing the Cro drise account e ere a"le to accomplish our first and fourth o"5ectives. Issues and imitations: Ae had a fe issues in accomplishing hat is "ulleted under J;valuation!. Aith the short amount of time coupled ith the necessity for approval of any and all content ritten "y Propulsion Communications, e ere una"le to pu"lish the JRide, Dottie, Ride! e"site, nor ere e a"le to officially list the Cro drise account to any media platforms due to necessary editing "eforehand. This hindered our a"ility to achieve the first part of our evaluation, ho ever, the Cro drise is officially set up and is a"le to receive donations. Ae ran into a pro"lem hen trying to send out our survey to our target audience to add to our primary research. The original plan changed from surveying appro7imately (** motorcycle mem"ers "et een the age of ),+,, to an intervie ith the mayoral candidate Kohn #ena ho fit directly into the category. Though e ould have li3ed to have "een a"le to get the survey out to more mem"ers, e found out ith a ee3 left in our implementation stage that it as not possi"le to solicit the mem"ers of the $ntique #otorcycle Clu". Go ever, in light of the pro"lem the intervie ith Kohn #ena confirmed our tactics of sending out information a"out Dottie via traditional and digital&online media. $dditionally, e tried contacting >ndian #otorcycle via email and phone: ho ever, e received no responses "ac3. This 3ept us from accomplishing the third part of the evaluation due to the incompliant nature of potential sponsors. The other potential sponsors ere also hard to get in contact ith "ecause there as not a direct email or lin3 to the appropriate person. General Evaluation: 6verall, e accomplished most of our tactics and more ith the addition of the e"site. 6ne of our o"stacles as in thin3ing a"out the "est ay to give Dottie a strong campaign that ould continue to support her throughout the ne7t year. Aith this in mind, our team decided to give her delivera"les that ould aid her through the ne7t year rather than for one month. Ae produced a pac3et of templates that ill "e profita"le for the future contacting of different media sources. Aith the short amount of time spent implementing our campaign e ere also pleased to have one maga'ine ith a t o page spread on Dottie and a second maga'ine, =;R=;, that ill print a feature on Dottie in the ne7t issue. >n conclusion, our campaign as successful ith the completion of the template
pac3et and the recognition Dottie has gained ithin the last month.
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