Groft Charity

Classic
Communication Plan
Jacob Ayala, Katie Ferry, and Lexie
Fisher

December 2021
 Here’s Where We Are At Today…
● Mixed Doubles Charity Classic rebranding to
Groft Charity Classic
○ New name and logo
● Lack of awareness of event within community
● Need to sell sponsorships for 2022 event
● Not reaching younger audience
● Small digital/social media presence
● 2022 Goal $85,000

2
Brainstorming Ideas
● Merchandise
● Potential for other tournaments
● Remodel social media (Facebook, Instagram)
● New advertisements utilizing principles of
design
● Create a website

3
Market Analysis
 Strengths Opportunities
● Successful raising money ● Expand digital presence
● Growth each year ● Social media
● Good reputation ● Live-stream ads
● Live-streaming ● Silent Auction
● Facility donated ● Merchandising
● Press Coverage

5
Competitive Evaluation
● Lots of local competitors
○ 3,000 nonprofits in York County
● But, GCC stands out!
○ Free event
○ Talented tennis players
○ Supporting local community

6
 Marketing Goals
1. Re-brand using the new name and logo
2. Increase online presence
3. Increase awareness of July 2022 event
4. Sell sponsorships
5. Attract new (younger) donor market

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Branding
Importance of Branding
● Makes a memorable impression on consumers
● Allows audience to know what to expect from
your company
● Distinguishes yourself from competitors
● Clarifies what you are offering and why you
are offering better choice
● More than just a name!

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Groft Charity Classic Brand
● Type of brand
○ Standalone
● Purpose
○ Build awareness around organization
○ Convey information regarding event
○ Inspire people to interact as players,
sponsors, donors, and spectators

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 Tangible Intangible
● Name ● Values
● Abbreviation ○ Community
○ Generosity
● Logo
○ Making a difference
● CCY tennis courts ○ Teamwork
● Advertising materials ● Brand Image
● Tournament ○ Professional, yet fun

● Volunteers ● Selling the “feel-good”

feeling
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Rebranding Recommendations
● Implement change across all communication channels
● Use language such as “Formerly known as Mixed Doubles
Charity Classic”
● Repetition is key- ensure the audience won’t forget GCC

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Planning the
Campaign
What is an IMC Plan?
● IMC stands for Integrated Marketing Communication
○ Unifies and aligns marketing communication
efforts
○ Creates flow and cohesion
● Importance
○ Reach the right audience through the right
channels with the right messaging

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Finding the Right Audience
● First step is to segment your audience
○ Breaking the audience into groups based on similar characteristics
● Important step in creating communication plan
○ Doesn’t matter how strong message is if the wrong audience is viewing it

● Types of Segmentation
○ Age and lifestyle segmentation
○ Income Based
○ Benefit

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Types of
Segmentation
Age and Lifestyle Income Based Benefit
● Couple age with ● Focuses on the ● Separates the
lifestyle factors income level and specific advantages
● Consumers of same financial stability of audience receives
age may be in the audience from the product or
different stages of ● Can they service
life comfortably make a ● Different consumers
donation? will receive different
benefits
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 Target Audiences
Young Mature Tennis Corporate
Professionals Philanthropists Enthusiasts Sponsors
● Young adults aged ● Adults aged 45+ ● Variety of ages ● Businesses that
25-35 ● Working ● Love to play, want to support a
● College graduates professionals coach, or watch worthy cause
● Working ● Upper-middle to tennis ● Local to York
professionals upper class income ● Middle to upper County
● Middle class ● Want to contribute class income ● Enough money to
income to something ● Interested in the support
● Want to grow bigger than tennis tournament ● Not too big to
network themselves overlook
● Want to develop
philanthropic skills
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 Consumer
Decision Making
Process
How Does a Consumer Make a Decision?
● Consumer decision process is an internal, cognitive process
○ Easier to market to consumers when you think about how they are thinking

● 5 Steps

1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. “Purchase” Decision
5. Post-purchase evaluation

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How Does a GCC Consumer Make a
Decision?
Step 1: Problem Recognition

● Young professionals
○ Need to learn and develop philanthropic skills
● Mature Philanthropists
○ Need to find a worthy cause to financially support
● Tennis Enthusiasts
○ Looking for interesting, competitive tennis to play/watch
● Corporate Sponsors
○ Need to support communities that support them

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How Does a GCC Consumer Make a
Decision?
Step 2: Information Search

● All audiences will research digitally and through word of mouth

● Find information on GCC and potentially their competitors

Step 3: Evaluation of Alternatives

● Compare the pros and cons of the GCC and their competitors

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How Does a GCC Consumer Make a
Decision?
Step 4: Purchase Decision
All audiences will realize that the GCC best suits their needs and solves
their problems
● Young Professionals
○ Help grow their professional networking and philanthropic skills
● Mature Philanthropists
○ Trusting GCC is the best organization for them to donate to
● Tennis Enthusiasts
○ Knowing they will be viewing great tennis for a great cause
● Corporate Sponsors
○ Seeing GCC as a viable opportunity for them to support their communities

Step 5: Post-Purchase Evaluation

Reflecting if consumer was satisfied with GCC and if their problem was
solved 22
Creating the Right Message
● Used the Hierarchy of Effects Model
○ Sequential steps consumers go through when making a purchasing decision
○ Choose to focus on a specific step for a specific target audience

● Six Steps of HoE Model

○ Awareness - making audience aware GCC exists and has rebranded
○ Knowledge - informing audience of what the GCC does
○ Liking - audience develops a liking for who GCC is and what they do
○ Preference - GCC is preferred charitable organization to donate to
○ Conviction - audience believes GCC is superior charity event in area
○ Purchase - Donations, gaining corporate sponsors, event attendance,
social media engagement

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Advertising
Plan
Influencing the Audience
● Influencing audience behavior requires influencing audience attitudes
● Attitude sequence describes how to change consumer attitudes
● 3 Components:
○ Cognitive - thinking
○ Affective -feeling
○ Conative - doing
● When campaign planning, it is important to identity the attitude sequence
to craft the right message

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Elements of an Ad Plan
● Goal
○ Inform
○ Remind
○ Persuade
● Appeals
○ How to grab the attention of the audience
○ 7 types - fear, humor, sex, music, rationality, emotions, and scarcity
● Frameworks
○ How the ad will be presented
● Tonality
○ Feelings the ad will convey
● Visuals
○ Images and non-verbal (written) cues
● Message Strategy
○ Approach to deliver the message 26
Campaign #1
Brand
Awareness
Campaign #1
Brand Awareness
● The Groft Charity Classic wants to reintroduce themselves to the public and
announce their rebranding
● GCC will unveil:
○ New name
○ New Logo
○ Website
○ Updated social media platforms
● How we plan to accomplish this
○ Introducing to the public its rebranding efforts through both print and digital media
○ Implementing a new GCC website that will be the focal point of the rebranding, serving as
the digital hub integrating both the print and digital elements of the brand
○ Use their existing Facebook account to announce their rebranding
● Target: All target segments, York county community as a whole
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Campaign #1
Brand Awareness
● Goal - inform the public that the Mixed Doubles Charity Classic has rebranded to
the Groft Charity Classic and provide information about who the GCC is
● Appeal- rationally appealing
○ Informative as it is informing the rebrand to the audience
● Framework - Slice-of-Life: provides solution to problems
○ Campaign will show how GCC solves problems faced by members in the
community
● Tonality of campaign - factual, informative, pleasant
● Visuals will include:
○ New name
○ Abbreviation (GCC)
○ New logo
○ Images from past event
○ Formerly known as…
○ Introducing… 29
Campaign #1
Brand Awareness

Message Strategy: Cognitive Affective Conative

Cognitive message strategy: presents rational arguments or pieces of information

● Present information about the GCC

● Generic message strategy
○ direct promotion of the product’s attributes and benefits with no claims of
superiority
● Purpose of the message is to inform the audience of the rebranding

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Campaign #2
Donations
Campaign #2
Donations
● The Groft Charity Classic needs to attract potential donors, while
simultaneously retaining previous donors
○ All donations will contribute financially to GCC’s 2022 goal
● How we plan to accomplish this
○ Using emotions to explain why it is important to donate to the York Opioid Collaborative
(difference their donation can make)
○ Explain the benefits donors receive
○ Listing different donation methods
● Target: Young Professionals, Mature Philanthropists, York County community as a
whole

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Campaign #2
Donations
● Goal - persuade donors (previous/potential) to make a monetary donation to the
GCC to support the York Opioid Collaborative
● Appeal- emotional appeals
○ Donations campaign will pull the heartstrings of potential/previous donors
○ Feel like they should support the York Opioid Collaborative
● Framework - Demonstrate
○ Show where donations are going
○ How donations are helping community
● Tonality of campaign - serious, hopeful, encouraging
● Visuals will include:
○ York Opioid Collaborative logo
○ Quotes from the collaborative (emotional)
○ GCC has raised over $200,000 for the York Opioid Collaborative since 2018
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Campaign #2
Donations

Message Strategy: Affective Cognitive Conative

Affective message strategy: evoke feelings or emotions and match those feelings with
the good, service, or company

● Campaign will evoke the feelings of the target audience while matching those
feelings to the GCC
● Resonance message strategy
○ direct promotion of the product’s attributes and benefits with no claims of
superiority
● Purpose of the message is to connect with the GCC audience emotionally
○ Feel emotionally attached to GCC
○ Need to support GCC and Collaborative

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Campaign #3
Event 2022
Campaign #3
Event 2022
● What the GCC Event 2022 campaign is trying to accomplish
○ Intrigue players to participate and spectators to attend the 2022 event
○ Need corporate sponsors to fund the tournament
● How we plan to accomplish this
○ Create interest in the GCC 2022 tennis tournament
○ Campaign will explain how to participate in the event
■ Player
■ Donor
■ Spectator
● Target: Tennis Enthusiasts, Corporate Sponsors, York County community as a
whole

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Campaign #3
Event 2022
● Goal - persuade people to participate as well as spectate at the 2022 GCC tennis
tournament
● Appeal- emotional appeals
○ Generate excitement about event
○ Leading people to want to attend event
● Framework - Testimonials
○ Past players and spectators
○ Those who benefit from the collaborative
● Tonality of campaign - energetic, playful, excited
● Visuals will include:
○ Images from past events
○ Featuring locally, regionally, and nationally ranked players
○ Date of event: July 2022
○ Quotes from those who played or attended the event 37
Campaign #3
Event 2022

Message Strategy: Cognitive Conative Affective

Cognitive message strategy: present rational arguments or pieces of information

● Campaign will present information about the 2022 event

● Generic message strategy
○ direct promotion of the product’s attributes and benefits with no claims of
superiority
● Purpose of the message is to remind people that the GCC 2022 event is coming up
soon

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What are the Benefits of these Campaigns?
● Used the means-end chain to determine campaign benefits
○ The benefits each campaign is communicating to the audience
● Campaign #1 - Brand Awareness
○ Benefits - engaging in local community, expanding knowledge on issues
impacting society
● Campaign #2 - Donations
○ Benefits - develop philanthropic skills, tax deductible donation, making
difference in local community
● Campaign #3 - Event 2022
○ Benefits - interesting tennis to watch, advertising opportunities, giving back to
community
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Advertising
Design
Principles of Design
● 6 main principles of design
○ Balance
○ Alignment
○ Contrast
○ Proximity
○ Repetition
○ White Space
● Recommendations for the Redesign
○ Create white space
○ Limit text to most important information
○ Balance images and words
○ Incorporate new logo and color palette
○ Limit to 3 fonts
○ Remove unprofessional design elements
Current Ad Design
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Media Strategy
● Print
○ Flyers
○ Brochure
○ Business Card
● Digital
○ Website
○ Facebook
○ Instagram
● Merchandising
○ T-Shirts
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Website
All campaigns

https://groftcharityclassic.godaddysites.com/
Brochure
Campaign #1 Brand Awareness
Social Media Post
Campaign #1 Brand Awareness

● Explain the reason for the

rebranding
● Introduce new name and logo
● Explain
○ Who the GCC is
○ What they do
○ Why they do it
Business Card
Campaign #1 Brand Awareness
Corporate Sponsorship Packet
Campaign #2 Donations
Donation Flyer
Campaign #2 Donations
Social Media Post
Campaign #2 Donations

● Social Media Campaign to target

young donors
● Have competing teams use their
social media presence to get
followers to donate to GCC
● Team that raises the most money
has advantage of selecting their
first round competitor
T-Shirts
Campaign #3 Event 2022
Player Flyer
Campaign #3 Event 2022
Event 2022 Flyer
Campaign #3 Event 2022
Social Media Post
Campaign #3 Event 2022

● Remind audience about event

● Introduce teams and players
● Behind the scenes
○ Day in the life
○ Training
● Preview of event
The Next
Steps
The Next Steps…
● The GCC has impacted the community greatly
○ By focusing on marketing and advertising, the
GCC will grow to new heights
● The next steps would be to…
○ Hire a marketing/advertising intern
○ Implement the new name and logo across all
social media platforms
○ Create a website
○ Find corporate sponsors for 2022

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