Production Manager - Cristina Cerqueira - cris.cerqueira@utoronto.

ca
Art Director - Eduardo Aranha – duduprocaci@hotmail.com
Account Executive - Flavia Vianna - flavia.vianna.1975@gmail.com
Copywriter - Renata Peixoto – renatasedlacek@hotmail.com
Toronto Rape Crisis Center / Multicultural Women Against Rape

Barb Davis
Bowlathon Coordinator
bowl@trccmwar.com
(416) 597-1171

Melissa Greiner
Bowlathon Coordinator
melissag@idirect.com
(416) 597-1171
• Created in 1974 as the Toronto Rape Crisis Centre (TRCC)
• It was the first Rape Crisis center in Canada.
• In the 1990's the TRCC expanded its name to "Toronto Rape Crisis
Centre/Multicultural Women Against Rape“.

• Their Mission Statement is:

The Toronto Rape Crisis Centre/Multicultural Women Against

Rape works collectively to provide nonjudgmental peer
support to survivors of sexual violence and to work toward
the eradication of violence against women and children.
• Fund raising event where more than 100 people bowl and have fun.
• 2008 is the Bowlathon’s 15th anniversary.
• The Bowlathon is one of the Toronto Rape Crisis Centre’s major fund raising sources:
BUSINESS OBJECTIVES
• Raise a total of $150.000 on the 2008 edition.
• Bring new participants, especially college and university students

COMMUNICATION OBJECTIVES: What we want to communicate

• Create excitement over the Bowlathon: a fun way of raising funds. It is fun to help.
• Inform people of the work TRCC has been doing and how they could contribute to
the organization to help them keep on helping women.
WHO ARE WE TALKING TO AND WHAT ARE THEY LIKE?
• College and University Students – for the Bowlathon:
– 18-25 years old
– Young, fun people that make the event more exciting
• Women’s organizations – for donations, sponsorships or teams for the Bowlathon
• Corporations – for donations, sponsorships or teams for the Bowlathon
• Family and Friends of the Volunteers – for donations and for the Bowlathon
• Ex-Captains (from the past 2 years) – for the Bowlathon
• Previous Donors – donations or sponsorships
• Previous Sponsors – donations or sponsorships
DESIRED PERCEPTION
• What do we want the target to think about after reading this piece?
• “TRCC plays an important role in our community and should be capable of keep
doing it. I will help them by donating money or prizes/sponsoring them/getting a
group together to raise funds and participate in the Bowlathon.”

• Is there anything we want them to do?

• They’re expected to donate in person (on door-to-door visits), online (through
canadahelps.org) or by creating/joining a bowling team and collecting pledges
from family members, colleagues, etc.
OFFLINE PIECES
• Posters
• Postcards
• Door Hangers
• Letters to Donors
• Letters to Sponsors
• Corporate Presentations
ONLINE PIECES
• Emails to ex-Captains
• Improvement of actual web page
• Video-presentation for YouTube
• Facebook Group
• My Space web page
 Corporate
Target Market Poster Postcard Email Letters Presentation Web Page YouTube Facebook My Space
Students x         x x x x
Women's Organizations x x     x x x x x
Family, Friends, Acquaintances     x     x x x x
Corporations         x x x x x
Ex-Captains     x     x x x x
Donors   x   x   x x x x
Sponsors x x   x   x x x x

Door Hangers
• To be used on door-to-door visits.
WHAT IS THE END USER BENEFIT?
• How the product/service we’re talking about in the communications piece
“benefits” our customers.
– FEATURE: The Bowlathon is fun.
– END-USER BENEFIT: And you help thousands of women who seek TRCC in
need of support.
WHAT IS OUR TONE AND MANNER?
• Tone and manner will differ according to our target.
– College and University Students – fun, exciting approach. Informal.
– Women’s organizations, Corporations – Statistics, Information, Benefits for
the community. Very Formal.
– Family and Friends of the Volunteers – Some Statistics, yet fun. Less formal.
– Ex-Captains (from the past 2 years) – Fun, Exciting approach, Reminder of the
benefits for the community and recognition of their important role in TRCC’s
success. Informal.
– Previous Donors and Sponsors – Some Statistics, Reminder of the benefits for
the community and recognition of their important role in TRCC’s success.
Formal.
 Our main goal was to invite people to participate in the
Bowlathon to help the TRCC/MWAR.
To find the best way to reach our goal, we considered that:
• Union is strength;
• Strength means accomplishing goals with less effort;
• The TRCC/MWAR needs strength;
• The TRCC/MWAR needs help to keep servicing women and children;
• The TRCC/MWAR needs people who believe in what they do;
• The TRCC/MWAR needs people to stand by them;
• The TRCC/MWAR needs people to unite;
• We believe that people unite when they feel they play an essential role in the
organization;
• We believe that together we can make a difference;
• We believe that Together We Stand.
 to
Renata Peixo
POSTER POSTCARD
• Format: 18 x 24” • Format: 5,5 x 8,5”
• Color: 4/0 • Color: 4/1
• Matte Aqueous Coating • Matte Aqueous Coating
• Quantities: 1000 • Quantities: 1000

DOOR HANGER
• Format: 3,5 x 8,5”
• Color: 4/4
• Matte Aqueous Coating
• Quantities: 1000
• PAPER (suggestion: OFFSET 200g or 250g)
 Copywell Canada
5 University Avenue
Toronto, ON M5G 1T6
Phone: (416) 599-5899
university@copywell.com
Postage:
• Canada Post: 0.52 per letter (x 35)
Printing:
• 0.11 per postcard ($ 110.25 / 1,000)
• 0.86 per poster ($ 861.18 / 1,000)
• 0.22 per door hanger ($ 220.50 / 1,000)

• TOTAL: R$ 1.210,13

• Bowlathon: 1,000 people (100 groups of 10 people)

• Funding goal: $ 150,000
• Max cost per person: $ 150

Final cost per person: $ 121.01

 November December
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Briefing                                                                                                          
Creative & Planning Process                                                                                                          
Communication Plan & Layouts                                                                                                          
Poster                                                                                                          
Postcard                                                                                                          
Door Hanger                                                                                                          
Email                                                                                                          
Letters                                                                                                          
Corporate Presentation                                                                                                          
Web Page                                                                                                          
YouTube                                                                                                          
Facebook                                                                                                          
My Space                                                                                                          

Approval
Production/Printing
Distribution