Campaign

Budget

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Tactic Timeline

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 Measurement
We will measure the success of this campaign by
comparing our benchmarks and objectives to the the data
at the end of the campaign. This campaign would be
considered successful if social media engagement
increases by 25% in three months, attendance at the next
Walk Like MADD event increases by 100%, and brand
recognition increases with our target market by 100%. We
will measure the social media engagement by seeing how
many people followed MADD Illinois. We will measure the
success of the Walk Like MADD event by comparing the
number of people who attend the event in 2019 vs. 2018.
We will measure the success of the brand recognition by
giving the same survey we gave before this campaign, “Do
you know who MADD Illinois is?” to our target market, then
compare the results.

Evaluation
This campaign will be evaluated by the number of gained
followers since the campaign started, the number of
people who are now aware and support MADD, and the
increase of people who attend the Walk Like MADD event
in 2019. Online engagement will be evaluated by using
Google Analytics and Meltwater, we will compare the
current engagement to the level that was reached before
the campaign.
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 Appendix A
Survey

1. What is your gender? 4. Please describe your

a. female favorite advertisement.
b. male
c. other

2. What is your age?

5. Do you support the
a. 20-30 years old
organization of your
b. 31-40 years old
favorite
c. 41-50
advertisement?
d. 51-60
a. yes
e. 60 +
b. no

3. What are your favorite 6. What is your occupation?

kinds of ads? a. student
a. comedic b. full-Time Employee
b. emotional c. stay at home parent
c. rational

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 Appendix B
Sample Social Media

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 Appendix C
Social Media
Calendar

Facebook and Instagram Posts

Date: 1/1/2019
Time: 1 p.m.
Post: MADD is proud to present our new campaign #PictureThis. Help us raise
awareness to the effects drunk driving can have on individuals in their daily lives. To
view this full video visit our website www.madd.org/illinois/
Date: 1/2/2019
Time: 3 p.m.
Post: #PictureThis… One less stocking is hanging on Christmas. The holidays have
just passed and having your loved ones there is what makes it the most special.

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Help stop drinking and driving so no one has to #PictureThis
 Appendix C Cont .
Social Media
Date: 1/6/2019
Time: 5 a.m. Calendar
Post: The hashtag #PictureThis was created so that you can spread awareness of
drinking and driving by sharing personal stories of how you’ve been affected by
drinking and driving. Help us spread awareness today by using the hashtag!
Date: 1/7/2019
Time: 4 p.m.
Post: #PictureThis… Your mom drops you off at school but can’t pick you up.
Drinking and driving can affect not only the life of the person in an accident, but also
those who depend on them. Help stop drinking and driving so no little kid will have
to #PictureThis
Date: 1/9/2019
Time: 3 p.m.
Post: Hello MADD family! We have been posting some of our #PictureThis
scenarios, but now we hope to hear some of your personal stories of how your life
has been impacted by drinking and driving. Use the hashtag and tell us why you
want to help stop drinking and driving.
Date: 1/15/2019
Time: 2 p.m.
Post: #PictureThis… Getting a bruised rib from a car accident when you weren’t
even drinking. Let’s help keep each other and ourselves safe on the road! Help stop
drinking and driving, so no one will have to #PictureThis.
Date: 1/18/2019
Time: 3 p.m.
Post: Last week we asked you all to share some of your stories how drinking and
driving has impacted your life. This story was from @_______ and we thought it
was very touching. Thank you for standing with MADD to stop drinking and driving,
and we stand with you as well! Send a heart if you support #PictureThis
Date: 1/21/2019
Time: 1 p.m.
Post: MADD Illinois has really been enjoying the stories you all have been sharing
and we would love to see some more. Please continue to share with #PictureThis
and support our efforts to stop drinking and driving.
Date: 1/30/2019
Time: 2 p.m.
Post: Last week we asked you all to share some of your stories how drinking and
driving has impacted your life. This story was from @_______ and we thought it
was very touching. Thank you for standing with MADD to stop drinking and driving,
and we stand with you as well! Send a heart if you support #PictureThis
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 Appendix D

#PictureThis is a visual and social media campaign

that prevents and brings awareness to impaired driving.
Our goal in our campaign is to engage the audience
with emotionally impactful content that will increase
awareness of MADD. People will use social media to
post examples of meaningful times in their lives that
would be different if impacted by impaired driving.
Picture a time in your life that would be affected by
impaired driving.

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 Appendix E

We created a Facebook header with

#PictureThis on it that allows
followers to set as their header on
personal accounts. We will promote
this during Drunk Driving Awareness
Month, which will raise more
awareness and promote MADD.

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 Appendix F

This newsletter is the first of many that would go out over our campaign for the
next year. The one above is where we first introduce #PictureThis. It gives all the
information about our new campaign, and is the first newsletter to really implement
the discussion we are trying to raise awareness. It describes exactly each of our
posters by saying picture this _______and describes one of the situations impaired
driving could cause. This correlates to the instagram posts, facebook posts, the
posters, and the video. The only difference with the newsletters is that they would
be handed out at all Binny’s liquor stores. Our campaign is planning on partnering
with Binny’s at checkout. When customers go to check out, they would be asked if
we want to join the movement to stopped impaired driving. They then would
receive the monthly MADD newsletter.This is a key aspect to our campaign
because, as stated as one of the goals of our campaign, many people think MADD
is against drinking. But this reassures that is not the case at all. This is a way to
show that liquor stores and MADD can support each other to make a change and
end impaired driving. These newsletters would come out once a month which
informs people about the campaign and any upcoming events that would take
place within MADD, such as the walk like MADD event.

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 Appendix G
Walk Like MADD
event
The Plan
Although we believe the annual Walk Like MADD event, that
was created by MADD, is already a good event, PRecision
believes we can make it even better. The event hasn’t had an
extensive impact on the community because of the low number
of attendees. We plan to increase the awareness for the event
by sending newsletters to locals about the event, incorporate
#PictureThis into the event by sharing the event through our
campaign, have community leaders talk about the event to their
public, and have high profile companies and people attend the
event to intrigue more people to the event.

Cost
The only cost for the event will be flyers to promote the event,
and Banners at the event for sponsors. The event will be ran by
volunteers, tents and tables will be donated. Sponsors will get
publicity from PSA.

Preparations
We will be in contact with big companies that are sponsoring
and donating to the event, such as O’Riley and Binny’s. Flyers
will be passed out from volunteers three months in advance,
Newsletters will be send out three months in advance.

Sustainability
The Walk Like MADD event will continue to be an annual event.

Measurement
The success of the 2019 Walk Like MADD event will be
measured by the attendance increase from the event in 2018.
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Appendix G Cont .
Newsletter for Walk Like
MADD

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 Appendix I
Organization involved

Organizations / people getting involved with Walk

Like MADD
• O’Riley Auto Parts
• City Hall of O’Fallon
• Binny’s Beverage Depot
• O’Fallon Shiloh Towing

How each organization / person is contributing to Walk

Like MADD
• O’Riley Auto Parts: Their organization will share information about the
Walk Like MADD event and donate financial help to the event.
• City Hall of O’Fallon: The people in City Hall will contribute by
spreading awareness and participating.
• Binny’s Beverage Depot: Binny’s plans to contribute a financial
donation to the event.
• O’Fallon Shiloh Towing: They will contribute to the Walk Like MADD
event with a raffle giveaway.

What each organization / person is expecting from

contributing to Walk Like MADD.
• O’Riley Auto Parts: They expect their organization’s name on the T-
shits, and their logo on the MADD website. They also would like to
be mentioned in the PSA about the event.
• City Hall of O’Fallon: They do not ask for anything.
• Binny’s Beverage Depot: They ask to have their organizations
name on the T-shirt, their logo on the MADD website, and have a
table at the event.

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• O’Fallon Shiloh Towing: They ask to be publicized at the event.
 Appendix J
Radio Spot

Strategy:
The schedule made below will be used the a week before the
Walk Like MADD event.

9/12 : 10am – 30s | 2pm – 30s

9/13 : 10am – 30s | 2pm – 30s
9/14 : 10am – 30s | 2pm – 30s
9/15 : 10am – 30s | 2pm – 30s
9/16 : 10am – 30s | 2pm – 30s
9/17 : 10am – 30s | 2pm – 30s
9/18 : 10am – 30s | 2pm – 30s
9/19 : 10am – 30s | 2pm – 30s

The total cost for 14 spots will cost nothing because they will be
considered PSA. The radio stations that will announce this will
be WARH in Granite City, IL, WBNQ in Bloomington, IL, and
WTAX in Springfield IL. Listeners will know about the event,
who is attending the event, where do gain more information and
sign up for the event, the day and place of the event, and why
they should attend. The radio script can be found on the next
page.

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 Appendix K
PSA Annoucement
Use: Sept. 12-19, 2019
Time: 30 seconds
Organization: Mothers Against
Drunk Driving (MADD)
Title: Walk Like MADD

COME OUT AND SUPPORT MADD ILLINOIS AT THEIR

ANNUAL WALK LIKE MADD THIS THURSDAY, SEP. 19, AT
11 A.M. LOCATED AT THE ROCK SPRINGS PARK IN
O'FALLON, ILL. WALK LIKE MADD IS RAISING MONEY TO
HELP VICTIMS AND HELP PREVENT DRUNK DRIVING
ALL THROUGHOUT ILLINOIS.

SINCE 1980, MADD HAD BEEN HELPING CRACK DOWN

ON DRUNK DRIVING ALL ACROSS ILLINOIS. CHECK OUT
OUR WEBSITE AT WWW.MADD.ORG/ILLINOIS AND
DON’T FORGET TO FOLLOW US ON SOCIAL MEDIA
@MADDILINOIS.

WITH ILLINOIS LOCATIONS IN SPRINGFIELD AND

DOWNERS GROVE, MADD IS EXCITED TO SPREAD
DRUNK DRIVING AWARENESS THROUGHOUT CENTRAL
ILLINOIS. WE WOULD LIKE TO THANK OUR 2018
SPONSORS 0’REILLY AUTO PARTS AND BINNY’S
BEVERAGE DEPOT FOR HELPING MAKE THIS YEAR’S
EVENT POSSIBLE. WE HOPE TO SEE YOU NEXT
THURSDAY FROM ____ IN ______ TO HELP US END
DRUNK DRIVING.

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 Appendix L
Binny's Involvement
The Plan
We plan to partner with Binny’s Beverage Depot to insure that our target market
that is purchasing alcohol is being informed on ways to safely consume alcohol
and ways to prevent drunk driving. We plan to inform the customers at Binny’s
about MADD Illinois through newsletters that customers will be asked to sign up
for at the check out, if they agree to sign up, they will receive a discount coupon
for their next purchase. We will also have “MADD Illinois” wristbands at Binny’s
checkouts that customers can purchase for one dollar. All proceeds will be
considered a donation towards MADD Illinois victims. Binny’s is also sponsoring
MADD Illinois at the Walk Like MADD event hosted in Sepemeber of 2019, they
will receive a banner and reconation at the event.

Cost
The only cost will be, $65.94 total for the year, for the MADD
Illinois wristbands.

Preparation
MADD Illinois will have a newsletter pre-made that will be sent
out on the first of every month.

Sustainability
We will continue the partnership with Binny’s through
the remainder of the #PictureThis campaign.

Measurement
We will measure if this partnership with Binny’s is successful by the
number of customers that sign up for MADD Illinois’s E- newsletters. This
partnership will also be considered successful if customers purchase the
MADD Illinois wristbands and donations raise.

Newsletter
* See Appendix F *

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 Appendix M
Contact List

O’Riley Auto Parts

Contact: Mandy Link
Phone: (417) 829 5844

Binny’s Beverage Depot

Contact: Hilary Jurinak
Email: Hilary@binnys.com

City of O’Fallon
Contact: Herb Roach
Email: Hroach@ofallon.org
Phone: (618) 624-4500

O’Fallon Shiloh Towing

Email: Ofallonshilohtowing@yahoo.com
Phone: (618) 624-0004

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