plan book best buddies campaign

7/30/2019 Plan Book Best Buddies Campaign

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Ten11 Public Relations is committed to delivering strategic,innovative communication services to all of its clients. Weprovide advanced tactics tailored to meet the specic and

ever-changing needs facing our customers.


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BESTBUDDIESA BUDDY NOW.A FRIEND FOR LIFE.

Campaign DirectorKayla Bosco

Account ManagerBrittany Stromquist

Account ExecutivesBrent FineNikki Sabol

Senior InstructorRoberta Bobbi Doggett, APR


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Ten11 Public Relations Staff

CommunicationJohn FuquaTaylor MaherJoshua Maser

CreativeAbby AlgerRachel DudleyOlivia Osland

EventsRachel Clinger

Arielle Loupos

ResearchKarl BarronJoseph CapnerRenee Grant

WritingMorgan AlbaumAlexander SipalaSean Thurman

MediaJessica Barber

Jeffrey Schneider


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Table of Contents

A Letter From The Director, 4

Organizational Profle, 6

S.W.O.T. Analysis, 7

Situation Analysis, 9

Client Interview, 11

Secondary Research, 12

Primary Research, 14

Focus Groups, 15

Audience Analysis, 19

Campaign Strategy, 22

Objectives and Tactics, 23

Creative Concepts, 28

Event: Life is Sweet, 33

Event: Bet On Friendships, 35

Event: Friendship Ball, 37

Calendar, 39

Evaluation, 41

Campaign Budget, 46

Special Thanks, 47


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A Letter From The DirectorOn behalf of everyone at Ten11 Public Relations, I would like to express my sincerest gratitude for

giving our agency the opportunity to work with your organization. We are grateful to have had the pleasure

of developing a comprehensive and strategic campaign to promote Best Buddies Jacksonville. Yourcommitment and dedication to this cause has made each and every one of us equally passionate about thesuccess of Best Buddies Jacksonville and the people it represents.

Ten11 Public Relations consists of 20 students from the University of North Florida who have cometogether to build a year-long campaign that will increase brand awareness, thus resulting in morepartnerships, resources and recognition for the organization.

After conducting research within the community, we have gained a positive insight which will help guideBest Buddies Jacksonville to achieve the community awareness it needs. We have directed our campaigntactics to focus on our target audiences of corporations, service clubs, community leaders and the media.

With the development of a strategic social media calendar and a thorough media contact list, we haveprovided Best Buddies Jacksonville the opportunity to reach a wider audience resulting in greater communityrecognition. Within this area, we have also created a Facebook page, YouTube channel, public serviceannouncements and other tactics to expand Best Buddies Jacksonvilles reach.

Our campaign also focuses on corporate donations. We have researched and created a list of corporationsin Jacksonville whose corporate philanthropy and social responsibilities coincide with the Best Buddies

mission.We appreciate your support and hope this campaign offers you the opportunity to enhance Best Buddies

Jacksonville.

Sincerely,

Kayla Bosco

Campaign Director


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Organizational ProfleBest Buddies, an international nonprot organization dedicated to bettering the lives of individuals with

intellectual and developmental disabilities (IDD), was created in 1989 by Anthony K. Shriver. The organization

helps these individuals create lasting friendships, nd jobs and live alone with the help of volunteers andsocialization programs. According to its website, Best Buddies mission is to establish a global volunteermovement that creates opportunities for one-to-one friendships, integrated employment and leadershipdevelopment for people with an IDD.

Best Buddies is comprised of eight programs that positively impact nearly 700,000 individuals withand without disabilities worldwide. The organization is active in every U.S. state and operates accreditedinternational programs in 50 countries. Over 1,500 middle school, high school and college campusesinternationally participate in Best Buddies. This allows the organization to raise $168 million annually.

Best Buddies Jacksonville offers six programs: Best Buddies High Schools, Best Buddies Middle Schools,Best Buddies Colleges, Best Buddies Promoters, Best Buddies Ambassadors, and e-Buddies. Best BuddiesMiddle School, High School and College programs pair a student with an IDD and a student without anIDD to become friends. These programs promote the development of one-to-one friendships rather thanmentorships. Best Buddies Promoters empowers todays youth to become advocates for people with an IDDwhile Best Buddies Ambassadors creates leaders and public speakers to help spread the word. e-Buddies isan online pen-pal program that provides people with IDD and peer volunteers the opportunity to make friendsanywhere in the world.


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S.W.O.T. AnalysisTo capitalize on the success of this campaign,

a S.W.O.T. analysis was conducted. Ten11 Public

Relations identied the strengths, weaknesses,opportunities and threats facing Best BuddiesJacksonville. Through this evaluation, we are ableto suggest the most effective campaign to buildawareness and create additional funding opportunities.

Best Buddies Jacksonville has a strongpresence within area middle and highschools.

Best Buddies Jacksonville is part of aninternational organization that aids in itsrecognition.

Best Buddies has a strong relationship withcorporate sponsors such as Audi, benetinglocal chapters.

Best Buddies Jacksonville hosts successfulevents such as the Friendship Walk and Beton Friendships.

Best Buddies Jacksonville receives limitedfunding, due to the nature of nonprots.

Best Buddies Jacksonville lacks a strongsocial media presence.

Best Buddies Jacksonville is unable to createits own local website which makes it difcultfor viewers to nd information relevant to thelocal chapter.

Best Buddies Jacksonville receives minimaltraditional media coverage for events or theorganization.

S

trengths

Wea

knesses



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Best Buddies Jacksonville must expand itssocial media presence to reach a younger,more diverse audience.

Best Buddies Jacksonville must increase itsdonor base and sponsors to maintain and

expand its current programs. Best Buddies Jacksonville must heighten

brand awareness of current fundraisingevents and implement new ideas for gainingsponsorships and recognition.

Best Buddies Jacksonville should increaseawareness among Jacksonville service clubs

as a source for support and recognition.

Best Buddies Jacksonville competes withsimilar nonprots in the area for funding.

Due to the number of similar events inthe Jacksonville areas, Best BuddiesJacksonville faces the potential for low

turnout at its fundraisers. Brand confusion between the Best Buddies

Friendship Walk and the National DownSyndrome Societys Buddy Walk.

Opportu

nities

Th

reats


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With a focus on creating one-to-one friendships, BestBuddies Jacksonville has been emphasizing social

inclusion and creating inspirational leaders among peoplewith intellectual and developmental disabilities. AlthoughBest Buddies Jacksonville has made major strides, itfaces challenges with branding and recognition in thecommunity. It also strives for additional donors to supportcurrent programs as well as implement new ones.

Situation Analysis



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Social media websites serve as multifunctionaloutlets which will allow Best BuddiesJacksonville to have a fan page, post statusupdates, create events and more. Best BuddiesJacksonville has a low social media presenceand currently relies heavily on the Best Buddies

Florida online activity. With the lack of BestBuddies Jacksonville information on the mainBest Buddies Florida website, social media canbecome the outlet to reach the organizationscurrent fans as well as potential followers.S

ocialMedia

Best Buddies uses the termIDD as a holistic part of itsbrand identity. Individualswho are not associatedwith this organization maynot comprehend what thisacronym signies. As a result,Best Buddies Jacksonville

should capitalize on makingcommunity leaders and serviceclubs aware of its mission.

IDDA

wareness

Best Buddies Jacksonville hosts threemajor events - Bet on Friendships,Friendship Ball and Friendship Walk.Ten11 Public Relations has proposedhosting an additional fundraising event,Life is Sweet. Due to the number of

nonprot events hosted in Jacksonville,Best Buddies Jacksonville needs todistinguish itself and its fundraising eventsfrom other organizations. By utilizing theunique brand identity created for Life isSweet, Bet on Friendships and FriendshipBall, Best Buddies Jacksonville will be ableto stand out among the competition.F

undraisingand

Events


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Client InterviewBrittany Lara, area director for Best Buddies, met with

Ten11 Public Relations to discuss her goals for this campaign.

Various key phrases arose during this interview, including wordssuch as interaction, friendships and social inclusion. Ten11Public Relations saw potential to work with those key messages tocreate an effective campaign around Best Buddies Jacksonville.

It was during this interview that Ten11 Public Relations learnedof Best Buddies Jacksonvilles need to create stronger corporatepartnerships to expand its programs within the Jacksonvillecommunity. In addition, Best Buddies Jacksonville currently holds

several events annually and desires a stronger corporate presence tohelp in event success and recognition.

Lara also mentioned that Best Buddies Jacksonville wanted toexpand its middle and high school programs in Duval County. Eventhough she didnt want the agency to choose schools as a targetaudience, she felt that this research could include information to helpher expand these programs and begin new Best Buddies chapters.



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Secondary ResearchSecondary research is information collected from sources, such as scholarly journals, reports, government

agencies, industry and trade associations and market research rms, for their unique purposes. Ten11 Public

Relations gathered the following information from secondary sources and adapted the research to form the basisof this campaign.

With the need to capture the attention of corporations that could possibly participate in future Best BuddiesJacksonvilles endeavors, a comprehensive evaluation was conducted of 149 companies in the Jacksonvillearea. Based on the criteria that these companies have a history of philanthropy, specically dealing withchildren, 16 companies and three health care organizations were selected as potential supporters of BestBuddies Jacksonville. A comprehensive list of these companies with contact information was created.

In addition, Ten11 Public Relations realized the importance of community leaders involvement as a common

principle in a successful campaign. Jacksonville leaders from the public and private sectors were targetedbecause of their strong local presence within the community. These men and women are highly inuentialmembers of Jacksonvilles society and many have backgrounds helping children and schools. Ten11 PublicRelations believes these men and women would be a powerful intermediary public in helping Best BuddiesJacksonville connect with the community and gain recognition.

In addition to community leaders, service clubs have been found to be valuable partners for nonprotorganizations. Through Ten11 Public Relations research, four service clubs in the Jacksonville community havebeen selected for their involvement with childrens organizations. A complete contact list has been compiled.

Additional research was conducted to determine eligible high schools within the Jacksonville area for BestBuddies programs. In order for schools to be eligible, exceptional student education (ESE) students are notincluded within the general student body classes. It was determined that two additional high schools in DuvalCounty are eligible for Best Buddies programs. These schools are Edward H. White High School and CedarCreek Christian School.


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Primary research is data collected rsthand through surveys, focus groups and personalinterviews to gather additional information about the target audiences. Ten11 Public Relations

conducted two focus groups to gain further insight into the effectiveness of this campaign.In preparation for these focus groups, Ten11 Public Relations found it relevant to research

current information regarding social media outlets.

According to Facebooks fact center, there are more than 1 billion activeusers as of December 2012, with 618 million daily active users on average.Facebook mobile products are also very popular with 680 million monthly activeusers. In addition, PEW Research reports Twitter has more than 200 millionactive users with more than 340 million tweets shared per day.

YouTube has 800 million users and 4 billion views per day. YouTube has anonprot program that allows nonprot organizations to have a donate button,call to action message and other features that are only offered to nonprotsregistered with YouTube.

As of November 2010, more than 550,000 Facebook users were within a50-mile radius of Jacksonville, Fla. This massive audience includes students,businesses, community organizations, parents and potential volunteers. More

importantly, Facebook, Twitter and YouTube are free and the most widely accessed socialnetworks by organizations, businesses and corporations.

Primary Research


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Ten11 Public Relations needed to conductits own research to guide our agencys

ideas and strategies for continued progressin this campaign. As a means for qualitativeresearch, Ten11 Public Relations conductedtwo focus groups in which the same questionswere asked. Focus group A consisted of sevenparticipants and focus group B consisted of 12.

Focus Groups

The demographics of the focus groups were as follows:


Gender:

Ethnicity:

Age:

Income:

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The main objective was to understand the participants social media habits. This includes the various typesof social media used, the frequency of usage and the devices used to access these sites. Facebook was theleading social media site, but participants also used Twitter, Instagram and Pinterest. Overall consensus showed

smartphone and portable devices were used more often than computers which enabled the participants tocheck social media accounts more frequently.

Participants were then shown the Best Buddies Florida Facebook page. Overall the consensus was positive.However, some suggestions included:

Adding a donation button to the page

More educational posts about the organization and IDD

A link to the international website

Uploading additional photos proling Best Buddies pairs, specically on the cover photo.

Social Media Usage

Participants were asked questions regarding theirunderstanding of IDD. Through this research, Ten11 Public

Relations discovered the following from the participants: They were unanimously unaware of the term IDD.

Once IDD was explained, they mostly associated itwith autism and Down syndrome.

They were surprised to learn epilepsy and dyslexiat into the category of IDD.

IDD Awareness


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Participants were asked to discuss their involvement with nonprot organizations and their awarenesslevel of Best Buddies. The results are as follows:

Participants had previously been involved with nonprot organizations.

Participants cited personal reasons, such as a friend or family members involvement, for their initialinterest in a nonprot organization.

One participant stated that his family had been positively impacted by a nonprot organization.

All but one of the participants are involved with their organization through social media or personalcontributions.

When asked about their awareness of Best Buddies, the participantsdiscussion was as follows:

Of the 19 participants, 14 had heard of Best Buddies throughhigh school, employers and UNF respectively.

While most of the participants were familiar with Best Buddies,none of them were familiar with IDD and social inclusion.

Two of the participants had been paired with a buddy in thepast and had positive experiences.

Best Buddies Awareness andNonproft Involvement


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Fundraising and EventsParticipants who previously attended a fundraising event

were asked for feedback about their experience. The resultsare as follows:

They cited the positive feelings they experienced fromhelping the organization was important to them.

They felt it is important to know where their moneywas going and how it will be used to further advancethe organization.

They expressed the importance of having high caliberpeople in attendance to give prominence to the event.

They felt the events could be negatively impactedby uninformed volunteers, underestimating spacerequirements which could create a crowdedatmosphere, and poor weather conditions.

Its really rewarding to see theimpact a fundraising event has on

an organization.-Focus Group Participant


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Audience AnalysisMajor corporations headquartered in

Jacksonville, Fla. were selected as a primaryaudience to raise funds for Best BuddiesJacksonville. Research indicated in 2011,corporate donations totaled $14.55 billionand accounted for ve percent of the overalldonations.

Ten11 Public Relations researched 149 majorcorporations in Jacksonville. They range in size

from 200 to 6,400 employees. Ten11 PublicRelations has narrowed down and targeted thatlist to the following corporations and health careproviders:

Baptist Health, Crowley Maritime, CSXCorporation, EverBank, Firehouse Subs,Gate Petroleum, Lender Processing Services,Mayo Clinic, PGA Tour Inc. Golf Tournament

Planners, PSS World Medical, Publix, Rayonier,Regency Centers Corporation, Sea Star LineLLC Steamship Company, Shands Jacksonville,Suddath Relocation Systems Relocation andTransportation, Wal-Mart, Winn-Dixie, and 121Financial Credit Union.


Corporations

CommunityLeaders

Targeting leaders in the Jacksonville

community will provide Best BuddiesJacksonville the opportunity to gainexposure and cultivate new donors. Byforming relationships with key members ofJacksonville, these leaders can becomespokespeople and advocates for BestBuddies Jacksonville which will help brand itas a reputable organization.

Ten11 Public Relations has compileda strategic list of Jacksonville communityleaders based on their current philanthropicefforts. Several leaders include JacksonvilleMayor Alvin Brown, UNF President JohnDelaney, Wayne and Delores Barr Weaver,Duval County Public Schools SuperintendentDr. Nikolai P. Vitti, and Jacksonville Jaguars

owner Shahid Khan.


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Service clubs and professionalorganizations are made up of businessprofessionals and executives.Specically, Jacksonville Jaycees,Kiwanis clubs, Lions Club ofJacksonville and Rotary clubs offer

many opportunities for membersto donate and support nonprotorganizations.

ServiceClu

bsand

P

rofession

alOrganizations

Tr

aditionalandSocialMedia A careful analysis of media was conductedto increase awareness throughout North Florida.

This includes both local news media and socialmedia.

Ten11 Public Relations recommends a mixeduse of traditional and social media to spreadawareness and engage the Best BuddiesJacksonville target audiences.

Business and community target media

Radio:

WCGA AM 1100 (business radio)

WJCT FM 89.9 (NPR)

Print:

The Florida Times-Union

Jacksonville Business Journal

Jacksonville Daily Record

Folio Weekly

Business Advantage

TV: First Coast News WJXX and WTLV

News4Jax WJXT

Action News WTEV and WAWS


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The goal of this campaign is to expand awareness of Best

Buddies throughout the Jacksonville community while gainingfunding for Best Buddies Jacksonville programs and events.

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Campaign Strategy

Campaign TaglineA Buddy Now. A Friend For Life.

Target AudienceArea corporations, communityleaders, service clubs and the media.

Campaign TimelineJuly 2013 - July 2014 (Year-long campaign)


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Objective OneTo increase awareness about Best Buddies

Jacksonville among recommended communityleaders and corporations within the Jacksonville area.

1. Marketing Packet sent to specic corporations and key

leaders in Jacksonville. Included in the packet: cover letter,brochure, levels of donorship, fact sheet, corporate gift andDVD with informational videos.

Best Buddies Jacksonville informational video is athree-minute video created for implementation within theJacksonville community. It outlines the organizations keystrengths.

Brochure with key information about local programs and atestimonial from a Best Buddy pair.

Leave-behind gift which is reminiscent of a simpler timeand the genuineness of best friendships.

Tactics

Target Audience Community leaders

Corporations

The following communication tactics were created tomeet this objective:


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Objective TwoTo increase media presence in bothtraditional and social media.

1. YouTube channel to use as a hosting platform for all video content within this campaign

2. Facebook page to promote Best Buddies Jacksonville local programs, events and mission3. Friendship Walk video created to promote event online

4. TV and radio Public Service Announcements for traditional media usage

5. Expanded media list for use in reaching Jacksonville community

6. Media releases to assist in promoting upcoming Best Buddies Jacksonville events

7. Media calendar to assist in managing all traditional and social media publications

Tactics

Target Audience Traditional media sites Social media sites

The following communication tactics were created tomeet this objective:


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Objective ThreeTo create unique brand identity for three fundraising

events in order to distinguish Best Buddies Jacksonville inthe community.

Tactic

s

Target Audience Community Leaders

Corporations Media

New logo design

Event gifts - (deck of cards)

Save the Date email

Invitations

Poster

Print advertisement

New logo design

List of potentialcompanies to participate

in taste samplings

New logo design

Tickets

The following fundraising tactics were created to meetthis objective:


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Objective FourTo create awareness of Best BuddiesJacksonville programs among selected serviceclubs within the Jacksonville community.

Tac

tics

Target Audience Service Clubs

Best Buddies Jacksonville PowerPoint presentation for use at service club meetings

Brochure

Friendship Walk video and/or corporate video


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Creative ConceptsTagline

Based on a mission to create one-to-one friendships that will foster social integration and inclusion,Ten11 Public Relations created a campaign tagline for Best Buddies Jacksonville.

A Buddy Now. A Friend For Life.

Programs involving people with IDD are often looked at as mentorship programs, but this is far from

the mission statement and goals of Best Buddies. Lara stressed the importance of distinguishing BestBuddies role in the community as a tool for social inclusion, not mentoring. Mentoring implies a one-sidedrelationship, where only one person is beneting from the partnership. Lara explained it well when shesaid, Everyone has some sort of disability. Best Buddies Jacksonville touches the lives of all people,not just those with IDD. The new tagline A Buddy Now. A Friend For Life. captures the essence of BestBuddies, which is centered around friendship, a bond between two people that often lasts a lifetime.

Marketing PacketA marketing packet was created to target corporations and communityleaders as an informational tool to promote Best Buddies Jacksonville.Several elements of the packet including a brochure, corporate gift andinformational videos are explained in detail within the next four pages.


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A localized brochure was created to increase awareness among the target audiences. Tomaintain consistency, the elements of this brochure follow the guidelines of the Best Buddies

design guide. This brochure contains an overview of local programs and events, features originalphotography and personal testimonies from Jacksonville buddy pairs.

Brochure

Bet On Friendship

This casino night is full of fun, food and

entertainment. Attendees will enjoy hors

doeuvres, cocktails, music and more.

Friendship Walk

This walk changes lives as participants

walk for inclusion, friendship, leadership,

and opportunities for people with IDD.

Life is Sweet

This event features some of the most

spectacular desserts from local vendors.

A Best Budd ies sil ent art auction will be

avaliable.

Friendship Ball

This event is a must-attend activity

on the calendar for many of our

participants. Students in the area love

attending this socially integrated prom.

Events

A Buddy Now.

A Frie nd For Life.

Best Buddies Jacksonville4130 Salisbury Road, Suite 2200Jacksonville, FL 32216P: (904) 296- 0510F: (904) 296-0511

www.bestbuddiesflorida.org

Buddy Testimonial ProgramsTo be a part of Best Buddies isto invest in equality and friendship.We believe in establishing a globalvolunteer movement that createsopportunities for one-to-onefriendships, integrated employmentand leadership developmentfor people with intellectual anddevelopmental disabilities (IDD).We envision a world where peoplewith IDD are successfully integratedinto our schools, workplaces andgeneral communities.

Best Buddies Jacksonville will

continue to inform students,community members, corporationsand employers of the emotional,functional and natural needs andabilities of people with IDD. BestBuddies Jacksonville is dedicatedto giving back and moving forward.Are yo u?

Kaley Still and Cara Stieglitz areBest Buddies at the Universityof North Florida and have been apart of the organization since theirfirst semester in college. Kaleyand Cara have been positivelyinfluenced by the power offriendships through Best Buddies

Cara: Best Buddies meanseverything to me. I love BestBuddies and I love my best friend.

Kaley: I would tell everyone toget involved because it impactspeoples lives. I see it every day.I dont know what I would dowithout Caras friendship; shebrightens my day. She is my bestfriend.

A Buddy Now.

A Friend For Life.

Best Buddies CollegesA colle ge buddy offers individu als wit h IDD

a chance to explore a happier way of living.

There are four chapters in Jacksonville.

Best Buddies High SchoolsThis program has been closing the gaps that

isolate people with IDD from those without.

Jacksonville has 13 chapters.

Best Buddies Middle SchoolsStudents with IDD may be excluded from

social activities, but Best Buddies strives for

change. Jacksonville has six chapters.

Best Buddies PromotersThis program empowers youth to become

advocates of people with IDD. Students in

this program are introduced to the Inclusion

Revolution and Disability Rights Movement.

Best Buddies AmbassadorsThis program helps people with IDD become

inspirational leaders and public speakers in

their communities, schools and workplaces.

e-BuddiesThis program provides people with IDD op-

portunities to make friends. This safe online

environment can be used to help increase

social skills, literacy and computer skills.


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The marketing packet contains an overview ofdonation options. By showing the impact of thenancial support, donors will be more apt to give

knowing exactly where their money is going and whattheir donation will do.

Levels of Donorship

A card will be attached to a mesh bag containingjacks. The card will feature a nostalgic photograph

of friends and a call to action message evoking anemotional response. This tactic will bring back memoriesof times shared with ones best friend and the importanceof friendship.

Do you remember building forts and playing jackswith your best friend? Nothing compares to thoseshared memories of you and your best friend. BestBuddies creates these friendships every day. If you

want to learn more, please visit BestBuddiesFlorida.org.A Buddy Now. A Friend For Life.

Corporate Gift

This presentation was created to promote Best Buddies Jacksonville during service clubmeetings and luncheons. This 10-minute presentation features photos, key facts and testimonialsfrom buddy pairs.

On-the-go PowerPoint Presentation


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This strategy utilizes several videosproduced to foster an emotional connection

between Best Buddies and the community to

generate awareness and increase donors. Thesevideos feature a compilation of interviews, stillphotos and footage of organizational events.


Videos

Informational VideoThis video includes original testimonial footage

of local buddy pairs to serve as a tangiblerepresentation of the organizations goals andmission. Along with outlining the programs sellingpoint, the purpose of this video is to clearly relayto potential sponsors how much Best BuddiesJacksonville creates opportunities for one-to-onefriendships for people with IDD.


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Friendship Walk VideoThis promotional video features the Jacksonville

Friendship Walk. Running a minute and a half, the videoutilizes interviews and footage of the event and captures

the essence and emotion of buddy pair, Kaley and Cara.

Public Service AnnouncementsRadio and television Public Service Announcements (PSA) are designed to promote Best

Buddies Jacksonville. The PSAs conclude with the tagline, A Buddy Now. A Friend For Life.


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Event: Life is SweetLife is Sweet is a new and exciting fundraiser that invites the public to indulge in dessert

samples arranged by some of Jacksonvilles nest vendors. Life is Sweet is a fundraiser that

is hosted by Best Buddies chapters around the world. Life is Sweet will feature sample servingsfrom some of the nest local restaurants in Jacksonville. Attendees will sample a wide range ofdesserts and participate in a silent auction featuring original artwork from buddy pairs. A list ofpotential vendors was compiled.


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Ten11 Public Relations recommends the event be held at the Museum and Gardens onBoulevard Center Drive, Sept. 20, 2013, 8 p.m. to midnight.Contact:The Museum

Madelyn Woods(904) 398-70604160 Boulevard Center Drive

Jacksonville, FL 32207Location

Tickets will cost $50 for individuals and $85 for couples. There will also be an option topurchase 10 tickets for $500 to encourage corporations to buy packages. This incentive will

allow corporations to make this a fun event for a company night out.

Tickets

The Life is Sweet logo follows the theme of the event. A fondue chocolate coveredstrawberry with cursive writing was made to portray what to expect when walking throughthe door. The visual of a bright red strawberry and rich chocolate fondue signies elegance.A spin on vintage calligraphy ties the theme to a new age of ne dine desserts.

Logo


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Event: Bet On FriendshipsBet on Friendships is Best Buddies largest fundraising event in Jacksonville. Companies

are invited to purchase tickets to the organizations annual poker tournament. Ten11 Public

Relations has created a fresh and catchy new logo to benet one of Best Buddies Jacksonvillesmost popular events.


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This event will be held at the Jacksonville Golf and Country Club on Oct. 18, 2013from 6 to 10 p.m. This location for the event is a perfect backdrop for a classy, elegantevening of playing Blackjack, Roulette, Poker and more.Contact:Jacksonville Golf and Country Club(904) 223-5555

3985 Hunt Club RoadJacksonville, Florida 32224Lo

cation

Tickets for Bet on Friendships may be purchased in various sponsorship levels. Therst and highest level of sponsorship is the Royal Flush Sponsor. At this level you receive20 tickets to this event for $10,000. The second level of sponsorship includes 14 tickets

for $5,000 and is titled the Straight Flush Sponsor. The third level, the Full House Sponsor,costs $2,500 for eight tickets to the event. Finally, the last level is the Three of a KindSponsor, which costs $1,000 and includes four tickets to the event. Each sponsorship levelalso includes various advertising for the participating companies.

Bet on Friendships will be open to the public. Wild Card Tickets (ticket for one) can bepurchased for $100 and a Pair (ticket for two) for $175.

Tickets

The Bet on Friendships logo is designed to assist in branding Best BuddiesJacksonville. The colors are black and purple from Best Buddies design-element colorvalues, reinforcing the connection with Best Buddies. The purple and black theme wasselected for uniqueness, steering away from the traditional red, black and green colorthemed casino nights.L

ogo


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Event: Friendship BallThe Friendship Ball is an event for high-school and college participants with IDD to

experience a prom. Ten11 Public Relations suggests keeping the same venue, the Crown

Plaza in downtown Jacksonville, as well as leaving the DJ, photographer and decoration choicesrelative to Best Buddies Jacksonville. The theme chosen for the 2014 Friendship Ball is A NightFit for Royalty.


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Ten11 Public Relations suggests keeping the same venue, the Crown Plazain downtown Jacksonville.Contact:Crowne Plaza Jacksonville-Riverfront(904) 398-88001201 Riverplace Blvd.

Jacksonville, FL 32207

Location

Tickets for this event havebeen created to adhere with the

prom experience. These will befree for Best Buddies Jacksonvilleparticipants as the event will befunded by sponsors.

Tickets

A logo to represent the event and establish a connection between Best Buddies and theFriendship Ball has been created. The 2014 ball theme is A Night Fit for Royalty, whichis illustrated by a crown. The logo itself was created to be versatile, allowing it to be easilychanged and updated for future Friendship Ball themes. The logo is purple and black fromthe Best Buddies design-element color values, staying true to the original color scheme.L

ogo


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Calendar

Contact media outlets regarding Life is Sweet event

Host Life is Sweet event

Pitch radio and television PSAs

Launch new social media

Contact service clubs to present on-the-go PowerPoint presentation

First Quarter (July-September)

Send marketing packets to corporations and community leaders

Contact media outlets regarding Bet on Friendships event

Host Bet on Friendships event

Second Quarter (October-December)


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Contact media outlets regarding Friendship Walk event

Host Friendship Walk event

Third Quarter (January-March)

Contact media outlets regarding Friendship Ball event

Friendship Ball

Begin campaign evaluation

Fourth Quarter (April-June/July)


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EvaluationTo increase awareness about Best Buddies among

recommended community leaders and corporations

within the Jacksonville area.

Determine the number of corporations and community leaders who have received marketingpackets and have expressed interest in becoming involved with Best Buddies Jacksonville.

Objective

One

Target Audience Community leaders

Corporations


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EvaluationTo increase media presence in bothtraditional and social media.

Calculate the number of media mentions by using Google News and typing BestBuddies Jacksonville.

Measure amount of Likes on Facebook at the beginning of the campaign calendarand compare the previous number to the number of Likes at the end of thecampaign calendar.

Measure the amount of weekly total reach on Facebook at the beginning of thecampaign and compare this on a weekly basis through the campaign.

Use HootSuite to track Twitter reach on a weekly basis.

Measure Google analytics for YouTube reach per week.

O

bjective

Two

Target Audience Traditional media sites

Social media sites


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EvaluationTo create unique brand identity for three fundraising

events in order to distinguish Best Buddies Jacksonville in

the community.

Target Audience Community Leaders

Corporations Media

ObjectiveThree Compare attendance and donations of previous events to current events.


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EvaluationTo create awareness of Best BuddiesJacksonville programs among selected service

clubs within the Jacksonville community.

Target Audience Service Clubs

Determine the number of service clubs who accepted the invitation to presenton-the-go presentation.

Calculate the number of club members who expressed interest in becominginvolved with Best Buddies Jacksonville.

Ob

jectiveFour


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C i B d


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Campaign BudgetCollateral Materials

Brochure (500 - Clubyers.com) $155.00

Folders (75 white folders - Ofce Max) $20.00 Labels for Folders (3-1/3 x 4 - Ofce Max) $15.00

Bags with tassel (5 sets of 12 bags - Ohnuts.com) $18.00

Jacks and Ball (5 sets of 12 games - Orientaltrading.com) $25.00

Cards (60 - Ofce Max) $22.00

DVD-R (3 packs of 25 DVDs - Ofce Max) $36.00

Case for DVD (3 packs of 25 cases - Ofce Max) $21.00

Labels for DVDs (2 packs of 40 labels - Ofce Max) $40.00 HootSuite Social Media Management $72.00

Event: Life is Sweet

Venue (Includes cleaning fee and tables) $2,000.00

Alcohol (Totalwine.com) $2,028.00

Temporary Liquor License $25.00

Event: Bet on Friendships

Flyers (100 yers - Ofce Max) $100.00

Invitations (200 invitations - Ofce Max) $100.00 Printed deck of cards (200 - newfavors.com) $190.00

Event: Friendship Ball

Tickets (500 - Clubyers.com) $55.00

Total: $4,922.00


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Special Thanks

Brittany Lara, Area Director, Best Buddies

Chelsea Rhodes, Program Manager, Best Buddies Jacksonville

Colleen Sharp, Technical Director, UNF Fine Arts Center

Jozef Szeremi, Senior Broadcast Engineer Technician, UNF Communication Department

Melody Hopkins, Inside Jacksonville Anchor

Cara Stieglitz, Member, Best Buddies UNF Chapter

Kaley Still, President, Best Buddies UNF ChapterAmelia Murphy, Member, Best Buddies UNF Chapter

Daniel Mooney, Member, Best Buddies UNF Chapter

Thomas Van Schoor, Advisor, Best Buddies Chapter and UNF Ombudsman

Lana Milesevic, Account Executive, All Purpose Printing and Graphics, Inc.

Joey Goodsell, Instructor, UNF Department of Communication

Cathy Cole, Marketing Director, UNF

Madelyn Woods, Executive Director, The Museum

UNF Osprey Productions

UNF Swoop Squad

Signs-N-Motion

R f


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References Best Buddies Jacksonville. (2011). Best Buddies Florida. Retrieved from http://www.bestbuddiesorida.org

Pine castle. (n.d.). Retrieved from http://www.pinecastle.org

Big brothers big sisters of northeast orida. (n.d.). Retrieved from http://www.bbbsne.org/site/c.buIVJgNTKjL6G/

b.6479227/k.EFC5/Home_Page.htm The arc. (n.d.). Retrieved from http://www.thearc.org/who-we-are

Denition of Primary Research Driscoll, D. L. (2010). Conducting primary research. Retrieved from http://owl.english.purdue.edu/owl/resource/559/01/

Denition of Secondary Research No author/date, only retrieved from http://www.entrepreneur.com/encyclopedia/secondary-market-research

PEW Research on Twitter Smith, A., & Brenner, J. (2012, 31 05). Twitter use 2012. . Retrieved from http://pewinternet.org/Reports/2012/Twitter-Use-2012.aspx

Smith, A. (2011, June 1). Twitter update 2011. Retrieved from http://www.pewinternet.org/Reports/2011/Twitter-Update-2011.aspx

Facebook (amount of users) - Smith, C. (2013, January 9). Digital marketing ramblings. Retrieved from http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

Number of Pinterest. (2013). Start-up pinterest wins new funding, $2.5 billion valuation. Retrieved from http://www.reuters.com/article/2013/02/21/net-us-funding-pinterest-idUSBRE91K01R20130221

Names of City Council Members. (n.d.). Retrieved from http://www.coj.net/city-council/city-council-members.aspx

Facebook. (2013). Facebook statistics. Facebook, Inc. Retrieved from http://newsroom.fb.com/Key-Facts (Facebookstatistics, 2013)

Events and Marketing

New Favors. (2013). Graduation favors products: Personalized playing card favors for graduation. Retrieved from http://

www.newfavors.com/index.php?l=product_detail&p=1207 Division of Alcoholic Beverages and Tobacco. (2010). Instructions for completing DBPR-ABT 6003 Division of Alcoholic

Beverages and Tobacco application for one/two/three day permit or special sales license. Retrieved from: http://www.myoridalicense.com/dbpr/abt/forms/documents/onetwoorthreedaypermitapplicationpackage.pdf

The Museum. (2012). Events. Retrieved from http://www.museumandgardens.com/events

Oriental Trading. (2013). Jacks and ball sets. Retrieved from http://www.orientaltrading.com

Oh Nuts. (2013). Mesh Bags. Retrieved from http://www.ohnuts.com/buy.cfm/purple-party-mesh-bags-12-pk

Ofce Max. (2013). Ofce Supplies for Marketing. Retrieved from http://www.ofcemax.com

Club Flyers. (2013). Tickets and Brochure printing. Retrieved from http://clubyers.com


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plan book best buddies campaign

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