Benton Marketing Consultant

Benton Marketing Consultant.

Fight for a Cure Campaign

Benton Marketing Consultant was established in 2012 in Jacksonville, Florida. We love

taking on new challenges and helping our clients take their corporations to the next level. With

our creative strategies all of clients have had their objectives accomplished.

My name is Brooke Benton and I am the CEO of Benton Marketing Inc. I have been in

Jacksonville my whole life and have been working in the marketing field for over 12 years.

Brooke is in charge of overseeing and operating all marketing campaigns. Communicating with

clients about campaign goals and successes.

Kristen Schaedel is our Marketing and Social Media Specialist. Kristen is in charge of

creating and updating our websites of event dates, promote events on social media,

designing flyers to be handed out at events, and a donation link.

Allisan Brown is our Project Partner. Allisan’s job is to o find creative ways to engage

young adults to participate in events. She is in charge of manage the calendar, making

reservations for all of our events during the campaign. Responsible for finding

volunteers for any event needed and assigning roles to volunteers at every event.

Planning and operating the walkathons.

Executive Summary

The Alzheimer’s Association has hired the Benton Marketing Consultant firm to come up

with a strategic marketing plan for the upcoming fall. The marketing firm came up with a new

campaign for the company titled, “Fight for a Cure.” The campaign focuses on marketing and

educating 20-35 years olds about Alzheimer’s and the Alzheimer’s Association.

Our team will conduct thorough research and record and analyze data to analyze our

success at the end of the campaign Through conducting surveys, taking attendance at events, and

comparing donations raised before the campaign. After marketing our campaign on social media

platforms, host educational forums at universities in Jacksonville, and tabling at a variety of

locations in the Jacksonville area we will host two walkathons during the course of our

campaign. The walkathon will be the highlight of our campaign and the event we wil be able to

attract largest group of people and make the most income.

Secondary Research:

The Alzheimer’s Association’s mission statement is, “we are committed to advocating for the needs and rights of those facing Alzheimer’s disease and advancing critical research toward methods of treatment, prevention and, ultimately, a cure.” There is still no cause, cure, or treatment for this disease. According to the Florida Department of Elder Affairs in 2016, within the 43 counties in Central and North Florida, it was estimated there were 156,643 people living with Alzheimer’s disease and about one in every 38 people of all ages has Alzheimer’s disease in Florida. The state of Florida has the second highest incidence of Alzheimer’s.

The Alzheimer’s Association hosts fundraising events such as, “Walk to End Alzheimer’s.” Over 77 percent of funds raised go toward care plans and research to find a cure. Along with care plans the Alzheimer’s Association offers free care training resources through their website. The organization offers to connect you with local support groups of different caretakers in your area assisting their loved ones diagnosed with the disease. Information regarding financial situations of the estimated costs to be a caretaker of someone with Alzheimer’s is estimated to cost $341,840. Useful information regarding how to care form someone based on what stage of their diagnoses and current condition they are in. Offering materials on what to expect and how to care for someone in the beginning, middle, and late stage of Alzheimer’s. Each stage is a dramatic difference on how to help care for the person with the disease. Based on the symptoms they will begin to develop while the disease advances and continues to break down the body and brain. Also covering areas such as planning for finances for care costs and planning legal matters.

Primary Research:

Primary research will target 20-35-year old’s who have had to care for someone with Alzheimer’s at some point in their life or, has had a personal experience with a friend or relative who was diagnosed with Alzheimer’s. This is important to the planned strategy because chances are a high percentage of people have known someone diagnosed with Alzheimer’s. Going into our campaign with rough statistics of how many people in our targeted audience will be able to personally relate with our campaign strategy. This is important to the planned strategy because hearing personal stories is very relatable and will help catch the attention of the younger generations we are targeting.

Are you between 20-35 years old?

Do you know anyone personally who has Alzheimer’s?

Do you have anyone in your direct family line with Alzheimer’s?

Have you ever had to care for anyone with Alzheimer’s?

Do you know what support the Alzheimer’s association provides?

Three respondents have direct relatives who have Alzheimer’s. Only one of them knew anything about the Alzheimer’s Association. This is sufficient evidence that the Alzheimer’s Association needing to focus on marketing to younger generations.

SWOT Analysis

Strengths: Fundraising efforts Well respected organization across

the country

Weaknesses: Non-Profit organization makes funds

limited Lack of participants or volunteers

Opportunities: Raise awareness to younger age

bracket through events Host events and volunteer

opportunities.

Threats: Continued funding or a bad economy

Client Background:

The Alzheimer’s Association is the leading voluntary health organization in Alzheimer’s care, support and research. The mission of the Alzheimer’s association is “to eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.”

The Alzheimer’s Association is a nonprofit. All funding is from individual donors or organizations. 77 percent of the company’s total annual expenses goes toward care, support, research, awareness, and advocacy activates. Four percent goes toward administration, and 19 percent for fundraising.

Situational Analysis:

Getting people under the age of 35 to be interested in and become more educated about of the impact Alzheimer’s has on the patient and the family is a challenge for the Alzheimer’s Association. Being a nonprofit is also a challenge because money has to used very wisely when planning a successful campaign. The other problem we will need to overcome is how to get the attention of college-aged students who need an incentive or underlying reason to participate in an event or fundraiser. Our plan is to educate them and hopes they will want to get involved with the organization and help raise money to support families and find a cure. Different events, media graphics and advertisements will be made to move forward with our plan.

3. Core Problem/Opportunity 

Encouraging younger generations to recognize the prevalence of Alzheimer’s in their community and getting them to support the Alzheimer’s Association Fight for a Cure Campaign to raise funds and find a cure for Alzheimer’s.

Goal:

Educating younger generations about Alzheimer’s and the need for advocacy, support, volunteers, and donations to join the Alzheimer’s Association “Fight for a Cure Campaign.”

Objectives:

To host three different “Walk to End Alzheimer’s” by December 20, 2019. To host five different “Fight for a Cure Campaign” informational session at

universities in the Northeast Florida area by December 20, 2019. To set up a three tabling events per a walkathon at universities in the Northeast

Florida area by December 18, 2019. Informational session to give Alzheimer’s facts and advertise the walkathon events.

To host one tabling event a month at “First Fridays” in downtown Jacksonville and Jacksonville Beach from Sept 2 to Dec 20, 2019. Having an informational table with marketing flyers to promote events to young adults in the downtown area.

To hire 40 volunteers for the campaign by August 10, 2019. To help host tabling events, speak on behalf of organization, and plan and operate walkathons.

To hire a Marketing and Social Media Specialist by July 25, 2019. To update websites of event dates, promote events on social media, designing flyers to be handed out at events, and a donation link.

To hire a Project Partner by July 25, 2019. To find creative ways to engage you adults to participate in events. Manage schedule of reserving tabling and informational sessions at universities. Assigning roles to volunteers at every event. Planning and operating the walkathons.

Objectives To conduct a survey before and after the campaign to increase awareness of the

Alzheimer’s Association among 20-35 years old in North Florida by 20 percent from Aug. 19 to Dec. 20, 2019.

To increase attendance of volunteers of people the age of 20-35 years old by 20 percent from Aug. 19 to Dec. 20, 2019.

To collect 10 percent more funds toward the Alzheimer’s Association Fight for a Cure Campaign from Aug. 19 to Dec. 20, 2019.

Key Audience: Adults, 20 to 35

Self-Interest: Saving the life of friends and family members diagnosed with Alzheimer’s.

Big Idea: Fighting for a Cure

Key Messages:

At this point in time, there is no known cause, treatment, or cure for Alzheimer’s.

77 percent of funds raised go toward disease care and research to support and attempt to teat those suffering from Alzheimer’s.

Estimated lifetime cost to care for someone with Alzheimer’s is $341,840.

Key Audience: Adults, 20-35

Self-Interest: Having a personal impact to help fundraise to find a cure to save loved ones.

Big Idea: Power of Advocacy

Key Messages:

You have people you care about with this disease and have a chance to help them. With more people advocating increases the chances of media coverage and donations.

The higher percentage of people getting involved will increase the amount of donations to fund research to find a cure.

The more money raised will go back to the Alzheimer’s Association to provide care and support to your loved ones suffering from Alzheimer’s.

Strategy:

Educate and promote the Alzheimer’s Association to 20-35-year old’s to increase awareness by 20 percent through tabling and events in the North East Florida area.

Tactics:

Host two “Walk to End Alzheimer’s” events by December 20, 2019. Host five different “Fight for a Cure Campaign” informational session at

universities in the Northeast Florida area by December 20, 2019. Set up a three tabling events prior to each walkathon at universities in the

Northeast Florida area by December 18, 2019. Informational session to give Alzheimer’s facts and advertise the walkathon events.

Host one tabling event a month at “First Fridays” in downtown Jacksonville and Jacksonville Beach from Sept 2 to Dec 20, 2019. Having an informational table with marketing flyers to promote events to young adults in the downtown area.

Strategy:

Recruit more volunteers of the age 20-35 years old by 20 percent by better marketing strategies and hosting more events.

Tactics:

To host one tabling event a month at “First Fridays” in downtown Jacksonville and Jacksonville Beach from Sept 2 to Dec 20, 2019. Having an informational table with marketing flyers to promote events to young adults in the downtown area. By attending these events that are target audience will be attending we will be able to recruit more volunteers.

Offer incentives to volunteers such as t-shirts, meals during service, and service hours. Digital marketing through social media. Create an advertisement with event information

and add a link to sign up to volunteer for any event.

Strategy:

Raise 10% more funds toward the Alzheimer’s Association through better educating the public for the need of donation and through walkathon.

Tactics: By increasing the amount of people at our event will increase the funds we collect. There

will be a $20 charge to participate in walkathon and receive a t-shirt. As well as the

option to create teams and for each individual member of team to raise money for walking.

The team with highest money raised gets a check written out donated to the foundation in their team name.

Educating the public of the need for donations through the informational sessions and tabling at events and the walk itself. Explain and clarify the cost to care and support someone with Alzheimer’s. Information will be included in the pamphlets.

JULY 2019SUN MON TUE WED THU FRI SAT

3 4 5 6Independence Day

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27Marketing Specialist, Project Partner

Project team

Meeting 5 -9

Campaign Website Launch 1PM

28 29 30 31Project Team

Strategy Meeting

AUGUST 2019SUN MON TUE WED THU FRI SAT

1 2 3Project Team

Meeting 5-9

4 5 6 7 8 9 10Order 400 Bracelets for Tabeling

Flyers and Brochures Printed out

Tabling Supplies and Packets

Volunteers Meeting 5-8

11 12 13 14 15 16 17Reserve Campus reservations for

Tabling at UNF Campus 12-4

Reserve session reservation at UNF

18 19 20 21 22 23 24Project Team Meeting 5-9

Tabling at UNF

Campus 12-4

Purchase snacks and refreshments for event

Informational Session @ UNF 7

PM

25 26 27 28 29 30 31Tabling at JU Campus 9-1

SEPTEMBER 2019SUN MON TUE WED THU FRI SAT

1 2 3 4 5 6 7Labor Day Tabling at

JU 12-4Purchase snacks and refreshments for event

Informational Session @ JU 7PM

First Friday Event Down

Town @5

8 9 10 11 12 13 14Team Meeting 5-8

Reach out to Vendors for Walk

15 16 17 18 19 20 21

22 23 24 25 26 27 28Order T-Shirts for

Walkathon

Table at Arts Market 9-3

29 30Order 350 Bracelets to Walk a Thon

OCTOBER 2019SUN MON TUE WED THU FRI SAT

1 2 3 4 5First Friday Event @5

PM Downtown

Team Meeting 12-5

6 7 8 9 10 11 12Tabeling

@UNF 9-4Informational Session

@ UNF 7PM

Team meeting7-9

Walkathon @ 6 EverBank Field

13 14 15 16 17 18 19Tabeling

@JU 9-12

20 21 22 23 24 25 26Re stock merchandise

Table at Arts Market 9-2

31Halloween

NOVEMBER 2019SUN MON TUE WED THU FRI SAT

1 2 First Friday Event @5 PM

3 4 5 6 7 8 9Team Meeting 5-9

10 11 12 13 14 15 16Veterans Day

Purchase snacks and

drinksInformational session @JU 7pm

17 18 19 20 21 22 23Table @ Arts Market 12-4

24 25 26 27 28 29 30

DECEMBER 2019SUN MON TUE WED THU FRI SAT

1 2 3 4 5 6 7First Friday Event @ 5 PM Downtown

Team Meeting 5-9

8 9 10 11 12 13 14Walkathon @6 UNF

15 16 17 18 19 20 21

22 23 24 25 26 27 28 Christmas

29 30 31Budget:

Item Cost Per Item Number Total

Renting Rooms on University Campus

$20 5 $100

Brochures $.03 per item 900 $27Miscellaneous Table decorations

$450

T- shirts $8 800 $6,400Police – Safety at Walk

$1200

Hydrations Stations at walk

$8 packet 6- stations $900

snacks for University event

$4-12 $600

Flyers 900 $50Bracelets with Campaign Slogan

$2 per item 1,000 $2,000

Location of walk 2 $4000Social Media Click Ads

$20 per cite 3 websites $60

DJ at walk $150 per event 3 – each walk $450Staff 3 $3500Tents with Logo 10 $2000

Total= 21737

Income:Item IncomeSponsors at Walk $5000Donations $15,000

Key Self- Primary Objectives Strategies Tactics

Public Interests Message

s

 20-35 Year Old’s

 Saving the life of friends and family members diagnosed with Alzheimer’s.

 “Walk to end Alzheimer’s” “Fight for a Cure”

 To increase awareness of the Alzheimer’s Association among 20-35 years old in North Florida by 20 percent through the “Fight for a Cure Campaign” from Aug. 19 to Dec. 20, 2019.

 Educate and promote the Alzheimer’s Association to 20-35-year-olds through tabling and events in Northeast Florida area.

Informational tabling on UNF and JU campus. Hosting Information Sessions at UNF and JU. Tabling at downtown events such as First Friday and Art Walks.

Having a personal impact to help fundraise to find a cure to save loved ones.

 “Walk to end Alzheimer’s” “Fight for a Cure”

To raise 10 percent more funds through the Alzheimer’s Association “Fight for a Cure Campaign” from Aug. 19 to Dec. 20, 2019.

Engage 20-25 years old’s to participate and support the Alzheimer’s Association by donating.

Creating team pages for those participating in walks. As well as creating invectives for those who have large teams and raise the most money will have money donated in their names to the association. Online funding links will be used with our campaign hashtags.

Evaluation:

After the campaign is over, we will conduct an evaluation at the end of

December. Before the campaign began, we conducted a survey to see how

many 20-25 years old in the Jacksonville area were aware of the Alzheimer’s

Association and the impact of Alzheimer’s on the family members. Using

Google Analytics to see how many clicks and viewers visit the Alzheimer’s

Association page, and the link to sign up for our walk. The link will be shared

with our hashtag “Walk for a Cure” which will be analyzed for how many

clicks and mentioned the hashtag is used.

We will measure the awareness of the organization’s events through

the headcount of how many people stop by at our tables on college

campuses. As well as how many people attend the informational sessions

held two times a month on college campuses. It will also be counted how

many people signed up for one of our walk a-thon events due to attending

either the informational session or visiting our table. Additionally, we will

keep a record of the amount of people that visit or sign up for our events at

the tabling event every first Friday of the month downtown, and at the art

walks on Saturdays downtown.

Finally, the biggest evaluation of our success will be the outcome of

our walkathon. We will compare the statistic numbers of number of

attendees at Jacksonville previous walkathon compared to the numbers after

the campaign. The amount of donations collected during the campaign

duration.

References

ADRC Home: Alzheimer's & Dementia Resource Center. (n.d.). Retrieved from https://adrccares.org/?gclid=Cj0KCQjwj_XpBRCCARIsAItJiuS0s5Fwt9LVWzhR0wTJusYY0xtuteevn7pW0lVmFb905ikLk9RIpDYaAq7yEALw_wcB

Alzheimer's disease. (2018, December 08). Retrieved from https://www.mayoclinic.org/diseases-conditions/alzheimers-disease/symptoms-causes/syc-20350447

Alzheimer's Disease Fact Sheet. (n.d.). Retrieved from https://www.nia.nih.gov/health/alzheimers-disease-fact-sheet

Walk to End Alzheimer's. (n.d.). Retrieved from https://act.alz.org/site/SPageServer/?pagename=walk_homepage

What is Alzheimer's Disease? | CDC. (n.d.). Retrieved from https://www.cdc.gov/aging/aginginfo/alzheimers.htm