2. TABLE OF
CONTENTS
EXECUTIVE SUMMARY 2
RESEARCH & PLANNING 3
CREATIVE 17
MEDIA PLAN 22
EVALUATION 27
THANKS 28
3. Hey you! Frat Boy/Sorority Girl,
Wanna Get Some??
Yeah, you heard us right. What if we told you there was a website that could
make your life easier? What if there was a website that had all the information
on non-profit organizations located in Tampa that you could use to find your
philanthropies? Amazing right? Now that we have your attention, there is. But
in order to get some, you have to give some.
TampaBayHelps.com is a nonprofit organization that gives individuals the
opportunity to become involved with nonprofits through their website. There
is a college tab with interactive games, contests, and prizes that you can win
for yourself or your Greek organization. With monthly drawings on the best
philanthropic story, your organization could win a free event paid for by the
site’s sponsors.
What’s the catch? There isn’t one. You simply have to simply give some to get
some. Visit the website. Check out the college tab. Join the Facebook group.
Your favorite bars and restaurants are on there too. There are coasters around
town, flyers and bracelets to remind you that volunteering and donating has
never been easier or more profitable. Just look for the TampaBayHelps.com
logo and “Give Some. Get Some.”
There are so many ways to get some and all you have to do is give your time.
Come check out TampaBayHelps.com. Because we know everyone likes to
get some.
Catch ya later!
Your B.F.F.
EXECUTIVE SUMMARY //2
4. THE INITIAL STEPS
THE PROBLEM:
We realized that there was an abundance of information regarding local non-profits on
TampaBayHelps.com that no one knows about. We decided the mission of our campaign
would be to increase awareness of this useful website and to increase foot traffic for our client
by targeting the college demographic.
WE FIGURED OUT A FEW THINGS THAT DIDN’T WORK:
The target audience was too broad for the website. We had to find a specific niche. When we
decided what that niche would be, we had to figure out how to change the website to make it
relevant to college students.
RESEARCH & PLANNING //3
5. OUR CONSUMERS
The group we are targeting are young adults in college-- Generation “Y”: the Millennial, the Missionary, and the Post Modern
Nexter Generation. This crowd was born between 1980 and 1990. According to Braskamp, author of Three Central
Questions Worth Asking, college students are divided up into these different groups and exhibit these characteristics:
MILLENNIAL STUDENTS MISSIONARY STUDENTS POSTMODERN NEXTER
are conventional, cooperative team are evangelical in their world view, believe STUDENTS
players, optimistic about the future, in external authority of truth and wisdom, are consumer oriented,
interested in math and science, prefer hold traditional views of family and social entertainment oriented, like
secure and regulated environments, interactions, are serious in their studies and instant gratification, have a short
accept responsibility, respectful of work, view life and work as a calling and event horizon, seek excellence-
social norms, engage in community vocation, and are politically and socially without effort, skeptical about
projects, and are concerned about conservative. Many, however, can be called life, intellectually disengaged,
their future. They are affluent, civic- “counter cultural conservatives” given their adaptable and pragmatic,
minded, busy, optimistic, sheltered, support of equal rights, gun control and social entitlement focused, and are often
confident, consumer oriented, and justice. They generally reject the “spiritual but stressed about their life. Finally
over-programmed. They focus on not religious” perspective of their faith, and are they are close to parents.
grades and performance, rely on not as interested in church and organizational
peer approval, and prefer not to be issues as they are in their personal faith
involved in reflective and critical journey. Moreover, many students today are
thinking. Finally they are close to very committed to social and secular causes,
parents. and have the missionary seal, even though they
do not depend on any religious tradition for their
purpose and meaning in life. And finally they are
all close to parents.
RESEARCH & PLANNING //4
6. WHAT THE CONSUMERS
HAVE IN COMMON
The similarities that exist among these groups are they are the Internet generation. They
like instant gratification, thrive on electronics, gadgets, cell phones, electronic organizers,
and hundreds of television stations. They have short attention spans. They are close to their
parents. They view advertising as a nuisance and only pay attention when it is specific to
something they are interested in, or if it’s really funny. They don’t have time to waste, and will
only listen up if it will benefit them somehow.
We’ve noticed our audience is also driven by incentives. They will give something (time,
money, support…) on the condition that they get something in return (coupons, free gifts,
recognition, self-esteem...). In our case, some of them may claim they would volunteer merely
out of the kindness of their hearts- no ulterior motivations or obligations. We know better than
that. But, of course, we are not the kind to point fingers. We are going to keep this secret
between us and offer incentives (without even being asked!) with our campaign that will
reinforce our message that helping others will ultimately help you.
RESEARCH & PLANNING //5
7. WE TARGETED-THE GREEKS
FROM OUR RESEARCH, WE WERE ABLE TO SEGMENT OUR AUDIENCE INTO THE FOLLOWING...
PRIMARY AUDIENCE
The Goody-Two-Shoes Greeks: THE VAIN GREEKS:
These Greeks take pride in their organization and These Greeks will go to a website simply because their picture is on it.
bettering their community. They just want to “make the They are vain and take pride in their appearance. They like to know that
world a better place”. Getting recognition for their work others are looking at them as well.
will encourage them to work harder, because these
Greeks are sometimes left in the background.
The Beer Drinking Greeks:
These Greeks like the social aspect of Greek life. They like to go to
The WHAT’S IN IT FOR ME Greeks: parties and spend most of their days being hung over. They are only
These people are all about what they can get out of the arrangement. They interested in doing the BARE minimum in order to remain a part of their
like incentives; prizes, money for their non-profit, coupons etc in exchange for organization. For example, if the rules are an
whatever volunteer work they do. They want to know how they can benefit individual must complete 10 hours of community
from their input. service a year in order to remain a part of the
organization, they will only do 10 hours a year.
The social Greeks:
These people like to go out. They like to see and be seen. They are good The COMPETITIVE Greeks:
at schmoozing. They like to take pictures and are constantly texting or on These Greeks just want to win--at anything.
Facebook. They are great at networking and organizing events (especially Even if that means who can volunteer the most
parties) because these people know EVERYONE. They are fun and interesting among the Greeks. They will be there scheming,
and always up for a party. sniffing out their competition and strategizing. They thrive on competition.
It makes them feel good about themselves. They are the kind of people
who won’t let their 5 year old sister beat them at a board game, because
winning is too important.
SECONDARY AUDIENCE
The CAMPUS DO GOODERS:
They are not always a part of an organization (while some may be
members of P.E.A.C.E. or similar volunteer organizations). They just
enjoy volunteering and helping out in any way they can. Some do it
because they think it’s important. Others just do it because, frankly,
they have nothing else better to do on the weekend.
RESEARCH & PLANNING //6
8. THE BEGINNING
THE STORY OF THE TAGLINE
After a few weeks of research, we started thinking-- What is at the core of
ALLOW US TO TampaBayHelps.com?
INTRODUCE
OURSELVES: What is the essence of what it does? Why is it special? What’s it’s “niche”…
And then we finally got it-- this website helps you. And it helps you to help other people.
After all of this in-depth So we started bouncing around ideas for taglines. We needed something that was young and
consumer description and smart. Something that could grab the attention of our target audience…
research we were finally
ready to make some We were sitting around spitting out whatever came to our minds. We came up with things like
decisions. We recognized “Give a little, get a lot”, “Helps you. Helps you help others”, “Be selfish. Be selfless”, “Help you.
that right now we’re invisible. Help others”, and we realized that we were close, but just not there as yet.
We do not exist in the
brains of our consumers- Then a team member came out with it. And all of us just sat there quietly, taking in the simplicity
we have a blank slate to and perfection of her statement…
start from. Keeping this in
mind, we all knew we had “Give Some. Get Some.” Perfect.
to come with something
brilliant, something strong; This tagline speaks to our target audience. It is smart, has a double meaning, and will grab
something that would catch their attention. There is nothing that will gain the attention of a college student like a sexual
the attention of our A.D.D. innuendo. It’s very tongue-and-cheek and college students love them! You can see them all
generation. around campus—just look at the University of Tampa’s school newspaper claiming to “Put Out
On Fridays”. But best of all, this tagline connects back to the essence of TampaBayHelps.com.
RESEARCH & PLANNING //7
9. THE CORE
OUR PRIMARY RESEARCH METHODOLOGIES:
A survey of our primary target audience was conducted in order to evaluate the audience’s
thoughts on the benefits of the product and the advertising tactics that could attract them
further. Through convenience sampling, we surveyed 34 University of Tampa students involved
in Greek life. The students surveyed are males and females that stem from various fraternities
and sororities.
The surveys provided us with information that supported our decision to make Greek life our
primary target audience, with sub-audiences as lower priority. Because they have mandatory
volunteer hours they must complete, Greek life students said TampaBayHelps.com would be
useful. Although they are generally loyal to a specific organization, the students are willing to
move around. The most popular volunteer categories proved to be education/technology, kids/
families/pets, and hospital/health/prevention/medical. The idea of incentives, interactivity on
the website, and Greek life competitions also intrigued the target audience.
RESEARCH OBJECTIVES
1. To discover if TampaBayHelps.com is a useful website for our primary audience
2. To discover how the website could better fit our primary audience’s needs
RESEARCH & PLANNING //8
10. WHAT WE GATHERED
OUR PRIMARY RESEARCH METHODOLOGIES:
From the information gathered in the surveys, we found that TampaBayHelps.com would most
benefit from adding the following tools and capabilities to improve the website’s functionality VOLUNTEER
and provide a solution for the Greek’s need to volunteer: CATEGORIES:
THE ABILITY TO SCHEDULE VOLUNTEERING DIRECTLY FROM THE WEBSITE
78.6% EDUCATION/
TRACKING OF VOLUNTEER WORK AND HOURS WORKED TECHNOLOGY
A QUIZ THAT MATCHES THE VIEWER WITH THE MOST FITTING NON-PROFIT 71.4% KIDS/FAMILIES/
PETS
FUNDRAISING OPPORTUNITIES
COMMON DATABASE FOR ALL GREEK LIFE-- WHAT IS HAPPENING IN THE GREEK
42.9% HOSPITAL/ HEALTH/
PREVENTION/
VOLUNTEER WORLD? MEDICAL
35.7% ART/CULTURE
BACKGROUND INFO: TACTIC METHODS: 28.6% PUBLIC MEDIA/
LITERACY
78.6% WILLING TO TRY
50% QUIZ TO MATCH VIEWER
VARIOUS NON PROFITS WITH ORGANIZATION
21.4% ENVIRONMENTAL
5-20 hrs NEEDED PER 28.6% SCAVENGER HUNT 21.4% FOOD & SHELTER
SEMESTER
28.6% SPORT/ POP CULTURE/
71.4% INTERESTED IN
COMPETING AGAINST
CELEBRITY/ POLITICAL
TRIVIA
OTHER GREEK LIFE
FOR PRIZES
OTHER:
FUNDRAISING OPPORTUNITIES, MONEY
TOWARDS PHILANTHROPY, SCHOLARSHIPS,
MUSIC, COMMON DATABASE FOR ALL
GREEK LIFE RESEARCH & PLANNING //9
11. PRODUCT/SERVICE
WE REALIZED THAT IN ORDER TO CREATE A SUCCESSFUL CAMPAIGN, WE HAD TO IMPROVE THE
BRAND PERCEPTION WITHIN OUR SPECIFIC TARGET AUDIENCES THROUGH EXAMINING THEIR
NEEDS, WANTS, PROBLEMS, AND INTERESTS.
NEEDS:
They want something that is
going to make their lives easier. PROBLEMS:
Most college students have a lot May not be able to use the website
on their plate as it is. for its main purpose (buying donation
gift-cards) but they can volunteer
time. However with school, jobs,
organizations and social lives they INTERESTS:
have a lot going on and don’t have TV shows
much time to spare. Music
Drinking
WANTS: Relationships
- Relevance (they do not Friends and Family
have much time) The Internet (Facebook,
- Budget friendly (college Twitter, MySpace)
students don’t really have
much of a disposable
income)
RESEARCH & PLANNING //10
12. WHAT WE WANT
CURRENT PERCEPTION DESIRED PERCEPTION
NONE USEFUL WEBSITE
DESIRED BRAND PERCEPTIONS:
We want people to feel like TampaBayHelps.com is beneficial, useful, and rewarding. We want
college students to use the website as an outlet for various volunteering and philanthropic
opportunities. Because the site is a local organization only pertaining to the Tampa Bay area,
we want to create community involvement and excitement.
HOW
SIZING UP THE COMPETITION: VolunteerMatch.org TAMPABAYHELPS.COM
WHAT IS VOLUNTEERMATCH? CAN COMPETE:
VolunteerMatch.org is said to be “the preferred internet recruiting tool for more than 73,000
nonprofit organizations” and growing. They work with non-profits, businesses, and government • TampaBayHelps.com is a
officials to promote their personal success and the success of their clients. The website has specialized website for people
a variety of advertising media, such as printable posters and video PSAs, to help promote in a specific area
non-profits more efficiently. The viewer can also add Volunteer Match’s logo link to their
website and easily donate by clicking a button. They offer an “other ways to give” section that • Because TampaBayHelps.
suggests donating by mail or phone, donating in someone’s memory, donating a car or cell com has targeted their
phones, etc. services, it is easy for users to
find the information they are
CURRENT BRAND PERCEPTION OF BIGGEST COMPETITOR: looking for.
• The brand’s biggest competitor is VolunteerMatch.org. The current brand perception with
VolunteerMatch is that they are reliable, involved, and well established.
• They have 75,000 participating organizations
and millions of volunteers using their services.
RESEARCH & PLANNING //11
13. HOW TBH FUNCTIONS
WHILE EXAMINING THE BRAND PERCEPTIONS, WE TOOK A LOOK AT HOW TAMPABAYHELPS.
COM FUNCTIONS. WE DETERMINED WHAT THEY DID WELL AND WHERE THERE’S ROOM FOR
IMPROVEMENT. WE LOOKED AT EXTERNAL OPPORTUNITIES AND THREATS TO HELP US DETERMINE
THE BEST MARKETING AND ADVERTISING STRATEGIES.
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
- Only website to provide - No one knows about it - Organize website properly -College students and
information about various so that it can serve a useful potential volunteers may not
non-profits in the Tampa - It is not set up properly yet purpose for target market think the product is worth
Bay Area (i.e. so that sororities and their time
-Lack of sponsors/ funding fraternities can use it to sign
- Potentially useful to target up to volunteer etc.) - Better resources than
market -Not enough media from individually looking for
non-profits - Inform the target information separately
- Convenience through audience, college students
the internet allowing easy -Company branding, no and those needing to -Loyalty to specific non-
access to the site consumer loyalty to site volunteer, that the website profits is not incorporated in
exists determining lack of interest
-Easy to use donation in the site
feature
-Vast amount of information
on non-profits
-“Umbrella” for all
organizations in a central
location
RESEARCH & PLANNING //12
14. OUR OBJECTIVES
MARKETING OBJECTIVES
• Increase foot traffic
Driving students to the site is so important! Without enough foot traffic, there are not enough
sponsors; and without enough sponsors, the site will not be able to offer any incentives to
encourage college students to use it. Advertising will market TampaBayHelps.com as a useful
and relevant tool for college students through promotional flyers, coasters, social networks, and
a variety of other outlets. This will significantly increase the foot traffic on the site as well as the
amount of sponsors contributing to TampaBayHelps.com.
ADVERTISING OBJECTIVES
• Bring awareness of TampaBayHelps.com
• Attract college students to the visit TampaBayHelps.com
We want college students to use the website as an outlet for various volunteering and
philanthropic opportunities. Bringing students to the website keeps sustainable hits and
increases corporate sponsorship for non-profits.
RESEARCH & PLANNING //13
15. CREATIVE BRIEF
WHY ARE WE ADVERTISING?
College students in the Tampa Bay area do not know about TampaBayHelps.com and/or
the benefits of using and visiting the website. We want to change this. We want students,
specifically college students in the Tampa Bay area, to visit and use our site, creating more foot
traffic and increasing sponsorship.
WHAT IS THE ADVERTISING TRYING TO ACHIEVE?
The purpose of advertising is to increase foot traffic on the website. To do this, we made
suggestions on how to change the product so that it is useful and beneficial to our target
audience. First, TampaBayHelps.com will provide a relevant service to them in the form of an
online non-profit database and second, we will advertise it as such.
WHO IS THE TARGET AUDIENCE?
The target audience is college students in the Tampa Bay area. More specifically, they are
students that are constantly connected to their phone, iPods, and any electronics they can
take with them between classes. They are thrifty, do not have a disposable income, or time
to spare. These are the social media lovers that check their pages several times a day. They
stay up drinking or studying in the library all night. They like to help themselves (being in a
Greek organization looks great on a resume and provides good networking opportunities), help
others (these organizations have an objective of philanthropy and often raise funds to donate
to various charity and nonprofit organizations, and have fun. These students also love instant
gratification and anything free.
RESEARCH & PLANNING //14
16. CREATIVE BRIEF (CONTINUED)
WHAT EVIDENCE DO
WE HAVE IN SUPPORT
OF THIS SINGLE
PROMISE/ BENEFIT/
IDEA?
WHAT TONE SHOULD BE USED? The following are suggestions for
The tone should be informal and fun- not needy and guilt inflicting. supporting the single promise.
They are not currently in place:
WHAT ARE THE TARGET AUDIENCE’S CURRENT BRAND PERCEPTIONS? - The site is easy to use and
The target audience does not have a current brand perception because the site is new and divides all the nonprofits in
unknown. categories for simple navigation.
WHAT ARE THE DESIRED BRAND PERCEPTIONS? - It shares important information
We want people to feel like TampaBayHelps.com is useful and rewarding. We want for the college students and the
non-profits they are interest in.
college students to use the website as an outlet for various volunteering and philanthropic
opportunities. Because the site is a local organization just pertaining to the Tampa Bay area, - The site will offer incentives for
we want to create community involvement and excitement. visitors and encourage them to
be active in the community.
WHAT ARE THE TARGET AUDIENCE’S CURRENT PERCEPTIONS OF THE
BRAND’S BIGGEST COMPETITORS? - The site will offer fun and
interactive ways for students
The brand’s biggest competitor is VolunteerMatch.org. The current brand perception with to get involved in and for their
VolunteerMatch is that they are reliable, popular, and well established. communities.
WHAT SINGLE PROMISE/ BENEFIT/ IDEA DOES ADVERTISING NEED TO - People will post interesting
CONVEY ABOUT THE BRAND? stories of their experiences
TampaBayHelps.com is a useful, beneficial site for students visiting non-profit sites online. on a site sponsored blog so
others can get some insight into
Using the site will help you, and will also help you to help others. organizations they would possibly
be interested in working with or
donating to.
RESEARCH & PLANNING //15
17. OVERVIEW
We designed our “Give Some. Get Some.” concept in a manner that would be appealing to our
target audience, but reinforce the story of TampaBayHelps.com.
The term non-profit is synonymous with giving away your hard earned money. Many people
cringe at the thought of another non-profit coming around and harassing them to donate, when,
in this economy, that’s the last thing anyone wants to do. We wanted to change this attitude
through our campaign. TampaBayHelps.com is not about donating money, it’s about donating
time and these kids have to do that anyway in order to remain in their organizations.
This website is about improving the community, getting businesses involved, and having fun--
and who doesn’t need more fun in their lives?
CREATIVE //16
18. NON-TRADITIONAL
LOGO
Our “TampabayhelpsU” logo will be printed on everything. This will create uniformity and
abayhelps
U
hopefully result in brand recognition among our target audience.
Tamp
yhelps
aba
U
Tamp
BUSINESS CARDS
Our business cards will be given out at bars and night clubs. They will house a code
that users can enter online at the website to get a free drink or free entry into the
location. This will also be great because our Greeks can take a little piece of us with
them, and hopefully share with their friends.
GETsome
Scan Enter Code: GOTSOME
and to get a
FREE SHOT
or Visit...
www.TampaBayHelps.com/college
CREATIVE //17
19. NON-TRADITIONAL
FACEBOOK
Our Facebook page will be a hub of interactivity. College kids ayhelps
TampabayhelpsU
ab
are addicted to this social networking website. Our Facebook
U
Tamp
page will link our various greeks and their friends and family to a ab
ayhelps
U
TampabayhelpsU
Tamp
“Volunteer of the Month” voting page on our website. They can
also post a direct link to the website on their friends’ pages. This
will increase awareness of our brand, and bring unique hits to our
website! Free prizes paid for by our sponsors will also be offered
on Facebook for visiting.
BRACELETS
Our fun rubber bracelets will be handed out at college campuses. ab
ayhelps
U
TampabayhelpsU
Tamp
“Give Some, Get Some” will be printed on the outside of the
bracelet and TampaBayHelps.com/college on the inside. College
givesome
kids love free things, especially things they can wear. They will ab
U
ayhelps
TampabayhelpsU
Tamp
also become promoters of our brand without evenollegknowing it! Thise
will give us free exposure and increase recognition...Pretty sweet,
/c
www.tampabayhelps.com
ayhelps
ab TampabayhelpsU
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right?
Reverse Side
givesome GETsome
ge ge
/colle /colle
www.tampabayhelps.com www.tampabayhelps.com
Reverse Side
GETsome CREATIVE //18
ge
/colle
www.tampabayhelps.com
20. NON-TRADITIONAL
FLYERS
Our “Give Some, Get Some” flyers will give kids the run-down of what givesome
our site is all about, coupled with a cool little tear off section that they
can take with them. This saves them brain power (they don’t have to GETsome
repeat the website address in their heads all the way home)-- it’s also
interactive! TampaBayHelps.com
What’s the catch? is a nonprofit organization that
COASTERS
There isn’t one. You have to gives individuals the opportunity to
simply give some to get some. Visit the become involved with nonprofits through
website. Check out the TampabayhelpsU their easy-to-use website. There is a college
“Give Some, Get Some” coasters will be placed in popular bars near college tab. Join the Facebook group. Your
favorite bars and restaurants are in on it too.
tab with interactive games and contests with
prizes that you can win for yourself or your
our target college campuses. They will house a code that students There are coasters around town, flyers,
and bracelets to remind you that
Greek organization. With monthly drawings
on the best philanthropic story, your
can either scan with a smartphone application or type directly onto the volunteering and donating has never
been easier or more profitable.
organization could win a free event
paid for by the site’s sponsors.
website and receive a free drink or some other kind of incentive. This Just look for the:
will increase foot traffic of the website and awareness of the brand. aba
yhelps
U
Tamp
Tear. Keep.
GET
and the:
givesome
some U
Tamp aba
yhelps
GETsome
give
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www.tampabayhelpsU.com
www.tampabayhelpsU.com
www.tampabayhelpsU.com
www.tampabayhelpsU.com
TampabayhelpsU
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TampabayhelpsU
TampabayhelpsU
some...
Go to www.tampabayhelps.com
to get your free drink:
scan or enter code: GOTSOME
(Roll me over.)
CREATIVE //19
21. TRADITIONAL
NEWSPAPER
Our ads will be placed in all the college newspapers in the Tampa Bay area
They will be vague enough to induce a sense of mystery and thus lure our
college kids to visit our website.
EVENTS
BOOTHS AT GREEK EVENTS
Greeks host many events like Greek Sing and Sorority and Fraternity
Socials. We will have booths at those events where we give out freebies
like the bracelets and pamphlets explaining what our website is about and
we’reeasy Get all kinds of goodies when you visit
www.tampabayhelps.com/college.
how we can make their lives easier. TampabayhelpsU gives you freebies for
getting involved in your community. So
go to www.tampabayhelps.com/college
right now to learn more about giving
ayhelps
ab some and getting some.
U
Tamp
givesome
GETsome
CREATIVE //20
22. OVERVIEW
College students interests can be summed up in three words-- cell phones, computers and
socializing. We knew that for our campaign to be successful, we had to use their media.
We developed a $3,168.00 media plan that focuses on non-traditional elements. The budget is
small so that it will be realistic for the client to implement.
The campaign will be spread across the 3 main campuses in the Tampa Bay area.
The campaign will be strengthened through sponsorship by local businesses and partnerships
with the Greek members of our targeted universities.
MEDIA PLAN //21
23. STRATEGY
WHERE’S THE PARTY AT?
CollegeProwler.com is a website that rates the most popular places students visit near their
Universities. After examining CollegeProwler.com’s research, we were able to better target our
advertising towards these core areas.
In the strategy, every media outlet will encompass the “Give Some. Get Some.” slogan to
ensure brand recognition and consumer awareness. All the different tactics target a different
segment of the defined consumer analysis and specifically tailored to the desired message.
University of Tampa MacDintons,the Dubliner, Hyde Park Café,
Kennedy, Starbucks, Pita Pit, Tijuana Flats, CollegeProwler.com rates the most popular places
Splitzville, Panera, Moe’s/ Chipolte students attend around their university.
University of South Florida Bulls Club, Dallas Bull, Tiaga, Acropolis, Panera, We specifically looked at what they had to say about
Tijuana Flats, RJ’s Wings n Things, Mangrove the University of Tampa, University of South Florida,
Grill, Smoothie King and Eckerd and used their findings in our strategy.
Eckerd Sloppy Pelican, Ultra Lounge, Beef o Bradys,
Ferg’s Sports Bar & Grill, Rare Olive
TRADITIONAL
NEWSPAPERS
We will create an advertisement with the slogan and a call-to-action directing the consumer to
TampaBayHelps.com and enter a code. We will also give an example of various incentives to
visit our website. Ex: “Enter this code to win a gift card at participating restaurants.”
• The Oracle, USF
• The Minaret, UT
• The Current, Eckerd
MEDIA PLAN //22
24. STRATEGY
NON-TRADITIONAL
COASTERS BRACELETS
The coasters will house our logo, “Give Some.Get Some.” with a barcode/code to take the Outside - “Give Some.”
person to the website. At participating bars, “Get Some” will be on the top side of the coaster Inside- “Get Some.”
with a barcode for a free drink. On the other side, “Give Some” will be placed and a barcode Can wear them with the
that will take the user directly to the website’s “goodies” page and directions on how to outside or inside showing--
participate in games/incentives. These target: The “What’s In It For Me” Greeks, The Beer all depending on mood.
Drinking Greeks, and the Social Greeks. Both sides will display
TampaBayHelps.com/College.
FACEBOOK/TUMBLR Is a talking point for students.
These sites require upkeep but once the greek organizations reach a certain percentage of
unique hits/ visits, that organization gets put into a monthly drawing to win a prize and/ or a FACEBOOK
donation for their non-profit. This targets the Social Greeks, Campus Do Gooders, “What’s In It Almost all college students
For Me” Greeks, Beer Drinking Greeks, and Goodie-Two-Shoes Greeks. use Facebook. This will be
the main point of interaction
FLYERS to bring students to
These will house our “Give Some. Get Some.” logo, explaining what the website is about with TampaBayHelps.com/college .
tear off portions containing a website at the bottom they will be placed in the following locations:
UT- Peace Office, Student Activities and Leadership Office, Community Boards, women’s
bathroom stalls in restaurants in bars/restaurants, Greek organization office
USF- Greek village, Center for Leadership and Civic Engagement, Community Boards, Bar on
campus, Greek Office
Eckerd- Osher Lifelong Institute at Eckerd College, Community boards, Greek office and life
BUSINESS CARDS
Our cards will be given out a clubs as incentive to
get a small discount like free cover or one free drink after going on to the website to enter a
code. These will target The “What’s In It For Me”
Greeks, Beer Drinking Greeks, and Social Greeks. MEDIA PLAN //23
25. ON SITE TACTICS
MOST OF STRATEGIES WILL FOCUS ON A SPECIFIC NICHE OF THE TARGET MARKET
SO EVERY GROUP IS REACHED BY THE ON SITE TACTICS: THE SOCIAL GREEKS,
CAMPUS DO-GOODERS, THE “WHAT’S IN IT FOR ME” GREEKS, THE BEER DRINKING
GREEKS, THE VAIN GREEKS AND THE GOODIE-TWO-SHOES GREEKS
SHARED STORIES
Stories from different organizations, like Greek members or volunteer organizations on campus,
will be uploaded to compete for the most votes once a month. Whichever team gets the most
votes will win a prize, like a spotlight special on the website, or a small amount of money or
sponsorship towards the non-proft of their choice.
COMPETITIONS
Sororities and fraternities will compete with others in the area to get the highest number
of unique hits. The top two will receive spotlight of the month and can pick small prize to
contribute to next philanthropy or put towards their Greek organization
SCAVENGER HUNT
The user may take part in a scavenger hunt that requires multiple clicks throughout the site.
This can be used to spark competition through site users and possible competition.
COLLEGE TAB- TampaBayHelps.com/college
How to volunteer with links to easily obtain info
Competitions between schools and Greek organizations
Sponsored events to help them with their philanthropy
Booth a Greek events to get coverage and awareness of organization
Incentives – everything listed to get foot traffic on site
MEDIA PLAN //24
26. BUDGET
OUR BUDGET IS DIVIDED INTO BOTH TRADITIONAL AND NON-TRADITIONAL MEDIA
OUTLETS. OUR BUDGET IS SMALL BECAUSE MANY OUTLETS THAT COLLEGE
STUDENTS PAY ATTENTION TO, LIKE FACEBOOK, ARE FREE!
Media Quantity Price per unit Total Price
NON-TRADITIONAL
Coasters 1800 $0.16 $288.00
Bracelets 1500 $0.75 $1125.00
Flyers 1500 $0.52 $780.00
Facebook $0
Competitions $0
Scavenger Hunts $0
Blog $0
4%
s2
Total Non-Traditional Media Cost: $2193.00
er
Fly
TRADITIONAL
School Newspaper - color ads Bracelets 36%
New
USF 1 $575 $475.00 s Ad
s 31
%
UT or Eckerd 1 $250 $500.00 %
s9
ter
Total Traditional Media Cost: $975.00
as
Co
EVENTS
Booth at Greek Events $0
TOTAL BUDGET COST: $3,168.00 This pie chart illustrates the distribution of our budget.
MEDIA PLAN //25
27. FLOWCHART
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
NONTRADITIONAL
Coasters $288.00
Bracelets $1125.00
Flyers $780.00
Facebook $0
Competitions $0
Scavenger Hunt $0
Blog $0
TRADITIONAL
School newspaper $975.00
EVENTS
Booths at Greek Events Varies on School $0
TOTAL $3,168.00
MEDIA PLAN //26
28. EVALUATION
To reiterate, our campaign objectives are…
INCREASE THE PERCENTAGE OF STUDENTS WHO ARE
AWARE OF TAMPABAYHELPS.COM BY IN THE FIRST 40%
YEAR, MEASURED LOCALLY TO THE TAMPA BAY AREA
INCREASE THE FOOT TRAFFIC ON THE TAMPA BAY HELPS
WEBSITE BY 20%
IN THE FIRST YEAR
To track the progress of our campaign, Google Analytics
will be used to measure the foot traffic to the website.
EVALUATION //27
29. THANKS
After all the blood, sweat and tears, sleepless nights and boughts of anxiety, we believe we
created something we are proud of and owe thanks to:
We would like to thank Ginger, for being such a wonderful client and trusting us with this
important task of improving her website. Her enthusiasm made it easy for us to be comfortable
and creative. We hope we have this much luck in the future!
Thanks to Professor Scremin for guiding us along this intense process, but also for pushing us
towards excellence and stepping back at times, forcing us to step forward. As tough as it was,
we came together and created a strong campaign and we are positive that our strategies, if
implemented, will be effective in propelling TampaBayHelps.com to a higher level of awareness
in the minds of our audience.
D S
CM 2 SARAH WARD MARISA BRASILE DANIEL BERGSTRAND
Creative Director Art Director Financial Administer
CELINA PEREIRA SAMANTHA GEORGE
Copy Director/ Editor Public Relations Specialist
ADVERTISING
