1. 1

2. Agenda
2
Goals
Research
Target Audience
Key Insight
Main Message
Creative
Creative Concept
Creative Executions
Media
Customer Journey
Media Schedule
Media Plan

3. Goals
Primary
Raise $30,000 by July 1st, 2017
Secondary
Increase awareness by 25% by July 2017
• Measured by website traffic
3

4. Research
4

5. Target Audience
5
“Youth, the young kids in this
country are still dreaming,
they think can be anything—a
fireman, a policeman, an
engineer…so I like to motivate
kids.” — Michael Namoff
Demographics
• Local Champaign business owner
• 35-50 years old
• Married with young children
• Resides in Central Illinois
Psychographics
• Cares about causes related to youth and children
• Actively participates in local community
• Values their network of relationships in the community
• Uses Facebook to stay connected with a large personal
network

6. Meet “Big John”
6
• Self-made, sporting goods
store owner in Champaign, IL
• Married with 2 children
• 1,000 friends on Facebook
• Believes everyone should have
an equal chance to win
• Believes mentoring has a big
impact on kids

7. Key Insight
The reason why donors help children is because they believe they have
untapped potential.
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8. Main Message
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Funding the Book Mentor Project will directly help children realize their potential.

9. Creative
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10. 10
Creative Concept
Children have so much untapped potential.
One book can lead to endless possibilities for a children’s future.

11. 11
Direct Mail
Boxes will be sent out to 100 local Champaign County businesses
Will serve as an invitation to the event and help build a personal
connection to project

12. 12
Direct Mail: Brochure

13. 13
Direct Mail: Flyer
Features a real testimonial from a past Book Mentor Project student

14. 14
Direct Mail: Invitation

15. 15
Direct Mail: Bookmark

16. 16
Event
Will serve as a meet and greet for members of the Champaign County
community and the people behind the Book Mentor Project
Guests will be encouraged to draw, write, etc. on white board
30 minute presentation from the Book Mentor Project

17. 17
Radio :30
30 second spot through the Illinois Public Media server

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Digital: Pandora
• Easily target users
• Age, gender, zip code, etc.
• No wasted impressions
• Engaged Audience
• Users interact with ads
• Cross platform presence
• Tablet, desktop, mobile

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Digital: Sponsored Facebook Ad

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Social Media: Facebook
Features stories and interviews of kids and mentors in the program, etc.

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Social Media: Instagram
Features profiles of people, documents events, etc.

22. 22
Social Media: Twitter

23. 23
Renovated Website
Cross-platform access
Real time embedded Community Funded donation progress bar

24. 24
Community Funded

25. 25
Media

26. 26
Customer Journey

27. 27
Media Schedule

28. Media: Big Plan
100 Boxes
100 Brochures
100 Invitations
100 Bookmarks
Total: $341
Direct Mail
Event
.
Venue, Accessories Rental
Total: $2,440
Social Media
Facebook, Twitter, Instagram
post on each platform
2 hour/week
Website & Community Fund
Weekly check up on donation
and update information
1 hour/week
Radio
30 sec. spot 3 times/week (M/
W/F) for 1 hour/week
Paid Pandora Ads:
24,000 impressions
Total: $432
Grand Total:
$3,338
Facebook Sponsor Ad
17,000 - 45,000
impressions
Total: $170

29. Media: Small Plan
100 Boxes
100 Brochures
100 Invitations
100 Bookmarks
Total: $341
Direct Mail
Event
.
Venue, Accessories Rental
Total: $2,440
Social Media
Facebook, Twitter, Instagram
post on each platform
2 hour/week
Website & Community Fund
Weekly check up on donation
and update information
1 hour/week
Radio
30 sec. spot 3 times/week (M/
W/F) for 1 hour/week
Paid Pandora Ads:
12,000 impressions
Total: $216
Grand Total:
$3,082
Facebook Sponsor Ad
9,800 - 26,000
impressions
Total: $85

30. 30
Thank you!