Make A Wish Michigan IMC Campaign

Make-A-Wish Michigan Campaign Proposal. ©2016 Creatilytical Marketing. CONFIDENTIAL.
WHERE LEFT AND RIGHT BRAIN MEET
An IMC Proposal to engage and
inspire millennials to participate in
Make-A-Wish Michigan’s mission.
Rebecca Frishman
Creatilytical Marketing
creatilytical.com
rebecca@creatilytical.com
773.357.7091

7191 Dodge St.•Omaha, NE 68132 773-357-7091 creatilytical.com @creatilytical @creatilytical
Ms. Karen Davis
President
Make-A-Wish Michigan
7600 Grand River Ave. Suite 175
Brighton, MI 48114
CC: Ms. Sherri Collins
Vice President of Marketing and Brand Advancement
April 27, 2016
Dear Ms. Davis:
Thank you for allowing Creatilytical marketing to present our 2016 integrated marketing
communications proposal for Make-A-Wish Michigan. A child’s life should not be spent in a
hospital or stuck in the house. Your mission to bring strength, joy, and hope to wish kids and their
families is inspiring and we are honored to work with you.
Our mission is simple, to bring the creative and analytical together to produce campaigns that
inspire. We want you to be a partner, not just another client. Each team member is passionate
about the brands we work with and believes in each mission.
This campaign aims to inspire Millennials to be a part of something bigger. It offers a new way to
reach out to Millennials to become volunteers and donate money. We specialize in social media,
public relations, and branding. Using analytics and research we will lay out eight deliverables and
how to achieve them. The goal of this campaign is to grant more wishes by raising $1.2 million and
increase volunteers by 20%.
Thank you for your consideration. We look forward to being your partner to execute this multi-
faceted campaign. I will call on Monday, May 2 to schedule a discussion between our teams about
this proposal. I look forward to speaking with you.
Best wishes,
Rebecca S. Frishman
Founder & CEO – Creatilytical Marketing
rebecca@creatilytical.com

Make-A-Wish Michigan Campaign | 3

Make-A-Wish Michigan is more than a wish-granting factory. There is science to back up
the fact that granting wishes influences a child’s health. 89 percent of doctors, nurses and
health professionals surveyed say they believe a wish experience can influence wish kids’
physical health (Wish Impact, 2016). Make-A-Wish approaches everything they do with
honesty and transparency with respect for wish recipients and their families. These wishes
cannot be granted without the involvement from volunteers, donors, corporate partners,
and Make-A-Wish Michigan staff. You’ve asked for Creatilytical’s help in putting together
a plan to grant even more wishes by raising $1.2 million and increase volunteers by 20%.
Together we can grant more wishes. It is stated that Millennials are the largest generation to
date. This is why Creatilytical will be targeting Millennials in this campaign. They are a unique
generation in the fact that they are so widespread in life cycles and psychographics. It will be
a challenge to find some common ground, but everyone wants to help his or her community.
Millennials are also known as the “me” generation. If there’s nothing in it for them personally,
professionally, or socially, they’re probably not going to get involved. Creatilytical will outline
how to get Millennials involved and make them feel like each one of them can make an impact.
This campaign will outline a variety of events and a public relations campaign to change the
stigma of Make-A-Wish Michigan to Millennials. This proposal will blend public relations,
communications,andtraditionalandsocialmediamarketingtocreateanintegratedmarketing
campaign for Make-A-Wish Michigan. We will provide realistic plans and give projected results
so you can see how this plan will affect Make-A-Wish Michigan. No matter what, this campaign
willemulateMake-A-WishMichigan’smission,tograntwishesofchildrenwithlife-threatening
medical conditions and enrich the human experience through hope, strength, and joy.

Throughout my life I’ve been taught that people are either more creative or more analytical, but I never felt
like I fit in to just one box. I make lists, enjoy logic problems, and am good at math, so I guess you could say
I’m “left-brained.” I love music and art; I tend to have big ideas and an eye for color, fashion, and graphic
design. In this case you could say I’m “right-brained.” The point in the middle of these two is where ideas and
execution come to fruition. This is when Creatilytical Marketing was born.
For an integrated marketing communications campaign, you want a team that is creative and analytical.
Creatilytical Marketing is not the typical marketing agency. We take everything we know about the client,
research the target market, and drive measurable results.
Creatilytical is not another agency, we want to be your partner and help your brand thrive. Our mission is
simple, to bring the creative and analytical together to produce campaigns that inspire. Each team member
is passionate about the brands that we work with and believe in your mission. By partnering with us, you
have found a team that will continuously have your company on their brain and find new ways to help you
succeed.

There is so much noise in the world today that we need to find new ways to stand out. This is where the
creative team comes in to play. At Creatilytical Marketing we are able to find new ways to cut through the
noise to your target market. Whether it is through digital, social, or traditional media.
Creative
If we are creating a campaign that will cut through the noise than our research has to be done well. We not
only have to know about your company, but what makes the target market tick. We use this information,
analyze it, and create a strategic plan that will put our creative work into motion.
Analytic
• Analytics
• Branding
• Communications
• Creative
• Digital Marketing
• Graphic Design
• Market Research
• Public Relations
• SEO
• Social Media Marketing
• Web Design
Our Services

Front
Back

LETTERHEAD
7191 Dodge St.•Omaha, NE 68132 773-357-7091 creatilytical.com @creatilytical @creatilytical

“We grant the wishes of children with life-threatening medical conditions to enrich the human experience
with hope, strength and joy” (Our Mission, 2016).
Make-A-Wish is values driven with five core values:
1. Integrity
2. Child Focus
3. Excellence
4. Community
5. Inspiration
These five core values serve as a map to
attain their vision. “They are a clear guide to
our priorities and lead the way in everything
we do” (Our Values, 2016). Make-A-Wish
approaches everything they do with honesty and transparency with respect for wish recipients and their
families. Their business is centered on a children first philosophy because the children are why they do
what they do. They try to exceed expectations with every wish they grant. They “foster a collaborative,
global community composed of staff, volunteers and donors with the collective ability to make the
broadest possible range of wishes come true” (Our Values, 2016). Finally, their inspiration comes from
their wish kids, kids with enthusiasm, imagination, and creativity that keeps Make-A-Wish focused to
grand wishes with hope, strength, and joy.
Make-A-Wish Mission

Since Make-A-Wish was founded, they have granted over 180,000 wishes. In 2015, Make-A-Wish granted
more than 14,800 wishes, the most they’ve ever granted in one fiscal year. Make-A-Wish impacts health,
state of mind, and strengthens communities. “A combined 89 percent of doctors, nurses and health
professionals surveyed say they believe a wish experience can influence wish kids’ physical health” (Wish
Impact, 2016).
The Impact
Chris Greicius was a seven-year-old boy with leukemia. He dreamed of
being a police officer “to catch bad guys.” Tommy Austin told Ron Cox
about Chris and asked for his help. It became their mission to help
grand Chris’ wish. “On April 29, Chris comes from Scottsdale Memorial
Hospital to the empty lot by DPS at Lewis and 19th Avenue. There he
and his parents are given a tour. That’s when Lt. Col. Dick Schaefer
gives the boy a “Smokey Bear” hat and one of his own old badges, and
Chris becomes Arizona’s first and only honorary DPS officer”
(How it all Started, 2016). Chris Greicius passed away on May 3.
After Chris’ funeral the officers that were a part of making this wish
happen started talking. They saw the impact it had on the community and Chris’ family. “That summer,
a group of working-class DPS officers, friends and family gather. That meeting marks the beginning of
Make-A-Wish” (How it all Started, 2016). By spring of 1981, they had raised $2000, enough to grant their
first official wish. The first official wish was put together with the help of the Phoenix Fire Department
for Frank Salazar. “Under the leadership of Jack Stanford, the little engine that could, does, and the
national Make-A-Wish Foundation is incorporated in May of 1983” (How it all Started, 2016).
The Start of the Foundation
History

Make-A-Wish Michigan was founded in 1984. Since founded they have granted over 8,000 wishes. “There
are more than 450 medically eligible Michigan children dreaming, planning and awaiting their wishes”
(Michigan Wish Facts, 2016). Make-A-Wish Michigan hopes to grant 400 wishes this year. More than 78%
of Michigan wishes include travel, which costs money and airline miles. The only way for wish kids to get
their wishes granted is if people donate time and money.
The Michigan Chapter
Financials
Make-A-Wish Michigan’s “fundraising efforts, fiscal
practices, and business operations all are designed to
support a single purpose: to grant wishes that change
lives” (Managing Funds, 2016). The average Michigan
wish costs $8,000 with 80 cents of each dollar going
directly towards a wish. The 2015 fiscal year’s annual
report hasn’t been published yet. For 2014, Make-A-
Wish Michigan’s total contributions and investment
income totaled $6,950,049. Their in-kind contributions
totaled $1,558,960. The total number of wishes granted
at the end of 2014’s fiscal year was 366. Out of those
366, 255 of those wishes included travel, and 181 of
those 255 wanted to go to Disney World (Annual
Report, 2014).
Parents have reported that the wish experience made their children happier and strengthened their
families. Make-A-Wish gives communities a chance to help others out. “Ninety-five percent of
community volunteers reported an increased sense of compassion and 84 percent felt an increased faith
in humanity” (Wish Impact, 2016).

The Wish-A-Mile Bicycle Tour is Michigan’s largest fundraiser.
“Riders will travel across Michigan during the three-day WAM 300
tour, which covers 300 miles of Michigan countryside. The 300
coincide with the WAM 50, a one-day, 50-mile ride on July 31, 2016.
And back by popular demand, the WAM Jr., a half-mile kids’ ride
for ages 5-13” (Wish-A-Mile Bicycle Tour, 2016). The 2015 WAM Tour
Walk For Wishes
raised over $2.1 million with almost 1,000 riders and 300 volunteers involved.
Wish Ball
The last major event is also a nationwide fundraiser, the Wish Ball. The Wish Ball is a black-tie gala
to help support the wishes of children with life-threatening conditions. Make-A-Wish Michigan
hosts two Wish Ball’s, one near each Michigan office. This year’s theme “will celebrate the
SUPERHERO in all of us and our ability to make wishes a reality” (Wish Ball, 2016).
Signature Events
Make-A-Wish Michigan holds three signature events.
Walk For Wishes is a nationwide Make-A-Wish fundraiser, but Make-A-Wish Michigan hosts two
annually. One is in the spring in Southeast Michigan and the other is in the fall in West Michigan.
Walk For Wishes
The Southeast Michigan walk is held at the Detroit
Zoo. “Last year, you helped raise more than $485,000
with a record-breaking attendance of more than
4,000 participants” (Walk For Wishes, 2016). The West
Michigan walk is held at the John Ball Zoo. “Last year,
you helped raise more than $120,000 with a record-
breaking attendance of more than 600 pre-registered
participants” (Walk For Wishes, 2016).

Ways To Help
There are many different ways to help or get involved with Make-A-Wish Michigan.
There are several ways to give. The first option is monetary donations. Another option is through
donations in-kind. “As part of our wish granting process, volunteers provide a few small gifts
to each wish child and their siblings leading up to and on the day of their wish” (In-Kind, 2016).
Donating through work whether it is planned giving or matching gifts through your company.
Adopt-A-Wish is another type of monetary donation. “With a gift of $6,000 you can grant you can
grant a child’s wish like meeting Mickey Mouse at Walt Disney World. With a gift of $10,000 you
can you can grant a child’s wish like a swimming pool in their own backyard, a trip to Hawaii to go
snorkeling and see volcanoes, a trip to Paris for a modeling experience or setting sail on a once-in-
a-lifetime cruise” (Adopt-A-Wish, 2016). The last two ways to donate are donating airline miles or
participating in season of wishes.
Giving
Volunteering
There are three types of volunteers for Make-A-Wish Michigan. Wish-Granting Volunteers must be
21 years old. “A wish-granting team is two trained volunteers who meet with our wish kids and their
families to help capture the child’s wish and enhance the wish throughout the process” (Volunteer
Opportunities, 2016). Volunteering for one of the five major Make-A-Wish Michigan events is an
opportunity to “help us make the magic happen by staffing our registration tables, handing out
T-shirts, cheering on participants or welcoming attendees. Opportunities may also include speaking
engagements, check pick-ups, representing Make-A-Wish at various activities hosted by community
groups or businesses and distributing flyers or posters to promote an upcoming event” (Volunteer
Opportunities, 2016). Finally, an office volunteer needs to be located near one of the two Make-
A-Wish Michigan offices. “This may include jobs such as helping with mailings, filing, answering
phones, taking donations, data entry and other functions” (Volunteer Opportunities, 2016).

Marketing Communications
Their marketing communications strategies are the best ways for them to keep in touch with volunteers
and donors, or potential volunteers and donors. Make-A-Wish Michigan is active on Facebook, Twitter,
Instagram, and YouTube. Their Facebook has over 11,000 likes and they post daily during the workweek
(Facebook, n.d). Make-A-Wish Michigan’s Twitter has over 2,500 followers and they tweet multiple times
per week and multiple times per days during the week (Twitter, n.d). They have been active on Instagram
longer than other businesses. Currently they have approximately 1,800 followers and tend to post pictures
of events and wish kids wishes coming true (Instagram, n.d). Their YouTube channel is a great source of
information (YouTube, n.d). They have highlights from Make-A-Wish Michigan events, news or tips for
upcoming events, and clips of granted wishes. Make-A-Wish Michigan hasn’t been mentioned on Make-A-
Wish America’s Wish Nation Blog since September 2014. However, they have been in the news recently and
stay active through press releases sent to news stations and bloggers.
Make-A-Wish Michigan relies heavily on its website and local media to tell wish stories. In an interview with
Karen Davis and Sherri Collins of Make-A-Wish Michigan, they said how they don’t have a large budget for
paid media and tend to rely on earned media. They have good connections with local news sources and are
able to get coverage on wish-granting activities through those connections. They also said that they had a
billboard campaign for Make-A-Wish Michigan’s 30th birthday. Make-A-Wish Michigan dedicates as much
resources towards granting wishes as possible, leaving little money for marketing campaigns.
Sponsorships
Make-A-Wish Michigan has several sponsors at different levels. The highest sponsors are
sponsorships worth $25,000+. The next level of sponsorship is from $10,000-$24,999. The smallest
sponsorship is $5,000-$9,999. A few of the biggest Make-A-Wish Michigan sponsors include Meijer,
Pepsi, and Planet Fitness (Our Sponsors, 2015).

Make-A-Wish Michigan Facebook
Make-A-Wish Michigan Twitter
Make-A-Wish Michigan Instagram

Competitors
Make-A-Wish Michigan needs to continually improve their marketing communication strategies because
they have to compete with, not only, other large non-profits across the nation, but local non-profits as well.
How can a non-profit have competition? Aren’t they all trying to help people in need? Yes, but Make-A-
Wish Michigan needs to compete for volunteers, donations, and sponsorships. Everybody can’t give to every
cause. Economists stated, “By 2018, the state is projected to recover 73 percent of the jobs lost during the
last decade” (Vanhulle, 2016). People, Millennials in particular, like to choose a few charities and give more
than give a little to a lot, according to a survey given by Creatilytical Marketing. There are several other
wish-granting organizations that are in direct competition with Make-A-Wish.
The Dream Factory
The Dream Factory was founded in 1980, around the same time as Make-A-
Wish. It has 34 local chapters and is all volunteer based. Their mission, “We
grant dreams to critically and chronically ill children from the ages of three
through eighteen” (Dream Factory, 2013). Since they do not have employees
at each of their local chapters, they use 90 cents to every dollar on making a
child’s dream come true. Their total monetary support from 2013 was $2,535,722
(Dream Factory, 2014).
Key Differences
• A higher percentage of money goes directly towards granting dreams.
• It grants dreams for children with chronic illnesses in addition to kids with life-threatening
illnesses.
• Volunteer based at the local level with employees at the national level.

Hope Kids
“HopeKids provides ongoing events, activities and a
powerful, unique support community for families who
have a child with cancer or some other life-threatening
medical condition. We surround these remarkable
children and their families with the message that hope
can be a powerful medicine” (HopeKids, 2016). HopeKids
has 4 local chapters, with one national chapter. They do not plan individual events for kids with life-
threatening illnesses. They plan events throughout the month that any child with a life-threatening
illness and their family can attend.
Key Differences
• They are group events rather than individual wishes for kids.
• HopeKids is more of a religious organization with their values including bible verses.
• All events are free to Hope Kids and families
The Granted Wish Foundation
The Granted Wish Foundation’s Mission is, “Providing
wishes to enrich the lives of physically challenged
children and young adults” (Granted Wish, 2015). The
organization was founded in 2005 in Canton, OH.
They have three programs including, wish fulfillment, adopt a family, and Rosalie’s House.
Key Differences
• They are local to Ohio.
• They work with physically challenged children along with terminally ill children.
• They offer housing to low-income families similar to Ronald McDonald House Charities.

Kids Wish Network
“Kids Wish Network is an international charitable
organization dedicated to infusing hope, creating
happy memories, and improving the quality of
life for children having experienced life-altering
situations. Kids Wish Network assists children and their families through several key programs”
(Kids Wish, 2016). Kids Wish Network was founded in 1997 and grants wishes for children with life-
threatening conditions.
Key Differences
• They provide funeral assistance after a wish child’s passing.
• Kids Wish Network on Tour is a program that helps at-risk children who are facing abuse,
poverty, neglect, homelessness, etc.
• Kids Wish Network is international.

One of the major challenges that Make-A-Wish Michigan faces is the recession. Michigan was hit the
hardest and for the longest with the closing of auto manufacturers. This recession changed the way people
gave money to charities. The recession seems to be coming to an end in Michigan. “Not only is the Detroit
region the birthplace of the automotive industry, it currently produces more cars and trucks than any other
state in the country. In 2014, more than 2.3 million cars and trucks rolled off Michigan assembly lines –
over 1.5 million at assembly plants located in the Detroit region” (Detroit Chamber, 2015). Along with the
economy, Make-A-Wish Michigan has some competition. There are other wish-granting organizations and
other non-profits that are competing for donations and volunteers.
Other challenges that Make-A-Wish Michigan faces are social issues. Millennials in particular are interested
in where their money is going. A survey conducted by Creatilytical Marketing states that 64.3% of
respondent’s conducts research on a non-profit before donating. “Worst Charities gain their titles by how
much they raise in donations and how little of that money goes to the actual causes they advertise. As
these deceptive organizations ask you for your financial support, they lie about to where or whom that is
allotted, sometimes paying themselves ‘multiple salaries’ and ‘consulting fees’” (Salzillo & Kos, 2015).
Potential donors or volunteers are starting to doubt if the organizations they used to support are actually
doing good for the people they claim. Another issue that has come up is called compassion fatigue.
“Compassion Fatigue is a state experienced by those helping people or animals in distress; it is an extreme
state of tension and preoccupation with the suffering of those being helped to the degree that it can create
a secondary traumatic stress for the helper” (Figley, 2015). Finally, with technology making it easier to get
the word out and ask for donations, it becomes a catch-22 with information overload. During a focus group
given by Creatilytical Marketing, one thing that was brought up is that if Millennials feel annoyed by an
organization or someone asking to donate repeatedly, they turn off to the organization altogether.
Challenges

Millennials, were born somewhere between the years 1980 and 2000. They comprise about 24% of the
US population, which comes to about 77 million people (MarketingCharts Staff, 2014). Their income
level is lower than other generations. The younger millennials have a median income of $25K, whereas
the older millennials have a median income of $48K (MarketingCharts Staff, 2014). This attributes to
the age difference and experience level.
Generation Y, otherwise known as Millennials, are the largest generation in the United States. Millennials
represent one-third of the total U.S. population (Council of Economic Advisors, 2014). Besides being the
largest generation in the U.S., Millennials are also the most diverse generation. Millennials differ from
other generations because they are the first generation to grow up with technology in their houses during
their developmental years. Due to this, they are known as ‘digital natives.’ Millennials have “taken the
lead in seizing on the new platforms of the digital era—the internet, mobile technology, social media—
to construct personalized networks of friends, colleagues and affinity groups” (Pew Research, 2014).
Millennials sleep next to their cell phones, stream more music than any other generation, have social
media profiles that they maintain, and share selfies on social media.
Demographics
Millennials

Even though Millennials make up the largest generation in the U.S., the population of Millennials is
slowly declining in Michigan. “About 22% of Michigan residents are 18 to 34 years old, known as the
millennial generation. That’s down from 1980, when 30% of Michigan’s population was in that age
group” (Tanner, 2014). A study done by Nielsen shows that Millennials are primarily in the West Coast
of the U.S., whereas Baby Boomers are located on the East Coast. It also shows that Millennials have a
desire to live in urban environments and are “doing away with the suburban picket-fence mythology”
(MarketingCharts Staff, 2014). Only 21% of Millennials are married, 4% have been separated/divorced,
and 75% are single and have never been married (Richfield Hospitality, 2014). Also, 36% of millennial
women have had children (MarketingCharts Staff, 2014).
“Millennials are the most ethnically and racially diverse generation, with 19% being Hispanic, 14%
African-American, and 5% Asian” (MarketingCharts Staff, 2014). With all the diversity though, only
38% of Millennials are bilingual. Along with being the most diverse, they are also the most educated
generation with 23% holding a Bachelor’s Degree or higher.
Despite being the most educated generation, “their entry into careers and first jobs has been badly set
back by the Great Recession, but they are more upbeat than their elders about their own economic
futures as well as about the overall state of the nation” (Pew Research, 2010). Millennials are like other
generations in the fact that they put parenthood and marriage above a career and financial success.
Millennials can be broken up into three different types of psychographics.
Psychographics

Connectors
Connectors are very much like networkers. They are very social people and share a lot online. They
like to make connections and they find value in having a lot of social media followers, shares, and
likes. “For them, these actions are less about branding themselves and more about sharing great
deals with others and engaging with the brand in order to receive something” (Handley, 2013). They
are the Millennials that are most likely to connect with a brand online and share what they’re doing.
They want people to see that they are helping the community and they tend to share any time they
do a good deed. Don’t be fooled by their show-off personalities. They do their research online before
making any decision on spending money.
Dreamers
Dreamers could also be called creatives. They want to fix something that’s broken. They have
dreams of making the world a better place. This group of Millennials wants to stand out and have
personal goals or big dreams. “One of the first places we checked on our journey was Detroit. We
were fascinated by the dynamics at work with a younger generation busy appropriating, fixing and
remixing the American Dream – transforming abandoned factories into hack spaces, disused cycle
tracks into playgrounds, distressed storefronts into galleries for emerging artists and untangling
arcane local government departments” (Shore, 2012). They support causes that provide them with
connections or experiences that support their own goals or dreams.
Creatures of Habits
Creatures of Habits don’t like to go out of their comfort zone. They tend to post about everything
online. They post who they’re with, where they are, what they’re eating, etc. Even though they post
everything, “they are difficult to pull into the fold; they are content in the brands they know and
love, and reluctant to engage outside the familiar” (Handley, 2013). They also don’t tend to follow
brands on social media or share posts from brands.

Make-A-Wish Michigan has multiple current corporate sponsors. There are different levels of corporate
sponsorships. During this campaign, attracting new corporate sponsors can be the second priority.
Social Media is a great way for companies to share their support of non-profits and non-profits sharing
their connections to companies.
Millennials are an important target market for Make-A-Wish Michigan, but there are two other target
markets they can’t forget about. The first would be corporate sponsors and the second is internal
constituents.
Corporate Sponsors
SECONDARY TARGET MARKET
Internal constituents are another important target market for Make-A-Wish Michigan. This market
is made up of management staff, volunteers, and event leaders. Since Make-A-Wish is a national
organization, the Michigan chapter needs to keep in contact with the national chapters to make sure
everything runs smoothly.
Internal Constituents

A SWOT Analysis is a tool used to take an organization’s current, and future, temperature. Figuring out the
internal and external forces that could affect Make-A-Wish Michigan is a good starting point in a campaign.
Strengths and weaknesses are usually internal forces, whereas opportunities and threats are external
forces. Strengths focus on current positive, internal functions, while opportunities are future positive,
external functions. Weaknesses focus on current negative, internal forces, and threats are future negative,
external forces that Make-A-Wish Michigan might not be able to control.
RATIONALE
Currently, there seems to be no generation segmentation in Make-A-Wish Michigan’s marketing tactics.
Make-A-Wish America works directly with celebrities to grant wishes, but there are celebrities that
live in Michigan that Make-A-Wish Michigan could create a relationship with. From the research that
Creatilytical has done through a focus group and survey, a lot of millennials don’t know about wishes in
flight or how to donate frequent flyer miles. A weakness that Make-A-Wish Michigan is the amount of
Weaknesses
Make-A-Wish has strong brand recognition. A lot of millennials know about Make-A-Wish and what
they do through news stories, social media, or ESPN My Wish week. The fact that Make-A-Wish
Michigan has granted so many wishes locally is strength in itself. They are active on social media
including Facebook, Twitter, Instagram, and posting videos on YouTube. Make-A-Wish Michigan has a
lot of local partnerships within Michigan, but also national partnerships because of the Make-A-Wish
brand name. They are also partnered with organizations at universities throughout Michigan, including
Chi Omega. Also, from an interview with Karen Davis and Sherri Collins from Make-A-Wish Michigan,
they spoke to how they communicate with other Make-A-Wish chapters and the national office through
the intranet. These are things that this campaign can enhance and utilize to market directly to our
primary and secondary target audiences.
Strengths

Threats are hard to control because they are external, negative forces, but there are ways to push
through or avoid some. Social media is a huge plus, but it can also be a huge negative if the wrong
story goes viral. Keeping the conversation positive and looking at wishes that changed a child’s life
is a great way to help positive stories go viral. Scandal’s are always a possibility, but keeping a degree
of separation from celebrities and organizations has helped Make-A-Wish in the past stay out of the
negative spotlight. Airlines are always changing their programs or putting new stipulations on frequent
Threats
There are many opportunities for Make-A-Wish Michigan. A major one since Make-A-Wish is a national
brand, a lot of people don’t realize that money donated stays local. This could be a huge opportunity to
gain donors and volunteers that care about their community. Millennials have major trust issues with
non-profits right now since there are so many news stories coming out about CEO’s taking most of
the money that is donated to certain charities. Being able to say that 80% of every dollar goes directly
towards a wish is a huge plus for the millennial audience. Even though Make-A-Wish America works
with celebrity endorsements, Make-A-Wish Michigan can work with local sports teams to help grant
Michigan wishes that are in relation to athletics. This can include minor league and collegiate athletics
considering how many fans Michigan and Michigan State have. Social Media is a great way to get stories
about these wishes out. One thing that was talked about during the focus group put on by Creatilytical
was that millennials want to feel a connection to the people they are helping with donations or
volunteering. Another opportunity would be to collaborate with other regional Make-A-Wish chapters.
Opportunities
travel that kids wish for. This means that Michigan wishes tend to be more expensive than some other
wishes. The average Michigan wish costs $8,000 with 80 cents of each dollar going directly towards
a wish (Managing Funds, 2016). Finally, wishes are perceived as things that the children don’t actually
need, unlike finding a cure for cancer or other diseases. These are things that will be addressed in this
campaign to improve.

flyer miles, but having a written agreement with the airlines about Make-A-Wish’s use of miles can
help. The challenge with competitors was touched on a little in the last section, but the best way to
deal with competitors is to discuss why Make-A-Wish Michigan is the choice to volunteer or donate
and stay mission oriented. Finally, the economy is a major threat. Michigan’s economy has already been
through a recession, and one of the longest recessions in the country. There is always a possibility that
the economy could take another down turn, but if Make-A-Wish Michigan creates a positive connection
with donors and volunteers, people might choose to keep working with the organization even when
they don’t have the money because Make-A-Wish Michigan deals a lot with hope.

On March 6, 2016 a focus group was conducted by Creatilytical Marketing to gain personal knowledge
on Millennials and how they thought about Make-A-Wish and non-profits in general. The focus group
consisted of ten millennials: five men and five women. The discussion was open and participants were
encouraged to converse openly and honestly.
THE FOCUS GROUP
Every millennial in the focus group had heard of Make-A-Wish, but none knew that each state had their
own chapter. Half of the group knew about some events that Make-A-Wish put on because of the Greek
system in college and going to a school with a Chi Omega chapter. They all knew about Make-A-Wish’s
mission and three had been involved in helping grant a wish.
The focus group discussed how they hear about non-profits and what makes them want to donate or
volunteer. They agreed that they preferred to have a personal connection to the organization. Eight out
of ten in the group said they would follow a non-profit on social media, but they agreed if they posted
too much they would unfollow. They don’t like to feel like they are constantly being asked for donations
or time. They did however say they would want personal stories and updates on children that they
might be helping through social media or email.
None of the Millennials had heard about “Wishes in Flight.” They showed a lot of interest, but don’t get
the chance to fly a lot to save up miles. The group agreed that if more airlines promoted it, they would
be willing to give miles. The focus group also discussed the opportunity for their employers to have a
match my donation program.
The Findings

The overall consensus from the focus group was that they wanted to see the impact they made if they
were taking the time to volunteer or donate money. As millennials they wanted to feel a connection to
the children or people they were helping if they were taking the time to volunteer or give money from
what little they had to give. Most millennials are still paying off student loans, starting full-time jobs,
or starting a family. This takes a majority of their money and they are trying to save for the future. If
they are putting donations into their budget, they want to see the impact they are having.
Millennials are called generation me sometimes because they want to know what’s in it for them. One
of the key takeaways from this focus group is that Millennials don’t want to give unless they can see
how they are making a difference. They understand that it might be doing good for the family or child,
but they want to feel good by making others happy. Keeping Millennials in the loop by email or social
media and sharing personal stories might be the connection that keeps them coming back to volunteer
and donate.
Another takeaway is that not enough millennials know about Wishes in Flight. They also don’t have the
money to rack up airline miles yet, or if they do have some, they don’t know how to access them. This
is a miscommunication between airlines and Millennials, but is something that Make-A-Wish Michigan
could fix. Putting into place a step-by-step program on donating airline miles and working with airlines
to get the word out might gain more miles donations from Millennials. Also, creating a program with
corporations to donate the miles that are collected through business travel is a great way to increase
miles donations.
Key Takeaways

Finally, Millennials tend to like to do things in groups. A common theme from the focus group was that
one of them wouldn’t sign up for the Wish A Mile Bicycle tour if a friend wouldn’t join in too. Creating
training programs and teaming up with local cycling classes to help prepare riders would be a great
way to allow Millennials to socialize and prepare. They can go into the training program with a friend,
but might make another friend in the program that really wants to participate, while the original friend
isn’t cut out for it. The Millennial might still go through with the bicycle ride if they’ve made another
friend who is prepared and has trained for it.

The purpose of this diagram is to illustrate where the connection between what Millennials want and what
Make-A-Wish Michigan offers overlaps. The mutual relationship between the organization and the target
market gives insight into the Integrated Communication Strategy Statement.
INTRODUCTION

Millennials cover such a wide range of years; it makes it hard to pinpoint exactly what life stage
everyone is in. This is a strange time because some are just leaving college, still in debt from student
loans, or starting their first jobs and the rest are getting married and starting families. Millennials still
remember their childhood and sympathize with the children from Make-A-Wish Michigan or thinking
that this could be their child.
Millennials are at the point in their life where they feel like they need to start giving back to the
community, but are unsure how much is enough and if they’re really making an impact. Make-A-Wish
Michigan gives millennials the opportunity to be a part of an organization that is nationwide, but
supports local children. Millennials are worried about where their money is going since they are starting
to learn how to budget or re-budget with new families.
The integrated communication strategy statement shows the intent of Make-A-Wish Michigan and
how the target market is involved. Make-A-Wish Michigan is in the business of granting wishes and
Millennials want to feel that they are making an impact in their community. Millennials need to feel like
their contribution, even a small one, matters. They don’t have a ton of money to donate or a lot of time
to volunteer. If Make-A-Wish Michigan can make each Millennial feel important, they will be more likely
to continue giving and trying to recruit friends to get involved as well.
ICSS Rationale

Make-A-Wish began as an effort to fulfill one child’s wish. It ended up becoming one of the leaders in wish
granting charities. The staff and volunteers believe in the power of a wish, they’ve seen the impact it has
on the children. They believe in their mission and strive to grant more wishes in the future.
Make-A-Wish America has a high rate of brand recognition, however individual state’s chapters have
lower brand recognition. Creatilytical Marketing conducted a focus group with millennials to discuss their
feelings about non-profits, Make-A-Wish Michigan, and/or Make-A-Wish America. Among millennials,
they feel that if they can’t give substantially, it might not help make an impact. The participants knew
about Make-A-Wish, knew it was a good cause, but didn’t feel a connection to it. Also, a majority of
millennials in the focus group or through a survey said that they hadn’t participated in a Make-A-Wish
event, and if they didn’t they might not have realized it.
BRAND PERCEPTION

When speaking to focus group participants and the surveyed millennials about how they chose their
charity of choice, the majority said that a personal connection is the most important non-profit criteria.
The focus group participants spoke about how they wanted to help their community, but would prefer to
volunteer as a social setting rather than just to help out. They would be more likely to volunteer their time
if they were going with a friend, or a group bonding activity. They also want to know how volunteering
their time or donating their money helped a child. They spoke about how they would be more willing to
save money to donate a complete wish to a kid, rather than a little bit here or there. This was because
they would feel a stronger connection to the kid whose wish was granted than a possible ten kids’ wishes.

Make-A-Wish Foundation of America was ranked 9th for brand image, but 35th overall for a non-
profit according to a study done by Cone Communications. “The consumer survey also revealed a key
takeaway for all nonprofits – say what you do. The results found nonprofits with a clear mission/issue
in their titles (e.g., the National Cancer Coalition) have higher consumer perception rankings than
organizations in the same sector whose names are more ambiguous (e.g., City of Hope)” (List, 2009).
Millennials don’t know about the impact granting a wish has on a child. “A combined 89 percent of
doctors, nurses and health professionals surveyed say they believe a wish experience can influence
wish kids’ physical health” (Michigan Wish Facts, 2016). Millennials like to know information about an
organization especially when there are so many non-profits to choose from. In the digital age there is
an information overload and sometimes Millennials want to be told why one non-profit is better than
another and how it’s making a difference.
Millennials Attitude
Millennials have expressed positivity towards Make-A-Wish Michigan as a brand and want to make a
difference. Due to a lack of information being shared with potential donors and volunteers, millennials
don’t feel a personal connection to the organization.
Brand Perception Statement

Every brand has a personality. It is a way that consumers view a brand and differentiates it from its
competitors. “Understanding brand personality also helps select the most appropriate message
and media, or more effective and suitable sponsorships or partnerships. Ultimately, understanding
a brand personality enables the brand owner to deliver a consistent brand experience that connects
with consumers and leaves a deeper and more sustainable impression” (Millward Brown, n.d). Four
characteristics that can be attributed to Make-A-Wish Michigan are magical, authentic, dynamic, and
heroic. These four attributes will resonate with millennials and keep a consistent campaign.
BRAND PERSONALITY
There isn’t a better word to describe Make-A-Wish Michigan or the way the wish kids feel when their
wish is granted. It is a magical experience. “Ninety-nine percent of parents reported that the wish
experience gave their children increased feelings of happiness and 96 percent said that the wish
experience strengthened their families” (Michigan Wish Facts, 2016). Feeling magical is feeling like
you’ve been removed from every day life. Every one involved with Make-A-Wish Michigan from the staff,
to volunteers, to wish kids, and donors they all feel magical when being a part of making a wish come
true. It also will help Millennials relate to the wish kids, whether it’s how they used to feel as children or
how they want their children to feel. Giving back to the community is magical.
MAGICAL
Being real or authentic is something that, at a certain age, people start to look for. Millennials are now
at that age where being real, being trustworthy, and honest are traits that they want in an organization.
If millennials are going to carve out time in their schedule or add donating to their budget, they will
do the research to see which organizations are worthy of their time and money. They want to make a
difference, but only if they can see that they are effecting change and not lining a CEO’s pockets.
Authentic

Life is fluid and always changing. Having Make-A-Wish Michigan show that they are leading the way in
non-profits while adapting to the times is a great way to attract Millennials. Being dynamic is also about
having a positive attitude and high energy. Both of those personality traits are of people that are willing
to help, relate to the wish kids, and people you want around kids who have a life-threatening illness.
DYNAMIC
A hero is someone who is admired for courage. The wish kids are heroic, their families are heroic,
and there is a piece in everyone that wants to be heroic. Using this type of personality trait to attract
Millennials to Make-A-Wish Michigan will ultimately benefit the organization. Millennials see
themselves as leaders and trendsetters. They want to be looked up to while helping others.
HEROIC

Make-A-Wish Michigan’s current brand positioning centers around their mission, which states that, “We
grant the wishes of children with life-threatening medical conditions to enrich the human experience with
hope, strength and joy” (Our Mission, 2016). Even though there are many organizations out there stating
that they are helping sick children or children in need, a majority of them don’t grant wishes, and some of
them use a larger percentage of donations for salaries rather than helping the children. The message that
Make-A-Wish Michigan grants wishes is different than other organizations because they are helping the
child right now, rather than searching for a cure in the future. If one of the things Millennials look for in an
organization is seeing the impact they’re making, research focused non-profits are not going to be able to
show it. Make-A-Wish Michigan is able to show the impact those donors and volunteers make by posting
videos and sharing stories about the kids and their wishes.
The current theme on Make-A-Wish Michigan’s social media is for the campaign #ShareYourEars. “To
honor the 100,000th Disney wish granted globally, and in celebration of Disneyland® Resort’s 60th
Anniversary, fans were invited to share images of Mickey Mouse Ears, or any creative ears at all to help
grant wishes” (Share Your Ears, 2016). Along with this campaign theme, Make-A-Wish Michigan’s creative
executions tend to share about the events that are coming up.
BRAND POSITIONING

This current brand positioning shows Millennials what events are coming up, but it doesn’t create a
connection with them. Millennials are in to the “what’s in it for me?” Take for instance the ice bucket
challenge for ALS, it was a social media campaign and even if the Millennials weren’t donating the
money, they got to share a video of them making a difference, even if it was just so their ice-bucket
challenge video could go viral. It made a lot of Millennials feel like they were a part of something bigger.
Since Millennials are the most diverse generation, showing diversity through their ads and videos are
a great way to get different cultures involved with Make-A-Wish Michigan. Millennials know that
wishes are fun, but they don’t understand that each wish costs a lot of money. Sharing information and
personal stories are going to be what grabs Millennials’ attention.
BRAND REPOSITIONING
Make-A-Wish Michigan strives to find the magic again and for each wish kid and their family to have a
newfound strength, hope, and joy. Make-A-Wish Michigan offers donors and volunteers a chance to help
bring a little magic back into these sick kids lives.
Creatilytical recommends refreshing their brand. We want everyone involved with Make-A-Wish
Michigan to feel like they are a part of something authentic and that there is magic inside all of us.
Millennials can be someone’s hero by donating or volunteering and here’s the proof through the
campaign.
Brand Repositioning Statement

For Millennials who think their time or money doesn’t make a difference, Make-A-Wish Michigan offers
them a chance to grant a wish and gain satisfaction by seeing the impact they had on a child.
Client: Make-A-Wish Michigan
Type: Integrated Marketing Communications Campaign
Integrated Creative Strategy Statement
Why are we creating this campaign?
To raise $1.25 million in donations and increase the number of Make-A-Wish Michigan volunteers by 20%.
People age 18–35, otherwise known as Millennials, currently living in Michigan.
Whom are we talking to?
What do they currently think?
I don’t have enough time or money to give back, but I would add it to my budget and carve out time if I
knew I was making a difference and could see the impact I had. I also don’t see the benefit in granting a
wish when I could help with finding a cure for a disease.
Giving to Make-A-Wish Michigan is easy, lots of ways that you can offer your time or donate money, and
every penny helps. Also, wishes bring hope and can bring healing to the children facing life-threatening
medical conditions and their families.
What would we like them to think?
What is the single most persuasive idea we can convey?
Make-A-Wish Michigan doesn’t require a large time commitment and any amount of money can make a
big difference in the life of a Wish Kid.
Because every dollar counts and they can volunteer per event or per kid’s wish, it’s not an all or nothing
opportunity.
Why should they believe it?
Are there any creative guidelines?
• All creative and branding guidelines must convey Make-A-Wish Michigan identity standards including
logos, fonts, colors, and language.
• A campaign that is conveyed through social media, traditional media, and digital media.
• The personality of the campaign should be magical, authentic, dynamic, and heroic.

Creatilytical has created a plan for Make-A-Wish Michigan that utilizes traditional and digital media to
gain donors, volunteers, and make lifelong brand advocates. After extensive research, Creatilytical found
what Millennials looked for in a non-profit organization. Millennials will be the target audience for this
communications and media plan.
Millennials want to make a difference and like the credibility of a large organization, but helping on the
local level. After a focus group, conducted by Creatilytical Marketing, we learned that Millennials want to
feel like they made an impact otherwise they won’t want to volunteer time or give monetary donations.
They want to know that their money or time made a direct impact on a child for Make-A-Wish Michigan.
Cash: Creatilytical wants to help Make-A-Wish Michigan grant as many wishes as possible in the 2016-
17 year, and cash donations is what will make that happen. This campaign outlines a plan to net $1
million in cash through fundraising events.
Frequent Flyer Miles: Most wishes that are granted by Make-A-Wish Michigan include air travel. As a
result, we plan to raise 3 million air miles.
Donations
CREATIVE THEME
The overall goal for this campaign, which starts July 1, 2016 through June 30, 2017, is to raise $1.25 million in
donations and increase the number of Make-A-Wish Michigan volunteers by 20%.
CAMPAIGN GOAL
Through the development and execution of this proposal, Creatilytical Marketing will accomplish the
following objectives on behalf of Make-A-Wish Michigan by June 30, 2017.
CAMPAIGN OBJECTIVES

Make-A-Wish Michigan events and wishes don’t happen without the help of their volunteers. Which is
why we will increase volunteer retention of Millennials by 140 people, with 45 of them speaking Spanish
or Arabic to better serve the Make-A-Wish Michigan community.
Volunteers
An important source of funding for Make-A-Wish Michigan comes from their corporate sponsors.
We will increase the number of corporate partners by 20%, from 300 to 360, and the corporate
contributions from $3 million to $3.6 million.
Corporate Sponsors
An internal communications program is critical to ensuring that marketing efforts, created by
Creatilytical, are represented and executed by all management, staff, and volunteers at the local,
regional, and headquarters level.
Internal Communications
Create one new, big, bold replicable event tactic targeting Millennials to raise at least $100,000 in net
donations.
Increase donations by 20% for Walk For Wishes Detroit.
Events
Creatilytical seeks to increase participation in the Wish-A-Mile Bicycle Ride by 150 millennial riders, 75 in
the 300-mile ride and 75 in the 50-mile event.
Event Participation
Besides increasing participation and raising more funds for Make-A-Wish Michigan, a main objective of
this campaign aims to change the perception Millennials have on Make-A-Wish Michigan. Creatilytical
will first address the reason why Make-A-Wish Michigan is worth their limited time and/or funds.
Second, we want to communicate how magical Make-A-Wish Michigan volunteers and donors are by
helping grant wishes and that each volunteer’s time or donor’s money directly affects a Michigan Wish
Kid.
Public Relations

Create one new, big, bold replicable event tactic targeting Millennials to raise at least $100,000 in net
donations.
Objective
Creatilytical Marketing is recommending a night with the Detroit Pistons called Swishes for Wishes. This
will be a two-part event. It will take place on Sunday, December 11 and Wednesday, December 14. Swishes
for Wishes will take place in between Thanksgiving and Christmas because that is when people tend to
be the most giving for charities. It will take place at a rivalry game Pistons vs. Celtics, because it will have
larger crowds, if not be a sell-out game. The event will raise $100,000 in net donations. It will also be a
great time to get more volunteers for Make-A-Wish Michigan.
event details
This event will be targeted to older Millennials with children. The first part will allow kids to shoot
around on the court with the Detroit Pistons during a daytime practice and will cost $150 per child,
with a maximum of 500 children. There will be ten groups of 50 kids in one hour shifts, each getting
30 minutes to shoot around on the court. While one group is shooting around, another group will get a
tour from the head coach of the facility including the locker-room and media boxes. When families sign
up they will signup for hour 1 or 2 and will be given parking passes for the event. After signing up for the
event you will be entered into a drawing to win suite tickets to the Swishes for Wishes Pistons game.
Four families will be chosen and given a maximum of 4 suite tickets. Additional raffle tickets will be
available to purchase for $20 each additional ticket. All proceeds from this portion of the event will go
directly to Make-A-Wish Michigan.
Daytime Shoot Around with the Pistons
The second part of the event will be the actual Swishes for Wishes Pistons game. There will be several
minor events taking place during the game.

For every three-pointer that a Detroit Piston makes, Meijer, a sponsor of Make-A-Wish Michigan and
the Pistons, will donate $500 to Make-A-Wish Michigan. The Pistons average about 9 three-pointers per
game.
Swishes for Wishes
There will be a table for a silent auction in the concourse. All the money raised at the Silent Auction will
go to Make-A-Wish Michigan. The items will include 2 autographed basketballs, 5 autographed jerseys,
and 4 courtside seats to another home game. The minimum bid for each item is:
• Autographed Basketball – $500
• Autographed Jerseys – $250
• Courtside Seats – $1,000
Make-A-Wish Michigan will need 5 volunteers to run this table.
Silent Auction
There will be a raffle to compete in the half-court shot competition. Each raffle ticket will cost $5 and
a total of 3 contestants will be chosen. If they make the shot they will get a round-trip ticket voucher,
courtesy of Delta Airlines. Since the Detroit airport is a Delta-hub they will be more likely to donate to
Make-A-Wish Michigan. This will also be the time where Make-A-Wish Michigan promotes their Wishes
in Flight program.
Half-Court Shot
The proceeds from the 50/50 Payday raffle tickets, sold by the Come Together Foundation, will go to
Make-A-Wish Michigan.
50/50 Raffle

In the concourse, along with the silent auction table, on the other side of the arena, Make-A-Wish
Michigan will have their own table. Make-A-Wish Michigan will need two shifts of 3 volunteers for this
table. Since Millennials want to know how their contributions help, there will be a place to write down
their email to get updates on Wish Kids’ wishes fulfilled. At this Make-A-Wish Michigan table you can
donate, learn how you can help, sign up for the Wish-A-Mile event or Walk for Wishes, pick up a flyer on
Wishes in Flight, or sign up to be a volunteer.
Make-A-Wish Michigan Volunteer Table
Creatiltyical Marketing will create special t-shirts for this event to support Make-A-Wish Michigan,
while representing Detroit Pistons pride. There will be a total of 1,000 shirts made and they will be sold
for $20 each.
Swishes for Wishes T-Shirts
event PROMOTION
Creatilytical will create a variety of social media assets to promote Swishes for Wishes. Cover photos,
tweets, and posts will be made for the Make-A-Wish Michigan Facebook, Twitter, and Instagram
accounts. Creatilytical will be in contact with the Detroit Pistons’ Director of Marketing and Public
Relations, along with their Community Relations Coordinator. The social media posts will provide
information about the event while promoting Make-A-Wish Michigan. Along with normal social media
updates, Creatilytical will be using paid advertising to expand the reach beyond Make-A-Wish Michigan
followers. The Facebook and Instagram ads will be targeted to Michigan residents between the ages of
21 and 35.
Social Media

The leadership at Make-A-Wish Michigan will be the faces and voices of this event. Creatilytical will set
up appearances on local news broadcasts and morning talk shows (CBS, NBC, ABC, FOX). We will also
set up morning radio show interviews. Along with the interviews, press releases will be sent to the local
media including print, television, and radio. There will be two press releases, one prior to the event to
encourage people to buy tickets to the daytime shoot around or the Pistons Swishes for Wishes game.
The second press release will be after the event to announce the amount raised and highlighting a
child’s wish fulfilled because of the event, creating that personal connection with Millennials.
Public Relations
Revenue:
Tickets: $150 x 500 kids = $75,000
Shoot-Around Raffle: $20 x 100 tix = $2,000
Three-Pointers: $500 x 9 = $4,500
Silent Auction: $20,000
Half-Court Shot Raffle: $5 x 500 tix = $2,500
50/50 Raffle (Net Profit): $5,000
T-Shirts: $20,000
Total: $129,000
Expenses:
Printing: $5,000
T-Shirts: $5,000
Social Media Advertising: $20,000
Press Release & Wire Placement: $2,500
Total: $32,500
Budget
Creatilytical will create posters to be printed and posted in high-traffic areas. They will also be placed
on public bulletin boards at coffee shops, local gyms, elementary schools, and at Make-A-Wish
Michigan sponsors locations.
Publicity

• July-August: Confirm Event with Pistons Organization
• October 1: Launch social media campaign
• October 1: Pistons pre-season games begin. Scoreboard messages and announcements made
throughout pre-season.
• October 15: Publicity campaign begins.
• November 1: Public Relations campaign begins with radio show and television broadcast interviews
throughout the month of November and ending December 10.
• December 11: Swishes for Wishes – Shoot-Around Event
• December 14: Swishes for Wishes – Celtics vs. Pistons
Timeline
Dollars raised at this event will be the primary measure of success. The goal of this event is to raise
$100,000 net donations, but with a donations table, Creatilytical is projecting to raise $125,000 net
donations. If we achieve over $100,000, the event will have been a success.
Since another goal of the event is to get emails and new Make-A-Wish Michigan volunteers, the measure
will be the amount of new names/emails Make-A-Wish Michigan collects, and how many respond to
the initial “Thank you for becoming a volunteer” email. If we get 50 new volunteers, this event will be a
success.
Creatilytical will conduct a post-event survey for the Swishes for Wishes Shoot-Around Event. The survey
will ask:
• Level of satisfaction with the event.
• Did your child enjoy playing basketball with the Pistons, or would they have preferred a different
sport?
• Was the pricing reasonable?
• Would you be willing to pay more for a longer session or one-on-one time with a Piston?
Evaluation

Creative Executions
Tweet 1
Shoot around with the Detroit Pistons –
Dec. 11 #SwishesforWishes
http://bit.ly/SwishesforWishes
Tweet 2
Win a round-trip ticket anywhere in the
world at the Pistons game – Dec. 14
#SwishesforWishes
http://bit.ly/SwishesforWishes
Facebook Post
Want the chance to shoot hoops with the Detroit Pistons? If your child is under
12 years of age, they can have an opportunity to shoot hoops with the Pistons on
Sunday, December 11. Your family can also take a tour of the facilities to see where the
Pistons spend their time off the court. Registration fee is $150. Donations to Make-A-
Wish Michigan are welcome.
Twitter
Facebook
Facebook Cover Photo

Instagram Image
Shoot hoops with the Pistons on the 11th, then come back and see them take on the Boston Celtics
on the 14th. You could win a round-trip ticket anywhere in the world. Follow the link in our profile
for more information. #SwishesforWishes
INSTAGRAM
Instagram Post
T-Shirt

Poster
Score Board

Develop a plan to increase participation in the Wish-A-Mile Bicycle Ride by 150 millennial riders to the
Wish-A-Mile Bicycle Tour.
objective
The Wish-A-Mile Bicycle Ride is Make-A-Wish Michigan’s largest event. The 29th annual ride will happen at
the end of July 2016. Riders are getting older, so Creatilytical has made a plan to help entice Millennials to
ride for a cause. For this event, Creatilytical will target millennials interested in sports, health and wellness
that are more likely to participate in a physically demanding event when it goes towards a good cause.
event details
Creatilytical has come up with an idea for “training” classes for the race. The classes will start 8 weeks
before the race takes place. Millennials like to socialize, but they also like to be prepared. They don’t
want to attempt a physical event if they haven’t trained. Make-A-Wish Michigan will team up with cycle
studios across Michigan to create a training program. This class will take place 5 times a week for 8
weeks prior to Wish-A-Mile. This will be a place for people to socialize so they have people to complete
this tour with. The class will be a one-time fee of $250. The cost will cover the facility costs and the
instructor’s salary; the rest will be donated in one final lump sum by each cycle studio to Make-A-Wish
Michigan. This will give the cycle studio the option to waive their fees and donate everything to Make-
A-Wish Michigan if they get enough people to sign up for regular classes at their studio.
Cycling Training Classes
Millennials love to be a part of something bigger. They also like to share it with friends. Creatilytical has
an idea for a social media campaign that will make Millennials want to be a part of the Wish-A-Mile
Bicycle Tour. Snapchat will feature a story “live” during the weekend of the event. Anyone in the vicinity
of the race can use the Snapchat Filter and be added to the live event. Michigan residents with Snapchat
will be able to view the event as it’s happening from the perspective of the riders or people following
along recording the event.
Snapchat Story

event Promotions
Creatilytical will create a variety of social media assets to promote the Wish-A-Mile Bicycle Tour, along
with the Cycling Training Classes and the Snapchat Story. Cover photos, tweets, and posts will be
made for the Make-A-Wish Michigan Facebook, Twitter, and Instagram accounts. Creatilytical will be
in contact with the cycle studios that decide to partner with us for this event to make sure their social
media is relaying the information as well. The social media posts will provide information about the
event while promoting Make-A-Wish Michigan. Along with normal social media updates, Creatilytical
will be using paid advertising to expand the reach beyond Make-A-Wish Michigan followers. The
Facebook and Instagram ads will be targeted to Michigan residents between the ages of 21 and 35. From
this targeted ad, I’d hope to gain a minimum of 50 NEW riders along with monetary donations and
possible volunteers. If the Millennial clicks through to the website, they would be prompted with a “get
more information” option to ad their email.
Social Media
Press releases will be sent to media outlets before the classes begin, before the event, and after the
event. The two press releases prior to Wish-A-Mile will give information about the event and how to
sign up. Make-A-Wish Michigan leadership will be available for any interviews that local stations want
to conduct. Make-A-Wish Michigan will choose two wish kids to be featured after Wish-A-Mile, and
they will be the story that Creatilytical focuses on for the last press release post-WAM.
Public Relations

Radio advertising will focus on iHeart Radio, Pandora, and Spotify ads. With iHeart Radio, you can target
people based on the music they listen to. Along with using iHeart Radio to advertise on their app and
website, you can choose to advertise on the Michigan iHeart Radio Stations. That allows a wide range
of music choices and cuts through both the app and the traditional radio. Cities with iHeart Radio in
Michigan include:
• Ann Arbor
• Battle Creek
• Detroit
• Flint
• Grand Rapids
• Kalamazoo
• Lansing
• Muskegon
• Saginaw
Each city has anywhere from 5-25 different radio stations.For Spotify ads, Creatilytical would target
athletic Millennials using a workout playlist. With the radio ad, if they’re using the app, they can click on
the ad while listening to get more information. The same prompt “get more information by adding your
email” would pop up. If the targeting is done correctly, this could gain another 100 riders from different
areas of Michigan. This could also create a sense of connection between Make-A-Wish Michigan and
Millennials and they might end up following them on social media and signing up for direct emails to
learn more and get involved. Hearing about how the wishes change the kids lives, along with repetition
between mediums, might create a more lasting impact than a :30 second radio ad.
Radio Advertising

Results Projection:
75 WAM-300: $10,000
WAM-300 Pledges: $200,000
75 WAM-50: $5,000
WAM-50 Pledges: $50,000
Total: $250,000
Expenses:
Printing: $2,500
iHeart Radio: $5,000
Pandora: $2,500
Spotify: $5,000
Instagram: $5,000
Facebook: $5,000
Snapchat Geofilter: 96 hours = $5,000
Total: $30,000
Budget
• May: Start social media posts about Cycling Training Classes
• June 2: Cycling Training Classes start
• June 5: Radio advertisements start
• June 10: Social Media campaign begins
• June 20: First press release is sent to the media
• July 3: Sponsored social media posts get pushed
• July 15: Interview with local media
• July 28: Snapchat filter is introduced
• July 28: Snapchat story begins
• July 29: WAM 300
• July 31: WAM 50
• August 1: Thank you notes are hand written for all the volunteers
• August 2: Thank you emails are sent to all participants
• August 15: Press release about the success of the event is sent out
Timeline

We will measure the success of WAM 2016 in two ways. The first will be, did we gain new riders. If we
gained more than 75 new riders for both the 300 and 50-mile tours, the event will have been a success. The
second will be did we get more in total donations than our goal of $2.2 million.
Creatilytical will track social media engagement, mentions, and metrics. For this specific event we will keep
a close eye on the mentions and metrics including likes, shares, comments, etc.
Evaluation
Creative Executions
Tweet 1
Tour Michigan like never before -- Bike
300 miles through the open roads of
Michigan #WishAMile
http://bit.ly/WishAMile
Tweet 2
Race around the track of the Michigan
Speedway to raise money for Make-A-Wish Mi--
on a bicycle #WishAMile
http://bit.ly/WishAMile
Twitter

Facebook Post
Cycle your way to 300. Find a Planet Fitness near you to train for the Wish-A-Mile
Bicycle Tour in July. The bicycle tour will start in Traverse City and end with a 50 mile
bike ride around Michigan International Speedway. Click the link below to learn more!
Facebook
Facebook Cover Photo
Instagram Image
Tour Michigan like never before! Bike 300 miles through the open
roads of Michigan while raising money for Make-A-Wish Michigan.
Follow the link in our profile for more information. #WishAMile
INSTAGRAM
Instagram Post

Radio Ad
T-Shirt
Snapchat Geo-Filter

Increase donations by 20% from $460,000 to $550,000 for Walk For Wishes Detroit.
objective
This plan will not only increase donations by $90,000, but will increase participation by 10% at Walk For
Wishes Detroit. Creatilytical will look at how to leverage the large college campuses close to Detroit
include Michigan’s big two, Michigan State and University of Michigan. We will try to utilize social media
and word-of-mouth on college campuses and the community.
event details
Most people will register for a walk even with a mandatory fee, but they’re more likely to pay the fee
if they get something to show off that they participated. Creatilytical has come up with the idea of
requiring a registration fee that increases, as time gets closer to the walk. It will start out being a $25
registration fee until 3 months before the event. At that point it will increase by $5 every two weeks
until it hits $50, which will be the maximum registration fee. Each participant will then be encouraged
to raise money to support his or her walk. With the mandatory fee they will get a Walk For Wishes
t-shirt, Make-A-Wish Michigan Sunglasses, and walk entry fee.
Registration Packet
One thing that Millennials love to do, especially the psychographic of connectors, is share everything
online. Putting into play a Geo-Snapchat filter for the event will allow walkers to share their event with
friends, save photos with the filter, and post them to social media. This will bring awareness to Make-A-
Wish Michigan, and although will not increase the amount of participants for that day, it will probably
raise money for Make-A-Wish Michigan.
Snapchat Filter

Event Promotions
With the target market that we are trying to engage for this event, social media will be a necessary
tactic. A massive push on all social media channels will be rolled out, including paid advertising on
Instagram. Creatilytical will be in contact with communications departments from Michigan State,
University of Michigan, and Detroit surrounding colleges. We will also enroll the help of the Greek
systems on campuses, especially the ones with active Chi Omega chapters. Creatilytical will use the
college students as a resource to share posts from Make-A-Wish Michigan and get teams together for
Walk For Wishes.
Social Media
Besides a social media push, Creatilytical will be in contact with school newspapers, radio, and
broadcast stations to advertise the Walk For Wishes. Appealing to their “real life experience” side,
college students should be willing to get the word out. We will also supply the campus with posters to
put up on community bulletin boards. Chi Omega and the Greek system will be encouraged to create
their own posters for the event to get the word out.
On-Campus Advertising
An email marketing campaign will come out and be sent to current college students and alumnae of
the universities, Greek system or organizations. An HTML template will be created and provided to the
presidents of on-campus and community organizations.
Email Marketing

Results Projection:
Registration: $200,000
Donations: $425,000
Total: $625,000
Expenses:
Printing: $5,000
T-Shirts: $25,000
Sunglasses: $4,500
Snapchat Filter: 6 hours = $500
Total: $45,000
Budget
• January 15: Emails sent to Detroit surrounding Colleges
• January 20: Follow up phone calls to communication department and Greek system heads
• January 30: Print materials and email templates are dispersed to colleges and alumnae organizations
• February 1: Social Media campaign launches
• February 6: $25 registration pricing
• February 20: $30 registration pricing
• March 6: $35 registration pricing
• March 17: St. Patrick’s Day Sale $25 registration pricing
• March 20: $40 registration pricing
• April 1: Reminder emails are sent to already registered participants
• April 3: $45 registration pricing
• April 17: $50 registration pricing
• May 6: Walk For Wishes 2017
• May 8: Thank You emails sent to participants and volunteers
Timeline
2017

The success of this event will be primarily measured by the amount of money raised. Since the objective
for this deliverable is to raise 20% more money than previous years, if Make-A-Wish Michigan raises more
than $550,000, the event will have been a success.
Second measurement will include two surveys. The first set of surveys will be sent to participants in
Walk For Wishes 2017. The second set of surveys will be sent to the colleges and organizations we were in
contact with.
Evaluation
• Level of satisfaction with the event.
• Level of satisfaction with communication prior to event.
• Was the pricing reasonable?
• Would you be willing to fundraise more if there wasn’t a registration fee?
• Did you think the registration fee was reasonable for the swag received?
• How can we improve for next year’s Walk For Wishes?
First Survey Questions:
• Did you know about the Walk For Wishes?
• If you didn’t attend Walk For Wishes, what was the reason?
o Distance
o Date conflict
o Uninterested
o Price
o Other
• Would you have attended if you’d heard about the event?
• Where would you like to see information on campus about Make-A-Wish Michigan?
Second Survey Questions:

Creative Executions
Twitter
Take steps towards changing a child’s life
and granting their wish. #WalkForWishes
http://bit.ly/WalkForWishes
Facebook
Need to hit your step goal on your FitBit? Come walk at the Detroit Zoo. You will change a child’s life
by granting their wish.
Social media
Instagram
Lace up your sneakers and come out
to the Detroit Zoo. You can get your
steps in and grant a child’s wish.
#WalkForWishes

snapchat geo-filter

Apparel
T-Shirt
Sunglasses

Raise 3 million air miles since most wishes that are granted by Make-A-Wish Michigan include air travel.
objective
Campaign Tactics
Creatilytical has come up with a plan to make it easier on Millennials to donate their miles to Make-
A-Wish Michigan. We want to create a partnership with Award Wallet. Award wallet is a program that
helps you keep track of all your reward programs. The one consensus that every Millennial came to
in the focus group that we held was that they didn’t know how to view their miles or if they had any
miles because they barely travel. It will then allow you to donate your miles, whether it is from all of
the airlines at once, or specify the amount, or specify which airline to take the miles from. No matter
how many miles you donate, you will get email updates with stories about children’s travel wishes
come true. This makes Millennials feel connected instead of just giving up miles and not knowing where
they’re going.
Award Wallet
Creatilytical Marketing has a plan to leverage existing partnerships with airlines, and build new
partnerships with travel websites. A lot of Millennials have thrown in the towel for booking trips by
themselves. It is much easier to use websites that plan everything for you. We will use banner ads on
both the websites and in the apps of these partners. The banner ads will consist of the PR campaign
slogan “Be A Genie, Donate Miles.” When you click on the ad, you will be directed to the Make-A-Wish
Michigan website, Wishes in Flight landing page.
Corporate Partners
On top of travel related partnerships, Creatilytical wants to use new partnerships with Fortune 500
companies located in Michigan. With these partnerships, we would want to create a plan that allows
for a miles-match program. The company can decide to match the employee mile for mile or mile for
dollar.
Flyer Miles Match Programs

Campaign Promotions
Creatilytical will create advertisements to be put up in Michigan airports. Depending on the airport and
how up-to-date it is, we will either create a printed advertisement to hang in the airport, or a digital
advertisement to be put on digital signs and TVs within the airport. We will also create the same ads to
be placed at airport bus or transit stops.
Airport Advertising
Social media will also be a key to this campaign. We will use sponsored ads and connections with our
corporate sponsors to get the word out about the Wishes in Flight program. The social media ads will
link directly to the Wishes in Flight information page on Make-A-Wish Michigan’s site.
Social Media
An image will be created to disperse to all airline and travel partners to send to their clients about
donating unused miles. The email will also be given to Award Wallet to send to their clients about
possibly donating unwanted miles to Make-A-Wish Michigan.
Email Marketing
Results Projection:
Average Miles Donated: 1,000
Total Miles Donated: 3,750,000
Valued at: $75,000
Expenses:
Retargeting Banner Ads (6 month): $10,000
Airport Advertising: $5,000
Email Marketing: Included in Agency Fees
Total: $30,000
Budget

• July 1: Send out emails to travel companies to get meetings to talk partnerships
• July: Meetings with travel sites to create a partnership
• July 15: Meeting with Award Wallet to create a partnership
• July 30: Email templates will be dispersed to all corporate travel partners with information about
Wishes in Flight
• August 1: Social Media campaign will begin with a push in September after summer vacations have
been taken before holiday vacations are booked.
• September 1: Banner ad campaign begins and will end March 1
• September 10: Email templates will be dispersed to corporate partners about Flyer Miles Match
program
Timeline
The success of this campaign will be based on several things including number of new partnerships, click-
through-rates on emails, and most importantly, the amount of miles donated.
We are hoping to build partnerships with at least 3 new travel sites and a partnership with Award Wallet. If
we achieve these partnerships, this tactic will have been a success. We will be using MailChimp to monitor
the emails and collecting data from partners about their CTR. If we get a 15% open rate and a 3% CTR we
will consider this tactic a success. If more than 3 million miles are donated at the end of the campaign in
June 2017, this campaign will have been a success.
Evaluation

Creative Executions
Airport Advertising
Bus Stop
Terminal

Email Template

Social Media
Facebook
Twitter
Use @AwardWallets to track your frequent flyer
miles. When you hit 1,000 miles, donate to grant
a child’s wish! #WishesInFlight http://bit.ly/
WishesInFlight
Instagram
Travel the world, rack up frequent flyer miles, and
donate the ones you don’t use. You could change a
child’s life by granting their wish! Click the link in our
profile for more information. #WishesInFlight

Create a public relations campaign that will change the perception Millennials have on Make-A-Wish
Michigan.
Objective
#BeAGenie is derived directly from the integrative communications strategy statement that Creatilytical
came up with. If Make-A-Wish Michigan is in the business of granting wishes and Millennials want to make
an impact on the children, what better way to create a campaign than to make Millennials feel like they’re
magic too. This campaign hopes to inspire Millennials to participate in Make-A-Wish Michigan’s mission
through donations and volunteering.
Be A Genie CampaigN
This campaign will be used throughout the rest of the deliverables to create a cohesive theme for the 2016-
17 year. This PR campaign wasn’t used in the events because Creatilytical felt that each event needed its
own identity. The rest of the objectives all come back to how Millennials see Make-A-Wish Michigan and
if that will impact their donations or volunteering. This campaign will also be used internally, because we
don’t want there to be any disconnect between Make-A-Wish Michigan staffers, volunteers, or sponsors,
especially when they’re all working towards the same goal.
Campaign details
Campaign Promotions
A social media campaign will be implemented to boost Make-A-Wish Michigan recognition. We want
Millennials to see the impact they’ve made and can make in the future if they were to Be A Genie.
Social Media

Facebook
The campaign will be pushed on Facebook. Photos and videos of wish kids trips along with the
child saying thank you to their Genie. The child won’t say a name or who their genie is, but that
will resonate more with Millennials. They will start to wonder if it was their dollar that made that
trip happen. Also on Facebook, you will be offered to change your profile picture to a temporary
#BeAGenie Make-A-Wish Michigan photo.
Instagram
The campaign will also go out through Instagram with the hashtag, #BeAGenie. The photos and
videos will be posted on Make-A-Wish Michigan’s Instagram. We will use paid advertising to push
the regular photos or videos so they look normal in the Instagram feed and not like an ad. They will
then be linked to the Make-A-Wish Michigan donation page. From that page, they can choose to
donate or search the website for information on volunteering.
Twitter
The Twitter campaign will be a little different. There will be more conversation happening under the
hashtag #BeAGenie. Creatilytical will make sure that there are one or two visual tweets per day,
but the majority of the tweets will include a bit.ly pointing to a landing page for donations and/or
volunteer information. We will also make sure to engage and publicly thank volunteers or donors
that want public recognition. This will show other Millennials that they could be recognized for
being a genie.

Monthly emails will go out to our volunteers. We will be talking with corporate sponsors to see if they’d
be willing to send emails to their contact list. The email would include information about how the
company has donated to Make-A-Wish Michigan and how to Be A Genie by volunteering or donating
money.
Email Marketing
Flyers and posters will be made to post around the community, in gyms, on college campuses, etc. to
get the word out about Make-A-Wish Michigan and #BeAGenie.
Print
Postcards will be made and sent to current volunteers, past volunteers, and any contact Make-A-Wish
Michigan has in their database. The postcards will go out in four bursts, as to not overwhelm Make-A-
Wish Michigan volunteers.
Direct Mail
Expenses:
Direct Mail: $10,000
Print: $10,000
T-Shirts: $10,000
Total: $50,000
Budget

• July: We will ask companies if we can send emails to their contacts.
• August: Direct Mail campaign begins, first burst of direct mail.
• September: Social media campaign begins
• October: Flyers and posters will be dispersed
• November: Second burst of direct mail
• January: Make-A-Wish Michigan Be A Genie Facebook Profile Picture is introduced
• February: Third burst of direct mail
• May: Fourth and final burst of direct mail
• Monthly emails sent out
Timeline
The success of this campaign will be measured in a trending topic #BeAGenie. If we can get this trending
in Michigan at least once throughout the year, we will have succeeded in social media. Other factors of
success include donations and number of new volunteers. Another success will be if we can get more than
just Make-A-Wish Michigan employees to change their Facebook profile photo.
Evaluation
Creative Executions
Social Media
Twitter
Wishes don’t come true by rubbing a lamp -- they
can only be granted with the support from our
community. #BeAGenie http://bit.ly/BeAGenie

t-shirts
Facebook
Instagram
Check out the video below to see how Johnny got drafted to the Detroit Lions. Everyone at Make-
A-Wish Michigan feels like a genie being able to grant someone’s wish. Thank you to all who
contributed. This wish couldn’t have come true without you!
Aladdin got his 3 wishes by rubbing a lamp. This little girl got
her wish by the help from our community. Follow the link in
our profile for more information on donating, volunteering, or
becoming a sponsor. #BeAGenie

Develop a plan to recruit 45 Spanish-speaking volunteers to better meet Make-A-Wish Michigan’s diverse
audience. Also, increase volunteer retention of Millennials by 140 people.
objective
Make-A-Wish Michigan events and wishes don’t happen without the help of their volunteers. Millennials
are a part of the “me” generation. They are have the “what’s in it for me?” attitude. Creatilytical thinks
the best way to retain volunteers is through social media and community outreach. The total Hispanic
population in Michigan is 447,000 and their average age is 25, but 48% of the Hispanic population only
speaks English at home (Pew Research, 2011).
Campaign Tactics
We want every volunteer to feel like they are special and that his or her time is invaluable. Using the
Be A Genie campaign across social media will help spread the word and allow Millennials to create a
conversation. We also want to get out to the community by setting up tables at career fairs, book fairs,
etc. at surrounding college campuses.
Volunteers – Be A Genie
Since most of the Hispanic Millennial population in Michigan speaks English, we don’t want to take a
lot of resources by creating all new products. What we do want is for the Hispanic community to feel a
sense of pride in their heritage and culture. What this means is we will be creating some print materials
in Spanish, but there won’t be much wording on the material. We will use words like “voluntario”
and “Ser Un Genio” for volunteer and Be A Genie. We will also reach out to the community and
Hispanic community leaders. We will have print materials at corporate partner’s locations in heavily
concentrated Hispanic areas.
Voluntarios – Ser Un Genio

Creatilytical has come up with a plan to get more diversity on Make-A-Wish Michigan’s YouTube
Channel. We will promote the YouTube Subtitle Translate feature. This feature will allow Make-A-Wish
Michigan to create one video, but let countless others watch and enjoy even if they don’t speak English.
We will promote on social media, email marketing, and Make-A-Wish Michigan’s website.
YouTube Subtitle Translate
Campaign Promotions
We are going to be using both hashtags #BeAGenie and #SerUnGenio for this social media campaign.
Cover photos, tweets, and posts will be made for the Make-A-Wish Michigan Facebook, Twitter, and
Instagram accounts. We will use Facebook, Twitter, and Instagram to create a community for the
volunteers. A massive push on all social media channels will be rolled out, including paid advertising
on Facebook and Instagram. The paid advertising will target Millennials age 18-35. We will use Cookies
to target if they see the Be A Genie ad or Ser Un Genio. We will also use social media to push YouTube
Subtitle Translate.
Social Media
We will print postcard-sized handouts. They will be printed back-to-back and have information about
being a volunteer. Half will be in English and the other half will be in Spanish. This will make it so all
Millennials can get more information on volunteering.
Print
Creatilytical proposes a partnership with Michigan Hispanic Chamber of Commerce, along with Latino
Fraternal Organizations. This will help us get the word out to the Hispanic community about being
a volunteer. This partnership wouldn’t just help gain volunteers, but could be a great way to get new
corporate partners.
Community Outreach

Expenses:
Printing: $5,000
Total: $20,000
Budget
• July 1: Meet with community leaders and show them the Ser Un Genio campaign
• July 15: Get print materials into the community
• July & August: Set up a table at college orientations
• August: Social Media campaign begins
• September: Talk to Latino Fraternal Organizations about volunteering
• Send out monthly emails to volunteers about what’s going on and how their time is helping a Wish
Kid in Michigan.
Timeline
This program will be a success if they get 45 new volunteers that speak a second language. The number of
volunteers and a satisfaction survey will evaluate this program. Next, we will evaluate at the end of the
year how many volunteers signed up at the beginning of the campaign and are still volunteering at the
end of the year. It will be a success if we can make a long-lasting impression and the volunteers from the
beginning are the same at the end of the year.
Evaluation

Creative Executions
Social Media
YouTube

Instagram
Bring the magic to a child’s life. Volunteer
with Make-A-Wish Michigan and be
someone’s genie. Follow the link in our
profile to learn more. #BeAGenie
Llevar la magia a la vida de un niño.
Voluntario con Make -A -Wish Michigan
y ser genio de alguien. Siga el enlace
en nuestro perfil para saber más.
#SerUnGenio

Print
Front
Back

Develop an inspirational internal communication campaign to ensure that marketing efforts, created by
Creatilytical, are represented and executed by all management, staff, and volunteers at the local, regional,
and headquarters levels.
objective
Campaign Tactics
Nothing brings people closer than a healthy dose of competition. Creatilytical proposes a quarterly
challenge. Each quarter employees will be able to enter to win a small prize of dinner for two at a
restaurant. At the end of the year, the leadership will choose one overall winner of the Be A Genie
Challenge and they will win 6-night, 7-day, all-expenses paid trip for 4 to Disney World! The challenge is
simple; to enter you need to write a blog post (a post on LinkedIn counts) or record a video, maximum
of 3 minutes, about how you Make-A-Wish Michigan has made an impact on your life and what ways
you emulate a genie. The winners will be announced through social media.
Be A Genie Challenge
A newsletter will be sent out monthly. In the newsletter there will be information about new
volunteers, donations raised, progress on events, etc. Along with information about Make-A-Wish
Michigan employees including proposals, marriages, babies, a weight-loss goal, basically anything that
employees want to share. There will also be a feature on which wishes were granted and their success.
Internal Newsletter

Prize Expenses:
Disney World: $3,500
Round Trip Airfare x 4: $1,500
Dinner for 2 x 4: $2,000
Total: $7,000
Budget
• July 1: Be A Genie Challenge starts
• September 30: Quarter 1 Winner chosen
• December 31: Quarter 2 Winner chosen
• March 31: Quarter 3 Winner chosen
• June 30: Quarter 4 Winner chosen
• June 30: Grand Prize Winner of the Be A Genie Challenge announced
• Newsletters will be sent on the 15th of every month
• Submissions for information to be put in the newsletter must be handed in by the 10th, otherwise it
will be pushed to the following month’s newsletter
Timeline
The goal for this campaign is to inspire Make-A-Wish Michigan workers and to give them a chance to show
their pride about what they do and be rewarded for it. The effectiveness of this campaign will be shown in
the number of entries for the challenge. Also, the number of stories submitted for the newsletter and the
CTR for the newsletter as well, since it will be digital.
Evaluation

Increase the number of corporate partners by 20%, from 300 to 360, and the corporate contributions from
$3 million to $3.6 million.
objective
Campaign Tactics
The Swishes for Wishes event will need at least one travel sponsor for the half-court shot prize. We
will contact Delta first to see if they want to be the corporate sponsor for this event, but if not we can
continue down the list and try travel websites like TripAdvisor. Creatilytical has come up with a plan to
put flyers and business cards in the company suites at the basketball game. The flyers will talk about
how your companies can Be A Genie and grant a child a wish.
Swishes for Wishes
Creatilytical had laid out a few options for corporate sponsors. The first was gaining travel websites
as corporate sponsors. Partnering with travel sites like TripAdvisor, Kayak, TriVaGo, etc. would give
Make-A-Wish Michigan more options to book trips for Wish Kids. The second was the corporate Miles
Match program. This is a great opportunity to offer to potential corporate partners as a supplement to
their sponsorship package. If they were willing to donate 1 million miles over the course of a year, they
would be considered a Gold sponsor ($25,000+). This might seem more reasonable to some smaller
companies than giving $25,000 as a donation.
Wishes in Flight
Throughout this campaign, we’ve briefly touched on how to gain new corporate sponsors based on the
events already planned. Here are the details to each plan.

“The Michigan Hispanic Chamber of Commerce is the premier gateway to the state’s 11,000 Hispanic
businesses and over 400,000 Latino consumers” (MHCC, 2015). Reaching out to both the Michigan
Chamber of Commerce and Michigan Hispanic Chamber of Commerce, would give Make-A-Wish
Michigan leadership more opportunities to network with business leaders who might be looking at a
local organization, with national recognition, to donate their money to.
Michigan Hispanic Chamber of Commerce
Results Projection:
20 NEW Corporations ($25,000+):
$500,000
30 NEW Corporations ($10,000-$24,999):
$450,000
10 NEW Corporations ($5,000-$9,999):
$75,000
Total: $1,025,000
Expenses:
Print: $8,000
Total: $8,000
Budget
• July 1: Send out emails to travel companies to get meetings to talk partnerships
• July: Meetings with travel sites to create a partnership for Wishes in Flight
• July 15: Meeting with Award Wallet to create a partnership for Wishes in Flight
• August 1: Email airline connections about Swishes for Wishes sponsorship
• December 15: Hand flyers and business cards to arena staff to place in corporate suites for the Swishes
for Wishes game
• Send out monthly emails to update current sponsors about Make-A-Wish Michigan
• Attend monthly Michigan Chamber of Commerce meetings
• Attend Michigan Hispanic Chamber of Commerce events
Timeline

The success of this campaign will be based on the amount of new sponsors we get and how many we can
retain. Another evaluation will be the open rate and click-through rate of emails sent. Using MailChimp,
Creatilytical will be able to see how many contacts made during events are opening the emails and looking
to find out more.
Evaluation

Make A Wish Michigan IMC Campaign

Make A Wish Michigan IMC Campaign

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