Pearl S Buck-IMC Plan

PEARL S BUCK
BIRTHPLACE
FOUNDATION
An Integrated Marketing
Communications Proposal
Prepared by
Boundaries
Banned
324 Deep Water Lane
Fort Mill, SC 29715
(803)981-2453
Pearl S Buck Birthplace Foundation IMC Proposal. Copyright ©2016 Boundaries Banned. CONFIDENTIAL
[Cite your source here.]
To engage and inspire working adults to learn more about the Pearl S. Buck legacy by visiting the birthplace and
making donations for preservation support.

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IMC Table of Contents
1.0 Boundaries Banned Opening Letter ....................................................................................... 4
2.0 Executive Summary ............................................................................................................... 6
3.0 Boundaries Banned Introduction............................................................................................ 8
3.1 Boundaries Banned Credentials.................................................................................. 9
3.2 Press Release (BB Announcement) .......................................................................... 12
4.0 Situation Analysis ................................................................................................................ 13
4.1 Service Analysis....................................................................................................... 14
4.2 Market Analysis ....................................................................................................... 14
4.3 Competitive Analysis............................................................................................... 15
4.4 Current Financial Situation ...................................................................................... 17
4.5 Macro-environment.................................................................................................. 17
5.0 Target Audience ................................................................................................................... 19
6.0 SWOT Analysis................................................................................................................. 22
6.1 Strengths.................................................................................................................. 23
6.2 Weaknesses ............................................................................................................. 23
6.3 Opportunities........................................................................................................... 23
6.4 Threats..................................................................................................................... 24
6.5 Key SWOT’s........................................................................................................... 24
7.0 Research Objectives .......................................................................................................... 25
7.1 Objective A ................................................................................................................. 26
7.1.1 Hypothesis A............................................................................................. 26
7.1.2 A Results................................................................................................... 26
7.2 Objective B............................................................................................................... 26
7.2.1 Hypothesis B............................................................................................. 26
7.2.2 B Results ................................................................................................... 26
7.3 Focus Group Research Objectives ........................................................................... 26
7.3.1 Focus Group Research Objective A......................................................... 26
7.3.2 Focus Group Research Objective B......................................................... 27
8.0 Pearl S. Buck Birthplace Brand......................................................................................... 28
8.1 Brand Perception...................................................................................................... 29

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8.2 Brand Personality..................................................................................................... 30
8.3 Brand Positioning..................................................................................................... 32
9.0 Campaign Objectives and Strategies.................................................................................. 34
9.1 Objectives................................................................................................................. 35
9.2 Strategies .................................................................................................................. 35
9.3 Tactics ...................................................................................................................... 35
9.4 Campaign Rationale ................................................................................................. 37
10.0 Integrated Creative Strategy Statement.............................................................................. 41
10.1 Creative Strategy Statement..................................................................................... 42
10.2 ICSS Rationale......................................................................................................... 42
11.0 Creative Brief...................................................................................................................... 43
12.0 Media Advertising Plan ....................................................................................................... 45
12.1 Media Objectives ..................................................................................................... 46
12.2 Media Strategies....................................................................................................... 46
12.3 Media Tactics........................................................................................................... 47
12.4 Media Plan Flowchart (Editorial Calendar)............................................................. 50
12.5 Media Plan Rationale............................................................................................... 53
13.0 Campaign Budget.................................................................................................................. 55
14.0 Creative Executions ............................................................................................................. 58
14.1 Sample e-Newsletter ................................................................................................ 59
14.2 Postcard Mailer ........................................................................................................ 61
14.3 Twitter Example....................................................................................................... 62
14.4 YouTube Example ................................................................................................... 62
14.5 Revised PSBBF Homepage ..................................................................................... 63
14.6 WeChat Example ..................................................................................................... 64
14.7 Facebook Example................................................................................................... 65
14.8 Radio Ad Sample ..................................................................................................... 66
14.9 Television Ad Sample.............................................................................................. 66
15.0 Measurement and Evaluation Plan........................................................................................ 69
16.0 Conclusion ............................................................................................................................ 79
17.0 Appendices............................................................................................................................ 82

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Appendix A: Focus Group Moderator Guide ..................................................................... 83
Appendix B: Participant Focus Group Signed Release Form............................................. 85
Appendix C: Focus Group Supplemental Survey............................................................... 87
Appendix D: Research Report ........................................................................................... 89
Appendix E: Media Contact List ....................................................................................... 95
Appendix F: Bibliography ................................................................................................. 96
Appendix G: Midterm Revisions Explanation.................................................................. 101

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From the desk of Tashia L. Bramhan, CEO of Boundaries
Banned
Kirk Judd
Board of Directors
Pearl S. Buck Birthplace Foundation, Inc.
P.O.Box 126
Hillsboro, WV 24946
Dear Mr. Judd:
On behalf of Boundaries Banned, I would like to extend my gratitude in giving us the opportunity to submit
this integrated marketing communications proposal toThe Pearl S. Buck Birthplace Foundation. Pearl S. Buck
has inspired us to look beyond our dreams and do great things. The efforts to educate the community and
preserve her birthplace is an entity that we wholeheartedly support.
Boundaries Banned was established on the philosophy of no limitations to the imagination of the human mind
in all the world. Founded in 2015, we thrive on establishing clients to a global level with particular focus of
Southeast Asian countries. Our love of Asian culture has helped businesses with bridging the gap in cultural
understanding and communications.
Why the name Boundaries Banned? There are no boundaries in goals we set. All goals are obtainable with
work and dedication. If you can dream it and believe in that dream, we can help you. Our beliefs and our
philosophy are the reasons in whichour foundation is based.
Weare excited and lookforwardtopartnering withyou.Webelievethat together, wewillachieveevengreater
strength in continuing the legacy of Pearl S. Buck.
DREAM! BELIEVE! DO! REPEAT!
Sincerely,
Tashia L.Bramhan,CEO
Tashia L. Bramhan, CEO
Boundaries Banned
324 Deep Water Lane
Fort Mill, SC 29715
(803)981-2453

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The Pearl S. Buck Birthplace Foundation is a testament to the life lessons and legacy of Pearl
Sydenstricker Buck also known by her Chinese name Sai Zhenzhu (賽珍珠). In preserving the
Birthplace of Pearl S. Buck, the Hillsboro community is able to provide educational opportunities,
recreational opportunities and economic development. Within the doors of Pearl’s Birthplace lies
“a gateway to new thoughts and dreams and ways of life,” as depicted in part of the mission
statement for the Birthplace Foundation.
The integrated marketing communications proposal created by Boundaries Banned focuses on the
weaknesses and threats posed to The Pearl S. Buck Birthplace Foundation. The research conducted
has shown that The Pearl S. Buck Birthplace lacks a strong online presence. In addition, we have
found that there is a lack of awareness of Pearl S. Buck as a brand in general. Our objectives
focused on increasing awareness, increasing monetary donations and creating a separate online
presence from that of Pearl S. Buck International. Suggestions for new media platforms to
encourage engagement between volunteers and consumers consisted of Facebook, Twitter,
YouTube and China based WeChat. In terms of blogging, the suggestion is made to encourage
volunteers to rotate blogging times on a self-created blog for The Pearl S. Buck Birthplace
Foundation in addition, to posting on the national blog created by the Obama Administration called
National community Service Official Blog. The volunteer enlistment of online activities increases
the internal and external awareness of the Pearl S. Buck brand.
Noting that The Pearl S. Buck Birthplace consists of more than just the Birthplace of Pearl, new
fundraising ideas were created to add to current methods of donations and/or sponsorships already
in place. Implementation of a yearly raffle and/or auction with goods/services donated by local
businesses is a way to create increased community involvement and awareness. The increase in
donations is needed to preserve more than just the Birthplace but also the birthplace of Pearl’s
father, the flower garden in which The Foundation Board holds the original blueprints, the barn
and the period-era carpentry house.
Even though this plan is set for a 36-month period with a $15,000 budget, actions of this plan can
go beyond the proposed period. Our integrated creative strategy statement states that The Pearl S.
Buck Birthplace enables you to learn about original worksin American literature and inspires you
to share your visitation experiences about the author’s birthplace and her life. Implementing the
hashtag #PearlBuckBirthplace and blue and white logo shown below, will not only make Pearl S.
Buck into a recognizable brand, but a name that more people will come to remember. The overall
goal for The Pearl S. Buck Birthplace Foundation is to offer individuals the opportunity to pursue
their lifelong dreams through the inspirations created from learning of the life experiences of Pearl
S. Buck.
Engagement, awareness, monetary donations and museum visitations are all elements that are
essential in elevating The Pearl S. Buck Birthplace to a new level of recognition. The motto of
Boundaries Banned: DREAM! BELIEVE! DO! REPEAT!

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3.1 Boundaries Banned Credentials
The challenge of marketing communications is never a challenge but an adventure. It gives us a
way to open our minds and yours to the endless possibilities of reaching new horizons with
emphasis on social media channels in addition to the standard forms of marketing like direct
communications and media related entities i.e. television and/or radio ads.
On a yearly basis, our agency of six employees take a look at not-for-profit entities that approach
us for marketing communication strategies and plans. The aspects of the not-for-profit in which
we base our decision to assist mainly surround the works for community and beyond in addition
to history behind the not-for-profit entity. Once the decision is made, we contact the NFP and alert
them that they have been selected as one of the candidates that will receive our services for free.
In this manner, we are able to continue the tradition of giving back or as past national campaigns
have proclaimed: “Pay It Forward.”
Some of our past for-profit clients have included Sodexo Korea), Samsung Electronics, LG
Electronics, Etude House, Dunkin Donuts, SkinnyPop and The San Francisco Symphony.
Main areas of expertise:
Social Media Creation and Execution – clients that lack in the area of social media will
experience an increase in social media presence through various methods of teaching
client/customer engagement, creating and implementing and editorial plan and
researching/testing what type of messages cause a reaction from target market.
Blogging as a Means of Education – past experiences have taught us and our past clients
that blogging when used concurrently with social media, is a great way to educate
consumers on product brand or service. It is a slow process when first starting but the added
benefit is gaining a following on an entity that more and more consumers turn to for more
in-depth information that is sometimes not gleaned fully on social media sites like Twitter
and/or Snapchat.
Boundaries Banned

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Brand Equity – we pride ourselves on the in-depth research conducted for brands in general
in understanding full product line if applicable, competitor products in same sector and
customer thoughts posted through various entities online. We have been able to present full
brand audits to companies in order to assist in their understanding of where they have been,
where they are now and where they are expected to go in the future upon implementing
marketing tactics suggested for future success and increase in market share.
Direct Marketing – we utilize direct marketing tactics of communicating via email, postal
services and media such as print ads, television commercials and radio commercial spots.
Multicultural & Global Brand Marketing and Communications – understanding the
marketing aspects of various cultures in terms of communications, language barriers and
marketing differences/interpretations is key to being able to reach a greater international
target market. The U.S. alone is made of various cultural groups that come from various
corners of the world. Knowing how people communicate on a daily basis and what they
use to make these communications is our know how of being able to implement effective
marketing and communications. Introducing a new brand is not always easy but delivered
via correct channels in a manner that speaks directly to the individual(s) targeted will help
a brand reach beyond past boundaries.
Business Card
324 DeepWater Lane, Fort Mill,SC 29715
TEL | (803)981-2453
EMAIL | tashialynn31@yahoo.com
WEB | https://tashialynnblog.wordpress.com/

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Contact: Tashia L Bramhan, CEO
Phone: (803)981-2453
Email: tashialynn31@yahoo.com
Website:https://tashialynnblog.wordpress.com/
PRESS RELEASE
FOR IMMEDIATE RELEASE
BOUNDARIES BANNED TAKES FIRST ENDEAVOR IN OFFERING FREE SERVICES TO A NONPROFIT AGENCY
AS A YEARLY “PAY IT FORWARD” INCENTIVE
FORT MILL, SC – May 16, 2015 – Boundaries Banned Executive VP, Nadia L. Thomas, made the announcement of
the company offering their marketing services to a nonprofit organization. With first year success in creating and
implementing integrated marketing plans for businesses located in both the U.S. and Asia, Boundaries Banned
employees voted on a charitable contribution they can make to nonprofits.
“We wanted to be creative in how we make our charitable contributions. Even though it’s not financial in nature,
we still feel we can help another business proceed further in their goals of brand recognition and brand placement,”
stated by Nadia L. Thomas, Executive VP. All employees of Boundaries Banned have made great strides studying
Asian culture to the fullest extent. This is in order to broaden horizons for businesses that would like to gain entry
into countries to extend their target market reach. Other businesses may look to Hispanic regions and the U.K.,
Boundaries Banned focuses on Asian countries in addition to the United States.
“It’s easy to create a marketing plan for a for-profit business as they have a marketing budget. Nonprofits prove to
be a challenge that we are willing to take on free of charge in order to learn the aspects a marketing budget
challengecan present,” statedby StaffManager,Tireese S. Scott.BoundariesBanned looks to implement a marketing
plan proposal for the Pearl S. Buck Birthplace Foundation located in Hillsboro, WV.
ABOUT BOUNDARIES BANNED
Boundaries Banned was founded by Tashia Lynn Bramhan on January 12, 2015 in Fort Mill, SC. Boundaries Banned
currently employssix individuals of various marketing expertise ranging from social media content,direct marketing
tactics, public relations, brand equity and multicultural communications. First year 2015 revenue ended at .5 million
USD.
For more information please contact Tashia L Bramhan at tashialynn31@yahoo.com
Boundaries Banned

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The situation analysis is an overview of the circumstances The Pearl S. Buck Birthplace
Foundation is facing. It covers a service analysis, market analysis, competitive analysis, and
macro-environment.
4.1 Service Analysis
The Pearl S. Buck Birthplace Foundation (PSBBF) offers visitors a look into the original family
home of Pearl Comfort Sydenstricker. This home was built in 1834 and housed generations of
Stultings, Pearl’s maternal family name. The birthplace itself is a testament to the beginnings of
Pearl S. Buck from the Appalachian town of Hillsboro, West Virginia to her later life as an
internationally recognized Nobel Prize winning author. In preserving the home, the Hillsboro
community is able to provide opportunities of education, recreation and economic development.
In addition, visitors gain a better understanding into the life led by Pearl S. Buck.
The mission for the Birthplace is To maintain and promote the house and property of The Pearl S.
Buck Birthplace so that it should be a living “gateway to new thoughts and dreams and ways of
life.”
4.2 Market Analysis
Geographic
The grounds of The Pearl S. Buck Birthplace, located in Hillsboro, West Virginia is open to the
general public for guided tours. The grounds contain The Pearl S. Buck Birthplace, the log home
her father was born in, a period-era carpentry house and barn that contains several farm and
woodworking tools. (PSBB, 2016) An influx of visitors to the birthplace consist of Pearl S. Buck
fans and visitors. The top five states from which visitors originate is West Virginia, Virginia,
Maryland, Pennsylvania and Ohio. A poll gave results of Pocahontas County being a scenic area
as one of the main reasons why visitors vacation in the area. (PC, 2015)
Demographics
The age range of the majority of visitors is 50+. Other types of visitors consist of families with
children that are looking to visit historical places for the educational value and surrounding
hospitality offered by the community. Pearl S. Buck has a fan base that make visits and possibly
hold membership with the Birthplace in addition to making contributions in preservation efforts.
Psychographics
Individuals making visits to the birthplace are those that want to view the manuscripts of Pearl S.
Buck’s writings and birthplace of the late author. They are curious as to the type of life led by
Pearl S. Buck from birth on. The fact that the birthplace is located in an area considered quite
scenic and peaceful will bring a generation of seniors and families to the site that like to break
away from the monotony of loud crowds and/or tourists. These are people who when taking a

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vacation like to know the history behind the area they are visiting and are more inclined to add a
trip to the Pearl S. Buck Birthplace to their itinerary.
4.3 Competitive Analysis
There are many nonprofit and for-profit points of interest that consumers make trips to within
Pocahontas County and surrounding areas within West Virginia. Higher competitiveness to the
Pearl S. Buck Birthplace can occur during high season summer months of June-August when
visitors choose places of thrills and excitement over peaceful locations of serenity. There are a
variety of activities and sites that offer interests for various age groups.
West Virginia State Penitentiary – Moundsville, WV
West Virginia State Penitentiary located in
Moundsville, West Virginia is a gothic style
prison that has since been retired. It was open
from 1876 to 1995 and currently conducts
tours of the prison and grounds and serves as
a training facility. This tourist attraction has
been featured in publications such as Time
magazine and is mainly known for the ghost
encounters visitors endure when touring.
This location is open Tuesday through
Saturday and has social media presence on
Facebook, Twitter and Instagram. (WVP,
2016)
Their strength is that they have been featured on The Travel Channel and Time Magazine. They
also offer the fear of being haunted which is an attraction that many visitors love about historical
establishments such as this penitentiary. There are many yearly events held such as Zombie Walk
and Family Night at the Dungeon. In addition, tourists are allowed to bring their pets with them.
Their weakness is that during paranormal tours, they do not have capabilities of handling visitors
in wheelchairs, only during day tours. There is not enough adequate parking for those visiting the
site. When visiting, one must dress according to the weather outside as the facility does not have
climate control devices of heating and/or air conditioning.
Marx Toy Museum – Moundsville, WV
The Marx Toy Museum located in Moundsville, WV used
to be a considerable threat to the Pearl S. Buck Birthplace,
but a recent visit to their main website has shown that the
museum will close its’ doors permanently on June 30, 2016.
If it remained open, the normal touring months for the

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history of Marx Toys and the man behind the brand of toys is from April through December, open
5 days a week, closed Sundays and Mondays. (Marx Toys, 2016)
Camden Park – Huntington, WV
Camden Park is located in Huntington, West
Virginia. Camden Park was originally built as a picnic
area by the Camden Interstate Railway in 1903. It was
later turned into a full amusement park in 1950 by J.
P. Boylin. The park is currently owned by the Boylin
Family and has been in operations for over 100 years.
It is one of the few original, traditional amusement
parks currently in the U.S. Their social media
platform is Twitter, Instagram, Facebook and YouTube. (CP, 2016)
Noted strengths for the park are the availability of on-site dining and concessions. There are also
hotel and lodging packages that include admissions to the park. Also they have a partnership with
McDonalds Restaurants, KOA Campgrounds and Cabell Huntington Convention & Visitors
Bureau.
Weaknesses for the park include a separate charge for parking and separate charges for onsite
attractions of miniature golf and paddleboats.
Trans-Allegheny Lunatic Asylum – Weston, WV
The Trans-Allegheny Lunatic Asylum located in
Weston, West Virginia was formerly known as the
Weston State Hospital which served as a sanctuary
for the mentally ill in the mid-1800’s. The facility
is open 6 days a week, closed on Mondays and their
tour season starts from late March to early
November. However, they are open year-round for
ghost hunts/tours and are open during holidays.
Reviews for tours at this site can be viewed on
TripAdvisor as they are a nationally recognized
landmark. (TALA, 2016) The main social media platform for this site is Facebook, Twitter and
Myspace.
Strengths of the asylum include the paranormal activity noted that attracts many visitors to the
institution year-round. The asylum was designated as a National Historic Landmark in 1990.

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Visitors are allowed to bring food during the ghost hunts and tours. Yearly events on the front
lawn and other areas of the site include: The Asylum Ball, Haunted House, Fathers’ Day Car Show
and Society for Creative Anachronism Medieval Battle. One final strength is the opportunity for
visitors to host their own events on the grounds.
Weaknesses for the asylum include during the month of October when the haunted house is open,
Ghost Hunts/Paranormal Tours start at a later time. The physical deterioration of the facility is in
dire need of funding to help restore/preserve the facility to its original state.
4.4 Current Financial Situation
Revenue is generated for The Pearl S. Buck Birthplace from various federal grants, public donor
sponsorships, admission for tours, membership dues, special event fees and sales from the onsite
gift shop. Funds received are used to maintain The Pearl S. Buck Birthplace in addition to offering
an educational experience that depicts the life of Pearl S. Buck.
4.5 Macro Environment
Economic Conditions
Despite the State of West Virginia posting a higher than national average for the unemployment
rate, The Pearl S. Buck Birthplace Foundation has been able to maintain the main birthplace and
grounds for public viewing. The birthplace also has a dedicated group of volunteers but are in need
of more. In fact, according to the IRS, 85% of nonprofits are run by volunteers only. (NCON,2016)
State of Technology
The future of The Pearl S. Buck Birthplace Foundation in general can be said to be dependent upon
the forms of communication used to reach out to current patrons and beyond. While the standard
direct mail marketing has proven to be effective in the past, even with discounts given to nonprofits
for bulk mails sorted and delivered, it is still a costly measure. In order for nonprofits to gain a
further reach to bring recognition, volunteers, sponsors and increase in visitors for tours and other
events, social media is a way of presenting new opportunities in communications with current and
future patrons. Social media continues to evolve on a daily basis. So much so, that now, more than
ever, there are various forms of communicating via various devices (IoT, Internet of Things)
outside the smartphone, tablet and/or desktop/laptop computer. Consumers are able to utilize
glasses, watches, rings, necklaces, their cars and various objects that are connected online to send
and/or receive data/information. More individuals are connected in some form compared to 10
years ago. Research conducted by Pew Research Center in January 2014 showed that 74% of all
online users use social networking sites. The next chart shows the percentage of social users based
on 4 age groups versus that of all internet users starting from February 1, 2005 to January 1, 2014.
(PRC, 2013)

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In knowing the percentage of individuals utilizing social media helps enhance the need of being
active and seen on various social platforms to get the message across in a manner that is less costly
than other marketing tactics utilized. In addition to the availability of social media communications,
the added value of being able to accept donations online in addition to promoting various
fundraisers makes it easier to promote and thus more effective.
Politics
Outside of applying for volunteer opportunities through The Pearl S. Buck Birthplace Foundation,
Americans are encouraged to search for local volunteer opportunities at the United We Serve site
created by the Obama Administration. The site encourages individuals to search for local volunteer
opportunities, register a project and share stories. Volunteers also use this site to create their own
do-it-yourself projects. This is a great way for The Pearl S. Buck Birthplace Foundation to garner
more attention by the use of their volunteers submitting stories to United We Serve. (UWS, 2016)
Law and Regulations
When donations are made to an organization with 501(c)(3) status, the individual(s) making the
donation can claim as a tax-deductible contribution. This provides an individual(s) an incentive to
contribute. (IRS, 2016)

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Primary Audiences
Primary Psychographic
The primary audience consists of individuals who spend their weekends exploring their
community, spending time with family and friends and socializing on social media platforms. They
enjoy visiting places that stimulate their minds for either thrilling or educational purposes. These
people care about the history of their country and often look for ways in which they can give their
time and/or funds to assist with projects or causes that they care about.
Primary Demographics Men and women ages 20-55
Education: High School diploma or higher
Geographically located within the state of West Virginia
Family unit: single, couple or with children
Household income: $30,000+
Secondary Audiences
The secondary audience is broken into two types of segmented demographics and psychographics
as follows:
Segment A Secondary Psychographic
When taking a vacation, this audience will include a 1-day tour of historical places as part of their
overall itinerary. They enjoy learning about the different places they visit when on vacation and
will share those experiences on social media. Their vacation planning is usually derived from
word-of-mouth information received from trusted sources.
Segment A Secondary Demographics
Men and women ages 23-60
Education: College and above
Income: $24,000+
Geographically located outside the state of West Virginia
Segment B Secondary Psychographic
This group are individuals who learn about their world through social media platforms. They
appreciate others who take the time to learn about their culture and way of living. They are inspired
by people who have paved the way in cross-cultural understanding. This group values quality over
quantity and will pay for a quality item that fits their status in terms of lifestyle and education.

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They love their country (homeland) but also will view other countries as an opportunity to expand
their education and increase their quality of living. This group makes the occasional trip to other
countries for cultural experiences, shopping and education.
Segment B Secondary Demographics
Men and women ages 20-45
Geographically located in Asian countries
Education: High School diploma or higher
Rationale of Target Market
Each segmentation for the respective target market was chosen primarily for the individuals who
are not aware of Pearl S. Buck but would benefit from learning about her life. Individuals in the
United States range in age due to the fact that people are not aware of Pearl S. Buck as founded in
the focus group session. There were people older than the age of 50 within the group that were not
aware of any of the books written by Ms. Buck, the fact that she is a Nobel Peace and Pulitzer
Prize recipient or of any of the humanitarian efforts conducted by the author. Aside from not
knowing, these individuals do like to explore new places that are historical in nature and will set
aside time during a planned vacation to do so. These are also individuals who have expressed
interest in taking an extra day during a business trip to again explore the town/city they are
currently visiting. The audience within the state of West Virginia was chosen again to define those
who are not aware of their own State history. Once gaining knowledge on Pearl S. Buck and her
works in life, individuals will be more than willing to share their learnings with others as well as
becoming more involved either through volunteering, financials donations/sponsorships in
addition to making a visit to the Birthplace for a first-hand experience.
The Asian audience was selected due to the fact that many Asians make trips to select vacation
destinations through word-of-mouth suggestions. The majority of these suggestions arise through
social media platforms that are heavily used in Asian countries. Many Asians have opened their
minds to cross-cultural differences and are tolerant of those who do the same. Their values and
lifestyles vary dependent upon income and social status. These individuals will share any
information of worth to them on social media platforms and will support causes that affect their
country in a positive manner. Upon learning information on Pearl S. Buck and her life in China
and further in the U.S., this group will take strides in supporting the Foundation financially in both
China and the United States as there are museums of her original places of living in both countries.

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6.1 Strengths
Strengths are the factors that bring success to The Pearl S. Buck Birthplace Foundation in terms
of birthplace preservation. Strengths demonstrate factors that are internal in providing success for
the site.
Affiliation with American Writers Museum.
Yearly literary workshops held.
Yearly community events of Pearl S. Buck Croquet Tournament.
Museum is open 4-days a week for tours starting from Memorial Day weekend to the last
weekend in October.
Dedicated volunteers.
Steady yearly income.
6.2 Weaknesses
Weaknesses represent the areas of Pearl S. Buck Birthplace that have not been utilized in the past
in terms of increased exposure. Weaknesses can be defined as internal factors that can be causing
the site to lose out on gaining extra visitors.
Lack of funding to carry out full preservation projects.
Low rate of visitors on the main website.
Pearl S. Buck International has a presence on some social media platforms, yet the actual
Pearl S. Buck Birthplace Foundation does not have a separate presence to distinguish itself
from the overall parent group.
Lack of public awareness of the legacy of Pearl S. Buck.
Low rate of visitors to the birthplace.
Minimal days open per week.
Not open year-round compared to other historical sites.
Limited yearly funding received from all sources to include grants, donations,
memberships, etc.
6.3 Opportunities
Opportunities for Pearl S. Buck Birthplace Foundation represent the avenues and/or platforms that
can be used for legacy awareness and education. Opportunities are external factors that the site
must grasp in order for increased future success.
To build bridges with international patrons and donors via utilization of various social
media platforms.
Blogging
New ways of creative donations (i.e. book club donations, race to read, etc.)
Have volunteers connect with United We Serve federal website to bring to light service
opportunities and promotion of Pearl S. Buck Birthplace Foundation

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Millenniums are becoming more involved in social causes.
Grants available to nonprofit organizations that help with maintenance and various projects
Inspiring patrons to make repeat visits.
Chance to increase number of visitors.
Social media presence separate from Pearl S Buck International.
Increase public awareness of the legacy of Pearl S. Buck.
Opening 1 extra day a week for increased patronage and/or events.
6.4 Threats
Threats are the other nonprofit organizations and economic conditions that could affect the
livelihood of The Pearl S. Buck Birthplace Foundation.
Competition of other historical sites in the surrounding area that garner visitation of tourists
and local residents.
Change in economic conditions that can alter and/or cause a decrease in donations and/or
sponsorships.
Environmental threats like flooding, fires or other weather related occurrences that can
cause either severe damage and/or loss.
Lack of public interest or awareness.
Lack of necessary finances to maintain grounds and events.
Other historical sites that are open year-round.
6.5 Key SWOT’s
The key SWOT’s are those entities to be considered the most pressing/prioritized in each level of
the SWOT. The key priorities that apply to The Pearl S. Buck Birthplace Foundation are the
following:
1. The overall purpose of The Pearl S. Buck Birthplace Foundation is to maintain and promote
the house and property so that it should be a living “gateway to new thoughts and dreams
and ways of life.
2. Creating a stronger presence on social media platforms is needed to overcome this most
pressing weakness in order to keep up with emerging forms of communication.
3. Creating more public awareness of the legacy and works of Pearl S. Buck can be achieved
with new ways of garnering additional donations and using outside sources of social
sharing.

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7.1 Objective A
Determine consumer behaviors in terms of social media use for finding information on companies
and organizations.
7.1.1 Hypothesis A
Consumers only utilize Facebook and Twitter on a daily basis as they are too busy to connect on
other platforms like Instagram and Pinterest as often.
7.1.2 A Results
Consumers are more prone to utilize Google as their go-to source of information.
7.2 Objective B
Determine consumer motivation in visiting new places.
7.2.1 Hypothesis B
Consumers are not reading all emails and/or direct postal mail pieces as they consider them to be
junk and/or spam mail.
7.2.2 B Results
Consumers are reading emails with subject lines that clearly state the content of such emails. As
long as the emails are from sources in which they signed up for additional information and are sent
to personal email accounts, the subject line is read before deciding to discard and/or open the email
for further inquiry.
7.3 Focus Group Objectives
7.3.1 Focus Group Research (FGR) Objective A
Gauge consumer perception of popular social media platforms: Facebook, Twitter, Instagram and
Pinterest via information viewed on these platforms.
FGR Hypothesis A
Consumers will utilize Facebook, Instagram, Pinterest and Twitter on a daily basis to stay
connected with organizations of interest.
FGR A Results
Consumers utilize Facebook on a daily basis as it is the one platform that provides enough data to
learn about family, friends, businesses and the like. It is constantly being updated to provide the
most current information. The newsfeeds of ones’ page is the most convenient way of learning
new information and being directed to other platforms that may provide full videos and/or other
pertinent information.

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7.3.2 Focus Group Research Objective B
Determine which methods are most effective in garnering consumer attention to seek additional
information on an organization for visiting, donations made and/or offering volunteer services.
FGR Hypothesis B
After learning more about The Pearl S. Buck Birthplace Foundation, consumers will want to make
donations and/or plan a future visit to the home site.
FGR B Results
Consumers have proven that once they learn of a new entity, they want to make arrangements to
visit the museum and/or make donations. Comments were even made that if they lived in the area,
they would want to participate in volunteer activities such as preserving the original manuscripts
of Pearl S. Buck.

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8.1 Brand Perception
Impact of Pearl S. Buck Birthplace Foundation
“I shall pass through this life but once. Any good therefore that I can do, or any kindness I can
show, let me do it now. Let me not defer or neglect it. For I shall never pass this way again.”
Etienne de Grellet (1773-1885)
The legacy of Pearl S. Buck started with the Pulitzer and Nobel prize
recipient of novels written that brought to life the mysteries of China to
a greater audience. With over 100 literary
works in store, being able to learn first-hand
the life and sometimes struggle of living on
two continents, a visitor takes away the
perception that dreams are not frivolous
movies of the mind.
The continued impact of the birthplace relies heavily on being able to continue preserving the
birthplace in addition to starting preservation efforts of the original garden, barn and carpenter
woodshed and property improvements such as windows for the birthplace.
Strengths of Pearl S. Buck Birthplace Foundation
The overall brand perception of The Pearl S. Buck Birthplace Foundation is strong for the fans of
the author that are fully aware of her past works and general life.
Here are a few facts that represent The Pearl S. Buck Birthplace Foundation positive brand
perception:
Recently affiliated with American Writers Museum opening in 2017 in Chicago.
More visitors from out-of-state of West Virginia compared to in.
Highest rate of visitors come from the states of W. Virginia, Virginia, Maryland, Ohio and
Pennsylvania.
Busiest month for tourists to the birthplace occurs during September.
Weaknesses of Pearl S. Buck Birthplace Foundation
As stated previously, lack of presence on social media platforms make it hard for individuals to
find direct information on just the birthplace. In fact, according to the focus group conducted, no
one had heard of Pearl S. Buck or any of her works in general. After viewing the video presented
halfway through the discussion, the participants stated that they are now more inclined to seek out
additional information that other visitors may have posted on social media from their visit to the
museum. Word of mouth is key in general audience knowledge thus furthering the use of social
media as a starting point to learn more. One participant even stated that adding an extra day to a
business trip in order to explore the town/city they are in would be an incentive to want to make a

30
special trip to visit the museum during their travels. Another participant stated that now that they
have viewed the video, they will actually be in the area within a month and will add the birthplace
tour as part of their itinerary. Creating awareness of Pearl S. Buck’s legacy and current works
under her name is essential for the continuing success of the foundation as lack of previous
knowledge was apparent in the focus group sampling. Lack of knowledge can be overcome by
establishing a greater presence via social media and encouraging visitors to post more through the
platforms to encourage additional visitors. Utilizing a simple yet catchy hashtag across all
mediums of communications posted will enable the foundation to spread the name of Pearl S. Buck
and her legacy via shares made by users upon viewing various posts.
Current Perception Statement from Working Class Represented in Focus Group:
The primary audience that currently lives in the United States and form the working class of adults
represented have expressed a positive interest in the works of Pearl S. Buck. However, due to lack
of online presence, they have been unaware of the brand and what it stands for. The perception
they have is that unless someone mentions the birthplace and/or Pearl S. Buck legacy through
word-of-mouth communications, there is less of a chance for donations to be made and/or
partaking in sponsorship opportunities or visiting the grounds as part of a vacation package when
travelling to the area.
8.2 Brand Personality
(Bennett, 2014)

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A brand’s personality is the characteristic(s) of the brand that makes it more personable to
consumers. (Business Dictionary, 2016) These characteristics are the human-like traits that
consumers use to relate and/or associate with the brand itself. Boundaries Banned suggests the
following traits for The Pearl S. Buck Birthplace Foundation: inspirational, stimulating and
protective.
INSPIRATIONAL
(Pearl S. Buck is receiving the Nobel Prize for Literature from King Gustav V
of Sweden in the StockholmConcert Hall in 1938.)
The legacy of Pearl S. Buck inspires individuals to care about
cultures outside of their own. Pearl’s past literary works inspires
volunteers, board members, employees, sponsors and donors to
work diligently to preserve her birth home and continue her legacy.
Everyone that come together to preserve the full essence of the
Pearl S. Buck Birthplace can be said to be inspirational.
The Merriam-Webster dictionary defines inspiration as
“something that makes someone want to do something or that gives
someone an idea about what to do or create: a force or influence
that inspires someone. Inspirational brands follow their beliefs and pass those beliefs on to others.
Inspirational brands educate. Inspirational brands are leaders that defy the odds to overcome
adversity. The Pearl S. Buck Birthplace Foundation inspires through community engagement.
Community engagement events have included: Little Levels Heritage Fair, Literary Workshops
and Pearl S. Buck Croquet Tournament.
STIMULATING
The Birthplace stimulate individuals in making
donations for various preservation efforts of the Pearl
S. Buck Birthplace. The various artifacts and original
manuscripts of Pearl S. Buck are put on display to gain
a sense of how life used to be or the author and looks
at how she was able to succeed. Those who are in the
arts, whether it’s painting, literary, singing, etc. can be
stimulated to go forth with their dreams after viewing
how Pearl’s dream came to fruition from the U.S. to China and back again over several decades of
her life.
Stimulating brands encourage change in how the world and/or community is perceived.
Stimulating brands present content that encourage a call for action, are relevant to the viewing
audience and come from a reliable source. (Mindset, 2015) Stimulating brands utilizes human
emotion to evoke feelings of compassion.

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PROTECTIVE
The Pearl S. Buck Birthplace has the protective trait simple because of the ongoing mission to
preserve the birthplace, the grounds, the original
manuscripts and any items restored from Pearl’s
birth to her death. Finances earned from the gift
shop, grants, donations and other forms of income
are all used in the maintenance and preservation
of the home. The Foundation needs to be able to
proudly display the life that was once Pearl S.
Buck. Therefore, any and all items in the care of
the Foundation is protected just like this room.
8.3 Brand Positioning
The current mission for the Pearl S. Buck Birthplace Foundation states the following: “To maintain
and promote the house and property of the Pearl S. Buck Birthplace Foundation so that it should
be a living ‘gateway to new thoughts and dreams and ways of life.’” (PSB Birthplace, 2016) The
brand positioning of the Pearl S. Buck Birthplace follows this mission by showcasing Pearl S.
Buck’s personal collection of art and by emphasizing the historical artifacts which are her
manuscripts enclosed in her birthplace. In fact, Pearl’s dual cultural life of East and West was
recently depicted in the art form of dance. The stage production was held at the David H. Koch
Theater in NYC and
was directed and
choreographed by
Daniel Ezralow. The
dance started with
Pearl’s life in China
and went through
various changes in her
life from going back to
the U.S. for college,
her two marriages,
moving back to China
and her final move
back to the U.S. (Macaulay, 2015) This type of production assisted in positioning the brand in
educating more individuals on the life and legacy of Pearl S. Buck.
There are no advertisements outside of existing brand positioning of the website and social media
platforms. Therefore, lack of audience knowledge is apparent and this is where a change is needed
in order to create a more visible brand positioning.

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Pearl S. Buck Birthplace Foundation Brand Repositioning
The Pearl S. Buck Birthplace Foundation has many opportunities available in creating awareness
of the brand and continuing with the mission of preserving the birthplace home. Those who are
unaware of Pearl S. Buck and her legacy need to be reached via avenues in which they can relate.
As previously mentioned, social media has become one of the top manners in which people
communicate on a day-to-day basis. The audience in which the Foundation needs to reach will
need to have consistency in communications made via brand logo/recognition in which they can
associate and/or relate the brand to its visual image, in addition to messaging that contains the
same hashtag in each and every post made via social media platforms. For example, using the
hashtag: #PearlBuckBirthplace will be shown every time content is posted whether it’s via
Facebook, Twitter, Pinterest, Instagram, blogs, emails, brochures and/or the website. The same
hashtag in conjunction with the logo will help the audience to remember
and/or associate both entities as pertaining to The Pearl S. Buck Birthplace
Foundation.

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9.1Objectives
Overall plan objectives for The Pearl S. Buck Birthplace Foundation correlate with each other for
the common purpose of creating awareness to more people thus creating an increase in Birthplace
visitors and constant buzz on the legacy of Pearl S. Buck. The following objectives align with the
plan to help the Birthplace Foundation progress further in fund raising efforts and increasing
visitors to the Birthplace. The following objectives are set to run from January 1, 2017 to December
31, 2019.
Increase general email list to 3,000 by the end of 2019.
Increase awareness by 50% in 3 years through increased website visits to 48,000 visitors.
Raise $50,000 in donations over a 36-month period.
Elevate internal awareness of volunteers by 100% in 3 years.
9.2Strategies
Due to lack of visibility on social media platforms, The Pearl S. Buck Foundation will need
revamping of their Facebook, Twitter and YouTube platforms. Developing a complete
social media marketing plan that brings forth transparency will increase word-of-mouth
marketing and increase brand recognition to encourage users to start following and/or
sharing posts made by friends and family.
Direct marketing can be expensive but with the right mix of direct mail tactics, emails and
public broadcasting on local media, advertisements targeting the primary audience will
again increase brand awareness and direct visitors to the main website and other media
platforms.
Creating a recognizable identity for The Pearl S. Buck Birthplace Foundation while still
keeping the elegance of Pearl S. Buck is essential for clarity and conformity across all
communications both internally and externally.
Create internal communications system. Engaging the volunteers in more than just specific
works and/or projects assists with greater internal brand awareness.
Establish new fund raising platforms. Donations to the Birthplace Foundation are needed
to assist with preservation efforts and continuing maintenance of the home, artifacts and
grounds.
9.3Tactics
Social Media: Facebook, Twitter and YouTube will be utilized to recreate awareness of
Pearl S. Buck’s life and works.
a. Maintain social platforms on a daily basis by retweeting, liking and/or sharing posts
made by users in order to keep the brand active on social media and transparent in
online activities. Also make new posts on a daily basis that relate to the Pearl S. Buck
Birthplace and upcoming events and/or preservation projects. Twitter states that you
should tweet often to avoid being lost among the thousands of tweets made on a daily

36
basis by other organizations and/or family and friends that a user follows. It would be
important to make sure content is relevant yet engaging or speaking directly to the user.
Direct Marketing: Utilization of local mailing and national email lists will assist in
increasing brand awareness and alerting to Birthplace events held on the grounds.
a. Postcards will be mailed to the primary target audience. One printer will be chosen for
postcard creation and delivery. USPS offers nonprofit rates for bulk mailing purposes.
Mailing list for postcards will be purchased from a clearinghouse that offers rates for
nonprofits.
b. All email subscribers will receive monthly newsletters to stay in the loop on
preservation projects and current events sponsored by The Pearl S. Buck Birthplace
Foundation. Email lists are obtained from subscriber initiation through social media
and website platforms.
Brand Identity: In order to slightly recreate a brand to one that is recognizable and
memorable when seen, the website will need to be updated to include the blue and white,
square logo on all pages. In addition, from a technology standpoint, the webpage will need
to be optimized for faster loading whether it’s via mobile device, laptop, etc. Asking a local
college for student volunteers to assist with technological advances and training of current
volunteers on technological advances will help the Foundation to improve on current and
future processes. The Foundation is currently working with West Virginia University in
other aspects of marketing assistance. Therefore, asking WVU if a program can be created
for students to train volunteers for volunteer and/or outreach credit can accomplish 2 things:
1. Students are learning about Pearl S. Buck in addition to volunteering their free-time to
assist a nonprofit. 2. The Birthplace Foundation volunteers are learning more ways in
which they can be more effective in assisting as well as teaching about the works of Pearl
S. Buck. The volunteers are showing their passion for the Foundation in this manner and
learning a new skill.
Fundraising: Implementing new ideas for donations made to the Birthplace, increases the
visibility of the Birthplace and raises chances for more word-of-mouth sharing by donors
to their friends, family and others within their circle of communication.
a. Book club(s), monthly reading challenge(s) as fundraiser advertised via social media
platforms of Facebook, YouTube and Twitter. Also listed in the e-newsletter sent out
monthly. One example is creating a 5 cents per page read of books by Pearl S. Buck or
other authors donated by the book club per member. Even local colleges and/or schools
can create “Book Clubs for the Preservation of Pearl S. Buck Birthplace.” This would
be an ongoing event that creates a unique and entertaining manner for people to make
donations in a group conducted effort. Setting group goals by size of groups can help
the groups make realistic efforts in donating. For example a group of 10 people could
donate $100 per book read, 20 people - $200 per book and so forth. This results in each
person donating $10 or any other amount of the groups’ choosing.

37
b. Private auction or raffle of donated goods by local businesses as a fundraiser advertised
via social media platforms of Facebook and Twitter and sent via email/e-newsletter.
This would be held yearly in order to garner additional funding needed to assist in
preservation efforts.
9.4Campaign Rationale
Social Media: Social media will be further explained in the Media Advertising Plan
portion of the campaign. The overall campaign rationale for social media involves the
maintenance of the various platforms and being transparent to those users who may
follow, like and/or share posts. Transparency is important to earn the trust of the social
media world. A Nielsen study conducted in 2013 shows that on a global level, 84% of
internet users on average trust advertising recommendations from people they know.
The table on the following page gives a full summarization of the statistical percentage
of levels of trust by forms of advertising specified in the 1st column and percentage in
2nd column. (Nielsen, 2013) Being open, honest and sensitive to world events makes
the difference in whether a consumer trusts your content or find that you are insensitive
and will not look further into any causes or sponsorship conducted by The Pearl S.
Buck Birthplace Foundation.
Direct Marketing: Direct marketing is important and is still quite effective. When
receiving a mail piece via postal service, a consumer will likely read that piece before
tossing and gain additional information through provided online references made in the
communication. When mail is tailor-made to a consumers’ preferences, age, gender,
etc. there is a greater chance of user engagement. Thus the purchasing of names from
a clearinghouse is essential in order for the right recipients within the given target
audience to be reached. In this instance we are focusing on geographical lists within
the state of West Virginia, employed, ages 20-55 and hold a high school diploma or
higher. The clearinghouse to use is Exact Data to receive 8,500 consumer names that
the Foundation will outright own once purchased. Suggestion of mailing out 1,500
postcards a year to cover at least 4,500 names from purchased list in 3-year period.
Postcards should be mailed out approximately 1 month before season start of Birthplace
opening to garner attention towards potential visitors to the Birthplace.
In relation to direct mail emails, the Foundation is able to reach email subscribers on a
monthly basis with e-newsletters that depict current happenings at the Birthplace from
preservation projects to events in the surrounding community that the Birthplace
Foundation participates in. Consumers are being alerted of events in addition to not
losing awareness of Pearl S. Buck in general. This is essential in always keeping past,
current and future visitors and/or donors of the Birthplace Foundation informed.
Oftentimes, emails that are sent directly to those requesting such emails are proactive
in making some type of response whether it is directly or indirectly.

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Brand Identity: the suggestion of brand clarity and conformity is important in garnering
brand recognition. As found in the focus group held, it was felt that the current logo for
Pearl S. Buck Birthplace Foundation & Museum is not recognizable and/or memorable.
A quick search online has found a logo that many considered to be a symbol of the
Foundation that would be memorable.
Elements within this logo are the elegance of the font used on
the main website and a depiction of the Birthplace home and location. A symbol that
is recognizable is easier to remember versus plain text unless it is a nationally well-
known brand like Coca-Cola that is known for exact font usage in their logo. “The
symbols being used to represent the brand must be strong. The associations people
make via the symbols is crucial in how they eventually classify their brands and thus,
chose to interact or not interact with the brands.” (Guerrini, 2010)
Some examples of memorable symbols/logos:
By looking at
these 4 alone, most people would know they represent McDonalds, Batman, Nike and
E T.V. Therefore, we feel that the symbol for the Birthplace would be one that stands
out from others and worth making sure that it is visible on every media platform and/or
communication utilized by the Foundation. In addition to a logo, one hashtag will be
utilized for every type of communication made regarding the Birthplace Foundation:
#PearlBuckBirthplace. This hashtag will be a constant reminder for emphasizing and
establishing The Pearl S. Buck Birthplace Foundation as a recognizable and memorable
brand.
Fundraising: New and innovative manners of raising needed funds for various
preservation/restoration projects will engage new and existing donors to contribute
more. The two events suggested will also raise continued awareness of Pearl S. Buck.
a. Book clubs are a way for individuals to get together and share their thoughts on a
selected book read by the entire group. Book clubs are as fun, quirky or serious as
parties make them. Readers introduce each other to their favorite books and/or
make suggestions as to what new books they should read. Garnering the attention
of book clubs by placing a challenge to make donations are a fun and inexpensive

40
way to gain additional funding needed. Information for the challenges can be placed
in monthly e-newsletters, placed around college campuses via flyers and/or other
businesses willing to post the information with direction to the website and/or social
media page that will list additional information on how to start, make donations and
suggesting goals for the groups involved. This is an ongoing event that will garner
year-round donations from various groups that participate in the activity.
b. Private auctions and/or raffles of donated goods by local businesses is a yearly
event that assists with fundraising. Asking the volunteers if they have contact
information of family or friends that work in businesses is the first place to start in
asking for donated goods for the yearly event. Also utilizing the affiliation that the
Birthplace Foundation already has with local businesses is another area to look and
inquire upon for donated goods/services. Asking those businesses for suggestions
of other donors for the event will assist in spreading word-of-mouth focus on The
Pearl S. Buck Birthplace Foundation. It is recommended to start asking for donated
items at least 2 months before the scheduled event in order to avoid any chances of
misrepresentation when promoting the raffle/private auction event. Transparency
is an important aspect of the communications related to the yearly event. Extra
fundraising opportunities are necessary in order to start the preservation of the
gardens, the barn and the father’s log home.

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10.1 Creative Strategy Statement
RATIONAL FACTORS EMOTIONAL FACTORS
10.2 ICSS Rationale
This ICSS was selected to tell the target the purpose of needing to visit Pearl’s birthplace as an
inspiration to their own life. Extensive research from the focus group held by Boundaries Banned
suggested the need for knowing more information on the legacy of Pearl S. Buck in order to make
decisions on future visits and or donations to be made. The group felt that lack of verifiable
information and lack of online presence served as a catalyst to people not being more aware of the
Historical Landmark and the needs presented by the landmark in terms of preservation. Once
people visit the site, they are then able to share their personal experiences on what they learned
and how others can gain a new knowledge on American history. These shared experiences are
usually found on social media platforms as they are the first place outside of Google in learning
about what others know and/or have done in their time of visitation.
The Pearl S. Buck Birthplace enables you to learn about original works in
American literature and inspires you to share your visitation experiences about the
author’s birthplace and her life.

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CREATIVE BRIEF
Boundaries Banned
Client: Pearl S. Buck Birthplace Foundation
Date: June 4, 2016
What is the Integrated Creative Strategy Statement?
The Pearl S. Buck Birthplace enables you to learn about original works in American literature and
inspires you to share your visitation experiences about the author’s birthplace and her life.
Why are we advertising?
To increase awareness of Pearl S. Buck’s legacy and to preserve her literary works, birthplace,
barn, father’s home and surrounding grounds of the property.
Whom are we talking to?
Individuals who can be truly inspired by the great works of Pearl S. Buck. Individuals who take
vacations and include historical tours as part of their itinerary.
What do they currently think?
The Pearl S. Buck Birthplace Foundation is not known to the general public compared to other
nonprofits on a national level. It’s a historical place that unless someone told me of its’ existence,
I would not give it a second thought.
What do we want them to think?
The Pearl S. Buck Birthplace is a place that stimulates the mind to accept a new world and inspires
you to overcome adversity through education, the arts and love of human values and life.
What should they believe/think?
The Pearl S. Buck Birthplace embraces the legacy of an author, humanitarian, activist, Nobel &
Pulitzer Prize recipient. The works of the author inspires an individual to follow their own dreams
of creating a better world through arts and cultural appreciation.
What are the creative and media guidelines?
Hashtag #PearlBuckBirthplace utilized in all forms of media communications.
Blue & white square logo across all platforms of communication for conformity and clarity in
brand
90-second Public broadcast ads via television and 60-second Public broadcast ads via radio
Four color, full-page monthly newsletters via email
4x6 Direct postcard mailings to potential visitors derived from purchased consumer list.

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12.1 Media Objectives
The following objectives focus more on the media aspect of the plan to align and/or correlate with
overall campaign goals. We are increasing brand exposure via various aspects of traditional and
digital media platforms.
Raise brand awareness by 75% by year end 2019 for primary and secondary audiences.
Gain 7,500 Twitter followers by year end 2019.
Gain 100+ subscribers to the YouTube channel by year end 2019 – primary and secondary
audiences.
Increase Facebook traffic by 100% in 3 years for a total of 1,928 likes.
Gain 3,000 WeChat users for Chinese market by year end 2019.
Elevate awareness of the volunteers by 100% in 3 years through increased social
engagement made by the volunteers.
12.2 Media Strategies
Establishing awareness on a national and international level is necessary for increased web
traffic and brand acknowledgement. Utilizing social media that is compatible with the
Chinese market is essential in addition to traditional social media platforms.
As of June 14, 2016, the number of likes for the Facebook page is 964. To increase
Facebook engagement, more content will need to be posted on a regular basis throughout
the entire year. Posts should be made on project updates and off-site events relevant to
Pearl S. Buck. Responses made to follower posts should not be generic. When responses
are made to be personable, your audience will share that experience with others.
To increase the number of followers on Twitter posts will need to be made on a daily basis
as volunteers utilize the micro-blogging site to talk about what’s going on at the Birthplace
and other relevant events.
Start sharing museum visitor videos on YouTube. In addition, videos created showing the
progression of various preservation/restoration projects will increase viewer engagement.
Create a WeChat account in collaboration with Zhenjiang Pearl S. Buck Research
Association to engage with consumers in China for increased awareness and visitation to
the Chinese museum site and increased web visitation to the American site.
Enlist volunteers to rotate shifts of submitting blog posts to The National Service Official
Blog (NSOB, 2016). This will increase volunteer engagement to learn more about Pearl S.
Buck in addition to sharing their volunteer experiences at the Birthplace. Also, enlist ing
student volunteers from local colleges to assist with technological needs can increase the
external awareness of Pearl S. Buck. The student volunteers would help with webpage
optimization and teaching other volunteers how to maintain the webpage and other social
media platforms. This in turn creates continued engagement between the Birthplace and
other individuals.

47
Create PSA radio and television ads that are either heard or viewed in specific regions of
West Virginia. This increases local awareness of Pearl S. Buck’s Birthplace, life and
preservation efforts made for the Birthplace.
12.3 Media Tactics
Utilize volunteers to set up necessary social media platforms and take turns monitoring
them in order to gauge responses and make posts/responses in a timely manner. The Media
Plan Editorial Calendar shows the flow of how often posts should be made and/or
monitored to ensure the Foundation is engaging with individuals more frequently. To
coincide with the volunteer tactic, the Foundation will set up a collaboration with local
colleges like West Virginia University and West Virginia Wesleyan College to enlist
student volunteers to assist with social media platform creation, monitoring and volunteer
training of static volunteers to the Foundation. Students will also utilize measures of
optimizing current PSBBF website for faster loading and mobile optimization. Updates to
the website will include current project information, social media platform links and
addition of visible logo. Gaining the assistance of colleges helps the Foundation to create
further awareness and education on Pearl S. Buck and create internal awareness that further
educate current volunteers. Encouraging the volunteers to engage in more online activities
is a way of gaining earned media.
YouTube has a YouTube Nonprofit Program that allows nonprofits to post videos that
would tell the stories needed to support the Birthplace Foundation. When utilizing the
program, there is an outreach toolkit that allows nonprofits to add donation cards to their
videos. These cards allow viewers to donate easily and provide direct links to external
websites to drive web traffic. (YouTube, 2016) There is a unique feature of YouTube that
allows for revenue generation of posted videos with added commercial ads shown at the
beginning of their video. With the correlating use of AdSense through Google, the
Foundation can earn money per x amount of views on their YouTube page. The minimum
payout amount is $100 and is paid on a monthly basis. (Google, 2016) This particular entity
is another manner in which the Birthplace Foundation can assist in raising funds for various
projects and/or Birthplace maintenance. A benefit of the tool is the ability to control the
type of ads that appear and where they appear when using on a webpage, blog or YouTube.
As more videos are posted by the Foundation, there is a fair chance of gaining earned media
as YouTubers will start to share posted videos on other social media platforms. When
awareness increases, through both word-of-mouth postings of videos and Foundation
postings, the number of views increases.
To assist with national awareness, volunteers will increase social engagement activities.
There is a national blogging website for nonprofits to use. The National Community
Service Blog was created by the Obama Administration through the United We Serve
website. Volunteers can post pictures or news on current nonprofit community events that
highlight volunteer activities. (NSOB, 2016) This tactic builds internal awareness in

48
addition to national awareness of The Pearl S. Buck Foundation. A separate blog
maintained on a site like WordPress is necessary to ensure that The Pearl S. Buck
Birthplace Foundation has a separate entity that individuals can refer back to for additional
educational and/or generalized information that is relevant to Pearl S. Buck. The blog
would contain more detailed information that would not otherwise be shown on micro-
blogs like Twitter. It is imperative to keep in mind that blogging takes a lot of time and
effort on the composer(s) of the blog. Blogging assists in driving traffic to your website.
Some stats show that it takes up to 51 blog posts before you see at least a 53% increase in
traffic to your site. Other times it can take up to 100 posts before traffic triples. (Watson,
2014) Managing search engine optimization to lead consumers to your blog is the final
challenge as it is something that must be conducted on a continual basis to keep up with
ever-changing trends of word/text depictions used for searching. One key item to note
when using a site like WordPress to post a blog, is that it takes Google search engines 4-6
weeks or more to add your site. WordPress automatically sends notifications to Google for
you but it takes a while before you show in search engine results. (WP, 2016)
Twitter and Facebook require daily posts to increase consumer engagement and awareness.
The more visible The Pearl S. Buck Birthplace Foundation is shown online, the greater the
possibility of increased followers on Twitter and likes on Facebook. Focus group
participants have stated that when an organization is shown everywhere they visit online
for social media, there is a greater chance of clicking and/or viewing information shown
and sharing that information with others they are connected with.
The implementation of radio PSA’s and television ads will increase local awareness within
the state of West Virginia. Creating a 60-second radio PSA ad to be read by a radio
announcer will increase PSBBF visibility to an audience that may or may not utilize social
media or the internet in general. The 90-second commercial is giving West Virginians a
visual to coincide with the radio ad they may have heard previously. The television ad is
creating general awareness for the Birthplace and Pearl S. Buck The cost may be more for
commercials but will reach a larger segmented audience within the state of West Virginia.
The commercial also brings to the forefront the need for volunteerism and needed
donations for year-round preservation. Website and social media traffic increases through
usage of both entities of communication.
To gain the respect and buy-in of a Chinese audience, the Foundation will need to
collaborate with the Zhenjiang Pearl S.
Buck Research Association (ZPSBR).
This association has an established
Chinese website which can tie-in to its’
American based (Birthplace Foundation)
website. The collaboration of the two
entities will then create a WeChat
account to engage with individuals in

49
China. WeChat was chosen at it is one of the top social media platforms that is used in
China. Traditional platforms like Facebook, Twitter and YouTube are banned in China.
Therefore, the transition to a Chinese based site and platform would be made easier with
collaboration of the PSBBF Chinese counterpart. Having the volunteers at ZPSBRA
maintain the WeChat platform would reduce language barriers. To ensure that content is
always up-to-date and to ensure website visits are being made to both continent sites,
monthly Skype meetings will be conducted between volunteers, board members and other
staff that work for either Pearl S. Buck organization. Constant communication is needed
with both entities to share best practices of social engagement and event collaborations.
One of the most important aspects for the entire campaign is the earned media for The Pearl S.
Buck Birthplace Foundation. The types of earned media ranges from word-of-mouth marketing
to additional commentary implemented by news announcers, celebrities, etc. Word-of-mouth
that is positive and comes from a reliable source brings additional tourists seeking to learn
about the history of their vacation location.
(SMBH, 2015)

50
12.4 Media Plan Flowchart (Editorial Calendar)
PostingIndication
TaskDetails
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PublicRelations
NewsletterExecution
PostcardMailings
60-secondradiospot
RequestforDonatedGoods
Mailed
PaidMedia
90-secondtelevisionspot
2017
JanuaryFebruaryMarchAprilNovemberDecemberMayJuneJulyAugustSeptember
PearlS.BuckBirthplaceFoundationMediaEditorialCalendar
October

51
W1W2W3W4W5W6W7W8W9W10W11W12W13W14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W42W43W44W45W46W47W48W49W50W51W52W53
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DecemberMayNovemberJuneJulyAugustSeptemberOctoberJanuaryFebruaryMarchApril
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52
Flowchart Summarized
Social Media Schedule:
To keep content fresh on posts made, volunteers will need to be on a rotational schedule to make
posts about the Birthplace, share allowed photos of visitors and any other content relevant to the
Birthplace Foundation.
Twitter Page (Microblogging): 1 hour daily posts – tweeting, retweeting and responding to posts
Facebook Page: 1 hour twice or week or as needed to post, like and respond to posts
YouTube Page: 1 week per month – spend time uploading new video content of tours,
preservation/restoration project process and first-hand account videos submitted by guests to the
museum. Like videos of other users and share them on social media content like Instagram,
Facebook and Twitter.
WeChat Page: 1-2 hours daily during late evening and/or early morning hours to correlate with
the time difference between China and the United States collaborating with the Zhenjiang Pearl S.
Buck Research Association to monitor waking hours during Chinese time.
Blogging: 1-2 hours on a bi-weekly basis on National Community Service Official Blog and
separate blog created on WordPress and/or other blogging site entity that offers free blogging.
Public Relations Schedule:
Public relations for the Foundation deal with communicating with consumers that have signed up
to be informed on email lists in addition to garnering new consumers for museum visitation and
donations to be made. Businesses within the general area of The Pearl S. Buck Birthplace
Foundation are also addressed in terms of asking for yearly donations of goods, services or
financial assistance for various fundraising efforts. The PSA radio spot is broadcast through media
that offers free announcements for nonprofits.
e-Newsletter: Once per month at the beginning of the month – year-round.
Postcards mailed locally: Once per year, 1-2 months before season opening of Birthplace.
60-second radio spot: Plays during full season open period as allowed by station broadcasting.
Donated goods request to local businesses: Once per year, 2-3 months before raffle/auction
fundraising event.
Paid Media Schedule
90-second Television Spot: Plays during full season open period. Number of times during day,
week, month is determined by price paid and allowance given of broadcasting station. Opportunity
for earned media, PSA type of ads by stations willing to offset the advertisement cost to NPOs
(Nonprofit Organizations.)

53
12.5 Media Plan Rationale
Blogging: One of the benefits of blogging and wanting to blog is that it increases search engine
traffic. Meaning that the more content that one has on a blog, the higher the chance of increasing
search visibility and website traffic. Therefore, blogging is needed to assist in creating increased
brand awareness and education. The increase in awareness and education is not just for the
individual(s) reading the blog but also for the composer(s) of the blog posts.
Paid Media: Paid media is essential in reaching an audience that still has not grasped onto social
media and/or the internet. In addition, paid media works well in conjunction with social and earned
media. The more eyes you are able to get on your brand name and meaning, the more chances you
have in achieving set goals for physical and virtual visitation. Paid media can lead to more earned
media that is free and increases awareness of the Pearl S. Buck brand thus leading to increases in
donations, followers and again physical and virtual visitors.
Social Media: The top social media platforms were chosen based on widespread popularity. Social
engagement is necessary for communicating with a larger audience on both a national and
international level. The next picture gives a clear indication of world internet and social media
usage. Along with world statistics, the last picture shows that the East and South Asian market
leads the way for overall internet use. Therefore, connecting with the Chinese market online with
previously stated sister collaboration is essential for the cross-border success of the Foundation.

56
The entire budget for this campaign is $15,000. The breakdown of funding are as follows:
$1,000 (one time) Mailing list from Exact Data. Comes in CSV file that can be opened in Excel.
Per the full demographics given of ages 20-55, lives in the state of West Virginia, employed,
income above $25 K and high school diploma or higher and the minimum purchase price of $1,000
the Birthplace Foundation can receive 8,500 consumer names. The list will contain full name,
address, city, state and ZIP code all up to date as the lists are scrubbed on a monthly basis. List is
made readily available to download in approximately 15-minutes and the list is the Foundation’s
to own and utilize as many times as you would like. (ED, 2016)
CONTACT: Cristina – 312-292-5367 (Direct line)
$225.29 (one time) Printing cost for 5,000 – 4*6 Postcards, full color front and back, UV coating
on both sides and 3 business days printing turnaround = $155.95. FedEx Ground delivery cost to
24946 = $69.34 (NDF, 2016)
CONTACT: 855-898-9870 and/or submit template for postcard printing online at
http://www.nextdayflyers.com/postcard-printing/4x6-postcards.php
$403.50 or $424.50 (per year) 1500 Mixed automation postcards at $.27 each = $408 – Intelligent
mail option (Intelligent Mail barcodes) at ($.003) each = ($4.50) Total cost = $403.50 or 1500
Machinable presorted postcards at $.28 each = $424.50. (USPS, 2016)
Total 3-year cost = $1,273.50 or $1,210.50 for postcard mailings.
Television ads are priced per airing and not by number of days or any other manner of scheduling.
Some costs connected to television airing can occur in the following manner:
i. Lowest cost option is via zoned cable advertising where the commercial airs in a
small, geographic area of a city on select networks. The average cost can be $1 to
$25 per airing in a major city in a large zone on a major cable network.
ii. Second cost option is cable advertising across an entire city through what is known
as “interconnect.” Costs for this option vary upon size of city and can range from
$10 to $100 per airing.
iii. Third cost option would be local broadcast TV advertising on networks like CBS,
NBC, ABC and FOX. Depending on the size of the audience and city areas chosen
the cost can run from $50 to $1,000 per airing. (ATA, n.d.)
With a $3,000 per year budget for televised commercials, during the 6 month period of Birthplace
opening, there can likely be a total of 3 to 3,000 commercials aired.
Total 3-year cost = $9,000 for commercial airing.
Production cost for the creation of the television spot can be easily done at no cost to the
Foundation. With the utilization of student volunteers from WVU or other area colleges, a quality
video from the stills shown in the Creative Executions section, can be presented to a local media
outlet for airing.

57
$119.88 (per year) Hootsuite Pro is an analytical tool that can be used for monitoring WeChat in
China. Parent company of WeChat is Tencent.
Total 3-year cost = $359.64 for Hootsuite Pro
Total Campaign 3-Year Cost = $11,888.43 with remaining cost to be used for any unforeseen
entities such as increase in postage and/or printing costs, need to purchase additional postcards or
utilization of additional media sources such as print ads.
BUDGET SUMMARY
DIRECT MARKETING CAMPAIGN
Purchased Mailing List - local W.V. market 1,000.00$ One-time Cost
Postcard Printing & Delivery 225.29$
Printing cost for 5,000 postcards is $155.95 with FedEx
Ground delivery of $69.34
USPS Non-profit Mail Rates 1,273.50$ Lowest cost is $403.50/year, highest cost is $424.50/year
PAID MEDIA CAMPAIGN
90-second Television Ad - local market 9,000.00$ Budgeted at $3,000/year for 3 years
60-second PSA Radio Ad - local market -$ No cost associated for PSA's
AGENCY RATE
Pro-bono -$ No cost to Foundation for Boundaries Banned services
EVALUATION PLAN
Focus Groups -$ Provided by Boundaries Banned
Internal Post-Volunteer Survey -$ No cost for internally created content
Google Alerts -$ Free service provided by Google
Facebook Insights -$ Free service provided by FB for nonprofits
Twitter Analytics -$ Free service provided by Twitter
Google Analytics -$
Free service provided by Google as part of nonprofit
service, used for YouTube and other social media
analytics. Also analyzes website traffic for PSBBF
Hootsuite Pro 359.64$ Cost per year is $119.88. Use this for analyzing WeChat.
YouTube Analytics -$
Free service provided in connection with your Google
account.
TOTAL FOR BUDGET 11,858.43$
Remaining Budget Balance 3,141.57$
On hold for unexpected price increases with postage,
printing, delivery and/or broadcast rates.

61
14.2 Postcard Mailer (Front & Back)

62
14.3 Twitter Example
14.4 YouTube Example (Sharing Post of Pearl S. Buck as related to the Birthplace Foundation.)
(ORM, 2012)
Meet Pearl S. Buck

63
14.5 Revised PSBBF Homepage
Adding social media links on the homepage increases online visibility. This design was most voted
among a panel of previous focus group participants. Another website design changed the font in
the original logo to that of script and had the blue and white square logo in the upper right hand
corner.

64
14.6 WeChat Example
Pearl S. Buck’s Chinese name is Sai Zhenzhu which is shown at the top of both mobile screens for
WeChat. (賽珍珠) The first screen shows links to the American website via the blue and white
standard logo and information on an event to occur in China via a workshop being held with
emphasis on a workshop for story writing that will be critiqued by experts.
First screen states the following: “Has Sai Zhenzhu influenced your inner writer?
Come to the Friendship Exchange Hall on September 1, 2016 for a Short Story Workshop that will
be critiqued by our in-house writing experts. Hours: 8AM-4PM
Food and drinks to be provided as we journey through Sai Zhenzhu’s past writings. Bring your
own short story to be critiqued.”

66
14.8 Radio Ad Sample
Radio Script: 30 Second
Script for 30 second general information radio PSA to be read live by an announcer.
FOR RELEASE: Friday May 27, 2016
KILL DATE: TFN
CONTACT: Kirk Judd
Pearl S. Buck Birthplace Foundation, Inc.
304-653-4430
30 SECOND SPOT
LIVE COPY (ANNOUNCER):
HAVE YOU LOOKED IN YOUR BACKYARD LATELY? DID YOU KNOW THERE WAS A
BEAUTIFUL PEARL THERE? THE STATE OF WEST VIRGINIA’S OWN PULIZTER AND
NOBEL PRIZE RECIPIENT, PEARL S. BUCK HAS A STORY TO TELL. IF YOU WANT TO
KNOW MORE ABOUT YOUR TREASURE, LOCATE THE PEARL S. BUCK BIRTHPLACE
IN HILLSBORO, WV. FURTHER INFORMATION AT
WWW.PEARLSBUCKBIRTHPLACE.COM. HER LEGACY TELLS THE STORY. THE
PEARL S BUCK BIRTHPLACE FOUNDATION IS PEARL’S STORY. SEE YOU SOON!
(When utilizing PSA radio ads, there are key words that are not allowed within the script or the ad
will be rejected. Such rejected words include: visit, come, auction, fundraiser, sale, get your, hurry
and get, more interesting, stay for, fee, raffle and any word preceded by ‘most’. (AMR, 2016))
14.9 Television Ad Sample
90 second Campaign Video Example (PSA)
This same campaign can also be posted on YouTube with links leading to the video via
Facebook, WeChat, Twitter, the blogs and the home website for The Pearl S. Buck Birthplace
Foundation. A complete media list is in the Appendices.

67
SFX: Soft, Asian type music
begins to play
VO recites quote from PearlS.
Buck: “None who have always
been free can understand the
terrible fascinating power of the
hope of freedom to those who are
not free.”
VO: The PearlS. Buck
Birthplace Foundation tells
the story of the life and
legacy of PearlS. Buck.
SFX: Sounds of War
VO: From the life she lived in
China to the life she continued to
live in the U.S.
SFX: Soft, Asian music plays
through remainder of ad
VO: Pearl’s story is one that has
influenced many with her
humanitarian acts and literary
works that have brought to life
the mysteries surrounding
Chinese culture.
VO: However,only one
portion of her life is
depicted, which is her
birthplace home. With your
help, we can show you more
from the life of our own
West Virginian.
VO: We want to show you the
beauty of the grounds surrounding
her birthplace.
VO: We want you to learn more
about the birthplace of her father.
VO: We want you to
experience life on the farm
and the tools used to run the
farm.
VO: You can help in our
preservation efforts by
volunteering.

68
VO: By viewing the Birthplace. VO: By other means. VO: The possibilities are endless.
SFX: Music Ends
VIDEO:The hashtag
#PEARLBUCKBIRTHPLACE
emerges on the screen under the
logo along with the campaign
website URL.
VO: Will you visit
#PEARLBUCKBIRTHPLACE?
Visit us online at
www.pearlsbuckbirthplace.com
to learn more.

70
The objectives for The Pearl S. Buck Birthplace Foundation can be measured through quantitative
and qualitative metrics of evaluation. Quantitative metrics are easily measurable as they are based
on the numbers/statistics of the marketing campaign. Qualitative metrics measures consumer
content and emotions. This type of measurement helps to determine how well a campaign is or
isn’t working by type of comments made and how often the same types of comments are made.
There are tools in place on various web platforms that will help PSBBF determine what parts of
the campaign are working and what should be pulled and/or revised. For metrics involving
television and radio, volunteers will be needed to assist in keeping track of how often ads are
shown and/or heard via medium utilized.
Objectives Revisited
Raise brand awareness by 75% by year end 2019 for primary and secondary audiences.
Gain 7,500 Twitter followers by year end 2019.
Gain 100+ subscribers to the YouTube channel by year end 2019 – primary and secondary
audiences.
Increase Facebook traffic by 100% in 3 years for a total of 1,928 likes.
Gain 3,000 WeChat users for Chinese market by year end 2019.
Elevate awareness of the volunteers by 100% in 3 years through increased social
engagement made by the volunteers.
Increase general email list to 3,000 by the end of 2019.
Increase awareness by 50% in 3 years through increased website visits to 48,000 visitors.
Raise $50,000 in donations over a 36-month period.
Elevate internal awareness of volunteers by 100% in 3 years.
Qualitative Metrics
One objective was applied to both the overall campaign goal and social media campaign goal:
Elevate internal awareness of volunteers by 100% in 3 years. Since this is an internal objective, it
can easily be measured via a simple and short survey given to the volunteers. Sample survey:
1. On a scale of 1 to 5, where 1 = No engagement, 2 = Minimal engagement, 3 = Average
engagement, 4 = Above average engagement & 5 = Total engagement, rate your level of
participation in sharing information about The Pearl S. Buck Birthplace and your volunteer
services on the following platforms…
National Community Service Blog
1 2 3 4 5
Pearl S. Buck Birthplace Blog
1 2 3 4 5

71
Twitter
1 2 3 4 5
Facebook
1 2 3 4 5
YouTube
1 2 3 4 5
WeChat
1 2 3 4 5
2. If you are not fully engaged in 2 or more of the platforms listed, why not?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
This survey utilizes both quantifiable and qualitative metrics in determining how the volunteers
feel about certain platforms and the engagement involved for each. Other questions can revolve
around time it takes for platform monitoring and the rotation schedule of the volunteers.
One volunteer or paid staff member can then collect the information and process in a simple excel
spreadsheet to determine which platforms the volunteers like monitoring versus which ones they
don’t and trying to determine if certain platforms need changes to garner volunteer buy-in.
The survey should be given periodically in order to make any adjustments necessary to garner full
volunteer awareness of various projects and events surrounding The Pearl S. Buck Birthplace
Foundation.
Quantitative Metrics
The remaining objectives can be measured through quantitative metrics. These metrics are broken
into 4 types of evaluations that coincide with the strategies and tactics of the given objectives.
Media Coverage Evaluation
Media coverage can be easily tracked utilizing Google Alerts online. Google Alerts is a free service
that allows you to track how often terms such as Pearl S. Buck Birthplace, Pearl S. Buck and
Historical places in Hillsboro, WV are searched online. The service is free and any results for the
terms or others indicated are sent via email instantly, daily or weekly. This information can then

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