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Susan G. Komen Atlanta Worship In Pink Communications Plan

1. Susan G. Komen | Worship In Pink | 7.19.19 2. AGENDA ã Meet the Team ã Campaign Overview ã Target Audience ã Strategic Approach ã Tactics ã Next…
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  • 1. Susan G. Komen | Worship In Pink | 7.19.19
  • 2. AGENDA • Meet the Team • Campaign Overview • Target Audience • Strategic Approach • Tactics • Next Steps/Questions
  • 3. MEET THE TEAM Graduating in the Fall of 2019 with a bachelor’s degree in Marketing with a Certificate in Advertising, Andrew hopes to work as an account executive, collaborating on creative and memorable work for passionate clients. Starting her Junior year at the University of Georgia this fall, Riley will continue earning her Bachelor's degree in Marketing through the Terry College of Business. She hopes to pursue a career in Marketing upon graduation. RILEY HOOPER ELIJAH RAWLS CAROLINE DEVITTANDREW MEINDERS Graduating in the fall of 2019, with a degree in journalism from the University of Florida, Elijah hopes to use his two summers of PR internships to pursue a job at an agency this spring. Starting her Junior year as a Public Relations major at the University of Florida, Caroline hopes to execute her passions of service, communication, and creativity through working in the nonprofit sector as a Public Relations professional.
  • 4. CAMPAIGN OVERVIEW GOAL Expand education, action, and fundraising components regarding breast cancer awareness within faith-based organizations through the Worship In Pink program. OBJECTIVES • Increase number of WIP members from 132,922 to 150,000 • Increase fundraising amount from $5,000 to $10,000+ • Increase number of participating FBOs from 187 to 200 TIMELINE August – October 2019
  • 5. TARGET AUDIENCE PROFILE All individuals ages 30+ currently living in the Greater Atlanta area, with a focus on African American women ages 40+ who avidly participate and engage with faith-based organizations. VALUES & BEHAVIOR • Optimistic • Equal rights & opportunities • Community involvement • Faith-centric
  • 6. STRATEGIC APPROACH STRATEGY Empower faith-based organizations in the Greater Atlanta area to take an educational, action oriented approach to breast cancer awareness, encompassing a sense of faith and community. CORE MESSAGE Breast cancer can be overwhelming, but there is strength in faith. Gather your congregation to Worship In Pink!
  • 7. TACTICS
  • 8. Previous WIP Logo
  • 9. LOGO We recommend a simplified version of the current Worship In Pink logo that maintains the current WIP and SGK brand image. Primary logo Banner Logo
  • 10. BOOKMARK Front Back
  • 11. TOOLKIT COMPONENTS • Universal slide deck • Suggested events • Suggested breast health and breast cancer facts • Breast cancer disparities in Atlanta • Sample scripts • Bulletin announcements • Risk factors • Extended early detection plan • Provides a starting point for FBOs • FBO sample posts SOCIAL TOOL KIT
  • 12. Universal slide deck
  • 13. Bulletin announcements 3 X 1 5.5 X 47 X 5 3 X 1
  • 14. Sample bulletin
  • 15. Example FBO social posts
  • 16. SAVE THE DATES Email
  • 17. PrintSocial
  • 18. DONATION COMPONENT SUPPORTER • Bookmark, toolkit (Included in registration) SPONSOR • Donation amount : $500+ • “Supporter” items + gift box (SGK/WIP sticky notes, pens, stickers) SUSTAINER • Donation amount: $1000+ • “Sponsor” items + plaque to hang at FBO, name/organization link on WIP webpage
  • 19. WEBSITE/REGISTRATION PAGE • Updated copy along with new WIP logo & Komen fonts • Toolkit/Donation/Registration buttons • Revamped Links • FAQ • Materials pick up info • Social media toolkit • Educational materials • Treatment and support • Worship In Pink “Sustainers”
  • 20. PR/EARNED MEDIA PLAN PRESS RELEASE • Include facts and statistics from SGK for context • Aim for 1-2 quotes from ambassadors • Consistent with past SGK formatting EARNED MEDIA • Pitch to a media list of 70 reporters, editors, and producers • Dedicate media space for cultural and religious outlets • Aim for participation in all forms of media (TV, radio, print/web) August October TIMELINE September Begin pitching late August & early September for pre-event coverage Continue pitching into October for event coverage and recap Officially announcing this year’s program, and provide the public/media with essential information about the campaign Work with a targeted list of media professionals to tell WIP’s story of collaborating with Atlanta’s most trusted faith-based organizations
  • 21. PR/EARNED MEDIA PLAN CULTURAL AND RELIGIOUS STORIES • Highlight the racial disparity of breast cancer • Promote coverage for particular religions LOCAL AND HYPERLOCAL STORIES • Focus on smaller towns and churches • Urge reporters to cover personal stories & testimonials TV AND RADIO STORIES • Invite broadcasters to produce TV packages at participating FBOs • Pitch radio producers to interview members of congregations on air EXAMPLE STORIES
  • 22. SOCIAL MEDIA PLAN • Complete content calendar with Komen social posts throughout entire campaign • Worship In Pink Facebook event during month of October • Social toolkit with evergreen posts and images for FBOs TACTICS GOING SOCIAL • Top 15 FBOs in greater Atlanta area alone have a collective reach of ~500,000 • 42% of individuals ages 65+ use social media on a smartphone
  • 23. Example Komen posts/events
  • 24. SOCIAL INFLUENCERS Louie Giglio • Founder & Lead Pastor at Passion City Church • Combined Facebook and Twitter reach of over 700k • Posts around twice a day on both platforms Andy Stanley • Founder & Lead Pastor of North Point Community Church and Buckhead Church • Combined Facebook and Twitter reach of over 550k • Posts around twice a day on both platforms • Contact leaders of large registered FBOs on their personal Facebook and Twitter accounts • Urge them to promote WIP as congregations get ready for events • List of 10 potential influencers
  • 25. PICK UP LOCATIONS • Leverage extensive reach • Value exchange • Potential locations (non-exhaustive): FORD DEALERSHIPS Ribbon: Current pick up locations Ford Logo: Local dealerships • Hennessey Ford Lincoln Atlanta • Gwinnett Place Ford • AutoNation Ford Union City • Allan Vigil Ford of Fayetteville • Angela Krause Ford • Drives traffic to dealerships
  • 26. NEXT STEPS • Finalize deliverables • Execution
  • 27. THANK YOU!
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