BE YOUR HEROS HERO

BE YOUR HEROS HEROCynthia Rivera, Sabrina Argiro, Nicholas Ponce, Priyanka Patel, Ali Mansoor, Matilda Koroma

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Many middle-aged men and women tend to donate and belong to many charitable/non-profit organizations, but the Fisher House Foundation is not included on any of their lists. Fusion Advertisings Be Your Heros Hero campaign will bring more awareness to Fisher House, and will convince our target market that by donating, they will be helping Americas heroes, therefore making them a hero, as well. Our research reveals that men over the age of 45, and women over the age of 55 are more likely to be involved with a veterans club, and are more likely to make charitable contributions. Also, men over the age of 55 who served in the armed forces, have made the most charitable contributions within the last 12 months.It was also discovered that many people within our target have similar views on what a hero is to them, and veterans fit the description perfectly; therefore we will incorporate their perception of a hero into our campaign through media and below the line tactics.Creative components are integrated throughout this campaign through various scenarios of injured veterans and their families. Print ads, billboard/airport ads, television and radio spots have been proven to be the most effective amongst our target, so we plan to utilize these as much as possible, and to the best of our ability. Our below the line tactics will include two major galasone in Bethesda, Maryland, and the other in New York City, a walkathon in Washington, D.C. and New York City, and partnerships with the Tough Mudder Race, Build-a-Bear Workshop, and Heinz Ketchup.The family-oriented aspects of our campaign will increase awareness for Fisher House amongst our target, and will ultimately encourage them to donate, and in turn, be their heros hero.

2APPEALING TO FAMILIES WILL PROVE TO BE SUCCESSFUL THROUGHOUT OUR CAMPAIGN.EXECUTIVE SUMMARYCynthiaThe Fisher House Foundation is well known for its network of homes where military and veterans families can stay for free, while a loved one is receiving treatment. Fisher Houses are considered a home away from home for the veteran patients and their families.There are 62 5,000-16,000 square foot Fisher Houses located in the United States and Germany.Each house has between eight to 21 suites, that are professionally furnished, and can accommodate 16 to 42 family members.Some statistics:The Fisher House Foundation has served over 180,000 families since it was first started.It has saved families over $200 million in lodging and transportation costs.Average stay: approximately ten daysIt has been rated four (out of four) stars from Charity Navigator.The foundation was given an A+ from the American Institute of Philanthropy.

3FISHER HOUSE HAS BEEN PROVIDING VETERANS AND THEIR FAMILIES WITH TEMPORARY HOMES SINCE 1990."Fisher House Facts." Fisher House Foundation. Fisher House Foundation, n.d. Web. 30 Apr. 2014.CynthiaRESEARCH34RESEARCHThe Families helped in FY13 (Oct12-Sep13) was significantly higher than OIF/OEF families assisted in FY13.

Matilda"DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. .45RESEARCHOver 4,000 military families stayed at the Fort Gordon Fisher House and experienced an estimated out-of-pocket cost savings of $2,545,525.00 since its opening in April 1993.Families helped in FY13 (Oct12- Sep13) = 78Number of OIF/OEF Families assisted in FY13 = 18Lodging room nights provided = 2437The average length of stay for FY13 = 32 days

Matilda"DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. .56RESEARCHIt was reported that family-centered care is an ideal philosophy for the care of children and their families.Family participation was viewed as essential for the childs care Benefits includes many such as promotion of childs health and comfortMilitary families in Fisher Houses can have a positive effect on their family members admitted at local medical facilities.

MatildaCoyne, Imelda, et al. "What Does Family-Centered Care Mean To Nurses And How Do They Think It Could Be Enhanced In Practice." Journal Of Advanced Nursing 67.12 (2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014.6TO DETERMINE OUR TARGET, EXTENSIVE RESEARCH WAS REQUIRED.OUR RESEARCH PROCESS7Cynthia and SabrinaRESEARCHThe Veterans for this paper was generated using Qualtrics software, Version 2014 of the Qualtrics Research Suite. Copyright 2014of copyright] Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of Qualtrics, Provo, UT, USA. 7Baby boomers are family oriented.8Adults 55-59Adults 60-64Adults 65-69Simmons 2011 ResearchDescribed themselves as kind, good-hearted, and sincere102 IndexFamily life is the most important thing to them100 IndexEnjoy Spending time with their family102 IndexIn depth InterviewsI like donating to veteran charities because I am a veteran and some people did not end up as lucky as I did.-Robert 56, NYMy hero is my mom. She raised four kids and made sure we always had everything.-Albert 61, NYMy mom is my hero, she made sure everyones needs around her were met before her own.-Sara 67, NYKEY FINDING:Baby Boomers highly value their family and share similar views to what they believe a hero is. Therefore, their personality reflects their donating habits.Cynthia and SabrinaRESEARCHSimmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011Baby boomers live different lifestyles, but have similar values.9RESEARCHCynthia and SabrinaPeople donate to charities for many reasons.WHY DO WE DONATE?We are emotionally moved by a persons story.We dont want to feel powerless in the face of need, knowing that we can help.We want to change lives.We feel fortunate, and want to give back to others.

We will integrate these motives into our campaign in order to appeal to our target market, and to encourage them to donate to Fisher House.

10Higman, Rebecca, and Katya Andresen. "The Secret to Getting People to Give: 15 Reasons Why People Donate."Network for Good. Network for Good, 6 Oct. 2012. Web. 28 Apr. 2014.RESEARCHCynthia10Fisher house foundation lacks brand identity.11According to our primary research, our target is not even aware of Fisher House as an established non-profit organization. To them, American Red Cross is their top of mind organization.RESEARCHOur task: to increase overall brand awareness for Fisher House Foundation.Cynthia and SabrinaThe Veterans for this paper was generated using Qualtrics software, Version 2014 of the Qualtrics Research Suite. Copyright 2014of copyright] Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of Qualtrics, Provo, UT, USA. In order to increase brand awareness, an in-depth analysis of Fisher house was necessary.StrengthsWeaknesses Houses are located close to medical centers, so transportation is not neededFamilies can stay in the houses for as long as they likeReceived 4 out of 4 stars for 10 consecutive years on Charity NavigatorFisher House picked up the slack when the government shutdown by paying the death benefits to military families who have lost a soldier during this time in place of the Department of DefenseOver $40 million dollars in contributions, gifts, and grants donated.There are many veterans organizations in competition with Fisher House: Intrepid Fallen Heroes Fund, Operation Comfort, Aid for Wounded Warriors. Like Fisher House, many nonprofits share the mission to support veterans and their families, as well: Elizabeth Dole Foundation, Gary Sinise Foundation, Wounded Warriors Family Support, Home for Our Troops.

OpportunitiesThreatsToday, the Fisher House Foundation does not provide monetary assistance to individual service members or their families, unless related to the hospitalization of a service member or his or her family.Encourages involvement. Volunteer opportunities: bring meals and snacks for residents, help with general housekeeping chores, organize good drives, babysitting services, holiday decorations, gardening, support fundraising team members during race weekends.

Complaints about the salary made to the president, which is approximately $408,889they stated they are unlikely to volunteer or donate to this foundation.According to one individual, she states, Four hundred thousand a year for running a charity is almost oxymoronic. Ill find one whose leadership isnt so highly paid.One review can be read by many people, affecting their decision on whether or not to donate.

12PriyankaRESEARCH"Charity Navigator Rating - Fisher House Foundation." Charity Navigator. Charity Navigator, n.d. Web. 1 May 2014.12Before creating a campaign, it is important to determine what must be accomplished.Key InsightOur diverse members of our target have a few things in commonthey have similar views on what a hero is, and highly value family life. They react well to organizations that reflect these values and in-turn will convey good feelings after donating. MessageThe Fisher House Foundations mission is to connect veterans (heroes) with their loved ones during their times of need, and by donating, our target can become their heros hero.ToneEmotional, Serious, Heartfelt

Campaign Tagline: Be your heros hero

Brand Tagline: Because a familys love is good medicine

13CREATIVE STRATEGYReasons to BelieveA veteran is someone who is selfless and makes sacrifices for others. Our target market also views a hero in a similar sense. By combining these two aspects, consumers will see that a veteran is a hero to them.

Positioning StatementUnlike other veteran-oriented nonprofit organizations, Fisher House strives to help the entire family. They do not just collect money to donate to veterans, they provide frees housing to the family of injured veterans.

Organizing IdeaThe Be Your Heros Hero campaign will focus around images and videos of what our target views as heroes. We will show different ideas of popular hero perceptions, and demonstrate that they can be their heros hero by donating to our organization.

Cynthia and SabrinaOur Microsite will provide easy access to the Be a hero campaign.14MEDIA

The website will be easy to use, and will have different tabs for up-to-date information about our campaign. The website will include tabs for donations, as well as information on the Gala and WalkathonAliUsing traditional media, such as print ads, to reach our target15Background photography will feature a unique story of the veterans and their family in a single shot. This will convey a message filled with emotions and empathy. The overall print will then express what a hero means. Finally, there will be the tagline of the Hero campaign, Be Your Heros Hero. In addition, a link in fine print direct the audience to the website where they would be able to donate for the cause.The Result: Fisher House Foundation is presented as the trademark of the Hero.

Body Copy: A Hero is A Selfless PersonBody Copy: A Hero is Someone Who Makes SacrificesBody CopyConnotation of the word HeroImageUse of veterans with their loved onesStrong manifestation of emotions that relates to each individualIntegration of PromotionsBottom of ad reads: visit www.BeAHero.com and Donate Today! Logo/TaglineContinuation of the Fisher House Foundation logo.Introduces a new tagline which reads: Be Your Heros Hero.MEDIAAliSimmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011ADDITIONAL PRINT ADS16

ToneHonest, emotional, heartfelt. Body copy starts with: A Hero Is in order to introduce different connotations in a more expressive manner.Art DirectionCenter folds the main picture while blurring or black & white the background.Use of white color for the font to ensure simplicity.MandatoriesFisher House Foundation logo on the print ad.Tagline Be Your Heros Hero.Show the website: www.BeAHero.comShowcase of veterans with families/loved ones.Body Copy: A Hero is Someone Who Fights For A CauseMEDIAOur research has told us that our target does not utilize social media or the Internet as much as younger generations. We have chosen to use print advertisements and television spots to reach our target.

AliSimmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011Our target responds well to BILLBOARD Ads.17

Billboards will be created, keeping the text minimal, as they will be placed in high traffic areas. The ads must have the tagline: Be Your Heros Hero, and display the website: www.BeAHero.com. Will also showcase the Fisher House Foundation Logo.Our secondary data has told us that our target responds well to large billboard advertisements. (Simmons Index- 121)MEDIAAliSimmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011Our target responds well to airport ads.18

Airport ads will be created and placed both inside and outside of airport terminals (domestic and international). The ads inside the terminal will mainly display text, showcasing the tagline: Be Your Heros Hero, website: www.BeAHero.com, and the Fisher House Foundation Logo. Ads outside of the terminal will be very similar, with the addition of a photo of a veteran with his/her loved ones/family.Our secondary data has told us that our target responds well to airport displays. (Simmons Index- 114)MEDIAAliSimmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011Video brings the message to life.19

MEDIAAudio: Do I make you proud By: Taylor Hicks starts playingVideo: Soldier walks toward his cotAudio: Music remains constantVideo: CU of soldiers face looking at pictureWords across screen read What defines a hero?Audio: Music remains constantVideo: Camera shows soldier looking at photo of his familyWords still remain across screen read What defines a hero? Words slowly fade outAudio: Music remains constantVideo: Young son of injured soldier is shown caring for his fatherAudio: Music remains constantVideo: Family is walking towards a house. Their backs are facing the camera

Audio: Music remains constantVideo: Young girl is riding a bicycle while her amputee father follows after her in his wheelchairWords across screen read: A hero is a selfless person who sacrifices themselves for others

Audio: Music remains constantVideo: Woman is seen opening door for man in wheelchair. Words still remain across screen read: A hero is a selfless person who sacrifices themselves for othersWords slowly fade out

Audio: Music remains constantVideo: Fisher House banner is seen on screen

Audio: Music remains constantVideo: CU of persons foot and prosthetic leg are shown while he/she participates in physical activity

Audio: Music remains constantVideo: Two young girls are shown running towards their parents

Cynthia and Sabrina20

MEDIAAudio: Music remains constantVideo: Woman reunites with her loved one. Is shown running and hugging man.Words on screen read: You can be someones heroAudio: Music remains constantVideo: Toddler is shown reuniting with her father after he returns from warWords on screen still read: You can be someones heroWords slowly fadeAudio: Music remains constantVideo: Fisher House flag is waving in the background..Words on screen read: Fisher House has provided free lodging for more than 178,000 military families while veterans receive care from military hospitals

Audio: Music remains constantVideo: Veteran is seen running out of his car and reuniting with his family outside his home. In the center campaign slogan Be Your Heros Hero is shown and underneath it reads Visit www.BeAHero.comVideo brings the message to life.Cynthia and SabrinaRADIO Advertisements will reach our Target.21We are going to use radio as an outlet to advertise the campaign to our users. We are going to have a 30 second spot that will play three times a day for a week, when the majority of our target market tends to tune in.

We have incorporated the synergetic theme throughout the campaign, i.e Be Your Heros Hero.

In the spot, we will start with a emotional yet inspiring music piece, and then the announcer will say, What is a hero? After that, there will be voiceovers of men and women between the ages of 35-55, responding to the question. Once all of the answers have been given, the announcer will direct the audience to our website by saying, Visit www.BeAHero.com and donate today, and finish it off with, Be your Heros Hero.

The tone will be simplistic, but real with emotions.

MEDIAClient: Fisher House FoundationCampaign: Be A HeroTitle: Hero:30 RadioMUSICAUDIOMACHINE BREATH AND LIFEANNCR:What is a Hero?VO (Female, 35):A Hero is someone who put his life at riskVO (Male, 45):A Hero is someone with a noble causeVO (Male, 55):A Hero is someone who fights for freedomVO (Female, 50):A Hero is someone who makes sacrificesANNCR:Visit www.BeAHero.com And Donate Today. Be Your Heros Hero

AliFisher houses 25th Anniversary gala will raise funds for the future.2015 marks the 25th anniversary of the Fisher House Foundation. To celebrate their accomplishments for the last 25 years, Fisher House will host two Be a Hero galas.One will take place at the Hyatt Regency in Bethesda, Maryland, not far from Fisher Houses operations headquarters, and the other will take place at the Grand Hyatt in New York City, where the foundations corporate headquarters is located.Fisher House will invite many prestigious guests and charge $500 per ticket. Each ticket will include one admittance into the gala, and guests will be served a three course meal.Each guest will also have the opportunity to participate in a silent auction. All proceeds from the silent auction will be donated to the Fisher House Foundation. Items included in the silent auction can be anything from concert tickets to VIP packages, or even signed sports jerseys.The goal of this gala is to honor what Fisher House has done for the past 25 years, and raise money for their future plans. This gala will also help increase brand awareness.

22SabrinaSTRATEGY INTEGRATIONDirect marketing will promote our gala.We will send out invitations to our gala to our target via mailThe invitation will include the date, time, name of the venue, and price of the ticketsWe will also send out invitations to people in our target who have been donating to other veterans organizations, such as Wounded Warriors, Intrepid Fallen Heroes, etc.We will send out invitations to philanthropists and strong supporters of non-profits organizationsWe will invite journalists and magazine columnists from veterans magazines such as The American Legion, U.S. Veterans Magazine and USA Today.These journalists will report the success of the event and bring more brand awareness to people in our target who read these magazinesA few weeks after the event is over we will send our guests and participants a pamphlet, thanking them for attending the gala, and informing them on how much money was raised for the foundation. They will see how much of an impact they made, and will feel good about donating/attending.This will encourage them to see the good in what they have done and continue donating to Fisher House23SabrinaSTRATEGY INTEGRATIONFisher house will host the Be a hero Walkathon.Fisher House will host a walkathon that will take place in Washington, D.C. and New York City. People are able to form teams and get people to sponsor them as they walk around famous war memorials and national parks. There will be booths that will be sponsored by different organizations that will have activities for all ages. They will include ones from the Army that will have fitness tests, as well as booths for children to make arts and crafts for the people fighting overseas. We will also invite families that have been fortunate enough to receive care from Fisher House to talk about their experiences and how they have helped.We will raise awareness for Fisher House in two of the most influential and populous cities in America.24NickSTRATEGY INTEGRATIONFisher house will Team up with the tough mudder race.The Tough Mudder race is one of the most popular and invigorating obstacle courses that is designed to tests a persons strength, stamina, and camaraderie. For the past four years, the obstacle course has gone global with having races in over seven countries, and over one million racers that have registered. Tough Mudder not only pushes people to their limits, they pride themselves on raising money for non-profit organizations, like the Wounded Warrior Project. Their fundraising tagline, Being a Tough Mudder means putting others before yourself, especially those who risk their lives for the safety and freedom of our country, has inspired people to raise over $6 million for non-profit organizations.Fisher House will team up with Tough Mudder and help sponsor the races, along with getting the mudders or racers to donate. The Mudders get people to sponsor them as they race through 10-15 miles of the intense obstacle course, and in return, they get a prize such as a certain percentage of their registration fee back, and different merchandise such as bracelets, t-shirts, and jackets that Fisher House will provide so the participants can wear it with pride. 25NickSTRATEGY INTEGRATION"What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014.25

Fisher House will team up with Build-A-Bear Workshop for the ultimate Build-A-Hero Event.Build-A-Bear Workshops nationwide will host a Build A Hero event on Veterans Day (November 11th)Throughout this event, Build-A-Bear workshop will hosts contests, discounts and interactive family days to get customers involved.ContestsThere will be prizes given out for the most creative bearThere will be customized t-shirts for the teddy bear which include the writing My Hero Is ____ where customers can handwrite who their hero is or what a hero is to themCustomers will be able to make a bear, and send it to injured veterans currently residing at a Fisher House establishment. The bear will come along with a handwritten Get Well card from the customer.Build-A-Bear will also offer veterans 20% off their purchase on that day.10% of all proceeds will be donated to Fisher House26SabrinaSTRATEGY INTEGRATIONHeinz ketchup partnership #ourturntoserveIn 2011, Heinz Ketchup launched the Our Turn to Serve campaign. This program celebrates veterans who have served our country, and raises awareness for a veterans foundation. For the past two years it has been, Wounded Warrior Project. How it works:Each Heinz ketchup bottle with the Our Turn to Serve label contains a Quick Response (QR) code that is scannable with a smartphone. The QR code will then give instant access to step-by-step instructions to create and send a personalized Thank You card to a veteran. For every Thank You card sent, Heinz will donate $1 to the Wounded Warrior Project, up to $250,000. Heinz will also donate an additional 57 cents for every Thank You Card that is shared via Facebook or Twitter by July 1, 2014.27

SabrinaSTRATEGY INTEGRATION"Our Turn To Serve | Heinz Ketchup." Our Turn To Serve | Heinz Ketchup. Wounded Warrior Project, 2013. Web.Fisher house Foundation is going to partner with Heinz ketchup.The Our Turn to Serve and Be Your Heros Hero campaign are going to merge.Participants will be able to scan QR codes which will lead them to step-by-step instructions on how to create and send a personalized Get Well card to an injured veteran. For every Get Well card sent, Heinz will donate $1 to the Fisher House Foundation.This partnership will begin on Memorial Day and last until Veterans Day.

28This time span gives us the top three holidays where barbeques are most popular throughout the nation. Memorial Day (57%), Independence Day (71%) and Labor Day (55%). These holidays are usually spent together with families and the top condiment used is ketchup (66%)SabrinaSTRATEGY INTEGRATION"Member Locator." Fourth of July Tops Charts as Most Popular Outdoor Cooking Holiday Hearth, Patio and Barbecue Association. HPBA, 17 June 2010. Web. 07 May 2014. "Member Locator." Fun Facts about Barbecue Hearth, Patio and Barbecue Association. HPBA, n.d. Web. 07 May 2014. .A sample budget for the galas was put together.29

"Fundraising Event Budget." Online Fundraising. DoJiggy, 2014. Web. 07 May 2014.SabrinaBUDGETA sample budget for the galas was put together.30

"Fundraising Event Budget." Online Fundraising. DoJiggy, 2014. Web. 07 May 2014.SabrinaBUDGETTotal : $2,509,300MAGAZINESBUDGETUSA WEEKEND costs around $111 per thousand customer

TIME magazine cost $108 per thousand customer

31Ali3132BANNER ADS* per ad per 4 week periodTotal : $800,000Numbers of Billboards in use:Large Billboards 35Medium Billboards 45Small Billboards 15 AliBUDGET33AIRPORT ADSTotal : $400,000* per ad per 4 week periodAliBUDGET34TOTAL BUUDGETTotal : $9,644,300AliBUDGETThe ideas we have proposed for this campaign will lead to the further success of the fisher house foundation.Print, billboard, airport ads30-second radio and television spotsGala/walkathonPartnerships (Mudder Race, Build-a-Bear, Heinz KetchupIncrease brand awareness35REVIEW

CynthiaThe ideas we have proposed for this campaign will lead to the further success of the fisher house foundation.36

REVIEW

Sabrina37BE YOUR HEROS HERO

"Charity Navigator Rating - Fisher House Foundation." Charity Navigator. Charity Navigator, n.d. Web. 1 May 2014.Coyne, Imelda, et al. "What Does Family-Centred Care Mean To Nurses And How Do They Think It Could Be Enhanced In Practice." Journal Of Advanced Nursing 67.12 (2011): 2561-2573. Academic Search Premier. Web. 10 Apr. 2014."DDEAMC - Fisher House Statistics Report." DDEAMC - Fisher House Statistics Report. N.p., 11 Oct. 2013. Web. 10 Apr. 2014. "Fisher House Facts." Fisher House Foundation. Fisher House Foundation, n.d. Web. 30 Apr. 2014."Fundraising Event Budget." Online Fundraising. DoJiggy, 2014. Web. 07 May 2014.Higman, Rebecca, and Katya Andresen. "The Secret to Getting People to Give: 15 Reasons Why People Donate."Network for Good. Network for Good, 6 Oct. 2012. Web. 28 Apr. 2014."Member Locator." Fourth of July Tops Charts as Most Popular Outdoor Cooking Holiday Hearth, Patio and Barbecue Association. HPBA, 17 June 2010. Web. 07 May 2014. "Member Locator." Fun Facts about Barbecue Hearth, Patio and Barbecue Association. HPBA, n.d. Web. 07 May 2014. "MRI+ MediaMark. Fall 2012 Product: Leisure/Sports Organizations/Clubs - Member Of Veterans clubs, from MRI+ MediaMark. MRI+ MediaMark Fall 2011 Media: Demographics - Head of Household HOH Occupation Military Specific Occupation, from MRI+ MediaMark. MRI+ MediaMark Fall 2011 Media: Demographics Respondent Respondent - Age Summary 50-64, from MRI+ MediaMark. MRI+ MediaMark Fall 2012 Product: Financial Volunteered for a charitable organization Yes In Past 12 months, from MRI+ MediaMark. Our Turn To Serve | Heinz Ketchup." Our Turn To Serve | Heinz Ketchup. Wounded Warrior Project, 2013. Web.Simmons Market Research Bureau. Simmons OneView. The Bureau, 2011. Web. 29 Jan. 2011The Veterans for this paper was generated using Qualtrics software, Version 2014 of the Qualtrics Research Suite. Copyright 2014of copyright] Qualtrics. Qualtrics and all other Qualtrics product or service names are registered trademarks or trademarks of Qualtrics, Provo, UT, USA. "What Is Tough Mudder?" Tough Mudder. N.p., n.d. Web. 3 May 2014.

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