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Team USA
Virginia Special Olympics
Problem Statement
Contributions to Virginia Special Olympics have declined, affecting the future of the organization and those who participate in its events. In 2010, individual contributions decreased by half from the previous year. The loss in contributions will begin to have an impact on the organization's mission. Without an increase in contributions, Virginia Special Olympics cannot afford materials and expenses needed to support future Special Olympics events.
Decline from 2009 to 2010Don
ations
Years
Individual Donations to Virginia Special Olympics
Situation Analysis
Target Publics
• Individual donors (new and established)• Individuals who participate in sports• Females age 25-44 in Central Virginia
Goal
Our goal is to improve the public’s awareness of Virginia Special Olympics and subsequently increase donations from target audiences.
Objective
Through a communication campaign targeting specific audiences, increase donations by 40% in the next 12 months.
Strategies and Tactic1. Strategy (Awareness): Generate local awareness of the Virginia Special Olympics
programs.Tactic 1.1: Blitz cards and QR code Brochures
Key Message: o Blitz Cards--Upcoming Virginia Special Olympics eventso Brochure--General Organization Information
Measurement: Google Analytics
Tactic 1.2: Professional and Collegiate Athlete InvolvementMeasurement: Athlete Participation, News Story Coverage, Event Attendance
Strategies and Tactic2. Strategy (Acceptance): Create an emotional connection by outlining the benefits
this program has on the Special Olympians’ lives.
Tactic 2.1: Create a consistent commercial and billboard concept Key Message: StoriesMeasurement: Survey
Tactic 2.2: Grocery store print materialsKey Message: StoriesMeasurement: Survey
Strategies and Tactic3. Strategy (Action): In an effort to boost donations, inform communities about
donation decreases (using statistical data for support) and its consequences.
Tactic 3.1: PSAKey Messages: Every penny counts, tangible financial impactMeasurement: Survey and track calls/websites
Tactic 3.2: Round up to the dollar program at grocery storesMeasurement: Track transactions
Program Implementation
Budget
$1,000 (Printing Budget) $500 (Survey Postage/Materials) $5,000 (Video Production Budget) $10,000 (Billboard) ------------------------------------ $16,500 (Total Maximum Budget)
Feedback and Program Adjustment
• Survey
• Donation Tracking
• Google Analytics
• Attendance
• Phone Tracking
Questions?
Works Cited2011 Annual Report. Rep. Virginia Special Olympics, n.d. Web.
<http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/SO_11_Annual_ReportFINAL.pdf>.
"Billboard Advertising in 300 Cities - Billboard Ads Company." Billboard Advertising in 300 Cities - Billboard Ads
Company. N.p., n.d. Web. 09 Aug. 2012. <http://www.bluelinemedia.com/billboard-advertising>.
"Countdown to January: 2013 World Winter Games." Be a Fan. N.p., n.d. Web. 09 Aug. 2012.
<http://www.specialolympicsva.org/>.
Day, Rhonda. "How to Measure the Impact of Billboard Advertising Campaigns." Helium. Helium, 01 Apr. 2007. Web. 09
Aug. 2012. <http://www.helium.com/items/629962-how-to-measure-the-impact-of-billboard-advertising-campaigns>.
Special Olympics Virginia. 2009 Annual Report. Rep. Special Olympics Virginia, n.d. Web. 10 Aug. 2012.
<http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/2009_Annual_Report.pdf>.
Special Olympics Virginia. 2010 Annual Report. Rep. Special Olympics Virginia, n.d. Web. 10 Aug. 2012.
<http://www.specialolympicsva.org/Site_Data/User_Files/About_Us/SO_Annual_ReportFINAL.pdf>.
Appendix
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