direct marketing communication plan project

8/9/2019 Direct Marketing Communication Plan Project

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AgencyAgency

Production Manager SM Anowarul Alam

Art Director- Eduardo Aranha

Account Executive - Flavia Vianna

Copywriter- Renata Peixoto


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ClientClient

Toronto Rape CrisisCenter / Multicultural Women Against RapeToronto Rape CrisisCenter / Multicultural Women Against Rape

Barb DavisBowlathon Coordinator

[email protected]

(416) 597-1171

Melissa GreinerBowlathon Coordinator

[email protected]

(416) 597-1171


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TRCC/MWARTRCC/MWAR

Created in 1974 as the Toronto Rape Crisis Centre (TRCC)

It was the first Rape Crisis center in Canada.

In the 1990's the TRCC expanded its name to "Toronto Rape Crisis

Centre/Multicultural Women Against Rape.

Their Mission Statement is:

The Toronto Rape CrisisCentre/Multicultural Women Against

Rape works collectively to provide nonjudgmental peer supportto survivors ofsexual violence and to work toward the

eradication of violence against women and children.


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BowlathonBowlathon

$-

$50,000.00

$100,000.00

$150,000.00

19932006

20072008

(goal)

Fund raising event where more than 100 people bowl and have fun.

2008 is the Bowlathons 15th anniversary.

The Bowlathon is one of the Toronto Rape Crisis Centres major fund raising sources:


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ObjectivesObjectives

BUSINESSOBJECTIVES

Raise a total of$150.000 on the 2008 edition.

Bring new participants, especially college and university students

COMMUNICATIONOBJECTIVES: What we want to communicate

Create excitement over the Bowlathon: a fun way of raising funds. It is fun to help.

Inform people of the work TRCC has been doing and how they could contribute to

the organization to help them keep on helping women.


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2007 DM piece2007 DM piece


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TargetTarget marketmarket

WHO ARE WE TALKING TO AND WHAT ARE THEY LIKE?

College and University Students for the Bowlathon:

18-25 years old

Young, fun people that make the event more exciting Womens organizations for donations, sponsorships or teams for the Bowlathon

Corporations for donations, sponsorships or teams for the Bowlathon

Family andFriends of the Volunteers for donations and for the Bowlathon

Ex-Captains (from the past 2 years) for the Bowlathon

Previous Donors donations or sponsorships Previous Sponsors donations or sponsorships


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TargetTarget marketmarket

DESIRED PERCEPTION

What do we want the target to think about after reading this piece?

TRCC plays an important role in our community and should be capable of keep

doing it. I will help them by donating money or prizes/sponsoring them/getting agroup together to raise funds and participate in the Bowlathon.

Is there anything we want them to do?

Theyre expected to donate in person (on door-to-door visits), online (through

canadahelps.org) or by creating/joining a bowling team and collecting pledges

from family members, colleagues, etc.


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CommunicationCommunication

StrategyStrategyOFFLINE PIECES

Posters

Postcards

Door Hangers

Letters to Donors

Letters to Sponsors

Corporate Presentations

ONLINE PIECES

Emails to ex-Captains

Improvement of actual web page

Video-presentation for YouTube

Facebook Group

My Space web page


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CommunicationCommunication

StrategyStrategy

Target Market Poster Postcard Email Letters

Corporate

Presentation Web Page YouTube Facebook My Space

Students x x x x x

Women's Organizations x x x x x x x

Family, Friends, Acquaintances x x x x x

Corporations x x x x x

Ex-Captains x x x x x

Donors x x x x x x

Sponsors x x x x x x x

Door Hangers

To be used on door-to-door visits.


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BenefitBenefit

WHAT IS THE END USER BENEFIT?

How the product/service were talking about in the communications piece

benefits our customers.

FEATURE: The Bowlathon is fun. END-USER BENEFIT: And you help thousands of women who seek TRCC in

need of support.


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ApproachApproach

WHAT IS OUR TONE AND MANNER?

Tone and manner will differ according to our target.

College and University Students fun, exciting approach. Informal.

Womens organizations,Corporations Statistics, Information, Benefits forthe community. Very Formal.

Family andFriends of the Volunteers Some Statistics, yet fun. Less formal.

Ex-Captains (from the past 2 years) Fun, Exciting approach, Reminder of the

benefits for the community and recognition of their important role in TRCCs

success. Informal.

Previous Donors and Sponsors Some Statistics, Reminder of the benefits for

the community and recognition of their important role in TRCCs success.

Formal.


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Creative RationaleCreative RationaleOur main goal was to invite people to participate in the

Bowlathon to help the TRCC/MWAR.

To find the best way to reach our goal, we considered that:

Union isstrength;

Strength means accomplishing goals with less effort;

The TRCC/MWAR needsstrength;

The TRCC/MWAR needs help to keep servicing women and children;

The TRCC/MWAR needs people who believe in what they do;

The TRCC/MWAR needs people to stand by them;

The TRCC/MWAR needs people to unite;

We believe that people unite when they feel they play an essential role in the

organization;

We believe that together we can make a difference;

We believe that Together We Stand.


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PostcardPostcard


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Door HangerDoor Hanger


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EnvelopeEnvelope


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LettersLetters(click on the links bellow to see the letters)(click on the links bellow to see the letters)

Letters toLetters toonorsDonors

Letters toLetters toS onsorsS onsors

Letters toLetters toPreviousPrevious

S onsorsS onsors

Letters toLetters toCommunityCommunity

S onsorsS onsors


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EE--mail tomail toexex--captainscaptains


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FacebookFacebook GroupGroup


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FacebookFacebook EventEvent


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My Space GroupMy Space Group


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YouTubeYouTube


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Corporate PPTCorporate PPT


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ProductionProduction

POSTER

Format: 18 x 24Format: 18 x 24

Color: 4/0Color: 4/0

Matte AqueousCoatingMatte AqueousCoating

Quantities: 1000Quantities: 1000

DOOR HANGER

Format: 3,5 x 8,5Format: 3,5 x 8,5




PAPER (suggestion: OFFSET 200g or 250g)PAPER (suggestion: OFFSET 200g or 250g)

POSTCARD

Format: 5,5 x 8,5Format: 5,5 x 8,5





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ProductionProduction

Copywell Canada

5 University Avenue

Toronto, ON M5G 1T6

Phone: (416) 599-5899

[email protected]


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BudgetBudgetPostage:

Canada Post: 0.52 per letter (x 35)

Printing:

0.11 per postcard ($ 110.25 / 1,000)

0.86 per poster ($ 861.18 / 1,000) 0.22 per door hanger ($ 220.50 / 1,000)

TOTAL: R$ 1.210,13TOTAL: R$ 1.210,13

Bowlathon: 1,000 people (100 groups of 10 people)

Funding goal: $ 150,000 Max cost per person: $ 150

Final cost per person: $ 121.01Final cost per person: $ 121.01


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TimingTiming

November December9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Briefing

Creative &PlanningProcess

CommunicationPlan & Layouts

Poster

PostcardDoor Hanger

Email

Letters

CorporatePresentation

WebPage

YouTube

Facebook

My Space

Approval

Production/Printing

Distribution


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Any Questions?Any Questions?


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Thank youThank you

direct marketing communication plan project

Documents