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