Blue Print

The story begins with a baseball cap filled with numbered slivers of paper. Are you a one or a two? Five seemingly insignificant pieces of paper determined who would soon compose the gang. We were ones.

Now, we are Blue Print.

Whats in a name? wrote Shakespeare. Is it a fluffy description of how the ideals of Blue Print are representative of the idea of an actual blueprint? Blue Print can be the architect of awesome, the engineer of excellence or the designer of daunt. On the other hand, Blue Print may also just sound cool. Introduced by fate, but twas a yearning for success that fueled the early mornings, late nights and the truck stop diet that trended this summer. And boy, did it trend.

Lindsay Morgan

Chance Vineyard

Ebony Jones

Lauren Taber

Marianne Kennedy

Executive Summary
Casa de Sara is a Knoxville based international non-profit supporting programming in Bolivia. Lori Santoro established Casa de Sara as a way to help the underprivileged children and community of La Guardia, Bolivia. Casa de Saras self described objective statement is to establish and manage new schools, provide supplemental educational programs, create job opportunities for local staff, provide scholarships, and conduct periodic health care clinics for students and their surrounding communities (1). To achieve this mission, Casa de Sara has presented Blue Print with the challenge of increasing overall fundraising to benefit the expansion of its school and general support of the organization. The campaign formulated by Blue Print is focused on increased awareness as well as fundraising for Casa de Sara. Blue Print has selected local and social media as forums to promote Casa de Sara to the target audiences. Blue Print will utilize the maximum potential of its $50,000 budget through events and paid advertising. Nearly 25% ($12,348.04 or 24.7%) of the budget will be spent on events. 70.2% ($35,121.11) will be spent on advertising those events and also general promotion and awareness of Casa de Sara. Execution of Blue Prints campaign and further suggestions will leave Casa de Sara with a fresh view of itself and its audiences. Continued research and feedback after the campaign will assure that Casa de Sara has achieved what Blue Print is setting out to do. In order to expand Casa de Saras educational programs and increase its opportunities to help, Blue Print has developed a six-month campaign to achieve these goals. Primary and secondary research was conducted to establish a direction for the campaign and formulate audiences to target. The campaign is to be completed between September 1, 2011 and March 1, 2012 through efforts combining elements of public relations, event planning, traditional advertising and nontraditional promotions. . Blue Print believes that this campaign will attain the goals set by Casa de Sara. Our team and Casa de Sara will work in harmony to achieve increased awareness and donations as realistic resolutions of this campaign. We have created a plan that will guide Casa de Sara to continued progress for its flourishing programs in Bolivia.

Table of Contents
Situation Analysis 1 Non-profit Organization Overview 1 Client Profile 2 Competition for Donations 4 Donor Analysis 8 Primary Research 10 Quantitative 10 Qualitative 13 Research Objectives 14 Target Market Profile 15 Concept Testing 15 Report 15 Results 16 Campaign Objectives 17 Marketing Objectives 17 Advertising and PR Objectives 17 Budget Objectives 17 Creative Objectives 17 Media Objectives 17/18 Creative Strategy 18 Message Strategy 18 Creative 19 Event Promotions 20 Events 20 Promotions 23 Media Strategy 24 Media Types Traditional 24 Non-Traditional 26 Evaluation/Further Suggestions 27 Conclusion 28 References 29 Appendix 29 Contact List

Executive Summary

Situation Analysis
Non-Profit Organizations Overview
Brief History
Social Advocacy Organizations are rather new, beginning around the same time that international human rights were being established. In 1948, the United Nations agreed upon the Universal Declaration of Human Rights, which encouraged member nations to support numerous civil, social, economic and human rights. However, this document merely encouraged social advocacy but did not legally require participating countries to follow its recommendations. Several states disagreed upon which rights should be included during the attempt to create a legally binding document, therefore two different documents were created to settle the dispute. All three documents together comprise the International Bill of Human Rights, passed in 1976, Human Rights logo allowing non-profit organizations to grow rapidly worldwide. Some of the most notable charitable foundations in the United States include the Bill and Melinda Gates Foundation, the Howard Hughes Medical Institute and the Ford Foundation. Today, Casa de Sara is one of over 1.5 million non-profits in the U.S. (2). How Non-Profits Survive Today There are several factors that contribute to the success of non-profits. Some of the factors necessary for these organizations to be successful are: Secure reliable sources of revenue Access to government funding and volunteer labor Ability to educate the public and raise awareness for the cause Strong reputation (3) In addition, non-profits are likely to promote low overhead costs and tax deductible status. In order to attract and retain members, organizations are likely to promote regular member meetings and discussions. The members of these organizations share similar interests and are more likely to remain members if given opportunities to express these interests. In addition, members of these groups like to be informed about the current status of the organization, usually in the form of a newsletter. (3)

Economic Effect on Donations

In spite of the economic downturn that has threatened U.S. households since 2008, international organizations are a growing division of the national non-profit category. Only accounting for 2% of all organizations, international charities contribution resonates abroad, as well as at home. A publication by Urban Institute, which focuses on nonpartisan economic and social policy research, states, International non-profits based in the U.S. are expanding the interaction of Americans with people, places, and ideas from around the world. They contribute to, and are shaped by, the globalization that is redefining the world in which we live (4). A number of factors can be attributed to the expanding role of social advocacy efforts internationally, whether its the consequence of natural disasters, poverty, famine or disease, all of which receive philanthropic efforts. Donations have been steadily increasing, not-for-profits are becoming more adept at fundraising, and they are becoming more efficient at ensuring donations are spent on their chosen projects (3). Social advocacy efforts are currently experiencing a period of growth, as referenced in Chart 1. With drastic increases in oil prices, inflation and the unemployment rate, Americans have become increasingly more careful with their money. In 2010, the state unemployment rate was 9.7%

and the national unemployment rate was 9.8%, proving that economic recovery has yet to be achieved. Both of these numbers are unusually high as the average unemployment rate from 1948-2010 was 5.7% (4). As reported by a 2011 Knox News article, East Tennessee missed the full brunt of the period of recession but did not escape untouched (5). However, a projected local economic expansion into 2013 leaves Knoxvillians gradually feeling more comfortable using their disposable income (6).

Client Profile

Social Influences
It is important to consider current trends in interactive communications that bridge the continental gaps with information seen worldwide almost instantly. The Internet has shined a light on social issues abroad, making it possible to address them locally. Social media can help non-profit organizations build awareness among a larger public. The onslaught of increased natural disasters has weighed heavily on the publics mind and driven change in the forms of celebrity telethons, trips to effected locations and the ability to text a charitable donation from a mobile device. A publication by Urban Institute, which focuses on nonpartisan economic and social policy research, states, International non-profits based in the U.S. are expanding the interaction of Americans with people, places, and ideas from around the world. They contribute to, and are shaped by, the globalization that is redefining the world in which we live (6).

humanitarian aid to local Bolivian orphanages and hospitals before opening up the organizations first Escuelita with 25 children and three employees. Today, 11 years later, the non-profit organization has a school in La Guardia, Bolivia, that offers education and health care to 60 One of the local Knoxville non-profits, Casa de children in pre-K and kindergarten. The three programs offered are the Escuelita, Sara, began with a post college trip to Acapulco Sarita and Clinica. The Escuelita in 1987. While on vacation, Lori Santoro, the operates as the basic education program founder and CEO of Casa de Sara, stumbled for the students with both Traditional upon a three-year old impoverished girl named and Montessori education. Within the Sara selling trinkets to tourists. From that day Escuelita program, there is the Clinica. on she pledged to help children, like Sara, in This program provides periodic health any way that she could. In 2000, while Santoro care to the children that attend the school and her husband were in Bolivia finalizing the and their families. The Sarita program, adoption of their first daughter, news surfaced of 35 children in an orphanage that had no food, translated as little Saras, offers $30 to $50 monthly college scholarships showers or toilets. Santoro along with Oscar to local women Tordoya, her cab driver, were in their late teens shocked and concerned with and early 20s that the current conditions in the work as teaching orphanage. Their combined aides in the school. efforts raised $1,000 for Along with these the children. Santoro left three programs, the Tordoya to return to the organization also U.S. with the promise that provides health she would be back. (7). This clinics and seminars. was the beginning of the In addition summer relationship that would build school is offered for the foundation of what is now kids ages 4-17. The Casa de Sara. most recent goal From 2000 to 2002, Casa for Casa de Sara is de Sara began offering

Situation Analysis

Situation Analysis
to build a larger school that expands its current capacity to the sixth grade (7).

Programming
As an international non-profit organization, Casa de Saras main focus is to create awareness of the program in order to have the ability to provide further education and health care to the impoverished children of Bolivia. Casa de Saras heart string aspect allows for an emotional connection to donors that believe in the cause and strive to be a part of the organizations mission. The organization has also teamed up with many organizations, like The Lions Club, a secular service organization that strives to help meet the needs of communities both locally and globally (9). This has proven to be a successful means to gaining more donors and funding. These strengths and opportunities are met by understandable weaknesses and threats. The SWOT analysis illustrates the positive and negative conditions of Casa de Sara in both the Knoxville and Bolivian communities.
Swot Analysis for Casa de Sara

Creative/Media Strategy
The creative side of Casa de Sara is based solely around its logo, color scheme, tag line and the face of Sara. Each of these tactics emphasize Casa de Saras creative theme as well as the unique attributes that allow the organization to stand out from other non-profits. The organizations website is developed around each of these themes that strategically coincide with the overall concept Give a child a future and you

Donations/Support
Casa de Sara receives the majority of its revenue from monetary donations from both regular and one-time donors. On average, the organization has acquired between $80,000 and $150,000 annually for the past six years. The average monthly donor donates between $30 and $200 annually (8). Of all annual donations, only .5% to 4% is spent on overhead costs that include accounting and a telephone bill. Donations have also come from fundraising events including Swap til You Drop and Sweets and Sounds of KTown, which raised $3,800 in January of 2011. Charitable donations are also achieved through the auctioning of donated vehicles. Casa de Sara works directly with organizations like The Lions Club, Rotary, Kiwanis, churches and the CFC (Combined Federal Campaign), all of which promote and support the organizations charitable campaign. The rest of the money raised, anywhere from 74% to 95.5%, is directly used for the program costs in Bolivia.

have changed the future of the world. The media endeavors and exposure are consistent with the creative tone of Casa de Sara but has been limited in its level of awareness. Casa de Sara has been publicly featured through promotional events as well as occasional traditional media exposure. Two articles for the Knoxville News Sentinel were featured online at www.knoxnews.com as a way to explain and promote the ventures of this local organization. The previously mentioned events such as Sweets and Sounds of KTown and Swap til You Drop also promoted Casa de Sara and yielded high donation results. The Sweets and Sounds of KTown event was a benefit concert held at Knoxvilles United Presbyterian Casa de Sara fundraiser- JFeb 27, 2011 Church. All the proceeds of the evening were donated to Casa de Sara. The Swap til You Drop event was hosted by The Childrens Museum of Oak Ridge and was an event that allowed local kids to donate their gently used clothes and toys to the children of Casa de Sara. The children received a ticket for every item they donated and were able to redeem
The Escuelita in Bolivia

tickets for other childrens goods that they wanted. These events embodied the mission of Casa de Sara and involved the community in its endeavors.

Competition for Donations

Primary Competitors
The primary competitors of Casa de Sara were chosen based on their programming efforts and geographic location. Each primary competitor receives support from the local Knoxville community and appeals to residents in the area. Neither organization provides support for Bolivian children, but donations from supporters benefit the programming efforts for children locally or internationally. Education is a common theme for each primary competitor as Casa de Sara currently has this as a primary focus for Bolivian children.

New Developments
Casa de Saras goal is to raise $450,000 to build a larger school that will enable current students to continue their education and receive health care services. In order to fund the construction of the new building, employ staff and implement school programs, Casa de Sara must rely on its donors as well as new promotional fundraising events and increased awareness to supply the funding. The organization has taken initiative in creating a social media presence to strengthen the overall awareness as well as increasing the amount of donors both locally and globally.

Give Haiti Hope logo

The Haiti Outreach Program is a non-profit organization located in Knoxville, TN that has worked closely with Sacred Heart Parish and Partners in Health in the community since 1999. The programming efforts assist and help provide food, clothing, education, health care and a sense of community to Haitian natives.

Situation Analysis

Situation Analysis
Donations/Support
Donations to the Haiti Outreach Program include monetary donations, donated supplies and volunteer work. Donations are submitted through contact with a program representative or through the Pay Pal system online. Annual fundraising events also help support the organization including an annual gala, movie nights locally at the Tennessee Theater and an American Express contest. that includes a minimum sponsorship amount donated annually. Partners in Health has a partnership with the Haiti Outreach Program as it has health care credentials for treating a poor, malnourished community. Projects performed by the program include building a foundation for housing and clean water. Give Haiti Hope positions itself as making ongoing progress in the country with the support of the Knoxville community. The organizations website includes photos and stories of children in Haiti. Social media is also included in the creative strategy with a blog that is updated by the organizations intern. This creative strategy works to communicate needs of Haiti and the efforts of Give Haiti Hope (10).

Logo for Tribe One

Creative/Media Strategy
Give Haiti Hope is primarily advertised through its various fundraising events that are directed towards the general local public. The Fierce & Fancy Formals Fashion Show and Dress Sale was in collaboration with The University of Tennessee at Knoxville to encourage students to support the cause. The Knoxville News Sentinel is sponsoring an upcoming tournament at Knoxvilles Fox Den country club August 25 28, 2011. All proceeds from tickets purchased through the organizations website will benefit Give Haiti Hopes efforts Haiti. These fundraising methods consistently engage and educate the Knoxville community about the needs in Haiti and programming efforts of Give Haiti Hope.

Programming
Give Haiti Hopes programming efforts assist a variety of needs in the country. Give Haiti Hope began before the 2010 earthquake that occurred, but awareness of Women helping with Hope for Haiti the needs of the country have been heavily publicized by United States media, celebrities, politicians and humanitarian institutions in general. The program provides education for students in both primary and secondary schools. Supporters have the opportunity to sponsor a student

Knoxvilles late City Councilman Danny Mayfield founded Tribe One in 1991. Since its inception, the organization has served Knoxvilles inner city and supported at-risk youth. Its long-term impact model emerged from its initial gathering and mentoring model. Tribe One invests in atrisk youth to make them contributing leaders in the Knoxville community.

Donations/Support
Tribe One receives both monetary and volunteer support from the Knoxville community. Volunteers have the opportunity to assist with individual programming efforts and mentoring. Monetary support can occur by purchasing printing services from Tribe One along with online donations.

Programming
Tribe One empowers youth by exposing the opportunities available to them in order to

Tagline for Tribe One

impact the community. The organization mentors its students to excel toward personal and professional goals. Its programming efforts tackle issues that relate to the diverse group of students. The After School Program provides a safe and healthy alternative for 3rd to 8th grade students to focus on positive educational and professional opportunities after school. The CDC Freedom Program is in correlation with the Childrens Defense fund for a 6-week summer program. Tribe One Urban Garden empowers the youth to focus on gardening and beautification efforts in the Knoxville community. Also, the Harambee program provides female mentoring and provides additional support. Tribe One takes high school graduation rates and makes an effort to increase Knoxvilles graduation numbers and leaders in the community.

fundraising efforts held by the organization. Other awareness efforts include open houses, community meetings and events. The organization maintains a social media presence on YouTube, Facebook and LinkedIn (11).

Secondary Competitors
Non-profit organizations that directly assist Bolivian children were categorized as secondary competitors. Casa de Sara and these organizations both seek the same donors specifically concerned with Bolivian issues, but differ because of their based geographic location. Casa de Sara is dependent on the local Knoxville community dollars whereas the secondary competitors seek monetary support from the U.S. and Bolivia. The programming efforts of all organizations are focused on education, health care and community improvement.

in 1932 through a group of Americans who provided aid to children and families during the Great Depression. Today, Save the Children sees itself as a catalyst of community evolution in the U.S. and the world (12). Proven results have occurred because of the organizations partnerships with individuals, foundations, corporations, governments and agencies. In 1986, Save the Children began its work in Inquisivi Province. The work of Save the Children provides hope for families and children in Bolivia in La Paz and Oruro with adolescent programs extending to every area of Bolivia.

Programming
Save the Children provides support for the families and children in Bolivia through food security, health and nutrition, primary education and other life skills. Save the Childrens goal is to increase primary education in elementary schools in Oruro and in turn help children develop competencies and life skills. Children, youth and teachers are being trained in Oruro and El Alto to expand technology skills. The organization currently impacts 15,000 children and works with 20 public schools in Bolivia. Adolescent health is an important part of its programming Save the Childrens Programming. Programs educate

Creative/Media Strategy
Tribe Ones creative strategy consists of its programming efforts, logo, website and slogan Making Hope Real. In an effort to maintain entrepreneurial training, the organization has its own printing services. Individuals, organizations and businesses in turn are educated on the organizations efforts and purpose. Tribe One has a blog which highlights major events and
Logo for Save the Children Bolivia

Save the Children is an independent organization leading the world with humanitarian support and promoting positive change in the lives of children. The organization was founded by an Oxford-educated teacher and sociologist in 1919. Save the Children in England during this time helped aid children in war-ravaged central Europe. The organization spread to the U.S.

Situation Analysis

Situation Analysis
youth on the importance of making informed decisions for a better future. Topics include HIV/AIDS education, leadership, self-esteem workshops and opportunities through vocational orientation and education. Creative Strategy

New Developments
Save the Children wants to continue to assist the Bolivian children in regards to health, education, food security and nutrition. The organization will develop a food security initiative in the future to help families control income and monitor the nutritional status of their children. The adolescent Making Decisions model will expand to the Lake Titicaca region. In addition there will be an organization wide focus on postnatal care for newborn health (12). Alalay, based out of the United Kingdom, was founded in the 1990s by an English student studying in Bolivia who after seeing the impoverished conditions in the area, decided to help. The name, Alalay, was chosen by street children which means I am cold in Aymara, the native language of the area. There are two centers for the children in La Paz and Santa Cruz. Over 10,000 children and adolescents have been helped to date and the charity continues to assist over 1,000 new children each year.

provides shelter in welcome centers, food, health care, clothing, education, psychological help and technical training. Aldeas is the name for the larger communities where the children have the opportunity to attend school. Programming for Alalay includes three stages of activity. Children are first encouraged by street workers to become a part of Alalay after a strong relationship is built. Students then have the opportunity to live in a welcome house to learn life skills. Daily activities include chores and tasks along with personal grooming practices such as wearing shoes. Students stay at welcome houses for as long as a month, depending on the individual. Lastly, the child will move to the Aldea to start school and begin a family life. As they age, they will begin technical training for jobs including hairdressing, car mechanics, wood working or textile work. Around 70 children, ages 3-20, are cared for at the Santa Cruz Center. There are 30-40 students inside the welcome houses in the city. Children live in family groups similar in age with a mother or father. Bolivians who volunteer in the center are paid infrequently by Alalay when funds are available. There are psychologists and social workers in the center.

One of the Save the Children Bolivian children

The creative strategy behind Save the Children is an American based charity that works to aid children in need all over the world. The mission and goal sought through the marketing and promotional endeavors of Save the Children is increased awareness and help for the many needs that face millions of children in the world. Save the Children is a global organization with branches that help many different regions of the world and is well known to the general American public. The efforts of Save the Children are not exclusive to Bolivia, and therefore it is a secondary competitor to Casa de Sara.

Programming
Alalay is known for providing assistance to street children by offering them a home and family. The organization
Logo for Alalay

Donations
The charity receives fundraising solely from donations. Periodic donations and single

donations are all available. Personalized gift cards are available that include a picture of the child and a personalized message.

for older children through vocational training and university courses. A documentary film will develop unique publicity for the organizations charitable efforts (13).

Creative/Media Strategy
Friends of Alalay (Santa Cruz) is a part of Alalays creative strategy to entice donors. The majority of the creative tactics are based around the logo and pictures of the children who benefit from the organization. Alalays slogan A Charity for Bolivian Street Kids communicates the focus and efforts of the organization. Alalays website is the main source for promotion of the organization. Outlined and updated annually under the news section are positive events and results that occur as outcomes of Alalays donations and programming. Also, there have been two documentaries produced by the organization, including the documentation of a British school field trip and another of participants in Alalay.

Donor Analysis
In 2009, $228.5 billion was donated to charitable organizations by the greater American public. It was also reported that 65% of U.S. households contribute to charities with an average annual amount of $2,213. Online giving has also recently been on the rise due to social media, with Facebook being dubbed the number one site for charitable donations (14). According to

New Developments
Alalay is focusing on three main projects for 2011 to continue support and awareness of programming efforts. The organization wants to ensure the effective management and use of the new volunteers cabin and medical center. Also, an English teaching program will be continued. There will be more support
Some of the children with volunteer in Bolivia

Simmons (2008) data, 93% of members of human rights organizations fall into the age range of 25+. Simmons data provided the statistic that 7.1% of 18-24 year olds belong to a human rights organizations, which opens the door to an untapped market for charitable organizations (as illustrated in Table 1). Secondary research also reports that 50% of 18-24 year olds responded that they are interested in international cultures and 60.6% are willing to volunteer their time for a good cause, which shows a willingness to support.

Demographics
As stated by the client, the donors that currently contribute to Casa de Sara consist of local, middle class,

Situation Analysis

Situation Analysis
predominately white men and women in the adult age range of 30-70 years old. This group of contributors give their dollars to Casa de Sara as charitable donations that are mutually beneficial to both donor and recipient. The local community that supports Casa de Sara is an unassuming and collective group that blends directly into the fibers of its community and donate anonymously to a charity with a strong and binding heart string. Casa de Sara. They are much more diverse than a typical product/service consumption market, and it is the humanitarian tone of Casa de Sara that communicates and engages the supporters. The current donors continue to contribute and support the Bolivian children and the community that surrounds Casa de Sara. Their emotional and empathetic traits are what draw them to the organization. A continuous effort to maintain endeavors for the school is the lifeline that will keep the benefactors coming back and giving back time after time. The donors that contribute consistently and monthly to Casa de Sara attribute for a larger or more dependable flow of endowments, yet the one time periodic donors help stimulate the organizations funding.

Geographics
The geographics of donors is the most important factor in the case of Casa de Sara as the patrons are local and in close proximity to the organizations headquarters in Knoxville, TN. The connection Casa de Sara has with the local Knoxville community its donors is the catalyst for its communication of awareness and fundraising efforts. The local base provides an ease for charitable givers to help an international cause through vehicles within their own community. The relationship formed locally in Knoxville, Tennessee spurs Casa de Saras audience to give back through an organization that was established within the local community.

Primary Research
Considering the non-profit overview and secondary research, Blue Print conducted two types of primary research for Casa de Sara. Primary research was collected over a six day period from June 10-15. The primary research methods provided in depth insights about the many issues involved with non-profits. Respondents were recruited by opt-in participation in public locations. Quantitative research, in the form of surveys, was completed

Psychographics
Due to the increase emotional connection these donors have with the children of Casa de Sara, the analysis of these consumers is weighted heavily in non-traditional qualifications and connections that fuel a constant flow of income of contributions. The usual age, income, race and gender segments of individuals fall by the way side in the case of the people that donate to

to gain further insight into the attitudes and beliefs of people that do and do not donate to charitable organizations as well as the overall awareness of Casa de Sara in the Knoxville area. Two samples were surveyed consisting of a primary sample (n=67) of adults age 25+ and a secondary sample (n=22) of adults age 18-24. In addition, qualitative research was conducted with members of the primary sample, local adults age 25+, that are current Casa de Sara donors on June 14 and 15 in the form of personal telephone interviews to better understand the interaction and involvement of the donors in reference to the client and other non-profits in general. The personal telephone interviews proved to be successful as a means to gain further knowledge about the organization.

Survey Method
The first survey sample consisted of 67 adults, 25 years of age and older. Locations such as Market Square, Worlds Fair Park, and the UT campus were selected by Blue Print as destinations for the distribution of a concise 12-question survey because of their popularity in the Knoxville community. The data collected was reviewed using the Statistical Package for the Social Sciences (SPSS), a computer program that analyzes the statistics on input data. In order to reach the part of our target audience that was already currently involved with charitable organizations, Blue Print attended the American Diabetes Association, Race for the Cure event on Saturday, June 11 in Worlds Fair Park where more surveys were distributed.

Slightly more than 1% (1.49%, n=1) of primary sample survey respondents reported that they were currently aware of Casa de Sara as seen in Chart 1. Of the 67 participants, 88.1% (n=59) responded that they were currently a charitable organization donor as represented in Chart 2. Interest in charities concerned with children and international issues are relevant to Casa de Sara and its endeavors, and gauging the respondents views on these topics will certainly play a role in the execution of the campaign. 68.7% (n=46) of respondents reported they were interested in charities that dealt

Quantitative
Research Objectives Gain insight into the attitudes and beliefs about Casa de Sara and other charitable organizations Establish media preferences of potential donors to Casa de Sara Determine interest level of international issues and areas of importance in charitable organization categories Measure awareness of Casa de Sara within the targeted audience Determine any general concentrations within demographics to refine the audience for the client

Results
Primary Sample (sample size of n=67)
The survey of the primary sample provided useful and insightful information about the target market that will assist Blue Print in creating an effective campaign for Casa de Sara. The respondents of the survey were mostly female, at 62.7% (n=42) while males accounted for 37.3% (n=25). The majority of the participants in Blue Prints primary survey were White, accounting for 86.6% (n=58) while Black accounted for 11.9% (n=8), and one Asian respondent made up 1.5% (n=1) as illustrated in Table 2.

Primary Research

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Primary Research
with children. The percentage of those interested in children is significantly higher than the other charitable category choices which included animal rights, environmental, disaster relief, health care, and church affiliated programs. Respondent interest in international issues was also high at 59.7% (n=40). Local media usage and program choice was primarily focused on four major news outlets that provide local news through broadcast, print, radio, and online platforms. The four outlets provided as preferences were WATE TV, WBIR TV, the Knoxville News Sentinel, and UT campus news outlets. The news outlets were chosen for their popularity in the Knoxville community and the fact that they covered television, print and online medium as well as represented different Knoxville audiences. Respondents were able to select as many of the local media options as were relevant to them. As shown in Chart 3, the highest preference for news outlet was WBIR TV with 43.2% (n=29). In addition to these four outlets, survey respondents were able to fill in any other local news outlets they watched and or read. Many participants mentioned the Metro Pulse as well as their local church communications to receive Knoxville related news.

Secondary Sample
(sample size of n=22) In the pursuit of gaining a secondary sample, Blue Print used the same survey questionnaire to gain similar insights within a different age group, as presented in Table 3. The younger demographic was included based on previously mentioned Simmons 2008 data that illustrated their willingness to support charitable causes. Survey Method Blue Print used the popular social media site Facebook to distribute surveys to our secondary audience. Facebook was the chosen vehicle because there are 50 million 18-24 year old Facebook users (13). The survey was sent to 30 eligible participants and Blue Print received a 73.3% response

Primary sample respondents were asked the following question: What scenarios would make it easiest for you to become a one time donor to a charity? Select all that apply. As illustrated in Chart 4, promotional event and concert tied for preference at 41.8% (n=28).
Logos for media types used in media strategy

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rate with 22 responses (22/30, 73.3%). The data collected was analyzed using the Statistical Package for the Social Sciences (SPSS).

Results
The sample consisted of 22 (n = 22) adults, ages 18-24. The survey gathered demographic information including the age, gender, and race of the participants along with information regarding their attitudes and opinions about nonprofit organizations. More specifically, the survey addressed the secondary targets participation in charitable organizations, donation frequency and methods, media use, and charitable topic interests. Respondents that reported they were interested in charities involving children accounted for 86.3% (n=19) of the survey

responses. That percentage is high when analyzing a youthful audiences concern for charities involved with other youth. The survey also revealed that 72.7% (n=16) of the 18-24 year old participants reported that international issues interested them.

Growth/Impact of Social Media

The awareness of the client in this sample is very low at 4% (n=1) as shown in Chart 5, but has a high potential for growth through social media vehicles. As of 2009, 40.8% of 18-24 year olds are on Facebook, 22% on Twitter and 21% on Youtube (14). Secondary sample respondents were 100% (n=22) active on Facebook. Presented by Chart 6, Blue Prints survey results supported the Simmons data that this age group is as active as they come

Primary Research

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Primary Research
in the social media arena. This sample also chose social media as the preferred method of staying informed of a charitable organization of interest at 59% (n=13). The preferred donation scenarios of these respondents, as illustrated in Chart 7, unveiled the situations this group deemed most likely spur a donation from individuals. Respondents from the secondary sample reported that they were more likely to be a one time (77%) donor than a regular donor (23%). As represented in Chart 8 secondary sample participants responded that disaster relief (86.4%), closely followed by children (81.8%), were the highest rated topics of charitable organization interest. The areas of interest question was one in which participants could select any or all charitable categories that applied to them. The percents for each area of interest total to more than 100% because each respondent

could choose more than one if applicable.

Disaster Relief efforts for Japan

Qualitative Research
Research Method
Blue Print received a list of seven current Casa de Sara donors per request from Lori Santoro and also contacted another local organization, Volunteer Ministry Center, for personal interviews. Of the eight contacts, three interviews were successfully conducted, two donor interviews via telephone and one personal interview with Volunteer Ministry Center (a local non-profit) via email. The interviews occurred between June 14 and 15 and lasted approximately 10 minutes each.

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Research Objectives
Learn what attracted Casa de Sara donors initially to support the organization - Gain a perspective on what retains a Casa de Sara donor - Gain insight on media preferences for current Casa de Sara donors - Achieve in depth explanations of the current relationship between Casa de Sara and its donors

appears to help donors of the organization maintain their support and have a true - understanding of Casa de Sara. They are consistently updated about the progress in Bolivia and programming efforts from Santoro personally. Bolivian Interest The status quo of Bolivia is very important to the donors of Casa de Sara. The newsletter for current donors seems to spark interest in Bolivia further. One respondent explained, Lori puts much detail in the newsletter which makes an impression. All of the details and photos truly help. One Bolivian respondent, currently residing in Knoxville, is a supporter and donor of the organization. She and her husband both visit the country and occasionally assist in the Escuelita of Casa de Sara. This strong Bolivian interest allow donors to understand the needs of the children that are catered to by Casa de Sara. General Charitable Interest Charitable giving is a common act among all of the respondents. One donor gives regularly to three different organizations

Sample Profile
Participants in the personal interviews included Caucasian and Hispanic men and women, 35-54 years old who are very knowledgeable about Casa de Sara. They are current regular donors of the organization. Members of the sample attend charitable fundraisers and also receive Casa de Sara newsletters regularly.

Key Themes
Connection with Lori Santoro, founder of Casa de Sara The donors of Casa de Sara all have a personal connection with Santoro and support her efforts. One respondent explains how she adores Loris children and that they have a personal relationship with them as well. This personal connection

Lori Santoro (founder) with Bolivian students

Primary Research

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Primary Research
but chose not to disclose which organizations. In addition to a sincere interests in Casa de Saras efforts, donors are not against giving to a great cause. A donor explained he was well informed of where his money is being used and was very satisfied. Another local nonprofit member stated that its donors dont necessarily have a personal connection with the cause, but have a general passion to help. Economy Equals Donation Frequency Respondents were asked their opinion on annual and one time donations as well as other contributing factors. All respondents stated that the current economic conditions play a major contributing factor in their willingness to donate. This was described in depth by one respondent. She explained, willingness to attend by donors according to responses. Previous events were already well supported. A respondent stated, I

think the Sweets and Sounds of KTown was a good event and I enjoy going to the Hola Festival that Casa de Sara participates in every Concept Testing Report year.
The donors of Casa de Sara are dedicated and understand the importance of the organization. Therefore, additional fundraising could only help engage donors more frequently.

community (Knox county). This audience is a younger, local audience concerned with charitable causes. The secondary audience usually participates in charitable endeavors and philanthropies as part of a peer group. This audience engages in national forms of media, i.e. social media, and are important foot soldiers of campaigns and causes of all types.

Target Audience Profile

Through primary and secondary research, the primary target market is defined as adults, male and female, aged 25+ who live in the greater Knoxville community (Knox county). The primary audience is made up of local adults involved in the Knoxville community and engaged in media regarding the community. The audience is familiar with charitable giving and have established relationships with charitable organizations. The audience likely has some disposable income that is often given to charitable organizations. Through similar research, the secondary target market is defined as adults, male and female, aged 18-24 who live in the greater Knoxville

Economic struggle is a huge part of why donors do not give regularly. There are also a lot of organizations and charities buying your time and attention.
Supporters of Fundraising Events The idea of fundraising events evoked a positive reaction and illustrated a

The purpose of concept testing was to test drive strategic concepts with members of the target audiences to create a customized campaign that would yield high awareness and donation results for Casa de Sara. The following six concepts were tested to guide Blue Prints campaign in a specific direction that was applicable to the attitudes and belief of the target audience. The concepts of give, community, education, understand, inform and lifestyle were tested using an online survey with scaled questions that would plot the opinions of the participants. A Likert scale was used for Blue Prints concept testing, where participant opinions were measured. The scales measured each concepts following traits:
Uniqueness: 1 = Very Unique, 5 = Not Unique Memorable: 1 = Very Memorable, 5 = Not Memorable Believability: 1 = Very Believable, 5 = Not Believable Relevance: 1 = Very Relevant, 5 = Not Relevant Donation Likelihood:

1 = Very Likely to Donate, 5 = Not Likely to Donate

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headline and description along with instructions and an informative paragraph regarding Casa de Sara. The instructions and brief on the client are provided below and assisted the respondents in informed and truthful decisions regarding the concepts.

Concept Testing Results

n=39 total respondents After analyzing the concept tests, Table 5 illustrates that the Give and Understand themes scored best (lowest mean) within the primary sample audience (n=17). Give scored the best in three categories including believability, relevance and donation likelihood while Understand had the best overall average within each category. The majority of respondents agreed with the theme that a small donation can go a long way. The participants also liked the idea of knowing where their money is going with a few respondents explaining that it feels more like a direct gift to know what specific materials or services their donation is going towards. The combination of these two concepts brought together the idea that any donation is helpful, especially when they can see how it helps. After analyzing the concept survey, Table 6 shows that the Give and Education themes scored the best within the secondary sample audience (n=18). Give

Secondary Target Audience

The secondary sample, those ages 1824, was given the same survey via Survey Monkey. The same concepts were presented in the same order with the same instructions and followed by the same questionnaire. Blue Print did this to retrieve insights to the concepts by a different category of people. The results were categorized by two audiences as represented by the Concept Means tables.

The variables of uniqueness, memorability, believability, relevance and donation likelihood were used to test the connection of each concept with the audience and test how genuine the audience viewed each concept. Listed in Table 4 are the six concepts developed by Blue Print that were created using primary and secondary research. We tested both our primary and secondary audiences, a total sample of 39 participants.

Primary Target Audience

Blue Print conducted an online survey with its primary audience of adults age 25+ to test six concepts for the future campaign. The concepts were presented using online survey provider Survey Monkey which showed the concept

Concept Testing

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Objectives
scored the best in donation likelihood while Education had the best average overall within the 18-24 year olds. The participants agreed with the primary sample in reference to any donation can help to make a difference if a large group of people are willing to help. They also liked the education Advertising and PR Objectives

Campaign Objectives
Marketing Objective
Create a sufficient level of awareness that will in turn help raise as much of the $450,000 goal as possible.

Advance the knowledge of the workings of the client and the utilization of donation dollars. Create a sense of community among donors and charity. Secondary Audience: Boost one time donations through the event. Utilize social media to promote Casa de Sara website and greater organization. Paid: Create awareness through effective communication with the utilization of popular local media Promotional- Publicize event via fliers and print ads. Partnerships- Partner with local Knoxville businesses and organizations to hold fundraising events

Budget Objective
Achieve campaign objectives with a maximum budget of the established $50,000 in the 6-month duration of the campaign.

Media Objectives

Creative Objectives

Primary Audience: Inform the primary sample of the background and history of the client.

Primary Audience: Unpaid: Public Relations- Increase number of recipients of newsletter. Promotional- Publicize events via newsletter and in-kind print and television features.

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Secondary Audience: Unpaid: Social Media- Increase the number of Facebook Likes from 199 as of June 6, 2011 to 500 fans by March 1, 2012 Social Media- Publicize event via social media Partnerships- Partner with local community organizations to increase fundraising efforts Paid: Public Relations- Expand awareness using Facebook Ads Promotional- Publicize event using fliers with event and Casa de Sara information

the local community. The promotional events and other fundraising promotions developed will allow Casa de Sara to attract and engage donors during fundraising efforts and further promote the mission of the organization. Blue Print is confident that the creative strategy will help achieve all of its objectives for this campaign.

product features, services, warranties, price. Casa de Saras implementation of this strategy would be to provide as much information as possible about its current endeavors to its donors. The Sensory media strategy is used to describe products and services that give you an emotional lift. Secondary Audience Taylors Message Strategies were also used to choose a message strategy combination for the secondary sample. Blue Print has combined the Social and Sensory strategies to target the secondary audience. The Social message strategy applies to Casa de Saras campaign for this audience because these products and services make a statement to others about who the users are and evoke respect from peers. The Sensory message strategy is the emotional lift message strategy previously mentioned. Social and Sensory will be implemented into the campaign for this secondary sample because this demographic (18-24) will likely participate in events that are publicized and promote a word of mouth movement to help a cause. These message strategies are applicable to this campaign because the audience will donate for respect and unity with their peers. These audience members will give any amount they can to be a part of a social cause. Donations that provide an education will relate to this audiences immersion in education and partnerships with organizations that are relevant.

Message Strategy
Primary Audience
In the field of advertising, Blue Print became acquainted with Taylors Message Strategies as a tool to match the appropriate message strategy to a particular product or service. Taylors Message Strategies are commonly used to help categorize products and services by level of consumer importance and rational and emotional attachments. For instance, the message strategies used for a house and a bar of soap will differ based on differing levels of importance. Blue Print will plot Casa de Sara using these message strategies in order to communicate its message most effectively. Taylors Message Strategies have been a tool to segment creative strategies into categories that better define media strategies. Often two or more categories are combined to create a strong and unique message strategy. Blue Print chose to combine two message strategies to better communicate to the primary sample. Blue Print combined the Ration and Sensory strategies. Ration is a media strategy that is appropriate for audiences who desire lots of information about

Creative Strategy
Blue Print has considered a variety of tactics to implement a creative strategy that will increase the overall awareness of Casa de Sara and its donation dollars for the building of its new Esuelita in Bolivia. The creative strategy seeks to attract new donors while retaining regular and previous donors of the organization. After review of primary and secondary research and concept testing results, Blue Print focused on strategies that would appeal to the primary and secondary audience separately. The Understand and Give concepts are the basis for the primary audiences, whereas the Give and Educate concepts were the basis for the secondary audience. Both traditional and non traditional media provide a substantial reach to

Creative Strategy

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Creative Strategy
Creative
Color Scheme Slogan
As a complement to the tagline and advertising campaign, Blue Print chose a variety of slogans that will appear across all mediums in the campaign. Each slogan correlates to the concepts and allows donors to understand how their donation is being utilized to help a Bolivian child. A core slogan was chosen and slogan variations were added to create interesting differentiations while still communicating a consistent tone. The following series of slogans were chosen:

Campaign
With the implementation of a new color scheme, tagline and slogan, Blue Print has created a campaign that will include event promotions, series of ads, local partnerships and social media strategies that will increase Casa de Saras overall awareness as well as fundraise for the new school in Bolivia. Each ad was specifically created to best target the primary audience.

The consistent color scheme that is seen throughout each promotion and advertisement was developed to enhance the red, green and yellows previously utilized on the Casa de Sara website. Inspired by the Bolivian flag and local art, the new colors seek to give a happy feeling to Casa de Saras inspirational movement. The color green is said to symbolize nature, fertility and life but also Main slogan: Your donation is their education. emphasizes learning, growth and harmony, Variations for advertisements: all of which Casa de Sara stands for. Your donation is their story. Your donation is their future. Tagline The current focal point of Casa de Saras fundraising efforts and its campaign is the expansion of the Esuelita in Bolivia. Blue Print chose a concept that would highlight Casa de Saras primary focus on education. Taking all of this into consideration, Blue Print chose the following tagline:

With the combined tagline and slogan, Blue Print intends to engage each audience and build brand recognition of Casa de Sara. Photography All of the photos that were used as part of Blue Prints campaign focused on the children of Bolivia, the school and the overall recognition that Casa de Sara has on the livelihood of the Bolivian community. Inspiration is presented through a smiling child in every photo, in an effort to showcase the positive effects Casa de Sara provides to the children.
Poster ad for Hola Festival

A life changing education.

New banner for Casa de Sara

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Events and Partnerships

The following campaign events were crafted for Casa de Sara by Blue Print after taking in consideration to create awareness and fundraise for the most recent goals of the organization. Primary and secondary research was taken into account to plan what types of events and partnerships would be pursued.

Primary Audience
Hola Festival logo

Sponsorship Opportunity: Hola Festival

The Hola Festival celebrates Hispanic Heritage Month and has been present in Knoxville since 1999. Each year the festival attracts nearly 20,000 attendees made up of 40% Hispanics. The festival includes a Parade of Nations, musical performances and authentic food among other activities. Casa de Saras creator, Lori Santoro, has been actively participating in the Hola Festival for the past 10 years. Santoros participation includes providing the Bolivian booth, serving on the Hola Committee and allowing her two daughters to walk in the Parade of Nations representing Bolivia and Guatemala. As a way to highlight Casa de Saras efforts in Bolivia, the organization will now be the focal point of Santoros participation in this years Hola Festival on Saturday, September 24, 2011.
Poster ad for Hola Festival

Event Brochure for the Hola Festival

Events & Partnerships

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Events & Partnerships

Casa de Sara will build off of Santoros previous festival efforts to create an amplified presence that will increase overall awareness. Presence at the festival will attract potential donors and provide a platform relevant to the audience. Additional exposure to this audience is achieved through paid sponsorships. Casa de Sara will purchase the Copper Sponsorship for $1,000. This sponsorship includes: Listing at the Sponsor page at holafestival.org Logo in presentation at the Hispanic Heritage Month Inaugural Ceremony Opportunity to have booth space at Festival Two guests at the Hispanic Heritage Month Inaugural Ceremony Description paragraph in the 2011 Hola Information Guide The Copper Sponsorship will help Casa de Sara reach further into the Knoxville community. Overall awareness of Casa de Sara, its logo and its values will be attained through this sponsorship package. The festival booth will provide attendees with information about the organization and upcoming donation opportunities. Tactics include: Informational brochures Large Casa de Sara banner with logo ($379.99) Fliers for upcoming events ($430.20) Suggested donation bin Newsletter sign up Posters featuring Casa de Sara students ($115.90) Giveaways - water bottles and pens featuring the Casa de Sara logo ($410.59 for water bottles; $189.62 for pens) Casa de Sara PSA playing on a loop using a lap top computer at the booth Casa de Saras presence at the Hola Festival, costing a total of $4,353.70, will be an integral part of expansion of local awareness and recognition of the organization and its mission. organization. Founder Lori Santoro will share the story of Casa de Saras inception and its success. These interactions will allow guests and donors to connect with one another and with the organization as a whole in a relaxed and enjoyable atmosphere. Tickets will be available for pre-sale on Casa de Saras website and will be sold at the door for $30. All proceeds will go directly to the fundraising efforts for the new school as the event costs will come from the advertising budget. The event will generate fundraising for the new school by enticing new donors while retaining others that will continue to support Casa de Sara. Loris Story at The Square Room is a public event that will attract the general public and supporters of Casa de Sara. The event will be advertised at the Hola Festival by Santoro and other Casa de Sara volunteers, and publicized by The Square Room Street Team. Casa de Sara will bear the expense of the fliers and the venue rental which will include music, food and Street Team promotion.

Loris Story at The Square Room Event

Casa de Sara will host its first fundraising event of the campaign in Market Square. This event is a follow up to the Hola Festival and will integrate both previous and potential new donors to Casa de Sara. This two hour event will be held on Sunday, October 9, 2011 with food, beverages and a live music performance. Casa de Sara will host a night of informal interaction with guests and will provide attendees with background and upcoming events of the

The Art of Change - Casa de Sara at The KMA

A promotional event for Casa de Sara will be held at The Knoxville Museum of Art January 28, 2012 from 7-9 pm. Casa de Sara will invite its donors, and local affiliates of non-profits such as the KMA. The Art of Change event

21

will suggest donations to Casa de Sara while the guests enjoy art displays and wine and hors doeuvres. Entertainment for the guests will be provided by Saxophone Jack and Friends who will play throughout the night. Guests will mingle and interact with Santoro and other members of charitable organizations for a night of enjoyment with an opportunity for fundraising through a suggested donation. Suggested donations will be supported by a fundraising raffle. Raffle tickets will be sold for categories of prizes. Suggested sponsors of the raffle include Oasis Day Spa,

Downtown Grille and Brewery, Sweet Ceces, Fox Den Golf Course and The Ice Bears. This night will be the final event of Casa de Saras advertising campaign and will keep the organization visible among the audience. Santoro will address supporters of Casa de Sara and keep the public interested in the future of the organization.

Greek affiliated organizations, volunteer ministry organizations and Team Vols by recruiting them due to their philanthropic and community strengths. The event will target local 18-24 year old, not limited to UT students. Participants in Games for Change have the opportunity to win a Casa de Sara t-shirt for 1st, 2nd and 3rd place winners. All participants will receive personalized Casa de Sara sunglasses as a token of appreciation for their support of the event. The environment during Games for Change will provide a fun interaction between the secondary audience and Casa de Sara, increasing awareness and future support of the organization.

Secondary Audience
Games for Change at Worlds Fair Park
Games for Change will be the only event for the secondary audience used to spur one time fundraising efforts and awareness through a fun and active group activity. The games will be a traditional field day set up on Sunday, October, 16, 2010 where teams pay an entry fee that is used to support the construction of the new school. The games chosen include a three legged race, sponge relay, beach ball carry, water balloon toss, rolling people, clothes relay and egg drop. Teams will compete in groups of five co-ed teams that will pay $25 per team to compete. Casa de Sara will partner with UT

Art of Change Newspaper ad

Tshirt design for Games of Change

Games for Change flier example

Events & Partnerships

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Promotions
Lambda Theta Alpha Spaghetti Dinner and message strategies. The concepts, Give and Understand, suggest that donors give one-time donations and understand what their dollars are The Gamma Gamma chapter of Lambda funding. Each event will relate to these concepts Theta Alpha Latin Sorority, Incorporated as Casa de Sara has the opportunity to present the is a UT organization with platforms and efforts of the organization through informational community values associated with Casa de brochures or presentations from Santoro. In turn, Sara. Lambda donations will be gained through ticket sales and Theta Alpha additional donations. The message strategies, sponsors Ration and Sensory, will be present at all events as community the audience is engaged with the purpose of Casa service and fundraising events during the academic year. LTA will host a Spaghetti Dinner in Lamda Theta Alpha logo order to gain funds for Casa de Sara. Spaghetti dinners will be priced at the discretion of LTA. Advertising and all logistics of the event will be controlled by LTA as well. This event will solely be community efforts of LTA with all proceeds given to Casa de Sara. de Sara and its successes. By incorporating the concepts and message strategies, the promotional events will assist in the efforts of the advertising campaign. The event for Casa de Saras secondary audience is based off Blue Prints primary research and creative strategies for this audience. The concepts Give and Education will be incorporated through a field day for the secondary audience with an entry fee donation and local education institution partners. The message strategies Social and Sensory will be communicated through this event with the secondary audience coming together to raise funds for Casa de Sara. In addition to the campaign events for Casa de Sara, there will be campaign promotions used to bridge the gaps between events. Casa de Sara will produce a PSA, appear on a local news program and manage a donation bin at a local retailer. These promotions will keep Casa de Sara in the forefront of audience members minds and expand its exposure for the duration of the campaign. An important promotional step for Casa de Sara will be to put Lori Santoro on a news channel at the inception of this campaign. Hearing Lori Santoro speak of Casa de Sara with passion and genuine desire to help will inspire the audience to participate in the campaign events. Exhibiting Casa de Sara early in the campaign will create a point of reference for participants in all Casa de Sara events. The news channel that would feature Santoro speaking would be WBIRs

Promotions
Blue Print developed promotional events that will appeal to Casa de Saras donors in the primary audience and correlate with the campaigns concept testing results

23

Live at Fuve logo

Live at 5 at 4 which would include a segment featuring the founder of Casa de Sara speaking about how it came to be and what it plans to do in the future. Casa de Saras presence on WBIR is logical as WBIR anchor Robin Wilhoit has acted as a local spokesperson for the organization in the past. The second promotion for the general campaign for Casa de Sara is a public service announcement. Casa de Sara will create and produce a PSA that will be run on in-kind on traditional and non traditional media as well as at campaign events. The PSA will be informative and make viewers knowledgeable of the past, present and future of Casa de Sara. The PSA will run throughout the entire six-month campaign and will be a constant reminder of the client. The PSA will be used to bridge the gaps between events and keep the Casa de Sara name relevant and important in the Knoxville community. The final promotion for the Casa de Sara campaign is the execution of a donation bin at local Knoxville eatery Sweet Ceces. Sweet Ceces would simply play host to a donation bin at its check out counter that publicized Casa de Sara. This frozen yogurt establishment was

chosen to place a Casa de Sara donation bin in because it was a participating member in one of the organizations former fundraising events, Sweets and Sounds of K Town. The donation bin would once again keep the awareness and recognition of Casa de Sara consistent throughout the entire campaign and would provide consistent donations that would supplement the down periods between fundraising events.

Media Strategy
Traditional Media
Newspaper
Utilizing newspaper is valuable to the success of Blue Prints media strategy because 52.6% of Tennessee adults age 25+ are categorized as heavy users of this medium (15). Therefore, Blue Print encourages Casa de Sara to invest in the newspaper medium. Advantages Using local newspapers will allow Casa de Sara to build a relationship with people in the community. The appropriate local audience will be reached through consistent periodic publications. Advertisements exist in several assorted sizes, allowing more or less room to provide the appropriate amount of information. Additionally, readers can revisit the advertisements multiple times. Casa de Sara will stay current due to short lead times required by newspaper advertising. Casa de Sara could submit an ad and see it in print in a timely manner that will please both the client and the audience.

Tactics The benefits of newspaper will be utilized by placing print advertisements in the Knoxville News Sentinel and Metro Pulse for the primary audience. There will be a total of six black and white eighth page advertisements run in the Knoxville News Sentinel throughout the duration of the advertising campaign. Two advertisements will run during the first two weeks of October to promote Loris Story at the Square Room. Advertising will continue with an ad each month in November and December promoting general awareness of Casa de Sara. Advertisements the week of January 12 and January 19 will promote The Art of Change event at the Knoxville Museum of Art. All of these advertisements will appear in the community section of Monday Wednesday papers for better reach to Casa de Saras audience with a total cost of $5,358 for all advertisements. The Knoxville News Sentinel has 91,697 circulation for Monday - Wednesday papers. Metro Pulse advertisements will run similarly, but with 12 advertisements total throughout the campaign period. This will be beneficial as the weekly newspaper has a readership of 100,000 and reaches to 700+ locations in Knox including Anderson, Blount and Loudon counties with a circulation of 40,000. Casa de Sara advertisements will appear heavily in September and October with a total of five advertisements appearing each week beginning September 22 until October 20. During the months of November and December an advertisement will appear each month for general awareness of the organization and heavy

Media Strategy

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Media Strategy
advertisement will continue again during the last weeks of January to promote The Art of Change. Additional advertisements will be in the second and last issues during the month of February. All advertisements in the MetroPulse total $6, 180. The Daily Beacon will be utilized for the secondary audience and the Games for Change event. Casa de Sara will run four page black and white advertisements in the student newspaper at The University of Tennessee at Knoxville. Games for Change will also be promoted in Metro Pulse advertisements that will appear once a week beginning September 22 until October 15 totaling $1,282.00 for all advertisements. The Daily Beacon will attract a large number of University of Tennessee, Knoxville students, although not sole audience for the event, with a circulation of 10,000. important because 52.9% of Tennessee adults age 25+ are categorized as heavy users of this medium (15). As a result, Blue Print encourages Casa de Sara to invest in outdoor advertising. Advantages Outdoor media is beneficial to Casa de Sara several different ways. For instance, outdoor advertising cannot be turned off. It is available for the public to see 24-hours a day. In addition, outdoor media will allow Casa de Sara to target the appropriate local audience. Outdoor media will create familiarity with the organization because members of the target audience will be exposed to the message multiple times over the campaign period. This high level of frequency will increase the publics overall awareness of Casa de Sara. Tactics The previously mentioned advantages of outdoor advertising will be pursued by Casa de Sara by purchasing a Douglas Outdoor billboard on I-40 at 17th Street for the duration of the six-month campaign. The billboard will promote general awareness of Casa de Sara and the Youre donation is their smile slogan. Advantages The combination of audio and visual elements is advantageous to any brand or organization attempting to efficiently communicate a message to viewers. The advertisements on television can be placed on specialized channels or networks with targeted audiences to assure that the desired demographic is being reached. Television advertisements act as movie trailers do in spurring audiences to seek more information after viewing the condensed message. Tactics Casa de Sara will utilize television for its Public Service Announcement (PSA) and other in-kind promotions. WBIR and WATE broadcast stations will predominantly utilized for Casa de Saras PSA. Founder Lori Santoro will appear on WBIRs Live at 5 at 4 with Robin Wilhoit to explain more about Casa de Sara to the community. Blue Print feels this is best to happen in January, preferably before The Art of Change event at Knoxville Museum of Art. This will help bring greater awareness to the organizations largest event.

Outdoor
The incorporation of outdoor advertising is

Magazine
Including magazines as an outlet for possible advertisements would be beneficial because 50.45% of Tennessee adults age 25+ are categorized as heavy users of this medium (15). This is why Blue Print encourages Casa de Sara to utilize magazines as a medium. Advantages Magazines will allow Casa de Sara to target specific audiences based on their content. Since magazines are so specific to certain interests, readers are especially

Television
Employing TV as a means to promote Casa de Sara would be advantageous because 51.55% of Tennessee adults age 25+ are categorized as heavy users of this medium (15). Blue Print found through its primary research that many audience members are familiar with the local network television affiliates and their programming. For these reasons, it would be in Casa de Saras best interest to invest in TV.

Example outdoor ad for Casa de Sara

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engaged in what they are reading and will pay more attention to the advertisements. Magazines provide better quality printing than other mediums and allow the use of color to create visually attractive advertisements. The size and layout styles available allow advertisers to include as much or as little information as necessary. Magazines also have a longer life-span than other forms of print media. This permits readers to look through the same issue multiple times and therefore see the same advertisements multiple times. Tactics Casa de Sara will run six, half page color advertisements in Skirt Magazine to appeal to the niche market that the publication reaches. Skirt Magazine is a monthly newspaper with a distribution of 30,000 in Knoxville, TN and Casa de Sara advertisements will appear in each months issue beginning September 1 until February 1. The price for an ad in each issues totals $6,750 for all advertisements. Skirt Magazine is themed and catered towards the female market. Advertisements for Casa de Sara in the Magazine will provide information about the efforts of Casa de Sara in Bolivia and information about upcoming promotional events.

audience of 18-24 year olds as this group of people are current Internet innovators and have a collective voice. The specialized websites provide even more of a platform for advertisers to segment and target particular categories of audience members and online viewers. Tactics Paid Multiple online sites will be used to promote Casa de Sara. Paid media will include knoxnews.com, Google Adwords and Facebook advertisements. A leader board advertisement will be purchased for the Knoxville News Sentinels online site www.knoxnews. com. Casa de Sara will only spend up to $15.00 per day at $2.70 per click on Google Adwords. This is estimated at an average of 4-5 clicks per day on a Google ad. Casa de Sara will only pay when its advertisement is clicked on the site. Keywords such as local independent charities, children charities, Knoxville non-profit organizations, charities for children and international organizations for children will all trigger a search for Casa de Sara. Facebook advertisements will be purchased for $5.00 per day at as low as $.02 per click. The target audience in Knoxville, ages 18-24 is also a key focus for these advertisements. Unpaid Other non-paid promotion for Casa de Sara online will include event and community calendars, online news articles and local non-profit listings. Event and community calendars on WBIR, WATE and MetroPulse will promote Casa de Sara events and general efforts of the organizations. Press releases will be sent to freelance reporters of the Knoxville News Sentinel to be highlighted on the newspapers website and all events will be submitted to YourNews to be featured as well. Locally, it is important for

Casa de Sara to be among other non-profit affillates. Therefore, Casa de Sara will be added to local non-profit listings such as www. knoxvilletennessee.org. There will be a small description of Casa de Sara and a link to the organizations website. Casa de Sara will utilize social media to specifically target its secondary audience. The primary social media outlet that will be used is Facebook. Blue Prints primary research with this audience was conducted using Facebook and proved to be a successful tool for communication with this demographic. The secondary audience is made up of internet innovators with strong peer influences which Casa de Sara will use to its advantage throughout its campaign with this secondary audience.

Cinema
Advantages Cinema advertising will allow Casa de Sara to reach a large number of people at one time. This medium will be used to target a broad local audience. These advertisements combine sound with vision and motion to convey the advertisers message in an entertaining way. In addition, the audience has no other distractions in this environment and can dedicate 100% if its attention to the advertising messages. Tactics Casa de Saras public service announcement will play at two local Regal theaters in Knoxville. The Pinnacle Stadium theater in Turkey Creek

Non-traditional Media Online

Advantages Advertisements online have a wider coverage than traditional media. Casa de Sara will utilize online advertising to reach a global audience faster than it could potentially reach a small local audience. The online audience being pursued will be the secondary

Media Strategy

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Evaluation
and The Riviera in downtown Knoxville will both play the PSA for four weeks. The PSA will be played before all movies during the four week period and on loop during an advertisement in the lobby of each theater. This will occur within the months of November and December during the holiday season.
Media Mix Chart break down

Campaign Evaluation
In order to evaluate the effectiveness of the campaign, Blue Print suggests that Casa de Sara distribute follow-up surveys and conduct a focus group after the six-month promotional period commences. In addition, current donations will be compared to those of the previous six-month period and community involvement with the organization will be assessed. Casa de Saras social media presence will also be measured. Awareness In order to measure the awareness of Casa de Sara, Blue Print suggests distributing a survey and holding a focus group after the six-month campaign period. The survey should be sent to current donors and non-donors and will ask questions pertaining to the organizations name, logo, tagline and overall mission. The focus group should also include current donors and non-donors and assess the participants thoughts and opinions about Blue Prints campaign. Its goal should be to learn whether or not the campaign was March 12' January 12' February 12' 22 29 5 12 19 26 2 9 16 23 1 informative, wellreceived and if donation likelihood was increased. Casa de Saras social media presence will be measured by the number of Likes on Facebook and the number of times the PSA has been viewed on YouTube.

Media Vehicles

September 11' 1 8 15 $5,358.60 $6,180 $1,282.50 $6,750 $10,800 $2,000 $500 $500 $1,750 $35,121.11

22

October 11' 29 6

13

20

27

November 11' 3 10 17

24

December 11' 1 8 15

Newspaper
Knoxville News Sentinel MetroPulse *MetroPulse Event Calendar The Daily Beacon

Television
*WBIR "Live at 5 at 4" *WATE Public Service Announcement *WBIR Public Service Announcement

Magazine
Skirt Magazine

Billboard
Douglas Outdoor

Internet
Knoxville News Sentinel Leaderboard Ad
Facebook Ads Google Ad Words *WBIR Online Community Calendar *KnoxvilleTennessee.com non-profit listings Cinema Advertising

Total Media Cost

*In-Kind Media

Media Flow Chart

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Donations Considering one of the primary goals of this campaign was to increase overall donations, Casa de Sara should compare donation rates with those of previous periods. Both regular donations along with one time donations can be assessed. The data can be displayed using line graphs or bar charts in order to compare donation frequencies visually. Additionally, the focus group will be used to learn about the different factors that caused people to donate or not to donate. Community Involvement In order to measure community involvement, Casa de Sara should record attendance at each of the organizations events throughout the campaign period. The survey that is distributed at the end of the sixmonth campaign period should include questions addressing event attendance and awareness. The focus group should be used to discover how the participants found out about the events and what caused people to attend or not to attend. In addition, the number of newsletter recipients will be compared to those of previous periods.

online blog that would be featured on the existing Casa de Sara website. The blog is a suggestion and not an integrated part of Blue Prints campaign because it feels that a blog would be most beneficial after the awareness campaign. The creation of an online presence will yield the most results after audience members have become acquainted with the organization and its efforts. Also, the potential interns would make the establishment of a blog a smooth transition, and therefore both of these suggestions were made for Casa de Saras post campaign era. This blog would be updated weekly, providing visitors with up to date information regarding the organizations current status. The blog could be managed by one of the student interns, other Casa de Sara members or by Lori herself. Volunteers Blue Print suggests that Casa de Sara recruit volunteers that would sign up through the organizations website. These volunteers would be responsible for distributing fliers and surveys, working events and any other miscellaneous tasks that Casa de Sara may need help with.

References
1.) Casa de Sara.org. June and July 2011. <www. casadesara.org> 2.) Quick Facts about Nonprofits.The National Center for Charitable Statistics. 6 June 2011. <http://nccs.urban.org/statistics/quickfacts.cfm> 3.) U.S. Social Advocacy Organizations Industry Market Research Report. IBIS World. 5 June 2011. 4.) United States Unemployment rate. 8 June 2011 <http://www.tradingeconomics.com/ united-states/unemployment-rate> 5.)East Tennessee missed the full brunt of the Great Recession but wasn't completely immune to decade's struggles. 10 July 2011. <http:// www.knoxnews.com/news/2011/may/15/easttennessee-missed-full-brunt-great-recessionw/> 6.) Tennessee Business and Economic Outlook 7.) Knoxville Woman aims to expand her dream of helping children in Bolivia. knoxnews.com. 6 June 2011. <http://www. knoxnews.com/news/2011/may/07/knoxvillewoman-aims-to-expand-her-dream-of-help/> 8.) Email communication with Casa de Sara Founder Lori Santoro 9.) The Lions Club International. 5 June 2011.

Further Suggestions
Intern Blue Print suggests that Casa de Sara hire two or three unpaid student interns with experience in advertising, public relations and/or communications. These interns would be responsible for researching new promotional tactics, organizing strategic advertising plans and creating publicity for upcoming events. The intern could also maintain Casa de Saras social media presence and any advancements in that arena. Blog Blue Print suggests that Casa de Sara create an

Conclusion
Blue Print has carefully researched and formulated a creative campaign that will provide Casa de Sara with a successful six-months of promotions and events. The document Blue Print has created outlines the steps Casa de Sara needs to take in order to execute a prosperous campaign. The combination of events and promotions will yield the results desired by Casa de Sara. We at Blue Print were happy to establish a campaign that will meet the expectations of a charitable organization bringing success to its community in Bolivia.

Suggestions & Conclusion

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References & Contact Sheet

<http://www.lionsclubs.org/EN/index.php> Fax: (865) 525 -4091 10.) Give Haiti Hope.org. 7 June 2011. <http:// Submission web address: http://knoxville.wate. com/contact/community-calendar-submit www.givehaitihope.org/> 11.) tribeone.com. 7 June 2011. <http://www. Broadway, Knoxville, TN 37917 tribeone.com/> 12.) Latin America/ Caribbean - Bolivia. Save The Children. 7 June 2011. <http://www.savethechildren.org/site/ c.8rKLIXMGIpI4E/b.6150559/> 13.) Alalay.co.uk. 7 June 2011. <http://www. alalay.co.uk/>

Web Address: http://www.facebook.com/ advertising/?campaign_id=402047449186&place ment=pflo&extra_1=0 Google AdWords Web Address: adwords.google.com Regal Cinema Advertising Phone: 1-800-SCREEN1 Brad Filbey: Phone: 312.755.5348 Email: brad.filbey@ncm.com Bob Diftler: Phone: 865.588.6982 Email: robert.diftler@mcm.com

Mailing Address: c/o WATE 6, 1306 North Newspaper The Knoxville News Sentinel Advertising Sales: Phone: 865.342.6453 The Daily Beacon Advertising Sales Phone: 865.974.5206 Email: admanager@utk.edu Web Address: utdailybeacon.com

14.) Charitable Giving Stats (2008-2011). 5 June 2011. <http://sparxoo.com/2011/03/04/ Metro Pulse Calendar Submissions: http://www. charitable-giving-stats-2008-2011/> metropulse.com/events/submit/ 15.) Simmons Choices 3 (2008)

Event Contacts
Knoxville Museum of Art Great Hall Booking & Events Diane Hamilton: dhamilton@knoxart.org phone: 865.934.2048 The Square Room Lisa Cyr Email: lisa.m.cyr@gmail.com Phone: 865.544.4199 Hola Festival Phone: 865.335.3358 Email: info@holafestival.org Worlds Fair Park Dorissa Simpson Worlds Fair park Events Coordinator Phone: 865.251.6862

Advertising Sales: 865.522.5399 Magazine Skirt Magazine Advertising Sales Manager : Nancy Perish (o) 865.342.6907, (c) 865.679.4488 Web Address: http://www.scribd.com/ doc/49122247/Skirt--2011-National-Media-Kit Online WATE Community Calendar Fax: (865) 525 -4091 Submission web address: http://knoxville.wate. com/contact/community-calendar-submit Mailing Address: c/o WATE 6, 1306 North Broadway, Knoxville, TN 37917 Facebook Advertising

Media Contacts
Outdoor Douglass Outdoor Media- Gary Douglass Phone: 865.588.3027 Television WBIR PSA Booking Community Relations Department 865.544.3251 Community Relations Director: Julie Morris jmorris@wbir.gannett.com WATE Community Calendar

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