Each year the American Marketing Association hosts a "pitch" competition consisting of a one day marketing campaign competition using a local company. Students from each chapter are mixed into teams and spend the day at a community marketing agency. Our goal was to create a successful campaign to raise awareness and promote Girls Hope of Pittsburgh (a foundation that provides a home and education for at risk girls). This is a sample of our marketing plan for this competition:
OBJECTIVE
The Red House Team proposes to raise awareness for Girls Hope of Pittsburgh, Inc. by expanding the organization’s online presence.
Using a social media grassroots approach, the campaign will attract a new market of supporters by sharing the stories of girls who beat the odds. It will tell the story of your girls who went from humble beginnings where hope is scarce to a place where hope is a reality.
This hashtag is the embodiment of your social media campaign. These young women have overcome hardships and #journeytohope increases the awareness of your organization across social media platforms.
Video + Written Testimonials
This tactic puts a face to the cause and a visible beneficiary to your donations. In short 15-30-second video clips that autoplay on social media newsfeed, followers are presented with a testimonial of your girls. These short stories aren’t solely emotional rollercoasters asking for donations, but true stories of a journey that will be uploaded to YouTube. With a diversity of testimonial styles, we want your followers to laugh, cry, be inspired and share the lives of these young women with their friends.
Media Kit
A media kit will be sent out to existing sponsors, potential sponsors, media groups (bloggers, newspapers, news stations, radio), high schools, and universities. The Catholic communities can also be involved. This will include Catholic churches and Catholic schools. This media kit will provide sponsors with background information on your company, give profiles and stories of the girls and women, and will give discounts to upcoming events and galas.
Buy A Brick Event
An event will be implemented to support the construction of the boy’s house in 2016. During this event, people will be able to purchase and sign the bricks, and then place them on a truck which will represent the transformation of the bricks becoming the home. This will go along with our theme of the yellow brick road. The event will be located in a public space, similar to Market Square, to catch the eye of the thousands who flock to the businesses in the surrounding area in Pittsburgh. People will use the #journeytohope to connect with the community, promote awareness, and attract donations.
Comentários