Sammys Superheroes

Sammys Superheroes
Briana Hammerstrom, Holly Schumacher, Alyssa
Theilen

Sammys Superheroes
The mission of Sammy's Superheroes is to raise awareness for all childhood
cancers and to fund life-saving research.
Founded in Columbus, Nebraska
Diagnosed at age 4
Innovative research for childrens cancer

Our Task
To create a strategic communications plan to increase awareness and
funds for Sammys Superheroes.
Insights gained from research:

Millennials passionate and giving

Strong social media presence
College students are low on money
Target Audience: UNL students

Problems
Mostly active in Nebraska
Currently not partnered with any team, organization, or company
College students dont have a large disposable income
Weak presence on social media among millennials
Similar local competitors

Opportunities
Utilizing multiple social media platforms
Partnering with similar local nonprofit organizations
Working with the UNL Greek community
20.21% of Lincolns population are 15-24 years old

A Dollar Can Make You a Hero

Creative Brief
Communication Objective
To raise awareness in neighboring communities and states by 35% in the next
5 years.
Marketing Objective
To increase donations to Sammys Superheroes by 50% in the next 5 years.
Media Objective
To reach 70% of our target audience, 10 times over a span of 4 weeks.

Visual Representation
Lauren is a 19 year old sophomore at the University
of Nebraska-Lincoln who is generous and an avid
volunteer in her community. She works hard for her
grades while balancing school with a busy social
schedule. She is outgoing and willing to invite friends
and relatives to help whatever cause(s) she is most
passionate about. Lauren works part time at a local
coffee shop for a little extra spending money and is
involved in other clubs and organizations on campus
and in her community to help boost her resume. She
feels happy and fulfilled after helping others.

Visual Representation
Ben is a 21 year old junior at the University of
Nebraska-Lincoln who is competitive and known as
the life of the party. He loves playing intramural
sports at the rec with his fraternity brothers in his
free time and he never misses a Husker football
game. He studies business and economics and enjoys
learning new things. He thrives when competing, and
takes great pride in success.

To These People...
Sammys
Directly

Superheroes hopes to reach UNL students

or indirectly, everyone can find a connection- family

member, friend, impactful story, etc.

Big Idea
Social media platforms and website
Visually appealing and emotionally charged photos and videos
paired with upbeat, encouraging music
More white space, brighter colors, and more events-based photos
#sammyssuperheroes

Add statistics

Big Idea
Impactful TV commercial
Cancer shouldnt be a childs kryptonite

On-Campus Kickball Tournament

Teams: Greek houses, RSOs, friends
Coach: child with pediatric cancer
$10 entry fee: tshirt and Canes
lunch

Team that wins tournament:

Featured on SS social media, free tshirt

Team that raises the most money:

Dinner with Sammy, free t-shirt,
featured article in the DN or Journal
Star

Amount of money raised: extra

perks, like getting to eat lunch first
and getting extra out during
game.

Booth on Gameday
1st game day will advertise the competition and booth before the 2nd home
game
Passing out red balloons, water bottles, popcorn and flyers with SS logo
Sammys Superheroes Husker Superfan: winner gets free t-shirt
Fundraising and gathering contact information for potential volunteers
Social media posts using hashtag, snapchat, buzz

Positioning Statement
To University of Nebraska-Lincoln students aged 18-22, Sammys Superheroes
is the nonprofit foundation that creates an emotional connection with its
volunteers/donors because it is personable, community-oriented, fun and
hopeful and has already raised and donated funds for childhood cancer
research over the past 3 years. Sammys Superheroes is caring and passionate
about raising funds for research in order to find a cure for childhood cancer.

Media Plan
Paid Media - Budget of $25,000

Owned Media
Social Media, Website
Merchandise
Commercial- TV and YouTube
Events
Raising Canes and Yogurtini - anticipation of kickball event
Kickball
Tailgate

Earned Media
Featured articles
BUZZ
Sammys merchandise worn
Social media shares, likes, hashtag

How It All Comes Together

Social Media: friendly, uplifting, passionate
Advertisements: A Dollar Can Make You A Hero
Events: raise funds, awareness, establish fun brand personality
Earned media spreads awareness and builds brand loyalty

Evaluation

Follow Sammys Superheroes!

Facebook: Sammys Superheroes Foundation
Instagram: sammys_superheroes
Twitter: @SamSuperheroes
www.sammyssuperheroes.org
#SammysSuperheroes

Questions?