MEDIA PLAN

2013-2014

CONTENTS
Executive Summary 2
SWOT 5
Situation Analysis 6
Advertising Objectives 9
Media Objectives and Strategies

10

10
Reach and Frequency 12
Scheduling and Timing 13
Budget 15
Geography 16
Promotion 17
Target Audience and Media Mix

Appendix 20

EXECUTIVE SUMMARY
SWOT Analysis
The SWOT analysis breaks down the strengths and weaknesses of, and opportunities and threats
toward, Clarity Care. The main strengths of Clarity Care are that it treats its clients like family, provides clients with enough stability to gain independence, and offers a long history of successful work
in Wisconsin. Its main weaknesses are that it is having trouble communicating directly with guardians
and needs to improve upon transportation to and from enrichment opportunities. The main opportunities include working with in-school programs and working with other companies to provide further
enrichment opportunities. The main threats are other businesses moving into the area and parents not
wanting to be separated from their children.

Situational Analysis and Marketing Background

Clarity Care anticipates several vacancies in the residential programs it offers for adults with disabilities, and seeks to fill these vacancies in its programs with increased advertising to potential clients. The
target audience Clarity Care seeks to communicate with is guardians of young adult individuals with intellectual or developmental disabilities. Clarity Care intends to communicate its message to them during
the awareness phase where the guardian considers options for his or her loved ones future, so that its
brand image will be foremost in mind when he or she must make a decision.
Clarity Care has a rich history of advocacy for its consumers, endorsing their independence and offering multiple care and enrichment opportunities for its clients, but it struggles to advertise its presence
and communicate with guardians. Most of its marketing has been through fundraising. It has made a
few forays into social media, with a Facebook page, a LinkedIn page, and a YouTube channel.
Clarity Care intends to run its upcoming media campaign continuously starting in March of 2014,
addressing new vacancies as they appear in the programs. The campaign will operate on a budget of
$20,000. Competitors of Clarity Care in the Fox Valley area include Lutheran Social Services, Homes
for Independent Living, and the Lori Knapp Companies.

CLARITY CARE ENRICHING LIVES

EXECUTIVE SUMMARY
Advertising Objectives
Clarity Cares new campaign, Enriching Lives, will launch in March of 2014 with the goal of positioning Clarity Care as a top provider of care for adults with developmental disabilities in northeast and
central Wisconsin.

Media Objectives and Strategies

Target Audience and Media Mix
The target audience goal for this campaign is to increase brand awareness of Clarity Care, paying
particular attention to the guardians of high school-aged students with disabilities. We will be using a
mixture of traditional and new media to collaborate with high schools in the area. For the non-traditional media that we would like to implement, we plan on using more social media. This includes the
use of Facebook advertising and Google AdWords, which would allow us to directly target guardians
through different criteria that we would specify when creating the advertisements.

Reach and Frequency

Since Clarity Cares campaign is new, reach will need to be emphasized immediately within the first
two months of the launch. Through conducting an Ostrow Model, frequency will start off at 3.2 and
then eventually bottom out at 2.5 during months with less advertising.

Scheduling and Timing

The 12-month breakdown for the Clarity Care campaign is as follows: Google AdWords and Facebook will be done continuously throughout the year. The billboard campaign and Fox Valley Alternative School campaign will be semi continuous. The billboard will be placed up from March through
September while the Fox Valley Alternative School campaign will take place during the school year, the
beginning of September through the first two weeks in June. Lastly the Special Olympics campaign will
be flighted. Information about the specific Special Olympic event will run in two-week bursts around the
time of the event. Clarity Care will also emphasize National Mental Health Illness month in May and
Giving Tuesday in December.

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EXECUTIVE SUMMARY
Media Budget
Clarity Cares budget of $20,000 will be spent over a variety of mediums. We will spend parts of the
budget on online advertising and social media activity, e.g., Google AdWords and Facebook advertising. We will spend other parts of the budget on more traditional media, getting involved with local
schools and Special Olympics events. The final portion of the budget will be spent on a billboard ad
on Highway 41 along with some pens we are creating to get circulated out into the community.

Geography
Clarity Cares Enriching Lives campaign will be a part of Wisconsins northeastern and central regional
high schools with special education programs. The first five months of the campaign will test the campaign and how well Clarity Care can execute its main focal point of enriching lives and bringing in
more residents. After a five month trial, Clarity Cares Enriching Lives campaign will expand to more
Wisconsin high schools located in the northeastern and central part of the state.

Promotion
The main vehicle that Clarity Cares Enriching Lives campaign will employ will be social media. Facebook, Twitter, YouTube, and LinkedIn are the main social media vehicles Clarity Care will use. Facebook will heavily be used. Clarity Cares Enriching Lives campaign will utilize the 70/20/10 rule of
thumb.
>>70% Value Content >>20% Shared Content >>10% Promotional Content
On top of following the 70/20/10 rule, Clarity Cares Enrichment campaign will host events such as
setting up booths at the Special Olympics and activities such as face painting and the Spring Fling. It
will pass out promotional products such as pens to its target audience. Clarity Cares Enriching Lives
campaign also consists of sending Clarity Care representatives to different high schools each week to
provide more information about the organization and what it has to offer its residents.

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SWOT

SWOT Analysis

The SWOT analysis is a breakdown of the strengths, weaknesses, opportunities, and threats that Clarity Care has. With this tool Clarity Care can gain a better understanding of where they excel, where
they need to improve, and potential outside factors that may influence their business both positively
and negatively.
Strengths

Treat clients as if they are family

Provide clients with the assistance needed to gain independence
Have 11 different programs
In-house training for all of Clarity Care employees
Staff is on-hand 24/7
58 locations in the Fox Valley and Central Wisconsin regions
Houses are located in residential areas
Long history of work in Wisconsin since 1972
Provide activities for clients through Chance and Imagine

Weaknesses

Having trouble communicating directly with guardians through marketing

No current advertising campaigns
Currently have signiNicant vacancies
Could improve upon transportation to and from enrichment opportunities
Slow time in the summer
Opportunities

Potential development of programs and clubs in schools for mentally disabled

student's parents
Increasing number of people that use search engines to Nind information
Schools that have after-school volunteer programs that need business to work with
Businesses in the region that are willing to provide work with people with special
needs
People outside of Fox Valley and Central Wiscosnin in need of assisted living
Threats

Parents or family members not wanting to be separated from their children

Guardians not being accurately informed on the types of services the businesses like Clarity
Care provides
Competition moving into Fox Valley and Central Wisconsin region and taking away potential
clients
Alternative types of care for people with special needs as opposed to homes like Clarity Care

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SITUATION ANALYSIS
Overview
Clarity Care, Inc. is a non-profit organization dedicated to serving adults with long-term health conditions, including individuals with disabilities or special needs, and their guardians. It offers varied
services to its clients, but most prominently it fills the niche of residential facilities for adults with developmental disabilities in the northeastern and central Wisconsin areas. The organization prides itself on
the diverse options it provides for clients with varying care needs, and its rich history of advocating for
its clients independence so that they can live fulfilling lives as parts of their community.
With the construction of a new six-bedroom home in Fond du Lac, Clarity Care anticipates a growth in
vacancies, and wants to extend its advertising efforts to make sure these vacancies, and future vacancies that may occur in Clarity Cares housing programs, get filled.

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SITUATION ANALYSIS
Target Audience
Clarity Care aims to advertise its presence to the guardiansmost often parents, siblings or other family membersof adults with developmental disabilities. Clarity Care aims to target guardians during the
long awareness phase during which the guardian must consider where and how his or her loved one
will be housed for the rest of his or her adult life. One particular audience Clarity Care targets is the
parents of soon-to-graduate high school students in special education programs, who are deeply embroiled in considering their childs future. The Clarity Care name and valuable brand reputation will be
planted in the guardians mind when he or she must make a decision. The desired action for the guardian to take would be to contact Clarity Cares Director of Operations Support, Michael Matz, and
arrange for a tour of an available home. Ensuring that guardians actually see the home is the pivotal
step that sways them toward Clarity Care.

Brand reputation and promotional activity

Clarity Care upholds, as its greatest brand asset, its reputation of advocacy for its consumers. The organization already offers a diverse range of programsfrom 24-hour residential care, to supportive care
services for individuals who want to live in their own homesand has both a willingness to expand
its programs to fill unmet niches, and a drive to guarantee for its consumers the greatest quality of life
imaginable, letting them feel like self-sufficient members of their communities.
Clarity Care currently does not prolifically advertise its brand outside of fundraisers. Most of its programs and promotions are oriented toward serving its existing consumersfor instance, the Chance
program, which gets its consumers out in the community to enjoy fun activities on bi-weekly outings.
It has sporadically collaborated with University of Wisconsin-Oshkosh. Clarity Care has some social
media presence, with a Facebook page, a YouTube channel, and a LinkedIn page. The greatest part of
its marketing spending is concentrated in traditional media, with $10,000 focused on print media, and
$10,000 on direct mail. Clarity Cares Guardian Newsletter is distributed monthly.

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SITUATION ANALYSIS
Budget, timing, and seasonality
The new campaign is slated to commence in March of 2014. An advertising campaign for Clarity Care
must be designed to run continuously, advertising new vacancies as they open up in Clarity Cares
programs, with no particular seasonal limitations. However, since it would be most efficient to communicate with parents of high school students during the school year, special consideration may be given
to the times of year when school is in session. Clarity Care plans to employ a $20,000 budget for this
campaign.

Competitors
Clarity Cares competitors in the field of residential programs for adults with disabilities offered in Wisconsin include:
Lutheran Social Services of Wisconsin and Upper Michigan, which offers a variety of different
social services including disability care. LSS provides a plethora of disability care options for adults
with disabilities including assisted living programs as well as adult day services, designed to allow
for part-time care of disabled individuals while enabling them to live with their guardians.
Homes for Independent Living, which operates in 14 counties in southeast and central Wisconsin
and provides residential services, transitional services, and physical care assistance for individuals
with disabilities.
Bethesda Lutheran Communities, a faith-based organization that offers community support and supported employment services for disabled clients on a national level.
Agape of Appleton, Inc., which offers residential homes and supported apartment living options in
the city of Appleton.
The Lori Knapp Companies, with homes in Fond du Lac, La Crosse, Prairie du Chien, and Richland
Center; which primarily caters to disabled individuals, but also offers memory care assisted living
services and child treatment foster care.

Creative requirements:
It is stipulated that the Clarity Care logo be incorporated into advertising, and that Clarity Cares tagline, Caring for your family member like our family member, figure into the campaign.
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ADVERTISING OBJECTIVES
The main advertising objective that Clarity Care would like to achieve is to position themselves as the
main provider of choice for guardians and case managers of people with developmental disabilities in
the Fox Valley and Central Wisconsin region. We would like to create a theme that displays our passionate understanding for the enrichment of current and future residents lives.
The campaign will be called Enriching Lives. In order to portray an overall compassionate, humanistic
message we must use multiple channels to reach the target audience. We will begin by coming up with
a revamped version of the Clarity Care logo and slogan that demonstrates Clarity Care as an organization is reputable and stable, and which conveys a welcoming, homey feeling.

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MEDIA OBJECTIVES & STRATEGIES

Target Audience & Media Mix
Objectives
The target audience goal for this campaign is to increase brand awareness and to pay particular attention to the guardians of high school-aged students with disabilities. These graduates would be slated to
graduate in a year or two. We think working with junior and senior high school students and their parents/guardians will allow us to build a relationship with potential clients before they have even come
and seen the Clarity Care facilities. Clarity Cares campaign will focus on a select five high schools for
the first five months from the area to test our campaign. When the test period is over, branching out
to the other 22 counties will be the next step to further the campaign. In addition, Clarity Care will be
focusing on collaborating with 22 high schools from the following areas:
1.
2.
3.
4.
5.
6.
7.
8.

Marinette High
Oconto High
Marathon High
Community High
Southern Door High
Sturgeon Bay High
Algoma High
Washington Island

9. Kewaunee High
10. Brown Deer High
11. Appleton North
12. Appleton West
13. Appleton Central
14. Portage
15. Lourdes
16. Oshkosh West

17. Oshkosh North

18. Manitowoc Lincoln High
19. Sheboygan North
20. Sheboygan South
21. Fond du Lac High
22. Green Lake High

Strategies
The guardians of these students would be deeply considering the life circumstances of their disabled
loved one after graduation. It would be easy to contact guardians or potential volunteers, or otherwise
advertise Clarity Care through the communications networks of the schools themselves. Through the use
of social media and distributing handouts in the selected areas, Clarity Care can focus on getting to
know its potential clients.
The media mix will incorporate a combination of both traditional and nontraditional media. First, the
types of traditional media we will utilize including billboards, the use of flyers and pamphlets in local
area schools such as the Fox River Valley Alternative School, and the distribution of promotional items.
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MEDIA OBJECTIVES & STRATEGIES

Besides traditional media, we will also utilize new types of advertising media including Facebook advertising, Google AdWords, and YouTube, as well as working with Special Olympics events providing
sponsorship and advertising.
To be able to effectively reach guardians of students with special needs we will need to have an effective media mix. This means having the Clarity Care brand in places that they will see it and become
more familiar with it. As stated before we will be using a combination of traditional and nontraditional
media. We plan on placing a Clarity Care billboard on Highway 41 between Fond Du Lac and Oshkosh. This way people will be able to see the Clarity Care brand as they enter the Fox Valley region.
We would also like to begin having handouts and pamphlets about Clarity Care in schools that would
be available for parents to pick up. One school we targeted directly was the Fox River Valley Alternative school, a school for children with special needs. The final type of traditional media we would
like to begin using was the creation of marketing materials such as pens and key chains to hand out at
events.
We plan on using more social media. This includes the use of Facebook advertising and Google
AdWords, which would allow us to directly target guardians through different criteria that we would
specify when creating the advertisements. We would also use the Clarity Care Facebook, YouTube,
and LinkedIn pages to continue to update people on different trips and happenings that are going on
within Clarity Care.
We think that another good partnership that Clarity Care could embark upon would be to begin working with the Fox Valley Special Olympics. This would mean going to a variety of different events such
as the Polar Plunge, the State Indoor Sports Tournament, the Hometown Games, and the District Softball and Bocce competition. This would involve volunteering to help with the different events going on,
while also having a booth at the events that would have different information about Clarity Care and
have events that the kids could participate in at the booth.

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MEDIA OBJECTIVES & STRATEGIES

Reach and Frequency
Objectives
Our plan seeks to achieve 70% reach within the first two months of Clarity Cares revamped media
plan towards guardians and individuals who are interested in Mental Health related issues in Wisconsin, specifically the Fox Valley. The first two months of Clarity Cares new campaign launch will start
with an average frequency of 3.2 (see Figure 1 in Appendix). Reach will then range from 50-60% over
the life of Clarity Cares campaign. Certain months such as May and December will achieve a higher
reach than other months because of specific events and holidays ongoing in those months. Frequency will ultimately bottom out at 2.5 across all other months that will involve less advertising and less
spending.

Strategies
A reach of 75-80% will be enforced during Clarity Cares heavy-up advertising month of May for
Clarity Cares revamped media plan. May is National Mental Illness Month and will be the most appropriate and most effective month to advertise heavily by spreading Clarity Cares mission statement.
Across the month of May, millions of people are reached through media, local events, and screenings
regarding Mental Health. So in essence, May will be the hottest month for Clarity Care and will hopefully gain lots of impressions with the right amount of advertising. A reach of 70% will take place in
December with the event of #GivingTuesday and Christmas. A reach and frequency of 50-60% will be
maintained in all other months with an average frequency of 2.5. Because Clarity Care is launching a
new campaign, reach needs to be emphasized immediately. Also, March 2014 kicks off Clarity Cares
new campaign and therefore will demand a greater reach to initially spark interest towards its publics.
Through effective online advertising and solid content in newsletters and the awareness of National
Mental Health in May, Clarity Cares reach and frequency may be higher than we actually predict.
Clarity Care needs to truly believe that its publics are going to keep coming back online to its website
and social media platforms for more and more. The Stronger the presence of Clarity Cares online
activity, the better, Build it, and they will come.

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MEDIA OBJECTIVES & STRATEGIES

Scheduling and Timing
Objectives
With the campaign beginning in March of 2014 a teaser campaign would start a month prior through
social media sites like Facebook, LinkedIn, and YouTube, which would help to build hype and create interest about the upcoming campaign. A post could even be put on Clarity Cares website and
through direct mail stating that important news is coming within the next month. The campaign would
then run continuously throughout the year. Throughout the campaign, social media can expand on
ideas consumers have seen in the print and YouTube videos.

Strategies
The campaign will begin in March of 2014 with a teaser campaign starting a month prior through
social media sites like Facebook. LinkedIn, and YouTube to generate interest and build hype. The campaign will run continuously throughout the year and touch on Clarity Cares important news and events
each month. By advertising its news and events each month, people will be more informed about what
Clarity Care is doing throughout the year.
One event that Clarity Care could promote would be National Mental Illness month in May. This would
be an effective time for Clarity Care to spread its ideas and mission statement across different platforms and events. Clarity Care could send out information through some of its direct mail to help educate people about National Mental Illness month. It could also start posting on its Facebook, promoting
ideas, events and thoughts dealing with National Mental Illness month. Another idea would be to do
a series of videos on YouTube throughout the month of May that would show people information about
National Mental Illness month. Some of these videos could be testimonial videos with people who
work, live or are involved with Clarity Care.
Giving Tuesday in December would be another big event that Clarity Care could promote. Giving
Tuesday is a brand new day for generosity and giving back. Giving Tuesday has the following mission
statement, GivingTuesday is a campaign to create a national day of giving at the start of the annual

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MEDIA OBJECTIVES & STRATEGIES

holiday season. It celebrates and encourages charitable activities that support nonprofit organizations
(Giving Tuesday). On Tuesday December 3, 2013, global charities, families, businesses, community
centers, students and more will come together to create #GivingTuesday (Giving Tuesday). Through
Giving Tuesday, Clarity Care could raise money that it could put towards events, promotional material
and many other useful things.
Figure 2 (see appendix) shows the breakdown of the 12-month campaign for Clarity Care. Google Ad
Words and Facebook will be done continuously throughout the year. The billboard campaign and Fox
Valley Alternative School campaign will be semi continuous. The billboard will take place from March
through September while the Fox Valley Alternative School campaign will take place during the school
year, the beginning of September through the first two weeks in June. Lastly the Special Olympics campaign will be done by flighting. Information about the specific Special Olympics event will run in twoweek bursts around the time of the event.

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MEDIA OBJECTIVES & STRATEGIES

Budget
Objectives
We have a $20,000 budget, much of this budget will be spent in the Fox Valley area. The clients current marketing spending is $10,000 on mailing and about $10,000 in print.

Strategies
We will allocate our $20,000 budget over a variety of platforms. The two main parts of the budget
will go towards Google Adwords and our billboard campaign. We will spend $7,000 on a year-long
Adwords campaign that will break down to a maximum of $20 a day in Wisconsin. The billboard
campaign will run from March 2014 through the end of September at a rate of a $1000 per month
for a total of $7000 over the whole billboard campaign. We will also be active in Special Olympics
events; they have 4 events throughout the first half of the 2014 year which Clarity Care will take an
active part in. We plan to set up booths at the events and have different activities at the booths, such
as face painting. Each event will cost us about $1000 for a total of $4000 at the Special Olympics
events. There will be $500 worth of printing costs that we will use to print off pamphlets and brochures
to go into the Fox Valley Alternative School which is an Alternative Program for Middle and High
School Special Education Students that provides alternative educational environments for students who
have been unable to successfully function in a program for Special Education students in the regular
school environment. These alternative settings are an extension of the Special Education programs and
represents 6 Fox Valley area school districts. We are also going to put $200 into creating 1000 pens
that we will distribute.
Adobe found that Facebooks ad clicks, ad impressions and advertisers return on investment were all
higher in 2013 than in 2012. According to the study, which took into account more than 131 billion
Facebook ad impressions and 4.3 billion social engagements, Facebook ads were clicked 29% more
often in 2013, and the return on investment was 58% higher than last year (Wagner). Because of
this we are putting a $1000 into Facebook ads for the year with the average click rate of $0.49-$.91
per click of the estimated audience. Figure 3 displays the target audience on Facebook. We were
able to specifically target the Fox Valley market, along with that it explains how we targeted guardians
of 30 years and older that like different topics that relate to Clarity Care and who are in the broad
categories Parents (child: 16-19yrs) or Parents (child: 13-15yrs). Figure 4 shows a breakdown of the
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MEDIA OBJECTIVES & STRATEGIES

Geography
Objectives
High schools in northeastern and central Wisconsin are the target markets for Clarity Cares Enriching
Lives campaign.
The following Wisconsin counties will be introduced to the Clarity Care Enriching Lives campaign:
Vilas, Marinette, Lincoln, Clark, Marathon, Shawano, Oconto, Door County, Kewaunee, Brown, Outagamie, Waupaca, Portage, Wood, Waushara, Winnebago, Calumet, Manitowoc, Sheboygan, Fond
du Lac, Green Lake and Marquette.
All marketing tactics are aimed to the high school parents of sophomore and junior status special education students. Five randomly selected high schools will participate in Clarity Cares Enriching Lives
campaign to start off with for the first five months of the campaign. After the five months, depending on
how well those schools accepted Clarity Cares Enriching Lives campaign, Clarity Care will expand to
all other high schools located in the Wisconsin counties that are mentioned above.

Strategies
All marketing strategies will be combined data that provide information on the reactions to Clarity
Care provided by the parents of the special education students in the main high schools in northeastern
and central Wisconsin counties. Market selections are predicted in growth potential for Clarity Care
services. The main high schools selected include:
1.
2.
3.
4.
5.
6.
7.
8.

Marinette High
Oconto High
Marathon High
Community High
Southern Door High
Sturgeon Bay High
Algoma High
Washington Island

9. Kewaunee High
10. Brown Deer High
11. Appleton North
12. Appleton West
13. Appleton Central
14. Portage
15. Lourdes
16. Oshkosh West

17. Oshkosh North

18. Manitowoc Lincoln High
19. Sheboygan North
20. Sheboygan South
21. Fond du Lac High
22. Green Lake High

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MEDIA OBJECTIVES & STRATEGIES

Promotion
Objectives
Clarity Cares goal is to increase brand awareness by 15% among parents who have children in high
school. Social media will be heavily used throughout the school year to promote the non-profit organization. Facebook, Twitter, YouTube and LinkedIn will be the main social media vehicles. It has been
studied that the GenX group, born between 1963 and 1980, tend to be highly responsive to online
marketing (Fritz).This increase in target audience will be accomplished via social media vehicles. Representatives and promotional products will also be used to help increase brand awareness among the
target audience.

Strategies
Clarity Cares campaign will run continually. The first five months of the campaign will run throughout
five participating Fox Valley high schools. After running the campaign in five high schools, Clarity Care
will be able to analyze the data to successfully expand its campaign throughout the rest of northeastern
and central Wisconsin. The campaign will reach the parents and students who are a part of the special education program in these high schools.
Social Media
Social media will be the main vehicle that will aid in the success of Clarity Cares Enriching Lives
campaign. Rather than seeing your company as trying to sell something, the social network can
see a company that is in touch with people on a more personal level. This can help lessen the divide
between the company and the buyer, which in turn presents a more appealing and familiar image
of the company (Hose). Each social media vehicle will be used once a week; if certain parts of the
target audience only use one out of the four social media vehicles Clarity Care uses, they will at least
be informed of what is currently happening at Clarity Care.

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MEDIA OBJECTIVES & STRATEGIES

To achieve the 15% increase in the target audience goal, at least 20% of the target audience needs
to participate and collaborate with Clarity Cares social media vehicles. The social content that Clarity Cares Enriching Lives campaign will contribute to Google AdWord spending. The target audience can like, share, post and retweet information and pictures that pertain to Clarity Care therefore
raising brand awareness. The rule of thumb with social media is 70/20/10.
-- 70% Value Content. The majority of online activity should add value to the Fox Valley community. This would add content that is interesting, informative, entertaining or inspiring. Clarity
Care can add information that lets its followers know what is happening within the organization such as special events it will be hosting and posting pictures or its residents participating
in the events. Clarity Care can post statuses once a week of a quote that is said by either an
employee or a resident that shows how well everyone enjoys living at and working for Clarity
Care. Clarity Cares Enriching Lives campaign is a great idea to post inspirational photos and
statuses from Clarity Care and how it advocates independence for its residents demonstrating
how Clarity Care truly enriches lives.
--20% Shared Content. Sharing other peoples ideas or Facebook posts. This could even be
Clarity Cares own communities content. Clarity Cares Enriching Lives campaign can share
local community special events that pertain to high school special education students. Clarity Care can also repost status updates from high schools it collaborates with about special
events they are holding for their special education students of sophomore and junior status.
Clarity Care can also share pictures and posts that the Special Olympics organization puts on
its Facebook.
--10% Promotional Content. This is when Clarity Care promotes its services, events or anything
thats predominantly promotional in nature. Clarity Cares Enriching Lives campaign will post
pictures of its promotional products such as the pens that are figured into the budget (Figure
4). Clarity Cares Enriching Lives campaign will post information about the special events it
will hold and what fun activities will take place (Wells).

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MEDIA OBJECTIVES & STRATEGIES

Visits
Representatives from Clarity Care will be visiting high schools throughout northeastern and central
Wisconsin counties. The representatives will be visiting different high schools twice a week. This will
be a great way for parents to gain information and ask questions about Clarity Cares Enriching
Lives campaign and what services it can offer their children.
Events
Clarity Cares Enriching Lives campaign will give out promotional products such as pens to people
at their events that it holds. The small promotional item is a good incentive for the target audience
to reach out and see what Clarity Care has to offer; carrying away a physical item with Clarity
Cares name and logo on it means that the brands image is, quite literally, close at hand when a
guardian must make a decision about his or her child. Clarity Cares Enriching Lives campaign will
be hosting booths at special events throughout the year and will provide different activities such as
facepainting for its residents (Parkin).

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APPENDIX
Figure 1

Marketing Factors
Established Brands
High Market Share
Dominant Brand in Market
High Brand Loyalty
Long Purchase Cycle
Product used Occasionally

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0.2
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New Brands
Low Market Share
Smaller, less-known brands
Low Brand Loyalty
Short Purchase Cycle
Product Used Daily

0.2
0.2
0.2
0.2
0.2
0.2
0.2

Complex Copy
Copy Less Unusual
New Campaign
Image Type Copy
Different Messages
Older Messages
Small Ad Units

Copy Factors
Simple Copy
Copy More Unusual Than Competition
Continuing Campaign
Product Sell Copy
Single Kind of Message
New Messages
Large Ad Units

-0.2
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0.1

Media Factors
Low Ad Clutter
Compatible Editorial
Attentiveness High
Continuous Advertising
Few Media Used
Media Repetition

-0.2
-0.2
-0.2
-0.2
-0.2
-0.2

-0.1
-0.1
-0.1
-0.1
-0.1
-0.1

0.1
0.1
0.1
0.1
0.1
0.1

0.2
0.2
0.2
0.2
0.2
0.2

High Ad Clutter
Incompatible Editorial
Attentiveness Low
Pulsed or Flighted Advertising
Many Media Used
Fewer Opportunities

.2
3.0
3.2 Frequency

CLARITY CARE ENRICHING LIVES

20

Fox Valley Alternative School

Special Olympic Events

Billboards

Facebook

Clarity Care 2014 Media Flowchart

January
Feburary
March
April
May
June
July
August
September
October
November
December
6 13 20 27 3 10 17 24 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29

Figure 2

Ad Words

APPENDIX

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APPENDIX
Figure 3

Figure 4

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APPENDIX
Work Cited

About Us. #GivingTuesday. N.p., n.d. Web. 10 Dec. 2013. <http://community.givingtuesday.org/

Page/About>.
Billboard Advertising in 300 Cities - Billboard Ads Company. Blue Line Media. N.p., 2013. Web.

07 Dec. 2013. <http://www.bluelinemedia.com/billboard-advertising>.
Cooperative Educational Service Agency 6. Fox River Valley Alternative School. Cooperative Educa

tional Service Agency, Nov. 2006. Web. 10 Dec. 2013. <http://www.cesa6.org/products_
services/altservices/regedaltprograms.cfm>.
Five Promotional Ideas For Non-Profit Awareness Campaign. Goodwill Communications, 12 July

2010. Web. 10 Dec. 2013. <http://goodnewsblogger.wordpress.com/2010/07/12/five-pro
motional-ideas-for-non-profit-awareness-campaign/>.
Fritz, Joanne. Marketing Your Nonprofit Online - Where to Start. About.com Nonprofit Charitable

Orgs. About.com, n.d. Web. 10 Dec. 2013. <http://nonprofit.about.com/od/marketing/a/
onlinemarketinghub.htm>.
Hose, Carl. Top Ten Promotional Strategies. Small Business. Chron, n.d. Web. 08 Dec. 2013.
<http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html>.
Wagner, Kurt. Are Facebook Ads Working? The Clicks Say Yes. Mashable. N.p., 28 Oct. 2013.

Web. 10 Dec. 2013. <http://mashable.com/2013/10/28/facebook-ad-success-q3/>.
Wells, Julie. 5 Ways to Supercharge Your Nonprofits Facebook Page. About.com Nonprofit

Charitable Orgs. About.com, n.d. Web. 10 Dec. 2013. <http://nonprofit.about.com/od/so
cialmedia/a/5-Ways-To-Supercharge-Your-Nonprofits-Facebook-Page.htm>.
WINNEBAGO County Assisted Living Facility Directories. Wisconsin Department of Health Services,

n.d. Web. 10 Dec. 2013. <http://www.dhs.wisconsin.gov/bqaconsumer/AssistedLiving/
CtyPages/WINN.htm>.
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