Audience Analysis

Millennials, the generation born between 1980 and 2000, are the target public for
outreach. This generation is between the ages of 20-30 years old, in between Generation X and
Generation Z. This generation is comprised of young professionals, college students and
graduate students, new parents and the new faces of givers in the United States. The baby
boomer generation have taken the lead as “most charitable generation” for many years, but
millennials are hot on their tails. With new technology and marketing, it makes donating to
charity as easy as clicking a button. Raised with technology at the center of everything,
millennials are effected by videos and marketing techniques from charities more than any other
generation. Millennials, or “Millennial Miracle Makers,” are going to be the generation to
change the world.
Not all millennials can afford to donate large amounts of money to a corporation, but the
newest way to donate, through crowdfunding, is the newest, most popular way to donate money
to causes. Crowdfunding is the process of donating small amounts of money to causes, from a
large number of individuals. In 2014 alone, 16.2 billion dollars were donated to things such as
medical expenses, memorials, adoptions and disaster relief through crowdfunding (Bourque,
2016.) By creating a way to donate small amounts of money as easy as entering a credit card
number, it gives millennials a chance to donate smaller amounts of cash without feeling the
pressure of writing a big check. This gives millennials a sense of doing something to help the big
picture, without having to strain too much financially.
Dreams Come True, based in Northeast Florida, is a non-profit based out of Jacksonville,
Florida providing children with illnesses living in and out of hospitals, receive a dream. Because
Dreams Come True is based in Jacksonville and the surrounding area, millennials are the ideal
donators and volunteers. According to Jax USA and the U.S. Census Bureau, Jacksonville is
ranked as one of the top 5 cities for millennials to move to. There are certain areas in and around

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
Jacksonville that contain large numbers of millennials. The zip codes for the areas in
Jacksonville that contain the most millennials are 32204, 32205, 32207, 32206, 32011, 32224,
32233, 32240, 32250, 32000, 32099 and 32266.
The median age of millennials in between the 20 – 30-year-old statistic in Jacksonville is
26. There are many individuals from this group that are moving to Jacksonville after graduating
from college and after a few years employed. Jacksonville is highly sought after for young
people do to its low property tax, large job market, and variety of neighborhoods. Most of the
people in the millennial age group moving to Jacksonville and the surrounding areas have
already completed entry-level jobs and are making enough money to be able to donate money,
and volunteer time, to charities.
The estimated median income for young professionals in Jacksonville according to
DemographicsNow is 68,000K a year. With a lower cost of living that the city of Jacksonville
provides, this gives millennials the opportunity to donate money in large or small amounts. It is
not enough money to donate huge amounts, but definitely enough to make a difference on the
community. By targeting millennials, you can use technology from social media platforms to
push the charities even further which influences reoccurring giving by these groups. Most of
these individuals are either married or single, and the majority do not have kids yet. This is
another reason to focus on this group because they can use the money that would otherwise be
spent on kids, on donations to charity.
With the number of sad things happening in our country during this time, I think
millennials want to feel like they are making a difference even if they can only do a little bit at a
time. According to Gray.com, millennials in the workplace like to feel appreciated. This is
because they grew up feeling appreciated from their teachers, parents, and coaches. If they were
doing a good job, they got praised for it. This transitions into their charity work as well. Even if
millennials aren’t doing the charity work solely for the cause, by praising them for their
generosity, they are most likely going to donate again.

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 The primary way that millennials receive their information is from social media and the
internet. This could be any of the social media platforms, including Facebook, Instagram or
Twitter. According to the American Press Institute 92% of millennials get their news from social
media and 82% of those people receive that news from Facebook. Another way that millennials
receive their information is from television. Even though a lot of this age group are streaming
television shows and movies, millennials still watch an average number of 2 hours of traditional
T.V. a day.
Millennials can sympathize with charities like “Dreams Come True,” because the parents
of these children are in the same demographic as they are. Most of the parents of the dream
children are millennials themselves and when donators see pictures and videos of these families
it is easy for them to relate to them.

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 News Release
FOR IMMEDIATE RELEASE
Jenny Strozinsky
Public Relations Specialist, Dreams Come True
(904) 430-7904
strozinskyjenny@gmail.com

HEADLINE GOES HERE

JACKSONVILLE, Fla. (Sept. 15, 2018) - The Dreams Come True annual Walk, Run and Roll
5K and 1 Mile Fun Run, will be held on Sept. 29 at the Baseball Grounds of Jacksonville. All proceeds
from this event will go towards helping grant dreams for sick kids in Jacksonville and the surrounding
area.

“This event is a great way for the community to get involved in Dreams Come True, while also
spending time with their family. Our company is entirely based off helping grant sick kids in Jacksonville
their dream, so it’s fun to see families wanting to help in that process by participating in the event,” said
Sheri Criswell, executive director of Dreams Come True.

Register as an individual, or register as a team with friends, family or co-workers. Teams can
create a fundraising page during registration which helps raise even more money to provide dreams for
local children battling life-threatening illnesses.

There are also plenty of volunteer opportunities available for this event including water stations,
registration, packet pickup and event setup and teardown.

“The Dreams Come True 5K would not be possible without the support of our community and
volunteers,” stated Kelly Koompa, Director of Operations at Dreams Come True, “With over 1,000

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
participants expected, we’ll need individuals and groups to help with a variety of volunteer duties. The
volunteers are what make this event possible, we couldn’t do it without them.”

Packet and race bag pickup will begin on the morning of the race at 7 a.m. at the Baseball
Grounds of Jacksonville. For more information, or to register this event, go to
https://www.dreamscometrue.org/dreams-come-true-5k.

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 Feature Story

Dreams Come True Heads to D.C. for Bowling Game of a Lifetime

Bowling has been an American pastime for hundreds of years, dating back to 3200 BC. King
Henry even outlawed bowling in his country during wars so that his troops could focus on archery and not
bowling pins. Bowling is a classic game that has been enjoyed for a long time, even in the White House.
The White House bowling alley was built as a birthday present for President Truman in 1947 and since
then has stirred the interest and excitement of people all over the world, including Mateo from
Jacksonville, Fla.

Mateo discovered he had cancer while sitting at a Chick-Fil-A restaurant with his dad and it was a
devastating blow to Mateo and his whole family. To cope with treatment, Mateo began to read all he
could about American history, which is where he came across the White House bowling alley. When
Mateo was referred to Dreams Come True, a non-profit that provides dreams to kids with life-threatening
illnesses in Northeast Florida, he wrote to them and described his dream of bowling at the White House.

Dreams Come True got all hands on deck to make this dream for Mateo a reality. They contacted
Florida senators, congressman, media and anyone they thought might have contacts in the White House.
“I’m happy in police to say that today we’re going to be bowling in the White House!” said David Long,
of Miller Electric, when telling Mateo that his dream was going to be a reality. Shortly after, Dreams
Come True, Mateo and his family headed to Washington, D.C. for the experience of a lifetime.

“Coming here that’s all I thought was going to happen, just go to the bowling alley and leave,”
Mateo said in an interview with Dreams Come True. “The next thing I know we’re at the Pentagon, we’re
having lunch with a three-star general, tour of the White House east and west wings, we did everything, it
was amazing.”

Mateo has been cancer-free since November 2016 and is one of the 3,600 kids in the Jacksonville
area who have had dreams fulfilled by Dreams Come True. Dreams Come True wants to grant more
dreams every year and help kids like Mateo get through some of the hardest times of their lives. Consider

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
donating to Dreams Come True to help sponsor a child’s dream, or volunteering at any of the events or
fundraisers that Dreams Come True organizes locally every year. Visit www.dreamcometrue.org or call
(904)296-3030 for more information.

###

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 Print Ad and Billboard Creative Brief

Client: Dreams Come True

Date: 10/30/17

Type: Print Advertisement and Billboard

Pages: 2

Why are we advertising?

To inform and educate citizens of Jacksonville about Dreams Come True in hoping that they will feel
motivated to support and donate towards the cause.

Who are we talking to?

Millennials, the generation born between 1980 and 2000, between the ages of 20 and 30 years old.

What do they currently think?

The target audience is familiar with competing non-profits such as Make-A-Wish and Children’s Miracle
Network, but not so familiar with Dreams Come True because it is a smaller, local organization. They
may have heard the name “Dreams Come True” at some point but are unaware that the organization
solely benefits children in the Jacksonville area and that it is a completely non-profitable organization.

What would we like them to think?

We would like to educate the demographic about Dreams Come True and iterate that it is a completely
non-profitable organization, meaning that all the funds go towards making dreams happen for local kids
in Jacksonville. Also, that every penny counts and you don’t have to donate large sums of money to make
a difference.

What is the single most persuasive idea we can convey?

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
By donating to Dreams Come True you can help grant a dream to a local, Jacksonville kid with a life-
threatening illness.

Why should they believe it?

Dreams Come True has granted over 3,000 dreams to kids in the Jacksonville area and they continue to
add more kids to that list every year. It is an organization that you can feel good about donating money to
because every single penny goes back to granting dreams for kids with life-threatening illnesses.

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 Radio PSA

Jenny Strozinsky

Public Relations Specialist, Dreams Come True

jennystrozinsky@dreamscometrue.org

(904)-430-7904

For use: Aug. 1, 2017- Sept. 29, 2017

:30 Radio Post

DREAMS COME TRUE

VOLUNTEER FOR DREAMS COME TRUE TODAY

SFX: Happy, upbeat music. :00

Vo: Male :05 LACE UP YOUR RUNNING SHOES FOR

THE DREAMS COME TRUE ANNUAL 5K

:10 HELD ON SEPTEMBER 29 AT THE

BASEBALL GROUNDS OF JACKSONVILLE

Vo: Female Child :15 WITH FOOD, A KIDS FUN-RUN AND

ACTIVITIES AFTER THE RACE IT’S FUN
FOR THE ENTIRE FAMILY
Vo: Female

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 :20 COME OUT AND SUPPORT AN
ORGANIZATION THAT HELPS TO GRANT
DREAMS

SFX: Fade away happy, upbeat music :25 TO KIDS WITH LIFE THREATENING
ILLNESSES ALL OVER THE JACKSONVILLE
AREA!

:30

###

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 Media List

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
 Web Content

The Dreams Come True Annual Walk Run and Roll 5K and 1 Mile Fun Run

1. Where is the race held and on what date?

The Dreams come True 5K will be held on Sept. 29 at the Baseball Grounds of Jacksonville. Parking will
be available near the Baseball Grounds. Parking on race day will be in Lot P, which sits outside of right
field of the stadium. You can check back to Dreams Come True 5K’s official website in the future for
more details on parking.

2. What time does the race start?

The race will begin promptly at 8:00 A.M. but, runners who didn’t register before Sept. 27 should plan to
be at the Baseball Grounds at 7:00 A.M. to pick up their race bag and packet. Parking might be a little
tricky, so we advise arriving as early as possible to make sure you have time to enjoy pre-race festivities
and to take advantage of breakfast items provided by Chick-Fil-A as well as other refreshments.

3. Where does the money go from the race?

The money raised from the Dreams Come True 5K goes directly back to helping grant sick kids in
Jacksonville their dream. This could be anything from bowling at the White House to having tea with
Cinderella in her castle in Disney World. Dreams Come True is an entirely non-profitable organization
that is run strictly off of fundraisers and donations from kind people in our community. By raising money
for this organization, you are helping to provide a little bit of happiness for a local child during some of
the hardest years of his or her lives. Dreams Come True has provided hundreds of Dreams for kids right
here in Jacksonville and they want to continue making these dreams a reality every year. If you want to
learn more information about Dreams Come True visit their website https://www.dreamscometrue.org/

4. Will there be activities after the race or food?

Absolutely! With help from our generous sponsors and donations, there will be plenty of food and water
prior to the race for the runners to enjoy. As well as food, there will also be areas for kids to play such as

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org
bounce houses and face painting. Since Dreams Come True focuses on kids and families in the
community, we want to make sure they are providing a fun and safe space for the people of Jacksonville.

5. Will the price of the race increase on a certain date or is it one set price?

Make sure you register on, or before, Sept. 26 to take advantage of the early-bird registration and only
pay $25. One Sept. 27 the price of the race will increase by $5, to $30. In addition to the 5K there is also a
kid 1-mile fun run that will cost $10! This is a great way to get your kids involved in the festivities and
introduce them to an amazing cause. All race fees are non-refundable. To learn more about registration
fees visit the registration website on the Dreams Come True website for more information!

6803 South Point Parkway

Jacksonville, Florida 32216
Phone: 904-296-3030
jennystrozinsky@dreamscometrue.org