HEELING DIABETES, INC.

"Secret Garden Gala" PR Campaign

Prepared by:
DEANNA S.
 CONTENTS
03
EXECUTIVE SUMMARY

04
SITUATIONAL ANALYSIS

05
S.W.O.T. ANALYSIS

06
KEY PUBLICS

07
GOALS + OBJECTIVES

11
MEASUREMENT + EVALUATION

12
TIMELINE + BUDGET

14
APPENDIX

17
CONTACT
HEELING DIABETES, INC.

EXECUTIVE SUMMARY
Heeling Diabetes, Inc. is a non-profit organization dedicated to providing
diabetics with a healthy and comfortable lifestyle, offering assistance for
medication they cannot afford. Heeling Diabetes, Inc. has the potential to
be a leading organization, due to the health and wellness community and a
number of resources the non-profit has to offer, such as the various
educational programs and diabetes awareness and fundraising
events. Accordingly, Heeling Diabetes, Inc. is presenting the “Secret
Garden Gala”, a charity event, to raise funds for the organization.
However, Heeling Diabetes, Inc. requires more sponsors to make this
event possible. In order to do this, we’ve created several ideas and
programs to initiate awareness of the importance and significance of
Heeling Diabetes, Inc.’s "Secret Garden Gala" to the Atlanta
community. Thank you to Heeling Diabetes, Inc. for the opportunity to
present my proposal.
HEELING DIABETES, INC.

SITUATIONAL ANALYSIS
Founded in October of 2013, Heeling Diabetes, Inc. has grown into a non-
profit focusing on diabetes education and financial assistance of diabetic
medicines. Today, Heeling Diabetes, Inc. continues to work hard to raise
awareness about the organization and its mission to heal, empower and
educate the life of those affected with diabetes. The current situation of
the non-profit exhibits both positive and negative components. Heeling
Diabetes, Inc. is making strides in regard to raising awareness and building
an identity on social media, but the organization still requires important
steps to addressing various weaknesses and threats that adversely affect
the non-profit's goals.
 
Heeling Diabetes, Inc. currently communicates with its publics, including
potential donors, sponsors and volunteers, via social media; namely,
Facebook and Instagram. The non-profit also offers educational
workshops and has partnered with a makeup brand to create the “Red
Heels Collection”, in which a percentage of each kit sold will be
contributed to the organization. While Heeling Diabetes, Inc.’s
communication efforts are fairly positive, the organization faces problems
with limited volunteer staff and lack of monetary funding, which is a direct
result of its uninviting website, the economy and low-income population. 
 
However, Heeling Diabetes, Inc. has room for improvement to strengthen
and achieve its mission and goals of the Secret Garden Gala. Opportunities
include, but are not limited to, increasing social activity to raise
awareness of the organization and the gala, gaining volunteers for the gala
and future events, and securing donations and sponsorships to assist with
funding. In assessing Heeling Diabetes, Inc. current status, the non-profit
is in a strong position to continue growing and moving in an optimistic
direction.
HEELING DIABETES, INC.
S.W.O.T. ANALYSIS
STRENGTHS
o   Non-profit org
o   Assist diabetics financially with
medical needs
o   Offers diabetes educational
programs/workshops
o   Been around for 6 years
o   Local organization
OPPORTUNITIES
o   Potential student volunteers
(high school/college)
o   Public interest in diabetes
o   Growing interest from local
businesses to contribute to gala
(sponsorships/donations)
WEAKNESSES
o   Limited volunteer staff
o   Funded by
donations/sponsorships; limited 
o   Limited advertising
o   No display of significant amount
of community involvement
o   Limited use of social media (FB,
IG)
o   Uninviting website; lacking org
information
THREATS
o   Competitors (for donations &
volunteer time)
o   Limited knowledge of diabetes &
diabetes medicine
o   Low-income population
o   Economy; charitable
contributions are limited during
difficult times
HEELING DIABETES, INC.

KEY PUBLICS
The key publics that will be targeted will be individuals, organizations and
media outlets, in the city of Atlanta, that have similar interest in tackling
issues surrounding medical assistance and health and wellness.

JUSTIFICATION
These organizations were targeted based off of their overall
organizational goals, values and mission statements in relation to Heeling
Diabetes, Inc.’s mission statement.

DEMOGRAPHICS
Gender: Female & Male
Race: African-American, Asian, Caucasian, Indian, and more  
Age Range: 9 – 15
Age Range: 15 – 21
Age Range: 21 – 35

ORGANIZATIONS
American Diabetes Association
Local Health and Wellness Organizations
Local Hospitals/Clinics

MEDIA
Digital Publications
Radio/Podcasts
Television
HEELING DIABETES, INC.

OUR TARGET GOALS

To bring about awareness of the Secret Garden Gala, which is a Heeling

Diabetes, Inc. charity event, seeking to raise funds for diabetics in need in
the Atlanta community.
HEELING DIABETES, INC.

OBJECTIVE 1
Increase the brand and Secret Garden Gala
awareness by 35%

Strategy: Update website’s design to be more informative and inviting.

Tactics: Draw inspiration from Pinterest and other diabetes
organizations’ websites.
 
Strategy: Increase social media activity.
Tactics: Strategize new sources of communication, such as paid media, to
target the specific audience.
 
Strategy: Networking events
Tactics: Attend local events, mainly in the health and wellness
community, to share more about Heeling Diabetes, Inc. and the Secret
Garden Gala.
HEELING DIABETES, INC.

OBJECTIVE 2
Secure donations and sponsorships

Strategy: Provide donation/sponsorship decks.

Tactics: Include detailed information (e.g.: organization info, gala info,
sponsorship packages, etc.) to send to local businesses, churches and
organizations.
 
Strategy: Personal contact
Tactics: While attending local networking events, exchange contact
information (business cards) to connect at a later date to share more
about the Secret Garden Gala.
 
Strategy: Donation drive(s)
Tactics: Raise money by hosting a networking event (e.g.: mix & mingle,
heels dance class, etc.) with cover charge.
HEELING DIABETES, INC.

OBJECTIVE 3
Increase number of volunteers

Strategy: Increase social media activity.

Tactics: Source volunteer opportunity on feed and stories, using
hashtag/tagging tactics.
 
Strategy: Canvas volunteer opportunity on local college campuses.
Tactics: Provide flyers for campus clubs/organizations and in the college
of science department(s), student center(s) and campus clinic(s).
 
Strategy: Referrals
Tactics: Communicate with family, friends and co-workers for referrals
and/or to volunteer themselves.