Summer

Campaign

By

:
Executive Summary
In order to expand Casa de Saras
educational programs and increase
its opportunities to help, Blue Print
has developed a six-month campaign
to achieve those goals. Primary and
secondary research was conducted to
establish a direction for the campaign
and formulate audiences to target.
The campaign is to be accomplished
between September 1, 2011 and March
1, 2012 through a production combining
elements of public relations, event
planning, traditional advertising and
non-traditional promotions.
Casa de Sara is a Knoxville based
international non-proft supporting
programming in Bolivia. Lori Santoro
established Casa de Sara as a way to
help the underprivileged children and
community of La Guardia, Bolivia. Casa de
Saras self described objective statement
is to establish and manage new schools,
provide supplemental educational programs,
create job opportunities for local staff,
provide scholarships, and conduct periodic
health care clinics for students and their
surrounding communities. To achieve this
mission, Casa de Sara seeks to increase
overall fundraising to beneft the expansion
of its school and general support of the
organization.
Blue Print believes that this campaign
will attain the goals set by Casa de Sara.
Blue Print and Casa de Sara will work in
harmony to achieve increased awareness
and donations as realistic resolutions of this
campaign. Blue Print has created a plan
that will guide Casa de Sara to continued
progress for its fourishing programs in
Bolivia.

Table of Contents
........|Appendix|........29
........|Sources|........28
........|Conclusion|........27
........|Evaluation|........26
........|Event Promotions|........23
........|Media Strategy|........19
........|Creative Strategy|........17
........|Concept Testing|........14
........|Primary Research|........9
........|Situation Analysis|........1
Table of
Contents
Non-prot
Organizations
Overview
|Brief History
Social advocacy organizations are rather
new, beginning around the same time
that international human rights were
being established. In 1948, the United
Nations agreed upon the Universal
Declaration of Human Rights, which
encouraged member nations to support
numerous civil, social, economic and
human rights. However, this document
merely encouraged social advocacy but
did not legally require
participating countries to
follow its recommendations.
Several states disagreed
upon which rights should be included
during the attempt to create a legally
binding document,therefore two
different documents were created to
settle the dispute. All three documents
together comprise the International Bill of
Human Rights, passed in 1976, allowing
non-proft organizations to grow rapidly
worldwide. Some of the most notable
charitable foundations in the United
States include the Bill and Melinda Gates
Foundation, the Howard Hughes Medical
Institute and the Ford Foundation. Today,
Casa de Sara is one of over 1.5 million
non-profts in the U.S. (1).
|How Non-prots
Survive Today
There are several factors that contribute
to the success of non-profts. Some of the
factors necessary for these organizations
to be successful are:
To secure reliable sources of revenue
Have access to government funding
and volunteer labor
Have the ability to educate the public
and raise awareness for the cause
Have a good reputation
n addition, non-profts are likely to
promote low overhead costs and tax
deductible status.
In order to attract
and retain
members,
organizations are
likely to promote
regular member
meetings and
discussions. The
members of these
organizations
share similar
interests and are
more likely to
remain members
if given opportunities to express these
interests. In addition, members of these
groups like to be informed about the
current status of the organization, usually
as a newsletter (2).
|Economy
Economic Effect on Donating
In spite of the economic downturn that
has threatened U.S. households since
2009, international organizations are a
growing division of the national
non-proft category. Only accounting for
2% of all organizations, international
charities contribution resonates abroad,
as well as at home. A publication by
Urban Institute, which focuses on
nonpartisan economic and social policy
research, states, International
non-profts based in the U.S. are
expanding the interaction of Americans
with people, places, and ideas from
around the world. They contribute to, and
are shaped by the globalization that is
redefning the world in which we live (3).
A number of factors can be attributed to
the expanding role of social advocacy
efforts internationally, whether its the
consequence of natural disasters,
poverty, famine or disease, all of which
receive philanthropic efforts. According
to market research, Donations have
been steadily increasing, not-for-profts
are becoming more adept at fundraising,
and they are becoming more effcient at
ensuring donations are spent on their
chosen projects (2). Social advocacy
efforts are currently experiencing a
period of growth, as referenced to the
right in Chart 1.

Situation Analysis
1
Local Economy
With drastic increases in oil prices,
infation and the unemployment rate,
recession looms over an American
population suffering from a declining
consumer sentiment and apprehensive
disposable income allocation. Like the
rest of America, Knoxville, Tennessee
has not been immune to the effects of
the recession. In 2010, the state
unemployment rate was 9.7%, proving
that economic recovery has yet to be
achieved. However, a projected local
economic expansion into 2013 leaves
Knoxvillians gradually feeling more
comfortable using their disposable
income (4).
Source: IBIS World - U.S. Social Advocacy
Organizations ndustry Market Research Report
|Social
Inuences
It is important to
consider current
trends in interactive
communications that
bridge continental gaps
with just a simple post
or tweet seen almost
instantly worldwide. The
Internet has certainly
shined a light on social
issues abroad, making it
possible to address them
locally. Social media can help non-proft
organizations build awareness among a
larger public.
Client
ProIe
One of the local
Knoxville non-profts,
Casa de Sara, began with a post college
trip to Acapulco in 1987. While on
vacation, Lori Santoro, the founder and
CEO of Casa de Sara, stumbled upon a
three-year old impoverished girl named
Sara selling trinkets to tourists. From that
day on she pledged to help children, like
Sara, in any way that she could. In 2000,
while Santoro and her husband were in
Bolivia fnalizing the adoption of their
frst daughter, news surfaced of 35
children in an orphanage that had no
food, showers or toilets. Santoro along
with Oscar Tordoya, her cab driver, were
shocked and concerned with the
current conditions in the orphanage.
Their combined efforts raised $1,000
for the children.
Santoro left
Tordoya to return
to the U.S. with
the promise that
she would be back
(5). This was the
beginning of the
relationship that
would build the
foundation of what
is now Casa de Sara.
From 2000 to 2002, Casa de Sara
began offering humanitarian aid to local
Bolivian orphanages and hospitals
before opening up the organizations
frst Escuelita with 25 children and three
employees. Today, 11 years later, the
non-proft organization has a school in
La Guardia, Bolivia that offers education
and health care to sixty children in pre-k
and kindergarten. The three programs
offered are the Escuelita, Sarita and
Clinica. The Escuelita operates as the
basic education program for the
students with both Traditional and
Montessori education. Within the
Escuelita program there is the Clinica.
Situation Analysis
Casa de Sara
2
This program provides periodic health
care to the children that attend the
school and their families. The Sarita
program, translated as little Saras,
offers $30 to $50 monthly college
scholarships to local women in their late
teens and early twenties that work as
teaching aides in the school.
Along with these three programs, the
organization also provides health
clinics and seminars. In addition summer
school is offered for kids ages 4-17. The
most recent goal for Casa de Sara is to
build a larger school that expands its
current capacity to the sixth grade (5).
|Donations/Support
Casa de Sara receives the majority of their
revenue from monetary donations from
both regular and one-time donors. On
average, the organization has acquired
between $80,000 and $150,000 annually
for the past six years. The average
monthly donor donates between $30 and
$200 annually. Of all annual donations,
between .5% and 4% is spent on
overhead costs that include accounting
and a telephone bill. Donations have also
come from fundraising events including
Swap til You Drop and Sweets and
Sounds of KTown, which raised $3,800 in
January of 2011. Charitable donations are
also achieved through the auctioning of
donated vehicles. Casa de Sara works
directly with services like
the Lions Club, Rotary,
Kiwanis, churches and the
CFC (Combined Federal
Campaign), all of which
promote and support the
organizations charity
campaign (6). The rest of the money
raised, about 75%, is directly used for the
program costs in Bolivia.
|Programming
As an international non-proft organization,
Casa de Saras main focus is to create
awareness of the program in order to
have the ability to provide further
education and health care to the
impoverished children of Bolivia. Casa de
Saras heart string effect allows for an
emotional connection to donors that
believe in thecause and strive to be a part
of the organizations mission. The
organization has also teamed up with
many organizations, like The Lions Club,
a secular service organization that strives
to help meet the needs of communities
both locally and globally. This has proven
to be a successful means to gaining more
donors and funding. These strengths and
opportunities are met by understandable
weaknesses and threats. The SWOT
analysis illustrates the positive and
negative conditions of Casa de Sara in
both the Knoxville and Bolivian
communities.
|SWOT Analysis
|Creative Strategy
The creative side of Casa de Sara is
based solely around its logo, color
scheme, tag line and the face of Sara.
Each of these tactics emphasize Casa
de Saras creative theme as well as the
unique attributes that allow the
organization to stand out from other
non-profts. The organization's website is
developed around each of these themes
that strategically coincide with the overall
concept Give a child a future and you
have changed the future of the world.

The media endeavors and exposure

is consistent with the creative tone of
Casa de Sara but has been limited in
its level of awareness. Casa de Sara
has been publicly featured
through promotional events as
well as occasional traditional
Situation Analysis
3
media exposure. An article
for the Knoxville News
Sentinel was featured
online as a way to explain
and promote the ventures
of this local organization. The previously
mentioned events such as Sweets and
Sounds of KTown and Swap til You
Drop also promoted Casa de Sara and
yielded high donation results.
|New
Developments
Casa de Saras goal is to raise $450,000
to build a larger school that will enable
current students to continue their
education and receive health care
services. In order to fund the
construction of the new building, employ
staff and implement school programs,
Casa de Sara must rely on its donors
as well as new promotional fundraising
events to supply the funding. The
organization has taken initiative in
creating a social media presence to
strengthen the overall awareness as well
as increasing the amount of donors both
locally and globally.
Charitable
Organizations in
Competition for Donations
|Primary
Competitors
The primary competitors of Casa de Sara
were chosen based on their programming
efforts and geographic location. Each
primary competitor receives support from
the local Knoxville community and appeals
to residents in the area. Neither
organization provides support for
Bolivian children, but donations from
supporters beneft the programming
efforts for children locally or internationally.
Education is a common theme for each
primary competitor as Casa de Sara
currently has this as a primary focus for
Bolivian children.

The Haiti Outreach

Program is a non-proft
organization located in
Knoxville, TN that has worked closely
with Sacred Heart Parish and Partners in
Health here in the community since 1999.
The programming efforts assist and help
provide food, clothing, education, health
care and a sense of community to Haitian
natives.
|Donations/Support
Donations to the Haiti Outreach Program
include monetary donations, donated
supplies and volunteer work. Donations
are submitted by contact with a program
representative or the Pay Pal system
online. Annual fundraising events also
help support the organization including
an annual gala, movie nights at the local
Tennessee Theater and an American
Express contest.
|Programming
Give Haiti Hopes programming efforts
assist a variety of needs in the country.
Give Haiti Hope began before the
popular natural disaster that occurred,
but awareness of the needs of the
country have been publicized heavily.
The program provides education for
students in both primary and secondary
schools. Supporters have the opportunity
to sponsor a student that includes a
minimum sponsorship amount donated
annually. Partners in Health has a
partnership with the Haiti Outreach
Program as it has health care credentials
for treating a poor, malnourished
community. Projects performed by the
program include building a foundation
for housing and clean water. Give Haiti
Hope positions itself as making ongoing
progress in the country with the support of
the Knoxville community.
|Creative Strategy
Give Haiti Hope is primarily advertised
through its various fundraising events
that are directed towards all audiences.
The prom/formal dress sale was in
collaboration with The University of
Tennessee Knoxville to encourage
students to support the cause. The
Give Haiti Hope
Situation Analysis
4
Knoxville News Sentinel is having an
upcoming banquet at one of Knoxvilles
most popular country
clubs, Fox Den, where
ticket prices purchased
through the website
will beneft Haiti.
These fundraising
methods consistently
engage and educate
the Knoxville
community about the
needs in Haiti and
programming efforts of
Give Haiti Hope. The
organizations website
is extensive including photos and stories
of children in Haiti. Social media is also
included in the creative strategy with
a blog that is consistently updated by
the organizations intern. This creative
strategy ensures Knoxville will not forget
about the needs of Haiti and the efforts
of Give Haiti Hope (7).
Tribe One receives both
monetary and volunteer support
from the Knoxville community.
Volunteers have the opportunity
to assist with individual
programming efforts and
mentoring. Monetary support
can occur by purchasing printing
services from Tribe One along
with online donations.
Knoxvilles late City
Councilman Danny
Mayfeld founded Tribe One in 1991.
Since its inception, the organization
has served Knoxvilles inner city and
supported at-risk youth. Its long-term
impact model emerged from its initial
gathering and mentoring model. Tribe
One invests in the 'at-risk' youth to
make them contributing leaders in the
Knoxville community.
|Donations/Support
|Programming
Tribe One empowers youth
by exposing the opportunities
available to them in order to impact the
community. The organization mentors its
students to excel toward personal and
professional goals. Its programming efforts
tackle issues that relate to
the diverse group of students.
The After School Program
provides a safe and healthy
alternative for students grades
3 - 8 to focus on positive
educational and professional
opportunities after school. The
CDC Freedom Program is in
correlation with the Childrens
Defense fund for a 6-week
summer program. Tribe One
Urban Garden empowers the
youth to focus on gardening
and beautifcation efforts in the Knoxville
community. Also, the Harambee program
provides female mentoring and additional
|Creative Strategy
support. Tribe One takes high school
graduation rates and makes an effort
to increase Knoxvilles graduation
numbers and leaders in the community.
Tribe One's creative strategy results
from its programming and students
in addition to its logo and website. In
an effort to maintain entrepreneurial
training, the organization has its
own printing services. Individuals,
organizations and businesses in turn
are educated on the organizations
efforts and purpose. Tribe One has
a blog which highlights major events
and fundraising efforts held by the
organization. Other awareness efforts
include open houses, community
meetings and events. The organization
maintains a social
media presence on
YouTube, Facebook
and Linkedn (8).
|Secondary
Competitors
Save the Children
Bolivia
Save the Children
is an independent
organization leading the
world with humanitarian support and
promoting positive change in the lives of
children. The organization was founded
Tribe One
Situation Analysis
5
by an Oxford-educated teacher and
sociologist in 1919. Save the Children
in England during this time helped
aid children in war-ravaged central
Europe. The organization then spread
to the United States in 1932 through
a group of Americans who provided
aid to children and families during
the Great Depression. Today, Save
the Children sees its role as that of a
catalyst in community evolution (10) as
the organization is prevalent in the U.S.
and has continued to impact the world.
Proven results have occurred because
of the organizations partnerships with
individuals, foundations, corporations,
governments and agencies.
In 1986, Save the Children began its
work in Inquisivi Province. The work of
Save the Children provides hope for
families and children in Bolivia in La Paz
and Oruro with adolescent programs
extending to every area of Bolivia.
|Programming
Save the Children provides support
for the families and children in Bolivia
through food security, health and
nutrition, primary education and other
life skills. Save the Childrens goal
is to increase primary education in
elementary schools in Oruro and in turn
help children develop competencies
and life skills. Children, youth and
teachers are being trained in Oruro
and El Alto to expand technology skills.
The organization currently impacts
15,000 children and works with 20 public
schools in Bolivia. Adolescent health is an
important part of its programming as well.
Programs for adolescents educate youth
on the importance of making informed
decisions for a better future. Some topics
include HIV/AIDS education, leadership,
self-esteem workshops and opportunities
through vocational orientation and
education.
|Creative Strategy
The creative strategy behind Save the
Children is an American based charity
that works to aid children in need all over
the world. The mission and goal sought
through the marketing and promotional
endeavors of Save the Children is
increased awareness and effort to help the
wide array of needs that face the millions
of children in the world.
|New Developments
Save the Children wants to continue to
assist the Bolivian children in regards
to health education, food security and
nutrition. The organization will develop
a food security initiative in the future to
help families control income and monitor
the nutritional status of their children. The
adolescent Making Decisions model will
expand to the Lake Titicaca region. Lastly,
there will be a new focus on postnatal
care for newborn health (9).
Alalay, based out of the
United Kingdom, was
founded in the 1990s by
a native Bolivian student
who decided to reach
out and help at risk children she passed
daily as she went to a university. The
name, Alalay, was chosen by street
children which means I am cold.
There are two centers for the children
in La Paz and Santa Cruz. Over 10,000
children and adolescents have been
helped to date and the charity continues
to assist over 1,000 children annually.
|Programming
Alalay is known for providing assistance
to street children by offering them a
home and family. The organization
provides shelter in welcome centers,
food, health care, clothing, education,
psychological help and technical
training. Aldeas are the larger
communities where the children have
the opportunity to attend school.
Programming for Alalay includes three
stages of activity. Children are frst
encouraged by street workers to come
to Alalay after a strong relationship is
built. Students then have the opportunity
to live in a welcome house to learn
life skills. Here daily activities include
chores and tasks along with personal
Alalay
Situation Analysis
6
grooming such as wearing shoes.
Students stay at welcome houses for
as long as a month, depending on the
individual. Lastly, the child will move to
the Aldea to start school and begin a
family life. As they age, they will begin
technical training for jobs including
hairdressing, car mechanics, wood
working or textile work.
Around 70 children, ages 3-20, are cared
for at the Santa Cruz Center. There are
30 - 40 students inside the welcome
houses in the city. Children there live
in family groups similar in age with a
mother or father.
Bolivians who help in the center are
paid infrequently by Alalay. There are
psychologists and social workers in the
center.
|Donations/Support
The charity receives fundraising solely
from donations. Periodic donations
and single donations are all available.
Personalized gift cards are available
that include a picture of the child and a
personalized message.
|Creative Strategy
"Friends of Alalay (Santa Cruz) is a part
of Alalays creative strategy to entice
donors. The majority of the creative
tactics are based around the logo and
pictures of the children who beneft from
the organization. Its website is the main
source for promoting Alalay. Outlined and
updated annually under the news section
are positive events and results that occur
as outcomes of Alalay donations and
programming. Also, there have been
two documentaries produced by the
organization, including the documentation
of a British school feld trip and another of
participants in Alalay.
|New Developments
Alalay is focusing on three main projects
for the year 2011 to continue support
and awareness of programming efforts.
The organization wants to ensure the
effective management and use of the new
volunteers cabin and medical center.
Also, an English teaching program will
be continued. There will be more support
for older children through vocational
training and university courses. Lastly,
a documentary flm will develop unique
publicity for the organizations charitable
efforts (10).
Donor
Analysis
In 2009, $228.5 billion was donated to
charitable organizations by the greater
American public. It was also reported
that 65% of U.S. households contribute
to charities with an average annual
amount of $2,213. Online giving has also
recently been on the rise due to social
media, with Facebook being dubbed the
number one site for charitable donations
(11). According to Simmons 2008 data,
93% of members
of human rights
organizations fall
into the age range
of 25+.
Selecting this age
range as a primary
sample, Blue Print
will be pursuing
an audience that
is familiar to the
feld of charitable
organizations
that includes
Casa de Sara.
Simmons 2008
data provided
the statistic that
.71% of 18-24
year olds belong
to a human rights
organization,
S
o
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r
c
e
:

S
i
m
m
o
n
s

2
0
0
8
Table 1
Situation Analysis
7
which opens the door to an untapped
market for charitable organizations
(as illustrated in Table 1). Secondary
research also reports that 50% of
18-24 year olds responded that they
are interested in international cultures
and 60.6 % are willing to volunteer their
time for a good cause, which shows a
willingness to support.
These are all key factors
as Blue Print begins to
pursue this age group as a
subsequent sample group.
As stated by the client,
the donors that currently
contribute to Casa
de Sara consist of
local, middle class,
predominately white
men and women in the
adult age range of
30-70 years old. This
group of contributors
give their dollars to
Casa de Sara as
charitable donations
that are mutually
benefcial to both donor
and recipient. The
local community that
supports Casa de Sara
is an unassuming and
collective group that blends directly
into the fbers of its community and
donate anonymously to a charity
with a strong and binding heart
string.
The geographics of donors is the
most important factor in the case of Casa
de Sara as the patrons are local and
in close proximity to the organizations
headquarters in Knoxville, TN. Due to the
intense emotional connection these donors
have with the children of Casa de Sara,
the analysis of these consumers is
weighted
heavily in
non-traditional
qualifcations and
connections that fuel a
constant fow of income of
contributions. The usual age, income,
race and gender segments of individuals
fall by the way side in the case of the
people that donate to Casa de Sara. They
are much more diverse than a typical
product/service consumption market, and
it is the humanitarian tone of Casa de
Sara that communicates and engages
the supporters. The current donors
continue to contribute and support the
Bolivian children and the community
that surrounds Casa de Sara. Their
emotional and empathetic traits are
what draw them to the organization. A
continuous effort to maintain endeavors
for the school is the lifeline that will keep
the benefactors
coming back
and giving back
time after time.
The donors
that contribute
consistently and
monthly to Casa de
Sara attribute for a larger
or more dependable fow
of endowments, yet the
one time periodic donors help
stimulate the organizations funding.
Situation Analysis
8
Considering the donor analysis and
the analysis of Casa de Saras current
situation regarding awareness and
potential fundraising efforts, Blue
Print conducted two types of primary
research. Primary research was
collected over a four day period from
June 10-13 in the previously mentioned
locations such as Market Square. The
primary research methods gave in depth
observations about the many issues
involved with non-profts.
|Research Objectives
Primary Research
Primary Research
Overview
Quantitative
Research
Quantitative research, in the form of
passerby surveys, was completed to
gain further insight into the attitudes
and beliefs of people that do and do not
donate to charitable organizations as
well as the overall awareness of Casa
de Sara in the Knoxville area.
The secondary sample was also
surveyed using quantitative research
to explore the younger age groups
contributions to non-profts and the
potential fundraising benefts that would
assist in the overall exposure of Casa de
Sara.
Qualitative research was conducted with
members of the primary sample that
are current Casa de Sara donors on
June 14 and 15 in the form of personal
telephone interviews to better understand
the interaction and involvement of the
donors in reference to the client and other
non-profts in general. The voluntary
participation interviews proved to be
successful as a means to gain further
knowledge about the organization due to
its one-on-one interaction and nature of
the situation.
Primary Sample
(sample size of n=67)
Gain insight into the attitudes
and beliefs of the primary audience
regarding Casa de Sara and other
charitable organizations and the
activities and communication of those
organizations
Establish media preferences such
as local news outlets and social media
sites of potential donors to Casa de
Sara
Determine interest level of
international issues and areas of
importance in charitable organization
categories
Measure awareness of Casa de Sara
within the targeted audience
Determine any general concentrations
within demographics to refne the
audience for the client
The typical donor was previously
described by the client as both male and
female, 30-70 years of age. However,
Chart 2 illustrates the exact breakdown
of the age ranges of the respondents
from the survey. Blue Print chose to
expand the primary sample to include
the 25-34 age range due to its relevant
percentage of involvement in human
rights organizations. As shown in Chart
3, there is not a noticeable difference
between 25-34 and all of the other age
ranges.
|SampIe ProIe
Chart 2
Primary Sample
Age Groups
|Survey Method
The passerby survey sample consisted
of 67 adults, 25 years of age and
older. Locations such as Market
Square, Worlds Fair Park, and the UT
campus were selected by Blue Print
as destinations for the distribution of a
concise 12-question survey because
of their popularity in the Knoxville
community. The data collected was
reviewed using the Statistical Package
9
for the Social Sciences (SPSS), a
computer program that analyzes the
statistics on input data. The survey
tallied the age, gender, and race of the
participants as well as their media habits,
activity with charitable organizations in
general, social media use, awareness
of the client and more. The research
was conducted with street surveys and
voluntary participation on the parts of
the respondents. The differing locations
allowed us to diversify our sample as
we collected over the four-day period.
In order to reach the part of our target
audience that was already currently
involved with charitable organizations,
Blue Print attended the American
Diabetes Association, Race for the
Cure event on Saturday, June 11 in
Worlds Fair Park where more surveys
were distributed.
|Results
The survey of the primary
audience provided useful
and insightful information
about the target market
that will assist Blue Print
in creating an effective
campaign for Casa de Sara.
The respondents of the
survey were mostly female,
at 62.7% (n=42) while males
accounted for 37.3% (n=25). The majority
of the participants in Blue Prints primary
survey were White, accounting for 86.6%
(n=58) while Black accounted for 11.9%
(n=8), and one Asian respondent made up
1.5% (n=1) as illustrated in Table 2.
T
a
b
l
e

2
Of the 67 participants,
88.1% (n=59) responded
that they were currently a
charitable organization donor
as represented in Chart 3.
Interest in charities concerned
with children and international
issues are relevant to Casa
de Sara and its endeavors,
and gauging the respondents
views on these topics will certainly play
a role in the execution of the campaign.
68.7% (n=46) of respondents reported
they were interested in charities that
dealt with children. The percentage of
those interested in children is signifcantly
higher than the other charitable category
choices which included animal
rights, environmental, disaster
relief, health care, and church
affliated programs.
Respondent interest in
international issues was
also high, at 59.7% (n=40).
The preliminary interest
in international issues is a
signifcant primer for the
campaigns approach to
highlighting aspects of Casa
de Sara and establishing a
charitable interest that reaches further
than the local Knoxville community.
Local media usage and program
choice was primarily focused on four
major news outlets that provide local
news through broadcast, print, radio,
and online platforms. The four
outlets provided as preferences
were WATE TV, WBIR TV, The
Knoxville News Sentinel, and
UT campus news outlets. The
news outlets were chosen for
their popularity in the Knoxville
community and the fact that
they covered television, print
and online medium as well
as represented different Knoxville
audiences. Respondents were able
to select all that applied. As shown
in Chart 4 the highest preference for
news outlet was WBR TV with 43.2%
(n=29). n addition to these four outlets,
survey respondents mentioned the
Metropulse as well as their local church
communications to receive Knoxville
related news.
Primary Research
Chart 3
Chart 4
10
Less than 1% (n=1) of primary sample
survey respondents reported that they
were currently aware of Casa de Sara as
seen in Chart 5.
Primary sample respondents were asked
the following question: What scenarios
would make it easiest for you to become
a one time donor to a charity? Select
all that apply. As illustrated in Chart 6,
promotional event and concert tied for
preference at 41.8% (n=28).
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Chart 6
Secondary Sample
(sample size of n=67)
In the pursuit of gaining a secondary
sample, Blue Print used the same survey
questionnaire to gain similar insights
within a different age group. The younger
demographic was included based on
previously mentioned Simmons 2008 data
that illustrated their willingness to support
charitable causes.
|Research Objectives
Gain insight into the attitudes
and beliefs of the secondary audience
regarding Casa de Sara and other
charitable organizations and the
activities and communication of those
organizations
Determine the interest level of
international issues and the main areas
of importance in charitable organization
categories
Discover what motivates the target
market to donate to Casa de Sara and
other charitable organizations
Measure awareness of Casa de Sara
within the targeted audience
Determine any specifc demographic
concentrations to refne the Casa de
Sara target audience
|SampIe ProIe
Due to the willingness of the 18-24 year
old demographic to support charitable
causes, this secondary sample was
pursued and defned as 18-24 year olds,
both male and female. The breakdown of
this sample is illustrated in Table 3.
|Survey
Method
Blue Print used
the popular
social media
site Facebook
to distribute
surveys to our
secondary
audience.
Facebook was
the chosen vehicle because there are 50
million 18-24 year old Facebook users
(13). The sample consisted of 22 (n =
22) adults, ages 18-24, that were part of
the targeted secondary audience for the
client. The survey gathered demographic
information including the age, gender,
and race of the participants along with
information regarding their attitudes and
opinions about non-proft organizations.
More specifcally, the survey addressed
the secondary targets participation
in charitable organizations, donation
frequency and methods, media use, and
charitable topic interests. The survey
was sent to 30 eligible participants
and received 22 (73.3%) responses.
The data collected was analyzed using
the Statistical Package for the Social
Sciences (SPSS).
Table 3
Primary Research
11
|Results
The secondary audience also provided
useful insights that will be implemented
into Blue Prints future campaign for
Casa de Sara. This audience refected
the primary samples interest in charities
involving children and international
issues in general. Respondents that
reported they were interested in charities
involving children accounted for 86.3%
(n=19) of the survey responses. That
percentage is high when analyzing a
youthful audiences concern for charities
involved with other youth. The survey
also revealed that 72.7% (n=16) of the
18-24 year old participants reported that
international issues interested them.
The social media activity of this target
market will be advantageous to the
awareness and engagement portions
of Blue Prints campaign for Casa de
Sara. The awareness of the client in
this sample is very low at 4% (n=1) as
shown in Chart 7 (on the left), but has a
high potential for growth through social
media vehicles. According to 2009 data
(14), 40.8% of 18-24 year olds are on
Facebook, 22% on Twitter and 21% on
Youtube. Secondary sample respondents
were 100% (n=22) active on Facebook
as that is the vehicle used to distribute
the survey. Presented above in Chart
8, Blue Prints survey
results supported the
Simmons data that this
age group is as active as
they come in the social
media arena. This sample
also chose social media
as the preferred method
of staying informed of a
charitable organization
of interest at 59% (n=13).
The preferred donation scenarios of these
respondents, as illustrated in Chart 9,
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Chart 11
unveiled the situations this group
deemed most likely to yield donations
from and the members of their peer
group.
Chart 10
Respondents from the secondary
sample reported that they were more
likely to be a one time donor than a
regular donor as illustrated
in Chart 10.
Chart 9
As represented in Chart
11, secondary sample
participants responded
that disaster relief, closely
followed by children, were
the highest rated topics
of charitable organization
interest.
Primary Research
12
Qualitative
Research
|Research Method
Blue Print received a list of seven current
Casa de Sara donors per request
from Lori Santoro and also contacted
other local organizations for personal
interviews. Of the eight contacts, three
interviews were successfully conducted,
two donor interviews via telephone and
one personal interview with Volunteer
Ministry Center (a local non-proft)
via email. The interviews occurred
between June 14 and 15 and lasted
approximately ten minutes each.
|Research Objectives
Learn what attracted Casa de
Sara donors initially to support the
organization
Gain a perspective on what retains a
Casa de Sara donor
Gain insight on media preferences
for current Casa de Sara donors
Achieve in depth explanations of the
current relationship between Casa de
Sara and its donors
|SampIe ProIe
The personal interviews that were
conducted for our qualitative research
included Caucasian and Hispanic men
and women, 35-54 years old who are very
knowledgeable about the organization.
They are regular donors of Casa de Sara.
Members of the sample attend charitable
fundraisers and also receives Casa de
Sara newsletters regularly.
|Key Themes
The donors of Casa de Sara all have a
personal connection with Santoro and
support her efforts. One respondent
explains how she adores Loris children
and that they have a personal relationship
with them as well. This personal
connection appears to help donors of the
organization maintain their support and
have a true understanding of Casa de
Sara. They are consistently updated about
the progress in Bolivia and programming
efforts from Santoro personally.
Connection with Lori Santoro,
founder of Casa de Sara
Bolivian Interest
The status quo of Bolivia is very important
to the donors of Casa de Sara. The
newsletter for current donors seems
to spark interest in Bolivia further. One
respondent explained,
Lori puts much detail
in the newsletter which makes
an impression. All of the details
and photos truly help.
One Bolivian respondent, currently
residing in Knoxville, is a supporter
and donor of the organization. She and
her husband both visit the country and
occasionally assist in the Escuelita of
Casa de Sara. This strong Bolivian
interest allow donors to understand the
needs of the children that are catered to
by Casa de Sara.
General Charitable Interest
Charitable giving is a common act
among all of the respondents. One
donor gives regularly to three different
organizations but chose not to disclose
which organizations. In addition to a
sincere interests in Casa de Saras
efforts, donors are not against giving
to a great cause. A donor explained he
was well informed of where his money
is being used and was very satisfed.
Another local non-proft member stated
that its donors dont necessarily have a
personal connection with the cause, but
have a general passion to help.
Economy Equals
Donation Frequency
Respondents were asked their opinion
on annual and one time donations as
well as other contributing factors. All
Primary Research
13
respondents stated that the current
economic conditions play a major
contributing factor in their willingness to
donate. This was described in depth by
one respondent. She explained,

Economic struggle is
a huge part of why donors
do not give regularly. There
are also a lot of organizations
and charities buying your time and
attention.
Concept Testing
Supporters of
Fundraising Events
The idea of fundraising events evoked
a positive reaction and illustrated
a willingness to attend by donors
according to responses. Previous
events were already well supported. A
respondent stated,
I think the Sweets
and Sounds of K-Town
was a good event and I enjoy
going to the Hola Festival
that Casa de Sara participates in
every year.
The donors of Casa de Sara are
dedicated and understand the
importance of the organization.
Therefore, additional fundraising
could only help engage donors more
frequently.
Target Market
ProIe
Through primary and secondary research,
the primary target market is defned as
adults, male and female, aged 25+ who
live in the greater Knoxville community
(Knox county).
Through similar research, the secondary
target market is defned as adults, male
and female, aged 18-24 who live in
the greater Knoxville community (Knox
county).
Concept
Testing Report
The purpose of concept testing was
to test drive strategic concepts with
members of the target audience to create
a customized campaign that would yield
high awareness and donation results
for Casa de Sara. The following six
concepts were tested to guide Blue Prints
campaign in a specifc direction that was
applicable to the attitudes and belief of
the target audience. The concepts of
give, community, education, understand,
inform and lifestyle were tested using an
online survey with scaled questions that
would plot the opinions of the participants.
A likert scale was used for Blue Prints
concept testing, where participant
opinions were measured. The scales
measured each concepts uniqueness,
memorability, believability, relevancy and
donation likelihood.
Uniqueness:
1 = Very Unique, 5 = Not Unique
Memorable:
1 = Very Memorable, 5 = Not Memorable
Believability:
1 = Very Believable, 5 = Not Believable
Relevance:
1 = Very Relevant, 5 = Not Relevant
Donation Likelihood:
1 = Very Likely to Donate, 5 = Not Likely to Donate
Blue Print chose to test the concepts
using the previously mentioned variables
to get a diverse opinion sample from
the participants. The variables of
uniqueness, memorability, believability,
relevance and donation likelihood were
used to test the connection of each
concept with the audience and test how
genuine the audience viewed each
concept. The variables were used to
evoke results as to which concept would
yield the highest likelihood of donations
and the potential for each concept to
stand out in the minds of the audience.
Listed below in Chart 12 are the six
concepts developed by Blue Print
that were created using primary and
secondary research. We tested both our
primary and secondary audiences, a
total sample of 39 participants.
14
|Give
The Give concept for Casa de Sara
focused on attracting potential donors
to make an initial small one-time
donation. This informed donors that
their donations, no matter how small the
amount, will contribute to helping Casa
de Saras efforts. The ultimate goal was
to entice potential donors and build more
awareness of Casa de Sara in hopes
of having donors return and become
regular supporters of the organization.
|Community
The Community concept showcased
how Casa de Sara can bring the
Knoxville community together for a great
cause. The focus was around Knoxville
residents realizing they are helping
|Education
The Education concept
supported Casa de Saras
primary focus of building a
new Escuelita in Bolivia. It
emphasized that education,
particularly for children in
Bolivia, provides a future
of opportunities for each
child. The concept implied
that giving to Casa de Sara will help
save impoverished children in Bolivia by
granting them the ability to have a different
life.
|Understand
The Understand concept refuted
ambiguity of where Casa de Sara
donor dollars are being used. With this
concept, donors are always aware of the
importance of their donations and what
is directly funded by their support.
|Inform
The Inform concept focused on educating
donors about the socioeconomic status
of Bolivia. This concept was based on the
local Knoxville community being unwilling to
support due to lack of knowledge about the
impoverished children and families of the
|Lifestyle
The Lifestyle concept helped donors
understand that their donations and
Casa de Saras work goes beyond
helping one individual child. This
informed donors that their donations are
helping children, the families of children
as well as the overall build up of the
Bolivian community for generations to
come.
Concept Headline Description
Give A small
donation can
help
If a large number of people make simple, small donations
goals can be reached in no time. You dont have to give a
lot to change a lot.
Community Local people
making a global
difference
Coming together as a local community can make a
positive difference a world away. Knoxville takes pride in
supporting a charity within its own community.
Education Education
builds a future
Providing an education for a child will help secure a
hopeful future.
Understand Know where
your money is
going
Any dollar amount creates some level of change. Know
what specific materials and services are directly funded by
your donation.
Inform Awareness
leads to change
Providing information about the socioeconomic issues in
Bolivia will create awareness and encourage support.
Lifestyle Help a
generation
Health care, life skills and education can provide a better
life to an entire community.

implement change in the
Bolivian community by
donating to Casa de Sara.
country. However, once awareness is
built, donors will be prompted to give.
|Primary Target Audience
Blue Print conducted an online survey
with its primary audience of adults age
25+ to test six concepts for the future
campaign. The concepts were presented
using online survey provider Survey
Monkey which showed the concept
headline and description along with
instructions and an informative segment
regarding Casa de Sara. The instructions
and brief on the client are provided
below and assisted the respondents in
informed and truthful decisions regarding
the concepts.
|Secondary Target Audience
The secondary sample, those ages
18-24, was given the same survey via
Survey Monkey that was given to the
primary sample. The same concepts
were presented in the same order with
the same instructions and followed by
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2
Concept Testing
15
the same questionnaire. Blue Print did
this to retrieve insights to the concepts
by a different category of people. The
utilization of both of these audiences will
be in different capacities and executions,
however the fundamental opinions
regarding Blue Prints concepts were
important from both samples.
Concept
Testing Results
|Primary Audience
After analyzing the concept tests,
Chart 13 shows that the "Give and
Understand themes scored best
(lowest mean) within the primary sample
audience (n=17). "Give scored the best
in three categories including believability,
relevance and donation likelihood
while Understand had the best overall
average within each category. The
majority of respondents agreed with
the theme that a small donation can
go a long way. The participants also
liked the idea of knowing where their
money is going with a few respondents
explaining that it feels more like a direct
gift to know what specifc materials or
services their donation is going towards.
The combination of these two concepts
brought together the idea that any
donation is helpful, especially when they
can see how it helps.
25+ year olds (n= 17) Primary Sample
Uniqueness Memorable Believability Relevance Donation
Likelihood
Total
Average
Mean
Give 3.71 3.12 1.82 2.35 2.47 2.69
Community 3.18 3.00 2.53 2.94 3.18 2.97
Education 3.24 3.18 2.65 2.71 3.00 2.96
Understand 2.59 2.82 2.29 2.41 2.53 2.53
Inform 3.29 2.82 2.65 3.18 3.24 3.04
Lifestyle 2.82 2.71 2.53 2.88 3.00 2.79

Winner: Give and Understand

|Secondary
Audience
18-24 year olds (n=18) Secondary Sample
Uniqueness Memorable Believability Relevance Donation
Likelihood
Total
Average
Mean
Give 3.28 2.61 1.72 2.22 2.06 2.38
Community 2.72 2.22 2.28 2.83 2.33 2.48
Education 2.83 2.28 1.72 2.06 2.11 2.20
Understand 2.61 2.56 2.00 2.89 2.33 2.48
Inform 2.89 2.39 2.06 2.61 2.50 2.49
Lifestyle 2.39 2.06 2.06 2.39 2.22 2.22

After analyzing the
concept survey,
the Give and
Education themes
scored the best
within the secondary
sample audience
(n=18). "Give
scored the best in
donation likelihood
while Education
had the best average overall within
the 18-24 year olds. The participants
agreed with the primary sample in
reference to any donation can help to
make a difference if a large group of
people are willing to help. They also
liked the education factor that their
money goes towards, specifcally the
idea of helping secure an education for
a child with their donation.
Winner: Education and Give
Winner: Give and Understand
Chart 14
39 (n=39) Total Respondents
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Concept Testing
16
Creative Strategy
Creative
Objectives
|Primary Audience
Inform the primary sample of the
background and history of the client
Advance the knowledge of the
workings of the client and the
utilization of donation dollars
Create a sense of community
among donors and charity
|Secondary Audience
Boost one time donations through
the event
Utilize social media to promote
Casa de Sara and greater
organization
Message
Strategy
|Primary Audience
n the feld of advertising, Blue Print
became acquainted with Taylors
Message Strategies as a tool to match
the appropriate message strategy to a
particular product or service. Taylors
Message Strategies are commonly used
to help categorize products and services
by level of consumer importance and
rational and emotional attachments. For
instance, the message strategies used
for a house and a bar of soap will differ
based on differing levels of importance.
Blue Print will plot Casa de Sara using
these message strategies in order to
communicate its message most effectively.
Taylors Message Strategies have been
a tool to segment creative strategies
into categories that better defne media
strategies. Often two or more categories
are combined to create a strong and
unique message strategy. Blue Print
chose to combine two message strategies
to better access the primary sample. Blue
Print combined the Ration and Sensory
strategies.
Ration is a media strategy that is
appropriate for audiences who desire
lots of information about product features,
services, warranties, price. Casa de
Saras implementation of this strategy
would be to provide as much information
as possible about its current endeavors
to its donors. The Sensory media strategy
is used to describe products and services
that give you an emotional lift.
|Secondary Audience
Taylors Strategy Wheel was also used to
choose a message strategy combination
for the secondary sample. Blue Print
has combined the Social and Sensory
strategies to target the secondary
audience. The Social message strategy
applies to Casa de Saras campaign for
this audience because these products
and services make a statement to
others about who the users are and
evoke respect from peers. The Sensory
message strategy is the emotional lift
message strategy previously mentioned.
Social and Sensory will be implemented
into the campaign for this secondary
sample because this demographic (18-
24) will likely participate in events that
are publicized and promote a word of
mouth movement to help a cause. These
message strategies are applicable to
this campaign because the audience will
donate for respect and unity with their
peers. These audience members will
give any amount they can to be a part of
a social cause. Donations that provide
an education will relate to this audiences
immersion in education and partnerships
with organizations that are relevant.
Creative
|Color Scheme
The consistent color scheme that is
seen throughout each promotion and
advertisement was developed to enhance
the red, green and yellows previously
utilized on the Casa de Sara website.
nspired by the Bolivian fag and local art,
the new colors seek to give a happy
feeling to Casa de Saras inspirational
movement. The color green is said to
17
Creative Strategy
symbolize nature, fertility and life but
also emphasizes learning, growth and
harmony, all of which Casa de Sara
stands for.
|Tagline
The current focal point of Casa de
Saras fundraising efforts and its
campaign is the expansion of the
Esuelita in Bolivia. Blue Print chose a
concept that would integrate all three
concepts that would appeal to both the
primary and secondary audiences while
highlighting Casa de Saras primary
focus on education. Taking all of this
into consideration, Blue Print chose the
following tagline:
A life changing
education.
|Photography
All of the photos that were used as part
of Blue Prints campaign focused on the
children of Bolivia, the school and the
overall recognition that Casa de Sara
has on the livelihood of the Bolivian
community. Inspiration is presented
through a smiling child in every photo, in
an effort to showcase the positive effects
Casa de Sara provides to the children.
|Slogan
As a complement to the tagline and
advertising campaign, Blue Print chose a
variety of slogans that will appear across
all mediums in the campaign. Each slogan
correlates to the concepts and allows
donors to understand how their donation is
being utilized to help a Bolivian child. The
following series of slogans were chosen:
Your donation is their
education.
Examples:
Your donation is their story.
Your donation is their future.
|Campaign
With the implementation of a new color
scheme, tagline and slogan, Blue Print
has created a campaign that will include
event promotions, series of ads, local
partnerships and social media strategies
that will increase Casa de Saras overall
awareness as well as fundraise for the
new school in Bolivia. Each ad was
specifcally created to best target the
primary audience.
18
Media Strategy
Media
Objectives
|Primary Audience
Unpaid:
Expand topics of newsletter
coverage and increase number of
recipients of newsletter
Publicize event via fiers, newsletter
and in kind print and television
features
Paid:
Create awareness through traditional
and non-traditional media
Publicize event via print ads
|Secondary Audience
Unpaid:
Increase the number of Facebook
Likes from 199 as of June 6, 2011 to
500 fans by March 1, 2012
Publicize event via social media and
fiers
Paid:
Expand awareness using Facebook
ads
Media Types
19
Traditional Media
|Newspaper
Advantages
Utilizing newspaper is valuable to the
success of Blue Prints media strategy
because 52.6% of
Tennessee adults age
25+ are categorized
as heavy users of this
medium (15). Therefore,
Blue Print encourages
Casa de Sara to invest in
the newspaper medium.
Using local newspapers
will allow Casa de
Sara to build a relationship with people
in the community. The appropriate
local audience will be reached through
consistent periodic publications.
Advertisements exist in several assorted
sizes, allowing more or less room to
provide the appropriate amount of
information. Additionally, readers can
revisit the advertisements multiple times.
Casa de Sara will stay current due to
short lead times required by newspaper
advertising. Casa de Sara could submit an
ad and see it in print in a timely manner
that will please both the client and the
audience.
Disadvantages
Due to the frequent publications, the
life span of individual copies of the
paper is short. A short life span could
mean that ads only appearing rarely
in publications could go unnoticed.
Another disadvantage of newspaper
advertising is that an advertisement
must compete for attention against other
advertisements and news stories.
Tactics
The benefts of newspaper will be
utilized by placing print advertisements
in The Knoxville News Sentinel and
Metropulse for the primary audience.
There will be a total of six black and
white advertisements run in The
Knoxville News Sentinel throughout out
the duration of the advertising campaign.
During the months of October and
January, advertisements will promote
upcoming promotional events for Casa
de Sara. All other advertisements
running will promote Casa de Sara and
assist with brand awareness further.
The advertisements will appear in
the community section of Monday -
Wednesday papers for better reach
to Casa de Saras audience. The total
circulation for these days is 91,697.
MetroPulse advertisements will run
similar, but with twelve advertisements
total throughout the campaign period.
This will be benefcial as the weekly
20
newspaper has a readership of 100,000
and reaches to 700+ locations in Knox
including Anderson, Blount and Loudon
counties. Casa de Sara promotional
events will appear on the papers weekly
events calendar.
The Daily Beacon will be utilized for the
secondary audience and the Games
for Change event. Casa de Sara will
run four quarter page black and white
advertisements in the student newspaper
at The University of Tennessee,
Knoxville. Games for Change will also be
promoted on MetroPulse advertisements
that will be ran in October.
|Outdoor
The incorporation of outdoor
advertising is important because
52.9% of Tennessee adults age 25+
are categorized as heavy users of this
medium (15). As a result, Blue Print
encourages Casa de Sara to invest in
outdoor advertising.
Advantages
Outdoor media is benefcial to Casa
de Sara in several different ways. To
begin with, outdoor advertising cannot
be turned off. It is available for the
public to see 24-hours a day. In addition,
outdoor media will allow Casa de Sara
to target the appropriate local audience.
Outdoor media will create familiarity
with the organization because members
of the target audience will be exposed
to the message multiple times over
the campaign period. This high level of
frequency will increase the publics overall
awareness of Casa de Sara.
Disadvantages
Billboards typically contain eight or
less words. This characteristic limits
the amount of information that can be
transferred to the audience and could
minimize the strength of the impression
made. Outdoor media is viewed quickly by
audience members and has the potential
to be overlooked because it is
ever-present and could become a visual
that blends in with its surroundings.
Tactics
The previously mentioned advantages
of outdoor advertising will be pursued by
Casa de Sara by purchasing a Douglas
Outdoor billboard on -40 at 17th
Street for the duration of the six-month
campaign. The billboard will promote
general awareness of Casa de Sara
and the Youre donation is their smile
slogan.
|Television
Employing TV as a means to promote
Casa de Sara would be advantageous
because 51.55% of Tennessee adults
age 25+ are categorized as heavy users
of this medium (15). For that reason, it
would be in Casa de Saras best interest
to invest in TV.
Advantages
There are a number of positive
aspects of television advertising.
The combination of audio and visual
elements is advantageous to any brand
or organization attempting to effciently
communicate a message to viewers.
The advertisements on television can
be placed on specialized channels or
networks with targeted audiences to
assure that the desired demographic
is being reached. Television viewing in
general remains relevant and prominent
in U.S. households and advertisements
on this medium are viewed by the
majority of the public.Television
advertisements act as movie trailers
do in spurring audiences to seek more
information after viewing the condensed
message.
Media Strategy
21
Disadvantages
Due to viewers notions that watching
television comes with exposure to
advertisements, TV ads are often
expected and therefore resisted.
Creations such as DVR and TiVo have
given television viewers the ability to
skip, ignore and avoid advertisements
within programming. The struggle of
TV advertisements is to communicate
a message in a quick, concise and
explanatory way that reaches viewers.
Tactics
Casa de Sara will utilize television for
its Public Service Announcement (PSA)
and other in-kind promotions for Casa
de Sara. WBIR and WATE broadcast
stations will predominantly utilized for
Casa de Saras PSA. Founder Lori
Santoro will appear on WBIRs Live at
5 at 4 with Robin to explain more about
Casa de Sara to the community. This is
an excellent promotional event for Casa
de Sara. Press releases will also be sent
to all reporters at WBIR and WATE for a
possibly written story for Casa de Sara
and its events.
|Magazine
Including magazines as an outlet for
possible advertisements would be
benefcial because 50.45% of Tennessee
adults age 25+ are categorized as heavy
users of this medium (15). This is why
Blue Print encourages Casa de Sara to
utilize magazines as a medium.
Advantages
Magazines will allow Casa de Sara
to target specifc audiences based on
their content. Since magazines are so
specifc to certain interests, readers
are especially engaged in what they
are reading and will pay more attention
to the advertisements. Magazines
provide better quality printing than other
mediums and allow the use of color to
create visually attractive advertisements.
The size and layout styles available
allow advertisers to include as much
or as little information as necessary.
Magazines also have a longer life-span
than other forms of print media. This
permits readers to look through the
same issue multiple times and therefore
see the same advertisements multiple
times.
Disadvantages
Magazine advertisements are
expensive. The pass along readership
and specialized interest publications
cost advertisers money. Aside from the
expense that magazine advertisements
pose, the ads can also become out
dated very quickly as ads are due long
before the publication runs. Submitting
these advertisements so far in advance,
advertisers must choose between a
generalized ad that has longevity or
a specifed ad that runs the risk of
becoming irrelevant or out of date by
print time.
Tactics
Casa de Sara will run six, half page
color advertisements in Skirt Magazine
to appeal to the niche market that the
publication reaches. Skirt Magazine is a
monthly newspaper with a distribution of
30,000 in Knoxville, TN. Skirt Magazine
is themed and catered towards the
female market. Advertisements for Casa
de Sara in the Magazine will provide
information about the efforts of Casa de
Sara in Bolivia and information about
upcoming promotional events.
Non-Traditional Media
|Online
Advantages
Casa de Sara will run six, half page
color advertisements in Skirt Magazine
to appeal to the niche market that the
publication reaches. Skirt Magazine is a
monthly newspaper with a distribution of
30,000 in Knoxville, TN. Skirt Magazine
is themed and catered towards the
female market. Advertisements for Casa
de Sara in the Magazine will provide
information about the efforts of Casa de
Sara in Bolivia and information about
upcoming promotional events.
Disadvantages
A disadvantage of advertising in the
online arena is that online users are
visiting sites with a purpose. The
distraction that advertisements can
Media Strategy
22
provide in traditional media is lessened
online as users have the control and can
scroll past or click out of advertisements
sent their way. Online users are savvy
and are seeking specifc information
from the sites they visit, and therefore
an audience member could be at the
bottom of a page of content before the
advertisement had even conveyed its
entire message.
Tactics
Multiple online sites will be used to
promote Casa de Sara. Paid media will
include The Knoxville News Sentinel,
Google Adwords and Facebook. A
leaderboard advertisement will be
purchased for The News Sentinel.
Casa de Sara will only utilize up to
$15.00 per day at $2.70 per click on
Google Adwords. This is estimated at
an average of 4 - 5 clicks per day on
a Google ad. Casa de Sara will only
pay when their advertisement is clicked
on the site. Keywords such as local
independent charities, children charities,
Knoxville non-proft organizations,
charities for children and international
organizations for children will all trigger
a search for Casa de Sara. Facebook
advertisements will be utilized at $5.00
per day at as low as $.02 per click.
The target audience in Knoxville, ages
18 -24 is also a key focus for these
advertisements.
Other non-paid promotion for Casa de
Sara online will include event and
community calendars, online news articles
and local non-proft listings. Event and
community calendars on WBIR, WATE
and MetroPulse will promote Casa de
Sara events and general efforts of the
organizations. Press releases will be sent
to freelance reporters of The Knoxville
News Sentinel to be highlighted on the
newspapers website and all events will
be submitted to YourNews to be featured
as well. Locally, it is important for Casa
de Sara to be among other non-proft
affllates. Therefore, Casa de Sara will be
added to local non-proft listings such as
www.knoxvilletennessee.org. There will be
a small description of Casa de Sara and a
link to the organizations website.
|Cinema
Advantages
Cinema advertising will allow Casa de
Sara to reach a large number of people
at one time. This medium will be used
to target a broad local audience. These
advertisements combine sound with vision
and motion to convey the advertisers
message in an entertaining way. In
addition, the audience has no other
distractions in this environment and can
dedicate 100% if their attention to the
advertising messages.
Disadvantages
During the time period that advertisements
are shown, moviegoers tend to be
concerned with other activities like
buying snacks and using the restroom.
Additionally, many audience members
make a point to arrive just minutes
before the movie begins, bypassing the
advertisements all together.
Tactics
Casa de Saras PSA will play at two local
Regal theaters in Knoxville. The Pinnacle
Stadium theater in Turkey Creek and
The Rivera in downtown Knoxville will
both play the PSA for four weeks. The
PSA will be played before all movies
during the four week period and on loop
during an advertisement in the lobby of
each theater. This will occur the months
of November and December during the
holiday season.
Media Strategy
23
Media
Flow
Chart
Media Vehicles March 12'
1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 1
Newspaper
Knoxville News Sentinel $5,358.60
MetroPulse $6,180
*MetroPulse Event Calendar -
The Daily Beacon $1,282.50
Television
*WBIR Live at 5 at 4 - "Sit Down with Robin -
*WATE Public Service Announcement -
*WBIR Public Service Announcement -
Magazine
Skirt Magazine $6,750
Billboard
Douglas Outdoor $10,800
Internet
Knoxville News Sentinel Leaderboard Ad $2,000
Facebook Ads $500
Google Ad Words $500
*WBIR Online Community Calendar -
*KnoxvilleTennessee.com non-profit listings -
Cinema Advertising $1,750
Total Media Cost $35,121.11
*In-Kind Media
September 11' February 12' January 12' December 11' November 11' October 11'
Event Promotions
Events
The following campaign events were
crafted for Casa de Sara by Blue Print
after taking in consideration to create
awareness and fundraise for the most
recent goals of the organization. Primary
and secondary research was taken into
account to plan what types of events and
partnerships would be pursued.
|Primary Audience
Hola Festival
The Hola Festival celebrates Hispanic
Heritage Month and has been present
in Knoxville since 1999. Each year the
festival attracts nearly 20,000 attendees
made up of 40% Hispanics. The festival
includes a Parade of Nations, musical
performances and authentic food among
other activities. Casa de Saras
creator, Lori Santoro, has been actively
participating in the Hola Festival for the
past ten years. Santoros participation
includes providing the Bolivia booth,
serving on the Hola Committee and
allowing her two daughters to walk in the
Parade of Nations representing Bolivia
and Guatemala. As a way to highlight
Casa de Saras efforts in Bolivia, the
organization will now be the focal point of
Santoros participation in the 2011 Hola
Festival.
Casa de Sara will build off of Santoros
previous festival efforts to create an
amplifed presence that will increase
overall awareness. The presence at
the festival will attract potential donors
and provide a platform relevant to the
audience.
Additional exposure to this audience is
achieved through paid sponsorships.
Casa de Sara will purchase the Copper
Sponsorship for $1,000. This
sponsorship includes:
Listing at the Sponsor page at
holafestival.org
Logo in presentation at the Hispanic
Heritage Month Inaugural Ceremony
Opportunity to have booth space at
festival
Two guests at the Hispanic Heritage
Month Inaugural Ceremony
Description paragraph in the 2011
Hola Information Guide
The Copper Sponsorship will help Casa
de Sara reach further into the Knoxville
community. Overall awareness of Casa
de Sara, its logo and its values will
be attained through this sponsorship
package.
The festival booth will provide attendees
with information about the organization
and upcoming donation opportunities.
24
Event Promotions
Tactics
nformational brochures
Large Casa de Sara banner with logo
Fliers for upcoming events
Suggested donation bin
Newsletter sign up
Posters featuring Casa de Sara
students
Giveaways - water bottles and pens
featuring the Casa de Sara logo
Casa de Sara PSA on loop
Casa de Saras presence at the
Hola Festival will help expand local
awareness and recognition of the
organization and its mission.
Loris Story at
The Square Room
Casa de Sara will host its frst
fundraising event of 2011 at The Square
Room in Market Square. This event is
a follow up to the Hola Festival and will
integrate both previous and potential
new donors to Casa de Sara. This two
hour event will be held on Sunday,
October 9, 2011 with food, beverages
and a live music performance.
Tickets will be available for pre-sale on
Casa de Saras website and will be sold
at the door for $30. All proceeds will go
directly to the fundraising efforts for
the new school as the event costs will
come from the advertising budget. The
event will generate fundraising for the
new school by enticing new donors while
retaining others that will continue to
support Casa de Sara.
Loris Story at The Square Room is a
public event that will attract the general
public and supporters of Casa de Sara.
The event will be advertised at the Hola
Festival and publicized by The Square
Room Street Team along with other media
tactics that will be later discussed.
The Art of Change:
Casa de Sara at The KMA
A promotional event for Casa de Sara
will be held at The Knoxville Museum of
Art January 28, 2012 from 7-9 pm. Casa
de Sara will invite its donors, and local
affliates of non-profts such as the KMA.
The Art of Change event will suggest
donations to Casa de Sara while the
guests enjoy art displays and wine and
hors doeuvres. Entertainment for the
guests will be provided by Saxophone
Jack and Friends who will play throughout
the night. Guests will mingle and interact
with Santoro and other members of
charitable organizations for a night
of enjoyment with an opportunity for
fundraising through a suggested donation.
Suggested donations will be supported by
a fundraising raffe. Raffe tickets will be
sold for categories of prizes. Suggested
sponsors of the raffe include Oasis Day
Spa, Downtown Grille and Brewery,
Sweet Ceces, Fox Den Golf Course,
The Ice Bears and UT Athletics.
This night will be the fnal event of Casa
de Saras advertising campaign and will
keep the organization visible among
the audience. Santoro will address
supporters of Casa de Sara and keep
the public interested in the future of the
organization.
|Secondary Audience
Games for Change at
Worlds Fair Park
Games for Change will be the only
event for the secondary audience used
to spur one time fundraising efforts
and awareness. The games will be a
traditional feld day set up where teams
pay an entry fee that is used to support
the construction of the new school.
The games chosen include a three
legged race, sponge relay, beach ball
carry, water balloon toss, rolling people,
clothes relay and egg drop. Teams will
compete in groups of fve co-ed teams
that will pay $25 per team to compete.
Casa de Sara will partner with UT
Greek affliated organizations, volunteer
ministry organizations and Team Vols.
The event will target local 18-24 year
old, not limited to UT students.
Participants in Games for Change have
the opportunity to win a Casa de Sara
25
t-shirt for 1st, 2nd and 3rd place winners.
All participants will receive personalized
Casa de Sara sunglasses as a token
of appreciation for their support of the
event.
The environment during Games for
Change will provide a fun interaction
between the secondary audience and
Casa de Sara, increasing awareness
and future support of the organization.
Lambda Theta Alpha
Spaghetti Dinner
The Gamma Gamma chapter of Lambda
Theta Alpha Latin Sorority, Incorporated
is a UT organization with platforms and
community values associated with Casa
de Sara. Lambda Theta Alpha sponsors
community service and fundraising
events during the academic year. LTA
will host a Spaghetti Dinner in order to
gain funds for Casa de Sara. Spaghetti
dinners will be
priced at the
discretion of
LTA. Advertising
and all logistics
of the event will
be controlled by
LTA as well. This
event will solely
be community
efforts of LTA with
all proceeds given
to Casa de Sara.
Promotions
In addition to the campaign events
for Casa de Sara, there will also be
campaign promotions used to bridge the
gaps between events. Casa de Sara will
produce a PSA, appear on a local news
program and manage a donation bin at a
local retailer. These promotions will keep
Casa de Sara in the forefront of audience
members minds and expand its exposure
for the duration of the campaign.
An important promotional step for Casa de
Sara will be to put Lori Santoro on a news
channel at the inception of this campaign.
Hearing Lori Santoro speak of Casa de
Sara with passion and genuine desire to
help will inspire the audience to participate
in the campaign events. Exhibiting Casa
de Sara early in the campaign will create
a point of reference for participants in all
Casa de Sara events.
The news channel that
would feature Santoro
speaking would be
WBIRs Alive at 5 @ 4
which would include a
segment featuring the
founder of Casa de Sara
speaking about how it
came to be and what it
plans to do in the future.
Casa de Saras presence
on WBIR is logical as
WBIR anchor Robin Wilhoit has acted as
a local spokesperson for the organization
in the past.
The second promotion for the general
campaign for Casa de Sara is a public
service announcement. Casa de Sara
will create and produce a PSA that will
be run on traditional and non traditional
media as well as at campaign events. The
PSA will be informative and make viewers
knowledgeable of the past, present and
future of Casa de Sara. The PSA will run
throughout the entire six-month campaign
and will be a constant reminder of the
client. The PSA will be used to bridge the
gaps between events and keep the Casa
de Sara name relevant and important in
the Knoxville community.
The fnal promotion for the Casa de Sara
campaign is the execution of a donation
bin at local Knoxville eatery Sweet Ceces.
Sweet Ceces would simply play host to
a donation bin at its check out counter
that publicized Casa de Sara. This frozen
yogurt establishment was chosen to place
a Casa de Sara donation bin in because
it was a participating member in one of
the organizations former fundraising
events, Sweets and Sounds of K-Town.
The donation bin would once again keep
the awareness and recognition of Casa
de Sara consistent throughout the entire
campaign and would provide consistent
donations that would supplement the
down periods between fundraising events.
Event Promotions
26
Evaluation
Campaign
Evaluation
In order to evaluate the effectiveness of
the campaign, Blue Print suggests that
Casa de Sara distribute follow-up surveys
and conduct a focus group after the
six-month promotional period commences.
In addition, current donations will be
compared to those of the previous
six-month period and community
involvement with the organization will be
assessed. Casa de Saras social media
presence will also be measured.
|Awareness
In order to measure the awareness
of Casa de Sara, Blue Print suggests
distributing a survey and holding a focus
group after the six-month campaign
period. The survey should be sent to
current donors and non-donors and
will ask questions pertaining to the
organizations name, logo, tagline and
overall mission.
The focus group should also include
current donors and non-donors and
assess the participants thoughts and
opinions about Blue Prints campaign. Its
goal should be to learn whether or not the
campaign was informative, well-received
and if donation likelihood was increased.
Casa de Saras social media presence will
be measured by the number of Likes on
Facebook and the number of times the
PSA has been viewed on YouTube.
|Donations
Considering one of the primary goals of
this campaign was to increase overall
donations, Casa de Sara should compare
donation rates with those of previous
periods. Both regular donations along with
one time donations can be assessed. The
data can be displayed using line graphs
or bar charts in order to compare donation
frequencies visually.
Additionally, the focus group will be
used to learn about the different factors
that caused people to donate or not to
donate.
|Community Involvement
In order to measure community
involvement, Casa de Sara should
record attendance at each of the
organizations events throughout the
campaign period. The survey that
is distributed at the end of the six-
month campaign period should include
questions addressing event attendance
and awareness. The focus group should
be used to discover how the participants
found out about the events and what
caused people to attend or not to attend.
In addition, the number of newsletter
recipients will be compared to those of
previous periods.
Suggestions
|Intern
Blue Print suggests that Casa de Sara
hire two or three unpaid student interns
with experience in advertising, public
relations and/or communications.
These interns would be responsible for
researching new promotional tactics,
organizing strategic advertising plans
and creating publicity for upcoming
events. The intern could also maintain
Casa de Saras social media presence
and any advancements in that arena.
27
|Blog
Blue Print suggests that Casa de Sara
create an online blog that would be
featured on the existing Casa de Sara
website. This blog would be updated
weekly, providing visitors with up to date
information regarding the organizations
current status. The blog could be
managed by one of the student interns,
other Casa de Sara members or by Lori
herself.
|Volunteers
Blue Print suggests that Casa de
Sara recruit volunteers that would
sign up through the organizations
website. These volunteers would be
responsible for distributing fiers and
surveys, working events and any other
miscellaneous tasks that Casa de Sara
may need help with.
Conclusion
Blue Print has carefully researched and formulated a creative campaign that will provide
Casa de Sara with a successful six-months of promotions and events. The document
Blue Print has created outlines the steps Casa de Sara needs to take in order to execute
a prosperous campaign. The combination of events and promotions will yield the results
desired by Casa de Sara. We at Blue Print were happy to establish a campaign that will meet
the expectations of a charitable organization bringing success to its community in Bolivia.
Conclusion
28
|Situation Analysis
1.) "Quick Facts about Nonprofts.The National Center for Charitable Statistics. 6 June 2011. <http://nccs.urban.org/statistics/
quickfacts.cfm>
2.) "U.S. Social Advocacy Organizations ndustry Market Research Report. BS World. 5 June 2011.
3.) "The nternational Charitable Nonproft Subsector in the United States. 7 June 2011. <http://urban.org/publications/411276.html>
4.) Tennessee Business and Economic Outlook
5.) "Knoxville Woman aims to expand her dream of helping children in Bolivia. knoxnews.com. 6 June 2011. <http://www.knoxnews.
com/news/2011/may/07/knoxville-woman-aims-to-expand-her-dream-of-help/>
6.) Combined Federal Campaign (CFC). U.S. Offce of Personnel Management. 7 June 2011. <http://www.opm.gov/cfc/index.asp>
7.) Lions Club nternational. 5 June 2011. <http://www.lionsclubs.org/EN/index.php>
8.) Give Haiti Hope.org. 7 June 2011. <http://www.givehaitihope.org/>
9.) tribeone.com. 7 June 2011. <http://www.tribeone.com/>
10.) Latin America/ Caribbean - Bolivia. Save The Children. 7 June 2011. <http://www.savethechildren.org/site/
c.8rKLIXMGIpI4E/b.6150559/>
11.) Alalay.co.uk. 7 June 2011. <http://www.alalay.co.uk/>
12.) "Charitable Giving Stats (2008-2011). 5 June 2011. <http://sparxoo.com/2011/03/04/charitable-giving-stats-2008-2011/>
|Primary Research
13.) "Facebook Demographics Revisited - 2011 Statistics. Web Business by Ken Burbary. 14 June 2011. <http://www.kenburbary.
com/2011/03/facebook-demographics-revisited-2011-statistics-2/>
14.) "Social Networking Research: 99% of Your Audience Are On Them, Still Need More Convincing?. .eduGuru. 14 June 2011.
<http://doteduguru.com/id3021-social-networking-research-99-of-your-audience-are-on-them-still-need-more-convincing.html>
15.) Simmons Choices 3 2008
Sources
29
Appendix
30