You just got your first job with a leading marketing firm in Indianapolis. A nonprofit organization has
come to your firm asking you to develop a new advertising campaign for their organization. Your
boss has asked you and another employee to prepare this advertising campaign and a presentation
for the organization.
Your task is to complete a written advertising campaign along with any applicable sample media and
a PowerPoint presentation.
Format Guidelines for Written Advertising Campaign
Your written entry must follow these specifications.
Title Page. The first page of the advertising campaign is the title page, which lists the following in this order:
Name of the Organization
Names of Team Members
Date
Remember – this is the first page your boss (me) and the organization will see, be sure it catches the eye!
Table of contents. The table of contents should follow the title page. It must list the Roman numeral sections and the page
on which each section starts. The table of contents page may be single-spaced and may be one or more pages long. The
table of contents page(s) will not be numbered.
Body of the written entry. The body of the written entry begins with Section I, Executive Summary, and continues in the
sequence outlined here. The first page of the body is numbered 1 and all the following pages are numbered in sequence.
Page numbers continue through the bibliography (required) and the appendix (optional).
Follow this outline when you write your entry. Each section must be titled, including the bibliography and the appendix.
I. Executive Summary
II. Situational Analysis
III. Campaign Strategy
IV. Identification of Target Markets
V. Campaign Execution
VI. Budget
VII. Conclusion
VIII. Bibliography
IX. Appendix
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I. Executive Summary
This section should include a description of what your organization does, how it does it, its core
differentiating factor(s) and your organizations place in the market. This section should also include a
description of the campaign.
A. Mission
The mission statement of your organization should be a few sentences that provide a reason to
believe in your product/service. If your organization didn’t exist, what would the market lose?
II. Situation Analysis
This section provides an overview of the current market realties your organization faces. Both
challenges and opportunities overviews go here. What has happened, or is happening now, that has
impacted your organization?
A. Market Summary
1. Geography, competitive landscape and an overview of growth trends for your market goes
here. Description of the community (geographic, demographic, socioeconomic factors).
2. Market Needs: How can my organization serve the unmet needs of my market? What is
unique that your organization can bring to the table?
3. Market Trends and Growth: Restate the overview of trends and growth patterns in your
industry.
a. Include primary/secondary research that confirms your conclusion for growth and
trends, including:
i. Surveys;
ii. Articles in the business press;
iii. Interviews with customers, competitors and colleagues; and
iv. Industry research gleaned from relevant authoritative sources (e.g., GDCC,
industry associations, etc.).
B. SWOT Analysis
The following section should outline your organization’s strengths, weaknesses, opportunities and
threats. Do the strengths and opportunities outweigh the weaknesses and threats? What is the
primary weakness? Is this something marketing can solve?
1. Strengths
Examples of strengths:
Progressive reputation
Donation transparency
Helpful/educational information provided
Ease of donating/volunteering
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Customer reviews mainly positive
Financially stable
Dedicated, passionate staff open to new ideas
Unique offering providing effective differentiation
2. Weaknesses
Examples of weaknesses:
Lack of overall awareness about the organization has hampered growth
o Capital requirements are exceeding donations
o Low word of mouth (WOM) about the service/organization
Ability to accurately track/capture how a donor/volunteer heard about the
service/organization
Lack of a nimble, overall integrated marketing effort
Overworked staff with limited resources
3. Opportunities
Examples of opportunities:
Expansion of current program
Appeal to different market
Test a new program
4. Threats
Examples of threats:
Economic impact of bad client reviews is strong and needs to be neutralized through
effective PR
Declining donations to this type of organization is in line with the national trend
Client retention is a issue
C. Competition and Alternative Providers
This section should also include all competitive research you’ve conducted. Include data on
competitor’s donors, service features, events and other relevant info. Also include insight into indirect
competitors like after school programs etc.
III. Campaign Strategy
In this section, you want to communicate the unique value your organization offers. Through analysis
of the market, what is your overarching marketing strategy? Do you attract donors/volunteers through
mass media, such as TV and radio? Do you plan to implement a social marketing or cause marketing
strategy? What is your rationale for this decision?
Include key points about your campaign strategy, such as:
Build overall awareness regionally and nationally
Grow existing client/volunteer loyalty and donor base
Grow single donors and convert them to recurring donors
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Facilitate donation ease and service accessibility for target audiences
Enhance the level of client engagement with the product/service
A. Objective(s) of the Campaign
To deliver on your marketing strategy, your marketing objectives could look like this:
Baseline data: 150 volunteers, $15,600 in individual donations, $150,000 in corporate
donations, 43 positive client review, 12 negative client reviews, 2 general interest stories in
2006, 10,000 unique web visits per month.
Increase the number of positive client reviews by 30 percent and increase the number of
general interest stories fueled by potential WOM tactics by 50 percent in an effort to generate
positive product/service awareness
Increase single donations from X to Y to meet the benchmark established by competitors of a
similar size
Increase the number of frequent donors
Increase web site visits and donation conversions online
Also include your final objective (i.e. raise $50,000 through 6 special events).
IV. Identification of Target Markets
Detailed info about your target market goes here. Who is the primary market, secondary market?
Include information about the people you serve, as well as donors, business partners and policy
makers. For example:
35–54, employed full-time
Has household income of $50K+
Female, higher educated, with no children
Is likely to volunteer with friends, spouse or significant other
Values honesty, integrity, enjoying life, curiosity and stable personal relationships
They also like intellectual challenges, travel, trying new things, staying informed on social and
political issues, relaxing and enjoying as escape from the world sometimes
V. Campaign Execution
This is where the rubber meets the road. Discuss how you are going to execute your advertising
campaign. This may also include illustrating all marketing initiatives to date. What has worked? What
hasn’t? How is the competitive landscape changing in such a way that you will need to approach your
marketing differently in the future?
How does your organization use the following?
Public relations
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Online tactics
Direct mail
Email
A. List of Advertising Media Selection Necessary for the Campaign
List the advertising media necessary for the campaign along with a timeline.
B. Other Tools of Promotion
Additionally, include other tools that you can use to tackle your market opportunities and strengthen
your weaknesses.
For example, word of mouth is a very relevant marketing tactic for small non-profits. There are a
variety of tools to help talkers spread the word. This list is only partial, and it’s important to craft a
strategy that effectively uses each at the right time and in concert with traditional marketing tools
(e.g., direct mail) to achieve greater WOM.
Message boards
Viral marketing
Online community outreach
Loyalty programs
Outreach teams
Onsite and off-site events
Giveaways
Seminars
Open houses
Testimonials
Podcasts/RSS
Direct mail and email/e-newsletters
Content partnerships
Strategic partnerships with organizations that share your interests
Games/contests
Ads
Search engine marketing
VI. Budget
This section outlines the detailed projections of actual cost. Refer to budget information sheet on the
next page for additional details.
VII. Conclusion
VIII. Bibliography
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IX. Appendix
An appendix is optional. If additional material is appended, all pages must be numbered as noted
previously. Include in an appendix any exhibits appropriate to the written entry. These might include
sample questionnaires used, general background information, created advertisements, other pictures
or descriptions.
Presentation Guidelines
Your presentation will be a summary of your written marketing campaign.
Your team will present the plan to your boss (me) in a 15-20 minute presentation. Followed by
approximately 3-5 minutes of Q&A.
It is highly recommended that your presentation be comprised of PowerPoint, as well as any other
visual aids.
Each team member must take equal part in both the presentation and the Q&A.
GOOD LUCK AND HAVE FUN!
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Budget Information
You have been given $500,000 for your promotional campaign. Select from and combine the
following advertisement options to promote your organization.
Newspaper and Magazine
Use the SRDS books to determine your advertising costs. Please be sure to consider size, color,
special placement, and bleed when figuring your total cost.
Radio (public) Radio (satellite)
30 seconds $3,000 30 seconds $6,000
60 second $5,000 60 seconds $10,000
Television (daytime) Television (early evening)
30 seconds $50,000 30 seconds $60,000
60 seconds $80,000 60 seconds $85,000
Television (primetime)
30 seconds $75,000
60 seconds $90,000
(For specific rates for popular prime time shows, please use the table on the next page)
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2009-2010 Prime Time TV Season 30 Second Ad Rates
Network Programming
Day of 30 Sec
Program Week Network Ad Rate
American Idol (Results Show) Wednesday FOX $ 490,000
24 Wednesday FOX $ 364,000
American Idol Tuesday FOX $ 360,000
LOST Wednesday ABC $ 328,000
Grey's Anatomy Thursday ABC $ 240,462
Desperate Housewives Sunday ABC $ 228,851
Two and a Half Men Monday CBS $ 226,635
Family Guy Sunday FOX $ 214,750
The Simpsons Sunday FOX $ 201,920
CSI Thursday CBS $ 198,647
Big Bang Theory Monday CBS $ 191,900
The Office Thursday NBC $ 191,236
House Monday Fox $ 183,298
Dancing with the Stars Monday ABC $ 178,687
Flash Forward Thursday ABC $ 175,724
Private Practice Thursday ABC $ 175,450
Dancing with the Stars (Results Show) Tuesday ABC $ 172,570
30 Rock Thursday NBC $ 159,674
The Cleveland Show Sunday FOX $ 158,701
Survivor Thursday CBS $ 152,246
How I Met Your Mother Monday CBS $ 145,106
The Mentalist Thursday CBS $ 140,940
Brothers & Sisters Sunday ABC $ 140,445
Saturday Night College Football Saturday ABC $ 140,080
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2009-2010 Prime Time TV Season 30 Second Ad Rates
Network Programming
CSI: Miami Monday CBS $ 140,065
The Bachelor Monday ABC $ 139,500
Extreme Makeover: Home Edition Sunday ABC $ 136,743
American Dad Sunday FOX $ 136,388
So You Think You Can Dance Tuesday FOX $ 132,558
Modern Family Wednesday ABC $ 130,314
The Biggest Loser Tuesday NBC $ 128,295
Lie To Me Monday Fox $ 128,105
CSI: New York Wednesday CBS $ 127,941
Glee Wednesday Fox $ 127,350
The Good Wife Tuesday CBS $ 126,882
Fringe Thursday FOX $ 120,062
Community Thursday NBC $ 120,000
Parks and Recreation Thursday NBC $ 119,990
Criminal Minds Wednesday CBS $ 116,553
NCIS Tuesday CBS $ 113,304
Eastwick Wednesday ABC $ 110,558
V Tuesday ABC $ 110,450
Celebrity Apprentice Sunday NBC $ 110,283
The Amazing Race Sunday CBS $ 109,736
Heroes Monday NBC $ 108,675
Sunday Night Football Sunday NBC $ 108,275
Bones Thursday FOX $ 107,942
Accidentally on Purpose Monday CBS $ 107,817
NCIS: Los Angeles Tuesday CBS $ 106,508
So You Think You Can Dance (Results Show) Wednesday FOX $ 105,421
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2009-2010 Prime Time TV Season 30 Second Ad Rates
Network Programming
Cougar Town Wednesday ABC $ 103,314
Law & Order: SVU Wednesday NBC $ 101,632
Cold Case Sunday CBS $ 99,595
The Middle Wednesday ABC $ 97,812
The Forgotten Tuesday ABC $ 97,527
Three Rivers Sunday CBS $ 95,633
60 Minutes Sunday CBS $ 93,772
America's Next Top Model Wednesday CW $ 93,343
Castle Monday ABC $ 92,700
Mercy Wednesday NBC $ 91,172
Hank Wednesday ABC $ 91,167
Numb3rs Friday CBS $ 85,007
New Adventures of Old Christine Wednesday CBS $ 80,106
Gary Unmarried Wednesday CBS $ 79,986
Ghost Whisperer Friday CBS $ 78,047
Trauma Monday NBC $ 75,928
America's Funniest Home Videos Sunday ABC $ 75,893
Better Off Ted Tuesday ABC $ 72,100
Medium Friday CBS $ 71,541
Scrubs Tuesday ABC $ 70,063
Shark Tank Tuesday ABC $ 67,960
Ugly Betty Friday ABC $ 65,055
20/20 Friday ABC $ 62,410
Law & Order Friday NBC $ 59,953
Gossip Girl Monday CW $ 59,316
Dollhouse Friday FOX $ 56,370
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2009-2010 Prime Time TV Season 30 Second Ad Rates
Network Programming
One Tree Hill Monday CW $ 55,636
Dateline Friday NBC $ 55,270
Brothers Friday FOX $ 54,157
Jay Leno Monday NBC $ 53,640
90210 Tuesday CW $ 53,605
Supernanny Friday ABC $ 52,050
Melrose Place Tuesday CW $ 49,019
Cops Saturday FOX $ 46,120
America's Most Wanted Saturday FOX $ 44,729
Vampire Diaries Thursday CW $ 38,966
48 Hours Mystery Saturday CBS $ 38,047
Smallville Friday CW $ 33,090
Supernatural Thursday CW $ 32,928
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Written Project Rubric
Exceeds Meets Below Little/No Score
Expectations Expectations Expectations Value
EXECUTIVE SUMMARY
1. Description of the organization……………. 5 4 3-2 1-0 _____
2. Description of the campaign……………… 5 4 3-2 1-0 _____
3. Mission Statement……………...………...... 5 4 3-2 1-0 _____
SITUATIONAL ANALYSIS
4. Market Summary: Description of the
community, market needs and trends………
10-9 8-7 6-5-4 3-2-1-0 _____
5. SWOT Analysis…………………………….
5 4 3-2 1-0 _____
6. Competition………………………………
5 4 3-2 1-0 _____
CAMPAIGN STRATEGY
7. Description of advertising campaign along 10-9 8-7 6-5-4 3-2-1-0 _____
with rationale……………………………..
8. Stated objectives………………………… 5 4 3-2 1-0 _____
IDENTIFICATION OF TARGET MARKETS
9. Based on the market analysis, define a
specific target market for your organization
and campaign…………………………….... 5 4 3-2 1-0 _____
CAMPAIGN EXECUTION
10. Description of current marketing efforts….. 5 4 3-2 1-0 _____
11. Proposed promotional campaign activities
and timelines…………………………….… 10-9 8-7 6-5-4 3-2-1-0 _____
12. Description of other tools utilized………… 10-9 8-7 6-5-4 3-2-1-0 _____
BUDGET 10-9 8-7 6-5-4 3-2-1-0
CONCLUSION 5 4 3-2 1-0
BIBLIOGRAPHY 5 4 3-2 1-0
Written Project (Maximum 100 points): ________
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