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Goals and Objectives

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					                                               Goal #1
         To increase the awareness about the KIX Cares for Kids Radiothon pre and post event.

Impact Objectives:

   1. Information: To increase awareness of the Radiothon pre-event and post-event by 15% by

       October 10th, 2010.

   2. Behavioral: To increase readership of pre and post Radiothon materials by 15% by October 10th,

       2010.

   3. Attitudinal: To increase positive responses from donors, volunteers and sponsors pre and post

       Radiothon by October 10th, 2010.



Output Objectives:

   1. Hand out information media kits about the Radiothon to media avenues that support non-profits

       throughout the local area.

   2. Pitch Radiothon participant scripts or stories to KREM and KIX 96.1. Measure readership

       through these media outlets.

   3. To set up a social media campaign with frequent updates for pre-event awareness. Update social

       mediums as event is going on.
                                            Tactic #1
Instigate an advertising campaign that helps to increase the awareness of the Radiothon pre-event.

         To increase awareness about the KIX Cares for Kids Radiothon pre-event, we propose an

advertising campaign to be implemented in August of 2010. We suggest running a combination of radio

advertisements, magazine advertisements and a billboard.

         This cross-medium advertising campaign will reach a variety of targeted audiences and increase

awareness of the Radiothon by 15%. Given that the Radiothon is hosted by KIX 96, a series of 30 second

radio commercials would be successful at reaching the active audience for Children’s Miracle Network.

The 30 second commercial spots would feature emotional stories about children who have been helped by

Children’s Miracle Network and a call to listen in and donate on the date of the Radiothon.

         Children’s Miracle Network could purchase small advertisements from local magazines that

could be purely informational (indicating the time and date of the Radiothon) or story-based (using the

same stories as the radio commercials). Magazines to include would be The Inlander, Journal of Business

or Spokane Living Magazine. These magazines are read demographic as the current Children’s Miracle

Network donors. Children’s Miracle Network could appeal to these magazines and ask that a child’s story

(with the specific mention of the Radiothon) could be “donated”. If a “donated” advertisement is rejected,

the Children’s Miracle Network can choose one magazine to run a specified ad for the month during the

event.

         The third component of the advertising campaign would include a billboard. According to Lamar

Advertising, a four week run of billboards would cost approximately $6,000. The cost of this billboard

could be offset by a trade partnership with Lamar; they would be included as Children’s Miracle Network
sponsors in all printed materials. If the message is clear enough and the billboards placed accurately, the

level of awareness and donor dollars achieved will increase by 15%. The average viewership for a $6,000

four week billboard campaign is 14,500 people. Each billboard would focus on a child and describe

statistics about how each dollar helps a child. Then the billboard will offer the viewer the direct donor

opportunity of the Radiothon. A four week campaign would be most successful the four weeks leading up

to the event. Enough viewership of these billboards will increase the awareness of the event.

        These three components together will greatly increase the awareness of the Radiothon prior to the

event date.

				
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posted:4/15/2010
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