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M ARCH OF DIMES

M ARCH OF DIMES. NORTHEAST RELEASED 100 North Laura Street Suite 601 Jacksonville, FL 32204 Phone:(904)-250-0070 Email: contact@northeastreleased.com. S econdary Research. Meeting with First Coast March of Dimes manager March of Dimes website History Mission Goals Present programs

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M ARCH OF DIMES

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  1. MARCH OF DIMES NORTHEAST RELEASED 100 North Laura Street Suite 601 Jacksonville, FL 32204 Phone:(904)-250-0070 Email: contact@northeastreleased.com

  2. Secondary Research • Meeting with First Coast March of Dimes manager • March of Dimes website • History • Mission • Goals • Present programs • Sponsors and partners

  3. Primary Research • Survey • Sex • Age • Race • How long have you lived in Jacksonville? • Before today were you aware of March of Dimes? • Rate your opinion of importance for what you believe is a healthy pregnancy? • Strongly agree • Agree • Neither agree nor disagree • Disagree • Does Jacksonville have a problem with the infant mortality rate? • What do you think can be done to prevent premature births and positively affect the infant mortality rate in Jacksonville?

  4. Situation Analysis • Opportunity or Problem • Jacksonville’s population: 836,507 • In 2012, Jacksonville’s infant mortality rate was 7.2 per every 1000 live births or .72 percent • Proactive or Reactive • Proactive • Reach out to target audience • Increase social media presence

  5. Situation Analysis • Core Problem/Opportunity • Analysis of the organization • March of Dimes contributed in the following ways: • Polio vaccine • Discovery of specific genes that contribute to birth defects • Education on folic acid • NICU patients

  6. Situation Analysis • Internal Perception • March of Dimes annual report • External Perception • March of Dimes NEFLA @MarchofDimes has 440 followers and 378 tweets • March of Dimes Florida Chapter Facebook page has 7,874 likes

  7. SWOT Analysis • Strength • Many sponsors and supporters • Opportunity • Create more social media presence • Educate youth about safe pregnancy • More donors and volunteers • Increase funding from newly implemented fundraising tactics • Weakness • Lack of social media presence • Lack of public knowledge of what March of Dimes does • Limited funds • Threat • Lack of community participation or awareness • Poor economy

  8. Audience Analysis • Target: Pregnant women and teens • Nickname: Healthy Humans Florida • Demographic: • Age, sex, ethnicity • Psychographics: • Values, attitudes, interests, lifestyle • Stakeholders: • Insurance providers • High school students and parents

  9. Goal • Raise awareness in the community about the risks of premature births and how to maintain a healthy pregnancy

  10. Objectives • Increase participants in March for Babies event by at least 50 percent by May 2014 • Increase fundraising by 10 percent from 2013 event to 2014 event • Increase presence on social media by 30 percent by May 2014

  11. Objective 1 • Strategy 1 – Visit high schools and host informative seminars • Tactic – Assembly at high school • Strategy 2 – Team up with high schools and encourage students to attend events • Tactic – Connect with schools • Strategy 3 – Inform community about local celebrities • Tactic – Ashley Greene

  12. Objective 2 • Strategy 1 – Reach out to local corporations • Tactic – Contact business partners to participate in fundraisers • Strategy 2 – Create online team fundraising competition • Tactic – Contact local businesses to donate gifts

  13. Objective 3 • Strategy 1 – Create Facebook page • Tactic – Online fundraising competition • Strategy 2 – Create Instagram profile • Tactic – Online fundraising competition • Strategy 3 – Create Twitter page • Tactic – Online fundraising competition

  14. Budget • Brochures: 2000 x $0.25 = $500 • Posters: 100 x $1.50 = $150 • Pens: 500 x $0.50 = $250 • Banners: 2 x $200 = $400 • Advertising: $1200 • Agency fee: $2500

  15. Calendar • Campaign runs from February 1 – May 31, 2014 • February 17 – Purchase promotional materials • March 3 – April 11 – Hold seminars at local high schools • February 24 – March 7 – Contact local businesses via phone for donations • March 10 – 21 – Visit businesses and corporations for donations • March 10 – 21 – Gather volunteers to help with March for Babies event • March 24 – 28 – Contact news stations and radio to advertise for march for Babies

  16. Evaluation • Objective 1 • Record the number of participants in the 2014 March for Babies event and compare with the number from the 2013 event • Objective 2 • Compare the amount fundraising and donations received from previous year, as well as the success between previous fundraising strategies and newly implemented fundraising strategies • Objective 3 • Track media impressions on Facebook, Instagram and Twitter and analyze whether it increased or decreased from the years before with the involvement of social media

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