Integrated Marketing Communications Plan for Camp Rap-A-Hope

Access 15 Agency
November 15, 2016

CMM/MKT 366.01
Access 15 Agency

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Isabella Martinez
Emily Ellis
Christian Bahlinger
Daniela Perez
Liyah Welch
Marie Darnell

Table of Contents
Executive Summary 5
Marketing Plan 8
Situation Analysis 8

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 Problems and Opportunities 8
Target Markets 9
Goals and Objectives 9
Position Strategy 9
Branding Strategy 10
Timeline and Budget 10
Evaluation Plan 10
Creative Plan 13
Communication Problem 13
Creative Objectives 13
Target Audience 13
Communication Challenge 14
What should Access 15 communication do? 14
How will Access 15 do this? 14
What is the strategic idea? 14
How will Access 15 support this idea? 15
What are the creative considerations? 15
What are the deliverables? 15
Research Justification 16
Print Media (2 Newspaper & 2 Magazine Ads) 17
Radio (two 30-second & two 15-second Ads) 21
Television (two 30-second) 25
Billboard 27
Brochure 29
Specialty Item (hat) 31
PR and Promotions Plan 33
Communication Problems and Opportunities 33
Communication Goals 34
Communication Objectives 34
Communications Strategies 34
Special Events 35

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 Press Releases 37
Background Information (Media Kit) 37
Internet, Social Media Strategy/Plan 38
Physical Analysis of Website and Social Media 39
Website - Recruiting campers and counselors 42
Website - Communicating with strategic partners 42
Website - Client services 42
Website - Media communication tool 43
Website - Research tool to collect data from the publics served by Rap-a-Hope 43
Social Media - recruit counselors & campers in the four state area and brand the camp 43
E-Newsletter 44
Media Plan
Media Goal 46
Media Objective 46
Media Rationale 46
Social Media 46-47
Newspaper/Magazine 48-49
Billboard 50
Flowcharts 51-53
Media Budget 55

Executive Summary
Camp Rap-A-Hope is a non-profit located in Mobile, Alabama that provides a one-week
long summer camp for children with cancer all along the Gulf Coast. Children between the ages
of 7 and 17 are welcome to attend the camp free of charge. Camp Rap-A-Hopes mission is to
assist in preserving and/or enhancing the quality of life of children who are or have been
afflicted with cancer, and their families, by staff and trained volunteers through provision of a
camping experience and/or camping facility, and other programs, activities, or services directly
or indirectly related. The overarching goal of this specific campaign associated with Camp Rap-

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A-Hope and Access 15, is to create and promote brand awareness of Camp Rap-A-Hope through
various marketing, promotions, creative, public relations and media efforts. Through creating
and raising brand awareness, annual donation and volunteer rates will increase.
Prior to the launch of this integrated marketing campaign, an evaluation survey was sent
throughout the Gulf Coast in order to determine what groups of people were or were not aware
of Camp Rap-A-Hope.
The marketing plan created by Access 15 for Camp Rap-A-Hope includes details about
creating brand awareness for Camp Rap-A-Hope, brand strategies, goals/objectives and various
other marketing tactics.
The creative plan created by Access 15 includes descriptive radio, television, magazine,
outdoor advertisements, and two brochures (aiming towards different target audiences). Different
advertisements target different audiences. Some of these audiences include the campers
themselves, volunteers, doctors and other medical professionals.
The public relations and promotions plan includes three special events including a silent
auction, the Turkey Trot, and the Hope Gala. Each of these special events has a specific budget
and donation goal. This portion of the Access 15 plan also includes communication goals,
objectives, and strategies that make this campaign unique.
The Internet strategy/plan outlines specific tweets, posts and e-newsletter samples that
will be released during this integrated marketing campaign. This section also includes suggested
additions and changes to the organizations current website.
The media plan and schedule includes suggested channels of communication such as The
Advocate, WGOK, Local 15 TV, and other magazine, newspaper, and radio channels. Following
the media plan is the overall campaign budget proposed by Access 15 (this includes the media
budget as well).

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 Marketing Plan
Situational Analysis
Camp Rap-A-Hope is a one week summer camp for children and teens between the ages
of 7 and 17 who are diagnosed with cancer or have ever been diagnosed with cancer. Every year
this camp greets 50 campers from across the Gulf Coast free of charge for a fun filled, carefree
week of summer activities. But Camp Rap-A-Hope is looking to widen their camp by welcoming
more than 50 campers with multiple week long sessions while expanding knowledge of the
camp's mission and purpose. In order to increase the amount of campers, there will have to be
increased donations which should come about from the heightened awareness of Camp Rap-A-
Hope. They also bring in over 150 camp volunteers who fully staff the camp who are physicians,
counselors, and other camp helpers coming from a variety of backgrounds all helping create a
great atmosphere for the campers.

Problems and Opportunities

Problems
The main problem that Camp Rap-A-Hope faces is the lack of awareness of the camp
outside of the City of Mobile and the Mobile County Medical Community making it more
difficult to recruit counselors and campers. This can be difficult to do because of the Health
Insurance Portability and Accountability Act of 1996 which makes it difficult to acquire the
names of oncology patients. More awareness would help with donations and increased
campers/counselors.
Opportunities
There is a great opportunity for the growth of Camp Rap-A-Hope. The camp has the
opportunity to partner with hospitals and cancer centers to help promote the camp through
advertising within the medical community. That would get information about the camp straight
to the source. Also, teaching hospitals and medical schools would be a great place to recruit
volunteers. If an internship program is created for camp counselors that are still in school it could
help get more counselors.

Target Markets

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 - Children diagnosed with cancer and their families across the Gulf Coast region
(Louisiana-Texas border to the panhandle of Florida).
- Doctors and other medical personnel involved in the treatment of cancer.
- Pre-Med college students across the Gulf Coast
- Businesses in south Alabama and the Gulf Coast that could partner with Camp Rap-A-
Hope
- Major hospitals/cancer centers along the Gulf Coast.

Goals and Objectives

- Raise awareness in the medical community along the Gulf Coast 15% by the end of July
2018
- To raise awareness in the general population in major cities/counties and parishes along
the Gulf Coast by 10% by the end of 2018
- Increase the number of campers by 50% by June 2018
- To increase the number of counselors by 50% by the end of May 2018
- To increase the amount of charitable donations received by May 2018
- To develop new strategic partnerships for volunteer and financial support along the Gulf
Coast.
- To create and utilize the Camp Rap-A-Hope brand image in all materials and
communication efforts along the Gulf Coast

Position Strategy
Camp Rap-A-Hopes mission is to enhance the quality of life in children who are or ever
have been afflicted with cancer, and their families by staff and trained volunteers through
provision of a camping experience with camping facilities, programs, activities, and/or services.
We will differentiate ourselves from other summer camps for special needs children by staying
non-profit, and creating a safe and fun environment that strikes confidence into everyone at the
camp that will stay with them in their future. Camp Rap-A-Hope will be positioned through
advertisements based on the tagline Be Fearless which will help differentiate them.
The new tagline for Camp Rap-A-Hope will be introduced in the advertisements through
newspaper, magazines, radio, television, brochures, specialty items, and social media. This will

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achieve our mission of getting Camp Rap-A-Hope to be positioned in the minds of children with
cancer and their families, possible donors, and possible volunteers as a safe, fun, and healthy
camp that is beneficial for everyone, particularly the children.

Branding Strategy
We will add on to Camp Rap-A-Hopes brand image with a new tagline that can reach all
of the camps target audience which includes volunteers, medical communities, families and the
cancer patients, and even donors. Be Fearless will be able to make more of an impact in the
minds of the target audiences than the current tagline Fun for Kids with Cancer. Be Fearless
differentiates itself from other summer camps and organizations because it calls upon people,
both campers and counselors; to be more fearless, get out of their comfort zone, help others, and
create new experiences for themselves. This new concept also embodies the spirits of Camp Rap-
A-Hope; courage, acceptance, endurance, laughter, faith, hope, and love which makes the new
tag line easily tied in with camp values already put into place. Be Fearless will be used in all
materials to get the new idea in the minds of the target audiences.

Timeline and Budget

The campaign year is from August 1, 2016 to July 31, 2018 and the budget is $25,000
cash and $25,000 in-kind donations

Evaluation Plan
- During our campaign year, we will continually evaluate our progress.
- We will keep tabs on our increase/decrease of followers/friends on Twitter and Facebook
- We will keep track of the monthly number of visits the Camp Rap-A-Hopes website
receives.
- Evaluations of donor activity will be conducted monthly to gauge the objective of
increasing donations.
- We will provide surveys and questionnaires of the campers and their families as well as
the counselors to evaluate the camp by getting feedback on how it can be improved and
what is successful

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Creative Plan

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Communication Problem
The communication problem is Camp Rap-A-Hope is not as well-known as it should be.
When asked about Camp Rap-A-Hope people are unsure of what this nonprofit is about. Access
15 has determined it is crucial to educate the specific target audience in the Gulf Coast region on
what Camp Rap-A-Hope is and does.

Creative Objectives
1. Number of viewers through Television Advertisement should reach 30,000
2. Number of Radio Advertisement (15-second) listeners should reach 20,000
3. Number of Radio Advertisement (30-second) listeners should reach 20,000
4. Number of Outdoor Advertisement viewers should reach 43,000 per day for one
week
5. Number of Newspaper Advertisement viewers should reach 15,000
6. Number of Magazine Advertisement viewers should reach 18,000
Target Audience
Children and families of children diagnosed with cancer (South Alabama
Region, Gulf Coast Louisiana and Mississippi, and the Florida Panhandle)
Doctors and medical personnel who are involved in the diagnosis and treatment of
children with cancer (South Alabama Region, Gulf Coast Louisiana and
Mississippi, and the Florida Panhandle)
Pre-med college students in Alabama, Florida, Louisiana, and Mississippi (for
counselor recruitment)
Businesses and organizations in the South Alabama Region and along the Gulf
Coast who would benefit from partnering with Camp Rap-A-Hope
Major hospitals in the Gulf Coast area which would be involved in the diagnosis
and treatment of children with cancer.
Donors (Adults 40-65 years old with large discretionary income)
Volunteers (Adults 19+ years old, who are looking for a cause to serve)
Parents of children with cancer
At-risk children (Ages 7-17)

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Communication Challenge
The communication challenge is that Camp Rap-A-Hope is not well known among the
varying audiences. The name does not ring a bell when mentioned to the target audience. Once
explained, the audience becomes more engaged and can make a connections. However with the
name alone it is a challenge for the audience to engage; a strong brand must be established.

What should Access 15 communication do?

This campaign communication efforts must educate the Gulf Coast region about what
Camp Rap-A-Hope is and does. Awareness must be raised for this summer program. Personal
stories and promotional materials must persuade people to donate and volunteer. Access 15 must
reach out to the parents of kids with cancer and educate them on the benefits of the summer
camp. Also, Access 15 must reach out to the kids themselves and sell the fact that going to a
summer camp is an awesome memory and overall experience. Efforts must strategically
differentiate Camp Rap-A-Hope from the other competitors.

How will Access 15 do this?

Access 15 will deliver strategic messages in both traditional and digital advertising,
social media, public relations, and marketing efforts. Using the concept Be Fearless to unify
the campaign, Access 15 will position Camp Rap-A-Hope in the minds of its target audience,
Access 15 will create emotional bonds using persuasive messages and engaging the audience in
eye catching advertisements and graphics. This integration will build brand awareness for the
organization, grow a donor and volunteer base to give the organization enough funding and
manpower for its programs.

What is the strategic idea?

The strategic idea is what makes Camp Rap-A-Hope different from other summer camp
programs helping kids with illnesses. The concept Be Fearless is memorable and effective at
reaching the target market. To donors this concept encourages them to Be Fearless by being an
influence by helping create an unforgettable summer for a kid with cancer. For the parents, the
concept provokes them to enroll their child in the summer camp regardless of their personal

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fears. To the volunteers, the concept will encourage them to be an influence on these campers
while leading by example that summer camp is an awesome memory.

How will Access 15 support this idea?

We will support this idea by creating a series of advertisements using photos, videos and
personal stories that will connect people emotionally. The stories from past Camp Rap-A-Hope
campers will provide credibility. These stories will be portrayed in videos through commercial
advertisements. Photos will add an emotional appeal to print media. Copy and facts allow for
people to read, be impacted, moved, and persuaded to answer the call to action crafted for each
target audience. The campaign is united through the Be Fearless concept.

What are the creative considerations?

The campaign as a whole must have the same look and feel in order for the target
audience to recognize the Camp Rap-A-Hope brand. All ads will utilize the Be Fearless
concept.

What are the deliverables?

o Print Media (two Newspaper & two Magazine Ads)
o Radio (two 30-second and two 15-second radio ads)
o Television/Video (two 30-second)
o Brochure(s)
o Specialty items and promotional materials
o Tying web site and social media into concept and design concept for brand consistency
(work with Internet/Social strategists to design sites)

Research Justification
Researching the most effective type of advertising for millennials, Access 15 found that
Millennials communicate with each other far more than any advertising campaign can. They use
this collective filter to sort out research and other word-of-mouth style information when making
decisions (Forbes, 2015). With this in mind the strategy for targeting this generations was that

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they can make an impact. When they hear this the hope is that they will talk to their peers about
how they can improve their community.

Newspaper Advertisement #1
Client: Camp Rap-A-Hope
Summer Camp, What
Summers are for.
Camp Rap-A-Hope Campaign

Copy Text

Client: Camp Rap-A-Hope

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Product: Quarter-Page Newspaper/4-color copy

Headline: Camp Rap-A-Hope Summer Camp

Under Headline: What Summers Are For

Illustration: Large bonfire in the background

Copy: Camp Rap-A-Hope is a summer camp for kids

with cancer. It gives the kids an opportunity to
forget about their illness and be fearless. This
summer adventure is waiting for you join along!
After all, summer camp is what summers are for.
To learn more go to camprapahope.org

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 Newspaper Advertisement #2
Client: Camp Rap-A-Hope
Come Be Fearless
Camp Rap-A-Hope Campaign

Client: Camp Rap-A-Hope

Product: Quarter-Page Newspaper/4-color copy

Headline: Camp Rap-A-Hope

Under Headline: Be Fearless

Illustration: Indian Headdress

Copy: Do you or someone you know have cancer? Do

you wish summers could be full of joy and fun
activities? At Camp Rap-A-Hope kids with cancer
can be their own fearless selves and embark on a
great adventure. Camp Rap-A-Hope offers
summer sessions where kids with cancer can
forget about their illness and be surrounded with
positivity! To learn more about Camp Rap-A-
Hope visit camprapahope.org

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 Magazine Advertisement #1
Client: Camp Rap-A-Hope
Free and Fearless Camper.
Camp Rap-A-Hope Campaign

Client: Camp Rap-A-Hope

Product: Magazine Advertisement

Headline: Free and Fearless Camper

Under Headline: Camp Rap-A-Hope

Be Fearless.
Illustration:
Picture of a kid with cancer and war paint/tribal
hat

Copy: Want to spend a portion of your summer as a free

and fearless camper?! At camp Rap-A-Hope that
is just what you can do! Leave your worries
behind and join the tribe. Be you. Be fearless.
Learn more at camprapahope.org

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 Magazine Advertisement #2
Client: Camp Rap-A-Hope
Be the influence. Be fearless.
Camp Rap-A-Hope Campaign

Client: Camp Rap-A-Hope

Product: Magazine Advertisement

Headline: Be the influence. Be fearless.

Under Headline: Camp Rap-A-Hope

Illustration: Camper with counselor

Copy: Looking to spend your summer being a part of

something bigger than yourself? At Camp Rap-A-
Hope you will have the opportunities to transform
a childs summer who is battling cancer. Be an
influence. Be fearless. Learn more at
camprapahope.org

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 Radio Advertisement #1
30-second Audio Spot
Client: Camp Rap-A-Hope
Be Fearless at Camp.
Camp Rap-A-Hope Campaign

Direction: Audio:

Sound FX: (The sounds of native american flute music in the

back ground with the crackling of a bonfire)

V-O (announcer): Remember when the summers were filled with

playing outside and nighttime bonfires? Camp
Rap-A-Hope gives kids with cancer the
opportunity to leave their worries behind and be
fearless at camp. Help them have a summer they
will never forget by donating or volunteering.
Learn more at camprapahope.org

Sound FX: Native American flute music fades back in for the
closing of the advertisement.

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 Radio Advertisement #2
30-second Audio Spot
Client: Camp Rap-A-Hope
Sounds of summer.
Camp Rap-A-Hope Campaign

Direction: Audio:

V-O (announcer): This summer would you rather have your child
here:

Sound FX: Sounds of the hospital

V-O (announcer) Or here:

Sound FX: Sounds of laughter and nature and tribal music

V-O (announcer) Camp Rap-A-Hope is a summer camp for kids

with cancer. Here they can enjoy the freedom of
what summer should be. Be fearless and sign up
today! For more information go to
camprapahope.org

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 Radio Advertisement #1
15-second Audio Spot
Client: Camp Rap-A-Hope
Unforgettable Summer
Camp Rap-A-Hope Campaign

Direction: Audio:

Sound FX: (The sounds of native american flute music in the

back ground with the crackling of a bonfire)

V-O (announcer): Camp Rap-A-Hope is a summer camp that aims to

make an unforgettable summer for kids with
cancer. Camp Rap-A-Hope and the summer
campers would love your help! Check out
camprapahope.org today to learn more about that
you can do!

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 Radio Advertisement #2
15-second Audio Spot
Client: Camp Rap-A-Hope
Unique Summer
Camp Rap-A-Hope Campaign

Direction: Audio:

V-O (announcer) Camp Rap-A-Hope is a summer camp where kids

with cancer can go to and be fearless. All worries
aside for their week at Camp Rap-A-Hope. This
unique summer camp would love your
participation! For more information go to
camprapahope.org!

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 Television Advertisement #1
30-second TV Spot
Client: Camp Rap-A-Hope
Camp Rap-A-Hope Campaign

VO: When you think of summer VO:Playing outside? VO: Making new friends?
what do you think of?

VO: Having sleepovers? VO: Late-night bonfires? VO: At camp Rap-A-Hope kids
with cancer can have these exact
experiences.

VO: They are given the freedom VO: Dont miss out on this VO: Be Free. Be Fearless. Visit
here that every kid dreams of summer fun! camprapahope.org today to learn
during the summer. more!

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 Television Advertisement #2
30-second TV Spot
Client: Camp Rap-A-Hope
Camp Rap-A-Hope Campaign

VO: Looking to get involved VO: Camp Rap-A-Hope is a VO: This camp need your help
this summer? summer camp for kids with to be the best it can be. Help
cancer. change a kids summer by being
a volunteer or counselor.

(film clip of a counselor and a (film clip of a counselor and a (film clip of a counselor and a
camper riding horses) camper swimming in the camper at the bonfire)
lake/pond)

(film clip of a counselor and a VO: Sign up to volunteer today VO: Be an influence. Be
camper laughing and high- at camprapahope.org ! fearless.
fiving)

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 Outdoor Advertisement #1
Outdoor - 8 Sheets & Bulletin with
Bleed
Client: Camp Rap-A-Hope
Be Fearless
Camp Rap-A-Hope Campaign

Direction: Copy:

White Bold Typeface at top Be Fearless.

White type below Be Fearlessleft-hand side. Camprapahope.com

White text in bottom right-hand corner Summer camp for kids with cancer

Illustration in background Bonfire

Outdoor

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Brochure 1

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Brochure 2

Specialty Item: Hat

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 Public Relations & Promotions Plan
Primary Communication Problems and Opportunities for Improvement

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 One of the main issues for Camp Rap-A-Hope is that very few people outside of the
Mobile area are aware about the camp and its various programs. The organization has not
released an effective campaign in order to raise (or even create) brand awareness prior to this
integrated marketing campaign. Another main issue is that due to this lack of awareness,
recruiting camp counselors and volunteers is becoming increasingly difficult. The camp
counselors, volunteers, donors, supporters and campers are essentially unaware of Camp Rap-A-
Hope and everything it has to offer. In order to increase awareness in terms of public relations,
Camp Rap-A-Hope will increase their social media presence, update their current
unsophisticated website, host several press conferences, send out several press releases to the
media, host special events, and consistently position itself in the minds of the target audience.
In order to communicate effectively to the target audience and persuade the audience to
take action (volunteer, support, donate etc), Camp Rap-A-Hope will need to compete with
other non-profits in the same industry. All non-profits in need of donors/volunteers have to
portray to the audience why they should donate/support this particular non-profit instead of the
other hundreds of organizations in that same field of work. Some of Camp Rap-A-Hopes
competitors include St. Jude Childrens Hospital, Ronald McDonald House, The American
Cancer Society, non-profits along the Gulf Coast, and camps similar to Camp Rap-A-Hope (like
Camp Ta-Kum-Ta and Camp Jabberwocky).
Camp Rap-A-Hope will take advantage of the different opportunities available. One of
these opportunities includes a possible partnership with either a Gulf Coast oncology center or
even a local medical program such as the nursing programs at Spring Hill College and University
of South Alabama. The organization will capitalize on these opportunities in order to capture the
attention and support of young, and established, medical professionals in order to establish life-
long relationships that will be beneficial to this program.

Communication Goals
Camp Rap-A-Hope will effectively communicate with their target audiences (see
marketing plan) through social media, public relations efforts and advertising. Through effective
communication between the organization and its targets, brand awareness will increase.

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Communication Objectives
How will Camp Rap-A-Hope measure the success or failure of the promotional and
communication efforts? Evaluation is key. When measuring the success or failure of the
campaign, Access 15 will produce a benchmark survey before launching the campaign and
another survey at the conclusion of the campaign. Online surveys are the best option for these
benchmark surveys considering the wide desired demographic and geographic locations.
Regarding the donors and monetary donations, Camp Rap-A-Hope will measure the amount of
money coming into the organization every month and the number of people donating. The
number of camper sign-ups each month will also be measured.
1. To increase the overall awareness of Camp Rap-A-Hope by 15% along the Gulf coast by
the end July 2018.
2. Persuade campers to take advantage of this opportunity and ultimately increase the
number of campers by 50% when the camp begins.
3. Persuade possible camp counselors to take advantage of this opportunity and ultimately
increase the number of counselors by 50% by the beginning of May 2018.
4. To raise at least $30,000 as a result of the various special events.
5. Create and implement a media kit for conveying important information to the public.

Communication Strategies: UNIQUE

Access 15 will implement a strong public relations campaign including managing a
stronger social media/web presence, hosting press conferences, sending out press releases, and
hosting several special events. In order for any of these public relations efforts to be successful
or effective, the agency must create content that will not only inform the audiences of the camp,
but will also persuade them to take action (volunteer, support, donate etc).
Entering into a partnership between Camp Rap-A-Hope and another organization such as
the nursing program at Spring Hill College and the University of South Alabama will allow for a
strong relationship between the organization and its volunteers. Another option is to set up
booths at different businesses such as Providence Hospital, St. Judes, Make-A-Wish Foundation
headquarters, and other charity functions around the Coast. This booth set-up will have
informational packets about Camp Rap-A-Hope, a brochure, free goodies (pens, buttons,
stickers etc).

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Special Events
Camp Rap-A-Hope has too many special programs. Instead of promoting all of them,
the organization will focus solely on a select few special events. Access 15 recommends that
Camp Rap-A-Hope continue hosting the Turkey Trot for Hope as well as promoting the
Amazon Smile event. However, while continuing these two previous events, the other events
will cease to exist and we will implement a couple new and exciting events designed to raise
brand awareness and donations. These special events are discussed below.
Basic information on the weeklong camp itself for the purpose of an informational media kit:
Activities include: canoeing, swimming, watercourse on the lake, movie nights, arts and crafts,

*In order to stay consistent with social media/web presence for the camp, various media
accounts such as Facebook and Twitter will be updated throughout each special event in order
to generate more interest and recognition.*

Silent Auction
The silent auction for Camp Rap-A-Hope will be held on September 17 of 2016. The
auction will be relatively high-class (but not as glamorous as the gala on New Years Eve). The
auction will be silent to convey respect for the children fighting cancer daily. Attendees will be
assigned a number attached to a paddle, typical of a regular auction. Products to be bid on will
include meal tickets to various eating establishments around the Gulf Coast (seafood, steak
etc), day passes to amusement parks (kid friendly parks), and other activities for the entire
family to participate in together.

Turkey Trot
The Turkey Trot will take place on November 12, 2016. Camp Rap-A-Hope hosts the
Turkey Trot each year, but it does not get near as much media coverage as it should. The local
news channels such as WALA and WKRG will be invited to shoot live footage of the event.
Children who attend will be encouraged to design their own turkey hat to wear while walking
with their friends and family (the turkey hat will include Thanksgiving colored paper and a

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headband). The cost for participating in the trot is $15 and all of the proceeds from the trot will
go towards keeping the Med Shed at the camp fully stocked and up to date.

Hope Gala
This extravagant gala will be held on New Years Eve (December 31, 2016) at Dauphins
restaurant downtown. Dauphins has a wonderful view of the cityscape and the firework show
(that will start at 11:30 P.M.). This event will feature a live band, a night full of dancing, food
and a high-class raffle. Doctors and respected medical professionals across the Gulf Coast will
be invited and encouraged to donate. The price of entry will be based on the number of tables the
guest purchases (one table is $300). The cost of each table includes a four-course meal and wine
for the table. Cash bars will be available. There will be at least 60 tables, each table seating 6
guests (for a total of 360 guests). When all 60 tables are sold, the camp will have made $18,000
off entry fees alone.
The four-course meal will include food provided (donated) from Dauphins with wine
and liquor donated from various vendors in the Mobile area. Professional photographers and
videographers will be hired and the best photos and video clips will be submitted to magazines
and news channels across the Gulf Coast. Each guest will be given the opportunity to enter a
raffle through donating money or in-kind donations from his/her profession. When the event
draws to a close, the raffle winner will be announced. The raffle will include a free 2-night stay
at the Renaissance Battle House hotel in downtown Mobile, AL with a complimentary dinner at
Dumbwaiter and a full spa service for two guests. The raffle prize will be in-kind donations as
well.

Event Date In-Kind Total Donation Goal

Silent Auction Sept. 17, 2016 $4,000 $6,000

Turkey Trot Nov. 12, 2016 $1,000 $3,000

Hope Gala Dec. 31, 2016 $20,000 $30,000

Press Release
Date: 2/1/2017 (tentative)

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For Release: Immediate
Contact: Isabella Martinez
Camp Rap-a-Hope
(251) 476-9880
camprapahope@gmail.com
Camp Rap-A-Hope Opens Additional Sessions
Mobile, Ala. Camp Rap-A-Hope is a non-profit organization that provides a one-week summer
camping experience to children of ages 7 to 17 who are battling cancer or have ever been
diagnosed with cancer. However, this year additional sessions are available in order to
accommodate the increased amount of campers.
The camp provides these children with the opportunity to engage in exciting activities
such as horseback riding, canoeing, and swimming. Instead of offering a single week-long
session in June, Camp Rap-A-Hope is opening its doors for two additional sessions. For more
information about these two additional sessions please visit www.camprapahope.org or call
(251) 476-9880.

Date: 11/15/2016
For Release: Immediate
Contact: Isabella Martinez
Camp Rap-a-Hope
(251) 476-9880
camprapahope@gmail.com
Camp Rap-A-Hope Hosts First Fundraising Gala
Mobile, Ala. Camp Rap-A-Hope will host its first fundraising gala on December 31st, New
Years Eve. The Hope Gala will feature special guests such as (INSERT FAMOUS
ONCOLOGISTS). All proceeds and donations go towards Camp Rap-A-Hope. Each table is
$300 and seats 6 guests per table. The evening will begin with a four-course meal at the
glamourous Dauphins restaurant in downtown Mobile with a firework show to ring in the new
year. Each table may enter a raffle that will be announced at the end of the evening. The raffle
prizes include a free 2-night stay at the Renaissance Battle House hotel in downtown Mobile, AL
with a complimentary dinner at Dumbwaiter and a full spa service for two guests.
Please RSVP for the Hope Gala by December 1, 2016. For more information please email
camprapahope@gmail.com or call (251) 476-9880.

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Background Information (for media kit)
Camp Rap-A-Hope was founded in 1985 by the Medical Society and Medical Alliance of Mobile
County.

Doctors and nurses serve as volunteers for the Med Shed which is a 24 hour medical service
during the camp sessions to serve the needs of all volunteers and campers.

According to the Institute of Medicine (2011), 1.5 million Americans are diagnosed with some
form of cancer every year.

For children, cancer is the leading cause of death by disease past infancy in the United States
(cancer.gov).

*Include some personal stories of young campers for the brochure and media kit*

36
Internet & Social Media Strategy/Plan

37
The mission of Camp Rap-a-Hope s to assist in preserving and/or enhancing the quality of life
of children who are or have been afflicted with cancer, and their families, by staff and trained
volunteers through provision of a camping experience and/or camping facility, and other
programs, activities, or services directly or indirectly related. This mission is carried out by
offering a free summer camps for children who have or are battling cancer.

Physical Analysis of Website and Social Media

Camp Rap-A-Hope website http://www.camprapahope.org/
Outdated, very childish, loud colors, distracting
Tabs
Home (Keep)
Add picture slideshow
Latest news (keep)
Who we are (keep)
Discover your Camp Rap-a-Hope spirit (keep)
Links to Facebook, Twitter, YouTube, Amazon Smile (keep)
Add Instagram and Snapchat

About Us (keep)
YouTube videos (keep)
Add their mission statement here
Volunteer
Fundraisers (keep)
Remove Mobile Boat Show
Add Gala and Silent Auction
Give more detailed descriptions of fundraising events
Camp week volunteers (keep)
Service Hours (keep)
Programs (keep)
Photos (keep)
Add description for each photo
Support (delete), rename Donate Now
Keep
Online Donations
Honorariums and Memorials
Designated Donations
Camp Store
Donate by Mail

38
 Click here to donate
Add
Share now to social media of their choosing (i.e. Facebook, Instagram,
or Twitter)
News (keep)
Add
Gala - December 31, 2016
Silent Auction - September 17, 2016
Calendar (keep)
Add
Gala and Silent Auction
Contact Us (add)
Administrative Office:
Email
Telephone

Camp Rap-A-Hope Twitter (@CampRapAHope)

Joined February 2012
Following 101, 315 followers
247 tweets
Last tweet September 12, 2016
Update more often, especially ways to get involved
Change cover photo to a group of campers instead of chocolate hope

Twitter Examples

39
These tweets inform the public of some of the upcoming fundraisers.

This tweet shows the actual children of Camp Rap-A-Hope enjoying their summer.

Camp Rap-A-Hope volunteer opportunities with an easy link which people could retweet and get
more attention and hits on their website.

Camp Rap-A-Hope Facebook

1,638 likes
46 reviews 5.0 stars
Cover photo 2016 group picture (keep)

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Profile Picture - camp Rap-a-Hope current logo
Address, Telephone and website all included in about section
Add Twitter, Snapchat, Instagram and YouTube information
Last post November 5, 2016

Website - Recruiting campers and counselors

On the website there will be a tab about how to get involved which will give detailed
information on how to become a counselor and an Apply Now! button which will bring them
to an application
Another tab will be Become a camper which will give the information on eligibility, dates, etc.
with a button Apply Now! bringing them to an application to become a camper

Website - Communicating with strategic partners

A tab saying Donate will bring you to a page of opportunities to donate and/or volunteer your
time to help fundraising.

Website - Client services

This page will bring you to all the details of the staff and the 24/7 doctors on site along with the
details of the care that is offered at camp

Website - media communication tool

On the side of every screen/page on the website, there will be links to our twitter, facebook,
instagram, snapchat and youtube. As well as contact information (phone numbers, fax, email)

Website - research tool to collect data from the publics served by Rap-A-Hope
A tell us what you know tab will be on the website and upon clicking it, it will bring you to a
survey asking what you know, what you don't know. There will also be boxes to ask questions
that will give you a response within 24 hours along with a FAQ section.

41
Social Media - recruit counselors and campers in the four state area and brand the camp
We will be using facebook, twitter, instagram, snapchat and youtube as our social media
We will be using hashtags to centralize #BeFearless
On all of our social media outlets there will be links for applying to camp Rap-A-Hope

E-Newsletter
There will be a monthly email about upcoming events, stories of campers and opportunities to
get involved for people who choose to sign up for the e-newsletter

Sample Newsletter

42
43
Media Plan

44
Media Goal
To raise awareness of Camp Rap-A-Hope among the target audiences.
To persuade guardians of children with cancer to sign them up for the Camp Rap-a-Hope
summer camp.
To gain volunteers
To gain donors

Media Objective
To ensure that all our social media posts are being received and viewed by our target
audience

Media Rationale
We feel that we must carefully decide which media outlets to use which will best
highlight Camp Rap-A-Hope and its goals and objectives so that those who view our social
media sites will be influenced by our advertisements. We plan on delivering a strategic message
to the guardians of children with cancer as well as volunteers and donors.

Social Media
By using social media, we feel that there will be an increase on the recognition Camp
Rap-a-Hope receives. Our agency feels that the following social media platforms will be the
most effective and will be the best advertising for Camp Rap-A-Hope:

Instagram
Similar to Facebook, our agency suggests creating a public Instagram page where we will
be able to post pictures for our followers to see. We will also be able to get in contact with our
followers there too through Direct Messaging. Instagram also offers a story page similar to
Snapchat, where we will be able to post a live feed of what we are doing.

Snapchat

45
 We plan on using Snapchat to show those who are unfamiliar with Camp Rap-a-Hope all
that they do. This platform will primarily be used when camp is in session. It will be a good way
for the guardians of the attendees along with the volunteers and donors to experience Camp Rap-
a-Hope from their mobile devices or tablet.

YouTube
Our agency feels that creating a YouTube page will also be an effective form of
advertising for Camp Rap-a-Hope. We plan on posting videos from previous years as well as
interviews from past volunteers, campers and guardians of the campers explaining the camp and
the experience they each had.

Facebook
We recommend using Facebook to post pictures, statuses and to serve as a form of
communication for those who view our page. The time when most people have the chance to
look at their Facebook page is around lunch time. We plan on posting pictures and statuses on
Facebook between 7:00 am to 12:00 pm. That way when people are waking up and having a cup
of coffee they are also given the opportunity to look at their phone too. We plan on posting at
least a combination of five statuses and pictures a day

Twitter
As an agency, we suggest using Twitter to reach out to a younger demographic. Many
Millennials have a twitter account and this will be a good method to use to gain volunteers for
the summer camp program. This is a good decision to make because followers of our Twitter
page can re-tweet our tweets which will expand the audience of our tweets. We plan on posting
five tweets a day and hope to reach at least 100 retweets.

Newspaper/Magazine
We strongly suggest in addition to social media, the use of printed media in Mobile to
expand the audience for the camp. There are many people who are unfamiliar with Camp Rap-a-

46
Hope and may not have access to an electronic device and turn to paper to receive their news. In
order to expand the recognition of Camp Rap-a-Hope, we suggest using the following:

Lagniappe Newspaper
The average income of readers is $82,218.
There are about 92,000 readers
Lagniappe is published weekly
Paper (1/4 page [5W x 6 H], 12 weeks on the year (3 weeks per quarter)
Single sheet inserts (1 per quarter)
Cost: $4,746

Mobile Bay Magazine

20,000 copies will be distributed in the Mobile area.
6,200 email subscribers
Average monthly website page visitors 29,645
Paper issues are published monthly
Paper (1/2 page [3.5W x 5 H], 3 times per year)
Website Advertisements ([300 x 250 px]), 4 times a year)
Email Advertisements ([120 x450 px]), 4 times a year)
Cost: $6,806

Mobile Area Chamber of Commerce Magazine & Email Newsletter

Received by 20,000 business in Mobile County
Published monthly (Print)
8,000+ email addresses receive the email newsletter per week
Paper (1/4 of a page [3.75 W x 5.125 H], 4 times per year)
Email (One week/per quarter)
Cost: $1,820

The Advocate
Baton Rouge, Louisiana daily newspaper

47
Reaches over 47,000 readers each week
page 3x10 52
Cost: $231.00

CancerToday
Online cancer magazine
Total circulation of 200,000 per issue
Blow in card 500 x 300
Cost: $790

TV and Radio
Access 15 feels as though using radio would be another effective way to get Camp Rap-A-Hope
publicity. Access 15 recommends that air time be solicited as free public service announcements
if possible in order to expand the reach and awareness of the campaign. Additionally, local TV
networks will run the designed advertisements.

Power 88
Christian Radio Station
Using the 30 second and 60 second PSAs or commercials written by corporate sponsor
Cost: $0

WDLT
Music from 70s 80s and today.
Using 30 second and 60 second PSAs or commercials written by corporate sponsor
WDLT hosts weekly community shows that feature guests from non-profit or organizations.
Cost: $0

WGOK
Gospel Music
Using 30 second and 60 second PSAs or commercials written by corporate sponsor
Cost: $0

48
Local 15 TV
News channel, Mobile AL.
30 second advertisement.
Cost: $149

Outdoor Billboards
Outdoor billboards throughout the city of Mobile are an effective way to gain public
attention. Additionally, these boards will impact the target audience in communities where they
live and work. Lamar Outdoor is known for donating boards that are in in use to non-profit
organizations.
Posters: 105 x 228
Cost: $0

49
50
51
52
 Campaign Budget

Budget Item In-Kind Cash

Events $25,000.00 $5,000.00

Specialty Items - $2,309.95

Printing & Production - $731.83

Media - $16,926.00

Total Budget $25,000.00 $24,967.78

Media Budget

Media Cost

Lagniappe Newspaper $4,746.00

Mobile Bay Magazine $6,806.00

Mobile Area Chamber of Commerce $231.00

Magazine & Email Newsletter

The Advocate, New Orleans $231.00

CancerToday Online Magazine $790.00

Local15 News, Mobile $2,533.00

Lamar Billboards $0

Facebook $0

Twitter $0

Power88 Christian Radio $0

WGOK Gospel Radio $0

WDLT 70s 80s Today $0

Total Media Cost $16,926.00

53
Timeline

54
 What Date

Campaign release Aug. 1, 2016

Initial welcoming email Aug. 1, 2016

Social media posts Aug. 1-15, 2016

Billboard goes up Aug. 15, 2016

Social media posts Aug. 16-31, 2016

E-newsletter Sept. 1, 2016

Social media posts for silent auction Sept. 11-17, 2016

Silent Auction Sept. 17, 2016

Social media posts Sept. 17-30, 2016

E-newsletter Oct. 1, 2016

Social media posts Oct. 15, 2016

TV Ad Oct. 17-19, 2016

E-newsletter Nov. 1, 2016

Social media posts for the Turkey Trot Nov. 10-12, 2016

Turkey Trot Nov. 12, 2016

Press Release Nov. 15, 2016

Social media posts Nov. 24, 2016

E-newsletter Dec. 1, 2016

Social media posts for Gala Dec. 26-31, 2016

Hope Gala Dec. 31, 2016

E-newsletter Jan. 1, 2017

Social media posts Jan. 1-15, 2017

E-newsletter Feb. 1, 2017

55
Press Release for additional sessions Feb. 1, 2017

Social media posts Feb. 1-15, 2017

E-newsletter March 1, 2017

Social media posts March 1-15, 2017

E-newsletter April 1, 2017

Social media posts April 1-15, 2017

TV Ad April 2-4, 2017

E-newsletter May 1, 2017

Social media posts May 1-15, 2017

TV Ad May 30, 2017

E-newsletter June 1, 2017

Social media posts June 1-15, 2017

E-newsletter July 1, 2017

Social media posts July 1-15, 2017

TV Ad July 4, 2017

E-newsletter Aug. 1, 2017

Social media posts Aug, 1-15, 2017

E-newsletter Sept. 1, 2017

Social media posts Sept. 1-15, 2017

TV Ad Sept 30-Oct 2, 2017

E-newsletter Oct. 1, 2017

Social media posts Oct. 1-15, 2017

E-newsletter Nov. 1, 2017

Social media posts Nov. 1-15, 2017

56
TV Ad Nov. 24, 2017

E-newsletter Dec. 1, 2017

Social media posts Dec. 1-15, 2017

TV Ad Dec. 26-31, 2017

E-newsletter Jan. 1, 2018

Social media posts Jan. 1-15, 2018

E-newsletter Feb. 1, 2018

Social media posts Feb. 1-15, 2018

E-newsletter March 1, 2018

Social media posts March 1-15, 2018

TV Ad March 28-31, 2018

E-newsletter April 1, 2018

Social media posts April 1-15, 2018

Registration due April 15, 2018

E-newsletter May 1, 2018

Social media posts April 1-15, 2018

TV Ad April 29-June 2, 2018

E-newsletter June 1, 2018

Social media posts June 1-15, 2018

E-newsletter July 1, 2018

Social media posts July 1-15, 2018

End of Campaign July 31, 2018

57
*PSAs for advertisements such as radio, newspaper and magazine (since they will not be paid
for, we cannot determine the specific date).

58
59
 Appendix A

References

Camp Rap-A-Hope -- Fun for Kids with Cancer. (n.d.). Retrieved November 15, 2016, from

http://www.camprapahope.org/

Cancertoday Media Kit 2017. Retrieved November 13, 2016 from

http://www.cancertodaymag.org/Documents/2017%20Cancer%20Today%20Media%20Kit.pdf

Lamar Advertising | Community Support. (n.d.). Retrieved November 15, 2016, from

http://www.lamar.com/About/GivingBack/Community/PublicServiceAnnouncements

Newman, D. Research Shows Millennials Don't Respond To Ads. Retrieved April 26, 2015,

from iiiiihttp://www.forbes.com/sites/danielnewman/2015/04/28/research-shows-millennials-

dont-respiiiiiond-to-ads/#6077c045599e

October 15 2016. Retrieved from http://www.tvadvertisingworld.com/tv-ad-using-white-board-

video-only-149-dollars/

Patlak, M., Balogh, E., Nass, S. J., & National Cancer Policy Forum (U.S.). (2011). iiiiiPatient-

centered cancer treatment planning: Improving the quality of oncology care : iiiiiworkshop

summary. Washington, D.C: National Academic Press.

60
Rates and Production Information |Advocate (2016.). Retrieved November 15, 2016, from

http://www.theadvocate.com/app/marketing/mediakit/Ascension_Oct_2016.pdf

2014. Cancer in Children and Adolescents. National Cancer Institute. Retrieved from https

iiiii://www.cancer.gov/types/childhood-cancers/child-adolescent-cancers-fact-sheet

61
 Appendix B

Task Description

Isabella Martinez:
- Public relations and promotions plan
- Executive summary
- Table of contents
- Timeline
Emily Ellis:
- Creative plan
- Cover pages
- Table of contents
- Printing and Binding
Christian Bahlinger:
- Marketing plan
- Campaign/media budget
- Table of contents
Daniela Perez:
- Media plan/schedule
- Table of contents
Liyah Welch:
- Marketing plan
- Timeline
Marie Darnell:
- Internet/social media plan
- Screenshot tweets/emails

62