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Material Type: Project; Professor: Barnum; Class: Marketing Communication; Subject: Information Design & Comm; University: Southern Polytechnic State University; Term: Summer 2007;
Typology: Study Guides, Projects, Research
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Team 2 Marketing Plan
Background
The Community of Pickens County. Pickens County (population estimate, approximately 30,000) lies at the origin of the Appalachian Mountains in Georgia. Situated just north of metropolitan Atlanta (the distance from Marietta, GA to Jasper – the county seat and approximate center of the county – is just 36 miles), Pickens has become a magnet for many urban refugees seeking Pickens’ mountain vistas and slower pace of life. In the early 1970’s, construction of two large upscale gated communities in the eastern part of the county (Bent Tree and Big Canoe) caused Pickens’ population to boom. The newcomers’ level of income and education are significantly higher than original residents, and their home values reflect that. (2007, www.pickenscountyga.gov)
The Origin of Pickens Animal Rescue. The Pickens County government does not maintain or enforce any type of animal control, shelter, or rescue operations. In 1997, several citizens founded Pickens Animal Rescue, Inc., a 501(c)(3) organization. PAR’s mission is “To find good loving homes for the abandoned and abused animals in our community; and to reduce the problem of pet overpopulation through spay/neuter programs.” Over the last five years, 3,239 animals have been placed into new homes and 4,562 spay/neuter surgeries have been financed. (2007, www.pickensanimalrescue.org). Currently, 99 dogs and cats are advertised for adoption on their Web site.
PAR’s Philosophy and Goals. PAR’s goal is not to motivate the county to hire an animal control officer or build a shelter. They believe these responses tend to create warehouses for euthanasia, and they prefer to operate PAR as a non-profit, no-kill (except in extreme circumstances) adoption agency. They would like to increase funding in all sectors to enable them to expand their spay/neuter education and subsidy programs and increase their capacity for fostering and adoption. PAR also has several additional future programs planned, based on availability of funds.
Finance Strategies of PAR. PAR’s 2007 budget is $210,000, of which $14,000 comes from a grant from Pickens County government. In addition, the group receives free pet food from Science Diet, a grant from PetSmart pet stores, and discounted or free services from three local veterinarians. All labor is voluntary, except for one part-time caretaker of the “ranch,” where non-fostered animals are kept. PAR’s primary fundraiser, the Hound Dog Golf Tournament, netted more than $12,000 this year.
PAR’s Board of Directors agreed to launch a new major fundraiser – the Fur Ball. This event has been conceived as a high-quality dinner dance, part fundraiser, part volunteer and supporter thank-you. According to the plans, the money raised will be from sponsorships (primarily corporate), ticket sales ($100 per person, with a capacity of 300), and silent auction.
The Fur Ball is an entirely new fund-raising concept for PAR, and its money-raising opportunities fall into three major categories:
Team 2 Marketing Plan
According to event coordinator Susan Catton, their intention is that this first annual Fur Ball will be a classy and fun event she hopes will become “the social event of the year.” PAR hopes to parlay Fur Ball’s success into a higher community profile, closer ties to the business community, and the financial resources to expand their programs.
Our Marketing Team, from a Southern Polytechnic State University graduate Marketing Communication class, came into the project at the end of May, just after the organizing committee finished sending out, by U.S. Mail, a five-page sponsor promotion packet to the local Chamber of Commerce mailing list, consisting of 400 businesses. A volunteer had contributed a high-quality logo (which appears on the cover of this report), and this graphic was used to create the sponsor packet: three pages of sponsorship information, a ticket order form, and a PAR fact sheet. Their original plan called for the five-member committee to begin making follow-up telephone calls around June 11.
The PAR Marketing Team has undertaken the challenge to provide the Fur Ball Committee with a “pitch kit” – workable, attractive materials, incorporating the existing logo, for the committee members to use in the second phase of recruiting sponsors.
Target Audiences. The products that the team will produce fall into three categories: 1) Fur Ball poster, 2) sponsor information brochure, and 3) press kit. With the exception of the brochure, these materials will have two audiences: the potential sponsor businesses and individual ticket buyers. Although our primary audience is the business owner, the products must also be seen as appealing to the ticket buyer.
Team 2 Marketing Plan
Key Messages for Sponsors
Key Messages for Ticket Buyers
Plan Outline
Pickens Animal Rescue is the sole provider of organized animal control services in Pickens County. PAR maintains a no-kill policy and hopes to maintain this policy as the country grows and demand increases. Additionally, PAR provides a program to educate residents about animal overpopulation coupled with a subsidized home-pickup spaying and neutering service. To sustain this level of activity, more funding is required. PAR’s organizational goals include:
Team 2 Marketing Plan
External Communication Strategies
Internal Communication Strategies
Our sponsor has asked us to concentrate on the Fur Ball fundraiser. Success of PAR’s sponsorship promotion will drive ticket sales and auction success, so this is our team’s primary focus. In our view, success will depend on developing materials that help potential sponsors to buy into these core messages:
Our team must also provide materials that will help the committee secure sponsor seed money that will be necessary for the proper promotion of this event. Because this is the first Fur Ball, there is no legacy money other than a $2400 marketing budget, nor is there general willingness to spend more than roughly $300 on the pitch kits before a sponsor is secured. We have decided on the initial tactic of developing a volunteer-printed pitch kit to bootstrap the fundraising.
To this end, we will create pitch kits containing finished-looking promotional materials that may be taken along to a face-to-face meeting with big-money prospects. These kits will contain samples of each promotion piece. The presenter will show the prospective sponsor where and how their logo or promotion could appear. The Fur Ball committee hopes to have all sponsors lined up by August 15, which will allow lead-time for printing and advertising.
The last opportunity to lobby the Chamber of Commerce members as a group will be at the Chamber breakfast scheduled for July 10. These events are typically well-attended – 100 or more – and businesses are invited to place advertising materials at each place setting. Our team hopes to have a high quality, modestly priced promotion kit for this event, and thereafter, the committee will be able to print pitch kits on demand.
Because money is tight at this time, we will explore creative methods for obtaining the 100 or so prints we will require to populate the pitch kits. When we have enough of a budget to buy some printing, the press runs will be small enough to reproduce all printed material on a digital press or laser printer. Preliminary quotes are included in the budget section.
Team 2 Marketing Plan
PAR has set several different sponsor levels. Each level has its own offers and promotions. Below is a complete list of each level and what is included.
Presenting Sponsor (Exclusive) - $5,
Best In Show - $2,
Top Dog - $1,
Dog-gone Generous - $1,
Cat’s Pajamas - $
Team 2 Marketing Plan
Silent Auction
Tentative Media Outlets
Team 2 Marketing Plan
Date Deliverable Comment
May 21 PAR-created sponsor packets
PAR mails out 400 sponsor packets to Chamber of Commerce mailing list
June 4 None
Sponsor recruitment team follows up on mailout with phone calls June 8 Team marcom draft plan due Class activity June 9-13 Revise and finalize marcom plan Class activity June 14 Final marcom plan due Class activity
June 28 All marcom plan and deliverables
Fur Ball organizing committee meeting. Class team will present all materials for review and get final feedback and signoff July 4 Posters Fourth of July parade July 8 Final project due Print enough material to turn in with project
July 10 100 pitch kits (one for each placesetting) Chamber of Commerce breakfast
July 12 Print/radio advertising begins PAR will place ads/spots August 15 All sponsors lined up October 6 Marble Festival Poster and promo materials needed November 3 Fur Ball Poster needed for doorway?
The PAR Board of Directors has given the Fur Ball organizing committee $2500 for marketing and promotion efforts. To date, $100 has been spent on the first phase (production and mailout of sponsor packets). The sponsor has agreed to contribute $ toward production of the sponsor packets (approximately 100), although the hope is that volunteers will be able to arrange donated printing services, allowing the group to focus the marketing budget on advertising (which may or may not be donated or discounted). The production cost quotes below represent actual pricing, if volunteer printing is unavailable.
From Imagers (24-hour turnaround) http://www.imagers.com
Imagers pricing Quantity Size Type Cost 100 11x17 80lb Gloss Text $ 25 11x17 100lb Gloss Cover $ 50 11x17 100lb Gloss Cover $ 100 11x17 100lb Gloss Cover $ 200 8.5x11 80lb Gloss Text $ 200 8.5x11 80lb Gloss Cover $ 200 8.5x11 100lb Gloss Cover $ 500 8.5x11 Trifold Brochure 80lb Gloss Text $ 500 8.5x11 Trifold Brochure 100lb Gloss Cover $ 100 8.5x11 Trifold Brochure 100lb Gloss Cover $
Note: Text is thinner paper that is easily folded and scored. Cover is more like card stock; because it is thicker, it may crack when folded.
Team 2 Marketing Plan
Here is a possible package from Imagers that would cover initial needs. 25 11x17 100lb Gloss Cover $ 100 8.5x11 100lb Gloss Cover $ 100 8.5x11 Trifold brochure 100lb Gloss Cover $
Total cost $
Lower-quality color laser printing may be purchased from Presentech http://www.presentech.com/color-lasers.html
Presentech Pricing Total sides per file
Letter non-bleed
Letter bleed
11x non-bleed
11x bleed
1-99* total pages 59¢^ 69¢^ 99¢^ $1.
100-999* total pages 39¢^ 49¢^ 78¢^ 98¢
1000-1999* total pages 35¢^ 45¢^ 69¢^ 89¢
2000+* total pages 29¢^ 39¢^ 59¢^ 69¢
*On 28# Color Copy Paper. Add $7.50 file raster image processing (RIP) fee for less than 500 letter sides or 250 tabloid sides printed from each file. We do not recommend scoring or folding color laser prints – choose Indigo Press instead. $25 minimum order.
The success of the event and marketing will be judged on how much money is raised, but organizers also hope that it proves to be an exciting social event for the community. If this first event succeeds, the excitement generated may allow PAR to dramatically increase sponsorship and funding for future Fur Balls as well as scaling up their organizational goals.
At least $12,000 must be raised to meet expenses. The goal for sponsorships is $12, (enough to meet expenses). The ticket sales goal is $20,000 (200 tickets). The auction is a small part of the raising of the money so its goal is primarily to create “buzz” and interest. The more sponsorship money is raised, the more will be available to spend on promoting the event during the summer and fall, as well as providing quality event keepsakes, programs, etc.
Team 2 Marketing Plan
As noted in our marketing plan, our sponsor pitch kits will be essentially “finished” products, but will have place holders for the “your name here” message to be added for paying sponsors. This will require that the pitch kit be as high in quality as possible to sell the value of sponsorship. The products will also need to be saved in formats that allow for easy updating by other graphic designers.
The four members of the marketing team have divided up the planned deliverables and will be developing these items over the next two weeks. The team will exchange draft copies for review and meet either online or in-person to discuss the appropriateness of the products. The team will present all finished deliverables to the PAR Fur Ball committee on June 28, and then schedule and review revisions leading up to incorporation into the team report and class submission by July 8.
