MarketingPlan

SituationalAnalysis
Malaria,adiseasetransmittedthroughthebiteofaninfectedmosquitoisboth
preventableandcurable.Duetothepovertyinmalariainvestedregions,preventativetoolsare
noteasilyaccessible,especiallywithalackofgovernmentfunding.Specifically,Amazon
regionslikethatofPeruandVenezuelalackthenecessarymeanstopreventthedisease.Few
peopleareawareofthethreatthatindigenouspeopleoftheAmazonfacewithmalaria.
SincetheRotaryClubofKeyBiscayne,Floridawasfoundedin1976membershavebeen
committedtoservingthegreaterMiamicommunityaswellascommunitiesaroundtheworld.
AlthoughthisRotaryClubisjustonebranchofover30,000clubsworldwide,membershave
accomplishedmanysuccessfulprojects,suchastheMosquiteroProjectofVenezuela.This
projecthasassistedinprovidingnetsforindigenouspeoplesufferingfrommalariainVenezuela
since2011.
NoBite,NoMalariaMosquiteroProjectPeruisaprojectwithintheRotaryClubof
KeyBiscayne,FLandhastakentheinitiativetohelpthosewholiveinatriskregionsofPeru.
SinceNoBite,NoMalariaMosquiteroProjectPeruisarelativelynewprojectcomparedtothe
MosquiteroProjectofVenezuela,thereislittlesocialawarenessaboutthiscause.Itisourgoalto
establishabrandimageviasocialmedia,bringaboutawarenessandinturngeneratefundsto
providebetnetstothoseinneed.
Currently,NoBite,NoMalariaMosquiteroProjectPeruhaslackedtheresources
neededtogenerateanonlineidentity.Throughwordofmouthpromotions,theprojecthas

successfullyraisedfundsinthepast,however,thepilotprojectwishestoexplorenewmethods
offundraising.Note:Forclaritypurposes,NoBite,NoMalariaMosquiteroProjectPeruwill
bereferredtoasNoBite,NoMalaraPeruthroughoutthisplan.
Belowisasituationalanalysisinregardstothepilotprojectscurrentstrengths,
weaknesses,opportunitiesandthreats:
Strengths
Worthycausewith

Weaknesses
Littleknownabout

Opportunities
Toeducate

Threats
Community

anoutcomethatwill

thepeopleinneed

community

membersdonotfeel

helpmanypeoplein

orthecauseitself.

membersand

theneedtohelp

need.

generatedonations

thoseinneed

Aprojectbackedup

Littleknownabout

intheprocess.
Havingthe

throughdonations.
Lackofpromoting

byarecognizable

theservices

assistanceofan

thecausefromthe

organization(The

providedbecauseof organizationthatis

RotaryClubvia

RotaryClub.)

anoutdatedwebsite

wellknownto

meansotherthan

andFacebookpage.

supporttheworthy

wordofmouth

cause.

promotions.

MissionStatement
Theprojectplannerswillworktoassistoutclient,NoBite,NoMalariaMosquiteroProject
Peru,inbuildinganonlinesocialpresenceforthispilotproject.Withtherightmethodsand
tools,wehopetoraiseawarenessandgaindonationsforourclientscause.Plannersaimtocreate
asocialmediapresenceforourclientthatpreviouslyusedstrictlywordofmouthmethodsto
promotethecause,generateawarenessandraisefunds.Thereislittleknownaboutthiscause,
butcreatingasocialmediabrandidentitywillallowNoBite,NoMalariaPerutoproduce

widespreadmessagesthatwillresultindonationsforlonglastinsecticidenetsusedtoprevent
malaria.
Theprojectplannerswillaccomplishthismissionby:

CreatingarelationshipwithFacebookfollowersandcommunitymemberstobetter

educatethemonmalariainAmazonianregionsofPeru.
Planandexecutesocialmediadonationopportunitiesthatwillreachtheclients

monetarygoal,tothenreachtheclientslonglastinginsecticidenetgoal.
Educatefollowersaboutthiscauseviasocialmediapostsanddirectemails.
Ensurethattheprojectsnoneventeventrunssmoothly,withatleast30%ofFacebook
userswholikethepageand80%ofthosereachedviaemailattending.

TargetMarket(s)Analysis
Thetargetmarketforthesocialmedia,directemailandnoneventeventcampaigntofundraise
andproducesocialawarenessareinternalaswellasexternal.Theinternaltargetmarketconsists
ofRotaryClubmemberswhohavepreviousknowledgeonboththeoriginalmalariaprojectof
VenezuelaandthemostrecentprojectforPeru.Theexternaltargetmarketincludesprospective
donorswhouseFacebookandareinterestedinthecausebecausetheylikedthepage.Another
externaltargetmarketincludesprospectivedonorswhoarereachedthroughdirectemail.
A. MarketDemographics
Adultbabyboomersbornbetween19461964
ThepopulationofKeyBiscayne,12,800residents
ThepopulationofMiami,418,000residents.
Plannerswilltargetmostlybabyboomers.Researchsuggeststhatbaby
boomersarethetopdonorsandvolunteersintheUnitedStates.
MarketingGoalsandObjectives

ThemaingoalofNoBite,NoMalariaPeruistoraisefundstoprovidelonglastinginsecticide
netsinAmazonianareasofPerumostaffectedbymalaria,aswellascreateawarenessonacause
thatpeoplehavelittleknowledgeabout.Previously,wordofmouthhasproventobeaneffective
meansofproducingmonetarydonationsfortheproject.However,RotaryClubmembersonthe
committeeofthisprojectnowwishtocreateanonlineidentitytoraisefunds,buthavelittle
knowledgeonhowtodoso.
MarketingGoalsareasfollows:

GainexposureintheareaofKeyBiscayne
GainexposureinareasaroundMiami
Gainexposureamongstcommunitymembersfordonations
Establishabrandidentityviasocialmedia
Successfullypromotethenoneventevent
Successfullypromotethecrowdfundingpage
CreatearelationshipwithcommunitymembersandFacebookfollowers
Informandeducatefollowersonhowtheycanhelpthecause

MarketingObjectivesareasfollows:

TohaveaninformativeandconstantlyupdatedFacebookpageupandrunningby

theweekofSeptember28,2015
Toreachaminimum250Facebookfollowers,withaminimumof50people

talkingabouttheprojectbyNovember10,2015
Toreachamonetarygoalof$5,000viatheGoFundMecrowdfundingwebsiteby

November10,2015
Toreachthemonetarygoalinordertobeabletoreachthegoalofpurchasing500

longlastinginsecticidenets
Tohaveatleast25%ofthedonorsbefollowersoftheFacebookpage
Toincreasepublicawareness,specificallybyhaving25%ofFacebookfollowers
viewingposts

Tactics

Createarelationshipwithfollowersanddonors
SuccessfullysetupaFacebookpagetoeducatefollowersandgaindonations
Successfullyplanandcarrythroughanoneventeventtoraisefunds
Successfullygaindonorsthroughinvitationtothenoneventeventsentoutviaemailprior

totheevent
EnsurethatFacebookpostswilleducatefollowersontheprojectviaweekdayupdates
EnsureRotaryClubofKeyBiscaynemembersareproperlyeducatedontheprogressand
successesofthisproject

Strategy
Projectplannerseffortincreatinganintegratedmarketingcommunicationscampaign,residents
oftheVillageofKeyBiscaynewillbeeducatedabouttheharmmalariaiscreatingamongstthe
indigenouspeopleofPeru.TheparticipationofRotaryClubmembers,residentsofKeyBiscayne
andfollowersoftheFacebookpagewillberequestedinordertoshedthemostlighttothiscause
andgeneratedonationstoprovidelonglastinginsecticidenets.Members,residentsand
followerswillbeinvitedtoeducatethemselvesontheimpactthatnetsdonatedbyNoBite,No
MalariaPeruprovideforthoseinneed.AccordingtotheWorldHealthOrganization,long
lastinginsecticidenets,whenusedbythemajorityofpeopleintheeffectedarea,havetheability
togreatlyreducethespreadofmalaria,evenforthosewithoutnets.Throughthisprojectandthe
socialmediacampaignbeingimplemented,peoplewillbecomemoreawarejusthowcriticalthe
needtodonatetothisprojectwillbe.
MarketingStrategicDirection
ThevisionofNoBite,NoMalariaPeruandtheRotaryClubofKeyBiscayneisclear.The
clientdesirestoexpandmethodsofpromotionsfromwordofmouthtoasocial
media/internet/emailcampaign.Bydoingso,theclientwishestogainanonlineidentityand
brandimagethroughaFacebookpagethatisinformative,userfriendlyandaesthetically

pleasing.Projectplannerswillprovidethisbysettingforththefollowingstepsforthecreation,
launchandpromotionofabrandidentity.
BrandingandPositioningStrategy
Thepositioningstrategyfortheintegratedmarketingcommunicationcampaignwillinform,
educateandupdateallformsoftheaudiencessuchasFacebookfollowers,rotaryclubmembers
andemailcontacts.
PositioningStatement#1:Forrotaryclubmembers,projectplannerswillintroduceawiderange
ofideasandawellthoughtplantohelpcreatenewbenefitsfortheprojectNoBite,NoMalaria.
PositioningStatement#2:ForFacebookfollowers,projectplannerswillupdate,inform,and
educateFacebookfollowersonadailybasisandinturnhopetogatheranew,diverseaudience
tohelpraisedonationsandsocialawareness.
Positioning#3:Foremailcontacts,projectplannerswillemailpotentialdonorswithinformation
andupdatestodrawtheaudience.Contactswillbeprovidedwithanyquestionsaboutdonations
ortheproject.
CampaignEvaluation
Wewillassessthesuccessofthiscampaignbyproducingsurveysfordonors,Facebookusers
andmembersoftheRotaryClubtofillout.Surveyswillbeusedtoevaluatethesuccessofthe
socialmediaanddirectemailcampaign,aswellasthenoneventevent.Also,toevaluatehow
wellthecampaigneffortswereateducatingtargetstoexpandsocialawarenessandcollect
informationofdifferentdemographicsthatparticipated.Thesuccessinthenumberofnetsthat
wereraisedthroughmonetarydonationswillbemeasuredaswell.
Wewillmonitorthecampaignthrough:

Socialmediaanalytics
Monetarydonations
Surveys
Followers,likes,sharesandcommentsviaFacebook
Pagetrafficandpageviews
EventRSVPs
Eventparticipation

CampaignYear

September2015toNovember2015

Research
The project planners are proposing the launch of a multifunctional campaign to raise funds and
promote awareness for the Rotary Cub of Key Biscayne, No Bite, No Malaria Mosquitero
Project Peru. Extensive research was gathered to examine key components and procedures for
successfully accomplishing this campaign and yielding maximum results. The planners analyzed
and studied target audience, fundraising, nonprofit social media and integrated marketing
communication plans to properly and efficiently complete this project. The project was examined
through the lens of the Elaboration Likelihood Model theory to assess an outcome for their
efforts.
PrimaryResearch:
SurveyMethodology
AsurveywasconductedinMayof2013forpeoplewhowere18oroldertoassesswhich
generationdonatedthemostmoneytocharitiesandorganizations.Thesurveywasconductedby
Blackbaud,whichprovidesasoftwaretononprofits,foundthatbabyboomersdonatedthemost
moneyoutofallthegenerations.
Thesurveysprovidedthefollowingstatistics:

Babyboomerswerethelargestgenerationswith51millionpeople.
Babyboomersgavearound61.9billiondollarsperyearindonations.
43%ofalldollarsdonatedwerebybabyboomers
Also,the Baby Boomer generation includes individuals born between 1946-1964; it is

Americas second largest generation after recently being surpassed by the millennial generation
(Colby & Ortman, 2014). A study was recently completed, focusing on the differences in each
generation. Survey results concluded that Baby Boomers are more likely than any other
generation, to donate to charities and help others (Twenge, Freeman, & Campbell, 2012). A more
specific study revealed that middle aged, married women with children are the most likely to
donate to a charity (Yu-Kang & Chun-Tuan, 2007). These findings yielded that the target
audience to focus primarily on are residents of Key Biscayne, FL, born between 1946-1964
married with children.
CourseofActionandIntendedOutcome
Aftercreatingawelldefinedtargetaudience,theprojectplannersexpecttheoutcomefromthis
researchtobesuccessfulandbeneficialforNoBite,NotMalariaforthepresentandfuture.
Plannershopethatfundswillincreaseandsocialawarenessfortheprojectwillincreasealso.
Measurement/Evaluation
Attheendofthefiveweeksocialmediaanddirectemailcampaign,followedbythenonevent
eventforNoBite,NoMalariaPeru,anevaluationofsuccesswilltakeplace.Aninternal
evaluationwillbemeasuredusingthesuccessgainedthroughlikes,viewsandfollowersreached
onFacebook.SurveyingRotaryClubmembersonthecampaignsaccomplishmentsand
outcomeswillmakeanotherinternalevaluation.Thenumberofdonors,aswellasamonetary
amountraisedwillbeaninternalevaluationofsuccessaswell.Donorswillbesurveyed

followingtheirdonationstomeasuretheeffectivenessandimpactthecampaignhad.Surveys
completedbydonorswillalsohelpgatherinformationforfuturefundraisingpurposes.

PublicRelations&
PromotionsPlan

Projectplannersplantoeffectivelypromotethenewsocialmediaidentityandbrand
imageofNoBite,NoMalariaPeruthroughfrequentinformativestatusupdates,aesthetic
photographsandpersonalstories.Plannerswillplantoeffectivelyfundraisefortheprojectby
utilizingsocialmediatotargetdonorswhoareKeyBiscayneresidentandFacebookfollowers.

Projectplannerswillplantokeepfollowersuptodatethroughapositivesocialmediapresence
andfinallybyinitiatinganoneventeventdesignedtodrivefollowerstobecomedonors.
SocialMedia
Inanefforttobuildasocialmediaidentityandtoestablishabrandimageamongstcommunity
members,aFacebookpagecalledNoBite,NoMalariawillbecreated.Thispagewillconnect
users,makingitpossibletoinformandeducatethemonthecause.TheFacebookpagewillfocus
oninformingfollowersthroughtheuseofstatisticsonthedisease,aestheticphotographsofthe
regionsatrisk,shortinformativequotesprovidedmypeopleworkingforthiscauseandthe
opportunitytohelpthroughdonationsdirectingtheusertotheGoFundMepage.
Crowdfunding
Inanefforttogeneratedonationsandreachthegoalof1,000longlastinginsecticidenets,a
GoFundMepagecalledNoBite,NoMalariawillbecreated.Thispagewillbeheavilypromoted
onFacebookforuserstoviewandinstantlymakedonations.GoFundMewillmakeiteasyfor
followerstobecomedonors.Thispagewillalsobepromotedviadirectemailaswell,where
prospectivedonorswhoarenotonsocialmediawillbereached.Onthedayofthenonevent
event,donorswillbeurgedtovisitthispageandmaketheirdonations.
PromotionalEventTheNoneventEvent
The nonevent event will consist of invitations sent out via email; the
invitations will appear to be for an actual fancy charity event. Attached to
the email will be a website, www.whoozin.com, that will allow guests to
RSVP, other features include the ability to send updates and add comments
or questions prior to the event. Invitations and the RSVP profile will

encourage donors to visit the GoFundMe page during a specific timespan

instead of attending a physical event.
A nonevent event will take place on Thursday, October 29, 2015 between the
hours of five in the afternoon to midnight. Reminder emails will be sent daily,
before the event. The reminders will begin on Monday at three in the
afternoon and will continue on Tuesday, Wednesday and Thursday at the
same time. Starting Monday, status updates on Facebook will be posted at
the same time, reminding users of the upcoming event. Informative posts
will be more frequent this week as well, with up to three posts a day leading
up to Thursday. On Thursday, during the event, between the hours of five in
the afternoon to midnight, project planners will post hourly status updates
informing users on the progress of the event and urging them to continue
sharing and donating to the cause.
Promotionaltools
ApromotionallogowillbeplacedonallaspectsofNoBite,NoMalariasmediasitesthat
includePerucolorsaswellastheshapeofthecountry.Also,Facebook,GoFundMeand
Whoozinwebsiteswillbeusedinapromotionalaspectfortheproject.
PrimaryCommunicationsProblem
TheprimarycommunicationsproblemforNoBite,NoMalariaPeruisalackofawarenessin
theKeyBiscayne,FLarea.Thislackofawarenessfallsundertheproblemthatthereisnoonline
identityforthisproject.Withoutawareness,NoBite,NomalariaPeruhaslackedinanumber
donorswhowishtohelpthecause.

AnotherchallengeNoBite,NoMalariafacesisthatpeopleareunawarethatmalariaisa
probleminPeruandthatindigenouspeopleoftheAmazonneedhelp.Whenpeoplethinkof
malaria,theyusuallythinkofAfricancountriesbeingtheonlyonesaffectedbythisdisease.
Unfortunately,malariaisanimmenseprobleminAfrica,butbecauseofthemorewidespreaduse
ofadvertisingandpromotions,morepeopleareawareoftheproblemofmalariainAfrica.Other
malariafundraisingprojectsareNoBite,NoMalariasbiggestcompetitors.
Goals:

TodevelopawarenessforNoBite,NoMalariaandberecognizedasatopprojecttostop

malariainPeru.
Tocreateamediaplanthatcommunicatesimportantinformationtothepublicand

involvesthemintheefforttopreventmalariainPeru.
TocreateeventsthatconveysthemainmissionofNoBite,NoMalariatothepublic.
TodeveloprelationshipswithmedicaldoctorsandotherprojectsinPeruthatwill
communicateimportantinformationtotheproject.

Objectives

ToincreasepublicawarenessforNoBite,NoMalariaintheKeyBiscayneareaby40%.
Toprovideatleast1eventforNoBite,NoMalariabefore2016.
Toraiseatleast$5,000duringthecampaign
Tohaveaminimumof150donateduringthecampaign

Strategies:
Projectplannershavedevelopedapublicrelationsandmarketingplanfeaturingevents,
fundraisingandsocialmediatoincreaseawarenessforNoBite,NoMalariaandencourage
peopletodonatetothisproject.
EventsforFundraisingandEducation

NoBite,NoMalariawillholdeventstoincreasedonationsandtoraiseawarenessfortheproject.
SpringHillCollegeSeniorSeminarwillassistandhelppromotethisevent.
BlackTieNonEvent
ThiseventwillbehostedbyNoBite,Nomalariaasablacktienonevent.Theeventwillbean
eventthatyoudonotattend,butrathersendinadonationduringacertainhourofaday.The
donationsfromthiseventwillgotopurchasinginsecticidemosquitonetsforthemalariaaffected
regionsofPeru.
InternetandSocialMediaPlan
ThemissionofNoBite,NoMalariaistoimprovethelivesofthefamiliesinPeruwhoare
affectedbyMalaria.Focusingontwoareassucceedsthatmission:spreadingawarenessaboutthe
projectandraisingfunds.Bothofthesecanbeaccomplishedthroughtheuseofsocialmediaand
crowdfunding.
DuetothefactthatNoBite,NoMalariaisanewnonprofitprojectinKeyBiscayne,FLthere
aremanychallengesthatcomewithit.OurSeniorSeminarcampaignwillhelpsolveand
overcometheissuesandultimatelyhelpNoBite,NoMalariareachtheirgoalsandobjectives.
EMarketingGoals

Createanattractiveandorganizedsocialmediasite
Usenewtacticstohelppeoplebecomeinvolvedandmakedonations

EMarketingObjectives
IncreaseFacebooklikesto100withseveralpeopletalkingaboutorsharingtheposts
ProblemsandOpportunities

TheChallenge:Theorganizationsfirstchallengeisthatsincetheprojectissonewtheyhaveyet
tocreateanonlineidentity.Thishasresultedinveryfewpeopleinthecommunitytoknowabout
theproject.Also,thereisabigcommunicationchallengewithintheprojectandthepublic.
TheSolution:NoBite,NoMalariahasvowedtousealleffortsincludingtime,knowledgeand
motivationonthepeopleaffectedbymalariainPeru.Projectplannersareofferingtocreate
traditionalformsofmediasuchasflyerstothepublicthatcommunicateupcomingeventsand
knowledgeablefactsaboutNoBite,NoMalaria.CreatingaFacebookpageaswellasother
socialmediasiteswillhelpraiseawarenessfortheproject.
StrategyforAchievingBranding
ByusingsocialmediaaswellascreatingawelldiverselogothathastieswithPeru,NoBite,No
Malariacancreateadistinctbrandthatshowsthepublictheyareworkingtoraisedonationsto
betterthecommunityofPeru.
SocialMediaStrategies
Theuseofsocialmediaforacharityhasproventobeextremelyaffectiveinseveralways.We
willcreateandsetupaFacebookandTwitterforNoBite,NoMalaria.Onthesesites,NoBite,
NoMalariacanpostpicturesoftheregionsofPeruthatarehithardbyMalaria.Also,NoBite,
NoMalariacanpoststatistics,storiesandnewsaboutmalariainPerutothefollowerinorderto
keepthemupdated,educationandgrabtheirattention.
Socialmediawillprovidetothepublictheprojectscontactinformationandwillencouragethem
todonate.Itwillcreatediscussionsoftheissueamongthepublicandspreadthewordaboutthe
project.
MediaGoals

TocreateawarenessinthecommunityaboutNoBite,NoMalaria.

MediaObjectives

Toreachnolessthen500peopleonFacebookandspreadflyersinatleast8storesinKey
Biscayne.

MediaRational
SocialmediawillhelpNoBite,NoMalariareachitstargetaudienceinafreeofcostway.We
wanttouseaminimalcosttoreachamaximumamountofourtargetaudience.
Internet
TheuseofsocialmediawillgreatlyincreaseNoBite,NoMalariainreachingalargenumberof
people,especiallythetargetaudience.Socialmediaisoneofthelargestusedsitesonthe
Internet.Byusingsocialmedia,NoBite,NoMalariawillgrabtheaudiencesattentionaswellas
educatethem.Havingaselecttimeofdayandweektopostabouttheprojectwillbebeneficialto
theproject.
Facebook
Facebookisanextremelypopularsourceforpeopletogotoinordertoreceivenews,updates
andthelatesttrendthatisgoingonaroundtheworld.ThecreativitythatFacebookoffersislike
noother.TheFacebookpageforNoBite,NoMalariashouldincludecontactinformation,
history,mission,eventsandcurrentnews.
WerecommendthatNoBite,NoMalariapayfivedollarsadayforFacebookadvertisements.
WebelievethatNoBite,NoMalariawouldbenefitsgreatlyfromtheseadsbyreachingalarger
audience.
RecommendedSchedule:

Facebook.com
AdvertisingCost:$5/daily
PublicationSchedule:Adcopycanbepostedtwiceamonth
Postaminimumof1postperdayontheFacebookpageatadecenttime

InternetandSocial
MediaStrategy/Plan

Timetables
ProjectplannersbelievethecreationofaninformativeFacebookpagetocreateasocialmedia
identitycanbecompleted.Plannersalsobelieveasocialmediacampaignandsufficientfunds
canbecollectedthroughtheusecrowdfundingviaGoFundMecanalsobedone.Last,planners
believethebrandingandestablishmentofasocialmediaidentitytocalluserstoactioncanbe
donebyNovember10,2015aswell.
StrategyforusingFacebooktocommunicatewithprospectivedonors
Toincreasedonations,projectplannersmustsellNoBite,NoMalariaasaprojectthat
willusedonationstohelpmakeachangeforaworthycause.Projectplannerswillcommunicate
todonorsviaFacebookinawaythatshowsthemthattheirdonationsaresavinglives.

UpdatetheFacebookpagewithlegitfactsandstatistics
Posttheoutcomesofwhatdonationswilldoandthechangetheybring.

StrategyforusingFacebooktocommunicateandeducatefollowers
ToeducatefollowersonFacebook,projectplannersmustpostregularlyfactsand
statisticsthatcatchtheaudiencesattentionenoughforthemtorememberwhattheyjustlearned.

Postonadailybasisfactsaboutmalariaandtheharmfulaffects

PostpicturesoftheareasinPeruthatareheavilyaffectedbymalaria.

StrategyforusingFacebookasaresearchtooltocollectdata
BycreatingaFacebookpageforNoBite,NoMalaria,followerswillbeprovidedwitha
widerageofresourcesandopportunitiestodonate.Informationispostedthroughoutthe
Facebookpageforfollowerstoreadwhattheprojectisstrivingtodo.

Picturesarepostedalmosteveryweekthatallowsthefollowerstoseewhatthebednets

looklike.
TheGoFundMewebsiteispostedontheFacebookpagetobringdonorsdirectlytothe
donationsite.

Internet
SocialMedia
Facebookisasocialmediasitethatisusedwidelythroughoutallagegroups.Thismedium
allowsuserstocommunicatewithoneanotherandreachalargeaudienceinashortamountof
time.Itallowsdifferentgroupstoconnectsuchasorganizations,schools,businessesandmuch
more.Facebookallowsyoutoshareinformationwithyourfriendsaboutacertainissueorcause.
ThishelpstheFacebookpagereachanorganicaudiencewithwhomtheymightnotreach
withoutFacebook.
CrowdfundingWebsite
GoFundMeisacrowdfundingwebsitethatallowsorganizations,charitiesandnonprofitsto
createapagethatexhibitsthegoaltotheaudience.Thepageallowstheuseraswellasthe
audiencetracktheamountthathasbeenmadeandhowfartheyarefromthegoal.Italsoallows
theuserstopostpictures,updatesandinformation.

Email
Emailisusedtoreachalistoftheuserscontactinordertosendamessage.Themessagecan
containinformation,invitations,linksandmuchmore.Emailingaprospectivedonorismuch
morepersonablethensendingamessageviaFacebook.
WordofMouth
Wordofmouthallowsapersontocommunicatewiththereceiverfacetofaceaboutacertain
issueorevent.Thereceivercanthengospreadthewordtoothersaboutwhattheyheardinorder
toreachalargeaudience.Wordofmouthhasbeenproventobesuccessfultoanextentbutcan
notreachaslargeasanaudienceFacebookandemailwouldreach.

CreativePlan

Whyarewecommunicating?Whatistheassignment?(CommunicationProblem)
Themainchallengesofthiscampaignincludebuildingasocialmediaidentity,raisingawareness
andgainingfundsforNoBite.NoMalariaMosquiteroProjectPeru.Communitymembersare
unawareoftheimpactthatNoBite,NoMalariaoffersforthoseinneed.Thecampaignwill
createasocialmediaidentityviaFacebookthatwillassistingainingrecognition,differentiating
thisprojectfromtheoriginalprojectdealingwithVenezuela.Itwillalsogainawarenessfor
Amazonianpeoplewhoareatriskofcomingincontactwithinfestedmosquitos.
Anotherchallengeforthiscampaignispushinguserstodonatetothecause.Thetargetaudience
forthiscampaignhaslittleknowledgeregardingNoBite,NoMalariaPeru.Theuseofstrictly
wordofmouthandtraditionalflyerstospreadawarenesshassufficedinallowingtheprojectto
gainanimpressiveamountoffundsalready.Ashiftfromwordofmouthpromotiontosocial
mediawillbeachallengeforfundraisingbecauseitistaking.

NoBite,NoMalariaPeruisunknownamongstthecommunitybecauseoftheminimalefforts
usedtoexpandcommunicationmethods.AfterthelaunchoftheFacebookpage,itmustbe
activelyupdatedtoeducatefollowersandpromotedonations.Afterthepromotionofthe
noneventeventviaemailandtraditionalmedia,thecrowdfundingpageshouldbeeasily
accessibleforfundraising.TheestablishedFacebookpagewillbeequippedwithorganization
informationonthecause,photosforaestheticandvisualpurposesandeasyaccesstothe
donationwebsite.
Towhomarewetalking?(Thetargetaudienceforthecampaign)
Thetargetaudienceforthiscampaignisprospectivedonorsandfollowerswhowishtoeducate
themselvesontheworthycauseofmalariainAmazonianregionsofPeru.Thetargetaudience
forthisprospectivecampaignisFacebookfollowersandprospectivedonorswhoareBaby
BoomersandresidenceofKeyBiscayne,Florida.
WhatistheCommunicationChallenge?(Problem/Opportunity)
ToconvincetargetstousetheFacebookpageasatooltodirectthemtoGoFundMetomakea
donation.Toraisesocialawarenessbyinformingandeducatingtargetsontheworkcarriedout
thispilotproject.
Whatshouldourcommunicationdo?
ObjectiveStatement:Communicationwillraisesocialawarenessfortheeffortscarriedoutby
NoBite,NoMalariaPeru.Communicationeffortswillexposetargetaudiencetothe
GoFundMepagetomakeadonation.Itshouldchangethetargetsattitudebyencouraging
communitymembersandFacebookfollowerstoutilizethesocialmediapageasaresourceto
engageandatooltoeducate.

Objectives:

ToraiseawarenessforNoBite,NoMalariainthevillageofKeyBiscayneby30%bythe

endofthiscampaign.
TohaveconstantlyuptodateandupdatedFacebookpageineffectbyNovember10,

2015.
Tohave20%ofKeyBiscayneawareoftheprojectNoBite,NoMalariasFacebookpage

byNovember10,2016.
TocreatealogoforNoBite,NoMalariathatisalwaysconnectedtotheFacebookpage.
TocreateaBrandImagethatdifferentiatesNoBite,NoMalariafromotherprojects

andcharitiesaroundthecommunity.
TomakeNoBite,NoMalariaknownasoneofthetopprojectsinthecountryofPeru.

Howwillitdothis?
Thiswillbedonebyactivelypromotinguptodateinformationtoeducateusersandposting
photostocreateavisibleconnectionbetweenuserstothecausethroughFacebookand
GoFundMe.
Whatisthestrategicidea?
Thestrategicideaistoconnecttargetsbyconstantlypostingstatusupdates,personalstoriesand
sharingphotostotheprojectsFacebookpage.Theideaistourgetargetstodonatetothecause
byvisitingtheprojectsGoFundMepage,whichwillactivelybepromotedthroughFacebook
posts.Thisinvitestargettobothsocialmediaoutletsandcallsthemtoaction,askingthemto
visitthepages,discoverhowtheycanhelpandmakeadonation.
Howwillwesupportthisidea?
ThisideawillbesupportedthroughlegitinformationaboutthecreativeFacebookpage,
GoFundMepageandthenewcreativelogo

Whatarethecreativeconsiderations?
LongTermBrandIdentity:NoBite,NoMalariaPeruislackingapropermemorablebrand
image.
Whatarethedeliverables?

Logo
Promotionalmaterials:Onlineflyers
Email
o Flyerattached
o Noneventeventinvitation
SocialMedia
o FacebookPosts
o ContentforFacebook
o Posts:statusupdates
o Pictures
o ElectronicFlyers
o Noneventeventinvitation
Crowdfunding
o GoFundMepage
o ContentforGoFundMepage
RSVP
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