Runninghead:CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

ContinueMissionCommunicationCampaign
TrevorPeterson
ZachNielson
TristinChristensen
JillianSchouten
KyleCorbett
SaltLakeCommunityCollege

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

ContinueMission
ContinueMissionisanonprofitorganizationdedicatedtoveteransandtheirfamilies.
Theirmissionis:servingVeteranswithserviceconnectedphysical,mental,andemotional
injuries.Weaimtoinspire,empower,andinvolveVeteransandtheirfamiliesandreferred
ServiceMembersinrecreationalandeducationalprogramsthatpromotehealthandwellnessand
positivelifechangingexperiences.Wearededicatedtoraisingmentalhealthawarenessand
takinganactiveroleinsuicideprevention(n.d.).
Purpose/Objective
Thepurposeofthiscommunicationscampaignistwofold,firsttoraiseawarenessof
ContinueMissionandwhattheydoforveteransandtheirfamilies,andsecondtogetdonations
forafamilyeveningattheaquariumfollowedbyadinnerthattheveteransandtheirfamilies
willbeattending.TheContinueMissionorganizationisrathersmallandisnotwellknown
throughoutthestateofUtah,soobtainingdonationsforeventsisalittledifferent.Currently
ContinueMissiondoeshaveawaytodonatetotheircausethroughtheirwebsiteandweplanto
referpeopletothissitethroughtheuseofradio,televisionandsocialmediatomakedonations
ratherthansettingupanentirelynewdonationsystem.Additionally,becausethefamilyevening
isnotapublicevent,andwesawthatproblemscouldarisearoundpromotingaclosedeventto
thepublic,wecreatedaneventthatwillserveasthetooltogatherdonationsforthispurpose.We
haveorganizedandwillexecuteafourdayfundraiser,putonbyallUtahlocationsofthePizza
PieCafe.

ContinueMissiondoeshaveseveralsponsorsbuttheydonotcoverallthecostsof
events,andweaimtohelpwiththat.

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

Audience
Theaudiencetotarget,accordingtoDeborahJacobsfromForbes(Aug8,2013),is
4967yearolds,otherwiseknownasthebabyboomergeneration,theycontributedto43%of
donations.Becauseveteransaffectsomanyliveswealsofeelitimportanttotarget3348year
olds,orgenerationX.AccordingtothatsamestatisticgivenbyDeborahJones20%of
contributionscamefromthisagegroup.
Demographics
Age3067
White
MenandWomen

Utahns
Psychographics
Patriotic
Conservative
Outdoorsman/Sportsman
Musicpreferencerockandpop
AudienceAnalysis
Theaudienceselectedisverybroadandbecauseofgenerationaldifferences,theywill
needtobecontactedindifferentwaysinorderforourmessagetogetacross.Forthisreason
manymethodsofcommunicationhavebeenselectedtoreachtheintendedaudienceeffectively.
AccordingtoMichaelPatterson(May4,2015)73%of3049yearoldsand63%of5064year

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

oldsuseFacebook.Withthisinmind,utilizingFacebookwouldbeagoodcommunication
channeltoreachthetargetedaudience.AlthoughourtargetedaudiencedoesnotuseInstagram
andTwitterasmuchasGenerationY(1832yearolds),thesearestillviablechannelstohelp
raiseawarenessforContinueMission,whichisoneofourmainpurposesfordoingthis
communicationcampaign.Whenlookingatmusicpreferences,
DavidLariviere(n.d.)helpsusto
understand
thatmanyofthepeopleinourtargeteddemographiclistentoseveraldifferentgenres
ofrockandpop,withtherockstationsbeinggearedmoretowardsmenandtheadult
contemporary/popstationsbeingaimedmoreatwomen.Thisprovidesuswithagoodmedium
tocontactouraudiencetobringattentiontothiscampaign.Anotherfactorinourtargetaudience
wouldbepatriotismsincewewanttotargetthosecompassionateandsupportivetowards
veterans.PewResearchCenterconductedasurveytowardspatriotism(July1,2010)andfound
that57%of3049yearoldsaswellas69%of5064yearoldsflytheAmericanflag.Italso
showedthatofthosewhoflytheAmericanflag65%wereWhiteand37%wereBlack.Ofthose
surveyed59%whoflytheAmericanFlagwereWomenand58%wereMen.Wealsoneedto
takeintoaccountthepoliticalclimateofUtahingeneralsincethatiswheremostofouraudience
willbelocated.AccordingtoJeffreyJones(January28,2009)UtahisoneofthetopRepublican
StatesintheU.S.,meaningthatmuchofouraudiencewillbemadeupofthosewhoare
conservativeintheirviewstowardspolitics.PollingdatafromGallup(2010)showsusthat
Republicanstendtobemorepatrioticwith52%ofRepublicanscallingthemselvesExtremely
Patriotic,andonly20%ofthedemocraticcounterpartclaimingthesame.Additionally,when
examiningconservativesfurther,wefindthattheirlifestylealignsmorewiththatofanoutdoors
personthanthatofliberals.AccordingtoPewResearchCenter(2014)57%ofAmericanssay

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

thatthephraseoutdoorspersondescribesthemwell,whileonly12%ofhardliberalsagreed
thatthestatementdescribesthemwell,leavinguswiththeconclusionthatthosewhohunt,fish
orcamparemorelikelytobeofaconservativenature,aligningthemwithourtargetaudience.

MessagingGoals
Consideringthepurposeofthecommunicationscampaignthesearethemessaginggoals
thathavebeenselectedforthetargetaudience:
Think
Tothinkaboutthoseveteranswhohaveservedandsacrificedselflesslytoprotect
ourfreedoms.
Tounderstandthatmanyveteransfacedailystruggleswithissuesresultingfrom
theirservice,suchasmentalandphysicaldisabilities,PTSDandsexualtrauma.
ToknowthatthereisanorganizationcalledContinueMissionthatisdedicatedto
helpingveteransandtheirfamiliesovercometheseissues.
ToknowthatthereisafundraisingeventtosupportContinueMission.
ToknowtheyneedtoeatatPizzaPieCafebetweenMay2326andmentionthey
aresupportingtheContinueMissionfundraiser.
Feel
Tofeelgratitudeforthosewhoserveandhaveservedinthemilitary.
Thewant/needtointerveneandimpactveteranslivesinapositivesupportiveway
Theneedtohelpthiscause.
Theneedtogiveback.

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

Do
TotakeanactivestanceinsupportingthiscausebygoingintoPizzaPieCafe
withfamilyandfriendstoeatsothattheymightcontribute.
KeyMessages
Thekeymessagesthatarenecessaryforthiscommunicationscampaigntoworkare
these:
CreateawarenessaboutContinueMission
ContinueMissionneeds,andworkssolelyoffofdonations,frompeoplelikeyou
tobeabletoprovidethisprogramtoveterans.
ByeatingatPizzaPieCafeonthespecifieddates,youcansupportourveterans.

Channels/Media
Consideringthetargetaudiencethereareseveraldifferentchannelsthatwillbeusedto
communicatetheinformationtothem:
SocialMedia
Facebook
Instagram

Celebrityinvolvement/endorsement(options)
BobEvans,Fox13News
Frankie,from97.1
HookerandBrookfrom106.7

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

Media(options)
KZHT97.1(Top40Hits/Popstation)
KAAZ106.7(Rockstation)
Fox13News
PrintMedia(posteringatlocalbusinesses)

Charityeventfromabusiness
PizzaPiecafe(allUtahlocations)

ThayneCenter
Facilitatingapartnershipwherestudentshaveanongoingopportunityto
learnmoreaboutContinueMissionandgetinvolvedtofurthersupport
them.

TacticalPlanning
Theeffectivenessofourcommunicationscampaignwilldependgreatlyonthetimingof
whatwedoandhowwepresenttheinformationatthattime.Wehaveputtogetherthisplanto
lineoutwhatwewilldoandwhen:

WHO

WHAT

WHERE

WHEN

TargetAudience

Letpeopleknowabout
event

Facebook

5/9/16

PatrioticPeople

Hangingposters

Localsportinggoods
stores

5/9/16

TargetAudience

CreateeventonFacebook Facebook

5/16/2016

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

MaleandFemale
GenXers/Baby
Boomers

Fox13coverstory

Television

5/16/16

Targetaudience

Remindpeopleaboutevent Facebook

5/2326/2016

MaleGenXers/Baby
Boomers

106.7interview

106.7radiostation

TargetAudience

PizzaPieCafefundraiser

AllparticipatingPizza
PieCafes

FemaleGenXers/Baby
Boomers
97.1interview

97.1radiostation

5/23/16
5/23/165/26/16
5/24/16

Conclusion
WiththescaleofwhatwewanttodotohelpraisefundsforContinueMissiontimingand
presentationwillbecrucial.WeknowthatContinueMissionneedsmorethanthisonetime
donationfortheevent,butwehopethatthiscampaignwillhelpthelaythegroundworkformore
connectionsforthefoundersandthatinturntheycanreceivemorefundingfortheir
organizationsactivities.Wewantthosewhodonatetofeelasenseofgratitudeandpride
knowingthattheyaregoingtomakeadifference.

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

References
ContinueMission(n.d.).
NoVeteranLeftBehind.
Retrievedfrom
http://www.continuemission.org
Jacobs,DeborahL.(Aug8,2013).
CharitableGiving:BabyBoomersDonateMore,StudyShows.
Retrievedfrom:
http://www.forbes.com/sites/deborahljacobs/2013/08/08/charitablegivingbabyboomers
donatemorestudyshows/#6f81ecda7d78
Patterson,Michael(May4,2015).
SocialMediaDemographicstoInformaBetterSegmentation
Strategy.
Retrievedfrom:
http://sproutsocial.com/insights/newsocialmediademographics/
Lariviere,

David(n.d.)
ChoosingtheRightRadioFormatforYourTargetAudience.
Retrieved
from:
https://www.allbusiness.com/choosingtherightradioformatforyourtargetaudience1
48963291.html
Jones,JeffreyM.(January28,2009).
StateoftheStates:PoliticalPartyAffiliation.
Retrieved
from:
http://www.gallup.com/poll/114016/statestatespoliticalpartyaffiliation.aspx
PewResearchCenter(July1,2010).
ProudPatriotsandHarshCriticsofGovernment.
Retrievedfrom:
http://www.pewresearch.org/2010/07/01/proudpatriotsandharshcriticsofgovernment/
Morales,
Lymari(July2,2010).
OneinThreeAmericans"ExtremelyPatriotic".
Retrievedfrom:
http://www.gallup.com/poll/141110/onethreeamericansextremelypatriotic.aspx

CONTINUEMISSIONCOMMUNICATIONCAMPAIGN

10

PewResearchCenter(July26,2014).
BeyondRedVs.Blue:ThePoliticalTypology.
Retrieved
From:
http://www.peoplepress.org/2014/06/26/section9patriotismpersonaltraitslifestylesan
ddemographics/