Alzheimer’s Campaign

Better Together Agency

Grace Altman
Clara Howington
Timothy Keane
Kady Smaglis
 Introduction
Founders: Grace Altman, Clara Howington, Timothy Keane, and Kady Smaglis

● Founded in 2012
● Award winning agency
● Founded by four University of North Florida graduates
● Focus’ on clients needs
● Full service agency
● Agency of Record
● Specialties
○ Social media
○ Marketing
○ Advertising
○ Copywriting and design

Present Clients Past Clients

● Nemours Hospital ● Jacksonville Zoo
● Ted Talks
● Bankers Life
● Always Best Care
 Introduction Cont.
Better Together Founders
Grace Altman: Timothy Keane:
● Moved to Jacksonville in 2005 ● Moved to Jacksonville in 2004
● Graduated UNF in 2008 ● Graduated UNF in 2009
● Communications major ● Communications major
● Nonprofit organizations ● Worked for PR and Advertising agencies
● Raises awareness for medical issues ● Personal and professional skills
● Copywriting and design specialty ● Advertising specialty

Clara Howington: Kady Smaglis:

● Graduated UNF in 2009
● Advertising major
● Worked with numerous agencies
● Focus’ on the future of young adults
● Raises awareness for common elderly issues
● Marketing specialty
● Moved to Jacksonville 2004
● Graduated UNF 2008
● Public Relations major
● Success with multiple agencies
● Family directly impacted by Alzheimer’s Disease
● Social Media specialty
 Client Background

● Serves 31 counties ● Special Event

● Offers support groups and 24/7 hotlines ● Research

● Online training for families ● Educational programs

 Secondary Research

Neuroracer Study

What?

● Video game designed to improve mental cognition

How?

● Reward or point system

Results?

● Participants displayed increased function in short-term memory, even six months past the study.
 SWOT
Strengths Weaknesses

● Locally based organization ● Millennials are reluctant to learn about

● Already engages informal caregivers Alzheimer’s diseases that may not directly

● Reaches a knowledge driven generation affect them

● Small budget

Opportunities Threats

● Raises support and awareness in the central ● Animosity or disinterest from millennials

to northeast Florida region ● Internet hackers

● Educates and persuades millennials to ● Acts of God

volunteer with adults with alzheimer's

 Situational Analysis

Problems

● Now realizing the need for the next generation of caregivers

● Millennials are needed for these caregiving positions
● Millennials do not donate like generations previously.

Proactive Approach

● Increase support, tolerance and training for millennials

● Provide more resources for millennials to engage in conversation about Alzheimer’s disease
 Audience Analysis

● 20-30 year olds ● Alzheimer’s is one of the leading causes of death in the United

● In Jacksonville States and this could be easier to aid or prevent with funding

and support. This disease will most likely affect a family

● College age and Graduates
member or older person in everyone’s life, so increasing
● All economic backgrounds and genders
awareness in millennials could help caring for those affected or
● Most of them could potentially be affected or
help to ease the financial burden on caregivers with the aid of
have to care for someone affected by
fundraisers and the agency.
dementia/Alzheimer’s and most are afraid or

hesitant to learn more or participate.

 Primary Research

● Fundraising event “Memories Worth ● 25 guests with Alzheimer’s disease

Fighting For” played Neuroracer and the card matching

● Created two game stations (Neuroracer game

and a card matching game) ● Significantly more people scored better

● Both aid in retaining memories on the Neuroracer game.

 Primary Research Cont.

● Focus groups

● Surveys

● Research experiments
 Campaign Goal

● Engage and educate millennials

● Increase the amount of millennial caregivers and fundraising
● Create an environment for open discussion within the nation
● Strengthen the community through:
○ Events
○ Social media
○ Informational meetings
Objective 1
Objective Tactics:

1) To increase Alzheimer’s awareness amongst ● Create an informational meeting at a popular place in Jacksonville

20-30 year olds in the Jacksonville, Fla. area by ● Choose a time and date that will be open to all ages

15 percent from October 1- March 1. ● Create social media events to increase participation in the informational

Strategy meeting.

● Prepare facts that will be of interest to the audience

1) Create ways for the audience to learn the facts
● Create advertising for the events in local magazines and insert facts
about this disease that has no known cause, no
● Appeal to the emotions of the audience.
treatment and no cure.
Objective 2
Objective Tactics

2) Raise $10,000 in fund raising efforts in the ● Create a T-shirt as well as a link to purchase with an upcharge that

Jacksonville, Fla. area from October 1- March 1. will be donated to the Alzheimer’s Association.

Strategy ● Charge $20 per ticket to enter the fundraising event.

● Create innovative ways to raise the most ● Contact a company to donate a prize that will be auctioned off.

amount of money as possible ● Create a link for people to donate money online through social

media.

● Call local companies and ask for donations.

 Calendar

September:
Sep 4-8
● Have Alzheimer's Association North Florida Chapter post on their social media platforms to find three caregivers/ family have been affected
by Alzheimer's personally and are willing to talk about their experience for a video to be shared.
● Contact videographer and give date, time and place of video
● Email Mike McCann for video interview as well as his brother/give date, time, place.
Sep 11-15
● Create all five emotional appeals videos at the Town Center outside of Nordstrom
Sep 18-21
● Edit and finalize emotional appeals videos
● Sep 21- Post first emotional appeals video introducing the two events we will be hosting with details to be explained soon for Worlds
Alzheimer's day
● Encourage shares of the emotional appeals video as well as share on your personal social media platforms.
Sep 25-29
● Call event venues to check price and availability for November 30 at 7 PM.
● Encourage all friends, family and coworkers are sharing the emotional appeals video
October:
*CAMPAIGN BEGINS*
Oct 2-6
● Create Facebook event page for informational meeting “Don’t Think you Won’t Forget” on November 30 at 7 PM at Moxie Town Center.
● Send invites for event.
● Have Alzheimer's Association post about “Don’t Think you Won’t Forget” informational meeting with link to event page.
Oct 9-13
● Contact Folio Magazine for proposal for advertising this campaigns two events, the informational meeting “Don’t Think you Won’t Forget” and
fundraiser, “Memories Worth Fighting for” as well as facts about Alzheimer's.
● Post on “Don’t Think you Won’t Forget” Facebook event page Thursday morning.
Oct 16-20
● Create and design pamphlets and flyers for “Don’t Think you Won’t Forget” .
● Post on “Don’t Think you Won’t Forget” Facebook event page Thursday morning.
Oct 23-27
● Have pamphlets and flyers made
● Secure Moxie patio venue for Post on “Don’t Think you Won’t Forget”
● Post second emotional appeal video on Alzheimers Association social media platforms thursday morning.
Oct 30- Nov 3
● Post again on Alzheimers Association social media platforms promoting Post on “Don’t Think you Won’t Forget” Facebook event page
● Magazine Campaign: Folio Weekly first issue of This “Old Age” Disease is Not Just For the Old published on Nov.2
November:
Nov. 6-10
● Contact The Museum about venue and pricing for “Memories Worth Fighting For” fundraiser.
● Contact place to rent microphone for informational meeting.
● Hand/send out flyers for event
Nov. 13-17
● Contact Publix to order catering for fundraiser.
● Contact Dj for fundraiser.
Nov. 20-24
HOLIDAY WEEK
● Thanksgiving post on“Don’t Think you Won’t Forget” Facebook event page. Post statistics of families affected by Alzheimer's
Nov. 27- Dec 1
● Post third emotional appeal video on Alzheimers Association social media platforms and event page thursday morning with additional reminder
for event that night
● Create Facebook event for the “Memories Worth Fighting For” fundraiser on January 26 at 5:30 PM. Location is The Museum.
● Informational Meeting November 30 “Don’t Think you Won’t Forget” 7 PM at Moxie Town Center
December:
Dec. 4-8
● Create pamphlets and flyers for “Memories Worth Fighting For” fundraiser.
● Send invites on fundraiser event page
● Create donation link
● Have Alzheimer's Association social media share the “Memories Worth Fighting For” fundraiser Facebook event
● Create Magazine Campaign: Folio Weekly second issue of This “Old Age” Disease is Not Just For the Old published on Dec.8
● Create “Memories Worth Fighting For” fundraiser shirt and link for purchase.
● Ask Beards Jewelry for donation of gift card for the ticket prize at the fundraiser.
● Contact other organizations (ex. American Cancer Society) to attend event
Dec. 11-15
● Magazine Campaign: Folio Weekly second issue of This “Old Age” Disease is Not Just For the Old published on Dec.14
● Post link to purchase fundraiser shirt and tickets on Memories Worth Fighting For” fundraiser event page and Alzheimer's
Association social media.
● Ask speakers in emotional appeals video to be speakers at the fundraiser
● Create press release for “Memories Worth Fighting For” fundraiser.
Dec.18-29
HOLIDAYS
January:
January 1-5
● Post in Memories Worth Fighting For” fundraiser Facebook event page
● Hand/send out flyers for event
● Send Press release to local TV Stations and newspapers about “Memories Worth Fighting For” fundraiser.
● Have other organizations attending/ Beards Jewelry (ticket winner donator) promote event on their social media and websites.
Jan.8-12
● Form decorating team for event
● Remind people to purchase a shirt and presale tickets for event
● Magazine Campaign: Folio Weekly third issue of This “Old Age” Disease is Not Just For the Old published on Jan.12
● Put in Publix food order for fundraiser
● Visit venue to plan out spaces
Jan. 15-19
● Post fourth emotional appeal video on Alzheimers Association social media platforms and event page thursday morning with additional
reminder for event next week.
Jan 22-26
● Pick up non perishable foods
● Post on Alzheimers Association social media and fundraiser event page about this week’s event.
● Event:“Memories Worth Fighting For” fundraiser at The Museum January 26 5:30- 9:30PM. (decorating team and DJ start setting up at 1:00)
Jan 29-Feb 2
● Post fifth and last emotional appeal video on Alzheimers Association social media platforms and event page thursday morning with additional
reminder for event next week.
● Post on social media and event page thanking everyone for participating.
Feb.5-9
Feb.12-16
Feb.19-23
Feb.26-March 2
March:
*CAMPAIGN ENDS 3/1*
March 5-9
● Collecting and finalizing results
March 12-16
● Collecting and finalizing results
 Budget

The Museum entire space 5,000 Publix Catering 2,034.51

Moxie outdoor patio 1,000 Moxie Appetizers

Total 5,750 -Deviled eggs 8.00 each 160.00

-Lemon Thyme Fries 6.00 each 120.00

Magazine Sponsored -Cheddar Biscuit Tots 8.00 each 160.00

Social Media 200.00 -Crispy Chicken Slider 3.50 each 70.00

Total 200.00 Total 2,544.51

 Budget
500 Pens 1.05 each 525.00

600 tote bags 1.09 each 651.00

1,000 Pamphlets .16 each 161.00

Raffle Items Donated Amount before fee 10,831.51

Total 1,064.00 15 percent agency fee 722.10

Volunteers Donated Final Total 11,553.61

DJ 1,000

Total Free
 Evaluation
The Central and North Florida Chapter of Alzheimer’s Association.

The agency raises awareness for Alzheimer’s disease for young adults. The agency incorporated out-of-the-box
techniques to express the severity of Alzheimer’s Disease found in the elderly. This was important as there is no
treatment, cure or known cause attacking individual’s brain causing dementia. The Better Together Agency was
selected as an Agency of Record on behalf of the Central and North Florida Chapter of Alzheimer’s Association.

● If we spread the word, they will listen. Alzheimer’s awareness in young adults has increased by 15 percent.

● If we build it, they will come! By creating a meeting place for young adults at a popular place in Jacksonville,

more people were inclined to come and participate. Using advertising on social media is a significant way to

reach young adults. With over 500,000 impressions we made an impact!

● Fundraising can be fun. Selling merchandise spreads awareness through directly advertising on the shirt, while

having the money donated to the cause. Hundreds of young adults paid $20 entry to the fundraiser. Some

donated directly through the social media advertisements.

 Evaluation Cont.
● People directly impacted helped many others understand. That is the power of social media. Caregivers of

people affected by Alzheimer’s Disease shared videos of what a day in the life entails. Sharing these videos on

social media made the agency go viral! There were more than 200,000 Twitter impressions, with nearly 1,000

#BetterTogetherAgency Tweets.

● One hundred percent of media coverage was positive. Over 300,000 Facebook impressions with a half million

post likes, 150,000 post shares, and nearly 600,000 comments between all of the videos about the campaign.

● The Better Together Agency campaign generated enormous amounts of media impressions including local news

outlets:

○ The Florida Times-Union

○ Action News Jax
○ First Coast News