Realm of Caring “Tell the Story" Campaign

Kiara Green & Ebony Shamberger

Our Company

New Life Communications provides digital

and social media public relations support to companies nation-wide.

Problem You Presented To Us

Cannabis oil for patients with debilitating illnesses is seen as an illegitimate form of medical treatment.

Project Objectives

• Increase funding by $100,000

• Build trust with potential clients outside Colorado

• Increase awareness of medical marijuana with supporting doctors and researchers by 15 percent

Strategies and Tactics

• Advertising

• Public opinion gathering

• Redefining terms associated with medical marijuana

• Viewing and humanizing the treatment process

• Hosting an education forum

• Launching an annual 5k race to promote the education forum

Work Breakdown Structure

Realm of Caring

Advertising

Fliers/brochures

Set up Twitter/Facebook

ads

Produce TV and radio PSAs

SEO for higher online engagement

Public Opinion Gathering

Draft poll questions

Focus Groups

Place poll on Survey Monkey

Analyze existing polls

Redefine Terms

Research press materials to identify negative terms

Identify neutral/positive terms that match negative terms

Redefine terms

Provide press/media with redefined terms

Brief client on terms

Share Treatment Process

View treatment processes

Review treatment results

Compile treatment results

Provide stakeholders with treatment process details

Educational Forums

Secure venue

Solicit panelists/speakers

Select discussion topics

Promote with advertising (see first

column)

5K Race

Secure location

Purchase race materials

Build website for registration

Promote with advertising (see first

column)

Milestones & Project Timeline

Risk Management

Profitability

S-CURVES BASELINE BUDGET ACTUAL BUDGET TARGETED BUDGET

January 24 $9,278 $85,153 $191,690

January 31 $21,953 $191,690 $387,233

February 7 $34,805 $387,233 $478,588

February 14 $51,660 $478,588 $560,558

February 21 $58,980 $560,558 $639,058

February 28 $69,300 $639,058 $813,298

March 7 $75,860 $813,298 $937,258

March 14 $82,180 $887,298 $986,898

March 20 $90,630 $986,608 $1,000,000

Project Objectives

Increased hourly rates for workers

Added 5k race

Increased cost of TV and radio ads

Hired attorney

Increased pay for moderator

Performance Evaluation: Money Raised

• Total amount raised: $100,500

• $18,000 from patrons

•$57,000 from attendees of events

• $25,000 from the Institute of Medicine

Performance Evaluation: Media Placement

Performance Evaluation: Redefinition of terms

Performance Evaluation: Event Attendees

• Education Forum: 500 doctors, medical experts and family members of patients

•5k Race: 1,100 racers, 2,000 spectators

Performance Evaluation: Advertising

• Digital ads• Facebook: 23,000 clicks• Twitter: 2,700

• Online: 670,000 unique site visitors

• TV: 500,000 viewers per day

• Radio: 175,000 listeners per day

Lessons Learned

• Build and maintain the project schedule continuously

• Know our limits

• Implement a stringent approval process