raising future caregivers campaign plan

8/12/2019 Raising Future Caregivers Campaign Plan

1/32

!

Raising Future Caregivers

Alzheimers Association, Delaware Valley Chapter

[Pick the date]Michelle BurgDavid Johnson

Jamie Lawlor

Jordyn Lee

Chelsey Rodowicz

Michael Rosenberg


2/32

2

Table of Contents

Executive Summary 3

Research 4-8

Situation Analysis 9

Core Problem/Opportunity 10

Campaign Goal 11

Objectives, Strategies and Tactics 12-15

Key Publics and Messaging 16-17

Calendar 18-21

Budget 22

Evaluation 23Appendices 24-32


3/32

3

Executive Summary

This campaign plan is created for the Alzheimers Association, Delaware Valley Chapter

with the purpose of reaching a crucial audience that has yet to be engaged: the futurecaregivers.

After extensive research, we found that the main problem is that this youngerdemographic (18-24 years of age) is not invested in Alzheimers disease. This youngerpopulation is not being reached effectively by the Alzheimers Association on a nationalor local level.

We believe this issue is pressing because this demographic will end up being responsiblefor older generations. Although it is important for those currently affected by Alzheimersto be knowledgeable about the disease, it is also necessary to cultivate a relationship

with those who will be around to take care of their parents. Our goal is to help bridge thegap between the organization and younger demographics in order to foster emotionalinvestment and engagement within our target audience.

As part of our research, we conducted an intercept survey to assess the knowledge andengagement of our key publics. Our intercept survey continued to reinforce our originalassumptions about the main problem. Most students are somewhat likely to donate timeand/or resources to the cause yet had not done so in the past, showing us that there ispotential for improvement. We noticed that students personal experience with

Alzheimers did not affect their knowledge of the disease but those who had beenpersonally affected are more likely to donate to the cause.

This strategic campaign plan seeks to increase knowledge of and emotional investmentin Alzheimers disease, and encourage engagement among undergraduate students atthe University of Delaware to create a lasting relationship with the Alzheimers

Association. To achieve these objectives, we will utilize both traditional PR efforts andsocial media strategies to best reach our target audience of 18-24 year oldundergraduate students at the University.

With the adoption of this plan, the Alzheimers Association, Delaware Valley Chapter willgain access to a critical audience with which they can expect to have a lastingrelationship in the years to come.


4/32

4

Research

I. Primary Research

We created a short intercept survey to gauge if our campaign plan was in line with ourtarget audience. We administered the survey to 60 students in the Perkins and Trabantstudent centers on the UD campus. The results of our survey also reinforced ourunderlying reason for the campaign that younger students are not emotionally invested in

Alzheimers disease.

Intercept surveys were administered to 59 University of Delaware students with a 100%response rate. Respondents were approached in the Trabant and Perkins studentcenters. The surveys were administered in student centers in an effort to maximizerespondent variability. The methodology acts under the assumption that student centersoffer the greatest variety of students in terms of age, academic interests, and

extracurricular involvement.

See Appendix A


5/32

5

SWOT Analysis

Strengths: Most people have older family or

friends that they care about Unique organization to bring to a

college campus Dominant organization for

Alzheimers disease and theyalready have many sponsors/relationships

Weaknesses: Not an emotionally charged disease Is not as relevant to young people Could possibly get lost among all

the other charity efforts at UD Junior Committee is a support

group that is underdeveloped Alzheimers Association does not

gear its messages towards ayounger audience

Opportunities: Many organizations on UDs

campus that would possibly take onAlzheimers Association as theirphilanthropy

Active student body that areinterested in a wide variety ofcauses

Create a Chapter AssessmentProgram (CAP) event that GreekLife participants can attend for

points toward their chapterassessment score, ensuringattendance at our event.

Threats: Other fundraising events on

campus. Why should studentsincludeAlzheimers in theirfundraising/awareness efforts,UDance and other already popularfundraising events established oncampus

PEST Analysis

Political: A bill was passed to support

Alzheimers disease. Alzheimershas been recognized nationally, butstill not very important for our

purposes.

Economical: Alzheimers has a huge financial

impact on people living with thedisease and their family/friends.

Social: Changing attitudes, beliefs,

opinions, emotions and behaviorabout Alzheimers disease

Technological: Using technology for research and

development on how we are goingto achieve our goals/objectives

Reaching our audiences on thetactical level using digital media


6/32

6

II. Secondary Research

Demographics: 17,000 undergraduate students (approximate). 57% female, 43% male Approximately 75-80% of UD undergraduate students are from the Mid-Atlantic

region. Less than 15% of UD undergraduate students are from the West Coast. International students make up approximately 4% of the UD student body. Average GPA among UD students is 3.060. Greek Life GPA is 3.203. An estimated 20% of undergraduate UD students are involved in Greek Life.

Psychographics:

UD students include those that are highly involved, apathetic and everyone inbetween. Students will rally behind a cause they deem worth supporting.

o Example: UDance is highly successful because it is engaging, interactiveand emotional.

o Students want to feel a sense of pride and acknowledgment for their effortsin a cause.

Students require motivation to support a cause.o They need to understand how they can be affected by the disease or they

will not understand why they should care. Family and friends are incredibly important to students (show them how this

disease has affected others families) Students are selective and are more likely to support a cause if others do.

Alzheimers Statistics An estimated 5.4 million Americans are affected by Alzheimers. One in eight Americans suffer from Alzheimers.

Those affected in Delaware:2000: 12,0002010: 14,0002025: 16,000 (projected)

Number of deaths due to Alzheimers disease in 2008 (per 100,000):Delaware: 204Pennsylvania: 3,863New Jersey: 1,857New York: 2,303

Over 15.4 million Americans provided 17.5 billion hours of unpaid care forindividuals with Alzheimers valued at $216 billion dollars.


7/32

7

III. Background Research

Interview with Katie Macklin, Executive Director Delaware:

During our meeting with Katie Macklin, Executive Director Delaware, she helped us togain some insight into the Alzheimers Association, Delaware Valley Chapter. Macklinmainly gave us some secondary research that complemented our other efforts. Thisincluded information on the Alzheimers walk demographics, the 2012 annual report andsome personal stories. The personal stories she had from working at the Alzheimers

Association, Delaware Valley Chapter will help us bring that emotional tie to ourcampaign. Macklin also reinforced our idea that Alzheimers is not relevant to collegestudents and this demographic typically does not have much if any investment in thedisease.

Interview with Sigma Kappa, philanthropy chair:

The Sigma Kappa sorority on the University of Delaware campus is a leading donor forthe Alzheimers Association. As a national organization, their philanthropy, known as theSigma Kappa Foundation, is the second largest donor to the Alzheimers Associationbehind the government. The University of Delaware Sigma Kappa chapter holds twomajor events per year to raise money for Alzheimers: Love Duets and Dance for aChance, which together raise approximately $10,000. Additionally, they have heldawareness events featuring speakers including a recently diagnosed woman and avolunteer at a nursing home. They also send their entire sorority to participate in the Walk

to End Alzheimers in Wilmington.


8/32

8

IV. Potential Key Publics

Greek Life:Greek Life accounts for approximately 20 percent of theundergraduate population at the University of Delaware. Students involved withGreek Life at the university are highly active on campus and attend a wide varietyof philanthropic and social events. Greek students are leaders in all aspects ofcampus in addition to maintaining high grade point averages. The Chapter

Assessment Program ranks Greek chapters where they earn points for attendingprofessional, philanthropy and diversity events. We can ensure attendance atevents by making the event a CAP event for Greek members to earn points forparticipating.

Residence Life:University of Delaware residence assistants (RAs) shareupcoming events and information with their residents. The RAs hold floor meetingswhere they plan events and inform their fellow floor mates of different activitiesthat they have heard of. RAs also post relevant information whenever possible onthe floor bulletin boards for their residents to see.

Athletes:Among the varsity, club and intramural sports, there are hundreds ofathletes on campus. Athletic teams have a strong presence on campus and oftentake part in fundraising events for various philanthropies. For example, varsityathletes participate in the Pigskin Pass to benefit Special Olympics Delaware andthe club lacrosse team raised approximately $10,000 for the Alzheimers

Association Delaware Valley Chapter. Registered Student Organization:The University of Delaware has nearly 400

Registered Student Organizations (RSOs) where students join together for onecommon interest. RSOs hold regular meetings where they not only discuss theircause but also support other RSOs. We plan to specifically target the healthrelated RSOs in order to gain their support in our fight against Alzheimers.

Faculty:University of Delaware faculty has a great ability to affect and influencestudent groups on campus. Faculty are constantly joining student efforts andencouraging them in whatever ways possible.

Blue Hen Ambassadors:Blue Hen Ambassadors (BHA) are a very influentialgroup of tour guides on campus. They are the first face that prospective studentssee and most current students view the BHAs as opinion leaders on campus.BHAs are frequently asked to wear a pin to support an office on campus or tomention a restaurant on Main Street.

Biological Science/ Psychology Majors:The neurological basis of Alzheimersdisease is uncertain and dementia treatment accounts for a significant portion ofgerontological care. The Alzheimers Association should target a campaigndesigned to increase engagement with and emotional investment by BiologicalSciences and Psychology majors given the diseases relevance to the disciplines.Biological Sciences ranks as the most common major at the University ofDelaware, with Psychology following shortly after as the fourth most common.


9/32

9

Situation Analysis

The Alzheimers Association is the leading voluntary health organization in Alzheimers

care, support and research. The organization currently appeals to the target audience ofindividuals with 50+ years of age to inform them of the dangers of Alzheimers. There arewell-established programs and services that focus almost exclusively on thosethreatened by the disease; however, they fail to cultivate a relationship with a criticalaudience: the future caregivers. While the organization attempts to aim some of theseprograms toward a younger audience, they are neither engaging nor emotionallyappealing.

This audience is difficult to engage. The typical college student is selectively active andcarefully allocates their time to specific causes to which they have a personal connection.The campaign should have a University-wide appeal in order to best compete with other

philanthropic causes on campus. Given that the Alzheimers Association has no directties to the University of Delaware, a staunch barrier for communication exists and canonly be overcome by fostering relationships with opinion leaders and key publics.


10/32

10

Core Problem/ Opportunity

Based on our extensive research, we found the Alzheimers Association is missing out ona vital target audience: the future caregivers. This group needs to be moreknowledgeable about the disease, emotionally invested and engaged so that a lastingrelationship with the Association can be created and the growth and success of the

Alzheimers Association can be continued.


11/32

11

Campaign Goal

To increase understanding of and emotional investment in Alzheimers disease, and

encourage engagement among undergraduate students at the University of Delaware tocreate a lasting relationship with the Alzheimers Association.


12/32

12

Objectives, Strategies and Tactics

Objective 1:To increase understanding of Alzheimers disease among 18-24 year oldstudents at the University of Delaware by 10% by the end of the Fall 2013 semester.

Strategy 1:To educate students on the differences between typical aging andAlzheimer's symptoms using the '10 warning signs' as well as the national impactof the disease.

! Tactic 1: Facebook:Infographics to push out through our Facebookpage. These make information easy to digest and are moreinteresting for consumers in this generation.

Justification:The figures presented by the AlzheimersAssociation may not resonate with students given their lack of

exposure to at-risk individuals. The infographics created forthis campaign present the information by comparing thefigures with information relevant to students to increaseemotional salience.

! Tactic 2: Twitter: Weekly Twitter schedule and hashtag relevant toUD students.

Justification: Twitter has become one of the most used socialmedia platforms among college students. In order to have thegreatest reach, we will create a Twitter handle, @UDEndAlz.This Twitter handle will tweet facts pertaining to Alzheimer'sas well as any relevant news that develops twice a day.

Sigma Kappa's philanthropy is the Alzheimer's Association. Asister in this sorority at UD will manage this Twitter handle.

! Tactic 3: The Review:Alzheimer's Association weekly brain teasersJustification:These exercises will help to engage andentertain the target audience regarding Alzheimers disease.

An increase in exposure to the concept of the disease willhelp to raise interest.

See Appendix B, C and D


13/32

13

Objective 2: To increase emotional investment in Alzheimers disease among 18-24 yearold students at the University of Delaware by 10% by the end of the Fall 2013 semester.

Strategy 1:Utilize testimonials from those previously and/or currently affected byAlzheimer's disease

! Tactic 1: Video: Student testimonials about how they or their familieshave been affected by Alzheimer's disease including living familymembers, if possible.

Justification:Students are moved by other students,especially peers that may have been through a very difficulttime. Video testimonials of students can be posted on the

Alzheimer's page and then tweeted out to gain attention fromother students.

!

Tactic 2: The Review Article: Opinion article/ editorial by a studentwho is affected by the disease in The Review. The student will telltheir story and initiate a call to action for UD students to get involvedwith the Alzheimers Association.

Justification:This piece would stress the current philanthropicnature of the UD campus, highlighting several events such asUDance and would ask students to extend a hand to the

Alzheimers cause.


14/32

14

Objective 3:To increase engagement among 18-24 year old students at the Universityof Delaware with the Alzheimers Association by 250 people by the end of the Fall 2013

semester.

Strategy 1: Motivate students to participate and donate time to Alzheimer'sawareness events

! Tactic 1: Chapter Assessment Program (CAP) Event: Hold acampus wide event that includes a variety of different speakers. Theevent will include Katie Macklin, Executive Director Delaware; KathyMurray who was diagnosed with Alzheimer's at the age of 36; andthree student speakers with different points of view on the disease.The event will also incorporate live tweeting where students cantweet questions, personal stories, comments with the hashtag

"#UDEndAlz." There will also be opportunities to register for the"Walk to End Alzheimer's" at the event.Justification: Students in Greek Life must attend a certainnumber of events in exchange for points toward their CAPscore. This serves as an effective way to ensure attendanceat our event and provide further opportunities to participate.

! Tactic 2: Facebook:A short video, which asks people of theiremotional connection to the postman, friends grandfather and thentheir mother. The concept is to get people to start thinking about

Alzheimer's disease as possibly being relevant to them in the future.Justification: People would see this idea of the postmanversus your mother consistently before, during and after ourcampaign at the pre/post survey and our video. Facebook isideal for disseminating videos because it pops up on yournews feed and you can play it without having to follow anylinks.

! Tactic 3. Twitter:Ask opinion leaders on campus to tweet out pictures ofthemselves with signs that support the Alzheimers Association.

Justification: Pictures often tend to go viral. Opinion leaderscan tweet out pictures of themselves and encourage theirfollowers to re-tweet the pictures as well. Pictures are simplebut also leave a lasting impression and will hopefullyencourage others to do the same.


15/32

15

Strategy 2: Encourage students, through opinion leaders, to register for andparticipate in the Walk to End Alzheimer's.

! Tactic 1: Facebook: Create an event page sent to various RSOs and

students on campus inviting them to attend the Walk to EndAlzheimer's.Justification: Most RSOs and major groups on campus have aFacebook group for their members. When the group iscreated, our key publics and some of the more pertinentRSOs would be contacted and invited to the Walk.

! Tactic 2: Twitter: Create a separate hashtag for the Walk to EndAlzheimers.

Justification: There should be a separate hashtag for the walkto separate the education campaign from the engagementpart of the campaign. People can use this hashtag to discuss

the walk beforehand as well as use it during the walk to tweetout pictures of themselves and their teams.! Tactic 3: The Review: Walk to End Alzheimers advertisement.

Justification:A large majority of undergraduate students readthe student-run newspaper, The Review. Paying for a catchyad in a section of The Reviewwill influence a student'sdecision to attend the Walk.

! Tactic 4: On-campus registration tables.Justification: By having registration sites set up for students toregister for the Walk to End Alzheimer's, we can have face-to-face communication to encourage students to register for thewalk. We would include one of these outside of our CAPEvent but also once a week in Trabant leading up to the walk.

See Appendix E


16/32

16

Key Publics and Messaging

As all of our key publics are undergraduates at the University of Delaware, we chose touse too many similar strategies and/or tactics for each key public. Unless otherwise

stated, all strategies are aimed toward all key publics. Those that have a specific tacticare listed below. Greek Life

o Greek Life accounts for approximately 20 percent of the undergraduatepopulation at the University of Delaware. Students involved with Greek Lifeat the university are highly active on campus and attend a wide variety of

philanthropic and social events. Greek students are leaders in all aspects ofcampus in addition to maintaining high grade point averages. The Chapter

Assessment Program ranks Greek chapters where they earn points forattending professional, philanthropy and diversity events. We can ensureattendance at events by making the event a CAP event for Greek members

to earn points for participating.o CAP Event (Objective 3, Strategy 1, Tactic 1)

Registered Student Organizationso The University of Delaware has nearly 400 Registered Student

Organizations (RSOs) where students join together for one commoninterest. RSOs hold regular meetings where they not only discuss theircause but also support other RSOs. We plan to specifically target the healthrelated RSOs in order to gain their support in our fight against Alzheimers.

o Facebook event for the Walk to End Alzheimers (Objective 3, Strategy 2,Tactic 1)

Athletics (Varsity, JV and Intramural)o

Among the varsity, club and intramural sports, there are hundreds ofathletes on campus. Athletic teams have a strong presence on campus andoften take part in fundraising events for various philanthropies. Forexample, varsity athletes participate in the Pigskin Pass to benefit SpecialOlympics Delaware and the club lacrosse team raised approximately$10,000 for the Alzheimers Association Delaware Valley Chapter.

o Influential campus leaders tweet out pictures of support (Objective 3,Strategy 1, Tactic 3)

Biological Science/ Psychology Majorso The neurological basis of Alzheimers disease is uncertain and dementia

treatment accounts for a significant portion of gerontological care. TheAlzheimers Association should target a campaign designed to increaseengagement with and emotional investment by Biological Sciences andPsychology majors given the diseases relevance to the disciplines.Biological Sciences ranks as the most common major at the University ofDelaware, with Psychology following shortly after as the fourth mostcommon.

o Although we did not assign a specific strategy or tactic to this key public, wewill be asking them to begin an RSO on campus dedicated to Alzheimersawareness. This RSO will be in charge of the campaign launch.


17/32

17

Messaging:

We plan to frame our messages to fit our entire target audience of undergraduatestudents rather than narrow it down to our specific key publics. Going back to our coreproblem/opportunity, we found that undergraduate students at the University of Delawareare neither very knowledgeable about Alzheimers disease nor very engaged with the

Alzheimers Association or the cause. From our intercept survey, we observed that manywere somewhat likely to get involved and not many had a personal connection with thedisease. The majority of undergraduate students are not emotionally invested in thedisease and/or cause.

All Key Publics:

Alzheimers is the ultimate thief. It steals your memories.

They say memories last a lifetime, unless Alzheimers steals them.

How do you know that its JUST old age? Know the signs.

Could you imagine meeting your best friend for the first time, every day?

Alzheimers is incurable. With your support, we can change that.

Athletes:

You thought concussions were bad...! To be accompanied with a visual/infographic


18/32

18

Calendar


19/32

19

August 2013

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31


20/32

20

September 2013

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30


21/32

21

October 2013

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31


22/32

22

Budget

Total Budget: $2,435

School Bus to Wilmington Walk to End Alzheimers: Bus: $960 1 Bus holding up to 80 people $1.50/ person/ hour 7:00 a.m. - 2:00 p.m. (8 hours total) This is the maximum cost, based on participation.

The Review Ad/ Brain Teaser Space: The Review: $680 1 1/2 page advertisement for the walk at $330/ad 5 1/8 page brain teasers $70/ad

Non-profit organization rates.

Chapter Assessment Program Event: Event: $295 2 handheld wireless microphones $20 each 1 Data projector and screen $115 Tech support $20/hr for 2 hours 2 Stages, 2 risers $50/stage Rental space is free for student groups in the student centers.

Staff: No Cost

Sigma Kappa Sorority has volunteered to host the event as a part of theirfundraising for Alzheimers Association. They currently hold Alzheimers

Association as their chapter philanthropy. Social media tasks will be managed by a member of Sigma Kappa in exchange for

volunteer hours.

Miscellaneous: Total: $500.00 Incidental money that can be used for things that may unexpectedly occur or we

might later decide to implement (ex: printing needs).


23/32

23

Evaluation

Evaluation is important to understand a campaigns effectiveness. This campaign,Raising Future Caregivers, aims to increase knowledge of Alzheimers disease, fosteremotional investment in the disease and increase engagement with the Alzheimers

Association among the target audience.

To evaluate understanding:A pre- and post-survey will be administered to a random sample of 1,000 students. Thesurvey will ask questions that will assess the understanding of key points concerned

Alzheimers disease and the current state of treatment. To ensure that any increase inunderstanding can be attributed to the tactics listed, the post-survey will ask respondents

to select which tactics increased understanding, if any. The results of the survey willmeasure the increase in understanding, and also the effectiveness of each tactic.

To evaluate emotional investment:A pre- and post-survey will be administered to a random sample of 1,000 students. Thesurvey will include questions that assess willingness to get involved with the cause aswell as past volunteer experiences and/or donations.

In addition, the survey will measure the emotional salience of individuals suffering fromAlzheimers disease with a wide range of connectedness to an individual. Samplesubjects would include: a parent, a friends relative, a neighbor, a mailman. To ensure

that any increase in emotional investment can be attributed to the tactics listed, the post-survey will ask respondents to select which tactics increased understanding, if any. Theresults of the survey will measure the increase in understanding, and also theeffectiveness of each tactic.

To evaluate engagement:Physical and digital participation will measure engagement. For events held on campusand the Wilmington Walk to End Alzheimers, attendance numbers will gauge whetherengagement is successful or not. For social media tactics, traditional metrics likeretweets and likes will determine online engagement.


24/32

24

Appendices

Appendix A

Intercept Survey:1. Have you been personally affected by Alzheimers disease? If so, describe how

you are affected.

Yes_____ No______How?____________________________________________

2. The treatment for Alzheimers disease is expensive, but is successful in curingthe disease.

True_____ False_____

3. How likely would you be to participate in events supporting Alzheimers diseaseresearch and awareness?

Very unlikely Somewhat unlikely Somewhat likely Very likely

4. Have you ever donated time and/or resources to the Alzheimer's cause? If yes,describe how.

Yes_____ No______How?____________________________________________

5. Do you think you understand the difference between dementia and Alzheimersdisease?

Yes_____ No______ Maybe______


25/32

25

Intercept Survey Results:

#$

%&$

'($

!'$

!"# %&'(%) #"*%+ )"* ,( -" ./012&./-( &3(4(3-5 5*.."0136 7%89(&:(0;5 +&5(/5(

0(5(/029 /3+ /#/0(3(55

raising future caregivers campaign plan

Documents