City Rescue MissionMarketing Proposal

Table of Contents

Memorandum

Creative Briefkey insights, brand personality, desired response, implementation

Creative Workonline, outdoor, radio, brochure, non-traditional, events, PR, promotions

Media Plan

Situation Analysisclient history, client description, competition, target audience

Strategic Researchsecondary research, consumer behavior survey, SWOT, customer profile

1

3

9

15

19

35

Memorandum

Nick Donabedian(Branding)

Morgan Hill(Creative)

Kevin Fanning(Media)

Rikki Jarvis(Branding)

Harrison Drake(Research/PR)

Shannon McGreal-Miller(Media/PR)

Sarah Mellado(Creative)

We would like to thank Lansing City Recue Mission for opening your doors to us, allowing us to work with you, and helping us to understand more about the challenges your organization faces on a daily basis. We are excited about the campaign we have created and are confident that our proposal will help build your brand and successfully carry you into the future.

1

Situation Analysis

4

Client History

Hope Food Shelter

since 1911

The Lansing City Rescue Mission is the largest emergency shelter in Michigan’s capital area. They are one of the proudest and longest serving charities in the

city of Lansing. Created in 1911, during the rise of the great depression, Thom-as and Emily Dalton sheltered people in their own home. In 1948, the first ever “Jesus Saves” cross lit the night sky over the shelter’s new building, now locat-ed on Michigan Avenue. They continue to provide hope, food, and shelter for

those those in need.

5

Client Description

104,184MEALS

52,834NIGHTS OF SHELTER

100WOMEN

& CHILDREN

58MEN

1, 630Hygiene Kits

755BiblicalSessions

In one year...City Rescue mission has provided

housing to...

(2013)

Around Town

Volunteers of America

Gateway Community

Services

Good Shepherd Mission

Glass House

Loaves and Fishes

City Rescue Mission

Haven House

7 1Homeless

shelters in the Capital Area

Lansing City Rescue Mission

Target Audience

Age:

24+ Menand

Women

Live/Work in Lansing

7

Strategic Research

10

Secondary Research

According to an annual survey from the Department of Housing and Urban Development, around 170,000 families needed shelter last year, up from 159,000 in 2008. It has been confirmed that 86,189 of those residing in the state of Michigan are homeless, with 14,267 in the South Central area. As of 2011, Lansing’s homeless community makes up nearly 8% of the state total. Included in this number are men, women, and children, as well as families and unaccompanied minors.

In 2007 non-profit organizations saw a peak in national giving, with monetary and tangible donations estimating $344.5 billion. Since then, support towards these charities have declined greatly. Whiledonations are still down nearly 8% since, research conducted by well-known news outlet, the Guardian, has shown a rise. Donations by individuals and corporations have increased by 3.5% since 2011. While the rise is modest it mirrors the recovering economy and provides hope for the future.

Using Mintel marketing research database, we were able to find the best practices necessary for reaching our target audience. One of the most salient facts we discovered is doners’ likleness to learn about charitable organizations through their social networks. Donating is a social activity and people often donate in groups. This can include donating time at events together as well as working with friends to collect items. This information also indicates that people love sharing their accomplishments and volunteer affiliations. Word of mouth and viral marketing approaches can be effective. Social media tactics are often helpful as they can increase viral marketing efforts. Videos and other materials on high media traffic sites, such as YouTube have proven to be effective. Viewing ads on informative news webpages can also be key in reaching the local public. Second to word of mouth, donors learn about charities though advertisements on television and radio news broadcasts as well as newspaper and magazine articles.

11

ResearchSurvey Results

Key Statistics

Haven’t heard of CRM Sponsored Drives

% Donate only once a year

Primarily make monetary donations

23

% Make July and August Donations11%24

Prefer to make monetary and food donations %44%84

Survey ResultsKey Statistics

SWOT AnalysisStrengths Weaknesses

ThreatsOpportunities12

Heavy volunteer involvement during the holiday season

Active on social media

Connections with local restaurants

Offering extra services

Central location

Lack of advertising Low budget

Lack of funding during the summer, spring, and fall

Heavy Reliance on volunteer support

Staff spread across multiple projects

Join the city’s efforts to inspire community pride

Expand donations by advertising year round

Increase awareness of homelessness in the general community

6 other shelters in the Lansing area

Misunderstanding of homelessness

Homeless “panhandling” and asking for money on the streets

Economy may harm donations

Low awareness of shelter

13

Customer Profile

27% Persons below poverty level

113,996 Lansing Population75% 18 years and older

52% Female 48% Male

61% White24 % Black

86% High School Graduates

25% hold a Bachelor Degrees

$37,128 Median Household Income

Creative Brief

16

What They Think:

Key Insight:

What we want them to think:

What we want them to do:

People like the idea of donating and believe that homeless shelters are generally helpful. Fifty six percent of people donate at least three times a year, based on our survey. People have a tendency to think of the homeless more in the winter than in other seasons. Many donate in the spirit of the giving season.

Seasonal donations have come to be a major issue, with 40% of our client’s donations coming in within a two month period.

We want people to realize that homelessness does not go away in the warmer months and that hunger is an issue year round. The number of people in need is continuing to grow and is not slowing down.

We want people to distribute their donations all year long and pay more attention to the specific items that they donate.

Brand Personality

17

Gen

uineLansing Strong

Hard Working

Trust

Hope

Res

cuer

Stab

ility

Sincerity

Faith

Creative Work

20

Online (Youtube)

AudioVideoCity Rescue Mission | Youtube: 30 sec | Name: Spring Cleaning

Fade in: A mother is upstairs in her attic. It is a nice springday outside with the sun’s light shining through the window. The mother is going through boxes and placing some items in an open box close to her.

Cut to: Two kids, a brother andsister, are laughing amongstthemselves as they look through kitchen’s cabinets.There is an open box on the counter with some items already in it.

Cut to: Dad is in the garage looking around and moving things in search for items to put in the open box near his feet.

SFX: Birds chirping fromoutside. Noise from mother shu�eling through the boxes.

SFX: Birds chirrping, quietlawn mower from the neighbor, and kids laughing and moving items.

SFX: A car from outside passesby and noises from the dad moving things around.

Fade in: A mother is upstairsin her attic. It is a nice springday outside with the sun’slight shining through thewindow. The mother is goingthrough boxes and placingsome items in an open boxclose to her.

SFX: Birds chirping fromoutside. Noise from mothershuffeling through the boxes

SFX: Birds chirping, quietlawn mower from theneighbor, and kids laughingand moving items.

SFX: A car from outside passes by and noises from the dad moving things around.

Cut to: Two kids, a brother and sister, are laughing amongst themselves as they look through kitchen’s cabinets. There is an open box on the counter with some itemsalready in it.

Cut to: Dad is in the garagelooking around and movingthings in search for items toput in the open box nearhis feet.

City Rescue Mission Youtube :30 Name: Spring Cleaning

21

AudioVideoCut to MCU of entitre family:Family holding their boxes outside an open garage. It is a beautiful sunny day.

SFX: Birds chirping outside, quiet lawn mower continues next door. Family laughter and chatter.

Mom, son, and daughter exit the screen smiling. Dad places box on the ground and closes the garage. Picks up his box and walks with the rest of the happy family.

SFX: Birds chirping outside, quiet lawn mower continues next door. Family laughter and chatter. Include garage door closing.

Fade in: Words appear on theclosed garage door. Fade out.

SFX: Birds chirping outside, quiet lawn mower continues next door.VO: Donate to the City RescueMission of Lansing by visitingtheir website at LCRM.ORG

Cut to MCU of entire family:Family holding their boxesoutside an open garage.It is a beautiful sunny day.

Mom, son, and daughterexit the screen smiling.Dad places box on the ground and closes the garage. Picks up his box and walks with the rest of the happy family.

Fade in: Words appear on theclosed garage door. Fade out.

SFX: Birds chirping outside,quiet lawn mower continuesnext door.VO: Donate to the City Rescue Mission of Lansing by visiting their website at LCRM.ORG

SFX: Birds chirping outside,quiet lawn mower continuesnext door. Family laughterand chatter. Include garagedoor closing.

SFX: Birds chirping outside,quiet lawn mower continuesnext door. Family laughterand chatter.

22

(Web Advertising)

Outdoor

23

dont let the season be the reason

give today to City Rescue mission make a donation today at lcrm.org

dont let the season be the reason

give today to City Rescue mission make a donation today at lcrm.org

give today to City Rescue mission make a donation today at lcrm.org

dont let the season be the reason

For outdoor advertising, we recommend a bus shelter ad featuring seasonal posters, reminding community members that homelessness is not seasonal, and that their donations are appreciated and needed year round. These ads would contain a tree that changes with the seasons.

Radio

24

Radio Spots

:10 Music: [Instrumental - Similar to Lose Yourself - Eminem]

Title: Tis the Season - Spring

VO: Gearing up for some Spring cleaning?! Donate your gently used items to Lansing City Rescue Mission! Visit

LCRM.org to see how you can make a difference in your city!

:10 Music: [Instrumental - STRONGER - KANYE WEST]

Title: NUMBERS - Summer

VO: This winter Lansing City Rescue Mission was able to keep 300 beds full. The number of those affected by homelessness and hunger

won’t go down during the hot months either. Visit LCRM.org to see how you can make a difference in your city,

because Homelessness isn’t seasonal!

25

Radio Spots

:10 Music: [Instrumental - Similar to My Time - Fabulous]

Title: Numbers Two - Summer

VO: 52,000 nights of shelter, 104,000 meals served, and 755 biblical counseling sessions. Lansing City Rescue Mission

makes a difference. The snow will be gone this summer, but these numbers won’t change. Visit LCRM.org to see how

you can make a difference, because Homelessness isn’ t seasonal!

:10

:10

:10 Music: [Instrumental - Similar to Remember the Name- Fort Minor]

Title: Warming Up - Summer

VO: This winter Lansing City Rescue Mission served upthousands of hot meals! The weather is warming up, but hunger

isn’t seasonal. Visit LCRM.org to see how you canmake a difference in your city!

Brochure

26

Contact Info. Mailing Address2216 S. Cedar StLansing MI 48910Office Hourse Monday - Friday 9:00 am - 5:00 pm

Women And Children Shelter2216 S. Cedar St.Lansing, MI 48910Must Call for Availabilty517-485-0145

Services ProvidedFinancial AssistanceFoodHygiene Items/Personal NeedsMissing PersonRehabilitation/Life Transformation ProgramsSalvationShelter

How to Donate

ww.lcrm.org@BeARescuer

Contact Info.

Donation Drives:

Michigan Ave Services Desk(Mens Shelter)613 E Michigan AveLansing, MI 48912Service HoursOffice Hours: 9-5 Mon-Fri

Donation Delivery Site607 E. Michigan AveLansing MI 48912

Hope Food Shelter

since 1911

Blue Jeans DriveMilk Money

Mission Needs DriveOperation: Birthday to the Rescue

Pack the PantryVBS to the Rescue

Pajama PartyPersonal NeedsPillow Fight

Sock HopT3 Drive

Undie Drive

SEJ U SAVES

Outside

Inside

For a brochure, we wanted something that was interactive and would stand out from others. This cross shaped brochure folds up into a small and portable piece that is easy for people to take with them if they’re interested in learning more information about the Lansing CityRescue Mission. The outside is the iconic Jesus Saves logo and the inside features information about some of the drives and services provided by CRM as well as ways to donate.

27

Try it out!

Non-Traditional

28

DON’T LET THE SEASON BE THE REASON

Front

Back

Nutrition FactsServing Size: City of LansingServings Per Container: 158 Men Women and Children

Nights of ShelterMeals ServedHygeine KitsBiblical Counseling Sessions

52,834104,184

1,630755

86,18969%32.7

7.6

100%100%100%100%

City Rescue Mission

State of Michigan

Homeless in MichiganHomeless Single Mothers and ChildrenAverage Adult AgeAverage Child Age

Commitment to:

City of LansingThe Fight Against HomelessnessOur “Mission”Faith

We would like to add to the pre-existing barrells that City Rescue Mission already puts out for donations. We will further reinforce our seasonal campaign with the all seasons tree graphic while raising awareness and informing the community about homelessness with the fact sheet on the opposite side.

Gallons of Giving

Sidewalk Stencil

29

30

Events

Sponsor a bedHow it Works:Sponsors interested will make a donation of $500 that will benefit one bed for an entire year. The donation will go towards the general operating costs which includes providing shelter, meals, counseling and ourlife transformation program.

Giving is Receiving:The donation to The City Rescue Mission of Lansing will benefit those in the community that need it the most. It will, first, provide the peace of mind that those in need are being provided for. To thank sponsors, a personalized placard will be put on the bed in their honor. In addition, a tax incentive will be available.

How to Sponsor:Interested participants may visit LCRM.org and select the “make a donation now” tab to find more information. There they will see the option to sponsor a bed. A simple comment box will be available to include their personal message. They will also be allowed the option of donating in person at the shelter.

Our Goal:The goal of this campaign is to have every bed at both the men and women’s shelter sponsored by the end of the 2014 year; That is 158 for the CRM women’s shelter and 58 for the men’s.

Photo Tour

31

How It Works:intersted participants will have the opportunity to sign up with City Rescue Mission to participate in a three hour walking photo tour capturing the City of Lansing. Photo tourists will learn basic camera tricks as well as a historical background of Lansing. the cost

Giving Is Recieving:Ohto tour guides will be invited to work with the City Rescue Mission. This voluntary position includes donating their time to help community members learn new skills and raise funds to help support the City Rescue Mission. The chosen tour guide will recieve increased awareness of their own work as well the peace of mind of helping their community.

How to Get Involved:Interested participants may visit LCRM.org and select the “make a donation now” tab to find more information. There they will see the option to sponsor a bed. A simple comment box will be available to include their personal message. They will also be allowed the option of donating in person at the shelter.

Our Goal:The goal of this campaign is to empower the community while capturing the essence of the Lansing area through photography and donations.

PR example:

32

Events

FOR IMMEDIATE RELEASE CONTACT: LCRM Rep.

April 15, 2014 517-485-0145

City Rescue Mission to host “Sponsor a Bed” Foundation

Shield Communications will organize the cause alongside sponsorship from

friendly souls.

Lansing, Mich.— Through resources provided by the City Rescue Mission, alongside

the efforts of Shield Communications, a “Sponsor a Bed” event was put into action as a

charitable effort to aid Lansing’s homeless community. This event will give local

individuals the opportunity to give back and make a positive impact in lives of the less

fortunate. The idea behind the campaign is to have any compassionate citizen make a

monetary contribution to the City Rescue Mission, which will allow them to sponsor a

bed for a lucky resident living at the shelter. The ultimate goal is to find a sponsor for all

174 of their shelters beds. It takes a donation of 500 dollars to sponsor a bed for an entire year. These contributions

will help fund the organizations operating costs, which include: shelter accessories,

meals, and counseling courses. In exchange for each charitable donation, the contributing

citizens will have the chance to interact with their benefactors through unique plaques.

All of these plaques will share a personal message from one of the sponsoring citizens. In

addition to the plaque, citizens will also receive a tax write off, which will be discussed in

detail while the sponsorship is getting finalized. Shield Communications and City Rescue

Mission are hoping to foster the well-being and sustainability of the shelter as a whole,

while also aiding in building morale. To learn more about this City Rescue Mission charitable event, visit our website at

lcrm.org ###

FOR IMMEDIATE RELEASE

CONTACT: LCRM Rep.

April 15, 2014

517-485-0145

City Rescue Mission to host “Be a Rescuer” Photo Tour

Shield Communications will conduct the tour alongside willing participants.

Lansing, Mich.— Through resources provided by the City Rescue Mission, alongside

the efforts of Shield Communications, a “Be a Rescuer” photo tour is set in store for the

City of Lansing in order to provide its residents with the opportunity to gain a new

perspective of their community. The event will give citizens the chance to learn new

photography skills as they follow a tour guide who will provide them with a unique

perspective of the many beautiful artifacts and rich history that Lansing has to offer. This

tour will encompass dates throughout all four seasons, specific in the months of February,

May, July and November.

The tour will consist of 5 mini-lessons. These include lessons in composition, shutter

speed, IOS, aperture, and depth of field. After each of these tutorials there will be a photo

challenge seeing who can capture the best photo, where specific incentives will be given

out, all of which will be different with each guide. Tours will last 3 hours long and

guarantee a complete walk through the entire city.

With all of this included, there will be a $65 dollar fee, which will all be received as

proceeds going directly to Shield Communications main client, the City Rescue Mission.

Here is a list of materials to consider bringing in order to be prepared: digital cameras,

spare batteries, memory cards, and a notepad to take notes on tips.

To learn more about this exciting tour, visit our clients website at lcrm.org

###

33

Super Sweet Rescuers

Promotions

These rescue suckers will be a sweet reminder to our current and future rescuers . This is a promotional item that will not be thrown aside and forgotten about. It is a fun way to get community members more involved with the mission. The suckers say “Give a super sweet donation today” and provide the website location where they can donate to the cause as well as the Twitter handle so that doners may engage with City Rescue Mission socially.

Media Plan

36

April MayJan. Feb. March

Brochure

PrintNewspaper

Radio

Poster

Traditional

Event Marketing

Sponsor-a-Bed

Photo Tour

Non-TraditionalGallons of Giving

Chalk Stencil

Outdoor

Video

Promotional Items

37

June Oct. Nov. Dec.July August Sept.

Thank You!

38

created by : SHIELDCOMMUNICATIONS