TOP DAWG for
Table of Executive Summary
4
About Top Dawg
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6-7
8
8-11
12-13
14-15
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Meet the Dawgs Campaign Scope Brand Analysis Competitive Analysis
SOCT for SOCT
Geographical Analysis
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TO DAW
Contents
OP WG
Target Markets Media Objectives and Vision Tactics and Rationals
18-19 5-4
20-27 6
Media Menu
28-31 9-6
Budget Breakdown
33-35 11-01
Campaign Calendar
36-37 31-21
Future Recommendations
41 38
Call to Action
3
17 3
39 51
Executive summary Top Dawg knows that Special Olympic Connecticut has a previous track record of success. SOCT has been helping kids with intellectual disabilities find a place that they are able to be confident and have fun in while always feeling included and leading a healthy lifestyle. With over 12,000 participants, 10,000 volunteers and 73 local chapters, SOCT has made a big impact in this small state. It is our job to build upon your past successes and milestone 50 years and keep the momentum into the 51st year and beyond. Our campaign, which runs from July 1, 2018 through June 30, 2019, will achieve in establishing a SOCT college program at Quinnipiac, using social media more strategically, promoting the R-Word Campaign, and keeping the amazing momentum that SOCT has from its 50th year and carry that over into the 51st year and beyond. We will be working with a budget of $100,000, of which plan to use $99,957. We have identified two target markets that we want to capture with this campaign. The first is current college students attending schools in Connecticut. Many of our tactics aim to increase engagement with these students will fall within the academic year. The next market is Gen X Connecticut residents. These will be professors, parents of the college students, family of athletes, or older empty nesters looking for a good cause to invest their time and resources into. Our tactics to engage this audience will happen throughout the year and will use mostly traditional media. “Gold” will be the theme throughout our campaign. It can be seen through our tactics and slogan, “Always Keep Going for Gold” that will set the tone of this campaign to celebrate SOCT’s golden 50th Anniversary and maintain excitement looking ahead to many more milestones. The following objectives have been set to measure the campaign’s effectiveness: • READY - to increase awareness and participation the R Word Campaign by 50% in Connecticut by June 2019. • SET - to increase social media engagement across all platforms, especially Instagram, by 50% by June 2019. • GO(LD) - to establish an active college chapter of Special Olympics Connecticut at Quinnipiac University starting in the fall of the 2018-2019 school year. Based off of our goals and objectives, we came up with a variety of ideas to best promote SOCT and increase awareness and engagement during our campaign. We decided on tactics that fall into the following major categories: events, print, social media, fundraisers, television, radio, web and guerrilla marketing. The campaign will have heavy up periods that fall around major holidays or events such as during the Summer Games in July, Spread the Word to End the Word Day and World Mental Health Day. With the budget constraint, there will be some periods, predominantly following these heavy up periods, where the campaign enters a whisper period. SOCT will have a presence somewhere during all 52 weeks of the campaign to remain top of mind to our target markets. We look forward to working with you on this campaign and in the future to implement the strategies that we have already come up with and will continue to produce to make Special Olympics Connecticut the best that it can be into the 60th year and beyond.
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Top Dawg
5 People
Advertising for and with a Purpose
15 Years
4 Awards
1 top dawg
Top Dawg is a strategic communications agency specializing in advertising, cause marketing, and events for nonprofits. Founded by college classmates, Top Dawg is a creative team of tenatious doers. We think unconventionally in a conventional world of nonprofits. We love our job and take on clients that we fully believe in and support. Our clients are why we wake up in the morning. By working with nonprofits, we are able to feel good about the work that we love to do already. We are just trying to change the world one ad campaign at a time.
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Meet the Lulu is a year and a half old French Bulldog and
Top Dawg’s newest mascot. Lulu’s job at Top Dawg is to come into the office every morning, give some kisses, and make everyone smile. She is the most popular and hardworking employee at the agency and she loves meeting all of our clients.
Nicolette has been with Top Dawg for the last five
years as the head of Public Relations. She graduated Quinnipiac University with a degree in Public Relations and Marketing. Prior to Top Dawg, Nicolette was the leading Public Relations and Marketing intern for La Force, a leading marketing communications agency in New York City. She specializes in marketing through various social media platforms such as Instagram, Twitter, and Facebook.
Hannah has been with Top Dawg for the last five
years since her graduation from Quinnipiac University. She graduated with a degree in Public Relations and Mathematics. Hannah joined Top Dawg as their Creative Director because of her love for nonprofits and her passion for the communications field. She specializes in graphic deisgn, but also tends to contribute to budgeting, due to her mathematics background. Before working at Top Dawg, Hannah worked at the Quinnipiac Chamber of Commerce, designing promotional pieces for all of their annual events.
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e dawgs Ben is one of the newest members to the Top Dawg team
he joined about three years ago from another organization. Ben joined Top Dawg because of their Special Olympics campaign, and therir drive to support special needs athletes. He received his bachelor’s in Public Relations from Quinnipiac, and his Ph.D. from Princeton University in International Public Relations. His previous experience comes from him opening up his own Mass Communication agency in Philadelphia called Eagle Communication Agency.
Caitlin has been with Top Dawg since the beginning.
She fell in love with nonprofit marketing from her first ever internship with a nonprofit in her second year of college. Her past work includes marketing and design for The Hanover Theatre for the performing arts, social media work for Read to Grow, and most recently branding for Mount Providence Child Development Center. She has a bachelor’s degree from Quinnipiac University in Advertising and Integrated Communications.
Victoria was one of the first members of the Top
Dawg team and she is rolling over in excitement for our next big project with Special Olympics of Connecticut! At Top Dawg Agency. She is currently the head of campaign strategy and specializes in advertising from her Bachelor’s degree of Advertising and Integrated Communications. Her past experience includes content marketing at VIMBY in Van Nuys, California and experiential marketing at Be The Machine in NYC. Past nonprofit work has included an early campaign in her college career for the Make-A-Wish Foundation.
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Campaign scope Special Olympics Connecticut has been providing a fun and safe place for athletes with intellectual disabilities from Connecticut to partake in sporting events both on a local and global scale since 1968. The organization promotes inclusion of all while maintaining a healthy lifestyle. We have been given the challenge to improve awareness and engagement of four aspects of Special Olympics Connecticut: • Develop and execute a plan for a successful integration of Special Olympics Connecticut onto the Quinnipiac University campus. • Increase awareness, organization and integration of Special Olympics Connecticut social media platforms • Amplify message placement of the R-Word Campaign 2019 and expand awareness outreach in Connecticut • Maintain and build momentum of Special Olympics Connecticut 50th Anniversary year in 2018 through 2019 and beyond. We will accomplish our campaign goals using a wide range of tactics and strategies that will fit within the $100,000 budget. The campaign will be active from July 1, 2018 – June 30, 2019.
Brand analysis Special Olympics Connecticut has been giving individuals with intellectual disabilities the chance to compete in their Olympic games for the past 50 years. Their mission is “to provide year-round sports training and athletic competition in a variety of Olympic-type sports for children and adults with intellectual disabilities, giving them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community.” They offer 26 olympic-type sports and hundreds of statewide and national competitions. Besides their competitions, Special Olympics Connecticut holds events and fundraisers, such as their Penguin Plunges and Law Enforcement Torch Runs. This year they have their 50th Anniversary Golden Gala to celebrate their 50th anniversary. Special Olympics Connecticut’s sucess is due in part to their loyal sponsors, such as ESPN, NBC Connecticut, TD Bank, and many other partner sponsors. They also have hundreds of other coporate sponsors, year-round supporters, major in-kind donors, and group/individual donors.
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Brand Analysis Information from our target publics To discover more about the Special Olympics CT and their awareness with our target publics. a survey was conducted and the following results were recorded. A majority of participants were not residents of CT, but those who were, were from counties such as Fairfield, Litchfield, Tolland and New Haven. Other participants, who mostly attended college in CT, resided in states such as New York, New Jersey, Rhode Island, Pennsylvania, Vermont, Massachusetts, Texas, and New Hampshire. Participants ranged in age from 18 to 51 with an average age of 21. Participants were aware that organizations in Connecticut that provide sports and exercise programs for people with intellectual disabilities but Special Olympics Connecticut came in second, with 71.4%, while Best Buddies came in first with 80%.Their visual awareness was low with 53.5% of participants reporting never seeing their logo, but with on person reporting that they had seen the logo at the Sleeping Giant Golf Course.
But how did they first hear about Special Olympics Connecticut? 5.9 %
2.9 %
8.8 %
20.6 %
14.7 % 14.7 %
32.4 %
I have heard about the organization on social media I have not heard of Special Olympics CT I have seen a club for Special Olympics at my school Other I have attened a Special Olympics event I learned about the organization by searching online I have a friend or family member who is a Special Olympics athlete
The “Other” category also provided us with other avenues of awareness such as: • Advertising at venues, golf courses, mountains, and restaurants • Class presentation by one of the members of the organization • Relative is a special ed teacher in Massachusetts • They have family members that volunteer • Heard of Special Olympics Vermont specifically
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Brand Analysis Information from our target publics Participants shared their thoughts on what they thought Special Olympics Connecticut consisted of: • They hold events for special needs athletes that are similar to other competitions • Sporting event for disabled youth • Allows people with disabilities to play against one another in games/sports/other activities • Only seen event advertisements around multiple towns • It’s a program for people with developmental or physical disabilities to participate in organized sports • People with disabilities like autism and down syndrome are given the opportunity to participate in olympic type games. • I know the Best Buddies program matches able bodied individuals with individuals with disabilities and they partake, as pair, in a wide variety of activities including athletic events • They give opportunities to kids with disabilities to play sports and they have the opportunity to be a part of a community where they can have fun and be who they are • It’s a day of play with Special Olympic athletes • Not anything specific, but I know about the Special olympics in my home state and I imagine it’s the same thing. • Quinnipiac will do an event with physical therapy club and Special Olympics Connecticut
•
The majority of participants stated that a Special Olympics club did not exist on their college campus or they unsure if one existed on their campus, 72.4% stated they would be interested in having a Special Olympics Club on campus so we asked them what they wanted in a club!
47.6 % 47.6 % 47.6 %
95.2 %
76.2 %
47.6 % 66.7 %
76.2 %
Sports Competitions and Tournaments Volunteering at Special Olympics Connecticut events Fundraising events Advocacy work to raise awareness Other Helping out at local sports organizations Training programs for volunteers and coaches Mentoring programs
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Brand Analysis TWITTER
7,306
FOLLOWERS
1,637
FOLLOWING
5,644 TWEETS
3,190 LIKES
LARGEST AMOUNT OF EVENT POSTINGS
AND POSTING
FREQUENTLY AND CONSISTENTLY NEED TO ADD
THE SAME POSTINGS AND MATCH THE USERNAME AND PICTURES TO OTHER SOCIAL MEDIA ACCOUNTS
12,739 FOLLOWERS
13,260
LIKE THE PAGE
1,539
FOLLOWERS
270
GOOD REVIEWS
FOLLOWING
WHEN REACHING FOLLOWERS, VOLUNTEERS, DONATORS, AND OTHER USERS
GREAT USE OF
GREAT USE OF
EVENTS PAGE AND POSTING
FREQUENTLY AND CONSISTENTLY NEED TO MATCH
PROFILE PICTURE AND NAME TO OTHER SOCIAL MEDIA ACCOUNTS
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694 POSTS
#HASHTAGS AND
POSTING FREQUENTLY AND CONSISTENTLY
NEED TO REGULATE
PHOTO QUALITY, TAKE ADVANTAGE OF
VIDEOS AND MULTIPLE PHOTOS IN ONE POST, AND MATCH PROFILE PICTURE AND NAME TO OTHER SOCIAL MEDIA ACCOUNTS
Competitive anaylsis GOLD: Best Buddies Connecticut • Many very active college chapters • Only other official partner of the R-word campaign • Very high participation rate • New state director Lezlye Zupku to distribute press releases and make Best Buddies a household name • Not active on social media
SILVER: Disabled Sports USA • Provides a place for people with both intellectual and physical disabilities a place to participate in organized sporting competitors • 3 Connecticut Chapters • Also celebrating 50 years
BRONZE: On-campus volunteer opportunities • Dance Marathons, like QThon or PennThon • Physical Therapy clubs that hold yearly events, like Quinnipiac University’s Special Athletics program
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Competitive analysis Special Olympics Connecticut vs Best buddies Connecticut:
By the numbers
12,932
participants
participants
6
11
over 73
local chapters
48
local chapters
over 10,000
29,810
2,981
college chapters college chapters
volunteers
impacted
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• Not many direct competitors • High volunteer participation (Over 10,000 volunteers) • Purpose represents a strong social responsibility to the community • Maintains strong sponsorships and partners for events • Informative website • Wide geographical outreach in CT • Facebook page is strongest social media platform
sOCT Fo
Gold Medal Strengths • Social media integration and organization (easy way to connect with target) • Focus on Youtube channel • Partner with existing on campus clubs to expand event and volunteer base
Silver Medal Opportunities
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• Costs of advertising, how much money do they have to spend on advertising/ promotions vs equipment and resources • Best Buddies strong local and college involvement in addition to other competitors • Individuals may favor better known local non profits • Society’s view on the special needs population
or Soct
Red Level Threats • Minimal promotional efforts • 50th anniversary is only advertised in logo and one event • Limited college club outreach • Social media integration
Bronze Medal Challenges
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Fairfield
Litchfield
16 Middlesex
Tolland
New London
Windham
Special Olympics Connecticut local program Special Olympics Connecticut partner location Special Olympics Connecticut college club Best Buddies college club locations
New Haven
Hartford
GeoGraphic analysis
Target Market The primary target market that our campaign will focus on is students ages 18-26 attending school in Connecticut that are interested in volunteer club opportunities. By exploiting this demographic we will be able to expand the number of local college chapters in order to compete in the market. Our secondary target market will be the parents of our primary market that reside in Connecticut. These gen X’ers are middle to upper class who are financially able to support their children and fund their education. They have worked hard for their money and now have the means and desire to make charitable donations as they have gotten older. The parents who have no more children living with them also have the time to volunteer.
Sarah Smith is a 21 year old junior occupational therapy major at Quinnipiac University. She wanted to get into occupational therapy because she loves to help people and wants individuals with disabilities to live a normal life. Between school and her sorority she doesn’t have a lot of extra time, but is looking for a fun easy way to get involved and give back to her community.
John Smith is a 18 year old freshman at Connecticut College, majoring in Entrepreneurship. John is next to school and really looking to throw himself into a club on campus to meet in people. He has always loved to volunteer and give back with. He was involved with his high school’s chapter of Special Olympics Connecticut, and would love to continue working with the organization in college.
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Jack & Julie Smith are a married couple in their 50s living in Woodstock, CT. They are now empty nesters, as their youngest of two kids just left for college. Jack works as a computer engineer and Julie is an elementary school teacher, with a household income of $110,000. They have a little bit of disposable income that they are looking to donate to charity, but Julie especially is looking to volunteer with an organization that will help fill her time.
Media objectives Ready To increase awareness and participation the R Word Campaign by 50% in Connecticut by June 2019.
SET To increase social media engagement across all platforms, especially Instagram, by 50% by June 2019.
go(ld) To establish an active college chapter of Special Olympics Connecticut at Quinnipiac University starting in the fall of the 2018-2019 school year.
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Media vision
“Gold” will be the main theme throughout our 12 month campaign. It will be seen through the visuals and in the tactics that best promote Special Olympics Connecticut to promote unity in sports. The slogan “Always Keep Going for Gold” will set the tone of this campaign to celebrate Special Olympics Connecticut’s golden 50th Anniversary and maintain excitement looking ahead to many more milestones.
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Strategic tactics The Top Dawg team decided to organize various events, advertising tactics, and social actions implement and enhance our campaign vision.
Special Olympics College Club at Quinnipiac will be established in the beginning of
August on campus. This will be executed by filling out the Special Olympics College Club online application on the Special Olympics website and then contacting the Special Olympics Connecticut College Clubs representative Marc Mercadante at marcm@soct.org or (203) 230-1201, ext. 249. After these steps, the forms needed to become a registered student organization at Quinnipiac will be completed in order to begin establishing an executive board, regular meetings, and plans for events and programs within the club. These steps will be executed by a combination of effort between the sponsorship/events coordinator, student liaisons at Quinnipiac, and Marc Mercadante. Establishing this club on campus is both necessary and extremely beneficial to the development of Special Olympics within Connecticut as well as the increase in awareness and engagement of college students with Special Olympics. The Special Olympics College Club at Quinnipiac will also maintain their own social media accounts that will be run by an appointed executive board member as well as other club members. We anticipate this club to plan and execute events, run an assistant coaching program, advocate for Special Olympics and its affiliated events,companies, and messages, and grow the support system for Special Olympics athletes worldwide. Establishing this club on campus will require no cost spent.
EVENTS The Rivalry College Basketball Series will be held in March at the TD Bank Sports Center
on the Quinnipiac University York Hill Campus. We chose this month and event because it will run in conjunction to March Madness and basketball fans on campus and college basketball Gen X fans will be ready to cheer on their team while now being able to be informed and engaged about the Special Olympics Play Unified movement, which is a big part of the Special Olympics College Club. The event will consist of one college basketball game, as part of a larger nationwide college rivalry series, hosted at Quinnipiac with a rival team visiting for the game. The event will last from 8am until 1pm including setup and breakdown as well as other activities and duties associated with the event. We expect there to be a total of 2,000 people attending, including all the Special Olympics College Club at Quinnipiac Volunteers and hired staff. All staff and volunteers will report back to the on site event manager that will be the Events Coordinator hired for this campaign. We will track the attendance by issuing free tickets for the event through the Quinnipiac Box Office as well as having a check in for all staff and volunteers. The event will be promoted by print, digital, social and broadcast means in order to make sure the event is well attended. We will also have a club sign up present at the event for new members to join. We chose this event because the Rivalry Series is a well established national Special Olympics event. The total cost of this event will be $5,425 and will be hosted by the Special Olympics College Club at Quinnipiac with the purpose of increasing engagement and awareness of Special Olympics on campus in order to grow the club.
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and rationales The Ninja Warrior Gym Workshop will be a fun workshop event held at New Era Gym in
Hamden, CT. We will rent out the gym for three hours (including an hour for lunch) for the Special Olympic Quinnipiac Chapter to host an event. While attending, students and invited Special Olympics Athletes are able mingle and learn some cool ninja skills! The event will be advertised by tabling in the student center to have sign ups, flyers around campus, posting on social media, and campus broadcast announcements. The attendance and success will be measured by check in at the event as well as usage of a hashtag #SOQUNinja to track engagement. This event will promote the Special Olympics Quinnipiac Chapter’s work and messages of unity and acceptance in sports, the campus community, and everyday life. The event will be held in April because April 2nd is World Autism Awareness Day. The event will cost a total of $1,450 and we will have a club sign up present at the event for new members to join. We chose this event because of the popularity of the show American Ninja Warrior, which averages 6 millions each week. The nationally ranked ninjas train right on Sherman in Hamden, so this is projected to be a popular event that will promote inclusion across a variety of athletes.
Spread The Word To End The Word Speaker will consist of a Special Olympics athlete
lecturer speaking about the Spread the Word to End the Word movement and free pizza will be provided for attendees. It will take place in the Burt Khan Court located on the Quinnipiac Mount Carmel Campus. This event will be hosted in the month of September because it is the beginning of the a new school year is a perfect time to engage current and new students to join and advocate for this movement and the new Special Olympics College Club at Quinnipiac. We expect there to be around 500 people in attendance at this event and have a club sign up present at the event for new members to join. The effectiveness Come hear the inspiring story of Nitzeida Galvez of this event will be analyzed by having students from the Special Olympics Panama team check in at the entrance and track both new signups as well as the usage of the hashtags #SpreadTheWord, #EndTheWord, and #Rword. There will be areas where students can sign the pledge to end the word and promotional materials they can leave with as well. This event will run for the purpose of building awareness and momentum for the Spread The Word To End the Word day in March. The event will be run by Special Olympics Quinnipiac Chapter volunteers and the on site Events Coordinator hired for this campaign. The event will be promoted by email, Monday, September 24th @6:30 in Burt Kahn posting on social, and printed flyers. It will cost a Free Pizza will be provided total of $1,345.
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Strategic tactics Keep On Running 5K will be held in the month of June on the Quinnipiac Mount Carmel
Campus as a way to increase momentum through the 51st year of Special Olympics Connecticut and beyond. This event will be a great way to engage and embrace the true meaning of unified sports, acceptance and respect. As a team, we decided to hold the event in June because the event would be in the theme of “running into the next year” to celebrate the continuation of the success of SOCT. June 21st is the Summer Solstice, the day with the most sunlight, will be a reminder to always keep a golden outlook and always “Keep Going for the Gold”. This event will allow fundraising for the Special Olympics College Club at Quinnipiac to hold events and activities as well as give runners, Special Olympics athletes and spectators a chance to interact and have fun for a great cause. During this event, there will custom t-shirts given to the participants and volunteers as well as a sponsored goodie bag of promotional items for the runners. We expect there to be about 350 people in attendance and we will measure the success of the event by a check in process for runners and volunteers and the usage of a Snapchat Geofilter and the hashtags, #50MoreYearsOfSOCT, #KeepOnRunning5K, and #SOCT51.We anticipate the runners and spectators not only being students but also members of our Gen X target such as professors, parents, or community members. This event was chosen because it will have fundraising opportunities and would attract both of the target markets because of the popularity of 5K runs in this modern day. The event will cost of a total of $4,160 and will also include an area for new signups for the Special Olympics College Club at Quinnipiac as well as showcase various ways to get involved that 51st year.
FUNDRAISERS Once established as a recognized club on campus, The Special Olympics Quinnipiac Chapter will receive a grant, but the official recognition and funding will not be available until the 2020-2021 academic year. In order to cover these expenses for programs and events, we have planned to execute various fundraising partnerships. These partnerships would consist of promoting certain days where customers can make a purchase and a portion of the proceeds would go towards the Special Olympics College Club at Quinnipiac. Some of these organizations that we thought would be a great fit would be Chipotle, Skyzone, and Sports Center of Connecticut. Chipotle is a known supporter of many organizations especially Quinnipiac run organizations and their target audience is the same as ours. Both Skyzone and Sports Center of Connecticut are active based businesses, which perfectly aligns with the Special Olympics Quinnipiac Chapter’s focus. These partnerships would bring in extra fundraising money in an effective way at no cost to the Special Olympics College Club at Quinnipiac. We will be able to track how effective this tactic is by documenting how much money was raised at each location.
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and rationales PRINT For our print tactics, we wanted to use a variety of formats to reach both target markets. Ads will be placed in Quinnipiac publications, Connecticut publications, direct mailers, and flyers will be distributed. The Quinnipiac Chronicle and QBSN were chosen because they are the most popular publications on campus. The ads will be strategically placed in The Chronicle’s sports section and throughout QBSN, a sports focused publication. These are perfect spots to promote our sports focused events in order to gain attendance and increase new club involvement with those who are passionate about sports and helping others. The Connecticut publications, the Hartford Courant (Weekday: 495,910 readers Sunday: 633,026 readers), the Hamden Journal (Approx. 30,000 readers), and the Connecticut Magazine(154,907 readers) have readership in Hamden, New Haven, Hartford, Meriden, Wallingford, and North Haven which covers our target Gen X audience. We would also distribute flyers both on campus and to local businesses to promote events and send out direct mailers to Connecticut residents and Quinnipiac mailboxes to increase pledges for Spread the Word to End the Word. The total for our print tactics is $7,000. We anticipate that they will benefit our objectives to establish and execute a solid and successful Special Olympics Quinnipiac Chapter, increase awareness and engagement of the R Word campaign, and also in addition to increase momentum anengagement through the 51st year.
LET'S MAKE RESPECT WORD THE NEW "RR WORD" 23
Strategic tactics SOCIAL Our social plans for the campaign encompass our second largest spending amount at a total of $29,672. Since the Special Olympics Connecticut social platforms need such a large organization and boost of content, we decided it would be best to invest in hiring both a Social Media Freelance Consultant and a Social Media Intern. The main Special Olympic Connecticut accounts will be run by this consultant and intern, while local college and community chapters will be responsible for their own social media accounts. A premium Hootsuite account will help manage the multiple accounts much easier by having access to content calendars, tracking capabilities, and posting avenues all in one place. The WordPress blog will allow for another avenue for the Special Olympics Connecticut team to reach audiences by allowing for more long form content to be posted. A link to all social media accounts including the new blog will be added to the Special Olympics Connecticut website. Snapchat is a great way to connect with your audience in real time. We believe it is important for Special Olympics Connecticut and their local chapters to start and maintain a Snapchat account. By creating various themed video campaigns, such as athlete spotlights, we are able to attract a larger audience by showcasing a recent and organized stream of content. Some of the examples of social content we have planned are: to continue and boost the promotion and coverage of events run by Special Olympics Connecticut, Special Olympics partners, and by Special Olympics College Clubs, USA Games promotions/spotlights/ coverage, Spread the Word to End the Word content, coverage of guerilla events, attention given to holidays occuring within the campaign, fundraising promotions, and distribution push of the Spread the Word to End the Word College Video Campaign.
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and rationales GUERRILLA Guerrilla advertising is a great way to capture the attention of our audiences which will increase engagement on social platforms. We will implement an art installation that is a 7 ft. tall custom gold letter “R” that will make an appearance on campus and in popular pedestrian heavy areas near campus such as the New Haven Green. In support of the Spread the Word to End the Word movement, this life size letter will be interactive event that will last for three weeks in each location to reduce the use of the “R word.” Participants will create a crowd sourced art installation by writing their own positive “R” word replacement. This installation will be an empowering example of respect, positivity and acceptance, which should generate high social media engagement through the use of hashtags such as #SpreadBetterWords, #EndTheWord, #PositiveRWords. This will also allow us to track the effectiveness of the activation as well as how much of the letter “R” was covered. We will also have promotional materials at this event such as signage for Spread the Word to End the Word as well as pledge cards for people to sign on to the movement. This activation will be run by our events and sponsorship coordinator who will be able to provide more information about local chapters and ways to get further involved with the organization. The cost of this installation will be $1,550 and this activation will target our markets of college students on campus as well as Gen X individuals both on campus as well as in nearby college areas such as at local businesses. As for our second guerrilla activation, we will execute a life sized Play Unified Ball. This 4 ft. tall custom sphere will be rolled across Connecticut college campuses to promote the unification of individuals in sports everywhere while engaging various Special Olympics College Clubs with the new Special Olympics Quinnipiac Chapter. This activation will generate high social content by tracking the hashtag: #PlayUnified as well as the usage of a custom geotag for the activation. This will be run by the members of Special Olympics Quinnipiac Chapter and they will also be available to speak on information about the club and help with new signups. The activation will cost a total of $1,790 and will target both college students who we want to become engaged as well as Gen X individuals who could help with funding and other forms of support such as connections for partnership opportunities.
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Strategic tactics WEB Online advertising spots are an effective way for us to enhance our other tactics especially the ones that work in conjunction with some of the print and broadcasting tactics. We have decided to allot $600 of our budget towards Google ads. We will run a blinkering google ad campaign for four months, at a rate of $5 per day. These will be targeted ads that appear when someone in our target audience searches relevant keywords. An email blast will be sent out to around 1,500 people on the first of every month including information about Special Olympics and promoting upcoming events, and fundraisers. We decided to place digital ads on the sites of Q30, QBSN, and the Quinnipiac Chronicle since our target markets of college students and most of Gen X get their information from online sources. For both Q30 and QBSN we have decided to purchase two ads each, one per semester, to promote Special Olympics of Connecticut and Special Olympics Quinnipiac Chapter events, and messages for events such as for Spread the Word to End the Word. In addition, the Quinnipiac Chronicle website will be another avenue of promotion by featuring 5 individual ads each in the month of August as this is the beginning of Fall semester to gain involvement in Special Olympics Quinnipiac Chapter. We will also promote on October 10th to promote World Mental Health Awareness Day. In December we will wish listeners a happy holiday, acknowledge a great 50 years of SOCT, and look forward to the 51st year. Ads will run in September to promote the Spread The Word To End The Word Speaker. Ads will run in April to promote Autism Awareness Day and the Ninja Warrior Event. We will be able to track the viewership of these ads by tracking the clicks on the ads as well as time spent on the pages with ads on them.
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and rationales TV/and RADIO Another way we have planned to reach our target market is by making sure Special Olympics Connecticut is constantly top of mind. Ad placements will be inserted into programming for the Quinnipiac student TV station, Q30, the Connecticut radio station KC101, and geo targeted locations of Spotify streaming. Q30 will feature 30 second spots promoting Special Olympics College Club at Quinnipiac’s events and programs that will run throughout the academic year. The total cost for two semesters of ads would be $200 for a 30 second spot. We project that there will be 7,000 views per month, which is including the online streaming of Q30 content and is often shared on social platforms by our target markets. A 60 second ad will be run on the local Connecticut radio station, KC101. We will purchase four 60 second spots for a total of $1,000 of which we will feature promotions for upcoming events along with celebrating the 50th year and beyond of Special Olympics Connecticut. We also have decided to integrate ad spots for promotion into Spotify ads. We will be featured on Spotify three times throughout the campaign for a 15 second spot between songs at $300 each. We have chosen to heavy up during July to promote the Special Olympics Connecticut team going to the USA games July 1st-6th and ways to support them. Another ad will air on October 10th to promote World Mental Health Awareness Day. In December we will wish listeners a happy holiday, acknowledge a great 50 years of SOCT, and look forward to the 51st year. We will be able to track the impressions of our spots on all three platforms by using each platform’s tracking capabilities.
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Media
Social Name
rate
benefits
$19/month = $228
10 social profiles, unlimited scheduling, 1 user, bulk scheduling, real-time analytics
$99/month = $1,188
20 social profiles, unlimited scheduling, 3 users, Custom analytics reports, Team assignments, 1 Custom Branded URL, 1 social media certification
$4/month = $48
Custom domain name, Free Themes, Basic Design Customization, 6GB Storage Space, Remove WordPress.com Ads
Hootsuite
$8/month = $96
WordPress Blog
$25/month = $300
$49/month = $588
ViralSweep
Advanced design tools, CSS editing, lots of space for audio and video, monetize your site with ads, Custom Domain Name, Unlimited Premium Themes, Advanced Design Customization, 13GB Storage Space, Remove WordPress.com Ads
SOURCE
Newspaper https://bit.ly/1ibTTEK
Hartford Courant
Hamden Journal - B&W Single Insertion
Social Media Intern Social Media Freelance Consultant
$5 per 20,000 sq. ft.
Engagment at events
$45/hr x 12hr/wk x 52wks = $28,080
Staff to maintain social media and online presence
Th-Sat/Inch
$300
$10.00
$175
1/4 Page Vertical 4.75”w x 6.624”h Horizontal 9.75”w x 3.312”h
$5.83
$750
$6.67
$350
Front Page, Top Full Banner, 9.75”w by 1.5”h
$6.67
Front Left Full Tower, 3.75”w x 9.625”h Full Page, 9.75”w x14”h - Single Insertion
$11.67 $20.00
Full Page, 9.75”w x14”h - 6 Insertions ($400 per edition)
$80.00
$350
1/2 Page Vertical, 4.75”w x 14”h 6/1/2 Page Horizontal 9.75”w x 6.624”h Single Insertions
$11.67
$1,500
1/2 Page Vertical, 4.75”w x 14”h 6/1/2 Page Horizontal 9.75”w x 6.624”h 6 Insertions ($250 per edition)
$50.00
Daily: $2,360 Sunday: $2,480
1 Color and Black, Minimum size 28in
Daily: $188.65 Sunday: $198.24
Daily: $3,535 Sunday: $3,675
$135 $65
$175 first page, $50 for additional pages
3 Colors and Black, Minimum size 28in
Approx. 12,510 readers
Per Issue, Full Page Per issue, 1/2 page - 10.25” x 8” Per issue, 1/4 page - 5” x 8” Per Issue 1/8 page - 5” x 4” Per Issue, Banner 10.25” x 3” Insert per Issue
http://bit.ly/2qGQ6XE
$11.67
Front Left 1/2 Tower, 3.75”w x 4.75”h
$2,400
$85
28
$15.00
$200
$235
https://bit.ly/1llgLYV
$25.00
Front Page, Top 2/3 Banner, 6”w by 1.5”h
$390
N/A
1/4 Page Vertical 4.75”w x 6.624”h Horizontal 9.75”w x 3.312”h 1/8 Page 4.75”w x 3.312”h
$45.00
$11.67
https://bit.ly/2HFMBc2
Quinnipiac Chronicle
Approx. 30,000 readers
$350
$600
https://bit.ly/2J0zeCE
$3.33 $75.00
Front Page, BottomBanner, 9.75”w x 3”h
$200
http://bit.ly/2Ho5JgX
$18.33
1/8 Page 4.75”w x3.312”h Full Page 9.75”w x 14”h 1/2 Page Vertical 4.75”w x 14”h or Horizontal 9.75”w x 6.624”h
SOURCE
$29.70 Sun
1/2 Page Vertical 4.75”w x 14”h Horizontal 9.75”w x 6.624”h
$350
New Haven Register
Weekday: 495,910 readers Sunday: 633,026 readers
CPM $25.61 Mon-Wed $29.24 Th-Sat
Full Page 9.75”w x 14”h
$450
Hamden Journal - Color
Sun/Inch
circulation
$550
$1,350 Hamden Journal - B&W 6 Insertions
Sweepstakes, Instant Win App, Email Collection App, ViralSweep Promote, Social Actions, Access to all entry data, Unlimited Promotions, Multiple Template Styles, Embeddable Gallery, Contest Moderation, Real-time Analytics, Basic Integrations, Manage (1) Brand
Staff to maintain social $10.10/hr x 24hr/wk x media and online 52wks = $1,248 presence
Mon-Wed/Inch
$145
$2,250
https://bit.ly/2nGj2zJ
size
$127
$100
$399/month =$4,788 All Above plus Hashtag Entries, A/B Testing, Collect Payments, Audience $399/month = $4,788 Segments, Bulk Import Entrants, Dedicated SendGrid Account, Dedicated Agentim Snapchat Filter
rate
$188
Custom WordPress plugins and themes, Google Analytics, unlimited storage, custom domain name, Unlimited Premium Themes, Advanced Design Customization, Unlimited Storage Space, Remove WordPress.com Ads & Branding, Monetize your site, Attend live courses, SEO Tools
All Above plus (2) Additional Users, Premium Integrations, White Label Branding, Create Tracking Links, Geo Targeting, $199/month = $2,388 Themes, Custom CSS, Tracking Scripts, Facebook Pixel, Facebook Lead Ads, Sales Tracking, Source Tracking, Entry Codes, Leaderboards
Name
Daily: $282.57 Sunday: $293.76
http://bit.ly/2qzCIW0
$48.75 $29.38 Approx. 8,000 readers
$16.88 $8.13 $10.63 $21.88
http://bit.ly/2qBrOOA
Menu Magazines Name
rate $23,400
ESPN Magazine
$74,100 $550 $40 $350
QBSN $195 $140 $8,262
Connecticut Magazine
$5,508 $3,030 $5,052
size
circulation
Full Page - 1 edition, Color 1/4 Page - 1 edition, Black and White Per Issue, Back Cover 8.5” x 11” Per Issue, Inside Cover 8.5” x 11”
14,899,000 readers
CPM
SOURCE
$15.71
https://bit.ly/2H6fjpv
$4.97
http://bit.ly/2ESaQ3w
$3.69 $15.63
Per Issue, Full Page Inside - 8.5” x 11” Per Issue, 1/2 Page Inside - 8.5” x 11”
$136.72 2,560 readers
http://bit.ly/2qBrOOA
$76.17
Per Issue, 1/4 Page Inside - 4.25” x 5.5” 3x - 1/2 page full color ($2,752 per ad)
$54.69 $53.34
3x - 1/3 page full color ($1,836 per ad)
$35.56
3x - 1/6 page full color ($1,010 per ad) 6x - 1/6 page full color ($1,530 per ad)
154,907 readers
Connecticut Magazine $19.56 $32.61
Guerrilla Name
Price
Activation length
Location
Purpose
Lifesize Play Unified Ball
4 ft. tall: $1,790
4 hours for one day
Various CT College Campuses
SO College Club Awareness/ Engagements
Various CT College Campuses and Towns
R Word Campaign Social Content/ Awareness/ Engagment
Art Installation 6-hour installation 7 ft. tall: $1,550 Custom Letter R at each location
29
SOURCE
https://bit.ly/2vhzlYt
Media Events Name
TOTAL COST
PURPOSE
LOCATION
ATTENDANCE
SOURCE
Rivalry College Basketball Series
$5,425
SO College Program at QU
TD Bank Sports Center Quinnipiac University
2,000
https://bit.ly/2viSSI7
Host a SO Athlete Speaker
$1,000
SO College Program at QU/ Exposure
Burt Kahn Court - Quinnipiac University
500
https://bit.ly/2J0wcy4
Ninja Warrior Gym Workshop
$1,450
SO College Program at QU/ Engagement
New Era Gym Hamden, CT
60
https://bit.ly/2H7McOx
Run to End the R-Word 5K
$3,000 to be made back at the end of the event
SO College Program at QU/ R-Word Campaign
Quinnipiac University Mount Caramel Campus
350
https://bit.ly/2JPQ3kR
200
Various Promotional Items Websites
USA Games Send Off Event
$2,061
SO College Program at QU
Piazza Quinnipiac University Student Center
Inflatable Obstacle Course Event
6 Hour Rental: Big Rental: $850 Small Rental: $550
Engagement
The Quad Quinnipiac University
200
https://bit.ly/2HsZWXj
Spread the Word to End the Word Speaker Event
$1,345
Exposure/ Engagement
Mount Carmel Theater Quinnipiac University
300
https://bit.ly/2JRrxQy
Halloween Costume Party
$400
SO College Program at QU/ Engagement
Burt Kahn Court - Quinnipiac University
200
Party City
Event/Sponsorship Coordinator
$40,000
Staff
N/A
N/A
N/A
Television Name Q30
rate
time
$200
Year: 30 second spot
$125
Semester: 30 second spot
30
Views
SOURCE
7,000 views per month
https://bit.ly/2qBrOOA
Menu Promotional Materials Name
COST
amount
PURPOSE
SOURCE
Flyers
$200
500
R Word Campaign
FedEx
Custom Gym Partnership Cards
$300
250
Help Fundraise for SO College Clubs
https://bit.ly/2H9SHnN
Custom Pop Sockets
$600
250 at $2.29 each
Promotional
https://bit.ly/2H9T9Cv
Custom Stress Balls
$200
250 at $0.66 each
Promotional
https://bit.ly/2ueVwNx
Custom Fidget Spinners
$400
250 at $1.39 each
Promotional
https://bit.ly/2ERmOu9
Drawstring Bags
$312
200 at $1.56 each
Promotional
https://bit.ly/2qE5pAg
Custom Pens
$230
1,000 at $0.23 each
Promotional
https://bit.ly/2HEcbhj
Custom Water Bottles
$300
300 at $0.92 each
Promotional
https://bit.ly/2CLejQq
Direct Mailers
$1,341
20,000 at $0.67 each
R Word Campaign
https://bit.ly/1NjvB5Z
Radio Name
rate
Length
Listeners
CPM
SOURCE
KC 101
$250 per 60 second spot
60 seconds
269+ million listeners
$92.94
https://ihr.fm/2qBF0DJ
KISS 97.5
$250 per 60 second spot
60 seconds
269+ million listeners
$92.94
https://ihr.fm/2H2YviN
COUNTRY 92.5
$250 per 60 second spot
60 seconds
269+ million listeners
$92.94
https://ihr.fm/2H4kzWh
Spotify
$300
$3.00
https://bit.ly/2uqsmL1
WQAQ
$75 $125 $200
100+ million listeners
$150 $250 $400
https://bit.ly/2qBrOOA
15 seconds in between songs One Month Semester Year
Approx. 500 listeners
31
Media Menu Web size/amount/ circulation frequency
Name
rate
Video Campaign for Spread the Word to End the Word by CT College Clubs
$300-$2,000, depending on if it is done professionally or by college students
60 seconds each
Google Ads
$600
4 months: $150 a month/$5 a day
Email Blast Newsletter
$220 $25
Q30 Online $75 $50 $150 $125 $200 QBSN.com
$75
$125
$400 $600 QUChronicle.com
WQAQ.com
$50 $15 $45
CPM
SOURCE
Approx. 100,000 views
$3.00$20.00
N/A
Approx. 5,000 views
$120
https://bit.ly/2JOz8zj
$146.67$220.00
https://bit.ly/2qCxlPo
11 months: $20 1,000-1,500 per month receivers Month: Skyscraper 120x600 px./Banner 468x60 px. 7,000 views per month Semester: Skyscraper - 120x600 px./ Banner 468x60 px. Month: Banner 970x70 px. Semester: Banner 970x70 px. Month: 30 second pre-produced commercial Semester: 30 second pre-produced commercial
Semester: reader of Average 2,560 commercial on views per month broadcast/15-30 seconds Year: reader of commercial on broadcast/15-30 seconds Semester: Pre/Postgame Sponsorship Year: Pre/Postgame Sponsorship Month: Medium Average 25,000 Rectangle 300x250 views per month px. Month: Square 220x220 px. Average 2,500 views per month Year: Square 220x220 px.
32
$3.57 https://bit.ly/2qBrOOA $10.71 $19.53 $58.59 $48.83 $78.13
$29.30
https://bit.ly/2qBrOOA
$48.83
$156.25 $234.38 $2.00 $6.00 $18.00
https://bit.ly/2qBrOOA
https://bit.ly/2qBrOOA
Budget Breakdown Events Print
$52,380 $7,000
Social TV and Radio Guerrilla Online
$29,672 $2,100 $3,340 $3,465 $20,000
Contingency
$99,957
Total Online 3.5% Guerrilla 3.3% TV and Radio 2.1%
Social 29.7%
Events 52.4%
Print 7.0%
33
EVENTS Name
Rate/Unit
Referees
$125 per Referee Donated by University Rec.
Rivalry College Basketball Series Spaces Rented for 5 Hours Microphones/Speakers
$ 52,380 Cost $375 $0 cost to SO
Scoreboards
Donated by University Rec.
$0 cost to SO
Chairs/Bleachers
Donated by University Rec.
$0 cost to SO
Sports Equipment (regulation size)
Donated by University Rec.
$0 cost to SO
Awards (Unified Sports medals/ribbons/trophy)
$2.50 per medal/ 24 medals
$60
EMS Parking Attendants Security Uniforms
$30/hour/person $30/hour/person $35/hour/person
$180 $180 $210
Transportation for Visiting Team Team Hotel Breakfast for Teams and VIPs
$25/uniform/person
$600 $300 $500
Donated by Food Vendor
$0 cost to SO
Lunch
Donated by Food Vendor
$0 cost to SO
Snacks for Volunteers
Donated by Food Vendor
$0 cost to SO
Pom-Poms/Foam Fingers for Audience
$770
T-Shirts for Volunteers
$750
Promotional materials flyers, banners, digital signage
$500
Volunteers University Students Ninja Warrior Gym Workshop
$0 cost to SO $1,450
Space Rental
Space/Ninja Instructors
$1,250
Pizza
5 Party Pizzas at $24.95 each
$130
Flyers
100 Flyers $0.69 each
$70
Volunteers
QU SO College Club Students
$0 cost to SO
Run to End the R-Word 5K 100-200 entries at $15.00 each = $1,500-$3,000
$0 cost to SO
Race fess (day of registration)
10-100 entries at $20.00 each = $400-$2,000
$0 cost to SO
Sponsor Contributions for a First-Year Event
Est. $1,000-$3,000
$0 cost to SO
T-Shirts
200 Runners and 50 Volunteers at $5 each
$2,000
200 at $1.56 each 200 at $1.56 each QU Donated
$312 $312 $0 cost to SO
QU Donated
$0 cost to SO
Towels Drawsting Bags Sound System Public Safety for Route
200 at $1.68 each 300 at $0.92 each
Volunteers Breakfast, Lunch, and Snack Food
Donated by Food Vendors
$0 cost to SO
First-Aid
Donated by QU Health Center
$0 cost to SO
Water Stations
Donated by Food Vendors
$0 cost to SO
Print Materials - banner, directional signs, race numbers
Materials and Printing Donated by QU
$200
Promotional Materials
Mini Flyers/Social Media/Email
$250
Mobile App and Wristbands Medals and Ribbons
Awards Miscellaneous Supplies Spread the Word to End the Word Speaker Willing to spend Speaker Banner Professionally printed Sharpies Stickers
WordPress Blog Snapchat Filter Social Media Intern Social Media Freelance Consultant
$0 cost to SO
Name
Art Installation Lifesize Play Unified Ball
$150 $200
$1,345 $1,000 $50 $10 $30
Flyers/Social Media/Email
$125
Pizza
5 Party Pizzas at $24.95 each
$130
Rate/Unit
$19 per month for 12 months $8 per month for 12 months
$5 per 20,000 sq. ft. at 4 events $10.10/hour x 24 hours/week x 52 weeks $45.00/hour x 12 hours/week x 52 weeks
Gurrellia
$100
Promotional Materials
social
Hootsuite
$336 $300
QU Student Volunteers
Timing Equipment
Name
$4,160
Race fees (pre-registration)
Sweatbands Custom Water Bottles
Budget Br
$5,425 $1,000
34
Rate/Unit
7 ft. tall - two 6-hour activations 4 ft. tall - three 2-week activations
reakdown Name
Circulation
$145 x 2 = $290
Th-Sat/Inch
$188 x 2 = $564
Sun/Inch
Weekday: 495,910 readers Sunday: 633,026 readers
Hamden Journal B&W 6 Insertions
$750
1/4 Page - Vertical 4.75”w x 6.624”h Horizontal 9.75”w x 3.312”h
Approx. 30,000 readers
$25.00
Quinnipiac Chronicle
$65 x 5 = $325
Per Issue, 1/8 page - 5” x 4”
Approx. 8,000 readers
$8.13
Per Issue, Inside Cover - 8.5” x 11”
$40 x 2 = $80 QBSN
$29,672 Cost
Connecticut Magazine
$10.10/ad x 3 = $3,030
3 insertions - 1/6 Page Full Color
Flyers
$0.40/flyer x 500 = $200
8.5” x 11” Full Color Postcard double sided color
Direct Mailers
$0.67/mailer x 20,00 = $1,341
$96
Name
Rate
Q30
$200
$20
KC101 Spotify
$28,080
$3,340 Cost
$1,550 $1,790
Per Issue, 1/4 page inside 4.25” x 5.5”
$140 x 3 = $420
$228
$1,248
$7,000
Size/Length
Hartford Courant
Rate
Name
TV and Radio
Size/Length
$250/spot x 4 = $1,000 $300/spot x 3 = $900
Rate
Google Ads
4 months at $5 per day = $600
4 months at $5 per day
Q30 Online
QBSN.com
QUChronicle.com
12 months at $20 12 months at $20 per month per month = $240 $75 for 2 semesters = $150
Skyscraper: 120x600 px Banner: 468x60 px
Banner: 970x70 px 15-30 second read 1 semester = $75 on broadcast 1 semester = $50
$50 x 5 months = $250
35
1,000 views
$0.40
25,000 views
$0.30
Circulation
Approx. 100,000 views
60 seconds each
Rectangle: 300x250 px
$54.69 $19.56
Circulation
$2,000
$29.70
154,907 readers
Size/Length
WEB
Video Campaign for Spread the Word to End the Word by CT College Clubs
Monthly Email Blast Newsletter
2,560 readers
15 seconds between songs
60 seconds
$29.24
$15.63
7,000 views per month 269+ million listeners 100+ million listeners
Academic Year 30 second spot
CPM
$2,100 CPM
$28.57 $92.94 $3.00
$3,445 CPM
$20.00
$120.00 1,000-5,000 receivers
$146.67-$220.00
7,000 views per month
$10.71
2,560 views per month 25,000 views per month
$58.59 $29.30 $2.00
July 2018 Tactic
Cost
July 1-7
July 8-14 July 15-21 July 22-28
August 2018 July 29-Aug 4 Aug 5-11
Aug 12-18 Aug 19-25 Aug 26-Sept 1 Se
Events Rivalry College Basketball Series
$5,425
Ninja Warrior Gym Workshop
$1,450
Spread the Word to End the Word Speaker
$1,345
Keep on Running 5K
$4,160 Print
Hartford Courant
$854
Hamden Journal- B&W
$750
Quinnipiac Chronicle
$325
QBSN
$500
Connecticut Magazine
$3,030
Flyers x500 approx 165 each flight
$200
Direct Mailer
$1,341 Social
Posts promoting events
$0
USA Games Promotion, spotlights, and coverage
$0
SOCT Snapchat launch
$0
End the R Word
$0
Guerrilla events
$3,340
Holidays
$0
Fundraiser promotion and coverage
$0
Spread the Word to End the Word College Video Campaign
$2,000
4th of July
3r Da
Fundraisers Chiptole
$0
Skyzone
$0
Sports Center of Connecticut
$0
TV/Radio Q30 TV
$200
KC101
$1,000
Spotify
Academic Year
$900 Guerrilla Art Installation Custom letter R
$1,550
Lifesize Play Unified ball
$1,790
Web
Google ads Monthly Email blast newsletter
$600
Q30 Online
$150
Fall Semester
QBSN.com
$225
Fall Semester
QUChronicle.com
$250
$240
July 1
August 1
Sept 1
Campaign September 2018
ept 2- 8 Sept 9-15 Sept 16-22
Sept 23-29
October 2018 Sept 30-Oct 6
Oct 7-13
November 2018
Oct 14-20 Oct 21-27 Oct 28-Nov 3
Nov 4-10 Nov 11-17 Nov 18-24
Nov 25-Dec 1
Dec 2-8
2x
rd- Labor ay
10th- World Mental Health Day
31stHalloween
Oct 1
Nov 1
36
22ndThanksgiving
3rdHanukkah
Dec 1
calendar December 2018 Dec 9-15
Dec 16-22
January 2019
Dec 23-29 Dec 30-Jan 5 Jan 6-12
25thChristmas
31st- NYE
Jan 1
1st- New Year's Day
February 2019
Jan 13-19 Jan 20-26 Jan 27-Feb 2
21st- MLK Day
March 2019
Feb 3-9 Feb 10-16 Feb 17-23 Feb 24-Mar 2 Mar 3-9
14th Valentine's Day
Feb 1 Spring Semester Spring Semester
37
End the R Word Day
March 1
Mar 10-16 Mar 17-23
17th- St. Patrick's Day
Ma
April 2019
ar 24-30 Mar 31-Apr 6
Apr 2ndAutism Awarness Day
April 1
Apr 7-13
May 2019
Apr 14-20 Apr 21-27 Apr 28-May 4
21stEaster
May 1
June 2019
May 5-11 May 12-18 May 19-25
May 26-June 1
5th12thCinco De Mother's Mayo Day
27th- Memorial Day
June 1
June 2-8
June 9-15 June 16-22 June 23-30
16thFather's Day
future recommendations Following the excitement of the golden 50th year celebration, over the next ten years Special Olympics Connecticut should build momentum and excitement to their 60th diamond year. 2028, SOCT should host another gala to celebrate their 60th year. As well as capitalizing on the recognition that they have gained since their 50th and holding an array of more diamond themed events that year. An major fundraising event could be a homerun derby held on a recognizable baseball diamond like at the Hartford Yard Goats stadium during a game. This would promote both Connecticut and athletic pride. A partnership could also be made with the local chapters of the sorority Alpha Delta Pi at the Connecticut colleges because a diamond is their symbol.
6
Years of SOCT 42 38
Call to Action From all of us at Top Dawg, we hope that you enjoy this campaign as much as we enjoyed creating it for you. Now, it’s time to put these plans into action and officially kick off this campaign. We are ready to keep going for the gold, are you? Client signature ____________________
Top Dawg
43 39
TOP DAWG 44