Darryl Crenshaw 2013

Tahlequah Special Olympics Media Campaign Plan Book Mission Statement

I pledge to raise money for Special Olympics by informing the social world about our Special Olympics NSU campaign event the best way I can. I plan on generating local and national publicity for Special Athletes mainly specifying on Tahlequahs own athletes. The class is working with The Red Fern Festival to accomplish most of our goals as well as other small events. All proceeds will go to the Tahlequah High School Special Olympic Athletes for their trip to Stillwater for the Special Olympics.

Executive Summary
Tahlequah Special Olympics is an organization that isnt funded by the state, so our class came up with fundraising events. There are other events that help the organization such as the Masons breakfast event and the Law Enforcements Polar Plunge, but they dont raise quite enough money. Therefore, we are striving to raise money to send them all. At first the class was going to do a Bingo event, but Tahlequah Special Olympics thought it was inappropriate for their image. The second idea was a basketball game between firefighters and policemen, but that was also scrapped. So the class came up with several other appropriate events that would help raise money The first event was a donation table set up in the University Center. Several students volunteered to sit at the table and ask for donations. All together a total of $184.84 was raised that day. The second event was at the women and mens basketball games the same day as the donation table. At the basketball games we passed around a donation bucket and also had a table set up. All together we raised $621.10 at that event The third event was another Pass the Bucket like the basketball games. We didnt raise as much money as the first Pass the Bucket, but it was better than we thought seeing how the day was wet and horrible. The final event was the Red Fern Festival where the class set up a dunk tank and information regarding Special Olympics. We raised around $1200 over the course of two days and it was a lot of fun. The first day people were really just donating to the cause, but the second day we had the dunk tank up and going. I think the dunk tank was by far our most successful event

Darryl Crenshaw 2013

Situational Analysis
Media Campaigns and Events is a class that organizes a campaign for Special Olympics every spring. Each semester the class chooses how they will raise money for the campaign. Initially we were going to do a Bingo event, but our idea was shot down due to circumstances beyond our control. So, instead we came up with several other events such as a donation table in the UC and Pass The Bucket at the last basketball games in Jack Dobbins Field House. The donation table raised $184.94 and the Pass The Bucket event raised $621.10.

Stakeholders
Dr. Dana Eversole Students of the class Special Athletes and parents Tahlequah Public Schools Donors Sponsors Attendees

Darryl Crenshaw 2013

Target Audience
The target audience for Tahlequah Special Olympics fundraising events is very broad. The University Center Donation Table: Students Professors UC Employees General Public Pass the Bucket (Basketball Game): General Public Students Faculty Alumni Pass the Bucket (Softball & Baseball Game): General Public Students Faculty Alumni Red Fern: General Public (Tahlequah Residents) Students Tahlequah Business Owners Tahlequah Special Olympics Teachers Tahlequah Special Olympics Parents & Supporters

Goals, Objectives & Tactics

Informational Goal Raise awareness for Special Olympics Objective 1 Publicize fundraising events Tactic 1 Through FB, Twitter, Instagram, & various other online media sites. Motivational Goal Raise $4000 for Tahlequah Special Olympics

Darryl Crenshaw 2013

Objective 2 Let people know what they are donating to and why they are donating Tactic 2 Tell people and give out precise info.

Market Segmentation
The city of Tahlequah is our main market, which is split into various groups such as general public, alumni, and student. Donation tables target students, faculty and staff Basketball and softball game donation buckets target alumni, students, faculty and general public The Red Fern festival targets basically everybody in the city of Tahlequah, from NSU students to businesses around Tahlequah. The calling list targets just about every business in Tahlequah.

Marketing Communication Goals

Create awareness Promote participation in fundraising events Generate Donations Make sure Tahlequah Special Olympics athletes get the money they need to make it to Stillwater

Channel Communications Goals & Strategies

Channels: Posters - The class uses posters to inform students and residents about their event by placing them on campus and around town Buck Slips - Buck Slips will be distributed by BancFirst to customers Press Releases - Will be published in the Tahlequah Daily Press

Darryl Crenshaw 2013

Social Media Networks The campaign has Facebook and Twitter pages to inform through the internet.

SWOT Analysis (Baseball/Softball) Strengths Guaranteed Event NSU Driven Parents Of NSU Baseball & Softball Players were in attendance Weaknesses With us being outside, we were subject to weather and it started raining It wasnt as many people there as were at the basketball Opportunities Baseball - Opportunity to create awareness for the Special Olympics and to get donations from alumni, parents of players, and students who came to watch. Softball Opportunity to create awareness for the Special Olympics and to get donations from alumni, parents of players, and students who came to to get watch Red Fern Work booth, create awareness, and get donations for Tahlequah Special Olympics Threats Basketball The crowd was large, some people didnt know what they were supposed to do, some of the crowd didnt pass the bucket.

Darryl Crenshaw 2013

Baseball Weather was rainy, small amount of people because of weather Softball Same as Baseball, rainy, small crowd Red Fern Weather, if people would show up or not, our volunteers showing. Common Purpose Our common purpose is to make an A in the class and to hold a successful event.