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Clifford Fewings

Nov. 27, 2015

Communication Strategy: Publicizing the 5K Walk to End Prostate Cancer

Melanie Lee Lockhart



Table of Contents

Introduction

Objectives

Situation Analysis

Publics

Key Messages

Communication Tactics and Tools

Time line

Budget

Evaluation

1

2

3

5

7

8

9

13

14



!

Introduction

The purpose of this communication strategy is to publicize my event, 5K Walk toEnd Prostate Cancer, on February 14, 2016.

I created this event to help raise money for CancerCare Manitoba and the Dr.Ernest W. Ramsey Manitoba Prostate Cancer Centre. Prostate cancer affectsmore Canadian men per year than any other form of cancer. The funds raised atmy event will help to find a cure for all forms of cancer.

As I am the sole creator of this event, I will only address the external publics.

For this communication strategy, I am commencing my event preparation startingSeptember 25, 2015, and ends on February 18, 2016.



#

Objectives

Objective one of this communication strategy is to publicize and market my eventin the hopes of having, at a minimum, 100 people register and participate in theevent.

To achieve this goal, I need to pitch to potential registrants that this event isa worthy use of their time and resources because there are plenty of eventsfor which they can register and participate.

Objective two of this communication strategy is to create a plan to attract asponsor to enhance the overall experience of the event.

To achieve this goal, I first need to research potential sponsors and determinethe best way to approach them in the hopes of successfully securing sponsorshipby showing the business the benefits they could get from being involved in the

event.



$

Situation Analysis

Strengths

The Creative Communications (CreComm) program teaches us how to create

effective marketing plans and pitch letters, which are essential to meeting myobjectives.

Another trait the CreComm program has instilled in us is to be highly motivated,to strive for perfection, and to meet multiple deadlines. Creating an event forces aperson to juggle many things at the same thing while maintaining a high standardof work.

Weaknesses

As a student in the CreComm program, my time resources are spread thinlyacross many different projects this can make it challenging to find adequate timeto spend planning the event.

This is the first event that I have planned so my lack of experience can potentiallymake me miss certain key elements for which I need to do to ensure my event issuccessful.

I do not have many contacts in the media or the professional world for whom Ican contact regarding coverage, promotion, and sponsorship.

Opportunities

I have an advisor who teaches event planning and has a wide breadth ofinformation and contacts I can potentially draw from. She is also able to keep mefocused on what I need to do to and make suggestions on other methods ortactics I could use to meet my objectives.

The Running Room has committed to sponsoring the event. The Running Roomwebsite is publishing my event in their events section and providing registrationservices. They also are letting me pitch my event during their bi-weekly runningand walking clinics. This allows me to reach an audience who participate in

charity walks and runs throughout the year in a face-to-face setting.

The Statistics Canada report for 2013 listed Manitobans as the most charitableprovince in Canada, with the median donation being $390.

Threats

There is a great deal of competition with regards to the number of walks/runspeople can register for, and they only have a limited amount of funds available.



%

The same can be said with respect to finding a sponsor. There are many causesthey can support but can only allocate a certain amount of funds each year.Therein lies the challenge in approaching potential sponsors, how I show themthe event is a good investment for them.

The weather is uncontrollable and unpredictable which may scare people awayfrom participating in my event. Even if they register, I still want them to participatein the event on February 14 regardless of the weather.



&

Publics

Direct Internal

I am the event creator and a team of one; therefore, I handle everything frommarketing, sponsorship, and creating content.

On the day of the event, I am using volunteers to do various responsibilitiesthroughout the event. Therefore, I need to be clear in what positions I need,the duties that are required, and the number of people I need.

External

The external publics include primary and secondary audiences, sponsors,

and media, as well as The Forks and CancerCare Manitoba.

Primary Audience

My primary audience consist of women aged 30-45 who have a middle-class life. They tend to live active, healthy lives but also are busy workingand helping to raise their family. These women enjoy participating in charitywalks and runs for good causes with their spouses, children, or friends.They get their information about these events through the Running Roomwebsite, walking/running clinics, Facebook, and word of mouth. Even

though they participate in multiple walks/runs per year, they expect theevent to be well organized and advocate that its registrants have fun whilethey participate.

Secondary Audience

My secondary audience consists of men and women in their twenties whoare college/university students or have part-time jobs. They live a busy life,but still find time to keep care of their bodies and minds. They go to fitnesscentres and yoga studios with their friends and co-workers to relieve stressand improve their mental wellbeing. They are supportive of their friends’

events and projects, even though many of them have limited budgets. Theyget a lot of their information from Facebook and word of mouth. They aremore forgiving than the primary audience in terms of how well run an eventis, but still want to have fun.

For both audiences, I want each of them to leave believing that theirparticipation was both, a good use of their of time and money. It is importantfor me that the people and businesses who participate in one-way oranother, feel they received good value from the event and should this



'

become an annual event, they would participate again.

The volunteers for the event will be fellow classmates and family, with thepossibility of people signing up on the Running Room to help volunteer, thoughI am not relying or expecting people to do that. The majority of classmates who

are going to volunteer will do so in exchange for my help during their events.Recruiting potential volunteers early is important because they are busy andhave lots of commitments and only so much time. Ensuring the volunteers haveall the information about the event and their responsibilities early will make theircommitment to the event more likely.

The businesses I plan to pitch sponsorship to are companies whose workforcefalls into the demographic that is directly affected by prostate cancer the most.They are predominately manual labour jobs and the trucking industry. The twocompanies I have specifically identified as potential sponsors, Bison Transportand Paul’s Hauling, employ a large workforce and have demonstrated their

commitment to funding worthy projects and causes with CancerCare Manitobabeing a big beneficiary of these two companies.

The methods I use to market my event are important to not only potentialregistrants but also sponsors. Businesses only want to sponsor a cause or eventif they feel the money they donate will benefit them now or in the future. Themedia only want to cover an event if it is newsworthy, if their audiences aren’tgoing to care about the event, who or how many people are there, or why it ishappening, then neither will the media.

The Forks is a busy and congested destination. Ensuring the event does notinterfere with normal, everyday operations are important for both them and me.

CancerCare Manitoba is the sole beneficiary of the event, the more money I canraise the more they will be able to accomplish.



(

Key Messages

I have identified key messages for the people participating in the event,sponsors, and volunteers.

Participants

1. The 5K Walk to End Prostate Cancer promotes healthy living andsupports a worthy charity.

2. This is a fun way to start Valentine’s Day with friends and/or theirsignificant other.

Sponsors

1. The 5K Walk to End Prostate Cancer will promote their business in apositive way to a wide-audience base.

2. The event could be a fun, team building exercise for their employees.

Volunteers

1. For first-year CreComm students, volunteering is a good way to learn,first-hand, about event planning for potential IPPs.

2. For second-year CreComm students, it is a good way to support fellowclassmates, or to trade services for my help in their project.



)

Communication tactics and tools

Primary Audience

They get their information from the Running Room website, walking/running

clinics, and Facebook.

The Running Room is also posting my event on their website andFacebook pages in addition to sending it to their email club in itsnewsletters.

For Facebook, I plan to invite them to the event and ask they share it to theirfriends. I have also looked into Facebook advertising to promote the event. Formy event, I am thinking the best demographics to send to are, women aged20-45, and living in Winnipeg. I plan to run these Facebook ads twice, both forone week once in mid-November and the other at the beginning of January.

Many of my potential registrants get their information from Running Roomwalking and running clinics along with their event page. I will go to the threeRunning Room stores, two times each, to promote my event to the peoplethere. Chris Walton, Running Room Event coordinator, mentioned the eventcoordinators who attend these clinics are “extremely successful” in havingpeople to sign up for their event.

Secondary Audience

My secondary audience includes friends, friends of my friends, and family. Theyget much of their information from Facebook and word of mouth. I plan to invitethem to my event on Facebook and have them share the event to their friends. Iwill post updates about the event, new sponsors, and objectives met – 25, 50,100 registrants.

On top of Facebook, I will put posters/fact sheets at Awesome Hot Yoga onStafford Street. This will help reach people who are part of my secondaryaudience but contacts I already have. I know the owner and an instructor thereand this will help me promote the event to their clients as a fun event thatpromotes similar beliefs to their teachings, healthy living and good mentalwellbeing.

Chris Walton is a good resource for me to have; he is on board with my eventand having him at the clinics while I’m there will add some familiarity and trust forthe people there. The walkers or runners may not know who I am, but they doknow him and if he believes in my event, then it may put some of the people’sworries about me and my event to rest.



*

Timelines Organizing 5K Walk to End Prostate Cancer

"#$% "%&'()*$)+, -#$%.+(/ -+,$#'$ 0+$%&Sept.25

Meeting withRunning Room todiscuss event

Admin ChrisWalton

Starbucks, 2750 Pembina @ 2

Drop offDavidsTeasponsorshiprequest form

Spons. Polo Park

Oct. 8 IPP Meeting Melanie 11 AM

Oct. 9 Arrange ameeting with

CancerCareManitoba todiscuss event

Admin Rachel

Email RunningRoom back tofinalize event andget paper worksigned and createevent on website

Admin Chris

Oct. 13 Email Paul’sHauling about

sponsorship

Spons GordBeazly

[email protected]

Oct.15 Contact Tsungaiabout vol. forSanta Shuffle

Volunteer Tsungai 471--‐6938 987--‐1008

Contact KristinPauls about stockphotos of TheForks

Marketing KristinPauls

Kristin.pauls@tf --‐np.ca

Research mobilepayment options

Admin

Contact RunningRoom aboutdropping in atselect dates

Marketing Chris

Oct. 16 Finalize buildingsponsorship &donation letters

Spons



!+

Talk to SagehillStables & Awesome HotYoga

Marketing Promote the event andpotential sponsors

IPP Midway

meeting

Melanie

Oct. 22 Have list of smallbusinesses I’d likedonations fromcomplete

Spons

Have a posterprepared formeeting

Marketing

Oct. 25 Email potentialdonors

Spons

IPP meeting Melanie 11 AM

Oct. 30 Finalize Facebookpage to launch forNov. 1

Marketing

Nov. 1 Launch Facebookpage and invitefriends

Marketing

Contact Radiostations aboutteaming up

Spons. QX, Energy, Virgin, Citi

Contact Kirk Van Alstyne

Research Ride for Dad co--‐chair

Nov. 4 Go to Running Roomto promote event

Marketing Kenaston 6 PM

Nov. 5 IPP Meeting Melanie 11 AM

Nov. 8 Go to Running Roomto promote event

Marketing Kenaston 8:30 AM

Nov. 9 Talk to RRC about

borrowing tables forevent

Event

Nov.11

Go to Running Roomto promote event

Marketing Pembina 6 PM

Nov.15

Go to Running Roomto promote event

Marketing Pembina 8:30 AM



!!

Nov.19

IPP Meeting Melanie 11 AM

Nov.25

Go to RunningRoom to promoteevent

Marketing Regent 6 PM

Nov.29

Go to RunningRoom to promoteevent

Marketing Regent 8:30 AM

Dec. 5 Volunteer at SantaShuffle

Volunteer

Jan. 4 Setup meetingsfor the rest of theyear

Melanie

Jan. 5 Contact first-yearCreComms reps. About

volunteerin

Volunteer Find out who the reps. Are and finda time to have an info. Sessionabout volunteering and my event

Jan. 11 Meet with TheForks to finalizeroute and logistics

Event MelissaMorrow

Jan. 18 Submit scarvesorder to 4imprint

Takes ~9 days to ship

Feb.1 Send out pitch e--‐

mails and pressreleases

Marketing

Feb.8 Start picking-updonations for

race day kits

Spons

Feb. 9 Arrange a meetingwith volunteers todiscussresponsibilities

Event

Pickup anyoutstandingdonations for raceday kits

Spons

Feb. 13 Distribute race day

kits at Running

Event Kenaston/Regent 10--‐2 PM



!#

Room

Feb.14 EVENT DATE Event It’s here, breathe!

6:00 Arrive to setupcourse,start/finish,registration, etc.

Event

9:45 Meet withvolunteers andThe Forks (Ifnecessary)

Event

10:45 Thank andwelcomeparticipants andsponsors.

Event

Feb.15 Return tablesborrowed fromRRC

Post-Event

Feb.16 Write thank youletters to sponsorsand thankparticipants

Follow--‐up

Feb.18 Begin evaluationof event

School

Accountability School Evaluation of comm. strat



!$

Budget

The current budget for this event is under the assumption that I receive nosponsorship for the scarves. DAVIDsTEA has committed to providing teaat the event.

Travel Expenses

Gas Money $40.00

Marketing Expenses

Facebook Advertising $50.00

Colour Posters @ .49 $12.25

Printing Subtotal $12.25

Event Day Expenses

Hand warmers @ $30.41/40 $91.23Mobile Credit Card Payment $9.95

Promotional Expenses Subtotal $166.18

Embroidered Scarves @ $9.22 + $28S&H

$950.00

TOTAL $1,168.43



!%

Evaluation

To evaluate how successful my marketing efforts were, I will review twocomponents. One, how many people registered for my event and two, howmany people engaged with my Facebook event page. And two, how many

people joined the Facebook event page after I created my Facebook ads.

I could also create a survey that I will send to everyone who registered for theevent asking them questions about the event, how it was run, did they enjoy it,where they heard about it, would they do it again, and would they recommendit to other people.

For securing a sponsor, to gauge the successfulness of my tactics, I will measurehow many responses I get from my pitches and from there, how many sponsors Ican secure.

After the event, I could meet with the sponsor(s) I can secure and discusswhether they felt it was worth their investment and if they would continue to bepart of the event if it were to continue.

Once I have the information from the participants, sponsors, and CancerCareManitoba about what worked and what did not work, I will be able to evaluatewhether I met all my objectives; total number of registrants, sponsorsperception of the event, and how much money I raised for the Dr. Ernest W.Ramsey Manitoba Prostate Centre.



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