Presented By:

Christa Gammon, Mike Gordon, Sarah Howard, Bryan Kennedy, Denise Palombi, Brandon Yanskey

Executive Summary _____________________________________________________3 History ____________________________________________________________3Situation Analysis_______________________________________________________4 Assessment of Consumer _____________________________________________4 Assessment of Competition ____________________________________________4Research ______________________________________________________________5-6 Primary____________________________________________________________5 Secondary__________________________________________________________6Objectives______________________________________________________________7Positioning _____________________________________________________________7Creative Strategy _______________________________________________________8-18 Life Together Magazine_______________________________________________8 Brochure___________________________________________________________9 Magazine Advertisement ______________________________________________10 Commercial 1_______________________________________________________11 Commercial 2_______________________________________________________12 Radio Advertisement _________________________________________________13 Social Media _______________________________________________________14-15 Events_____________________________________________________________16-18 Public Relations_____________________________________________________18Media Strategy _________________________________________________________19 Flight Schedule______________________________________________________20Budget_________________________________________________________________21Measurement___________________________________________________________21Conclusion_____________________________________________________________21

Table of Contents

3Council of Church’s HistoryExecutive SummaryCouncil of Churches originally began as Springfield Area Council of Churches in 1969 and was dedicated to providing emergency food and clothes to those in need. Because Council of Churches serves 54 counties in Missouri, the name was later changed to reflect this larger demographic. The first project, or agency, Council of Churches adopted was Crosslines. Their mission statement is “to improve the quality of life in our region through collaborative outreach in the name of Jesus Christ, by doing together what can best be done together.”

Today, there are nine agencies under the direction of Council of Churches, each with its own hierarchy of leadership focusing on areas of vulnerable children, seniors and people with disabilities. Council of Churches has a total budget of five million dollars with 85.5% of donations going towards programs and services, 11.5% toward administration costs and 3% to fundraising purposes.

Council of Churches is partnered with about 80 churches and ministry organizations and 2,500 volunteers. The nine agencies Council of Churches supports are as follows: Ambassadors for Children Childcare Food Program Child Care Aware of Southern Missouri Connections Handyman Services Crosslines Daybreak Adult Day Care Ombudsman Program Retired and Senior Volunteer Program Therapeutic Riding of the Ozarks

Ignite has developed an integrated marketing solution to give greater awareness to Council of Churches and their agencies.

Though analysis of primary and secondary research, we have determined our best approach to bringing awareness to Council of Churches is to really address our target market of 25-65 year olds and get them involved and informed as much as possible. We have several plans to do this and know this will help Council of Churches to grow in the community.

Our tagline and main focus of the campaign is, “Its our community, lets make something of it.” We want to focus on the fact that Council of Churches is unique in that it works to promote a better life for those locally in the Ozarks. Council of Churches’ biggest selling point is to help out the local area with specific needs in a more in depth and involved way than other organizations because they have many different agencies that specialize in certain areas.

With a promotional budget of $30,000, we will utilize social and traditional media to reach the most effective audience for the money. We also added a magazine’s revisions for you to look at and implement to become more effective with your information.

4

Assesment of Consumer Assesment of Competition

Ignite is choosing to address the consumer in our clients middle-aged target market because much of this style of advertising will also maintain their current market of older demographics. advertisements aimed at this group will not be too modern as to not offend current, older supporters. Our secondary market will be the younger demographic because we feel this age group will volunteer while they are in school, but will not necessarily stay in Springfield forever as long time donors.

Demographics-Primary: Income: $25-35,000 Age:25-65 Sex: Male and Female: Location: Springfield, MOPsychographics-Primary Christian Charitable Active lifestyle Married, with kids Employed Use social mediaDemographics-Secondary: Income: $35-50,000 Age: 18-24 Sex: Female and Male Location: Springfield, MOPsychographics-Secondary: In school Social media savvy Christian Involved in organizations

Mission is “To facilitate and promote the building of resilient children, healthy families, and strong neighborhoods and communities through collaboration, programming, and resource development.” They support several organizations and initiatives under the title Community Partnership of the Ozarks. Because this organization deals with such a variety of sub-organizations, it is a competitor of Council of Churches, many of their goals overlap.

Sertoma is a National organization and was chartered in Springfield in 1941. While the

national organization focuses more on issues having to do with hearing, the local clubs work mostly with children causes such as Boys and Girls Club. Their signature fundraiser had 8,500 attendees. This organization is very well known for both its charitable giving as well as the type of fundraisers they host and would serve as a competitor for Council of Churches’ fundraising efforts.

Ozarks Food Harvest serves as a food bank by collecting food and distributing it among different organizations in the Ozarks. Ozarks Food Harvest was once a part of the Council of Churches, but separated to be associated with Feed America instead. People might still be confused on this separation and they continue to serve similar purposes and markets as Council of Churches.

Council of Churches is its own competition because it has so many working agencies within the organization itself. Most agencies have its own website, Facebook page, Twitter and fundraising efforts. Each agency receives donations specific for their projects and struggle against one another for funds.

Community Partnership of the Ozarks

Sertoma Springfield Club

OzarkS Food Harvest

Council of Churches

Situational Analysis

5ResearchPrimary Research

What are the top reasons you are attracted to a nonprofit/charitable cause? My personal beliefs/area of interest to me:77.3% (primary)

I have a personal connection to the cause or organization:37.1% (primary)

What are the top appeals which work most effectively with you?An organization gives 100% back to charity:71.3% (primary)

An organization with a good track record: 47.5% (primary)

What is the best way for a nonprofit organization to connect with you?Positive word of mouth and organizations they are in: 18.1% (primary)

Our target market is most likely to support children’s issues 31% (primary)

Our target market is most likely to support:Food/can/toy drives:46.7%

Runs/walks:46.4%

Adopting a family: 33.3%

93.9%of target market has donated to a charity.

6 Research

StrengthCouncil of Churches has been around for 40 years and is well established with the

community. A very big strength is the leadership at each agency because each has a group of experts working in that area and they know best how to operate each project.

Another strength is the religious background of the organizations because it adds credibility for many citizens of Springfield who are looking for that type of organization.

WeaknessThe biggest weakness of Council of Churches is the fact that

there many separate agencies. Each agency receives separate grants and donations from outside resources rather than sending them to Council of Churches to redistribute them. This makes it difficult when each agency begins asking the same company for donations or fundraising support. They are missing out on the opportunity to build off each agency’s donor base for internal support.

Another weakness, based on our target market, is that they want to donate to a charity that gives 100% of donations back to the cause, but Council of Churches only gives back 85.5%.

Council of Churches also needs to focus on raising awareness in member churches.

Secondary Research-SWOT Analysis

These churches already support Council of Churches but do not necessarily know what it is or how to specifically help.

OpportunityCouncil of Churches has a great opportunity to expand their target

market. By expanding not only the age demographic of potential donors, they also have the opportunity to reach more religious affiliated organizations and churches in the area.

In addition, there are about 80 member churches supporting Council of Churches looking for ways to volunteer and give. Members will want to get their friends involved and the program will grow. This target market said, when surveyed, that they are most likely to get information about a non-profit through word-of mouth and are influenced by their friends and families.

Council of Churches can also expand their volunteer/donor base by reaching out to those who do not affiliate themselves with a religious organization or belief system. There are many volunteer organizations through universities, schools and communities that would be willing to help if they reached out more. By becoming more active on social media, Council of Churches can reach more of these types of people.

ThreatA threat to Council of Churches is their religious affiliation. Some people may not

want to donate because they see it as a church, or a religious affiliated organization. Another possible threat is that one of the agencies becomes more popular alone than Council of Churches as a whole.

7

Council of Churches is striving to be known as a prominent, collective organization that serves our community and its members for a more comfortable life (from basic necessities to emotional distresses) and to promote the standards of living in the Ozark area.

As of now, Council of Churches’ target market is male and females between the ages of 25 and 65. Although this is already broad, we would like to further expand it to a secondary target market of a younger audience to include 18-24 year olds. By encouraging and enticing younger members of our community to participate, we will be able to take advantage of the many colleges and high schools within our community. Our campaign will focus on the middle aged group of people because this style of advertisement will not offend an older demographic but will still appeal to the younger group.

By stressing Council of Churches as a whole and creating continuity between their agencies, it creates top of the mind awarenss and their mission will become clearer to the community. Council of Churches must reposition themselves within the churches that are already members, while also striving to find other churches to become members and getting other individual community members to become involved on a regular basis. Our campaign’s slogan, “It’s our community. Let’s make something of it,” encompasses how Council of Churches is volunteer centered and encourages participation and immediate action by the community as a whole.

Objectives Positioning

1) Increase Facebook followers by 25% each month.

2) Twitter followers by 20% each month.

3) Increase donations by 25% and volunteers by 40% by the end of the year. 4) Create a recognizable brand image.

5) Increase event attendance by 25%.

6) Have Council of Churches be recognized as the parent organization of each agency to create the separate but still together image.

7) Have Council of Churches receive donations directly instead of agencies so they can be monitored and distributed accordingly.

8) Increase the current E-blast open rate of 25-30% to 40%.

8 Life Together Magazine Revisions

We believe some revisions should be made to help the Life Together magazine become more effective and efficient.

Less Issue FrequencyInstead of four issues per year we wanted to cut that down to two per year, spring and fall. By reducing to issues by half this will cut our cost in half and hopefully become more important to reader since it is only issued twice a year.

Add an Events/Calendar By putting this on one page it will be easier for the readers to understand since it is already orga-nized for them in a list.

PlacementOn the title page the headings and subheadings of the subjects are easily overlooked. They need to be a little bigger and include a thumbnail of each heading to try to grab interest and attention for the article. The logo also is easily unnoticed so after we revise the logo we want to move it to the top right. Items at the bottom of the page tend to not be seen.

SpotlightsEach issue should include a “Church Spotlight” section that talks about a church and what they are doing to help contribute to the Council of Churches. To help recognize a volunteer in the area we need want to include a “Person You Should Know” section. This will recognize indi-viduals for going above and beyond the ordinary volunteering.

DetailsThe back of the latest magazine has a section about a benefit combined with Houlihan’s and the details of it are not very clear. Every 4th Thursday is very vague and will cause confusion.

Relational marketing will be utilized by the Council of Churches to build long-term, valuable customer relationships. Creating bonds with their congregational, individual and business partners will build a lasting relationship, that, in return, will bring in more volunteer opportunities and funds.

This strategy will be managed through social media, print media, radio and TV advertisements, and events. We want our target market to understand that each person can make a difference in someone’s life and every little bit helps. Each person reaching out to another makes it possible to accomplish tasks that would otherwise be difficult to obtain. With this idea, our tagline “It’s our community. Let’s make something of it.,” re-iterates the message in a conversational and simple way. It is direct and clearly calls the reader to action. The Council of Churches will push individuals to improve the quality of life in their region through united outreach in Jesus Christ.Council of Churches’ main objective to accomplish is raising general awareness about their organization to the community and the member churches involved in their cause.

By raising awareness and informing the public about what Council of Churches is, what they do, and how you can volunteer, will result in an increase of knowledge and funds going into their organization to help vulnerable children, senior citizens, and disabled people.

Creative Strategy

9Brochure

10 Magazine Ad

11Commercial

Storyboard

12 Commercial

Storyboard

13Radio (PSA spot)

FOR MORE INFORMATION(Contact Person)

DATES ANNOUNCED: YEAR-ROUND

SUBJECT: Raising Awareness for the Council of Churches

HEY SPRINGFIELD LISTENERS, JOIN THE COUNCIL OF CHURCHES OF THE OZARKS BY REACHING OUT A HELPING HAND TO BETTER THE LIVES OF VULNERABLE CHILDREN, SENIOR CITIZENS, AND THE DISABLED. SUPPORT YOUR COMMUNITY BY VOLUNTEERING YOUR TIME AT ONE OF NINE AGENCIES. THERE’S SOMETHING FOR EVERYONE. IT’S OUR COMMUNITY LET’S MAKE SOMETHING OF IT.

FOR VOLUNTEER INFORMATION CONTACT THE COUNCIL OF CHURCHES AT 417-862-35986.

14 Social Media

Twitter is an easy way to up simple updates and announcements about your organization to over 145 million people. Potentially, you can reach millions through one message. To maximize these opportunities, Council of Churches needs to be updating almost daily. These updates do not necessarily have to be about the Council of Churches, but also about current events or their views on topic; anything that will keep their name in people’s minds. Along with being on top of the mind awareness, Council of Churches needs to follow other users (competition and other community organizations) who will then in turn follow them. It can also give insight into community happenings and broaden competitive positioning.

Twitter is more ideal for an audience who has background information about the Council of Churches, because Twitter does not provide as much personal information as other media sites. Therefore, Twitter would be perfect to keep Council of Churches’ community and audiences informed about what the organization is currently doing, upcoming events, their views on topics, and whatever else the Council of Churches found fit to discuss.

Twitter WebsiteWhen first accessing the website, the home page is organized and easy to navigate through. Although, the background colors could be a bit more vibrant and energetic.

Each agency is highlighted well within the website. When searching for agencies on internet search engines, however, it is not linked to the same website pages for the agencies. It is linked to agency blogs instead. This does not have continuity and adds confusion and less branding to Council of Churches.

We also recommend using several key words such as volunteering, community, and church to raise search engine optimization searche engines.

YouTube is a free way to market your organization. YouTube gets 20 million viewers a month. In this visually-rich society, to reach our target market we need to be reaching them through visually appealing images rather than simple words. Council of Churches can raise awareness for their cause by uploading videos taken at their fundraising events or a commercial about their mission to help children, elderly, and disabled. This is a way for citizens of the Ozarks to see how their community is being helped by this organization and the excitement that takes place at the Council of Churches fundraising events.

YouTube

15

background information, upcoming events, volunteer opportunities, etc. Currently, Council of Churches is using a Facebook Fan page for their organization. They have 167 Facebook users that “like” their organization on this social media site. Our goal is to more than triple that number in the first year. We also want to raise more awareness of their events and fundraisers through their Facebook Fan page. In addition, one very important aspect is “liking” their own individual agency Facebook pages. And similar to Twitter, “like” other non-for-profit organizations in our community. Also, with each agency should be registered under a cohesive and recognizable name, registered in the same area, and with similar contact information.

Utilizing the discussion board application on the Facebook Fan page would also be beneficial. This is a free outlet to get feedback and opinions on your cause or issues of interest. Council of Churches can attract people to “like” their page by listing their Facebook page address on their website, in their magazine, and any other print media. Council of Churches can also send invites out to their friends to view and “like” their Facebook Fan page. Council of Churches

Having a Facebook page and a group page will allow Council of Churches to reach over 600 million people all over the world through one venue. Facebook is the quickest way to contact your audience all over the world through a single message. Facebook makes it possible for an organization to use cause marketing. Council of Churches’ Facebook page will reach their target market and provide information about their mission,

Facebook is doing a good job of updating daily on their Facebook Fan page, now they just need to utilize all the other Facebook applications fully.

We will set up a Council of Churches causes application which lets users to “like” their cause, share their cause with others, and donate to the cause. We would register Coucil of Churches through Guidestar, which is the database that pulls the beneficiary’s information. Once registered, users simply click the “Donate” button where they can donate by credit card any amount they choose (which can be done once or monthly). The causes link allows you to share your mission, fundraising, impact, bulletin, photos, and people can also post on the wall. Non-profits usually spend 20-40% of their money on fundraising; through Facebook they can raise awareness for free. Since Council of Churches is reaching out to children, elderly, and the disabled, a causes page would be a beneficial way for them to receive funds to keep their mission going.

16 Events

This meet and greet will be put on by Council of Churches and held at the Dorsey E. Levell Ministry Center. Each member church will be invited to attend and those in each church in charge of/involved with mission projects are especially encouraged to attend. At the Missions Mix-Up, each church will set up a table with information about the missions they are involved in. The evening will open up conversation and contact between churches to find similarities and differences in each others’ missions. Churches can help each other find outside contacts to add new missions to their church or enhance missions that are already enacted. Refreshments will be provided.

Missions Mix-Up

Council of Churches is suggested to appoint ambassadors to all member churches. An ambassador will be given to a certain number of churches within in a close geographic section in the Springfield area to visit twice a year. They will bring financial statistics, Council of Church’s improvements, event updates, etc… to the churches. The ambassador is important to put a face and personality to Council of Churches. This person is a direct link to the member churches and will be expected to keep in contact, answer questions, and send reminders to their designated churches.

Ambassadors

At least one Council Member will be chosen from each member church to attend Council of Churches meetings at least bi-annually. They will be the member church’s direct voice for ideas, suggestions, and complaints. Council Members will be encouraged to help find volun-teers and share updates on Council of Churches and individual agency news, fundraisers, events, etc…

Council Members

At the beginning of the new year, all member churches will be assigned a different Council of Churches agency to adopt for 6 months. A representative from each adopted agency will go to their corresponding churches and inform the members of their agency’s mission. The church will be invited to participate in agency events and to help share their agency’s mission with others in the community. Each member church will be asked to donate all Sunday donations on 2 separate Sundays to their adopted agency within those 6 months. At the end of the 6 months, in June, a celebratory cookout will be held at Phelps Grove Park. All churches will be encouraged to attend, eat, and enjoy a day in the sun together to celebrate the progress that each agency has made over the course of half of a

Adopt-an-Agency

This canned food and children’s clothing drive/competition will benefit Council of Churches. Private schools within the Ozark area will be asked to participate/compete in this drive. A competition will be held within each private school and then on a larger scale between them.

Each student within the school will earn a dress-down day (no school uniform) when the individual student earns 8 points. Then, as a whole, the entire school’s points will be added together and the school with the highest point total will receive a pizza party. Each canned food item will be worth 1 point. Each article of children’s clothing will be worth 5 points.

We CAN Help

17Photo-Dash 2012

Photo-Dash 2012 Theme: Embracing Beauty

Saturday April 14, 2012 Event: 6am-3:30pm

Sunday April 15, 2012Display: 1:00pm-5:30pmAwards Ceremony: 6:00pm

Photo-Dash 2012 is an event to not only build community awareness of Council of Churches, invite new members, give information on Council of Churches and their agencies, but also raise funds. By inviting participants to capture the world around them in the non-biased form of a disposable camera, technology is taken out of the picture (no pun intended), and children, college students, adults, and seniors alike can show their view of the world and particularly highlight those moments, ideas, and objects that portray this year’s theme of Embracing Beauty.

Two months prior to the event, information and advertisements will be placed in the Council of Churches newsletter Life Together, the Council of Churches website, Facebook page, and twitter posts. Information will also be e-blasted to member churches, flyers will be hung around local college campuses and high schools, local photography businesses (Picture This, Walgreens Photo Centers, Lawrence Photo, National Art Shop) and particularly target Ozark area camera/photography organizations (Southwest Missouri Camera Club, Missouri State University Student Photographic Society, and photography instructors at Missouri State University, Drury University, Evangel University, and local high schools). Lawrence Photo should be approached to be the major sponsor/contributor for Photo-Dash 2012 including the cost of the disposable cameras. Picture This of downtown Springfield or Walgreens should be contacted for sponsorship of developing the film rolls. And Missouri State University Photographic Society should be approached for sponsorship for the use of their Student Exhibition Center on E. Walnut Street in downtown Springfield. All local sponsors will be featured in our pre-event

promotions.

This all ages event will have a theme of Embracing Beauty. A $15 participation fee/donation will be required. Participants may sign up in advance or show up the day of the Photo-Dash. Upon arrival on Saturday April 14, 2012, each participant will receive a disposable camera between the time of 6am-3:30pm from the Crosslines center on Chestnut Expressway and Glenstone. In addition, each participant will receive 5 seed paper information/invitation sheets with the Photo-Dash logo on them and small pocket flyers with Photo-Dash’s basic information. When participants are out taking pictures, the participant are asked to tape and leave the seed paper in 5 different locations that they took pictures. The plant-able paper will inform the finder of Photo-Dash and Council of Churches and invite them to share in the event by taking the paper and planting it at their own home and attending the gallery showing. It will create interest and draw them to the Council of Churches website. The seed paper copy will read, “Photo-Dash 2012. Embracing Beauty. I participated in this year’s Photo-Dash put on by Council of Churches and other participating sponsors. I have been capturing beauty in its finest forms today. In this exact spot I found

Seed Paper Examples

18 inspiration. I leave this paper here for you to enjoy in beauty as well. Plant this seed paper in your yard or in a pot and watch its beauty grow. I want to share this moment with you and I hope you will share this moment with me and others by attending the photography gallery showing of Embracing Beauty at the MSU Art and Design Gallery on 333 E. Walnut St. in downtown Springfield on Sunday April 15, 2012 from 1pm-6pm..”

The Council of Churches website will be printed at the very bottom of the seed paper. Seed paper will be purchased from www.flowerseedpaper.com. Photo-Dash volunteers will encourage participants to hand out the other small pocket flyers to community members that may be around while they are taking pictures. This will attract additional local community interest to attend the gallery showing and vote for pictures if they have a personal connection with one of the participants.

Between 6am-3:30pm participants will venture out to take pictures with their disposable camera trying to capture the theme Embracing Beauty in

the best way they see fit. At 3:30 all the cameras will be returned to Crosslines. Volunteers will proceed to take the cameras to one of our event’s sponsors, Picture This of downtown Springfield or Walgreens, to have the film developed.

The next morning of Sunday April 15, 2012, before the display time of 1:00pm, each participant will go to Photo-Dash’s display gallery at the MSU Art and Design Gallery on Walnut Street in downtown Springfield. Participants will choose their best 3 photos that express Embracing Beauty. The chosen photos will be put on display in the gallery with corresponding numbers for voting purposes. The rest of the photos (that will be stamped with the Council of Churches logo and website on the back) can be taken home by the participant. The gallery will be open to the public from 1:00-5:30pm. During the gallery showing, beverages and concessions will be sold to benefit Council of Churches. Also, information booths and visual presentations about Council of Churches and their various agencies will be set up around the gallery. Votes will be taken and counted to determine 2 winners in 2 different age categories (18 and under, 19 and above) at 6:00pm. The final winners will receive packages donated by the local sponsors which may include gift cards, photography equipment, photography books, etc… After the awards ceremony, each participant will be given the option to take their photos or leave them up for display purchase so that the proceeds can go to Council of Churches and their agencies for $5 a photo.

Public Relations

Two weeks prior to each event or activity hosted by the Council of Churches we will send a press release to all the major media outlets, such as; 417 magazine, KY3, News- Leader, and Community Free Press. We will also send out public service announcements to local radio stations to reach our main target market of 25-65 and our secondary market of 18-25. Some stations we will contact to reach our main target market are; 100.3 KUKU, 105.9 KGBX, 104.7 KKLH, and 97.3 KXUS. To reach our secondary target market we will use Power 96.5, Alice 95.5, 105.9 KGBX, 88.3 KWND and KTTS 94.7. A majority of radio stations do a set number of public service announcements for free; we will attempt to use one of those spots to save money in our budget. This radio ad will be ran year-round to inform people and raise awareness about the Council of Churches.

We will also promote upcoming events and general awareness about Council of Churches through our social media outlets. We will have daily updates on our Facebook Fan page and Twitter account about the Council of

Churches, their events and where to get more information about attending or volunteering. Videos of the events will also be uploaded on YouTube so our audience can see what the Council of Churches does to help our community and to see what their events entail.

19

RationaleMedia EfficiencyMedia Strategy

When deciding on media we used the objective task method to find vehicles for our message.

For our Media Scheduling we are going to use a combination of continuous advertising along with a flighting strategy during the month of November and December and also the months of April and May. The goal of this is to reach our target market during the holidays and summer months. We feel that these are the times of the year that people will be able to donate money and time.

We are going to have brochures distributed every month to each of the member churches. We are going to have a billboard and 417 magazine advertisement during April-May and November-December coinciding with each event.

As far as E-Marketing goes we are going to use facebook and twitter daily. We have decided to create E-blasts monthly through Constantcontact.com. Our goal is to expand beyond the current 800 member blast. We also would like to increase the current 25-30% open rate to 40%. Search Engine Optimization is something we feel can generate some much needed traffic. We have three keywords that will be displayed when you use a search engine. These are volunteering, community, and church. With our events schedule we hope to create buzz and good publicity throughout the entire year. We are hosting a Photo Dash event that will happen in April when the weather hopefully will be nice. The We Can Help event is a canned food drive that will be held in November. We feel that this is the time of the year that canned food is most needed. Our Adopt and Agency promotion

Billboard CPM= $2.40

Magazine- 417 Magazine (half page) CPM=$14.80 (inside front cover) CPM= $15.83

Radio-94.7 KTTS (Coutry) CPP

(M-F 5 a.m.- 10 a.m.) = $43 (M-F 10 a.m.- 3 p.m.) = $36 (M-F 3 p.m.- 8 p.m.) = $45 (M-F 8 p.m.- 12 a.m.) = $47

Television- OnMedia CPM (:30 M-SU 6 a.m.- 12 p.m & 5 p.m.- 12 a.m.) = $184.31

will be held in January to help kick of the new year. Our Ambassadors and Council Members events will be in December with the goal of helping people during the holidays. Finally we will have out mission mix up event during the month of May. We are also going to have a radio advertisement that is continuous throughout the year. This will be on KTTS a country station that has the highest ratings in the area. Our TV advertisement is also a continuous method and this will be done through OnMedia. They have 40 networks that are commercial will be run on. We also will have a YouTube video that people will have access to year round.

For Photo-Dash 2012 event, we chose co-sponsors to work with us that have roots in the Ozarks such as Lawrence Photo and Picture This. Lawrence Photo is the most predominant photo store in Springfield while Picture This represents a smaller business located in downtown Springfield. The co-sponsorship with both of these business will benefit not only Council of Churches but raise awareness for a smaller business fit with Lawrence Photo’s image of being involved in the community.

Walgreens, a chain business, has set standards for their sponsorships that Council of Church-es easily falls into. Their standards include access to health and wellness in the com-munity (Childcare Food Program), civic and community outreach (Childcare Awareness of Southern Missouri, RSVP, Therapeutic Riding of the Ozarks, Connections Handyman, and Daybreak), and emergency relief (Crosslines).

20 Flight Schedule

21Budget

22 MeasurmentWe know that our ideas will have a great impact on the Council of Churches and in order to test and prove that, we will look at our objectives before our plan takes action and compare it to the statistics that we will track during our plan. We will compare the attendance from the previous year’s events with the ones that we had a chance to impact. We will also create small simple surveys for people to complete as part of entering into a drawing when people walk into the event. We will also monitor the amount our social networking sites expand and track the areas of the Ozarks that these fans live in, so we can come up with future plans and schedules for upcoming events.

• Issue a 5 question survey at events and incorporate the survey into a raffle for an incentive.

• Track volunteer participation

• Track attendance at events and compare the previous events.

• Insert a tracking hit meter on website. (See how many hits and when the homepage is being visited.)

• Monitor Facebook and twitter followers and keep track of the number increased each week to set a consistent pace.

Tracking of our Objectives

ConclusionWe feel very confident in our strategy and found it important to break down to the principles in advertising to successfully manage our channels and fulfill our objectives. Ignite has used the budget and made sure the money being spent will be going to the most important and vital areas. We feel the events that we came up with have great potential to not only raise a good amount of money but also create awareness for Council of Churches’ cause. Our campaign proposes that we focus mainly on creating a brand image and using a combination of social media and traditional media to expand volunteer and financial supporters.

Measuring SucessIt will be important that we precisely calculate the numbers we gather because without that accuracy we can’t prove what we have done has worked. The great thing about having so many channels of advertising allows us to see each one’s success or failure and can tell us the areas we need to improve upon.

What to Look Forward ToWe feel that this campaign will gain more recognition for Council of Churches as a whole rather than its seperate agencies. By focusing on the organization as a whole, there is more opportunity for brand awareness and therefore brand support. We feel that by simply reaching out more to member churches, support will grow significantly. Engagement on social media sites will also appeal to a wider-range of target markets. We believe this campaign will grow, maintain and intiroduce a variety of target markets and therefore support.

23