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AgencyAgency
Production Manager SM Anowarul Alam
Art Director- Eduardo Aranha
Account Executive - Flavia Vianna
Copywriter- Renata Peixoto
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ClientClient
Toronto Rape CrisisCenter / Multicultural Women Against RapeToronto Rape CrisisCenter / Multicultural Women Against Rape
Barb DavisBowlathon Coordinator
(416) 597-1171
Melissa GreinerBowlathon Coordinator
(416) 597-1171
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TRCC/MWARTRCC/MWAR
Created in 1974 as the Toronto Rape Crisis Centre (TRCC)
It was the first Rape Crisis center in Canada.
In the 1990's the TRCC expanded its name to "Toronto Rape Crisis
Centre/Multicultural Women Against Rape.
Their Mission Statement is:
The Toronto Rape CrisisCentre/Multicultural Women Against
Rape works collectively to provide nonjudgmental peer supportto survivors ofsexual violence and to work toward the
eradication of violence against women and children.
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BowlathonBowlathon
$-
$50,000.00
$100,000.00
$150,000.00
19932006
20072008
(goal)
Fund raising event where more than 100 people bowl and have fun.
2008 is the Bowlathons 15th anniversary.
The Bowlathon is one of the Toronto Rape Crisis Centres major fund raising sources:
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ObjectivesObjectives
BUSINESSOBJECTIVES
Raise a total of$150.000 on the 2008 edition.
Bring new participants, especially college and university students
COMMUNICATIONOBJECTIVES: What we want to communicate
Create excitement over the Bowlathon: a fun way of raising funds. It is fun to help.
Inform people of the work TRCC has been doing and how they could contribute to
the organization to help them keep on helping women.
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2007 DM piece2007 DM piece
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TargetTarget marketmarket
WHO ARE WE TALKING TO AND WHAT ARE THEY LIKE?
College and University Students for the Bowlathon:
18-25 years old
Young, fun people that make the event more exciting Womens organizations for donations, sponsorships or teams for the Bowlathon
Corporations for donations, sponsorships or teams for the Bowlathon
Family andFriends of the Volunteers for donations and for the Bowlathon
Ex-Captains (from the past 2 years) for the Bowlathon
Previous Donors donations or sponsorships Previous Sponsors donations or sponsorships
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TargetTarget marketmarket
DESIRED PERCEPTION
What do we want the target to think about after reading this piece?
TRCC plays an important role in our community and should be capable of keep
doing it. I will help them by donating money or prizes/sponsoring them/getting agroup together to raise funds and participate in the Bowlathon.
Is there anything we want them to do?
Theyre expected to donate in person (on door-to-door visits), online (through
canadahelps.org) or by creating/joining a bowling team and collecting pledges
from family members, colleagues, etc.
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CommunicationCommunication
StrategyStrategyOFFLINE PIECES
Posters
Postcards
Door Hangers
Letters to Donors
Letters to Sponsors
Corporate Presentations
ONLINE PIECES
Emails to ex-Captains
Improvement of actual web page
Video-presentation for YouTube
Facebook Group
My Space web page
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CommunicationCommunication
StrategyStrategy
Target Market Poster Postcard Email Letters
Corporate
Presentation Web Page YouTube Facebook My Space
Students x x x x x
Women's Organizations x x x x x x x
Family, Friends, Acquaintances x x x x x
Corporations x x x x x
Ex-Captains x x x x x
Donors x x x x x x
Sponsors x x x x x x x
Door Hangers
To be used on door-to-door visits.
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BenefitBenefit
WHAT IS THE END USER BENEFIT?
How the product/service were talking about in the communications piece
benefits our customers.
FEATURE: The Bowlathon is fun. END-USER BENEFIT: And you help thousands of women who seek TRCC in
need of support.
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ApproachApproach
WHAT IS OUR TONE AND MANNER?
Tone and manner will differ according to our target.
College and University Students fun, exciting approach. Informal.
Womens organizations,Corporations Statistics, Information, Benefits forthe community. Very Formal.
Family andFriends of the Volunteers Some Statistics, yet fun. Less formal.
Ex-Captains (from the past 2 years) Fun, Exciting approach, Reminder of the
benefits for the community and recognition of their important role in TRCCs
success. Informal.
Previous Donors and Sponsors Some Statistics, Reminder of the benefits for
the community and recognition of their important role in TRCCs success.
Formal.
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Creative RationaleCreative RationaleOur main goal was to invite people to participate in the
Bowlathon to help the TRCC/MWAR.
To find the best way to reach our goal, we considered that:
Union isstrength;
Strength means accomplishing goals with less effort;
The TRCC/MWAR needsstrength;
The TRCC/MWAR needs help to keep servicing women and children;
The TRCC/MWAR needs people who believe in what they do;
The TRCC/MWAR needs people to stand by them;
The TRCC/MWAR needs people to unite;
We believe that people unite when they feel they play an essential role in the
organization;
We believe that together we can make a difference;
We believe that Together We Stand.
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PostcardPostcard
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Door HangerDoor Hanger
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EnvelopeEnvelope
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LettersLetters(click on the links bellow to see the letters)(click on the links bellow to see the letters)
Letters toLetters toonorsDonors
Letters toLetters toS onsorsS onsors
Letters toLetters toPreviousPrevious
S onsorsS onsors
Letters toLetters toCommunityCommunity
S onsorsS onsors
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EE--mail tomail toexex--captainscaptains
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FacebookFacebook GroupGroup
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FacebookFacebook EventEvent
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My Space GroupMy Space Group
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YouTubeYouTube
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Corporate PPTCorporate PPT
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ProductionProduction
POSTER
Format: 18 x 24Format: 18 x 24
Color: 4/0Color: 4/0
Matte AqueousCoatingMatte AqueousCoating
Quantities: 1000Quantities: 1000
DOOR HANGER
Format: 3,5 x 8,5Format: 3,5 x 8,5
Color: 4/4Color: 4/4
Matte AqueousCoatingMatte AqueousCoating
Quantities: 1000Quantities: 1000
PAPER (suggestion: OFFSET 200g or 250g)PAPER (suggestion: OFFSET 200g or 250g)
POSTCARD
Format: 5,5 x 8,5Format: 5,5 x 8,5
Color: 4/1Color: 4/1
Matte AqueousCoatingMatte AqueousCoating
Quantities: 1000Quantities: 1000
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ProductionProduction
Copywell Canada
5 University Avenue
Toronto, ON M5G 1T6
Phone: (416) 599-5899
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BudgetBudgetPostage:
Canada Post: 0.52 per letter (x 35)
Printing:
0.11 per postcard ($ 110.25 / 1,000)
0.86 per poster ($ 861.18 / 1,000) 0.22 per door hanger ($ 220.50 / 1,000)
TOTAL: R$ 1.210,13TOTAL: R$ 1.210,13
Bowlathon: 1,000 people (100 groups of 10 people)
Funding goal: $ 150,000 Max cost per person: $ 150
Final cost per person: $ 121.01Final cost per person: $ 121.01
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TimingTiming
November December9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Briefing
Creative &PlanningProcess
CommunicationPlan & Layouts
Poster
PostcardDoor Hanger
Letters
CorporatePresentation
WebPage
YouTube
My Space
Approval
Production/Printing
Distribution
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Any Questions?Any Questions?
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Thank youThank you