1 Prematurity Awareness Month 2009 Goals Awareness Goals 1. Maintain awareness that premature birth is a very or extremely serious issue Baseline: Women 18-44 = 60% General public = 46% (2008 Gallup Survey) 2. Increase awareness that MOD is working to prevent premature births by 10% Baseline: Mothers = 29% General population = 16% (2008 Gallup Survey) 3. Match 2008 levels of quality/scope of coverage in local/nat’l media Baseline: Media Hits = 1,500 Ad value spike = $1.2 million (Vocus tracking) Constituency Building Goals 1. Recruit 100,000 new constituents Baseline: New petition signers in 2008 = 77,000 2. Engage 50,000 current constituents in PAD activities Baseline: Petition signers who were not new to the database in 2008 = 45,000 Fund Raising Goal 1. Raise $200,000 in incremental revenue through Banding Together application. Baseline: $200,000 currently budgeted
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1 Prematurity Awareness Month 2009 Goals Awareness Goals 1. Maintain awareness that premature birth is a very or extremely serious issue Baseline: Women.
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Prematurity Awareness Month 2009 Goals
Awareness Goals
1. Maintain awareness that premature birth is a very or extremely serious issue
Baseline: Women 18-44 = 60% General public = 46% (2008 Gallup Survey)
2. Increase awareness that MOD is working to prevent premature births by 10%
Baseline: Mothers = 29% General population = 16% (2008 Gallup Survey)
3. Match 2008 levels of quality/scope of coverage in local/nat’l media
Baseline: Media Hits = 1,500 Ad value spike = $1.2 million (Vocus tracking)
Constituency Building Goals
1. Recruit 100,000 new constituents
Baseline: New petition signers in 2008 = 77,000
2. Engage 50,000 current constituents in PAD activities
Baseline: Petition signers who were not new to the database in 2008 = 45,000Fund Raising Goal
1. Raise $200,000 in incremental revenue through Banding Together application.
Baseline: $200,000 currently budgeted
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Key Messages and Call to ActionCall to action:
• Fight for preemies• Go to marchofdimes.com/fightforpreemies
Key Messages:
• Donate $25 by buying a fight for preemies band• Take a badge (collect name/email) to support cause• Sign up for advocacy alerts• Learn how your state is doing (report card)
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Awareness & Engagement Creative Direction
Rallying cry
Bold, simple execution
Urgent but not upsetting
Solid connection to branding
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Awareness & Engagement Promotional Channels
• Print Ads• Web Banners• Mall and Bus Shelters• Network and Syndicated Radio• Wristbands• Wallet Cards• Chapter Events and Presentations• Volunteer partners• Social Media• Email:
- Oct. 6 – Global Report- Nov. 3 – Join the Fight - Buy a virtual band- Nov. 17 – Report Card- Dec. 1 - Thank you and results
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Awareness & Engagement - Retail Visibility
Johnson’s BabyFamous Footwear
2008
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Awareness & Engagement - Retail Visibility
Motherhood Maternity
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Awareness & Engagement – Earned Media
Oct. 6 Global Report
Nov. 1 Quality Symposium Release
Nov. 17 US Report Card Satellite Media tour: television, radio english, spanish
Nov. 30 Open NY Stock Exchange With Sheri Shepherd
Celebrity Interviews
Blogs and social media
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Engagement - Web site components
1. Give - Buy a Virtual Band in honor or in memory of a child for $25- Donate any amount
2. Do - Take a badge for your Facebook page- Sign up for advocacy alerts
3. Learn - 2009 report card- Signs of preterm labor, other educational content