Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
Over the Edge- Sample Marketing Plan
PURPOSE:
The purpose of this sample marketing plan is to demonstrate how the strategies and best practices
outlined in the OTE fundraising kit can be used to create a comprehensive and layered approach to
marketing and recruitment. You are not required to complete a plan for your event, but we do
encourage you to. We have consistently seen the positive effect that comes from thoughtfully
processing how you will approach attracting participants.
Use this sample as a template to create a marketing and recruitment plan that embodies the mission of
your nonprofit and utilizes your unique resources and connections. Make it you own by adding what
works for you, your city and what your goals are. It is a good idea to create your plan at least 6 months
prior to your event to effectively launch your campaign.
Your account manager would be happy to assist with and review your completed plan.
Sample OTE Marketing Plan
1
OVER THE EDGE CLIENT EXPERIENCE TEAM
EMAIL: clientservices@overtheedgeusa.com
12/15
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
This document and the information contained herein is being provided to the recipient on a confidential basis in contemplation of a joint initiative between Over the Edge and the recipient.
This document is not to be used or disclosed except as required in furtherance of said joint initiative.
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
CHALLENGE YOURSELF TO CHANGE A LIFE!
Over the Edge is an urban adventure fundraiser that challenges you to take your support to new heights.
This exciting new fundraising program allows you to raise funds in exchange for the chance to rappel
from the roof of a skyscraper in your very own city! No climbing or rappelling experience necessary, just
enough courage to go Over the Edge.
Sample Date Dec 16th, 2015
OBJECTIVES
1. To continue to increase awareness for non-profit across specific MSA.
2. To achieve gross revenue of over $100,000.
3. To acquire 76 rappel participants who will reach their goal of $1,000.
4. Increase constituent database by 3,000 donor names. (Based on estimated number of donors per
participant.)
TARGET AUDIENCE
•
People with a connection to non-profit, relatives, friends.
•
Athletic minded men and women, ages 18-65.
•
People involved in adventure sports.
•
People looking for extreme bucket list item.
•
Tenants of building and surrounding event site.
•
Business community surrounding building.
•
Corporate teams starting with two board advocates
Sample OTE Marketing Plan
2
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
STRATEGY
Focus the majority of marketing and recruitment efforts in area surrounding building and select
neighborhoods within the designated MSA
•
Summerlin
•
Green Valley
•
Centennial Hills
•
Areas of North LV, Southwest, and Henderson
Target events that active people throughout the city attend
•
Races
•
Community gatherings
•
Health Fairs
•
Sporting Events
•
Concerts
Engage building tenants and surrounding business community
•
Lunch Hour Q&A
•
Staff Meeting Donuts Drop
Sample OTE Marketing Plan
3
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
MARKETING AND RECRUITMENT
DIRECT MAIL
When: July 21-23, 2015
Quantity = 20,000
Postcard marketing piece mailed to select zip codes of donors in active and affluent neighborhoods
within driving distance of site.
POP
When: June, 2014 – August, 2015
Qty: 9,000
Drops: 1,125
Method: Interns/Volunteers
Periodically, we will revisit sites to replenish stock. In addition, palm cards, flyers and posters will be
placed in key locations by the event manager, interns and volunteers to establish event and nonprofit
brand identity
Prime target locations include:
•
Gyms and athletic clubs (LVAC, 24hr Fitness, Gold’s Gym, Bally’s Fitness, UNLV SRWC, Village
Club sports, Club Sport Green Valley, Eclipse Fitness, etc.)
•
Locally owned running stores (The Athlete’s Foot, RedRock Running Co, Fleet Feet, Run Bike
Swim, Village Runner, Performance Footwear)
•
Recreation buildings (LV parks and rec, RedRock Climbing, YMCAs)
•
Dentists, chiropractor, etc.
•
Sports equipment stores (REI, Lululemon, Sports Authority, Champ Sports, Finish Line, Sports
Chalet, Nike Town, Adidas Factory, Foot Locker, Big 5, Dicks)
•
Yoga/Pilates studios
•
Community centers
•
Colleges (UNLV, CSN)
•
Local restaurants and cafes (Outside Inn, BW3s, PTs, etc.)
Sample OTE Marketing Plan
4
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
•
Coffee shops (both name brand and locally owned)
•
Local non-professional sporting events (Flag football, softball, soccer, track meets)
•
Health food stores (Trader Joes, Wholefoods, GNC, Sun Naturals)
•
Tanning salons, nail salons, hair salons, massage parlors
•
HR departments of major corporations (Boyd Gaming, Station Casinos, Coast Casinos, Citi, AT&T,
Pepsi, MGM/Mirage, Harrah’s, Zappos, NV Energy, SW Gas, Cox)
In addition to using staff for distribution, we will also explore volunteer distribution options to keep
costs down such as:
•
Nonprofit Volunteers
•
Interns
•
Committee Members
GRASSROOTS MARKETING
EXPO BOOTHS, TABLING EVENTS, FLYERING & SPEAKING OPPORTUNITIES
When: May – August 2016
Expo booths and tabling events are an effective way to increase nonprofit awareness and generate
leads. Target locations based on high foot traffic, mainly weekends and during special events. Set up
informational tables at events during the months of May, June and July. Utilize alumni and volunteers
to maximize exposure.
•
Set up informational tables or booths at:
o
Businesses surround the event site
o
Local Races (see below)
o
Women’s Fair – Summer Edition
o
Fitness Centers – Gold’s Gym
o
REIs (garage sales)
o
Health Fairs
o
Recreation Facilities
Sample OTE Marketing Plan
5
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
o
Sporting Events
o
Community Festivals
o
Running Stores
o
Jewish Community Center
o
Trader Joes
o
Whole Foods
o
Business Fairs
•
Arrange 10-15 minute presentations at:
o
Companies targeted to create corporate teams
o
Employers of Alumni interested in creating a team
o
Committee door opener opportunities
•
Additional opportunities:
o
School District – Toss your Teach or Toss your Principal
o
Board Member Engagement-Toss your Boss
o
Committee-Team Captain/Team Building
FLYERING OPPORTUNITIES
When: July – November 2015
Target 5K & 10K races to flyer crowds. Focus on adventurous themed races such as Color Runs, Tough
Mudders and Warrior Dash.
Keys to implement: Offer volunteers to race staff in exchange for post cards in race bags, have
volunteers/interns flyer/table at least 2 races each.
Sample OTE Marketing Plan
6
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
Local Race Schedule
Race
Date
Runnin’ for the House 5K, 1mile
5/21/11 @ 7am – Courtney
4 Point 5K, 1mile (Fleet Feet)
5/28/11 @ 7am – Brooke
Spring for Hope 5K (Peccole Ranch)
6/11/11 @ 7am – metgemm@hotmail.com
Run for our Future (Findlay Chevrolet)
6/11/11 @ 7am – LVRT
Ambulance Chasers 10K/5K/1mi (LV Speedway)
6/18/11 @ 7am
Four on the 4th (Fleet Feet)
7/4/11 @ 7am
Police & Fire 10K, 5K, 1mile (LV Outlets)
8/6/11 @ 6am – LVRT
2nd Annual TC 10K/5K/1mi (Angel Park South)
10/1/11 @ 8am – DSA & TC
Additional Flyering Opportunities
Sporting Events
Concerts
Other nonprofit events that attract crowds
E-Marketing
When: June – December 2015
Send out informational emails with Over the Edge updates and meeting dates to current leads, past
leads, alumni, and non-profit constituents. Negotiate one-time use of radio partnerships email list for
eBlast. Connect with building to arrange eBlast to their tenants.
Sample OTE Marketing Plan
7
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
Sample E-Blast Calendar
Date
Topic
June 25
Intro to Over the Edge – Take Your Support to New Heights eBlast
July 10
Over the Edge Building Announcement included in nonprofit Monthly
Newsletter
July 22
Early Bird Registration Open eBlast
July 22
Tennant Early Bird eBlast to building
August 12
Over the Edge Honoree Story in Nonprofit Monthly Newsletter
August 24
Independence Day – Take Your Support to the Sky!
September 9
Last Days for Early Bird Registration Reminder in monthly nonprofit
Newsletter
September 23
Recruit A Friend eBlast…Event Filling Up, Register Now!
October 7
Our Hero…Message from Honored Edger in monthly nonprofit
Newsletter
October 25
Not too late to join eBlast
November 7
OTE Video featured in nonprofit monthly eNewsletter
November 22
Top Fundraiser Feature in nonprofit Monthly Newsletter
December 1
Last Chance to join eBlast
ONLINE MARKETING
When: May – December 2015
Explore free event calendar listings on radio, web media, and community calendars:
•
Active.com
•
Craigslist.com
Sample OTE Marketing Plan
8
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
•
Meetup.com (monthly subscription in place)
•
Vegas4locals.com
•
Lasvegassun.com
•
Lvchamber.com
•
Lasvegasnevada.gov
•
Klas-tv.com
•
Fox5vegas.com
•
Knpr.org
•
Eventsetter.com
•
Eventful.com
•
Annualeventpost.com/lasvegas
•
Lvrj.com
•
Ktnv.com
Update non-profit website to include current event information, fundraising tips and registration
deadlines.
Post event information on local active websites and blogs – contact leaders:
•
Rockin Runners – James Johnston
•
Las Vegas in Motion – Tim Kelly
•
Las Vegas track club
•
Red Rock Running Co – Josh Brimhall
•
Moms in Motion – Las Vegas
•
Las Vegas running team
•
Summerlin striders
•
Valley striders
•
Las Vegas striders
Sample OTE Marketing Plan
9
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
•
Wild Bunch running meet-up group
•
Desertskyadventures.com
•
RunnersWorld.com
•
Dailymile.com
SOCIAL MEDIA
When: Year Round Effort
Facebook
Update local Over the Edge –page/group
•
Encourage Alumni to join Facebook (if Facebook member, invite to join group)
•
Invite new leads or registrants to join group
•
Include event information and registration deadlines
•
Upload pictures of previous events. (Access OTE stock photo’s if first year event)
•
Encourage alumni to share posts, pictures and stories
•
Post compelling mission stories, updates on honoree and interesting building information
•
Link to OTE video coverage from previous events
•
Link to fundraising information
Twitter
•
Focus on building social brand for nonprofit & OTE partnership with thoughtful, engaging tweets
•
Tweet event information, celebrity rappeller updates…anything exciting to keep followers
engaged with event and nonprofit
•
Follow all active OTE tweeters
•
Use Twitter Elite to engage largest following tweeters
•
Re-tweet exciting information from other OTE events
PUBLIC RELATIONS
When: June – October 2016
Sample OTE Marketing Plan
10
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
•
Determine if local celebrity is willing to rappel
•
Engage local radio station personality to rappel
•
Create competition between two stations to actively engage listeners to register
•
Engage local TV personalities to rappel
•
Blast out press release focusing on nonprofit honored Edger
•
Arrange interview opportunities with nonprofit honoree and connected participants to promote
nonprofit and OTE with local news media and print
•
Pitch radio PSA to local media contacts
•
Radio interviews on local community awareness shows
•
Contact chamber of commerce for PR announcement
•
Contact local Review Journal to get charity write-up as “filler” for season
•
Invite media out for roof top preview (building dependent)
INTERNAL OUTREACH
When: Post Event through next event
Alumni
•
Post event Identify enthusiastic and engaged fundraisers to serve on your OTE committee
•
Reach out to all past participants to rejoin immediately post event with Alumni discount
•
Create Alumni Friend and Family registration period to encourage early registration
•
Suggest Alumni send out an email to friends and family about joining OTE. Incentivize their
efforts by offering fundraising credit for each successful recruit
•
Provide Team Challenge marketing material to alumni committee to promote in workplace
•
Recruit alumni to help flyer races and events
Sample OTE Marketing Plan
11
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration
Over the Edge Global
www.overtheedgeglobal.com
info@overtheedgeglobal.com
•
Do Alumni or Board members belong to any clubs/groups where they could talk about Over the
Edge?
•
Inquire about informational workplace meetings. Can they have an informational meeting about
Over the Edge?
•
Can they arrange a donut drop with OTE marketing info at their next staff meeting?
•
Reach out to past participants with marketing and media backgrounds. Do they want to serve
on committee?
Board Members & Committee
•
Encourage board to help recruit participants using connections within their network
•
Ask two board members to participate in Toss Your Boss
•
Create committee with select board members, OTE alumni and key volunteers
•
Encourage them each to create a team and offer prizes for highest group fundraising total
•
Provide Posters and Palm cards for all to place in their workplace, gym, hair salon, nail salon etc
•
Suggest they make announcements at their social gatherings - book club, wine club, sports
team, etc.
CROSS MARKETING WITH NON PROFIT EVENTS
When: Year Round
•
OTE information booth at Summer Games
•
OTE Marketing Material in Auction take home bags
•
OTE advertisement in fundraising breakfast catalogue
•
OTE material in plunge checked bags and hot chocolate booth at event
Sample OTE Marketing Plan
12
OVER THE EDGE CLIENT EXPERINCE TEAM
EMAIL: clientservices@overtheedgeusa.com
CHAT LINE: www.overtheedgeglobal.com
OTE U WEBINARS: Schedule & Registration