MARCH OF DIMES
NORTHEAST RELEASED
100 North Laura Street Suite 601
Jacksonville, FL 32204
Phone:(904)-250-0070
Email: contact@northeastreleased.com
Secondary Research
• Meeting with First Coast March of Dimes
manager
• March of Dimes website
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History
Mission
Goals
Present programs
Sponsors and partners
Primary Research
• Survey
1.
2.
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5.
6.
Sex
Age
Race
How long have you lived in Jacksonville?
Before today were you aware of March of Dimes?
Rate your opinion of importance for what you believe is a healthy
pregnancy?
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7.
8.
Strongly agree
Agree
Neither agree nor disagree
Disagree
Does Jacksonville have a problem with the infant mortality rate?
What do you think can be done to prevent premature births and
positively affect the infant mortality rate in Jacksonville?
Situation Analysis
• Opportunity or Problem
• Jacksonville’s population: 836,507
• In 2012, Jacksonville’s infant mortality rate was
7.2 per every 1000 live births or .72 percent
• Proactive or Reactive
• Proactive
• Reach out to target audience
• Increase social media presence
Situation Analysis
• Core Problem/Opportunity
• Analysis of the organization
• March of Dimes contributed in the following
ways:
• Polio vaccine
• Discovery of specific genes that contribute to
birth defects
• Education on folic acid
• NICU patients
Situation Analysis
• Internal Perception
• March of Dimes annual report
• External Perception
• March of Dimes NEFLA @MarchofDimes has
440 followers and 378 tweets
• March of Dimes Florida Chapter Facebook page
has 7,874 likes
SWOT Analysis
• Strength
• Many sponsors and
supporters
• Opportunity
• Create more social
media presence
• Educate youth about
safe pregnancy
• More donors and
volunteers
• Increase funding from
newly implemented
fundraising tactics
• Weakness
• Lack of social media
presence
• Lack of public
knowledge of what
March of Dimes does
• Limited funds
• Threat
• Lack of community
participation or
awareness
• Poor economy
Audience Analysis
• Target: Pregnant women and teens
• Nickname: Healthy Humans Florida
• Demographic:
• Age, sex, ethnicity
• Psychographics:
• Values, attitudes, interests, lifestyle
• Stakeholders:
• Insurance providers
• High school students and parents
Goal
• Raise awareness in the community about the
risks of premature births and how to maintain
a healthy pregnancy
Objectives
1. Increase participants in March for Babies
event by at least 50 percent by May 2014
2. Increase fundraising by 10 percent from 2013
event to 2014 event
3. Increase presence on social media by 30
percent by May 2014
Objective 1
• Strategy 1 – Visit high schools and host informative
seminars
• Tactic – Assembly at high school
• Strategy 2 – Team up with high schools and
encourage students to attend events
• Tactic – Connect with schools
• Strategy 3 – Inform community about local
celebrities
• Tactic – Ashley Greene
Objective 2
• Strategy 1 – Reach out to local corporations
• Tactic – Contact business partners to participate
in fundraisers
• Strategy 2 – Create online team fundraising
competition
• Tactic – Contact local businesses to donate gifts
Objective 3
• Strategy 1 – Create Facebook page
• Tactic – Online fundraising competition
• Strategy 2 – Create Instagram profile
• Tactic – Online fundraising competition
• Strategy 3 – Create Twitter page
• Tactic – Online fundraising competition
Budget
• Brochures: 2000 x $0.25 = $500
• Posters: 100 x $1.50 = $150
• Pens: 500 x $0.50 = $250
• Banners: 2 x $200 = $400
• Advertising: $1200
• Agency fee: $2500
Calendar
• Campaign runs from February 1 – May 31, 2014
• February 17 – Purchase promotional materials
• March 3 – April 11 – Hold seminars at local high
schools
• February 24 – March 7 – Contact local businesses via
phone for donations
• March 10 – 21 – Visit businesses and corporations for
donations
• March 10 – 21 – Gather volunteers to help with
March for Babies event
• March 24 – 28 – Contact news stations and radio to
advertise for march for Babies
Evaluation
• Objective 1
• Record the number of participants in the 2014 March for
Babies event and compare with the number from the
2013 event
• Objective 2
• Compare the amount fundraising and donations received
from previous year, as well as the success between
previous fundraising strategies and newly implemented
fundraising strategies
• Objective 3
• Track media impressions on Facebook, Instagram and
Twitter and analyze whether it increased or decreased
from the years before with the involvement of social
media