“BE YOUR HERO’S HERO”
Cynthia Rivera, Sabrina Argiro, Nicholas Ponce,
Priyanka Patel, Ali Mansoor, Matilda Koroma
1
APPEALING TO FAMILIES WILL PROVE TO BE
SUCCESSFUL THROUGHOUT OUR CAMPAIGN.
Many middle-aged men and women tend to donate and belong to many charitable/non-profit organizations, but the Fisher House Foundation is
not included on any of their lists. Fusion Advertising’s “Be Your Hero’s Hero” campaign will bring more awareness to Fisher House, and will
convince our target market that by donating, they will be helping America’s heroes, therefore making them a hero, as well.
 Our research reveals that men over the age of 45, and women over the age of 55 are more likely to be involved with a veteran’s club, and
are more likely to make charitable contributions. Also, men over the age of 55 who served in the armed forces, have made the most
charitable contributions within the last 12 months.
 It was also discovered that many people within our target have similar views on what a “hero” is to them, and veterans fit the description
perfectly; therefore we will incorporate their perception of a hero into our campaign through media and below the line tactics.
 Creative components are integrated throughout this campaign through various scenarios of injured veterans and their families. Print ads,
billboard/airport ads, television and radio spots have been proven to be the most effective amongst our target, so we plan to utilize these as
much as possible, and to the best of our ability.
 Our below the line tactics will include two major galas—one in Bethesda, Maryland, and the other in New York City, a walkathon in
Washington, D.C. and New York City, and partnerships with the Tough Mudder Race, Build-a-Bear Workshop, and Heinz Ketchup.
 The family-oriented aspects of our campaign will increase awareness for Fisher House amongst our target, and will ultimately encourage
them to donate, and in turn, be their hero’s hero.
Cynthia
2
FISHER HOUSE HAS BEEN PROVIDING VETERANS
AND THEIR FAMILIES WITH TEMPORARY HOMES
SINCE 1990.
 The Fisher House Foundation is well known for its network of homes where military and veterans’
families can stay for free, while a loved one is receiving treatment.
 Fisher Houses are considered a “home away from home” for the veteran patients and their families.

There are 62 5,000-16,000 square foot Fisher Houses located in the United States and Germany.

Each house has between eight to 21 suites, that are professionally furnished, and can accommodate 16 to 42 family members.
 Some statistics:
 The Fisher House Foundation has served over 180,000 families since it was first started.
 It has saved families over $200 million in lodging and transportation costs.
 Average stay: approximately ten days
 It has been rated four (out of four) stars from Charity Navigator.
 The foundation was given an A+ from the American Institute of Philanthropy.
"FISHER HOUSE FACTS." FISHER HOUSE FOUNDATION. FISHER HOUSE
FOUNDATION, N.D. WEB. 30 APR. 2014.
Cynthia
3
THE FAMILIES HELPED IN FY13 (OCT12-SEP13) WAS
SIGNIFICANTLY HIGHER THAN OIF/OEF FAMILIES ASSISTED
IN FY13.
"DDEAMC - FISHER HOUSE STATISTICS REPORT." DDEAMC - FISHER HOUSE STATISTICS
REPORT. N.P., 11 OCT. 2013. WEB. 10 APR. 2014.
<HTTP://WWW.DDEAMC.AMEDD.ARMY.MIL/VISITOR/FISHER/STATS.ASPX>.
Matilda
4
OVER 4,000 MILITARY FAMILIES STAYED AT THE FORT
GORDON FISHER HOUSE AND EXPERIENCED AN
ESTIMATED OUT-OF-POCKET COST SAVINGS OF
$2,545,525.00 SINCE IT’S OPENING IN APRIL 1993.
 Families helped in FY13 (Oct12- Sep13) = 78
 Number of OIF/OEF Families assisted in FY13 = 18
 Lodging room nights provided = 2437
 The average length of stay for FY13 = 32 days
"DDEAMC - FISHER HOUSE STATISTICS REPORT." DDEAMC - FISHER HOUSE STATISTICS
REPORT. N.P., 11 OCT. 2013. WEB. 10 APR. 2014.
<HTTP://WWW.DDEAMC.AMEDD.ARMY.MIL/VISITOR/FISHER/STATS.ASPX>.
Matilda
5
IT WAS REPORTED THAT FAMILY-CENTERED CARE
IS AN IDEAL PHILOSOPHY FOR THE CARE OF
CHILDREN AND THEIR FAMILIES.
 Family participation was viewed as essential for the child’s care
 Benefits includes many such as promotion of child’s health and
comfort
 Military families in Fisher Houses can have a positive effect on their
family members admitted at local medical facilities.
COYNE, IMELDA, ET AL. "WHAT DOES FAMILY -CENTERED CARE MEAN TO NURSES AND
HOW DO THEY THINK IT COULD BE ENHANCED IN PRACTICE." JOURNAL OF ADVANCED
NURSING 67.12 (2011): 2561 -2573. ACADEMIC SEARCH PREMIER. WEB. 1 0 APR. 2014.
Matilda
6
TO DETERMINE OUR TARGET, EXTENSIVE
RESEARCH WAS REQUIRED.
We analyzed how our
target perceive heroes,
as well as Fisher
House’s position in the
charitable foundation
market. Our findings
enabled us to discover
Fisher House’s
opportunity with our
target.
20 Online
Respondents
5 In-Depth
Interviews
3. CONNECT
To market to adults
between the ages of
50-65, we needed to
understand their values,
lifestyles, and their
donating habits.
Through our extensive
research, we uncovered
a key shared attribute,
which linked our target
together.
2. ANALYZE
1. EXPLORE
OUR RESEARCH PROCESS
We leveraged our
findings to connect our
target to the Fisher
House Foundation in a
way that reflects their
values and lifestyles.
Fisher
House
Foundation
Adults
50-65
25
TOTAL
Cynthia and Sabrina
7
BABY BOOMERS ARE FAMILY ORIENTED.
Simmons 2011
Research
Adults 55-59
Adults 60-64
Adults 65-69
Described
themselves as kind,
good-hearted, and
sincere
102 Index
Family life is the
most important
thing to them
100 Index
Enjoy Spending
time with their
family
102 Index
“My hero is my
mom. She raised
four kids and made
sure we always had
everything.”
-Albert 61, NY
“My mom is my
hero, she made
sure everyone’s
needs around her
were met before
her own.”
-Sara 67, NY
In depth Interviews “I like donating to
veteran charities
because I am a
veteran and some
people did not end
up as lucky as I
did.”
-Robert 56, NY
KEY FINDING:
Baby Boomers highly
value their family and
share similar views to
what they believe a
hero is. Therefore, their
personality reflects
their donating habits.
Cynthia and Sabrina
8
BABY BOOMERS LIVE DIFFERENT LIFESTYLES,
BUT HAVE SIMILAR VALUES.
Joe McFarren, 56,
Atlanta, GA
Meet Joe: He has been
married to his wife
Mary for 20 years. They
have 4 children
together. They often
donate to charity
organizations. A hero to
Joe is someone who is
selfless.
Michael Smith, 62,
Houston,TX
Meet Mike: He is a
retired veteran who is
married with 3 children
and 2 grandchildren. He
values quality time with
his family. A hero to
Mike is someone who
sacrifices themselves
for others.
Donna Jones, 67,
Rockaway, NJ
Meet Donna: She is a
retired school teacher
whose son served in the
army. She is an active
member of various nonprofit organizations
and donates whenever
she can. Her son is her
hero.
Cynthia and Sabrina
9
PEOPLE DONATE TO CHARITIES FOR
MANY REASONS.
 WHY DO WE DONATE?
 We are emotionally moved by a person’s story.
 We don’t want to feel powerless in the face of need, knowing that we can help.
 We want to change lives.
 We feel fortunate, and want to give back to others.
 We will integrate these motives into our campaign in order to appeal to our target
market, and to encourage them to donate to Fisher House.
HIGMAN, REBECCA, AND KATYA ANDRESEN. "THE SECRET TO GETTING PEOPLE TO GIVE:
15 REASONS WHY PEOPLE DONATE." NETWORK FOR GOOD. NETWORK FOR GOOD, 6 OCT.
2012. WEB. 28 APR. 2014.
Cynthia 10
FISHER HOUSE FOUNDATION LACKS BRAND
IDENTITY.
American Red Cross
UNICEF
American Cancer Society
St. Jude’s Research
Hospital
Wounded Warriors
Project
According to our primary
research, our target is not even
aware of Fisher House as an
established non-profit organization.
To them, American Red Cross is
their top of mind organization.
Our task: to increase overall
brand awareness for Fisher
House Foundation.
Cynthia and Sabrina 11
IN ORDER TO INCREASE BRAND AWARENESS, AN INDEPTH ANALYSIS OF FISHER HOUSE WAS NECESSARY.
Strengths
• Houses are located close to medical centers, so transportation is not
needed
• Families can stay in the houses for as long as they like
• Received 4 out of 4 stars for 10 consecutive years on Charity Navigator
• Fisher House picked up the slack when the government shutdown by
paying the death benefits to military families who have lost a soldier
during this time in place of the Department of Defense
• Over $40 million dollars in contributions, gifts, and grants donated.
•
•
Today, the Fisher House Foundation does not provide monetary assistance to
individual service members or their families, unless related to the
hospitalization of a service member or his or her family.
Encourages involvement. Volunteer opportunities: bring meals and snacks for
residents, help with general housekeeping chores, organize good drives,
babysitting services, holiday decorations, gardening, support fundraising team
members during race weekends.
Weaknesses
• There are many veterans’ organizations in competition with Fisher
House: Intrepid Fallen Heroes Fund, Operation Comfort,Aid for
Wounded Warriors.
• Like Fisher House, many nonprofits share the mission to support
veterans and their families, as well: Elizabeth Dole Foundation, Gary Sinise
Foundation, Wounded Warriors Family Support, Home for Our Troops.
• Complaints about the salary made to the president, which is approximately
$408,889—they stated they are unlikely to volunteer or donate to this foundation.
• According to one individual, she states, “Four hundred thousand a year for running
a charity is almost oxymoronic. I’ll find one whose leadership isn’t so highly paid.”—
One review can be read by many people, affecting their decision on whether or not
to donate.
"CHARITY NAVIGATOR RATING - FISHER HOUSE FOUNDATION." CHARITY
NAVIGATOR. CHARITY NAVIGATOR, N.D. WEB. 1 MAY 2014.
Priyanka 12
BEFORE CREATING A CAMPAIGN, IT IS IMPORTANT TO
DETERMINE WHAT MUST BE ACCOMPLISHED.
Key Insight
Reasons to Believe
Our diverse members of our target have a few things in
common—they have similar views on what a hero is, and highly
value family life. They react well to organizations that reflect
these values and in-turn will convey good feelings after donating.
Message
The Fisher House Foundation’s mission is to connect veterans
(heroes) with their loved ones during their times of need, and by
donating, our target can become their “hero’s” hero.
Tone
Emotional, Serious, Heartfelt
Campaign Tagline:
“Be your hero’s hero”
Brand Tagline: “Because a family’s love is good medicine”
A veteran is someone who is selfless and makes
sacrifices for others. Our target market also views a
hero in a similar sense. By combining these two aspects,
consumers will see that a veteran is a hero to them.
Positioning Statement
Unlike other veteran-oriented nonprofit organizations,
Fisher House strives to help the entire family. They do
not just collect money to donate to veterans, they
provide frees housing to the family of injured veterans.
Organizing Idea
The Be Your Hero’s Hero campaign will focus around
images and videos of what our target views as heroes.
We will show different ideas of popular hero
perceptions, and demonstrate that they can be their
hero’s hero by donating to our organization.
Cynthia and Sabrina 13
OUR MICROSITE WILL PROVIDE EASY ACCESS TO
THE “BE A HERO” CAMPAIGN.
The website will be
easy to use, and will
have different tabs for
up-to-date
information about our
campaign.
The website will
include tabs for
donations, as well as
information on the Gala
and Walkathon
Ali
14
USING TRADITIONAL MEDIA, SUCH AS PRINT
ADS,TO REACH OUR TARGET
Background photography will feature a unique story of the veterans and their family in a single shot. This will convey a message filled with
emotions and empathy. The overall print will then express what a hero means. Finally, there will be the tagline of the “Hero” campaign, “Be Your
Hero’s Hero”. In addition, a link in fine print direct the audience to the website where they would be able to donate for the cause.
The Result: Fisher House Foundation is presented as the trademark of the Hero.
Body Copy
• Connotation of the word Hero
Image
• Use of veterans with their loved
ones
• Strong manifestation of emotions
that relates to each individual
Logo/Tagline
• Continuation of the Fisher House
Foundation logo.
• Introduces a new tagline which
reads: “Be Your Hero’s Hero”.
Integration of Promotions
• Bottom of ad reads: “visit
www.BeAHero.com and Donate Today!”
Body Copy: A Hero is … A
Selfless Person
Body Copy: A Hero is …
Someone Who Makes
Sacrifices
Ali
15
ADDITIONAL PRINT ADS
Our research has told us that our target does not utilize social media or the
Internet as much as younger generations. We have chosen to use print
advertisements and television spots to reach our target.
Tone
Mandatories
•
Honest, emotional,
heartfelt.
•
Body copy starts with:
“A Hero Is…” in
order to introduce
different connotations
in a more expressive
manner.
Art Direction
Body Copy: A Hero is … Someone
Who Fights For A Cause
•
Center folds the main
picture while blurring
or black & white the
background.
•
Use of white color for
the font to ensure
simplicity.
•
Fisher House
Foundation logo on
the print ad.
•
Tagline “Be Your
Hero’s Hero”.
•
Show the website:
www.BeAHero.com
•
Showcase of veterans
with families/loved
ones.
Ali
16
OUR TARGET RESPONDS WELL TO BILLBOARD
ADS.
Billboards will be created, keeping the text minimal, as they will be placed in high traffic areas. The ads must
have the tagline: “Be Your Hero’s Hero”, and display the website: www.BeAHero.com”. Will also showcase the
Fisher House Foundation Logo.
Our secondary data has
told us that our target
responds well to large
billboard advertisements.
(Simmons Index- 121)
Ali
17
OUR TARGET RESPONDS WELL TO AIRPORT ADS.
Airport ads will be created and placed both inside and outside of
airport terminals (domestic and international). The ads inside the
terminal will mainly display text, showcasing the tagline: “Be Your
Hero’s Hero”, website: www.BeAHero.com, and the Fisher House
Foundation Logo. Ads outside of the terminal will be very similar,
with the addition of a photo of a veteran with his/her loved
ones/family.
Our secondary data has
told us that our target
responds well to airport
displays. (Simmons Index114)
Ali
18
VIDEO BRINGS THE MESSAGE TO LIFE.
Audio: “Do I make you proud”
By: Taylor Hicks starts playing
Video: Soldier walks toward
his cot
Audio: Music remains constant
Video: Young girl is riding a
bicycle while her amputee
father follows after her in his
wheelchair
Words across screen read: “A
hero is a selfless person who
sacrifices themselves for others
Audio: Music remains constant
Video: CU of soldiers face
looking at picture
Words across screen read
“What defines a hero?”
Audio: Music remains constant
Video: Camera shows soldier
looking at photo of his family
Words still remain across
screen read “What defines a
hero?”
Words slowly fade out
Audio: Music remains constant
Video: Young son of injured
soldier is shown caring for his
father
Audio: Music remains constant
Video: Woman is seen opening
door for man in wheelchair.
Words still remain across
screen read: “A hero is a
selfless person who sacrifices
themselves for others
Words slowly fade out
Audio: Music remains constant
Video: Fisher House banner is
seen on screen
Audio: Music remains constant
Video: CU of persons foot and
prosthetic leg are shown while
he/she participates in physical
activity
Audio: Music remains constant
Video: Family is walking
towards a house. Their backs
are facing the camera
Audio: Music remains constant
Video: Two young girls are
shown running towards their
parents
Cynthia and Sabrina 19
VIDEO BRINGS THE MESSAGE TO LIFE.
Audio: Music remains constant
Video: Woman reunites with
her loved one. Is shown running
and hugging man.
Words on screen read: “You
can be someone’s hero”
Audio: Music remains constant
Video: Toddler is shown
reuniting with her father after
he returns from war
Words on screen still read:
“You can be someone’s hero”
Words slowly fade
Audio: Music remains constant
Video: Fisher House flag is
waving in the background..
Words on screen read: “Fisher
House has provided free
lodging for more than 178,000
military families while veterans
receive care from military
hospitals”
Audio: Music remains constant
Video: Veteran is seen running
out of his car and reuniting with
his family outside his home. In
the center campaign slogan “Be
Your Hero’s Hero” is shown
and underneath it reads “Visit
www.BeAHero.com
Cynthia and Sabrina 20
RADIO ADVERTISEMENTS WILL REACH OUR
TARGET.
 We are going to use radio as an outlet to advertise the
campaign to our users. We are going to have a 30 second spot
that will play three times a day for a week, when the majority
of our target market tends to tune in.
 We have incorporated the synergetic theme throughout the
campaign, i.e Be Your Hero’s Hero.
 In the spot, we will start with a emotional yet inspiring music
piece, and then the announcer will say, “What is a hero?” After
that, there will be voiceovers of men and women between the
ages of 35-55, responding to the question. Once all of the
answers have been given, the announcer will direct the
audience to our website by saying, “Visit www.BeAHero.com
and donate today,” and finish it off with, “Be your Hero’s
Hero”.
 The tone will be simplistic, but real with emotions.
Client: Fisher House Foundation
Campaign: Be A Hero
Title: Hero
:30 Radio
MUSIC
AUDIOMACHINE – BREATH AND LIFE
ANNCR:
What is a Hero?
VO (Female, 35):
A Hero is … someone who put his life at risk
VO (Male, 45):
A Hero is… someone with a noble cause
VO (Male, 55):
A Hero is… someone who fights for freedom
VO (Female, 50):
A Hero is… someone who makes sacrifices
ANNCR:
Visit www.BeAHero.com And Donate Today. Be
Your Hero’s Hero
Ali
21
FISHER HOUSE’S 25TH ANNIVERSARY GALA WILL
RAISE FUNDS FOR THE FUTURE.
 2015 marks the 25th anniversary of the Fisher House Foundation. To celebrate their
accomplishments for the last 25 years, Fisher House will host two “Be a Hero” galas.
 One will take place at the Hyatt Regency in Bethesda, Maryland, not far from Fisher House’s operations headquarters, and
the other will take place at the Grand Hyatt in New York City, where the foundation’s corporate headquarters is located.
 Fisher House will invite many prestigious guests and charge $500 per ticket. Each ticket will
include one admittance into the gala, and guests will be served a three course meal.
 Each guest will also have the opportunity to participate in a silent auction. All proceeds from the silent auction
will be donated to the Fisher House Foundation. Items included in the silent auction can be anything from
concert tickets to VIP packages, or even signed sports jerseys.
 The goal of this gala is to honor what Fisher House has done for the past 25 years, and raise money for their
future plans. This gala will also help increase brand awareness.
Sabrina 22
DIRECT MARKETING WILL PROMOTE OUR GALA.
 We will send out invitations to our gala to our target via mail
 The invitation will include the date, time, name of the venue, and price of the tickets
 We will also send out invitations to people in our target who have been donating to other veteran’s organizations,
such as Wounded Warriors, Intrepid Fallen Heroes, etc.
 We will send out invitations to philanthropists and strong supporters of non-profits organizations
 We will invite journalists and magazine columnists from veteran’s magazines such as The American
Legion, U.S. Veterans Magazine and USA Today.
 These journalists will report the success of the event and bring more brand awareness to people in our target who
read these magazines
 A few weeks after the event is over we will send our guests and participants a pamphlet, thanking
them for attending the gala, and informing them on how much money was raised for the
foundation. They will see how much of an impact they made, and will feel good about
donating/attending.
 This will encourage them to see the good in what they have done and continue donating to Fisher House
Sabrina 23
FISHER HOUSE WILL HOST THE “BE A HERO”
WALKATHON.
 Fisher House will host a walkathon that will take place in Washington, D.C. and New York City.
 People are able to form teams and get people to sponsor them as they walk around famous war
memorials and national parks.
 There will be booths that will be sponsored by different organizations that will have activities for
all ages.
 They will include ones from the Army that will have fitness tests, as well as booths for children to make arts and
crafts for the people fighting overseas.
 We will also invite families that have been fortunate enough to receive care from Fisher House to
talk about their experiences and how they have helped.
 We will raise awareness for Fisher House in two of the most influential and populous cities in
America.
Nick
24
FISHER HOUSE WILL TEAM UP WITH THE
TOUGH MUDDER RACE.
 The Tough Mudder race is one of the most popular and invigorating obstacle courses that is designed
to tests a person’s strength, stamina, and camaraderie. For the past four years, the obstacle course has
gone global with having races in over seven countries, and over one million racers that have registered.
 Tough Mudder not only pushes people to their limits, they pride themselves on raising money for nonprofit organizations, like the Wounded Warrior Project.
 Their fundraising tagline, “Being a Tough Mudder means putting others before yourself, especially those
who risk their lives for the safety and freedom of our country”, has inspired people to raise over $6
million for non-profit organizations.
 Fisher House will team up with Tough Mudder and help sponsor the races, along with getting the
“mudders” or racers to donate. The Mudders get people to sponsor them as they race through 10-15
miles of the intense obstacle course, and in return, they get a prize such as a certain percentage of
their registration fee back, and different merchandise such as bracelets, t-shirts, and jackets that Fisher
House will provide so the participants can wear it with pride.
"WHAT IS TOUGH MUDDER?" TOUGH MUDDER. N.P., N.D. WEB. 3 MAY
2014.
Nick
25
FISHER HOUSE WILL TEAM UP WITH BUILD-A-BEAR
WORKSHOP FOR THE ULTIMATE “BUILD-A-HERO”
EVENT.
 Build-A-Bear Workshops nationwide will host a “Build A Hero” event on Veteran’s Day (November
11th)

Throughout this event, Build-A-Bear workshop will hosts contests, discounts and interactive family days to get customers involved.
 Contests
 There will be prizes given out for the most creative bear
 There will be customized t-shirts for the teddy bear which include the writing “My Hero Is ____” where customers can
handwrite who their hero is or what a hero is to them
 Customers will be able to make a bear, and send it to injured veterans currently residing at a Fisher
House establishment. The bear will come along with a handwritten “Get Well” card from the
customer.
 Build-A-Bear will also offer veteran’s 20% off their purchase on that day.
 10% of all proceeds will be donated to Fisher House
Sabrina 26
HEINZ KETCHUP PARTNERSHIP
#OURTURNTOSERVE
 In 2011, Heinz Ketchup launched the “Our Turn to Serve” campaign. This
program celebrates veterans who have served our country, and raises
awareness for a veterans foundation. For the past two years it has been,
Wounded Warrior Project.
 How it works:
 Each Heinz ketchup bottle with the “Our Turn to Serve” label contains a Quick Response
(QR) code that is scannable with a smartphone. The QR code will then give instant access
to step-by-step instructions to create and send a personalized Thank You card to a
veteran. For every Thank You card sent, Heinz will donate $1 to the Wounded Warrior
Project, up to $250,000. Heinz will also donate an additional 57 cents for every Thank You
Card that is shared via Facebook or Twitter by July 1, 2014.
Sabrina 27
FISHER HOUSE FOUNDATION IS GOING TO
PARTNER WITH HEINZ KETCHUP.
 The “Our Turn to Serve” and “Be Your Hero’s Hero” campaign are going to merge.
 Participants will be able to scan QR codes which will lead them to step-by-step instructions on
how to create and send a personalized Get Well card to an injured veteran.
 For every Get Well card sent, Heinz will donate $1 to the Fisher House Foundation.
 This partnership will begin on Memorial Day and last until Veteran’s Day.
This time span gives us the top three
holidays where barbeques are most
popular throughout the nation.
Memorial Day (57%), Independence
Day (71%) and Labor Day (55%). These
holidays are usually spent together with
families and the top condiment used is
ketchup (66%)
Sabrina 28
A SAMPLE BUDGET FOR THE GALAS WAS
PUT TOGETHER.
29
A SAMPLE BUDGET FOR THE GALAS WAS
PUT TOGETHER.
30
M
A
G
A
Z
I
N
E
S
VFW Magazine, $37,755
American Legion
Auxilary, $20,834
Armed Forces
Communication,
$279,473
Military Officer, $9,272
The Ameican Legion
Magazine, $69,790
• USA WEEKEND costs
around $111 per
thousand customer
• TIME magazine cost
$108 per thousand
customer
USA WEEKEND,
$1,386,176
TIME Magazine,
$706,000
Total : $2,509,300
Ali
31
B
A
N
N
E
R
A
D
S
Small BillBoards
Numbers of Billboards in use:
• Large Billboards – 35
• Medium Billboards – 45
• Small Billboards – 15
$750
* per ad per 4 week period
Medium BillBoards
Large BillBoards
$2,000
$20,000
Total : $800,000
Ali
32
A
I
R
P
O
R
T
A
D
S
Airport Banner
Backlight Diorama (Baggage Claim)
* per ad per 4 week period
$14,500
$8,500
Total : $400,000
Ali
33
T
O
T
A
$4,500,000
L
$3,000,000
$3,500,000
$2,509,300
$2,500,000
B
U
$2,000,000
U
$1,500,000
D
$1,000,000
G
$500,000
E
T
Total : $9,644,300
$4,000,000
$4,000,000
$1,175,000
$800,000
$400,000
$500,000
$100,000
$0
$50,000
$10,000
$100,000
Ali
34
THE IDEAS WE HAVE PROPOSED FOR THIS
CAMPAIGN WILL LEAD TO THE FURTHER
SUCCESS OF THE FISHER HOUSE FOUNDATION.
 Print, billboard, airport ads
 30-second radio and television spots
 Gala/walkathon
 Partnerships (Mudder Race, Build-a-Bear, Heinz Ketchup
 Increase brand awareness
Cynthia 35
THE IDEAS WE HAVE PROPOSED FOR THIS CAMPAIGN
WILL LEAD TO THE FURTHER SUCCESS OF THE FISHER
HOUSE FOUNDATION.
Sabrina 36
“BE YOUR HERO’S HERO”
37
1.
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