1. UNITED WAY MEDIA PLAN
Shayne Johnson, Allison Landrum & Brandon Sugarman

2. TABLE OF CONTENTS
Introduction 1
Situation Analysis 2
Objectives 4
Media Strategy 5
Evaluation 9
Sources 10

3. INTRODUCTION
United Way of Lane County’s mission statement is “Improving Lives Through
The Caring Power Of Community.” They work toward this goal with a number of
strategies and tactics.
Specifically in Lane County, United Way allots funds to organizations including
FOOD for Lane County, the American Red Cross, Planned Parenthood, St. Vincent
de Paul, HIV Alliance, Volunteers in Medicine, Birth to Three, Womenspace,
Looking Glass, and ShelterCare.
By donating to United Way, an individual does not just contribute to hunger,
shelter, or income problems--which are often interrelated--but they contribute to
solving the WHOLE problem. That’s the benefit of donating to United Way rather
than a single charity organization.
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4. SITUATION ANALYSIS
Our audience for United Way has less to do with age and gender and
more to do with psychographics. We are aiming for the people who are
motivated to receive something other than a physical product, who feel that it’s
important to give to those without. They see a problem in their community,
believe that they can make a difference, and feel good about doing just that by
donating to United Way.
One problem stands between United Way and receiving more donations
among the general public. Many people recognize the brand United Way, but
many cannot describe what this non-profit organization does or how they
allocate their donations. United Way needs to show where its donations are
going without harassing the donor, which has been shown to discourage them.
To capture this audience’s attention, United Way will need to visually
represent where their donations are going using a low cost medium with a
high reach among 25-44 aged adults in Lane County.
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5. SITUATION ANALYSIS
Strengths: Weaknesses:
-Name recognition -Ambiguous
-Charitable & philanthropic -Low brand awareness
-Global company; local presence -Low understanding of where
-National TV commercials the money actually goes
supported by national affiliates -Scattered target audience
Opportunities: Threats:
-Can be prestigious -Other charities and non-profits
-Resources to create awareness -Lack of clarity
(press releases) and advertise -Low transparency
-Mostly positive media -Negative media reports
-Location of Lane County -Economic recession
-Population with desire to give
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6. OBJECTIVES
Raise awareness of United Way of Lane County (what they do,
not just their name) among residents 25-44 by 20% in the next year.
To position a donation to United Way as the most efficient way
to make a difference in the local Lane County community.
Make interaction with United Way of Lane County a “lean
forward” experience, considering that frequent messaging actually
lessens people’s desire to donate.
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7. MEDIA STRATEGY
Radio:
With the radio time being donated, we will work with the available time slots. The radio will run from
September-April, excluding the summer months. In radio, Frequency = top of the mind awareness =
market share. Radio ads will be placed three times per day with one morning spot (7-9 am), one
afternoon spot(1-3 PM), and one night spot (5-7 pm). By using this method of timing, we are giving
United Way the best possible odds to reach their target demographic, when they are heading to, and
returning from work. These are the best time slots to choose if given the opportunity.
Newspaper:
Ad space in the Register Guard is also being donated so we will work with available time slots, but if
given the opportunity to select ad space this is our recommended strategy to maximize awareness and
donations. Newspaper will run from October-January, when consumers are in the “gift-giving” season
and coupons are of abundance in Newspapers, drawing more readers. Sunday is the best day for
United Way to advertise, giving it the biggest audience. Saturday and Friday are next if United Way gets
to choose their timing. For the 25-44 audience, the best sections would be Athletics, Living, Classifieds,
or the Comics.
Television:
KVAL will also be donating spots to United Way, but if given the preference, these are the
recommendations we make when selecting ad space. Television will run the same time as the radio
spots. The TV shows that we recommend are KVAL News, How I met your Mother, and Two and a Half
men. KVAL news runs at 6 am, 12 pm, 5 pm, and 11 pm. For the other shows they run during
primetime, 8-10 pm. This will reach our target demographic the most effectively.
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8. MEDIA STRATEGY
Digital:
With the CPM of Facebook so low ($.50 CPM), United Way can specifically target 25-44 year
olds in Lane County with specific psychographics. Running ads for the duration of the year will
provide support to the other advertising efforts donated to United Way, especially in the
summer months when no ad space is donated. Ads running simultaneously as the Facebook page
will give United Way a social media presence, offering donors to share their stories, in the form
of a viral video which will also be advertised on other digital platforms that our target
demographic visits such as Youtube and Hulu.
Guerrilla Marketing and Donor Events:
Guerrilla Marketing is affordable and can raise awareness among our target demographic if
properly placed. Guerrilla Marketing will take place in the summer months when consumers are
outside for a majority of the day enjoying the sun. The Guerrilla efforts will be paired with
Facebook to raise awareness for events, promotions, and other happenings that United Way has
to offer. The Guerrilla and Social Media presence will be paired with the Donor Events. Most of
our research linked donations with people selecting local charities. If United Way can sponsor, or
advertise with local schools and YMCA, then their presence in the community will be stronger
than ever.
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9. KVAL
Radio
Twitter
KVAL
Radio
Twitter
Guerrilla
Facebook
Guerrilla
Facebook
Donor Events
Register Guard
Donor Events
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10. MEDIA BUDGET Media Budget
Print Media
Television
Radio
Digital
Guerrilla
Total--------------------------------------$ 7250.00
Budget $ 8000.00
Remaining Funds---------------------------$ 750.00
*$12,000 Donated by Register Guard, KVAL and Radio for PSA Announcements.
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11. EVALUATION
The strength of our traditional media can be measured by
increased donations, and by the reach and frequency of our TV,
radio, and newspaper advertising.
Our non-traditional media can be measured by an increase in
“likes,” clicks and comments, followers, number of user-generated
responses, and number of participants at donor events.
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12. SOURCES
SRDS.com
KVAL.com
Facebook.com
United Way Research Reports 1 and 2 (J495)
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