Integrated Marketing Communication Proposal - Make-A-Wish Michigan

Michigan
Integrated Marketing Proposal
presented for
Make-A-Wish Michigan Campaign Proposal. Copyright © 2015 TOTL Marketing. CONFIDENTIAL.
Proposed By:
550 SW 9th Street, Suite 303 Des Moines, IA
www.totlaffectmarketing.com
Effectively engaging Millennials
in the mission of Make-A-Wish Michigan.
Date Proposed: December 21, 2015
Integrated Marketing Communications Agency

Becky Sidles | Founder & CEO
550 SW 9th Street, Suite 303 Des Moines, IA (515) 231-2628 | becky@totlaffectmarketing.com
December 21, 2015
Ms. Karen Davis
President
Make-A-Wish Michigan
7600 Grand River Ave. Suite 175
Brighton, MI 48114
CC: Ms. Sherri Collins
Vice President of Marketing and Brand Advancement
Dear Ms. Davis,
On behalf of Total Affect, I want to thank you for the opportunity to present a proposal for your consideration
and partnering with us in the future success of Make-A-Wish Michigan. Our mission is to look between the lines,
think outside the lines and, ultimately, find the necessary steps to execute in positive changes toward success
for our partners. Due to our passion for improving quality of life for all, we focus on aligning ourselves in
partnership with non-profit organizations like yours to further our mission in influencing positive change in
the world.
Inside these pages you will follow our journey from getting to know you, getting to know the MIllennial
generation and finding the intersection to form a life-long relationship between the two of you. Our approach
encourages one-to-one communication through multi-media, public engagements and personal interactions.
Additionally, we will help to engage your current team of employees and volunteers under one methodology in
achieving your mission and goals -- making the sum greater than the equal of each of your parts. Most
importantly, we will show you how to measure your success after executing each of the strategies outlined, so
you can understand the why behind the results, hold us accountable and further execute to consistently move
toward further success.
We are excited for this opportunity and I look forward to speaking with you further after you’ve reviewed this
proposal.Any pressing questions, please contact me at (515) 231-2628. I plan to follow up with you in one week
to speak in greater detail.
Sincerely,
Becky Sidles
Becky Sidles
Founder & CEO
2

Table of Contents
Opening Letter 2
About TOTLAffect 4-5
Executive Summary 6-7
Situation Analysis
Make-A-Wish Michigan Background 9-11
The Competitive Landscape 12-13
Challenges & Opportunities 14
Target Audiences
Millennials 15-16
Internal 17
SWOTAnalysis 18
Focus Group Summary 19-21
Make-A-Wish Brand Evaluation
Perception 22
Personality 23
Positioning 24-26
Integrated Communication Strategy Statement 27-28
Communication Plan
Creative Brief 30
Campaign Objectives 31
Big Idea 32
Market Area 33
Media Plan 34
Campaign Touchpoints
Website and Social Media 35-38
WAM YPro 39-41
Walk for Wishes 42-44
MileMatch App 45-46
Diversity Outreach 47-48
Internal Communications 49
Lunch & Learn Series 50-52
Mentors in Joy 53
Corporate Partnership 54
Highway 96 Music Tour 55-56
Budget Summary 57
Campaign Timeline 58
Evaluation and Measurement 59-61
Conclusion 62
Appendix A
TOTLAffect Press Release 64
Appendix B
Focus Group Moderator’s Guide 66
Appendix C
References 68-71

Who is TOTL Affect?
TOTLAffect is an integrated marketing communications
agency specializing in non-profit organizations.As
Aristotle said, “the whole is greater than the sum of its
parts” so TOTLAffect strives to bring the parts back to
one – one brand, one identity, one mission – and make
a difference to our partners and their success.
Working as one with each client, we pride ourselves
on taking execution to the next level and improving
results exponentially.
Just as we encourage in our client,TOTLAffect provides
a connected team of talent, which allows us to give
your organization tailored and exceptional customer
service – we’ll be that missing part of your team
needed to achieve your goals.
Why TOTL Affect?
Change is difficult and rebuilding a team to share the
thoughts of the whole is rare – it sounds
straightforward in theory but it’s really hard in practice.
We at TOTLAffect have experience in finding the
motive, teaching the habits and remaining a partner
through execution.
Our Parts
Market Research
Creative Strategy and Execution
Digital and Social Media
PR Communications
Media Placement
Analysis and Metrics
af • fect1
/e ‘fekt/
verb: have an effect on; make a
difference to
OR
touch the feelings of (someone);
move emotionally
[Integrated Marketing Communications Agency
[
About TOTL Affect
3

Agency Credentials
LETTERHEAD
EXAMPLE
4

Make-A-Wish Michigan is more than just a nice thing.Working each day to grant the wishes of Michigan
children with life-threatening illnesses, Make-A-Wish Michigan enriches the human experience with hope,
strength and joy.These wishes cannot come true without the funds to achieve them, so much of the work
Make-A-Wish Michigan does every day is engaging volunteers, corporate partners and individual donors to help in
their mission. In 2016, you’ve set the challenge to grant even more wishes and objectives to raise $1.2 million and
increase volunteers by 20%.
We can make it happen. It is recognized that the millennial generation is the largest and most powerful generation
to come of age.They are educated, they are passionate and they want to give back to causes they believe in and can
experience the direct results of their efforts with.This 12-month integrated marketing communications plan
integrates this desirable, powerful audience’s desires with the needs and mission of Make-A-Wish Michigan creating
an intimate, mutual, all-in relationship that will last far beyond 2016.
Through the creation of a young professionals led,YP Wishleaders Council, as an initiative of Make-A-Wish Michigan
the efforts to grant more wishes can multiply. By offering leadership roles and positions that will be responsible for
direct results, Make-A-Wish Michigan is addressing a need of the millennial generation other organizations often
overlook.As these leaders are accepted in to these roles and begin to build the membership, the
YP Wishleaders Council will be an ever-expanding network of brand ambassadors to share, encourage and engage
others with Make-A-Wish Michigan.
To ensure success in the first year, and offer a foundation to build upon, the leadership board of the YP Wishleaders
Council will be responsible for the execution and measurement of the plan to follow.The plan will reach beyond the
primary goals of Make-A-Wish Michigan through successful integration of 8 communication touchpoints:
• YP Wishleaders Council - the creation, membership recruitment and awareness efforts of
this new opportunity will build a network of passionate, giving millennials to empower others
with the Make-A-Wish Michigan brand
• Highway 96 Music Tour - a big, bold, new event to engage millennials integrating their passion
as a community for music and giving back
• WAM YPro - this new, 13.2 mile ride option with the YP Wishleaders Council will engage more
millennials with the signature Wish-A-Mile event and integrate the group with one of the most
impactful efforts of the year
• Walk for Wishes Team Challenge - YP Wishleaders Council will challenge four teams to raise
the most donations with the award of an unforgetable experience
Executive Summary
6

• MileMatch App - development of a mobile application to make airline miles simple and offering
at your touch reminders of your available miles to donate
• Driving Diversity - efforts throughout the year will encourage both Arabic and Spanish-speaking
millennials to become members of the group and encourage deeper involvement as a volunteer
• Internal Retention - critical internal communication strategies to integrate YP Wishleaders with
the whole organization will build a deep, life-lasting relationship
• Lunch & Learn Series - corporate partners will be engaged with opportunity to host and educate these
young professionals seeking professional development to grow and learn as they build their careers
• Mentors in Joy - another corporate engagement program will get YP Wishleaders in the door to empower
businesses to activate their employees in support and charitable responsibility together in achieving the
overall goals
Lastly, we outline the critical measurement plan that integrates effortlessly and will allow for an accurate analysis of
the plan’s success in achieving the outlined objectives.
Executive Summary
7

Background

History of Make-A-Wish Michigan
It began with a wish.
In the Spring of 1980, U.S. Customs Agent Tommy Austin
shared a story of a seven-year-old boy, whose mom was a
family friend, and his fight with leukemia with Officer Ron
Cox. Chris Greicious, the seven-year-old boy, wished to be
a police officer “to catch the bad guys” with Austin. Pulling
together his resources, Officer Cox sets up a tour for Chris and
his family of the Department of Public Safety.The next day,
two officers, met Chris at his home with a full officer’s
uniform and battery-powered motorcycle driving test to
“qualify for motorcycle officer’s wings” -- Chris’ wish had
been granted.
Just a few days later, Chris passed.Touched by the
experience, Officer Frank Shankwitz spoke with Kathy
McMorris, the wife of another DPS officer, about sharing the
same joy with other children.That summer, a group of DPS
officers, friends and family gathered -- Make-A-Wish began.
In 1982, NBC Magazine heard about the little organization
granting wishes to children fighting for their lives.After
running the story on television nationwide, the requests to
be a part of the cause grew exponentially.Answering the
calls, Make-A-Wish became incorporated in May of 1983 --
chapters opened nationwide.
Make-A-Wish Michigan granted its first wish in 1984 when
Joshua, an 11-year-old boy fighting a brain tumor, boarded a
plane for Walt Disney World® Resort.
“They work day in, day out to
make wishes come true, and I got
to be part of one today with two
incredible girls, Maddie and
Shannon, whose dream was to be
a supermodel for a day.”
-Karlie Kloss
[ [
Make-A-Wish Background
9

MISSION:
Make-A-Wish Michigan grants
the wishes of children with
life-threatening medical conditions
to enrich the human experience with
hope, strength and joy.
[ [Make-A-Wish Michigan Today
In 2015, Make-A-Wish Michigan granted just over 440 wishes
of ailing Michigan children.All raised proceeds and donated
gifts of support stay in Michigan. Most importantly, 80% of
every dollar donated directly supports granting a wish.
Although a team of full-time staff manage the day in day out
operations of the organization, it is only with the help of over
700 volunteers annually the number of wishes are able to
be granted.
To fulfill its mission and grant wishes, Make-A-Wish Michigan
works to obtain and retain volunteers, raise funds and secure
corporate sponsorships.Through 31 years, there are key
programs of importance that have found continual success:
Walk for Wishes
Held in both Detroit and Grand Rapids,Walk for Wishes in-
vites the community out to a safe, family-friendly location for
a 1.5 mile walk, refreshments, entertainment and activities.
Participants pay an entry fee and are further encouraged to
raise a minimum $100.The day of the event,Wish families
are on site to share their story and participate themselves.
In 2015, the two walks combined hosted over 4,600 walkers
and raised over $575,000 (Make-A-Wish Michigan, 2015).
Wish Ball
This formal black-tie event becomes a captivating celebration
of the Wish kids and those who made their dreams come
true.Again held in both Detroit and Grand Rapids, the Wish
Ball connects well with community leaders and secures many
corporate sponsors.Tickets starting at $250 make this event
exclusive and pristine.
Kids for Wish Kids
Make-A-Wish Michigan empowers children to help by putting
the efforts in their hands.This popular program allows kids
to choose an idea for a fundraiser, then organize and manage
their project from start to finish.
10

“Throughout the year, we work
really hard and try to stay in shape
for this race. To be able to share in
this experience and connect with
everyone makes it all worth it in
the end.” - Laurie Sabin[ [
Wish-A-Mile Bicycle Tour
This three-day, three hundred mile bicycle tour across
the state has become the pillar event of Make-A-Wish
Michigan. In 2014, nearly 1,000 riders and 300 volunteers
participated raising a staggering $2.1 million
(Make-A-Wish Michigan, 2015).
The grand event consists of food and rest night stops,
entertainment, a joint one-day 50 mile ride and a Jr. half
mile kids’ ride for ages 5-13. In the final mile of the journey,
the route is designated as the Silent Mile, lined with the
images of the children lost to their illnesses.Then, the
journey concludes with the Heroes Hurrah, a finish line
celebration where riders are presented their medallions
from Wish kids.
Truly notable about this event is the number of riders that
have continually joined the ride each year since the first.
Only an average of 200 riders each year are rookies (Webinar,
2015).A Detroit News article quotes rider Al Peterson who
rides with team “David’s Heroes” - David passed 25 years ago
and Al continues to ride (Smith, 2015).
11

Competitive Landscape
Keeping the objective in mind, to engage Millennials with
Make-A-Wish Michigan, the following organizations are those also
keying in on this target audience and asking for them to give of their
time or money:
Detroit Institute of Arts (DIA)
Since 1885, this institute has been
a beacon of culture for the city
of Detroit.The DIA’s collection is
among the top six in the United
States, with diverse exhibits dating
from prehistory through the 21st century.With a mission to “create
experiences that help each visitor find personal meaning in art”, the
DIA has been a founding organization at engaging wtih the younger
generations.According to Felton (2015), “its Founders Junior
Council, open to DIA members under the age of 40, celebrated its
50th anniversary last year.” Members of the council enjoy benefits
such as advanced purchase tickets to annual events, exclusive curated
tours, entry to networking events, special exhibit previews and more.
Investment to the council ranges from $50 - $250, plus the time to
attend events. (Detroit Institute of Arts, n.d.)
Southeast Michigan American Heart Association
As an affiliate branch of the American Heart
Association, this group has been working toward
their mission of “building healthier lives, free of
cardiovascular diseases and stroke” and “helping
individuals and communities build a culture of
health so all people can live life to the fullest with healthy hearts and
brains.Their efforts consist in fundraising for nationwide research,
education through collateral and events, as well as continual
community activations, such as their teaching gardens.
12

Following other AHA branches, the branch launched a Young
Professionals Board in 2014.The board was tasked with raising
$50,000 annually and planning an event to engage their peers that
coincided with the annual Heart Ball. In the first year, the board
exceeded their fundraising goal and successfully organized a Pulse
Party event, an outdoor extension of the Heart Ball at an
affordable cost to their peers. (Felton, 2015)
Ronald McDonald House of Southeast Michigan
With locations in Detroit,
Grand Rapids and Ann
Arbor, the Ronald
McDonald House
“provides an
environment of love, kind-
ness and a support system to families during their most
difficult time in life, when a child is receiving medical treatment at
local facilities.” As children under 21 are receiving treatment, the
parents, legal guardians, siblings and other family members are
eligible to stay.Asking families to donate just $10 per night for their
stay, funds raised are used for the expenses of upkeep, food, toilet-
ries and other daily needs for the Ronald McDonald House to provide
to their guests during their stay.
(Ronald McDonald House of Detroit, n.d.)
In 2013, the organization developed its junior board with the inten-
tion to increase the success of their social outreach and train up-and-
coming board members.Junior board members serve six year terms
to learn the ins and outs of “being an ambassador, fundraising and
supporting the charity.” (Felton, 2015).
13

Challenges & Future Outlook
In order to reach a higher level of serving their
community, Make-A-Wish Michigan faces three
primary challenges:
Limited Resources
According to the Michigan Nonprofit Association (MNA),
there are more than 42,000 nonprofit organizations
throughout the state. Both geographically and
operationally diverse, this mass number has a large
impact on the Michigan economy receiving more than
$69 billion in annual revenue and spending more than
$80 billion.According to the U.S. Census Bureau, the
median household income in Michigan was $49,847 in
2014 and the state’s Millennials are facing the largest
decline in median income of any state for those ages
18-35 at a staggering 26% (Glazer, 2015). Make-A-Wish
Michigan must find their position to reach in to the
hearts of more Millennials who give of their limited
income and solidify relationships so they are choosing
them to build a partnership of giving.
Increased Need
Nonprofit Finance Fund’s 2014 State of the Sector Survey
reported that approximately three out of every four
nonprofits report an increase in demands for their
services. Make-A-Wish Michigan faces this same
challenge with approximately 800 Michigan children
being newly diagnosed with an eligible threatening
illness in the coming 12 months.With the current
resources, Make-A-Wish granted just over only half
that number of wishes in the previous 12 months.The
challenge here lies in both outreach to educate those
eligible to nominate for a wish to do so and increasing
the resources two-fold to be able to grant them.
Perception of Services
There are consumers who believe the core purpose of
Make-A-Wish addresses a want of the ailing children, but
is not a necessity in their journey to wellness. In a 2010
blog post, Micheal Dickens wrote “by campaigning for
their own cause, MAW draws funding away from causes
that do much more good for the world...Donors have a
limited amount of money that they are willing to give to
charity, and by giving it to MAW, they fail to give it
another, more beneficial cause.” He cites beneficial
causes as those funding medical research or direct
treatment of children. Make-A-Wish was built from
addressing the needs of the hearts, not just of the ailing
children, but of their family, friends and communities
who feel the affect of their illness as well.To combat this
perception, Make-A-Wish must stand strong and clear of
their mission and further educate on the effects proven
from having a wish granted.
14

Millennials, those born between 1981 and 1997, ages
18 to 34, are the first generation to grow up native to the
digital world.This generation is “confident,
self-expressive, liberal, upbeat and open to change”
(Pew Research, 2010). They are on course to becoming
the most educated generation in American history, with
33% having a four year college degree or more (Pew
Research, 2014).The impact this generation has and will
continue to have on the future of all industries, including
nonprofits, is undeniable.
The largest population of millennials in Michigan are
the youngest of the generation, college students located
primarily at the state’s largest universities in Ann Arbor
and East Lansing with enrollments of 43,625 and 50,081
respectively (NCES College Navigator, 2015). Statewide
Michigan has struggled to retain college graduates.
Millennials hold just 25.2 percent share of the total
population (Detroit Data Guru, 2015). For millennials, it
is not just about where the jobs are.According to Leon
Drolet, chair of the Michigan Taxpayers Alliance, “even
if millennials themselves want traditional values, they
want a place where they can choose how they live”
(Buss, 2015). State politics on topics such as gay rights,
reasonable marijuana laws and the like steer this
generation to feel constrained rather than relaxed.Those
of the generation who are making a life in Michigan
geographically locate to the suburbs and city centers of
Detroit and Grand Rapids.
By the end of the decade, one in every three adults will
be a member of the millennial generation, bringing
their values, work ethic and leadership styles to
America’s workforce. In the workplace, millennials want
to find purpose, making meaning and not just money.
According to Kristin Turner, a Royal Oak, MI millennial,
“I want a family experience at work; I want to like where
I work and believe in the work that I do” (Walsh, 2015).
Millennials seek group-oriented leadership styles,
collaborative environments and places they can expand
Target Audience
15

their skills. Lou Glazer, president of Ann Arbor-based
Michigan Future Inc., says of the generation “They are
very interested in developing their craft, even if that
means developing that craft with a job move.” Growth
and development are important in work and in life.
Just as in the workplace, millennials look to find purpose
within their communities as well. In the Case
Foundation’s 2014 Millennial Impact Report, 97 percent
of millennials said they prefer to use their skills to help a
cause (Bussa, n.d.).With the burden of student debt still
on their heels, millennials often seek ways to give other
than monetarily. In 2013, only 12% gave more than
$1,000 (Bussa, n.d.). Both the Case Foundation and our
own primary research reveal a key takeway: driven by
the cause, millennials want to engage with organizations
in a meaningful way that produces tangible results.
Millennials are truly the future of information
consumers and able to access news from a record
number of sources. “Steeped in digital technology and
social media, they treat their multi-tasking hand-held
gadgets almost like a body part – for better or for worse”
(Pew Research, 2010).The limitless information
available on the Internet can also create information
overload for millenials who are not quite comfortable
navigating on their own (Palfrey & Gorham, 2008).
Despite the abundance of information sources, for this
generation the most trusted source is in their peers.
According to Boston Consulting Group (2012), “the
definition of an ‘expert’ has shifted from someone with
professional creditions to potentially anyone with
firsthand experience, ideally a peer or close friend.” For
nonprofits, like Make-A-Wish, it is increasingly
important to tap in to the networks of current volunteers
and continually engage peer groups. Despite many
nuances, behaviors and characteristics identified here
the most important point is to recognize the variances
within the millennial generation.Where 19-year-old
Amy may be driven by cause marketing, local shopping
and things that are familiar to her; 22-year-old Mark
may own and consistently use multi-devices, contribute
to online content and be on the road to great success
and wealth; each may display many of the generalized
characteristics of millennials, but will not respond to a
one-dimensional, un-individualized marketing message
unless it tailors to their triggers.
Target Audience
16

Secondary Audience
It is as important to engage and fully integrate the
internal audience of Make-A-Wish Michigan with
communication and the campaign for full integration
and increased success.This audience consists of the 33
current staff members, 23 board members,
current corporate partners and the current over 700
active volunteers.An internal communication plan
reinforces amongst employees of the authenticity,
importance and relevance of the organization’s purpose
and strategic goals.
Those who work for Make-A-Wish Michigan come from
various backgrounds, both in and outside of non-profit
work, and span across multiple generations. Now driven
by a single purpose, they work in a collaborative,
positive and supportive environment to carry out the
daily operations necessary to grant wishes. Past
development intern, Daniel Proctor, describes his time
with the team as, “the best learning experience I’ve had
so far - challenging, yet extremely rewarding, and taught
me how to be persistent but patient at the same time”
(Make-A-Wish, n.d.).
Employees are more trusted by external audiences than
upper executives.According to the 2014 Edelman Trust
Barometer survey, 22% consumers say employees are
most trusted source for information about how a
company serves its customers and prioritizes customer
needs ahead of company profits. Internal
communications builds trusting relationships within the
organization, which reflects in to trusting relationships
between the organization and its external audiences.
Active Make-A-Wish Michigan volunteers are
demographically diverse and have a wide-span of
motivations for involvement. Each, however, has been
touched deeply by their experience and embraced the
mission and values of the organization.Tim, a long-time
volunteer, shared his experience in a Reddit Ask Me
Anything session describing the most rewarding part as,
“talking to kids. Kids who most other adults either
1 - stick them with needles or 2 - keep asking them how
they are doing. I get to talk to them about planning the
thing that will likely be their favorite day (s) of their life”
(Reddit, 2013). Most of those who have volunteered
have returned to volunteer again and many are active
consistently for a number of years.
Internal communication will be an intentional piece
of the proposed strategy shared - building a stronger
network of ambassadors to spread the mission of
Make-A-Wish Michigan effectively, accurately
and actively.
Target Audience
17

Strengths
• Strong brand awareness
• 100% local
• Only 20% operating costs - $0.80 of every
dollar goes directly to granting a wish
• Network of brand ambassadors from those
granted wishes, their family, friends and
community members
• Active third-party support relationships
• National and international resources with
affiliation to national Make-A-Wish
organization
• Four-star charity by Charity Navigator
Weaknesses
• Perceived as national organization - not local
• Heavily dependent on PR tactics and in-kind
media support - minimal paid media spend
• Limited in current resources to fulfill full
needs of Michigan community
• Not perceived as an essential need to the
children and families served
• Messaging is event and/or fundraising
generic and not segmented for different
target audiences - may not resonate ef-
ficiently
• Audience unfamiliar with ways to be
involved beyond a donation
Opportunities
• Growth of social media and digital media
offers budget efficient methods for reaching
audiences
• Millennials seek emotional/personal con-
nection offered by involvement
• Millennials want to make a difference to
their local communities in ways that further
their personal motivations/goals
• Leverage corporate sponsorships with great
affiliation to or employee-base of Millennials
• Fulfill desire of Millennials to find meaning
in their actions - further push involvement
beynd a donation
Threats
• Michigan struggling to retain Millennial
college graduates - political and economic
factors not matching with generational
values
• Burdened by debt and economic factors - less
disposable dollars available for charitable
giving
• Large number of non-profit involvement and
donation choices local to Michigan
• Millennials slow to trust businesses and
organizations
• Work and social priorities within Millennials
distribution of their time
HarmfulHelpful
InternalExternal
This SWOT analysis helps to identify and highlight the strengths, weaknesses, opportunities and
threats that face Make-A-Wish Michigan. In doing so links can be made between what strengths can
best be leveraged to overcome the weaknesses and threats, as well as what opportunities can best
push the organization’s goals. Our TOTL Affect team has used this SWOT analysis to develop the most
effective campaign.
SWOT Analysis
18

The Setup
A focus group consisting of eight individuals, ages 25 to 48
(just 2 participants skewed out of the millennial generation), was
conducted Saturday, October 31 to gather primary research of
opinions, attitudes and perceptions of charitable giving,
volunteerism, Make-A-Wish and direct feedback on potential
executions for a future communication strategy.The group, led by a
moderator, participated in open dialogue for just over a 60-minute
scheduled period.
The Findings
The first part of the dialogue focused on the group’s general attitudes
and perceptions toward charitable giving and volunteerism.All but
two participants currently gave of both their time and money in some
manner throughout the year.These manners varied from frequent
serving of time on a non-profit organizational board, to monthly
volunteer activities, to annual giving or volunteer events.When
asked what influenced their involvement most, all participants
chimed in at the mention of direct impact and passion for the
particular cause.
Other incentives mentioned were friends of influence, faith-based
initiatives and incentives through their employers.When asked what
was most important to them in choosing an organization, majority
mentioned transparency of contribution use – where the money goes
– as the primary factor in becoming a long-term partner.
Rounding out the general conversation, participants noted that the
most impactful contribution was their time in participating in
hands-on volunteer activities where you can directly interact with the
receivers of your contribution.Then, prior to moving in to the
executions, when asked for general feedback on their knowledge of
Make-A-Wish as an organization.The most notable insight was that
many of the participants did not realize how locally focused
Make-A-Wish is with individual chapters, but view it most as a
“For example, the Animal
Rescue League. I have animals,
that I rescued, and I want to give
back to help the others. But for
the events I participate in, it
could be as simple as ‘that looks
like something fun to do.’”
Shannon, 28-year-old,
ISU Extension - registrations
“As a non-profit, there should be
somewhere you can access the
financial information. Especially
on the administrative cost side,
what percentage is going toward
administrative side? If they’re
maxing it out at 10 – 20%, I
might look at other
organizations going toward
the same cause that are closer
to the 5 – 7% range and give my
attention to them”
Chris, 37-year-old, Meredith
Corporation - sales
Focus Group Summary
19

national organization.This is notable, as in the earlier conversation,
they all noted preference to local organizations with local impact.
The Feedback
In the second half of the focus group, three creative executions with
varying core foundations were presented to the group for feedback.
The goal was to find what resonated best, worst and, more
importantly, what drove excitement and inspired action and
what didn’t.
The first concept shared a campaign focused on specific, individ-
ual wishes and engaging millennials to become part of each by
contributing to specific pieces. For example, if it was a young boys
wish to become a Hollywood stuntman, individuals could give their
airplane miles to fly him to California, they could give toward his
outfit, the training sessions, the crew and the celebrity who would
join him (potentially Jackie Chan himself!).All throughout if you
affiliated to building the wish, you would follow its progress through
email and social updates as each portion was met and the
countdown could begin to the day of the wish. Many of the updates
would include individual check-ins with the wish kid and/or personal
messages from him to the “builders”. Following the wish a wrap up
video would be sent as a thank you to all the “builders” who made
it possible.
The second concept is to build continued engagement and buy
in, Make-A-Wish will fill a board of young adults to serve an
active one year term alongside the governing board.The board will
be given responsibility to plan a quarterly fundraising event, provide
insight and opinion in additional planning meetings and
fundraising efforts.The board will meet for an hour a month outside
of the governing board meeting, which will be a one-hour meeting,
and be asked to attend various events.They will also serve as brand
ambassadors on family home visits and other occasions throughout
the year. In creating the board, Make-A-Wish is continually engaging
Key Feedback - Concept #1
Liked the ability to choose what you
give toward & have direct impact
Liked seeing the specifics and
progress of the wish
Cautioned on communicating too
much with those who give
Most believable if picked up
by local media
Mentioned “add-on” to purchases
(i.e. airline miles)
Respond best Oct – End of Year during
the “giving time of year”
Timing not as important in
volunteering or event participation
Key Feedback - Concept #2
“Investing your time and your energy
gets to your heart” – Shannon
“Long-term strategy, as you build
your Boards you build brand
ambassador network” - Kerry
To apply, would want to know mission,
responsibilities, time commitment
Too much time is more than
average of 5 hours per week
Involvement creates a continual conversation –
you feel a part of the organization
1
2
Focus Group Summary
20

and creating a cohesive partnership with the millennial
generation in a meaningful and fulfilling manner.
The final concept presented focused around the
perception that the money isn’t making a direct
affect on the organization’s mission. Make-A-Wish,
however, has no limit to the impact they can make on
the community; the more dollars raised in a year the
more wishes granted.There is no shortage of wish
applications and there is no shortage of opportunity
to grant each and every one of them – except money
and resources.This concept would drive this message
home with a play on what many are familiar with from
childhood in that a genie can only grant three wishes.
Make-A-Wish, with the resources, is not limited to just
three wishes.
The group ended with a second general discussion on
media and marketing incentives. One participant greatly
supported video messaging, but warned against
anything over 90 seconds in length.The group had a
consensus on no direct mail or phone calls.When it
came to how much to ask for, the participants agreed
that anything under $20 would most likely illicit a direct
action, but any ask over $50 needed to tie in to an event
or return on investment directly back to them as the
giver.
Key Findings
Overall, the focus group offered many great pieces of
insight and details on their current relationship with
charitable giving, Make-A-Wish as an organization and
how to best reach them with communication efforts.
What became most clear throughout the focus group is
the desire by millennials to find meaningful, leadership
opportunities that produce tangible local results of
positive change.The focus group’s reaction and
comments to the concept of the young professional
board were strong, engaged and resonated most.This
result has driven our direction in developing the most
effective strategy proposed today.
For execution, it became clear that millennials are media
savvy and strong digital users.They want to be reached
conveniently and often, but not too often. Emails and
social media communication that they can be
notified of but engage with at their liesure was most
desired. However, they cautioned on communicating
too often as to be overwhelming - one email per week at
most.Through any digital platform, video
communication allows them to both hear and see the
story making the emotional connection that will drive
them to action.
Based on these findings, our team has developed a
strong and effective strategy for reaching millennials
and driving the given objectives to success.
3 Key Feedback - Concept #3
Familiar tie-in with genie and granting wishes
Message is too obvious
Need the emotion of the direct stories
to be interested
“I want to be inspired and feel like I’m
making a significant difference” - Sandy
Focus Group Summary
21

Brand Perception
Make-A-Wish Michigan as an individual chapter was
difficult to gather primary or secondary research on
perception as the biggest weakness is in audience
understanding that Make-A-Wish is 100% local impact,
meaning local funds are used to grant local wishes.
During our focus group, consisting of 8 adults, not one
was familiar with this aspect of the organization.
However, one of the strongest advantages of the
Make-A-Wish brand is its consistency from chapter to
chapter. For this reason, we will speak toward the
perception of Make-A-Wish America as it relates to
Make-A-Wish Michigan.
Make-A-Wish is one of the most recognized brands in
the non-profit industry, sitting thirty-fifth on Cone’s
Power 100 Nonprofit list (Cone, n.d.). Ranking lower
than American Heart Association and St.Jude, but
without presence from Ronald McDonald house;
Make-A-Wish finds itself right in amongst its closest
competitors. Each of the 8 focus group participants were
familiar both with the name of Make-A-Wish.
The impact Make-A-Wish has on the families it serves
and those directly connected to them is undeniable.As
one Wish mom, Michele Eddy, describes it as,
“profound, absolutely profound..it was totally out of the
illness turned into fun” (Make-A-Wish, n.d.). Others who
have participated in events, such as WAM and Walk for
Wishes further describe them as uplifting, life-changing
and how they find themselves hooked to continue
coming back year after year.
It is this profound impact that is not perceived as clearly
by those who have not directly experienced an event or
wish before. In our focus group, when asked to
summarize what it is Make-A-Wish does, 4 of 8
participants simply said “grant wishes for sick
children” - no more, no less. Karen Davis, President of
Make-A-Wish Michigan, discussed a challenge of
fighting the perception of nice, but not essential.The
impact beyond the wish is not resonating to the outside
audience, and unless directly connected to the
individual child with the wish, therefore not translating
in to engagement by time or money.
Perceived as good, but not as local; Make-A-Wish
Michigan has a real opportunity to exponentially grow
millennial participation, build a network of
passionate brand ambassadors and further impact the
state of Michigan with granted wishes, through further
transparency, education and communication.
the Brand
22

Brand Personality
Every brand has a personality - it’s part of how
consumers perceive the brand and how the brand
differentiates itself from the competition (Walshe,
2012). Four personality traits Make-A-Wish Michigan
must fully adopt to effectively reach millennials are:
honest, positive, direct and connected.
Honest
With a multitude of information at their fingertips and
growing up in the world of immediate “news”,
millennials are the slowest generation to trust.They care
most about who an organization impacts and less about
the organization itself. It is important for
Make-A-Wish Michigan to be transparent in reporting
their financials, organizational structure, wish granting
processes and any changes with millennials to build
lasting relationships.
Positive
Millennials want to connect emotionally to the story of
those whose lives the organization impacts, including
how it will impact their own, but in a positive way. Every
communication should exude the experience of either
having a wish granted or granting a wish through
action shots of the activities, interactions and
emotions throughout the events.Although it is
important to connect the story with the struggle the
child is going through, millennials want the sunshine
and not the rain clouds.
Direct
Results drive millennials to action. In work, home and
in giving, they want their individual contributions to
have direct impact on final outcomes.
Make-A-Wish Michigan must offer direct connection to
the change each individual can have with a donation of
time and/or money.
Millennials are also burdened with student debt and
entry level wages.Tight on funds and time, contribution
processes must be direct so it is easy for millennials to
give at the very moment they desire to do so.
Connected
With millennials, creating lasting relationships is about
immersing them as individuals in to your
organization - keeping them excited about your cause
with consistent engagement and communication.
Millennials have the highest social networking
penetration of any generation and the highest
Facebook and Twitter use rates to match (eMarketer,
2013). Make-A-Wish Michigan must use these social
platforms consistently, efficiently and effectively to
engage and connect the millennial generation.
Connection is also important in encouraging
ambassadors of the brand amongst the generation.
Because millennials are socially connected online, they
have the ability to influence hundreds of others very
quickly. Make-A-Wish Michigan can create an
environment of passion within millennial donors and
volunteers, then encourage them to spread their passion
with their networks to further the cause.
the Brand
23

Brand Positioning
Brand is one of the most valuable assets a non-profit
organization has in vying for donor, volunteer and
community attention. Make-A-Wish, as a national
organization, has a widely recognized brand.According
to Teresa Pusziai, Director of Planning Giving, “when
people think of charities for children, it’s not unusual
to have the Make-A-Wish Foundation pop up in their
top three.”
Make-A-Wish Michigan, as one of the national chapters,
carries this recognized brand positioning themselves
as an organization granting wishes for children with
life-threatening illnesses relieving them of the stress
and struggle they are going through in their medical
journeys if even for a short period of time.
The logo uses a serifed, easy to read, font with a
shooting star visual element. Resonating across all ages,
the star connects with wishes and dreams as it is a visual
symbol used in many children’s rhymes, books and
movies.The simplicity of the recognized Make-A-Wish
blue and white repeats throughout all communication
efforts both digitally, in print and on-site signage
at events.
The Make-A-Wish Michigan website is built responsively
for engagement across any platform.This resonates well
with the target millennials, as 1 in 5 rely exclusively on
smartphones and tablets to get on the Internet
(Rodriquez, 2015). Highlighted front and center on the
site’s home banner is an image of a Wish kid and a
portion of their testimony.Although images speak a
thousand words, videos speak even stronger to the
millennial audience responsible for four of every ten
digital video views (Cohen, 2013).
The same Wish kid imagery and storytelling is carried
through across Facebook, Instagram and Twitter.
Make-A-Wish Michigan positions themselves well as a
socially active organization, posting consistently on a
daily basis across each platform and more frequently
during event coverage.
the Brand
24

As we discovered in our focus group, millennials want
to be emotionally connected to the causes they give to.
Many of the images posted are Wish kids smiling faces
up close before, during or after experiencing their wish.
Posting images like Ubon’s that visually connect the
experience’s emotions to the viewer will resonate
more strongly.
Make-A-Wish does participate in retargeting with digital
ads for user’s who have visited one of their sites, but
perhaps not engaged with the brand by taking the next
step to donate.These ads bring the volunteers to the
forefront with a message to get to know them better as
individuals.With targeting by age, to ensure the
volunteers are of the same generation as the user, this
will resonate greatly with millennials who trust their
peers more than corporate representatives.
Beyond the screen, Make-A-Wish communicates through
direct mail for specific event invites and twice a year
with a donation campaign.These pieces continue the
clean, but recognizable look with a dominant image,
using an image of the past year’s event. Included in the
event invites are supporting corporate sponsor logos for
recognition. It is important to recognize these sponsors
as potential participants may affiliate themselves with
them and connect further to the organization. For
millennials, again representing millennial peer
involvement is important in gaining event registrations.
In our focus group, it was clearly stated that this
generation would also prefer not receiving mail pieces.
the Brand
25

Missing across all Make-A-Wish Michigan’s current efforts and
positioning is one very important aspect - local community-action,
activation and change. Millennials affiliate most closely to local
causes, even before the organization and what it does for them.
According to Brenner (2015), “sixty-four percent of millennials
studied said that they respond more positively to brand messages
that are tailored to their cultural interests”. From both primary and
secondary research, we’ve found that millennials are driven by
local, tailored and emotionally connected messaging in order to
drive action.To better position Make-A-Wish Michigan to effectively
reach this generation, a refined positioning statement would read:
[ [
Make-A-Wish Michigan enriches the
lives of local Michigan children with
life-threatening illnesses and their
families by granting their wishes,
allowing them forget about their fight
for awhile. Our mission is only possible
with the generosity, love and support of
local Michigan community members.
the Brand
26

Rational Factors
(product related)
Emotional Factors
(customer related)
• Established organization
• Gives families an intangible support
• Build a network with others in your
community through volunteers,
staff, families, etc.
• 89% medical professionals believe
brand influences kids’ physical health
• 81% of parents of kids granted
wishes observe better willingness to
comply to treatment
• All locally raised donations stay
in-state to grant wishes of local
Michigan children
• International reach and support from
corporate Make-A-Wish allow endless
wish possibilities
• $0.80 of every dollar goes directly
to making a wish
• I want to support my
community members
experiencing life-changing fights
• I want to be a leader within
my community
• I want to feel a tangible difference
when giving of my time or money to
a cause
• I want to connect personally with
those who I am helping
• I need opportunities to give that fit
within my tight schedule and budget
• I will invest in my local community
first, more then in the organization
for what it does
• I am slow to trust until getting to
know an organization’s mission and
values
• I want to be emotionally invested in
any effort that I give to
• I want to feel residual positivity in
my own life from the
experience of giving
For Millennials, who want to empower their local communities,
Make-A-Wish Michigan is the organization providing meaningful
leadership opportunities. Unlike other supporting organizations,
Make-A-Wish Michigan empowers volunteers with personal
interactions to the children and families being served.
Integrated Communication
Strategy Statement
27

ICSS Rationale
Through primary and secondary research, it became clear that
millennials have a strong desire to give back and pay forward.
However, burdened with student debt and busy building a career, it
takes a few key qualities for an organization to capture this audience:
a local difference, a variety of ways to be involved and engaging
leadership opportunities. In a focus group, one participant said,
“investing of your time and energy gets to your heart.” Another
participant built on the statement, adding “involvement in
building an event shapes brand ambassadors. I’m more likely to talk
to friends, family and others as I am involved in a project more than I
would for just running in a 5k or one-time event.” Secondary research
supports these findings as Asghar (2014) reports millennials “want to
find purpose” and our “focused on making meaning, not just money.”
The integrated creative strategy statement drives home these
important qualities at the intersection of millennial desires and
values Make-A-Wish exemplifies: involvement opportunities beyond
a donation, leadership development, and local community impact.
Most importantly, the ICSS keeps the core mission of Make-A-Wish
Michigan front and center building the bridge between the
millennial volunteer and the children and families they will support.
This bridge feeds the heartsong of the target millennial and the
valued qualities of involvement mentioned rationalize the decision
to take action on getting involved.
Integrated Communication
Strategy Statement
28

Communication
Plan

Why are we advertising?
To encourage millennials to donate their time,
support and monetarily to Make-A-Wish Michigan.To
raise $1.25 million and increase volunteers by 20%.
Whom are we talking to?
Millennials, 18 - 34, who desire to expand their
leadership role within their local community by
supporting an impactful local cause.
What do they currently think?
I think Make-A-Wish Michigan grants wishes to ill
children nationwide. It’s a good thing they do, but I
don’t feel that my donations make an impact on their
success. It is important to me to connect emotionally
with an organization’s cause, more so than the
organization itself.
What would we like them to think?
Make-A-Wish Michigan exists and all locally raised
funds are used to grant the wishes of local Michigan
children in my community. By getting involved, I
have opportunity to personally connect with those I
am impacting.
For Millennials, who want to empower their local
communities, Make-A-Wish Michigan is the
organization providing meaningful leadership
opportunities. Unlike other supporting organizations,
Make-A-Wish Michigan empowers volunteers with per-
sonal interactions to the children and families
being served.
What is the single most persuasive idea
we can convey?
By supporting Make-A-Wish Michigan, millennials are
leading their local communities in empowering
children with life-threatening illness and their families
with hope, strength and joy.
Why should they believe it?
Make-A-Wish Michigan has already granted over
8,000 local wishes and impacted the lives of over 700
volunteers. 89% of medical professionals believe the
wish granting process improves a child’s physical health
and 81% of parents observe better willingness to
comply with treatment - this doesn’t even touch on the
intangible positive and emotional support that feeds
back in to the families and communities of
these children
Are there any creative guidelines?
There will be a variety of tactics carried out for this
campaign, including but not limited to: the
development of a replicable, bold, state-wide event,
social media content and advertising plan across
Facebook,Twitter,Youtube and Instagram that includes
video, public relations efforts with local media outlets,
email marketing and limited direct mail.
Consideration must be given to the following:
• Reaching Spanish and Arabic speaking audiences
• Integration with current Walk for Wishes and Wish a
Mile events for increased millennial participation
• Internal communications
• Corporate relations
Message requirements include:
• Must use the term “life-threatening illness” to
describe eligiblity of children served
• Must use Make-A-Wish branding guidelines for
logo and color pallette
Client: Make-A-Wish Michigan Date: 11/16/15
Type: Integrated Marketing Campaign Pages: 1
Creative Brief
30

The overall goal for the campaign is to effectively engage the
millennials, men and women ages 18 to 34,of Michigan with the
mission of Make-A-Wish Michigan in order to create lifelong
volunteer and donor relationships.Two primary goals drive the
campaign strategy:
1. Raise $1.25 million
2. Increase volunteers by 20%
To accomplish these overarching goals for the organization,TOTL
Affect established the following campaign objectives to track and
measure success:
1. Expose 40% of Michigan’s post-graduate millennials, ages
22 - 34, to Make-A-Wish Michigan’s local mission a
minimum twice per month during the campaign period.
2. Gain 30,000 first-time millennial, ages 18-34, donors
during campaign period with 10% donating more than once.
3. Increase Make-A-Wish official event participation of
millennials, ages 18-34, by 20% across all 2016 events.
4. Diversify volunteers by seeking to grow by 200 new active
volunteers, with a minimum 45 being either Arabic or
Spanish-speaking.
5. Grow existing corporate partner engagement by 20% increasing
contributions by an equal 20%.
6. Earn donations of a minimum 3 million airline miles to fulfill
client need for this form of giving.
7. Achieve 80% internal awareness of campaign, with
75% positive reception.
Campaign Objectives
31

Summary and Rationale
Marketers in the non-profit arena are realizing the power
and potential of the millennial audience. Millennials
connect and engage with organizations differently than
the generations before them, primarily because they
could care less about the actual organization itself.
Instead, “millennials desire to affect THEIR cause through
YOUR organization with their friends”
(Hawthorne, 2015).The generation is group-oriented,
locally driven and seeking opportunities they can
engage with on their own terms.
This campaign is not just going to provide Michigan’s
millennials a scale of opportunities to connect with
Make-A-Wish Michigan in a variety of ways -- but,
instead, embrace them and encourage their leadership
in developing, sharing and connecting with their peers
to engage with the cause.
Through the creation of the YP Wishleaders Council,
Make-A-Wish Michigan empowers young professionals
to lead involvement of their peers in making the
difference and driving the mission of Make-A-Wish
Michigan within their local communities.According to
Bussa (2015), millennials, “want to engage and perform
meaningful work that produces tangible
results.” The YP Wishleaders Council gives the chance to
go beyond engaging at a passive level and makes young
leaders responsible for producing the tangible
goaled results.
Two levels of participation will be available within YP
Wishleaders Council, general council members and
council board chair.The board will be a small group of
10-12 young professionals responsible for leading the
success of the full organization; while members will
receive event benefits and participate at a more
flexible level.
YP Wishleaders Council will be responsible for executing
the suggested integrated marketing communications
plan set to introduce their organization, build member-
ship and drive success of the two primary goals set for
their first year in driving donations of $1.25 million and
increasing volunteers by 20%.
#NEXTwish is a momentum building campaign utilizing
the peer network that stands so strongly amongst
millennials to share genuine communication.The tactics
the YP Wishleaders Council will execute will build buzz,
start authentic conversation and drive deep engagement
all while encouraging continued giving of time and
money toward the goals.
Campaign Strategy
32

The Market
In order to reach the most young professionals per
dollar spent, this plan will focus its efforts on two major
markets with the most dense millennial, outside of
current college students, populations:
Grand Rapids
Detroit
It is expected that a YP Wishleaders Council be launched
in each of the two cities and that the two networks will
reach beyond city borders to millennials in surrounding
areas, especially the collegiate millennials in school at
East Lansing and Ann Arbor with a minimum of one of
the tactics.
Campaign Strategy
33

The YP Wishleaders Council #NEXTwish campaign will
use media strategically to create continuous
conversation, as well as key moments of impact to reach
non-member Michigan millennials with action-driving
creative messaging. Following this plan will provide key
touchpoints of interaction to build affinity, drive
participation and create a cohesive, loyal membership.
Media Plan
Paid media will be essential in building awareness of
the Wishleaders opportunity and #NEXTwish message. It
will likely be targeted, strategic media buys that are the
first interaction the target audience will have with
Make-A-Wish Michigan.
Millennial media interaction is selective, cluttered and
ever-evolving.According to Steel and Marsh (2015),
millennials go without corded television and look
toward their devices to stream TV, music, videos, games
and other entertainment online. In fact, millennials
average nearly 40 hours a month interacting with
smartphone based entertainment
(Steel and Marsh, 2015).
TOTLAffect reccommends a media plan that reflects
these trends and targets strategically to maximize return
on investment.The following platforms will be used to
communicate the campaign touchpoints as outlined in
the next section:
• Online video
• Social media advertising
• Re-targeting banner ads
• Pandora music advertising
• Mass transit advertising
Public Relations Plan
Earned media will be a top priority throughout the
YP Wishleaders Council #NEXTwish campaign to
reinforce and elevate the message within the target
markets.The public relations plan will support
building awareness of the Wishleaders mission,
progress and happenings leading up to and after
touchpoints as outlined in the next section.
The following will be specific objectives of the
public relations plan:
• Receive mentions or retweets/posts from ten
influential Michigan media and organizations by
December 2016.
• Earn 4 instances of local TV news coverage within
each target market by December 2016.
Communication Plan
34

michigan.wish.org/wishleaders
Development of a secondary website for the new Make-A-Wish Michigan YP Wishleaders Council will be the core
touchpoint of the campaign.The website will act as a resource for both potential and current members of the group
to register/renew membership, sign up for event participation, see a calendar of events and interact with a blog
reporting the group’s happenings.
YP Wishleaders Blog
Those appointed to the YP Wishleaders Council Board will be responsible for coordinating blogging efforts with the
group members to post weekly. Posts will consist of personal tesitmonies of involvement and practical, listical format
content (i.e. 5 Things You Didn’t Know about Wish-A-Mile). Millennials are busy and ad-avoidant.Valued content that
resonates and is easy to digest and share is vital to driving traffic.We’ve learned this success from Buzzfeed, which
over 50% of U.S. millennials consume regularly (Van Natten, 2015).TOTLAffect will provide an editorial calender of
suggested topics to coordinate with the efforts of the #NEXTwish campaign.
facebook.com/WishleadersMI // twitter.com/WishleadersMI
As the Wishleaders will be responsible for achieving the objectives of the campaign and creating lasting
relationships specific to the millennial audience,TOTLAffect recommends the creation of a separate Facebook page
and Twitter handle for Make-A-Wish Michigan YP Wishleaders Council.A monthly editorial calendar will be devel-
oped as a foundation, with each page having significant strategies to complement the #NEXTwish
campaign as outlined in the following campaign timeline.
promotion
The website and social channels will have presence on all YP Wishleaders Council collateral, Make-A-Wish Michigan
cross-promotion on the main site and in email newsletters; as well as individual promotion to drive traffic and gain
followers through targeted social advertising.
TOTLAffect recommends Make-A-Wish Michigan to create a partnership with BuzzFeed Motion Pictures at a
minimum spend of $50,000 in 2016 for the creation of a series of 7-10 videos to take viral for the YP Wishleaders
Council efforts (Sternberg, 2013).Three of the videos will be produced as general recruitment and promotion videos
for YP Wishleaders Council and distributed spring, late summer and winter time periods.
Website and Social Media
BUDGET: $50,700 // JANUARY 2016 - ON-GOING
35

Rational
The website and social channels specific to the Make-A-Wish Michigan YP Wishleaders Council are the foundational
touchpoints in driving our goals to success with the millennial audience.According to the 2015 Millennial Impact
Report, 78 percent of millennials prefer to perform cause work in groups rather than independently.The
secondary sites will serve as the communication points for the group to share peer-to-peer.The YP Wishleaders
branding will be cohesive across all pages, collateral and advertising allowing for streamlined processes in taking
action to registration, donation or participation.With the benefits of membership that will be offered for the YP
Wishleaders Council, including discounts on event registration, it is vital to drive the audience through secondary
pages to avoid confusion with Make-A-Wish Michigan’s efforts directed at other audiences.
Budget considerations
Website Development $12,000
-includes integration with current online payment system
12-month On-going Maintenance $1,200
Social Site Launch (3-month consult) $22,500
- includes 12-month editorial calendar
Online Video Advertising $15,000
Potential 12-month ROI
Cost: $50,700
Visitors (estimated): 528,000
Donation Rate: 5.00%
Average Donation: $20.00
Total Donations: $528,000
Estimated ROI: 104%
36

EXECUTION PIECES
About Us Event Calendar Get Involved Blog
Make-A-Wish Michigan Wishleaders Council
mission is to provide a forum to develop and
enhance professional growth, leadership skills and
civic duty in a fun and social atmosphere.
WAM YPro Kennedy’s Story MileMatch
Make-A-Wish Michigan YP Wishleaders Council
875 people like this
37

Buzzfeed Motion Pictures
EXECUTION PIECES
Young Male: “I’m a social person and I moved here in May of 2013. Since
then I’d been looking for ways to be more involved with the community.
When I heard from a friend about YP Wishleaders Council, I looked right
away when the next meeting would be.And here I am activating my peers,
organizing great events and having fun impacting my community.”
Pierre Alain- Blosse
YP Wishleaders Board Chair, 2016
[FADE TO BLACK. Reads “New Member Meeting February 2016]
Female VO: “Make-A-Wish Michigan recognized that young professionals in
Michigan have a voice and a bigger role to play.They formed YP
Wishleaders as a way to make that happen.”
Emily Smith
YP Wishleaders Board Chair, 2016 Young Female: “It’s really cool to put your finger on something.To point to
an image of a child’s smile, knowing what they’re fighting and be able to
say ‘I had an impact on that’.”
Young Male 2: “I don’t want to do just do my job as much as I like being a
part of this thing. I really want to be a part of something more than that. I
want to be someone who can help make an impact on a place that I grew
up in.”
Female VO: “These young individuals are doing amazing things.And it’s not
just us here at Make-A-Wish Michigan and the children and families they
served who can see that.’”
Young Male VO: ““After just a few months, I can say that most of the people I
know in Detroit are through YP Wishleaders or connected to YP Wishleaders
in some way.”
[FADE TO WHITE: YP Wishleaders Logo and Website Listed on Screen
Cory Sharp
YP Wishleaders Board Chair, 2016
38

a flexible introduction to signature event
YP Wishleaders Council will be responsible for promotion, registration and execution of a 13.2 mile ride that will
loop in with both the WAM 50 and WAM 300 on the final day for the Silent Mile and conclude together at the
Heroes Hurrah. Participating riders will meet in Jackson, Michigan for a complimentary breakfast buffet from Big
Boy Restaurant complete with french toast, bacon, endless mimosas and AM brews. Registration for YP Wishleaders
Council members will be $25 and non-members can join for $35.All participants will be encouraged to raise a
minimum of $150 to participate.Those who reach various milestones of funds raised will be eligible to win prizes
from secured corporate partners that will be announced at the breakfast.
Reached minimum $150 10 winners of $25 gift cards from local restaurants
Doubled Up to $300 5 winners of sponsored prizes valued at $50 - $75
Excelled to raise $1,000 1 winner of two-night stay and park passes to Cedar Point Theme Park
For the active and daring,YP Wishleaders Council will also have a sponsored WAM 300 team.The Board will work
to plan nightly accomodations, meals and optional bus transportation for those struggling.YP Wishleaders Council
members will receive a discount on registration of $20, making the total $75, and only be required to raise $500 to
participate.This provides active millennials an opportunity to experience the full event with their peers in a
worry-free way.
promotion
To drive their efforts for participation in the WAM YPro,YP Wishleaders Council will follow a communication strategy
in the first quarter of the year including the following efforts:
• Web registration page
• Social media posts (1-2 weekly)
• Inclusion in weekly Wishleaders email newsletter
• Online video advertising
• Pandora advertising
WAM YPro
BUDGET: $17,167 // JULY 31, 2016
39

Rational
Millennials are pinched for both time and money, yet place an equal value on each of these assets (Bussa, 2015).
Offering the lower-mileage, lower-cost, group involvement in the Wish-A-Mile ride gives first-time millennial
participants less reason to consider it “too” much. Increasing involvement in a way that ties in to the two most
meaningful, and often memorable, aspects of the ride, the Silent Mile and Heroes Hurrah, will leave a lasting
impression increasing the rate of return riders with the hope they will increase to the WAM 50 and, eventually, to
the full WAM 300 when they’re ready. Keeping the requirement to raise funds and making it a competition feeds
into millennials’ psychographics, they want to lead their pack and they tend to give to their friends (Newlon, 2013).
Millennials spend more time on social networks than any other generation, an average 26 hours a month - nearly an
hour a day - just on Facebook’s mobile app (Beck, 2015). Similarly, Pandora sees an enormous listening audience of
over 78 million unique visitors each month, with the average listener tuning in for approximately 21 hours
(Pandora, n.d.).The active, engaged audience paired with the targeting capabilities and measurement tools
available on each platform make them the most efficient for reaching the target millennials.
Breakfast Venue + Catering (for 125 riders) $2,250
Facebook Advertising $1,500
Professional Voiceover $1,200
Pandora Advertising $6,500
Branded WAM YPro Wrist Sweatbands (quantity 300) $717
Cost: $17,167
Riders (estimated): 140
Average Donations Raised: $198
Estimated ROI: 161%
WAM YPro
BUDGET: $17,167 // JULY 31, 2016
40

WAM YPro
EXECUTION PIECES
:30 Make-A-Wish Michigan “WAM YPro” Pandora Radio Script
SFX: [CROWD CHEERING, BICYCLES RIDING ACROSS SMALL GRAVEL OR PAVED ROAD]
YP FEMALE: Last year was my first year riding with WAM and I had no idea what I was getting myself into except a bike ride
that was helping my little sister grant her wish to see the ocean.At the finish line, I was blown away by the fun I had, the
people I’d met and the stories I heard.WAM is an experience...it will change not just the children’s lives but yours too.
WISHLEADERS PRESIDENT: In 2016,YP Wishleaders Council wants you to join us for WAM YPro, a half-day, 13.2 mile ride
alongside the WAM riders for their final miles.
WISHLEADERS PRESIDENT: We’ll bring the bacon and brews...you bring your bike.Together we’ll ride to grant the next wish.
SFX: [beat-driven pop music]
V.O.: Register by May 1st at michigan.wish.org/wishleaders to save and receive inaugural WAM YPro swag.
41

Themed Team Fundraising Challenge
YP Wishleaders will have four teams of up to 25 individuals for the Walk for Wishes event in Grand Rapids.
Responsible for encouraging registrations and fundraising participation, the teams will work together toward a fun-
draising goal of $3,750, or approximately $150 per person.Teams will choose a theme to dress up as the day of the
event representing YP Wishleaders Council on site.The winning team will be recognized in the opening ceremonies
and win a private dinner out with a Wish family or two and opportunity to present the child’s granted wish to them.
#NEXTwish Interactive Booth at Signature Event
YP Wishleaders Council will coordinate volunteers to host a booth at Walk for Wishes - Grand Rapids.The booth will
be an interactive Game Truck running from 9AM - 12PM.Volunteers will create a positive experience for walk partici-
pants coordinating time of play for the games available and interacting with children waiting their turn.
promotion
Promotion will lean heavily on social media for the Walk for Wishes opportunities available to YP Wishleaders
members.A Facebook event will be created showing who is going to the event, interested in the event and giving a
space for friends to invite others to join them. Using the YP Wishleaders’ Facebook and Twitter pages, weekly posts
will encourage registration to both participate and/or volunteer at the booth, beginning eight weeks out from the
event.This event will be the second opportunity to partner with BuzzFeed Motion Pictures on a viral video to
promote participation.
As this is a team participation challenge, word-of-mouth will be the strongest asset to filling teams to capacity and
raising maximum funds.YP Wishleaders Council will provide ample materials to members including email scripts
and postcard handouts for their use in driving donations.
Walk for Wishes - Grand Rapids
BUDGET: $6,267.73 // SEPTEMBER 10, 2016
42

Rational
Walk for Wishes-Grands Rapids is a well-organized, well-attended signature event.To drive increased participation
from millennials, they simply need to hear about it and know they don’t have to participate alone.According to
Bussa (2015), millennials “can tell when an organization is feeding them all the things they need to hear and when
someone is taking their own initiative.They want the more authentic information.” By engaging and empowering
the members of YP Wishleaders Council to organically drive participation in the event, new individuals will par-
ticipate because of their personal relationship with one of the group members creating a genuine connection and
interest in the cause. Offering the winning team of the fundraiser the opportunity to a private dinner with a Wish
family or two and to present their granted wish cements the connection between their hard work in fundraising and
giving of their time and money with the direct results Make-A-Wish Michigan has on local Michigan children.This is
key to creating a long-lasting partnership with millennials as a non-profit organization.
Game Truck Rental (4 hours, 9am - 12pm) $479
Facebook Advertising $500
Postcard Fundraising Handouts (quantity 5000) $288.73
Potential 8-week ROI
Cost: $6,267.73
Participants (estimated): 100
Average Donations Raised: $191
Estimated ROI: 304%
BUDGET: $6,267.73 // SEPTEMBER 10, 2016
43

CREATIVE EXECUTIONS
“She basked in the
glamour of walking on
the red carpet.”
Kassuandra, now 7 years old,
was diagnosed at birth with
cardiomyopathy, a serious condition
of the heart that will require surgery
every four years to replace a battery
in her pacemaker.
For Kassaundra’s wish, she became
a superstar for a day with her
own music video, red carpets,
screaming fans, photo shoot and
radio interviews.
Lead the next wish.
Donate to YP Wishleaders Walk for Wishes
team at michigan.wish.org/Wishleaders.
JOIN US!
Make-A-Wish Michigan YP Wishleaders offers two ways of involvement at:
Saturday, September 10 • John Ball Zoo • Grand Rapids
PARTICIPATE DONATE
Join 1 of 4 themed teams
OR
volunteer at our interactive gaming booth.
Support your fellow YP Wishleader
with a monetary donation toward
their individual and team goals.
Lead the next wish.
Find out more at
michigan.wish.org/Wishleaders
Postcard Front
Postcard Back
Make-A-Wish Michigan YP Wishleaders Council added
10SEPT
YP Wishleaders Grand Rapids at Walk for Wishes
Sat 8:30 AM • John Ball Zoo
40 guests
Facebook Event
Facebook Post
August 21
YP Wishleaders will host a booth for wish kids and their families to visit at
the upcoming Walk for Wishes held at John Ball Zoo. Interested in helping
out? Email wishleadersGR@gmail.com!
Don’t forget to register for the walk at michigan.wish.org/walkforwishes
44

a simple platform to make a big difference
TOTLAffect recommends a subtle and on-going approach for encouraging the donation of airline miles. Our internal
team of app developers will work to build a simple-platform MileMatch iOS application. MileMatch will allow users
to create a profile that stores their credit card information most used for purchasing plane tickets.The app will then
track the number of miles they collect and, through push notification and email, send reminders monthly of
unclaimed miles available for a donation. Additionally, the MileMatch app will allow Make-A-Wish Michigan to
share specific needs for miles needed in granting an upcoming wish, wish success stories and more.
In order to allow full development of the platform with credit card privacy and encryption software, the team will
work to meet a deadline of March 1 allowing promotion prior to spring break and summer travel season.
promotion
Amongst millennials, two primary sub-audiences will be targeted to drive downloads and usage of the MileMatch
app: college students and business professionals. Promotion will include Facebook, online retargeting banner ads
and collegiate newspaper display ads in both The Daily Michigan (University of Michigan) and The State News
(Michigan State University).YP Wishleaders will support the promotion for peer-to-peer encouragement
of participation.
Rational
Millennials were estimated to have traveled more than generation Xers in 2015 with individuals taking a higher
number of trips from 4-6 and up to as many as 12 (Winship, 2015).As many individuals flying this frequently may
jump at the credit card offerings to collect rewards, points and miles; millennials are not following the trend or
falling for the perks.According to Lebowitz (2014), “as many as 63% of millennials, ages 18 to 29, don’t own a
single credit card.” To combat,TOTLAffect looked to the development of the MileMatch app that allows users to
upload any method of payment they use when purchasing tickets and easily track collected miles then, just as
easily, donate their unused mileage at the touch of a finger.
Internal App Development (iOS only) $51,454
Collegiate Newspaper Display Ads $16,848
Retargeting Banner Ads (4 month campaign) $6,750
MileMatch App - Wishes in Flight
BUDGET: $80,052 // MARCH 2016 - ON-GOING
Cost: $80,052
App Users (estimated): 3,400
Average Miles Donated: 1,200
Total Miles Donated: 4,080,000
(valued at $81,600)
Estimated ROI: 98%
45

MileMatch App - Wishes in Flight
CREATIVE EXECUTIONS
Username
Password
Learn More
Donate Now
46

Radio Baladi Arab-American Advertising
To reach the Arab-American millennials and grow the diversity of volunteers for Make-A-Wish Michigan,
YP Wishleaders Council will drive a diversity campaign at two key times of year, the first and fourth quarters. Utiliz-
ing the institutional radio broadcast, Good Morning Michigan with Laila Alhusinni, the campaign will reach a wide
Arab-American listening audience in the Detroit region.
TOTLAffect recommends securing a package of 6 ads per show for 13 total shows in a 12-month period. 8 shows will
be used in the first quarter February - March to garner volunteers going in to the main summer time events and 5
shows will be used in the fourth quarter as millennials begin to plan their involvement for the next year.
Commercials will be 60 seconds in length and be accompanied with a 300x200 banner ad on the station’s website
as added value during the months of airtime only.
“Siguiente Deseo” - Targeted Spanish Communication
As part of the YP Wishleaders foundation #NEXTwish campaign to gain members and encourage volunteers,
messaging will be translated/composed in a Spanish format.This will include primarily Facebook and online
banner ads as well as the use of two of the video collaborations with BuzzFeed Motion Pictures. Facebook ads will
be targeted to hispanic millennials within Michigan target markets of Grand Rapids and Detroit. Online banner ads
and the videos will be targeted to both english and spanish language sites frequented by the hispanic millennials
within the target markets.
Diversity Outreach
BUDGET: $28,850 // JANUARY - ON-GOING
Become a YP Wishleader
Experimente
el siguiente deseo
Experimente
el siguiente deseo
Voluntarios con
Make-A-Wish Michigan se
convierten en las manos
líderes en la fabricacíon de
los sueños de un niño de
Michigan hecho realidad.
47

Rationale
The median age of the 447,000 Hispanics in Michigan is 25, meaning they are a large constituent of the millennial
market and key segment to reach in driving the goals of the campaign (Pew Research Center, 2011).These Hispanic
millennials are now the children and grand-children of Latino immigrants, changing their media habits to digital
and more and more to English-language content.According to Goffan (2015), “they are more likely to choose to visit
English-language websites alone rather than both English- and Spanish-language sites (38% vs. 25%). Still, their
heritage is important to them and they identify strongly with their culture.The recommended forms of
communication for reaching them will find these individuals where they are online and share the Make-A-Wish YP
Wishleader Council and #NEXTwish message with them in a meaningful way to drive community and action.
Arab-Americans hold their culture very closely to their heart.With current events, it is important for Make-A-Wish
and the YP Wishleaders Council to take their message of spreading hope, strength and joy to them and ask for them
to join them and making that same change in the lives of local children. Utilizing a popular radio broadcast with
Radio Baladi will efficiently reach a mass audience at key times of year.
Radio Baladi Ad Program $5,850
BuzzFeed Motion Pictures (2 videos) $10,000
Cost: $32,350
Volunteers gained (estimated): 60
Estimated ROI: 1 volunteer for every $539 spent
Diversity Outreach
BUDGET: $28,850 // JANUARY - ON-GOING
48

YP Wishleaders Weekly - email newsletter
It will be key for the YP Wishleaders Board to be able to communicate with the full membership.The group will be
setup with a CRM list integrated in to the current Make-A-Wish Michigan CRM system with access to use the system
to send mass emails.A weekly email newsletter will share upcoming events, hot news and status toward goals, as
well as highlight past wish reveals, event photos and happenings.
Integration with Make-A-Wish Michigan Executive Board & Committees
A key component of the YP Wishleaders Board position is to grow in your leadership skills and knowledge of the
inner workings of non-profit administration. Each Board member will sit on another committee within Make-A-Wish
Michigan, while the YP Wishleader President and Vice President will sit on the Executive Board. By attending these
additional meetings,YP Wishleaders will be able to connect their efforts cohesively with those of the full
organization, and these millennials will receive valuable professional experience.
YP Wishleaders highlight within Volunteer Voice
Each week in the Volunteer Voice a new small column or article will be added to recognize the YP Wishleaders
group. Content may be their latest fundraising achievement, a photo from an event the group hosted, a new
member profile or their latest Wish reveal. It will vary throughout the year, but be a key element in creating a bond
between the millennial volunteers and the veterans of Make-A-Wish offering mentorship opportunities and creating
the life-lasting relationship with the organization.
Wish Ball Table & Recognition
In celebration of the contributions the YP Wishleaders Council bring to Make-A-Wish Michigan throughout the year,
they will receive a single table at the Wish Ball for Board members to attend. During the evening,YP Wishleaders
will be recognized and have opportunity to grant one of the evening wishes as their final wish reveal of the year.The
value of sharing this final, professional and exquisite evening with these millennials creates a stronger bond with
the group.
CRM System Management Available
Table at Wish Ball November ‘16 $2,500
Cost: $2,500
Volunteers retained (estimated): 240
Estimated ROI: 1 volunteer for every $10 spent
Internal Communications
49

a professional development opportunity
YP Wishleaders Council will partner each month with a corporate sponsor to host a lunch and learn event at their
place of business or a nearby community room/restaurant depending on available space. Each event will give the
corporate partner opportunity to educate a group of young professionals on their industry and/or a relevant hot
topic. For example, a financial planning group may present on reducing college debt. In exchange, young
professionals get the opportunity to engage with these professionals on a small group basis, ask questions and
network with business leaders and their peers within the community.
Each participating corporate sponsor will agree to cover the cost of food/drink for lunch and match the registration
sales in gift to Make-A-Wish Michigan.YP Wishleaders Council members registration will be $15 and non-members
can attend for $25.TOTLAffect expects each event to have an audience of 50 - 75 guests.
promotion
The corporate lunch and learn series will be a staple event of the YP Wishleaders Council. Promotion will begin with
each month’s event present on the YP Wishleaders online event calendar.A 6-week standard promotion leading up
to each event will include:
• Facebook event page
• Facebook post boost
• Facebook event share from corporate partner’s page
• Inclusion in email newsletter
Lunch & Learn Series
BUDGET: $1,200 // JANUARY 2016 - DECEMBER 2016
5050

Rational
Michigan businesses are struggling to gain and retain millennial employees. Millennials look for specific
qualities in employers that have often been overlooked in the past.According to Walsh (2015), “a huge difference
with this generation is they are looking for employment where they can expand their skill sets; learning on the job
is really important to them.” And millennials will leave for better opportunities if they’re not getting what they
desire.YP Wishleaders Council has an opportunity to partner with corporate sponsors to provide a mutually
beneficial platform for employers to offer learning opportunities to their employees while also gaining community
responsibility points through raising funds for Make-A-Wish Michigan. Research allows us to estimate that this
Lunch & Learn series will be one of the highest coveted executions.
Budget Considerations
Food/Drink Provided by corporate sponsor
Venue Provided by corporate sponsor
Facebook post boosts $1,200
Cost: $1,200
Registrations (estimated): 750 (70% members, 30% non-members)
Donations raised (estimated): $13,500
Donations matched: $13,500
Total donations: $27,000
Estimated ROI: 225%
BUDGET: $1,200 // JANUARY 2016 - DECEMBER 2016
51

CREATIVE EXECUTIONS
Facebook Event Cover Photo
52

an engagement opportunity for Michigan businesses
YP Wishleaders will manage a corporate engagement program encouraging small and medium-sized businesses to
activate their staff in creating fundraisers for and raising awareness of Make-A-Wish Michigan. As a Mentor in Joy,
a business agrees to create a unique program engaging their staff with the Make-A-Wish Michigan brand and raise
funds to donate. Individual programs may include office miniature golf, casual Friday for a cause (where employees
donate to dress down for a day), penny wars and more.
To attract businesses to the Mentors in Joy program,YP Wishleaders will activate small groups of 3-4 members and
a Board representative to complete office visits at over 100 area businesses, in both the Grand Rapids and Detroit
markets, sharing the concept with corporate leaders.After each visit, the team will leave behind a packet and follow
up within a two-week period with a call to the decision maker on their interest.
promotion
Promotion for the individual businesses to gain employee participation and support will be completed internally.YP
Wishleaders will provide participating businesses with design templates to assist. Participating businesses will also
receive recognition on the YP Wishleaders Facebook page through posts sharing their success stories.
Rational
Corporate relationships are vital in increasing fundraising efforts as they can often donate or raise funds at a higher
rate than the adverage individual. Employers throughout Michigan have a need to attract and retain the millennial
workforce. Millennials, unlike any generation before them, looks beyond the job description when searching for a
positions.According to Walsh (2015), they look at their profession as a representation of lifestyle and values.This
means “they want to work for companies that are not only supporting the communities in which they live, but those
building a community of peers and social networks.” Make-A-Wish Michigan, with the YP Wishleaders Council, has
an incredible opportunity to fulfill this need and tap further in to the giving potential of their corporate neighbors.
Corporate Visit Gas & Expenses (100 Visits) $2,500
Leave Behind Packets (100 @ $2.50 each) $250
Sponsored LinkedIn Posts $750
Mentors in Joy
BUDGET: $3,500 // FEBRUARY 2016 - DECEMBER 2016
Cost: $3,500
Mentors secured (goal): 40
Average donations raised (estimated): $12,500
Total donations: $500,000
Estimated ROI: 1429%
53

YP Wishleaders Monthly Social Hour
Presenting Sponsor $25,000
Walk for Wishes - Southeast Michigan
YP Wishleaders Booth $15,000
4 Wishleader Team Match $5,000
Walk for Wishes - Western Michigan
YP Wishleaders Booth $15,000
4 Wishleader Team Match $5,000
Wish Ball - Southeast Michigan
YP Wishleader Table $10,000
Wish Ball - Western Michigan
YP Wishleader Table $10,000
WAM YPro
Presenting Sponsor $10,000
Breakfast Sponsor $5,000
Highway 96 Music Tour
Presenting/Stage Sponsor $25,000
4 Inspiration Sponsors $15,000
4 Hope Sponsors $10,000
4 Strength Sponsors $5,000
TOTAL SPONSORSHIP $155,000
Corporate Sponsorship
BUDGET: N/A // JANUARY 2016 - DECEMBER 2016
Just as Make-A-Wish Michigan seeks corporate partners in sponsorship of their events throughout the year,
YP Wishleaders will provide opportunity to secure corporate partners for their activities as well.The following
outlines each of the opportunities that will be available:
54

a new, big, bold and most importantly replicable event
YP Wishleaders will be responsible for the complete execution of a new event within the calendar year tailored to
reaching their peers: the Highway 96 Music Tour.The tour will travel to three cities in three nights - Grand Rapids,
Lansing and Detroit. Featuring four local bands, and potentially a smaller national act (i.e.Jana Kramer) if can be
booked partnering with National Make-A-Wish at a rate within budget, the tour will be held in popular
medium-sized concert venues in each city:
Grand Rapids - The Pyramid Scheme
Lansing - The Loft
Detroit - Saint Andrews Hall
Prior to each show, a meet and greet session will be held for VIP ticket holders that will feature not just one or more
of the bands but a Wish family as well.They will have opportunity to share their story with this small, intimate
group of attendees and provide a connection to the cause.VIP Tickets will be $65 with general admission tickets
priced at $40.
promotion
To drive awareness and ticket sales for the Highway 96 Music Tour, the YP Wishleaders Council will follow a
communication strategy following a 6-week schedule beginning the end of April prior to students leaving for
summer break and pick up again August as the event nears closer.The following efforts will be included:
• Online Ticketing Site
• Social media event page & posts (1-2 weekly)
• Inclusion in weekly Wishleaders email newsletter
• Mass Transit Advertising
• Online video advertising with Buzzfeed Motion Pictures (2 videos - promotional and wrap-up after event)
• Pandora advertising
Earned media will be essential to the communication strategy.A press release will go out mid-April introducing the
event with additional releases as bands are added to the line up and a final press release once tickets are sold out.
Additionally,YP Wishleaders will work to secure radio interviews on top stations in each market:
Grand Rapids: 98.7 WFGR, 95.7 WLHT, Star 105.7
Lansing: 97.5 WJIM, 92.9 WLMI
Detroit: 104.3 WOMC, 99.5 WYCD, 92.3 WMXD, 96.3 WDVD, 98.7 WDZH
BUDGET: $62,000 // October 15 - 17, 2016
55

Rational
Millennials favor the music industry.According to Nielsen (2014), “on average, [they] spend $7 more on music than
the total market, accounting for 31 percent of total spending on music.” As the most culturally diverse generation,
it is not surprising that millennials lean to music to cross cultural divides, find self-expression, relax. Music is also
more accessible than ever before with the growth of digital formats and online streaming.Tapping in to the affinity
the generation finds with music closes the decision gap in deciding to participate, with the addition that the money
goes back to their local communities,TOTLAffect expects this event to surpass expectations in millennial
participation and fundraising.
Venues $15,000
Local Bands $6,500
Jana Kramer $15,000
Online Video Advertising (2 videos, pre and post event) $10,000
Transit Advertising (4 Cities, 12 buses, 4 weeks) $6,000
Cost: $62,000
Attendees (estimated): 2500
Ticket Prices: $45/$65 (20% VIP Ticket Holders)
Total Donations Raised: $112,500
Estimated ROI: 181%
BUDGET: $62,000 // OCTOBER 15-17, 2016
56

Budget Summary
YP Wishleaders Operations
Website Development (responsive) $12,000
Online Payment System Included
CRM System (integrated from current) Included
Site Maintenance (12 months) $1,200
Social Media Launch (3 month consult) $22,500
Wish Ball Table $2,500
Subtotal: $38,200
YP Wishleaders Marketing
Buzzfeed Motion Pictures Videos $15,000
Subtotal: $15,000
WAM YPro
Breakfast Venue + Catering $2,250
Buzzfeed Motion Pictures Video $5,000
Professional Voiceover $1,200
Branded Wrist Sweatbands (quantity 300) $717
Subtotal: $17,167
Game Truck Rental (4 hours) $479
Facebook Advertising $500
Postcard Fundraising Handouts (quantity 500) $288.73
Subtotal: $6,267.73
Subtotal: $1,200
MileMatch Mobile App
Internal App Development (iOS only) $51,454
State News - Michigan State Display Ads $10,108
Michigan Daily - Display Ads $6,740
Subtotal: $73,302
Diversity Outreach
Radio Baladi Advertising (78 Ads) $5,850
Buzzfeed Motion Pictures Videos (2) $10,000
Subtotal: $28,850
Mentors in Joy
Corporate Visits (100; gas and expenses) $2,500
Leave behind Packets (100; $2.50 each) $250
Sponsored LinkedIn Posts $750
Subtotal: $3,500
Venues $15,000
Local Bands $6,500
Jana Kramer (national act) $15,000
Buzzfeed Motion Pictures Video (2) $10,000
Transit Advertising (4 cities, 12 buses, 4 weeks) $6,000
Subtotal: $62,000
Total Expenses: $245,486.73
57

TimelineIntegratedMarketingCommunicationsPlan
YPWishleadersOperationalNeeds
ResponsiveWebsiteDevelopment< Site Launch
SocialMediaLaunch< Facebook, Twitter and Instagram Launch
YPWishleadersMemberSurvey< Survey Open
YPWishleadersGeneralMarketing
Facebook
Twitter
Instagram
BlogPosts
EmailNewsletter
BuzzfeedMotionPicturesVideos< General Wishleaders Recruitment Video< Holiday Giving Video
PressRelease< Introducing YP Wishleaders Council
WAMYPro< Wish-A-Mile July 31
WebRegistrationPage< Registration Deadline July 1
PressRelease
BuzzfeedMotionPicturesVideo< WAM YPro Video
FacebookAdvertising
PandoraAdvertising
BrandedSwag< Order WAM Ypro Swag
WalkforWishes-GrandRapids< Walk for Wishes September 10
WebRegistrationPage
PressRelease< Walk for Wishes Success Release
GameTruckRental< Secure Game Truck Rental
BuzzfeedMotionPicturesVideo< Walk for Wishes Video
FacebookAdvertising
PostcardFundraising< Release Walk for Wishes postcards at June Council Meeting
Lunch&LearnSeries
FacebookAdvertising
PressRelease< Release to introduce Lunch & Learn Series and recruit future corporate partners as hosts
MileMatchMobileApp
InternalAppDevelopment(iOSonly)< App Launch
CollegiateNewspaperDisplayAds
BuzzfeedMotionPicturesVideo< MileMatch Promo Video
PressRelease
DiversityOutreach
RadioBaladiAdvertising< 1 Show Per Week, 6 ads per show< 1 Show Per Week, 6 ads per show
BuzzfeedMotionPicturesVideo< Wishleaders Diversity Outreach Video
RetargetingBannerAds
FacebookAdvertising
MentorsinJoy
CorporateVisits
Leave-behindPackets< Release leave-behind packets at February Council meeting
SponsoredLinkedInPosts
PressRelease< Release seeking Mentors in Joy
CorporateSatisfactionSurvey< Survey Open
Highway96MusicTour< Highway 96 Music Tour October 15 - 17
SecureOperationalNeeds< Secure venues and bands
TicketPurchaseWebsite
PressRelease< Introduce new event and band line-up
BuzzfeedMotionPicturesVideos< Highway 96 Music Tour Promo Video
FacebookAdvertising
PandoraAdvertising
TransitAdvertising
Production
Development
Production
Production
Production
YP Wishleaders Board will appoint chair to manage social media accounts. Responsible for managing the recommended 12-month content calendar with a
minimum 5-7 posts per week on each account.
Development
Will receive 3-month consultation for all social media,
includes a 12 month content calendar
ProductionProduction
Production
JulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJune
58

Integrated Marketing Communication Proposal - Make-A-Wish Michigan

Integrated Marketing Communication Proposal - Make-A-Wish Michigan

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (20)

Similar a Integrated Marketing Communication Proposal - Make-A-Wish Michigan

Similar a Integrated Marketing Communication Proposal - Make-A-Wish Michigan (20)

Último

Último (20)

Integrated Marketing Communication Proposal - Make-A-Wish Michigan