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Leaf a Legacy

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by

David Lopez

on 13 April 2015

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Transcript of Leaf a Legacy

PROMOTIONAL CAMPAIGN
WHAT IS
LEAF A LEGACY?
project formed by the Edmonton Valley Zoo and Valley Zoo Development Society
$1000 per engraved leaf

Commemorates donors by engraving their name on a metal leaf which is placed on a tree in the Zoo
EDMONTON VALLEY ZOO &
VALLEY ZOO DEVELOPMENT SOCIETY
PRESENTED BY
THE
Since its opening, the Zoo has undergone numerous changes
The Valley Zoo Development Society partnered with the Edmonton Valley Zoo in 1988.
WHO IS THE
TARGET AUDIENCE
PRIMARY
Animal conservationists
Families
SECONDARY
Businesses in Edmonton
THE
PROBLEMS
#1
negative perceptions that Zoo’s poach and capture animals
#2
little or no information readily available
CAMPAIGN OBJECTIVES
#1 Raise awareness project among Target Audience members by October 31, 2015
#3 Obtain donations project among Target Audience members by October 31, 2015
#2 Establish positive opinions and feelings project among Target Audience members by October 31, 2015
KEY SELLING BENEFIT
THE
Supporters donate because they know that their participation in the program will assist in the conservation of endangered animals
CREATIVE STRATEGY

THEME
Building a better home
MESSAGE APPEAL
rational appeal
THE
LOGO
represent friendliness and playfulness

establish a gentle and amiable feel

simple design
PROMOTIONAL MIX
Outdoor Advertising
Internet Marketing
Event/Personal Selling
Public Relations
Direct Mail
OUTDOOR ADVERTISING
BUS SHELTERS
BUS BENCHES
ADVERTISEMENT
PLACEMENT
INTERNET MARKETING
TWITTER CAMPAIGN #1
TWITTER CAMPAIGN #2
TWEET ENGAGEMENTS
WEBSITE CLICKS
GOOGLE AD WORDS GRANT
Requirements
Hold current and valid charity status
Cannot be a hospital, school or Governmental entity
$10,000 a month for not-for-profit organizations, Maximum of $330 a day
PUBLIC RELATIONS
The contents of the Media Kit Include:
A Press Release
Pitch Letter
Photographs
Leaf Key Chain
Backgrounder/Biography
Media Creative (Eternitree cut-out)
Fact Sheet

EVENT & PERSONAL SELLING
will take place on Canada Day

run by volunteers of the Valley Zoo Development Society

Paper leaves will be given when a donation of $5 or more is made by a donor

Children will receive a balloon or face-painting
MEDIA LIST
DIRECT MAIL
sent to a small group of local businesses
mailed out to 120 businesses near the Zoo and around the Edmonton region to gain interest and provide information about the campaign
Front
Back
IMPLEMENTATION
BUDGET
MARKETING MIX: Product & Price
3 Tiered system
Platinum: donation of $1000+

Gold: donation of $500+
Silver: donation of $100+
FACEBOOK CAMPAIGN
SWOT ANALYSIS
Grand total: $19,980
Strengths
Weaknesses
Threats
Opportunities
Strong conservation values
Little or no information available
Other nonprofits
Educate the public that the Zoo revolves around the conservation of animals
Printing expenses: $14,980
Promotional expenses: $5000
Full transcript