2010 Special Olympics Campaign

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Branden Floyd
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1 2010 Special Olympics Campaign

Background The Special Olympics has been around since 1968, targeting the 200 million people around the world who have intellectual disabilities.

2 Background The Special Olympics has been around since 1968, targeting the 200 million people around the world who have intellectual disabilities. The Special Olympics is a leader in diversity and education that brings people with and without intellectual disabilities together. They portray the message that people with intellectual disabilities can succeed if given the opportunity. Our goal is to inform and persuade local Nebraskans to join the Special Olympics team and volunteer at the upcoming 2010 Special Olympics. The Special Olympics empowers individuals with disabilities and gives them the opportunity to participate in the community and develop belief in themselves. Every year dedicated volunteers make the Special Olympics possible, and we want to help carry on this tradition.

3 Creative Brief WHAT WE ARE ADVERTISING AND WHOM WE ARE TARGETING: We are advertising for the 2010 Special Olympics, which is held in Lincoln, Nebraska. The target audience is husker fans ages WHAT THAT TARGET AUDIENCE CURRENTLY BELIEVES: The current target audience currently believes the Special Olympics is a positive and gratifying event. The target audience doesn t take the Special Olympics as serious as other sporting events, as they view the participants as special needs. OUR OBJECTIVE: Our objective is to get husker fans aware of the Special Olympics and encourage them to volunteer. Also, we want them to understand that the participants are just as significant as other athletes. We want them to express and show pride at the Special Olympics as they do at Husker sporting events. WHAT WE WANT THE TARGET AUDIENCE TO DO AND HOW WE WILL MOTIVATE THEM TO DO SO: We want husker fans to go to the Special Olympics website and sign up to volunteer for the 2010 Special Olympics. We want husker fans to shift their pride and enthusiasm from the huskers, towards the participants of the Special Olympics. We will motivate them by showing pride through advertisements. Real husker fans will be used in advertisements that incorporate husker traditions such as the tunnel walk. WHERE THE ADVERTISEMENTS WILL RUN: The advertisements will run through mediums of television, radio, billboards, and vinyl posters. The large vinyl poster will include the Special Olympics logo and will be displayed in the downtown area. Coasters advertising the Special Olympics will also be distributed to various restaurants throughout Lincoln. We will also do guerilla advertising at Nebraska baseball games and basketball games. The baseball field will have Special Olympics and the logo painted on it. Participants will throw out the first pitch at several games. At basketball games t-shirts with the Special Olympics logo will be thrown out to the crowd. OUR CREATIVE STRATEGY: Our strategy is to use husker fans and husker traditions to draw Nebraskans to volunteer for the Special Olympics. OTHER THINGS INCLUDED IN ADVERTISEMENTS: The Special Olympics website, logo, and date of the events will also be included in all the advertisements. DEADLINES: The creative s are due Wednesday, November 18. The final presentation will be given on Wednesday, December 3. HOW WE WILL MEASURE SUCCESS: We will measure the success of the campaign by counting the number of people that volunteered, and whether or not the goal of having eight thousand volunteers was reached.

Research Focus Group (9 members of target audience) 1. Who here has heard of the Special Olympics? ALL 2. Raise your hand if you know where the Special Olympics are being held this year. LINCOLN 3.

4 Research Focus Group (9 members of target audience) 1. Who here has heard of the Special Olympics? ALL 2. Raise your hand if you know where the Special Olympics are being held this year. LINCOLN 3. What kind of images/impressions do you think of when you hear the term Special Olympics? VOLUNTEERING ACTIVITY IS SPECIAL, NEED TO GET INVOLVED COMPETITION ATHLETES PRIDE SPECIAL MEDALS SPORTS ACTIVITIES FOR SPECIAL NEEDS 4. Have you ever been in contact socially with a mentally challenged person or persons? ALL YES 5. Do you know anyone or know of anyone who has participated or volunteered at the Special Olympics? ELIZABETH LITTLE GIRL AT CHURCH 6. a. Do you volunteer? SOME b. What drives you to volunteer? Incentive? Motivation? c. How often do you volunteer? d. What are your volunteer habits/why do you volunteer? NEEDS HELP GOING INTO PEACE CORP VOLUNTEERING AT SCHOOL FOR ESL CLASSES, VOLUNTEER FOR RESUME BUILDER MOSTLY THROUGH CHURCH, REGULAR BASIS, COUPLE HOURS A MONTH, VOLUNTEERS BECAUSE WANTS TO FOR THE CITY MISSION TO SORT CLOTHES, YMCA YOUTH SPORTS, SPRING TIME FOR 3-4 HOURS PER WEEK THE Y AND CHURCH ORGANIZATIONS, DEPENDS ON THE SEASON, WANTING TO BE INVOLVED AND HELP OUT e. Why don t you volunteer? NOT A LOT OF TIME 7. a. How many hours do you normally work a week in the summer? b. Would it be possible to take a day or two off to volunteer for the Special Olympics? OVERALL CONSENSUS, NOT DIFFICULT TO TAKE OFF TIME AT WORK TO VOLUNTEER, FOR A GOOD CAUSE b. How likely is it that you would consider volunteering for the Special Olympics? THINKING ABOUT IT (7) NOT (2) c. What would drive you to volunteer for the Special Olympics? FOR A WORTHY CAUSE VOLUNTEER ACTIVITES NEED TO BE ACCESSIBLE AND WELL KNOWN

5 8. a. What kind of advertising mediums do you respond to? b. Which do you think is most effective? examples: TV, radio, newspaper, billboard, magazines, etc. INTERNET RADIO TV 9. How do you get your news? NEWSPAPER RADIO TV CELL PHONE INTERNET FACEBOOK 10. Who here regularly reads... THE DAILY NEBRASKAN (3) LINCOLN JOURNAL STAR (7) OMAHA WORLD HERALD (3) 11. a. What kinds of billboards tend to catch your attention? b. Location? ELECTRONIC BILLBOARDS 17TH AND O STREET HIGHWAY When do you normally watch TV? Evening 13. Where do you get your sports news? ONLINE DAILY NEBRASKAN 14. How do you normally watch/listen to sports games? GO TO SPORTS BARS/GRILLS DOWNTOWN OR IN THE HAYMARKET GO TO THE GAME GO TO A FRIEND S HOUSE Research Cont. 26. Those who attend the game regularly, what are events/ memories that stick out in your mind (tunnel walk, red balloons, halftime show)? TUNNEL WALK BAND GUESTS AT HALF-TIME SHOW STUDENT SECTION RED BALLOONS (ONLY IF USED IN THE STADIUM) 27. Are you part of any groups or causes on Facebook? ONLY IF A FRIEND HAS REQUESTED TO BECOME APART OF ONE, TO SUPPORT A GOOD CAUSE OR PERSONAL INTEREST 28. a. If you had to sum up Husker Football into one word what would that be? LIFETIME PRIDE JOYFUL TRADITIONAL FUN GREAT FANS b. If you had to sum up the Special Olympics into one word would that be? GREAT EFFORT SPECIAL OPPORTUNITIES PRIDE NEW TO LINCOLN

6 Creatives/ Media Outdoor To be placed in high traffic areas within Lincoln such as 27th and O Street

7 Creatives/Media Vinyl Posters Vinyl Posters should hang on sides of large, visible buildings in areas of high traffic such as downtown Lincoln.

Creatives/Media Guerilla www.2010specialolympics.

8 Creatives/Media Guerilla Paint 2010 Special Olympics logo, website, and campaign slogan across the outfield of Husker baseball field; allow a Special Olympics athlete to throw the first pitch at a Husker baseball game. Toss out free t-shirts with 2010 Special Olympics logo, website, and campaign slogan printed on them at a Husker basketball game; allow Special Olympics athlete to shoot hoops at the half-time show. Set up a sign-up table at the UNL city and east campus union so people can sign-up to volunteer instantly, do so at regular intervals until the event to allow plenty of opportunity for the target audience to volunteer. Front Back

9 Creatives/Media Radio Spot (:30) Radio spot should run early morning, daytime, and evening in order to gain the most reach. Radio spot should run continously up until the event at regular intervals but should advertise heavier during Spring and Summer, closer to the time of event. SFX: TUNNEL WALK MUSIC ADRIAN FIALA: It is a beautiful day here in Lincoln, NE. What a privilege we have here to witness these fine athletes compete. KEVIN COOGLER: You are right Adrian, these top competitors have came from all over the world to display their talents right here in Lincoln, NE. ADRIAN FIALA: KEVIN COOGER: ADRIAN FIALA: TOM OSBORNE: Sports such as basketball, cross country, cycling, soccer, golf, power lifting and tennis are only a handful of the events taking place this year in the Special Olympics. This is going to be spectacular; I am fortunate to be a volunteer this year for this glorious event. The stage is set for June for these athletes to showcase their talents. And now a word from our very own, Tom Osborne. This is Tom Osborne andi ask you to continue the Husker tradition and volunteer for the 2010 Special Olympics. Visit and show husker pride. Volunteer.

10 Creatives/ Media Television Spot TV spot should run early morning and evening in order to gain effective reach. TV spot should run continously up until the event at regular intervals but should advertise heavier during Spring and Summer, closer to the time of event. SIGHT CUT TO WS OF POLICE CARS DRIVING, FOLLOWED BY FOUR LIMOS, FOLLOWED MORE POLICE CARS CUT TO WS OF ALL CARS PULLING UP TO A RED CARPET, LIMO COMES TO A STOP CUT TO FS OF FANS WEARING RED, ALL EXCITED, ALL CHEERING. CAMERA MEN/WOMEN TAKING TONS OF PICTURES, LOTS OF LIGHTS FLASHING FROM THE CAMERA INCLUDED CUT TO FS OF SPECIAL OLYMPICS ATHLETES EXITING THE LIMOS CUT TO CU OF AN ATHLETE WALKING ALONG THE RED CARPET CUT TO FS OF YOUNG GIRL WITH A PEN AND PAD CUT TO FS OF ATHLETE SIGNING HIS AUTOGRAPH ON THE YOUNG GIRL S PAD CUT TO CU OF YOUNG GIRL SMILING CUT TO WS OF ATHLETES RUNNING THE TUNNEL WALK INTO MEMORIAL STADIUM CUT TO WS OF BLACK SCREEN, SHOW HUSKER PRIDE. VOLUNTEER APPEARS IN RED ONTO THE SCREEN SOUND SFX: DRIVING NOISES SFX: CROWD CHEERS, CAMERA CLICKS YOUNG GIRL: Can I have your autograph? SFX: TUNNEL WALK SONG

11 Creatives/Media Storyboard (:60)

12 Creatives/Media Storyboard Cont. (:60) :60

13 Creatives/Media Drink Coasters Side 1 Coasters should be placed in sports bars/grills and restaurants in the downtown area. Side 2

14 Budget Budget $1,500 ESTIMATES Vinyl Poster: 8x20 ft. $832 Outdoor: standard $180 Drink Coasters: 1,000 $200 Radio Spots: :30 $80 Guerilla $200 WITH ADDITIONAL FUNDS TV Spots: :60 $30,000

PARTNERSHIP OPPORTUNITIES

PARTNERSHIP OPPORTUNITIES MORE THAN $12 MILLION WILL BE INVESTED TO ENHANCE THE FAN EXPERIENCE AT UPMC PARK. ABOUT THE ERIE SEAWOLVES The Erie SeaWolves are the Double-A affiliate of Major League Baseball