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9 FEBRUARY 2013 - TJ Lind & Brooke Oraskovich Public Relations Chapter Project

Make Your Mark: Angels for a Cause Proctor DECA Proctor Senior High School 131 9th Ave. Proctor MN 55810


Table of Contents

I. Executive Summary

1

II. Campaign Theme or Focus

2

A) Statement and description of the issue to be issue to be addressed

2

B) Rationale for selecting the issue

3

C) Description of the target population

4

III. Local media and other promotional possibilities

5

A) Local print and broadcast media

5

B) Other possible promotional activities

6

C) Media mix and rationale for media and other promotions

IV. Campaign organization and implementation

10

14

A) Organizational chart, membership involvement and description

14

B) Description of the campaign and documentation

16

C) Estimated impact on the target population

18

V. Evaluation and recommendations

21

A) Evaluation of the process

21

B) Recommendations for future campaigns

25

VI. Bibliography

27

VII. Appendix

27

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I. Executive Summary In May of 2011, Proctor DECA learned the shocking facts about the water crisis. 1.1 billion people don’t have access to clean drinking water. To address this crisis, Proctor DECA teamed up with Rotary Club 25 of Duluth to raise awareness and money for clean water. The average American family of four uses roughly 400 gallons of water per day at home.  Think about it.  Every time someone brushes his or her teeth, takes a showers, or drinks coffee, he or she uses water. Imagine if someone had to walk three hours each day to retrieve water contaminated with thousands of disease-causing bacteria.  This is a reality that 1.1 billion people face throughout the world each day, specifically in places such as Southeast Asia, Indonesia, and Sub Saharan Africa.   Living next to the largest source of freshwater in the world, Lake Superior, Proctor DECA wanted to take the initiative in making an impact to solve the water crisis.   We created a non-profit organization called Drops of HOPE in May 2011   to raise money for clean drinking water in conjunction with an organization called the Global Team for Local Initiatives.   We set the goal to raise $50,000 towards this cause, and last year, we raised $22,000 through a competitive concert event, called What It Takes. Campaign Goals:

Raise awareness for the water crisis Raise awareness throughout the Duluth community for the cause Fundraise $28,000 to meet the original $50,000 goal Start locally to impact globally Draw national attention to Duluth and the cause by hosting a unique event

Target Markets: P R I M A RY

S E C O N D A RY

T E R T I A RY

College Students

Families with children

High school students

18-22 years old

(Children 0-13 years old)

13-18 years old

Social Media

Traditional

Guerrilla Marketing

Campaigning

Media

(Non-traditional

Reach: 23, 600

4.5M reached via newspapers

Ads: 1.3M impressions

(press release published by AP)

187 followers

1.4M reached via local television (several stories on each channel) 1.5M reached via radio

80 followers (Instagram)

(advertisements and DJs)

800 posters 1,000 leaflets 3,500 tattoos 1,000 stickers 2,100 handouts “Morph” at schools Elementary school visits

Evaluation: On February 9, 2013, 1,877 people supported the water crisis at The University of Minnesota Duluth’s Malosky Stadium to make snow angels.  Although the Guinness World Record was not broken, Make Your Mark was a huge success! Make Your Mark raised $28,000 dollars to provide people for clean drinking water. Proctor DECA made its mark on the water crisis through cause awareness and fundraising.

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II. Campaign Theme or Focus A) Statement and description of the issue to be issue to be addressed More than one billion people live without access to clean drinking water. Every day, millions of women and children are forced to walk miles to the nearest swamp or pond to fetch water that is contaminated with bacteria and disease. Living next to Lake Superior, the world’s largest source of freshwater, we felt a personal connection to this issue: the water crisis. Since we (as a DECA group) founded the nonprofit organization Drops of HOPE in 2011, we have worked diligently with community leaders to raise money for clean water projects in southern Ethiopia. Last year Drops of HOPE made a splash in the Northland by raising more than $22,000 for Global Team for Local Initiatives to bring clean water to Ethiopia through a competitive concert, called What It Takes. Throughout the process of organizing the concert, we

What It Takes

formed a strategic partnership with the Rotary Club of Duluth, an organization of business and community leaders. One of DECA’s guiding principles is providing connections to business, and one of the Rotary Club of Duluth’s guiding principles is education. Since these organizations have similar focuses, a partnership seemed optimal. After last year’s concert, our DECA group gathered around the conference table with several Rotarians brainstorming the next big fundraising event. Finally, TJ Lind, Chief Executive Officer of Drops of HOPE, said “Hey, we’re known as ‘those crazy northerners’ that live up here and do weird things. Let’s prove it to the world.” The M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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discussion led into a fundraising event which would highlight the Northland. Duluth, Minnesota would host a Guinness World Record breaking event, Make Your Mark: Angels for a Cause. We set the goal to raise $28,000 for water projects while breaking the Guinness World Record for the most snow angels being made simultaneously.  The record was set in 2007 in Bismarck, North Dakota with 8,962 people. Make Your Mark would be one of the largest events in the region, so it was bound to draw much attention to Duluth and the water crisis. By promoting Make Your Mark, an easily marketable event because of the Guinness world record aspect, additional attention would be brought to the water crisis, which was our overall goal. B) Rationale for selecting the issue After forming a partnership with Duluth Rotary, we were introduced to Lori Pappas, the founder of Global Team For Local Initiatives, or GTLI; this is a non-profit organization which works with water projects in Ethiopia. While circumnavigating the Sahara Desert on a vacation, Pappas came to the startling realization that the children in Southern

Brooke Oraskovich and TJ Lind with Lori Pappas, Founder and CEO of GTLI

Ethiopia were struggling to find water, life’s most basic necessity. Pappas’s efforts for clean water directly aligned with our goal, so we partnered with GTLI; then we precisely set a goal to raise $50,000 to help fund building hand-dug, drilling and installing wells, water filtration systems, and rain-catchment systems in order to bring clean drinking water to the Hamar tribe in Ethiopia.

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After researching the water crisis and brainstorming ideas to take part in the clean-water campaign, we agreed that the most effective strategy would be to create a unique event. This would double as a fundraiser and an awareness campaign on the water crisis. We wanted this event in Duluth, Minnesota, which would serve globally, by starting locally. We wanted to put Duluth and the water crisis in the national spotlight.

In a

meeting with the Duluth Rotary Club and our DECA group, we decided the event would prove the Northland’s stereotype of the “Crazy Northerners.”

This is how we

developed Make Your Mark, a record breaking event. Along with breaking a world record, Duluthians had a chance to help out others globally who are in need of clean drinking water. The idea of not having enough clean water is unfathomable in the Duluth community since Duluth is located next to the largest source of freshwater in the world, Lake Superior. Make Your Mark would bring the Duluth community together as a whole. C) Description of the target population A primary reason the University of Minnesota Duluth was chosen to host Make Your Mark was because of the high density of college students in the area.

After

deciding to focus on college students and families with children, we based marketing strategies on this decision.

College students served as our primary target market

because we live in a community with many colleges nearby.

With the University of

Minnesota Duluth, College of Saint Scholastica, University of Wisconsin-Superior, Lake Superior College, Duluth Business University, Wisconsin Indianhead Technical College,

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and Fond Du Lac Tribal & Community College within reachable distance, targeting college students was an effective decision for our marketing team. Families were chosen as Make Your Mark’s secondary target market, because the event was easily marketable as family-friendly. Moreover, Duluth, Minnesota is a community which actively takes part in outdoor activities, so we expected community support for the event. Because this event was family friendly for a great cause and unique, our tertiary target was the community as a whole.

Encouraging our entire community to

participate, we targeted each demographic within our community. Living in an area that is not widely diverse, targeting the community filled with citizens who love to participate, which benefitted our marketing techniques in many ways. This proved that selecting the community as a whole for a tertiary target market, was a beneficial decision. III. Local media and other promotional possibilities A) Local print and broadcast media The target population for Make Your Mark: Angels for a Cause was located in the greater Duluth, Minnesota metropolitan area, which has more than 200,000 citizens. Traditional media outlets available in this market include, but are not limited to: The Duluth News Tribune, a regional newspaper based in Duluth with a circulation of 90,000 weekday readers. The Duluth News Tribune owns The Budgeteer, Duluth’s businessoriented newspaper. Several regional and national magazines are based in Duluth including Lake Superior Magazine. The Northland’s Newscenter, Eyewitness News, and

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Fox 21 Nightly News are broadcast media stations headquartered in Duluth, but provide media coverage as far as the Canadian border.   B) Other possible promotional activities In today’s digital age, there are countless opportunities for promotion aside from traditional media outlets. Social media sites consume teenagers’ and adults’ time each year.   According to Nielsen’s 2012 Social Media Report, Americans spent 121 billion minutes on social networks between July 2011 and July 2012.

  Social media

opportunities include Facebook, Twitter, Google +, YouTube, and Instagram.   Social media campaigning is popular in the modern business world because of its free outlets and constant involvement with target markets. Through “likes” on Facebook, “favorites” on Twitter, and views on Youtube, we were able to reach out to our target markets. The popular social media site, Facebook, played a huge role in reaching out to our target markets and interacting with them. We also utilized Instagram, YouTube, and Twitter. Instagram provided us a way to share pictures related to the cause and our event.  Video promotion through YouTube was  targeted towards youth including high school and college-aged students. Links of our promotional and sponsorship videos were shared through YouTube and provided a way for people to visually see and understand our project and its meaning.  By creating short promotional clips on YouTube for Make Your Mark, campaign awareness was spread at no cost to our organization. Although our Twitter page was not as successful, we learned that Twitter required different posting techniques in order to be successful. The Duluth News Tribune, our regional newspaper, provided our DECA group with a discount rate to advertise our non-profit event. The discount rate was a buy one M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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advertisement spot, and receive one for free. By receiving this discount rate, we spent 1,200 dollars on the advertisements. The Duluth News Tribune also wrote two articles about the day before the event and the day after the event  which were both featured on the front page of the newspaper. Not only did they write about our event in the newspaper, but they wrote an article on their website. Utilizing the Duluth News Tribune helped reach our target markets. Opportunity in traditional outlets include posters, flyers, billboards, and pamphlets.

  Promotion was

available.  Guerrilla marketing tactics were also available in promotion. We utilized both the traditional outlets and guerrilla marketing tactics in promoting our event.   By utilizing a “morph” mascot, excitement was generated in a non-traditional view.  Our mascot generated questions about what the “morph” is for, thus creating questions

The Make Your Mark “morph”

about Make Your Mark and the water crisis. Booths at various locations were available.   These included booths at college locations and in our region’s largest mall.   We utilized booths at two locations: the College of St. Scholastica and the University of Minnesota-Duluth.  We spent one day one week prior to Make Your Mark at the College of St. Scholastica and four days at the University of Minnesota Duluth.   Parades were also available to promote events such as Make Your Mark, because of the high level of community involvement associated with them. Being broadcasted on television across the region, The Christmas City of the North Parade is M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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by far the most popular parade in our area. The Christmas City of the North Parade happens the thirds week in November and kicks off Duluth’s holiday season while providing an optimal opportunity in marketing Make Your Mark   in which we utilized. Not only were we able to have our own spot in the infamous parade, but we also gave out 500 stickers to children and 500 business cards to parents and adults. By utilizing the parade and promoting our event with these items, we were able to reach out to the community and gain their support early on in our planning timeline. One of Duluth’s most famous landmarks, Enger Tower, was also a possible venue of promotion. We were fortunate enough to have the entire tower lit blue in honor of our event. With the tower being lit blue, it generated a buzz about the event and got people excited. With Enger Tower being located on a hill above our entire city, it is visible from almost anywhere in the entire city of Duluth which was highly effective in reaching citizens citywide. Church youth groups provided an outlet to spread our campaign awareness.  Short seminars on the water crisis informed youth across the Duluth community on how fortunate we are to live next to the largest source of freshwater in the world, Lake Superior.  The basis of these seminars informed the youth of the shocking facts of the water crisis and encouraged youth group members to attend our event and spread awareness about the cause. As a result of our sponsorship video to potential sponsors, we received general sponsors. The University of Minnesota Duluth was our biggest sponsorship as they provided us with the grounds on the campus while hosting and promoting the event free of cost. The chancellor of the University of Minnesota Duluth, Dr. Lendley Black, M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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sent various systemized emails to all current students, alumni, and faculty of University of Minnesota institutions promoting the event. Furthermore, University of Minnesota Duluth aired our Make Your Mark promotional video at the University of Minnesota Duluth vs. Mankato State University home hockey game on February 8, 2013; the night before Make Your Mark. This was an amazing opportunity as 7,500 people attended the game. To encourage participants for Make Your Mark to pre-register for the event, there was an incentive to win a $1,000

cash price. The $1,000 was donated by an

anonymous donor from a Duluth Rotarian. The day of the event, Mayor Don Ness, drew a random pre-registered participant to win the cash price. The winner of the 1,000 dollars was Maureen Kenney a woman who traveled from St. Paul the day of the event to participate in breaking a world record. Through distributing leaflets on vehicles across the Duluth area at places such as: the Miller Hill Mall, Marshall High School, and Lake Superior College, we were able to reach an estimated 1,000 people. By placing leaflets on cars, encouraging people to come and participate in our event, we were able to eectively market to a wide range of demographics from high school and college students, to all ages of mall shoppers. This form of guerrilla marketing was a unique way to spread information about our event. Promotional items were available in promoting Make Your Mark and spreading awareness about the water crisis.  Promotional items available  to generate excitement included wristbands,stickers, and temporary tattoos. Our DECA group utilized these promotional items by handing out stickers at the Christmas City Of the North Parade, M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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sending home temporary tattoos with elementary students, and providing Make Your Mark participants with wristbands as they entered the stadium as a way of keeping count. C) Media mix and rationale for media and other promotions The media mix is composed of several advertising channels employed in meeting the promotional objectives of a marketing campaign. For Make Your Mark, print, broadcast, and social marketing was utilized. It is important to note that promotion for Make Your Mark relied primarily on public relations, specifically publicity and speaking engagements. Midwest Communications, a top sponsor of Make Your Mark donated more than $3,000 in radio advertisements for the event. During four weeks leading to the event, thirty advertisements were played per station per week. A generous Rotarian donated $1,200 to purchase two advertisements in The Duluth News Tribune the two Sundays prior to Make Your Mark. Moreover, a $500 budget was designated for paid Facebook advertisements. The charts below below highlight the media mix and promotional activities undertaken for Make Your Mark’s promotional campaign. It is important to note that even after working with WestmorelandFlint, the region’s top marketing agency, we realized that because Make Your Mark became so newsworthy that the Associated Press (an international wire service) picked up the story and even national news outlets mentioned the event. Because media was so widespread, it is impossible to gauge the true reach of the Make Your Mark campaign.

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MEDIA MIX Press releases: articles featured in: The Budgeteer (Duluth, MN) The Proctor Journal (Proctor, MN) The Mallet (Proctor, MN) The Duluth News Tribune (Duluth, MN) The Statesman (Duluth, MN) The Pioneer Press (Minneapolis, MN) Newspaper

The Star Tribune (Minneapolis, MN) The Republic (Columbus, IN) Pittsburgh News (Pittsburgh, PA) The Jamestown Sun (Jamestown, ND) The San Francisco Chronicle (San Francisco, CA) The Atlanta Journal (Atlanta, GA) The Bismarck Tribune (Bismarck, ND) The Daily News (Wahpeton, ND) WDIO (Local ABC affiliate): Good Morning Northland, Nightly News (x2)

Television

KBJR (Local NBC affiliate): Morning Show, Nightly News (x2) KDLH (Local CBS affiliate): Nightly News (x2)

TJ Lind, CEO, on Good Morning Northland, the area’s most

Make Your Mark was featured in the Duluth News Tribune

popular morning snow.

several times, including twice on the front page.

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MEDIA MIX The following news websites/blogs posted articles about Make Your Mark Inforum.com (National) HowieHansen.com (National) KFOXTV.com (El Paso, TX) minnesota.cbslocal.com (Minnesota) WFTV.com (Orlando, FL) WRAL.com (Raleigh, NC) Postbulletin.com (Rochester, MN) WXOW.com (Lacrosse, WI) WBSradio.com (Atlanta, GA) Valleynewslive.com (Fargo, ND) UPI.com (International) Today.com (International) News Websites:

Reddit.com (International) I4Unews.com (National) WJON.com (St. Cloud, MN) Topix.com (National) Dribble.com (International) BSA.org (National) Perfectdayduluth.com (Duluth, MN) Innduluth.com (Duluth, MN) Wday.com (Fargo, ND) NorthJersey.com (New Jersey) Tommiemedia.com (National) Bringmethenews.com (National) KTSP.com (Twin Cities, MN) Facestu.me (National) BismarckMandanBlog.com (Bismarck, ND) The Gimlet (Duluth Rotary Newsletter) Duluth Chamber of Commerce: email blast Visit Duluth: email blast UMD Chancellor Lynn Black: email blast to all University of Minnesota (all campuses) students, faculty, and alumni)

Newsletters/Email Blasts

UMD Alumni: several email blast to all UMD alumni Peace United Church of Christ: Bulletin Coppertop Church: Bulletin Saint Raphael’s Church: Bulletin

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MEDIA MIX Perfect Duluth Day Community Calendar KDWZ 102.5 Community Calendar

Community Calendars

KBMX 107.7 Community Calendar University of Minnesota Calendars KDWZ DJs KDWZ Interview

Radio

KDAL DJs CBS National Radio Network (interview) Lake Superior Magazine

Magazines

DECA Direct

PROMOTIONAL ACTIVITIES School Visits

Booth at University of Minnesota Duluth Booth at College of St. Scholastica Two Harbors Elementary School Pike Lake Elementary School Bayview Elementary School Lowell Elementary School

Presentations

Several presentations to Duluth Rotary Club Keynote presentation to Skyline Rotary Presentation to Harbortown Rotary Presentation to Edina Rotary Alworth Institute Lecture at UMD

Posters

800 posters throughout community and schools

Videos

Video for prospective sponsors Promotional video Recap video (produced by HSRA)

Leaflets

2,000 “parking ticket lookalike” leaflets distributed throughout the community.

Other Promotional Activities

Enger Tower, one of Duluth’s most famous landmarks, was lit blue on Friday, February 8 in honor of Make Your Mark.

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IV. Campaign organization and implementation A) Organizational chart, membership involvement and description Drops of HOPE is a 501(c)(3) nonprofit organization which operates under the umbrella corporation, Proctor Synergy. Drops of HOPE is the organization which organized Make Your Mark: Angels for a Cause. Below are Drops of HOPE’s senior officers and board members. “As Drops of HOPE’s CEO, I had the opportunity to deal with most of the company’s external affairs, like working with the media and various service organizations that we partnered with. Being the primary media and professional contact for the organization, I was tasked with communicating our organization’s goals and intentions for Make Your Mark.” -TJ Lind:, Chief Executive Officer “I serve as COO of Drops of HOPE and led Make Your Mark’s operations. Logistically speaking, Make Your Mark was challenging because it was a collaboration of many organizations and had several moving parts. I definitely drew on my organizational skills while working closely with the CFO, CEO, and board of directors. One of the biggest challenges I had to overcome as COO was keeping up on communication, because I acted as a liaison between several organizations.”

-Brooke Oraskovich, Chief Operations Officer

“Being CFO of this organization was the realization of my dream! Being able to manage the books for a nonprofit as a high school student taught me so much! I spent my time on the Drops of Hope team formulating budgets, taking care of money coming into the organization, and running online financial operations.” -Melissa Urban, Chief Financial Officer

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The position of Chief Marketing Officer required much versatility on my part, since I had the pleasure of working with the digital, social, and traditional aspects of the Make Your Mark campaign. I spent much of my time planning, organizing, and implementing various components of our marketing like posters, videos, and print advertisements

-Jenna Peterson, Chief Marketing Officer

Having an event with 2,000 people required lots of logistical planning. I had the opportunity to work with more than 200 volunteers during Make Your Mark to do everything from count participants, to direct traffic, and other tasks. Recruiting and training operatives composed the majority of my time as CHRO, but I enjoyed it nonetheless!” -Hannah Dahlgren, Chief Human Resources Officer

The following chart details the organization of Drops of HOPE’s officers and board of directors. Drops of HOPE Organization TJ Lind

Bob Sherman

Chief Executive Officer

Chairman of the Board

Melissa Urban Chief Financial Officer

Jenna Peterson Chief Marketing Officer

Brooke Oraskovich

Crystal Taylor

Skeeter Moore

Chief Operations Officer

PR Committee Chair

Logistics Committee Chair

Hannah Dahlgren

Tania McVean

Curt Lindberg

Chief Human Resource Officer

HR Committee Chair

Board Member

Drops of HOPE’s officer team (comprised of our DECA group) worked with the Board of Directors to organize Make Your Mark. Proctor DECA’s leadership and Duluth Rotary’s experience gave unique guidance to the event.

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B) Description of the campaign and documentation Below is a timeline of Drops of HOPE’s organization and implementation of our water crisis campaign: 2008

May 2011

Lori Pappas founds Global Team for Local

Lori Pappas founds Global Team for Local

Initiatives (GTLI).

Initiatives (GTLI). February 2012

August 2012

What It Takes is hosted by Drops of HOPE. $22,000 is raised for GTLI. The Make Your Mark organizing committee is formed of six Proctor DECA students and Rotary members.

November 2012

December 2012

The Make Your Mark campaign launches with The Christmas City of the North Parade promotion.

December 2012

GTLI founder Lori Pappas visits from Ethiopia to meet with DECA students and Rotary

Make Your Mark’s first press release was distributed and published nationwide.

December 2012 The Edina Rotary Club, High School for Recording Arts, Two Harbors Rotary, and other organizations came on board as Make Your Mark M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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January 2013

January 2013

Make Your Mark DECA group begins visiting elementary schools to spread awareness of the water crisis and Make Your Mark. Midwest Communications begins advertisements on several radio stations; interviews Broke Oraskovich on air.

February 2013

February 2013

Make Your Mark organizers are interviewed multiple times on several television stations. Proctor DECA makes several presentations to area Rotary Clubs.

February 2013

February 2013

Enger Tower, an iconic Duluth landmark, was lit blue on Friday, February 8th in honor of Make your Mark.

More than 2,000 leaflets were distributed on cars at area shopping malls and schools.

February 9, 2013

More than 1,800 people gathered at the University of Minnesota Duluth to make snow angels. More than $28,000 was raised to bring clean water to 7,000 people. Several media outlets were present the day of the event.

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The Make Your Mark campaign emphasized social media activity. A Facebook page, Twitter account, Instagram account, and Youtube accounts were created as information and advertising tools for the event. We organized paid Facebook advertisements along with promotional videos through the Make Your Mark Youtube account. The Make Your Mark Facebook page provided an outlet to post pictures of snow angels including local community members and even people around the world. Soldiers in Afghanistan, the Duluth Fire Department, Duluth Mayor Don Ness, the UMD Bulldog mascot Champ, a Rotary member from Mexico, and even a DECA member from Germany posted pictures of their snow angels on the Facebook page. C) Estimated impact on the target population The Make Your Mark: Angels For a Cause paid Facebook advertisements reached 1.3 million people. The event’s Facebook profile gained 2,818 “likes” with 858 people talking about the event while the profile formed 23,633 impressions on Facebook users.

  However, our Twitter

account only reached 169 users. We learned that Twitter and Facebook must be treated differently with promotional posts. Though our Facebook profile reached several thousand people and was very successful, M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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our Twitter account did not reach as many social media users. We learned throughout the project that we should have utilized dierent posting techniques for Twitter. Our YouTube account also was utilized; Make Your Mark promotional videos posted on YouTube gained 537 views. Through this social media promotion, we reached our primary target market of Northland college students and our secondary target market of Northland families. The Make Your Mark website, www.makeyourmarkduluth.com, was vital in collecting donations and informing viewers on the water crisis. Sales through the website totaled $3,796 , all of which was donated to Global Team for Local Initiatives. The impact of having a booth, posters, mass e-mails, and the University of Minnesota Duluth hosting the event helped us reach an estimated 3,000 University of Minnesota Duluth students. Utilizing a booth, hanging posters, and having a 'morph' (mascot) at the College of Saint Scholastica reached an estimated 1,000 college students. After placing 500 leaflets on vehicles at Lake Superior College, an estimated 500 students and faculty were reached. Having promoted at these colleges, our primary target market of Duluth college students was reached. After hosting assemblies at Bay View elementary school, Lowell Elementary School, Pike Lake Elementary School, and Two Harbors Elementary School, and sending Make Your Mark: Angels For a Cause information with the students, we reached an estimated of 2,000 elementary school families. Hosting these assemblies at the elementary schools helped us reach our secondary target market of families in the Northland.

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The Duluth News Tribune featured

N E W S PA P E R

E S T I M AT E D R E A C H

Make Your Mark’s story on the front page

The Budgeteer

40,000

The Proctor Journal

1,900

of the Duluth newspaper on Friday,

The Statesman

February 8 and Sunday, February 10.

The Pioneer Press

3.6 million

The event was also advertised in the

The Star Tribune

296,000

sports section of the newspaper on

The Mallet

500

The Republic

19,000

Sunday, January 27th and Sunday,

Pittsburgh News

February 3. On a  week day, The Duluth

The Jamestown Sun

6,000

News Tribune reaches 32,886 people,

The Atlanta Journal

2 million

and on a Sunday it reaches 49,690

The Bismarck Tribune

26,500

people. Through The Duluth News Tribune we were able to reach 181,956 people; it was by far the most important newspaper Make Your Mark had been featured in. We were also featured once each in six other newspapers. The total reach for newspaper articles featuring Make Your Mark was 6,171,856. Midwest Communications provided 30 segments of Make Your Mark advertisements per week for three weeks on 102.5 KDWZ FM, 610 KDAL AM, 95.7 KDAL FM, and 98.9 KTCO FM along with one live interview of Make Your Mark team member, Brooke Oraskovich. Through these crucial radio advertisements, we were able to reach a total of 25,000 listeners per week; 75,000 listeners total. This crucial radio promotion helped us reach our primary and secondary target markets of Duluth college students and area families. Utilizing the televised news M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

TELEVISION

E S T I M AT E D R E A C H

WDIO

12,580

Fox 21

225,000

Northland’s Newscenter

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stations in Duluth, Minnesota was also a large promotional aspect. NBC’s and CBS’s  Northland’s Newscenter, WDIO Eyewitness News, and Fox21 News were all Duluth televised news stations that promoted Make Your Mark: Angels For a Cause.   Each station aired a story on Make Your Mark :Angels For a Cause on the day of the event, while NBC’s Northland’s Newscenter and WDIO’s Good Morning Northland also aired stories and conducted interviews with Make Your Mark’s CEO TJ Lind prior to the event. This vital news coverage reached 296,340 people making 664,020 impressions taking into account multiple stories related to Make Your Mark and helped us reach our secondary target market of Northland families. By posting Make Your Mark information in the church bulletins at Peace United Church of Christ, First United Methodist Church, and Saint Raphaels Church we were able to reach an estimated of 1,800 people. V. Evaluation and recommendations A) Evaluation of the process The night before Make Your Mark was filled with excitement, nerves, and preparation . The organizing committee spent Friday afternoon at the University of Minnesota Duluth  to finalize preparations for the event. The campus was eerily quiet on Friday afternoon, but knowing that less than 24 hours later it would be packed with people, excited us. We went to a team member’s house for the night and worked on writing out the script (what emcees and special guests would say on stage) for the next day.

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Saturday morning we arrived by 6:30 a.m. to begin setup for the day and to organize volunteers who started checking in at 8:00 a.m. The Duluth Children’s Museum and Proctor High School's Destination Imagination Team set up activities for children to partake in the University of Minnesota Duluth's field house to keep people warm while waiting to make snow angels. Everything seemed to be falling into place. At 9:30 a.m. gates officially opened, and people began filing in. The rest of the day was spent managing people, solving issues, and speaking to the crowd. Roughly a half hour before the snow angels took place, High School For Recording Arts performed several of their own songs at the center of Molasky stadium as people gathered around and watched. Promptly at 11:00 a.m. , Duluth Mayor Don Ness started the one minute countdown for snow angels to begin. At 11:05 a.m., 1,877 people lay on the ground to make snow angels as a helicopter flew over to take aerial photographs and video. The official angel count was 1,877!  Although that is a long way from the record of nearly 9,000 people to break the Guinness record, more than $14,000 was raised to bring clean water to Ethiopia. Feedback from the event has been phenomenal; even though a record was not broken, people had fun! If one looks back at videos from the event, everyone was laughing and smiling as they lay in the snow making angels. There was not as much participation with college students as we hoped. Initially, the Chancellors of St. Scholastica and University of Minnesota Duluth (Duluth’s two largest schools) issued a friendly challenge to see which school would turn out the most students. Possible factors that led to low student involvement despite brisk marketing efforts on college campuses could include it being a Saturday morning and the Bulldog hockey game the night before. M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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It is important to recognize that perhaps the most valuable aspect of the entire Make Your Mark project was the collaborations formed between DECA, Rotary International, several local Rotary clubs, and other service organizations. Before this project, Rotary clubs in the region operated independently for the most part, with large scale collaborations coming from the district office. Make Your Mark: Angels for a Cause acted as a means of initial collaboration and communication between the Rotary Club of Duluth, Skyline Rotary, Harbortown Rotary, Edina Rotary, North Shore Rotary, Proctor DECA, the High School for Recording Arts, East High School, and other organizations. The strategic partnership between Proctor DECA and Duluth Rotary  has proved to be mutually  beneficial; Proctor DECA provided The Duluth Rotary Club with fresh ideas, expertise in social media campaigning, and time to accomplish tasks.  The Duluth Rotary provided guidance, sparked motivation, and gave professional guidance. Bob Sherman (lead Rotarian who worked with Proctor DECA) and Phil Strom (outgoing Duluth Rotary President), are traveling to the Rotary International Headquarters in the coming months to present the partnership between Proctor DECA and Duluth Rotary to Rotary International’s Board of Directors. Strom and Sherman have the vision of International DECA forming a collaboration with Rotary International to connect Rotary’s 1.2 million business leaders to DECA’s 200,000 student leaders and collaborate on large scale projects. Make Your Mark was featured in media outlets across the country, so gauging the true reach of this public relations campaign is next to impossible. One measure of the impact of Make Your Mark is word of mouth qualitative data. Feedback from the M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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event was nothing but positive. There were people who drove hours to participate in the event and were not the least bit disappointed when the record was not actually broken. Participants were well aware of the cause behind the angels. As stated above, it is next to impossible to gauge the true reach of this project because it was featured across the country. The listed media with stories about Make Your Mark are just the ones which Google Alerts found. The Associated Press, an international media wire service, does not have a method of knowing which newspapers featured the Make Your Mark stories specifically. We did, however, have detailed analytics for Facebook (one of the primary marketing channels for this project). At its peak, the Make Your Mark Facebook page reached 23,633 people. Five hundred dollars was budgeted for a paid Facebook advertising campaign, which had 1.3 million impressions. Evaluating all of the press Make Your Mark received, we felt satisfied. Articles published in tens of newspapers, internet magazines, and news broadcasts escalated the public relations campaign to a new level. The night before Make Your Mark, CEO TJ Lind and Chairman of the Board Bob Sherman received calls from The CBS National News in New York City for an interview which aired on all CBS Radio aďŹƒliates across the country. Lind was also interviewed on the two most popular morning television shows in the region, giving even more exposure for the event. Thousands of elementary students were reached through presentations given by the Make Your Mark team about the importance of giving back and helping others. Another set of media stories followed a lecture given at the University of Minnesota Duluth by Sherman and Lind regarding global issues, especially the water crisis. Citizens of Proctor School M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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District were made aware of the event through an automated phone call promoting Make Your Mark that was sent to all families two days before the event. This especially was beneficial to the project, as the district has not before used the calling system for anything other than crucial information. This showcased the strong support of our organization in the Proctor community. Many other promotional aspects of this campaign were taken on by community members, further showing their support of this cause. Duluth East High School cheerleaders did promotion in the area’s largest high school, Hermantown DECA treated Make Your Mark as a class promotional project and worked to promote the event in their community. As event organizers posted bulletins in their places of worship, one church, Peace United Church of Christ, decided to fundraise enough money to build one well. This incredible undertaking is being led by the Youth Group. Finally, we found much support in the local business community, especially regarding sponsorships of the event. Many businesses offered to sponsor Make Your Mark, which helped to underwrite nearly all costs of the event. B) Recommendations for future campaigns Even though our group is confident with the success of Make Your Mark in its marketing, its community involvement, and its impact on the water crisis, we learned many lessons by creating and implementing a public awareness campaign.   As we planned Make Your Mark, it was critical to assign leadership roles.  Through leadership roles, we were each able to take on tasks specific to the role.   For example, Brooke Oraskovich, DECA member as Chief Operations Officer, took initiative to lead the implementation of Make Your Mark.   In order for Make Your Mark to be possible, we M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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needed sponsorships to cover marketing and operational costs.   Brooke Oraskovich led this sponsorship effort.   By assigning leadership roles, we were able to divide up the work assignments which allowed us to work efficiently. Along with assigning leadership roles, we created an agenda for each meeting which allowed us to brainstorm, plan, and implement without wasting time by staying focused on the awareness campaign and Make Your Mark.  Agendas provided direction and kept us on task during the meetings.   It allowed us to assign deadlines for each task by setting daily, weekly, and monthly deadlines. As each of us are involved with many sports, youth groups, and organizations aside from DECA, time was limited for our group.  In order to utilize our time, we set up regular meetings with a specific date and time in order to allow the highest attendance.  We set regular meetings with our DECA group every Tuesday at 7:00 a.m. and every Wednesday at 3:00 p.m.  Also, we set Make Your Mark organizing committee meetings for every Monday at 4:00 p.m.; these meetings included Drops of HOPE board of directors and our DECA group.   We discussed updates and brainstormed ideas.  Having a set meeting time allowed us to plan tasks early even if they were not implemented until two weeks or one day prior to Make Your Mark. One of the key tools in the success of our water crisis campaign and Make Your Mark was networking.  Networking with business professionals through our partnership with the Rotary Club of Duluth provided us with guidance from business leaders from a variety of aspects.  It is important to take advantage of each opportunity. In planning Make Your Mark, we utilized rotary club member, Skeeter Moore who is the main organizer of Duluth’s Annual Inline Skate Marathon, which encompasses M a k e Yo u r M a r k : A n g e l s f o r a C a u s e!

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3,000 to 5,000 participants each year.   We structured the operations for the day of Make Your Mark to parallel the operations of the North Shore Inline Skate Marathon.  This provided structure for volunteer coordination, signage, and logistics.   We also analyzed the University Minnesota-Duluth’s football games; these are held at Malosky Stadium, which was the site for Make Your Mark.  The ticketing process was akin to a college football game, with four ticket windows plus an entrance for prepaid participants. VI. Bibliography The following individuals aided in the success of Make Your Mark Bob Sherman: Served as Chairman of the Board for Drops of HOPE and led the Make Your Mark organizing committee with CEO TJ Lind. Crystal Taylor: Served as Public Relations Chairwoman for Drops of HOPE and Project Manager at WestmorelandFlint (a PR Agency in Duluth, MN), worked to secure strong media contacts Skeeter Moore: Served as Operations Committee Chairman and organized day-of logistics with COO Brooke Oraskovich. Tania McVean: Human Resources Chairwoman. Worked with CHRO to coordinate event volunteers. Other crucial Rotary members include: Earl Rogers, Dave McLean, Paul Helstrom, John Flynn, Phil Strom Several organizations who partnered with Make Your Mark Edina Rotary, Skyline Rotary, Two Harbors Rotary, Harbortown Rotary, East High School, St. Scholastica, The High School For Recording Arts, Minnesota Power, Ascential Wealth Advisors, Fon du Lac Band of Ojibway, the University of Minnesota Duluth Proctor High School Principal Nancy Litman and Superintendent John Engelking showed gracious support of Proctor DECA and Make Your Mark Wayne Misgen, Proctor Print Shop Coordinator, was critical to marketing efforts.

VII. Appendix

UMD’s Malosky Stadium is set for snow angels, several participants practice before the event, NBC News reporter in transit to Make Your Mark onboard a helicopter which was donated.

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Top: MYM Facebook Cover Photo Left MYM Poster distributed throughout community Above: 4’x6’ advertisement in The Duluth News Tribune Below: photo from Make Your Mark

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$200.00 $100.00 $0.00

Marketing Expenses Operation Expenses

Marketing Expenses

Categories

MAKE YOUR MARK BUDGET

Category

Budget Surplus/Shortage

Actual Transaction Summary

Budget

Actual

Difference

Marketing Expenses

$1,500.00

$1,461.48

$38.52

Operation Expenses

$1,500.00

$1,156.90

$343.10

$400.00

Sponsorships/GTLI Donations Date

$300.00

Description

Category

Amount

11/15/12 Rotary Club 25 Sponsorship

$500.00

11/15/12 Rotary Club 25 GTLI contribution

44%

$200.00

56%

$100.00

12/19/12 Fon du Lac Sponsorship

$500.00

11/26/12 Edina Rotary Club Sponsorship

$500.00

11/26/12 Skyline Rotary Club Sponsorship

$500.00

1/26/13

$0.00

Marketing Expenses Operation Expenses

$3,500.00

MN Power Sponsorship

$500.00

12/19/12 Ascential Wealth Advisors

Marketing Expenses

$500.00

Categories Category

Budget

Actual

Difference

Marketing Expenses

$1,500.00

$1,461.48

$38.52

Operation Expenses

$1,500.00

$1,156.90

$343.10

Date 11/15/12 11/15/12 12/19/12

Above: Portion of the Make Your Mark budget Sponsorships/GTLI Donations 1 Right: Make Your Mark’s Category sponsorship Description Amount packages Rotary Club 25 Sponsorship $500.00 Below: people making snow angels Rotary Club 251,877 GTLI contribution $3,500.00 Presented by: Sponsor $2,500 – (500) event tickets (Value $5 each) Fonduring du Lac Sponsorship $500.00 Make Your Mark

11/26/12 Edina Rotary Club Sponsorship

Event Presented $500.00

11/26/12 Skyline Rotary Club Sponsorship

Banner $500.00

1/26/13

by: Your business in all event marketing and media displayed at event (provided by sponsor) Logo prominently displayed on promotional materials $500.00 Prominent recognition on home page of website with link to business site $500.00 Announced as presenter of Make your Mark event 10 social media mentions prior to event

MN Power Sponsorship

12/19/12 Ascential Wealth Advisors

1

Snow Angel Sponsor $1,000 – (200) event tickets (Value $5 each) Banner displayed at event (provided by sponsor) Logo displayed on promotional materials Recognition on website with link to business site Announced as sponsor of Make your Mark event 8 social media mentions prior to event Halo Sponsor $750 – (150) event tickets (Value $5 each) Banner displayed at event (provided by sponsor) Business name on promotional materials Recognition on website with link to business site Announced as sponsor of Make your Mark event 6 social media mentions prior to event Star Sponsor $500 – (100) event tickets (Value $5 each) Banner displayed at event (provided by sponsor) Business name on promotional materials Recognition on website at sponsor level 4 social media mentions prior to event Snowflake Sponsor $250 – (50) event tickets (Value $5 each) Recognition on website at sponsor level 2 social media mentions prior to event Event Sponsor $100 – (20) event tickets (Value $5 each) Recognition on website at sponsor level social media mention prior to event Event sponsored by: Rotary of Duluth Club 25

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December 28, 2012   Contacts: TJ Lind, Minnesota DECA, Vice President of Business & Industry, tjlind@gmail.com Crystal Taylor, Duluth Rotary Club, Public Relations Chair, crystal.taylor@westmorelandflint.com Al Makynen, Duluth Rotary Club President, Al.makynen@lhbcorp.com   FOR IMMEDIATE RELEASE   Rotary of Duluth Club 25 to Break a Guinness Book World Record with Charity Event   Make your Mark: Angels for a Cause Saturday, February 9, 2013 University of Minnesota Duluth   (Duluth, MN) – Rotary of Duluth Club 25 is partnering with Proctor High School DECA students to host Make your Mark: Angels for a Cause on Saturday, February 9, 2013, at the University of Minnesota Duluth. Gates open at 9:30 a.m., and snow angels start promptly at 11:00 a.m. The event will feature more than 9,000 people simultaneously making snow angels to break a Guinness Book of World Record while raising money for Global Team for Local Initiatives, an organization that supports the indigenous people in Ethiopia affected by climate change. Rotary expects to raise $28,000 to help Global Team for Local Initiatives implement projects related to water, sanitation and hygiene, income generation, and functional adult literacy. A donation of $5 per person or $10 per family is suggested to participate in this family-friendly event.   “We are excited to partner with students from Proctor DECA to host this extreme event for such an amazing, globalcause,” said Crystal Taylor, public relations committee chair for Rotary of Duluth Club 25. “Our club hopes to see the entire community at this exciting, one-of-a-kind event.”   The fundraiser will include entertainment, treats and fun activities for all ages. Local celebrity guests include, Dan Hanger, Anchor at FOX 21 News, and Kevin Jacobsen, Anchor at Northlands NewsCenter as emcees, along with honorary guests Mayor Don Ness, St. Louis County Attorney Mark Rubin, Senator Roger Reinert and City Councilors, Dan Hartman and Emily Larson to facilitate the countdown at start of the event. Community members can purchase tickets and learn more at www.makeyourmarkduluth.com and the Make your Mark: Angels for a Cause Facebook page.Attendees that purchase a ticket online prior to the event will automatically be entered to win $1,000.00 cash. The winner will be selected randomly on day of event. About DECA: DECA is an international organization of students that prepares entrepreneurs and leaders in marketing, finance, hospitality, and finance. DECA is the largest student organization in the world with more than 200,000 members across 5,000 schools in 50 states and 10 countries. DECA's main objectives are education, community service, and leadership development. For more information visit www.deca.org or www.mndeca.org.    About Rotary International Rotary is a worldwide organization of business and professional leaders that provides humanitarian service and encourages high ethical standards in all vocations. Rotary’s main objective is service — in the community, in the workplace, and around the globe. Members are dedicated to the ideal of Service above Self. More information can be found on the Club’s web site www.duluthrotary.org.   ###  

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Make Your Mark: Project Manual