Together we change lives

Together We Change Lives Presented by: Mikaela Yeager Nov. 23, 2015

Campaign Motivation • Brand awareness • New approach: Public relations and grassroots marketing • Partnership advantage • Broad audience appeal • Relevant to Mission and Values

#TogetherWeChangeLives

Campaign Scope Through student connections, identify a severe patient case at Nebraska Medicine, and develop a fundraising campaign to benefit the patient, the patient’s family and to help fund a Clarkson College scholarship.

#TogetherWeChangeLives

Campaign Goals • • • •

Raise funds to assist with patient’s medical bills.

Raise funds to offer a Clarkson College scholarship.

Gain positive media coverage for Clarkson College.

Generate awareness and positive attitudes about Clarkson College and our program offerings.

• Highlight the connection between Clarkson College and Nebraska Medicine.

• Increase alumni membership. #TogetherWeChangeLives

Campaign Strategy • Employ an internal communications plan to drive employee and student awareness and involvement.

• Leverage educational partner to amplify messages and drive donations, volunteers and registrants .

• Use social media to maximize the campaign’s reach (alumni and friends) and drive positive conversations.

• Employ external communications plan to attract media and gain public awareness. #TogetherWeChangeLives

Choosing the Patient • • • •

Consult clinical faculty for recommendations.

Consult student(s) involved with patient’s case.

Consult Nebraska Medicine about fundraising effort.

Consult patient and Patient’s family.

#TogetherWeChangeLives

Main Event: 5K Walk/Run • Gain fundraising dollars from registration fee.

• Hold at Field Club Trail, 38th and Leavenworth Streets.

• Hold on Saturday morning, early fall or spring.

#TogetherWeChangeLives

5K Walk/Run: Target Audiences Participants: • Clarkson College students, employees, alumni and friends.

• Nebraska Medicine employees.

• Family and friends of patient.

Volunteers: • Clarkson College students and employees. #TogetherWeChangeLives

5K Walk/Run: Website Components • Create a landing page where target audience can learn about the patient, students and fundraising efforts.

• Create a registration page for 5K participants/volunteers.

• Create an online donation platform for individuals who want to donate but cannot participate.

• Allow participants/donors to add comments to registration page.

Optimize for mobile

#TogetherWeChangeLives

5K Walk/Run: Social Media Component • Utilize Facebook, Twitter, Instagram and LinkedIn. •

Share patient’s story and connection to students.

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Promote fundraiser and goals.

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Recruit donors and 5K participants and volunteers.

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Updates on patient’s recovery.

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Updates on progress of campaign.

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Live posts day of 5K.

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Use hashtag #TogetherWeChangeLives to make it a trending topic. #TogetherWeChangeLives

5K Walk/Run: E-mail Component

• Share patient’s story and connection to students.

• Promote fundraiser and goals.

• Recruit donors and 5K participants and volunteers.

#TogetherWeChangeLives

5K Walk/Run: Media Relations Component

• Send news releases to media for the following occasions: •

Feature story about patient/students and fundraiser.

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One week prior to 5K event.

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Two days before 5K event.

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Day before 5K event.

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Day of 5K event.

#TogetherWeChangeLives

5K Walk/Run: Alternative Promotions • Feature story and/or invitation in Alumni Times.

• Nebraska Medicine news and social media.

• Partner with student organizations and SGA.

#TogetherWeChangeLives

5K Walk/Run: Details & Incentives • • • • •

Participants/volunteers receive a Clarkson College T-shirt.

Raffle drawing—prizes TBD. Giveaways—TBD. Beverages and breakfast items.

Photos and video.

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If able to attend, students present check to and take photo with patient and/or patient’s family.

#TogetherWeChangeLives

Campaign Effectiveness • Communicate how much money was raised for patient.

• Communicate how much money was raised for scholarship.

• Calculate number of participants and donors.

• Measure media exposure.

• Thank all donors and volunteers.

• • •

Mailed letter from Dr. Burgher Social media Alumni Times

#TogetherWeChangeLives