1. The Real Eyes Agency

2. Agency Description The Real Eyes Agency Mission As a professional public relations agency, we REALIZE the importance of creating and maintaining beneficial relationships between our clients and their various publics. We supply guidance and support to our clients so they can maintain a favorable brand image in order to grow their publics; Ultimately we help our clients REALIZE their potential. The Real Eyes Agency, established in 2003, is located in downtown Jacksonville. Our mission is to meet all of our client’s goals by providing honest, effective and professional business solutions. We have worked with notable clients such as The Alzheimer's Association, The ALS Association and The American Heart Association.

3. Client Background Nonprofit created 75 years ago Created by President Franklin D. Roosevelt Originally created to find polio vaccine After MOD discovered polio vaccine it changes it’s mission Main focus now is improving the health of babies by preventing birth defects, premature birth and infant mortality.

4. Situation Analysis Focusing on MOD awareness and participation in St Augustine An average of only 500 people participate every year Our focus on six zip codes in and around St Augustine area Three-fold campaign created which entails a social media campaign, our partnership with the City of St Augustine during their Nights of Lights and a YouTube video contest campaign – Winners get to meet ELI MANNING!!!!!!

5. Executive Summary Three part campaign Six zip codes in Southside of Jacksonville, St Augustine, St Augustine Beach and Ponte Vedra Beach – why? Increase awareness of March of Dimes and its mission Increase number of St Augustine walk participants and Raise $100,000 for MOD November 2014 – May 2015

6. Strengths: - Largest nonprofit dedicated to awareness of premature birth and birth defects. -51 chapters nationwide -Many large corporate partners Weaknesses: - Mission isn't ‘straight forward’ and not as well known - St Augustine walk has low participation -MOD attracts more females Opportunities: - MOD has many events other than the walk -Annual events to draw attention Threats: - Other events happening at the same time - MOD March for Babies in Jacksonville -Other popular runs/walks

7. Secondary Research Statistical Research Audience Research

8. Primary Research Interview with Cindy Sullivan, Division Executive Director for the Northeast Florida Division of March of Dimes Conducted a survey – results

10. Overall Campaign Goal Our overall goal for this campaign is two fold Increase number of participants in St Augustine walk by 500 people Raise $100,000 for the March of Dimes organization by educating publics

11. Objectives 1.Increase the number of participants for the St. Augustine March for Babies walk by 500 people. 2.Have 500 videos submitted for our “Who do you live for? Who do you walk for” contest campaign. 3.Obtain at least 2,000 followers on Twitter and at least 2,000 likes on our MOD March for Babies St Augustine Facebook page. 4.Raise $100,000 within our campaign timeline (11/23/2014 – 05/02/2015)

12. Audience Analysis Target Audience – Men and Women in childbearing years (ages 18-35) Nickname – Generation Y or Millenials Demographics Psychographics Looked at six zip codes St Augustine 32092 St Augustine Beach 32084 Jacksonville Southside 32256 Jacksonville Mandarin 32223 Ponte Vedra 32082 Jacksonville Intercoastal 32224

13. Key Message “Who do you live for? Who do you walk for?

14. Strategies and Tactics 1.Begin the use of Facebook and Twitter during November – Prematurity Awareness Month – Daily MOD testimonials, facts and stories will be posted. 2.Partner with the City of St Augustine during their Nights of Lights event – begins on November 23 - Decorate one tree completely in purple lights to represent MOD and its mission. Every Saturday night volunteers will pass out fliers and stickers to raise awareness of the March for Babies in St Augustine. Top half of the flier is to raise awareness about the walk in 2015 and the bottom half is used to appeal to publics ‘what’s in it for me?’ by listing top 10 reasons why you should walk with MOD. March of Dimes St Augustine Facebook March of Dimes St Augustine Twitter #StAugLovesBabies Fliers with advertisement for the St Augustine March for babies and ‘Top 10 reasons to walk with March of Dimes’ flier. (Facebook and Twitter will be at the bottom) Stickers with campaign key message “Who do you live for? Who do you walk for?” and #StAugLovesBabies

15. 3. Conduct a Youtube video contest. We will ask followers and likers on Facebook to create a Youtube video answering the question “Who do you live for? Who do you walk for?” Top five videos with the most views are invited to meet Eli Manning after the March for Babies in St Augustine. 4. Hosting a MOD after party. This event will be held after the March for Babies. This event will entail two preformances (a band and a singer/songwriter) as well as snacks, water and mingling with other walkers. Eli Manning will make a short speech then meet with the video contest winners. March of Dimes St Augustine Facebook March of Dimes St Augustine Twitter #StAugLovesBabies Youtube March of Dimes St Augustine Channel Hear Why Eli Manning walks: http://www.youtube.com/watch?v=Tk_SUBJjEbw http://www.youtube.com/watch?v=Tk_SUBJjEbw March of Dimes St Augustine stickers with campaign key message. March of Dimes St Augustine Facebook March of Dimes St Augustine Twitter #StAugLovesBabies Video Contest Examples: http://www.youtube.com/watch?v=NWiZYh-UcCg&feature=youtu.behttp://www.youtube.com/watch?v=NWiZYh-UcCg&feature=youtu.be

16. Timeline 11/01/2014 – Beginning of Social Media Campaign – November Prematurity Awareness Campaign 11/23/2014 – Nights of Lights – Kickoff 11/30/2014 – End of Social Media Campaign – November Prematurity Awareness Campaign 01/01/2015 – Beginning of YouTube Contest 04/02/2015 – After Party Invitations Distributed via email. 04/30/2015 – YouTube video contest deadline for submissions 05/02/2015 – MOD Walk in St. Augustine MOD after Party

17. Campaign Budget Agency Fee – 14% of $25,000 budget - $3,500 Nights of Lights: GotPrint.com 4ft x 10ft Vinyl Glossy ‘Happy Holidays’ Banner with MOD logo - $90 (Including Shipping) 10,000 - 8.5 x 11 color flyers - $805 (Including Shipping) 5,000 - 5.5 x 5.5 stickers with MOD logo - $557 (Including Shipping) 1000Blulbs.com 10 - 51 ft. String of purple lights - $11.43 ea - $127 (Including Shipping) Epson.com Adjustable size projector screen - $150 (Free Shipping) PowerLiteS11 Projector - $400 (Free Shipping) Online Campaigns: HashTracking.com – Will measure how many times #StAugLovesBabies is mentioned - $15.80 per hash - $79 a month – $490 Walk Day: GotPrint.com 500 6 x 9.5 calendars with MOD logo - $693 4ft x 10ft Vinyl Glossy ‘#StAugLovesBabies’ Banner with MOD logo - $90 (Including Shipping) 4ft x 10ft Vinyl Glossy ‘After Party’ Banner with MOD logo - $90 (Including Shipping) 1,000 - 5.5 x 5.5 stickers with MOD logo and campaign slogan - $182 (Including Shipping) PrintGlobe.com 5000 – 28 oz. Printed Sports Water Bottle with MOD logo and slogan - $760 Outsource fee for setup/AV for stage (Sight & Sound) - $7,500 Payment for the performers ($1,000 each) - $2,000 Proposed Research: Amplitude Research Further surveys – Before and After Survey 20 Q to 500 people - $6,000 $24,000 Remainder of budget is for emergency purposes or for price fluctuation

18. Evaluation Evaluation