"don't just leave a mark. create a legacy."

alicia downingderek may

elaine quitosjessica seyller

LegacyPR

proposal forFit Kids

Table of contentsExecutive Summary ..................................................................... 1 SWOT Analysis ............................................................................ 2 Statement of Objectives ............................................................... 3 Recommendations ....................................................................... 4 Logo ............................................................................................. 5 T-Shirt ........................................................................................... 6 eScrip ........................................................................................... 7 eScrip – Registration .................................................................... 8 eScrip – Flyer ................................................................................ 9 Facebook .................................................................................... 10 Quarterly Newsletter .................................................................. 11 Billboard ..................................................................................... 12 Flyer ........................................................................................... 13 Press Release ............................................................................ 14 Campaign Timeline .................................................................... 15 Potential Budget ......................................................................... 16 Evaluation Plan .......................................................................... 17

LegacyPR

Executive Summary 1

After constructing and reviewing our SWOT Analysis for the Fit Kids – Fitness Plus, Saint Francis Medical Center, Legacy PR has developed potential ideas to achieve customer expansion with a budget neutral foundation. With the reconstruction and re-branding for Fit Kids, we have created a Facebook, designed a billboard, new logo, flyer and t-shirt that will boost the opportunity for name recognition of the program. As August brings about a new school year, the Fit Kids program will distribute flyers, press releases, and post a billboard to inform and educate children and their parents about the Fit Kids program. Following these concepts, school visits will be implemented to educate and provide a firsthand experience of the Fit Kids program. We realize there is an already existing income from the Schnucks eScrip program to Saint Francis Foundation. However, we recommend that a separate account be created so it can directly fund scholarships for the Fit Kids program. As you will see in our eScrip potential budget, funding for the scholarship program can potentially increase the number of children by 19. This is a 217% enrollment increase in the program. Enclosed in this pitch book are countless opportunities to achieve a larger customer base. We look forward to working with you to accomplish great things for Fit Kids – Fitness Plus, Saint Francis Medical Center.

SWOT ANALYSIS

SNo competitionScholarship opportunityCredible establishmentEstablished media

OFuture sponsorshipPotential customer expansionImproving name recognitionScholarship expansion

WTime availabilityMinimal advertisement and promotionsBudget neutralScholarship fund diminishing

TFuture competing programsPoor economic conditionsLimited target demographicLow retainment of clients

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Statement of objectives

Marketing opportunity

Children (ages 6 to 12) of the Cape Girardeau and Jackson school district area want to learn healthy habits through both physical and nutritional guidance.

PR oBJECTIVE

To educate and promote healthy living for ages 6 to 12 in the Cape Girardeau and Jackson school district.

marketing objective

To get 1% of target audience (ages 6 to 12) to enroll in the Fit Kids Program by spring 2014.

Fit Kids – Fitness Plus, Saint Francis Medical Center is the only program of its kind available to this specific age demographic in the Cape Girardeau and Jackson area.

pr opportunity

PRIMARY Increase enrollment in the Fit Kids program

SECONDARYRetain the enrolled students in the Fit Kids program

TERTIARYIncrease funding to the scholarship program for Fitness Kids

OVERALL OBJECTIVES

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Recommendations

Promotional Logo: Developing a logo will become the new image that will be used to brand and jumpstart the Fit Kids program. T-shirt: Encouraging children that participate in the program to wear the t-shirt will be a way of promoting the program and can be used as an incentive.

Fundraising eScrip: Increase the number of scholarships and also focus on the service to the community from Saint Francis.

Online Facebook: People interested in the Fit Kids program can easily stay informed. Social media is a growing medium in both the targeted age group and their parents. Web Advertising: Since people are spending more time online taking advantage of web ads that are already in place would be beneficial in promoting Fit Kids.

Traditional Media We suggest using the traditional media that Saint Francis already established and incorporating Fit Kids into the market. Not only do we want to inform people about Fit Kids, we also want to educate children and families about ways to be healthy and how Fit Kids can do that.

Events Family Night: Encourage parents and children that are already members at

Fitness Plus to take part in family night. This night will serve as a preview of what children can learn in the eight-week session.

School Visits: Assembly to inform kids of the benefits of a healthy lifestyle. By showing them how to correctly exercise and proper nutrition more children could become interested in what Fit Kids has to offer.

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Logo

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T-shirt

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escrip 7

Families and supporters of Saint Francis Medical Center can pick up their

personal Schnucks Card at any Schnucks supermarket. Once they receive and activate their card, every time they use the card at the checkout, Schnucks will contribute up to 3% of the monthly purchase amounts toward the Fit Kids scholarship program. WHAT TO DO 1. Complete and return the group enrollment form 2. Make certain you get the word and remind employees to shop at Schnucks Supermarket by means of using the flyer **Reproducible flyer to distribute around Saint Francis Medical Center HOW IT WORKS

1. Pick up a card at any Schnucks Store. 2. Register your card online (www.escrip.com/schnucks.jsp) or call (800) 931-6258. 3. Shop at Schnucks and have your card scanned when you check out.

Your purchases create automatic contributions of up to 3% of your purchase

price. As you will see on the potential budget page, we have used employer data to configure approximate potential funds to be raised. Access your personal reports online to see how much you have earned.

Present your registered Schnucks eScrip Card when making your purchase. Use of your registered card is required at checkout to automatically track your purchases and contributions to your organization.

escrip - registration

Group Enrollment

Please print all information clearly

Organization Name (maximum number of 40 characters including spaces)

Organization Address

City State Zip Code

Organization Phone Number Organization Fax Number

Program Coordinator Name.......................................................................................................................................................................Coordinator’s Daytime Phone

Shipping Address (no P.O. boxes, please)

City State Zip Code

Attention Phone Number (for UPS)

Note: Your organization must be a non-profit. Please check the ONE box that applies for your organization.

Public School Private School

Parochial School Other Organizations

Pre-School Elementary Middle High

Pre-School Elementary Middle High Religious Non-School Club Sports League Other

Pre-School Elementary Middle HIgh

Total potential supporters associated with your group? ______

For Office Use Only:

EFT (Electronic Funds Transfer Deposit Authorization)All deposits are made electronically into your group’s account. In order for us to verify the deposit of these funds into the correct bank and account,

please include a copy of your organization’s voided or cancelled check. (Please note: Deposit slips do not contain the necessary information.)

By signing below:

I (we) agree to the eScrip Program Terms and Conditions located at www.escrip.com.I (we) hereby authorize Electronic Scrip, Inc. (ESI) to initiate deposits to the account indicated above.

Name of Authorizing Person (please print)

Signature of Authorizing Person Date

Important. For accurate payment: Attach a copy of your organization’s voided check or a letter from your bank verifying your account information and mail to:

Everyday Purchases...Extraordinary Results Coordinator’s Hotline: 1-800-700-5655 ESI, P.O. Box 6988, Auburn, CA 95604-6988

www.escrip.com

Note: All of the above information is required to process your group’s enrollment.

enroll_gc

Note: Enrollment confirmation and instructions to access your eScrip account will be sent to the coordinator's email address; therefore, an accurate email address is required. Coordinator Email: ______________________________________________________ fblanton@sfmc.net

Fit Kids - Fitness Plus, Saint Francis Medical Center

150 S Mt Auburn Rd

Cape Girardeau Missouri 63703

573-331-3355 573-331-3356

Felecia Blanton

150 S Mt Auburn Rd

Cape Girardeau Missouri 63703

X

250

573-331-3355

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escrip - flyer 9

Sign Up!1. Pick up a card at any Schnucks Store2. Register your card online or call (800) 931-62583. Shop at Schnucks and have your card scanned when you check out.

The Difference in

We are encouraging employees of Saint Francis Medical Center to get a Schnucks eScrip Community Card. Please join the cause by using your card every time you shop at Schnucks. A percentage of your purchase will be donated to the new Fit Kids program at Fitness Plus. This program promotes healthy living by encouraging good nutrition and exercise amoung children ages 6 to 12. The money raised from the use of your eScrip card will be put towards scholarships so that more children with financial needs can benefit from the Fit Kids program.

FOR MORE INFORMATION:Felecia Blanton(573) 331-5218

fblanton@sfmc.netDirector of Marketing and Referall Services

F I T

Facebook10

Quarterly newsletter

Poor nutrition and inactivity are putting today’s youth at risk of developing life-threating diseases. Modeled after ACE Operation FitKids™, our program helps children ages 6 to 12 understand that being active and eating well are key to maintaining good health and staying fit for life. Consisting of eight-week sessions facilitated by certified fitness specialists, the program features pre- and post-assessment for physical activity, basic nutrition assessment, age-appropriate fitness exercises and activities. Sessions take place Mondays and Wednesdays from 5:30-6:30 pm. in the Multipurpose Room. Register for this program at the Fitness Plus Service Desk.

Introducing

Children included on a family membership $25Member affiliates (parents are members) $45

Nonmembers $65Scholarships are available based on financial need.

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billboard

F I T

CO

NTA

CT

573-

331-

5302

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w.s

fmc.

net

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flyer

F I T

150 S. Mount Auburn Cape Girardeau, MO 63703 Phone: 573-331-3355 Fax: 573-331-3356 www.sfmc.net

REGISTRATION IS REQUIREDPlease register at the

Fitness Plus Service Desk

For more information, please contact Dianne Lawrence, BS, AFAA,

Assistant Manager of Health, at 573-331-5302 or

dlawrence@sfmc.net

Children included on family membership - $25Member affiliates (parents are members) - $45

Nonmembers - $65 SCHOLARSHIPS AVAILABLE!

It is no secret that poor nutrition and inactivity are putting today’s youth at risk of developing life-threatening disease as they age. According to the American Obesity Association, approximately 30.3% of children ages 6 to 12

are overweight and 15.3% are obese. The prevalence of obesity has quadrupled over the past 25 years. Obesity rates for young people have tripled since 1980 and doubled in the last decade alone.

This program, modeled after the ACE Operation Fit Kids program, will focus on physical activity and nutritional information for children ages 6 to 12.

Fit Kids will meet in the Multipurpose Room on Mondays and Wednesdays from 5:30-6:30 pm. The program, facilitated by a certified fitness specialist, will include: Pre- and Post-assessment for physical activity Basic nutrition assessment Age-appropriate fitness exercises and activities Attendance and participation rewards Mileage club Information on proper nutrition Graduation ceremony to celebrate accomplishments

SESSIONS:April 1 - May 24

September 9 - November 1

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press release

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Fit Kids Promotes Nutrition and Physical Fitness

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Campaign timeline

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEPT

OCT

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potential budget

Number of Employees at Saint Francis Medical Center: 2,478

# of employees x 50% = number of employees to shop at Schnucks

2, 478 x 0.50 = 1,239 potential number of employees to shop at Schnucks

1 employee spending $100 per month x 1% on monthly purchases = Amount Donated by 1 employee

$100.00 x 0.01 = $1.00 raised per employee

# of Schnucks shopping employees x amount raised per employee = total amount available for scholarships

1,239 x $1.00 = $1,239.00 raised for Fit Kids scholarships

Current Budget $0.00

Potential Budget $1,239.00

Potential ScholarshipsCost ($) Potential # of Scholarships

Non Members 65 19Parent is member 45 27Child included on family membership 25 Not Applicable

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evaluation plan 17

In order to evaluate the success of our campaign, we will begin by assessing the marketing strategy for the Fit Kids Program of Saint Francis Medical Center. From our research, we calculated the target audience (children ages 6 to 12 in the Cape Girardeau and Jackson school districts) to be 4,532 children. Mentioned in the “statement of objectives” page, our marketing and primary objective is to increase enrollment of the Fit Kids program 1% by spring 2014.

The first way we can evaluate this campaign is by the correlation between school visits and what schools the children in the program attend. In addition, school visits will incorporate a preview of the program to the children to increase interests.

The second way we will measure the success of your social media impact is through the number of likes, comments and shares on your Facebook page.

The third evaluation will be through increase of name recognition after the distribution of flyers, quarterly newsletters and press releases, as well as billboard and Facebook. This can be implemented through identifying where the parent heard about the Fit Kids program (i.e. Billboard, website, Facebook, school visits, etc.).

The fourth way we will evaluate this campaign is by the correlation between the “family night” events and how many children join the program after attending the event. In research, we found that there are 2,321 total memberships with 968 being family memberships.

The fifth way is to measure the success of our scholarship funding by the efforts of the eScrip program. It is in direct correlation to the continuous shopping at Schnucks Supermarket by the community, employees and supporters of the Fit Kids program.